Attila the Hun - Short Story Essay Example for Free

Attila the Hun Short Story Essay Why were the military campaigns of Attila the Hun successful? Attila’s military success will be explained through his ability to lure the Romans into war on a pretext whenever the Romans were vulnerable. His motives behind each war was to abstract as much money from the Romans as possible. Also to be explored will be his ability to assert psychological domination over the Eastern Emperor at a time when the two Empires were at peace. Furthermore to be examined will be his ability to portray himself as diplomatic through treaties and embassy consultations between the Romans and the Huns. Also to be looked at will be how successful was Attila’s at creating and seizing opportunities This will be done by looking at Attila’s campaigns in the east and west Roman Empires. After the death of their Uncle Rua 435/6, Attila and his brother Bleda took control of the Hunnic Empire. The two brothers decided to renegotiate the relationship that existed between their Uncle Rua and the Eastern Roman Empire based in Constantinople. The Treaty set up by Rua, stipulated that, the Romans paid him an annual subsidy of 350 lbs of gold. He also demanded fugitives who had fled to the Romans and threatened war if they were not returned. The negotiations took place near the city of Margus in 438. According to Priscus the meeting took place according to both parties’ customs. The Huns would hear what the Romans had to say while mounted on horseback while the Romans discussed the meeting on foot. The Huns dictated the new terms of the treaty, referred to as the Peace of Margus. The Huns decided the annual subsidy was to be raised to the sum of 700lbs. The treaty also fixed that for every Roman captive who had escaped from the barbarians, the Romans must pay eight pieces of gold. The treaty also predetermined that all fugitives must be returned to the Huns. Furthermore the emperor Theodosius was to relinquish any ongoing treaties with enemies of the Huns. Moreover the Huns were to conduct the way the free markets on the northern side of the Danube were controlled. Attila used the markets as a pretext to wage war on the east. The free markets were attacked by Hunnic traders in 441/2 killing Roman merchants during the raid. Theodosius complained that the Huns had violated the â€Å"Peace of Margus†. The Huns reported to the Romans that the Bishop of Margus had crossed over to their territory and robbed their royal tombs. They complained that the Romans had not honoured the Peace of Margus by refusing to return fugitives to them. Additionally, they demanded the Bishop be handed over as well. The significance of these allegations was central to the Huns plan for an attack during the campaigning season. The Romans refused both claims and war was declared. Having successfully provoked the Eastern Romans into a war had been a strategic move by the Hunnic leader. Attila knew the eastern Roman field forces were based in Sicily on a joint expedition with the Western Empire to recapture Carthage from the Vandals led by king Geseric. The North African campaign was partially why Theodosius readily agreed to the treaty of Margus. He thought it would give the east breathing space. Moreover Carthage was crucial to the Western Empire as it provided Rome with grain. Knowing that the east was vulnerable, the Huns would cause carnage throughout the Balkans. Margus was a key city that opened up the Balkans for the Hunnic invasion of the east. The Bishop of Margus defected to the Huns. In return for clemency he handed over the Episcopal city. The Huns swept through the Balkans raising cities to the ground. The key fortified city of Naissus was besieged and taken. Priscus gives an account of the siege. He states â€Å"a large number of [Hunnic siege] engines had been brought up to the wallthe so called rams were brought up alsoA beam is suspended by slack chains†. However, Professor E.A Thompson disputes that the siege occurred and that Priscus borrows heavily on Thucydides’ account of the Battle at Plataea. Professor Thompson states four reasons to argue his point, among them the Huns inept ability to construct such machines and also it is unlikely that the Hunnic archers, who rarely dismounted, would on this occasion have left their horses for a totally alien form of warfare. On the other hand, they may have been quite capable of such construction for it is well documented they had enslaved many tradesmen. As for example in the bath which was made for the Hunnic noble Onegesius by a craftsman who was captured at Sirmium. Nevertheless the Huns ransacked and pillaged the Balkans taking fortified cities along the way such as Viminacium, Illyricum and defeated the Roman army at Chersonese. According to Brian Croke, In 441 the Huns invaded Illyricum only and in 442 broke into northern Thrace . The Romans sued for peace and the Treaty of Anatolius was agreed. Attila terms demanded that the annual tribute be tripled to 2,100 pounds of gold. He also compelled the Romans to surrender all Hun deserters and to ransom their own deserters at a rate of twelve solidi each. The treaty, however, contained one provision that had no precedent. Attila forced the Romans to make an immediate payment of 6,000 pounds of gold. Attila’s plan to force a war to bring about higher subsidies had worked. He would devastate the Balkans for a second time in 447 when he came looking for subsidies that were in arrears. When Atillas second campaign of the Balkans began in 447 he was sole leader of the Huns after having his brother Bleda killed in 445/6. A year later an embassy was sent by Attila to the Imperial court to address the issue of arrears and fugitives. The Romans were now feeling in a stronger position. They had introduced a new law in 443 which insured Military readiness for the Eastern Field forces. They had been strengthened by a recruitment of a large number of Isaurians – traditionally bandits- from the highlands of Cilicia in south-west Asia Minor. Moreover the Eastern army had been forced to return from Sicily after Attila’s first campaign. Attila turned as far south to Thermopylae and then west, ransacking Marcianople, Arcadiopolis, and Callipolis. An earthquake at Constantinople had occurred, Attila decided to turn back. The Imperial City was heavily fortified with triple walls that had been repaired hastily after the earthquake. The legislated Military Readiness law was of little use to the Romans as Attila wreaked havoc on an unprecedented scale. The results were the same as the first campaign, the Romans sued for peace and the second treaty of Anatolius was agreed. More subsides was agreed and a large track of land to act as a buffer zone between the Huns and the Romans was approved. Attila had succeeded at luring the Eastern Empire into war on a pretext to extort more subsidies. He was also adept at asserting his psychological domination, by humiliating the Eastern Emperor Theodosius at Constantinople. Theodosius was humiliated in 449 when his Eunuch Chrysaphius hatched a plot to assassinate Attila. The Plot was unbeknown to the Roman ambassador Maximinus, and his escort Priscus. They were sent to Attila’s camp to discuss issues in the treaty such as the ongoing fugitives case and the issue of the land used as a buffer zone. To give a picture of the devastation Attila caused in the Balkans. Prisucus relates how when travelling to Attila’s court in 449 they stopped at Naissus to pitch tent, he states how the pl ace was littered with bones from Attila’s first campaign. Attila’s refusal to meet the missionaries irritated Maximinus and Priscus. He ordered them to leave then ordered them to stay. Maximinus and Priscus were at a loss to Attila’s behaviour. Maximinus was frustrated and urged Priscus to arrange a meeting with Attila. Priscus succeeded by offering gifts to Onegesius’ brother Scottas to secure them a meeting with Attila. The two missionaries were shocked when it was revealed to them by Attila’s men the purpose of their mission. After nothing left to stay for they departed home despaired. They met their interpreter Bigilas travelling back to Attila’s court whom he had dismissed earlier. When they had initially left Constantinople, Chrysaphius had persuaded Edeco to kill Attila. Edeco had arrived in Constantinople the previous spring as a Hunnic ambassador and was now returning to Attila’s camp along with Maximinus and Priscus. Edeco a faithful and trustful servant to Attila had revealed the details at once. When Bigilas arrived he was immediately set upon by Attila’s men a nd a bag with 50lbs of gold was found in his possession. It was the reward money to Edeco if he had succeeded in killing Attila. Bigilas’ son was threatened with death if he did not come back with another 50lbs of gold. Attila sent his Roman secretary Orestes as a Hunnic ambassador to Constantinople with the empty bag around his neck. His instructions were to ask Theodosius if he recognised the bag. Priscus gives a clear account of the humiliation when he states â€Å"Eslas was to say directly that Theodosius was the son of a nobly born father, and Attila too was off noble descentwhereas Attila had preserved his noble linage, Theodosius had fallen from his and was Attila’s slave bound to the payment of tribute†. Attila had succeeded at psychologically humiliating Theodosius. Furthermore, as the interpreter returned with the 50lb of gold to free his son, Attila had gained more subsidies in the form of 100lbs gold even though the two sides were at peace. Priscus observed an interesting point at Attila’s court. He noticed Attila was asking western ambassadors to hand over a silver plate dealer who resided in Rome, named Silvanus. Attila claimed Silvanus had stolen gold vessels from him. Silvanus maintained he had bought the vessels from Attila’s secretary Constantius. Attila had Constantius crucified and called for the surrender of the Silvanus. The Roman General Aetius refused Attila’s demand. Aetius declared that Silvanus was Constantius’ creditor, despite the fact that he did offer to pay for the price of the vessels he would not hand over the innocent Silvanus. Attila had got his pretext to wage war in the west. Moreover in c.450 a Frankish succession crisis brought about a situation where one claimant appealed to the Huns and the other to the Vatican. In 451 Attila left the Hungarian plains and turned westwards to Gaul. The Hunnic invasion of Gaul was accompanied by allies such as the Rugian, Gepid, Burgundian, Scirian, Thuringian and Franks. They initially swept away defenceless cities such as Metz and Constantine’s’ old Imperial city at Trier. At the city of Orleans they met heavy resistance from the Alans who were in the service of the Romans. Aetius and Theodoric along with several other mercenary tribes manage to lure Attila away from Orleans. The following month was the Battle of Chalons on the Catalaunian fields. The battle of Catulaunian Fields is regarded as one of the decisive battles of the western world. Attila’s army was defeated by Aetius who represented the incapable Western Emperor Valentinian. Both sides suffered heavy losses, the Gothic king Theodoric had been killed in the battle. Aetius advised Theodoric’s’ son Thorismud to return home to defend his claim to the throne, as a result disabling Aetius’ pursuit of the battle against the Hunnic alliance. Attila retreated back to the Hungarian plains to plan his next move. Within a year the Huns were on the move again. The Western Emperor Valentinian’ sister Honoria had been caught having an affair and was bethrothed to another man named Herculanus. She sent her eunuch Hyacinthus to Attila before he entered Gaul offering herself as his wife and half the western Empire as her dowry. She had sent her ring as proof of her commitment. Attila waged war on Italy in 452 on the pretext he was entitled to half the Western Empire. Attila pillaged the wealthiest cities in northern Italy most notably Aquileia and Milan. When he was marching towards Rome papal legend claims Pope Leo persuaded him to abandon his plan and not to attack Rome. More practical issues would be his incompetence in preparing a supply line of food for his huge army. It could also be said the army was suffering from breakouts of various diseases. Furthermore an Eastern Roman General also named Aetius had invaded Attila’s kingdom. Nonetheless, Attila decided to return home to his vast Empire north of the Danube where he died the following year on his wedding night. The Huns had been inadvertently responsible for creating the instability the Western Empire now faced. Attila’s predecessors had forced, Germanic, Alans, Suevi and other tribes into the Empire for sanctuary. In 376 the Romans were beseeched by Goths north of the Danube to be admitted into the Empire who had been retreating under Hunnic Pressure. They had been driven from their lands by the Huns and were now crossing the Danube to reach the Empire. When the Goths were admitted into the Empire during the late fourth century, the authorities gave them food and land to cultivate. The Eastern Emperor Valens viewed them as foedearti and more taxes; this would benefit the army and treasury alike. Moreover the rich landowners would benefit from their labourer. Too many refugees came across for the Romans to count, but it may possibly have been in the tens or hundreds of thousands. Many were dispersed to whether they were needed to stop them becoming a threat to the Empire. The displacement of the Goths by the Huns and acceptance by Emperor Valens is often viewed as the beginning of the end for the Western Roman Empire. The invitation quickly turned to attempted invasion when the Romans in the east suffered their worst defeat in 600 years at the battle of Adrianople in 378. The Goths led by king Fritergen killed the emperor Valens; not until the ninth century would another emperor die in battle. They slaughtered two thirds of the Eastern Roman army. It was a self inflicted wound, near crippling the east. If the Goths had been treated better in the east, they may have helped the Romans face the Hunnic hordes already closing in from the Steppes. Furthermore slightly more than three decades later the Visigoths led by Alaric would sack Rome in 410. These two conquests in the east and west is evident the once mighty Roman Empires glory days were almost at an end. By the time the Huns had turned west from the Hungarian plains into Gaul, the west was already a weakened Empire through lose of land, taxes and military power. By the time of Attila’s arrival the Western Empire was dominated by barbarian tribes. Germanic forces had fought and weakened the empire in northern Gaul. Consequently it seems to have become a patchwork of territories ruled by unrecognised chiefs, leaders whose authority was based upon Roman titles, and barbarian warlords. The tribes were dominant enough to conduct their own foreign policy and more importantly, alliances, without Roman approval. For example Theodoric married his one of his daughters to the heir of the Vandal throne and another to the Suevic king. In Gaul 406, 408, and 411, the Romans had fought among themselves and suffered heavy losses. Supported by the Huns in 425 they suffered further losses at the hands of the Vandals. In 439 Aetius was fighting the Goths in Gaul in and restoring order against local rebels named by Romans as Bagaudae at Aremorica. Geseric took advantage and took Carthage by surprise. Due to the manpower crisis the Empire could not afford to fight on two fronts. To protect Carthage, Aetius had to make peace with the Gothic king Theodoric to free himself in order to fight the Vandals. Aetius had increasingly become heavily depended upon recruiting barbarian allies outside the Empire.. Attila made unsuccessful attempts to extract wealth from the west. Attila’s campaigns can be measured as successful through his tactics, his ability to lure the Romans into war on a pretext. He tended to act diplomatic by negotiating treaties then he would dishonour his own treaty and blame the Romans, Attila repeatedly used the issue â€Å"fugitives† as a case to wage war. Attila’s success can be measured on his achievements through the raising of subsides with each treaty. Attila achieved what he had set out to do from the start and that was to get as much money from the Romans as possible. Attila never wanted to conquer Constantinople or Rome. He wanted to extract as much subsides as he could. The Eastern Empire collected taxes from Egypt to Asia Minor and the Huns had no navy to uphold this lucrative adventure. It was easier for them to collect of the Romans. His successful campaigns were planned strategically. His campaigns can be measured by breaking up an important joint East-West enterprise to save Carthage. This is also the case in the west. He knew it was in a factional position and politically unstable. It was an opportunity Attila Seized upon. Attila campaigns were thought out in advance and sometimes long before the enemy realised. Attila could also be tactful; evident to this was shown hen Attila humiliated Theodosius. [ 1 ]. W. Bayless, The Treaty with the Huns of 443. in The American Journal of Philology, Vol. XCV11, No. 2 (1976), p.178 [ 2 ]. W. Bayless, The Treaty with the Huns of 443., p.177 [ 3 ]. P. Heather, The fall of the Roman Empire: A new history of Rome and the barbarians (USA, 2006), p.301 [ 4 ]. E. Gibbon, (2012-05-12). History of the Decline and fall of the Roman Empire Volume 3 (Kindle Locations 3917-3922). . Kindle Edition. [ 5 ]. P. Heather, The fall of the Roman Empire, p.301 [ 6 ]. W. Bayless, The Treaty with the Huns of 443., p.177 [ 7 ]. E. Gibbon, (2012-05-12). History of the Decline and fall of the Roman Empire Volume 3 (Kindle Locations 3998-4001). . Kindle Edition. [ 8 ]. W. Bayless, The Treaty with the Huns of 443, p.178 [ 9 ]. P. Heather, The fall of the Roman Empire, p.302 [ 10 ]. R. Blockley, â€Å"Dexippus and Priscus and the Thucydidean account of the siege of Plataea†. in Phoenix, Vol. XXV1, No. 1 (1972), p.25 [ 11 ]. R. Blockley, â€Å"Dexippus and Priscus and the Thucydidean account of the siege of Plataea†, p.25 [ 12 ]. W. Bayless, The Treaty with the Huns of 443., pp. 176-179 [ 13 ]. B.Croke, The Context and Date of Priscus Fragment 6. Classical Philology, Vol. 78, No. 4 (Oct., 1983), pp. 297-308 [ 14 ]. W. Bayless, The Treaty with the Huns of 443., pp. 176-179 [ 15 ]. P. Heather, The fall of the Roman Empire, p.302 [ 16 ]. P. Heather, The fall of the Roman Empire, p.302 [ 17 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 18 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 19 ]. P. Heather, The fall of the Roman Empire, p.324 [ 20 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 21 ]. G. Halsall, Barbarians Migrations and the Roman West 376-568 (UK, 2007), p.250 [ 22 ]. P. Heather, The fall of the Roman Empire, p.324 [ 23 ]. G. Halsall, Barbarians Migrations and the Roman West, p.253 [ 24 ]. E.A. Thompson, Romans and Barbarians, p.16 [ 25 ]. G. Halsall, Barbarians Migrations and the Roman West, p.252 [ 26 ]. G. Halsall, Barbarians Migrations and the Roman West, p.252 [ 27 ]. G. Halsall, Barbarians Migrations and the Roman West 376-568, p.254 [ 28 ]. P. Heather. The Huns and the End of the Roman Empire in The English Historical Review, Vol. 110, No. 435 (Feb., 1995), p.11 [ 29 ]. J. Moorhead, The Roman Empire divided 400-700 (UK, 2001), p12 [ 30 ]. E.A. Thompson, Romans and Barbarians: The decline of the Western Empire (USA, 1982), p.16 [ 31 ]. J. Moorhead, The Roman Empire divided, p.12 [ 32 ]. J. Moorhead, The Roman Empire divided, p.62 [ 33 ]. G. Halsall, Barbarians Migrations and the Roman West, p.243 [ 34 ]. G. Halsall, Barbarians Migrations and the Roman West, p.247 [ 35 ]. G. Halsall, Barbarians Migrations and the Roman West, p.245 [ 36 ]. G. Halsall, Barbarians Migrations and the Roman West, p.254 [ 37 ]. J. Moorhead, The Roman Empire divided, p.53

Islam in America :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Islam in America In the early part of this century, waves of immigrants from various parts of the Muslim world, most notably Palestine, Lebanon and what is now Pakistan appeared on these shores. These people were mostly illiterate, unskilled Arabs who found work in the auto factories of Detroit. Then, beginning in the '50s, the picture changed drastically. An influx of Muslim professionals, many of them physicians, finding conditions in their homelands inhospitable, settled in this country after completing their studies. Great numbers of Muslim students from all parts of the world also began to arrive in this country. This was the period which saw the formation of the early Muslim communities and mosques in such places as Detroit, Ann Arbor, Gary (Indiana), Cedar Rapids (Iowa), Sacramento and the like. Visiting scholars and missionary groups from the Middle East and the Indo-Pakistan subcontinent also began to arrive. And Islam began, in a very slow manner, to gain adherents among white Americans. Un til the last several decades of the 20th century, then, most Muslims have chosen to come to the U.S. for purposes of economic betterment or education, with some emigrating after World War I because of political turmoil. But political turmoil in their home countries has been a primary motive for much of the recent Muslim arrival in America. According to the website for Muslim life in America http://usinfo.state.gov/products/pubs/muslimlife/ there was a recent survey that said there are 1,209 mosques in America, well over half founded in the last 20 years. Between 17 and 30 percent of American Muslims are converts to the faith. According to the â€Å"The Mosque in America: A National Portrait.† Islam in America is now wider, deeper and more diverse than ever in its history, and Muslims are trying to bring their faith, politics and culture to America. Islam has found a large ethic diversity finding that there is a mix of South Asians, African Americans, Arabs and other groups that have been born in America and chose to worship together unlike Judaism and Christianity that tend to stay within their own ethnic groups. Islam has growing 25% in North America since 1989 (http://www.30-days.net/statics/statusa3.htm ) which makes it the fastest growing religion in America coming in second to the largest only to Christianity. Since the Sep 11th terrorist attacks there have been a lot of people that have pointed the finger at the Islam religion blaming them for the attacks.

Strategic Planning Illy Espressamente

On the other hand, coffee culture in Vietnam is established and strong since colonial time. Globalization and economic growth bring about two main growing segments that Supersaturates should target: Globalizes (well- educated, CARS-focus, globally influenced) and Brand Chasers (novelty, status-seeking). There are several deferent options for expansion but after careful consideration and analysis we come to the conclusion that Supersaturates should reintroduce Itself In Vietnam. In order to capture these segments, we propose offering inspirational value and theatrical performance as new elements of a Blue Ocean.Additionally, we also come up with strategies for two other potential markets, Germany and India. The strategy is to make Supersaturates Vietnam a wholly-owned subsidiary and establish 11 outlets in Ho Chi Mini, Vietnam in the next 6 years, offering superior Italian coffee service by providing high quality and ethically grown coffee with artistic Italian ambiance to two targete d segments – Globalizes (experts and Vietnamese who care about the environment and arts) and Brands Chasers (people who value superior brands), through 5 Italian city-theme designed outlets (Aroma, Venetian, Annapolis,Florence and Milan) with exhibition of local artworks, high-end cafe © bars located in shopping malls and art galleries, associated with visible theatrical performance by the baristas and stopping collaborating with Lien Dhal Blah Dong. The implementation plan In the next 6 years for this strategy (research, operation plan and taking care of relevant necessary documents) suggests penetration of the market in 201 5 by entering the market as a wholly-owned subsidiary.In 6 years, the total expense cost is estimated to be USED 1235,000 for preparation, opening new outlets, communication plan and operation plan. This implementation plan will ensure the success of the proposed strategy. Table of Contents 1. 0 Introduction Lily Supersaturates is a franchise chain by Lily, stretching over 34 countries and purely of coffee-based drinks made from the finest Arabica beans processed with Lily machineries and technique. It has been a stunning success in its home market, Italy and others such as France and Germany, generating millions of revenues.Lily aims to maintain its leadership in the market for authentic Italian cafe ©s by building relationships with suppliers, increasing the number of outlets and differentiating itself from its competitors in term of quality and coffee-drinking experience. However, the launch in Vietnam has been a fiasco as 3 out of the 5 stores in the country have been closed after 4 years of operation. They now face the decision whether to pull out of the country and move to one of the countries in the case or reintroduce itself in the Vietnamese coffee market with a different strategic approach. . 0 Goals and Objectives Business Goals Expand the brand name to global market as the authentic Italian superior coffee service a nd premium service for transit customers. Business Objectives Achieving $1 50,000 revenue per outlet. In the existing markets, increase the total number of outlets by 5% as well as reinforce the operation of the opened one to achieve 20% increase in profitability in the next 5 years. To stand out from competitors by Italian coffee service experience (e. G.Italian-themed superior outlets, Italian coffee styles, bringing artistic value to the service experience). Marketing Goals To be sustainable in the current market and become top-of-mind brand when consumers search for superior Italian transit coffee. Marketing Objectives Increase the availability of Lily Supersaturates by opening at least 8 stores in each country. Offering superior and artistic Italian service environment to attract 40% more customers, generating 20% more profit in the next 5 years. 3. Problem Identification From the ACS analysis, Lily Supersaturates is currently facing 2 main problems: lack of customer-oriented o ffer and lack of exposure in the Vietnamese coffee market. Firstly, the product and service offer is inappropriate as it is perceived to be overpriced and too conservative in making Italian authentic coffee by the Vietnamese customers – ho prefers their traditional black and milky coffee made from Robusta beans. Secondly, Lily Separateness's image could not be seen anywhere except from their outlets.Both of these problems demonstrate the lack of customer insight and marketing campaign coming from Supersaturates collaborator – Lien Thai Bin Dong Pity. Ltd. This master franchisee has shown inefficiency in investigating the customer's wants and needs and what Supersaturates offers. Besides, the company is incapable in managing coffee chained shops as well as running effective marketing campaigns (Appendix E for more details). . 0 Situation Analysis existing chained coffee brands but also new entrants, mainly due to low market barriers and high concentration.Moreover, the Vietnamese customers are not familiar with the taste of Arabica coffee beans. High threats of substitutes (fruit Juice/ smoothie bars) and low coffee consumption per capita combined with high price have a negative impact on Lily Supersaturates. However, acting in the company's favor is its Italian brand name that is well perceived by the Vietnamese consumers. Apart from this, there are segments that pursue higher social statues via branded reduces.In addition, the impacts of globalization as well as the development of sophisticated taste in coffee bring significant opportunities for Lily Supersaturates to penetrate the market. With these come increased concerns for ethics and sustainability coming from the growing segment of globally influenced people. Lily Supersaturates weaknesses lie in understanding customer insight leading to key problems and the lack of integrated marketing communication strategies to promote the brand in such high concentrated market like Vietnam.However, hav ing one the est. quality coffee in the world, enabled by strong relationships established by conducting ethical works with suppliers, the brand still has the capabilities to overcome those difficulties and expand their market share. (Refer to Appendix for details) Direct competitors Highland Trunk Nagy ©n Cataracts Coffee Bean & Tea Leaf Gloria Jean's Angel-in-us Indirect competitors Medium-large Independents Street vendors Strengths (S) High quality coffee beans Strong control over the production chain Expertise in processing Italian coffee Strong relationship with suppliers Foreign brand name – preferred by VietnameseLily has conducted Corporate Social Responsibility via its supply chain by remunerating the farmers higher compensation for higher quality Weaknesses (W) Lack of expertise in processing Vietnamese coffee as in growing, harvesting, roasting and filtering Unnecessary cost due to inefficient logistics Small outlet capacity Lack of market exposure Lack of sales p romotion Large debt Transit model does not fit with Vietnamese culture Opportunities (O) Admiration for Italian brands Growing segment of status-conscious people, who like to be seen in a branded environment.Growing segment of ethics-conscious people who are educated abroad Vietnamese has adopted to a coffee-drinking culture ever since Customers have been developing a sophisticated taste in coffee Vietnam is the 2nd largest coffee producer and Arabica production is growing (5% to 8%) SO Strategies Maintain high quality coffee served to match with the increasing sophisticated taste of Vietnamese people.Penetrate the market by being the leader in high quality product Utilize the strength of foreign brand name in communication Target the growing segment of ethics-conscious and internationally educated people by stating the company's CARS (care for farmers) WOO Strategies Sourcing part of the production chain to Vietnam To penetrate on growing segments to increase in sale to make up in debts by having high-end outlets.Threats (T) Fierce competition between chained coffee shops High threat of new entrants High threat of substitutes Low supply of Arabica in Vietnam Low consumption of coffee, compared to global scale Novelty seeking Vietnamese people are not familiar with Arabica coffee beans SST Strategies Penetrate the market by focusing on premium quality, rather than competing on price Focus on relationships with Vietnamese Arabica growers to consolidate local apply WET Strategies Avoid in going into a price-war with other competitors to increase sales by keeping premium price for premium quality Avoid introducing Robusta coffee beans but bring new taste in the market Differ to other competitors in term of having small capacity yet high-end outlets 5. Strategic Solutions and Situation Scenarios Strategy 1: To achieve $500,000 revenue per store by 2018 by offering a holistic package of high-quality and ethically-grown Italian coffee as well as an aesthetically and intellectually stimulating coffee experience to a segment of well-educated and episcopate Germans in transit, who are concerned for CARS and appreciative of modern arts, through outlets adorned with arts, glassware and merchandises showing Separateness's efforts in improving the environment and the growers' living condition.Description: Cups and dishes will have artworks from modern artists and a piece of information on how sustainable the product is made or how Lily contributes to help the farmers in its supply chain printed on them. However, everything will be kept minimal and sleek, adhering to the current theme. They might be modified in the preparation period as ell as in the middle and end of the 5-year plan to be updated. Merchandise sales, either on separate notice or on the design, will state clearly that part of the profit will go to people in need, R helping lessen the product's carbon footprint and impact on the environment. Potentials Higher sales, not only from food a nd drinks but also from merchandises Reinforce the image of Supersaturates in customer's mind Higher profit margin since Germany is close to Italy (approve. 500 kilometers between Rome and Berlin) The extreme costs of acquiring artworks and fancy decoration The messages come out as pretentious Situation Scenarios: Strategy 2: To establish 5 outlets in India in the next 5 years, offering a high quality Italian coffee and prestigious experience to a segment who seeks for a higher social status and novelty of the population, through luxury-designed outlets on Rajah Street, New Delhi, India. Description: Prestigious experience: Customers visiting Lily Supersaturates will experience the luxury service environment designed base on Italian interior style as well as well- trained waiters serving at the table.The superior coffee service given can place significant impression on the customers and spread the brand value proposition as he authentic Italian cafe ©. Higher social status and nov elty seeking segment: Since India has very high power distance (Hefted 2013), it is indicated that people want to confirm their status and be recognized using premium product/ service brand. Figure Hefted value of India (Hefted 2013) Rajah Street, New Delhi, India: this street is considered to be â€Å"The Royal Street† of India in which many luxurious retailers and hospitality ventures located. By setting Lily Supersaturates outlet in this area, the level of exposure to target customers is higher.Potentials Risks Huge market of growing middle class First mover advantage as the market has low level of competition Lack of acceptance from a tea-drinking population Banking system and bureaucracy may hinder business Strategy 3: To become wholly-owned subsidiary and establish 11 outlets in Ho Chi Mini, Vietnam in the next 5 years, offering superior Italian coffee service by providing segments – Globalizes (expatriates) and Brands Chasers (people who value superior the baris tas and stopping collaborating with Lien Thai Bin Dong. Description: Stop collaborating: Lien Thai Bin Dong does not do well in term of marketing for its partners (Appendix E).Hence, Lily should end the collaboration and take full control over the new outlets operation and communication. Vietnam government will allow foreign wholly owned subsidiary from January 201 5 (distinguishing 2013); hence, Lily Supersaturates has one year for taking care of legal documents and business preparation. Globalizes: we chose this segment because they are well educated as well as leaning toward healthier, more ethical and artistic lifestyle. Hence, they will appreciate the value propositions of Lily Supersaturates, which is high quality and ethically grown coffee alongside with the artistic ambiance. Moreover, this segment also wants self-identity; hence, fitting with Lily Supersaturates offers.Brand chasers: this segment prefers to be seen using superior brand name product/service. Therefore, it is sufficient for Lily Supersaturates target this segment. By establishing 5 Italian city-themed outlets, 1 high-end bar in shopping mall and 5 high-end bars in the art galleries with mentioned tactics, Lily Supersaturates can get closer to the targeted customers and transfer the image of superior Italian experience to them. Potentials Lily Supersaturates can be more active in marketing campaign and have more control ever the business by stop collaborating with Lien Thai Bin Dong Co. The preparation time increases Lily Separateness's likelihood to success.More in-depth research for the market can be made in this period. The artistic and ethical value will attract globalizes and superior value will attract the Brand Chasers. By providing the Italian city themed outlets, Lily Supersaturates can emphasize on the Italian experience provided to its customers. The high-end bars located in galleries require less financial investment. However, the customers the galleries bring to Lily Supersa turates. Lily Supersaturates will have more work to do in terms of market researching to understand the local consumption behavior and handling with Vietnam regulations. The 5 Italian city themed outlets required heavy financial investment. 6. Recommended Strategy and Justification In terms of per capita coffee consumption, Germany ranks the highest across the three countries. Although Vietnamese taste differs from Indian taste of coffee, across all walks of life. India on the other hand, is a low-competition, untapped market. On the contrary, Germany is a saturated market with various different established competitors. The ease of doing business in Germany is the lowest, while Vietnam comes second and India is the hardest with high barriers of bureaucracy. Three strategies above aim to penetrate different markets. Although each market has their potential, the first two markets can cause some problem for Supersaturates.The first one to be eliminated is India market. Although there a re less coffee industry concentration and the match of taste between Indian people and Lily Supersaturates product, India has a tea-drinking culture with the slow switching toward coffee. Moreover, since Supersaturates currently does not possess any outlets in this neutron, it is very hard for the firm to establish their business due to the nation baking system and bureaucracy. In fact, India ranked 17th out of 189 countries in term of starting business (The World Bank 2013). Therefore, Supersaturates should not open its store in India. Secondly, Lily may also face difficulties penetrating Germany market.Despite the substantial coffee drinking market, Germany's coffee industry has very high level of concentration and saturation, which leads to fierce competition. Hence, it is tremendously hard for Supersaturates to stand out from the clutter to be successful. The recommended strategy is strategy 3, penetrating Vietnamese globalizes and brand chasers by offering premium and ethical-g rown coffee as well as authentic Italian service with artistic and novelty value. Although there are high threats of substitution and fierce competition, about 64% Vietnamese people have positive sentiments toward Italian brand and about 58% people link Italian brand with luxury (Miami and Memorial 2012).Hence, the value proposition of Supersaturates to Vietnamese market is appropriate and has a high chance of success in this market. Eliminate Price Reduce Raise Ambiance Availability Augmented products Social status Promotion Create Inspirational Value (Arts) Theatrical Performance (Baristas' coffee-making process) ambiance. By conducting a blue-ocean strategy, which includes avoiding price competition and adding an element of inspiration, Lily Supersaturates separates itself from the current competition and carves a new niche for premium coffee. (Refer to Appendix H for details) 6. 0 Bibliography Alone I and Leasers M 2012, The Espresso Lane to Global Markets, Richard Vive School o f Business, Ontario, Canada.

Refugees in America - Free Essay Example

Sample details Pages: 5 Words: 1516 Downloads: 4 Date added: 2019/07/01 Category Society Essay Level High school Tags: Refugees Essay Did you like this example? There are 25.4 million people who were forced to flee to other countries as refugees (Huber and Reid). Many refugees struggle to find a safe place to live after they are exiled from their country. Not all places welcome refugees; therefore, they are at risk. Don’t waste time! Our writers will create an original "Refugees in America" essay for you Create order In the debate over the refugee crisis, one controversial issue has been that refugees should be allowed to seek refuge in America. On the other hand, many conservatives contend that they should not be permitted to come to America at all. Whereas the others are extreme, some even maintain the idea to help refugees, but by setting up camps in their countries, instead of moving them to new places. Everyone in America is trying to protect someone. Whether it is conservatives, liberals, politically moderates, or lawmakers, they all agree that they need to provide safety for others. However, they have different beliefs on who has the right to be protected by the United States government. There are several positions on whether or not refugees should be able to seek refuge in America. The refugee crisis has recently been a major topic in the U.S. immigration court of law. On September 17, 2018, Trump announced that they would only be allowing 25,000 refugees into America, when in the previous year it was 45,000 (Davis). With this being such a broad topic, many different groups have their opinions. Some of the groups are the refugees, the federal government, and the political parties such as conservatives, liberals, and moderates. Many believe that allowing refugees into America will cause problems for the citizens there. While the others who are the complete opposite believe that refugees will benefit the economy and help the unfortunate refugees. The ones in the middle find a way to compromise. They want to provide aid to the refugees, just not in America in their own countries. Each position is doing what they think is just, however, in order to figure that out, one must be mindful of all solutions, while being unbiased. Most liberals support the idea that refugees should be allowed into America because it is morally right. With refugees coming to America, they provide more job opportunities, which benefits the economy. Statistics show that most refugees pursue the career of an entrepreneur. By starting their own companies, they can hire more American citizens. In 2015, 180,000 refugees were entrepreneurs (From Struggle to Resilience). These new companies open up a great number of jobs. The main reason that many people support this idea is because the refugees are under constant surveillance, therefore, there is low security risk. With the refugees, there is no need to fear them, since the government has taken action to make sure the refugees do not harm the citizens of America. They have set up specific laws that allow them to keep a careful eye on the refugees (Park and Buchanan). The refugees must go through a very difficult vetting process that allows them to be thoroughly searched. In addition, the refugees pay taxes, which evens out what it cost in order for them to get to America and stay there. Multiple charts show that after eight years of paying taxes, refugees end up matching the amount that it cost to get them into the country and their living expenses. The total cost for them to stay in America is $107,000 and they end up paying $129,000 in taxes, which leaves the government $22,000 profit (Bondarenko). Not only does the government practically loses nothing, they also gain extra money that can go towards benefiting refugees or American citizens. A majority of extremist conservatives believe that the United States should not allow refugees to receive care in their country. The major problem that some people have with refugees is that when they come into the country, crime and violence are increased. In 2015 through 2016, violent crime rose by about ten percent and more than 90% of the crimes were committed by young male refugees (Alkousaa). Violence is brought out by either the citizens lashing out at the refugees or vice versa. If two types of people do not want to be in the same area, then thing can end up going bad. Secondly, bringing refugees over to America is very expensive. Statistics show that it costs nearly $15,000 to bring in the refugees and give them background checks. It costs and extra $92,000 to provide them with insurance and what they need to survive (Bondarenko). Lastly, the government usually requires the refugees to maintain a job in order to stay in the country (Rush). In order to do that, many of them t ake available jobs that were originally set up for American citizens. Most conservatives have a problem with this. The people in between the two extreme parties claim that the best option is to help the refugees, but by setting up camps in their countries. Most refugees want to stay in their countries so that they are close to home, because they usually end up going back when their country is safe again. About two out of three refugees end up going back to their home countries when the violence is over (Huber, Reid, and Koenig). Another important factor is that it would cost less if Americans were to set up camps rather than paying for transportation to the U.S. research shows that it costs $3,000 per refugee to set up a camp in Jordan, when in America it would cost over $30,000 per refugee (Williams). This would cost almost ten times less than it would if helping the refugees in America. Ten times a number is a big difference, so it would save the United States a large amount of money. The last reason is that the majority of refugees feel more comfortable staying in their own country. There are multiple accounts of refugees who do not know how to speak English and would rather be taken care of in what they are familiar with. Being in a place where they feel safe allows them to cope with having to be exiled (Shearlaw). They are forced to leave their countries, which makes most refugees fearful. Research shows that most refugees, if given the choice, would like to stay in their countries, than rather go far away (Swanson). To best help them, people should want to make the refugees as content as possible. While there are many valid positions on where refugees should find protection, the most just solution is to provide camps in the countries of the refugees because it seems to make all people happy. The conservatives are happy because they do not have any foreign refugees coming into their country, the liberals get to contribute to sheltering them, and the refugees get to stay in their comfortable country. Since no one can prove whether refugees benefit or hurt the economy, the best thing to do is to find the in between option. This solution finds the common ground between most everyone related to this topic. Why fight over something that can easily be fixed by choosing the middle position? It is most often the correct one too. In order to be able to choose which side is best, people need to know what each position stands for. They need background information and will need to decide which option is more just for them, but only after, they hear what each side has to say. Works Cited Alkousaa, Riham. Violent Crime Rises in Germany and Is Attributed to Refugees. Reuters, Thomson Reuters, 3 Jan. 2018, www.reuters.com/article/us-europe-migrants-germany-crime/violent-crime-rises-in-germany-and-is-attributed-to-refugees-idUSKBN1ES16J. Bondarenko, Veronika. Study Finds Refugees Actually Pay the US Government Thousands More than They Get from It. Business Insider, Business Insider, 13 June 2017, www.businessinsider.com/how-much-do-refugees-cost-us-taxpayers-2017-6. Davis, Julie Hirschfeld. White House Weighs Another Reduction in Refugees Admitted to U.S. The New York Times, The New York Times, 1 Aug. 2018, www.nytimes.com/2018/08/01/us/politics/trump-refugees-reduction.html. Fleming, Melissa. 3 Real Stories from Refugees. World Economic Forum, 17 Dec. 2015, www.weforum.org/agenda/2015/12/3-real-stories-from-refugees/. From Struggle to Resilience: The Economic Impact of Refugees in America. New American Economy, research.newamericaneconomy.org/report/from-struggle-to-resilience-the-economic-impact-of-refugees-in-america/. Huber, Chris, and Kathryn Reid. Forced to Flee: Top Countries Refugees Are Coming From. World Vision, World Vision Inc., 26 June 2018, www.worldvision.org/refugees-news-stories/forced-to-flee-top-countries-refugees-coming-from. Huber, Chris, et al. Syrian Refugee Crisis: Facts, FAQs, and How to Help. World Vision, 10 Sept. 2018, www.worldvision.org/refugees-news-stories/syrian-refugee-crisis-facts. Park, Haeyoun, and Larry Buchanan. Refugees Entering the U.S. Already Face a Rigorous Vetting Process. The New York Times, The New York Times, 29 Jan. 2017, www.nytimes.com/interactive/2017/01/29/us/refugee-vetting-process.html. Rush, Nayla. Fact-Checking a Fact Sheet On Refugee Resettlement. Center For Immigration Studies, Nov. 2015, cis.org/sites/default/files/rush-refugees-mpi.pdf. Shearlaw, Maeve. Are Refugee Camps the Best Solution for People Fleeing a Crisis? | Maeve Shearlaw. The Guardian, Guardian News and Media, 25 July 2013, www.theguardian.com/global-development/2013/jul/25/refugee-camps-solution-people-fleeing-crisis. Swanson, Ana. The Big Myth about Refugees. The Washington Post, WP Company, 10 Sept. 2015, www.washingtonpost.com/news/wonk/wp/2015/09/10/the-big-myth-about-refugees/. Williams, Rob. This Is the One Thing Britain Got Right about the Refugee Crisis. The Independent, Independent Digital News and Media, 14 Mar. 2016, www.independent.co.uk/voices/syrian-refugees-will-cost-ten-times-more-to-care-for-in-europe-than-in-neighboring-countries-a6928676.html.