Types Of Grants And Scholarships Essay Example for Free

Types Of Grants And Scholarships Essay The Pell Grant Program basically provides need-based grants to students belonging to low-income families.   This grant is primarily for undergraduate and certain postgraduate students who do not have adequate finances and access to graduate degree programs.   The current institutions that participate in this program approximate nearly 5,400.   The grants generally cover expenses such as allowances and basic education costs. The grant amount is determined by a number of factors such as the contribution from the family (EFC), the cost of basic education, whether the student is full-time or part-time and the entire attendance during the school year.    An eligible student may not receive more than one Pell Grant from more than a single academic institution at a time.   According to the FSA handbook, direct grants may be awarded with the aid of participating schools to students who fit the financial need qualifications and who have not received their bachelor’s degrees. The Academic Competitiveness Grant (ACG) is a relatively new program that was granted during the 2006-2007 academic year.   The main purpose of this grant is to encourage students in the United States to enroll in more challenging high school courses and also to eventually pursue college degrees.   This grant is awarded to students who are first-year undergraduate students who were able to graduate from high-school in 2006, and to second-year students who graduated in January 1, 2005 from their high school. This can be awarded to a student over and above the Pell grant award that a deserving student receives.   There is currently over US $4.5 billion that has been earmarked for this program over the next five (5) years and this will continue on until the 2010-2011 academic calendars.   In order to be qualified to receive this grant, applicants must be full-time students (unlike the Pell Grant) and must be United States citizens. Works Cited: ACG Grant Information from http://www.acggrant.com/ last accessed on March 20, 2008 Federal Pell Grant Program from http://www.ed.gov/programs/fpg/index.html last accessed on March 20, 2008

Fractional Distillation Process To Separate Organic Liquids

Fractional Distillation Process To Separate Organic Liquids Distillation is a very useful method of purifiying liquids. Simple distillation is used when a pure solvent is required to be obtained from the solution. This is usually water. On the other hand, fractional distilation is basically used for the separation of a mixture of two miscible organic liquids having different boiling points. A common example of two liquids that mix with each other are ethanol and water. Another example is petrol and paraffin. In this experiment, a mixture of acetone and toluene was provided. Basically, the liquid mixture was boiled to evaporate the liquid that had the lowest boiling point, referred to as the first fraction. The vapour passed up through a fractionating column, which is not used in a simple distillation. As the mixture vaopur passed up the fractionating column, it continually condensed and evaporated. This caused it to become increasingly richer in the liquid with the lowest boiling point until the vapour that reached the top consisted almost entirely of the component with the lowest boiling point. The vapour is then cooled in the condenser and so it condensed back to a liquid, which was collected, hence referred to as the distillate. When almost all the liquid with the lowest boiling point was distilled over, the temperature rised rapidly showing that a mixture of both liquids was distilling over. This should be collected in a separate container and discarded. Once the temperature reached the boiling point of the second liquid, the liquid was then distilled into another container. This basically explained the process of fractional distillation. However, there is a theory behind all this, because the process of distillation should be related in reference to an ideal liquid mixture where one is more volatile than the other. Regarding the mixture of acetone/toluene provided in this experiment, ideal behaviour was assumed and once the process was carried out, the more volatile liquid was found by finding the boiling point of each component. It was noted that the more volatile liquid was acetone since this had a lower boiling point. This was discussed further in relation to boiling point-composition graphs. 2. Method 2.1 Chemicals used Reagent: Grade: Manufacturer: Acetone GPR BDH Toluene GPR Merck 2,4-dinitrophenylhydrazine GPR Riedel de Haem Sodium hydroxide GPR Tinstar Iodine GPR BDH Dioxane GPR Aldrich A mixture of acteone (BDH, GPR) and toluene (Merck, GPR). 2.2 Apparatus Fractionating column, thermometer, 100 mL round bottomed flask as the distillation pot, glass beads, anti-bumping granules, cotton wool, tight clip, Leibig condenser with rubber tubings, heating mantle, connecting side-arms as part of the fractional distillation setup, retort stand with clamp, water supply, 10 mL and 100 mL measuring cylinders, electronic balance, test-tubes, distilled water. 2.3 Procedure Part a) The separation of the acetone/toluene mixture and the measurement of the boiling points of each. The apparatus for fractional distillation was set-up appropriately using a 100 mL round-bottomed flask, the fractionating column provided, insulated well with cotton wool. 50 mL of the acetone/toluene mixture was placed in the 100 mL round-bottomed flask. This was measured using a measuring cylinder. A few boiling chips or anti-bumping granules, which were small irregularly pieces of material, were added to the round-bottomed flask in order to allow prolonged boiling. The apparatus was clamped accordingly from the neck of the round-bottomed flask and checked to be balanced and well set-up before the heating mantle was switched on. Then round-bottomed flask was heated slowly using a heating mantle, until the reading on the thermometer reached a steady state and drops were observed to condense out of the Leibig condenser. This was the boiling point of the first fraction. This steady state temperature was recorded and the distillate was collected in a 100 mL measuring cylinder. The distillation was allowed to proceed until no more liquid got out of the condenser into the measuring cylinder. Then the volume of the first fraction was recorded. When all of the first fraction was distilled out, the temperature at the top of the column was observed to increase and then reached a second steady state, which was the boiling point of the second fraction. Drops of the second fraction were observed to start to condense out of the Leibig condenser. This steady state temperature which was the boiling point of the second fraction, was recorded. The second distillate was collected in a clean measuring cylinder and then its volume was recorded. Part b) The usage of two different tests for the identification of the liquid distillate having a carbonyl group. (acetone) 2,4-DNPH test was first carried out. 2-3 drops of the liquid to be tested were added to 3 mL of 2,4-dinitrophenylhydrazine, and shaken. Any observations and inferences were recorded. The iodofrom test was then carried out. 4 micro drops of the liquid to be tested were dissolved in 2 mL distilled water, in a test-tube. The drops were added carefully using a pipette. 2 mL of 10 % sodium hydroxide were then added together with 2 mL of iodine solution, which were added slowly by drops. The substance was insoluble in water and therefore 2 mL dioxane were added. This was done so that the substance dissolved. Any observations and inferences were then recorded. Each test was carried out twice, for each distillate. Diagram: The set-up apparatus for Fractional Distillation. Precautions It was ensured that the thermometre was positioned accordingly at the mouth opening of the Leibig condenser, where it indicated which fraction was being evaporated by noting the temperature readings. The thermometer position was very important because if the thermometer bulb was to be placed too high, the vapours would reach it before they pass into the side-arm to be collected, and the observed boiling point would be lower than it should be. If the thermometer bulb was to be placed too low, vapours of impurities might reach it, and a high reading for the boiling point range would be given. It was ensured that the fractionating column was filled and packed with glass beads, for maximum possible surface area for vapour to condense on. It was ensured that a joint clip was used and attached between the end of the condenser and the side arm so that there was complete attachment of the setup together and any spillage of the liquid distillate was prevented, but allowed to drop only from the side arm tube, where the vent was present. It was ensured that the Leibig condenser provided was set-up accordingly with opening below meant for water to be pumped in while the opening at the top meant for water to be pumped out, and vice-versa. Although water pressure transfers from a higher to a lower height, if the condenser had to be the other way round the liquid might not be cooled completely as it would only condense the top portion of the condenser. Therefore if the rest of the part of the Leibig condenser was not cooled, the liquid would might evaporate into gas again at the bottom part of the condenser. This explained the importance of correct set-up. It was ensured that as much of the second fraction as possible was collected, however at the same time care was taken so as not to allow the distillation pot, i.e. the 100 mL round-bottomed flask, to boil dry otherwise the residues might ignite or expode. It was ensured that anti-bumping granules were used. These were placed in the 100 mL round-bottomed flask with the 50 mL of the acetone/toluene mixture. The granules were important since they allowed prolonged, smoother boiling without bumping and continuous even formation and release of vapour bubbles were observed. It was ensured that cotton wool was used so that the whole fractionating column was completely wrapped and covered for insulation or lagging. This was important so that the apparatus remained as warm as possible and excessive cooling was avoided, but occurred very slowly. It was ensured that parallax errors were avoided as much as possible by looking normally to the scale of the measuring cylinder were when taking readings of the volumes of liquids, or when taking temperature readings from the thermometre. For safety measures, it was ensured that care was taken when distilling organic solvents in order to avoid explosions and fires. Hence, it was ensured that the vapour did not come into contact with flames, sources of sparks or very hot surfaces such as hot plates. It was ensured that the apparatus was not completely sealed. A vent in the system was required so as to prevent pressure build up in the system as heating was carried out. Otherwise the apparatus would simply blow apart. Therefore, for safey measures, it was ensured that heating in a closed system was avoided. 3. Results Volume of acetone and toluene mixture used was: 50.0 mL Observations Inferences from the 2,4-DNPH test A red-orange precipitate was formed. This positive result means that a carbonyl group, was present in the formula of the substance. No precipitate was formed. The substance contained no carbonyl group, in its formula, hence a negative result was obtained. Observations Inferences from the Iodoform test A pale yellow precipitate was formed. This means that the substance contains a in its formula, hence it gave a positive iodoform with an antiseptic smell. No precipitate was formed. No group was present in the formula of the substance, hence a negative result was obtained. Suspected Identity of Fraction 4. Discussion: At any given temperature a pure liquid in a close container will establish an equilibrium with its vapour: liquidvapour The equilibrium vapour pressure above the liquid will depend upon the temperature. Considering mixing two liquids in different proportions, Raoults Law states that for an ideal mixture at a fixed temperature, the vapour pressure of each component is proportional to its mole fraction. This means that the graph of the vapour pressure of each component against its mole fraction will be a straight line passing through the origin. Considering the case of two volatile liquids, as in this experiment, each of which contributes to the total vapour pressure, by Daltons Law of partial pressures it is known that the total vapour pressure of the mixture is the sum of that of the components and this will also give a straight line when plotted against molar composition. Therefore it could be said that it is more convenient to plot boiling point of the mixture against molar composition. The boiling point of a liquid is the temperature as which its vapour pressure reaches the external atmospheric pressure. Since the less volatile component will have the highest boiling point, being toluene in this case, the vapour pressure curves in figure 1 lead to boiling point-composition graph as shown in figure 2. Two curves were drawn in this diagram since the liquid mixture and the vapour in equilibrium with it do not have the same composition. The vapour will always contain a higher proportion of the more volatile (lower boiling point) component. This difference in composition between the liquid and vapour phases in equilibrium enables such a liiquid mixture to be separated by disitllation. To separate a liquid mixture which obeys Raoults Law, one must repeatedly distill, i.e. boil the liquid and condense the vapour. This is fractional distillation, and rather than carrying out each stage separately, it is convenient to use a fractionating column designed to allow many such steps to occur simultaneously. Fractional distillation is widely used in industrial chemistry for separating mixtures of miscible liquids which boil at different temperatures. For example pure oxygen, nitrogen and noble gases may be obtained from liquid air by fractional distillation. Another example is the hydrocarbons in crude oil which can be separated into useful fractions. In order to discuss the results obtained, one should say that these were clearly explained in the table of results tabulated. It was observed that the boiling points measured were very reliable since these were checked using the organic compounds database website, maintanied by Colby College and the components of the mixture provided i.e acetone and toluene were listed. One should say that there were many readings, as can be observed from the table of results, where the temperature remained constant as more drops of distillate were collected.This confirmed the boiling point of the organic liquid. Some modifications could be made for the procedure of the fractional distillation process. For instance, rather than using a fractionating column packed with glass beads to give the maximum possible surface area for vapour to condense on, a fractionating column with spikes of glass sticking out from the sides could be used, and this would serve the same purpose. Sources of error Once the temperature on the thermometre was observed to rise rapidly, this meant that a mixture of both organic liquids were distilling over. Hence, these few drops should have been collected in a separate container and discarded since they did not consist of an individual liquid. However, this was not done. Hence the volume of the first fraction (acetone) collected was slightly greater than it was supposed to be and was not of the pure organic liquid but had some drops of the second fraction (toluene) in it. this is the container was replaced once the temperature was raised. The thermometer was repeatedly being moved up and down when the temperature readings were taken. This is because some of the scale was hidden by the set-up itself. This movement of the thermometre might affected the results slightly because the boiling temperature range obtained might varied a bit due to this action. 5. Conclusion: It was concluded that fractional distillation was carried out and therefore separation of two organic liquids acetone/toluene mixture occurred. It was also concluded that the boiling point of each component was found and tests on each liquid component, once distillated and separated, were carried out in order to prove the identity of the component.

Mirror for Man: Actions and Thoughts Follow Culture :: Mirror for Man Essays

In a world where everyone has experienced "the same poignant life experiences, such as birth, helplessness, illness, old age, and death," it is incredible to think of the number of ways that peoples can go through these events in life. It is most common that their attitudes and responses are influenced by their environment and society. As Clyde Kluckhohn had explained in "Mirror for Man", the best explanation for any human action is the "concept of culture." One cannot clearly define this idea, but through the comparison of two different groups of people hopefully one can better understand the meaning of culture. By comparing Vietnam and the United States, two very contrasting nations, one can see the force behind the concept of culture in shaping people's lives. In terms of education, the similarities between the two countries are few. Both aim at improving their people's lives, and yet the method in which this is achieved differs greatly. Vietnam, a small country with a large population, has to make do with the lack of technology. It stresses hard work rather than the use of machines. Children are encouraged to do math mentally rather than depend on calculators. As a result, the Vietnamese people do not consider it a sacrifice that they should lead a hard life. Also, their education emphasizes morality rather than independent thinking. Therefore, most Vietnamese children would never think of leaving their families before marriage, unlike the Americans, who would leave for college right after high school or move out of their parents' house to live with friends. The Americans would also prefer to make their lives as easy as possible, which means that rather than adding mentally, they would turn to an adding machine or a computer. Their two wa ys of thinking differ as a result of different education methods. One can also see how culture causes people to be different in their dress styles. In Vietnam, it is acceptable to wear clothes similar to pyjamas out in the street. Yet in America, one cannot do this. One has to dress properly, which means that pyjamas is worn at night and to bed only. However, it is incomprehensible to the Vietnamese why the Americans have to dress so well to go to sleep, why they have to wear nightgowns or pyjamas with fancy designs. They do not understand why it is important to put on a robe when one eats breakfast.

Caring About Our Environment Essay examples -- Environment Ecology Nat

Caring About Our Environment Improving and maintaining the earth’s environment is becoming a more important task every day of our lives. Due to ignorance and frequent carelessness, this important task is quickly becoming a critical one. For this reason, I took it upon myself to construct a strategic plan to enlighten my peers to the problems of our environment. I did this in hopes that it would encourage everyone to act responsibly towards improving and maintaining the environment. With ongoing threats to the earth’s water supply, atmosphere, and surface, I found it necessary to devise a method of environmental enlightenment. I plan to apply this method at my place of academic study, The University. If supported by the faculty and staff and approached with confidence and determination by the student body, I am convinced that our environment on campus would undergo a drastic improvement. As a nation, we are facing many different problems with our environment. Two of the most important focuses are conserving our water supply and protecting the ozone layer. These two ...

Today is Only the Beginning, My Past is a Complete Mystery :: Personal Narrative Writing

Today is Only the Beginning, My Past is a Complete Mystery It's funny how weeks pass so quickly and so much fills this life; I can't remember how one day is different from the next. Lately, a moment's peace means a falter of plans. My order is changed. Emotions, actions, events, and things go on around me, and I live through them not know how it was done. Sometimes there's reflection; it's haunting until tomorrow, and I have no idea what tomorrow is. Strangely, I think of why I'm here and wonder who I am behind this faà §ade, this name-looking for a balance and a connection, never knowing where to find it, and nobody else knows either; voices talk on the telephone about it for hours, or sit there drawing some strange parallels one afternoon. It all ends up somewhere in an unconsciously dreamworld; alas the perplaxity in distinguishing truth from reality is plaguing. Thinking of how to connect the two, three, and forty thousand images that fly by me day in and lights out, waking up and shock hits. All I want to do is do what I want to do, an d do what I have to do, and like it, and get something out of it. Never does a thought cross my mind that there may someday be disappointment. And, when the sun rises every morning, more things muddle some understanding and shake my order, catching me by utter surprise. Secret hopes that will one day lead me to whatever i think I am going to find, lie before me a mystery. Months mesh into one another. I went out into the backyard to look for violets, the small wild ones. My aunt had secretly shown me where they were one day after lunch. I still remember my plaid pants were the same color as the violets, with a solid purple shirt, and my almost white Keds sneakers. We went up into the attic where she kept her sewing basket, and I picked out what I thought was the prettiest ribbon to tie together my prescious hand-held flowers. It was a frazzled, satin off-whitish with embroidered lace around it. I knew my flowers had to be worthy enough to deserve such a royal bow. So, we had sneaked around the corner of the house to the sunny spot; that's where they grew the best. Originally, I had picked the flowers without the stems.

Nature of Business: Genting Group Essay

Nature of Business Genting Group has twenty six years of experience in developing, operating and marketing casinos and integrated resorts in different parts of the world. It is the Malaysia’s leading corporation and one of Asia’s best multinational companies. Genting’s main niche market is leisure and hospitality services integrated in resorts. Genting’s first integrated resort is the Resort World Genting, formerly known as Genting Highlands Resort. The resorts and casino properties in Malaysia are ; * Resort World Genting, Malaysia * Genting International Convention Centre, Malaysia * Awana Genting Highlands Golf & Country Resort, Malaysia * Awana Kijal East Cost Golf, Beach &Spa Resort, Malaysia * Awana Langkawi, Spa & Island Resort, Malaysia. These integrated resorts are among the most popular destination for local and foreign tourist. In this facilities, Genting had provide casinos, hotels, theme park, concert show, Food & Beverages, retail shopping, golfing, cable car terminal and many outdoor activities such as eco-sport, jungle trekking, abseiling, mountain biking, and horse riding. In Resort World Genting, Malaysia for example, there are five hotels with more than 8000 rooms, 50 fun rides, over 200 dining and retail outlets, mega shows and business convention facilities. The five hotels are; * Maxims Genting * Highland Hotels * Theme Park Hotel * Resort Hotel * First World Hotel Until now, Genting had expand and diversified their market into many other product and services line includes plantation, properties, power generator, oil & gas, e-commerce, information technology, biotechnology and cruise liner. * Genting Power Generator * Operated by Genting Sanyen Power Sdn Bhd in Kuala Langat station. It supplies electricity to Tenaga Nasional Berhad, Malaysia, under a 21-year power purchase agreement. The first and only thermal power plant to provide  its own water supply and to supply steam to another industry. * Genting Plantation * Had oil palm plantation which spearheaded by Genting Plantations Berhad. Started since 1980 when they acquired Rubber Trust Group which owned 13,700 hectares of plantation land in Peninsular Malaysia. Further acquisition were made and acquire land banks and oil palm mills. Now Genting have a total milling capacity of 255 tonnes per hour. * Genting Properties * Genting’s initial primary objective is holding land based assets for long term appreciation and develops potential to the current strategic move to expand and market the Group’s landed properties. Genting began the project at Genting Highland Resort developing 83-unit Kayangan Apartment. The project was followed by the launch of 428-unit Ria Apartment and luxurious 320-unit Awana Condominium. Promoting Services and Educating Customer Genting had run many initiatives in their promotion of services and product lines. They are taking steps in educating customer effectively as a proof, everyone in this country knows about Genting and its services and product line. The sales and marketing department had outlined their responsibilities in ensuring to educate the customer more effectively and in promoting services. Firstly, the responsibilities of the sales and marketing department are; * Research, analyze and plan business strategies to achieve set goals and develop new ideas to secure more business/arrivals from new and existing target countries; * Constantly develop new action plans to counter competitive market environment; * Proactively drive and develop new business development opportunities, including new trends and new markets; * Market information provider to our various business units both local & overseas; * Able to effectively monitor all business plans and its success reporting; * To assist Awana marketing on evaluation coordination and execution of all advertising, plans and activities; * To assist Awana sales in ensuring all overseas arrivals are well coordinated and accounted; * To assist AVP on all road shows’ products presentations and programmes; * To provide feedbacks on sales and marketing activities  in various countries and markets to AVP on weekly and monthly basis; The list above shows how Genting had ensure that their services promotion mainly in leisure and hospitality will run effectively and could attract more customer thus increase sales. Genting’s promotion considered success referred to the annual reports published each year. In running promotion, Genting had used many mediums for advertisement such as: * Pamphlets * Blog * Website * Television * Social networking sites (eg; Facebook) * Radio Besides that, in empowering their promotion, Genting had also work with TOURISM Malaysia to raise their brands as one of the most popular tourist destination in Malaysia. Genting also had join promotion with the transportation company like Bus Company to attract more customers. They make the tourists’ trips to be more convenience by offering transport from the bus company and tour guides that will guide the tourist around the resort. Promotion had been done exclusively and excessively yet cost effective and successful. References * Genting Highlands Facebook page (https://www.facebook.com/gentinghighland) * TOURISM Pahang official website http://www.pahangtourism.org.my/index.php?option=com_content&task=view&id=99&Itemid=188 * The Genting Malaysia Berhad (http://www.gentingmalaysia.com/default.htm) * The Genting Plantation (http://www.gentingplantations.com/)

“Whitebook”: Cross-Marketing Platform for Luxury Brands in Japan

Ad-comm Group â€Å"Whitebook†: Cross-marketing Platform for Luxury Brands in Japan 1. What is a Whitebook? What role(s) does it play in the Marketing strategy of Ad-comm’s client companies? Answers 15 lines maximum. Whitebook is a cross marketing platform, a magazine that is published in Japan every 4 months and which displays nine luxury brands in nine diverse types of product. The magazine is customized for each luxury sponsors. The Whitebook plays an important role in terms of marketing strategy as it is a brand ambassador and CRM tool.As the Whitebook is mainly distributed through sponsors, the Whitebook targets a prequalified small group of costumers but right ones, right at the beginning. Being displayed in the magazine can be seen a recognition of being a top luxury brand and be therefore an award. The Magazine creates a strong relationship between the brands and the costumers, as the costumers feel privileged to receive special attention from the brand. Moreove r the Whitebook organizes event as well, which gathers customers and one brand.Those events gives the opportunity for luxury brands to create a personal relationship (â€Å"face-to-face† relationship) with its customers, by telling its heritage and answering questions. 2. Take the perspective of the general manager of Porsche Japan. How would you assess the cost effectiveness or ROI of investing 20 million Yen a year to sponsor Whitbook? Would you be willing to be a sponsor? Why or why not? Answer by using a break-even analysis, and by calculating the expected customer lifetime value (i. e. oday’s expected value of a customer’s purchases over the course of his/her life as a Porsche customer). 1 to 2 pages. a. You must know what a break-even analysis is: this is when your return/revenue covers your investment – in other words: how many cars to sell to repay for the investment in Whitebook? b. Customer Lifetime value: refer to the last class definition â₠¬â€œ expected value of a customer over the course of his/her life as a customer = selling price of a Porsche x number of Porsches purchased in a lifetime.Be creative by using the data of the case and common sense. There is no magic formula. I will take your assumptions into consideration. c. Then the cost effectiveness can be assessed by comparing to competitive offerings Porsche sales increased by 4. 55 ( 3000/658= 4. 55 – p. 8) in 6 years. For a luxury brand, democratization of the product also means loss of prestige and exclusivity. Whitebook is a way to keep the luxury image of the brand by creating a special relationship with the best costumers. 20 million Yen represents 2. % of the total marketing budget (p. 8). Assuming that an average price of Porsche is 75 000$ USD , in 6 years they have sold for 175 650 000$ (75 000 x 2320) . 20 million Yen is equal to 214 241. 04$ USD which corresponds to 1 285 446. 24$ USD in 6 years. In terms of break-even analysis and still assu ming the average price of 75 000 $, they need to sell 3 cars (2. 86) (214 241. 04 / 75 000) per year to repay their investment in Whitebook. However, the case mentions that â€Å"10% of the VIP customers own 8-9 Porsches† (p. ), therefore we can assume that Porsche company sells at least 3 cars per year and therefore sponsoring Whitebook is profitable. In terms of Costumer Lifetime value, we shall still assume the average price of 75 000$ USD per car and the number of Porsches purchased in a lifetime of 8. 5 (â€Å"8-9 Porsches† own over lifetime – p. 8). The Costumer Lifetime Value is therefore equal to 637 500 (75 000 x 8. 5). Finally, in terms of cost effectiveness, if we look at exhibit 9, we see that the manufacturer's suggested retail price of Whitebook is best advantageous compared to other selected print media in Japan.The manufacturer's suggested retail price is relatively low (5 000 000 Yen) compared to the number of pages and the location. Let’ s take 25ans’. The MSRP is 4 200 000 Yen for 2 pages on the back cover; compared to 800 000Yen more for Whitebook (therefore 1. 19 more expensive (5 000 000 / 4 200 000 = 1. 19) ) for 3 times more pages inside the magazine for Whitebook. It is then clear that Whitebook is more profitable compared to less expensive magazines in terms of cost effectiveness. Moreover 25ans’ targets women’s luxury, however Porsche and fast cars are commonly known to be of mainly great interest for men.Concerning Esquire, the MSRP is 3 200 000 Yen of 2 pages on the back cover, Whitebook is 1 800 000 more (therefore 1. 5626 more expensive (5 000 000 / 32 000 000)) for 3 times more pages inside the magazine. Thus, Whitebook magazine is more profitable than Esquire. Moreover Esquire targets Men’s fashion/lifestyle only, however purchasing a Porsche can also involve women (Porsche Cayenne for example). Concerning Nikkei Business, the MSRP is 5 680 000 Yen of 2 pages on the back co ver which target business customers. Compare to Whitebook, Nikkei Business is 1. 36 more expensive than Whitebook for less pages. Moreover the Nikkei Business target only business Concerning Asahi Newspaper, the MSRP is 22 500 000 Yen for full page. Compare toe Whitebook, Asahi Newspaper is 4. 5 more expensive. Moreover, Asahi Newspaper targets general public, however Porsche wants to keep the luxury prestige and exclusive image of the brand by investing in a magazine, the target readers doesn’t therefore correspond to the main aim of Porsche. In conclusion, Whitebook is the best investment in terms of cost effectiveness compared to competitive offerings. . Put yourself in the shoes of Andreas Dannenberg. Whitebook exploits opportunities (and leverages strength, addresses weaknesses, and counter threats) in the luxury market and advertising industry, and it helps Ad-comm stay ahead of potential capability improvements by Japanese and multinational competitors. What is Whitebo ok to you? What role(s) does it play in the marketing strategy of Ad-comm itself? Answer by using a SWOT analysis (for Ad-comm) to understand internal and external strategic position. 1 to 2 pages. In terms of Strengths: Whitebook enables to be independent from Japanese Players * Doesn’t have to be subcontracted by Japanese agencies * Target the right costumers * Plays a role of CRM tool * Create privilege relationships between the brands and the costumers * Maintain the luxury and exclusive image of the sponsors * Create events to build a face to face relationship and build a trust relationship in the long run with VIP costumers -> the brand tells stories and heritage to the customer and the Japanese consumption, customers are choosing a brand mainly because of its heritage, recommendations of experts and experiences of family and friends. Plays a role of brand ambassador * Enable luxury companies to display the corporate portfolio * Enable luxury brands to make their cash f lows easier In terms of Weaknesses: * Limited to Japanese market * Limited to the Japanese market * Implementation on international market requires global corporate decision In terms of Opportunities: * Cross-marketing platform * Select prequalified targeted and top-tier customer Create a unique virtual experience for privilege guests as well trough its website and entry key * Track behaviors of target customers * The website tracks behaviors of target customers * Create events which can be an opportunity to launch a new product to a right target costumer * Enable luxury companies to get new costumers * Work as a CRM tool In terms of Threats: * No competitors at the moment because is very selective and the nurture the relationship with the brand. However, competitors can come in the market, target also luxury clientele with more luxury brands or more subcategories * New competitors can come and create other type of cross-marketing platform like a privilege club which enables the bra nds to meet * New competitors can come an create the same magazine suited for the global market or USA market which number of customers are greater 4. What would you do with the expansion opportunities described at the end of the case (pp. 10-13)? Would you pursue: (a) increasing the number of sponsors I the current Whitebook? b) replicating the current Whitebook in overseas market; or (c) developing an alternative Whitebook focused on the new â€Å"edgy† brand market? Why? Answer with Pros and Cons in 1 to 2 pages. (a) Increasing the number of sponsors I the current Whitebook Pros: * Increase flexibility when planning events * Increase quantity of events (number of events) * Increase quality of events, as more VIP customers and sponsor companies are available * Increase the use of CRM tool * Make the relationship between brand and consumer more visible Cons: Additional cost could offset the fixed costs of production * Losing credibility * Losing trust with the brands * Losin g luxury appeal because luxury is based on scarcity and exclusivity (b) Replicating the current Whitebook in overseas market (the best option because:) Pros: * Minimize additional effort and attention required to Whitebook * Provide learning opportunity for the account managers * Can introduce new categories in the book * Multinational sponsor already present in the Japanese version can be included in the overseas version * Already implemented in US, SingaporeCons: * There’s a small budget required by sponsors * The decisions so fare are regional and not on corporate level * Changing the marketing strategy at a global level will be uncontrollable for Whitebook unless they change the whole corporate structure, which possible (c) Developing an alternative Whitebook focused on the new â€Å"edgy† brand market Pros: * Maintain most loyal costumers * Help to acquire innovative customers * Guarantee of 50 000 targeted customers * Involves high-margin brand segments Developin g new relationships with new companies Cons: * Should redirect the target customers on young customers * Being part of a community takes out their own personality and uniqueness * Because edgy brands target young customers and customers prefer interactive marketing tools so edgy brand prefer to invest their marketing budget and events or promotions rather that printing marketing * Change the value of luxury image of the book * Because luxury is based on exclusivity and scarcity, including edgy brands will damage this luxury image