Types Of Materials And Archaeological Sites - 1437 Words

1) What is archaeology? What are the types of materials found in archaeological sites? For this question, outline and discuss the various types of materials and how archaeologists survey, excavate, and analyze what they find in sites. Be sure to discuss at least two survey methods and two excavation techniques. Archaeology can be defined as a subdiscipline of anthropology involving the study of the human past through its materials. To fully understand what archaeology is and what it entails, one must know a bit about anthropology. Anthropology in the most general sense is the study of our humanity. Examples include physical or biological anthropology, cultural, linguistic, and finally archaeology. Archaeologists use different types of material, artifacts, and remains found on earth to find out ancient civilization culture. Biblical archaeologists work in a lot of the same ways as the anthropological archaeologists, but with reference to events set out in the Bible. Archaeology has some aspects in common with both history and with science. Archaeologist’s main goals are concerned with documenting and understanding the human past, like I previously stated, but they operate in a time frame much larger than the period studied by historians. Archaeologists spend a lot of their time studying artifacts and buildings, but they also study humans, plants, animals, and work to classify these things into different types of categories. AnShow MoreRelatedHistory Is The Base Of The Future948 Words   |  4 Pagescondition of the human race (John J. Anderson 1876). Events become history when it travels the certain time interval and makes connections in the future. History is the study of the past and the study of the ancient and the recent human past through material remains is known as archeology. Archaeology offers a unique perspective on human history and culture that has contributed greatly to our understanding of both the ancient and the recent past. Archaeology helps us understand not only where and whenRead MorePolitics, Place, And The Past : The Challenges Of Heritage1554 Words   |  7 Pages Politics, Place, and the Past: The Challenges of Heritage in South Asia Name: Institution: Politics, Place, and the Past: The Challenges of Heritage in South Asia 1) What types of challenges to archaeological resources are discussed by the authors? The archaeological sites that comprise of relics are managed in a similar way to other important items of environmental heritage. They ought to be treated in the similar way and with the same level of assessment and consideration likeRead MoreControversial Issues in Archaelogy1011 Words   |  4 PagesWhile the field of archaeology is exciting, and the idea of partaking in perilous adventures may seem alluring, the archaeologist was depicted in an incorrect manner. An archaeologist is someone who studies human history through the excavation of sites and the examination of artifacts. Archaeologists study the past to learn more about the lives and cultures of people before. The science of archaeology is a relatively new and quickly growing field; yet, as expected with science, numerous ethical andRead MoreThe Race, Racialization, Ethnicity And Racism1384 Words   |  6 Pagesethnicity because archaeologists have made significant advances in connecting past ethnic groups with excavat ed material cultures. The prominent role of ethnic research in archaeology makes sense because it re affirmed the long-held archaeological tenet that culturally discrete peoples could be identified by their specific objects. Orser continues by saying that the basis for identifying archaeological cultures linked distinct peoples and their unique artifacts. This quite Interesting because objects fromRead MoreThe Pitts River Basin676 Words   |  3 PagesThere are several ways to interpret for the variability in archaeological data in the Pitts River Basin of northwestern Australia, but first, the history and the archaeology must be exhibited. The entire site used to be underwater because the ocean levels had not stabilized 5000 years ago, so a lot of artifacts surfaced once the levels stabilized and the land dried up. In the basin, there were two types of people who were very contemporary. This is suggested by knowing that hunters and gatherersRead More Archaeology Essay828 Words   |  4 Pages role of interpreting the past through archaeological finds. How does an archaeologist go about doing this? How does he interpret his findings? How are the artifacts that he finds related to the behaviors of past humans? Concepts such as patterning and middle range theory are the main tools used for this interpretation of the past. Patterning is the regular relationship between material objects and space, and middle range theory is how the visible archaeological data can be related to past human behaviorsRead MoreHow The Archaeological Record Dating Is Formed And Altered Through Time Essay2177 Words   |  9 Pages  Discuss how the Archaeological Record in cave or settlement sites is formed and altered through time. Include references to specific site formation processes and the geoarchaeological methods used to investigate them. This essay will be addressing the formation of Archaeological Record in Settlement Sites and some of the methods used to analyse them. There will be an explanation of what a settlement site is and what the archaeological record is, giving examples of what is used to investigateRead MoreThe Boston University Archaeology Department Essay1388 Words   |  6 Pagesthrough analyzing archaeological sites through the lens of the newly popularized sub-field, archaeology of the senses, which studies how the materiality of the world contributes to and is influenced by how humans use their senses (Hamilakis 4). Through analyzing the bodily senses, archaeologists can create a more detailed interpretation of the experiences of ancient humans (Hamilakis i). This new interest in the sensory aspect of human culture brings a fascination with the types of foods that peopleRead MoreData Collection Of Hejing County And A Laboratory Analysis Phase At Washington University1728 Words   |  7 Pagessett lement, and the burials preserved at MGK also provides a valuable dataset for the study of early agro-pastoral societies in Xinjiang as majority of the previous archaeological work in this region focuses on cemetery sites. With a total area of about three times the size of Pompeii (circa 67 ha.), MGK is among the largest archaeological settlement complex ever discovered in central Xinjiang during this time period. At its height, MGK likely served as a regional center habituated by hundreds of peopleRead MoreMaya Ceramics Essay1018 Words   |  5 PagesThere are many different types of styles and cultures that affect the work of ceramics. One type of culture that was very interesting was the Pre-Columbian Maya culture of Mesoamerica. The natural environment that the Mayans lived in offered a wealth of materials and ideas to give works of beautiful art. â€Å"The Maya used ceramics every day, small cups for drinking vessels, tall cylinders for storing and pouring ritual beverages, and plates for all sorts of delicious foodstuffs, from tamales to corncakes

Attitudes Towards Same Sex Couples - 2102 Words

Introduction The article I chose to write my assignment on is Attitudes to Practice: Adoption Obstacles. It was written by Claire Kimberly and Alexa Moore and published in the Journal of Gay Lesbian Social Services on November 16, 2015. The authors investigated how attitudes towards same sex couples could influence their adoption process and how it is handled by adoption professionals and surrounding policies/practices. They used data gathered by other research to help construct their research method. Literature Review The authors of the article used information from several other articles that contained studies done that analyzed the procedures of adoption agencies working with same sex couples. There are around 2 million potential parents in the gay and lesbian community that are faced with obstacles during the adoption process because of their sexual orientation while the government is passing legislative acts and allocating millions of dollars in the hope of finding families that are interested in adopting and that qualify. Brooks and Goldberg conducted a study to that further analyzed whether or not lesbians and gays are faced with hindrances that heterosexual couples do not face during the adoption process. This study discovered that there are three factors that make the process more difficult for same-sex couples: myths about the parenting abilities of gays and lesbians, general agency attitudes and informal practices that discourage gays and lesbians fromShow MoreRelatedTh e Issue With Same-Sex Marriages1568 Words   |  6 Pagesdebate about the issue of same-sex marriage. For many, it is one of the fundamental human rights to love and marry whomever one chooses. Others feel that this right should be ruled by certain moral codes and restrictions in order to maintain the basic moral fabric of Western society. Today, many critics who advocate for the legalization of same-sex marriage across the United States do so on the grounds of the fact that it will create a more equal and fair society. Same-sex marriage, or indeed simplyRead MoreMarriage Equality For Same Sex Couples1480 Words   |  6 Pagesily Studies Interest Research Project Marriage Equality for Same-Sex Couples in Australia. Tiarne Milton Year 12, CAFS Mrs Stamoudis Table Of Contents Abstract/summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..3 Acknowledgments†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..5 Review of existing research†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreShould Same Sex Couples Be Legal?906 Words   |  4 PagesWith marriage between same sex couples becoming legal in more and more states, couples are trying to adopt or using other alternatives to having children of their own. Though that does not mean that same sex couples did not have children before they were legally allowed to be married. There is criticism about whether or not same sex couples should be parents and both sides have quite the following and are ambivalent in their opinions. There are different ways for same sex couples to have children.Read MoreThe Acceptance And Tolerance Towards Gay Rights974 Words   |  4 Pagesand tolerance towards gay rights. For example, you proposed the scenario in which a woman did not want to offer her services to gay couples, and everyone in the class agreed that she should indeed be forced to offer her services. Christina even stated why do people care what other people do in their life? While listening to everyone’s opinions on gay rights, I got the impression that we are somewhat intolerant towards individuals who did not agree with gay rights. I witness this same intoleranceRead MoreFamily Structure And Structure Of The British Family1744 Words   |  7 Pageschanges are the raise in the extent of one-person households, and in the extent of lone parent families. In 1996-7 more than one fourth of households comprise one individual living alone, twice the extent of 1961. The extent of families involving a couple family with dependent children has fallen from 38% in 1961 to 25% in 1996-7 (Irwin, 2000). Reference to Irwin (2000), reveals that marriage rates have been in relentless decrease since early 1970s with falls of 3 to 4% per annum. From 1971 to 1995Read MoreSame Sex Marriage Should Be Granted1473 Words   |  6 PagesMyself, and many other people have a problem with this definition. Same sex marriage is outlawed in 33 states, and the reasonings for that just aren’t good enough for the large majority to except. Homosexual couples should be granted the right to marry. Something as miniscule as who you’re sexually attracted to shouldn’t take away a right as basic as marriage. Falling in love with someone and marrying them is a normal thing between couples. Finding someone who loves you just as much as you love them isRead MoreLgbt Orientation And The Lgbt Community1597 Words   |  7 Pages The numerous controversial issues surrounding gays and lesbians, including same-sex marriage, adoptions, and school gay-straight alliances, have brought sexual orientation and homophobia to the front of American social conscience. Although gays and lesbians seem to be more visible in the United States and media images of gays and lesbians have become familiar, violence against gays and lesbians continues to rise and anti-gay measures are common in the political arena. However the question that AmericansRead MorePornography And Its Effects On Society1074 Words   |  5 Pagesa result degrades the perception most male porn consumers have about women. Prolonged consumption of pornography by men produces stronger notions of women as commodities or as ‘sex objectsà ¢â‚¬â„¢. â€Å"The diffusion of such a distorted view of women’s nature in our society as it exists supports sexist (i.e., male-centered) attitudes and thus reinforces the oppression and exploitation of women† (Longino 48). Many males believe that females should be submissive to them. Porno reinforces these preexisting inclinationsRead MoreGay Marriage Should Be Legal1351 Words   |  6 Pagesthey think it is immoral, unnatural, and not what the traditional concept of â€Å"marriage† really means. Opponents of gay marriage say it is only meant for a man and woman and that it is a sin to be with the same sex. Also, because marriage is for procreation and should not be extended to same-sex couples because they cannot produce children together. They believe that marriage is a privilege, not a right and that they do not want their tax dollars going to something that they do not believe in. ProponentsRead MoreSame Sex Marriage Should Be Legal1659 Words   |  7 Pa ges Same-sex couples can hardly remember a time where they were not fighting for their right to marriage in the United States. After several court cases, California Proposition Six, and their struggle against the Defense of Marriage Act (DOMA), same-sex couples found their way into U.S. society. Many misguided studies appealed to those opposing same-sex marriage, but after several years of integrating in society, same-sex couples found the support they were looking for. Before the Supreme Court

Little Buddha Free Essays

Little Buddha Little Buddha was a movie staring Keanu Reeves about a boy named Jesse who was thought to be the reincarnation of a Tibetan teacher named Lama DorJe. In the movie, Jesse is given a book by Lama Norbu that explains how Buddhism originated. Followers believe that it was started by Prince Siddhartha, who was played in the movie by Keanu Reeves. We will write a custom essay sample on Little Buddha or any similar topic only for you Order Now According to the book, there were many signs from the beginning that indicate Siddhartha was a special being. Siddhartha was born in the forrest and his mother had him painlessly while standing up. When he was born, he was fully conscious. He could also fully stand and alk, where as regular babies can’t do either. Whenever he would walk, lotus flower pedals would sprout up from below his footsteps. He also spoke of Nirvana before Nirvana was a thing. Siddhartha was born of royalty and he was protected from the world outside his palace. He got everything he wanted but one day he heard a song that was about everything he didn’t know about the outside world. So one day he decided to leave the palace and finds out about all of the pain, suffering, and death there is taking place in the world and he discovers compassion. Siddhartha then moves out of the palace to try and find out more about the â€Å"Outside World. After days of being away from home, he finds a tribe called the Ascetic Tribe. The Ascetic Tribe were people who had reached Enlightenment but they were not Buddha. The Ascetic Tribe had very gruesome rituals they practiced. They would only eat dirt, bugs, leaves, and fruits and vegetables they could find. Siddhartha soon became an Ascetic and was one for 10 years until he heard a passing musician tell his pupil, â€Å"If you pull the string too tight, it breaks, but if it’s too loose, it wont play. this led Siddhartha to believe the Ascetic life was too extreme, and he decided to go to the river to bathe. While he was bathing, a beautiful woman came up and offered him rice, and he took and ate the rice with the other Ascetics watching him. He was then banished from the Ascetic Tribe because he was disloyal to the religion. Siddhartha was now trying to find Enlightenment a differe nt way. As Siddhartha was trying to find Enlightenment he meditated under a tree. The demon Mara didn’t want him to progress and so he tried to distract Siddhartha by making him want his Five Daughters. The Five Daughters Of Mara are Pride, Fear, Desire, Ignorance and Greed. Siddhartha could not want any of these because if he id he would have to start the whole process of Enlightenment all over again. Mara tried to distract him with many images of discomforting things. For example, he had an army of soldiers light up flaming arrows and show them at him, but all that happened was that the arrows turned into flower pedals and landed all around him. Another example of Mara’s distractions was a mirror image of himself talking about things he would want to desire but Siddhartha didn’t listen and then Mara was overcome. Siddhartha then reached Enlightenment. At the end of the movie, it turns out that Jesse and two other kids were all the reincarnation ot Lama DorJe. Lama Norbu said that it was extremely rare that a reincarnation can turn into three people, but he said it can happen, and in this case, it did happen. Lama Norbu said that when three people are a reincarnation, one person is â€Å"Mind,† another is â€Å"Body,† and the last is â€Å"Spirit. † Part 2: Colors In the first paragraph of this essay, I explained that the movie Little Buddha is about. boy named Jesse who was thought to be the reincarnation of a Tibetan teacher named Lama DorJe. Jesse lives in Seattle and we meet him when the Tibetan monks go to his house. Jesse’s family life is going downhill because his Dad has basically Just lost his Job, is Dad’s friend Just died, and they are about to lose their house. This is maybe why it is always portrayed as being gray and gloomy outside all the time, because they were trying to express his family’s feelings. Also, everybody was always dressed in dark and grim colors such as black, dark blue, etc. In contrast, whenever you saw Siddhartha, he always had a sunny, golden, and bright setting around him. For example, when you first see him, when he is being born, that is when the setting was the brightest. Also, almost everybody was dressed in bright colors such as red, gold, and silver. This shows that Siddhartha is the erson who is going to be the person who is going to become the Buddha or the â€Å"Enlightened One† Or maybe since he was the â€Å"Enlightened One,† they try to deliberately put more light on Siddhartha always when we see him. However, during the period of time when Siddhartha is looking for Enlightenment, the light is a little bit darker than when he finds Enlightenment. But during the time he was trying to find Enlightenment with the Ascetics the colors were brown and gray, so in a way, that showed us that was not the right path to take. Then when he is tempted by Mara, the colors change to dark blue, gray, and black so we know that Mara is a bad omen. But then once Siddhartha conquers Mara, he reaches Enlightenment, and the colors are golden again. How to cite Little Buddha, Papers

Marketing Managementand Evaluate Current Trends

Question: Discuss about the Marketing Managementand Evaluate Current Trends. Answer: Industry trends Growth The global growth rate of the company Coca Cola during 2016 is 2.5% (Coca-Cola, 2017). The growth rate of group earnings of Coca cola along with its bottling partner Coca Cola Amatil Ltd is 3.2% (Coca-Cola, 2017). The earnings before interest and Tax (EBIT) to $ 326.5 million indicate the progress of the companys shareholder value proposition. Net cash flow of the company is increased to $ 331.7 million along with cash realization of 98.1%. Till July 2015, the trading revenue and total revenue of the company are respectively $ 2449. 7 million and $ 2497.7 million. The company has observed 5.4% EBIT increment in New Zealand and Fiji. However, in Australia EBIT is declined by 1.9% (Coca-Cola, 2017). The revenue growth rate of Coca Cola Australia is also declined by 2.2%. It has increased the pressure in channel mix and caused a shift in category mix from sparkling to beverages, driven by water. For this reason, the company has started to reinvest in brand development in Australia to su pport the leadership position in Australian market and to enhance its business capabilities (Coca-Cola, 2017). Profitability There is a table given below to describe the profitability of the company Coca Cola. Profitability 2012 2012 to 2013 2012 to 2014 2012 to 2015 2012 to 2016 Tax Rate % 23.06 24.8 23.6 23.31 19.49 Net Margin % 18.78 18.32 15.43 16.60 15.59 Asset Turnover (average) 0.57 0.53 0.51 0.49 0.47 Return on asset 10.86 9.74 7.80 8.07 7.36 Financial leverage (average) 2.63 2.71 3.04 3.53 3.78 Return on equity % 28.00 26.03 22.36 26.31 26.85 Return on the invested capital 14.27 12.53 9.86 10.63 9.53 Coverage of interested 30.75 25.79 20.31 12.22 12.10 Table 1: profitability comparison of Coca Cola from 2012 to 2016 (Source: Coca-Cola, 2017) Macro environment (PESTLE factor) Political The business operation of Coca Cola is affected by political factors both in US market and in foreign market (Australian). Urde and Koch (2014) stated that Australia is liberal-capitalistic democracy. There are certain political factors that make business of Coca Cola profitable for Australian market. They are such as stable and open government, favorable tax system, availability of world-class infrastructure and competitive business cost. Economic The business of the company Coca Cola is significantly affected by the economic factors that are beyond the control of the company. These factors are such as rate of interest, exchange rate, cost of labors and many others. The global financial crisis of 2007- 2009 is one of the major economic factors that affected most of the companies of all industries. However, Kwak and Kim (2013) argued that the financial crisis had affected Coca Cola lesser compare to other organizations. Operating margin of the company remains in frontline (22%) despite of the crisis. Slack (2015) argued that inflation rate is of the major economic factors that affected the global business of Coca Cola. However, economic condition of Australia is favorable for the business of Coca Cola for various reasons: 1) Continuous economic growth of the country 2) ease of doing business index (10th rank) 3) contained rate of inflation 4) very low rate of public debt 5) stable and strong financial system 6) minimal restriction to open market Social Health concerns of Australian customers related with obesity and pursuit of healthy lifestyle are the major social factors that affected the business decisions of Coca Cola in recent years (Kiel, 2014). It has been found that the consumption of soft drinks in Australia is declining during the past decade (Gupta Pirsch, 2014). One the other hand consumption level of sport drinks and bottled water had been increased. In addition, such as multi-cultural society has majorly influenced the business of the company in Australia. In order to meet the demands of customers belong to different cultures, the company has launched different types of products such as Normal Coca Cola, Diet Coke, Coca Cola Zero and Ginger Coca-Cola and many more (Solomon, 2014). Technological Technological aspects have also affected the business of Coca Cola significantly. Australia is one of the most technologically developed countries in the world. The number of internet users in Australia during 2008 was 2.09 (Weinstein, 2014). This number will almost become double by 2020. In terms of availability of energy sources it can mentioned that Australia is the fourth highest producer of coal in the world (Sharma Lambert, 2013). In addition, numbers of government incentive and funding programs like RD Tax Incentive and Innovation Investment Fund (IIF) have make business of Coca cola profitable in Australia. Legal In order to enhance business operation in Australia, Coca Cola has to take care of the fair competition act (Competition and Consumer Act 2010). They also have to take care of the government regulations related with duty taxes. Mehta et al. (2015) stated that in general business law of Australia is very flexible for all companies. That makes business easier for Coca Cola. The company has followed some stages to enter the Australian market. They are such as: 1) Registration as foreign company 2) Obtaining business premises in Australia 3) Informing government about the source of finance 4) exchange control Environmental The environmental factors that Australia is concerned about are such as recycling, depletion of resources and pollution (Cui, 2015). The company has already taken some environmental friendly initiatives such as recycling of plastic bottles used for their products. It makes business easier for Coca Cola in Australia. Table 2: PESTLE analysis of the company Coca Cola in Australia (Source: Hollensen, 2015) Market Segments overall Market segmentation allows companies to define the proper products for dissimilar type of consumers. Normally, Coca Cola Company does not have a particular target market and is addressed to everyone. However, the main consumers of Coca Cola are 18-25 years old people (Wilkinson, 2013). On the other hand, the secondary target market of the organization is 12-18 years old people. The organization does not have any specific product for 12-18 years old people; however, the organization was able to reach them though partnerships such as restaurants and fast food centers, for example Mc Donalds. Therefore, it can be said that the core target audience of Coca Cola is youngster or youth (Gengler et al., 2017). The strategy of the organization related to targeting does not depend on the gender, but both the genders like this product that provides an advantage for the organization. Coca Cola Company and its marketing team focus on each consumer as they believe that each consumer is a potential customer of the organization. All age group is targeted by the organization; however, the most potential age group is 18-25 that covers nearly 40% of the total age segments. The organization also does not target people from any specific life style. However, people with busy life style and mobile generation (youth) are considered to be the most paramount part of Cokes consumers (Cross et al, 2015). In terms of occupation the organization does not target people from specific occupations; however, their targeted consumers are mainly students and family oriented people. Involvement of primary segment towards decision making While making any decision, the Coca Cola Company follows some steps related to their primary consumers. The steps are hereby mentioned below. Problem recognition: The management of Coca Cola always figures out the needs of its consumers before taking any type of decision. Consumer trends change rapidly. Coca Cola company always find out the changing needs of the consumers and then the management take decisions to address those changed needs. Evaluation of alternatives: Consumers consider several things before selecting product for them (Cui, 2015). The questions such as is this really the product for me? and Do I need different product? arise in the mind of a consumer. Then the consumers consider price, quality and other factors about a product before buying it. The management of Coca Company always considers these factors before taking any business related decision. Conducting campaigns: A Gallup poll was published by the State of the America Consumer that shows that only 5% consumers are influenced by the social media advertisements. Most of the soft drinks companies are using social media marketing advertisement strategies to communicate with the Australian customers. However, Coca Cola is not only using social media marketing but has also conducted campaigns to communicate with the customers (Hollensen, 2015). For example, the company developed a campaign, which was extremely successful in Australia. Competition It has been found that the soft drink company Coca cola has major competition with PepsiCo in every market including Australia. There is a table given below to compare the strengths, weaknesses, opportunities and threats for both the companies. SWOT analysis Coca Cola PepsiCo Strengths 1) The company has strong brand image. It is considered as the top five leading brands all over the world (Alt Iversen, 2017). 2) The company has adopted brand based bottling strategy. 3) Coca Cola hold 47% total volume sales in carbonates (Cross et al., 2015). 1) PepsiCo also has strong brand image. It is the second bestselling soft drink company in the world (after Coca Cola). 2) Constant product innovation is one of the major strengths of the company (Gengler Mulvey, 2017). 3) The company uses aggressive marketing strategies by using famous celebs in its advertisements. 4) Large portfolio of products is another major advantage of the company. Weaknesses 1) Carbonate market in Australia and all over the globe is decreasing (Wilkinson, 2013). 2) The over-complex relationship with bottling partners and the existing distribution system used by the company is not efficient for non-carbonates. 1) Carbonate market in Australia and all over the globe is decreasing (Wilkinson, 2013). Just like Coca Cola, it is also the major concern for the company PepsiCo. 2) The company is only able to attract young people (Wilkinson, 2013). Opportunities 1) The total volume of soft drink in Asia Pacific and Oceania region is forecasted to increase by 455 within 2020 (). The company can enhance their distribution strength in these regions to grab larger market share. 2) With the inclination of health concern, the company can used products like Minute Maid Light and Minute Maid Premium to get sustainable position in the mind of customers (Coca-Cola, 2017). 1) PepsiCo can focus on producing drinking water due to inclining consumer concern. 2) PepsiCo can increase production of healthier beverages 3) PepsiCo can start to emphasize on functional drink industry. 4) PepsiCo can increase focus on Asian beverages and RTD Tea production (Shao Bao, 2015). Threats 1) Development health concern society all over the world including Australia is a major threat for the company. 2) Some products of the competitor PepsiCo such as Aquafina, Gatorade and Tropicana have grater brand image compare to the products of Coca Cola (Coca-Cola, 2017). 3) Negative publicity in Western Europe and Protest in India has severe impact on the global business performance of Coca Cola. 1) Increasing health and obesity concerns 2) The competitor Coca Cola has increased its spending behind marketing and innovation to $ 400 million globally. It can be considered as a major threat for PesiCo (PepsiCo, 2017). Table 3: SWOT comparison of Coca Cola and PepsiCo (Source: created by author) Positioning map for organization Taking into consideration of the primary segment in Australia and their level of involvement in the decision making process and competition with PepsiCo, a positioning map for the products of Coca Cola has been developed for the Australian market place. There is chart given below to describe the positioning of the Coca Cola products. Figure 1: Positioning map of Coca Cola and PepsiCo in Australia (Source: Gengler Mulvey, 2017) This positioning map has been developed depending on two major variables. They are such as modern preference vs traditional preference and low sugar rate vs. high sugar rate. It has been found that the company Coca Cola has mainly targeted youngster within the age group of 18- 25. They mainly target fun loving youth generation with busy lifestyle. It has been found that this target segment of customers have two types of taste preferences. They are such as traditional taste preferences and modern or new taste preferences (Gengler Mulvey, 2017). On the other hand, due to the increase of busy lifestyle, consumers of Coca Cola are becoming more health and calorie conscious. It gives rise to two types of sugar rate preferences. Fun loving young generation prefer to have high sugar rate in their soft drinks. On the other hand, youths leading busy lifestyle and conscious about their health prefer to have soft drinks with low sugar rate. Depending on these two variables, a positioning map has been developed. The four quadrants of this market positioning maps (from top right hand corner) are such as 1) modern soft drinks with high sugar rate, 2) modern soft drinks with low sugar rate 3) traditional soft drinks with low sugar rate and 4) traditional soft drinks with high sugar rate. Depending on the taste and their sugar value, different soft drink products of Coca Cola and its competitor PepsiCo have been placed in the positioning map. From the positioning map it has been found that none of the products of Coca Cola can be placed in the first quadrant (modern soft drinks with high sugar rate). However, one the products of PepsiCo named as Pepsi Next can be placed in the first quadrant of this positioning map. One of the products of Coca Cola named as Coke Zero and two products of PepsiCo named as Diet Pepsi and Pepsi Max can be placed in the second quadrant. These products are highly popular among the youths of Australia, who are used to live healthy life style. These products are also known for their innovative taste among the primary segment of customers of Coca Cola. There is only one product of Coca Cola named as Diet Coke can be placed in the third quadrant. This product is popular for its traditional taste of coke along with low sugar rate. On the other hand, two of the classical products from both the two soft drink companies like Coke Classic and Pepsi can be placed in the fourth quadrant. Gengler and Mulve y (2017) stated that, these two products are well known for their classical taste and high rate of sugar value. References Alt, J., Iversen, T. (2017). market segmentation, and preferences for redistribution.American Journal of Political Science,61(1), 21-36. Coca-Cola,. 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