Fairy Tales And Culture Industry Media Essay

Fairy Tales And Culture Industry Media Essay The western fairy tales have basically undergone three major stages of transitions: the oral form; the literary form and finally the digital form. Originally, fairy tales in the western civilization are oral folk tale of magic which serve to express lower classes wishes to satisfy their needs and wants. (Jack, ) Toward the end of 17th century, printing press adapted oral tales into a new literary genre. The rationalization of fairy tales, due to intervention of gatekeepers in blocking fantasy fairy tales while publishing those stresses christian morality, has hindered creativity. At the same time, increased production of new tales for amusement illustrates Adornos culture industry which mars cultural heritage and imagination for increased production and profits. Then came to the era of digital form, one of the most successful genres of fairy tales, during World War II and Great Depression. Widespread misery brought in the idea of producing fairy-tale films to make money from peoples longing for happiness.(Jack, ) Standards were based in the first place on consumers needs, and for that reason were accepted with so little resistance. The result is the circle of manipulation and retroactive need in which the unity of the system grows even stronger. (Adorno Horkheimer, 1976) Fairy tales have been commodified and influenced by proliferation of adaptations for films. Today, fairy tales become a form of entertainment, embracing the concept of marketing and advertising. The change is in line with two main roles of culture industry: to create profits and to stimulate economic changes. Case study: Walt Disney Company The fairy-tale film industry Walt Disney, the ever successful model of fairy-tale film industry, is said to keep fairy tales alive through films and theme parks. Bringing us back to the standard structure of western fairy tales as shown in the classic stories like The Cinderella and The Sleeping Beauty: the white princess who soon gets into trouble and rescued by Prince Charming, followed by an inheritant end of the story: and they lived happily ever after, we realize that the idea of pseudo-individualization in Disneys early films may be true. This maybe strategy to reduce quality uncertainty as well as risk of trying to be innovative and to assure profitability by providing consumers something they familiar to or previously successful storylines. However, realizing the fact that consumers are no longer as passive and uncritical as what Adorno critiqued, Disney fast to adapt to the ever-demanding consumers by moving in suprising and interesting ways instead of imitating or reproducing what had been done before. Modernisation has contributed to a switch-over in power to the consumers. Disney gives birth to its first black princess, Tiana, in its recent animated fairy-tale film The Princess and the Frog inspired by old tale The Frog Prince. Everyone knows the story in which a princess finds true love by kissing a frog that magically turns into her handsome prince. Tiana still kisses a frog but the result is quite different. Besides trying to surprise its audiences with a fresh twist in the mix of humour, thrills and melody, Disney also moved away from its usual macho genre by protraying a strong and independent girl who is so determined in pursuing her dreams instead of waiting to be rescued as other princesses. By using familiar characters and title, Disney tends to appear to the public with a simple, immediate and easily recognizable identity which helps to reduce the uncertainty and to attract consumers while manifesting the differences from the original story based on their similarities. Since film is considered an experiential commodity that quality isnt accessible prior consumption, successful branding becomes essential as it is emotionally rewarding to consumers and financially rewarding for the business. What Disney differentiates itself from other competitors is making people happy. In order to compete more effectively, besides using advanced technology to stand out among competitors, Disney also relies on advertising to lure consumers to watch its movie which again reflects self-renewal nature of culture industry of creating artificial needs through advertising and satisfying those needs through consumers consumption. Cult of stars and famous creators are also used to convince the consumers of the films quality by their celebrity status in the field. Windowing is not new to Disney. Disney has expanded its line from VCDs, DVDs to Blu-ray in recent years as part of efforts in extending the life-cycle of its films by moving to smaller theaters. Due to the rising cost of production and high risk of failure, Disney has a wide repertoire of cultural goods under it as part of risk management. As one of the worlds largest conglomerates, Disney dominates in various media business encompassing movies, music, publising, TV and theme parks. As Negus (1999) stated, Culture produces an industry. Corporate culture impacts the workers and the cultural products they produce thus affect the economic profits. As one of the worlds best company to work in, Disney has always been promoting a vibrant culture that allows risk taking and innovation. It also promotes positive and inclusive ideas about families, passion and dedication among its employees. As in other service business, the quality of service can make or break Disney. In order to keep up with consumers ever-more-demanding expectations, quality and service are built into all the training programs taught by Disney University. Benchmarks are set to measure employees quality or service. This illustrates the manipulation of emotional labour as workers are increasingly being expected to display certain emotions but to suppress others in order to provide quality services. Although workers are not passive and may react or fight back, in most cases, they tend to comply to the corporate norms as job market is very competitive. New Trends in Disney Fairy-tale Film Industry: Threats Opportunities Digital Piracy- As in other industry, piracy is not a new issue facing Disney. But the advent of file sharing system and availability of free films on the Internet further undermine the industry. Copyright protection becomes tougher as users can always develop new methods to bypass. With the advent of downloading technology, consumers are able to access to free movies just within hours after their release in theaters. Since then, consumers dont perceive a need to pay more for cinema tickets for just once and even more expensive homevideos. In addition, fairy-tale films lack of the special effects that underlying the difference between the enjoyment of the movie at the cinema or at the home is of the factors as well. Therefore, Disneys emphasizing on 3D fairy-tale films production may be part of strategies to revive the cinema as the priviledged place for film experience and high quality entertainment. Competition TV 130 With new features such as streaming Internet movies and 3D capabilities added to the digital TVs, Disney is fighting a sadder trend. Sony, Panasonic and Samsung have continually come out with new digital TVs with Internet hook-ups that can grab Flickr photos and directly link to sources such as Netflix and YouTube videos and news stories through a broadband connection. In addition, Dell and HP also sell computers with HDMI outputs that can be hooked up directly to a TV. This is especially convenient for those working people who are too busy to catch movies in cinema. It is predicted that more valued-priced TVs with Internet connection will be born in the future. Watching films online with big-screen TV will also become a mainstream and big wave in the industry. Digitalization Digitalization becomes a landmark development in Disneys evolution of home entertainment. Recognizing the pervasiveness of digital consumption especially among young audiences, Disney comes to embrace digitalization to expand its market and gain access to new revenue resources while meeting consumers demands. Recently, Walt Disney Corporation released KeyChest, a new technology that enables films distribution using computers and cell phone rather than DVDs and TVs. To compete more effectively, Disney provides value and above that provided by free films such as easy storage, higher quality, virus and legal threat protection, and acccess in multiple form and locations. KeyChest is also intended to be a multie-corporate venture as consumers wont have much of a variety to choose from if only Disney is involved. Digitalization which is more cost effective than physical one expose Disney to a larger audience. Digital medium like the Internet can serve as a new platform for its established practice of windowing . In addition, being able to grasp the opportunity of digital distribution, it is believed that Disney can better control and fight against digital piracy since it ultimately has control over consumption of the content. Nevertheless, the digitalization movement may seem to widen digital divide as some people have very limited or no access to digital and information technology at all. The high performance at box office of Disneys films indicates that consumers are still willing to pay more for good movies. While computer screen maynot where consumers want to access their films, the industry also need to cater to those consumers who like to own a physical product. By applying value-based pricing policy, consumers can watch the films in the price that matches their values, thus expanding Disneys market and increasing economic profits. It is predicted that the digital distribution of films will expand significantly and transform Disneys film from a product to a service in the recent future. Taking lessons from the music industry, the digitalisation is a great opportunity to sustain well in global market. Tie-ins and Spin-off: Selling of disneys products Disneys brand is recognized through the characters marketed in their films and mechandise. Merchandising comes with a long history, but the packages grow larger and even larger today. Fairy-tale films, especially those gain popularity, have always been the center-piece of a package with all other accessories like book, food, toys and clothes. Disney increases its productions shelf life and extracts money by generating peoples interest and enjoyment on it and though the succession of new audience-generations. Merchandising which starts even before the release of the film, is able to enhance the value of a movie that performs badly at the box office. By creating cute and appealing characters targeted mainly at children, Disney seeks to entice children who are more vulnerable to such appeals by satisfying artificial needs it creates. Since consumers tend to attribute their own value to the goods, resulting in almost worship of cultural goods. The fanatical consumption of the latest release of The Princess and the Frog wide array of merchandises is a testament to this. In addition, some tactics such as strategic positioning of outlets are used to increase consumers inclination to consume even though they never intend to do so. This brings us to realize what Bryaman (2004) called Disneyization, a process of creating variety and differences and removing of basic needs to entice consumers into consumption beyond necessity. As mentioned, consumers are not passive but most of the time, we are still unconsicously falling into the trap of consumerism. Nowadays, Disneys tie-ins to fast food restaurants seems to be a norm and results in what we call hybrid consumption. By giving consumers the merchandises they want either for free or at a lower price through fast food consumption, the fast food industry increases its patronage whereas Disney gains constant publicity for its existing or forthcoming films and makes profits from the process while keeping Disney in peoples mind. According to Disneys vice-president of marketing at Buena Vista UK, These movies are very expensive to make and release and these tie-ins get us exposure we couldnt afford to buy. Globalization disneyfication Over the years, Disney has been expanding its business in a coordinated manner to almost every corner of the planet. Robertson argued that the production and promotion of goods and services on a global scale requires close, ongoing sensitivity to cultural differences in local circumstances. Its roaring success can be attributed to its transformation into a truly global enterprise and transculturation by taking account into cultural differences while maintaining cultural authenticity American culture. In order to ensure its films dont look so different as to allienate the nonwestern audiences, Disney always seeks to modify its products to fit consumers tastes in each market around the world. Therefore, local managers are rendered more power and accountability to increase the globalization of Disneys products by ensuring the products are locally relevant to the consumers, leading to more strategic distribution and marketing planning. The company also transforms the mode of presentation to which the non-western audiences can respond such as different language subtitles in the films. In China, for exa mple, products are localized to appeal to Chinese consumers. As globalization is no longer one way homogenous cultural flow from the West to the East but multiple processes that spreads heterogenous global culture through enrichment by variety and diversity of local cultures, Disney starts to absorb and extend its narrative repertoire to include more or less distinct cultures and non-western characters in films such as Aladdin (Middle East), The Lion King (Africa) and Mulan (china). From the production perspective, the extension may be seen as marketing gimmick aimed at capturing more diverse audiences and thus expands its service coverage into international markets when it acquires more markets in these cultures. Besides catering to the needs of global audiences, Disney also creates a sense of cultural autheticity in globalizing its local cultural products. In The Princess and the Frog, there is dialectical tension between particularism and universalism. In order to capture cultural autheticity of New Orleans, one the oldest cities in America, distinctly American sound such as Jazz and gospel is used in the film. By universalising the culture to the other side of the world, Disney came out with a natural love story blended with advernturous storytelling, offbeat comedy, captivating characters built on universal longing for happiness. The fateful kiss between Tiana and the frog from different world and social status brings them on a hilarious adventure through the mystical bayous. The intricate love story and characters flaws give consumers a sense of realistic. Disney also took advantage of feminism and wove it in the film to attract audiences, especially females, by protraying a strong and i ndependent girl who has motivating desire in pursuing her dreams. As in reality, it is no longer a love at first sight but a couple who really dont like each other at first sight fall for each other after spending time together. Tiana doesnt know how to appreciate live whereas Prince Naveen is spoiled and irresponsible. A prince that really influences a heroin, he teaches Tiana how to appreciate her life. Their flaws reflects the reality which consumers can identify. Showing family love. who then facing problems of expressing love openly. The most striking fea ture is the female protagonist, Tiana. took advantage of a feminist touch to attract Asian audiences, esp women. Focuses on a tough women and wove the feminism into the film. true love can really thriump, to strive for an ending where everyone lives happile ever after. Tiana has her own motivating desire, motivations and decisions that drive her and make her interested and sympathetic. In fact, the film impressed the global audiences not really because of its uniqueness and exotics, but it pertains to their lives and cultures. Tiana is appealing as the female consumers can identify themselves with her and even want to cheer her on. The producer maintains a global-local perspective, exploiting the particularity of local culture on the one hand and universalizing it for the world on the other. By fusing the fairy tale, advernture, music and comedy together, the film is reproduced and presented in a new style to the global audiences. The fairy tale genre, the use of English language, the setting of New Orleans, the American music and so on served to bring forth a strong sense of cultural authenticity. In a nutshell, besides the ability to adapt to transculturation, the budding success of technology investment, the growing conglomeration to mobilize resources and pursue opportunities more effectively, and the elevated status of English as a global language all together provide a favourable environment for the globalization of Disneys fairy-tale films. Conclusion Disney continues to sustain our dreams despite the cruelty of reality. It is Disneys ability to make people happy captivates a large audiences over the globe, thus it would be better with innovation without changing the happy ending that audiences emotionally attached to. Through various strategic management and its fast adaptation to threats and firm grasp of opportunities, Disney is coping well in going globalization. In fact, Disneys fairy-tale films do leave more or less some impacts on its audiences. Some love Disney as it make them feel like kids again, while some may think Disney brainwashes the audiences by adding subliminal messages in its films and gives girls delusion that Prince Charming is going to knock on their door one day.

Is Sugar Addiction a Substance Use Disorder?

Is Sugar Addiction a Substance Use Disorder? An Examination of Sugar Addiction as a Substance Use Disorder Abstract In the last decade, many studies have supported the addictive nature of sugar. In this examination of sugar addiction, we explore the parallels with substance abuse disorder and highlight the effects on the brain and body as well as the psychological and biological risk factors that may make an individual vulnerable to sugar addiction. We theorize that defining sugar addiction as a substance abuse disorder in a future version of the Diagnostic and Statistical Manual of Mental Disorders (DSM) will change policy to improve public health, and minimize the costs of metabolic disorders like diabetes, obesity, and heart disease on the economy. Keywords: sugar addiction, substance use disorder, dopamine, impulsivity, obesity Worldwide obesity rates are rapidly rising. In 2016, an estimated 30% of Americans over the age of 18, and almost 20% of young adults were overweight or obese, as defined by a body mass index (BMI) greater than 30 (Centers for Disease Control and Prevention, 2016); and they are projected to increase to 80% by 2023 (Wang, Beydoun, Liang, Caballero, & Kumanyika, 2008). Between 29% and 47% of obese individuals meet the criteria for binge eating disorders (BED) (McCuen-Wurst, Ruggieri, & Allison, 2017). However, we suggest in this review of the literature that the food addiction model is a more appropriate mechanism when looking at correlates and causes of the development of eating disorders and metabolic disorders, including insulin resistance, diabetes, and obesity. The DSM-5 criteria for BED is limited in that it focuses largely on behavior, distress and shame caused by the eating disorder, and lacks acknowledgment of the neurobiological vulnerabilities and effects (American Psychiatric Association, 2013a). Alternatively, the food addiction model proposes that food, especially highly palatable, processed foods that are high in sugar, fat and/or salt are addictive (Davis & Carter, 2014), and therefore may be the underlying cause of BED and metabolic disorders, including obesity. For this examination, we mainly focus on the addictive nature of sugar, as the majority of food addiction studies have shown that sugar intake is more addictive than fat or salt, and highlight the numerous biological and psychological parallels to substance (Avena, Bocarsly, Rada, Kim, & Hoebel, 2008; Avena, Rada, & Hoebel, 2008; Davis, Loxton, Levitan, Kaplan, Carter, & Kennedy, 2013; Hoebel, Avena, Bocarsly, & Rada, 2009; Hone-Blanchet & Fecteau, 2014; Ifland, Preuss, Marcus, Rourke, Taylor, Burau, Jacobs, Kadish, & Manso, 2009; Page & Melrose, 2016; Tran & Westbrook, 2017; Wong, Dogra, & Reichelt, 2017). It is well known that addictive drugs activate the dopaminergic reward pathway. The mesocorticolimbic pathway, which includes the ventral tegmental area (VTA), nucleus accumbens (NAc) and the frontal cortex, is especially implicated in the reinforcement of the use of these substances. These areas release high levels of dopamine, which produce a euphoric state, and help form â€Å"liking† motivations and positive associations toward the addictive substances. However, as the drug is repeatedly consumed, tolerance builds in the body, and â€Å"liking† becomes â€Å"wanting,† resulting in reduced pleasure, and physiological dependence that necessitates increased consumption (Reeve, 2015). Food addiction studies have shown that while a variety of foods lead to the release of dopamine, sugar activates the dopaminergic pathway in a way that mirrors addictive substances, and leads to bingeing, tolerance, cravings, dependence, and subsequent withdrawal symptoms when deprived (American Psychiatric Association, 2013b; Avena et al., 2008; Davis & Carter, 2014; Davis et al., 2013). As sugar is over-consumed, tolerance grows and bingeing with increased amounts of sugar are needed to obtain the same pleasurable effect. This is suggested to be due to the down-regulation of dopamine receptors (Avena et al., 2008; Davis, Patte, Levitan, Reid, Tweed, & Curtis, 2007; Hoebel et al., 2009; Ifland et al., 2009, Loxton & Tipman, 2017). Thereafter, â€Å"wanting† or cravings are suggested to be due to the imbalance of hormone signals that results in high anticipation and high sensitivity to sugar when it is consumed. In a study conducted by Lindqvist, Baelemans, and Erlanson-Albertsson (2008), rats that were given a sugar solution showed a 40% increase in ghrelin, the hormone that triggers appetite; in contrast to a significant decrease in leptin and peptide YY, two hunger-suppressing hormones; and a significant down-regulation in mRNA expression of additional hunger-suppressing peptides. This imbalance of appetite hormones and gene expression were hypothesized to have resulted in bingeing and tolerance, as demonstrated by a doubling of the drink consumption compared to control-group rats given water. Lastly, animal studies on sugar addiction have shown that sugar withdrawal mimics opioid withdrawal, and presents with depression and anxiety when deprivation of sugar occurs (Avena et al., 2008; Avena, Rada, & Hoebel, 2008; Hoebel et al., 2009; Hone-Blanchet & Fecteau, 2014; Ifland et al., 2009). The numerous studies in sugar addiction that overlap with the different stages of substance use disorders provide strong biological support for sugar addiction to be classified as a substance use disorder. Further adding to the biological susceptibility of sugar addiction, Davis et al. (2013) found enhanced dopamine transmission was due to six genetic mutations linked to the dopamine reward pathway; and that association between increased dopamine signaling and multilocus genetic profile scores was significantly higher in participants with high reward sensitivity and high risk for food addiction. These neurological changes and genetic vulnerabilities support tolerance and dependence that may result from a frequent flooding of dopamine and a reduction of receptors as seen in substance use disorders. Likewise, psychological traits like impulsivity and poor emotional regulation, have been found in both substance use disorders and sugar addiction. Impulsivity, as it relates to immediate gratification and deficits in behavioral inhibition, was positively correlated with sugar addiction. However, sensation-seeking, as an impulsive personality trait, was negatively associated with sugar addiction, and theorized to be due to the lack of arousal and stimulation from eating food; â€Å"those who are risk seeking and reward-driven might seek out experiences involving greater levels of arousal and stimulation (Pivarunas & Connor, 2015; VanderBroek-Stice, Stojek, Beach, vanDellen, & MacKillop, 2017). Poor emotional regulation and low distress tolerance were also positively associated with sugar addiction, and the consumption of sugar was hypothesized to activate the pleasure center countering the negative emotional state and further reinforcing the reward of sugar intake behavior (Kozak & Fought, 2011; Pivarunas & Connor, 2015). Equally important in the comparison between sugar addiction and substance use disorders are the detrimental effects on the brain and body’s functions, such as cognitive impairment and metabolic disorders. Reversible cognitive impairments in decision-making, motivation, spatial or place-recognition memory were recently identified in studies with rats (Tran & Westbrook, 2017; Wong, Dogra, & Reichelt, 2017). However, in a study conducted by Page and Melrose (2016), high levels of circulating sugar and insulin levels dulled food cues, reducing hypothalamic activity, and negatively affecting neural food processing, which over time increased the risk for insulin resistance, type 2 diabetes, and obesity. A separate study found that the overconsumption of sugar increased levels of free fatty acids, triglycerides and cholesterol in the blood (Lindqvist, Baelemans, & Erlanson-Albertsson, 2008), which are confirmed risk factors for developing in heart disease and strokes in humans (National Institute of Health, 2005; American Heart Association, 2017). The relationship between sugar addiction’s detrimental effects and long-term illness are apparent in the literature, and is analogous to the relationship between substance use and disease. Current treatment options for food or sugar addiction are limited to exercise, which addresses biological pathways; and mindfulness, which emphasizes psychological processes. Exercise serves as a protective treatment against metabolic disorders and food addiction via increases in brain-derived neurotropic factor (BDNF), a neurotransmitter that plays a major role in neuroplasticity, and in the regulation of food intake, physical activity, and glucose metabolism (Codella, Terruzzi, & Luzi, 2017). Whereas, mindfulness addresses the dual process model of health behavior, which states that there are interactive automatic (implicit) and controlled (explicit) psychological processes that result in addictive behavior. Implicit, automatic processes include intentions, approach and avoidance tendencies, and emotions, meanwhile explicit, controlled processes include reflective action (Hagger, Trost, Keech, Chan, & Hamilton, 2017; Tang, Posner, Rothbart, & Volkow, 2015). In 2017, Kakoschke, Kemps, & Tiggemann showed that a two-pronged approach-modification protocol successfully retrained participants to avoid unhealthy food by 1) reducing the approach bias toward unhealthy food, and 2) increasing the approach bias toward healthy food. Another study showed a high approach tendency for healthy food buffered against the stress of hunger and wanting for unhealthy food (Cheval, Audrin, Sarrazin, & Pelletier, 2017). Mindfulness was also found to regulate emotional reactivity to internal and external cues (Fisher, Mead, Lattimore, Malinowski, 2017). Unfortunately, available treatment options have low generalizable, replicable success as they fail to provide a streamlined approach to sugar addiction and/or address neurobiological vulnerabilities and negative effects. Neither sugar nor food addiction is currently defined in the DSM-5. The only consistent measure of food addiction is the Yale Food Addiction Scale (YFAS), a survey developed in 2009, and it is used in studies reliably as its questions are based on DSM-IV addiction criteria (Gearhardt, Corbin, Brownell, 2009; Gearhardt, Corbin, Brownell, 2016). As mentioned earlier, food addiction and BED are not reciprocal disorders, therefore acknowledging sugar addiction as a substance use disorder in a future DSM may increase evidence-based research that strongly implicates genetic and brain pathways, which may lead to early prevention, reduced stigmatization and diverse treatment options that address the psychological as well as neurobiological vulnerabilities through medication, and even gene therapy. Further research and government regulation can also limit the pseudo-science funded by sugar and packaged goods companies. For example, in reviewing the literature, two studies were found that denied sugar and its addictive properties (Benton, 2010; Markus, Rogers, Brouns, & Schepers, 2017); they were funded by Coca-Cola and the World Sugar Research Organization. Similar to the studies conducted by the tobacco industry, the information countering sugar addiction can be confusing and deceptive to consumers. Government regulation of the sugar industry, like the tobacco industry can result in a decrease of sugar addiction and its harmful health effects. Lastly, there is also a large benefit to public health and the economic costs in treating sugar addiction like a substance use disorder. The costs to treat diabetes, a disease directly related to increased blood sugar levels and insulin resistance was $245 billion in 2012 (Centers for Disease Control and Prevention, 2017). These costs do not include comorbid diseases like obesity, hypertension, and hyperlipidemia. Obesity alone is projected to cost upwards of $957 billion by 2030 (Wang et al., 2008). Therefore, prevention of these life-long metabolic disorders by addressing the addictive properties of sugar can potentially reduce the burden on global health and economic systems in a great way. References American Heart Association. (2017). Prevention and Treatment of High Cholesterol (Hyperlipidemia). Retrieved from http://www.heart.org/HEARTORG/Conditions/Cholesterol/PreventionTreatmentofHighCholesterol/Prevention-and-Treatment-of-High-Cholesterol-Hyperlipidemia_UCM_001215_Article.jsp#.WhoJdNy1uUl American Psychiatric Association. (2013a). Feeding and Eating Disorders. In Diagnostic and statistical manual of mental disorders: DSM-5 (5th ed.). Arlington, VA: American Psychiatric Association. Retrieved from https://doi.org/10.1176/appi.books.9780890425596.dsm10 American Psychiatric Association. (2013b). Substance-Related and Addictive Disorders. In Diagnostic and statistical manual of mental disorders: DSM-5 (5th ed.). Arlington, VA: American Psychiatric Association. Retrieved from https://doi.org/10.1176/appi.books.9780890425596.dsm16 Avena, N. M., Bocarsly, M. E., Rada, P., Kim, A., & Hoebel, B. G. (2008). After daily bingeing on a sucrose solution, food deprivation induces anxiety and accumbens dopamine/acetylcholine imbalance. Physiology & Behavior, 94, 309-315. doi:10.1016/j.physbeh.2008.01.008 Avena, N. M., Rada, P., & Hoebel, B. G. (2008). Evidence for sugar addiction: Behavioral and neurochemical effects of intermittent, excessive sugar intake. Neuroscience and Biobehavioral Reviews, 32, 20-39. doi:10.1016/j.neubiorev.2007.04.019 Benton, D. (2010). The plausibility of sugar addiction and its role in obesity and eating disorders. Clinical Nutrition, 29, 288-303. doi:10.1016/j.clnu.2009.12.001 Cheval, B., Audrin, C., Sarrazin, P., & Pelletier, L. (2017). When hunger does (or doesn’t) increase unhealthy and healthy food consumption through food wanting: The distinctive role of impulsive approach tendencies toward healthy food. Appetite, 116, 99-107. doi:10.1016/j.appet.2017.04.028 Codella, R., Terruzzi, I., & Luzi, L. (2017). Sugars, exercise and health. Journal of Affective Disorders, 224, 76-86. doi:10.1016/j.jad.2016.10.035 Davis, C., & Carter, J. C. (2014). If certain foods are addictive, how might this change the treatment of compulsive overeating and obesity? Current Addiction Reports, 1, 89-95. doi:10.1007/s40429-014-0013-z Davis, C., Loxton, N. J., Levitan, R. D., Kaplan, A. S., Carter, J. C., & Kennedy, J. L. (2013). ‘Food addiction’ and its association with a dopaminergic multilocus genetic profile. Physiology & Behavior, 118, 63-69. doi:10.1016/j.physbeh.2013.05.014 Fisher, N. R., Mead, B. R., Lattimore, P., & Malinowski, P. (2017). Dispositional mindfulness and reward motivated eating: The role of emotion regulation and mental habit. Appetite, 118, 41-48. doi:10.1016/j.appet.2017.07.019 Gearhardt, A. N., Corbin, W. R., & Brownell, K. D. (2009). Preliminary validation of the Yale Food Addiction Scale. Appetite, 52, 430-436. doi:10.1016/j.appet.2008.12.003 Gearhardt, A. N., Corbin, W. R., & Brownell, K. D. (2016). Development of the Yale Food Addiction Scale Version 2.0. Psychology of Addictive Behaviors, 30, 113-121. doi:10.1037/adb0000136 Hagger, M. S., Trost, N., Keech, J. J., Chan, D. K. C., & Hamilton, K. (2017). Predicting sugar consumption: Application of an integrated dual-process, dual-phase model. Appetite, 116, 147-156. doi:10.1016/j.appet.2017.04.032 Hoebel, B. G., Avena, N. M., Bocarsly, M. E., & Rada, P. (2009). A behavioral and circuit model based on sugar addiction in rats. Journal of Addiction Medicine, (3)1, 33-41. doi:10.1097/ADM.0b013e31819aa621 Hone-Blanchet, A., & Fecteau, S. (2014). Overlap of food addiction and substance use disorders definitions: Analysis of animal and human studies. Neuropharmacology, 85, 81-90. doi:10.1016/j.neuropharm.2014.05.019 Ifland, J. R., Preuss, H. G., Marcus, M. T., Rourke, K. M., Taylor, W. C., Burau, K., Jacobs, W. S., Kadish, W., & Manso, G. (2008). Refined food addiction: A classic substance use disorder. Medical Hypotheses, 72, 518-526. doi:10.1016/j.mehy.2008.11.035 Kakoschke, N., Kemps, N., & Tiggemann, M. (2017). Impulsivity moderates the effect of approach bias modification on healthy food consumption. Appetite, 117, 117-125. doi:10.1016/j.appet.2017.06.019 Kozak, A. T., & Fought, A. (2011). Beyond alcohol and drug addiction. Does the negative trait of low distress tolerance have an association with overeating? Appetite, 57, 578-581. doi:10.1016/j.appet.2011.07.008 Lindqvist, A., Baelemans, A., & Erlanson-Albertsson, C. (2008). Effects of sucrose, glucose and fructose on peripheral and central appetite signals. Regulatory Peptides, 150, 26-32. doi:10.1016/j.regpep.2008.06.008 Markus, C. R., Rogers, P. J., Brouns, F., & Schepers, R. (2017). Eating dependence and weight gain; no human evidence for a ‘sugar-addiction’ model of overweight. Appetite, 114, 64-72. doi:10.1016/j.appet.2017.03.024 McCuen-Wurst, C., Ruggieri, M., & Allison, K. C. (2017). Disordered eating and obesity: Associations between binge-eating disorder, night-eating syndrome, and weight-related comorbities. Annals of the New York Academy of Sciences, 1-10. doi:10.1111/nyas.13467 Page, K. A., & Melrose, A. J. (2016). Brain, hormone and appetite responses to glucose versus fructose. Current Opinion in Behavioral Sciences, 9, 111-117. doi:10.1016/j.cobeha.2016.03.002 Pivarunas, B., & Conner, B. T. (2015). Impulsivity and emotion dysregulation as predictors of food addiction. Eating Behaviors, 19, 9-14. doi:10.1016.j.eatbeh.2015.06.007 Reeve, J. M. (2015). The Motivated and Emotional Brain. In Understanding Motivation and Emotion (6th ed.). Hoboken, NJ: Wiley. Tang, Y., Posner, M. I., Rothbart, M. K., & Volkow, N. D. (2015). Circuitry of self-control and its role in reduction addiction. Trends in Cognitive Sciences, 19(8), 439-444. doi:10.1016/j.tics.2015.06.007 Tran, D. M. D., & Westbrook, R. F. (2017). A high-fat high-sugar diet-induced impairment in place-recognition memory is reversible and training dependent. Appetite, 110, 61-71. doi:10.1016/j.appet.2016.12.010 U.S. Department of Health and Human Services, Centers for Disease Control and Prevention. (2017). National Diabetes Statistics Report, 2017: Estimates of Diabetes and its Burden in the United States. Retrieved from https://www.cdc.gov/diabetes/pdfs/data/statistics/national-diabetes-statistics-report.pdf U.S. Department of Health and Human Services, Centers for Disease Control and Prevention. (2016). Nutrition, Physical Activity, and Obesity Behavioral Risk Factor Surveillance System: Percent of adults aged 18 and older who have obesity. Retrieved from https://chronicdata.cdc.gov/Nutrition-Physical-Activity-and-Obesity/Percent-of-adults-aged-18-and-older-who-have-obesi/cwdv-83mi U.S. Department of Health and Human Services, National Institutes of Health, National Heart, Lung, and Blood Institute. (2005). High blood cholesterol: What you need to know. (NIH Publication No. 05-3290). Retrieved from https://www.nhlbi.nih.gov/health/resources/heart/heart-cholesterol-hbc-what-html VanderBroek-Stice, L., Stojek, M. K., Beach, S. R. H., vanDellen, M. R., & MacKillop, J. (2017). Multidimensional assessment of impulsivity in relation to obesity and food addiction. Appetite, 112, 59-68. doi:10.1016/j.appet.2017.01.009 Wang, Y., Beydoun, M. A., Liang, L., Caballero, B., & Kumanyika, S. K. (2008). Will all Americans become overweight or obese? Estimating the progression and cost of the U.S. obesity epidemic. Obesity, 15(10), 2323-2330. doi:10.1038/oby.2008.351 Wong, A., Dogra, V. R., & Reichelt, A. C. (2017). High-sucrose diets in male rats disrupt aspects of decision-making tasks, motivation and spatial memory, but not impulsivity measured by operant delay-discounting. Behavioural Brain Research, 327, 144-154. doi:10.1016/j.bbr.2017.03.029

Marketing Condoms to Teens is Ethical and Necessary :: Teen Sex

Is it ethical to market condoms to teenagers? Advertising catches the attention of everyone – both young and old – but seeking to â€Å"feast† on the most vulnerable – the young. With the young seeking adventure and wanting to learn and become experienced, they are captured by everything they see and hear, whether the information is ethical or unethical. Over the years, sex has become an important part of the media through advertising and sales in a world where sex is important. According to the American Academy of Pediatrics (AAP), American children will view an estimated 360,000 advertisements that have sexual innuendos on television before graduating from high school. A line of condoms marketed towards teens makes critics wonder if they are conveying a message that condoms and sex are. Jimmie Hatz condoms hit the shelves in February of 2004. â€Å"Jimmie Hat† is an urban slang term for condom. According to the marketers of the condoms, Common Ground USA, they are just promoting safe sex. The marketing campaign targets the hip hop culture. The focus is primarily on minority communities where HIV and AIDS are spreading rapidly. "When you look at the numbers and the rate of infection continues to rise within the minority population, they're having sex," said Harry Terrell, CEO of Common Ground USA. "We say abstinence is the only way that you're going to be OK. But the fact of the matter is, we can't hide and think that they're going to stop having sex." To grab the attention of their targeted audience, the condoms are named "Great Dane" and "Rottweiler" and come in shiny wrappers decked out with a cartoon dog wearing a thick gold chain. They also feature three flavors: grape, strawberry and banana. Many popular rappers have recorded songs that use the phrase "jimmie hats" to refer to condoms. Quotes like "For Players Puttin’ in Real Work" and "Protect Ya Neck" are also printed on the wrapper. Packaging aside, the success of Jimmie Hatz will depend on reactions from the younger consumers that the condom is targeting. Terrell became interested in AIDS activism in 1996 after learning that a baseball player on a high school team he coached had been infected. Terrell has said that the condoms are a "full- blown effort on our part to save our community." Critics of the condoms say that Common Ground’s marketing tactics are sending teens the wrong message.

Politics and Politicians :: essays research papers

In politics it would be novel to have a gracious rival. Modern political campaigners might take a lesson in graciousness and kindness from the great British statesman, Edward Campbell . Once when Campbell was opposing Thackereay for a seat in Parliament, the two contenders, in course of their campaigning, met and engaged in friendly conversation. On taking leave of his rival Thackereay remarked, 'May the best man win!' 'Oh, no,' replied Campbell, 'I hope not, I want to win!' E.J. Dionne Jr., author of They Only Look Dead, ascertains that politics in America today are nothing more than 'politics of moral annihilation'. As an example of this he refers to the presidential election of 1992. Normally , press conferences are called when political matters arise. The conference mentioned was called by the conservatives. Paula Jones came forward and accused Bill Clinton of sexual harassment; apparently Mr. Clinton made 'unwelcomed sexual advances" . He continues to point out that these are the same conservatives that only a few years earlier had denounced the idea of sexual harassment as 'feminist invention'. It is acts like this that are aiding in the 'moral annihilation' of politics. The overall impact of such politics is undermining the intelligence of the American populous by turning political campaigning into a childlike power struggle. Both the Democrats and Republicans have reverted to a state of guerrilla media warfare.Every time election year rolls around we begin to hear the usual complaints of how politics is morally corrupt. It typically means we get to see the superficial image-oriented campaigning, negative attacks against one's opponent, and the thirty-second spot commercials that intrr upt our favorite sitcom. Experts note that the rates of political participation in the United States, as measured by the percentage of eligable voters who register and actually cast their ballot, has been dropping for years, in part due to the fact that citizens are disgusted with the conduct of political campaigns. From this we can clearly see overall impact of this type of politics does infact undermind how the populus acts in 3 ways: 1)don't watch televison2)don't care and 3)don't vote.This then brings us to the second point of how this is harmful to democracy. As I stated before it turns political campaigning into a chi ldlike game for power. Author Daniel O'Connell once said: 'A politican doesn't stand on his own record; he jumps on the other fellows. Politics and Politicians :: essays research papers In politics it would be novel to have a gracious rival. Modern political campaigners might take a lesson in graciousness and kindness from the great British statesman, Edward Campbell . Once when Campbell was opposing Thackereay for a seat in Parliament, the two contenders, in course of their campaigning, met and engaged in friendly conversation. On taking leave of his rival Thackereay remarked, 'May the best man win!' 'Oh, no,' replied Campbell, 'I hope not, I want to win!' E.J. Dionne Jr., author of They Only Look Dead, ascertains that politics in America today are nothing more than 'politics of moral annihilation'. As an example of this he refers to the presidential election of 1992. Normally , press conferences are called when political matters arise. The conference mentioned was called by the conservatives. Paula Jones came forward and accused Bill Clinton of sexual harassment; apparently Mr. Clinton made 'unwelcomed sexual advances" . He continues to point out that these are the same conservatives that only a few years earlier had denounced the idea of sexual harassment as 'feminist invention'. It is acts like this that are aiding in the 'moral annihilation' of politics. The overall impact of such politics is undermining the intelligence of the American populous by turning political campaigning into a childlike power struggle. Both the Democrats and Republicans have reverted to a state of guerrilla media warfare.Every time election year rolls around we begin to hear the usual complaints of how politics is morally corrupt. It typically means we get to see the superficial image-oriented campaigning, negative attacks against one's opponent, and the thirty-second spot commercials that intrr upt our favorite sitcom. Experts note that the rates of political participation in the United States, as measured by the percentage of eligable voters who register and actually cast their ballot, has been dropping for years, in part due to the fact that citizens are disgusted with the conduct of political campaigns. From this we can clearly see overall impact of this type of politics does infact undermind how the populus acts in 3 ways: 1)don't watch televison2)don't care and 3)don't vote.This then brings us to the second point of how this is harmful to democracy. As I stated before it turns political campaigning into a chi ldlike game for power. Author Daniel O'Connell once said: 'A politican doesn't stand on his own record; he jumps on the other fellows.

Brave New World By Alduos Huxley :: Free Essay Writer

Brave New World By Alduos Huxley Brave New World by Aldous Huxley is a book full of meaning and purpose. Even though it was written in 1932 and wasn’t completely accepted at the time, today people accept it as a work of written genius. The book starts off as telling of mans destiny in the future. It is so far into the future that it isn’t even on the time scale of BC or AD, it is AF. There are no parents, no relatives, and no family history. Children are test tube babies in which they are grown and â€Å"born† in a building and live there and learn until they are old enough to leave and live their own lives. The babies are categorized as Alpha’s, Beta’s, Gamma’s, Delta’s and Epsilons. Alpha’s and Beta’s are high class while Gamma’s Delta’s and Epsilon’s are low class and work at factory like places. The people work to make the babies and to make the society a happy place to live in. The only culture that lives on is English; dead languages are everything else like French and Polish. The only society that still lived on was the Indians. Huxley seemed to make his novel a little debauched. The people in the town took a drug called soma and had sex casually. There were even meetings where a group of people would get together, take soma, say rhymes like â€Å"orgy-porgy† and have an orgy. For the time period this book was written, casual sex was not something accepted by the majority of people. This is one reason why the book wasn’t liked. The way Huxley started with the characters Bernard and Lenina made it seem like something big was going to happen to them at the end. Bernard was kind of a rebel from his society by not wanting to take soma and have sex with a different girl every night. And Lenina was the girl of Bernard’s fancy, who he wanted to be with, but Lenina agreed with the consumption of soma and having sex all the time. When Bernard and Lenina went to New Mexico for a holiday, they met some Indians or â€Å"savages†. But for some odd reason they met two English or â€Å"civilized† people there. A woman was left there by a man who was now England’s Director, and she got pregnant with his baby, John, who had a tormented childhood from the Indian children for his race and his mother who still lived with the civilized idea of casual sex, which the Indians did not.

Disney Cruise Case Study

Marketing Strategy Development Proposal – Disney Cruise Line Dave Rothenberg & Kang Liu Marketing in Tourism and Hospitality Dr. Ceridwyn King Temple University School of Tourism and Hospitality Management Structure Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 1. 0 Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 2. 0 Situational Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 2. 1 Internal †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 2. 1. 1 Organization Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 2. 1. 2 SWOT Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 2. 1. 3 Target Market Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 2. 2 External †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 2. . 1 Porter’s Five Forces †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 2. 2. 2 PEST Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 2. 2. 3 Competitor Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 2. 3 Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 3. 0 Problem/opportunity Identification.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 4. 0 Marketing Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 4. 1 Product/service strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 4. 2 Distribution strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 4. 3 Communication strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 5. 0 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 Reference list†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 Appendixes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Executive Summary Disney Cruise Line has been running since 1988 and was successful in the past 24 years. In this report, the situation analysis of the company will be provided separately into internal analysis, which includes organization analysis, SWOT analysis, and target market analysis, and external situation, which includes Porter’s five forces, PESTE analysis, and competitor analysis. By viewing the situation analysis, it is clear that Disney Cruise Line has a disadvantage on the scale of business and a strong advantage on its brand and the loyalty of its customers.Last but not least, t hree marketing strategies, which are product/service strategy, distribution strategy, and communication strategy for next 12 months have been developed at the end of the project in order to give the direction to the company’s yearly marketing plan in 2013. 1. 0 Introduction Disney Cruise Line was founded in 1988 with its first ship, Disney Dream, follow by Disney Wonder in the next summer. After enter the cruise line industry for decades, Disney Cruise Line now became one of the most famous cruise line companies in the world. Now, Disney has four ships on line and serves travelers to several destinations around the world.In 2012, it is estimated Disney Cruise Lines will own nearly 3% share of the worldwide cruise market (2012 World Wide Market Share, 2011). Disney Cruise Line has position itself as a head in the cruise line industry, providing a place as Disney theme parks, where families can spend their time together and every member can have fun. 2. 0 Situational Analysis T he purpose of this situational analysis is to understand Disney Cruise Line’s external and internal situation, including the customer, the market environment, and the firm’s own capabilities.The situational analysis will forecast current and future trends in the dynamic environment in which the Disney Cruise Line organization operates. 2. 1 Internal The conduction of the internal analysis will portray how the organization itself operates. This internal analysis will include decision-making within Disney Cruise Line, promotional programs, the image of the organization, and an assessment of the key internal strengths and weaknesses of the organization. 2. 1. 1 Organization Analysis Disney Cruise Line is one of the new businesses from the Walt Disney Company; ther Disney companies are in the film industry (1928) and the Disney theme parks (1955). The first ship, Disney Magic was launched in 1998 and then Disney Wonder joined the fleet in 1999, the next year. Those were th e only two ships that the Disney Company had for the last 13 years until Disney Dream was launched in 2011. Disney Cruise Line has now established itself as a leader in the cruise industry, providing a setting where families can reconnect, adults can recharge and kids can immerse themselves in a world only Disney can create (Disney Cruise Line, 2012).Disney Cruise Line continues to expand its blueprint for family cruising with its fourth ship, Disney Fantasy, scheduled to make its maiden voyage in 2012 (Disney Cruise Line). 2. 1. 2 SWOT Analysis In order to satisfy customer needs and have the greatest opportunity to reach its full potential, the Disney Cruise company must understand its external and internal situation, including its customer, the market environment, and the firm’s own capabilities. In doing so, a SWOT analysis was conducted in order to point out the company’s internal strengths and weaknesses, as well as external opportunities and threats.Appendix A sh ows the SWOT analysis conducted for Disney Cruise Lines. In conducting a SWOT analysis many trends in within the organization as well as in the surrounding environment were identified. With our own analysis, we found key strengths in the organization essential to the success of Disney Cruise Lines. Disney Cruise lines is owned and operated by the largest media and entertainment company in the world (Cruz, 2011). This strength provides customers with a product and service marked by the excellence of the Walt Disney organization.  Also you can read about  History of the Culinary Arts.Disney Cruise Lines currently employs over 150,000 people with an average turnover rate of eight years. This shows us that employees are satisfied with their employer, and will in return portray this to the customers. Disney Cruise Lines are continuing to introduce new innovative products to the market. Disney’s new â€Å"first of it’s kind† 4,000 passenger ship brings with her ev en more features and a wave of innovation (Young, 2011). This ship is the first cruise vessel to be equipped with an onboard water rollercoaster.Disney’s Fantasy, which will premiere in April, will also carry new ground breaking features only available from Disney companies. Along with the introduction of two new ships, Disney Cruise Lines are expanding their ports to three new cities. New to 2012, Disney Cruise Lines will be sailing from New York City, Seattle, and Galveston, Texas (Weissman, 2011). The addition of these new ports will allow customers from even wider geographical regions to enjoy the unique Disney experience on the sea. Through conducting the SWOT analysis a number of weaknesses were also able to be identified.A major trend in customer’s perception shows that the Disney name only appeals to family’s seeking a vacation (Mena, 2011). There is currently little marketing or promotion being conducted in order to appeal to different groups of custome rs. It is commonly perceived that Disney only offers family fun, and does not interest customers seeking a more multi-dimensional experience (Archer, 2011). Also, the Disney Cruise Lines demand nothing but excellence from their employees while on board the ship. However, it will take a vast amount of resources to continually train the staff in order to upkeep the superior service.This will cost the organization a great amount of resources on an ongoing basis in order to properly train all of the staff. Superior service, however, is an absolute necessity within this industry as leading competitors such as Carnival Cruise lines have above average customer satisfactory ratings (Mena, 2011). A number of opportunities were also identified within our analysis that could assist in the achievements of the organization. Continuing the company’s expansion into new regions by increasing the ports from which the ship sails, will allow more customers to access the service both internation ally and domestically.The CLIA has reported an increase in cruise line passengers within the United States by 10. 3% from 2009-2010, proving an increase in domestic demand (Mena, 2011). Disney Cruise needs to continue to respond to this rising demand by opening new homeports throughout the country. In response to this rising demand, Disney is providing two new vessels to the fleet, from which it can market their services beginning in 2012. (Cruz, 2011) This provides the organization with opportunities to advertise this unique product and expand above the competition.Disney’s newest ship, the Disney Fantasy, will debut in April of 2012. The addition of this much-anticipated vessel will provide the organization with an opportunity to market a product that will provide extensive customer appeal and attract new patrons. Some potential threats to the Disney Cruise line were also noted within the situational analysis. Perhaps the most important of all is the fact that demand will v ary accordingly with its surrounding environment. For example, irregular weather patterns as well as natural disasters serve as a major threat to the wellbeing of the organization (Scull, 2011).The fertility rate has also been decreasing since 2007 and is predicted to keep failing in the next few years (Brady, 2012) (refer to Figure 1). Figure 1: â€Å"Recent Trends in Births and Fertility Rates Through June 2011,† The trend identified in Figure 1 may potentially affect the entire organization as Disney Cruise markets specifically to families with young children. As a result, the demand for the product may decrease due to the decreased fertility rate. Another external threat to Disney Cruise is the overall customer’s perception of the safety of the cruise industry.The recent sinking of the Costa Concordia cruise vessel on January 13, 2012 will impose personal fear of safety in potential customers (D’Emilio, 2012). Although the cruise industry is currently experi encing growth, on-shore resorts also pose a potential threat to the cruise industry. Another threat that may affect the company’s public perception are the social and ethnic groups who protest against by the Disney Company, including the Disney cruise ships as a result of alleged inappropriate activities and things such as damage caused to the local marine life by the ships.This has brought about negative media attention, which may ultimately affect the customer’s view of the Company (Mena, 2011). This has the potential to directly put a damper on the entire Disney brand name. 2. 1. 3 Target Market Analysis In order to effectively find which consumers and markets the Disney Cruise line should be targeting, a target market analysis must be constructed. This analysis will allow the Company to view and analyze the current target market as well as decode other target markets that would be beneficial to the organization.The target market of Disney Cruise Line is similar to Walt Disney theme parks that are directed towards families with young children. The cruise line is strongly supported by the Disney culture created by the Disney organization (Watts, 1995). Since the cost of taking a cruise is higher than going to the theme parks, families interested in taking a Disney Cruise must have high and stable incomes (Silverstein, 2010). Because the distance will influence the motivation of the tourists, the major target market should be the residents in the United States.From the 2009 to 2010 primary vacation season, the amount of American tourists leaving from USA based ports increased by 3. 2% (Mena, 2011). To further identify the preferences of families when taking a Disney Cruise, a survey (see Appendix B) has be designed to gain better insight into their profile. The survey can be viewed in Appendix B in which we used to gather target market information. 2. 2 External Within the conduction of the situational analysis, an external analysis is conducted in order to analyze all of the forces outside of the organization.This analysis includes competitor information, consumer information, industry information, and outside forces information. These external forces will assist in creating the best marketing decisions for Disney Cruise Line. 2. 2. 1 Porter’s Five Forces In order to better understand the business decisions that are needed to be made by Disney Cruise Line, the Porter’s Five Forces model presents the relative power that each of these forces has in the industry and their impact on the Disney Cruise Line.By looking at the model portrayed in Appendix C, Disney Cruise Line will be able to identify the key forces influencing the industry. According to Porter’s five forces, it is clear that competitors and suppliers have more power than the Disney Cruise Line. Although Disney Cruise Line has its specific position in the cruise line market, other cruise line companies are older and bigger than Disney. (Clancy , 2008). Furthermore, the basic facilities that the other cruise lines offer are quite similar, such as providing rooms, restaurants, events and transportation to destinations.Thus, competitors become one of the most important threats to the company. Also, the suppliers in cruise line companies have high bargaining power. They are companies such as shipyards which include large companies that provide unique products, i. e. the cruise ships themselves, and which contribute to their high bargaining power. Another example is the petroleum companies which provide one of the most important sources in the cruise industry, oil. The price of oil cannot be control by one or few companies and is related to the international situation existing at the time.On the other hand, one of the more unique features in the cruise line industry is economies of scale. The cruise line companies provide many different destinations, a large number of ships and build the loyalty of their brand to increase the barriers to entry in the market by others (Huxley, 2008). This causes a low threat of new entrants. Moreover, the bargaining power of buyers in the industry is also low. According to the report from Cruise Line International Association (CLIA), the number of customers in the cruise line industry is increasing (Scull, 2012).Another reason for optimism toward the Disney Cruise Line is the high degree of loyalty to the Disney brand. The Walt Disney Company has created a magical world that cannot be replaced easily (Johnson, 1981). This is why although the price of Disney Cruise Line is very high, there are still many people wanting to take a cruise on the Disney Cruise Line rather than other cruise lines. Therefore, the bargaining power of buyers can be considered low. Last but not least, the potential substitutes for the Disney Cruise Line are Walt Disney Resorts, other family resorts, and package tours which include flight ticket and hotels.However, in addition to providing a Disney experience, the cruise provides travelers the opportunity to travel between ports. As the result, the threat of substitutes in the cruise industry is considered to be low. 2. 2. 2 PESTE Analysis The PESTE analysis is a framework used by business strategists to identify those factors operating in the ‘outer’ (macro) environment of a firm which impinge upon its activities and profitability in addition to factors affecting its immediate product markets. PESTE has five elements: political; economic; social; technological and environmental (PEST, 2006).These factors play an important role in the cruise line industry. However, they are usually outside the control of the corporation and must be considered as either threats or opportunities. The PESTE analysis diagram for Disney Cruise Lines can be viewed in Appendix D. In order to get a more complete view of the company’s current and future environment, the PESTE analysis has been conducted to assess the market from the standpoint of Disney Cruise Lines. Information gathered will help identify how external factors affect arketing situations and how they might influence future marketing activities. The PESTE diagram in appendix D illustrates the PESTE analysis conducted for Disney Cruise Lines. In conducting the PESTE analysis, it presents the factors in the political environment that affect Disney Cruise Lines in the positive ways and those which provide opportunities to the organization. For example, the U. S. government is expanding the Global Entry Program to make it easier for frequent tourists to visit the United States (Bart, n. d. ).Such a policy brings more tourists into the U. S. and has the potential to increase the demand for the Disney Cruise Line. Furthermore, the technological environment creates exciting new opportunities for the cruise line industry. Cutting edge technology has been added to many cruise lines in the market in 2012 allowing them to utilize new and ever expanding tec hnology (Archer, 2012). For example, it is now more convenient than ever for customers to plan and book a cruise vacation online with the do-it-yourself travel agent option, acquired by Disney (Pike, 2012).The Disney Cruise Line can use these new technologies to develop new service, such as incorporating a â€Å"Virtual Porthole†, a service provided on the new Disney Dream. These portholes offer a real-time view outside the ship via live video provided by high-definition cameras placed on the exterior of the ship (Cruz, 2012). On the other hand, the factors in the social environment today show the negative impact to the industry. Religious welfare groups who protest Disney for what they deem as offensive material will have an impact on the company and the marketing decisions the company makes.There are also groups that claim cruise ships are harming the environment. These trends will affect consumers and particularly when customers are making decisions of choosing either an o nshore resort vacation, or an open sea cruise vacation. Recent events have also highlighted the potential dangers and safety factors of the cruise line industry. The recent Costa Concordia cruise ship that has sunk has attracted media attention and will alter the markets perspective on the safety of open sea vacations (D’Emilio, 2012).If consumers are concerned about the safety of cruising, they may choose an onshore resort vacation instead of the cruise Last but not least, current economic and environmental factors do not appear to be having a real significant impact in the cruise line industry. Although the industry is still trying to survive from an extremely difficult economic period from 2008- 2010, the demand on the wave season in 2012 is still high (Mena, 2011; Yong, 2012). The wave season is the cruise industry’s peak sales period of the year, typically running from January to March for most lines.The cruise line industry usually uses this to predict the demand for the following quarter in the year. (Yong, 2012) In conclusion, the political environment and technological environment have positive impacts and provide encouraging opportunities to the cruise line industry. On the other hand, the current social environment can be the threat to the industry. Additionally, while the economic environment does not appear to significantly influence the cruise line industry at this time, the organization should still be aware of its potential impact. . 2. 3 Competitor Analysis The competitor analysis plays an important role in marketing plan. It not only shows the position of the organization in the market but also presents both the advantages and disadvantages of the organization compared to its competitors. By looking at the competitor analysis, the organization can correct the marketing direction and clear its position in the industry. Furthermore, the organization can ensure that the product is superior so as to satisfy the customers, especially the customers in the target market.The direct competitors of Disney Cruise Line are other cruise line companies, including those with different types of marketing positions. The figure shown in Appendix E uses the two factors, price and the level of family orientated packages provided to identify the position of all the competitors. By looking at Appendix E, it presents that the Disney Cruise Line, Royal Caribbean, Norwegian and Carnival are in the same position group which are highly family-oriented. Furthermore, Disney is the only company which provides true luxury cruise line products to the family market.According to the figure portrayed in Appendix F, Royal Caribbean and Norwegian are the main competitors to Disney Cruise Line. All three companies provide special kids programs but using different names (Sloan, 2011). Another similarity between Disney and Norwegian is that both of them have their own fictional characters. Disney Cruise Line has Disney’s character such as Mickey Mouse and Toy Story. On the other hand, Norwegian has characters from Nickelodeon such as â€Å"Spongebob Squarepants†. Since there are more cartoon characters in the media today, Disney should be aware of he potential competition non-Disney characters play in consumer’s decision making. In addition, Disney and Royal Caribbean both provide unique cruising experiences but in different way. Royal Caribbean provides many adventure facilities on their ships, such as onboard rock climbing wall, ice skating rink, mini-golf course, surfing simulator, and boxing ring; these are very attractive to some family members, particularly teenagers. On the other hand, Disney is more focused on younger children and families as a whole.By including in Disney’s special show the famous Disney characters and the â€Å"Magical moment†, it attempts to create the unique Disney experience for every family. Disney creates a moment that parents and children can experience to gether. The similarities between the Norwegian and Royal Caribbean cruise line are primary pricing and the diversity of destinations. The average per person price of Disney Cruise is over $250 per day while the other cruises are closer to $100 per day, significantly cheaper than Disney. The diversity of destinations is another difference between Disney and its two main competitors.Since Disney has only 4 ships, it can only provide a few destinations to its customers. On the other hand, Norwegian and Royal Caribbean have 12 and 22 ships respectively. Based on the size of the company, they provide more choices of destinations than Disney, and this becomes another weakness to the Disney Cruise Line company. 2. 3 Summary Through conducting of the situational analysis, many reoccurring themes were highlighted which are important for making good marketing decisions for the Disney Cruise organization. It is evident that the Disney’s Cruise organization makes beneficial use of the Di sney experience and theme.As seen in the SWOT analysis, while Disney Cruise offers a unique experience attractive to families, the company is also not as established as its competitors within the industry. This also appears to be evident in Porter’s five forces when considering Disney’s position in the industry since its competitors have been in existence longer, are much larger, as well as competitor footprint. The targeted market analysis presents that the family consumer market is the targeted audience for Disney Cruise, but as was also shown in the SWOT and competitor analysis’s, packages and services are high priced and limited.The analysis has shown that Disney Cruise offers a unique theme attractive to all family vacation seekers, but also shows the already established and large competition to the organization by the long stand cruise lines. 3. 0 Problem/opportunity Identification Through conducting the situational analysis, it is evident that the Disney Cruise organization is unable to compete with leading competitors due to their lack of size and ports. This problem is especially apparent in the organization’s competitor analysis where the small size of the organization relative to competitors within the industry is portrayed.This is troublesome for the Disney Cruise Line as tourists usually select their cruise line based upon destination first and then look for accommodations that satisfy personal desires (Jenkins, 1978). Disney currently only provides a few destinations which are all located near the continental United States, such as Alaska, Hawaii, Canada, Mexico, Spain, and the Bahamas. In contrast, its competitor, Royal Caribbean, provides destinations all around the world, including various ports in South America, Europe, Africa, Australia, and Asia. This makes it impossible for Disney Cruise to compete based upon ports.Expanding the size of the company is a strategy that would require significant resources and time. The Disney Cruise organization does however possess the opportunity to create a niche market targeted towards customers who remain loyal to the organization. It has been shown that customers in the cruise industry often show a high degree of loyalty to the organization which they choose (Sun, Jiao, & Tian, 2011). Through conducting an internal analysis, it is made clear that consumers who use Disney’s products and services often remain loyal to the organization and are likely to purchase from the Disney brand again.Disney Cruise has the opportunity to specifically target Disney loyalists who are seeking a new form of the Disney experience. In doing so, the Disney Cruise organization must focus its marketing on the journey rather than the destination. The best opportunity for the organization is to develop a specific market in which the consumer will not be influenced by the amount of ports that are offered. In order to create a niche market, which is defined as targeting one segment of a market (McDaniel, Lamb & Hair, 2007), Disney Cruise Line must market itself to Disney loyalists.The organization must implement and execute certain marketing strategies that target current and previous Disney customers. 4. 0 Marketing Strategy As seen in section 3. 0, the major weakness of Disney Cruise Line is the size of the organization. This causes a problem for the company because it cannot compete with its competitors on the quantity of service such as choices of destinations, date of departure, and the period aboard. In order to counteract this weakness, it is necessary to develop a marketing strategy for Disney Cruise Line.Developing a marketing strategy will help the company to achieve its goal by defining a target market, setting marketing goals, and developing and maintaining a marketing mix (Shoemaker & Shaw, 2007). According to previous sections, Disney Cruise Line is unique in the cruise line market, due to the ability to create a unique â€Å"Disney exp erience† for its customers and attract tourists with its â€Å"Disney brand† (Watts, 1995; Pettigrew, 2011). Thus, the goal of the company should be to focus on a niche market. In this case, the niche market is visitors who have been to Disney theme parks and are highly loyal to the Disney Company.In order to achieve this goal, Disney Cruise Line has to create a specific position which occupies a place in consumers’ minds that cannot be replaced by its competitors (McDaniel, Lamb & Hair, 2007). Furthermore, the functional strategy mix for Disney Cruise Line in the next 12 months is a product/service strategy, distribution strategy, and communication strategy. 4. 1 Product/service strategy Product and service are the basic items in a company. According to Shoemaker and Shaw, product/service mix is defined as the combination of products and services aimed at satisfying the needs of the target market (Shoemaker & Shaw, 2007).In addition, since positioning is about d esigning product/service offering and accompanying image to occupy a unique place in customers’ minds, product and service play an important role in a positioning strategy (King, 2012). In order to segment the market, Disney Cruise Line has to develop a unique product which turns a cruise line experience into a â€Å"Disney experience†. As Disney has its characters, shows, and a private island, Castaway Key, Disney Cruise Line should position itself as a destination rather than just a travel mode. In addition, DisneyCruise Line should provide more package options which combine the existing travel resources, such as Disney resorts and Adventures by Disney, to offer more experiences to their customers. 4. 2 Distribution strategy The distribution mix is made up of all channels available between the firm and the target market that increase the probability of getting the product and the customer to each other (Shoemaker & Shaw, 2007). In other words, it is a mix of ways cus tomers purchase the product. Thus, where to sell the product to customers has become the most important question in this strategy.The target market of Disney Cruise Line is families which have been to Disney resorts and like the experiences. They usually have a high loyalty to the Disney Company. In this situation, direct marketing is the best strategy to use. Direct marketing refers to the techniques used to get costumers to make a purchase from home, office, or other nonretail setting (McDaniel, Lamb & Hair, 2007). This provides more opportunities for customers to purchase the product. In this case, Disney resorts and Disney theme parks can become channels through which Disney Cruise Line can sale its products.Furthermore, Disney companies can share the customer information and send out e-mails directly to their potential customers to create the motivation of booking their next trip with Disney Cruise Line. 4. 3 Communication strategy One of the proposed strategies that will assis t in the development of a niche market is to create a Disney loyalists rewards program. The development of a rewards program focuses on current customers rather than on potential customers or competition. This type of strategy is a form of relationship marketing, which is intended to establish, develop, and maintain successful relational exchanges (Morgan, 1994).This promotion targeting frequent customers will create communications between the firm and the market that increase the tangibility of the product/service mix, monitor consumer expectations, and persuade customers to purchase (Shoemaker & Shaw, 2007). A rewards program for the frequent customers of Disney will influence these consumers towards future business with the organization, creating a niche market. 5. 0 Conclusion In conclusion, it was found through the conduction of the situational analysis that Disney Cruise Line could not successfully compete with its major competitors based upon size alone.It is noted in the ana lysis that consumers within the cruise industry will often use ports as a deciding factor in determining their interests. Disney Cruise Line must counteract this problem by marketing to and creating a niche market for Disney loyalists. In doing so, the organization must focus on targeting previous Disney customers who are looking for another way to experience the Disney theme. This strategy is one that could be implemented within a 12 month time period, and serves as a strategic plan to counterbalance the lack of size and ports of the Disney Cruise organization. Reference list Archer, J. 2011). Seven ships for seven seas. Travel Weekly (UK), 5(Nov 2010), 14-16. Bart, J. , & USA, T. (n. d. ). President invites the world to visit. USA Today. Brady, E. H. , Paul D. S. , & Division of Vital Statistics. (2012). Recent trends in births and fertility rates through June 2011. NCHS Health E-Stat. Retrieved from http://www. cdc. gov Clancy, M. (2008). Cruisin' To exclusion: Commodity chains, the cruise Industry, and development in the Caribbean. Globalizations, 5(3), 405-418. Cruz, G. (2011, July). Disney Dream. Cruise Travel. (July/August 2011), 14-17. D'Emilio, F. (2012, February 8).Costa Concordia survivors to push for change in laws. USA Today. Retrieved from http://travel. usatoday. com/cruises/story/2012-02-08 Disney Cruise Line, (2012). Disney Cruise Line Fact Sheet 2011. Retrieved from http://disneycruise. disney. go. com Garcia,J. (2012, February 12). Disney sees big year ahead for cruise ships. Tourism and Travel. Huxley, L. (2008, May 16). Could the tide be turning for how cruise is sold?. Travel Trade Gazette UK & Ireland. p. 13. Jenkins, R. L. (1978). Family vacation decision-making. Journal of Travel Research 16(4):2- 7. Johnson, D. M. (1981). Disney world as structure and ymbol: Re-creation of America experience. Journal of Popular Culture, 15:1, 157-165 King, C. (2012). Hospitality & culinary arts. Boston, MA: Pearson Education Company. McDaniel, C. , La mb, C. W. , & Hair, J. F. (2007). Marketing Essentials. (5). Mason, OH: Thomson Higher Education Mena, H. (2011). Cruise industry overview 2011. Florida-Caribbean Cruise Association. Retrieved from http://www. f-cca. com Morgan, R. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. Retrieved from http://www. jstor. org/stable/1252308 PEST. (2006). Collins Dictionary of Business.Retrieved from http://www. credoreference. com Pettigrew, S. (2011). Hearts and minds: children's experiences of Disney World. Consumption, Markets ; Culture,  14(2), 145-161. doi:10. 1080/10253866. 2011. 562016 Pike, J. (2012). 2012 Survival guide. Travel Agent,  339(9), 28-33. Scull, T. W. (2012). Cruising 2011. Cruise Travel, 33(4), 8-18. Shoemaker, S. , ; Shaw, M. (2007). Marketing Essentials in Hospitality and Tourism: Foundations and Practices. Boston, MA: Pearson Prentice Hall. Sloan, G. (2011, September 16). How to pick the perfect cruise. USA Today. Sun, X. , Jiao, Y. , ; Tian, P. (2011).Marketing research and revenue optimization for the cruise industry: A concise review. International Journal of Hospitality Management, 30(3), 746- 755. doi:10. 1016/j. ijhm. 2010. 11. 007 Watts, S. (1995). Walt Disney: Art and politics in the American century. Journal of American History, 82(1), 84-110. Weissmann, A. , ; Tunney, D. (2011). Disney Cruise Line adds New York, Seattle and Galveston homeports. Travel Weekly, 70(15), 6. Woodside, A. G. , ; Megehee, C. M. (2010). Advancing consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research,  12(5), 418-431. Young, S. J. 2012). Cruise industry's wave season under way: Signs are encouraging, say travel agents. Travel Agent, 339(9), 8. Appendixes Appendix A – SWOT analysis Strengths| Weaknesses| 1. Owned and operated under the largest media and entertainment company in the world, Walt Disney. 2. Corporation employs over 150,000 people. 3. O perated under Disney’s well -established brand name. 4. The introduction of new, innovative ships. 5. Expansion to new ports and shipping destinations throughout the world. 6. Low turn over rate for employees. 7. Management is committed and confident in continuing promotions and attracting new customers. 8.Provides unique atmosphere that can not be replicated elsewhere. | 1. Limited range of target audience. 2. Customer perception of non-dimensional experience. 3. Already established and successful competition. 4. Resources needed to train employees to maintain exceptional service. | Opportunities| Threats| 1. Expansion into new markets internationally and domestically. 2. Addition of new ships can satisfy the rising demand. 3. New ship â€Å"Disney Fantasy† to debut in April. | 1. Demand may vary accordingly with environment. 2. Demand may vary seasonally and is weather permitting. 3. Public perception of cruise industry’s safety. . Expansion and growth of on-s hore resorts will decrease interest in cruise lines. 5. High competition within cruise line industry. 6. Social and ethnic groups protests against Disney brand. | Appendix B – Survey ————————————————- This is a survey designed to find out the target market and the consumer behavior of Disney Cruise Line. It may take you 5-10 minutes to complete the survey. Thank you for your cooperation Question Group A- Motivation 1. Are you interested in attending Disney Cruise Line? ?Yes ? No 2. Have you ever been to any Disney’s theme park? ?Yes ? No 3.Have you ever been to Disney Cruise Line? ?Yes ? No (Go to question 7 if your answer is NO) 4. How do you like the overall experience on Disney Cruise Line? (Choose one) Strongly dislike Some-what dislike Normal like strongly like ? ? ? ? ? 5. Rank how the following items were attractive to you on Disney Cruise Line? Choose one on each question, from 1 (very unattractive) to 5 (very attractive) Price of the ticket†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Quality of the room†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 3 4 5 Quality of the Service†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Taste of the food†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Activities on the cruise†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 The destination of the trip†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Show provided on the cruise†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Disney’s Characters†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Program for Children†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 2 3 4 5 Question Group B – Satisfaction 6. After your experience, how satisfied are you with the following items on Disney Cruise Line?Choose one for each question, from 1 (very unsatisfied) to 5 (very satisfied) Price of the ticket†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Quality of the room†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Quality of the Service†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Taste of the food†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Activities on the cruise†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 The destination of the trip†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Show provided on the cruise†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2 3 4 5 Disney’s Characters†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 2 3 4 5 Program for Children†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 2 3 4 5 Question Group C – Other cruise experience 7. Have you ever been to any other cruise line? ?Yes ? No 8. If answer to question 6 â€Å"Yes†, which cruise line did you take? (Circle one or more) ? Carnival ? Caribbean ? Celebrity ? Coasted ? Crystal ? Cunard ? Holland ? MSC ? Norwegian ? P & O ? Princess ? Regient ? Royal ? Other 9. Compared to the other cruises you have experienced, what are the 3 areas where you think Disney Cruise Line is better? Rank 1(Most favorite), 2(Second favorite), 3(third favorite) in the following items] ? Price ? Food ? Service ? Program for children ? Activit ies at the destination ? Show ? Room ? Characters ? Activities on cruise ? Other 10. Compared to the other cruises you have experienced, what are the 3 areas that you think Disney Cruise Line is worse? [Rank 1(Worst), 2(second worst), 3(third worst) in the following items] ? Price ? Food ? Service ? Program for children ? Activities at the destination ? Show ? Room ? Characters ?Activities on cruise ? Other Geographic questions 11. What is you gender? ? Male ? Female 12. What age group are you in? ?Under 12 ? 13-17 ? 18-24 ? 25-29 ?30-39 ? 40-49 ? 50-64 ? over 65 13. Which country are you resident in? ?The United States ? Other 14. What is your marriage situation? ?Single ? Married ? Divorced 15. How many children (under 18) are you live with in your family? ?None ? 1 ? 2 ? 3 ? More then 4 16. Who did you travel with on the cruise line? (Choose one or more) ? Alone ? Husband/Wife ?Son/Daughter ? Boyfriend/Girlfriend ? Parent(s) ? Friend(s) ? Colleague(s) ? Schoolmate(s) 17. Would yo u say your family’s total gross income for this calendar year will be? ?Under $30,000 ? $30,000-$49,999 ? $50,000-$99,999 ? $100,000 or more ————————————————- Congratulations! You have done all the questions, thank you again for your cooperation High Competitive Rivalry * Many competitors and industry continues to grow * Similar products offered between competitors * High satisfied customer loyalty Low Supplier Power * Oil price are hard to control Suppliers large corporations * Unique products and services * Ability to constantly change and adapt to times Low Threat of Substitution * Some substitution available for different for of vacation * Uniqueness of cruise industry Low Buyer Power * Increasing number of customers * High loyalty to Disney’s brand * Customers tend to be price sensitive Low Threat of New Entry * High barriers to entry * Economies of scal e * Demand and interest within industry is rising High Competitive Rivalry * Many competitors and industry continues to grow * Similar products offered between competitors High satisfied customer loyalty Low Supplier Power * Oil price are hard to control * Suppliers large corporations * Unique products and services * Ability to constantly change and adapt to times Low Threat of Substitution * Some substitution available for different for of vacation * Uniqueness of cruise industry Low Buyer Power * Increasing number of customers * High loyalty to Disney’s brand * Customers tend to be price sensitive Low Threat of New Entry * High barriers to entry * Economies of scale * Demand and interest within industry is rising Appendix C – Porter’s Five ForcesPolitical * The tourism policy has become more friendly to international tourists, especially to China and Brazil| Economic * Recovery from difficult 2008-2010 economic period * The cruise line industry are not really influenced by the recession| Social * Religious welfare groups protest against Disney for â€Å"offensive material† * Lifestyle trend of consumers rather onshore vacation rather than overseas * Customers opinions of weather or not the cruise industry provides a safe vacation * Public perception of Cruise Lines from social media, including propaganda of sinking ships. Technological * New technological advancement on features for vessels * Overall, 19 new vessels for 2012 include latest technology from competitors * Online booking and advancements in technological travel agencies * â€Å"Virtual Porthole† in all inside staterooms| Appendix D – PEST analysis Appendix E – Competitor map Carnival ? Low Price| ? Disney ? Norwegian ? Royal Caribbean High Price| Coasted ? MSC| ? Cunard ? Princess ? Celebrty ? Holland Regient ? ? P & O Crystal ? | Family Oriented Package Family Oriented Package Characters Unique experience Low Price Different region Program for ki ds Characters Unique experience Low Price Different region Program for kids Appendix F – Competitor footprint

Interviewing Elderly Person

Jheanell Thompson March 28, 2009 LEH301/0792 Black Image Midterm Research Observation Midterm Observation On March 18th, 2009 at Lehman College the college hosted an Educational College Summit for staff, incoming college students and current college students. The topic was based on â€Å"Increase in the Number of New York City High School Graduates Enrolling at CUNY Colleges,† which shows the rising of Blacks and Hispanic High School students from New York City Public Schools that are enrolling into CUNY four year senior and community colleges. More students enrolling from the public schools into CUNY colleges is the proof of the education reforms that are working and preparing students better for higher education opportunities,† mayor Bloomberg had quoted in his speech at the school summit. The summit was educational the reason why is because College Summit inundates these workshop students with resources, such as writing coaches, mentors and trained counselors, in orde r to instill in them the belief that they indeed are ‘college material,’ while providing them with the information and knowledge to enroll in college.College Summit's is to increase the college enrollment rate of low-income students. With high schools, colleges, employers, community leaders and the public sector, College Summit is to work to ensure that every student who can make it in college makes it to college. A growing number of schools, teachers and counselors now have the tools through professional development training provided by College Summit on how to best support the needs of students through the college application process.Educators are also using College Summit's curriculum to break down the application process into more ease. Schools, too, now have the kind of data and support they need to make college access for all students a priority. For preparation of high school student I believe students do succeed at completing their education, progressing into hi gher education can appear to be succeeded with obstacles that cannot be overcome. Yet, we have low income families that should be determine in receiving a college education when the student desires to progress through school.Low income students can be assisted with financial aid from state and federal entities that will allow them to afford higher education. Also, if students that comes from families that have previously attended college, are more likely too easily for students entering college. So, since one of the goals of high schools in the public education system is to prepare students for life following high school, it appears that part of that preparation should be for the student to understand the processes associated with entering higher education.One thing that the mayor speaks on was High School students are now receiving their high school diploma and entering college at the same time. Today High School students are graduating on time is on the rise, because right now it is harder for dropout students to get jobs than for students with high school diplomas. Nowadays, students are required to have good skills in order to get good paying jobs. The only way they can get those skills is by staying in school and getting a diploma to prove they have acquired the skills they need for the job.To me I feel that High School Students should not be permitted to drop out of school because it will be harder for them to get good paying jobs. In our nation’s largest communities today our students of color, primarily African American and Latino are now finishing high school. I guess they now realizing that without a High School diploma can get no one anywhere in life, especially in today’s hard economy we are facing.The point is to reach out to students and point them to the right direction by funding mentoring programs, support groups and etc. I for example, I enjoy being a college student more than being a high school student. In the time that I have been in college, I have seen that more freedom is allowed to students in college than in high school. Such choices as the note taking, the environment, or class selection are a few examples of how college is less restrictive than high school.Because of the educational freedom and having more control over my education, I find being a college student more enjoyable than being a high school student. Schooling is a very important aspect in our lives and we must go through many steps to higher education; the most important steps in society today, are high school and college. Although high school and college aim for the same goal, college is the responsible factor. Since, I had to learn on my very own, since my first year of college as a freshman till now as a senior in college.