Case Study Renewable Energy Co.

Table of Contents Summary of the case study Issues presented in the case study Analysis of the case study Results Recommendations Reference List Appendix Summary of the case study The increase in dependency on fossil fuel and other non renewable energy sources is facing challenges because of environmental concerns and economic reasons. Fossil fuel releases green house gases and is prone to price fluctuations while hydroelectric power is dependent on environmental conditions.Advertising We will write a custom report sample on Case Study: Renewable Energy Co. specifically for you for only $16.05 $11/page Learn More Many countries are looking for alternative energy sources that are renewable cleaner and independent from price fluctuations. Solar energy, wind energy, tidal energy and geothermal energy are the main renewable sources of energy. This paper gives a summary of the renewable energy sources that two students contemplated and researched after fi nishing their graduate school. Issues presented in the case study The issues presented in this case were mainly concerned with the energy demands in Ontario. The need for the electricity supply mix to be replaced was the main issues that brought about the aspect of alternative energy sources. Large and Berkeley found out that renewable energy source was the way to go since other energy sources presented economic problems, environmental problems and scarcity. They did an analysis of the different renewable energy sources and discovered that they could only venture into the renewable energy source that used the technology which they were best suited to capitalize on. A renewable energy source such as geothermal is pretty cheap but requires a lot of capital in order to establish its economic viability. Solar photovoltaic energy also requires a relatively large amount of capital although the standard offer price is pretty cheaper than some of the other sources. Analysis of the case stud y Large and Berkeley provides several different analysis of their research. They tabulate their data to compare between all the renewable energy that they researched on. There is also an analysis of the different energy sources that supply energy in Ontario. In an analysis of 2005 energy sources, it is evident that nuclear energy was the dominant energy source followed by renewable and coal in that order. Conservation was the least energy source that came behind gas and cogen. Another analysis done for the future supply of energy in Ontario in the year 2025 indicates that renewables will take over from nuclear to become the dominant energy supplier. Nuclear takes the second position followed by gas and cogen, conservation and gasification in that order. The graph below shows the general trend of the energy sources from the year 2005 to the year 2025.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Lear n More Figure 1: graph of the trend of energy sources between the years 2005 and 2025. Reeds, A. (2010). Renewable Energy Co. Richard Ivy School of Business Foundation Series 1 represents the energy fractions in the year 2025 while series two shows the fractions in the year 2005. In addition, Ontario’s standard offer program payment schedule tabulated in the file shows that solar photovoltaic energy is valued at $0.11 per Kilowatt hour. This price is way above the other energy sources that are offered the same value of $ 0.11 per kilowatt hour. All the prices are at base price. The photovoltaic potential of Canadian cities is also compared to that of other cities. From the table, it can be deduced that Canadian cities have relatively high photovoltaic potential compared to many other world cities. The city of Regina is the sixth city with the most solar photovoltaic potential. It is followed by Calgary, Toronto, Vancouver, and St. John. Another comparison was done on some q uick facts for the renewable energies researched. The standard offer program price for solar voltaic energy potential is 42 cent per kW installed while that of other renewable energy sources like wind, hydropower and biogas is 11.08 cent per kW. While there is an inflation index of 20 percent of the price increases by the consumer price index for all other renewable sources, the solar photovoltaic energy project has no inflation index. When the capital cost of the renewable energy sources are compared, solar photovoltaic energy leads with an estimated capital cost of $10, 000 to $14, 000, per kW installed. The table below summarizes the above analysis.Advertising We will write a custom report sample on Case Study: Renewable Energy Co. specifically for you for only $16.05 $11/page Learn More Table 1: Table of comparison of all the renewables discussed Solar photovoltaic wind hydro biogas Standard offer time 42 cent/kWh 11.08 cent/kWh 11.08 cent/kWh 11.08 cent/kWh Inflation index None 20% of the contract price increases by the consumer price index 20% of the price increases by the Consumer Price Index 20% of the price increases by the Consumer Price Index On-peak rate Not legible Not eligible 3.52 cent/kWh (must be 80%) 3.52 cent/kWh (must be 80%) Capital cost (estimated) $10,000-$14,000 $2,000-$2,750 per kW installed $4,000 to $7,000 per kW installed $4,000 to $7,000 per kW installed Average lead time 1-6 months 3-4 years 4 to 7 years 2 years Environmental permits None None for 2MW Environmental screening for all projects 2 MW All projects require an environmental screening process None for 5 MW Environmental screening for 5 MW Other permits Building permit zoning Municipal permit Navigation Canada Transport Canada possible official plan and zoning amendments Possible bylaw changes Building permits Property tax reclassification Ministry of Natural Resources Water supply issues Zoning Building permits Municipal p ermits Official plans and zoning bylaws Connection Ontario energy board license Local distribution company connection agreement Electrical safety authority certification Ontario energy board license Local distribution company connection agreement Electrical safety authority certification Ontario Energy Board License Local Distribution Company Connection Agreement Electrical Safety Authority Certification Ontario Energy Board License Local Distribution Company Connection Agreement Electrical Safety Authority Certification Resource South-facing, inclining approximately 45 degrees Shores of the Great Lakes Areas with high elevations Exposure to prevailing wind directions Steep rivers, streams, creeks or springs Flowing year-round Hilly areas with high year-round rainfall Proximity to renewable biomass Industry association Canadian solar industry association Canadian Wind Energy Association (CanWEA) www.canwea.ca Ontario Sustainable Energy Association (OSEA) www.ontario-sea.org On tario Waterpower Association (OWA) www.owa.ca Ministry of Natural Resources www.mnr.gov.on.ca Canadian Bioenergy Association (CANBIO) www.canbio.ca Canadian Biogas Association www.biogas.ca Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) www.omafra.gov.on.ca Adapted from Reeds, A. (2010). Renewable Energy Co. Richard Ivy School of Business Foundation Results From the graph in figure 1, even though the energy output and usage increases, the general trend is that renewable energy is slowly but gradually taking over the energy scene. From the table above, it can be deduced that solar energy is the most expensive in terms of standard offer time. Solar photovoltaic energy also requires the most capital cost. It is also quite expensive in terms of average lead time. However, solar energy needs no environmental permit and has the least number of permits needed. Recommendations It is beyond doubt that renewable energy is the most appropriate alternative energy source tha t can be utilize for sustainable economic growth and environment management. Since fossil fuel prices are always fluctuating, they affect economies and thus contribute to inflation. Fossil fuels also contribute to greenhouse gases because they produce carbon dioxide and sulfur dioxide. Carbon dioxide depletes the ozone layer which is essential for blocking ultraviolet rays that may otherwise cause skin cancer. Sulfur dioxide is known to cause acid rain that corrodes man made structures. Renewable energy sources are clean, cheaper, and stable for economic development. In my own opinion, since wind, solar, hydroelectricity and biogas, all depend on environmental conditions, I would recommend geothermal energy to be sourced in tectonically active areas. This renewable energy source does not depend on climatic conditions. It is available throughout the years and the earth’s interior is not going to cool soon. Reference List Reeds, A. (2010). Renewable Energy Co. Richard Ivy Schoo l of Business Foundation.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Appendix Figure 1: graph of the trend of energy sources between the years 2005 and 2025. Figure 1: graph of the trend of energy sources between the years 2005 and 2025. Table 1: Table of comparison of all the renewables discussed. Table 1: Table of comparison of all the renewables discussed. Solar photovoltaic wind hydro biogas Standard offer time 42 cent/kWh 11.08 cent/kWh 11.08 cent/kWh 11.08 cent/kWh Inflation index None 20% of the contract price increases by the consumer price index 20% of the price increases by the Consumer Price Index 20% of the price increases by the Consumer Price Index On-peak rate Not legible Not eligible 3.52 cent/kWh (must be 80%) 3.52 cent/kWh (must be 80%) Capital cost (estimated) $10,000-$14,000 $2,000-$2,750 per kW installed $4,000 to $7,000 per kW installed $4,000 to $7,000 per kW installed Average lead time 1-6 months 3-4 years 4 to 7 years 2 years Environmental permits None None for 2MW Environmental screening for all projects 2 MW All projects require an environmental screening process None for 5 MW Environmental screening for 5 MW Other permits Building permit zoning Municipal permit Navigation Canada Transport Canada possible official plan and zoning amendments Possible bylaw changes Building permits Property tax reclassification Ministry of Natural Resources Water supply issues Zoning Building permits Municipal permits Official plans and zoning bylaws Connection Ontario energy board license Local distribution company connection agreement Electrical safety authority certification Ontario energy board license Local distribution company connection agreement Electrical safety authority certification Ontario Energy Board License Local Distribution Company Connection Agreement Electrical Safety Authority Certification Ontario Energy Board License Local Distribution Company Connection Agreement Electrical Safety Authority Certification Resource South-facing, inclining approximately 45 degrees Shores of t he Great Lakes Areas with high elevations Exposure to prevailing wind directions Steep rivers, streams, creeks or springs Flowing year-round Hilly areas with high year-round rainfall Proximity to renewable biomass Industry association Canadian solar industry association Canadian Wind Energy Association (CanWEA) www.canwea.ca Ontario Sustainable Energy Association (OSEA) www.ontario-sea.org Ontario Waterpower Association (OWA) www.owa.ca Ministry of Natural Resources www.mnr.gov.on.ca Canadian Bioenergy Association (CANBIO) www.canbio.ca Canadian Biogas Association www.biogas.ca Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) www.omafra.gov.on.ca Adapted from Reeds, A. (2010). Renewable Energy Co. Richard Ivy School of Business Foundation This report on Case Study: Renewable Energy Co. was written and submitted by user Taraji Michael to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

By the Same Token

By the Same Token By the Same Token By the Same Token By Maeve Maddox The word token is used with several meanings. From an Old English verb meaning â€Å"to show,† in the broadest sense a token is â€Å"something that serves to indicate a fact; a sign or a symbol.† The sign could be miraculous or merely evidence of something:    I do set my bow in the cloud, and it shall be for a token of a covenant between me and the earth. Genesis, 9:13, KJV God granted these holy men [the 100 fed miraculously by Elisha] a gracious token that the famine had lifted The retiring employee received a watch as a token of the company’s appreciation. As a physical object, a token may be a metal or plastic disk that serves to show that money has been paid for transportation or admission (e.g., a bus token). Board games like Monopoly include tokens used in play. The expression â€Å"by the same token† means â€Å"for the same reason† or â€Å"in the same way.† Here are two correct examples of its use: there was little evidence to substantiate the gossip and, by the same token, there was little to disprove it –example, OxfordDictionaries because his mind is flexible it responds quickly †¦ to what is before it, and by the same token it can call up from within a host of appropriate ideas example, Merriam-Webster As is happening to many venerable expressions in this age of limited reading of traditional literature, â€Å"by the same token† is being altered by speakers who aren’t quite sure how to use it: However at the same token, this same conversation could apply to couples who go through that process together In the same token, it cannot disregard basic issues of translation theory. Does my body include the oxygen I am about to inhale and, on the same token, should I include the air I am about to exhale? Not only is the preposition by being incorrectly replaced by at, in or on, the meaning is being lost: I dont dislike dogs (or other animals), but by the same token, I dont want them in my house. Here the meaning seems to be â€Å"on the other hand.† With a documentation date of 1463, â€Å"by the same token† has had a good run in English. Could be that the expression–for some speakers at least–has reached retirement age. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:Homograph Examples34 Writing Tips That Will Make You a Better WriterHonorary vs. Honourary

Strategy discourse and strategy's role in social responsibility Essay

Strategy discourse and strategy's role in social responsibility and sustainability - Essay Example The plan consists of sustainable procurement, reducing environmental impact stemming from the company’s business model, reducing waste, recycling and curbing over-consumption of energy; as well as reduction of the firm’s carbon footprint. Having defined the Sustainable Living Plan by Unilever, Polman did an excellent job of using discourse, this being narrative and storytelling, to ensure successful implementation of these objectives. Polman opened discourse with influential members of the Consumer Goods Forum to agree to abide by practices related to sustainable palm oil production, an issue that had deforested many regions. The company is also trying to change behaviours of millions of consumers worldwide, getting them to abide by being more proactive in water consumption by taking shorter showers. The Sustainable Living Plan will not be effective without contributions by vendors, competitors and even consumer markets, something that requires discourse and narrative to achieve effectively. Storytelling is an excellent forum for sharing norms and values that have been built from an organisation’s past experiences and also describe a desirable future. It is through this discourse that leadership is developed and provides opportunities to provide a compelling vision (Buckler and Zien 1996). It is through shared stories and narratives that understanding and organisational dedication is created, familiarising individuals with dominant and compelling narratives and anecdotes that assist in gaining commitment by others to adopt the norms and values described in such stories. Storytelling is also recognised as being a predictor of trust development in relationships. Such discourse provides opportunities for the storyteller to indicate his or her competencies and level of commitment toward a particular value or objective. The process of revealing personal narratives and

Copyright Law Essay Example | Topics and Well Written Essays - 1500 words

Copyright Law - Essay Example This clearly has implications for online protection of copyright with the proliferation of the Internet and multifarious online uses involving copyrighted works. For example, if data is stored on a US computer is downloaded in the UK, UK law will apply and not US law under the Convention5, which creates issues of enforceability and policing in an internationally networked environment offering broader scope for anonymity. Furthermore, the protection of copyright online has become increasingly contentious due to the ease of copying materials in machine readable form and distribution on the Internet6. This is compounded by the low cost of copying and transmitting files on the Internet and the difficulty of policing a borderless jurisdiction further exacerbates the issue as to where liability should lie7. Section 17 of the CDPA addresses copyright infringement and provides that copyright protection prohibits copying the work, issuing copies of the work to the public, renting or lending the work to the public, perform the work, broadcast the work, adapt or amend the work. Additionally, these acts will constitute copyright infringement if there is copying of the â€Å"substantial part† of the copyright works8. Remedies for copyright are commonly damages (often for lost royalty payments), injunctions, accounts for profits or orders for delivery up9. The fair use doctrine is the most common copyright exception under section 29(1) of the CDPA10. Alternatively, section 31 of the CDPA provides a defence of incidental inclusion of copyrighted materials such as when filming or recording live events; which is particularly relevant to inclusion in artistic work, sound recordings, film or broadcasts. The sheer vast range of availability of information online has further rendered it difficult to enforce the principle that there is no implied licence to copy11. Theoretically, downloading someone’s web page is clearly copyright infringement and the

The Importance Of Relationships

The Importance Of Relationships To better understand the argument of friendships and their potential cause of instability in the hierarchical structure of Confucian thought put forth by Norman Kutcher (2000), I examined three sources discussed in this paper. In his article The Confucian Concept of Man: The Original Formulation, Scott Morton (1971) presents the general idea of Confucian thought and explains the ideas and concept of man. To go into further detail, Donald Blakeleys (2008) Hearts in Agreement: Zhuangzi on Dao Adept Friendship explores friendship in both philosophies and defines friendship according to the Analects giving readers a better understanding of friendship and its role in society. Finally, Arthur W. Hummels (1960) article titled The Art of Social Relations in China emphasizes the importance of relationships in China and society, the role of relationships in ones maturity, emphasizing the importance of friendship on ones road to success once he leaves the family nest. These articles provide add itional insight and understanding the function of friendships in a mans maturity and growth process, emphasizing the need and necessity and importance of friendship, overall providing a bigger and clearer picture of friendship and its potential effects. The Importance of Relationships: Its roles and Responsibilities Upon reading Norman Kutchers (2000) article on friendships titled, The Fifth Relationship: Dangerous Friendships in the Confucian Context, I was left with several questions. In Kutchers (2000) article, friendship was defined and separated from the other relationships because of its uniqueness of its members and nature. He argues that friendship is an unstable relationship that could potentially upset the hierarchy in state and family relations (the other four relationships). However, his argument left me with several questions about the topic. I wanted to be better understand the role of the individual and the concept of man in Confucian thought to see how this related to relationships and human conduct in these relationships. I also wanted to comprehend and firmly grasp the ideas of relationships and friendships, in particular, its definition in Confucian terms. In addition, I also wanted to comprehend, in depth the importance of relationships in the growth and maturity of a man, wh ether friendship was something that was actually needed and required or just something voluntary as Kutcher (2000) argued in his essay. These concerns led me to research on the history of Confucian thought, the concepts and its beliefs on relationships, and the importance and role friendships played on growth and maturity. Through my research, I came across the following three academic sources. The first article is titled The Confucian Concept of Man: the original formulation about the formulation of man and the concept of man in Confucian thought by Scott Morton (1971). Morton begins by introducing the beginning of Chinese philosophy and their interest in the creation of an ethical framework for human conduct. In Chinese philosophy, especially Confucianism, it is difficult to differentiate between philosophy and ethics. The first question that Morton (1971) wants to answer is how Confucius views man. The first concept is that Man is always considered as Man living inside of society. People are individuals, but all individuals live in societies and relationships; these societies, communities, whatever you want to call them exist in a network of duties, obligations, and rights (Morton, 1971). Secondly, there is also a stated hierarchy in Confucian thought as men in society are divided into two groups, the rulers and the ruled. And finally, probably Confucius most notable contribution to Confucian thought, is the idea of Chun Tzu or nobleman. The noble man is born noble and this is shown through his actions. Morton (1971) continues to define moral character and the nobleman. Using translations mainly from Legge and Waley, Morton (1971) suggests six groups of characteristics and moral qualities that are important to the nobleman. The first is his resolution and firmness. The nobleman must be firm and decided. He is proud but not quarrelsome. He does not quit or give up on the right or the good way. The second group of moral characteristics consists of mildness, modesty, and humility. In third place is a well-balanced character. This refers to not only a perfection of delicately balancing all previously mentioned moral characteristics but also refers to his human life and relationship as a whole, reciprocity. What one man does not want done to him, he must not do to others. He knows what to do and when to do it, his style and mannerisms are very important in this balance of moral characteristics. The fourth is faithfulness; the gentleman must be one in whom others can trust. The fifth char acteristic of the gentleman is his ability to admit to fault and imperfections. If he knows his mistake, he can correct it and perfect himself; if a man lacks this characteristic, he will become the inferior man. Finally, the sixth and last moral characteristic is independence. What the Analects mean by this is not his ability to be independent, but his ability to be separate and have general moral qualifications, not a specialist or a tool trained for a specific purpose. The nobleman is one who is fit and able to do anything. According to Morton (1971), the man who is in the relationship must not only follow the rules and obligations of being in a specific relationship, but he must also be a nobleman in all cases. He must have the ability to determine and differentiate between the right and the wrong, and with resolution follow his path down the Good way. Every man has an important role to play, and depending on his situation, he should know the style with which he should perform in each. Though this article does not directly discuss relationships and Confucian thought on friendship, Morton (1971) helps to shed light on the philosophies of Confucian thought, in particular Mortons (1971) analysis on human conduct and the nobleman according to the Analects, and provides significant background information to help better understand the ideas put forth by Kutcher (2000). Mortons (1971) particular analysis and detail about the nobleman adds to Kutchers (2000) argument about friendship because it details the priorities about a man and the way he should act towards his rulers, his family, and his friends. This helps me to analyze the argument because I can better analyze and critique Kutchers (2000) argument. The second article is titled Hearts in Agreemtn: Zhuangzi on Dao Adept Friendship by Donald N. Blakeley (2008). This article by Donald Blakeley (2008) begins with an introduction to friendship in the Daodejing and then continues to compare this thought to the friendship defined in the Analects in Confucian thought. An understanding of friendships and how they are viewed in detail will help us better understand Kutchers (2000) suggestion of friendship and how it connects and plays a role in hierarchy in Confucian China. Blakeley defines friendship (which is taken from the Daodejing) as a relationship where one accepts and recognizes the other and his qualifications; people who are friends often share skills and expertise, and often times similar thoughts and values. Throughout the article, Blakeley (2008) defines friendship and analyzes it from a Daoist perspective. It is not until later in the article that Blakeley observes friendship in the terms of Confucianism and Ren. According to Blakeley (2008), priority resides in cultivating the fullness of a virtuous life as defined by proper understanding of the cultural values of the past (Blakeley 2008, p. 330). A ren person is cultivated and guided by ceremony and rituals, li. This li is then grounded in dao, or the way, of relationships and society which all operate under Heaven. In terms of friendships, the Analects and the Mencius advise that friendships have the following traits. The first is that the relationships must be based on a particular value and similar perspectives. Befriend only the right persons and Cultivate friendship with the good. The second is that friendship requires trust and sincerity, faithfulness and honesty. Good friends are ones that are devoted to virtuous living, exemp lary persons or sages. The third characteristic is that friendships must work and embrace the wider contexts of human existence (such as family, political, government, ruler-ruled settings). This relationship must work within the grand matrix of the world. The fourth is that friendships are voluntary. The fifth is that friendships are equal (otherwise, it would belong with another of the five relationships). The sixth characteristic of friendships is that they are based on mutual respect and reciprocity, which also falls within the action and behavior of the nobleman in the aforementioned article by Morton (1971). Finally, friendship is conditional. This is a relationship meant to enhance all other human relations and roles. If a friendship mistakenly affects your ability to perform your duties and obligations in another relationship, this would not be a good friendship and should be ended. Blakeley (2008) explores friendships in Chinese philosophy beginning with the Zhuangzi and then comparing that to the Analects. Through this analysis, we are able to better understand the context of friendship and how it is defined in the books and the philosophies of Confucius and other Chinese thought. By gaining an improved grasp on friendships in this context, will be able to have a more encompassing evaluation of Kutchers (2000) argument. The finally article that will be taken into consideration upon evaluation of Kutchers (2000) article is Artuher W. Hummels (1960) titled The Art of Social Relations in China. The Chinese believed that life was about relationships, and how one managed those relationships would determine his success in society. There were a total of five relationships: the relationship of the ruler and the ruled, the father and son, the elder and younger brothers, husband and wife, and friend and friend. In every relationship, there are obligations and duties, there are also right and privileges granted by one or the other in that relationship. Hummel (1960) then begins to discuss and introduce Mencius and Confucius philosophy on man and their natural goodness. Through this goodness is virtue, and the gentleman is one who is able to share and give virtue and goodness to all. Hummel (1960) then also discusses the Confucian gentleman. The Confucian gentleman is one who has manners and is style and proper ; he knows the situation and understands the accurate manners and performance in each. Human conduct, thus, became a large part of Confucian thought and consequently, Chinese thought. In his article Hummel (1960) states that is a mistake to think of Confucian ethics as a code, rule, or law. Instead, they are mere suggestions and persuasions, techniques used and highly prized in the Confucian world. Suggestion is the power to share and allow others to discover ideas almost by themselves. The gentleman and the loved man is one who is humble and large-minded. It is the ability to overlook small failings and care about the more important things and more significant things; it is the ability to differentiate between the small and the large things in life. In this article, we are given a bigger and greater practical view on how relationships are managed and should be managed according to Confucian thought. Friendships, specifically, should be looked at to help develop and cultivate virtue. According to Hummel (1960), one must be able to relate to those with virtue, and be able to maintain friendships throughout ones life. It is important to surround yourself with those who are better able to help you in the case of something happening. The Chinese place great importance on friendships because it is through friendships that one is better able to advance. The man who grows up and becomes a self-made man will be a lonely man; in the event of some unfortunate events, he will still be alone, with no one to help him along the way. Understanding friendships through Hummels (1960) analysis helps better evaluate Kutchers (2000) assumptions about friendship and the importance and need of friendship in a persons maturity, according to Confucian thought. This idea complements Blakeleys (2008) analysis of friendship based on Confucian texts such as the Analects. Blakeleys more detailed analysis on friendship thus helps us better understand friendship and its roles in society and to the individual in their maturity and growth. Finally, both of these contribute to a better understanding of Confucian thought presented by Morton (1971). Mortons (1971) presentation on Confucian thought and values, along with Blakeleys detailed analysis of friendship based on Confucian texts, together with the concept that relationships are the most important aspect according to Confucian thought allows us to grasp and better evaluate Kutchers (2000) argument on friendship and its role and effects in society and its members.

Crystal Pepsi: A Giant’s Failure Essay

Introduction We all have heard and seen it over and over again in commercials, movies, documentaries, stories, about Pepsi and its huge line of products. But very few of us (nationally and internationally) know about the company and its history. PepsiCo, Inc. was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham while Frito-Lay Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932. Throughout its history, PepsiCo has introduced number of products for its consumers from cola to water, to teas and dark chocolate mocha. It went through number of transformation and acquired several other companies along its way. Today, Pepsi is one of the largest food and beverage companies in the world operating nationally and internationally1. However, it has seen many failures on its way to success. One of its failures is Crystal Pepsi, introduced in April 1992 as a colorless drink with a market slogan â€Å"You ’ve never seen a taste like this†2. The main strategy was to introduce its colorless drink with fewer sweeteners to its health conscious consumers. The marketing began in 1990s and was tested in Denver, Sacramento, Dallas and Providence that resulted positive3. The paper discusses about its making, marketing mix, target market, competition and failure in detail. Product Every big business whether it is retail, manufacture or service depends on some kind of a product or product line it’s introduced. A proper strategy is required to sustain in market especially when competition is tough and rival is continuously coming up with some strategy to get the first movers advantage. Products that lack continuous innovation often suffers up to the extent that the internal or external forces ultimately drive them out of business. Crystal Pepsi is such product that gained the attention of consumers by its fancy name but lost the market in no time due to its lack of innovation. Although, PepsiCo tried hard to sustain its beloved product by introducing it in diet and different flavors but all strategies failed miserably.4 The making Crystal Pepsi by Pepsi was first introduced in 1992 and remained a mystery not only for its consumers but also to its manufacturers in terms of sales, strategy and market share. It was one of the most fascinated drinks when introduced as it was a colorless cola that provides relief from thirst and has health benefits simultaneously. The idea, however, was captured from the remake of Ivory Soap from its classic milky solution. There were two reasons behind the launch of Crystal Pepsi; Competition and a shift of consumer taste towards healthier beverages5. Crystal Pepsi targeted the market right but failed in both as the drink was nothing but a combination sugar and water with little flavor in it. Taste It was first marketed as the caffeine free, naturally flavored with preservatives drink that is different from other colas in many ways as it uses fewer sweeteners, equating as clearness with purity and health. The drink also claimed to be lighter than other drinks and Pepsi itself. Moreover, the drink was then introduced in lime flavor as well which was a part of limited edition and sales promotion. PepsiCo tried to save its product by adding citrus flavor to it. The company also shorten its name to Crystal and added â€Å"from the makers of Pepsi† on the packaging to give it a new brand image and changed formula but failed again. As the sales went down drastically all major projects related to Crystal Pepsi were put to halt that resulted in its disappearance from the shelves and discontinued supplies6. Packaging After receiving the positive response from its test market, PepsiCo decided to launch the product in United States and Canada to gain the maximum market share. A large campaign was launched and it was the first time in the company’s history a first photo-realistic, computer generated bus wrap was invented to advertise the product. The bottles were designed in the most sophisticated packing with a combination of blue, red, and silver prominent colors giving it a refreshing looks. It was also available in different sizes from 2 liters bottles to 250 ml cans7. Promotion The promotion strategy is one of the most significant parts of business. One  of the best quotes about the importance of advertising is by Stuart Henderson Britt and goes like this: â€Å"Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.† Obviously, like any other strategy promotion strategy consist of introduction, growth, maturity and decline but Crystal Pepsi is among those products that came in the market with a bang but suffered terribly since after. Advertising Crystal Pepsi started it full marketing campaign in 1992 nationally including media campaign featuring Van Halen’ music, â€Å"Right Now†. This gave boost to sales in the market for a short period of time but went down again due to its competition with its rival Coca Cola. The Advertisement also appeared in on network TV during Super Bowl XXVII on January 31st, 1993. PepsiCo has always been famous for its promotion and the time and money company spend on its every product line. PepsiCo was doing all it could to sustain the product in the market by using different electronic media resources available at that time. Promoting Crystal Pepsi through advertisements on buses and on merchandizes like pool float, glass and wall clock were few of its marketing strategies to improve the sales. Like many other companies, Pepsi also arranged promotions with major retailers like Walmart but it didn’t ended well. The other promoting methods that used were radio commercials and major newspapers including USA Today. The major factor that Pepsi was unable to recognize at the time of promotion was the differentiation. It stressed on the importance of product attributes like fewer sweeteners, less calories, flavored drink etc. when the time was to segregate itself from regular carbonate drink to more of an energy drink. Changing names, color of the packaging and commercial medium wasted time and money of the company that ultimately result in the failure of the product8. Price The pricing strategy is crucial in any decision making process. Often times products that are new in market are either priced too high or too low. For any company that has vast experience in customer relationship and dealing, pricing strategy is of greatest importance. The price of its product should reflect the quality of the product as well as the reaction of consumers. If  the price is set too low then the customers would reject the product and vice versa. In any case the strategy for Crystal Pepsi was the same; to penetrate. Pricing Strategy According to various sources, Crystal Pepsi was sold at regular cola prices which means no major efforts were put forth to enforce the selling of the product at higher prices. Crystal Pepsi at first gained a lot of attention from the other soda drinkers and they lined up to try this new refreshed cola that promotes healthy drink and fewer sweetener. The sales were skyrocketed and company made more than expected profits. However, the customers found no difference between sprite and 7up and eventually gave up on Crystal Pepsi. The price never went down but instead changes were made on its appearance to gain attention through attraction9. Consumer’s Reaction The pricing was not the issue in the case of the cola. Crystal Pepsi was selling good at the asking price varying from 89 cents to a dollar in 90s. When the cola was disappeared from the market it was due to its taste and by the end of its time period, the cola lost major part of its target market. Today, Crystal Pepsi is still available on websites such as eBay and Amazon where the ask prices vary from $50 to $10010. Lately, few videos were made by students at several universities on YouTube asking Pepsi to bring back Crystal Pepsi again. The future of Crystal Pepsi, however, is still unknown. Pepsi has tried many times to bring back Crystal Pepsi in National and International markets but was unable to fully penetrate because of severe competition posed by its either competitors or the companies that already have significant market share. Place The placing of the product plays a vital role in increasing sales revenue and gaining the maximum profit from the market. But like promotion, placing depending on emphasis. Crystal Pepsi has emphasized and stressed on promoting its formula and stretched to convince people that how different this cola is and what health benefits would they get after drinking it11. The mistake that was done by PepsiCo was in differentiation and positioning of its product. The product was different than regular Pepsi-Cola and Coca-Cola but had the same appearance and taste as of 7up and Sprite. That  is why it became hard for Crystal Pepsi to differentiate itself in the market and form a new image in its consumer’s minds. Distribution Crystal Pepsi was first taste tested by participants from different target markets and then was released to test market in April 1992. The launch was limited to test the reaction of its target consumers. The test markets were conducted in Denver, Dallas, and Providence, Rhode Island for nine months straight bringing all the possible changes to the formula according to the preferences of the consumers. It was then launched nationally during December 1992. Crystal Pepsi was among the favorite drinks of its consumers at that time and gained a good market share in matter of weeks. People tried it partially due to curiosity just to see what’s new in there12. It was available at all the major retailers like Walmart and did very well in sales. After its launch in the United States it was launched in Canada, Europe and Australia for limited time. The time span for Europe was the highest among all the markets but ultimately pulled off the shelves due to poor sales13. The Canadian and A ustralian Markets responded the same as United States but since Crystal Pepsi held different grounds in terms of taste and appearance, it lasted longer than United States. Pepsi later introduced Pepsi Max in Australia replacing Crystal Pepsi during the summer of 1993. Mexico A newer version of Crystal Pepsi under the name of Pepsi Clear was introduced in 2005 in Mexico. However, it was available for a limited time and in quantity in the market. It was another attempt to revive the product in an international market where diet colas are among the most favorite drinks. The product was not a failure but discontinued after the limited time14. Target Market One of the sensitive and time consuming decisions for any company to make is to get proper knowledge of its target market. Many companies have failed to properly evaluate the preference and taste of its target markets and vanished completely or at least their product lines were disappeared from the market. Crystal Pepsi focused on two types of consumers; 1. Health conscious individuals 2. People who prefer white soft drinks over colas Health Conscious Individuals The first target market was quite easy to capture because at the time of its launch people in most of the developed countries were getting health conscious. They made exercise their part of life. It was the start of an era where people begun to think of their fitness and gave workout and fitness priority15. PepsiCo targeted those individuals and presented them an innovative drink with fewer sweeteners and lower calories to help them in achieving their fitness goals. By removing the brown color from the regular cola, Crystal Pepsi easily made an impression of pure drink by presenting an image of â€Å"good health, purity and icy cold-water† to its drinkers. Soft-drinkers The other category was hard to tackle as many colorless soft-drinkers were already committed to their existed products and were brand loyal. However, the marketing strategy done by PepsiCo paid off during its launch and people tried the new product for the change. However, this market wasn’t captured at all and people went back to their original drinks completely ignoring Crystal Pepsi16. PepsiCo put all of their focus and attentions toward this group by changing formulas, packaging and differentiation, putting their health conscious group at stake. They lost both markets in matter of months17. Competitors PepsiCo has always been and still is in direct competition with Coca-Cola, another food and beverage giant. The competition is so severe that they spend millions of dollars to protect their secrets from one another just like many major companies in Silicon Valley. Although the rivalry between Pepsi and Coca-Cola is always severe, the other rivals were tough too. First Movers Advantage Crystal Pepsi was one of its kind products that was first introduced to a limited target market, made a huge impact in its test market, launched with a refined formula, failed and disappeared in 15 weeks. It is one of the most  anticipated products by PepsiCo still demanded by many consumers to date. Crystal Pepsi has enjoyed its top spot for few months and has gained the first mover advantage. They spell bound the market with its fewer sweeteners, low calories and new formula with amazing prices in the market. Consumers liked the taste initially as it was a 90s reason to drink cola without color, caffeine or preservatives1819. Competition Crystal Pepsi was introduced to directly compete with already existed products in the market such as Clearly Canadian. This and similar products were already held the major market share and stayed strong in its demand vs supply. They addressed the need and want of its consumers more strongly as compared to its competitors. Crystal Pepsi when came in targeted its competition in a unique way. Although the cola was colorless, it was a direct threat to Clearly Canadian and Quibell. Clearly Canadian and Quibell both offered non-carbonate drinks that were the market segment of soft-drinkers. Their products still exists in the market in many flavors. Coca-Cola, on the other hand, tried to come up with same product but with different strategy and named it as Tab Clear which also failed in market miserably. Although Coca-Cola also pushed its product like Pepsi, the results were the same for both the companies. Reason for failure As mentioned earlier in the discussion, the major contributor for failure of product was lack of differentiation. PepsiCo stressed over its new formula but failed to meet the expectation of consumers. It was hard for customers to tell the difference between Crystal Pepsi and 7up or Sprite. Crystal Pepsi failed to target its market accurately. The cola was launched for health conscious individual and soft-drinkers20 but lost its way to form a brand image in the minds of consumers. One other factor for failure was poor name execution. Crystal Pepsi was named crystal to give it an image of pure drink that was more attracted to older generation as compared to the younger ones. The younger generation was still drinking regular colas that had the same cost as of Crystal Pepsi. Evaluation/Critique The product was made with an intention to target the consumers that are health conscious and working their way out towards healthy lifestyle. The lack in differentiation and positioning of product made things worse for Crystal Pepsi that was in competition since its launch. Emphasizing on new formulas over and over again, cost the company enormous sum of money and time. Overall, the product was never seen as a failure, rather, an opportunity to study the market accurately for future products. References 1. Miller, Cyndee. (1993, February). Ebsco Host Database. Trendy marketers want consumers to see right through their products. http://gsuproxy.govst.edu:3963/ehost/detail?vid=3&sid=95159dfc-8f54-472c-98c0-0c533cb0e06b%40sessionmgr115&hid=117&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=17599561 2. Lavinsky, David. (1993, March). Ebsco Host Database. â€Å"When Novelty wears off, soft drinks clearly will fail†. http://gsuproxy.govst.edu:3963/ehost/detail?vid=10&sid=95159dfc-8f54-472c-98c0-0c533cb0e06b%40sessionmgr115&hid=117&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=17598728 3. Triplett Tim. (1994, May). Ebsco Host Database. â€Å"Consumers show little taste for clear beverages†. http://gsuproxy.govst.edu:3963/ehost/detail?vid=13&sid=95159dfc-8f54-472c-98c0-0c533cb0e06b%40sessionmgr115&hid=117&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=9410311353 4. Laura Zinn. â€Å"Pepsi’s future becomes clearer†. Bloomberg Business week. January 31st, 1993 < http:// www.businessweek.com/stories/1993-01-31/pepsis-future-becomes-clearer 5. Eben Shapiro. â€Å"It’s a transparent attempt to revive Pepsi’s Cola sales†. The New York Times. April 13th, 1992. < http://www.nytimes.com/1992/04/13/business/it-s-a-transparent-attempt-to-revive-pepsi-s-cola-sales.html?action=click&module=Search ®ion=searchResults&mabReward=relbias%3Ar&url=http%3A%2F%2Fquery.nytimes.com%2Fsearch%2Fsitesearch%2F%3Faction%3Dclick%26region%3DMasthead%26pgtype%3DHomepage%26module%3DSearchSubmit%26contentCollection%3DHomepage%26t%3Dqry51%23%2Fcrystal%2Bpepsi%2F 6. Editorial review. â€Å"New Pepsi drinks offer clear choice†. Dayton Daily News. December 13th, 1992. < http://nl.newsbank.com/nl-search/we/Archives?p_action=doc&p_docid=0F5052CF4CD4FA55&p_docnum=7 7. Del Jones, USA Today. â€Å"Even good CEOs pick the wrong direction†. ABC News. November 7th, 2007. < http://abcnews.go.com/Business/story?id=3830073 8. Jeff Hirsch and Tom

The Appeal of How Would You Use the Scholarship Money Essay Samples

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