A Study Of The Coca-Cola Brand Using Maslow Hierarchy Of Needs Theory

A Study Of The Coca-Cola Brand Using Maslow Hierarchy Of Needs Theory Maslow’s hierarchy of needs theory has existed for many decades and it is used to describe human beings behaviour and needs The theory describes how people have well defined needs which they desire to fulfil according to different degree of emergency. Physiological need is the first stage or the basic need stage which includes food, clothing, shelter, air and sex. Physiological needs are the factors that human beings cannot exist without and therefore they must be met (Lee, 2011). Moreover, the next step is the need of safety or security iswhere a person needs to feel secure or no harm can occur to him.The need of affiliation is another step where a person desires to interact with fellow human beings. The higher step in the hierarchy is the need for esteem where a person feels the need to be appreciated by people around him as a valuable person. The need for esteem may occur in a family setting or in a group in which one exists. The need for esteem may occur in an organization which the individual works in. An individual’s esteem may be fulfilled through recognition by status, sex, performance, experience, duration in which the person has been in the organization or by bonuses. The final stage of Maslow’s hierarchy of needs is the indispensablerequirement of self-fulfilment which shows a person’s desire to use all the abilities one has to reach the supreme level that can be reached to feel satisfied and comfortable (Dima, Man , Kot, 2010) . From the Maslow’s hierarchy of needs, the Coca-Cola company products and the brands can be classified in self-fulfilment or accomplishment level (Donovan, 2003). This is because these beverages are not a necessity, but are used to achieve a need of fulfilment or luxury. Consumers use these commodities to make their lives more comfortable. Conclusion The Coca-Cola Company is a known brand in Australia and it offers a variety of brands. Consumers use the five step process in making decisions on which products to buy by comparing the Coca-Cola products to other substitute products in the market before arriving to the decision of purchasing the products offered by theCoca-Cola Company. The factor that may mostly influence decision making in buying the products is the financial status of the consumer. This is because most people may not afford them therefore, foregoing the products or opting for a cheaper option. In the Maslow’s hierarchy of needs, the products can be classified in the self-fulfilment level since they are just needed to make the consumers more comfortable.

Strategic Leadership in a Changing World Essay Example | Topics and Well Written Essays - 2000 words - 1

Strategic Leadership in a Changing World - Essay Example News Corporation has been founded by Rupert Murdoch in the year 1979, and the company is headquartered at New York, NY, USA. The company operates in six business segments such as Cable Network Programming, Television, Direct Broadcast Satellite Television, Filmed Entertainment, Publishing and others (New York Times, 2013). Cable Network Programming division of News Corporation licenses and produces sports entertainment, business news, movies, general entertainment, etc. Filmed Entertainment division of the company offers animated and live-action motion pictures in the form of entertainment to customers. Television division of the company offers both network programming and broadcasting entertainment to customers (New York Times, 2013). Recently, News Corporation has acquired ESPN STAR Sports division through wholly owned subsidiary. According to the annual report published by News Corporation (2012), the company earns annual revenue of more than $30 billion from its global operations . Major entertainment divisions of the company include Fox Entertainment, National Geographic channel, Fox studios, etc. (News Corporation, 2012). The concept of strategic leadership in the form of competitive advantage was probably first identified by Porter (1985 and 1991). Porter (1985) has given the basic framework of ‘outside in’ approach which helps a firm to understand the particular market in terms of macro environmental (political, economical, social, technological, environmental and legal) analysis and industry force analysis. Seminal research work of Michael Porter (1985) has given a 5 force framework which helps a firm to understand the business opportunity in particular market in terms buyer power, supplier power, threat of substitute, entry barrier and competitive rivalry. However, strategic leadership is more important from the competitive advantage perspective. In simple words, it can be said that companies can only achieve strategic leadership if it is able to achieve competitive advantage over other competitors. The question may arise that how a firm can achieve competitive advantage? Well, to answer this question, research scholars such as Barney (1986) has given the Resource Based View (RBV) model. According to Barney (1986), a firm should use its financial and non-financial resources which are valuable, rare, inimitable and non-substitutable in order to archive competitive advantage. Adner and Zemsky (2006) and Kraatz and Zajac (2001) have also found that availability of resources and optimal usage of these resources develop capabilities for firms and using the developed capabilities can help a firm to achieve competitive advantage or better to say strategic leadership. An eminent author has epistemologically created link between performance, strategic leadership and competitive advantage in the following manner; â€Å"Sustainable competitive advantage is more probable in firms that achieve sustained superior performance.â₠¬  (Powell, 2001, p. 879) Discussion about strategic leadership is incomplete without the mentioning the concept of ‘Core Competency’ given by Prahalad and Hamel (1990). These eminent scholars’ duo has suggested that companies can achieve core competency by strategically using its capabilities backed by valuable resources. Optimizing resources and capabilities in particular business operation can help firms to

I do not have a topic Essay Example | Topics and Well Written Essays - 750 words

I do not have a topic - Essay Example This created an issue among her contemporaries criticizing her use of the language in her writings (Women in History). Depicted and massively explored in her works was the culture of the African-Americans effectively portrayed with her much controversial use of the common African-American language. An example of the usage of the black language can be read in one of her books, â€Å"So when we looked at de picture and everybody got pointed out there wasn’t nobody left except a real dark little girl with long hair standing by Eleanor. Dat’s where Ah wuz s’posed to be, but Ah couldn’t recognize dat dark chile as me. So Ah ast, ‘where is me? Ah don’t see me. (Hurston 13)† These realistic depictions appropriately displayed the life and culture of the African-Americans during her time. The writing style she had developed celebrated the Black culture incorporating dances, songs, sayings and tales. Moreover, her writings bluntly focused on the slavery issue which was deliberately avoided by other Harlem Renaissance writers. Her part in the feminist literature was also noted when she invaded the male dominated literary scene during that period. Female characters are eminent in Zora’s works addressing feminist issues like the character Janie Crawford in her book â€Å"Their Eyes Were Watching God† (Hurston, Zora Neale Introduction). Some writers who have been influenced by Hurston’s works were Ralph Ellison, Toni Morrison, Gayle Jones, Alice Walker, and Toni Cade Bambara. These writers specifically take after Hurston’s writings dealing with racism and feminism issues. Contrary to the criticisms hurled at Hurston’s works during her era, Zora contributed not only to the black American literature but also to the feminist literature and racist literature. Furthermore, her written works served as valuable reference of oral cultures of the African Americans and revolutionizing a comprehensive