Analysis Of Marketing Mix

Analysis Of Marketing Mix We took up Amul Ice Cream as a product for our study and analysis. The project basic objective was to acquire a deeper understanding of the product and apply the concepts related to marketing mix, 4Ps of marketing and the consumer behavior as learnt in the course. The project was studied in three parts: Marketing mix of Amul Ice cream Study of the consumer behavior with the help of a structured questionnaire Marketing mix of two main competitors; Kwality Walls and Mother Dairy, suggestions and foresight about Amul Ice Creams In the first part, we studied the marketing mix of Amul ice cream which was further divided into four parts: Product, Price, Place and Promotion. MAIN CONTENTS Note: all corrections/additions/reasons in lieu of corrections are done below the remarks itself. SESSION 1 Marketing Mix of Amul Ice cream Amul Ice Cream was launched on 10th March, 1996 in Gujarat. It was launched on the platform of Real Milk. Real Ice Cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999. It has combated competition from the established players like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top. Today the market share of Amul ice cream is 38% as against the 9% market share of HLL, thus making it 4 times larger than its closest competitor. Product Amul has added a vast variety of flavours to its ever growing range. Currently it offers a selection of 220 products. Amul has always brought newness in its products and the same applies for ice creams. The broad heads under which Amul markets its ice creams are as follows: Royal treat range (rajbhog, cappuccino, chocochips, butterscotch, tutti frutti) Nut-o-mania range (kaju draksh, kesar pista, roasted almond, kesar carnival, badshahi badam kulfi, shista pista kulfi) Utsav range (anjir, roasted almond) Simply delicious range (vanilla, strawberry, pineapple, rose, chocolate) Natures treat (alphonso mango, fresh litchi, anjir, fresh strawberry, black current) Sundae range (mango, black current, chocolate, strawberry) Millennium ice cream (cheese with almonds, dates with honey) Milk bars (chocobar, mango dolly, raspberry dolly, shahi badam kulfi, shahi pista kulfi, mawa malai kulfi cream, green pista kulfi) Cool candies (orange, mango), Cassatta, Tricone cones (butterscotch, chocolate), megabite-almond cone), Frostik 3 layer chocolate bar, Fundoo range exclusively for kids, Slimscoop fat free frozen dessert (vanilla, banana, mango, pineapple), Health Isabcool In January 2007, Amul introduced SUGAR FREE ProLife Probiotic Wellness Ice Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight ProLife Probiotic Wellness Ice Cream is created for the health conscious. Price Amul has managed to stay ahead of its competitors by providing quality products at competitive prices, maximizing customer value. Amul followed the penetration pricing strategy and entered the market with prices much less than the leader in the market kwality Walls. This helped Amul in achieving great success at the start. Amul also captured a lot of the lower end untapped market due to its pricing strategy and gradually acquired a market share of 12-15% in the first few years. The pricing has been a major advantage of the brand. Following Amul, other players lowered their prices consequent to which Amul now follows a competitive pricing as its major strategy. Range of price minimum and maximum? Amul frostiks start from Rs 10 and go upto Rs. 20. The prolife pro-biotic icecream is priced at Rs. 15 for 125 ml. the super saver take away packs start from as low as Rs.110 for 2 litre whereas catering the higher end, exotica range starts from Rs. 120 per litre brick and extends upto Rs. 160 for different flavours. Place Ice cream, being a perishable item, it is very important to have a good distribution channel. Amuls head office is at Anand. The entire market is divided into 5 zones. The zonal offices are located at Ahmadabad, Mumbai, New Delhi, Kolkata and Chennai. Moreover there are 49 Depots located across the country and Amul caters to 13 Export markets also. Amul follows four marketing channels to distribute its ice creams. Level Zero also called direct marketing channel consists of a manufacturer selling directly to the final customers how? Amul has entered into direct retailing through Amul Utterly Delicious parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. These parlours surpass the regular softy and ice-cream scoop offering joints in terms of popularity and look set to give the more established ice cream brands in the cities a run for their money. In these parlours, icecream is stored and transported in a frozen condition (- 28o centigrade or below). They also keep frozen pizzas and frozen paneer. Level One contains one selling intermediary such as retailer to the final customers Level Two has two intermediaries typically distributor and the retailer Level Three comprises the distributor, retailer with the jobber in between Promotion Amul doesnt follow an aggressive marketing strategy for its ice creams. In the beginning, TV commercials for products such as amul tricone, real milk ice cream, frostik and premium ice cream were seen frequently. However these commercials cannot be spotted now. Instead the company prefers a more direct approach to sales promotion strategy. Offers such as super saver packs, one plus one and the likes are often given to lure the consumers into buying. Apart from these, Amul Company as a whole with its advertising partner FCB-ULKA puts up its hoardings which are famous for their satirical take on current happenings, for its complete basket of products including ice cream. The main reason for Amul retaining its dominant position in the market despite a conservative marketing strategy is because all the market players in this product category follow the same kind of strategy, i.e. minimal exposure to electronic media and high on sales promotion technique. In such a scenario Amul has been successful in creating a niche for itself. Amuls entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time. The differential pricing, quality of products and of course, the brand name made this possible. SESSION 2 Consumer Buying Behavior We studied the marketing mix of Amul ice creams. Now well study and analyze the behavior in terms of consumers decision making process and factors affecting their buying behavior. Consumer behavior is how individuals, groups, and organizations select, buy, use and dispose of goods, services and ideas to satisfy their needs and wants. Consumer passes through five stages in buying a product: Need Identification Information Search Evaluation of Alternatives Purchase of Product After Sales Service Consumers dont always pass through all the above stages while making a purchase. For many of products (mostly perishable), the kind of involvement in the buying process is low. Consumers tend to do a lot of brand switching for the sake of variety and novelty. While buying a regular brand of ice cream, one goes directly from the need for ice-cream to the purchase decision skipping information search and evaluation. Even if they are present, the time given to each of these is negligible as compared to other stages. This is very important part of consumer buying behavior which in turn affects the factors affecting the consumer behavior. If one is loyal to one brand he will repeatedly purchase that brand and flavor. However if one doesnt find that product, he is very likely to switch to other available brands without much effort and may start liking it. Factors affecting the consumer behavior: Various types of factors which affect the consumer behavior and lead them towards a particular ice-cream brand are as follows: Product specifications, variety, price range, promotion strategies, and availability of product (which forms an integral part in case of variety seeking products) Reference groups (family, friends , media etc) and their effect on choices Knowledge of other brands existing in the market and their positioning in the minds of the consumers Demographics age, gender, income group Situational occasions where a consumer buys a product Involvement in buying the product in terms of frequency of purchase Studying the consumer behavior: In the survey conducted, (sample size=60) well first do a general analysis studying the market and Amul ice-creams position in it. In second part of the analysis, well see how different age groups may behave differently in consuming ice cream. Methodology: Samples for the study consisted of people from the age group of 18-40. Samples were taken randomly where a structured questionnaire was mailed to the people and their responses recorded. The questionnaire had the following dimensions: Demographics of the respondents such as age, income group, occupation, gender Knowledge/awareness about the various brands available in the market Frequency of purchase of ice cream, place of purchase, price preferences, reference groups, Favorite brands vis-Ã  -vis Amul in terms of ratings on the features of the product. Sample size: 60 respondents from the target population were approached to fill in the questionnaire. Result and discussion: The decision in buying ice cream is influenced by many factors such as taste, availability, pricing, packaging, variety of the product, occasions and mood and so on. Results of the data analysis will be studied in two parts: An overall analysis of all the factors. A comparative analysis of the age groups to analyze the difference in their behavior due to different age. Overall analysis: Demographics of the respondents: Data was collected with respect to four demographics of the sample; age, gender, income groups and occupation. Based on the analysis, it was observed that 68% of respondents were in the age group 18-24 and 32% in the age group 25-40. One third of the respondents were females. More than 50% of the samples were students owing to which the income range of less than 50000 Rs. bears the highest percentage in the income distribution. The following pie charts show the age, and income group distribution of the sample: Consumer behavior with respect to frequency of purchase and the occasions/moods leading the buying towards buying ice creams: The frequency of purchasing of ice creams is high. 7% and 35% of the respondents buy ice cream on a daily and weekly basis respectively. This implies that buying frequency for ice creams is fairly high. This influences the level of involvement in looking for the alternatives each time the buyer consumes an ice-cream. The consumer is more or less habitual own interpretation? in purchasing the ice cream due to which the 2 steps in buying behavior become redundant as already mentioned earlier. By habitual, we mean routine to be more precise. This can be seen in the following pie-chart which shows the frequency of purchase. Restating the data, 7% of the respondents are buying on a daily basis and 35% are doing so weekly. In terms of mood in buying, people generally buy ice-cream without any reason when buying very frequently. If they buy occasionally then the occasions on which buying is carried out on the occasions as given below: The samples are equally distributed over the occasions such as birthday, marriage, family outing, hanging out with friends, or part with the % of people consuming it with friends dominating the others. As far as choosing the flavor/brand of ice-cream is concerned, over 93% choose the flavor/brand themselves. It can be inferred that the influence of family and friends in choosing the ice-cream is very low and people go by their own choices while buying it. 5% of the people eat ice-cream flavors as decided by the family which may be the case when one is buying bricks of ice-cream. Rest 2% constitutes people who go by the friends choice in choosing the flavor/brand. Place of purchase and importance attached to packaging: More than 50% of the consumers buy ice cream from the corner shop of their colony. It signifies the importance of distribution channels and the kind of availability they need to have to maintain to create a position in the market. If they go out of stock they are at the risk of losing their customers to other competitors. The data infers that availability of Ice-creams are high in round the corner shop and Super markets whereas Malls may afford to go loose on all time availability. Regarding the packaging, 93% place importance on the packaging of the ice-cream which again makes it important for the brands to have a very attractive packaging in order to attract the consumers. Factors forming an important consideration for trying a new product/flavor: There are various factors which lead to trying out a new product launched in the market and make repeated purchases. The following pie diagram shows the constitution of various factors that may lead to trying out and repeated a new flavor, brand or product: It can be seen that taste forms the most important factor leading to buying of ice cream which is placed higher than the brand name also. It reemphasizes the fact that brand name of the ice-cream is not the most important. If the consumer likes the taste of other product, one may shift to the other brand. The 2nd most important factor is advertising. Ice-cream brands are generally low on their promotional strategies. However the importance of advertising with consumers is easily visible in the survey. For one fourth of the people, advertising is the force which leads them towards an ice-cream product. Most of the advertising for Ice-creams comes through billboards and hoardings and here Amul as a brand scores over others as the brand awareness of Amul is one the best. 2. Comparison of consumers favorite ice-cream and Amul ice-cream on various attributes: We asked our sample to rate their favorite ice-cream vis a vis Amul ice-cream on various attributes such as taste, packaging, price , variety and availability on a scale of 5 where 1 was the worst and 5 was the best (out of total samples 13 rated Amul as their favorite ice-cream also which is roughly 21% of the total samples). A comparative chart of the same is given below: Studying the parameters: Taste: People rate their favorite ice-cream as approx 3.7 (average of all the samples collected) whereas rate the Amul ice-cream as approx. 3.1. And as we saw that taste is the most important factor in determining the choice of consumers, how you can conclude this? Graph shows that Amul ice cream is lagging behind in this attribute to quite a large extent as compared to other factors. In the previous question, we had asked the consumers about the factors which would lead them to try out a new product/flavour/brand. The response was in favour of taste with over 50% of the respondents going for the same. We took five parameters in that question and weve taken the same in the rating scale also. So using the data from above, weve concluded that from these five factors, taste is the highest influence in making the choice for ice cream. Packaging: Favorite ice-cream stands at an average of approx 3.4 as against Amul ice cream which stands at 2.9. The company needs to work on its packaging also in order to attract the consumers. Price: Amul ice cream fairs slight better than the consumers favorite ice-cream. This is obvious as Amul is known for its lower range products. Kwality-walls among the other brands are known for slightly higher prices. Amul has been doing well on this front. Variety: Favorite ice-cream is rated at 3.4 Vis a Vis Amul rated at 2.8 on this parameter. Though Amul offers a wide range of products, but maybe people are not aware about the variety of the Amul ice-creams. Amul needs to create awareness among the consumers on this front. Availability: On the parameter of availability, people rate their favorite ice-cream as approx. 3.4 and Amul as 2.9. Amul has to ensure that it never goes out of stock due to the nature of buying behavior of the product. Awareness about other brands existing in the market: People are well aware about the brands in the market. Among the top 3 brands mentioned by the consumers, Amul and Kwality-walls feature the most among the two. For the 1st preference, Kwality-walls overtake the awareness whereas for the 2nd choice Kwality-walls and Amul stand at an equal rating. This is important from the point of view of Amul as the people who are variety seeking will switch over easily to the other brands if they are not happy with Amul. Among the brands that are well known to the customers, Amul, Kwality-walls and mother dairy are the most sought after brands. Other than these regulars brands, there are other brands such as Vadilal, havmor, Baskin Robbins, creambell, and others which constitute a small share in the market in terms of awareness level. Analysis with taking age, income (demographics) as the distinguishing factors: For analyzing the difference in factors leading to buying behavior due to difference in age, we have already divided the samples into 2 age groups 18-24 and 24-40 years. Frequency of purchase: Following is a chart depicting the total sample of people on the parameter of frequency of purchase divided age wise: It is clearly visible that 18-24 years consume ice-cream more frequently than the people in the age group of 25-40 years. 57% of people in the age group of 25-40 consume ice-cream occasionally which is only 31% in the case of the lower age group. On the other hand, the combined % of people consuming ice-cream on a weekly or daily basis for 24-40 year age group is only 25% as against 48% in case of 18-24 year olds with weekly consumption leading for the same. Factors consuming new ice cream product, brand or flavor: It can be observed from the above table that number of people preferring taste is much higher in case of 18-24 year olds. Also people in the age group of 24-40 years dont consider packaging or cheaper price as a leading factor while considering a new product. This is an important observation as Amul mainly sells on the lower price strategy. If it is offering a lower priced product, it needs to work on packaging as large numbers of people give importance to packaging in this group (also shown in the following chat). However it may or may not work so much on packaging if it is introducing a new product/flavor in the higher end markets. Willingness to buy sugar free ice cream at a higher price: To determine the level of health consciousness of the people and their willingness to buy the ice cream at a higher price if available, the data was collected, representation of which is given below: 70% of the people were not willing to buy the sugar free ice-cream at a higher price. This can be due to 2 factors: always better to ask from the respondents people are less health conscious people are price sensitive The options given to determine the same would not have been exhaustive. Possible the open-ended question wouldnt have been of much use. But yes, it is certainly better to ask from the respondents and due care would be taken next time. To further judge this, we distributed this data age wise to which how many people in which age group are willing to buy the ice-cream at a higher price. The representation of the findings is given below: In case of people in the age 25-40 years, over 42% of the people are willing to buy the sugar free ice cream if available at a higher price. However this falls to 32% In case of the age group 18-24 years. This can be again attributed to 2 factors: People in the lower age group are less health conscious or they are earning less so they are price sensitive or both. People in the higher age group are more health conscious or they are earning more so they can afford higher prices. Miscellaneous remarks about Amul ice creams: (optional in the survey) Amul is my favorite brand but more chocolate varieties are possible using different caramels and nuts. Its like since childhood I have an image that Kwality Walls is the best ice cream. Amul and Mother Dairy are my second best. They should come out with some good advertising campaigns for their ice creams and should really try out the social media to market their brand. It is good, but sometimes some flavors are out of market, especially mango flavor. The Amul ice cream should be readily available and the variety should be more. Also the marketing is very poor we do not see much. Amul seems to be a brand for common men the middle class, very well placed to cater to middle class people the biggest chunk of Indian populationalthough not very popular among the higher class These remarks about Amul ice cream highlight the fact that we have been saying all throughout out analysis. The variety in some products of Amul is not at par with the other brands or the needs of the consumers. The availability is on a lower side due to which some of the samples complained of the brand getting out of stock. Also the level of awareness of the ice creams of Amul among the consumers is very less due to which it suffers a lot. Amul needs to go aggressive on its promotion strategies so that it can expand its market share and perform well. Conclusion: From the above survey, we can conclude that major factors affecting Consumer behavior are Taste, Price, Packaging, Brand Perception and occasion. As Ice-cream is a variety seeking product, therefore the availability of Amul Ice-cream has a major impact on the actual consumption by the consumers and since Amul is very close to the market leader Kwality-walls. It has to take care of availability especially at round the corner stores and super markets where the sales of Ice-cream are maximum. Taste is considered the most important factor in determining the consumer behavior as per the survey. Amul Ice-cream is lagging behind in Taste as per the consumer perception when compared to Market leader. Attitude of the consumer is favorable towards Amul Ice cream and this can be seen through the comparative analysis of different brands in the market. Part of it can be attributed to Amuls brand perception across all the product categories countrywide. There is no significant difference in behavior towards purchasing Ice cream based on gender but the younger age group prefers to eat ice cream more than their older counterparts. Since most of the younger age group also falls in relatively lower income group, this shows the higher consumption trends by low income group in survey.

Technology, Criminal Investigations, and Ethics :: Exploratory Essays Research Papers

Abstract  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This paper discusses several implementations of modern technology in criminal investigations, and the ethical issues that accompany these techniques, focusing on the tradeoff between security and privacy. Specific topics include centralization of information, telecommunications, and general technology. Cases are cited for each topic, as well as a discussion of the ethical issues involved.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   With the advent of modern technologies, the face of criminal investigations, and indeed daily life, has been irrevocably altered. In addition to locating criminals with ease, authorities now have the ability to monitor potential criminals before they can commit crimes. However, with an increased ability to detect comes an inevitable tradeoff in privacy. To monitor society as a whole is to monitor both the innocent and the guilty. Phases of sudden change imply a period of social adaptation, namely debates centered on the 4th amendment and personal privacy. Cases related to the 4th amendment reflect the difficult application of 200 year-old principles to a changing society, while the latter examine the tradeoff between privacy and protection.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Despite a large number of high-profile cases surrounding general technology and criminal investigations, the majority of advancements in the field have been undeniably beneficial to the law enforcement community. Ballistics, the study of dynamics of projectiles, has aided authorities in tracing countless criminals. By maintaining a record of firearm and ammunition types, sources, and characteristics, investigators are given an invaluable tool in collecting information about crimes. The recent advent of DNA testing and analysis allows for incontrovertible identification of individuals. Traces as insubstantial as fingernails, hair, and skin cells can place an individual at the scene of a crime. Police who are equipped with laptop computers can instantly look up the history of a vehicle, including whether it was reported as stolen or owned by an individual with outstanding warrants. Many innovations have indisputably aided criminal investigat ion without causing controversy. However, there have been a multitude of technologies that have incited oversensitive privacy advocates. Centralization of information is one concept that has provoked debate. Large databases can contain information about an entire state or country, which has been done for years in paper form. The distinction is that when information takes electronic form, its location is often indeterminate and the data is prone to corruption or piracy. Given the potential to integrate information about an individual into a single record, there is reason to worry about misuse. Technology, Criminal Investigations, and Ethics :: Exploratory Essays Research Papers Abstract  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This paper discusses several implementations of modern technology in criminal investigations, and the ethical issues that accompany these techniques, focusing on the tradeoff between security and privacy. Specific topics include centralization of information, telecommunications, and general technology. Cases are cited for each topic, as well as a discussion of the ethical issues involved.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   With the advent of modern technologies, the face of criminal investigations, and indeed daily life, has been irrevocably altered. In addition to locating criminals with ease, authorities now have the ability to monitor potential criminals before they can commit crimes. However, with an increased ability to detect comes an inevitable tradeoff in privacy. To monitor society as a whole is to monitor both the innocent and the guilty. Phases of sudden change imply a period of social adaptation, namely debates centered on the 4th amendment and personal privacy. Cases related to the 4th amendment reflect the difficult application of 200 year-old principles to a changing society, while the latter examine the tradeoff between privacy and protection.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Despite a large number of high-profile cases surrounding general technology and criminal investigations, the majority of advancements in the field have been undeniably beneficial to the law enforcement community. Ballistics, the study of dynamics of projectiles, has aided authorities in tracing countless criminals. By maintaining a record of firearm and ammunition types, sources, and characteristics, investigators are given an invaluable tool in collecting information about crimes. The recent advent of DNA testing and analysis allows for incontrovertible identification of individuals. Traces as insubstantial as fingernails, hair, and skin cells can place an individual at the scene of a crime. Police who are equipped with laptop computers can instantly look up the history of a vehicle, including whether it was reported as stolen or owned by an individual with outstanding warrants. Many innovations have indisputably aided criminal investigat ion without causing controversy. However, there have been a multitude of technologies that have incited oversensitive privacy advocates. Centralization of information is one concept that has provoked debate. Large databases can contain information about an entire state or country, which has been done for years in paper form. The distinction is that when information takes electronic form, its location is often indeterminate and the data is prone to corruption or piracy. Given the potential to integrate information about an individual into a single record, there is reason to worry about misuse.

Enron: What Caused the Ethical Collapse

It is not easy to find one single person, who can be blamed for the collapse of Enron, because there was so many players in so many levels. We can’t find one responsible person, but there are many person who shared the blame for the scandal that turned Enron into the ultimate poster child for fraudulent accounting practices, and caused one of the largest bankruptcies in the us history. The key people involved internally at Enron were the executives, Kenneth Lay (Chairman and CEO), Jeffrey Skilling (President and CEO), and Andrew Fastow (CFO). They built up a highly successful company, but soon they began to divert funds into phony investments, and cashed their own stocks, while the price was still high. From October 1999 to November 2001, Lay sold a total 1. 8 million shares for $101 million. Altogether, 29 Enron officers pocketed $1. 2billion from selling Enron shares, while unsuspecting employees went broke. Simultaneously, while this was going on, more than half of employees’ 401(k) savings, or about $1. 2 billion, were invested in Enron stock, which were rendered worthless. The chairman sent an email to the workers: the company had â€Å"never been stronger† and its future growth â€Å"has never been more certain†, so most of the workers held their stocks, because nobody could foresee what was about to happen. In Texas, the Teachers Retirement system lost $35. 7 million in Enron stock, In Florida; the pension fund for teachers, state employees, and county workers bought 7 million shares of Enron stock (the fund that covers 650,000 workers and 150,000 retirees estimate they lost $306 million). In the end millions in 401(k) savings were lost. Enron was hiding massive losses by using their strategy of â€Å"mark to market† accounting. Fastow was also found by an internal Enron investigation to have secretly made $30 million from managing one of these partnerships. Outside of the company, Arthur Andersen, the gigantic accounting firm responsible for Enron’s accounting and outside auditing, also shares some blame for the scandal. In theory, companies can't get away with cooking their books because honest, independent accounting firms are looking over their shoulders, protecting the public. In the case of Enron, however, Arthur Andersen failed at their duties. Four days before Enron reported a staggering loss of $618 million for the third quarter of 2001, one of Andersen's top lawyers sent out a memo ordering his staff to shred all Enron-related audit documents. Dvid Duncan got the maximum sentence for his crimes is ten years. redit rating agencys: Credit rating agencies like Moody’s, Standard & Poor’s and Fitch failed to inform investors how risky buying a company’s bonds might be, failed to spot any problems with Enron until the company was nearly bankrupt, only downgrading its bonds on 28 November 2001. t S&P and Fitch told a Fortune reporter they had no idea how Enron made its money. The lack of regulations, and the good relations with the White House, allowed Enron to have major influ ence over policy in America. On economic policy, Enron wanted complete deregulation with no government interference. They got it. On energy policy, Enron wanted no caps on electricity prices in California. They got it. On tax policy, Enron wanted elimination of the corporate alternative minimum tax. They got it. In the end these policies created the perfect environment for their unethical games. The ultimate example occurred throughout the year 2000 during the California Electricity Crisis. The Enron traders exported the cheap electricity from California to another state and later they take it back and sold it for a higher price. This causes 42 billion losses in California in three years.

The Harlem Renaissance Essay - 1977 Words

The Harlem Renaissance, a cultural movement that began in the 1920s, brought an excitement and a new found freedom and voice to African-Americans who had been silent and oppressed for a long time. The evolution of African-American culture, expressed through art, music and creative writings, and establishing roots in European-American society became known as the Harlem Renaissance. (â€Å"Harlem Renaissance†) After the American Civil War ended in 1865 more jobs and education became available for black. Blacks had finally created a middle class in America. Those blacks were expecting to be treated fairly and have the same life as white Americans. In 1896 equal rights for all races came to a halt when the Plessy v. Ferguson Supreme Court ruled†¦show more content†¦After some time, Harlem became â€Å"the capital of black America (Harlem Renaissance).† William Edward Burroughs Du Bois, known as W.E.B Du Bois, a graduate of Harvard and black historian, was one of the fighters of the civil rights movement during this time. Dubois, in 1905, gathered in New York with well-known African-Americans who were very active in politics, and white civil rights supporters to discuss the problems facing blacks in the city and surrounding areas. He, in 1909, founded the National Association for the Advancement of Colored People (NAACP), to promote civil rights and fight African-American disenfranchisement, the right to vote. (Harlem Renaissance) During the same time, Marcus Garvey started his â€Å"Back to Africa movement.† He encouraged African-Americans to feel pride and respect in their race and background. Garvey founded the Universal Negro Improvement Association and African Communities League (UNIA-ACL) designed to reunite all people of African ancestry to one government. Different groups helped promote a sense of empowerment and community among African-Americans around the country. Whites organized with black intellectuals to try to change America from a segregated society. Blacks used artists and writers to move forward the goals of civil rights and push for equality. Jazz music and black literature immediately got attention and brought the heart and soul of theShow MoreRelatedHarlem And The Harlem Renaissance Essay2269 Words   |  10 Pagessouthern African Americans migrated to a city called Harlem in New York. They relocated due to dogmatism and intolerance of melanin diverging out the of pores of many white southerners. 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The Harlem Renaissance, brought artiest, poets, writers, musicians, and intelligentRead MoreThe Harlem Renaissance850 Words   |  4 Pages Giselle Villanueva History IB Mr. Flores February 7, 2016 Period 4 Word Count: 693 Harlem Renaissance The Harlem Renaissance was the first period in the history of the United States in which a group of black poets, authors, and essayist seized the opportunity to express themselves. The Great Migration was the movement of six million African Americans from the rural South to the cities of the North during 1916 to 1970. Driven from their homes by unsatisfactory economic opportunities and harsh segregationistRead MoreThe Harlem Renaissance1154 Words   |  5 PagesIV AP 16 November 2015 The Harlem Renaissance The early 1900s was a time marked with tragedy in America. Started and ended with the Great Depression in between, it was not America s finest moment. Prohibition was in place, the Klu Klux Klan was still marching, and the Lost Generation was leaving for Paris. But despite the troubling times, people still found beauty and meaning in the world around them. They still created art and celebrated life. The Harlem Renaissance was an artistic and literaryRead MoreThe Harlem Renaissance941 Words   |  4 PagesThe Harlem Renaissance was a cultural movement, in the early 1920’s, that involved vibrancies of new life, ideas, and perceptions. The large migration of African Americans northward, after World War I, allowed people of color the opportunity to collaborate in the New York City neighborhood, known as Harlem. This renaissance allowed the city to thrive on a refined understanding and appreciation of the arts. Many individuals were involved in this movement including doctors, s tudents, shopkeepers,Read MoreThe Harlem Renaissance1317 Words   |  6 Pagesday is the Harlem Renaissance. The Harlem Renaissance is the cultural movement of the 1920’s. The movement essentially kindled a new black cultural identity through art, literature and intellect. The Harlem Renaissance started during the Roaring Twenties. It took place in Harlem, New York. It became most prominent in the mid to late 1920’s and it diminished toward the early 1930’s (Henderson). The Harlem Renaissance was initially called the New Negro Movement or the New Negro Renaissance. It was theRead More The Harlem Renaissance Essay1513 Words   |  7 PagesThe Harlem Renaissance      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Chapter 1 Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Harlem Renaissance, an African American cultural movement of the 1920s and early 1930s that was centered in the Harlem neighborhood of New York City. According to Wintz: The Harlem Renaissance was â€Å"variously known as the New Negro movement, the New Negro Renaissance, and the Negro Renaissance, the movement emerged toward the end of World War I in 1918, blossomed in the mid- to late 1920s, and then withered in the mid-1930sRead MoreHarlem Renaissance Essay1069 Words   |  5 PagesHARLEM RENAISSANCE Throughout the history of African Americans, there have been important historical figures as well as times. Revered and inspirational leaders and eras like, Martin Luther King and the Civil Rights Movement, Nat Turner and the slave revolt, or Huey Newton and the Black Panther Party. One such period that will always remain a significant part of black art and culture is the Harlem Renaissance. It changed the meaning of art and poetry, as it was known then. Furthermore, theRead More The Harlem Renaissance Essay1031 Words   |  5 PagesHARLEM RENAISSANCE Throughout the history of African Americans, there have been important historical figures as well as times. Revered and inspirational leaders and eras like, Martin Luther King and the Civil Rights Movement, Nat Turner and the slave revolt, or Huey Newton and the Black Panther Party. One such period that will always remain a significant part of black art and culture is the Harlem Renaissance. It changed the meaning of art and poetry, as it was known then. Furthermore, theRead More The Harlem Renaissance Essay524 Words   |  3 Pages Harlem Renaissance nbsp;nbsp;nbsp;nbsp;nbsp;The Harlem Renaissance was a time of racism, injustice, and importance. Somewhere in between the 1920s and 1930s an African American movement occurred in Harlem, New York City. The Harlem Renaissance exalted the unique culture of African-Americans and redefined African-American expression. It was the result of Blacks migrating in the North, mostly Chicago and New York. There were many significant figures, both male and female, that had taken part