Bakery Industry Analysis - 2365 Words

An Analysis of Yuxi Bakery Industry Professor, Ed Bukszar, Ph.D. Yee Chen September 27, 2010 Introduction The Chinese bakery industry, being in the growth period of its life cycle, has been developing at a high speed these years. There are more and more foreign chain brands such as Breadtalk and 21cake, coming into the Chinese bakery market; and at the same time, many Chinese local brands such as Holiland, Daoxiangcun, and Jiahua, are accelerating to enlarge their scale. Furthermore, innumerous small-scale cake shops have flourish, which is a strong force that cannot be ignored, occupying a large proportion of market. The†¦show more content†¦Bakery industry could adjust itself by the market discipline. On the other hand, rivalry is strong among existing competitors. At first, more and more new competitors entered in this potential market, leading to the fragment of the competition. As showing in the chart 2(2009)[ii] below, the competitive concentration was very high in 2004; the top five bakeries took the most proportion of the bakery market. After the following 4 years, more bakeries grew up into comparable competitors, sharing the market shares with former top five. Competitive concentration becomes lower. Moreover, all bakeries provide homogeneous products and services, with low switching cost. For instant, main products of Xinying and Jiahua, two large bakeries in Yuxi, are almost the same cakes, bread and Chinese pastry. They not only the same products with little difference, but always locate near by each other; accordingly, customers have little switching cost. In addition, lacking of unique core competence makes it easy for competitors to imitate; no matter if it is a new kind of product or the new business model. Huangguan had its second franchise opened in 2009, which combined fashion and leisure, operating in the western bakery model and mainly selling cakes and western pastry. At the same year, Xinying set up a franchise under a new subsidiary brand, Moxi, in same operation idea and model.Show MoreRelatedBakery Industry Analysis 5 Porters1497 Words   |  6 Pagesï » ¿Bakery Industry Analysis Porter’s Five Forces analysis is useful when trying to understand the competitive environment facing a backery industry. It involves looking at internal competition, barriers to entry, the profit-appropriating power of both buyers and sellers, as well as substitutes to the goods produced. Applied to the bakery industry it shows an average net profit that typically does not cover the cost of capital due to low barriers to entry, ease of production and ease of access to ingredientsRead MoreSWOT Analysis : Swot Analysis Of The Indian Bakery Industry1011 Words   |  5 Pagesd. Swot Analysis i. Strength: †¢ Ready Market Base: One of the strengths for the Indian bakery industry is the ready available market for its products i.e. huge Indian population. Indian population has been growing at a steady rate which ensures stable demand for bakery products in India. The chart below demonstrates the population growth of India in the past few years and expected numbers. †¢ Adequate Supply of Raw Material: Industrys main raw materials are wheat, milk, sugar. India fortunatelyRead MoreIndustry Analysis Breadtalk1475 Words   |  6 PagesIndustry Analysis Future outlook and trends For its outlook, BreadTalk planned for the China and regional market and rising food cost. This is the largest challenge for the Bakery business. BreadTalk is going to shorten the supply chain and buying in bulk globally for economies of scale. Shanghai is one of the example that BreadTalk have successfully piloted using frozen dough to arrest rising labour and rental costs while maintaining the quality of our products. This is to encourage that BreadTalkRead MoreEnvironmental Scanning1483 Words   |  6 PagesEnvironment Analysis: Creative Confections I ve always liked to be adventurous with food, especially desserts, said Lavonne Temple, founder of Creative Confections (CC), a small and emerging specialty bakery in Jacksonville, Florida. Starting with cake and candy recipe experimentation in 2002, Temple developed a tidy little business selling scrumptious specialty cakes and candies from a home-based operation. Increasing demand for Temple s upscale homemade confections recently poised CC on theRead MoreMarketing Plan For Panera Bread1704 Words   |  7 PagesPanera Bread is a company that has capitalized on the â€Å"fast-casual† restaurant experience. Their aim was to provide a specialty bakery and cafe experience to urban and suburban workers and dwellers. They are categorized as bakery-cafes and currently have over 2000 stores worldwide. They are currently leading their industry in terms of number of stores and profits; they had $1.8 billion in corporate revenues in 2011, $3.4 billion in systemwide store revenues, an d an average sales of $2.3 million perRead MoreStarting Up the Business, Color Me Cupcake Essay example1158 Words   |  5 PagesColor Me Cupcake will be a small entrepreneurial bakery located in Chicago, IL. Cupcake will be offered in a variety of cupcakes and beverages. This bakery will contain comfortable seating area, WI-FI access, allowing customers to stop in and socialize and conduct business while eating some delicious cupcakes. Color Me Cupcake will have on site company truck selling cupcakes at major events like the Taste of Chicago, and a catering service is also available for customers who are having large eventsRead MoreWal-Mart Legal Compliance and Job Analysis1569 Words   |  7 PagesRunning head: WAL-MART Legal Compliance and Job Analysis Paper Wal-Mart Legal Compliance and Job Analysis BUS530- Human Resource Management [ July 17, 2011 ] The Title VII lawsuit by the Equal Employment Opportunity Commission (EEOC) was a justified result of sexual harassment and mismanagement by Wal-Mart. Wal-Mart could have taken several steps within Human Resource (HR) policy to help deal with this incident, prevent further incidents, and ensure the defendant was properly employedRead MoreLaurentian Bakeries Case Study1519 Words   |  7 PagesLaurentian Bakeries Case Study Cases in Financial Management Case Synopsis Founded in 1984 Laurentian Bakeries Inc. operates in the industry of manufacturing a vast variety of frozen baked products within their three operating plants in Montreal, Winnipeg and Toronto. The operating plants produce items such as frozen pizza in Winnipeg, MB, pies in Montreal, QC and Cakes in Toronto, ON- with each representing 30%, 30% and 40% of the total revenue stream respectively. The buyers forRead MorePanera Bread Case Study998 Words   |  4 PagesPanera Bread Company is a national bakery-cafe with 1,504 locations across the US and Canada. This case study provides information regarding the past performance, current analysis, stock valuation, market evaluation, and industry comparison. In this analysis and case study, we hope you, the reader, will gain usable insight on Panera Bread and its value. We will give a recommendation to our readers according to our given information. Panera Bread is a chain of bakery-cafe quick service restaurants inRead MoreMarketing Analysis : Salesforce.com Inc.1440 Words   |  6 Pagespremium high-end and enterprise customers. Therefore, comparing with other competitors who serve only the similar target industries, the customization of Salesforce CRM promotes its users on all industry segments, such as Financial services, health care, life science, communications, retails, government, manufacturing, automotive, higher educations, and non-profit organizations (â€Å"Industries - Salesforce.com.†). Thirdly, the simplicity of the product helps Salesforce to earn a majority share in the CRM

James Rachels s What Is Morality - 1904 Words

In chapter one of James Rachels’s What is Morality, he argues that at the very minimum, morality is using reason to guide one s decisions, while keeping in mind the interests of those who will be affected by one’s choice, without giving more weight to one individual over another. He supports this thesis by describing a couple of morally ambiguous situations regarding humanity and life. Rachels’ first example is Baby Theresa, who was born an anencephalic. Her parents wanted to donate her organs, as she was likely going to die within days anyway. However, Florida Law prevented the taking of organs from anyone â€Å"alive†, and by the time Baby Theresa died, her organs were no longer useable. Rachels goes through the arguments of both the pro†¦show more content†¦However, he mentions that separating the two is not what would kill Mary- she would die because she is unable to sustain herself. Therefore, it is not really â€Å"violating† the sanctity of human life. He realizes that this argument is a bit out there, and amends the argument to conclude that it is not always wrong to kill innocent humans, and this just happens to be one of the odd cases. He concludes that some people will never fully agree with this idea, but that on the whole, the argument for separating Jodie and Mary seems more persuasive than keeping them together. His last example is that of Tracy Latimer, a 12 year old with cerebral palsy who had the brain capacity of a three month old. Tracy Latimer was killed by her father, who was tried for murder and found guilty of only second degree murder. The judge wanted to give him only an one year sentence, but the Canadian Supreme Court insisted he be given the minimum 25 years. Those who supported the Supreme Court’s decision included the handicapped themselves, who used the argument that it is wrong to discriminate against the disabled to oppose the lenient sentence first given. Mr. Laimer argued that this was not a case of discrimination against the handicapped. He killed his daughter because keeping her alive was torture. She had undergone major surgery and neededShow MoreRelatedCriticism Of Cultural Relativism1216 Words   |  5 PagesCultural relativism is the theory where there is no objective truth in morality, and moral truths are determined by different cultures. The primary argu ment used to justify cultural relativism is the cultural differences argument, which claims different cultures have different moral practices and beliefs, therefore, there is no objective truth in morality (Newton). After reading James Rachels The Challenge of Cultural Relativism, I find his criticisms to be persuasive because the argument made forRead MoreThe Morality Of Euthanasia By James Rachels1086 Words   |  5 PagesGretel Herrera-Martinez Panther ID: 3339147 Active Euthanasia Does James Rachels in â€Å"The Morality of Euthanasia† successfully argue that in at least some cases active euthanasia is morally acceptable? Explain his view and respond to it. In this essay, we are going to analyze the main ideas included in â€Å"The Morality of Euthanasia† by James Rachels to provide a response to the following question: Does James Rachels in â€Å"The Morality of Euthanasia† successfully argue that in at least some cases activeRead MoreThe Origin Of Good And Evil By Richard Taylor And Why Morality Is Not Relative By James Rachels1741 Words   |  7 Pagesâ€Å"On the Origin of Good and Evil† by Richard Taylor and â€Å"Why Morality Is Not Relative† by James Rachels from the book Moral Life: An Introductory Reader in Ethics and Literature, author, Louis P. Pojman and Lewis Vaughn, this essay will first try to identify what each of two articles says about the nature of good and evil, and is everything on morality is relative. Taylor from the article â€Å"On the Origin of Good and Evil†, states that morality is not inspirational, but a natural reality which that meanRead MoreCultural Relativism Essay139 8 Words   |  6 PagesRelativism, written by James Rachels, Rachels explains and challenges the ideas presented by Sumner in cultural relativism. Rachels explains, Cultural relativism is the doctrine that all moral values derive entirely from individual cultural codes, and that there are no objective, independently correct moral values. In other words, there are no absolute truths about what is right and wrong because judgements of right and wrong are all relative to a given culture. Rachels starts by explainingRead MoreEthics Is A Theory Of Proper Moral Conduct1276 Words   |  6 Pagesdistinction between what is the case between what ought to be the case. A key player in ethics is the moral agent. A moral agent is a person that has an ability to reflect on moral issues. Moral actions conform to the law and immoral actions do not conform to the law. Relativism Ethical relativist deny any objective moral values. Cultural relativism explains that in different times and in different places people act in different ways; they acquire different values and ideas of what is morally rightRead MoreMoral Relativism And Moral Concepts972 Words   |  4 PagesMoral relativism is a methodological principle of interpretation of the nature of morality underlying ethical theories. It is expressed in the fact that moral concepts and ideas gave extremely relative, changeable and arbitrary. Moral principles, concepts of good and evil are different in different people, social groups, and individuals in a certain way connected with the interests, beliefs, and inclinations of people, limited regarding its value time and place. But this diversity and variabilityRead MoreThe Morality Of Euthanasia And The Application Of Utilitarianism1213 Words   |  5 PagesThe Morality of Euthanasia and the Application of Utilitarianism. Introduction When a patient is in immense amounts of pain from a terminal illness, one of the options to relieve a person from the pain is euthanasia. Euthanasia is seen as a controversial and moral issue because of the different viewpoints. Euthanasia is seen by some as killing, while others see it as removing a person from immense amounts of pain. This paper will first discuss the principles of utilitarianism through BenthamRead MoreThe Element Of Moral Philosophy By James Rachels1161 Words   |  5 Pages In the book, â€Å"The Element of Moral Philosophy†, James Rachels explores the several criticisms of Utilitarianism. In this essay, I will touch on these criticisms, outlining the major implications they propose to Utilitarianism. I will also explain why many of the notions proposed against Utilitarianism are self-serving, and instead serve to improve the general good of a minority population, which contradicts the Utilitarian theory of equating moral aptitude to the general good of a majority populationRead MoreWhat Are Moral Relativism?922 Words   |  4 PagesBrown 9th of September What is Moral Relativism? What is the Cultural Differences Argument in favor of Moral Relativism that was given by Herodotus and, more recently, by Ruth Benedict? What are some of the examples Benedict gave to illustrate her argument? Moral relativism is a philosophical doctrine that asserts that the truth or falsity of moral judgments is impossible to establish objectively. Its proponents claim that there is no moral truth and that any statement about what is good or bad pointsRead MoreCultural Relativism Is Important For Many Reasons1410 Words   |  6 PagesCultural Relativism is defined as, â€Å"The principle that an individual s beliefs and activities should be understood by others in terms of that individual s own  culture†. Wilson talked about this term extensively in his class and he noticed a common trend within his classroom. The trend was that his students warned him, â€Å"Not to be judgmental or to impose your values on other people.†(Soccio 2007). This is a common trend found with a lot of people in my opinion. In fact, I have the same belief

Necessities of Economic Inequality &Poverty of Coca Cola- Free Solutio

Question: Discuss about the Strategic Brand Management for Coca-Cola Company. Answer: Introduction Coca-Cola is popularly known as the Coke brand name, which is the generic trademark of the company (Chang 1995). In the year 1886 at Atlanta Georgia, Coca-Cola was invented by John Styth Pemberton, who was popular for creating a patent business of medicines (Fraser and Seitel 2010). In the year 1917, Perth accountant had the right to produce the coca cola in Australia. Until 21 years, in the year 1937, the Coca-Cola organization sent their team to Australia to establish the facility of production (Our people 2015). The rolled off the first bottle within the small building in the area of Dowling Street and Crescent in Sydney (Fraser and Seitel 2010). There were around 3300 items supplied in around 200 countries that are offered in wide range of diet as well as various regular sparkling beverages like 100% fruit drinks, energy, fruit juices, tea, sports drink, coffees, soy and milk-based beverages (Fraser and Seitel 2010). Within the corporate brand of Coca-Cola, there are various traditional products, such as diet-cake, Coke, Sprite, and Fanta. All the items of Coca-Cola organization were distributed through the franchisees by different distribution in various parts of the world (Fraser and Seitel 2010). The brand Coke looks to be quite popular carbonated beverage between the various popular products. It is depicted by the trademark and logo of the company (Fraser and Seitel 2010). In the present, Coca-Cola Australia along with the companies bottling partner, such as Coca-Cola Amatil provides around 240 items, which includes cheap and regular soft drinks along with sports drink, water, flavoured milk, and teas. Its the most leading brand that covers up Diet Coke, Coca-Cola, Goulburn, Pump, Coca-Cola Zero, Sprite, Valley, Powerade and much more (Fraser and Seitel 2010). Market Description Market Analysis The size of a market The market share of the traditional carbonated beverage companies all over the world depicts that soft drink market is highly dominated by coca cola in 2015, as the company had attained market share of around 48.6% (Kaye- Jennifer 2005). The international market calculated to have 341.6 billion dollars (Chang 1995). From the five famous soft drink brand in Australia, there are coca cola brands, such as Coca-Cola that is consumed by around 19% of the Australians that are within the age group of 14 and more; next is Coca-Cola Zero that is consumed by 8% of people and Diet Coke is consumed by around 5% of individuals (Kaye- Jennifer 2005). The other brands of Cola are Pepsi Max that is consumed by around 7% of the people. Growth potential Coca-Cola had gained benefit through the rapidly growing global beverage industry all over the world (Kaye- Jennifer 2005). The global beverage industry, excluding the US, is highly expected to get enhanced the value by around $300 billion from the year 2014 till 2020. Coca-Cola has around 30% of the market share in the international beverage industry. If the organization tries to maintain its global market share increased by 2020, it will include $90 billion in the market cap that relies on the expected enhanced in the global beverage value (Kaye- Jennifer 2005). Coca-Cola includes the market cap of around 150 billion in the starting of 2014. It provides the organization with the expected compound growth rate of around 6.9%, excluding the share repurchases and dividends by 2020, in case the company failed in gaining any market share (Kaye- Jennifer 2005). It is believed that Coca-Cola with the gain market share as well as reward shareholders with the dividends and repurchases. It wi ll try to drive the growth rate of the company in the double digits for the coming many years (Kaye- Jennifer 2005). Coca-Cola had tried to position itself for gaining the benefits of non-alcoholic beverage all over the world. Below figure depicts that the company had strong competitive position all over the world (Kaye- Jennifer 2005). Market segments Coca-Cola fails in targeting the particular segment, but tries to adopt the marketing strategy through developing new items (Lynch 1997). Similarly, it makes use of niche targeting and similar targeting strategies that could drive the sales within the competitive market (Kaye- Jennifer 2005). Its key product Coca is quite popular all over the world and is accepted by many people of every age group, where else diet cook often targets the niche segment for the people who are quite health conscious (Chang 1995). Coca-Cola make use of competitive positioning strategy to make the way ahead for the competitors in the market for non-alcoholic beverages (Kaye- Jennifer 2005). Different layers of market offerings Coca-Cola had around 500 brands along with around 3500 various types of product offerings. All this range of sodas to the energy drinks, to hot soy-based beverages in the Asian market (Kaye- Jennifer 2005). Key competitors of your brand The soft drink industry competition are getting tougher (Chang 1995). The key competitors during that period were Parle and Pepsi. Parle is the best and famous brand and covers up Thumps Up, Citra, Limca and various others, Maaza and Gold Spot. During that time, Parle had acquired a market share of around 53%, and Pepsi had covered the markets share of around 20% (Kaye- Jennifer 2005). Now Coca-Cola had also formulated various strategies to survive in the fierce ongoing competition (Chang 1995). In the case of that Coca Cola had decided to undertake the Parle, so that organization can take the benefits of including in Parle network (Kaye- Jennifer 2005). This type of decision is proved beneficial for the coke customers, as they were interested in accessing around 200000 retailer outlets along with around 60 bottles of Parle network (Kaye- Jennifer 2005). Coke even provides the various range of items like Coca-Cola, Coca-Cola Cherry, Diet Coke Caffeine-Free, Coca-Cola Vanilla, Diet Coke, Caffeine Free Coca-Cola and a wide variety of lime and coffee (Das, Prakash and Khattri 2012). Competition rivalry existing in the industry competition of beverage could be categorized as Duopoly such as Coca-Cola and Pepsi. Competitors market share is considered as too little to encourage the price war (Das, Prakash and Khattri 2012). Coca-Cola attains competitive benefits by the new global trademarks through achieving the premium cost. It implies that Coca-Cola holds something that competitors failed to do so (Das, Prakash and Khattri 2012). Brands target market- the advertisements of Coca-Cola mainly focus on the young generations and teenagers. As Coca-Cola aims the items to present the high energy people and youth (Das, Prakash and Khattri 2012). On the other side, Coke ads try to change the target market towards Coke for everyone and Coke for all, as it depicts that not only the youths are considered as targeted Coca-Cola group, but each and every person target them (Das, Prakash and Khattri 2012). Perceptual map of your brand versus its key competitors The below perceptual map depicts that there are around three names that describe the different personality attributes (Vartanian, Schwartz and Brownell 2007). Coca-Cola is highly related with the successful as well as down to earth kind of brand (Kim, Han and Park 2001). Pepsi is highly associated with the up to date, spirited as well as a charming personality; where else Thumps Up is linked with the honest and robust brand (Aaker 1997). Brand Problem Identification Coca Cola issues demand as the top brand all over the world, which is the successor within the soft drink industry in the last 100 years (Vartanian, Schwartz and Brownell 2007). Along with this success, they can incur crisis in this way (Kim, Han and Park 2001). In the year 2003, Coca-Cola was targeted by the activist group of engineers, environmentalist, scientist, and journalist related with a centre for science and environment to safeguard from unsafe items (Geuens, Weijters and Wulf 2008). Because these products include pesticide residues that could surpass the international standards (Kim, Han and Park 2001). Coca Cola items were also targeted by the press release that mentions 12 key cold drinks brand were sold near and around the city, which includes poisonous cocktail related to pesticide residues (Ruth and Simonin 2003). This test was done for the three samples, which includes Pepsi, and Coca-Cola brands, that includes 30-36 times the international standards of the residues (Kim, Han and Park 2001). The pesticides explored to cause the diseases like birth defects, cancer, as well as various immune system disruption along with various other health conditions (Kim, Han and Park 2001). Description and Relevance of Selected Brand Dimension For different organizations, there are around three-dimensional branding that created perfect sense (Bhasin 2016). The physical space is mainly used for conducting the business, whether its a satellite office, store or either the world headquarters that look visible and costly to leave the equation of brand building (Kumar 2011). In reason to this, if the brand is considered as the message, space need to be viewed as the way of attaining across the sort like the dynamic billboard, huge or either the mainly ambitious product packaging extension (Vartanian, Schwartz and Brownell 2007). Coca-Cola is usually considered as the single solution through the connoisseurs of soft drink all over the world (Kumar 2011). That is why the successful branding discussion includes the actual thing, in which beverage is involved in the cultural phenomenon (Kumar 2011). Pepsi and Coca-Cola are the two favourite brands of soft drink that occupy 95% of the cold drink market (Vartanian, Schwartz and Brownell 2007). With almost negligible, small as well as functional advantages of the cold drink, and there is no difference in colour, taste or two brand price, marketers need to have the cash in the self-expressive value of the items (Kumar 2011). Failure to have a practical point of difference, the emotional or self-expressionist value of brands is considered as difference focal point. Various other items such as Limca and Sprite is not selected due to differentiation that could assist by colours, and therefore, product personality is highly influenced by the variables (Kumar 2011). Recommendations for Management to improve Brand Performance It is recommended that Coca-Cola organization relies on the performing different models of valuation that includes, analysis of economic profit, Human Resource practices, original price and relative valuation towards earnings valuation model, which is revealed by the company of Coca-cola that is overvalued. Even though they explore the shock to be overvalued, and they think that KO had certain promising viewpoint along with expected issues in the coming time, and it is recommended that it should have hold instead of selling it. The coca cola company is considered as at top in the market of non-alcoholic beverages industry. They had the experience of 20 years standing as the leaders as well as investors to understand why the coca cola has an extraordinary position for enhancing the value of shareholders. Opportunities which exist for the company in near future is increasing the market share within the segment of non-carbonated beverages, business model restructuring as well as better earning results consistency. The issues that coca cola face is related to global competition as Human resource practices are increasing as compared to coke. If the coke thinks to have the reputation in the world market they should try to produce the incentives for the staff, through which they could easily do hard work and try to provide products of high quality. The team of new management should work towards implementing the cohesive goal existing among the two to meet the long-term growth potential of the company. The company is highly committed to offering the inclusive environment for working in which each and every member is treated equitably. It is believed that people are coming from different backgrounds, having various life talents and experiences is considered as the actual business bonus. That is the reason why valuing and respecting the people diversity is always recommended to put them in central of the values and vision of the company. Its also why the policies and practices of the employment are developed for protecting against ensuring equal opportunity and discrimination for all, regardless of sex, age as well as ethical background. References Aaker, J. L. 1997. Dimensions of Brand Personality. Journal of Marketing Research, 12, pp. 1-12. Bhasin, H. 2016. Marketing strategy of Coca cola Coca cola marketing strategy. [Online]. Available at: https://www.marketing91.com/marketing-strategy-of-coca-cola/ [Accessed on: 12th August 2016]. Chang, T.L. 1995. Formulating adaptation marketing strategies in a global industry. International Marketing Review, 2, pp. 1-12. Das, J., Prakash, O., and Khattri, V. 2012. Brand Personality Mapping: A Study on Colas. Asian Journal of Management Research, 2, pp. 1-23. Fraser P., and Seitel. 2010. The Practice of Public Relations, 11th Edition. New Jersey: Pearson Prentice Hall, UpperSaddle River Geuens, M., Weijters, B., and Wulf, K. D. 2008. A New Measure of Brand Personality. Belgium. Sage. Kaye- Jennifer. 2005. Tuck School of Business, Dartmouth College, Coca Cola India. Journal CaseStudy Competition in Corporate Communications, 1, pp. 1-4. Kim, C. K., Han, D., and Park, S.-B. 2001. The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying the Theory of Social Identification. Japanese Psychological Research, 3, pp. 195-206. Kumar, R. S. 2011. Consumer Behaviour and Branding. Dorling Kindersley (India) Pvt. Ltd. Lynch, R. 1997. Corporate strategy. Great Britain: Pitman Publishing Our people. 2015. [Online]. Available at: https://www.coca-cola.co.uk/about-us/our-people [Accessed on: 12th August 2016]. Ruth, J.A. and Simonin, B.L. 2003. Brought to you by brand A and brand B. Journal of Advertising, 23, pp. 1-12. Vartanian, L. R., Schwartz, M. B., and Brownell, K. D. 2007. Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis. American Journal of Public Health, 23, pp. 1-34.

Magellan Essays - Age Of Discovery, Ferdinand Magellan,

Magellan In the early 1500's, almost four and a half centuries before men first orbited the earth; an expedition completed and led by Ferdinand Magellan performed a task of comparable significance for that time period. Magellan, a Portuguese navigator for Spain, sailed westward with a fleet of five ships from the port of Sanlucar de Barrameda in September, 1519. Nearly three years later one ship returned, having circumnavigated the globe and crossed its largest ocean. A Philippine battle is where Magellan died and only left his crew to tell about the voyage. Maximilian of Transylvania, a native of Brussels, was present when the only one of Magellan's ships reached Sanlucar }. Maximilian assisted with the interrogations of the expedition survivors. Besides taking part in the official interviews, he questioned the returned mariners, quickly digested their accounts, and then rushed to get his letter off to Cardinal-Archbishop Lang of Salzburg who was also his father. Initially, Maximilian wrote the letter to practice his Latin and enhance his own fame. The document is important not only for the valuable information it contains, but also because it was the first account released to the European public of the great voyage. Maximilian was the secretary to Charles V and made a lifelong study of overseas affairs. He is credited with having made a terrestrial globe, surpassing all others of the time, and which the precision of the map was proved by Magellan. His letter is undeniably one of the most valuable sources of information about the Magellan voyage. In fact, it was the only printed account of the expedition for some time. Magellan's voyage set sail on the 10th of August, 1519, with five ships from Seville, Spain. Three moths later, Maximilian tells how Magellan's crew was forced to seek shelter for the winter at Port San Julian which is on the eastern coast of South America. In September 1520, he again sets sail after loosing one vessel to a storm. One month later, Magellan sights the straight that was later named after him and proceeds to cross into the ocean that he named ?Pacific? because of its calmness. He reached the Ladrone, Islands on March 6, 1521, and ten days later discovered the Philippines, landing on the island of Cebu on April 7. There he made an alliance with the ruler of the island and agreed to aid him in an attack on the natives of the neighboring island of Mactan. Magellan was killed on April 27,1521 during the Mactan expedition. Following Magellan's death, one of the vessels in his fleet was burned, but the other two escaped and reached the Moluccas on November 6, 1521. One of the vessels, the Victoria, commanded by the Spanish navigator Juan Sebasti?n del Cano, completed the circumnavigation of the globe, arriving in Seville on September 6, 1522. Although Magellan did not live to complete the voyage, he did circumnavigate the globe by passing the easternmost point he had reached on an earlier voyage. The cargo of spices carried back to Spain by the Victoria alone paid for the expenses of the expedition. The passage through the Strait of Magellan was too long and difficult to be a practical route from Europe to the Moluccas. Nevertheless, the voyage laid the foundation for trade in the Pacific between the New World and the East. Although Spain did not immediately recognize the importance of the Philippines, they had become the greatest Spanish trading center in the East. Magellan's voyage would have never received the recognition that it deserved if citizens such as Maximilian didn't properly document it. Magellan's accomplishments in his three-year voyage were countless and forever will be remembered. It is because of explorers and historians like these, that we have the geological perfection of our globe today.