Impact of NGOs on Food Poverty

Impact of NGOs on Food Poverty The Geopolitical of food is the human science that studies all the influences, the interactions, and flux that Food brings on earth on a global or local level. It is a really broad and imperative subject in a world constituted by 7 million mouths to feed. But in this broad subject, a challenge is emerging, the challenge of feeding 3 to 5 more billions people in just 35 years within an industry already showing some weaknesses. This challenge can be seen as a social problem, but also as opportunities for agro-alimentary businesses to increase their production and at the same time their turnover for a fast growing market. According to A. Maslow’s hierarchy of need published in Motivation and Personality (1970), food and water are part of the physiological needs, the basic needs of a human being. These needs are the needs that a person requires to satisfy to survive on a day to day basis (A. Maslow, 1970). The question of how can we feed the world in 2050 with an increasing population; can be seen as a future important issue for many. However, in 2014, according to the last numbers of the United Nation Organization, more than 850 million people are enable to satisfy this basic need on earth, while 40% of the production is just wasted in developed countries. This shows us the size of inequality amongst the world. Moreover, the 29 of October 2014, the Union Nation Organization’s secretary general Ban Ki-moon asked for help from all de members according to the Somalia situation. This country after facing a famine recently in 2011 is on the edge of a new starvation at the moment where nearly 1 million people are surviving in situations close of starvation.Furthermore, according to the NBC news, another country is presently threatened by the food shortage. Ethiopia which already faced a huge starvation in 1992 is now threatened again with 10 million mouths who desperately need emergency food aid. For P. Timmer expert in the development of countries, in the agricultural economics and the rural development of supermarkets and owner of a PhD, a MA and an AB from of the Harvard University the question of feeding everyone is no more an economic issue but a moral obligation. To him, the problem comes from the fact that the world is subject to an unequal repartition of food and resources and that the care dedicated to that is insufficient (P. Timmer, 2014). To confirm that, a report regrouping the thinking of 300 experts of the Food and Agriculture Organization of the United Nations staked that one of the main responsible of the hunger in the world is effectively due to a disparity in the repartition of the topsoil. Still according to this report, the increasing demand of food by the word is not only due to the increasing population but also, and on a large part, to the modification of the habits in the developing countries as an effect of the enrichment of the population. The incre ment of their standards of living increases and diversifies their needs which lead to an augmentation of their needs and wants (FAO, 2009). To go deeper inside the problem, the article of the FAO concentrate itself on the problem on a short term basis rather than the long term one. According the article, during the past 3 years, we have seen a strong prices increment within the agro alimentary industry. This increase has deeply affected the emerging countries where the population is really sensible to it (FAO, 2009). One of the explanations could be related to the market rules. When the demand increases and the offer stay the same the prices upturn. During the early 20s, regarding the upcoming issue, in November 2001, a summit was organized by the World Trade Organization (WTO) called the Doha Cycle based on a three years program. The main objectives of this negotiation was the opening of the market regarding the worldwide agriculture business, the free access to industrial products and the removal of the protectionism amongst the countries ( fact that each country protect its borders in different ways according to different products). This summit involved different countries such as the Triade (USA, European Union and Japan) and the biggest agricultural producers, Brazil, India, Argentina and Australia. These negotiations were declared as a failure in July 2006 by Pascal Lamy, the director of the WTO back then. The reason for this failure was the incapacity of the entire member to come to a common agreement according to all the point stated earlier and the fact that the major actors tried to obtain advantages as an outcome of these negotiations. For instance, one of the big disagreements was between India and the USA (Anon, 2015). The developing country wanted to increase its customs duty if the importations was increasing more than 15% but the USA didn’t want them to do so before 40% (Kumar and Nair, 2009). The 28th of July 2006, the summit was officially suspended without any solution to the matter (Cho, 2006). Despite this big failure, in 2013, a success has been seen amongst the World Trade Organization with the signature of its first multi-lateral agreement, the Paquet of Bali, which was called the light of Doha. This agreement has, again, as main purpose the question of the world food security (lOMC, 2013). But according to some economist, this success is to be taken with care as the agreement is not as broad as the previous Doha cycle agreement. Moreover, it has some blind spot as the exportation allowance for instance (Lorot, 2014). To achieve the millennium challenge and according to the FAO article, one of the solutions would be the massive investment in the agro-alimentary industry of the emerging country. To them, the increase of 60% of those investments would help them to develop their industry and become stronger within the global market. The objective is to develop their productiveness in order to introduce and make them become actives actors of the global market and at the end profit from it. To do so, their objective is to provide decent revenues to the farmers in order to encourage them. This investment should be focus on the entire business field in order to increase their yield (production and distribution). The money engaged could help the development of roads, ports, energies, irrigations and stock management (FAO, 2009). With the same way of thinking the World Bank initiate a program called the West Africa Agricultural Productivity Program (WAAPP) with an investment of 51 million of American dolla rs (World Bank, 2013). This program has as main purpose the development of yield in emerging countries by increase the collaboration at a regional level and also by facilitating their access to technologies and innovation in order for them to be more productive (Fidafrique.net). This initiative has shown some positive outcomes amongst the emerging countries of Africa. According to the result statement of this project the outcome was mostly positive and accurate. Through this report, we can see that the releases of technologies are enormous and sometime went over the initial objectives (Banquemondiale.org, 2013). Also, the outcome of this project could be qualified as Satisfactory with an increment of the yield of production in emerging countries (World Bank, 2013). But according to the article entitled ‘’Le cycle de Doha na accouchà © finalement que dun accord a minima en dà ©cembre dernier à   Bali’’ By Pascal Lorot published in ‘’Le nouvelle Economist’’ in 2014 the World Trade Organization needs has to face some issues amongst itself in order to be able to solve other problems. This point of view is also shared by P. Timmer in his article ‘’Ending hunger in our lifetime: Food security and globalization’’. Compared to the world were the WTO was created, the world has changed. The author explains that nowadays all the countries have seen the downside of the globalization and the worldwide market which is in general a contrast of its effect amongst the world. While some of the countries benefit from it, others are put into a difficult situation where they can’t sustain themselves without help by creating a modern and perverse sort of colonialism. Regarding those disadvantages and because of sort of apprehension, countries these days, avoid letting their proper advantages for the benefit of the world market. This fact can be one of the main one that lead to the failure of the Doha Cycle. As the main purpose of the World Trade Union is the ‘’promotion’’ of this unique market it’s actually facing an identity crisis which makes it at some point weak. The Food and Agricultural Organization of the United Nation is a part United Nation and deal with the food matter around the world and, also, try to solve them by advising, helping and proposing some strategic plan to the countries facing difficulties. According to their official website, the organism has as main objectives: Help eliminate hunger, food insecurity and malnutrition Make agriculture, forestry and fisheries more productive and sustainable Reduce rural poverty Enable inclusive and efficient agricultural and food systems Increase the resilience of livelihoods to threats and crises (Fao.org,2015) Actually, this organization is controversial due to the outcome provided and its cost for countries in difficulty. For instance in 2008, the Senegal president’s state that the effort of the FAO to keep the food price under control has bought them to increase in a faster and more important way. Some global food prices have nearly doubled in the past three years, provoking riots and other protests in Africa, Asia and Latin America (News.bbc.co.uk, 2008). According to a SWOT analysis presented of the official website of the organization these bad result could be explain by different factor. The unpredictability of production yield leave uncertainty amongst the industry which make strategic plan difficult to organize and put into action. Also the lack of communication between the farmers, the association and other player make the coordination hard and rigid between them which weaker the effects and outcomes of any process. Another key factor which is hard to predict is the costume r behavior. For instance, if a country wants to focus of a new market providing a new type of food, it is hard to know with certitude the population reaction according to it. Moreover the investments in this field are poor which limit its outcomes. In this Master Thesis, regarding the facts stated earlier, and by focusing and frame ourselves on the geographical, ecological, cultural, economic and political aspect, we will try to find out rather or not the non-governmental organizations are still, nowadays, able to provide an effective solution to those issues or on the contrary, do they need to go through some changes on different field in order for them to be not just reactive but also proactive related to the challenges of the whole humanity by 2050. To do so, we will structure our thought in a specific way. Initially, we will study different articles which are strongly related to the issue and the problematic stated earlier to have a better understanding of the matter and acquire a strong overview of the entire field aimed coming from existing conclusion and ideas from authors. Then, to continue with the understanding of the matter, we are going to have a close look to the different actors of the world according to the angle chosen and their different actions and outcomes. Afterward, we will do a strong and deep analysis of the matter based of the information gathered from the previous part in order to withdraw our own study and conclusion. Finally, founded on the previous conclusion, we will try to sort out the opportunities of the situation and give also some concrete solutions to the matter in order to improve the present solution. References Anon, (2015). [online] Available at: http://www.theguardian.com/world/2008/jul/31/wto.india [Accessed 8 Mar. 2015]. Banquemondiale.org, (n.d.). Projets : Programme de productività © agricole en Afrique de l’Ouest (WAAPP) | La Banque Mondiale. [online] Available at: http://www.banquemondiale.org/projects/P094084/west-africa-agricultural-productivity-program-waapp?lang=fr [Accessed 10 Mar. 2015]. Cho, S. (2006). The WTO Doha Round Negotiation: Suspended Indefinitely | ASIL. [online] Asil.org. Available at: http://www.asil.org/insights/volume/10/issue/22/wto-doha-round-negotiation-suspended-indefinitely [Accessed 2 Mar. 2015]. FAO, (2009). FAO Nouvelles: 2050: 2,3 millliards de bouches de plus à   nourrir. [online] Fao.org. Available at: http://www.fao.org/news/story/fr/item/35656/icode/ [Accessed 10 Mar. 2015]. Fidafrique.net, (n.d.). PPAAO WAAPP | FIDAfrique IFADAfrica. [online] Available at: http://www.fidafrique.net/rubrique1193.html [Accessed 10 Mar. 2015]. Kumar, R. and Nair, S. (2009). INDIA: STRATEGIES AT THE DOHA DEVELOPMENT AGENDA- JULY AND BEYOND. Geneva, p.4. lOMC, (2013). OMC | Nouvelles 2013 Jours 3, 4 et 5: Un â€Å"Paquet de Bali† voit le jour à   l’issue de consultations-marathon. [online] Wto.org. Available at: https://www.wto.org/french/news_f/news13_f/mc9sum_07dec13_f.htm [Accessed 4 Mar. 2015]. nbnbn,, n. (2015). The West Africa Agricultural Productivity Programme (WAAPP) : Rice farming sector support through Japan Policy and Human Resources Development Fund (PHRD). [online] Worldbank.org. Available at: http://www.worldbank.org/en/results/2014/10/01/phrd-results-agriculture-in-africa [Accessed 10 Mar. 2015]. OMC, (n.d.). OMC | Programme de Doha La Dà ¯Ã‚ ¿Ã‚ ½claration de Doha expliquà ¯Ã‚ ¿Ã‚ ½e. [online] Wto.org. Available at: https://www.wto.org/french/tratop_f/dda_f/dohaexplained_f.htm [Accessed 8 Mar. 2015]. World Bank, (2013). Implementation Status Results Africa West Africa Agricultural Productivity Program (WAAPP) (P094084). P094084 Implementation Status Results Report : Sequence 07. Washington, DC: The World Bank. Simons, A., Irwin, D. and goderDrinnien, B. (1987). he Search for Understanding. New York: West Publishing Company.

Insect-Borne Disease and Australia :: Diseases Health Medical Essays

Insect-Borne Disease and Australia Insect borne diseases loom as a potential threat in many countries including Australia. Australia has been relatively free of insect-borne diseases compared to other southern land masses such as South America and Africa. Australia has several characteristics that influence the prevalence of insect-borne disease. Some these features include low altitudes, tropical forests, Southern Oscillation, and the fact that Australia is an island continent. Some of the most common insect-borne diseases of concern in Australia include Murray Valley encephalitis, Malaria, Dengue fever, Ross Valley virus and Yellow fever. The most common vector in Australia is the mosquito, in particular Aedes aegypti, which is the Dengue vector. Dengue fever is a flavivirus and is the greatest insect-borne disease threat in Australia. Two presentations of Dengue fever are known; classic Dengue fever and Dengue hemorrhagic fever. Classic Dengue fever is fairly common, usually in urban areas, and usually not life threatening. Dengue hemorrhagic fever is a very serious illness. Dengue is usually isolated to North Queensland, which is brought in by infected international travelers and maintained by the large Aedes aegypti population in Queensland. Australia and north Queensland have implemented management plans to control and eradicate Dengue fever and other potential insect-borne viruses. Keys to this plan are disease surveillance, mosquito control and surveillance, and education. Introduction Insect-borne diseases are a common threat to travelers, especially when traveling to tropical countries. Insect-borne diseases are usually transmitted by mosquitoes and are caused by several types of microorganisms. Vaccinations, mosquito control, and education are common methods utilized in minimizing the effects of insect-borne disease. In this paper I will attempt to give an overview of insect-borne disease in Australia. In doing this, I plan on describing the most common insect-borne diseases in Australia, the vectors behind these diseases, and common methods used in prevention of insect-borne disease in Australia. Australian Geographical Features Compared to other southern land masses, such as South America and Africa, Australia has been and is relatively free of insect-borne disease (Kettle 1993).

Effects of divorce :: essays research papers

Each year, over 1 million American children suffer the divorce of their parents; moreover, half of the children born this year to parents who are married will see their parents divorce before they turn 18. Mounting evidence in social science journals demonstrates that the devastating physical, emotional, and financial effects that divorce is having on these children will last well into adulthood and affect future generations. Among these broad and damaging effects are the following: †¢ Children whose parents have divorced are increasingly the victims of abuse. They exhibit more health, behavioral, and emotional problems, are involved more frequently in crime and drug abuse, and have higher rates of suicide. †¢ Children of divorced parents perform more poorly in reading, spelling, and math. They also are more likely to repeat a grade and to have higher drop-out rates and lower rates of college graduation. †¢ Families with children that were not poor before the divorce see their income drop as much as 50 percent. Almost 50 percent of the parents with children that are going through a divorce move into poverty after the divorce. †¢ Religious worship, which has been linked to better health, longer marriages, and better family life, drops after the parents divorce. The divorce of parents, even if it is amicable, tears apart the fundamental unit of American society. Today, according to the Federal Reserve Board's 1995 Survey of Consumer Finance, only 42 percent of children aged 14 to 18 live in a "first marriage" family--an intact two-parent married family. It should be no surprise to find that divorce is having such profound effects on society. Restoring the importance of marriage to society and the welfare of children will require politicians and civic leaders to make this one of their most important tasks. It also will require a modest commitment of resources to pro-marriage programs. Fiscal conservatives should realize that federal and state governments spend $150 billion per year to subsidize and sustain single-parent families.

Alcoholism Essay -- Alcohol Addiction Dependence

Alcoholism Alcohol Dependence is a disease characterized by: a strong need or compulsion to drink, the frequent inability to stop drinking once a person has begun, the occurrence of withdrawal symptoms (nausea, sweating, shakiness) when alcohol use is stopped after a period of heavy drinking, and the need for increasing amounts of alcohol in order to feel an affect. Most experts agree that alcoholism is a disease just as high blood pressure, diabetes and arthritis are diseases. Like these other diseases, alcoholism tends to run in the family. Drinking alcohol is not the only factor that leads to alcoholism, it is a chronic disease that leaves an everlasting effect on the person's life and his family. The basic difference between the social drinker and the alcoholic is the way he drinks and the effect alcohol has on him. How much a person consumes is not the determining factor. An alcoholic might not have drink for a month, but when he does, he cannot stop. A social drinker could have a drink a number of times per week. That does not make him alcoholic. A problem drinker drinks to escape from unpleasant realities whereas the social drinker drinks to complement an event. The alcoholic becomes both physically and psychologically addicted to alcohol. The social drinker does not. Therefore, I have been researching to gather the facts that distinguish a social drinkers and an alcoholic and what divides people into these two categories. In other words, why do people belonging to these two categories have different effects on them? Alcoholism 2 is a disease and that is why alcohol has different effects o... ...ted Hanna, Eleanor & Grant, Bridget. Alcoholism. Clinical and Experimental Research 1999: p513-22. Lieb, J. & Young, P. TREATMENT OF ALCOHOLISM AS A CHRONIC DISORDER. EXS 1994: 349-59 Martin, Don & Martin, Betty. The Ultimate Wine Book. California: Pine Cone Press, 1993. Miller, K. A Case-Specific Approach to the Treatment of Alcoholism. Journal of Substance Abuse Treatment 1994: 35-44. Niemela, O. Oral Nalmefence HCL for Alcohol Dependence. Alcoholism, Clinical & Experimental Research 2006: 1162-7. Parker, Frederick. A Comparison of the Sex Temperament of Alcoholics and Moderate Drinkers. American Sociological Review, Vol. 24 January, 1959: 366-374. Ries, Janet. Public Acceptance of the Disease Concept of Alcoholism. Journal of Health and Social Behavior, Vol. 18, No. 3 Sep., 1977: 338-344. Alcoholism Essay -- Alcohol Addiction Dependence Alcoholism Alcohol Dependence is a disease characterized by: a strong need or compulsion to drink, the frequent inability to stop drinking once a person has begun, the occurrence of withdrawal symptoms (nausea, sweating, shakiness) when alcohol use is stopped after a period of heavy drinking, and the need for increasing amounts of alcohol in order to feel an affect. Most experts agree that alcoholism is a disease just as high blood pressure, diabetes and arthritis are diseases. Like these other diseases, alcoholism tends to run in the family. Drinking alcohol is not the only factor that leads to alcoholism, it is a chronic disease that leaves an everlasting effect on the person's life and his family. The basic difference between the social drinker and the alcoholic is the way he drinks and the effect alcohol has on him. How much a person consumes is not the determining factor. An alcoholic might not have drink for a month, but when he does, he cannot stop. A social drinker could have a drink a number of times per week. That does not make him alcoholic. A problem drinker drinks to escape from unpleasant realities whereas the social drinker drinks to complement an event. The alcoholic becomes both physically and psychologically addicted to alcohol. The social drinker does not. Therefore, I have been researching to gather the facts that distinguish a social drinkers and an alcoholic and what divides people into these two categories. In other words, why do people belonging to these two categories have different effects on them? Alcoholism 2 is a disease and that is why alcohol has different effects o... ...ted Hanna, Eleanor & Grant, Bridget. Alcoholism. Clinical and Experimental Research 1999: p513-22. Lieb, J. & Young, P. TREATMENT OF ALCOHOLISM AS A CHRONIC DISORDER. EXS 1994: 349-59 Martin, Don & Martin, Betty. The Ultimate Wine Book. California: Pine Cone Press, 1993. Miller, K. A Case-Specific Approach to the Treatment of Alcoholism. Journal of Substance Abuse Treatment 1994: 35-44. Niemela, O. Oral Nalmefence HCL for Alcohol Dependence. Alcoholism, Clinical & Experimental Research 2006: 1162-7. Parker, Frederick. A Comparison of the Sex Temperament of Alcoholics and Moderate Drinkers. American Sociological Review, Vol. 24 January, 1959: 366-374. Ries, Janet. Public Acceptance of the Disease Concept of Alcoholism. Journal of Health and Social Behavior, Vol. 18, No. 3 Sep., 1977: 338-344.

Empty Seat †Analysis Essay

The author of this text is Yuan Ch’iung-ch’iung, popularly called Yuan Qiongqiong. She is a Taiwanese writer, and she wrote during the Boudoir literature period. The characteristics of texts written in this period, is that they focuses on women’s issues. In this analysis, I will mostly focus on the characters, together with some literary devices such as climax and setting. The action takes place in a crowded bus, most likely in the 80’s due the fact that the story was released in that time frame. I find the story to don’t have a crystal clear climax; however, if I were to choose one, I would choose the part where the protagonist leaves his seat. Empty seat is a short story about a man entering a bus, who sat down at the first empty seat he spotted. Some moments later he heard a strange sound, and he didn’t realize where it came from because of some background noise. After a while, he found out; the woman next to him was sobbing. He immediatel y leaned away from the woman, because he didn’t want people to think that he had something to do with her. Despite this, the other passengers still looked at him with a strange look, among them a college boy. He stared at the protagonist, who is the man, but he looked away as soon as the man returned the look. The man tried to signal that he hadn’t done anything mean against the woman, but it seemed like nobody realized that he was a stranger to the woman. He couldn’t handle the situation, so he left his seat next to the sobbing woman, and stood beside the college boy instead. They smiled to each other, and then the man realized that the collage boy sat there before him. He and the college boy then watched a new passenger take the seat. We don’t get to know a lot about the characters in the story, but it’s possible to tell a fairly accurate description of them by reading the text. The man who entered the bus, and then sat down next to the sobbing woman, is without a doubt the protagonist. The whole story is centered around his experience on the bus, and the narrator tells about the man’s movements. The story doesn’t tell us anything about the characters other than their genders, or where the action takes place. This makes it impossible to give a description based on facts. Despite this, I will still try to give a description of it based on my thoughts. I think that the man, who entered the bus, and the woman who were sobbing, is fairly the same age. The reason behind this is because the protagonist thought that the other passengers on the bus thought that he was the one that had hurt her. If an obvious age difference was involved, I don’t think that he would have cared. I think that the story takes place in Taiwan, since the author of this story is a Taiwanese writer. It is also not a bad idea to think that the author may has experienced something similar on a bus, which led her to writing this story. The three characters in this story, which are the collage boy, the sobbing woman and the man, don’t seem to know each other. If either the man or the boy knew the woman, they would most likely be sitting next to her and tried to comfort her. The man also tried to prevent that people would think that he knew her. I personally enjoyed this story a lot, and I would recommend it to a friend. It was both interesting to read, and it tells about parts of today’s society in a fascinating way.

A Little Cloud: Review

A Little Cloud 1. Context in Dubliners: This is the first section in Maturity 2. A brief synopsis: It has been eight years that Little Chandler and his friend, Gallaher have seen each other. While Little Chandler walks to the bar to meet up with his friend, he wonders how much he is impressed with Gallaher’s writing career. He loves poetry; nonetheless, he gave it all up when he got married. While they are sitting at the bar, drinking whiskey and smoking cigars, both Gallaher and Little Chandler talks about foreign cities, marriages and their future.Little Chandler is amazed how bad Gallaher looks. Galleher blames its on stress. Gallaher states that he rather has bunch of women rather than being bored with one. After the long conversation, Gallaher have to leave. Later that night, Little Chandler watches his son while waiting for his wife to come home. He sits and wonders; questioning his marriage. When his wife finally arrives home, she scream at Little Chandler, which made L ittle Chandler realize that what he was thinking was reckless. 3. Character List: a. Gallaher: An old friend of Little Chandler.A man that Little Chandler is jealous because of his successful in pursing his dream in a writing career and foreign traveler. b. Little Chandler: A married man who gave up his dream as a writer for the woman he married. After seeing his old friend Gallaher, Little Chandler thinks and wonders that if he hasn’t got married. He would have followed his dream. His epiphany that made him realize that he like the way he is right now and he will never change his life. 4. Religious Connotations/symbols: a. â€Å"Little Chandler allowed his whisky to be very much diluted† (60). . Shows that he have very high expectation b. â€Å"‘You’re the very same serious person that used to lecture me on Sunday mornings when I had a sore†¦Ã¢â‚¬â„¢Ã¢â‚¬  (61). i. Sunday signify as the day people would go to church.5. Example of Figurative Languag e: a. â€Å"The light and noise of the bar held him at the doorways for a few moments† (60). b. â€Å"He looked coldly into the eyes of the photograph and they answered coldly. Certainly they were pretty and the face itself was pretty†¦. those dark oriental eyes, he thought, how full they are od passion, of voluptuous longing!†¦ hy had he married the eyes in the photograph† (66). i. This lead him to question himself to why did he marry his wife. 6. Significant Quotes: a. â€Å"He remembered the books of poetry upon his shelves at home. He had bought them in his bachelor days and many an evening, as he sat in the little room of the hall, he had been tempted to take one down from the bookshelf and read out something to his wife. But shyness always held him back; and so the books had remained on their shelves† (58). i. The passion for becoming a poet has disappeared because he left it all behind for his wife.He would always daydream about having a life as a poet, which in turn led him to question about his marriage. Nonetheless, he felt remorse about this. b. â€Å"Little Chandler felt his cheeks suffused with shame and he stood back out of the lamplight. He listened while the paroxysm of the child’s sobbing grew less and less; and tears of remorse started to his eyes† (67). i. This is when Little Chandler has his epiphany. 7. Theme: Love over passion 8. Tone: envious a. The tone is envious because after Little Chandler saw his old friend. He wishes he was able to do what he has passion for. Moreover, it made him to think nonsense about his marriage.

Essential Characteristics for an Effective Marketing Plan Essay

A marketing plan is a business document that is purposely written for describing the current market stance of a business as well as its marketing strategy for the period captured by the marketing plan. Marketing plan usually lasts for one up to five years. The rationale of writing a marketing plan is to visibly reveal the strategies that will be implemented to ensure that a business attains its marketing objectives. Marketing plan for a business should include a brief description of its rivals, strengths and weaknesses from a market position of both the competitors and its business. Business marketing plan also include the demand for the service or the product. The rationale of this paper is to develop a marketing plan for two new products from Cadbury Company. This marketing plan will also include description of the service of product including the unique characteristics, pricing strategy, description of the location of Cadbury including the advantages and limitations for marketing. This marketing plan will also include market segmentation as well as the market budget including the promotional and advertising plan. Developing a marketing plan is a strenuous process, but in the long run it has a positive impact on the business yearly earnings. A Marketing plan just like a business plan should be updated regularly to address changes in demand, market conditions as well as pricing issues. Cadbury is a company that produces various cocoa products that are famous and sold across the world. This paper provides an integrated marketing plan aimed at promoting Cadbury’s finest dark chocolate in the Australian market. The paper also outlines the entire Cadbury Company, its current marketing strategies and its positioning in the confectionary industry. New chocolate products from Cadbury include Cadbury daily milk top deck, Cadbury dairy milk snack, marvelous creations peanut toffee cookie, Cadbury dairy milk mousse raspberry, marvelous creations peanut toffee cookie. The marketing plan includes the implications of launching new finest chocolate products in Australian market, exceptional packaging and different sizes in combination with the detailed promotional policies. The marketing plan also evaluates the strategies that are to be incorporated to combat other chocolate product from rival companies such as Rondnoir dark chocolate. Cadbury will use distinct marketing ingredients because of their benefit in enhancing the new product market position (Brooksbank, 1991). The company has come up with a performance plan on how to distribute these new products to the various outlets so that they can reach to their fundamental target market of middle and upper class people with an age of 25 years and above. Cadbury’s competitive advantage position is based on its status in the market as compared to other products. Cadbury’s product quality ingredients and taste comprise of the company’s positioning gain (‘Cadbury’, 2014). The new chocolate products will be distributed to all chief gift stores, supermarket chains, delicatessens, chief department stores and specialized coffee shop franchises. Cadbury is the world principal confectionary company with a superior assortment of candies, gum, and chocolates. The company is famous for developing brands such as trident, Cadbury and halls. John Cadbury founded Cadbury Company in 1824. The company has expanded to multinational level with over 50000 employees and over 35000 suppliers across the globe. The company objective is to become the world’s principal and superlative confectionary company. Cadbury mainly focus on commercial operations in South America, Britain, Ireland, Africa, US, Middle East and the Pacific region. Consumer Analysis                  Cadbury Marketing approach and operations focus towards being the leading company in performance as well as maintaining its business operations. The worldwide confectionary market is attractive, large and with expanding dynamics. Cadbury has an estimated retail value of $141 billion. The key category is chocolate which take more than 50 percent of the world’s confectionary market (Cadbury, 2010). Internationally, the confectionary market is developing at the rate of 5 percent as compared to any other packaged foods. Cadbury has been able to create appropriate range that is available for all and to all. Cadbury’s major strength in Australia is in candy and chocolate. Chocolate remain the product that most clients seek a specific taste in every market. Cadbury Company SWOT Analysis Internal Environment Strength                  Cadbury is the chief confectionery company with an estimated market share of 10 percent. Cadbury also boast a strong financial stance. Cadbury is proficient in production because of its leadership in creativity and sturdy brand name. Cadbury mainly focus on manufacturing chewing gum, chocolate and candy, which has enabled the company to comprehend unique consumer segments. The acquisition strategy used by Cadbury since 2003 has enabled the company to venture in new markets (Cadbury, 2010). Weaknesses                  Cadbury entirely depends on beverages and confectioneries for its revenues whereas some of its rivals such as Nestle have differentiated products. The diversification strategy has enabled Cadbury’s competitors to achieve more profits. Cadbury has a strong market at Europe while their competitors have a strong super-national experience. Cadbury must keep on enhancing its understanding and presence of new markets so that they can maintain its competitive advantage. External environment Threats                  Internationally, the costs of production are increasing mainly because of cocoa, sugar, costs of energy, transport and packaging. This calls for Cadbury to situate its worldwide supply chains in appropriate areas. Pressure from branded competitors also results to increased cost of advertising. There is aggressive marketing as well as price wars. Cadbury products have also been influenced by increasing cases of calorie related conditions as well as obesity. Cadbury is also affected by existing firms since confectionery industry is overcrowded. Cadbury major rivals are Mars and Nestle who also create strong brands. Cadbury also face threat from products that can be used as substitutes to chocolate. These substitutes might have the same customer satisfaction, but sold at cheaper prices (Cadbury, 2010). Opportunities                  The worldwide confectionery market is famous for its fast emergence and acquisition capacity. This is an opportunity to Cadbury because it will enable the company to expand to new areas through acquisitions. There is increased demand for confectionery in the highly populated nations such as India and China which creates new markets. Cadbury must reduce its costs of production in order to survive in fast moving consumer goods. Cadbury has an opportunity to reduce costs through sensible investment in R & D, increase in supply chain effectiveness, and through outsourcing. Cadbury can achieve cost minimization by producing gums without sugar and Cadbury finest chocolate for enjoyment and treats. Cadbury range of products has a good reputation that claim for relatively strong pull. Cadbury is also known as established players in the confectionery market. Cadbury also can utilize economics of scale to negotiate for low cost raw materials. Cadbury works with best suppliers so that they can ensure low cost and consistent quality materials used to manufacture chocolate products. Industry Analysis                  Cadbury operates confectionery factories in Australia, Tasmania and New Zealand. Premium chocolate market is rewarding in Australia and Cadbury aspires to advance this brand. Cadbury also propose that premium chocolate can be used as exciting gifts. Cadbury primary target is the upper and middle class people with an age above 25 years. Competitor analysis                  Cadbury wish to launch the innovative bite-sized chocolate to combat the competition from Rondnoir chocolate launched in 2009 by Ferrero. The new chocolate product will be packaged uniquely and include variety of fillings because the company target upper and middle class clients. Integrated Marketing communication plan                  Integrated marketing communications is the use of distinct media to maximize the efficiency of marketing communication scheme. Cadbury believes that brand communications is an expression of implied standards and the company’s figure evenness. IMC is a famous approach since people believe that it offers the only appropriate competitive gain of marketing organizations. Cadbury can use any form of communication approach as a marketing strategy since there are very many forms of communication. Brand marketing has taken over advertising. Cadbury can opt to advertise its new products in appropriate media such as a movie or high-profile sporting deal. Integrated marketing is very effective since it utilize different media qualities of media in communications that are cautiously designed to bring out consistent brand values regardless of the type of media encountered by the customer. The use of integrated marketing has been associated with the growth of global business. Mass media is a chief strategic element of marketing communication strategies. Market targets                  Cadbury’s primary target is middle and upper class individuals with an age over 25 years. Cadbury competitive advantage is based of the company’s reputation in the confectionery market with their existing products. Point of difference                  The innovative bite-sized chocolates will be packed exceptionally with variety of fillings. It will take over the current milk-tray boxed chocolate from Cadbury. Positioning strategy                  Chocolate lovers all over the world can now enjoy an optimum taste that is cautiously designed to ensure maximum utility as compared to any other chocolate. Cadbury believe that this is not a common chocolate, but it conveys an instantaneous message to chocolate lovers (Ryan & Jones, 2009). Communication Objectives                  Product awareness: Cadbury wish to attain at least 25 percent of trial rate within the entire end market within the first year of the launch. Interest: Cadbury wish to attain a re-purchase of at least one month amongst 50 percent of the companies that tried the product. Market penetration: The Company wishes to attain 1 percent of the market share of the grouping segment countrywide within the first year of launching. Evaluation: The Company can come up with a questionnaire to 40 percent of the new finest dark chocolate which compare it with Rondnoir dark chocolate by Ferrero. Trial: After assessing the new premium chocolate, the consumers are expected to prefer it owing to its exceptional packaging and bite-size. Adoption: The new premium chocolate from Cadbury is expected to have a 75 percent adoption, which implies that the consumer will purchase this premium chocolate and give positive reviews. Mixed strategies                  Cadbury will involve push and pull promotional approaches together in the launching of these new chocolate products. Utilization of different promotional strategies will enable the company to develop and intensify brand awareness. The new dark chocolate is at its introductory stage of product life cycle and thus it requires a lot of marketing. Cadbury can ensure they maintain a better market position by packaging their new premium chocolate like a gift. The reviews form key consumer market should be examined ad research tools applied to any point of contact such as packaging, letterhead, logistics among others to ensure a complete integrated marketing communication cycle (Ryan & Jones, 2009). Integrated marketing communication is very crucial since it enable to bring harmony in the company by incorporating various promotional tools. The advertising, sales and direct departments can cooperate through data integration. Cadbury can achieve data integration by setting up a marketing information system that collect and share appropriate information within the company departments. Cadbury will introduce the two new products using extensive advertising, penetration pricing and expanded distribution so that the company can increase its growth rate and revenues. Cadbury has managed to maintain market position because of excellent combination of extraordinary and cost-effective products. The rationale for every marketing plan is to ensure success of the project. Therefore it should outline appropriate tasks to be implemented, target clients, and the value of the product manufactured (Coen, 2009). Advertising                  Marketing requires a lot of finances because of creation of advertisements, thus the company must set enough finances for advertising campaign. For Cadbury to reach their target customers, they must consider both offline and online campaigns. The Company should also allocate enough funds to the offline marketing. Mass media adverts are to be designed to convey gratification message to the consumer. The adverts should also give appropriate reasons as to why they should abandon their current chocolate brands for the new premium chocolate manufactured by Cadbury. Product                  Cadbury are famous for their strong brand reputation and thus all their decisions regarding their product must be in line with brand image. Their packaging and product are designed to reflect who Cadbury are. The products reflect high nutritional and quality value and creativity Cadbury provide their clients while packaging incorporates the corporate brand logo and purple corporate brand color associated with quality and reliability. Cadbury products are in form of a twisted bar to entice chocolate lovers, packaging is also colorful to attract young adults, teenagers as well as children. Cadbury products meet EU food standards because they do not use forbidden additives and non-natural colorants (Hiebing et al, 2012). Price                  Pricing strategy is very significant in conveying the representation of a brand. This explains why Cadbury cautiously considers brand reputation and the value of the product, as well as the target market to determine its pricing of their products. For instance, Cadbury sells bar chocolates at a premium price as compared to chocolates from Tesco and Sainsbury. In deed, diverse Cadbury goods targeted at dissimilar segments of the market are priced differently. Placement                  Cadbury chooses their distribution approach based on the brand reputation of their products. For instance Cadbury dairy milk bar has range of product because they are targeted to mass consumer. Cadbury ranges of products are available in ‘mom and pop’ shops, hyper and supermarkets, convenience stores and chain retail outlets. Cadbury is accessible across all distribution centers in UK market (Hiebing et al, 2012). Promotion                  Cadbury cautiously chooses its communications strategies based on their target market and brand reputation to increase product awareness and create great customer base. Cadbury must choose appropriate promotional strategies because of the existing economic downturn so that they can achieve maximum profits from promotional expenditure. Cadbury has developed various websites for their brand. Cadbury has signed a contract with 2012 Olympic that was anticipated to give Cadbury brands global recognition (‘Cadbury’, 2014). The websites developed by Cadbury include: www.aglassandahalffullproduction.com, www.cadburycremeegg.co.uk and www.cadbury.co.uk. They also include advertisement through print media, TV and radio. Marketing budget                  Budget allocation for a marketing plan is determined by percentage of profits and sales. The budget for marketing plan will also be determined by annual profit and sales target of the existing products. It is most effective to determine marketing operations to be executed as well as the marketing goals to be attained while launching new products from Cadbury. A rational method of setting marketing plan on various promotional activities must consider objectives and operations (Rowlinson, 1993). Appraising and controlling the marketing plan                  There are many superior approaches of controlling and monitoring a marketing plan. Principles of balanced scorecard is one of the methods used to control and monitor marketing plan. Key issues that might face Cadbury while implementing marketing plan Too many brands and products Consumer awareness to entice more clients Pressure from consumers on health related matters Hefty legislations and values for industry The credit crunch and economic slowdown The likelihood that the market will shrivel Increased competition resulting to competitive prices Thriving in a challenging market Comprehending the competition Entry in new markets and launching new products Introduction of existing products in new markets Segmentation of market                  Cadbury has segmented chocolate market in UK based on psychographics, geography and demographics to discover the target market segments for their new products (Cadbury, 2010). References Brooksbank, R. (1991). Essential Characteristics for an Effective Marketing Plan. Marketing Intelligence & Planning, 9(7), 17-20. Cadbury. (n.d.). Cadbury. Retrieved October 9, 2014, from http://www.cadbury.co.uk. Cadbury, D. (2010). Chocolate wars: from Cadbury to Kraft – 200 years of sweet success and bitter rivalry. London: HarperPress. Cadbury, D. (2010). Chocolate wars: the 150-year rivalry between the world’s greatest chocolate makers. New York: PublicAffairs. Coen, W. A. (2009). Marketing plan. S.l.: John Wiley And Sons. Hiebing, R. G., Cooper, S. W., & Wehrenberg, S. (2012). The successful marketing plan: how to create dynamic, results-oriented marketing (4th ed.). New York: McGraw-Hill. Home Businesses Need a Marketing Plan Too. (n.d.). About. Retrieved October 9, 2014, from http://homebusiness.about.com/od/homebusinessglossar1/g/marketing-plan.htm Rowlinson, M. (1993). The Invention of Corporate Culture: A History of the Histories of Cadbury. Human Relations, 46(3), 299-326. Ryan, D., & Jones, C. (2009). Understanding digital marketing marketing strategies for engaging the digital generation. London: Kogan Page. Source document