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Slavery - Slave Resistance - 1196 Words

It could be considered almost ludicrous that most African-Americans were content with their station in life. Although that was how they were portrayed to the white people, it was a complete myth. Most slaves were dissatisfied with their stations in life, and longed to have the right of freedom. Their owners were acutely conscious of this fact and went to great lengths to prevent slave uprisings from occurring. An example of a drastic measure would be the prohibition of slaves receiving letters. They were also not allowed to converge outside church after services, in hopes of stopping conspiracy. Yet the slaves still managed to fight back. In 1800, the first major slave rebellion was conceived. Gabriel Prosser was a 24 year old slave who†¦show more content†¦In 1821, he ran away from his plantation, but was then visited by the Spirit who told him to return. Then in 1824, he had his second vision, in which he saw light in the sky and then discovered drops of blood on the corn as though it were dew from heaven. Four years later, the Spirit returned to him and told him it was now his time to fight against the evil, and that a sign from heaven would tell him when to strike. In February of 1831, a solar eclipse occurred. He took this as his sign from God and disclosed his plan to four trustworthy men. Then on August 13 the sun appeared to be a turquoise color, and he saw that as his final sign. Soon afterwards, on August 21, he set out on his path of destruction. They first set out to the home of his master, and killed the entire family. They moved from house to house, massacring all the white people they could find. His numbers soon grew to about 40 slaves and from there roughly 100. He decided to march towards Jerusalem, Virginia, but word had spread that a rebellion was occurring, and they were deterred by a group of militia. In the end, they were crushed by the state militia, but Nat Turner was able to escape. He hid for about six weeks but was discovere d and captured. In total, around 60 white people were slain as a result of his rebellion. He was eventually tried and hanged. Finally in 1839, the Amistad mutiny occurred. This was a revolt on a slave ship near Cuba, organized by a man named Joseph Cinque. The slaves,Show MoreRelatedEssay on Slavery - Slave Resistance1173 Words   |  5 Pagescomplete myth. Most slaves were dissatisfied with their stations in life, and longed to have the right of freedom. Their owners were acutely conscious of this fact and went to great lengths to prevent slave uprisings from occurring. An example of a drastic measure would be the prohibition of slaves receiving letters. They were also not allowed to converge outside church after services, in hopes of stopping conspiracy. Yet the slaves still managed to fight back. In 1800, the first major slave rebellion wasRead MoreSlave Culture And Resistance Of Slavery Essay705 Words   |  3 PagesSlave Culture and Resistance to Slavery In chapter eleven, The Peculiar Institution: Slave Culture and Resistance to Slavery written by Eric Foner the author of Give me liberty! An American History published in 2012 briefly describes the slave culture and how it was. Included will be a piece on Incidents in the life of a slave girl, written by herself in 1861. Courtesy of University of Michigan Library, Making of America. In the Resistance to Slavery Foner will demonstrate how individuals bothRead MoreAfrican American History Essay1011 Words   |  5 Pages Slavery began in the late 16th century to early 18th century. Africans were brought to American colonies by white masters to come and work on their plantations in the South. They were treated harshly with no payments for all their hard work. In addition, they lived under harsh living conditions, and this led to their resistance against these harsh conditions. The racism towards the African Americans who were slaves was at its extreme as they did not have any rights; no civil nor political rightsRead MoreFrederick Douglass And The Abolition Of Slavery1713 Words   |  7 Pages or resistance, against the institution of slavery. They rebelled against their positions in a variety of ways--sometimes small, subtle acts; other times very obvious and direct implications. Frederick Douglass resisted slavery by understanding the fundamentals of it, standing up for himself, and formulating an escape. James Oakes argues the direct resistance displayed by slaves, like running away, was signific ant and necessary to the abolition of slavery as a whole. Oakes understood slave resistanceRead More`` Acts Of Resistance : Black Men And Women And The Hanging Of Angelique 1138 Words   |  5 PagesAll of Cooper’s works, whether it being a poem, dissertation or novel, are mainly based on slavery and abolition, as she specializes in these topics and holds a Ph.D. in African-Canadian history. Along with slavery and abolition, Cooper also has an abundance of knowledge towards the topics of women’s history and New France studies. In this case, her paper â€Å"Acts of Resistance: Black Men and Women Engage Slavery in Upper Canada, 1793-1803† is being analyzed. Cooper wrote this paper based on her ongoingRead MoreAntebellum Slavery And The American Revolution879 Words   |  4 PagesAmerican slavery was something that not only mentally challenging, but it was physically demanding as well. Many slaves did not have the luxury of a â€Å"kind† master, and many were mistreatment from birth. Slaves fought masters, and master fought slaves without regard to the human condition. Antebellum slavery was different than past form of American slavery, because slaves had gained a taste of the ideas that were spread from the American Revolution. These idea played a big role in slaves wanting freedomRead MoreAntebellum Slavery And The American Revolution885 Words   |  4 PagesAmerican slavery was something that was not only mentally challenging, but it was physically demanding as well. Many slaves did not have the luxury of a â€Å"kind† master, and many were mistreatment from birth. Slaves fought masters, and master fought slaves witho ut regard to the human condition. Antebellum slavery was different than past forms of American slavery, because slaves had gained a taste of the ideas that were spread from the American Revolution. These idea played a big role in slaves wantingRead MoreThe, My Eyes Have Seen By Alice Dunbar Nelson Essay1622 Words   |  7 PagesThe important theme of resistance towards the institutions of slavery in America is a major factor that contributed to the formation of the United States. Ever since slaves arrived in the Chesapeake in the early seventeenth century, slaves resisted their enslavement just as anyone else would, in order to claim some measure of freedom against an institution that defined people as property. African Americans resisted slavery in many different forms in order to secure customary rights that dictatedRead MoreLiberty Is The State Of Being Free Within Society954 Words   |  4 PagesLiberty is the state of being free within society from oppressive restrictions i mposed by authority on one s way of life, behavior, or political views. Slavery in the United States played an enormous role in building the country we all live in today. This dark part of our nation’s history affected the lives of thousands of African people who were taken from their homelands and families to be forced to work on farms and factories without pay and to be thought of as no more than farm equipment orRead MoreThe Importance Of Slave Trade In Africa751 Words   |  4 Pagestheir market. The African slaves were cheaper as compared to other continents and thus could be acquired in large numbers. In addition, African slaves were energetic and very resistance to infections and diseases. Besides this slave trade was being practiced in Africa and thus it was easy for the European nations to introduce the chattel slave. African slaves when shipped to the European Nations, they were taken to have a slave status, thus it was easy to maintain their slave status of blacks . There

Hofstede Cutlural Dimensions Free Essays

string(33) " of its partner company’s\." Hofstede Electronic Submission Coversheet TO BE COMPLETED BY STUDENT By electronically submitting this work, I certify that: †¢ This assignment is my own work †¢ It has not previously been submitted for assessment †¢ Where material from other sources has been used it has been acknowledged properly †¢ This work meets the requirement of the University’s ethics policy Student Name: nidi kumar Student Number : 9048219 Faculty: FBSE Level of study: level 6 Course title: International business management Unit title: Cross-cultural Management Assignment title: Airbus and GLOBE Assignment tutor: Peter Jordan Word count: 500 Learner request for feedback: TO BE COMPLETED BY STAFF Tutor feedback: Areas of Strength: Areas for Improvement: Grade mark: Submitted on time (Y/N): Tutor signature: Date: Identify the key cross-cultural issues faced by the Airbus consortium and relate these to the Globe’s projects clusters of business cultures. Critically evaluate the usefulness of this research in understanding the issues involved and in devising viable solutions. What lessons can be learned for companies embarking on international projects? Introduction Cross-cultural management describes â€Å"organisational behaviour within countries and cultures† (Adler and Gundersen, 2008, p 13) as a result it compares the organisational behaviour across various countries and cultures and most importantly it seeks to comprehend and advance the â€Å"interaction of co-workers, managers, executives, clients, suppliers, and alliance partners from countries and cultures around the world. We will write a custom essay sample on Hofstede Cutlural Dimensions or any similar topic only for you Order Now † (Adler and Gundersen, 2008, p 13). A company that has experience of cross-cultural management and thus has its roots in several European countries is Airbus SAS. (Browaeys and Price, 2011). Outlined on the company’s website they express their desire to overcome â€Å"national divides, sharing development costs, collaborating in the interest of a greater market share, and even agreeing a common set of measurements and a common language† (Airbus. com cited in Browaeys and Price, 2011, p 67). However, as time progressed evidence suggests that this has not occurred as demonstrated in key cross-cultural issues experienced by the organisation. Introduction not yet complete (Try to make a generic view of CrossCultural Management beyond companies ie consider how CC management is dealt with across industry sectors ( most prevalent in telecoms organizations) also what are the â€Å"roots† of CC management and how does it address new global challenges/provide new solutions)) Method of Research By comparison of 2 companies ie Airbus / Globe highlighting key CC management approaches, issues and solutions (Risk of systemic flaws in approach/repeatable failures) YOU should compare apples with apples ie list all significant issues, select an issue eg Economic Patriotism and evaluate the approach taken by both parties / im arguing for creating A table to do this we can talk†¦ Key Cross-Cultural Issues faced by Airbus (Related to Globe’s Cross-Cultural Approach) Problems Faced by Airbus (enumerate and modify in your own words) Socio-cultural technical problems. †¢ The workforce at the aircraft manufacturer is geographically distributed in proportion to national ownership stakes. In an instance of economic nationalism, government distort private transactions among economic actors by discriminating against foreigners in the name of national interest. This lead to the decrease in the productive efficiency. It is because of the various differences of management styles and way of communication. For e. g. : comparing with the French people, the Germans prefer collective decision making, whereas the French prefer centralised decision. At the same time the Spanish are flexible but have inferiority complex, so they have tendency to be vague and unreliable due to which they respond very less. Ian Stokes, 2006). †¢ The main problem is when EADS company of Airbus was created, two chief executives German and French headed it. It was maintained even due to knowing the fact of the crisis caused by problems in development in A380 began. Looking from the Hofstedes cultural dimensions the French likes high power distance whereas the Germans prefer low power distance. So while making decisions Germans tend to interfere in the conversations while it is being dislike by France people. So this unintentionally hurt the ego’s of the French people and creates a conflict between them. Hofstede. G, 1991) 1 †¢ Due to the government involvement respective countries, cost cutting measures were delayed as state aid comes to rescue their respective partner first. From this situation it seems that power id distributed unequally. The government is being self centred and looking after its own motives. Even no action id being undertaken by the group members of the company in order to tackle this issue. It is in this area that a culture shows the extent to which it ‘tolerates and fosters pecking orders, and how actively members try to reduce them’. Mead, 1994; 66) 1 †¢ One of the main causes in delay of the launch of Airbus A380 for two years was owing to the fact of having a complex wiring design system for it. †¢ There were 1,200 functions to control the plane that takes 98,000 wires 40,000 connectors. The system has 500,000 models, which needs to be kept in sync from different countries. It was complicated and very much time consuming due the fact of the engineers being at different locations. †¢ Even the aircraft parts were built at different locations. For example: nose sections are built in France, fuselages in Germany, wings in Great Britain and tails in Spain. And the final assembly were done in Toulouse (France). It unnecessarily increased the transportation cost, communication problems and foremost aspect time consumption. †¢ There was a problem with regards to software and knowledge as well. The engineers in Germany and Spain used the older version V4 of the CAD program in order to design the wiring system, while the engineers in France and England used the newer version V5. This created trouble and delay while transferring the data because the some data was lost while transferring files from one system to another. †¢ With regards to knowledge, French were familiar with the software while the Germans were not inexperienced compared to French. According to Hofstedes1 it seem that the French are more of individualistic in nature because they were least concerned about the training of its partner company’s. You read "Hofstede Cutlural Dimensions" in category "Papers" Due to the lack of integration in engineering it resulted failure in execution. When the HRM team was most needed to train the employees ; communicate between them regarding the software problems, they were very busy with responding to the new legislation- such as those concerned with labour working hours and the French directive on rights of individuals to choose their own training. As the French are more type of individualism because of the preference towards centralised executive , they tend to first sort out their problems that made them busy in doing things which was not important compared to training problem. Ian Stokes, 2006) 1; (Trompenaars, 1993; 8-11) 1 †¢ The top managers were busy struggling for the senior position in the consortium and lobbying for influence. These lead political goals get in the way of project goals. From this it seems that that the top managers were very much individualistic in nature. They were more interested in getting the name an enjoy being superior in the organization. They seemed to be self-achievement oriented and least concerned about the problems going on in the company. This dispersed the decision making power which was most needed in problems like this. (Hofstede, 1991) 1 All this problems lead to the delay in launch of Airbus A380 for two years that was scheduled to launch in 2006. Delay in delivery forced some airlines to cancel their orders. This gave them loss of euro 2 billion due that they had to make drastic cuts in the size of its workforce and closure of some plants, which in turn dented their image in the market. Efforts taken by Airbus to tackle the issues. In order to tackle the design of the wiring system and the software problems, Airbus made special investment to train its employees with the help of the software supplier. †¢ They even tried to set up intercultural sessions to inspire a warm feeling of mutual understanding, but it failed to address adequately the fundamentals of co-operation. †¢ The EADS managers most of the times tried to draw attention to the common areas and similarities, rather than differences in order to tackle the cross-cultural differences with regards to perceptions and doing things. They have distributed their workforce in proportion to the ownership stakes geographically because they thought that this would increase their productive efficiency. Put Table A in here Critical Evaluation of Research (based on analysis of table) Economic Patriotism: Many organisations are forced to develop and expand themselves into new markets overseas due to the increasing maturation of domestic markets and foreign competitors. In order to gain a competitive advantage over their competitors they are recognising their identity that can help them to sustain. The main motive behind this step is that by enlightening the only one of its kind personality or character of an organisation or group, all the way through symbols, communications and behaviours, it will help them to create favourable corporate image in the minds of these groups. Such differentiation will help them to create an image based on the uniqueness of its own identity, as well as creating a tendency in the minds of the people or groups as a basis for developing long-term profitable relationships. (Van, 1992) 2. Economic patriotism is most of similarly related on these theories. Economic patriotism means, â€Å"supporting one’s country†. Economic patriotism is the coordinated and the promoted behaviour of consumers or companies (both private and public) that consists of favouring the good or services produced in their country or in their group of countries (wikipedia) 3. According to me economic patriotism means favouring the people and practices done in ones own country, right or wrong. The main motive of the people living in their own country is to promote its thoughts, beliefs, way of doing business, etc. this is automatically done because they had been under the influence of such practices since their childhood. It’s like expressing that they love their country and ready to sacrifice for it. Economics patriotism can be done with the help of many activities for e. g. : imposing tariffs on imports, quota system, or encouraging consumers to purchase own domestic services and products. Now a days a new type of economic patriotism has came up that does not allows foreign investors to develop or acquire companies in one’s country. For e. g. : Arcelor acquired by Mittal (Largest steel industry). Government and political bodies are playing the main role to promote economic patriotism. Even in the Airbus case study economic patriotism has played a significant role in problems created by government of different countries. The workforce at the company is geographically distributed in proportion to national ownership stakes. So this makes the workforce far from each other. According to the company it may help them to increase productive efficiency. But in an instance of economic nationalism (whereby the people support their respective rights and countries), the government of respective countries changed private transactions according to their thoughts and practices in order to protect the local economic interests. They discriminated foreigners in the name of national interest. So political bodies came into role in order to support the local people. Their economic motives include the preservation of employment or attraction of economic activity to a certain area. And the company’s strategic motives were to include national security in order to capture rents abroad in monopolistic market. But the patriotic approach of the company proved ineffective because it conflicts with the economic efficiency, which derives from the protection of the interests of the local lobbies. pic] The company tried to integrate all its employees and create a sense of togetherness but the â€Å"economic patriotism† practiced by the people and government in respective countries failed the company’s objectives. The politicians want to win the votes from people by supporting their interest. The damaged caused by economic nationalism indirectly created inefficiency and poor performance of corporate gov ernance. Due to this damage Airbus reputation was dented. The government did not supported because it conflicted with the ideas and thoughts of the government. The cost cutting measures were delayed because the state aid first comes to rescue the government-supported company. The competition increased because government supported companies had privileged access to infrastructure and procurement contracts. This delayed all the process in the company and unnecessarily increased the loss and the cost of production. Indirectly the Airbus suffered from takeover threats from the more efficient organisations. Finally, the national efforts to support one’s interest proved to be self-defeating as other countries react in kind, neutralising the initial attempt to gain competitive advantage. Reflection of the way the company was organised. One of the causes of the delay was the complex wiring system and the software compatibility. The digital system has 500,000 models that need to be kept in sync. Despite of the fact that even a single mistake can create problems the company operated from different regions further complicating the wiring system. The seems to be communication gap between the employees because engineers in Germany and Spain used the older V4 version of the CAD program to design the wiring whereas engineers in France and England used the newer V5 version. Although it has been said by the software developer that both the version were compatible but the company should not have taken risks of going with different versions. Although there was claim by developer regarding compatibility the data was lost while transferring files from one system to another. The suppliers were also not involved in a collaborative effort to anticipate problems. There was lack of training and communication among the engineers as well. It can be seen because the engineers in France were familiar with the software while the Germans did not have much experience with it. This shows that there is centralised decision in the company that made other engineers lack of knowledge. They built the different parts in different region, which further complicated the assembling system due to the lack of communication related to knowledge and software problems. Author Hellemans notes that ‘what happened in Germany was not just technical problems related to software but it was an execution failure due to lack of efficient knowledge’. (Davis, 2007) 1 From the problems that Airbus faced, the company was not properly organised because it seems that relied mostly on the software developer regarding the solutions. There was even lack of training, communication and transparency within the organisation. It seems that mostly the decision were made in headquarters only, not with the consent of other people. The merger of the national components in 2001 only integrated themselves officially but mentally they were far away from each other. It even seems to be inequality from lack of technological development equally because when France England upgraded themselves to V5 version, the German and Spain were still on the V4 versions. Lessons Learned. what are the lessons learnt from this specific research ie outcomes from analysis of the table/also comment on the quality of the research / ie selection of evaluation â€Å"parameters† to compare, what if scenarios / heuristics / deductions / further research) In the real world there is not any specific best way to integrate diverse cultures within an international joint venture. It solely depends upon the situation and the kind of cultures involves . But I am trying to be closer to individual’s perception and actions that may lead to a common ground where everyone accept each other. Research: Proper research needs to done before setting up such a culturally diversified company. Research should be on the basis of the cultural dimension of Hofstedes1 i. e. power distance, uncertainty avoidance, masculine vs. feminine, short-term vs. long-term orientation, what they like and what they don’t. It helps them to integrate all their activities on the common grounds and come up with a solution that maybe acceptable to everyone. Collectivist’s approach: As we don’t have any idea about what people’s want and desires are, a collectivists approach will explore the ideas and perceptions about each other. It will gradually help to know each other’s ideas and beliefs that can be helpful to achieve the desired goals and objectives. Initially it may create problems but at the later stage when everybody has been known to each other it help people or employees to understand regarding what to do and what not to do. Diffuse relationships: The company employees need to be considered as members of a group or an organization. They should be involved decision-making process. It helps the employees to build rapport between themselves that in turn explore each other’s ideas and beliefs. Their relationships with each other helps us to find how efficient the organization is and what steps need to be taken in order to tackle the cross-cultural issues. Teambuilding session should be conducted in order to create a feeling of oneness, which can increase the efficiency of a company. (Trompenaars, 1993; 8-11) 1. Equality: If we integrate diverse cultures within international joint venture equality should be always there in term development, technological advancement, knowledge, etc. n the Airbus it failed because Germany ; Spain had V4 version of the Cad programme whereas France ; England had the latest V5 version. So always proper standardisation should be adopted within the whole organization at a specific time. Global knowledge, local understanding: the approach should be to indulge diverse cultures but the process should be local. It means any activity done should be on the basis of the activity carries out in the home country of any organisation. Proper training should be given to its employees from the engineers at headquarters because they know it better than anyone else. This helps them to consume less time and achieve perfection, stabilisation, which is considered to be vital in any industry in order to achieve goals and objectives. Training can even be of language, way of doing things, actions, etc. Due to lack of proper training the Germans were not familiar with the software, it more delayed the project while executing the fuselages. Time focus (polychromic): Initially the top managers need to be polychromic in time i. e. the top managers need to focus on several tasks ; should be less dependent on detailed information hile doing these tasks. Their main focus should be on involvement with people. This helps the employees or the partners in business to be much more expressive and approach the management whenever they feel to do so. (Hall ; hall, 1990). References. 1. Marie-Joelle Browaeys and Roger Price – Understanding Cross-Cultural Management, 2008. 2. Marlo Thomas; Helene Hill, International Marketing Review, Vol16, Number: 4/5, Year: 1 999, pp: 376-390. 3. http://en. wikipedia. org/wiki/Economic_nationalism. Read more: http://www. ukessays. om/essays/cultural-studies/airbus-case-study. php#ixzz2BNsfYQjM Economic Patriotism A key cross-cultural issue which has been highlighted is the considerable damage caused by economic patriotism to Airbus. An example of this economic patriotism which caused difficulties was the issue of German and Spanish engineers using the older V4 version of the CAD program; whereas the UK and France used the new V5 version. A significant reason for the rejection of the new system has been emphasized by Williams (cited in Clark, 2006) as a matter of national pride. The Germans felt the French were imposing the new system upon them, causing them to reject it. In relation to the GLOBE theory, this act can be identified as an action of assertiveness from German employees, due to the fact that they would rather emphasis on results rather than relationships. Furthermore, Webber (cited in Clark, 2006) expressed this when he explained that â€Å"changing over to new software is costly and time consuming. As a result, German employees faced French imposition with confrontation. German and French governments also had extensive involvement causing increased economic patriotism. Will add government issues here and relate to individualism from Hofstede Reorganisation of company Airbus required a reorganisation of the company in order to improve â€Å"co-ordination, reduce the costs of production and the time between conception of planes and their introduction into service. † (Browaeys and Price, 2011, p 67), however this was not planned efficiently , due to the fact that culture differences would arise. A significant issue Airbus faced was the problem of having two CEO’s, one from Germany, the other from France. This caused significant concerns because they had to compromise over key decisions due to each country having different cultural approaches to business. †¢ This part will be related to power distance, uncertainty avoidance, collectivism (institutional)(no consideration for others) , future and performance orientation(very little performance as they are not achieving anything) †¢ Will include evidence that relates to the Airbus and globe †¢ Decentralized management †¢ Loss profits †¢ Common language didn’t go as planned Gender egalitarianism I will discuss gender egalitarianism as it’s a key issue because in the case study evidence suggests it’s a male dominated job Critically evaluate In this part of the essay I will evaluate the usefulness of the theory including issues such as: †¢ Data collected from 2004 (therefore not up-to-date) †¢ Quantitative research rather than qualitative Lessons learned †¢ Equality †¢ Rappor t between employees †¢ More intensive research needs to be done †¢ Diffuse relationships †¢ Integrate activities on common ground Reference page ADLER, N. , and A. GUNDERSEN, 2008. International Dimensions of Organisational Behaviour. 5th ed. USA: Thomson Higher Education BROWAEYS, M. , and R. PRICE, 2011. Understanding cross cultural management. 2nd ed. England: Pearson Education Limited CLARK, N. , 2006. The airbus saga: crossed wired and a multibillion-euro delay- Business-International Herald Tribune [online] [viewed 25 October 2012]. Available from: http://www. nytimes. com/2006/12/11/business/worldbusiness/11iht-airbus. 3860198. html? pagewanted=all ———————– Important – choose one of the following statements (DELETE TWO THAT DO NOT APPLY): Intermediate submission How to cite Hofstede Cutlural Dimensions, Papers

Costa Coffee free essay sample

Costa Coffee is another successful coffee shop industry in United Kingdom just like Starbucks. They sell different kinds of roasted coffee in wholesale from establishment and they also sell retail coffee in their shops. Introduced in 1971 by Sergio and Bruno Costa and acquired by Whitbread in 1995. Since then they have expanded more than 1700 coffee shops within 28 countries all over UK, Middle East, South Asia and Europe and because of their strong brand reputation and expansion they are considered as the second largest coffee shop in the world. Unique Production Process Costa Coffee has created a phenomenal success because of their unique marketing concept having their own Roastery plant in Lambeth for production of their own coffee beans. During the first stage of preparation â€Å"Mocha Italia† includes manually slow roasting production process of their coffee beans with unique blends. The second preparation process includes grinding of ground beans to ensure product quality, flavor and aroma that attract the customers to wait for their cup as it is being done and served hot. We will write a custom essay sample on Costa Coffee or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The third process includes the use of espresso machine in tune with technology to produce a consistent blend and perfect espresso. Lastly excellent customer service delivery of coffee through hand made skills as executed by their highly skilled barista. Because of this old fashioned brewery combined with technology and world class presentation marketing concept Costa Coffee has created their own unique marketing position in UK market. The preparation process has been very successful that it has also been appreciated and accepted in other countries. Image Building and Social Responsibility Good selection of location for accessibility of customers and high standard, luxurious and comfortable coffee shop structure, well maintained facilities are their main focus to create a good image in the society. During the past decades they have not done match advertising and media promotion but they have become popular usually through the word of mouth and Whitbread promotion inclusion because they believed that the reputation they have built has been their strengths and they still manage to build massive appeal in the market. Costa Coffee also believed that their brand name should be enough to build customers in the community and so they only provide low cost advertisement in the past decades and only during the year 2000 they have introduced high end promotional strategies and expansion including half price promotion of their frescato during 2005, gift cards, membership etc. nd in 2007 up to 2010 they have continuous expansion of coffee shops in UK and other countries until they have taken more shops over the competition making them more visible. Costa Coffee teamed up with Rainforest Alliance to provide growth and sustainability, they are the groups of farmers that certified social and environmental standards for the responsible production of crops that promotes healthy good yields and welfare of members to improve their quality of lives. Target Market Because of their location and production strategy they have diversified their target market in a variety of people in their respective age bracket but usually because of their high commercial location of operation they have gathered a large crowd or professionals and adults market reaching as high as 45% while youth and students reaches up to 30% of their shares while the remaining numbers includes groups and family. Product Lines and Pricing Strategy During their beginning Costa Coffee introduced a wide range of finest coffee blends including hot chocolates, coffee and tea, cafe latte, espresso, cappuccino, iced coffee, frescato, mocha, ristreto In the later years they have also introduced chocolate, cakes and snacks some fruits, oats, nutty, brownies and biscuits. The variety of their products also differs from location or branch. Offering a variety of products provides wider target market through age, food preferences and price. Because of their products and price which is usually higher usually they have been engaged to offer their products to upper class, middle class and privileged class market while gender, ethnicity and religious preferences does not shown much effect in their current target market since coffee is a standard favorite from most countries around the world. . Overall Impression and Market Position Because of the tremendous customer’s patronage transparent in their expansion Costa Coffee continuously believe that they still hold one of the strongest coffee brewing and sales in UK and for decades their reputation remains. This means that their modest marketing strategies have been very successful until today. The entry of the new players and the competition remains a threat in their company in the future. My recommendation is that they may need to make a more advance promotional and advertising campaign to secure a long term dominance and market stability in the brewing and coffee industry.