Letter to Microsoft Permission - Free Essay Example

Sample details Pages: 1 Words: 396 Downloads: 7 Date added: 2017/09/21 Category Advertising Essay Type Argumentative essay Tags: Microsoft Essay Did you like this example? My Technical Writing Company 55 North Letter Way, Anaheim CA 92801 September 06, 2010 Microsoft Corporation One Microsoft Way Redmond, WA 98052-6399 Subject: Request to Use Screen Shots of Microsoft Products in User Manual Dear Sir/Ma’am: I am writing to ask permission to use screen shots of your software in order to create an illustrated user manual. I will be using the Microsoft Office Professional Academic 2010 and will be using screen shots of your products, with your permission, in order to make the manuals I am creating easier for people to follow and better understand. I would like to use screen shots in my manual to help explain any written text with images, as images are often easier to understand with written text. While the text will give them step by step instructions of the procedures, the images will be used to show them what to look for, so hopefully they will be able to better follow the procedures and make sure they are using the software correctly. Being able to see exactly what should be done will help make the users of the manual more efficient and less frustrated. I believe that doing so will improve the users experience with your product, and make them more willing to try Microsoft products in the future. I would like to thank you for your consideration on this matter. If you require any further information please contact me by email at [emailprotected] phoenix. edu or by phone at (555)555-5555. Sincerely, John Doe Rubric for Week 2 Individual Assignment: | |Letter to Microsoft | |12 points | |Content for Letter |Comments |Points Earned | |(6 points): | | | |Addressed to Microsoft; | | | |States clearly that writer wants permission to use screen shots | | | |of one or more Microsoft applications for a user’s manual; | | | |Discusses why it would be to Microsoft’s advantage to grant | | | |permission; | | | |Describes succinctly how and in what places the Microsoft screen| | | |shots will be used. | | |Org anization, style and writing | | | |(6 points): | | | |Uses the full block format with subject line, specified on page | | | |171 of text, figure 6. 9†¦ | | | |Follows all justification (left all paragraphs) and spacing | | | |rules, (single spaced within paragraphs; double spaced between. | | | |Observes all rules of grammar (†¦subject/verb agreement, parallel| | | |structure †¦); | | | |Spells all words correctly; | | | |Uses action verbs | | | |Employs respectful, business-like tone and avoids commonplace | | | |expressions; | | | |Minimizes use of acronyms, defines them before using when | | | |necessary; | | | |Writes complete sentences – no fragments. | | | |Late Penalty; -10% per day | | | |Total | | | Don’t waste time! Our writers will create an original "Letter to Microsoft Permission" essay for you Create order

The Plays Everyman And Uncle Tom s Cabin ) Essay

What Matters Most (An analysis of the plays Everyman and Uncle Tom’s Cabin) During the time Everyman was written the Roman Catholic Church was in control of the medieval world and shaped the views of the people. Theater at this time wasn’t used solely for the purpose of entertainment, but rather to deliver a moral message. Everyman is about a man who faces the end of his life and represents the whole of humanity in the view of the medieval Europeans. The allegorical elements of the play and characters reveals that people during the medieval time thought in more abstract terms. When Death comes to take him, Everyman seeks out companionship and as he does so he begins to realize what matters most in life. The philosophy, religious beliefs, and values of the time compelled people to strive to do good in their life because wealth and beauty were only temporary. Regardless of who you were and what you had achieved in your life the only thing that would matter in the end is your good deeds, however, even those wouldn’t matter unless you sincerely rep ented of your sins first. The play strongly emphasizes the value of being a good person because despite all your material goods and wealth, the only thing that really mattered in the end were your good deeds. When Everyman is approached by Death he seeks out Fellowship, who at first is very willing to accompany him until he learns that Everyman is headed to the afterlife. In that case Fellowship abandons him as does Kindred and

Rehab Concert Review free essay sample

Rehab Concert Review Drinking, smoking and getting wasted are definitely words you here during rehab songs and mostly what you think about when you here their name, however; the majority of the songs performed by this band are quite mellow with there smooth spunky sound and stunning lyrics. Most of what they write about is addiction, and the struggles they go through with drug and alcohol abuse. The rest is just random interesting material they rap and rock about. Theyre surely a struggling band constantly going in and out of rehab. They write about the battle for sobriety and the obstacles along the way that bring you down. Theyre southern rock mashed together with some hard rap and hip hop. Their first album is called Southern Discomfort and that came out in 2000. Their biggest album â€Å"Graffiti the World† came out in 2005. Thats when they really started to get noticed. We will write a custom essay sample on Rehab Concert Review or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page They started a Graffiti the World tour around the world and Friday July 25th, Rehab performed at the Domino room in Bend. They rocked the house with people screaming and jumping all over with ecstatic rock n roll spirit. The first song they played was called â€Å"bump,† a recognizable but least favorable one of mine. I personally think its one of the least greatest songs they have, however; they performed it well. They played a few from the first album, â€Å"My Addiction,† â€Å"Drinken Problem†, â€Å"It Dont Matter,† and â€Å"More Like You,† and then some from the newest album, â€Å"This Town,† â€Å"Red Water,† â€Å"Graffiti the world,† â€Å"Chest Pain†, â€Å"We live,† â€Å"Lawn Chair High† and the ever so popular â€Å"Bartender Song.† Lawn Chair High and Bartender Song got the most screams and were definitely the most amazing performances of the night. Both are also ironically alike; both consist of drinking beer after beer in hopes that everything gets better in these hard times of addiction. I personally enjoyed Graffiti the world song the most. I think the live version is way more powerful and amazing than the recorded one. That performance undeniably swept me away. â€Å"Graffiti the World† and â€Å"This Town† were strongly performed with outstanding lyrics and vocals. Red Water is one of their softer rock songs. It talks about a struggle between someone and their battle of depression, leaving that person with happiness only resulting in their suicide. It was a pretty safe night consisting of only one fight involving some older individuals that were intoxicated, but other than that everything went pretty well. â€Å"Heavy Mojo† played as the opening band for rehab. Theyre a new band from Atlanta Georgia trying to get big and famous. They were a hip hop group with two singers, and they certainly entertained the crowd with their crazy performance. They definitely knew how to get our attention and thats the way to get noticed in this new hip hop world. This whole concert was undoubtedly one of my favorite ones yet, and I highly recommend everyone to listen to them and get involved in their music. The crowd was definitely swept away by the fantastic finale from rehab for the night. The final song was â€Å"Lets Go† originally performed by the band â€Å"Trick Daddy.† Everyone in the crowd was jumping and singing along to the ever so popular hip hip song. After that was an outstanding rock n roll guitar solo from the two guitarists. They say theres only 12 steps to recovery, and since rehab already has more that 12 hits, id say theyre on their way to starting a new life full of sobriety and more hit albums for the future. You just have to remember that just as your moving forward It only takes one sip to set you back to where you started. If you want to listen to something different then try a dose of rehab. Ive listened to them for about 2 years now and I still dont get sick of listening to any of their music. They are a mixture of everything good for music and they are with out a doubt unique in there own way and way different from anything youve heard. They h ave such a rare and uncommon sound its hard to say what other bands music they relate too. In my opinion, they have their own sound. They are their own genre.

The Word Ghetto free essay sample

The word ghetto, which would come to be used throughout Europe to describe communities of isolated minority groups, originated in Venice in the 1500’s. According to the Oxford English Dictionary a ghetto was â€Å"The quarter in a city, chiefly in Italy, to which the Jews were restricted† (OED). In 16th century Italy, Pope Paul IV established ghettos in Venice as a place of confinement for Jews. His main goal was to gain maximum economic advantage from the Jews’ presence while ensuring minimal social contact with Jewish people. In 1516, seven hundred Jews were forced to move to one small part of Venice, then an abandoned site of a 14th-century foundry that produced cannons. This area known as the â€Å"Geto† was an old Venetian dialect for foundry from the Italian verb gettare which means to pour or to cast, while the island across from it on which waste products had been dumped became known as â€Å"Il terrneo del Ghetto. † The word ghetto in its new usage did not remain long confined to the city of Venice. Generalization of the term helped the word to include all enclosed quarters of Jews in Europe. By the Pope’s edict, Jews remained enclosed in ghettos for two centuries until 1797, when Napoleon and the French army invaded Italy. At that time the ghettos were disbanded and the Jewish people who lived in them were allowed to go wherever they pleased (holocaustresearchproject). Having immigrated to new countries, Jews tended to congregate in particular areas of a town or a city even when no longer forced to do so as did many minority groups living in a foreign country. This was a matter of choice. The Nazi’s eliminated the choice. â€Å"Ghettoisation† appeared in the countries occupied by Germany during World War II. After their 1939 invasion of Poland, Germans tried to control the sizable Jewish population by forcing Jews, and also Gypsies, to reside in marked-off sections of towns and cities the Nazis called â€Å"ghettos. † Altogether the Germans created at least 1000 ghettos. The largest was in Warsaw, Poland, which was the location from where the Nazis transported more than 300,000 prisoners to death camps. The Warsaw Ghetto was also the site of the largest and most significant Jewish uprising, and the first urban uprising in German occupied Europe (holocaustresearchproject). The Germans usually marked off the oldest and most run down areas of a city for a ghetto site. Thus the word â€Å"Ghetto† came to be associated with cramped dilapidated housing, appalling sanitary conditions, inadequate and poor food quality, absence of medical supplies and facilities that were all common aspects of ghetto living. Inhabitants often died of starvation, disease and exhaustion within the ghetto. These connotations remained attached to the word ghetto even up until modern times. In America, the word changed and evolved. Today, the term ghetto applies primarily to blacks in Northern U. S. cities. While all major immigrant groups coming into the U. S. establish their own residential areas, blacks ended up more segregated then most. Scholars have argued over whether or not poverty created ghettos in America or whether the ghettos created poverty. In any event, the connotation of the word ghetto in America became associated with large-scale housing projects and inner city neighborhoods inhabited by black people who suffer from harsh living conditions. Because of such harsh living conditions, these areas have become notorious for crime, drugs, and violence. Thus the connotation of the word ghetto in America has stayed true to its original usage. It is used to this day to describe places of racial segregation (bos. frb. org). While the word ghetto still is associated with impoverished living environments, perhaps because of gentrification the word ghetto has come to have positive slang connotations as well. For example, the Oxford English Dictionary (OED) defines the expression â€Å"ghetto fabulous† or â€Å"ghetto fab† as â€Å"an ostentatious or flamboyant lifestyle or manner of dress, associated with the hip-hop subculture and characterized as a marker of status in economically disadvantaged urban neighborhoods. † This is a perfect example of how the way we use the word ghetto has changed dramatically over time. The word became part of hip-hop culture in the 1990’s. It was used in a good way for the first time. To describe someone who wanted to be part of that way of life as â€Å"ghetto† or â€Å"ghetto fab† was a complement. It was something that the world had never seen before. The creation of slang words and expressions is one of the ways that language changes over time. A group will use a certain word and after time, it may become widely used. Then it can become a part of most people’s vocabulary. Instead of being a noun with the most negative connotations of poverty disease and even death, the word ghetto is currently used as an adjective to label certain clothing, style, and even attitudes. There are certain brands of clothes that in many cases are described as ghetto. This could be because of the way they look (baggy, brightly colored) or because of the fact that the people who wear them frequently live in urban areas. The word ghetto is used for many reasons. Due to our culture and our society many times the word gains negative meaning. Generalizations may cause people to believe that people from the ghetto have less moral values than someone from out of the ghetto. However, the true definition of the word says nothing about morality. Although the word has a myriad of meanings, it is still understood in a variety of conversations (123helpme). Did the word ghetto really go from being such a negative term to such a positive one while somehow still maintaining part of its original meaning? That’s exactly what the word has done. The bridge between the two polar opposite meanings can probably be attributed to the fact that each has something to do with the city or urban areas. This is just about the most ameliorated a word could ever get. After a few centuries of word evolution, the word ghetto has become part of our culture in a positive way, rather than a negative one. The word has been through an incredible amount of semantic change. Through the process of broadening, the word has gained many new meanings. It no longer describes a quarter of an Italian city in which Jews were forced to stay in. It no longer has to describe a run down, over populated city such as Brooklyn, New York. The word ghetto can be used as an adjective now. It can be used to positively describe someone or something. Semantic changes such as broadening and generalization have brought about countless new usages and meanings to what was once a very specialized word (COHA) The word has been altered over time to become much more of a slang term. Many would argue that this term has become slang because of the way it is used by the younger generations. While it shouldn’t be considered a totally different word, the word ghetto represents entirely different meaning then it used to. The word has been used in and seen in such a wide variety of ways that it rarely gets used to describe what it was nitially meant to. The real meaning of the word ghetto does not mean much anymore because there is no longer a place where Jews are forced to live or for that matter a place where any group or minority is forced to live. The word now depicts a disadvantaged section of a city or town. The word ghetto was used in America most frequently in the 1970’s. Before that it was probably used a lot more interna tionally due to the fact that most ghettos in America did not exist until around the 1950’s. In the 1970’s the word is used with certain words very frequently. For example the words â€Å"black,† â€Å"boxed-in,† and â€Å"community. † However over time and into the 21st century the word is used less and less. While the usage decreases, the meaning changes. Today, we see the word ghetto used with words and phrases such as â€Å"fabulous,† â€Å"pimp,† â€Å"track-suit,† and â€Å"gangsta† (COHA). Its evident that as time goes on, the meaning of the word ghetto is being altered tremendously. The word ghetto is a word that has an important place in not only today’s world, but also in the past. The word contains tremendous meaning for certain groups of people throughout history. For most of these people the word isn’t something they consider a noble word or a cheerful word at all. The people who know best what this word means are the people who experienced the Ghetto, the people who were confined, and people who were restricted. These people couldn’t experience the outside world. They were stuck in what is now defined by the OED as â€Å"the part of the city, especially a slum area, occupied by a minority group or groups. † The term was originally used in Venice, Italy to describe the place where the Jews were meant to live. Eventually the term became widespread. Now used not just for areas where minorities live, but also for poorer areas in general. The word went through the semantic change of broadening. Ultimately, more than just Europeans in the old world used the word. In later years, the Venetian origin of the word â€Å"ghetto† came to be forgotten, as it was used exclusively in its secondary meaning as referring to compulsory, segregated and enclosed Jewish quarters, and then in a looser sense, to refer to any area densely populated by Jews. Eventually â€Å"ghetto became the general designation for areas densely inhabited by minority groups, almost always for socioeconomic reasons, rather than legal ones as had been the case with the initial Jewish ghetto. Interestingly enough, the word â€Å"ghetto† can be described as a colloquialism, but can just as easily be used as slang. The fact is no one changed the meaning of the word on purpose. This is what happens to words over time. They change meaning time and time again. The word ghetto is no different. The word is a perfect example of language and how it is ever changing.

Marketing and Lego Essay Example

Marketing and Lego Essay Executive Summary Since LEGO Group’s (LEGO) inception in 1932, the world-famous toy maker overcame numerous challenging obstacles to become the leader in the building toy segment. By 2010, LEGO had witnessed all-time high annual sales of over US$3. 7 billion to become the fourth-largest toy manufacturer in the world. Upon analysis of LEGO’s strengths through Resource-Based View, LEGO holds few key competitive advantages attributed to their success: strong brand name and innovative culture. These traits are not imitable or easily substitutable. However, the competitive landscape has drastically increased in the building toy industry as analyzed with Porter’s Five Forces. Essentially, the deteriorating barriers to entry from loss of trademark protection, Disney’s acquisition of Marvel for greater control of entertainment licensing, and increased rivalry among existing firms from little product differentiation are the main drivers of high competition in the observed market. Therefore, in order to uphold the market leader position in the building toy market and ensure financial success in the years ahead, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in this growing industry while mitigating the threats from the changes in the market. Although several viable alternatives are present in order to address the mentioned concerns, expanding to the adult market with specialized LEGO sets for hobby and professional purposes is the most suitable. We will write a custom essay sample on Marketing and Lego specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing and Lego specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing and Lego specifically for you FOR ONLY $16.38 $13.9/page Hire Writer By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. Problem Statement The LEGO Group (LEGO) is facing new threats emerging in the toy industry from company acquisitions, intensifying competition in the building blocks segment and risk of brand dilution. Representing one of the fastest growing categories in the global toy sales of US$83. billion in 2010, building sets hold a great opportunity despite uncertainty if LEGO is to successfully develop a product expansion strategy that can maintain LEGO’s current market dominance, high brand value and achieve a financial success. Porter’s Five Forces (Appendix A) The threat of the existing toy companies expanding into the building blocks segment is fairly high due to the similar cost structure and operation requirements. LEGO’s biggest competitor MEGA Bloks proved that other companies could carve out a percentage of the building toy market. LEGO is dealing with two kinds of buyers: small retailers and larger chains. With more than two-thirds of LEGO’s revenue coming from the 200 large retailers, these buyers have fairly high bargaining power. The small stores do not have such bargaining power with LEGO considering their order sizes and revenue contribution. The bargaining power of the suppliers is assumed to be weak as the companies in this industry can freely select their suppliers. For instance, LEGO reduced 80% of its suppliers, showing the flexibility of choosing from wide range of suppliers and significant control over supply-related costs. On the other hand, the rivalry level in the industry and the building sets segment is high. The acquisition of Marvel by Disney placed a large amount of entertainment licensing under the control of Disney which indicates that licensing agreements that LEGO relies on to add values to its products will become more difficult to obtain. Lastly, the threat of substitutes for both toys and building blocks products is assumed to be high as parents will often encourage other activities for their children such as playing sports, exercising, or reading books instead of having them play inside. To conclude, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in the growing industry while mitigating the threats from the changes in the market environment. SWOT Analysis (Appendix B) LEGO is a globally recognized brand with long history of producing creative and educational toys and has established significantly positive image to the consumers. Thus, LEGO can embrace its reputation and knowledge in the industry to further diversify its product offerings. LEGO has many loyal parent customers buying LEGO products for their children. It is important to understand that the consumers are not the buyers of the products. Once the active consumers of LEGO, the parents trust its products and LEGO is deeply rooted in their personal experience. However, new product lines that reflect the current popular children’s culture face the challenge of appealing to the children and answering strict demands of parents. Nonetheless, LEGO has weaknesses as well. Digital Design Program offering customized product offering with delivery can be assumed to be incurring extra costs since LEGO cannot leverage its economies of scale. LEGO’s loss of patent protection is also the weaknesses that other competitors exploit. As competitors introduce plastic brick products that are compatible with the LEGO brick designs, the consumers are misled into buying the products thinking that they are LEGO. As competition and licensing control intensify to threaten LEGO, the organization should avoid expensive/additional marketing and legal campaigns in the building blocks segment, and divert such resources to take advantage of the unexplored segments in the market. Value Chain Resource-Based View Analysis (Appendix C) While LEGO’s business activities create value and competitive advantages for the firm and its customers, they do so with varying degrees. First, among the primary activities, inbound and outbound logistics are assumed to be standard practices across the industry, contributing little towards competitive advantage. The operation systems offer LEGO a high level of competitiveness since LEGO’s corporate governance is rare and difficult for competitors to imitate. Lastly, marketing and sales strategy for LEGO are unique due to the exclusive nature of licensing agreement, its history and long-term effort of brand building. LEGO’s general and human capital management contribute to its competitive advantage by applying the expertise and knowledge accumulated over the decades, making it extremely difficult to imitate. Technology development and procurement activities at LEGO are assumed to be similar to the general and human capital management and they are relatively unique to LEGO due to its organizational culture history. In conclusion, LEGO’s management should continue creating added values in their products through the above activities, with significant focus on marketing and sales to further synergize with their strengths as indicated in SWOT analysis and operations systems, which include product designs, to expand their product lines into new market segments. Alternative 1: Expand product lines targeting girls As indicated in the SWOT analysis, the market coverage for girls in the building blocks is assumed to be fairly low at this point. LEGO can expand its product designs by obtaining the licensing agreements with entertainment companies that girls favor, as well as adopting new product designs for girls. For example, diversifying its Duplo product lines with themes, such as princesses from Disney cartoons that girls will prefer over boys, will allow LEGO to capture the potentially under-served market segment. By increasing their product lines with minimal design expansion, LEGO is effectively ‘creating’ a sub-segment within the industry and challenging other competitors, which are trying to compete in the traditional building sets segment. Essentially, LEGO is positioning itself as a segment leader once again and capturing a large portion of the end-users and customers. Nevertheless, there are several risks associated with the alternative: first is the market uncertainty. In other words, young girls may not be as interested as boys in building blocks products even with appealing themes. Therefore, thorough target segment research involving focus groups and interviews is recommended to mitigate this risk. Secondly, there is low barrier to entry in this sub category of end-users. The competitors are easily able to compete in this market segment, by designing similar products with themes that will be targeting girls instead of boys. This is possible because re-tooling of the equipment is not costly, as the machines are manufactured to be able to handle multiple designs. Lastly, the increased control over licensing agreement is another major concern: with the themes involving Disney characters, it will be very competitive to acquire licensing agreements, given the previous relationship Disney has with Mattel and Hasbro. Fortunately, this risk can be mitigated by creating themes that do not use the characters’ names or key features, thus avoiding any misjudgment or legal conflicts. Alternative 2: Expand product lines targeting adults/previous LEGO users Given LEGO’s long history of being in the toy business, it is correct to assume that the older generation, who are the parents of the children that LEGO targets, have had experience playing LEGO sets. This fact brings up two unique and strong bases for an inimitable business strategy: 1). By targeting the adults LEGO will increase the size of its potential market. Re-attracting the once loyal customers will not involve complicated new marketing strategies as they can be easily connected based on nostalgic elements. While the threat comes from commoditization of LEGO sets due to similar products being produced by LEGO’s competitors, the past user experience of playing with LEGO sets will never be able to be copied. 2). Furthermore, the distinction between children as consumers and parents as customers made it difficult for LEGO to align the interests and expectations of its two stakeholders. Product expansion into the adult market enables LEGO to focus only on the product development as adults will not necessarily look for traditional values (i. e. educational factors) that LEGO toys have. Fortunately, LEGO for adults will not be a pioneer project. Around the world, many LEGO fans have uploaded pictures of items creatively made by the fans themselves with LEGO pieces (APPENDIX D). LEGO for adults will reflect this on-going global trend and design specialized LEGO pieces for adult users. LEGO for adult users will be used for professional and hobby-related purposes. Engineers can use LEGO to design new bridges, buildings and landmarks while general hobbyists can build a new computer case, frame for pictures and small stools. While LEGO sets for children was considered a toy, LEGO for adults will be a whole new category allowing its users to create art, functional items and highly creative masterpieces to attach unique personal experience and irreplaceable values. Recommendation (Appendix D) Ultimately, it is recommended for LEGO management to undertake the second alternative, to redesign the existing LEGO pieces to be more functional and target the adults. Although other strategy is a viable option, in order to address the concern of competition from absence of patents, lack of product differentiation, and higher dependency on popular licensors, the aforementioned solution is the most suitable. By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. LEGO building sets for adults will protect LEGO with a new patent and decades of established loyalty. The LEGO sets for adults will be sold online for two main reasons: 1). This new product line is in an unique product category that does not belong in either the traditional toy stores r the home hardware department. 2). Adults have the mean to purchase (i. e. credit cards) things sold online. Furthermore, the unclear future due to Disney’s purchase of Marvel will be neutralized with the concept of the LEGO sets for adults. While the association of popular pop culture in LEGO theme is important to appeal to children, adults will be more concerned with what they can make with the pieces. Therefore, these new LEGO pieces will be bigger, come in greater variety in shapes and allow more complicated technical flexibility and aesthetic brevity. Upon a glance, completed sets made with such pieces will fit well with other furniture and items in a typical household. LEGO can effectively leverage the current usage of LEGO sets by the professionals and hobbyists like the University of Cambridge and Nathan Sawaya to showcase how they use LEGO. Finally, it is highly likely that once the adults start purchasing and manipulating LEGO sets for their own use, they will opt to buy toys and the traditional LEGO sets from LEGO for their own children, establishing stronger and wider customer retention for many years to come. Marketing and Lego Essay Example Marketing and Lego Essay Executive Summary Since LEGO Group’s (LEGO) inception in 1932, the world-famous toy maker overcame numerous challenging obstacles to become the leader in the building toy segment. By 2010, LEGO had witnessed all-time high annual sales of over US$3. 7 billion to become the fourth-largest toy manufacturer in the world. Upon analysis of LEGO’s strengths through Resource-Based View, LEGO holds few key competitive advantages attributed to their success: strong brand name and innovative culture. These traits are not imitable or easily substitutable. However, the competitive landscape has drastically increased in the building toy industry as analyzed with Porter’s Five Forces. Essentially, the deteriorating barriers to entry from loss of trademark protection, Disney’s acquisition of Marvel for greater control of entertainment licensing, and increased rivalry among existing firms from little product differentiation are the main drivers of high competition in the observed market. Therefore, in order to uphold the market leader position in the building toy market and ensure financial success in the years ahead, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in this growing industry while mitigating the threats from the changes in the market. Although several viable alternatives are present in order to address the mentioned concerns, expanding to the adult market with specialized LEGO sets for hobby and professional purposes is the most suitable. We will write a custom essay sample on Marketing and Lego specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing and Lego specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing and Lego specifically for you FOR ONLY $16.38 $13.9/page Hire Writer By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. Problem Statement The LEGO Group (LEGO) is facing new threats emerging in the toy industry from company acquisitions, intensifying competition in the building blocks segment and risk of brand dilution. Representing one of the fastest growing categories in the global toy sales of US$83. billion in 2010, building sets hold a great opportunity despite uncertainty if LEGO is to successfully develop a product expansion strategy that can maintain LEGO’s current market dominance, high brand value and achieve a financial success. Porter’s Five Forces (Appendix A) The threat of the existing toy companies expanding into the building blocks segment is fairly high due to the similar cost structure and operation requirements. LEGO’s biggest competitor MEGA Bloks proved that other companies could carve out a percentage of the building toy market. LEGO is dealing with two kinds of buyers: small retailers and larger chains. With more than two-thirds of LEGO’s revenue coming from the 200 large retailers, these buyers have fairly high bargaining power. The small stores do not have such bargaining power with LEGO considering their order sizes and revenue contribution. The bargaining power of the suppliers is assumed to be weak as the companies in this industry can freely select their suppliers. For instance, LEGO reduced 80% of its suppliers, showing the flexibility of choosing from wide range of suppliers and significant control over supply-related costs. On the other hand, the rivalry level in the industry and the building sets segment is high. The acquisition of Marvel by Disney placed a large amount of entertainment licensing under the control of Disney which indicates that licensing agreements that LEGO relies on to add values to its products will become more difficult to obtain. Lastly, the threat of substitutes for both toys and building blocks products is assumed to be high as parents will often encourage other activities for their children such as playing sports, exercising, or reading books instead of having them play inside. To conclude, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in the growing industry while mitigating the threats from the changes in the market environment. SWOT Analysis (Appendix B) LEGO is a globally recognized brand with long history of producing creative and educational toys and has established significantly positive image to the consumers. Thus, LEGO can embrace its reputation and knowledge in the industry to further diversify its product offerings. LEGO has many loyal parent customers buying LEGO products for their children. It is important to understand that the consumers are not the buyers of the products. Once the active consumers of LEGO, the parents trust its products and LEGO is deeply rooted in their personal experience. However, new product lines that reflect the current popular children’s culture face the challenge of appealing to the children and answering strict demands of parents. Nonetheless, LEGO has weaknesses as well. Digital Design Program offering customized product offering with delivery can be assumed to be incurring extra costs since LEGO cannot leverage its economies of scale. LEGO’s loss of patent protection is also the weaknesses that other competitors exploit. As competitors introduce plastic brick products that are compatible with the LEGO brick designs, the consumers are misled into buying the products thinking that they are LEGO. As competition and licensing control intensify to threaten LEGO, the organization should avoid expensive/additional marketing and legal campaigns in the building blocks segment, and divert such resources to take advantage of the unexplored segments in the market. Value Chain Resource-Based View Analysis (Appendix C) While LEGO’s business activities create value and competitive advantages for the firm and its customers, they do so with varying degrees. First, among the primary activities, inbound and outbound logistics are assumed to be standard practices across the industry, contributing little towards competitive advantage. The operation systems offer LEGO a high level of competitiveness since LEGO’s corporate governance is rare and difficult for competitors to imitate. Lastly, marketing and sales strategy for LEGO are unique due to the exclusive nature of licensing agreement, its history and long-term effort of brand building. LEGO’s general and human capital management contribute to its competitive advantage by applying the expertise and knowledge accumulated over the decades, making it extremely difficult to imitate. Technology development and procurement activities at LEGO are assumed to be similar to the general and human capital management and they are relatively unique to LEGO due to its organizational culture history. In conclusion, LEGO’s management should continue creating added values in their products through the above activities, with significant focus on marketing and sales to further synergize with their strengths as indicated in SWOT analysis and operations systems, which include product designs, to expand their product lines into new market segments. Alternative 1: Expand product lines targeting girls As indicated in the SWOT analysis, the market coverage for girls in the building blocks is assumed to be fairly low at this point. LEGO can expand its product designs by obtaining the licensing agreements with entertainment companies that girls favor, as well as adopting new product designs for girls. For example, diversifying its Duplo product lines with themes, such as princesses from Disney cartoons that girls will prefer over boys, will allow LEGO to capture the potentially under-served market segment. By increasing their product lines with minimal design expansion, LEGO is effectively ‘creating’ a sub-segment within the industry and challenging other competitors, which are trying to compete in the traditional building sets segment. Essentially, LEGO is positioning itself as a segment leader once again and capturing a large portion of the end-users and customers. Nevertheless, there are several risks associated with the alternative: first is the market uncertainty. In other words, young girls may not be as interested as boys in building blocks products even with appealing themes. Therefore, thorough target segment research involving focus groups and interviews is recommended to mitigate this risk. Secondly, there is low barrier to entry in this sub category of end-users. The competitors are easily able to compete in this market segment, by designing similar products with themes that will be targeting girls instead of boys. This is possible because re-tooling of the equipment is not costly, as the machines are manufactured to be able to handle multiple designs. Lastly, the increased control over licensing agreement is another major concern: with the themes involving Disney characters, it will be very competitive to acquire licensing agreements, given the previous relationship Disney has with Mattel and Hasbro. Fortunately, this risk can be mitigated by creating themes that do not use the characters’ names or key features, thus avoiding any misjudgment or legal conflicts. Alternative 2: Expand product lines targeting adults/previous LEGO users Given LEGO’s long history of being in the toy business, it is correct to assume that the older generation, who are the parents of the children that LEGO targets, have had experience playing LEGO sets. This fact brings up two unique and strong bases for an inimitable business strategy: 1). By targeting the adults LEGO will increase the size of its potential market. Re-attracting the once loyal customers will not involve complicated new marketing strategies as they can be easily connected based on nostalgic elements. While the threat comes from commoditization of LEGO sets due to similar products being produced by LEGO’s competitors, the past user experience of playing with LEGO sets will never be able to be copied. 2). Furthermore, the distinction between children as consumers and parents as customers made it difficult for LEGO to align the interests and expectations of its two stakeholders. Product expansion into the adult market enables LEGO to focus only on the product development as adults will not necessarily look for traditional values (i. e. educational factors) that LEGO toys have. Fortunately, LEGO for adults will not be a pioneer project. Around the world, many LEGO fans have uploaded pictures of items creatively made by the fans themselves with LEGO pieces (APPENDIX D). LEGO for adults will reflect this on-going global trend and design specialized LEGO pieces for adult users. LEGO for adult users will be used for professional and hobby-related purposes. Engineers can use LEGO to design new bridges, buildings and landmarks while general hobbyists can build a new computer case, frame for pictures and small stools. While LEGO sets for children was considered a toy, LEGO for adults will be a whole new category allowing its users to create art, functional items and highly creative masterpieces to attach unique personal experience and irreplaceable values. Recommendation (Appendix D) Ultimately, it is recommended for LEGO management to undertake the second alternative, to redesign the existing LEGO pieces to be more functional and target the adults. Although other strategy is a viable option, in order to address the concern of competition from absence of patents, lack of product differentiation, and higher dependency on popular licensors, the aforementioned solution is the most suitable. By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. LEGO building sets for adults will protect LEGO with a new patent and decades of established loyalty. The LEGO sets for adults will be sold online for two main reasons: 1). This new product line is in an unique product category that does not belong in either the traditional toy stores r the home hardware department. 2). Adults have the mean to purchase (i. e. credit cards) things sold online. Furthermore, the unclear future due to Disney’s purchase of Marvel will be neutralized with the concept of the LEGO sets for adults. While the association of popular pop culture in LEGO theme is important to appeal to children, adults will be more concerned with what they can make with the pieces. Therefore, these new LEGO pieces will be bigger, come in greater variety in shapes and allow more complicated technical flexibility and aesthetic brevity. Upon a glance, completed sets made with such pieces will fit well with other furniture and items in a typical household. LEGO can effectively leverage the current usage of LEGO sets by the professionals and hobbyists like the University of Cambridge and Nathan Sawaya to showcase how they use LEGO. Finally, it is highly likely that once the adults start purchasing and manipulating LEGO sets for their own use, they will opt to buy toys and the traditional LEGO sets from LEGO for their own children, establishing stronger and wider customer retention for many years to come.

Tu Quoque (Logical Fallacy) - Definition and Examples

Tu Quoque (Logical Fallacy) s A type of ad hominem argument in which a person turns a charge back on his or her accuser: a logical fallacy. Also called the you too, the two wrongs, or the look whos talking fallacy. Pronunciation:  tu-KWO-kwayAlso known a s:  the two wrongs fallacy, the pot calling the kettle blackEtymology:  From the Latin, you too For a broader definition of tu quoque  arguments, see examples and observations below.   Examples and Observations: It is clear that a tu quoque response to an accusation can never refute the accusation. Consider the following: Wilma: You cheated on your income tax. Dont you realize thats wrong?Walter: Hey, wait a minute. You cheated on your income tax last year. Or have you forgotten about that? Walter may be correct in his counter-accusation, but that does not show that Wilmas accusation is false.(William Hughes and Jonathan Lavery, Critical Thinking, 5th ed.  Broadview, 2008) Recently, we highlighted a British journalist’s story about the underside of Dubai’s startling ascent. Some in Dubai called foul, including one writer who wants to remind Britons that their own country has a dark side. After all, what to think of a country in which one-fifth of the population lives in poverty? (Dubai’s Rebuttal, The New York Times, April 15, 2009) The tu quoque fallacy occurs when one charges another with hypocrisy or inconsistency in order to avoid taking the others position seriously. For example: Mother: You should stop smoking. Its harmful to your health.Daughter: Why should I listen to you? You started smoking when you were 16! In this example, the daughter commits the tu quoque fallacy. She dismisses her mothers argument because she believes her mother is speaking in a hypocritical manner. While the mother may indeed be inconsistent, this does not invalidate her argument.(Jacob E. Van Vleet,  Informal Logical Fallacies: A Brief Guide. University Press of America, 2011) A Broader Definition of Tu Quoque The tu quoque argument or you too argument, according to the broader account, can be described as the use of any type of argument to reply in like kind to a speakers argument. In other words, if a speaker uses a particular type of argument, say an argument from analogy, then the respondent can turn around and use that same kind of argument against the speaker, and this would be called a tu quoque argument . . .. So conceived, the tu quoque argument is quite a broad category that would include other types of argument as well as ad hominem arguments.(Douglas N. Walton,  Ad Hominem Arguments. University of Alabama Press, 1998)   The Childish Response Of all human instincts, not even the urge to say I told you so is stronger than the response called tu quoque: Look whos talking. To judge from children, it is innate (Cathy says you took her chocolate, Yes but she stole my doll), and we dont grow out of it . . .France has led calls for pressure to be put on the Burmese junta at the security council and through the EU, where foreign ministers discussed the issue yesterday. As part of the push, it has tried to enlist a recalcitrant Russia which, conscious perhaps of Chechnya, has no great wish to be seen criticizing anyone elses internal affairs. Hence a Russian ministers response that the next time there were riots in France he would refer the matter to the UN.This reply was at once childish, irrelevant, and probably very gratifying. (Geoffrey Wheatcroft, The Guardian, Oct. 16, 2007)

Utopianism and Idealism in Boy Meets Boy Assignment

Utopianism and Idealism in Boy Meets Boy - Assignment Example Does this utopian secondary school give false want to LGBTQ youthful mature people that there could one day be a world like this where everybody is so tolerating? I might contend that as opposed to imparting a false trust in junior book fans that Levithan give adolescent bookworms the reasonable depictions of what their lives could be similar to and characters that book lovers could join with instead of overstated spoofs like Infinite Darlene. The issues in the story is that social order has desires for its part and unfortunately being hetero is simply a normal standard and to go against that standard is not taken compassionate. The world is not how it is depicted in Boy Mets Boy the "perfect world" is not this present reality that Lucy exists in. Social order, and Lucy, anticipated that her will like and need young men on the grounds that that is the reason social order has let her know to do. It is terrifying to go against the standards, to go against your folks desires and the desires you had for yourself to acknowledge your emotions as typical. This accentuation on practical issues and circumstances that