The Hobbit Essays (593 words) - The Hobbit, New Zealand Films

The Hobbit The Hobbit As the book, The Hobbit, by J. R. R. Tolkien begins to conclude, Thorin Oakenshield sees the goodness in Bilbo Baggins and apprehends the most significant parts of life. Since the beginning, Thorin's principle objective is to become the King under the Mountain and to have all the gold and treasure. While Thorin is on his deathbed he tells Bilbo, "There is more in you of good than you know, child of the kindly West. Some courage and some wisdom, blended in measure. If more of us valued food and cheer and song above hoarded gold, it would be a merrier world." Unlike the dwarfs, Bilbo cherishes friendship and merriment over gold and wealth. He shows this by placing his life in danger numerous times by escaping ferocious goblins and killing giant spiders to save Thorin and the other dwarfs. Bilbo cares more about others than himself, and Thorin notices how fortunate they are to have such a wise individual as a friend. Because of the goodness in Bilbo, he declines the treasure. It is offered to him since a promise was made in the beginning for him to receive and equal portion of the riches. He refuses the treasure because he feels that the most precious possession he has is the friendship with the dwarfs and others that he encounters along the way. Also, Bilbo enjoys near death experiences and thrills that accompany the quest for the mountain. Although, from Bilbo's words, he makes it seem as if the only reason he does not take the treasure home is that his pony will only carry two chests. Bilbo also thinks he did enough harm and becomes weary. He just wants to be back in his hobbit-hole. What use would Bilbo have for the whole treasure? Bilbo was content without the riches which is why he declines the treasure. Thorin changes drastically by the end of the book. Now, Thorin's quest is now fulfilled since he returned the mountain to the dwarfs reign. For many years, a dragon, Smaug, took over the mountain until when Thorin and his company claim the mountain again. Another part of his quest was to have the Heart of the Mountain, the Arkenstone. He accomplished that when it was laid upon his breast by Bard, a friend, and Bard exclaimed, "There it lay till the Mountain falls!" His death was necessary for the theme of the book to teach that kindness is superior of treasure. Finally, Thorin realizes this valuable lesson, but it is too late. Thorin does not deserve respect or admiration because he did not realize that friendship and merriment is more meaningful than riches. Many creatures lost their life from the choices that Thorin made and the selfishness he had. According to Bilbo's perspective of Thorin, Bilbo stated, "He is quite ready to sit on a heap of gold and starve." If Thorin would have given everyone their evenhanded portion of the fortune, the battle possibly could have been stopped, and there would have been no hard feelings. Instead, he was too avaricious, and that is why Thorin is not respectable and does not deserve our admiration. Therefore, in The Hobbit, Thorin's perspective on life changes when he sees the goodness and kindheartedness in Bilbo. Bilbo would risk his life for any friend, but during the adventure all Thorin wants is the treasure. As Thorin is on his deathbed, he notices how selfish he has been and wishes he could have transformed it. Meanwhile, Bilbo sets the perfect example. He shows wisdom, courage, bravery, and above all, nobility. Bilbo teaches a valuable lesson. His goal is to survive and be happy, but most of the other characters only desire treasure. In turn, Bilbo becomes an admirable and a remarkable companion.

Nationalism vs. Cosmopolitanism Essays

Nationalism vs. Cosmopolitanism Essays Nationalism vs. Cosmopolitanism Essay Nationalism vs. Cosmopolitanism Essay The continuing phenomenon of globalization has caused scholars to recognize distinctions and ultimately relationships between the global and local in the context of social, political and cultural affairs. â€Å"Cosmopolitans and Locals in World Culture† by Ulf Hannerz approaches an understanding of the relationship between cosmopolitanism and locality in the world through the lens of the individual, while Mary Kaldor’s â€Å"Cosmopolitanism Versus Nationalism: The New Divide? addresses the conflict between the application of cosmopolitanism in the political arena and notions of new nationalism. Together these articles suggest the seemingly oppositional forces of global and local are interdependent and recognize the declining influence of the nation-state and territorial boundaries as means for identity. Hannerz asserts cosmopolitanism as a perspective or approach to grappling with meaning, and addresses the views assumed by cosmopolitan individuals. Cosmopolitans seek to engage and participate with other cultures, for â€Å"the perspective of the cosmopolitan must entail relationships to a plurality of cultures understood as distinctive entities† (Hannerz 239). Hannerz claims cosmopolitanism as an orientation towards diversity, such that the individual experience can be characteristic of several different cultures. In experiencing different cultures, the cosmopolitan seeks contrast not uniformity. This mind-set, as Hannerz suggests, requires a kind of competence in which the individual attains the â€Å"personal ability to make one’s way into other cultures, through listening, looking, intuiting and reflecting† (Hannerz 239). This cultural competence is required for integrating oneself into a foreign system of affairs and engaging in a particular culture. In addressing the cosmopolitan’s competence with regard to foreign cultures, Hannerz points out a paradoxical relation between notions of mastery and surrender. While a cosmopolitan may piece together separate cultural experiences to shape his own perspective, Hannerz affirms a cosmopolitan must surrender to all the elements of an alien culture in order to truly experience it. Thus a sense of mastery comes from surrendering cultural origins, for â€Å"cosmopolitan’s surrender to the alien culture implies personal autonomy vis-a-vis the culture where he originated† (Hannerz 240). This implies that the cosmopolitan may disengage from his culture of origin to engage in alien cultures and vice-versa. This engagement differentiates from that of a tourist. While tourists act as spectators to a culture, cosmopolitans refute the notions of tourism and seek participation. Hannerz asserts a cosmopolitan’s dependence on locals. He introduces the concern that the emergence of a world culture will result in the homogenization of the global resulting in the loss of local culture. However, Hannerz contends that cosmopolitans, like locals, carry a shared interest in cultural diversity and the preservation of local culture. Yet, in order for cosmopolitans to engage themselves in alien cultures, these cultures must be willing to accommodate them. An interdependent relationship exists, therefore, between cosmopolitanism and locality, in which locals must accommodate cosmopolitans and cosmopolitans seek to preserve cultural diversity. Mary Kaldor characterizes globalization as a reorganization of power, which places emphasis on the global and local while undermining the influence of the nation-state. Kaldor points out the shift from vertically organized cultures, which were determined by territory and religion, to horizontally organized cultures that emerged from transnational networks. This process of globalization creates inclusive transnational networks of people and, in doing so, it leaves out the expansive majority. In terms of economic effects, globalization has caused the supply of products to be based on demand and not territorially based mass production. Kaldor asserts this economic shift has caused â€Å"global and local levels of organization [to] have grown in importance while national levels of organization, associated with an emphasis on production, have correspondingly declined† (Kaldor 44). Globalization has caused a transition from emphasis on nation-state level collaboration to global and local levels of collaboration. Kaldor asserts the growth of transnational institutions has promoted direct links between local and global efforts. Local and regional politics have influenced formal and informal forms of cooperation between separate countries, such as eco-friendly initiatives to recycle and control waste. Also, Kaldor notes that nongovernmental organizations have played a role in bypassing national governance to promote humanitarian efforts. These NGOs â€Å"are most active at the local and transnational levels partly because these are the sites of the problems they are concerned with and partly because the formulation of national policy remains the closely guarded province of nationally organized political parties† (Kaldor 45). Despite NGOs having little influence over national governments, national forms of government are increasing transnational links and, as a result, government organizations are decentralizing and becoming more horizontally organized. Kaldor addresses the notion of new nationalism as a response to globalization, which affirms the weakening influence of nation-states. This notion of new nationalism presupposes â€Å"a renewed commitment to existing nation-states and a rediscovery or reinvention of past greatness and past injustices† (Kaldor 48). Kaldor asserts a â€Å"we-them† distinction in which â€Å"we† identifies a common culture and â€Å"them† identifies a foreign enemy on the basis of military threat or separate ethnicity. This new nationalism comes from a reaction to the weakening legitimacy of political classes and a reaction to globalization by virtue of the â€Å"new legal and illegal ways of making a living that have sprung up among the excluded parts of society† (Kaldor 49). This new nationalism is used as a form of political mobilization, yet historically the use of nationalism as a source of political mobility has proven to be a cause of corruption. Kaldor explains that since globalization generates efficiency and high productivity through technology and concern of local demand, the unemployment rate among factory workers has risen. This creates resentment to notions of globalization by the unemployed and, thus, the desire for nation-state protection of jobs. Kaldor asserts this is counter-productive and suggests a solution in which a â€Å"transnational layer of governance†¦would co-exist with other layer[s] –national, local, and regional† to protect local communities and help with problems such as pollution, violence and poverty (Kaldor 54). Kaldor claims that resting political power in the forum of nation-states is inefficient since nation-states have become impotent. While Mary Kaldor provides a focused social/political account of cosmopolitanism and Hannerz offers an account centered on individual experiences, both articles affirm the mutual relationship between notions of cosmopolitanism and locality. Kaldor claims â€Å"the divide between cosmopolitanism and nationalism [which] can be interpreted as a contest for the post-nation-state political order –between those who favor a new diversity of transnational, national and local forms of sovereignty and those who want to build fractional territorial fiefdoms† (Kaldor 56). Both authors agree on the merits of promoting international networks and refute the arbitrary drawing of territorial lines to empower nation-states and instead favor the empowerment of transnational processes that place emphasis on relations between the local and global. Bibliography Hannerz, Ulf. 1990. â€Å"Cosmopolitans and Locals in World Culture† Theory, Culture, and Society 7:237-251. Kaldor, Mary. 1996. â€Å"Cosmopolitanism vs. Nationalism, The New Divide? † from Richard Caplan and John Feffer, eds. Europe’s New Nationalisms: Stats and Minorities in Conflict. Oxford University Press. 42-57.

Critically evaluate the impact of tourism on local host Essay

Critically evaluate the impact of tourism on local host communities,refer to the texts in your sources booklet as well as to cas - Essay Example Goodwin notes that a number of countries in Africa like Gambia and Tanzania have benefited from tourism foreign exchange. In contrast, according to Goodwin (2008) tourism may not provide a good source of foreign exchange earnings for countries with little or no international trade. Such countries cannot take tourism as the major source of foreign exchange. Although† The biggest beneficiaries of foreign exchange are the low income ones in which tourism play a role in poverty reduction† (Archer et all, 2005:10) earnings may be affected. When there disasters and terrorism strikes, foreign exchange earnings dwindle in for example the case of Hurricane Gilbert in 1995 in Jamaica, Tsunami in Japan in 2011 and Terrorism in the United States in 2001. However, the countries may also benefit even in disasters and terrorism activities. Some people are very eager to go to witness the events and activities. In this case, they play a role in tourism though their reasons may not be well understood. After Tsunami in 2011, many journalists and other people went to Japan to witness and report on the happenings there. This may not be taken as tourism but to some extent it is. Tourism may play an important role in the development of various places, according to (Archer et all, 2005) local communities near tourist attraction sites find it their responsibility to make the region better through infrastructure development and provision of important facilities. Although tourists spend some money in the host countries, economic experts argue that most of the tourist expenditures do not directly benefit the country being visited. According to Goodwin, this could be the reason why countries like Gambia, Tanzania and Caribbean countries have not recorded growth and development as it would have been expected. This is refutable according to (Goodwin, 2008), who claims there are still no good enough examples of initiatives with clear demonstrable impacts from tourism. There are no case studies which demonstrate the mainstreaming of tourism and poverty reduction strategies. According to (Scheyvens, 2003), It is estimated that more than 80% of the tourist expenditures, are on provision of services in other countries other than the host countries. For example, according to (Archer et all, 2005) when individuals are traveling to other countries, they are likely to use airline companies that are in their home countries, the money paid goes to the home country rather than the host country. Some tourists may also make purchases in their home countries before they go to the host countries. However, tourism creates employment for community in different countries; local people are employed in the hotels and resorts while others sell local products to the tourist. This is experienced in the Gambia, Tanzania and other African countries that rely on tourism a lot. This has played a role in improving the lives of the society and modernization. At the same time, there are some jurisdictions that depend on tourism a lot. â€Å"Some countries in Africa and the Caribbean region depend a lot on tourism, which may contribute up to a third of the

International business Essay Example | Topics and Well Written Essays - 2500 words - 1

International business - Essay Example In the past, MNEs were contented with the surplus they earned from doing business in the developed world markets and other selected countries. However, with the saturation of these economies, global business organizations have come to the realization that there is a need to venture into emerging markets which provide new opportunities. The emerging markets have a huge demand base for products that were hitherto unavailable to them coupled with large populations with significant purchasing power. In consideration of these unique features, the emerging markets have come to be regarded as fitting and dependable suppliers of an array of goods and services. Despite the existence of a huge economic potential, the MNEs are continuously faced with various risks and challenges unique to these emerging markets. MNEs and other global business organizations therefore, have to formulate alternative strategies in order to remain successful in emerging markets and maintain their existence in the gl obal arena. ... These unique approaches that may differ from the ones these MNEs employ in the developed world markets enhance the techniques of global strategic management. The success of champions in emerging market economies has shown that these multinationals clearly understand the emerging market environment in which they operate, paying them huge dividends on the innovative strategies they are able to formulate. The existing successful multinationals have also indicated that they understand the chemistry and the psyche of consumers in the host country, enabling them to target a broader market instead of focusing on a fortunate few (Upadhyay, 2007). Moreover, the highly successful MNEs have built considerable distribution channels that utilize a highly advanced distribution strategy with the aim of reaching a bigger percentage of the population. In the process, these firms have been able to build their brands, establish reputations, and create an image that neatly merges their overall global st rategy with local consumer preference and ensured satisfaction. Owing to their discretion and highly developed strategic approaches, MNEs such as Unilever Group, Coca Cola, LG Electronics, GE and IKEA have shown remarkable success in emerging markets such as India, China, Brazil and Argentina (Upadhyay, 2007). The examples above provide evidence showing that in order for MNEs to be successful in their pursuit of globalization and the quest to remain globally competitive in emerging markets, they need to come up with unique strategies that take into account an understanding of the host country’s psychological trends and choice patterns. In addition, it is imperative to note that emerging markets consumers

Lolita vs. Frankenstein Essay Example | Topics and Well Written Essays - 1500 words

Lolita vs. Frankenstein - Essay Example It is almost in the same period that Vladimir Nabokov gave vent to a world clung to puritanical thoughts in Lolita. Lolita was very sensational in United States in the late 1950s because of its controversial substance. Many critics branded the novel as pornographic trash, and they condemned this masterpiece as a piece of poor quality literature. However, there were many other critics who praised the work for its uniqueness, genuineness, and vivacious wit. In this novel, Nabokov formed the character of Humbert Humbert as complex mixture; he is a mad rakehell as well as wild romantic at the same time and Lolita falls a victim of his incessant obsession for her but ended it as form of murder. The essay seeks to bring out a comparative and contrastive study between the two novels in terms of their themes, character sketches and the over all setting and treatment of both the novels. While Frankenstein depicts the story of the hero who is ruined by his unchecked pursuit of knowledge, in Lo lita the tragedy of the hero stems from his obsessive drive for sex and violent nature; both fail to foresee the consequences of their actions until they are completely ruined. The strong passion of Love is the basic instinct of sex that is displayed on various forms on this novel. â€Å"Lolita, light of my life, fire of my loins, my sin, and my soul† (Nabokov part 1: 1) utters Humbert in the opening of the novel which shows his deep passion and strong desire on Lolita. It also displays mixture of feelings such as deep pain, love, anger and regret that he experiences. In the book of Frankenstein the author indicates the strong desire of Frankestein to produce another human â€Å"Beautiful! -- Great God!† (Shelly.98). Here the author mixes up the emotions of excitement as well as enthusiasm of Frankenstein very effectively. One can notice parallels between the themes in both the novels and there are many who argue that in Lolita Nabokov reworked fundamental

We Can Actually Use First Aid

We Can Actually Use First Aid We cannot predict anything, we can never tell when an accident will occur, but there is one thing for sure, we can prevent added injury or pain if we know how to demonstrate first aid. Last January 15, 2013, we have our guest speaker in the class to discuss and help us with the basic knowledge about first aid. The simple discussion helped us learn the importance of first aid and how we can use it in the future. Saving a personà ¯Ã‚ ¿Ã‚ ½s life is the most important thing why we should learn first aid. When there is an accident and there is no one there to help out the victim, you can perform the first aid to alleviate the suffering and prevent the victim from having serious damages when treatment or help is not yet present. First aid also serves as the bridge that fills the gap between the sick and the physician so we should be the middle man who will secure that the victim would feel less in pain and would check his/her condition by observing the blood pressure, breathing, pulse rate and temperature. Every second or every minute counts after the victim have encountered the accident thatà ¯Ã‚ ¿Ã‚ ½s why he/she should be attended in the quickest time as possible. We can actually use first aid in many simple ways and by performing the first aid properly. And as medical biology students and maybe future doctors, it is very useful for us to know the basics of first aid because we can definitely use it in case of emergencies to give a victim some medical attention. So for us to practice how we can use first aid, our guest speaker and our professor site us a situation wherein a boy was injured in his arm after he fell on the ground when heà ¯Ã‚ ¿Ã‚ ½s trying to change the light bulb. Given that we have some materials like: handkerchief, cardboard, ruler, belt, strips of cloth and masking tape at first we donà ¯Ã‚ ¿Ã‚ ½t really know how we should start and how we should do it but then we properly managed it. We tried to wrap the handkerchief around our classmatesà ¯Ã‚ ¿Ã‚ ½ arm but its length was a bit short so we decided to use the belt and replace the handkerchief then we put some bandage around his arm and use the ruler and the cardboard to straight his arm and whoala! we actually performed a first aid. Our group didnà ¯Ã‚ ¿Ã‚ ½t win but our guest praised us because our group was resourceful to use a belt instead of the handkerchief. We donà ¯Ã‚ ¿Ã‚ ½t have to always bring our first aid kit because we can always be resourceful and use things around us to save a life. Life is very important to people and there is no rule saying that we should not help people right? Even if we donà ¯Ã‚ ¿Ã‚ ½t know the person suffering from an injury or an accident we can always give a helping hand to that person and give some first aid to give a temporary hand care. Just like what the Good Samaritan did to the Levi? who was beaten in the road. Maybe if you help a victim in need you will be his/her savior for saving his life from near death experience or maybe youà ¯Ã‚ ¿Ã‚ ½ll be the next Good Samaritan. If you know the true meaning and the importance of first aid you can definitely use it and save a personà ¯Ã‚ ¿Ã‚ ½s life. Our English professor asked us to write an essay about our experiences during the first aid lecture and the activity of using household items to give first aid to the injured as instructed by our professor. First aid is a must for us students of Medical Biology because it is related to our course and our future profession as Medical doctors. And because this essay is a requirement to pass this subject, we are obliged to do it. The first thing that we did is the first aid lecture. Our professor invited a guest speaker to talk about first aid. This lecture covers the definition of first aid, its objectives, doà ¯Ã‚ ¿Ã‚ ½s and dontà ¯Ã‚ ¿Ã‚ ½s of doing first aid, some tricks in saving oneà ¯Ã‚ ¿Ã‚ ½s life and the ABCà ¯Ã‚ ¿Ã‚ ½s of life. This lecture can come in handy when someone needs help. Honestly, the lecture is informative but also boring. The speakerà ¯Ã‚ ¿Ã‚ ½s approach in lecturing was so boring that I felt that everyone in the classroom is half dead while listening to the speaker. Good thing that I managed to stay awake while listening to the lecture. After our lecture, our professor challenges us to put our skills to the test. He first asked one of the members from each group to be the à ¯Ã‚ ¿Ã‚ ½main actor/actressà ¯Ã‚ ¿Ã‚ ½. I doubt that statement because I knew that this person will be subjected to slight discomfort and probably humiliation while doing the activity. Thinking that way, I decided that I donà ¯Ã‚ ¿Ã‚ ½t want to do it. But my fellow members forced me to volunteer. Someone has to do it right? So I ended up doing it. After that, our professor gave this situation: Supposedly I fell down from the chair while changing the light bulb with my left arm first. I winced in pain and my left arm maybe broken. So using the materials provided, my fellow members will give me first aid treatment for 10 minutes. And we started this chaos. They wrapped my left arm with bandage; straighten my left arm with a ruler and a stick, serving as a support for it to immobilize my arm. Then they use a leather belt that hangs from my neck to the injured arm as a support. I felt like I was a dress-up doll and twisted in awkward positions while giving me the first aid treatment. So much for top-notch care and gentle movements. It was, for me, an awkward moment. Then, the presentation of the output comes. The four main actors goes in front of the class and shows off what they have done. As I look to the other people, one thingà ¯Ã‚ ¿Ã‚ ½s for sure, we all look like fools. Then the guest speaker judged the output. But in the e nd, we lost. But we still gain experience and a few laughs while doing the activity. In life we really not know what are going to be happening. Because in life we cannot predict the future only one Man can, what if we are riding in a plane then suddenly a one passenger experience difficulty in breathing or something? You are in a park with your brother or sister then a child fell on the monkey bar and broke his or her arm? What are you going to do? These are the example of the many situations why first à ¯Ã‚ ¿Ã‚ ½ aid is important and why should we learn how to practice it. Weà ¯Ã‚ ¿Ã‚ ½ve lectured about first Aid in our class; and in that lecture we learned why First Aid is important in our daily living. First à ¯Ã‚ ¿Ã‚ ½ aid is define as the immediate and temporary aid provided to a sick or injured person until medical treatment can be provided. First Aid is important in several reasons; it serves us the temporary treatment to a certain victim. It is done to make the situation lighter or to help the victim feel less pain and suffering by knowing his or her vital signs to his or her heartbeat First aid also helps to prevent further danger to come and risks of the life span of the victim and more importantly with a simple hand you will learn how to save someone life. As Medical Biology students and a soon to be doctors we should know how to practice first aid. On the activity weà ¯Ã‚ ¿Ã‚ ½ve done there is a certain situation and we should practice first aid in one of our group mates with the materials we have assigned to brinkg like ruler, piece of cloth, masking tape and scissors. We have no idea what we are doing we just wrap the piece of cloth with a ruler with my classmateà ¯Ã‚ ¿Ã‚ ½s arm because in the situation the person fell from the chair so we think that he or she might broke his arm. The other groups did the same technique. I think what if this happen in real life? And we are in our white uniform there is a situation that needs first aid it is given that we should have the experience doing it but what if we are not? So this explains why we should learn how to practice first aid, from the simple CPR to save a drowning friend to the heavy situations of people meeting accidents having fractured bones. It can be an advantage to us Pre Med students to have the knowledge and the strong ability to learn how to practice first aid and use it to help other people. Having to contain the ability of helping people in a crucial danger situations, Helping them reduce their suffering and helping save someoneà ¯Ã‚ ¿Ã‚ ½s life; this thoughts make First Aid important so we should practice it because in this world we are living we are clueless of what bad or good things will happen, we all know that Life really are full of challenging surprises.

Cadbury Schweppes Strategic Dilemma of Trebor Bassett Essay -- Value

Cadbury Schweppes' Strategic Dilemma of Trebor Bassett Cadbury Schweppes is a UK-based beverage and confectionary group founded in 1969 with the merger of two English groups (Cadbury and Schweppes). This family-managed group grew and flourished through the years. It became an international major player in the late 80s and was admired by its peers for such an ascent. In 1990 the group bought two little entities from the same business and merged them into a single unit: Trebor Bassett. The CEO of this unit soon became the CEO of the group (1993) and he then realized that the success of the past years was seriously in danger and that a real turn needed to be taken. John Sunderland (CS’CEO) and John Stake (Human Resources Director) decided to spend time trying to understand the problem and finding the adapted solutions. Let us see how to change from a budget-driven strategy to a sustainable value-driven strategy. The following pages will try to show how the precedent success was in fact a satisfactory underperformance of CS, then how a real change in the way of seeing the business helped to recover and finally what became the challenge in 1999. I. Cadbury Schweppes in 1996: a satisfactory underperformance 1. An admired company Cadbury Schweppes, born after the merger of two major companies in 1969, was an admired company in 1996. Indeed thanks to Sir Dominic Cadbury’s governance from 1983 to 1996, based on an international development and several strategic acquisitions, the company had become a truly global player: the financial company turnover increased by 30% between 1990 and 1996, the operating profit by 144%. This performance was underlined by the Most Admired UK Company Prize, awarded by the representatives of Britain’s top 250 publicly traded companies and 10 leading investment dealer companies. In 1996, Cadbury Schweppes gathered activities in two major fields, both consumer-oriented: confectionary and beverages. The beverages branch was highly competitive, all the more so as few giant players operated on the market. Cadbury Schweppes owned international bottling and partnership operations and sold products in 149 countries. The company, divided into five divisions in 1996, had a varied product portfolio, based on international brands such as Schweppes or Dr. Pepper/Seven Up, acquired by the group in 1995. As for the ... ...â€Å"over deliver† (= Game playing) - The Group was too far away from the BU and markets to appreciate the complex strategy issues - Strategy of achieving market volume and exploiting scale economy in order to protect short-term revenues â€Å"Grow bigger through steady volume increases† > price discounts in an attempt to protect volumes > irrational brand and packaging size proliferation with no real marketing strategy (and risk of cannibalisation) - No Piloting tools (managers’ comments : â€Å"A lot of data, not a lot of good facts†) Opportunities Threats - Fragmentation of the market - Long term potential of the sugar confectionary business - Total sweets market was stagnant - Low end market : private labels had already captured 20,000 tons owing to the strength of British major retailers - New competition entering the market in its most profitable niches - Raw material prices shooting up - Price competition EXHIBIT 2: COMPETING ENVIRONMENT OF THE BRITISH SUGAR CONFECTIONARY MARKET The five forces model of Porter allows a better analysis of the attractiveness and value of the British sugar confectionary market in the 1990’s: