First of all i would like you to choose for me the name of famouse Essay

First of all i would like you to choose for me the name of famouse companies has crisis such BP just example i would like to ch - Essay Example It will provide all information regarding the problems faced by the company. The problems were more internal than external due to which a company that was claimed to be the world leader sometimes was been seen with an eye of doubt by its stakeholders and the consumers. The report will also highlight the major issues the company had with its products and the steps taken by the company to rise from this set back. The company gives a good example of how any organization needs stability and consistent approach of quality in its products. Also, it highlights that the work of its employees is not only on the functioning of the processes but also there is a responsibility they hold towards their own customers and stakeholders who wants to know a clear picture of the company. They are the ones who need more communication and to build this picture in front of them, it is recommended to work constantly in this direction. Overview of the company and the issues faced Mattel is considered once th e leader in the toy company in the whole world. Mattel was introduced as a garage workshop. It origins in 1945 in Southern California. The products is brought in early 80’s include match box, custom motors, Polly, barbie, casketball queen, battle force and monster high, and game consoles. It also found its space in the list of 500 largest industrial companies (Torget, 2002) Mattel won the title of being in the first 100 of "100 Best Corporate Citizens" Mattel is currently operating in more than fourty three nations with a huge work force of 31,000 people which is also and approximation with its headquarter in EL Segundo in California, United states of America. It is very great to hear that it is selling globally in more than 150 countries and since then expanding. Mattel claims many crowns due to the innovative work. One of them is "World's Most Ethical Companies." (Mattel, 2011). It is now a world leader due to the huge success and innovative ideas it has bring with it. With the introduction and success of Barbie in the year 1980’s it conquered the world leadership. Like various leaders in the world market, Mattel has attracted media due to its high growth and influence on the market. It also somewhere led to consumer distrust. Further, Mattel came into highlights when it started outsourcing its processes which also means loss of hundreds of American jobs to Asian nations due to cost. It also led to the moment of human rights organizations to take action against Mattel. But Mattel was consistent in telling the outside world, the investors and stakeholders that is it growing and there are no problems with its functioning but the inside story was something else which was highlighted to the outside world in the early years of 1994 (Morgenson, 1999). Next decision which turned down the trust of investors was turning to mergers and acquisitions for growth. The buying of Companies named Tyco Toys Inc, Pleasant Company, Bluebird Toys PLC maker of Polly Pocket and Learning Company. All the companies were bought at unusual high prices then the company‘s annual sales (Morgenson, 1999). In 2000’s, in view of taking the recovery actions towards transparency and corporate social Responsibility, Mattel started taking moves in the direction of regaining the trust and confidence among its consumers and investors. With that the operations team was also working judiciously to manage and bring up the

The Effect of Ingestion of Beverages or Meal That Contains Research Paper

The Effect of Ingestion of Beverages or Meal That Contains Electrolytes Prior to Exercise - Research Paper Example Commercially available carbohydrate-electrolyte beverage and chicken noodle soup were used in the study. The purpose of the article is well defined and the study population includes both men and women as the participant’s hence eliminating gender bias and the response of both men and women towards intake of electrolytes prior to exercise would be determined. The introduction explains the importance of pre-exercise hydration status and states that this aspect is mostly neglected in the guidelines set by the American College of Sports Medicine. The authors believe that body fluid balance will greatly aid in the performance and endurance levels. It further states that research carried out using consumption of water alone has not yielded any beneficial result and it only increased urine output during exercise. The authors of the present study have ascertained, after conducting laboratory investigation, that intake of high sodium containing beverage or meal before exercise speeds up the recovery of plasma volume and also increase water retention within the body by decreasing urinary output. The article also cites previous research studies in which consumption of electrolyte containing beverages, especially those rich in sodium, both before and after exercising have improved body fluid balance and also aided in preventing excessive water loss through urine. However previous studies had not related water intake with the consumption of sodium-rich beverages. The present study proposed to determine that fluid balance could be maintained by increasing the ad libitum water intake and reducing water loss through urine upon consumption of sodium-rich beverages and meals before exercise. It hypothesized that consumption of chicken noodle soup 45 minutes before exercise would improve fluid balance by increasing water intake and reducing urine output while no considerable improvement was expected after consumption of water alone and carbohydrate-electrolyte beverages. The authors also expected the responses in both men and women to be similar. The population sampling and methods to be used have not been elaborated in the introduction.

From slavery to freedom Essay Example for Free

From slavery to freedom Essay Ironically, Fredrick Douglas all but snatched the Emancipation Proclamation from Abraham Lincolns hands to make of its flat rhetoric a sharpened call for freedom and equality. Douglass had never regarded the ending of slavery as enough, either for himself or for his people; it had to be the beginning of an embrace of the black individuals fullness as a person, a beginning that would point straight toward an end, within quick reach. â€Å"For Douglass, each gain in the struggle, and the Emancipation Proclamation decidedly was one of the greatest, simply meant that America must move on to the next gain. † (Mcfeely, 1991) Douglasss commitment to abolitionism, black elevation, and womens rights outstripped his commitment to other social reforms. His major social reform passions black liberation and womens liberation underscored his egalitarian humanism. The logic and motivation for his social reform odyssey derived essentially from his quest for morality, order, and progress. Even though his interrelated social reform enthusiasms were integral to his vision of a moral, orderly, and progressive civilization, he nonetheless evinced a keen sense of the need for priorities among them. (Martin, 1984) In retelling his journey from slavery to freedom in the middle of the decade, less than a year after the Cleveland emigration convention, Douglass was responding implicitly to the arguments of Delany and other pro-immigration supporters that in the foreseeable future blacks would remain slaves, or de facto slaves, in the United States arguments that would appear to have gained added currency with the passage of the Kansas-Nebraska Act in 1854. Central to Douglasss continued hopefulness about blacks prospects in the United States, despite such obviously negative developments, was a renewed commitment following his 1851 break with Garrison to the informing ideals of the nations original revolutionary documents. In many ways during this period, Frederick Douglass became the prototypical American success: a peerless self-made man and symbol of success; a fearless and tireless spokesman; a thoroughgoing humanist. The most striking and enduring aspect of Douglasss heroic legacy in his day its classic, even archetypical aura has persisted down to the present. Although often viewed and used differently by others, the heroic and legendary Douglass clearly personifies the American success ethic. The key to his eminently evocative essence is twofold. Douglass’s influence had a far reaching affect. In April 1855, Uriah Boston, a prominent figure in the black community of Poughkeepsie, New York, wrote a letter to Douglass in reference to his newspaper. Boston expressed concern over the increasingly separatist tone of prominent black abolitionists like William J. Wilson and James McCune Smith. Responding to pieces they had written in the black press, Boston criticized the two for â€Å"urging the colored people to preserve their identity with the African race. † He feared that any claim of distinct national identity on the part of black people might lend credence to â€Å"the propriety and necessity of African colonization†Ã¢â‚¬â€the dreaded scheme of the American Colonization Society. For Boston, blacks could never constitute a nation within the nation. â€Å"You cannot mix nationalities,† he wrote. â€Å"No man is a proper citizen of one certain country while he claims at the same time to be a citizen of any other country. †

Much Ado About Nothing

Much Ado About Nothing Much Ado About Nothing has a very similar style to our contemporary romantic comedy. And while the romance and obstacles to the union of Claudio and Hero form the main plot, the action in Much Ado About Nothing is mainly about Benedick and Beatrice, and their relationship. That sub-plot is about the merry war of the sexes between Beatrice and Benedick who are not teenagers, but possibly in their late twenties or older (Lukacs 92). This merry war (Much Ado About Nothing I.i.56) between the two is given through their witty word play: Benedick. What, my dear Lady Disdain! are you yet living? Beatrice. Is it possible disdain should die while she hath such meet food to feed it as Signior Benedick? Courtesy itself must convert to disdain, if you come in her presence. Benedick. Then is courtesy a turncoat. But it is certain I am loved of all ladies, only you excepted: and I would I could find in my heart that I had not a hard heart; for, truly, I love none. Beatrice. A dear happiness to women: they would else have been troubled with a pernicious suitor. (Much Ado About Nothing I. i. 111-120) The play suggests that Beatrice was in love with Benedick before the play but he had deceived her and their relationship ended. Benedick now claims that he will never get married. Beatrice is an intelligent girl. Meader asserts that Most of Shakespeares lovers appear to fall in love at the first meeting and that Beatrice who has apparently been in love with Benedick before the action of Much Ado About Nothing, may have had formal courtship earlier (Meader 82): Pedro. Come, lady, come; you have lost the heart of Signior Benedick. Beatrice. Indeed, my lord, he lent it me a while; and I gave him use for it, a double heart for his single one: marry, once before he won it of me with false dice, therefore your grace may well say I have lost it. (Much Ado About Nothing II.i.266-272) Whenever Beatrice and Benedick come together, they seem to have a fight through their witty insults. They are as if competing in intelligence. Beatrice, like Benedick, does not want to marry which is because she has not yet found the right man and because she does not want to give up her freedom with marriage. According to Benedick, a man who gets married will wear his cap with suspicion (I.i.184), and will have doubts that his wife has once had other lovers. He says, if the Count marries, the Count will thrust [his] neck into a yoke, wear the print of it and sigh away Sundays (I.i.186-87) (Friedman 78). Benedick speaks ill of marriage in the following lines: The savage bull may; but if ever the sensible Benedick bear it, pluck off the bulls horns and set them in my forehead; and let me be vilely painted; and in such great letters as they write, Here is good horse to hire let them signify under my sign, Here you may see Benedick, the married man. (Much Ado About Nothing I.i.246-252) He imagines himself with horns on his head. Cuckoldry was very typical in the Renaissance He is worried that he will be cheated by women if he gets married. Friedman explains it as: Benedicks fears of cuckoldry and emasculation through marriage tend to be confirmed by Beatrice, whom Don Pedro has picked out as an excellent wife for Benedick (2.1.329) Beatrice speaks openly and sharply of her preferences in a spouse, which draws the disapproval of her uncles Leonato and Antonio, who complain that she is shrewd of [her] tongue and too curst (2.1.17-18). Beatrice implies that, were she to marry, she would make her partner a cuckold, for she claims that she will have no horns only if God sends her no husband (2.1.23-24). (Friedman 81) As for Beatrice, her irreluctancy for marriage is stated as follows What should I do with him? dress him in my apparel, and make him my waiting-gentlewoman? He that hath a beard is more than a youth; and he that hath no beard is less than a man: and he that is more than a youth is not for me; and he that is less than a man, I am not for him.(Much Ado About Nothing II.i.33-38) Through these lines, Beatrice explains why she should not marry. The reason for this is that there is no equal man for her. Beatrice states that she could not endure a masculine husband with a beard on his face (2.1.26-27), but a husband that hath no beard, who is therefore less than a man, is only fit to be dressed in womens apparel and employed as her waiting-gentlewoman (2.1.29-33) (Friedman 81). Both Benedick and Beatrice seem to avoid marriage. As Benedick says it is certain / I am loved of all ladies, only you excepted: and I could find it in my heart that I had not a hard heart; for, truly, I love none (Much Ado About Nothing I.i.116-119), Beatrice mocks him saying I had rather hear my dog bark at a crow / than a man swear he loves me (Much Ado About Nothing I.i.123-124). While Claudio and Don Pedro play a trick on Benedick in Act II scene iii, Ursula and Hero do the same on Beatrice in Act III scene i. Those tricks are intentioned to make the two fall in love with each other. The audience knows that neither Beatrice nor Benedick wants to get married. Their friends trick is useful at the end. They are both deceived to believe that one is in love with the other. In that case, Cahn states that the plays title word Nothing may be taken as a pun on noting, or overhearing, {since] much of the action involves eavesdropping and the partial discernment of truth (Cahn 629). Moreover, one must note that the overheard conversations are enough for both. According to Cahn, in many comedies of Shakespeare, love is influenced by perception and in Much Ado About Nothingin Act II scene iii, when Beatrice calls Benedick to dinner, Benedick manages in his own mind to twist her words so that they mean what he wants to hear (Cahn 636). At this time, it is apparent that wh ile she is not in love with him, Benedick [harbours] a secret love for Beatrice (Friedman 83). They are not actually deluded to think they are in love with each other; otherwise their friends tricks would not work since both of them are clever enough not to be deluded. They are actually trying to let them discover their present love to each other. Therefore, it is a kind of realization for both of them. Each decides to pity the other at first, however it is interesting they do it willingly. Benedick has made his decision to perform what the audience has long felt he has always wanted to do: pursue Beatrice (Cahn 636). He has now changed his mind and wants to marry Beatrice. Beatrice, on the other hand, has also decided to change her mind, as clear in her own words: Stand I condemned for pride and scorn so much? Contempt, farewell! and maiden pride, adieu! No glory lives behind the back of such. (Much Ado About Nothing III.i.109-112) In Act IV scene i when Benedick and Beatrice are left alone in the church together, they confess their love to each other. According to Lukacs By [Act IV scene i], Benedick and Beatrice are the mature responsible adults who must bring this play to a resolution (Lukacs 92). The tone changes, however, when Benedick says that he will do anything for Beatrice: Beatrices asking him to Kill Claudio (Much Ado About Nothing IV. i. 289) shocks Benedick. Benedicks refusal makes Beatrice angry since she believes that Claudio has insulted Hero. Benedick soon changes his mind and agrees to challenge his friend Claudio both for Heros and for Beatrices sake. What Beatrice has wanted Benedick marks Beatrice as a lady imposing a love test as Maisan states. Benedick has to choose between love and friendship (Maisan 165). Meader asserts that Benedick, urged on by his beloved Beatrice, challenges his best friend Claudio to a duel and that Courage was conspicuously an outward-looking virtue, as the Renai ssance valued it (Meader 76). Benedick is in fact known with his loyalty as a friend but his love for Beatrice becomes strong enough to challenge his friend to a fight and he soon challenges him to a duel. When Benedick accuses Claudio and Don Pedro for Heros death she has not really died but it is what they think, they think he is joking. Thus in Act V scene i, not only Heros innocence but also Benedicks loyalty to Benedick is proven. In Act V scene ii, Benedick tries to write poetry for Beatrice. However, he is not good at writing. What he can do best is simply his gentle insults which is also appealing to Beatrice. So they go on flirting and mocking each other. With the last scene of the play, Shakespeare brings a happy conclusion; both of the couples in the play will married (Claudio and Hero, and Benedick and Beatrice). Now Beatrice and Benedick are happy to get married. Their hatred of the institution of marriage is finally brought to an end. Although the trick is not the main reason for their uniting, it has really been effective. Lukacs summarizes the relationship between Beatrice and Benedick as: In the end, Beatrice and Benedick grow up and mature. The world in Much Ado About Nothing that was out of balance is reined in and balance is achieved. Maturity brings self-knowledge and Beatrice and Benedick shine in the end they are [now] husband and wife. Beatrice duels with her wits in order to assert herself. The eye contact, the hint of a smile, the fleeting glance, or hand gesture sustain their encounters as these two function as one witty unit. Beatrice exclaims O God, that I were a man! (4.1), but it is only when she reaches out to a man, Benedick, that she can defend her sisters honor and relinquish her alternate personae of a John Wayne-like character who strides about the stage in manly fashion, or of an immature schoolgirl. In the end, Much Ado About Nothing becomes much ado about everything that matters in life. (Lukacs 92) As a conclusion, Beatrice and Benedick have changed both in their attitudes towards the idea of marriage and towards each other since the beginning of the play. One can clearly notice the alikeness of their personalities which not only causes the merry war between them but also brings them together. The reason why Beatrice and Benedick could not go along with each other has been because each is too witty and intelligent. However, one must note that they will never get bored of each other while they are having their war so they are definetely a good match. Primary Source(s) Shakespeare, William. Much Ado About Nothing The Complete Works of William Shakespeare. Hertfordshire: 1996. Secondary Sources Cahn, Victor L. Shakespeare the Playwright: A Companion to the Complete Tragedies, Histories, Comedies, and Romances. Praeger: Westport, 1996. Friedman, Michael. The World Must Be Peopled: Shakespeares Comedies of Forgiveness. Fairleigh Dickinson University Press: Madison, NJ., 2002. Lukacs, Ann. Much Ado About Nothing Shakespeare Bulletin. Volume: 22. Issue: 1: University of West Georgia, 2004. Maisan, Thomas. Deforming Sources: Literary Antecedents and Their Traces in Much Ado about Nothing Shakespeare Studies. Volume: 31, Associated University Presses, 2003. Meader, William G. Courtship in Shakespeare: Its Relation to the Tradition of Courtly Love. Kings Crown Press: New York, 1954.

Sense and Sensibility :: Literary Analysis, Jane Austen

Benevolent, willing, and knowledgeable—are all characteristics of Elinor Dashwood. Authors often use characteristics of characters to portray them as imperative pieces of the plot. In Jane Austen’s Sense and Sensibility, Elinor is shown as an important character through her compassion towards others and her willingness to help her family through difficult situations. Readers first see Elinor’s importance to the novel through her compassion towards Colonel Brandon, John Willoughby, and Edward Ferrars. When Colonel Brandon came into her life she treated him with very little compassion but as time went on â€Å"Elinor’s compassion for him increased† (47). Her compassion radiates through her determination to always engage in a conversation with him: â€Å"and talk to Elinor, who often derived more satisfaction from conversing with him than from any other daily occurrence† (145). Throughout the novel the readers see that Elinor dislikes Willoughby but after he breaks Marianne’s dislike turns into abhor. However, when Willoughby comes to Cleveland to apologize and explain, â€Å"Elinor’s heart, which had undergone many changes in the course of this extraordinary conversation, was now softened again† (292). Elinor has to deal with her own pain and hurt from her rejection. When they return home from Cleve land Edward arrives and asks for forgiveness. Elinor bestows compassion upon Edward in the form of accepting his marriage proposal and then marrying him: â€Å"The first month after [Edward and Elinor’s] marriage† (336). Through her compassion towards these three characters readers see the importance of her presence in the novel. Next the readers see how Elinor willingly helps her sister get through adversities in her life. â€Å"Elinor was to be the comforter of others in her own distresses, no less than in theirs; and all the comfort that could be given by assurances of her own composure of mind† (228). So therefore, Elinor unselfishly puts aside her emotions to comfort Marianne after Willoughby rejects her and breaks her heart: â€Å"What!—while attending me in all my misery, has this been your heart?† (229). Marianne realizes that Elinor has known about Edward’s engagement to Lucy, but she chose to put it behind her in order to comfort her. This pain has been weighing Elinor’s heart for four months, which makes it even harder for Marianne to understand. â€Å"Four months!—cried Marianne again—so calm!—so cheerful!—how have you been supported?† (229). Elinor’s answer to this inquiry shows clearly why she chose to be selfless and conceal her pain: â€Å"and I owed it to my family and friends, not to create in them a solicitude about me† (229).

What to do about Music Videos? :: Essays Papers

What to do about Music Videos? What did he say? Have you stopped recently and really listened and watched the music of today? Music has been used in various forms since early human history. According to the Encarta Encyclopedia, â€Å"Music is the organized movement of sounds through a continuum of time. Music plays a role in all societies and its exists in a large number of styles, each characteristic of a geographical region or a historical era.† Music has a been and is presently used in different cultures for different reasons. Music can be associated with religious establishments, dancing, theater, concerts, recording devices, and through out televisions. Overall, it has always been a form of expressing oneself. Specifically, music is as unique as each person here, but should artists express themselves in ways that poorly influence our young people? In 1981, our televisions began to introduce visual expression into our homes through music videos. It was the first advertised-supported televisions network and it was call MTV. In 1985, VH1 was launched as a second network playing a popular music format as opposed to the rock format shown on MTV. For the first time, viewers could â€Å"see† their favorite songs performed and expressed without going to a concert. This allowed our young people to see a world not as readily available before. Music videos in and of itself is not something that can be considered the absolute cause, but rather the catalysis that for some young people gives them the ideas and impressions to look or act in a certain way. Today young people are anxiously looking older and determined to grow up faster than ever before. They have strong desires to emulate some of these performers. In a recent Newsweek magazine, an article was featured about Brittany Spears. She was cited for changing her image in recent concerts and videos to appear much more seductive. As a 17 year old performer, her outfits consist about skin-tight, sexy attire worn during provocative dance sequences. Through the artists use of videos, young people have been encouraged to â€Å"walk the walk†. As a parent of young children, I am very concerned of the influence music and its artists might have on them. Hopefully, as adults we will try to continue to monitor this situation. A rap singer, Todd Smith, also known as LL Cool J is a father of four living in Westchester County, New York.

Mountain Man Brewing Company

Mountain Man Brewing Company| To:| Chris Prangel| From:| 001706975| CC:| David Nasser| Date:| 3/4/2013| Re:| Bringing the Brand to Light| Comments:| For the first time in the company’s history, Mountain Man Brewing Company is experiencing declining sales in response to changes in beer drinkers’ preferences. Mr. Prangel’s response to this problem is introducing a â€Å"light beer† form of the popular Lager. In the past six years, the â€Å"light beer† industry as increased at an annual rate of 4% while sales of traditional beer has been declining annually by 4%. Although this seems like a probable solution, there are two major problems Mr.Prangel is facing: 1. ) Mountain Man’s current target market will not approve of this new beer, and 2. ) bringing in a light version of the Mountain Man Lager could ruin the brand image and ultimately destroy the company. Mountain Man’s biggest target market currently, and pretty much since it started in 1925, is males ages 45-54. Most of these males are blue-collar, hardworking males. It has been known as â€Å"West Virginia’s Beer† known for its authenticity, quality and its toughness. To the younger beer drinkers, the market the light beer appeals to, view Mountain Man beer as too strong and a â€Å"working man’s† beer.Not only do the younger beer drinkers have their negative thoughts about Mountain Man developed, but the blue-collar customers account for a huge percentage of sales. The brand loyalty rate for Mountain Man Lager is 53% which is higher than any of its competitors. The â€Å"light beer† appeals to the younger generation, especially the females, and Mountain Man Lager has always appealed to the older, rugged, blue-collar male. The appearance of Mr. Prangel’s dilemma is very evident. Based on the evidence, Mountain Man should not introduce the light beer.The light beer industry is growing, that can’t be denied, howev er for Mountain Man, it is not in their best interest yet. Although the quantitative reasoning is included below, it would be in Mountain Man Brewing Company’s best interest to take the $750,000 and spend it elsewhere: create a new beer (non-light) that can appeal to more than the current target market without losing its brand image, spend more money for advertising to the younger beer-drinking market. Mountain Man Brewing Company needs to have a wider target market before introducing a completely new product that could potentially destroy the company if it were unsuccessful.THE PROS AND CONS OF INTRODUCING A LIGHT BEERThe most beneficial pro of introducing Mountain Man Light will be reaching the younger beer drinkers. It is shown that the younger beer drinkers enjoy the light beer better, and also in their twenties, usually haven’t committed to a brand yet. Mountain Man is very well-known by the younger beer drinkers, however, they tend to buy and consume in quantity; the Mountain Man Lager is not on their top preference, along with other lagers and full-flavor beers. Introducing this light beer could reach the younger beer drinkers and potentially lead to brand loyalty amongst them. A few cons could be losing brand loyalty amongst the older generation, losing sales of the Mountain Man Lager due to cannibalization, and a lower contribution margin.THE BRAND NAME OF A LIGHT BEERIf the light beer were introduced, the name Mountain Man Light is not the best option for the market Mountain Man is already in. A 53% loyalty rate is great for a company that produces one flavor of a brew. If the company that they have seen as for years as a rugged, authentic, â€Å"West Virginia’s Beer†, puts out a â€Å"light† version, its image could be lost immediately. In response to the introduction of a light beer by Mountain Man, it was the man in his fifties and early thirties that found it to be absurd.BREAK EVEN AND BREAK EVEN IN MARKET SHAR E IN 2 YEARSBy keeping the same price for light as the lager, breakeven in dollar amount is almost $10,000,000 which then translates into 100,473 barrels. Within two years, Mountain Man Light will have to produce almost $10,000,000 in sales and sale 20% of what Mountain Man Lager has worked almost a century to sale. As for the market share, Mountain Man Light will need to gain a 26% of the market share in 2 years to break even.This seems very unrealistic since the leading brand light beer now consumers 32. 9% and the second leading brand holds 17. 8% of the market. Mountain Man Light will have to become the second leading brand in the market within only 2 years (assuming that the sales of â€Å"light beer† continue to grow annually by 4%).CANNIBALIZATION RATEBecause Mountain Man Lager produces so many units and produces such high sales already, the difference in cannibalization of 5% to 20% is pretty significant (almost 1,000,000). Two year contribution with a 5% cannibalizat ion rate is $32,895,226. 2 compared to $31,988,859. 59 with a 20% cannibalization rate. This is a major loss in sales of the Mountain Man Lager. If cannibalization is inevitable, the lower percentage of cannibalization is the best option, it yields a higher contribution. Anything above 20% is unnecessary and definitely not worth introducing the Mountain Man Light.BUDGET FOR THE LAUNCHThe budget of $750,000 added onto the $900,000 already annual cost of SG&A costs is not appropriate. Not only is it adding that money onto the annual SG&A costs, it adds $4. 9 more per barrel in variable costs. Yet, the price of the light will still be the same as the lager. It will produce a 60% awareness level for Mountain Man Light, however, reduces the contribution margin by 16%; the price remains the same and cost of goods sold increases. Adding an expense like $750,000, a company should expect it to be better for the company. A 16% decrease in the contribution margin is not good for a company like Mountain Man that has its one specialty product in which it is known for.THE LAUNCHAlthough it is not recommended to introduce this Mountain Man Light because of the previous stated concerns, Mountain Man should not stop there and let the company fail. Mountain Man can take their $750,000 and introduce another beer just not a â€Å"light beer†. Keep the authentic, rugged brand image by introducing a different type of brew that will continue to appeal to the target market. Mountain Man should try to increase its target market with its original idea before it tries to introduce a new brand.If this is not ideal, the $750,000 can be spent on gaining, and retaining, a younger, beer drinking crowd. There is always a way to appeal to a younger crowd, Mountain Man needs to find the window of opportunity and take those consumers. With the high awareness of Mountain Man Lager by the younger beer drinker, however, Mountain Man could change their marketing strategy and discover a way to appeal to the younger market. | Contribution of Lager and Light Breakeven in Dollars and Units (Barrels) Market Share Cannibalization of 5% Cannibalization of 20%