Energy Drinks Market in Denmark Essay Example for Free

Energy Drinks Market in Denmark Essay 1. Introduction Danish soft drinks sales have recorded positive volume growth in recent years. Strong volume growth was recorded in energy drinks sales attributed to the aggressive marketing and new product launches. Some of the major players in the Danish energy drink market are Burn and Red Bull. Accordingly, the main aim of this report will be to identify and analyze the possible ways for Burn energy drink product to compete with the world famous energy drink Red Bull which has recently entered into Danish energy drink market in 2009. 1. 1 Problem Description In 2009, the Danish Veterinary and Food Administration approved the increase of caffeine level in energy drink. This has given a wide-open-door for beverage companies to develop in this segment. Taking advantage of this opportunity, Red bull the world’s most famous energy drink company, started to compete within the Danish energy drink market. On the other hand, Coca-cola Denmark also considered it as an opportunity to further develop product chain of its energy drink Burn. In Denmark, Burn has been dominating the energy drink market so far but now with the entry of Red Bull into the market it will now have to strategically develop its marketing mix to find a better way to compete with Red Bull and maintain its dominant position. 1. 2 Problem Statement We define the problem question for our research as follows: How could Burn compete with Red Bull on the Danish energy drink market? To support main question we have formulated some sub questions. They are as follows: 1. 2. 1 What is the preference of customers between Burn and Red Bull? 1. 2. 2 How should Burn products be developed and how should they be priced? 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 1. 3 Definitions 1. 3. 1 Energy drink Energy drink can be defined as a drink or the beverage that contains higher doses of caffeine and other stimulating agents that give you instant energy. The doses of the caffeine and the stimulants are legally approved by the government health authorities. The main purpose of drinking an Energy drink is to get an instant energy to your body. 1. 3. 2 Burn energy drink. Burn Energy Drink is a functional beverage, mixture of 14 ingredients that come in a 16 ounce can and is available at almost every grocery store or convenience store across Denmark. It is one of the products of Coca-Cola Company. 1. 3. 3 Red Bull energy drink Red Bull Energy Drink is a functional beverage, specially developed for periods of increased mental and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst driving and during leisure activities. 1. 4 Demarcations (Scope and limitation of the study) As every report has its limitations, this report is also subject to various limitations. This report is based on two products, Burn and Red Bull which are the products of The Coca-Cola Company and The Red Bull Company respectively. These two companies have various product categories; however this report will be focused only on those two products among wide category of energy drink in energy drink sector. As far as the market place is concerned, this report is limited to the Danish market. Most of the consumers of energy drinks in Danish market are mainly the younger people aged 18-25. Considering this fact we have selected this age group as our target group. 2 Theoretical Background. This section of the report helps to provide the broad theoretical framework used for interpreting the research presented in this report. Various marketing theories have been applied as a background in this report. Theory of Market segmentation is used to analyze Burn and Red Bull in the Danish Market. To analyze the competition between Burn and Red Bull, Competitor Benchmark Analysis is used. Finally Using the theory of Marketing Mix (4 Ps), recommendation to Burn has been made to successfully develop its marketing campaign so that it can increase its sales and compete with Red Bull. 2. 1 Market segmentation. Market segmentation will be identified by taking into consideration the demographic variables (like gender, different age group and life style) and geographical locations (various cities of Denmark) like Center of Copenhagen, Sj? lland, Fyn and Jylland 2. 2 Competitive Benchmark Analysis Competitive benchmark of Burn will be made with its direct competitor, Red Bull. For this we will take various factors which are flavor, taste, brand, price, place (convenient to buy), packaging and effectiveness of the products. During our group discussion these factors came up as the most relevant criteria for making competitive benchmark. Accordingly, respondents were asked to rate and evaluate both Burn and Red Bull on those factors during the online survey. 2. 3 Marketing Mix (4 Ps) Marketing Mix i. e. 4 Ps will be taken as theoretical base for providing recommendation to Burn after the analysis of data and findings are presented. Accordingly, Product, Price, Place and Promotion Strategy will be presented in order for Burn to successfully compete against its rival Red Bull. Then after, the conclusion will be made. 3 Methodology Description This section of the report gives information about the stages that we went through while doing the research and writing the report. 3. 1 Research Design We chose exploratory design as our research design. We have a research problem which is unstructured. We do not have enough information about our topic for which we have to investigate more on our topic. Both Qualitative and quantitative data collection methods are used. To gain more and more information and insights about the problem topic, Qualitative research design was chosen. Using qualitative data collection method, it became easier for us to change translate and reformulate our unstructured questions. Quantitative method is also used in order to check the validity of the results obtained from qualitative method. For quantitative data collection we tried to get as many respondents as possible who can represent the total population. 3. 2 Primary and secondary data collection For this research we have chosen both Qualitative and Quantitative data collection method for primary data. Similarly, wherever required, we have also used secondary data from the articles, publications and website of the company as well as blogs and other relevant news articles. 3. 3 Qualitative data collection To collect the qualitative data, a focus group interview was conducted. We prepared the interview guide for the focus group which is attached in the appendix. The focus group contained 11 members who are the students from 2nd semester class at Niels Brock. After the completion of interview process we also took a blind test among the focus group interview participants plus 15 other students. Students were chosen randomly. Each of them were given to drink two glasses, one filled with Burn and another filled with Red Bull and were asked which one they like and how they taste. The responses from the participants were used for the analysis. 3. 4 Quantitative data collection To collect quantitative data, we prepared structured questionnaire. It consisted of 15 questions (open and closed ended questions). We posted our research questionnaire in the Facebook blogs and invited 600 Facebook users through simple random method. We got only 116 responses and of which only 77 respondents answered all questions of questionnaire. So in this research 77 respondents are our total number of observation. In other words our sample size is 77 which represent the total population of energy drink customers in Denmark. 4 Presentation and analysis of data The presentation and analysis of data has been categorized as Market segmentation and Competitor Benchmark. 4. 1 Market Segmentation of energy drinks 4. 1. 1 Analysis of Focused group interview: During the focused group interview, 11 participants were asked about the consumption of energy drink every week. Among the participants, 1 participant consumes 5 or more cans per week. 4 respondents consume 3 to 4 cans and 1-2 cans as well. Whereas, 2 respondents consume less than 1 can of energy drink. Thus their consumption habit is around 1-4 cans per week. When there was a discussion about the occasions during which they consume the energy drink, most of the answers was during workout, training or going to sports and when mixing with alcohol. There was also a discussion about having coffee instead of energy drink when one is tired. 6 participants said that they prefer coffee whereas others preferred energy drink. Regarding price, most of the respondents voted for cheaper one, less than 20 DKK and between15-17 DKK. 4. 1. 2 Analysis of Online questionnaire survey The willingness of various age groups towards energy drink is illustrated in the diagram below. It shows that 56% of respondents from age group 18 to 25 years are interested in energy drink. Figure 1 Willingness of various age-groups towards energy drink Source: Appendix 4 Similarly, 20% of respondents from the age group below 18 and 26-35 years age group showed their interest in energy drink. But only 4% of the elderly respondents are interested in energy drink. Thus, it can be seen that the highest number of people from the age group 18-25 years are interested in the energy drink. Figure 2 Willingness towards energy drink by gender Source: Appendix 5 The above figure shows that 68% of male population is interested in energy drink whereas only 32% of female population is interested in Energy drink. Figure 3 Willingness towards energy drink by location Source: Appendix 6 According to the above figure, most of the respondents from center of Copenhagen are interested in energy drink. 68% respondents from the Copenhagen region and 32% respondents from Sj? land region showed interest in energy drink. While analysisng the age wise consumption of energy drink which is illustrated in the figure below it has been seen that the data is bit conflicting. Figure 4 Age wise consumption of energy drink Source: Appendix 7 As shown by the diagram, those who almost never drink energy drinks are higher in age group 18 to 25 years. But again, those drinking from 1-2 cans per week are also higher number in age category 18-25 years but less compared to those who never drink. But what can be concluded that those who drinks energy drinks they normally consume 12 cans per week and are higher in 18-25 years category. Analyzing the preferred occasions when customers usually like to drink energy drink, the research show that customers usually prefer it to mix with alcohol as their first preference and then drinking when they are tired. Figure 5 Occasional preference of Energy Drink by gender Source: Appendix 8 The above graph shows most of both females and males consume energy drink when they mix with alcohol. 22 females out of 35 female respondents (63%) and 19 males out of 42 male respondents (45%) said they consume it when they mix with alcohol. Similarly 43% of female and 40 % of male respondents answered that they take energy drink when they are tired. Likewise, 11% female and 33% male said that they take it when they go to sports. 14% of female and 21% of male chose energy drink when they are thirsty and 6% of female and 7% of male chose for other occasions. Figure 6 Customers willingness to pay for the energy drink Source: Appendix 9. Relating to the price it can be clearly seen from the figure above that 18-25 years age group which is the target customers for energy drinks are willing to pay 16-20 DKK for the energy drinks where as 26-35 years age group are willing to pay 10-15 DKK for the drink. 4. 2 Competitor Benchmark (Burn and Red Bull) 4. 2. 1 Analysis of Focused group interview: During the focused group interview, 8 out of 11 participants preferred Red Bull. Only 3 preferred Burn. When there was a discussion of product features like taste, flavor and effectiveness of the products; participants said that effectiveness of the product is important. During the blind test 26 participants were made to taste both Burn and Red Bull drinks blindfolded. Table 1 Preference of product by tasting without knowing the product (Blind Test) BurnRed BullBoth Total no. of participant (26)9152 The research showed that Red Bull was highly preferred by the participants with 58% appreciating the taste of Red Bull. Burn was preferred by only 35% of the participants. 4. 2. 2 Analysis of Online questionnaire survey The illustration of various measures to which the consumer gave importance when buying energy drink is shown in the figure below. Figure 7 Customers’ emphasis when buying energy drink. Source: Appendix 10 We found data of customers according to the importance they give to various measures or elements when they want to buy an energy drink. The above graph shows that 53% of the total respondents said flavor is very important when they buy energy drink. About taste, 60% said it is very important. None of the respondents said that it is not important at all. Talking about brand, only 19% said very important, 34% said important, 30% said not so important and 17% said not important at all. About price, 51 %( more than half population) said that it is very important. Only 5% said not so important and no respondents said that it is not important at all. So far as convenient place to buy is concerned, 29% said very important, 54% said important. When packaging is concerned 16% said very important, 29% said important 39% said not so important and 16% said not important at all. When it is about effectiveness, 44% said it is very important, 38% said important. Thus the analysis shows that flavor, taste, price, convenient buying options and effectiveness of the drinks are important for customers where as brand and packaging are not that important in buying decision. Based on the various factors to which the consumers give preference when buying energy drinks, comparative analysis between Burn and Red Bull has been carried out. This can be described from the figure given below. We asked the respondents to evaluate Burn and Red Bull giving them 4 options (Very Good, Good, Bad, Very Bad). But here in the analysis we have taken only two options as we think these two options are sufficient for comparative analysis. Figure 8 Comparison of Burn and Red Bull based on the various factors Source: Appendix 11 The above figure shows the customers preference between Burn and Red Bull on the various factors which are important for their buying decision. 34% of the total respondents said the flavor of Burn is good and 23% said very good while 48% and 29% said the flavor of Red Bull is good and very good respectively. Similarly, 39% and 13% of the total respondents said the taste of Burn is good and very good respectively while 52% and 29% respectively chose good and very good for the taste of Red Bull. As far as brand is considered, 39% and 26% said the Burn brand is good and very good respectively while 42% and 45% said Red Bull brand is good and very good respectively. When it is about price, 27% and 12% chose good and very good for Burn while 16% and 12% for Red Bull. 35% and 23% of total population said Burn is good and very good respectively when considering convenient to buy whereas for Red Bull it is 38% and 17% respectively. About packaging 36% and 22% answered good and very good for Burn while for Red Bull its 45% and 18%. Finally for the effectiveness of the product, 39% and 18% respectively chose good and very good for Burn while it is 45% and 25% for Red Bull. Thus the analysis shows that customers highly prefer Red Bull while relating to flavor, taste, and brand. On the other hand, with relating to price, convenient to buy and nice packaging, customers seemed to prefer Burn. So far as the effectiveness is concerned, Preference towards Red Bull is high but the difference is not so much. 5 Findings and summary of the analysis According to the analysis presented above, it can be seen that the energy drink market segmentation is more concentrated on the costumers between age group of 18-25 and that the customers are dominantly male rather than female. Looking at the geographic distribution the market segment is undoubtedly concentrated on Copenhagen with to some extent also in Sj? land. However, the other fact is also that since Copenhagen is the largest city with dense population this result is quite obvious. The other important findings of the study regarding the life style of the customers relating to the consumption of energy drinks is that energy drinks are excessively consumed as a mix in alcohol and then it is consumed while people get tired. Also energy drinks are often consumed just 1 or 2 cans per week. Normally customers are willing to pay 16-20 DKK for the drink. The analysis shows that in general the customers give high importance to the flavor, taste, price, effectiveness and buying convenience while making their buying decisions of energy drinks and that the brand and packaging are not of importance for the customers. Keeping this in mind the competitor benchmark of Burn and Red Bull Red Bull clearly shows that though Red Bull being a new entrant in the Danish market it has succeeded in taking good share of energy drink market in Denmark. Red Bull is preferred by customers in terms of its flavor, taste which are important factor in general for customers while making their buying decisions. Similarly, with the effectiveness as well Red Bull is preferred by customers in comparison to Burn. Burn is preferred by customers in packaging which not of important factor for customers. But Burn still dominate Red Bull in terms of its easy availability at stores which is due to the fact that it is distributed by Carlsberg Brewery which is considered to have a very strong distribution channel in Danish market. (footnote) Again at price Burn is rated better owing to the fact that they are cheaper than Red Bull. Of course with the brand Red Bull is rated much better as it is an internationally recognized brand. 6 Recommendations Based on above findings following recommendations have been suggested for Burn to improve its products, promotion and pricing strategy. The recommendations will be based on the marketing mix (4 Ps) which is product, price, place and promotion. 6. 1 Product Since the research findings show that Red Bull has dominant preference by customers in terms of flavor, taste and effectiveness, therefore Burn has to come up with innovative product development in order to provide added value to its product so that customers preferences divert towards Burn. Therefore, considerable amount of resources and time should be spent on research and development of variety of flavors and appealing taste with its product. Since the market segment of the energy drink is mostly 18-25 years old and that they consume it as mix in alcohol so the taste preference of these age group should be taken into consideration and the flavor and taste should be developed which is appealing while mixing with alcohol as well. 6. 2 Price Relating to the price, Burn is cheaper that Red Bull and realizing the fact that Red Bull is gaining market share it is wise to maintain its low price strategy. 6. 3 Place The research show Burn with strong placement but since strong distribution channel is its one of core competencies it has to fully utilize this competences to move ahead form Red Bull to place its products at all the convenient stores. The major priority should be given to Copenhagen since it’s the main market segment but again taking advantage of its well managed distribution channel it should also focus on other cities where Red Bull are not able to reach due to lack of experience with the Danish market. 6. 4 Promotion A well planned advertising strategy should be developed mainly targeting on the 18-25 years age group and again the male customers who are the major customers of energy drinks. Though Red Bull is world recognized brand, Burn also has its brand reputation as it is a product of world class Coca Cola Company. Thus advertising campaign should also be focused to create awareness of the Coca Cola brand among the customers while promoting Burn which can positively influence customers’ choice. 7 Conclusion Based on the research analysis and findings, it can be concluded that within the Danish energy drinks market Burn is definitely getting a tough competition from Red Bull despite the fact the Red Bull is a new entrant in Danish market. Its global brand recognition has provided Red Bull with competitive strength which can be a serious threat to Burn in coming future. Therefore it is a must for Burn to take timely action and initiate necessary marketing strategies to compete with Red Bull. Burn has low price advantage as well as strong distribution channel which provide Burn with an edge in the competitive market and therefore it needs to look more into product development and promotion strategy in order to compete with Red Bull and thus gain success in the competitive energy drink market. 8. References Books David Jobber. (2007). Principles and Practice of Marketing. UK. McGraw-Hill Education Pervez GH, Kjell Gr. (2005). Research Methods in Business Studies. UK. Pearson Education Bryman, A. and Bell, E. (2007). Business Research Methods. 2nd Ed. UK. Oxford University Press Burns, A. C. and Bush, R. F. (2006) Marketing Research, 5th ed. , Prentice Hall Kotler, P. and Keller, K. L. (2006) Marketing Management, 12th ed. , Prentice Hall Svend Hollensen, (2007) Global Marketing – a decision-oriented approach, Websites http://www. euromonitor. com/Soft_Drinks_in_Denmark http://advantageaustria. org/dk/news/local/Red-Bull-und-Shark. en. jsp http://www. aeofooddrink. com/34. php http://www. dietspotlight. com/burn-energy-drink-review/ http://www. redbull. com/cs/Satellite/en_INT/Products/Red-Bull-Energy-Drink-021242751115866?p=1242745950125#/product-FAQ 9 Appendices Appendix. 1 Questionnaire Dear respondents, we make this survey in order to obtain more comprehensive knowledge about the energy drink sector in Denmark, particularly the two big brands: Burn and RedBull. So we would highly appreciate if you spend a few minutes answering our questionnaire. Your information will be treated anonymously! 1. How interested are you in energy drinks? oVery interested oInterested oNot very interested oNot intererested at all 2. How often do you drink energy drinks? oAlmost never oFrom 1 2 cans per week. oFrom 2-5 cans per week oMore than 5 cans per week 3. ON WHAT OCCASIONS DO YOU DRINK ENERGY DRINKS? oWhen Im tired oWhen Im thirsty oWhen I go to sports oWhen I mix with alcohol oOther (please specify in the box below) 4. Where do you often buy energy drinks? oIn the super markets oIn the bars oIn Seven Eleven oIn small shops (eg: gas station, kiosk etc) oOther (please specify in the box) 5. How much would you like to pay for an energy drink? o10 15 Kr o16 20 Kr o21 25 Kr oMore than 25 Kr 6. How important are the following factors when you buy energy drinks? Very important Important Not so important not important at all Good flavor Good taste Good brand Reasonable price Convenient to buy Nice packaging The effectiveness of the drinks 7. Which of these brands do you know? oBurn oRed Bull oNone of them 8. Which one of these brands do you prefer? oBurn oRed Bull oNone of them 9. How do you evaluate RED BULL in the following factors? Very goodGoodNot good-not badBad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 10. Do you have any recommendations for RED BULL to better meet your satisfaction? oI dont know oIm already very satisfied oI would recommend as follows: 11. How do you evaluate BURN in the following factors? Very good Good Not good-not bad Bad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 12. Do you have any recommendations for BURN to better meet your satisfaction? oI dont know oIm already very satisfied! oI would recommend as follows: 13. What is your age? oYounger than 18 years old oFrom 18 25 years old oFrom 26 35 years old 14. What is your gender? oMale oFemale 15. Which part of Denmark do you live in? oCenter of Copenhagen oSj? lland oFyn oJylland Appendix 2 Interview guide for focus group What criteria do people choose when they buy energy drink products? Are different flavors important? What occasion do they drink energy drink? Eg: when they’re tired, or mix with strong alcohol, etc. What product name(s) do they like? Why? Do they know Burn/Red Bull? Where do they buy? Do they like Burn/Red Bull products? How much should a can of energy drink cost? Appendix 3 Fokus gruppe analyse 2. Semester klasse Niels Brock Lien, Niraj, Silas og Michelle Market research Alle kender begge 11 deltager 8 ud af 11 kan lide red bull Dog viste det at 6 ud af 11 faktisk kun valgte Red Bull efter blinde smagning Smagen er bedre, burn er for sodt. (inden smagning af begge m? rker) Hvor mange energidrinks drikker du per uge? 1 drikker 4-5 cans a week 4 3-4 cans 4 1-2 cans 2 mindre end 1 Hvornar drikker du energidrinks? Sprut, tr? ning, Det er meget i forhold til det at man drikker alkohol. Enighed blandt minimum 8 af deltagerne Dog drikker mange det ogsa hvis de er tr? tte eller skal til tr? ning efter en lang dag i skole. Kaffe frem for energi drink hvis man kan lide det hvis man er tr? t og skal videre, dette mener 6 ud af 11 af deltagerne hvor de andre ikke kan lide kaffe eller mener at en energi drik er bedre†¦ Hvor meget vil du betale for en energidrink? Ikke mere end 20kr, mellem15-17kr ca er de fleste villige til at betale Men ville kobe den billigste hvis de stod mod hinanden pa hylden i super marked. Energien er mere vigtig end smagen. Irriterende reklamer – for meget nogenhed – provokerende reklamer – mener 2 af deltagerne, Red Bull promoverer ikke sadan (I Dk hvert fald).

violence in movies Essay -- essays research papers

If you watch movies these days you know you’re sure to see some sort of violence whether it be a killing, beating, or some kind of cruel act. Now every time you watch TV, you are likely to see a commercial promoting a new movie with a catch title such as â€Å"Scream† or â€Å"Fear.† Whether you think these movies are necessary or not, production companies know they will get the viewers and this is why they keep making them.   Ã‚  Ã‚  Ã‚  Ã‚  I was watching a movie the other day, with my lovely girlfriend of course, by the name of â€Å"The Matrix.† The title caught both our eyes as we browsed the aisles of the movie store searching for something good to watch. Seeing that my girlfriend does like violence in movies and thinks its unreal, it seemed like a good enough choice for me. The back of the box showed nothing of violence and the description gave no hints to shootings and killings. The beginning of the movie went well but about a half hour into it, as soon as we could blink our eyes, one of the characters pulls out about twelve machine guns planning to kill the whole city I guess. After blasting all 10,000 of the bullets into the ten guys he was trying to kill, my girlfriend got right up, marched over to the VCR in disgust, and pushed stop before I could get one word of protest out. As you can see, these days there’s not much you can do to get away from watching a movie with even a l ittle violence in it.   Ã‚  Ã‚  Ã‚  Ã‚  Why is it that violence attracts us t...

Article review

The headline of the article is â€Å"The Eternal Coffee Break†. The topic of the given article is about the idea that the office of the future may become more like home due to computers and electronic communications. The first paragraph deals with the advice from Frank Becker, a professor at Cornell university who studies the pattern of office work. HIS advice Is connected with the idea that companies need to devote more office space to creating places like well-tended living rooms, where employees can sit around In comfort and hat.Mr. Becker also predicts that the central office will become a place where workers will be meet to discuss Ideas and to reaffirm their loyalty to fellow employees and the company. Then the author tries to explain the situation of convenience and real results and not their volleyballs. Managers, says Mr. Becker, will also have to abandon their long-cherished notion that a productive employee Is an employee who can be seen. Appearing on time and looki ng busy will soon become Irrelevant.Technology and new patterns of office use will make companies Judge people by hat they do, not by where they spend their time. Nowadays there are a variety of devices, software, social networks for the implementation of negotiation between employees and directors such Seep and so on. Experts believe that telecommuting employment is beneficial as for employers and as for workers. Employers in this case may involve specialists with high qualifications, living far from the location of the company and save on rental space for offices. Employees also can work without leaving home.This is especially true for people with disabilities. If a person lives and works at home, then he wouldn't have to bear the additional costs of transport and housing lease. However, there are some disadvantages of distant work. First of all, distant work can't replace live communication between employees. Secondly, work at home prevents personal life blurs the distinction bet ween them, and this can have a negative impact on family relationships. The article is actual cause we're living in a rapidly developing society with a growing set of technologies.Article review By Savanna roofless at Cornell University who studies the pattern of office work. His advice is places like well-tended living rooms, where employees can sit around in comfort and workers will be meet to discuss ideas and to reaffirm their loyalty to fellow employees real results and not their visibility. Managers, says Mr. Becker, will also have to abandon their long-cherished notion that a productive employee is an employee who can be seen. Appearing on time and looking busy will soon become irrelevant. Distant work can't replace live communication between employees. Article Review Since a very long time, it was common for company excutives to take little or no responsibility and active service in Germany but we are now noticing a change since the chairman of Siemens, Gerhard Cromme, resigned from Germany's corporate governance commission after a company scandal. This change involves company heads being more cautious and they now realize that they are accountable.The time has now changed and issues such as the bribery case of Siemens, the largest European engineering group, can no longer remain hidden. The company heads now have to be more responsible for their actions because of stern new regulations in Germany, the increasing international investor community and crucial inspection done by U.S regulators of companies that have U.S securities listings.The companies need to be more careful in their dealings because of the very strong check is now kept over the company transactions and other issues and also because the consequences are very harsh. The casual rela tionships between the higher and lower levels of management in an organization need to be finished. The strong check on companies and globalization is responsible for the increase in such scandals as these activities can no longer remain private.When something like the bribery case of Siemens happens, the word spreads and it really spoils the company’s image in front of the entire world.The damage that this causes is then very hard to cover, therefore the companies now strive hard to avoid such situations. The whole world now knows that Siemens offered approximately $2 billion in order to bribe other companies into giving them various contracts all over the world. Other cases include the case of Deutsche Telekom of tracking private phone calls to find out who was giving away information regarding their internal affairs, Volkswagen’s use of prostitutes and vacations to win labor leaders into their board.Strong investigation is going to be done against the Siemens as thi s is considered as the largest case ever by Joshua Hochberg, a former chief of the fraud section at the U.S. Department of Justice and one of the lead investigators into the collapse of the energy firm Enron after its scandal.The trend of casual relationships between the higher levels and lowers levels of a company started after the Second World War. The companies were desperate to rebuild the infrastructure and this gave the labor the advantage to manipulate the company in exchange for higher wages.This strong power that is given to the labor representatives in Germany is odd and not that common. The reasons responsible for a slow change in the set up of companies in Germany are quite a few.   First of all, Germany is doing quite well as it is economically, therefore the people do not see a need to change.The Germany’s corporate sector very conveniently solves all its issues without involving many people. Another reason responsible for this slow change is that the firms re sponsible for something get punished by regional rather than federal prosecutors. However, this is now changing as people are now punished for their actions and businesses are now realizing it.Because of this strict control and check by new regulations in Germany, the increasing international investor community and crucial inspection done by U.S regulators of companies that have U.S securities listings, every kind of business will have to be more careful in how their business is run.These businesses can no longer be lazy and carefree in their operation. They must realize that in this world of Globalization, it is impossible to hide anything from the world; therefore, they would have to operate accordingly.

Definition and Examples of Vehicles in Metaphors

In a metaphor, the vehicle is the figure of speech  itself--that is, the immediate image that embodies or carries the tenor (the subject of the metaphor). The interaction of vehicle and tenor results in the meaning of the  metaphor. For example, if you call a person  who spoils other peoples fun a wet blanket, wet blanket is the vehicle and the spoilsport is the tenor. The terms  vehicle  and  tenor  were introduced by British rhetorician  Ivor Armstrong  Richards in  The Philosophy of Rhetoric  (1936). Richards emphasized the tension that often exists between vehicle and tenor.   In the article Metaphor Shifting in the Dynamics of Talk, Lynne Cameron observes that the multiple possibilities evoked by a vehicle are both derived from and constrained by speakers experience of the world, their socio-cultural contexts, and their discourse purposes (Confronting Metaphor in Use, 2008).See Examples and Observations below. Also see: Dead MetaphorThe 100 Most Important Words in EnglishNew RhetoricSource DomainTenor13 Ways of Looking at a MetaphorWhat Is a Metaphor? Examples and Observations Tenor and VehicleBecause he was dissatisfied with the traditional grammatical and rhetorical account of metaphor, which he believed emphasized its merely decorative and embellishing powers, I. A. Richards in 1936 reintroduced this pair of terms . . . with the notion of a borrowing between and intercourse of thoughts. Since any metaphor at its simplest  gives two parts, the thing meant and the thing said, Richards used tenor to refer to the thing meant—purport, underlying meaning, or main subject of the metaphor—and  vehicle to mean the thing said—that which serves to carry or embody the tenor as the analogy brought to the subject. . . .The vehicle, [Richards said], is not normally mere embellishment of  a tenor  which is otherwise unchanged by it but . . . vehicle and tenor in cooperation give a meaning of more varied powers than can be ascribed to either.(Norman Friedman in  The Princeton Encyclopedia of Poetry and Poetics, 4th ed., ed. by Roland Green e,  Stephen Cushman et al.  Princeton University Press, 2012)Time Bombs as Vehicles- Unambiguous vehicle terms are those that people agree about: there is consensus about what properties they represent. One example of an unambiguous vehicle is time bomb. People agree that time bomb epitomizes something that can cause considerable damage at some unpredictable time in the future.(Sam Glucksberg,  Understanding Figurative Language: From Metaphor to Idioms. Oxford University Press, 2001)- Some three decades after China launched its highly controversial policy restricting families to having one child, the  government  may soon allow a two-child policy to curb a demographic time bomb. . . .The law is believed to have resulted in millions of forced abortions, and has left China with the combination of a rapidly ageing population, a shallow labour pool and an imbalance in the sex ratio. The result is a demographic time bomb.(Kashmira Gander, China May Scrap One-Child Policy to Cur b Demographic Time Bomb. The Independent [UK], July 23, 2015)- Wedged in the narrow space behind us was the umbrella stroller that held Teddy, slumped over in exhausted, jet-lagged sleep. We’d carried him up the stairs like a drunken rajah.We were all ravenous from our morning walk through the greenery of Yoyogi Koen, but I was acutely aware that the ticking time-bomb of the slumbering 1-year-old could interrupt our meal at any moment.(Bonnie Tsui, Traveling to Tokyo With Three Generations. The New York Times, December 3, 2015)Tenor and Vehicle in A Blackbird SingingBy tenor, [I.A. Richards] meant the purport or general drift of thought regarding the subject of a metaphor; by vehicle the image which embodies the tenor. In these lines from R.S. Thomass A Blackbird Singing, the tenor is the birds song, its tune; the vehicle is the fine smelting image in the fifth and sixth lines:It seems wrong that out of this bird,Black, bold, a suggestion of darkPlaces about it, there yet sho uld comeSuch rich music, as though the notesOre were changed to a rare metalAt one touch of that bright bill.(Tenor and Vehicle, J.A. Cuddon, A Dictionary of Literary Terms and Literary Theory. Basil Blackwell, 1991)Tenor and Vehicle in William Staffords RecoilIn William Staffords poem Recoil, the first stanza is the vehicle and the second stanza is the tenor:The bow bent remembers home long,the years of its tree, the whineof wind all night conditioningit, and its answer-- Twang!To the people here who would fret me downtheir way and make me bend:By remembering hard I could startle for homeand be myself again.I.A. Richard and Vehicle and TenorA modern theory would object, first, that in many of the most important uses of metaphor, the co-presence of the vehicle and the tenor results in a meaning (to be clearly distinguished from the tenor) which is not attainable without their interaction. That the vehicle is not normally a mere embellishment of a tenor which is otherwise unchanged b y it but that vehicle and tenor in co-operation give a meaning of more varied powers that can be ascribed to either. And a modern theory would go on to point out that with different metaphors the relative importance of the contributions of vehicle and tenor to this resultant meaning varies immensely. At one extreme the vehicle may become almost a mere decoration or coloring of the tenor, at the other extreme, the tenor may become almost a mere excuse for the introduction of the vehicle, and so no longer be the principal subject. And the degree to which the tenor is imagined to be that very thing which it only resembles also varies immensely.(I.A. Richards, The Philosophy of Rhetoric. Oxford University Press, 1936)Criticism of Richards Theory- As Manuel Bilsky points out, if someone says his mind is a river, mind is the tenor and river the vehicle; but in I walked into the river, what is the tenor and what is the vehicle? This criticism does not vitiate Richards theory; it does indic ate the kinds of problems that remained to be clarified.(J. P. Russo, I.A. Richards: His Life and Work. Taylor, 1989)- In her brief assessment of [I.A.] Richards approach, [Christine] Brooke-Rose also notes that the very terms tenor and vehicle destroy the interaction Richards seeks to stress.(Brian Caraher, Intimate Conflict. SUNY Press, 1992) Pronunciation: VEE-i-kul