World Population Essay Example for Free

World Population Essay Today all over the social media, whether a local TV station or a well known magazine such as New York Times, there have been repeated stories and articles circulating through regarding extreme poverty, sanitation and water problems in suffering countries, and other environmental issues such as global warming and possible extinction of many species due to loss of their habitat and water. We have seen it advertised and addressed everywhere. But many of these issues may be contributed to the major problem of our expanding world population. According to studies, the world population will be reaching 7 billion individuals this month. Our knowledge of how to control our increasingly high rate of world population may hold a significant solution on how these world conflicts may be controlled. If the knowledge and prevention of our expanding population seizes to act, our earthly planet may be in for a long road of unfortunate and threatening consequences. The two articles discussed in this essay address how citizens need to take on the challenge of reducing world population and what problems may continue to arise if we do not take action on such matter. First, in Jeffrey Sachs article, he notably states that with the rise of the world population reaching 7 billion that there are many consequences that must be stabilized in order to avoid major issues for our own humanity. Sachs begins his article with clearly discussing the environmental conflicts that we are and will continue to face with a growing population. Sachs states how the worlds agricultural systems are depleting our natural world. Species are becoming extinct with loss of their habitat due to expansion of our industrialized agriculture. As well, greenhouse gases are altering our climates and fertilizers are poisoning our natural elements. Sachs then goes on to discuss how the overbearing population rate is affecting our planets poorest and undeveloped countries. He describes how the poor societies suffer from high child mortality rates, lack of contraception methods, and failure of parents to provide adequate nutrition, education, and health care to their children. Jeffrey Sachs believes that there are two key factors to maintain a planet for a sustainable development. The first part is that he feels there needs to be a technological change to help avoid more environmental harm. Second, there needs to be stabilization in our world population by reducing fertility rates through family planning and contraceptive methods. Next, David Crary discussed the world population hitting 7 billion and also the challenges that are ahead of us as humans. Crary also makes a focus of how a rising population is affecting our undeveloped countries such as sub-Saharan Africa, Afghanistan, and Pakistan. In these poor conditions with a growing population rate, many of the undeveloped countries will be suffer from food and water shortages. In Crarys article, he discusses different issues in various parts of the world. First, Crary discusses the most populous countries on our planet, India and China, and how the overpopulation of humans is causing a gender-gap between the young females and males. This could be a future threat to these countries because there might not be a large enough young population to support the elderly. Although these countries have been reducing female fertility rates, family planning is still crucial. Cray also discusses how Europe and the United States will also have challenges among them with an overbearing population. In Europe, efforts have been made to shrink the birth rate. In Spain and Italy, many couples are finding that they are not having children due to economic issues. In the US, there is a significant population increase, and we are seeing this not through only high fertility rates but also illegal immigration. Overall, Crary does feel that the issue of our population increase is also a challenge that needs to be provided with a solution. Not only does Crary support the importance of family planning, use of contraceptives, or the goal to reduce birth rates, but he also supports the impact of saving our planet environmentally. We need to preserve our natural elements and focus on prevention of saving our Earth. In conclusion, I feel that the issue of our high rising population rates needs to be addressed. I do not feel that this issue is something that should be overlooked. When reading both articles, I was informed of the importance of family planning and the use of contraception. I feel that by providing modern methods of contraception to our un-developed countries, that we would see a significant reduction of birth rates. I feel that this is necessary to keep the poor societies from starving or dying from lack of food and water due to lack of resources. Also, in Crarys article, Crary provides various stats to promote the importance of stabilizing our population. I was shocked by the fact that the International Water Management predicts that 1. 8 billion people will suffer from water shortage. This to me really impacted me, and furthered my support to take action. I truly believe after reading both articles that we as humans need to take action. Our world is going to be impacted environmentally and economically negatively if we do not step up to the challenge of reducing our world population. I hope that all humans will be influenced by this issue, and as well take their part in bettering our world and our future.

Douglas MacArthur Background

Douglas MacArthur Background Peter Liu Douglas MacArthur, a famous military strategist in the United States, He served as commander of the US Far Eastern Army during the Second World War, and commander of the Allied Commander of the Southwest Pacific Theater. MacArthur is the youngest brigadier of the United States, the youngest president of the West Point, the youngest Army chief of staff in the history of the US Army, and the three youngest experience is the Wizards in the history of American war.(Douglas MacArthur. N.p., n.d. Web. 23 Feb. 2017.) So Douglas MacArthur is a good general, because he lead the USA to win the WWII, by using his clear mind. MacArthur is an outstanding and controversial general in American history, and he has received more praise and criticism than other American generals. In the second world war dazzling star, he is neither as easy as Eisenhower, nor as bold as Barton. He is a very complex and colorful personality. January 26, 1880, was born in the United States Arkansas small town of 30 kilometers south of a military family. His father Arthur MacArthur II highest served as the US Army Samsung Lieutenant General, he was inspired by MacArthur to become a soldier.(MacArthur: the youngest principal of the West Point, the youngest chief of staff of the US Army. MacArthur: the youngest principal of the West Point, the youngest chief of staff of the US Army. Np, nd Web. 09 Mar. 2017.) In 1899, MacArthur was admitted to the US Army Officer School (West Point). During the school both hard study, but also focus on physical exercise. 4 years later to 98.43 points of graduation, the record of the West Point of the schools graduation score record (this record has not been broken), was appointed Engineering Corps second lieutenant; April 20, 1904, promoted to engineering lieutenant. In June 1919, 39-year-old MacArthur was appointed president of the West Point, became the school since the schools youngest principal. He always responsibility honor the country as the motto of the school. School gymnasium at the top, stood a plaque, engraved with his sentence above: Today, in the friendly site sowing under the seeds, tomorrow, will be harvested on the battlefield fruit! On April 19, 1951, in a farewell speech before the congressional meeting, a speech was made Veterans never die, just fade away.I am about to end the fifty-two years of military career. I am the army before the beginning of this century And this is my childhood hope and dream of the realization of the past, I have been in the West Point military academy since the oath, the world has changed many times, and my hope and dreams have long gone, but I still remember the most popular A soldier, proudly declaring Old soldiers never die, they just fade away.(http://tieba.baidu.com/p/2120831047 N.p., n.d. Web.) Throughout the life of MacArthur, unlike any other general in American history, his life is full of legend. He was the youngest brigadier of the US military in the First World War, and later became the youngest of the US military and the youngest army chief of staff; he was the only one to participate in the First World War, the second world War and the Korean general of the Korean War. At the same time, he is also the most influential Americans in the Pacific.As a graduate of West Point, he received the highest rank of the student team and graduated with the highest grade. Since then, he has won many firsts in his career. He was fortunate enough to serve the army staff, in Mexico   brave performance once; was fortunate as Rainbow Division chief of staff to France bravely showed some, became the youngest of the US brigadier. After the first world war, he is a meteoric rise: 1919 to become the youngest West Point school principals, so rigid, facing the collapse of the West Point was new; in 1925 to become the youngest army lieutenant, has served as the commander of the third army Philippine US military commander; in 1930 to become the youngest army chief of staff, for the US military to build it strong. (Who is the highest military officer of the United States in the Philippines during the war? Baidu knows. N.p., n.d. Web. 09 Mar. 2017.)During his stay in the Philippine military adviser, he once withdrew from the US military, but became the only American who was awarded the title of Marshal. February 3, 1946, MacArthur instructed the Allied headquarters to draft a sample of the Japanese constitution. The US government issued the Constitutions guidelines in September 1945 to MacArthur that the Japanese government must be absolutely empowered by all voters and accountable to all voters. On May 3 the Allies submitted a draft constitution. On October 7, the Japanese parliament passed the constitution. On November 3, Japan promulgated a new constitution. (MacArthur Was Appointed President Truman President of the Allied Forces in Japan. N.p., n.d. Web.)This is a constitution by the occupiers from the aliens by the Westerners according to Western values according to the Western set imposed on the set of accustomed to the East, but to the people of the conquered nation of the occupied nation Has brought the constitution of the rule of democracy and freedom, brought a peaceful and prosperous constitution, brought a happy constitution. If Mike Arthur was an all-powerful military commander on the battlefield, he was a vigorous reformer in politics, even though Roosevelt had said he was not a good politician, even though he was running for three times. Most of the people who studied him thought that the greatest performance he left to future generations was that he succeeded in moving Japan from feudal militarism to modern democracy. During the occupation of Japan, he turned the authority of the emperor into his own hands, using authoritarian dictatorship to keep Japan out of feudal autocratic dictatorship. (World War II, man of the situation. N.p., n.d. Web. 09 Mar. 2017.)At this point, MacArthur was regarded as a visionary hero, he imposed bourgeois democracy in the Japanese, thus creating the post-war new Japan. He has also succeeded in suppressing the largest mass movement in Japanese history and is committed to building Japan into a anti-communist dam. This anti-communist consciousness is most prominently reflected in his attitude towards the Korean War, and this attitude from beginning to end about his thinking and action. He sees the Korean War as a great decisive battle against the wave of communism, which concerns the interests and destiny of the United States in Asia and the world, and is related to the life and death of the whole capitalist world, so it can only fail and fail. Based on this understanding, he actively contributed to the interference of the Korean civil war, anxious to send troops to launch a series of offensive, and strongly clamor to the war to China. The country was welcomed by an unprecedented heroic triumph and published his famous farewell speech at the Capitol Hill. After that, although he was to reproduce the glory and toss for a while, but after all, is the sunset sunset, the remaining light in the gradual disappearance, and ultimately engulfed for the darkness. MacArthur is the youngest brigadier of the United States, the youngest president of the West Point, the youngest Army chief of staff in the history of the US Army, and the three youngest experience is the Wizards in the history of American war.(Douglas MacArthur. N.p., n.d. Web. 23 Feb. 2017.) January 26, 1880, was born in the United States Arkansas small town of 30 kilometers south of a military family. His father Arthur MacArthur II highest served as the US Army Samsung Lieutenant General, he was inspired by MacArthur to become a soldier.(MacArthur: the youngest principal of the West Point, the youngest chief of staff of the US Army. MacArthur: the youngest principal of the West Point, the youngest chief of staff of the US Army. Np, nd Web. 09 Mar. 2017.) I am about to end the fifty-two years of military career. I am the army before the beginning of this century And this is my childhood hope and dream of the realization of the past, I have been in the West Point military academy since the oath, the world has changed many times, and my hope and dreams have long gone, but I still remember the most popular A soldier, proudly declaring Old soldiers never die, they just fade away.(http://tieba.baidu.com/p/2120831047 N.p., n.d. Web.) After the first world war, he is a meteoric rise: 1919 to become the youngest West Point school principals, so rigid, facing the collapse of the West Point was new; in 1925 to become the youngest army lieutenant, has served as the commander of the third army Philippine US military commander; in 1930 to become the youngest army chief of staff, for the US military to build it strong. (Who is the highest military officer of the United States in the Philippines during the war? Baidu knows. N.p., n.d. Web. 09 Mar. 2017.) The US government issued the Constitutions guidelines in September 1945 to MacArthur that the Japanese government must be absolutely empowered by all voters and accountable to all voters. On May 3 the Allies submitted a draft constitution. On October 7, the Japanese parliament passed the constitution. On November 3, Japan promulgated a new constitution. (MacArthur Was Appointed President Truman President of the Allied Forces in Japan. N.p., n.d. Web.) During the occupation of Japan, he turned the authority of the emperor into his own hands, using authoritarian dictatorship to keep Japan out of feudal autocratic dictatorship. (World War II, man of the situation. N.p., n.d. Web. 09 Mar. 2017.) South Pacific battlefield island warfare, selectively capture the importance of the US military to promote the island in 1941, the outbreak of the Second World War was recruited back to the army, served as commander of the US Far East Army, command the US military in the Western(http://www.docin.com/p-385154133.htmlN.p., n.d. Web. 22 May. 2017.)

Fighting For Our Love Ones Essay -- essays research papers

In today’s world, most families have a love one struggling to live with cancer, HIV, glaucoma, or multiple sclerosis. Most of us, here in the United States, have watched a love one endure the pain of chemotherapy, uncontrollable muscle spasms, or blindness. Our love ones not only suffer physical pain, but mental anguish as well. Our dying loves ones are at war with our Federal Government. They are fighting for a chance at a better quality of life. They are fighting for the legalization of marijuana for medical use. Until marijuana is legalized for medical use, our love ones are forced to break the law. "†¦my gift to my husband, John Joseph who died last year. At the end of his life, my husband was wracked with pain from lung cancer. Marijuana was one medication that eased his intense pain, and nausea during chemotherapy. But, to get marijuana to help JJ, we had to break the law. †¦my husband’s ability to tolerate chemotherapy after a couple of puffs of marijuana extended his life and improved his quality of life (1)." That was an excerpt from a letter written by Anne Boyce to the voters of California for the passage of Proposition 215. In 1996, Proposition 215 was a proposed legislation in California that makes it legal for doctors to prescribe marijuana to terminally ill patients. Proposition 215 was passed by the voters of California, but patients who use marijuana could still and are prosecuted by our Federal Government. Anne Boyce broke the law in order to obtain marijuana for her dying husband. Anne Boyce, a sixty-seven year old Registered Nurse, is not your typical criminal, now is she? Nevertheless, if Anne Boyce was caught by the law enforcement, she would be punished to the fullest extent of the law. Federally, possession of even one joint carries a maximum penalty of one year in prison (7). Cultivation of even one plant is a felony, with a maximum sentence of five years (7). Is this fair? Anne Boyce and others like her are law-abiding citizens, but they or someone they love are suffering from a grave illness, and legal pharmaceuticals do not ease the pain. So, they are force to break the law. Wouldn’t you do the same for your love one? I know I would. There is a need for a change. "I often drove her to the ho... ...he new millenium, the United States is well equipped with technology to address and to solve these problems. How can we help our love ones deal with the pain and agony of a deadly disease? How can we improve the quality of their lives? The answer is simple. Marijuana has been proven to be therapeutic, to have countless medical benefits, and to be remarkably safe. The medical use of marijuana needs to be legalized. It would be monitored just like any other controlled substance. This solution is easy. Legalizing marijuana would go through the same procedure as the other medically prescribed substance. It is up to us. We, the people of America, need to follow in the footsteps of Anne Boyce as well as the voters of California. We need to write to our Congressmen. Let our Senators and our Representatives know of our wishes, our rights. We need to talk a stand. Follow the advice of a once great President, Thomas Jefferson, who once said "if people let the government decide what foods they eat and what medicines they take, their bodies will soon be as in sorry state as are the souls of those who live under tyranny."

Cry, the Beloved Country, by Alan Paton :: Cry, The Beloved Country Essays

Cry The Beloved Country The quote â€Å"But there is only one thing that has power completely, and that is love. Because when a man loves he seeks no power, therefore he has power,† as stated in the book in the book Cry the Beloved Country is not a true statement. No man has absolute power over any one thing. Although people seek power in many different places, there is only one true power, and that is God. There are many different levels of power in the world, but no level has complete power over anything else. Love is a power that God has given to man, but it cannot be controlled. Man doesn’t have power over love. He can search for it in many different places, but the power he is searching for remains in God. A human has no control over their likes and dislikes. People cannot make something better or worse than it is. Love is the same. One cannot help it if they love something. People or things can touch a person’s life, and they naturally grow to or learn to love it. There are different definitions of love, but the true definition lies with God. People can spend their entire lives searching for more power. The thing that they must realize is that no amount of power will mean anything to God when it comes time for judgment. People base their lives too much on what material things they have, rather than what they have spiritually. They search for happiness in things like money and fame, but they are never fulfilled. It is impossible to find happiness in things like money and fame. No one can obtain happiness in a place where happiness cannot be found. When people start living their lives for the Lord, they will be the ones who hold the power in heaven. God has power over all things, because he created them all. People have the option of turning the power in the direction that best suits them, but God controls what will happen when one does turn the power. No man can control sickness, death, or natural disasters. The only thing that matters in man’s life is what he does for the glory of God. The most important power that man has is the power of choice. Man has the choice to follow God.

Frankenstein Notes :: essays papers

Frankenstein Notes Observations: 1. We commonly refer to the enormous monster as â€Å"Frankenstein†, when in fact he was never given a name. 2. Many references are made throughout the story to other famous literary works, such as Milton’s, Paradise Lost and Coleridge’s, The Rime of the Ancient Mariner. 3. Victor is a seeker of knowledge; he seeks answers to what occurs in nature and the physical world. 4. Upon his arrival at the University, Victor puts all his time and energy into his studies; he even disregards his health and family. 5. Many gothic elements of the grotesque are found throughout this book. 6. The environment of the book is described as dark and eerie. 7. After the creation of his monster, Victor suffers a so-called â€Å"living torture† for the consequences of his actions. 8. The weather plays a big role in setting the overall tone of the book. 9. The idea that man is born good, but it is society and other pressures that create an evil in man is relevant and part of the romantic theme depicted in the story. 10. The central concern of the novel is the basic need for companionship. Humans seek other individuals for their mate, in which they can share a life-long relationship together. Vocabulary: 1. capacious: able to contain or hold much; roomy; spacious. 2. paroxysm: a sudden outburst as of laughter, rage, or sneezing; fit; spasm. 3. chamois: a small goat antelope of the mountains of Europe. 4. galvanism: electricity produced by a chemical reaction. 5. chimera: an impossible or foolish fancy. 6. dogmatism: dogmatic assertion of opinion, usually without reference to evidence. 7. lassitude: state or feeling of being tired and listless; weariness; languor. 8. mien: a way of carrying and conducting oneself; manner. 9. ignominy: loss of one’s reputation; shame and dishonor; infamy. 10. aiguilles: a peak of rock shaped like a needle. 11. hovel: a small shed for sheltering animals or storing supplies. 12. offal’s: refuse; garbage. 13. viands: food of various kinds; especially choice dishes. 14. vestige: a trace, mark, or sign of something that once existed but has disappeared. 1. Robert Walton is the narrator of the novel. The time period in which the story is told is in the 1800’s. 2. The characters of the story are Victor Frankenstein, the â€Å"monster†, Robert Walton, Alphonse, Caroline, Ernest, and William Frankenstein, Elizabeth Lavenza, Justine Mortiz, Henry Clerval, M. Krempe, M. Waldman, M. De Lacy, Felix De Lacy, Agatha De Lacy, Safie, Mr. Kirwin, and Margaret Saville. 3. The setting takes place in Europe. 4. The general themes of the novel are use of knowledge for good and evil purposes, the use of new technology in modern life, the treatment of the poor and uneducated, and the powers of nature and the human physiology.

Fracking: Carbon Dioxide and Natural Gas

April 8, 2012 Dear Senator Greg Ball, The current practice of hydraulic fracturing (fracking) began in America in the late 1990‘s and has been wreaking havoc on the land and the lives of the American people since. In case you are unaware, fracking is the process well diggers use to extract natural gas and oil from the earth. They use pressurized mixture of water, sand, and chemicals to form veins (or fractures) in the rock in order for the natural gas or oil to escape.Although this process is an affective way to produce the natural resources from the earth, there are repercussions that are being ignored by the well companies. For instance, there were several private wells in Dimock, Pennsylvania contaminated with methane caused by the fracking done by Cabot Oil and Gas. The people living off these wells were not able to use their water. Although the gas company denied any kind of fault, they compensated the residents financially and built a new pipeline to bring clean water in. In December, 2011 the EPA sent out letters to the residents telling them their water was safe to drink. But in January of 2012 the EPA retracted its position and told the gas company to immediately take care of the problem. Another problem that has developed due to fracking is pollution around the dig sites. Emissions associated with combustion include nitrogen oxides, sulfur oxide, carbon dioxide and carbon monoxide. Another emission problem is the emission produced from the natural gas.Gasses such as methane, ethane and liquid condensate and volatile organic compounds (VOC). VOC’s have been proven to cause birth defects, neurological problems, and cancer. Most recently, in March of 2012, officials in Ohio are blaming the wastewater produced from fracking for a series of recent earthquakes. What my goal would be from you Mr. Ball, is that you would introduce a bill to the senate that would encourage regulation on fracking from the federal level.If the federal government woul d regulate the way fracking is done in America, it could save many lives and help save the environment. Bad drilling techniques, design and execution are some of the reasons the drilling wreaks so much havoc. This is something that could very easily be regulated by inspections of the wells. I also believe that the number of wells being drilled needs to be regulated. In Pennsylvania alone, there are 3,500 wells. This number is too high. Having that number of wells in such s small area, is inviting problems.If the federal government would make some regulations on how many wells per square mile are aloud, it would cut down of a lot of the damage being done. It may also be possible to regulate how far from civilian dwellings a well should be drilled. If the wells were drilled several miles from any home, the chances of it endangering people and animals would decrease. Mr. Ball I appreciate you taking time to read this letter and listening to my concerns. I am confident that you love thi s country as much as I do and will try to put an end to hydraulic fracturing as we know it today. Sincerely,

Vertu Luxury Branding

VERTU presentation for â€Å"Branding for Luxury Products† course. HISTORY The VERTU originally started in 1998 in Great Britain, now wholly owned subsidiary of Finnish company Nokia. The same year founder and Chief Designer, Italian Frank Nouvo began putting his ideas for Vertu on paper and the board of Nokia gave the project a green light. Frank Nuovo was a design strategist at Nokia from 1995 to 2006, when he left to become Vertu’s lead designer full time. Also in 1998 the company made it a company principle of hand making their products with â€Å"exotic, rare and naturally durable materials†.In 1999, their characteristic V form was established, and it is still highly visible across the Vertu product portfolio. In 2000 Vertu began taking shape as a company, locating their headquarters in England, and started an extensive Research and Development- project and decided on some of the parts that would go into the phones as well as some design decisions, such as t he use of sapphire crystals as a design-tweak. Three years in to operations, Vertu was granted the Vertu Concierge Service as a patent and this is still one of Vertu’s edges in the luxury cell phones market. Vertu launched what they themselves call the â€Å"†¦ irst ever luxury mobile phone† near the Eiffel tower in Paris in 2002, the Vertu Signature. With the first phones now available on the newly created market for luxury phones, Vertu also had the opportunity to offer one of their customers help through the concierge service, with a flight from London to New York. In 2005 10. 000 concierge requests was made according to Vertu, a figure that is, and should be (due to their customers privacy), hard to confirm. In 2003 they open their 50th retail location. By 2010, Vertu had more than 90 own boutiques and was sold in over 600 locations in almost 70 ountries, worldwide, according to Nokia`s financial statement for 2010. In 2007 Vertu went on a joint venture with F errari, creating an special edition phone marking the car company’s 60th anniversary. CONCEPT AND UNIQUENESS The concept of Vertu is to appeal to high-end customers who look for something unique in their mobile phones. Through meeting target customers standards about design, materials, price and brand Vertu has created a market for luxury mobile phones. The additional services, such as the Vertu Concierge give customers an elevated experience. Vertu aims to enhance and enrich customers’ lives through the services and products we offer. This enrichment will now further extend to the experience in our stores with a focused, tailored approach to customer interaction. † by Perry Oosting, President of Vertu BUSINESS STRATEGY Nokia's first idea was to create a phone that was completely contrary to the company's mass phone distribution and enter the luxury market by creating the subsidiary company Vertu. In order to keep the luxury image and status of Vertu, the phone w as not associated with Nokia's mass mobile phones.During the recession in 2009, the CEO Perry Oosting, announced that Vertu was launching cheaper phones and accessories as a tool to keep up the market shares and survive the recession. Late 2011, the new CEO of Nokia, presented the new strategy; to use a new operating system from Microsoft for their smartphones. This resulted in a giant downfall in market shares. As mentioned above, Vertu's flagship stores are located at the most exclusive shopping districts, amongst other Rodeo Drive in Beverly Hills, in order to be associated with the same luxury atmosphere as the neighboring brands.Vertu also put a huge emphasis on the store layout, everything from special glass for the display cases, to the floor and lightening. For the ultimate luxury experience, they also provide high personal service with top skills. For the exclusiveness and status of the luxury phone, it was chosen to be launched in connection with fashion shows at Paris fas hion week and was thereby becoming to be viewed as a fashion brand instead of a technology brand. This was a strategic move to strengthen the image if the brand. Vertu chose to launch their products in the BRIC countries, which consists of some of the most emerging markets in the world today.Additionally, the Middle East and Japan are also two extremely important markets for Vertu, partly due to the strong technology awareness in these areas. The sales in these countries are larger than in the western countries and the luxury company is exploiting the new wealth of the generations with high luxury awareness and taste. In order to gain greater market share in the British and Hong-Kong market, Vertu has numerous joint ventures and partnerships with jewelry stores, such as King Fook Jewelry in Hong-Kong and Goldsmiths in Harrods, London. We understand communications technology. We believe now that we understand the luxury industry. It will take something for competition to match that. † – Nigel Litchfield, former president of Vertu, 2002 MARKETING MIX Product: Vertu sells hand-made luxury phones made from fine materials like gold, platinum and sapphire. Along with every purchase the buyer receives superior service and is entitled to free ‘concierge’ service which assists users with exclusive services like restaurant and hotel reservations, priority bookings, and a global recommendation network.Price: Vertu prices range from $5,000 to over $300,000. The prices vary with the different collections and the materials that are used in them. Place: Vertu phones are selectively distributed. They are available at company-owned boutiques and at other various company-selected luxury stores like London Jewelers, Goldsmiths, Tourneau and Colette. Vertu locates its stores in luxury shopping districts of large metropolitan areas and opens relatively few stores. The stores are small, intimate and have a luxury feel more like that of a jewelry store than a cell phone store.All sale locations can be found on vertu. com. Promotion: Vertu acquires much publicity from sales to celebrities like David Beckham, Madonna and Gwyneth Paltrow. As well Vertu has collaborated with big brands before like Ferrari, Boucheron and Audemars Piguet. Vertu releases different collections at different times and will only make a certain number of phones in order to keep a prestigious image and attract buyers. Vertu has a website for publicity which features product descriptions and photos of celebrities who own Vertu phones. POSITIONINGVertu was a pioneer in the luxury cell phone market and has positioned itself as the top-of-the-line targeting high-net-worth individuals. Vertu accomplishes this by using only the finest materials to manufacture their products which are all handcrafted ensuring that every product is of perfect quality. Vertu will release different collections each featuring different materials and designs which make the collections unique and prestigious; their most expensive line ever was the Signature Cobra designed by Boucheron, only eight were made and they cost $310,000 each.Vertu will often collaborate with other luxury brands, like Boucheron, Audemars Piguet and Ferrari, to extend their success and name in the luxury product world. Vertu offers superior and personalized service to its clients, including a free concierge service anywhere in the world, guaranteeing customer satisfaction and loyalty. They also position themselves by showcasing the celebrities who own their products as an indication that their products are for the rich and famous.Vertu has locations all over the world in 70 countries however they open relatively few boutiques solely in luxury shopping districts of large cities and thus are considered selectively distributed. Vertu boutiques are decadent, small, intimate venues which offer personalized service to clients wishing to make a purchase; the other stores licensed to sell Vertu products a re also luxury stores like Tourneau Watches and London Jewelers in the United States, Bandiera Jewelers in Canada, Colette in Paris and Ernest Jones in London.Vertu very successfully maintains a prestigious image with its ultra-luxurious products and superior service through its positioning. VERTU SERVICES VERTU brand offers services that are unique, independent and carefully customized to the particular needs and desires of their customers. All services are integrated into gadget. VERTU CONCIERGE Vertu Concierge is added directly to the customer`s handset, offering luxury assistance and enrichment. The service is offered by voice call or email, and access through a dedicated key on the cell.At the moment of VERTU phone registration and activation of VERTU Concierge service, initial â€Å"fitting† call is proposed. It can be done immediately at purchase time or later up to client`s choice. The â€Å"fitting† call gives an opportunity to have full explanation of service s offered by Concierge, as well as client can express her/his needs and desires which will be matched to this service. This includes the establishment of personal preferences, the range of the service they would wish and significantly, the sort of contact they wish to receive from Vertu.The Vertu Concierge Classic service offers the client with 24/7 access to a team of lifestyle managers, situated within a network of global centers covering all the main time zones including London, Dubai, Hong Kong, Tokyo, and San Francisco. Vertu Concierge also has managers on the ground in major destinations in order to create close relationships with specialist suppliers of goods and services specifically for Vertu clients. Many customers choose to use Vertu Concierge for their travel and lodging requirements as Vertu has protected exclusive opportunities for its clients.Vertu Concierge can contact the widest network of hotels, restaurants and airlines, and can as a result meet the exact preferen ces and expectations of their customers. Vertu Concierge clients may also ask for support with purchases ranging from small luxury items to accompaniments to their property range. Vertu Concierge is available in English, French, German, Italian, Russian, Arabic, Japanese, Mandarin and Cantonese. Vertu Classic Concierge is included free of charge for one year from the date of purchase of a Vertu handset. VERTU CITY BRIEFVertu City Brief is a global digest of information covering more than 200 cities and destinations worldwide. Launched in September 2009, it is now one of Vertu’s most utilized services. Independently written for Vertu by experts in their respective fields, Vertu City Brief is available on Vertu handsets in English, French, German, Italian, Russian, Arabic, Japanese and Simplified Chinese. Refreshed and updated on a regular basis, Vertu City Brief allows the user to hit the ground running on arrival in an unfamiliar territory or to explore new or exciting opport unities in their home town.If the customer does not see anything which exactly meets their requirements, Vertu City Brief is the perfect inspiration to begin a conversation with a Vertu Concierge Lifestyle Manager. VERTU SELECT Vertu Select delivers original articles selected to inspire, inform and entertain based on a user’s region, preferences and passions. Written by carefully selected global journalists, experts and organizations, the articles appear via the handsets RSS feed once a customer has registered their phone. Vertu Select is available in English, French, German, Italian, Russian, Arabic, Japanese and Simplified Chinese.VERTU. ME Introduced with the launch of Constellation Quest in October 2010, vertu. me is a service that provides the user with a Vertu email account and effortless harmonization of the device’s lifestyle and business tools. Should the customer choose, the user’s emails, contacts, calendar and task information can be automatically sy nchronized with Vertu’s secure servers, giving the benefit of protected back up of their data. Vertu offers the consumer complete peace of mind. Should the handset be lost, this data can be retrieved and seamlessly downloaded to a replacement phone.The system also ensures that whenever the vertu. me account is accessed, whether from the phone, a home or office computer (PC and Mac) or via the web, this information is up to date. TARGET CONSUMER The Vertu mobile is a highly luxurious product, which doubtlessly is made to fit the extremely wealthy population of this world. The main customers are rich and found in the urban areas, who are constantly searching for the extraordinary products. Furthermore, their flagship- and department stores are situated in the finest areas, in order to attract the highly rich international shoppers. These are people who buy the best quality watches, the best quality fashion devices† – Nigel Litchfield, former president of Vertu The special features and services of the phone such as the â€Å"Vertu Concierge†, attracts customers who are constantly traveling worldwide – jet setters. The Vertu mobile was the first phone which was able function in over 180 different countries. This fact covered many needs and made it rapidly attractive for people who were constantly traveling such as celebrities and high ranked business people. In fact, Madonna, Beckham and Gwyneth Patrol were some of Vertu's first users when it was launched.CONSUMER-BASED BRAND EQUITY PYRAMID Brand Salience For Vertu achieving right brand identity involves brand salience. People generally are not still aware of VERTU because it is relatively â€Å"young† brand and promotion is quite narrow. However their target consumer for sure can recall and recognize this brand. So conclusion here is that Brand salience is more depth than breadth. This basically means that even thou there are not yet many people knowing VERTU, but those wh o do , they know all insights of it, can easily recall it and understands what this brand is about.Brand Performance The product itself is at the heart of brand equity, as it is the primary influence of what consumers experience with a brand, what they hear about the brand from others, and what the brand can tell customers about the brand in their communication. Brand Performance relates to the ways in which the product or service attempts to meet customers` functional needs. This is on top level for VERTU brand. It is crucial to contribute to customers` desires, wants and needs. Vertu brand highly represents all what their HNWI customers want to have for paying a high price.The product is highly durable; it has distinctive logo, premium pricing and advanced technology in gadgets. Unique services provided for customers by VERTY also attributes to brand`s performance. Brand Imagery Another variable CBBE Pyramid is second type of brand meaning which involves brand imagery. Imagery dea ls with such a properties of a product, which meets customers` psychological needs. It is more about what people think of it, how they see it. VERTU`s imagery is extremely individualistic and stylish.When customer is buying VERTU cell he/she buys a beauty of it as well. As of VERTU`s customer has a strong judgment of a brand as high quality luxury product. Credibility is high and customer see VERTU as superior, advantageous brand. Brand Judgments Brand judgments focus upon customers` personal opinions and evaluation with regard to brand. This involves how consumer put together all from performance and imagery association to make kind of an evaluation. VERTU`s clients evaluate this brand as a high quality luxury brand.Brand Feelings This variable shows emotional response with respect to VERTU brand. It shows what feelings are evoked by the marketing strategy for the VERTU and how does it affect feelings about themselves and relationships with others. Customer of VERU is for sure stat us-conscious person. Customers of VERTU have a unique and warmth feeling about the brand. It can be exciting due to special relationship of beauty and technology in brand`s products. Customer feels it is trendy and relates to special status and therefore social approval.Customer feels high security within this brand due to all advantages provided. As VERTU makes consumer feel better self-respect, pride, fulfillment and accomplishment also occurs. Brand Resonance Final variable of pyramid shows brand relationships with a customer based on Salience, Performance, Imagery, Judgments and Feelings. As for VERTU even if general awareness is low the behavioral loyalty is very high, customer want to get back to this brand, consequently repeat purchase is possible. Brand loyalty is necessary but not sufficient for resonance to occur.Within VERTU brand customer is not returning to this brand again due to, for example, scarce of substitutes. VERTU attained their main goal- strong personal attac hment to brand. It goes beyond of having just a positive attitude to view brand. Another important part of Resonance is active engagement. This probably is the strongest affirmation of brand loyalty. It occurs when client is willing to invest time, energy, money in to the brand. Constantly customers of VERTU are invited to special social events created by VERTU worldwide, and they are participating.Therefore VERTU has a very strong relationship with its customer. SWOT ANALISYS FOR VETRU STRENGHT * Masterpiece of design, engineering, and craftsmanship * Was truly innovative pioneering brand * Strong reputation (Products have established strong reputation in their field) * Global expansion (Includes significant growth over last 10 years) * Customer service * Control of Quality(As produced just in one factory in England) * London Symphony Orchestra is creating ringtones exclusively for each model of Vertu WEAKNESSES Extremely high production price (which leads to high product price) * Limited access as distribution is exclusive and limited (Missing opportunities for new customers) * Not able to buy online (More customers now go online) * Not enough technical innovation again (Many customers claim that gadgets are beautiful but not really practical) OPPORTUNITIES * E-business (launch â€Å"buy option† online) * Emerging markets * Mix VERTU styling with Nokia (in order to increase awareness ) * Change of consumer lifestyle (growing demand from young and senior people) THREATS Increasing Quality of Competing Products and Number of those * Importance of counterfeiting (Chinese counterfeiting factories already picked up the idea) * Newer forms of luxury and innovation are constantly changing COMPETITORS GOLDVISH Brand established in Geneve, Switzerland in 2003. Very Haut-Couture style but extremely not practical. Cells are difficult to buy, narrow distribution channel. View itself as a pioneering brand of luxury cell phone on official website which is obvious l ie. The pioneering brand was VERTU. Only 3 lines of phones are developed since 2003.The most expensive gadget is â€Å"Le Millionaire† and it costs $1,000 000. MOBIADO Canadian-based manufacturer of luxury phones with modern minimalistic design launched in 2004. It has 3 main lines –Classic, Professional and Grand Line. Mobiado actively participates in social events in North America (such as Golden Globes and Couture Fashion Week in NY). The brand is not very popular in Middle East and Europe. Still Distribution channel is not wide enough. Price range is from $1,900 to $57,000 GRESSO Gresso is Russia-based company which started its activity in 2007, so it is the newest competing brand in luxury phones field.Gresso has 5 main lines and they also provide customized phone for their clients. But mostly popular in Russia and Vietnam, Ukraine and one distributor in USA so far, however it is compensated by their option to buy products online. For Gresso products price range i s from $3,000 to $42,000. RECOMMENDATIONS Focused and customized segmentation is valuable in this market, so VERTU must continuously concentrate on their customers’ needs and desires. As any luxury company which faces constant global expansion it has to pay attention to counterfeiting problem. For example, Apple Inc. ow faced big problem in China where whole Apple stores are opened and being â€Å"fake†. China already produces cheap unqualified cells, abusing the brand VERTU, so losses in long-run might be significant. VERTU must work on effective anti-counterfeiting strategy in order to preserve the â€Å"face† of the brand. During this study we have discovered that general awareness of the brand is still low, therefore VERTU might collaborate with mother-company Nokia in order to produce some kind of mix and make the brand more popular and easily recognized, as for example H;M and Roberto Cavalli collaboration.Vertu is constantly launching Limited Edition line s which are sufficient in this market, because â€Å"best consumer† wants something distinctive and really exclusive, and more important, the customer is ready to pay for that. Partnership with Ferrari, Boucheron and Ermenegildo Zegna increased popularity of the brand considerably. For that reason, we suggest VERTU to collaborate more also with fashion designers, thus gaining also â€Å"fashion† group customers. REFERENCES http://us. vertu. com/world-of-vertu/history/ http://i. nokia. com/blob/view/-/263802/data/1/-/form20-f-10-pdf. pdf http://www. pp-luxury. com/en/vertu-lanseaza-o-gama-de-produse-mai-ieftina_444. html http://www. google. fr/url? sa=t;rct=j;q=vertu%20mobile%20strategy;source=web;cd=8;ved=0CGQQFjAH;url=http%3A%2F%2Fhighered. mcgraw-hill. com%2Fsites%2Fdl%2Ffree%2F007710708x%2F110214%2FGucciLouisVuitton_Vertu_CaseStudy. doc;ei=_GctT_WCE8HM0QWryK2tCA;usg=AFQjCNHW6_wzn1WCQxkM_OJSMTuizfXMcQ;sig2=MWFOk5Qo1sZB17F5_23Eew;cad=rja http://www. businessweek. com/ globalbiz/content/dec2007/gb20071221_951028. htm http://www. icmrindia. org/casestudies/catalogue/Marketing/MKTG151. tm https://www. iveycases. com/ProductView. aspx? id=52373 http://www. wital. net/en/press-events/press/vertu-services-overview/ http://mktg. uni-svishtov. bg/ivm/resources/CustomerBasedbrandEquityModel. pdf http://www. wital. net/en/press-events/press/vertu-retail-concept-2011/ http://www. brandchannel. com/features_profile. asp? pr_id=61 http://www. prschool. ge/img/every_day/Fashion%20Marketing. pdf#page=155 http://www. zdnet. co. uk/news/desktop-hardware/2002/03/22/platinum-luxury-phones-have-no-competition-2107188/ http://www. goldvish. com/ http://mobiado. com/ http://www. gresso. com/ ttp://vertu. com/ http://www. linkedin. com/company/vertu/statistics http://vertu. com/en/discover-vertu/history. aspx http://vertu. com/en/help-and-support/contact-vertu/where-to-buy. aspx http://money. cnn. com/popups/2006/biz2/cellphone/4. html http://www. allbusiness. com/reta il-trade/apparel-accessory-stores-womens-specialty/4250840-1. html http://www. icmrindia. org/casestudies/catalogue/Marketing/MKTG151. htm http://www. unet. univie. ac. at/~a0025537/php/ABWLs/FK-Marketing/store3/Internet_Exercise_Vertu. pdf http://www. wital. net/en/press-events/press/vertu-retail-concept-2011/