The Gettysburg Address By Abraham Lincoln - 1289 Words

April 12, 1861, a mark to a bigger thing than anyone had thought about during this time. USA (Union States of America) against CSA (Confederate States of America), 620,000 people had died throughout this war of four years. November 19, 1863; two years from the beginning of the civil war a speech was spoken. The country of America, not the United States of America yet, was split in half because of issues of slavery and central power divided the United States. November 19, 1863; two years after the start of the war, a speech one to be remembered for generations, and generations after it was spoken. Even, after being ridiculed and said to be one of the most unimportant speech, became more important than the actual battle. This speech†¦show more content†¦It wasn t odd to see this, but years and years after slavery changing it later on ended in several countries. The first country to officially abolish Slavery was Spain, as they also, in its colonies, though Cuba rejects ban and continues to deal in slaves. It was abolished in Spain (and colonies to Spain) was during the year 1811; fifty years before the Civil War. The thing about slavery is that the thing they were used for was significant of plantations. Plantations, a way to say, a big rich guy, who was probably handed the property from his father (I say, father, because women were only objects and had no way of owning any sort of land), who was given slaves also from his father, the cycle was an endless loop because there was always a need for labor. A big thing was that- plantation owners didn t want to either pay them or do the physical work themselves. The difference between a Plantation and a Farm is; a plantation was a huge farm that was worked by slave labor. Though even after the civil war they were worked by sharecroppers which were nearly a slave anyway. They got a small percentage of what they grew while the plantation owner got fat. A farm was a family run it by themselves and hi red help as needed but paid a fair wage. This sign of segregation, equal rights, and freedom comes from this speech. It s important because of this speech, and it s why it s the most important exhortation given at this time frame. It is so important throughoutShow MoreRelatedAbraham Lincoln and the Gettysburg Address1685 Words   |  7 PagesAbraham Lincoln and the Gettysburg Address History remembers Abraham Lincoln as one of the greatest leaders. He has made many significant contributions to the history of the United States and is considered one of the greatest presidents. He sacrificed himself for what he believed in, even if it meant starting a war against his own country. He believed in equality for everyone and that all men were created equal. As president he is best remembered for leading the Union through the Civil WarRead MoreThe Gettysburg Address By Abraham Lincoln1370 Words   |  6 Pagesraces including white and black. Abraham Lincoln was the president during this era and knew he had to put an end to this but didn’t have a solution to solve it. When the United States was founded everything was as simple as it could get but as the years went it started getting more complex, and Lincoln noticed that. The Gettysburg Address is a speech by Abraham Lincoln known as one of the best speeches in American history. One reason why President Abraham L incoln did this speech was to start theRead MoreThe Gettysburg Address by Abraham Lincoln546 Words   |  2 PagesThe Gettysburg address is a very intriguing speech delivered by Abraham Lincoln. This speech touched bases on the many lives that have been lost during the civil war. This speech gained attention because it considered the impact that was made in the country’s history. Abraham did not want to forget the lives that were lost, but indeed give a dedication to the fallen soldiers. â€Å"It is for us the living, rather to be dedicated to the unfinished work which who they fought here have thus far so noblyRead MoreAbraham Lincoln And The Gettysburg Address1152 Words   |  5 PagesAbraham Lincoln was born on Feb. 12, 1809, in Hardin, now known as larue, County Kentucky. Lincoln got married in 1842 to Mary Todd. His children were Robert Todd, Edward Baker, William Wallace, and Thomas III. Abraham was in office from 1834-1842. Abraham Lincoln died at age 56, april 15, 1865. The Republican Party met in Chicago to select a candidate. They took the chance now because of the democrats in turmoil. They needed someone who would help the north and also win most of the electoral collegesRead MoreThe Gettysburg Address By President Abraham Lincoln1221 Words   |  5 PagesThe Gettysburg Address was a speech composed and addressed by President Abraham Lincoln in 1863, at the time of the political fight in Gettysburg Pennsylvania. At that time, Abraham Lincoln was the President of the United States. He was also the President who led America through the Civil War. During the Civil War, at Gettysburg, some soldiers died protecting the nation. This was mentioned in Lincoln’s speech, which was meant to be dedicated to the soldiers who died defending their people. He spokeRead MoreThe Nature Of The Gettysburg Address By Abraham Lincoln741 Words   |  3 Pagesâ€Å"The Gettysburg Address† is a speech by the President of United States, Abraham Lincoln, w hich is one of the best representations of American history. It was produced by Lincoln during the Civil War, on November 19, 1863, at the commitment of the Soldiers’ National Cemetery in Gettysburg, Pennsylvania. Abraham Lincoln carefully arranges the Address, which was not planned to be as important as other presentations that day; the Gettysburg Address ended up being one of his greatest and most importantRead MoreEssay on Abraham Lincoln and the Gettysburg Address1293 Words   |  6 Pagesbetterment of our great country, the United States of America. Yet there was one name that resounded in my classrooms, and in my ears. That name was Abraham Lincoln. As a child, I had heard of great things this man had done, and wonderful things he had said. Of the many great things said by Abraham Lincoln, I recall most vividly the Gettysburg address, given on November 19, 1863. Listening to the words of my teachers and reading from my textbooks about this great man who had done great things, madeRead MoreRhetorical Analysis Of The Gettysburg Address By Abraham Lincoln813 Words   |  4 PagesKatrina Ta Giang 22 December 2017 AP Language and Composition(7) Mrs. Faumuina Speech Analysis Essay: The Gettysburg Address by Abraham Lincoln â€Å"The Battle of Gettysburg, fought from July 1 to July 3, 1863, is considered the most important engagement of the American Civil War†(History). It was a battle in Gettysburg Pennsylvania, consisting of the Union Army and the Confederate Army. The main purpose behind this battle was due to â€Å"Robert E. Lees plan to invade the North and force an immediateRead MoreRhetorical Analysis Of Abraham Lincoln s Gettysburg Address981 Words   |  4 Pagesâ€Å"Fourscore and seven years ago†¦Ã¢â‚¬  is the statement in which Abraham Lincoln started â€Å"The Gettysburg Address†.152 years ago, Lincoln delivered this well-known speech in front of an audience who was searching for help during a time of war. Some may believe it was not an inspiration why others will say it was. To some Americans, it might have even brought faith. Just like any other work, this essay was composed of a rhetorical situation and rhetorical devices; which can be broken down into specific fa ctorsRead MoreRhetorical Analysis Of Abraham Lincoln s Gettysburg Address1564 Words   |  7 Pages The Gettysburg Address is one of the most notorious speeches. A rhetorical analysis of this legendary speech would reveal the key components that made it so prominent. The evaluation of the genre, and rhetorical devices, ethos, pathos, and logos, in the speech show how the piece was effective. Abraham Lincoln is one of the most renowned presidents in history. During his term, he delivered one of the most influential speeches that will change the lives of many. He delivered The Gettysburg Address

Walt Disney Is Not A Utopia - 1202 Words

If you are reading this, you know who Walt Disney is. You can name at least five Disney movies off the top of your head and recall your emotions when watching all of them. Since the 1920’s,America’s society has been morphed by Disney and his animated productions. People have grown up watching his movies and singing his songs. A single Disney song can provide unity within a room of strangers, for they instantly have the schema to sing every word and feel nostalgic.Throughout history, Disney’s films have brought light to the darkest of times,transformed the film and marketing industry, and educated children—young and grown—through interpretations of America’s history, moral lessons, and inspiration. He changed the way people†¦show more content†¦In 1923 he traveled to Hollywood to officially start his company, which later granted him 22 Academy Awards. Although, his childhood was not exactly the â€Å"American Dream,† he used hi s experiences to make an impact. He was a self-made man. (â€Å"Walt Disney†) Disney’s focus on his dream of becoming a professional artist, desire to spark others’ imagination, and marketing skills commenced his journey of reshaping society. His strict responsibilities as a child sculpted his hardworking persona and inclination to influence children to derive from regulation and feed their imagination. He always worked with his older siblings, plowing the fields of the farm, providing the family food by growing all kinds of vegetables. His father expected perfection, and when he didn t acquire it, the children received beatings. This would emotionally scar most children;however, Walt was resilient. As a teenager, he got up at 3 in the morning to deliver newspapers for his father’s company in the cold. He constantly did for his father, but never received compensation. His father insisted that being an artist was not a radical goal and prohibited Walt from creating art, but he continued to sneak out of the house to do so. His dream of a hav ing a cartoon company never vanished. This determination, along with his innate artistic qualities, helped build his company. Walt began drawingShow MoreRelated Walt Disney and Jet-Age City Planning Essay1025 Words   |  5 PagesWalt Disney and Jet-Age City Planning Image borrowed from Waltopia. When is a planned community too planned? Some of the exhibits displayed at the 1939 Worlds Fair such as Democracity and Futurama influenced many American community planners. The Levittown and Greenbelt projects followed the same guidelines of community that the 1939 Worlds Fair introduced. These are two of the more well known Garden City projects that took many families away from big cities and brought them to the peaceRead MoreAnd, Like The Fairs, Reflect American Urbanism And The1331 Words   |  6 Pagesunlike sleeping beauty’s castle in each of the Disney parks. With architectural schemes arising here and there, the passer-by is given at least one inspirational pavilion to search for in the masses of ‘progress and forward thinking’ (Marling 1997 p35). Disney wanted to embrace this architectural language and adapt it into what he called an Experimental Prototype Community of Tomorrow. With his dream for the perfect park showing success in California, Walt was ready to leave the theme park behind toRead MoreDisney Is A Utopian Society1333 Words   |  6 PagesThe Walt Disney Company has created theme parks throughout the world for guests to undergo a specific experiences that recalls the guests’ inner child through rides, visuals, and music. Disney has proved to be more than just a theme park; it is portrayed as a â€Å"world† or â€Å"land† of acceptance and integration of all cultures into one place. The universality aspect is what draws people in from different countries to visit the parks. Ultimately, the Disney parks are based off of two key concepts: commoditizationRead MoreAnalysis Of Bruno Bettelheim s Beauty And The Beast 1414 Words   |  6 PagesJeanne-Marie Beaumont there is the representation of the period where she begins to transfer the affection to someone else. An analysis of Bettelheim’s theory of the Oedipal complex reveals psychological problems of growing up in the written fairy tale and Disney adaptation of Beauty and the Beast. Bettelheim’s theory is centralized on his argument of the importance of fairy tales on a child’s development. This argument was proposed through The Uses of Enchantment, he suggested that fairy tales provided imagesRead MoreEssay on cinderella1579 Words   |  7 Pagesquot;Cinderellaquot; is undoubtedly the best known in the world, with over 700 versions of this story available. However, this popularity is not limited strictly to literature, for the Cinderella theme is also seen in many movie productions. Two movies, Walt Disneys Cinderella and Andy Tennants Ever After: A Cinderella Story, are of particular interest. These films share many similarities, both in the screenplay and in the visual effects, but a vast difference exists between the two. Though both teachRead MoreA Brave New World by Aldous Huxley668 Words   |  3 Pagesthe Savage in the book talks about Shakespeare all the time in the book and repeats the title of the book in the story. Aldous Huxley, al so said that he was inspired by H.G. Wells of â€Å"A Modern Utopia†. But, how Huxley himself put it, and also how I consider it as well as Huxley called it a â€Å"negative utopia†. Aldous Huxley was born on the 26th of July in 1894, in England. He was the son of Leonard Huxley, a writer, and Julia Arnold, the founder of Prior’s Field School. His mother diedRead MoreDisney Parks As Conveying A Movie, Or Cinematic Experience?1935 Words   |  8 Pagesmiddle class move for new suburbs gave way to a new focus on the suburban nuclear family, Walt Disney made his park as an oasis for clean family fun. He felt that alcohol and thrill rides weren’t elements the whole family could get behind and thus didn’t include them. Another aspect in the design was to include a tree line surrounding the park. In a time where fears of nuclear attack were very prominent, Walt Disney wanted the theme park to be an oasis to the outside world. Encasing the whole park helpedRead More The Effects of Fairy Tales in Anne Sextons Cinderella Essay1061 Words   |  5 Pages Fairy tales have always been focused towards children ever since Walt Disney t ook over the industry of remaking these stories. He took out all of the gore and some of the violence to make it more acceptable for children. With Anne Sextons version of Cinderella, she brings back the gore and violence to its full capacity just like with the original Brothers Grimm story. Sextons poetic version of Cinderella gives a humorous and eye-opened twist to this classic fairy tale. What brings allRead MoreAmerican Dream Essay3358 Words   |  14 Pagespiece. She soon was married and gave birth to eleven children. While Annie Moore was the first immigrant, she was definitely not alone. Some famous immigrants who arrived through Ellis Island included Charles Chaplin, Cary Grant, Harry Houdini, Walt Disney, Albert Einstein, and F. Scott Fitzgerald. It is easy to see from this list how immigrants have changed the face of the United States. All of these famous people contributed to the United States, giving a bright future for innovative contributionsRead More Columbus and th e New World Discovery Essay4487 Words   |  18 Pagesharmony with nature and with one another, an untouched world, a prelapsarian Eden of astonishing plenitude...functioning to all intents and purposes in its original primal state, green and pure, until European violence smashed the human and ecological utopia. The myth of innocence is an old one. In the beginning, John Locke wrote three centuries ago, all the world was America, and more so than that is now; for no such thing as Money was any where known. Yet the vision of an uncorrupted pre-Columbian

Collaboration and Team Dynamics Analysis of Learning free essay sample

Learning teams consist of a small number of students grouped together, and working together on assignments during the duration of the course. According to University of Phoenix, Inc. (2006-2013), â€Å"By relying on others and having others rely on you, you will grow your collaborative skills†. This team encourages successful performance results, but successful performance can be hindered if team members do not equally contribute and work together. A collaborative team environment is the key for the complete success of the team. A collaborative environment can be created if team members do the following; creating a team charter, discussions within the team, positive information, and equally take responsibility for portions of assignments. As a team, we shall address value of team collaboration as part of the Learning Team model. Address how team collaboration adds value to achieving success in the development of academic projects. Team collaboration adds value to achieving success for the entire group because each member is working together towards a common goal. Without having a common goal, the team cannot be successful. Once general goals are in place the team members can develop an educational strategy for assigned projects. Along with collaborating with one another, team members must trust each other to work together efficiently. Team members come from all sorts of backgrounds and have many different life experiences, which can create different perspectives when collaborating on educational projects. Team diversity is the beauty of learning teams; by generating various style of learning; ways of communicating, ideas and learned information over the years. A team member can be stronger in areas that his or her team members is not, and can help other team members strengthen their weaknesses. According to University of Phoenix, Inc. (2006-2013), â€Å"Our team approach learning means you will have a built-in support system as you complete your studies. In addition to contributing to your learning team, you will interact with others in your class—sharing ideas, debating issues and learning from their experience through interactive online forums†. (University of Phoenix, Inc. , 2006-2013). Key Communication skills In order to be successful in any training team, it is necessary to have good communication skills within the group so that the group can reach its potential and be successful. â€Å"True team learning is the ability of members to share and build on their personal experience so that their collective experience enables them to improve team and organizational performance as well as to discover, develop and implement completely new ways of doing business†(D Andrea-O Brien Buono, 1996). In being in a group, there will always be different opinions, but there needs to be a way that everyone’s voice can be heard and ideas can be shared among one another. An important communication skill would be listening. Effective communication will not be possible in any aspect without listening. â€Å"The ability to listen to others and create shared meaning is extremely important because it provides the environment for sharing data and experiences and for creating a common base of knowledge† (D Andrea-O Brien Buono,1996). It takes more than be able to throw ideas out. It is more beneficial to listen to our peers and get other ideas and opinions on different situations versus being the only one speaking, â€Å"As such, effective communication processes – in terms of the ability to hear as well as to create shared meanings provide this foundation† (D Andrea-O Brien Buono, 1996). We can learn so much from other people when given the opportunity. It is also more likely to have everyone on one accord and make for a positive experience within in the group. Learning teams are not always the easiest things to be a part of, especially if one accustom to working alone. However, the experience will be more pleasant when each member uses communication skills effectively with other members. Talk to each other and plan out what needs to be done and who will do what, so no one person is doing too more or too little. Also be able to touch on everybody’s strengths and weaknesses so that you will know what to incorporate in the group projects. Examine major pitfalls or risks that could affect the success of Learning Teams. There are many factors that can affect the success of a learning team. Life happens to everyone within a learning team and not always at the same time. This can affect the amount of time some people are able to dedicate to their work or when they are able to post their part of an assignment. Communication is a huge vital player in learning teams, and as it breaks down so does the team. The success of a learning team built on information as much as participation, and without it the assignments will suffer. Another pitfall that can affect the success of learning teams is when you have more than one dominate personality within the team. Having multiple dominate personalities within a team can create arguments, clashing of personalities, breakdown in communication, and even in extreme cases team members requesting to be moved to a different team. Besides breakdown in communication or the team itself, another issue that could affect learning teams is the amount of work to be made by each person. In come events, an individual within the team may not contribute as much as he or she instructed, in this case the remainder team members have to contribute more. This adds stress to the individuals within the team that could be avoided. There is already a lot of stress on everyone within the team to get their personal assignments made as well as their part for the team, and if they are picking up the slack for the other team members then it can affect their quality of work on both assignments. When there is stress inside of the team between members it can cause enough friction that nothing gets done, and everything falls apart leaving everyone in a panic on the final due date. Finding ways to avoid pitfalls, and risks that may affect the learning team, and coming together as a team. Learning Team Charters Team charters are the procedures, guidelines, and consequences outlined, so all team members are well aware of what expected of them at all times. The learning team charter is an essential tool and, to ensure the teams formalize protocols and contribute equally to the success of the team project. Leadership designed within the team charter. An example is the team joining together to create a team philosophy (Wolfgang Morhart, 2008). The team creates the idea or common goal, so the outcome benefits the team as a whole. The team charter also allows the team as a whole to take personal responsibility. Team members assigned sections according to their strengths while each team member given the freedom to maximize his or her performance. Each team member outlines their strength in the team charter as well as their flaws. Combining team strengths and weaknesses assist the team to assign the appropriate sections or projects when available. The team charter also sets ground rules to determine how to solve problems before they become a constant problem of complaining. The charter sets consequences if areas of the project not completed which in turn determines the responsibility of the problem and the solution of the problem. Organization requires their employees to work effectively as members of a team,† (University of Phoenix, 2004, para. 2) this statement is resonant with educational teams. The team charter prepares us as students for real world experiences while using the team atmosphere as a basis for student interaction. In conclusion, learning teams are a positive part of the learning process in higher education. Assignments split between team members lowers the chances of stress, and workloads evenly distributed. Communication plays a huge role in learning times and can make or break a team depending on how well each person communicates within the team. Collaborating and working together for assignments helps to ensure that all sides of a subject discussed before the final product and helps to ensure the success of the last paper. The use of a team charter helps in not just information, but it also lays down ground rules for the team to follow. If, there are issues within the team the team charter can help find a solution. As with anything in life there are risks, and pitfalls that affect learning teams. Working together to get past, and or avoid them is part of the learning process. Being able to work together to move past what life has to throw at each person strengthens the team, and everyone within it individually. Learning teams help students to learn better communication skills, how to work as a team regardless of disagreements and issues, gives the opportunity for everyone’s viewpoints and perspectives to be shared giving the opportunity to learn from one another, and make large assignments easier and less stressful. A significant benefit of learning teams, preparation of students by engaging and participating with others to become successful together.

Kusmi tea case free essay sample

The key difference between Starbucks and Kusmi Tea is the brand experience. Starbucks offer fresh-made coffee that is generally to be consumed in-store. Because of this Starbucks has to ensure a consistent experience in all their stores. Kusmi Tea’s key product is packaged tea, and tea consumption is more geared towards in home consumption where out of home tea consumption is driven by need for premium tea experience. These different expectations of their customers will lead to different retail strategies for the two brands (see question 3). Brand Awareness in France Awareness but no preference High awareness in premium tea segment Competitors Starbucks and Kusmi Tea compete in the same product category: beverage. Specific competitors for each brands vary by distribution formats (shown on the right) Physical Store Coffee Shops: Costa Coffee; Nothing Hill; traditional cafes Tea salon: Laduree/ Mariage Freres/ Fauchon/ Meert/ etc Supermarket Retailers Illy, Nescafe and other bottled coffee brands Lipton/ Tetley/ Twining Premium outlet/ retail Nespresso Mariage Freres/ Pammamn/ Palais Des Thes Market Situations/ Trend/ Challenges Strong coffee culture in France; Zinc Culture Repositioning of Tea Category to be more modern/ health-oriented and appealing to young clienteles Consumers Profile Demographic -Unisex -Tourist/ Business clients/ Nesters -85% Female -Younger, modern, and more dynamic clientele -Socio-professional categories Consumer Trend (consumption trend -Towards in-home consumption -Social dimension of tea consumption makes tea consumption more popular in home than out of home -When out of home, customers prefer high-end tea Hero Product Frappuccino Fresh-made coffee drinks -Well-Being range (Detox: 35% of sales) -Packaged tea range Brand Extension Coffee, beverages and confectionary Tea related Distribution Coverage Kusmi Tea is more selective in distribution strategy, focusing on premium outlets. We will write a custom essay sample on Kusmi tea case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page -Major cities (56 outlets in France) -Bottled coffee drinks in leading supermarkets -Major cities -30 retail outlets -160 Monoprix -Geographic: Ile de France region and western parts Distribution Format Starbucks has more consistent distribution formats -Own-store and Franchise -Bottled coffee, ice-cream distributed through supermarket retailers -Company-owned stores; franchises, corner in major stores, e-commerce, retailers, and tea salon SKUs/ Assortment Merchandising Consistent assortments throughout all store formats: Beverage, accessories, bakeries -Inconsistent assortment, depending on store formats -350 SKUs Territory Expansion (France) External Intrusion: From American ? European Internal Extension: European - European North America Key Business Issues Profitable Growth mainly due to 1. Store organization 2. Organic growth 3. Brand Extension 4. Distribution channel Profitable Growth of diverse retail outlet networks, which varies from 30-150m2 1. Inconsistent retail formats 2. Commercial policy (heterogeneous pricing policy) 3. International Expansion 2. Work on an economic and commercial model for Kusmi with a shopping mall of 6 million visitors Business Model Best, base and worst case scenario calculations and monthly sale figures are presented respectively: EUR 117,000,000/ EUR 65,520,000/ EUR 35,100,000. We suppose there will be 6 million visitors to the shopping mall per year. And according to the Kusmi tea, the sales in 2012 in main companies is â‚ ¬ 21,702,273. Therefore, the number that we calculate is reasonable because the sales that generated in the corner shops in shopping mall is only one dimension of Kusmi’s tea distribution channels. Kusmi tea sill has other retail outlet such as independent store, supermarket, and flagship stores to gain ideal sales. 1. Capture rate: 3 levels of capture rates according to different seasons. 10 % ? more visitors walk into the Kusmi store during the sales seasons. 7% ? during the weekends when people spend their leisure time in shopping mall. 5% ? Normal time. 2. Conversion rate: Unlike Starbucks store, Kusmi store don’t provide ready-to-drink tea in the store; therefore different conversion rate represent different situation. 3. Items: Taken from current products offering in Kusmi France, customers usually place an order per visit. 4. Average Price: According to the case information, we don’t take extreme such as gift box of different size, the average price is between â‚ ¬ 11. 7~ â‚ ¬ 14. 5; therefore, we decide an average price on â‚ ¬ 13. Economic Model Best, base and worst case Scenario calculations and annual net income figures are presented respectively: EUR -243,700/ EUR 872,130/ EUR 2,045,600. Worst Case Base Case Best Case Annual Sales 1,170,000 2,184,000 3,900,000 %Gross Margin 70% 70% 70% Net Margin 819,000 1,528,800 2,730,000 MARK DOWN Salaries 50,400 50,400 50,400 OPEX (20%) 234,000 436,800 780,000 Logistics (7%) 81,900 152,990 273,000 Rent 648,000 648,000 648,000 Key money 25,000 25,000 25,000 Other Costs (2%) 23,400 43,680 78,000 Total Operating Expense 1,062,700 1,356,870 1,854,400 Net Income (profit/loss) -243,700 827,130 2,045,600 1 Gross Margin%: the gross margin of Kusmi was 68. 5% in 2011. With the increasing sales tendency, we assume the Gross Margin of 2013 could be 70% 2 Salaries: 2-4 staffs per store, depending on store size. This calculation based on 1 corner store in a shopping mall with 2 full time staff. (2100 per month x 2 x12=50400) 3 Logistics: Kusmi need to import their raw materials from famous tea producing countries such as Ceylon, China, and India. Thus, their overall logistics expenses are higher to cover the international transport. 1. OPEX: Assume 20% OPEX comprising of colorful in-store decoration and marketing promotions, etc. 2. Rent: The calculation assumed information provided in the case; EUR1800/ month is an average between 1,550 euro and 2,000euro) 3. Key money: Based on the information given in case, we assume the leasehold acquisition fee for a corner store with 30 m? could be 250,000 euro. 4. Other Cost: Assume a constant 2% other costs. 5. The negative net income of the first column based on our worst scenario of the sales income, which is relatively low. 3. Identify the main issues / priorities recommendations Main Issues: Profitability of diverse retail outlet networks, which varies from 30-150m2 1. Inconsistency of retail (company-owned store) formats 2. International Expansion—structure and strategy No issues found in selective retail distribution (in Monoprix). Recommendation Manage stores by geographic locations. We propose to maintain current distribution through selective retailer (Monoprix) and manage 3 store format types in France and International expansion plan: Flagship Kusmi Tea Salon; Kusmi Stand alone outlets (for packaged tea only); Kusmi corner in shopping mall 1. Flagship Kusmi Tea Salon (250m2) in Major cities in France and International Expansion: To keep in line with market need for premium out of home tea consumption and to reinforce differentiating modern image of Kusmi Tea, Flagship Kusmi Tea Salon would feature a hedonic experience of premium, modern tearoom and shop area. The Tea Salon section would offer tea-related menus, including variety of tea selections, fancy snacks and finger food that goes with tea i. e. small sandwiches, pastries, macaroon, etc. The current menus used in Le Cafe Kousmichoff can be kept. But, the brand should discontinue main meal because it sways the image of brand into ‘restauration’ instead of premium tea destination. Instead the food offer light/healthy selections of food that reinforces on the well-being image of Kusmi Tea. A portion of store will be shop area offering Kusmi packaged teas and accessories (full merchandising). The flagship store has to take into consideration operating hours, peak time and non-peak time as well as in-store organization that ensure profitability: Operating hours: 10am-7 for salon; 9am-9pm for store Manage peak-time: Between meals i. e. 10-12 am Manage non-peak time: 12-2pm lunchtime/ 7:30-9pm Dinnertime Offer only light/ healthy (bio) that serve as lunch and reinforces on the well-being image, which is unique to brand 1 Kusmi stand alone outlets offering packaged tea gift only 2 Corners in shopping mall offering packaged tea gift only. Particularly important to build awareness among tourists Before expanding, Kusmi needs to strengthen their presence within the 4 presently occupied countries (Italy, Germany, UK Canada). The flagship stores in cities such as New York and London should be modeled after the flagship model explained above. With regards to further international expansion, Kusmi Tea will have to expand their network of company owned store in large cities and their presence is premium retailers. Kusmi Tea will need to establish a strong brand positioning (European, premium, young and trendy, modern, etc. ) in their stores differentiating from local competitors. Kusmi must only expand in countries where customers are open minded to foreign tea culture and where the culture gap can be offset. Markets with strong tea cultures such as the Asian market should not be entered on the basis that although the consumers will be responsive to a Franco-Russian tea salon, there is no possibility of further expansion into retail. Pricing policy 4. Look at the advertising campaign of Kusmi on Internet make the Kapferer prism, analyze the campaign and give our analysis Advertising campaign The campaign conveys sophistication, art and modernity. The hired artistic director was from a fashion background so as to make the brand fashionable and trendy. They have tried to move the brand away from the traditional gastronomy positioning and rejuvenate not only the brand but also the image of tea. The diversity of the models, the colored costumes (which can be seen as metaphors for flowers) and the underwater dance depicts the blends from various origins. The chandelier, the flowers and the bright colored flowy dresses shows a strong link to Kusmi Tea’s bright and premium brand identity. Kapferer’s Brand Identity Prism model 2014/02/13 Kusmi tea case discussion Kusmi Starbucks Fashion brand Product Store Gift Main issue: growth Average basket: 25 euros Professional staff who can present tea culture very well Communication: go into industry that is far away from food industry More fashion-oriented office Working on strategic growth (international expansion, retail format diversification, distribution channels) Social brand Drink Coffee store Moment Main issue: profitability Average basket 7 euros Store efficient: have dynamic staff More Google style office Retail format: consistency Size: 50~250 m2 Location: capture rate, and high conversion rate possibility Store concept: Use flagship store at Champs-Elysee to test if the commercial model goes well, at least you will have high brand exposure at this place. Internationalization: where, which city†¦etc (method? ) Distribution channel: flagship, Monoprix, travel retail. Profit Rent Salary Head office 6% Comments on Advertisement: How many products you need to sell to generate sales to have advertising campaign