Relationship Between Sedentary Lifestyle and Obesity

Relationship Between Sedentary Lifestyle and Obesity Topic: Is the rise in Childhood Obesity a result of a sedentary lifestyle or due to pre-disposing factors? Executive Summary This review examines the relationship that predisposing factors and sedentary lifestyles have on childhood obesity. The authors of the article Childhood Obesity: Trends and Potential Causes, state that there is not just one factor that is responsible for the high rates of childhood obesity. The authors conclude that, Many complementary changes have simultaneously increased childrens energy intake and decreased their energy expenditure (Anderson, 2006). Numerous programs and research has been done in efforts to reduce the incidence rates of children with obesity. In order to better control this epidemic we must raise awareness around issues related to childhood obesity. Predisposing factors and sedentary lifestyles play an important role in the rising incidence rates of childhood obesity. However, one cannot attribute this rise solely to either one of these contributing factors. Problem Statement America has always been known for the sedentary lifestyles of its overweight citizens. Despite hundreds of advertised diets and work out programs, America is still leading the nation in the number of people who are obese (Obesity Statistics, 2010). Why would one want to eat healthy when its less expensive to eat unhealthy, and so easy to skip workouts? Technological advances have caused Americans to embrace a lifestyle that nurtures obesity. Children no longer play outside, they now spend hours watching TV and playing video games. Background Daily participation in school physical education among adolescents dropped 14 percentage points over the last 13 years from 42% in 1991 to 28% in 2003.26 In addition, less than one-third (28%) of high school students meet currently recommended levels of physical activity (Contributing Factors , 2009). About a quarter of children in the U.S. are overweight and approximately 1/10 are obese (Akhtar-Danesh, Dehghan, Merchant, 2005). Research done regarding twins reveals that genetic factors can contribute to obesity (Bouchard Loos, 2003). Obesity in adults can lead to major medical issues that can increase morbidity.. Childhood obesity has a strong linkage to adult obesity. (Speiser et. al, 2005) Framework The theoretical approach for this paper was based on the Health Belief Model. The Health Belief Model states that people have to be inspired in order to alter their behaviors (National Cancer Institute , 2005). In order to decrease the number of obese children in America, children must be motivated to change their behaviors. These include behaviors that put them at risk for obesity. They must feel inspired to lose weight by altering their lifestyle and incorporating more physical activity into their daily agenda. So that we can decrease the number of obese children in America, we must recognize the impact of the disease on our children and the future of America. Only then, will we be motivated to change and able to encourage our children to change. Literature Review The Obesity Epidemic and United States Students This article gives important and astronomical facts about the obesity epidemic in the United States. Among high school students, in 2009, after a Youth Risk Behavior Survey, the Centers for Disease Control and Prevention (CDC) was able to reveal several unhealthy dietary behaviors and a lack of physical activity. It was rather disturbing. The survey revealed that high school students, during the seven days before the survey, indulged in carbonated beverages and ate less fruits and vegetables. During the seven days before the survey, there was also a limited amount of 100% fruit juices drank and/or fruit eaten. Prior to the seven days before the survey, some of the high school students didnt participate in, at least, sixty minutes of physical activity on any given day. Physical education classes were not attended either. The focus, it appeared, was more on watching television and utilizing computers. The CDC offered, what would be assumed by most adults, reasonable solutions. It was suggested that the students be placed in healthier educational environments, receive better health education, and more physical activity programs. Along with what the CDC revealed about the survey, The School Health Policies and Programs Study in 2006 indicated that more students were able to purchase sodas or fruit drinks and less 100% fruit juices. However, nutrition services did offer more vegetables and gave the high school students the option to choose between different fruits. The choice was offered, in some schools, for students to participate in intramural activities or physical activity clubs. (The Obesity Epidemic and United States Students, 2010) Obesity Prevalence among Low-Income, Preschool-Aged Children United States, 19982008 This article reports the results of a study done regarding the presence of obesity and racial/ethnic disparities in pre-school aged children. The study looked closely at the racial/ethnic differences and early-life risk factors for childhood obesity. During this study, a total of 1343 white, 355 black, and 128 Hispanic mother-child pairs were studied (Obesity Prevalence Among Low-Income, Preschool-Aged Children United States, 19982008, 2009). The major findings were risk factors that started prenatally up to 4 years of age. The results of the study revealed that black and Hispanic children displayed a number of risk factors related to childhood obesity. Some of those risk factors included increased rates of depression and rapid weight gain. It was also presumed that black and Hispanic mothers introduced solid foods to their infants prior to the appropriate months of age. As the children reached two years old, they were introduced to more sugar-sweetened beverages. Fast food appeared to be the first choice of foods. In conclusion, the study did in fact; show significant differences in risk factors for obesity in black and Hispanic children. It was discovered the risk factors for obesity are present prenatally as well as throughout childhood. Facts for Families Obesity in Children and Teens This article was very informative. It opens up with a shocking fact and number; unhealthy weight gain due to poor diet and lack of exercise is responsible for over 300,000 deaths each year (Obesity in Children and Teens, 2008) I discovered that obesity is more than just a pound or more of extra weight. Based on this article, obesity in children normally begins in early childhood ages. If the child continues to display no change in obesity before or during pre-teen years, then he or she is more than likely to become an obese adult. The article gives several possible causes of obesity relating to instances such as; lack of exercise, family and peer problems, low self esteem, depression or other emotional problems, and overeating or binging (Obesity in Children and Teens, 2008). When dealing with obesity, if the parent(s) and children are not careful, there are a number of consequences including: trouble sleeping, mental, physical, and emotional. The author explains how obesity can be managed and treated in children and adolescents. However, the author also expresses how its easy for the child and/or adolescent to gain the weight back. It is important that old habits of eating and exercising not resurface. The author states, An obese adolescent must therefore learn to eat and enjoy healthy food in moderate amount and to exercise regularly to maintain the desired weight (Obesity in Children and Teens, 2008). Weighing the Risk Factors The writer displayed a picture of a handsome toddler with obvious weight issues. The child appeared to be happy but after reading the article, I discovered that this child is at very high risk of remaining obese through his adolescence years and into adulthood. It is suggested that efforts to prevent childhood obesity should begin far earlier than currently thought-perhaps even before birth (Burton, 2010). Obesity is affecting more minority children than white children. Beginning at infancy and even pregnancy, studies were revealed and proved that minority children are at a higher risk for obesity. The author points out that socioeconomic status may be a possible risk factor. There have been theories provided that state limited access to health care, poverty, and low educational levels are contributing factors for obesity in minority children. The writers suggest, The risk factors stem from behaviors and habits passed from generation to generation or that may be culturally embedded (Burton, 2010) The Role of Media in Childhood Obesity This article summarizes findings from the Centers for Disease Control and Prevention and the American Academy of Pediatrics findings on the role of the media in childhood obesity. Data reported from CDC dating back to 1980 indicates that the number of obese children ages 6-11 has increased by twice as much. This data also indicates that the number of adolescent youth has increased by 3 times as much (The Role of Media in Childhood Obesity, 2004) The American Academy of Pediatrics states, The increase on childhood obesity represents an unprecedented burden on childrens health. (The Role of Media in Childhood Obesity, 2004) This article also explains the importance of relevant policy recommendations for change. The following policy recommendations were listed: reduction in commercials for food that are aimed at children, increase education campaigns and encourage healthy eating and more exercise, incorporate more communications regarding healthy eating to television episodes, and encourage interventions that decrease the amount of time children access media, The article states many contributing factors to the increased numbers of overweight children. The article lists these factors as, reduction in physical education classes and after school athletic programs, an increase in the availability of sodas and snacks in public schools, the growth in the number of fast-food outlets across the country, the trend toward super sizing food portions, and the increasing number of highly processed high-calorie and high-fat grocery products. (The Role of Media in Childhood Obesity, 2004). The article lists food advertisements as the number one factor that media contributes to childhood obesity. The article states that the number of TV commercials has increased by 2 times as much in the last 40 years. New Data Analysis Shows Possible Link between Childhood Obesity and Allergies This article expresses a new indicator that may reduce childhood obesity. A study published in an issue of the Journal of Allergy Clinical Immunology states , that obese children and adolescents are at increased risk of having some kind of allergy, especially to a food (New Data Analysis Shows Possible Link between Childhood Obesity and Allergies , 2009) It is said to be some sort of connection between asthma and allergies in obese children and adolescents. This study was supported and led by the NEIS and NHANES. The researchers analyzed data from more than four- thousand children. They looked at and compared allergen-specific immunoglobulin E (IgE) or antibody levels to a large panel of indoor, outdoor and food allergens, body weight, and responses to a questionnaire about diagnoses of hay fever, eczema, and allergies. Obesity was defined as being in the 95th percentile of the body mass index for childs age. The researchers found the IgE levels were higher among children who were obese or overweight. Obese children were about 26 percent more likely to have allergies than children of normal weight (New Data Analysis Shows Possible Link between Childhood Obesity and Allergies , 2009). There are more studies expected to take place on this and there will continue to be a need to try and determine how environmental factors affect the epidemic of child and adolescent obesity. Obesity Prevalence Among Low-Income, Preschool-Aged Children United States, 1998-2008 This article gives details of the affects of low-income and minority obese children. There is data presented by the CDCs Pediatric Nutrition Survelliance System (PedNSS). The CDC examined trends and discovered that obesity prevalence among low-income, preschool-aged children increased steadily from 12.4% in 1998 to 14.5% in 2003, but subsequently remained essentially the same, with a 14.6% prevalence in 2008 (Obesity Prevalence Among Low-Income, Preschool-Aged Children United States, 19982008, 2009). It is suggested that there should be strategic planning of an effective intervention that will focus on environments and policies that promote physical activity and a healthy diet for families, child care centers, and communities. There were several additional studies mentioned and all concluding the same necessary strategic planning to fight the epidemic of childhood obesity. Overweight in Early Childhood Increases Chances for Obesity at Age 12 The article is conveying the same message about childhood obesity that many researchers focusing on this epidemic continue to convey. Children who are overweight as toddlers, infants, or preschoolers are more likely to be obese or overweight as an adolescence. However in this article, gives brief descriptions of recent analysis that focus more on frequent intervals of data collected on children from the age of two through the age of twelve years of age. This analysis was also done over an extended period of time. The analysis revealed that overweight children in early childhood increases chances for obesity at age 12. (Overweight in Early Childhood Increases Chances for Obesity at Age 12, 2006) Hypothesis Topic: Is the rise in Childhood Obesity a result of a sedentary lifestyle or due to pre-disposing factors? Research shows that rising number of obese children cannot be attributed solely to sedentary lifestyle or to predisposing factors. The research sites a number of factors that attribute to the childhood obesity epidemic. Careful examination of the lifestyle factors and predisposing factor for obesity of todays youth is essential in finding a way to decrease these rates. Policy Recommendations The following recommendations may be helpful in addressing childhood obesity in the United States: Policies addressing childhood obesity must take into consideration the many different factors that contribute to this epidemic. Policy makers must be aware of the predisposing factors that may contribute to the disease. It is imperative that parents who show risk factors of having obese children receive an intervention while the child is still young. Programs designed to deal with childhood obesity must look at the lifestyle of the child and the parent, genetic factors, and economic status. Healthy foods are often more expensive that unhealthy foods. We must find ways to make healthy foods available and affordable for our children. Careful consideration must be taken in dealing with children who may be obese due to genetic factors. Policy makers must be aware of the affects of the media on obesity. There has to be some control placed on advertisement for unhealthy snacks and meals that are geared towards young children. The media should be encouraged to have more positive roles for characters that do not fit in the ideal weight category. The media can also use celebrities and musicians to positively promote healthy foods and a healthy lifestyle. The most important recommendation is that policy makers are aware that proper planning and implementation of programs nation -wide will be needed to decrease the number s of children with obesity. This will take time. This will also take a joint effort from parents, churches, state and federal governments, and community advocates. We must make this a priority in order to insure the health of our nation in the future. Working citizens should be aware of the possible financial burden that this disease could end up being if we do not address it in the near future. Health care costs are rising on a daily basis. We must ensure that we are financially able to handle this epidemic in the future. If prevention programs are not put in place, todays obese youth will be tomorrows obese adults. These obese adults of the future may possibly give birth to obese children. We must stop this endless cycle and control this epidemic for our children.

Adidas Is One of the Largest Companies in the Sporting

ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS TABLE OF CONTENT 1. Executive 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‚¬ ¦ 3 2. Introduction 2. 1 Adidas Overview†¦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 2. 2 Europe sports equipment market overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4, 5, 6 3. Situtational Analysis 3. 1 PESTEL Analysis†¦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‚¬ ¦.. 7, 8 3. 2 Porter’s Five Forces Analysis†¦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‚¬ ¦ 9 3. 3 SWOT Analysis†¦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¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10, 11 4. Consumer Analysis†¦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‚¬ ¦12, 13 5. Marketing Objectives†¦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‚¬ ¦.. 14 6. Communications Mix 6. 1 Sports sponsorship†¦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‚¬ ¦. 15, 16 . 2 Celebrity endorsement†¦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‚¬ ¦ 16, 17 6. 3 Product placements†¦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‚¬ ¦. 17 7. Recommendations†¦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‚¬ ¦ 18 8. Conclusion†¦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‚¬ ¦ 18 9. Bibliography†¦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‚¬ ¦19 1. Executive summary| This report will measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry.Adidas is one the leading company in the sports equipment industry (with Nike, Reebok†¦), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2. Introduction| 2. 1 Adidas Overview Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf.The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. After the financial crisis of 2008 and economic difficulties of 2009, Adidas came back strongly in 2010 and can show an excellent year. The Group generated a record â‚ ¬ 12 billion in sales, a growth of 9%, clearly outpacing his major competitors. 2. 2 Europe sports equipment market overview Adidas offers sports equipment for all sports. It provides footwear and apparel for each sport (cricket, football, running etc)England cricket team, sponsor Adidas R. Madrid football team, sponsor Adidas As we can see in the table 1, in Europe the sports equipment market grew by 2. 1% in 2011 to reach a value of â‚ ¬13. 9 billion (Marketline 2012). And according to recent figures this growth will continue to increase, for more than 10% between 2011 and 2016 (Marketline, 2012). Table 1: EUROPE SPORT EQUIPMENT MARKET FIGURES| Year| â‚ ¬ Billion| % Growth| 2007| 12. 7| | 2008| 13. 1| 3. 1| 2009| 13. 3| 1. 9| 2010| 13. 6| 2. 0| 2012| 13. 9| 2. 1| Source: MarketlineThe graph above clearly demonstrates that the French market is the most important as far as the sport equipment market is concerned, with a total value of â‚ ¬3. 7 billion in 2011. The German and UK market, with respectively 18% (â‚ ¬3. 5 billion) and 18. 3% (â‚ ¬ 3. 5 billion) of the market share, follow it. And then comes the Italian and Spanish market (Marketline, 2012). These five markets cover more than 72% of the European sports equipment market. Source: Marketline The most valuable segment in this industry it’s clearly the ball sport equipment segment.Adidas is well presen t, as they make footballs for the World Cup, UEFA Euro and the Champions League. These three competitions are the most watched all around the world (715 millions people watched the 2006 World Cup Final). FIFA World Cup 2010 UEFA Euro 2012 Champions League 12/13 According to the graph the less valuables segments are racket sport equipment (9. 5%) and golf equipment (13. 6%). By adding both figures they are still inferior comparing to the ball sport equipment (25. 5%). 3. Situtational Analysis|As mentioned above this report will analyse the leading sports equipment market, in this case the French market. 3. 1 PESTEL Analysis Through this PESTEL analysis we will analyse which factors any company has to consider, while entering the French sports industry. POLITICAL: France is a highly centralized country; an elite group is dominating in the state and the corporation sectors. This situation persists despite attempts to decentralize power in last few years. Furthermore, according to the r ecent report â€Å"corruption is perceived to be widespread in French politics†. Datamonitor, 2011) ECONOMICAL: From 1999 to 2007 France’s exports share in eurozone felled by 16%, and French exports were of a value of $595 billion in 2010 (declined by 4. 6%). This will affect the prospects of the French economy in the near future. (Datamonitor, 2011) For a company like Adidas, which exports a lot to Asia with a total market of â‚ ¬2, 972 million in China and other Asian markets, it can effects their sales. (Marketline, 2012) SOCIAL: The French population is becoming aged. Indeed, more than 17% of the population have more than 65 years (Insee, 2012).The Government is expecting to allow 4% of the GDP to healthcare, pensions and dependency care related to the aged people. (Datamonitor, 2011) TECHNOLOGICAL: After the industrial age France is moving towards technological age. Indeed, we can see it by the number of patents deposited at the US Patent and Trademark Office ( USPTO), the figure reached 124,723 in 2010. (Datamonitor, 2011) In the other hand, the Government will withdraw the concept of Young Innovative Company, it will have is impact on the industrial growth and may reduce investments in the country. (Datamonitor, 2011) ENVIRONMENTAL:France was very active to prepare agreements on environmental protection and sustainable development and in the strengthening of international governance. In addition, with Norway, France initiated the Global Forest Partnership in 2010. (Datamonitor, 2011) But as the technological factors, the country is not encouraging and fulfilling his agreements. Indeed, last year France was assigned to the EU Court of Justice by the European Commission for its lack of attention in the industrial emissions regulations. The European Commission was telling that France has more than 60 factories that have not got environmental authorization of the EU. Datamonitor, 2011) LEGAL: Foreign investments increased by more than 20% co uple of years ago, 782 projects lead to nearly 32,000 job. Most of these projects were related to the renewable energy sector. In 2010, non-national companies based in France created two million jobs. Many of the government’s tax and labour reforms have been met with cynicism and public protests. The government may increase weekly working hours from 35 to 39 and abolish the wealth tax l'impot de solidarite sur la fortune. However, these moves will face public outrage and demonstration. 3. 2 Porter’s Five Forces AnalysisWe aim to measure an industry’s attractiveness and long-term profitability through Porter’s Five Forces analysis. Adidas and his competitor, as Nike, have reach to branch out in to retail after the industry of sports equipment has seen in recent years a great development of forward integration (as sportswear manufacturers). Despite the presence of major groups, in the French market of sports equipment, the market is still fragmented. Buyer power is becoming very strong, as there is a wide range of products available, and the existence of numbers of retailers and also the fact that some large firms have integrated forwards into retail.The expenses in sports equipment and apparel vary following the emergence of trends for particular sports. Another factor that influence purchases is the weather. It’s still possible to enter the French market by producing for example small quantities of custom-made golf and to have some economies of scales such as bulk buying. But, as seen in recent years the uninspiring revenue growth makes entry a less attractive for new entrants. The reliance on sales of sports equipment is reduced as many firms sell sports footwear and apparel in the French market. Rivalry is weakened as many large companies outsource their manufacturing. Marketline, 2012) Source: Marketline 3. 3 SWOT Analysis SWOT ANALYSIS| Strengths| Weaknesses| * Strong portfolio * Continuous research and development * Stro ng performance after 2010 FIFA World Cup * Worldwide presence | * Dependence on third party manufacturing * Unfunded postretirement obligations will impact cash flows adversely| Opportunities| Threats| * Reorganization to improve efficiency * Sponsoring major sports events * Global footwear market is growing| * Counterfeit products * Competition * Fluctuations of foreign currencies |Adidas has in his portfolio three brands, as follows: Adidas, Reebok and TaylorMade-adidas Golf. Adidas is well present all around the world, Reebok is improving day by day (for instance Thierry Henry is sponsored by Reebok), and TaylorMade-adidas Golf is the less known brand of his portfolio. Because of their policy to encourage research and development allows Adidas to come out with new and better products to face competition of Nike. As mentioned above Adidas makes football for major football competition and it benefits of the success of these competitions.After the establishment in the European and A merican markets, Adidas is targeting Asian market (total market of â‚ ¬2, 972 million in China and other Asian markets). (Marketline, 2012) As Adidas outsource 95% of his production to Asian country (32% of his suppliers are Chinese) it cannot control the quality of his product. Indeed, several products made in China have been recall by many US companies after the publication of the Consumer Product Safety Commission report. The company cannot tolerate a lack of quality in front of Nike, in order to keep market shares.The company provides retirements benefits to most of their employees. According to a recent report, the company planned pensions of â‚ ¬67 million but they reached â‚ ¬74 million, so an unfunded status of â‚ ¬7 million. (Marketline, 2012) In order to enhance its efficiency Adidas undertook reorganization. Indeed, the company moved to a function-related structure from a vertically integrated brand structure. Adidas has many agreements for sports events: * Au stralia Olympic Committee until 2016 * Japan Football Association until 2015 * Spanish Football Federation until 2018 * Argentine Football Association until 2022 FIFA World Cup 2014 * UEFA EURO 2016 * UEFA Champions League * 11 year global agreements with the NBA (official sponsor NBA, Women’s NBA and the NBA Development League) These events will help the company to en enhance its brand image and awareness among customers and also to strength its profitability. The global footwear market, not only the European market, has shown a growth in recent years. According to Datamonitor, the global footwear market grew by 2. 6% in 2009 to reach a value of $196. 3 billion. Footwear, clothing, accessories and sportswear are the largest segments, accounting for 67. % of the market's total value. Market’s forecast will reach the value of $230. 8 billion by 2014, representing an increase of 17. 6% from 2009. (Marketline, 2012) With the development of Asian countries, and the outsour cing of manufacturing of western companies in these countries, the counterfeit has increased and it’s a reel threat for companies. Adidas his facing competition of big companies, we identify as Adidas main competitors Nike, Puma, Callaway Golf Company and New Balance. As last threat we see the fluctuations of foreign currencies.For instance, in India a brand like Adidas is for the high-class society otherwise they cannot afford a football shirt, which cost about 60?. (Marketline, 2012) 4. Consumer Analysis| CONSUMER SEGMENTATION BASES| Behavioural| Demographic| * User status * Usage rate * Usage occasion * Brand loyalty * Benefits sought | * Income * Age * Sex * Race * Family| Psychographic| Geographic | * Values * Opinions * Attitudes Activities * Lifestyle| * International * Regional| This table shows the consumer segmentation bases that any company can use.They are usually the same regardless of the sector. Companies use segmentation in order to divid into groups’ c onsumers that have some characteristics and needs in common (Doole et al. , 2005). Hence, the company can attract easily those groups with specifics products. As his main competitor, Nike, Adidas target particularly young and middle age that practice sport. Another category of Adidas’s consumers has made by teams’ supporters (Real Madrid sold 1. 4 million shirts, Goal. com). Furthermore, there is a turnover of â‚ ¬1. 2 billion in goods related to football (Reuters 2012).Because of is large portfolio the company attract different customer markets with each brand, for instance golf interested consumers with TaylorMade-adidas Golf. The following perceptual map shows the positioning of Adidas as a company offering high quality products for a High price. Foot Locker and K-Swiss try to attract people with a lower income, whereas Nike and Puma apply the same price-quality strategy than Adidas. The competitive advantage of Adidas in comparison to those two companies, howeve r, is its positive brand image. At least, in the decision-making units (D. M.U) we may be influence by friends, the press or by the company’s advertising. The person who buys, decides and uses is usually the same. 5. Marketing Objectives| As any company, which is not the leader in his sector, Adidas has as objective to try to extend his market shares and in long terms strategy to be the leader by a continuous research and development of innovation. Through these innovations steps Adidas can provide comprehensive solutions to his customers (Kotlet and Keller, 2009). One of the reasons of Adidas’s campaigns effectiveness is his brand awareness with his three bands logo.And also is slogan â€Å"Impossible is nothing†, outpace our limits; make the impossible possible. In a survey reported by SportsOne (2010), 98. 8% of the respondent pool aged 13 and up that purchased athletic footwear or apparel could associate at each one of the brand elements to the company name. And another key factor is the role of celebrity endorsement. Through this marketing tool fans can associate themselves to the celebrity and to the brand. 6. Communications Mix| In order to target a wide audience and to build its brand equity, Adidas uses several marketing communications tools.According to Duncan and Moriarty the brand delivers impressions, that can strengthen or weaken customers views of a company, on each contact it has with his customers. Kotler and Keller reinforce this as they said the shape and colour of the package, the product’s style and price, the store decor, the salesperson’s (dress and manner) communicates to buyers. 6. 1 Sports sponsorship Because they benefits of a large coverage, sports activities are more attractive to sponsors (Fill, 2011). Indeed, sport events are the most sponsored because: * They attract large audience * Simplistic measure of segmentation Events duration permits to be more visible As shown above Adidas’s mai n segment is football with a market share of 34% (Chazouilleres, 2010). Therefore, Adidas’s sponsorship with major football teams has been motivated because of â€Å"the attraction of large and specific target audiences with whom a degree of fit is considered to exist† (Fill, 2011). Amongst football teams we can mention clubs like Real Madrid (2nd largest fans group in world), Chelsea (6th); national teams as Argentina, Spain; and of course the sponsorships of major football competition for years (FIFA World Cup, Olympics†¦). |Sponsorship is one of the important parts of the communications mix because it allows companies to communicate without the clutter of advertising. Of all types of sponsorship sport has captioned most attention and money (Fill, 2011). 6. 2 Celebrity endorsement In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings (McCracken, 1989). Therefore, cele brities can play a more strategic role for their brands, not only by endorsing a product but also helping to design, position and sell merchandise and services.In these last years Adidas has sponsored many famous football players as Zinedine Zidane, David Beckham. Nowadays the main celebrity endorsed by Adidas is definitely Lionel Messi. They aim to attract football fans, and Adidas launched couple of weeks ago special football shoes for Lionel Messi (AdiZero F50, with a computer chip inside). 6. 3 Product placements Another tool of the communications mix is the product placement. This tool consists of putting his products, usually, in movies. Adidas uses this media because it’s a â€Å"billion dollar market† (Scevak, 2001).But since a decade product placement is not only made in movies but in all types of TV shows (Steinberg and Vranica, 2004). Since the release of â€Å"Blades of Glory†, we know that figure skating without Adidas is simply not the truth. The m ain characters guide you through the whole movie. In 2007 Adidas was already present in â€Å"Norbit,† â€Å"Stomp the Yard† and â€Å"The Messengers†. 7. Recommendations| For the future Adidas should be more aware about his brand image. Outsourcing 98% of his production in Asian country can affect his brand image because of the poor quality these manufacturers offer.By outsourcing his production can damage is research and development, which cost a lot. These two things, innovation and lack of quality, don’t match. Adidas should handle it as soon as possible in order to extend his market shares and face the competition. The company should continue to sign celebrities as they currently do. The celebrity endorsement is the main key of the marketing campaigns. But Adidas should not only focus on football market (even if is reliable market). It shows that company depends a lot on it. If in the future the market goes down, Adidas can be heavily affects by this .An ultimate recommendation can be to reinforce his presence on social networks as its use is growing amongst the youth market. 8. Conclusion| In this report we gave an overview of Adidas and the European sports equipment market. And we remarked that Adidas is the leading group in football industry, and the 2nd in sports equipment industry (after Nike). Then the report focused on the French sports equipment market. We analysed the market through two analyses, as follows: PESTEL, Porter’s five forces; and we made the SWOT analysis for Adidas. Targeted consumer are analysed nd marketing objectives are given to know how Adidas approach these consumers. We choose three different tools – sports sponsorship, celebrity endorsement and product placement – in order to explain the communication strategy used by Adidas. Finally, recommendations are done on how, in future, Adidas can maintain his leading position in the football industry and how to extend market shares and how face the competition. 9. Bibliography| Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report FranceDatamonitor (2011) Company Profile adidas AG Institut national de la statistique et des etudes economiques –Insee (2012) Bilan demographique SportsOne (2010) Doole, I. , Lancaster, P. and Lowe, R. (2005) Understanding and managing customers, Essex: FT Prentice Hall Kotler, P. and Keller, K. L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T. and Moriarty, S. (2006) â€Å"How Integrated Marketing Communication’s ‘Touch Points’ can operationalize the service-dominant logic†, The Service-Dominant Logic of Marketing: Dialog, Debate, and DirectionsFill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B. and Vranica, S. (2004) â€Å"Prime-Time TV’s N ew Guest Stars: Products†, Wall Street Journal, January 13, 2004 McCracken, G. (1989) â€Å"Who is the celebrity endorser? Cultural foundations of the endorsement process†, Journal of Consumer Research, December 1989, 16 Scevak, N. (2001) â€Å"The Evolution of Product Placement† Available URL: http://www. internetnews. com/bus-news/article. php/785431/The+Evolution+of +Product+Placement. htm

Changing the Minimun Legal Drinking Age in the United States Essay

Over the past twenty years the minimum legal drinking age has been twenty-one in all US states, but that has not stopped citizens of the United Sates from attempting to lower the age. Following the end of prohibition in the United Sates during the Great Depression, all states agreed on a set of twenty-one to be the legal drinking age. For almost forty years there was no change in the drinking age until a decrease in the age for voting occurred. This led to the gradual decrease of the minimum legal drinking age to somewhere between the ages of eighteen and twenty among twenty-one states. Recent data collected by Henry Wechsler and Toben F. Nelson, both of which obtain either a PhD/ScD, show that over many efforts from legislation have been presented with bills that argue to lower the minimum age, but none have been passed (986). This subject has and always will be a well discussed issue among Americans, youth, and adults until they are satisfied with the outcome. Legislation should lo wer the minimum legal drinking age to eighteen in the United States due to the fact that it should be consistent with all other legal rights that one acquires at age eighteen. As supporters of lowering the minimum legal drinking age argue that the age of drinking should be persistent with other legal rights such as voting, buying tobacco products, and serving their country. Statistics say the youth of today have had their first taste of alcohol by the time they are twenty-one, so that can only mean that they have participated in underage drinking (Barnett 8). This is considered breaking the law and one would go to jail if reported or if discovered by authorities unless there was an exception. That brings me to the amount of exceptions to the minimum legal drinking age in the United States. Over eight different exceptions are active in the States this year that excuse the act of underage drinking such as religious purposes, medical purposes, educational purposes, and with parental consent (40 States 468). These exceptions let anyone under parental consent or on private property legally drink without questioning them. Other people may see these exceptions as a sufficient way to only let minors drink under the careful eye of adults, but these adults that are supposed to be carefully watching these minors could easily slip up. I believe that the exceptions of minors drinking on private property with or without parental consent should not be excused. Does drinking at home mean you are not able to climb into a car and drive under the influence? These exceptions also lead to the thought of the Zero Tolerance Law not being enforced vigorously which leads to teenagers taking the Law as a joke. Many people that oppose the lowering of the minimum legal drinking age do not realize the effectiveness of the age being lowered to eighteen. These viewers see the youth as forever irresponsible and should not be trusted with anything. If the youth was taught to drink in moderation and not binge drink, changing the minimum legal drinking age would not be so risky. Barnett, a professor at Brown University Center for Alcohol and Addiction Studies, suggests that if the youth is aware of the risks of alcohol they may drink with more caution (8). Prohibiting teens from drinking in public location such as bars, restaurants, and clubs has forced them to drink in unsupervised places. Fraternity/sorority houses, friend’s houses, and other secret locations are places that teens turn to to be able to drink without getting in trouble. If the drinking age was lowered then teens would be allowed to drink in healthy and supervised environments that in turn teach them to be cautious of the am ount of alcohol obtained. When the age eighteen comes along it is assumed to be the year of adulthood which means taking on many responsibilities such as the right to vote, getting married, and joining the military. Joining the military includes taking the risk of losing your life. I believe making the decision to fight for your country entitles you to the right of being able to make any life decision on your own, even the decision about alcohol consumption. If one is charged with a crime then the eighteen year old is no longer tried in juvenile court; he is tried as an adult. In reality, an eighteen, nineteen, and twenty year old can do just about everything that a twenty-one year old can do, except legally consume alcohol. Who is to say that en eighteen, nineteen, or twenty-year old is not mature enough to properly consume alcohol? Previous research suggests that when there is a more strenuous alcohol policy there will be lower alcohol abuse and consumption among teens (Grube, Kypri, and Paschall 1850). This actually causes teens to feel the need to rebel instead of the thought of teens abusing the privilege. This is a rather immature personality trait to have as a teenager, but there might actually be a reduction in drinking because teens are no longer being rebellious and breaking the law. The whole point of â€Å"becoming an adult† is to give them the ability to take responsibility for their own actions, so why should we not let them? In the United Sates, statistics show that the consumption of alcohol by minors has decreased in the last twenty years, but the consumption of alcohol by adults ages twenty-one through twenty-four have increased (Wechsler and Nelson 987). Waiting until you are twenty-one to legally drink is causing adults to binge drink without thinking of the consequences. With decreasing the minimum legal drinking age in the United States, adults (age eighteen) will be able to pace themselves and learn at a younger age the risks of drinking uncontrollably. By the time that age twenty-one rolls around for an adult, the dangers of binge drinking may have already harmed them. It is all about learning early and discovering the consequences, dangers, and limits to drinking so that bad habits will not be formed during later adulthood years. Henry Wechsler and Toben F. Nelson state that seventy-nine studies were conducted to relate the drinking age and traffic fatalities (988). Although, none of the studies conducted related fewer crashes with a lower minimum drinking age, but related a higher drinking age with fewer traffic fatalities, â€Å"the minimum legal drinking age does not save lives† (Wechsler and Toben 988). The choice to save lives relies on the person being held accountable. Underage drinking going on at a house party has more guests committing the crime of drunk driving rather than going out to the bar to have a drink. These eighteen year old adults have to turn to secretly drinking and risking getting arrested because they have not reached the age of twenty-one yet. If an eighteen year old was able to go out with his family to a restaurant and consume alcohol, then he would not be committing two crimes-underage drinking and drinking while driving. I do not believe that being able to legally drink and traffic fatalities correspond any more than illegal drinking and traffic fatalities because anyone, no matter the age, can get into a car under the influence without thinking twice. The minimum legal drinking age is just another cause for breaking the law and possibly putting someone’s life in danger besides your own. Being at the age of eighteen one is not permitted to legally purchase alcohol and according to Wechsler and Nelson’s article in American Journal, evidence supports that by lowering the minimum legal drinking age there will be an increase in the consumption of alcohol (990). Few would say that giving eighteen year olds the ability to purchase alcohol will lead to the increase in drinking which in turn would cause danger and harm to others. If that was to be true, then would there not be an increase in consumption at age twenty-one now? Should that cause for a raise in the legal drinking age? If one is able to purchase and consume alcohol that is their right. No one should be in control of someone else’s life or their life choices. Whatever the minimum legal drinking age may be, there will always be an increase in the purchase of alcohol because before that time they are unable to buy it. Just because there is an increase does not mean that there will be an increase in ha rm or negative consequences. In conclusion, many points of the support to keep the minimum legal drinking age of twenty-one are understandable, but I cannot agree with the overall argument. Adults, teens, youth, and seniors will drink at whatever age they may want to whether it is illegal or not. The minimum legal drinking age is one of the only things that adults at the age of eighteen are unable to do simply because they are seen as not mature enough to handle the responsibility. If one is capable of deciding who they want to lead our country, serve for our country, and get married and begin a life with another person, then I believe there should be no reason that they are not able to make responsible decisions about the consumption of alcohol. America can only protect the youth so much until they start to rebel and take things into their control. Work Cited Barnett, Nancy P. â€Å"The Minimum Drinking Age Debate.† Date: The Brown University Digest of Addiction Theory & Application 27.11 (2008): 8. Academic Search Complete. Web. 20 Nov. 2012. Print. Paschall, Mallie J., Joel W. Grude, and Kypros Kypri. â€Å"Alcohol Control Policies And Alcohol Consumption By Youth: A Multi-National Study.† Addiction 104.11 (2009): 1844-1855. Academic Search Complete. Web. 15 Nov. 2012. Print. ProCon.org. â€Å"40 States That Allow Underage (under 21) Alcohol Consumption.† DrinkingAge.ProCon.org. ProCon.org, 3 Aug. 2012. Web. 7 Dec. 2012. Saylor, Drew K. â€Å"Heavy Drinking On College Campuses: No Reason To Change Minimum Legal Drinking Age of 21.† Journal of American College Health 59.4 (2011): 330-333. Academic Search Complete. Web. 15 Nov 2012. Print. Wechsler, Henry, and Toben F. Nelson. â€Å"Will Increasing Alcohol Availablity By Lowering The Minimum Legal Drinking Age Decrease Drinking And Related Consequences Among Youths?† American Journal of Public Health 100.6 (2010): 986-992. Academic Search Complete. Web. 15 Nov 2012. Print.

Siege of Fort Erie in the War of 1812

The Siege of Fort Erie was conducted from August 4 to September 21, 1814, during the War of 1812.   Armies Commanders British Lieutenant General Gordon Drummondapprox. 3,000 men United States Major General Jacob BrownBrigadier General Edmund Gainesapprox. 2,500 men Background With the beginning of the War of 1812, the US Army commenced operations along the Niagara frontier with Canada.  The initial attempt to mount an invasion failed when Major Generals Isaac Brock and Roger H. Sheaffe turned back Major General Stephen van Rensselaer at the Battle of Queenston Heights on October 13, 1812.  The following May, American forces successfully attacked Fort George and gained a foothold on the west bank of the Niagara River.  Unable to capitalize on this victory, and suffering setbacks at Stoney Creek and Beaver Dams, they abandoned the fort and withdrew in December.  Command changes in 1814 saw Major General Jacob Brown assume oversight of the Niagara frontier.  Ã‚  Ã‚   Aided by Brigadier General Winfield Scott, who had relentlessly drilled the American army over the previous months, Brown crossed the Niagara on July 3 and quickly captured Fort Erie from Major Thomas Buck.  Turning north, Scott defeated the British two days later the Battle of Chippawa.  Pushing ahead, the two sides clashed again on July 25 at the Battle of Lundys Lane.  A bloody stalemate, the fighting saw both Brown and Scott wounded.  As a result, command of the army devolved to  Brigadier General Eleazer Ripley.  Outnumbered, Ripley withdrew south to Fort Erie and initially desired to retreat across the river.  Ordering Ripley to hold the post, a wounded Brown dispatched  Brigadier General Edmund P. Gaines to take command. Preparations Assuming a defensive position at Fort Erie, American forces worked to improve its fortifications.  As the fort was too small to hold Gaines command, an earthen wall was extended south from the fort to Snake Hill where an artillery battery was emplaced.  To the north, a wall was built from the northeast bastion to the shore of Lake Erie.  This new line was anchored by a gun emplacement dubbed the Douglass Battery for its commander Lieutenant David Douglass.  To make the earthworks more difficult to breach, abatis was mounted along their front.  Improvements, such as the construction of blockhouses, continued throughout the siege. Preliminaries Moving south, Lieutenant General Gordon Drummond reached the vicinity of Fort Erie in early August.  Possessing around 3,000 men, he dispatched a raiding force across the river on August 3 with the intention of capturing or destroying American supplies.  This effort was blocked and repulsed by a detachment of the 1st US Rifle Regiment led by Major Lodowick Morgan.  Moving into camp, Drummond commenced building artillery emplacements to bombard the fort.  On August 12, British sailors mounted a surprise small boat attack and captured the American schooners USS Ohio and USS Somers, the latter being a veteran of the Battle of Lake Erie.  The next day, Drummond commenced his bombardment of Fort Erie.  Though he possessed a few heavy guns, his batteries were sited too far from the forts walls and their fire proved ineffective. Drummond Attacks Despite the failure of his guns to penetrate Fort Eries walls, Drummond moved forward with planning an assault for the night of August 15/16.  This called for Lieutenant Colonel Victor Fischer to strike Snake Hill with 1,300 men and Colonel Hercules Scott to assault the Douglass Battery with around 700.  After these columns moved forward and drew the defenders to the northern and southern ends of the defenses, Lieutenant Colonel William Drummond would advance 360 men against the American center with the goal of taking the original part of the fort.  Though the senior Drummond hoped to achieve surprise, Gaines was quickly alerted to the impending attack as the Americans could see his troops preparing and moving during the day. Moving against Snake Hill that night, Fischers men were spotted by an American picket who sounded the alert.  Charging forward, his men repeatedly attacked the area around Snake Hill.  Each time they were thrown back by Ripleys men and the battery which was commanded by Captain Nathaniel Towson.  Scotts attack in the north met a similar fate.  Though hiding in a ravine for much of the day, his men were seen as they approached and came under heavy artillery and musket fire.  Only in the center did the British have any degree of success.  Approaching stealthily, William Drummonds men overwhelmed the defenders in the forts northeast bastion.  An intense fight erupted which only ended when a magazine in the bastion exploded killing many of the attackers.   Stalemate Having been bloodily repulsed and having lost nearly a third of his command in the assault, Drummond resumed the siege of the fort.  As August progressed, his army was reinforced by the  6th and 82nd Regiments of Foot which had seen service with the Duke of Wellington during the Napoleonic Wars.  On the 29th, a lucky shot hit and wounded Gaines.  Departing the fort, command shifted to the less resolute Ripley.  Concerned about Ripley holding the post, Brown returned to the fort despite having not fully recovered from his injuries.  Taking an aggressive posture, Brown dispatched a force to attack Battery No. 2 in the British lines on September 4.  Striking Drummonds men, the fighting lasted around six hours until rain brought it to a halt. Thirteen days later, Brown again sortied from the fort as the British had constructed a battery (No. 3) that endangered the American defenses.  Capturing that battery and Battery No. 2, the Americans were finally compelled to withdraw by Drummonds reserves.  While the batteries were not destroyed, several of the British guns were spiked.  Though largely successful, the American attack proved unnecessary as Drummond had already resolved to break off the siege.  Informing his superior, Lieutenant-General Sir George Prevost, of his intentions, he justified his actions by citing a lack of men and equipment as well as the poor weather.  On the night of September 21, the British departed and moved north to establish a defensive line behind the Chippawa River. Aftermath The Siege of Fort Erie saw Drummond sustain 283 killed, 508 wounded, 748 captured, and 12 missing while the American garrison incurred 213 killed, 565 wounded, 240 captured, and 57 missing.  Further reinforcing his command, Brown contemplated offensive action against the new British position.  This was soon precluded by the launching of the 112-gun ship of the line HMS St. Lawrence which gave naval dominance on Lake Ontario to the British.  As it would be difficult to shift supplies to the Niagara front without control of the lake, Brown dispersed his men to defensive positions. On November 5, Major General George Izard, who was commanding at Fort Erie, ordered the fort destroyed and withdrew his men into winter quarters in New York.   Selected Sources Siege of Fort Erie, War of 1812Niagara Parks: Old Fort ErieHistoryNet: A Bloody Stalemate at Fort Erie