Truancy Essay Example For Students

Truancy Essay Absenteeism is a common problem encountered by teachers and others who work in the field of education. There are many reasons why some children fall into a pattern of repeated absence from school. In a number of cases, willful absence can be traced to an alienation from schooling due to poor achievement, family circumstances or behavioral causes. In some cases, parents or children simply defy the requirement to participate. This area is one in which the need for partnership between school and family is greatest. While many schools provide successful alternative programs or absenteeism intervention strategies, there will be cases where, despite the best efforts of schools and parents, the children stay away. It is clear that any unauthorized absence is of concern because of the valuable educational time which is lost and because the absence of some children is associated with inappropriate behavior in the community. Different types of absenteeism will be discussed during this essay bu t the main focus will be directed at truancy in which the causes and remedies will be evaluated. The different types of absenteeism is truancy, exclusion, school closure, school phobia or other absences due to illness or bad behavior (teachers sending pupils out of class due to poor behavior). Although children who are sent outside the class are not entirely absent from the school, this can be identified as absence as they are not participating in class. It seems that none of the various Education Acts defines truancy and nor is this lack supplied the case laws. Nor indeed have the various researchers agreed a definition. Must every child who is absent from school for whatever be classified as a truant? This is the opinion of Reynolds and Murgatroyed (1977 – cited in Galloway, 1985). The definition of truancy can be narrowed down by suggesting that a child who plays truant is absent from school without leave, so excluding those children who are certified or accepted as too il l to attend. This still includes those children who are absent with leave given by their parents or who are actually kept at home by their parents (Galloway (1982)). The definition of truancy can also be narrowed by Tyerman (1968), who reserves the term for children who are absent from school purely on their own initiative (Tyerman This is the definition adopted by Galloway (1985). However, Hersov (1977) goes still further dividing from truants, â€Å"school phobics† and school refusers, many of whom depending on how they are in turn defined will be absent on their own initiative. Since the term has been given different meanings by different writers, the literature cannot be regarded as dealing with an homogeneous subject. Conclusions reached in one study of truants cannot automatically be regarded as supported or disputed by conclusions reached in another. It is clear that care must first be taken to ensure that the same or at least a similar definition has been given to tru ancy. There is a large body of literature, going back at least into the last century seeking to explain truancy in terms of failings among children and their families (eg Kline, 1989; Healy, 1915). In the 1920’s, Burt (Tyerman, 1968) elaborated the first concept of â€Å"school phobia† by describing how some children stayed away from schools that had been used by them and their parents as air raid shelters during the great war. They associated school with fear of death and became â€Å"neurotic† when compelled to go there. During the 1930’s, there were the psychoanalytic theories of Broadwin (Tyerman, 1968), relating truancy to various complexes. These earlier theories were not long accepted, if at all. Broadwin can be criticised for having reasoned from premises that were by no means certain to conclusions that he made little attempt to verify by empirical research. Burt’s earliest concept of school phobia could not have lasted beyond the middle 1 920’s, and may have been an attempt less to explain truancy than to attract larger government funding for it’s treatments through the use of fashionable semi – medical terms. Even so, the tradition was set. Since then, many researchers have devoted themselves to discovering what is wrong with the personalities or backgrounds or both of those children who play truant. It is clear that school phobia was observed as being very different from truancy. It was accepted that the family background of a truant is believed to be equally unfortunate. They are said to come predominantly from poor families, where the father, if actually present and working has a job with low earnings and low status and low security (Tyerman, 1968, Farrington, 1980 ; Reid, 1986). They live usually in the inner cities, in bad and overcrowded properties (Tyerman, 1968; Galloway, 1980). There is a tendency for truancy their parents not to care about functuality or attendance or homework. Other f actors that can lead to truancy is based on unfavorable external circumstances where the educational pressures have been too high for a dull child or where the child’s own expectations are too high and they feel that they are not learning anything at school (Reid, 1986). Whether as by the teachers interviewed by Farrington (1980) we regard truants in a moralistic light, or as the pitiable victims of circumstances, the conclusions reached by this line of research are straight forward. If children play truant, it is because they are for various reasons unable to cope with school. Truancy is their problem, and any attempt to stop them from playing truant must be concerned with readjusting them. However, this whole line research has been challenged. Carroll et al (1977), looking at schools in South Wales, doubt if children or their backgrounds can be the sole or even the principle cause of truancy. Reynolds and Murgatroyed (1977) are careful to show that the schools served a rela tively homogeneous community with very small differences in the social class composition of the people who live in the catchment areas of the different schools. Yet the study finds that patterns of deviancy and attendance vary greatly between different schools within this homogeneous catchment area. The suggestion is that the schools themselves play at least some parts in causing these variable rates. Rutter (1979), investigating 12 Inner London schools reach much the same conclusion. This research has been questioned. Galloway (1985) draws attention to the small numbers of pupils examined in the Carroll study ranging between 17 and 60. His main objection though is that there may have been a significant heterogeneity in the social backgrounds of the children despite the care taken to show their homogeneity. He concedes that there may be some truth in the results but stresses what he believes are the methodological difficulties in demonstrating the differences between schools are due to factors within the schools and not to factors in their catchment areas. â€Å"Another reason, though why such research is often questioned indeed why it forms so small a part of the total of the research into truancy is that it disturbs many of the researchers most basic assumptions. It has been suggested that irrespective of how good the evidence may be, the choice of where mainly to seek evidence has been prompted by considerations other than pure academic curiosity. There is the persistent belief that schooling is good. Reynolds et. Al (1980) suggested how hard it is, on ideological grounds for many educational researchers to accept that it may not be good. This reluctance may at times have been increased by professional self – interest. Reynolds et. al (1980) for example describes how what might have been an interesting survey at how schools generate delinquency was frustrated in the 1971 by the Inner London Educational Authority and the National Union of Teachers wo rking together: non – cooperation, coupled with threats of industrial action ensured that the research was cut short. Yet there is a body of theoretical and empirical literature that looks at school itself as a cause of truancy. Cloward and Ohlin (1961) regard truancy as part of a wider delinquency caused by â€Å"blocked opportunity† within school. Working class children begin their school careers reasonably confident about their aims and ambitions in life but the middle class bias of school tends to denigrate these aims and ambitions and to push others in their place the children dislike but lack the sophistication consciously to examine and reject. The result is a disaffection with school and it’s ideals that can result in delinquency. Cicourel and Kituse (1963) look more to the structure of relationships within school between teachers and pupils, how these progressively erode the self – esteem of working class pupils and produce feelings of inferiorit y that again, lead to delinquent behavior. Such broadly is the view taken by Carson, Gleeson and Wardhaugh (1992). They accept the traditional description of truants as children with what are normally defined as â€Å"problems† but go on to claim that the whole present structure of society, and not only schools are responsible for truancy. In his first study of the subject, O’Keefe (1981) divides truancy into two types. This is â€Å"blanket† truancy, where the child stays completely away from school and which has been the only object of much study. Then there is post – registration truancy where the child is marked officially present at school but is subsequently absent from school / all lessons. He suggests that while no systematic research had yet been done here, such truancy is on a huge scale. Moreover, according to Stoll and O’keefe (1989) the scale of post registration truancy escalated throughout the 1980’s. They cite a spot check wa s repeated on the same pupils. Their average attendance had declined to 61 per cent. Starting in 1985, Stoll and O’keefe headed a three year research project to identify the scale and causes of both blanket and post registration truancy. They concluded that post registration truancy is the most common type and it’s causes are â€Å"principally a curricular issue†. It is clear that various factors encourage truancy and that literature does not point a finger at one particular factor such as ‘social, psychological or institutional). What is important is finding strategies to help deal with truancy and there is clearly a need for changes in the family, school, or social situation in which the child lives to bring about better attendance. Various projects have been implemented by educationalists, social workers, the police, lawyers and other professionals to solve the truancy problem. Remedies used to combat truancy include Whole – school policies and i ntervention schemes, home – school partnership programs, truancy patrols and Care orders. Looking at the Whole – school policies and intervention schemes it is possible to suggest that studies by Jones (1983) and Gupta (1990) which focus on the improvement of school attendance demonstrate the effectiveness of a Whole – school policy. The strategies adopted include an evaluation of the curriculum, providing methods of building up positive self – image, improves interpersonal relationships and responsibility, encourages home – school partnership, providing an effective communication system, effective management of attendance, effective anti – bullying and special educational needs policies and professional development programs. The policies also tend to help those with ‘alternative needs’ who struggle to keep up in class. The policies enforces allowances to be made for individual differences. It caters for the very able, encourage s continuous development of the curriculum, requires differentiation to be practiced with all year groups, puts forward the enhancement of the of all pupil’s achievements, requires an evaluation of the role of the teacher and encourages a flexible approach to learning (Le Riche, 1995). Other school based strategies include managing attendance with reference to the duties of form tutors, subject teachers, the pastoral staff and the senior management team. Other preventative measures include interviewing individual pupils, and providing short and long term counseling sessions for both parents and pupils. Overall it is important to provide an atmosphere of a pupil friendly school so that pupils enjoy being in school and in that way pupils do not avoid school. Home – school partnership programs focuses on the involvement of parents and provides them with the right to be consulted about the development of their children. It is clear that when pupils see the collaboration o f home and school they are likely to cooperate. Home visits take place, there are interview’s with parents and pupils, whole year activities such as assertiveness training, small group work with the educational welfare officer etc. As stated earlier during this essay, the family may be the cause of truancy therefore if the parents are involved and helped then truancy could be remedied. Truancy patrols involves truancy watch schemes. John Patten encouraged education authorities to set up such schemes as he believed that enlisting the help of the local community would reduce the number of truants roaming the streets (Le Riche, 1995). Such a scheme brought about much debate as it was difficult to figure out who can or should approach the young people roaming the streets during school hours. It is obvious that the police are suitable for such a job. Care Orders seems to be effective as it provides young people with the realization that their parents, teachers and EWO’s tak e prompt action when they are caught truanting. Although truancy is not a criminal offence on the child personally but the parents may be prosecuted for failing to ensure their child attends school. Ruddic and Wood (1990) have found court orders to be an extremely effective tool for dealing with the problem of absenteeism in schools. However, Reid (1986) and Harris (1989) regard it as a last resort. Reid’s and Harris’s view suggests that ‘tougher legal sanctions or the greater use of them will not necessarily cause the underlying problems to disappear’ (Reid (1986) and Harris (1989), cited in Le Riche, 1995: 81). In conclusion it would be possible to suggest that truancy is a serious problem that needs to be seriously considered by all members of society. Various causes have been put forward by a large amount of literature. Of course not everyone will agree with the causes mentioned but by examining them there is a possibility that all of them are valid. R emedies that involve the parents seem to be extremely effective as the parent’s awareness can surely play a big part in combating the problem as usually a lot of parents are unaware of their children’s school life. It is also obvious that if the school improves the atmosphere and teaching methods than the pupils are more likely to want to go to school. A good teacher – pupil relationship is also important and can ensure better school attendance Truancy is the first sign of trouble and the first indicator that a young person is giving up and losing his or her way. When pupils start skipping school than they are telling their parent’s, school officials and the community at large that they are in trouble and need help if they are to move forward in life. Bibliography:Tyerman, Maurice J. Truancy. U of Chicago Press, 1984. .udd11b25573d022c046e81adc78c28d83 , .udd11b25573d022c046e81adc78c28d83 .postImageUrl , .udd11b25573d022c046e81adc78c28d83 .centered-text-area { min-height: 80px; position: relative; } .udd11b25573d022c046e81adc78c28d83 , .udd11b25573d022c046e81adc78c28d83:hover , .udd11b25573d022c046e81adc78c28d83:visited , .udd11b25573d022c046e81adc78c28d83:active { border:0!important; } .udd11b25573d022c046e81adc78c28d83 .clearfix:after { content: ""; display: table; clear: both; } .udd11b25573d022c046e81adc78c28d83 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .udd11b25573d022c046e81adc78c28d83:active , .udd11b25573d022c046e81adc78c28d83:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .udd11b25573d022c046e81adc78c28d83 .centered-text-area { width: 100%; position: relative ; } .udd11b25573d022c046e81adc78c28d83 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .udd11b25573d022c046e81adc78c28d83 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .udd11b25573d022c046e81adc78c28d83 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .udd11b25573d022c046e81adc78c28d83:hover .ctaButton { background-color: #34495E!important; } .udd11b25573d022c046e81adc78c28d83 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .udd11b25573d022c046e81adc78c28d83 .udd11b25573d022c046e81adc78c28d83-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .udd11b25573d022c046e81adc78c28d83:after { content: ""; display: block; clear: both; } READ: Multiple Personalities Essay We will write a custom essay on Truancy specifically for you for only $16.38 $13.9/page Order now

How to Upload the Perfect SAT Picture 10 Key Requirements

How to Upload the Perfect SAT Picture 10 Key Requirements SAT / ACT Prep Online Guides and Tips If you're planning to take the SAT, you need to upload a photo of yourself when you register online. Do you know the photo requirements? Did you know that if your picture doesn't meet the SAT photo requirements, you may not be allowed to take the SAT on test day? In this article, I'll thoroughly explain how to make sure that you use an appropriate SAT picture. Also, I'll let you know how to upload your photo, and finally, I'll give you some important tips to remember so you don't have any unforeseen issues test day. Why Do You Need an SAT Picture? The SAT requires a picture to confirm your identity and prevent cheating. The photo requirement ensures that nobody can take the test as somebody else. Your photo will be on your admission ticket and will be checked against your photo ID on test day. Your test center will check to see that the photo and name on your ticket matches the photo and name on your ID, and you should be easily recognizable from your photo. If you don’t have an acceptable photo on your admission ticket, you’re not supposed to be allowed to take the SAT. However, if you’re in 8th grade or below at the time of testing, you don’t have to provide a photo to register. This will be noted on your admission ticket and at the test center. SAT Photo Rules These are the requirements for the photo on your admission ticket. The picture needs to be of you (and only you) and show your entire face (head and shoulders). Here are the specific guidelines: #1: Both of your eyes must be visible. You can’t wear sunglasses or use a picture in which only one of your eyes is showing. Not acceptable #2: You must be the only person in your photo. No group photos, and no photos with your dog. Cute, but not acceptable #3: You have to be recognizable. Make sure that the photo quality is good enough that you’re easily identifiable from your picture. Again, it will be matched with the photo from your ID. #4: You can’t cover your head. You can’t wear a hat or any head covering, unlessit’s for religious purposes. If you wear a religious head covering, you should still show as much of your face as you can. Cool hat, but not cool for your SAT photo #5: You can’t digitally alter your picture. Your picture should look as much like you as possible. Don’t use an Instagram or Snapchat filter. I’m sorry. #6: You must be in focus. No blurry pics. Make sure you’re easily recognizable. Who dat? #7: No dark spots or shadows. Dark spots and shadows will make your face harder to see and recognize. Shadows are bad. Shirts are good. #8: No side profiles. Your face and body should be centered and facing forward. This won't work at all. #9: The pic should be far enough away that your entire face and head can be seen, but close enough that you can’t see more of your body than your shoulders. Way too far #10:To upload your pic, the photo must be in one of these formats: .jpg, .gif, or .png. Fierce and acceptable Tips for Finding or Taking a Picture You can use any recent photo that fits the requirements. School photos or passport photos are likely to work. If you have a physical copy of a photo you want to use, you can scan it and use the picture. Make sure that the scan is high-quality and clear, however. Additionally, when you register online, you can link to your Facebook to add a photo. You’ll be able to crop your pic, but you'll still need to make sure it meets the requirements. Finally, you can always take a new picture. A selfie may work, but it will probably be easier to get a photo that meets all the requirements if you have somebody else take a picture of you. I recommend standing against a blank wall in bright ligh - it might not be the most flattering, but it will ensure your photo follows the rules! If you're taking a photo with a cell phone, the phone should be held vertically. How to Upload Your SAT Picture The SAT photo upload process is pretty simple. If you register online, you’ll upload a digital photo. If you’re using a picture that’s on a phone or camera, you can upload the photo directly from your device, or you can save it on your computer first. To transfer a photo from your device, plug the appropriate USB cord into your computer and phone or camera. Additionally, if you’re transferring your picture from a phone, you can also e-mail the photo to yourself from your phone, and open up the e-mail and picture on your computer. Then, save the picture to your computer. If you have a paper photo, you can scan it and then save it on your computer. After you scan your photo, confirm thatit's of high enough quality to use. You need to be easily identifiable from your picture. When you’re registering, you’ll have the option to upload a photo from your computer or from Facebook. Here's what the SAT photo upload page looks like: Choose the option that you prefer. If you click "Upload from my computer," the files from your computer will appear on your screen. Double click on the picture you want to use, and it will appear in the shaded box. Then, you can crop or rotate your photo to ensure it meets the requirements. Once you're done editing your picture, click "Save Image." If you click "Upload from Facebook," your Facebook photos and albums will appear. Click on the photo you want to use. Again, the picture will appear in the box, and you'll have the option to crop and rotate before you save the image. Just so you can see what it looks like, I selected one of my Facebook photos (a sassy selfie): After clicking "Save Image," you'll see how the photo will look on your admission ticket. If you're satisfied with how your picture looks, you can continue with the registration process. If not, you can select "Upload New Photo." Common Issues and Important Things to Remember The College Boardis so particular about admission tickets and the photos on your admission tickets because these are security measures to help maintain the integrity of the test. You need to follow all the rules so that you’re able to take the test and receive a valid score. Here are some very important reminders for you: Make sure the name on your admission ticket matches the name on your photo ID. Your picture and name from your photo ID is compared to the picture and name on your admission ticket to confirm your identity. If there’s a different name on your ID, the test center won’t be able to effectively confirm your identity and you could be barred from taking your test. When you register online, enter your name exactly as it appears on your ID. Don’t use a nickname or any other name. Don’t forget your admission ticket or photo ID. If you don’t bring your ticket or ID, you won’t be allowed to take the test. The night before, lay out all the stuff you need on test day. You can even make a checklist of things to bring, and make sure you have everything before you head to the test center. Only bring an SAT-approved calculator. You can only use a calculator on one of the two Math sections, and there are restrictions on the types of calculators you can use. Read our article on calculators for more information. Make sure you follow all SAT rules and regulations. The SAT is strict about its rules. Don’t test them. Don’t discuss specific questions while you’re on break or after the test. Only work on the section you’re supposed to be working on. Don’t keep working on a section after time expires. Read ourarticle on SAT rules for thorough information about the rules you need to follow. If you break any of these rules, your score may be cancelled. And if you’re caught cheating, you could be prosecuted. What's Next? Do you need to take the SAT essay? Before you register, find out which colleges require the SAT essay? Are you wondering what SAT score you need to get into your dream college? Check out this article. Finally, if you're preparing for the exam, learn how to ace the SAT. Disappointed with your scores? Want to improve your SAT score by 160 points?We've written a guide about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Story Essay Example | Topics and Well Written Essays - 500 words - 5

Story - Essay Example Zax has gone through a lot of psychological trauma in the last six years since when his body started to transform from a child’s to an adult’s. It was the start of teenage when he started to notice his chest grow larger than it should. His class fellows and friends called him everything from a girl to an aunt. The condition has negatively affected Zax’s self-esteem. This is the prime reason he has had a very small circle of friends ever since the onset of his teenage. Zax wants to change the condition and is ready to do whatever it takes to come out of the web he has concocted around himself out of the sheer consciousness of his chest. Zax is too shy to visit a doctor with his family to discuss the condition. While his manboobs are a big concern for the people outside his home, they seem to be invisible to his immediate family. Zax really has nobody to be psychologically counseled from. He searches the condition over the Internet and learns that this is a condition called ‘gynecomastia’. Contrary to his expectations, he finds that gynecomastia is increasingly becoming a major concern among men, and many men suffer from the condition at least at some point in their life. Zax explores the causes of and details about gynecomastia and learns that having gynecomastia makes an individual no less of a man biologically than the men who do not have gynecomastia. He finds out that there are no major causes of gynecomastia and that it can be acquired by any man, though certain factors like consuming steroids can optimize its chances of occurrence. Zax also finds out that the condition is treatable through liposuction or surgery and once treated, it never comes back. Now that he has learned the biology of the condition, Zax feels confident about sharing the problem with his parents. He convinces his parents to let him undertake a surgery. The family visits a surgeon, and the surgeon recommends liposuction to treat Zax’s gynecomastia. The whole

Joan durrant Essay Example | Topics and Well Written Essays - 2250 words

Joan durrant - Essay Example The significant research of Durrant concentrates on various dimensions such as cultural, legal and psychological frameworks of corporal punishment of children in Canada and worldwide. Moreover, the research works of Dr. Durrant emphasizes upon prohibiting physical maltreatment of children. The research also provides an adequate support within the context of disciplinary approach that is taken into concern towards preventing the children from any sort of physical maltreatment. The studies of Durrant are applied in different parts of Canada, Sweden and Germany that provides elimination of corporal punishment of children by a significant level (University of Manitoba, 2012). The paper intends to discuss the detailed research works that conducted by Dr. Joan Durrant. Moreover, the linkage of the research of Dr. Durrant with the developmental health perspective and certain recommendations that would enhance the quality of care children will also be depicted in this paper. Explanation of t he Research Conducted By Joan Durrant The dimensions relating to physical punishment or maltreatment of children have been observed from previous few years and are regarded to be an important concern in the context of international affairs. According to various researches, it has been noted that physical or corporal punishment has been raised considerably in the year 1990. The research works of Dr. ... Moreover, it has also been viewed that the physical punishment or maltreatment of children belonging to the age group of six to nine years result increased levels of antisocial behavior with the application of different controls. In this regard, the controls may include family or socio-economic status and emotional support levels among others. The aforementioned study further indicates that physical punishment is a major factor of jeopardy for rising aggression in children that compels them to perform antisocial behaviors (Durrant & Ensom, 2012). The research works conducted by Durrant & Ensom are related to the significant aspect of child aggression. The works in the research observes connectivity between physical punishment and psychological aspects. It has been viewed that physical punishment is related with wide ranging mental health related difficulties of children, youths and adults that include sadness, grief, anxiety, use of drugs and alcohol among others. Moreover, the resea rchers also observed that physical punishment or maltreatment is mainly connected with mental development of children that ultimately affects in the educational development of the individuals or rather the children. From the perspective of the development of children, it has been observed that the studies relating to neuroimaging played an imperative part. In this regard, the studies linked with neuroimaging suggest that physical punishment can lessen the volume of grey matter of brain in relation to different development areas of children. It can be stated that physical punishment can cause significant changes in dopaminergic regions that are related with susceptibility towards the ill-treatment of drugs and alcohol. On the basis of the

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.