Religious Communities and The Consumption of Alcohol

The legislation surrounding the banning of alcohol in America had intent to boost a moral and righteous America however and was not expected to affect the economy however; the country responded in a polar way; corrupting officials, hurting the economy and American people, and even dividing the country and its politics. The Prohibition was put in place to benefit America; to do away with drunkenness and make America more productive and healthy. Although the intentions of the legislations were good natured a sleeping demon was awakened and America was thrown into disarray. The disapproval of alcohol consumption and its effects on the body are rooted in religious communities. Temperance in America was brought to the surface by communities†¦show more content†¦This is not the only devastating effect organized crime had on america during the Prohibition. They also caused the government to spend a fortune on trying to contain their ruthless behavior. The bureau of the Prohibition was set up to try and pry control of Americas cities back from crime bosses. Law enforcement including agencies such as Coast Guard and Customs had to be revamped. This drove Americas law enforcement expenses up 500% to compensate for the violence and contraband running throughout the country. Even though these changes were made corruption still occurred and crooked officers were common. There corruption of the police was a lasting scarring effect as well. The Prohibition introduced organized crime members and crooked cops thus beginning a relationship that lasts today. All these factors of organized crime destroyed a large part of the economy and safety of Americans. The Prohibition was the main cause of the violent crime outbreak already making the Prohibition have a negative on the American people. Agriculture in the United States was drastically affected during the Prohibition. The production of alcohol was a major industry accounting for large portions of the barley, wheat, and corn crops. The American farmer struggled significantly with the loss of alcohol production. They no longer had business from largeShow MoreRelatedThe Temperance Movement Of Antebellum America708 Words   |  3 Pagesmoral reforms of in 1800s. Several members of the community fought for the prohibition of alcohol, rather than just limiting the about being consumed. However, â€Å"many farmers argued that the society and its desire to eradicate King Alcohol—as temperance advocates often termed alcoholic beverages—were a scheme to deprive the people of their liberty. Starting with main in the 1851, twelve states and territories outlawed the consumptions of alcohol. Temperance leaders came about and the movement createdRead MoreDoes Developmental Generativity Predict Substance Use? Mid dle Aged Adults? Essay1597 Words   |  7 Pagesto reflect outside of the self. The seventh psychosocial stage is generativity versus stagnation, which takes place during the ages of 40 to 60. In this stage, the individual turns the focus outside of themselves and starts to focus on society, community, and the family. While a person can feel generative by having their own family and children, this is only a small part of being successfully generative. Generativity can roughly be described as connection between generations. This entailsRead MoreThe Religious Impact Of The Second Great Awakening1403 Words   |  6 PagesSecond Great Awakening was a religious movement that took place in the late eighteenth and early nineteenth century. Around the same time, the concepts of Jacksonian democracy was becoming increasingly more well known. This idea stressed the importance of the common individual. It focused on the ordinary people and what they thought about government. Jacksonian democracy also clarified that slavery is an issue. Religiously, The Second Great Awakening strongly The religious concept of earning salvationRead More alcohol Essay1576 Words   |  7 Pagesalcohol Substance abuse and addiction are major problems in society today. Every segment of society, regardless of race, gender, or age is affected. Some of the substances that are used grow naturally, where as others are manufactured illicitly or even legitimately in laboratories. They may be smoked, inhaled, ingested, or injected and used for social, religious, or self-medicating purposes. The substance that are abused include caffeine, nicotine, alcohol, steroids, stimulants, depressantsRead MoreHow Alcohol Consumption Is Culture1237 Words   |  5 Pages Furthermore, another area that relates to alcohol consumption is culture. What is culture?. Culture is known to be a set of values and beliefs and that has been transmitted from one generation to another Roche et al (2007,p.63).Sociologists define culture as not only practices but also a network of representations that shapes an individuals social life Roche et al (2007,p.64). It is used to celebrate birthdays, deaths, marr iages and graduation Roche et al (2007,p.57). When is it enoughRead MoreProhibition During The Era Of 1920-1933 Essay814 Words   |  4 Pagesthe legal prohibiting of the manufacture and sale of alcoholic drinks for common consumption according to dictionary.com. Furthermore, this amendment concurs that alcohol beverages could not be made, transported, or sold legally in the United States. People started to trust that drinking would demolish ones character, change politics, and created crime. On the other hand, the prohibition amendment did lower alcohol consequences outcomes, in the end this amendment should never have been passed asRead MoreA Sociological And Humanistic Perspective1714 Words   |  7 Pages underground alcohol selling businesses, and high crime rates. Ultimately culminating with another amendment to the U.S. constitution, the 21st, which ended the prohibition on alcoholic beverages. The 21st amendment will not be heavily analyzed herein because the focus is on t he 18th amendment, although the 21st amendment may be discussed throughout since it essentially ends the story of the 18th amendment. The 18th amendment is the result of over two centuries of an anti alcohol sentiment in societyRead MoreSecond Great Awakening954 Words   |  4 Pageswomen (in their domestic sphere) and forming the cult of domesticity, partially fixing the corrupt government through the temperance movement, and in the creation of many utopian societies by radical religious populations. Puritanism was kicked to the side when Evangelicalism took root. This religious renaissance was absolutely more optimistic than worship from the past; sin was no longer an inevitable part of your being. Rather, you could find salvation through yourself, so long as you avoided orRead MoreSmoking Drinking As A Social Problem1682 Words   |  7 Pagesunits of alcohol in a single session for men, and more than six units for women (NHS, 2014). Over the years alcohol has caused many social and political debates in regards to whether it is a â€Å"social evil† or if the individual who makes the conscious choice to drink it, is the real deviant. It’s clear to see that alcohol will always be a dominating factor in society if we think alcohol consumption is a 21st-century modern phenomenon then we are mistaken. The first organized campaign about alcohol consumptionRead MoreThe Events Of Temperance Movement1332 Words   |  6 Pagesit was also intended to reform human society, which was said by Lyman Beecher a champion of evangelic Christian revivalism† (Tindall and Shi 508). The United States, which was known for a nation of separation and church and state was swept with religious revivals during 1790 to 1830s known as the Second Great Awakening. From the Second Great Awakening in 1842, the United States was filled with different reform movement which was led by dreamers and activists who saw social injustice or immorality

The Vampire Diaries The Fury Chapter Eight Free Essays

string(122) " And this was the worst place of all to be, in a classroom where he couldn’t care less about what was being taught\." â€Å"Who-? Oh, it’s you!† Bonnie said, starting at the touch on her elbow. â€Å"You scared me. I didn’t hear you come up. We will write a custom essay sample on The Vampire Diaries: The Fury Chapter Eight or any similar topic only for you Order Now † He’d have to be more careful, Stefan realized. In the few days he’d been away from school, he’d gotten out of the habit of walking and moving like a human and fallen back into the noiseless, perfectly controlled stride of the hunter. â€Å"Sorry,† he said, as they walked side by side down the corridor. â€Å"S’okay,† said Bonnie with a brave attempt at nonchalance. But her brown eyes were wide and rather fixed. â€Å"So what are you doing here today? Meredith and I came by the boardinghouse this morning to check on Mrs. Flowers, but nobody answered the door. And I didn’t see you in biology.† â€Å"I came this afternoon. I’m back at school. For as long as it takes to find what we’re looking for anyway.† â€Å"To spy on Alaric, you mean,† Bonnie muttered. â€Å"I told Elena yesterday just to leave him to me. Oops,† she added, as a couple of passing juniors stared at her. She rolled her eyes at Stefan. By mutual consent, they turned off into a side corridor and made for an empty stairwell. Bonnie leaned against the wall with a groan of relief. â€Å"I’ve got to remember not to say her name,† she said pathetically, â€Å"but it’s so hard. My mother asked me how I felt this morning and I almost told her, ‘fine,’ since I saw Elena last night. I don’t know how you two kept-you know what-a secret so long.† Stefan felt a grin tugging at his lips in spite of himself. Bonnie was like a six-week-old kitten, all charm and no inhibitions. She always said exactly what she was thinking at the moment, even if it completely contradicted what she’d just said the moment before, but everything she did came from the heart. â€Å"You’re standing in a deserted hallway with a you know what right now,† he reminded her devilishly. â€Å"Ohhh.† Her eyes widened again. â€Å"But you wouldn’t, would you?† she added, relieved. â€Å"Because Elena would kill you†¦ Oh, dear.† Searching for another topic, she gulped and said, â€Å"So-so how did things go last night?† Stefan’s mood darkened immediately. â€Å"Not so good. Oh, Elena’s all right; she’s sleeping safely.† Before he could go on, his ears picked up footfalls at the end of the corridor. Three senior girls were passing by, and one broke away from the group at the sight of Stefan and Bonnie. Sue Carson’s face was pale and her eyes were red-rimmed, but she smiled at them. Bonnie was full of concern. â€Å"Sue, how are you? How’s Doug?† â€Å"I’m okay. He’s okay, too, or at least he’s going to be. Stefan, I wanted to talk to you,† she added in a rush. â€Å"I know my dad thanked you yesterday for helping Doug the way you did, but I wanted to thank you, too. I mean, I know that people in town have been pretty horrible to you and-well, I’m just surprised you cared enough to help at all. But I’m glad. My mom says you saved Doug’s life. And so, I just wanted to thank you, and to say I’m sorry-about everything.† â€Å"That’s all right,† he said. â€Å"How’s Chelsea today?† â€Å"She’s at the pound. They’re holding the dogs in quarantine there, all the ones they could round up.† Sue blotted her eyes and straightened, and Stefan relaxed, seeing that the danger was over. An awkward silence descended. â€Å"Well,† said Bonnie to Sue at last, â€Å"have you heard what the school board decided about the Snow Dance?† â€Å"I heard they met this morning and they’ve pretty much decided to let us have it. Somebody said they were talking about a police guard, though. Oh, there’s the late bell. We’d better get to history before Alaric hands us all demerits.† â€Å"We’re coming in a minute,† Stefan said. He added casually, â€Å"When is this Snow Dance?† â€Å"It’s the thirteenth; Friday night, you know,† Sue said, and then winced. â€Å"Oh my God, Friday the thirteenth. I didn’t even think about that. But it reminds me that there was one other thing I wanted to tell you. This morning I took my name out of the running for snow queen. It-it just seemed right, somehow. That’s all.† Sue hurried away, almost running. Stefan’s mind was racing. â€Å"Bonnie, what is this Snow Dance?† â€Å"Well, it’s the Christmas dance really, only we have a snow queen instead of a Christmas queen. After what happened at Founders’ Day, they were thinking of canceling it, and then with the dogs yesterday-but it sounds like they’re going to have it after all.† â€Å"On Friday the thirteenth,† Stefan said grimly. â€Å"Yes.† Bonnie was looking scared again, making herself small and inconspicuous. â€Å"Stefan, don’t look that way; you’re frightening me. What’s wrong? What do you think will happen at the dance?† â€Å"I don’t know.† But something would, Stefan was thinking. Fell’s Church hadn’t had one public celebration that had escaped being visited by the Other Power, and this would probably be the last festivity of the year. But there was no point in talking about it now. â€Å"Come on,† he said. â€Å"We’re really late.† He was right. Alaric Saltzman was at the chalkboard when they walked in, as he had been the first day he’d appeared in the history classroom. If he was surprised at seeing them late, or at all, he covered it faultlessly, giving one of his friendliest smiles. So you’re the one who’s hunting the hunter, Stefan thought, taking his seat and studying the man before him. But are you anything more than that? Elena’s Other Power maybe? Elena. Stefan’s hand clenched under his desk, and a slow ache woke in his chest. He hadn’t meant to think about her. The only way he had gotten through the last five days was by keeping her at the edge of his mind, not letting her image any closer. But then of course the effort of holding her away at a safe distance took up most of his time and energy. And this was the worst place of all to be, in a classroom where he couldn’t care less about what was being taught. You read "The Vampire Diaries: The Fury Chapter Eight" in category "Essay examples" There was nothing to do but think here. He made himself breathe slowly, calmly. She was well; that was the important thing. Nothing else really mattered. But even as he told himself this, jealousy bit into him like the thongs of a whip. Because whenever he thought about Elena now, he had to think about him. About Damon, who was free to come and go as he liked. Who might even be with Elena this minute. Anger burned in Stefan’s mind, bright and cold, mingling with the hot ache in his chest. He still wasn’t convinced that Damon wasn’t the one who had casually thrown him, bleeding and unconscious, into an abandoned well shaft to die. And he would take Elena’s idea about the Other Power much more seriously if he was completely sure that Damon hadn’t chased Elena to her death. Damon was evil; he had no mercy and no scruples†¦ And what’s he done that I haven’t done? Stefan asked himself heavily, for the hundredth time. Nothing. Except kill. Stefan had tried to kill. He’d meant to kill Tyler. At the memory, the cold fire of his anger toward Damon was doused, and he glanced instead toward a desk at the back of the room. It was empty. Though Tyler had gotten out of the hospital the day before, he hadn’t returned to school. Still, there should be no danger of his remembering anything from that grisly afternoon. The subliminal suggestion to forget should hold for quite a while, as long as no one messed with Tyler’s mind. He suddenly became aware that he was staring at Tyler’s empty desk with narrow, brooding eyes. As he looked away, he caught the glance of someone who’d been watching him do it. Matt turned quickly and bent over his history book, but not before Stefan saw his expression. December 5-I don’t know what time, probably early afternoon. Dear Diary, Damon got you back for me this morning. Stefan said he didn’t want me going into Alaric’s attic again. This is Stefan’s pen I’m using. I don’t own anything anymore, or at least I can’t get at any of my own things, and most of them Aunt Judith would miss if I took them. I’m sitting right now in a barn behind the boardinghouse. I can’t go where people sleep, you know, unless I’ve been invited in. I guess animals don’t count, because there are some rats sleeping here under the hay and an owl in the rafters. At the moment, we’re ignoring each other. I’m trying very hard not to have hysterics. I thought writing might help. Something normal, something familiar. Except that nothing in my life is normal anymore. Damon says I’ll get used to it faster if I throw my old life away and embrace the new one. He seems to think it’s inevitable that I turn out like him. He says I was born to be a hunter and there’s no point in doing things halfway. I hunted a deer last night. A stag, because it was making the most noise, clashing its antlers against tree branches, challenging other males. I drank its blood. When I look over this diary, all I can see is that I was searching for something, for someplace to belong. But this isn’t it. This new life isn’t it. I’m afraid of what I’ll become if I do start to belong here. Oh, God, I’m frightened. The barn owl is almost pure white, especially when it spreads its wings so you can see the underside. From the back it looks more gold. It has just a little gold around the face. It’s staring at me right now because I’m making noises, trying not to cry. It’s funny that I can still cry. I guess it’s witches that can’t. It’s started snowing outside. I’m pulling my cloak up around me. Elena tucked the little book close to her body and drew the soft dark velvet of the cloak up to her chin. The barn was utterly silent, except for the minute breathing of the animals that slept there. Outside the snow drifted down just as soundlessly, blanketing the world in muffling stillness. Elena stared at it with unseeing eyes, scarcely noticing the tears that ran down her cheeks. â€Å"And could Bonnie McCullough and Caroline Forbes please stay after class a moment,† Alaric said as the last bell rang. Stefan frowned, a frown that deepened as he saw Vickie Bennett hovering outside the open door of the history room, her eyes shy and frightened. â€Å"I’ll be right outside,† he said meaningfully to Bonnie, who nodded. He added a warning lift of his eyebrows, and she responded with a virtuous look. Catch me saying anything I’m not supposed to, the look said. Vickie Bennett was entering as he exited, and he had to step out of her way. But that took him right into the path of Matt, who’d come out the other door and was trying to get down the corridor as fast as possible. Stefan grabbed his arm without thinking. â€Å"Matt, wait.† â€Å"Let go of me.† Matt’s fist came up. He looked at it in apparent surprise, as if not sure what he should be so mad about. But every muscle in his body was fighting Stefan’s grip. â€Å"I just want to talk to you. Just for a minute, all right?† â€Å"I don’t have a minute,† Matt said, and at last his eyes, a lighter, less complicated blue than Elena’s, met Stefan’s. But there was a blankness in the depths of them that reminded Stefan of the look of someone who’d been hypnotized, or who was under the influence of some Power. Only it was no Power except Matt’s own mind, he realized abruptly. This was what the human brain did to itself when faced with something it simply couldn’t deal with. Matt had shut down, turned off. Testing, Stefan said, â€Å"About what happened Saturday night-â€Å" â€Å"I don’t know what you’re talking about. Look, I said I had to go, damn it.† Denial was like a fortress behind Matt’s eyes. But Stefan had to try again. â€Å"I don’t blame you for being mad. If I were you, I’d be furious. And I know what it’s like not to want to think, especially when thinking can drive you crazy.† Matt was shaking his head, and Stefan looked around the hallway. It was almost empty, and desperation made him willing to take a risk. He lowered his voice. â€Å"But maybe you’d at least like to know that Elena’s awake, and she’s much-â€Å" â€Å"Elena’s dead!† Matt shouted, drawing the attention of everyone in the corridor. â€Å"And I told you to let go of me!† he added, oblivious of their audience, and shoved Stefan hard. It was so unexpected that Stefan stumbled back against the lockers, almost ending up sprawled on the ground. He stared at Matt, but Matt never even glanced back as he took off down the hallway. Stefan spent the rest of the time until Bonnie emerged just staring at the wall. There was a poster there for the Snow Dance, and he knew every inch of it by the time the girls came out. Despite everything Caroline had tried to do to him and Elena, Stefan found he couldn’t summon up any hatred of her. Her auburn hair looked faded, her face pinched. Instead of being willowy, her posture just looked wilted, he thought, watching her go. â€Å"Yes, of course. Alaric just knows we three-Vickie, Caroline, and I-have been through a lot, and he wants us to know that he supports us,† Bonnie said, but even her dogged optimism about the history teacher sounded a little forced. â€Å"None of us told him about anything, though. He’s having another get-together at his house next week,† she added brightly. Wonderful, thought Stefan. Normally he might have said something about it, but at that moment he was distracted. â€Å"There’s Meredith,† he said. â€Å"She must be waiting for us-no, she’s going down the history wing,† Bonnie said. â€Å"That’s funny, I told her I’d meet her out here.† It was more than funny, thought Stefan. He’d caught only a glimpse of her as she turned the corner, but that glimpse stuck in his mind. The expression on Meredith’s face had been calculating, watchful, and her step had been stealthy. As if she were trying to do something without being seen. â€Å"She’ll come back in a minute when she sees we’re not down there,† Bonnie said, but Meredith didn’t come back in a minute, or two, or three. In fact, it was almost ten minutes before she appeared, and then she looked startled to see Stefan and Bonnie waiting for her. â€Å"Sorry, I got held up,† she said coolly, and Stefan had to admire her self-possession. But he wondered what was behind it, and only Bonnie was in a mood to chat as the three of them left school. â€Å"But last time you used fire,† Elena said. â€Å"That was because we were looking for Stefan, for a specific person,† Bonnie replied. â€Å"This time we’re trying to predict the future. If it was just your personal future I was trying to predict, I’d look in your palm, but we’re trying to find out something general.† Meredith entered the room, carefully balancing a china bowl full to the brim with water. In her other hand, she held a candle. â€Å"I’ve got the stuff,† she said. â€Å"Water was sacred to the Druids,† Bonnie explained, as Meredith placed the dish on the floor and the three girls sat around it. â€Å"Apparently, everything was sacred to the Druids,† said Meredith. â€Å"Shh. Now, put the candle in the candlestick and light it. Then I’m going to pour melted wax into the water, and the shapes it makes will tell me the answers to your questions. My grandmother used melted lead, and she said her grandmother used melted silver, but she told me wax would do.† When Meredith had lit the candle, Bonnie glanced at it sideways and took a deep breath. â€Å"I’m getting scareder and scareder to do this,† she said. â€Å"You don’t have to,† Elena said softly. â€Å"I know. But I want to-this once. Besides, it’s not these kind of rituals that scare me; it’s getting taken over that’s so awful. I hate it. It’s like somebody else getting into my body.† â€Å"Anyway, here goes. Turn down the lights, Meredith. Give me a minute to get attuned and then ask your questions.† In the silence of the dim room Elena watched the candlelight flickering over Bonnie’s lowered eyelashes and Meredith’s sober face. She looked down at her own hands in her lap, pale against the blackness of the sweater and leggings Meredith had lent her. Then she looked at the dancing flame. â€Å"All right,† Bonnie said softly and took the candle. Elena’s fingers twined together, clenching hard, but she spoke in a low voice so as not to break the atmosphere. â€Å"Who is the Other Power in Fell’s Church?† Bonnie tilted the candle so that the flame licked up its sides. Hot wax streamed down like water into the bowl and formed round globules there. â€Å"I was afraid of that,† Bonnie murmured. â€Å"That’s no answer, nothing. Try a different question.† Disappointed, Elena sat back, fingernails biting into her palms. It was Meredith who spoke. â€Å"Can we find this Other Power if we look? And can we defeat it?† â€Å"That’s two questions,† Bonnie said under her breath as she tilted the candle again. This time the wax formed a circle, a lumpy white ring. â€Å"That’s unity! The symbol for people joining hands. It means we can do it if we stick together.† Elena’s head jerked up. Those were almost the same words she’d said to Stefan and Damon. Bonnie’s eyes were shining with excitement, and they smiled at each other. â€Å"Watch out! You’re still pouring,† Meredith said. Bonnie quickly righted the candle, looking into the bowl again. The last spill of wax had formed a thin, straight line. â€Å"That’s a sword,† she said slowly. â€Å"It means sacrifice. We can do it if we stick together, but not without sacrifice.† â€Å"What kind of sacrifice?† asked Elena. â€Å"I don’t know,† Bonnie said, her face troubled. â€Å"That’s all I can tell you this time.† She stuck the candle back in the candleholder. â€Å"Whew,† said Meredith, as she got up to turn on the lights. Elena stood, too. â€Å"Well, at least we know we can beat it,† she said, tugging up the leggings, which were too long for her. She caught a glimpse of herself in Meredith’s mirror. She certainly didn’t look like Elena Gilbert the high school fashion plate anymore. Dressed all in black like this, she looked pale and dangerous, like a sheathed sword. Her hair fell haphazardly around her shoulders. certainly didn’t look like Elena Gilbert the high school fashion plate anymore. Dressed all in black like this, she looked pale and dangerous, like a sheathed sword. Her hair fell haphazardly around her shoulders. â€Å"You could go somewhere else,† Bonnie suggested. â€Å"I mean, after this is all over, you could finish the school year someplace where nobody knows you. Like Stefan did.† â€Å"No, I don’t think so.† Elena was in a strange mood tonight, after spending the day alone in the barn watching the snow. â€Å"Bonnie,† she said abruptly, â€Å"would you look at my palm again? I want you to tell my future, my personal future.† â€Å"I don’t even know if I remember all the stuff my grandmother taught me†¦ but, all right, I’ll try,† Bonnie relented. â€Å"There’d just better be no more dark strangers on the way, that’s all. You’ve already got all you can handle.† She giggled as she took Elena’s outstretched hand. â€Å"Remember when Caroline asked what you could do with two? I guess you’re finding out now, huh?† â€Å"Just read my palm, will you?† â€Å"All right, this is your life line-† Bonnie’s stream of patter broke off almost before it was started. She stared at Elena’s hand, fear and apprehension in her face. â€Å"It should go all the way down to here,† she said. â€Å"But it’s cut off so short†¦Ã¢â‚¬  She and Elena looked at each other without speaking for a moment, while Elena felt that same apprehension solidify inside herself. Then Meredith broke in. â€Å"Well, naturally it’s short,† she said. â€Å"It just means what happened already, when Elena drowned.† â€Å"Yes, of course, that must be it,† Bonnie murmured. She let go of Elena’s hand and Elena slowly drew back. â€Å"That’s it, all right,† Bonnie said in a stronger voice. Elena was gazing into the mirror again. The girl who gazed back was beautiful, but there was a sad wisdom about her eyes that the old Elena Gilbert had never had. She realized that Bonnie and Meredith were looking at her. â€Å"That must be it,† she said lightly, but her smile didn’t touch her eyes. How to cite The Vampire Diaries: The Fury Chapter Eight, Essay examples

Mattel Marketing Case Study free essay sample

Mattel, Inc. (Mattel or the company) designs, manufactures and markets toys across the globe. The company operates in the Americas, Europe and the Asia-Pacific region. Headquartered in El Segundo, California, and the company employs approximately 30, 000 people as of December 31, 2012. Mattel has some of the highly recognized brands in the toy industry, with its core brands providing strong sales and earnings. Mattels product lineup consists of some of the best-known brands in childrens toys, including Barbie, Hot Wheels, American Girl, Power Wheels, Polly Pocket and Fisher-Price. Barbie has been the most popular fashion doll brand for over 50 years. In 2012 and 2011, Barbie was named one of the 100 global brands that translated the latest consumer trends into its brands by a globally recognized brand/design studio. Monster High, an emerging key brand in the company’s portfolio, is the second largest selling fashion doll property in the US as well as five European markets including the UK, France, Germany, Italy and Spain, as of August 2012, according to the latest toy industry estimates. We will write a custom essay sample on Mattel Marketing Case Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Until August 2012, Mattel owned 6 of the top 10 properties in the American toy industry. The company’s strong brands will continue to help it to penetrate further into new and existing markets as they provide a competitive advantage to the company in most of the markets in which it operates. The company’s does face challenges to continue sustained growth and market share and some of these issues will be addresses throughout this analysis. Some concerns for the company include: Is Barbie past her prime? Barbie’s failure in China, products recalls, constant competition, changing technology and existing product saturation of the market. II. Problem/Issue Statement Mattel has been around for several decades and has a maintained a strong stake in the toy games industry. The industry can be stated to be a mature industry, although due to constant technological and societal changes, as well as growth in emerging markets, there is great opportunity to continue to grow profits and expand. There is an every revolving need for need for learning games for children and teens, and also for games with higher levels of interactivity, i. e. virtual, computer, etc. Rather than view these changes as a threat, if analyzed appropriately, they can lead to strong growth opportunities, and a chance for the company to grow with its base and extend its product life cycle per user. Societal changes will always affect the consumer products markets, including changing birth rates, cultural changes, women/men’s roles, poor economy, etc. Mattel has to deal with the fact that the toy industry is very saturated with their products, although they do have extensive product lines, the duration the products have been on the market can lead to boredom with products if the products don’t change with the times even if the user changes and matures and they get new users. A significant opportunity still remains to further penetrate emerging markets, however the company has to be able to properly addressing other cultures both without offense, and to properly understand the difference in markets. Even domestically, the company has to address changing women’s issues as it relates to its major products lines. Are their products targeting girls changing with the times? Should girls still play with dolls Kids grow up: how to extend product life line per user; another opportunity is to capture more mature market through high tech toys. Even the adult toy market has opportunities, but have to be concerned not to lose identity with customer base. The counter-fit toy market poses a serious threat to the company’s bottom line. I attempt to look at several of these challenges to Mattel throughout this case analysis. III. Situational Analysis Mattel SWOT Analysis StrengthsWeaknesses †¢Strong Brand Recognition †¢Mostly Positive, Trustworthy Image †¢Extremely Large Portfolio of Brands †¢Strong Licensing Agreements Partnerships †¢Worldwide Distribution Network†¢Frequent, Major Product Recalls †¢High Customer Concentration in the US Market †¢High Concentration of Sales, amongst a few Retailers, approx. 40% †¢Weak Penetration of Large, Emerging Chinese Market Opportunities Threats Extension of Product Life Cycle per User, As Kids Mature †¢Changing Technology, Need for Learning Games, Games with Interactivity, Societal Changes affecting children’s toys †¢Reaching Into More Global Markets/Cultures†¢Dangerous Market for Counterfeit Goods †¢Ever Revolving/Maturing Customer Base †¢Oversaturation of Products †¢Currency Fluctuations Environmental Analysis: PEST Analysis Political Economic Social Technological †¢Political Instability per Country †¢Differing Global Safety Regulations †¢Loose Employment Environmental Laws in Some Countries †¢Loose Copyright Infringement Enforcement in Some Countries †¢Trade Restrictions Tariffs Tax Laws†¢Currency/Exchange Fluctuations †¢Economic Instability per Country †¢Need to Adapt to Different Global Markets †¢Changing Gender Roles †¢Differing Cultural Views Issues†¢Movement Toward Smart Devices, Electronic Toys Games †¢Ever Changing Technology Creates High Competition and RD Costs Market Analysis: The international toy games market has experienced moderate growth in the recent years. In the 2012-2017 period, this is predicted to continue, abut at an even higher rate. The market is forecast to accelerate with an anticipated CAGR of 4. 5% for the five-year period 2012 2017, which is  expected to drive the market to a value of $105,821. 2 million by the end of 2017. Porter’s 5 Forces Model Buyer Bargaining Power High Consumer buying power as a whole is strong due availability of low cost, acceptable quality substitutes, making the tendency to switch, and therefore modest brand loyalty to a particular retailer/manufacture. Threat of New Entrants – Low The high level of product differentiation and lowered disposable income amongst consumers due to the economy pose strong challenges to new entrants, in addition to the high fixed costs associated with operations. Supplier Bargaining Power Moderate Although supplier power is diminished numerous substitutes and the low switching costs for retailers and the importance of the retailers to supplier revenues, most retailers will not backwards integrate into manufacturing toys/games. Retailers are highly dependent on providing the popular high quality products. In addition, a high level of product differentiation is needed in the market and government regulation is fairly strict regarding toy safety. Threats of Substitutes – High Computer video games are strong substitutes to the toys and games market. Children are now playing computer games at a younger age in this growing digital environment. Game consoles, PCs and mobile phones are playing an ever growing part in childrens lives by providing games, education and entertainment. Although they are not cheaper substitutes, these electronics are becoming increasingly popular to the detriment of traditional toys and games, where consumer loyalty is low with no switching costs. The counter-fit toy market is also a major concern, encroaching on profits, particularly stemming out of Asia. Intensity of Rivalry High There is a high tendency for consumers to change between toys and games, partnered with low switching costs, which serves to increase competition. The popularity of many games and toys is short-lived and/or seasonal, meaning the market is subject to rapid change, further increasing rivalry. IV. Alternatives Some alternatives to promote continued growth for Mattel include. Seeking New Partnerships with Other Industries: There is a particular opportunity with its rival substitute products in the digital arena. Possible Partnerships include PC, Software and Phone manufacturers, i. e. : Apple, Microsoft, etc. and Social Networking, i. e. Facebook, Myspace (Teens) 2. Additional Product Segmentation: Moving into older age Group of toys: tweens, teenagers and/or even adults. 3. Extending Global Market Reach: Moving into More Cultural Markets More including previously unsuccessful markets such as China, but also, not yet widely dominated markets such as Africa. Evaluation of Alternatives 1. Seeking New Partnerships with Other Industries: Given Mattel’s strong brand recognition, high product success and the current success of its partnerships, I believe it should be able to easily get into talks with new partners to cross transfer popularity from Mattel products on to with maturing kids to more electronic platforms. The kids are already familiar with Mattel products and it could help transfer the kid’s interests to these electronic products while allowing Mattel a gateway to stay in the kid’s lives for longer. This can be down through exploring the opportunity to have Mattel game applications on different devices or online games through social applications. Mattel has already started to have online games for certain brands through its website, however, its website is not as popular as other electronic device platforms such smart phones, games consoles, social networking platforms, etc. Due to shared costs between partners, and/or just paying more moderate costs to add on to be a compliment to these existing platforms, I feel that this option is probably the least costly and least risky of the alternative. Additional Product Segmentation: Moving into an older age group of teenagers requires significant market research (RD) expenditures, however, it is a natural transition from their core customer base and would allow them to stay in their consumer’s life for a longer duration. Alternatively, upon a closer look, moving into the older adult toy and games market might deviate the company too far from its natural base and confuse parents who wouldn’t to play with the same toy maker as their kids. 3. Extending Global Market Reach: There is certainly a lot of untapped market share for Mattel to reach into in the global arena. Extending into further into global markets is the most costliest and riskiest of opportunities. With the huge $30 million dollar failure of its Shanghai, China project, the company has learned the obvious lesson that they have to thoroughly research the particular cultural market they plan to move into and enter into the market slowly. VI. Recommendations I think it would be lucrative for Mattel to explore each one of the alternatives recommended. Some of which they are currently exploring. The website shows that they are expanding into the online game market with their brands, but need to gain a stronger foothold into this market with more popular partnerships in this area. Seeking New Partnerships with other Industries can be down relatively easily, less costly with shared costs. Trying to penetrate into more global markets is the most costly and riskiest opportunity, but due to the growth in emerging markets, offers a high level of growth potential. VII. Financial Implications The company can still be characterized as financially sound, with strong revenues and operation margins. The company had 8% sales growth in 2011 and 7% in 2012 and nearly $1Billion in operating income in each of the years of 2012, 2011, 2010. However, as slow-down has been occurring in Barbie sales and stagnation in Hot Wheels growth over the last three years. Although, Barbie sales continue to decrease, the company’s other girls products increased 47% in 2012, driven primarily by higher sales of its Monster High products. Additionally, costly product recalls in 2006, 2007 and again in 2010 and 2011 have cost the company both financial and damaged their product image. Due to product recalls, the company was subjected to numerous lawsuits and regulatory actions, and suffered sales and profit losses along with significant damage to its reputation. Two main issues were involved: excessive levels of lead in numerous toy surface paints because Chinese subcontractors used unapproved paint; and small unsecured magnets, which could be swallowed, in toys caused by faulty Mattel toy designs. Because of the two problems, many Chinese toy manufacturers and their suppliers were either put out of business entirely or had lost significant business; toy distributors, retailers and logistics companies had potentially incurred additional costs to manage the millions of recalled toys; parents had become more concerned about toy safety and buying Mattel toys; and children had been harmed. Additional product segmentation through products target to older teen-agers as well as expanding into even more global markets are a huge expenditure, however, with possible large rewards if successful. Adapting to another global market would not have as much overhead costs given the company’s current manufacturing facilities. A significant amount of RD and innovation would be required, however, a large investment into the proper market research to truly capture what the foreign market wants, would be highly lucrative. The products must be designed to fit the cultural, social as well as economical dynamics of each country. The failure of its efforts in China can be overcome. Due the size of emerging and developing markets, there is enormous profit potential. VIII. Action Plan †¢Seek Partnerships with Complimentary Product Providers oIdentify Brands Products that its core base is transitioning to after maturing from Mattel Toys oPinpoint Lucrative Partnerships within the PC, Software, Console arena †¢Additional Product Segmentation oDevelop New Market Research (RD) Budget oThoroughly Analyze Older Teenage Market Tastes oTest Pilot Products †¢Extending Global Market Reach. Pinpoint possible markets with expansion opportunity. oSetting up a presence of in these regions oPerform extensive market research regarding tastes and preferences and product adaptability with extensive research on the social, cultural and economic dimensions of the group. oEnsure strength in distribution channels in the new market oEnsure quality control and all pertinent legal compliance in regional market. oTest pilot products on a smaller level before making huge investments into a niche cultural market.