General Information And The History Of Beer

General Information And The History Of Beer Beer is the oldest and most widely consumed alcoholic drink in whole world and the third most popular drink overall after water and tea. Beer is produced by the brewing and fermentation of starches, mostly produced from cereal grains and usually malted barley, and also wheat, corn wheat and rice may be used as well. Almost all beers are flavored with hops. Hops are also used to add bitterness to the beer and be as a natural preservative. Although there are deferent beers with flavored with herbs or fruit smell. Beer has appeared between 9,000 and 14,000 years ago, being as old as the civilization. Beer is one of the oldest products of civilization, and may even have been a stepping-stone to the invention of leavened bread. The grain, from which beer is made, was the first domesticated crop that started the process of farming during the nomadic times. By that time the beer was cloudy and not filtered, and people were using à ¢Ã¢â€š ¬Ã… ¾drinking straws when drinking beer, in order to avoid brewing residue in the mouth (Wikipedia, 2011). In ancient times beer was mostly used as barter, instead of being sold and a Babylonian King had even introduced a daily norm of beer per day. A normal worker received 2 liters, civil servants 3 liters, administrators and high priests 5 liters of beer per day. The Egyptians also have taken part in the history of beer brewing. They have been experimenting with unbaked bread dough and were improving the taste of beer. Beer is an especially important drink in countries such as Belgium, Germany, Ireland , and the UK, with nations such as France, the Scandinavian countries, the Czech Republic, and others having strong and unique brewing traditions with their own history, characteristic brewing methods, and styles of beer producing. RELATION BETWEEN GERMANY AND BREWING The most widely known event in the history of brewing is the establishment of standards for brewers by the Germans. They decided that to the production of beer, only four ingredients should be used: water, malted barley, malted wheat and hops. It is emphasize that beer was for the first time brewed on German soil. Germans brewed beer not just for God sacrifices, but also for their own enjoyment. Germans started to open even brewery family businesses. Beer is in Germany a major part of their national culture. Germany has more breweries than in any other country. There are almost 1,300 businesses producing beer. Figure 1 German Beer Statistics % Age of European Production: 26.5% Total beer consumption: 107,800,000 hectoliter Consumption per head: 131.7 l Number of breweries: 1294 Beer exports: 8,539,000 hectoliter Beer imports: 2,168,000 hectoliter Draught beer percentage: 22% Notes: The only countries with which Germany has a trade deficit in beer are Belgium, the Czech Republic and Mexico. MARKET STRUCTURE On the one hand, Germans are beer drinking nation. Their consumption per/capita is almost 60% higher than the western European average consumption and the beer market from Germany is still the largest in the world. Even if there are 1,300 breweries in Germany, therefore Germanys beer market is highly competitive. Their output is only around a third of the whole beer production in EU. On the other hand German consumers started to move away from the alcoholic drinks, the desire of a healthier way of leaving is rising, and German is tend to consume more mineral water, juice and coffee. The result of this is 7% drop in the beer consumption in Germany since 1998. Even though Bavarian-style beer continued to grow, and beer-based mixed continue to have high demand. Young generations of consumers are trying to discover new and different types of drinks, such as beer mixed with lemon-lime soda or cola etc. Imported beer is account only 5, 9% of the total beer consumption in Germany. This is due to the fact that domestic breweries created a strong preference among the consumers. The import share remains more or less constant in spite of several major international breweries that previously sold their products through exports now producing under license in Germany. Pils is the dominant segment in Germany with a market share of some 60% in total. In addition, there are a number of special German beer types such as Weizen, Alt and Kà ¶lsch. EVALUATION OF MAJOR BREWERY COMPANIES IN GERMANY BECKS BREWERY is a brewing company in the north part of Germany, in city of Bremen, since 1873. Becks was first owned by a local family, and later it was sold to InterBrew. Becks beer is famous of it quality and world-wide known brand, drunk by millions of consumers every year and is ranking number 5 among the most selling beers in Germany. By exported volume, Becks is on the first place among German Beers, and it is sold in more than 100 countries in the world. The largest markets for Becks outside Germany are the United Kingdom, the USA, the Ukraine, Australia, Italy, Romania, and Russia (Brauerei Beck Co, 2011). Products of Becks Brewery Becks the main brand, a pilsner Becks Blue (Alcohol Free) Becks Premier Light Becks Gold Becks Green Lemon Becks Green Lemon Alcohol Free Becks Chilled Orange Becks Level 7 Becks Ice Becks NEXT Becks Dark Becks Oktoberfest Becks VIER Becks Brewery is an attraction of the city, because the company organizes tours in the inside the brewery and gives sample of finished products and afterwards visitors can enjoy food at the Becks cafà ©, or browsing for beer-related souvenirs. Besides the organizing tours, the company also uses other ways to advertise its products. The sponsor various sport events, festivals and have more advertisements on TV and magazines. OETTINGER BREWERY is the best selling beer brand in Germany since 2004 with an output of almost 6.61 million hectoliters sold annually. Moreover a big factor that contributes to this big amount of sales is the low-price strategy. Oettinger appeared in the market, by using a gap from it industry. The brewery started to sell cheap beer in big volumes, so that people would afford it and would have a beer they just wanted for the lowest price and relatively good quality. In order to avoid competition, Oettinger bought the beer brand 5.0 Original and the corresponding brewery in Braunschweig. Braunschweig was his competitor, a brewery from the same segment of market (The Oettinger Group, 2011). Oettinger uses different ways to maintain the beer price as low as possible: No advertisement and promo campaigns. Concentrating only one the one brand, compared to other breweries which have twenty and same times even more brands. Direct delivery from brewery to stores, no intermediaries. The brewing process is highly automated only few employees are needed for production. PORTER 5 FORCES ANALYSIS Force 1: Supplier power Suppliers have small bargaining power in the brewing business, which works in technique brewers goodwill. There are a lot manufacturers and suppliers who provide brewing equipment. Brewers can also buy used or refurbished already existing equipment. Many of the companies that supply brewing equipment do not focus just on that area, they also offer other products and services and the brewing equipment is just one phase of their operation. Supplier concentration is low, which can possibly increase the sustainable profits. As far as supplier substitutes, the ingredients that go into the brewing of beer cannot be replaced. Those ingredients are necessary for the production. Brewing must have malt, hops, barley, yeast, and water. The beer brewing industry relies heavily on supplier input. Especially the ingredients that are in beer, consequently the suppliers are in constant need to keep this industry operational. Which means there is a threat of supplying integration; the larger brewing companies produce enough capital to possibly buy plots of land to grow their own malt, hops, or barley (Beer Brewers Industry Analysis, 2008). Force 2: Buyer power The main buyers of beer in the brewing industry are distributors. There are over 1,900 beer distributors nationwide servicing approximately 320,000 retail businesses. Bargaining power of buyers increase when: there are few distributors in the market; the distribution industry is increasing very fast than the manufacturers industry; and when new competition cannot emerge. The distributors are the ones with all the connections to the consumers retailers, thus the distributor control the prices based on what income margins they require. The distributors are consolidating and increasing in power. Moreover, distributors are limiting new competition. So, overall the Porters force of Buyer Power is a negative for the Beer Brewing Industry (Beer Brewers Industry Analysis, 2008). Force 3: Substitutes Figure 2 Beverage Consumption Category % Of Beverage Consumption Soft drinks 49.0% Beer 19.4% Fruit beverages 13.2% Bottled water 12.2% Sports drinks 1.8% Wine 1.7% Rtd tea 1.6% Spirits 1.1% Total beverages 100.0% Beer has a lot of substitutes as you can see from Figure 2 some of them are wine, spirits, wine cooler, and specialty drinks. But also soft drinks, water, fruit juices, tea, and sports drinks may be considered as its substitutes. According to the figures from the Beverage World Publications Group, Beer constitutes for 19.4% and soft drinks account for 49.0%. This makes beer consumed more than bottled water, fruit juices, sports drinks, wine, spirits and tea. These factors increase the threat of substitute goods for the beer industry, which has a negative effect on industry profits (Beer Brewers Industry Analysis, 2008). Force 4: Rivalry Rivalry is the extent to which companies compete with one another for customers. Rivalry can be price-based or non price-based (Michael Porters Five Forces, 2009) Rivalry is measured by the concentration level of the industry; the more concentrated the industry, the less rivalry. Other factors that increase rivalry are large capital asset requirements and high switching costs. This industry is experiencing significant concentration effects, which decreases rivalry. Also, there are significant barriers to exit, which increases rivalry. The proposed joint venture MillerCoors would act to decrease rivalry overall. Therefore, the overall effect of rivalry on this industry is neutral (Beer Brewers Industry Analysis, 2008). Force 5: Entry Barriers In the Germany beer brewing industry there are a substantial amount of entry barriers that protect the firms currently in the industry from the new entrants. Price competition combined with increasing vertical integration and the inherent production economy of the market leaders makes it very difficult for an inefficient major brewer to compete on a national scale. (CNBC, 2011 Liquor Sales Slow Along With Econom) Overall the German brewing industry faces a large amount of barriers to entry as there are economies of scale, brand loyalty and large capital requirements, product differentiation effects, possibly limited access to distribution channels, and large amount of government regulations. All of these factors reduce the threat of entry into the national beer brewing industry which in turn raises the industrys potential for sustained profits (Beer Brewers Industry Analysis, 2008). 5 FORCE SUMMARIES Force Key Drivers Effect on Industry Profit Bargaining Power of Suppliers Small suppliers relative to brewers + Bargaining Power of Buyers Consolidation of industry; distribution connected to retailers Substitutes Growing substitute industry; low switching cost Rivalry High concentration; high innovation Entry Barriers High capital requirements, economies of scale, closed distribution channels, high government regulation. + Conclusion In conclusion I would like to emphasize that beer market in Germany is very product differentiated and diverse. The competition forces are high and in parallel, customers have different offers from what to choose. Germany is the biggest exporter of beer in the world and has the most breweries. Beer has various substitutes, even though it is on the second place among other drinks. Each brewery is trying to gain competitive advantage. Oettinger lowers the prices and Becks uses more advertising channels.

The Purpose of Dreaming While Asleep Essay -- Neurology Sleep

Dreams are a sequence of images, emotions, and thoughts passing through a sleeping person’s mind. In our dreams we can portray ourselves as anything, we can go anywhere and do anything. There are many types of dreaming methods such as, daydreams, recurring dreams, nightmares, epic dreams, prophetic dreams, and lucid dreams and so on. You spend six years of your life dreaming. There are five reasons why we dream: so we can satisfy our wishes, to file away memories, to develop and preserve neural pathways, to make sense of neural static, and to reflect cognitive development. We satisfy our wishes through dreaming. Dreams present a psychic protection valve that releases otherwise unacceptable feelings. If dreams are symbolic they could be understood any way you wish while on the other hand, others state dreams hide nothing. While you dream you file away your important memories and new skills. You also dispose useless information from your day. Sleep deprivation has affected many people and have resulted in impaired speech, memory lost, and problem solving skills. If you don’t get decent night of sleep after you learn new materials, you won’t incorporate it efficiently into your memories. We dream to develop and preserve neural pathways. A neural pathway attaches one part of the nervous system with another and typically consisted of bundles of elongated myelin-insulated neurons. A number of researchers hypothesized that dreams may also serve a physiological meaning. There was a possibility that the brain activity connected with rapid eye movements (REM) sleep presents the sleeping brain with interrupted motivation. We dream to make sense of neural static. Other assumptions suggest that dreams go off from neural ... ... to be with his significant other, Sofia. Dreaming is a complicated instrument used by the best of our civilization to make themselves and this world a better place. To dream is a powerful method. Visions and thoughts come from your dreams. Novelists, writers and poets make their dreams into stories. Artists and musicians discover dreams for their motivations. Dreams assist us to discover answers to our everyday dilemmas and view things from a different viewpoint. References Myers, D. G. (2004). Exploring psychology Dreams, New York: Worth Publishers. Lucid dreaming. (1994). In lucidity Institute. Retrieved November 10, 2010, from Lucidity Institute: http://www.lucidity.com/LucidDreamingFAQ2.html#LD Dreaming. (1994). In Dream Information. Retrieved November 12, 2010, from Lucidity Dream Moods INC.: http://www.dreammoods.com/dreaminformation/

Dove: Advertising and Body Odor

When considering the product Dove it is a deodorant which gives extra protection for people who have body odor and it helps when a person needs it to protect from getting body odor, therefore Dove deodorant won't make the move, the tag line that Unilever use for Dove will be used by unity Consultant to promote the product by using a new promotional campaign. Basically Dove has wide range of antiperspirant deodorants to protect people from getting body odor and it gives 24 hours protection, further, it gives physically freshness and mentally confident, even in the toughest moments. . 1 Target Market The promotional campaigns of Dove was mainly focused on it’s primary consumers who were young adult females involved in sports, and of course the working population of women and not-working women 16-45 who want to stay fresh and have an active life style and have the confidence to spend the rest of the day without having to worry about body odor. . 4. 2 Communication Objectives â₠¬ ¢Increase Dove brands market share by 10% within one year. Create awareness among the target group within one year to 30%. †¢Create positive feelings about the brand among 30% and preference among 15% of the target audience. †¢Communicate key benefits of the Dove deodorant that appeal to the target market. (www. uniliversrilanka. lk) 4. 3 Campaign Idea †¢ Increase brand awareness. †¢ Build brand image. †¢ Increase customer traffic. †¢ Increase inquiries from end users. †¢ Provide information Increasing consumption of an established brand They followed IMC tools as follows, 4. 4 Advertising The main objective in advertising this was to create awareness and provide information about Dove and to make Dove the best product in the deodorant industry. Every major medium had been used to deliver these messages, including television, radio, magazines, newspapers, the Internet, carrier bags and billboards.

Definition and Examples of Language Standardization

Definition and Examples of Language Standardization Language standardization is the process by which conventional forms of a language are established and maintained. Standardization may occur as a natural development of a language in a speech community or as an effort by members of a community to impose one dialect or variety as a standard. The term re-standardization refers to the ways in which a language may be reshaped by its speakers and writers. Observation The interaction of power, language, and reflections on language inextricably bound up with one another in human history, largely defines language standardization. Is Standardization Necessary? English, of course, developed a standard variety by relatively natural means, over the centuries, out of a kind of consensus, due to various social factors. For many newer countries, though, the development of a standard language has had to take place fairly rapidly, and government intervention has therefore been necessary. Standardization, it is argued, is necessary in order to facilitate communications, to make possible the establishment of an agreed orthography, and to provide a uniform form for school books. (It is, of course, an open question as to how much, if any, standardization is really required. It can be argued quite reasonably that there is no real point in standardizing to the extent where, as is often the case in English-speaking communities, children spend many hours learning to spell in an exactly uniform manner, where any spelling mistake is the subject of opprobrium or ridicule, and where derivations from the standard are interpreted as incontrovertible evidence of ignorance.) An Example of Standardization and Divergence: Latin For one important example of the push/pull between divergence and standardizationand between vernacular language and writingIll summarize the Literacy Story... about Charlemagne, Alcuin, and Latin. Latin didnt diverge much till the end of the Roman empire in the fifth century, but then as it lived on as the spoken language throughout Europe, it began to diverge somewhat into multiple Latins. But when Charlemagne conquered his huge kingdom in 800, he brought in Alcuin from England. Alcuin brought in good Latin because it came from books; it didnt have all the problems that came from a language being spoken as a native tongue. Charlemagne mandated it for his whole empire. The Creation and Enforcement of Language Standards ï » ¿Standardization is concerned with linguistic forms (corpus planning, i.e. selection and codification) as well as the social and communicative functions of language (status planning, i.e. implementation and elaboration). In addition, standard languages are also discursive projects, and standardization processes are typically accompanied by the development of specific discourse practices. These discourses emphasize the desirability of uniformity and correctness in language use, the primacy of writing and the very idea of a national language as the only legitimate language of the speech community... Sources John E. Joseph, 1987; quoted by Darren Paffey in Globalizing Standard Spanish.  Language Ideologies and Media Discourse: Texts, Practices, Politics, ed. by Sally Johnson and Tommaso M. Milani. Continuum, 2010 Peter Trudgill,  Sociolinguistics: An Introduction to Language and Society, 4th ed. Penguin, 2000 (Peter Elbow,  Vernacular Eloquence: What Speech Can Bring to Writing. Oxford University Press, 2012 Ana Deumert,  Language  Standardization, and Language Change: The Dynamics of Cape Dutch. John Benjamins, 2004

The Great ha-jin essays

The Great ha-jin essays Ha Jin has written many unique stories that have influenced a large number of readers. One of his more popular stories, The Bridegroom dealt with the controversial topic of homosexuality and how we, as humans, should deal with this important issue. Jins short stories, The Bridegroom were published in 2000 (Weich). There are twelve short stories in The Bridegroom and three of them were selected for The Best American Short Stories (Thomas). In the title story, he writes about the authors adopted daughter who gets married to a handsome guy but he turns out to be a homosexual (Jin). The Bridegroom is an interesting story because it keeps the reader wondering what will happen at the end of the story. Claire Messud of The New York Times believes that this story was a great pleasure. She also believes that Ha Jin has an excellent storytelling talent. I thought the story was different because of the cultural background. I like the way Jin narrated the story and then suddenly added a twist. The Bridegroom is a very unusual story. The story is based on the authors son-in-law and his adopted daughter. The story starts of with Beina (adopted daughter of the author), who is having a hard time finding a boyfriend (Jin 91). Then, all of a sudden a guy by the name of Huang asks her to marry him (Jin 91). Later in the story, Huang gets arrested for the crime of homosexuality (Jin 95). Huangs father in law decides to put him in a mental hospital with the hope of curing him but it turns out that he can never be cured. Jin describes Huang as very kind and handsome man (92). He also points out that Huang was so handsome that all the girls in the authors factory were jealous of Beina when Huang asked her to marry him (Jin 92). He says that Huang is so handsome that he was surprised when Huang asked his daughter, Bein...

Hate crime Against Arab Americans Research Paper

Hate crime Against Arab Americans - Research Paper Example The increase in hate crime is however slowing down but still higher than the periods before 2001. The major objective of this paper is to outline the nature of hate crimes against Arab Americans that have been witnessed in the U.S. and outline the possible solutions to the problem. This paper has also outlined the rooted discrimination against the Arab Americans in the job market. As reported in this paper, the government agencies such as FBI, police, INS and the American airlines have been discriminatory against the Arab Americans. This paper also reports how the private sector has been discriminatory as well as providing unfavorable work conditions to the Arab Americans since the September attack. Hate crimes have not only focused on the Arab Americans but have also been witnessed against their property and their families. As reported in this paper however, the statements by high profile government officials like the president, the clergy, politicians as well as the involvement of the learning institutions is very important in ensuring that hate crimes are reduced in the US. Introduction The September 11, 2001 attack on the world trade center marked the beginning and the rise in the hate crimes mainly towards against the Arab Americans. The September attack which is claimed to have been engineered by the world most terrorist and leader of the Al-Qaida terrorist group Osama Bin laden also saw a number of Muslims being listed as either participated directly or indirectly in the attacks. This has resulted into the development of bad relationship between the government of the United States and the Muslim community. The level of hate crimes that has been reported against the Muslims, Arab Americans and Sikhs rose to five percent in the year 2001 just immediately after the September bomb attack that left property worth millions of dollars destroyed and several people dead. The statistics show that out of the total 9,730 victims of hate crimes, 481 were either of Mu slims, Arab Americans or Sikhs (Leadership conference, 2009). However, the highest victims of the three have been the Arab Americans. At present, statistics have shown that this trend has reduced compared to the year 2001. However, it is important to realize that the levels of hate crimes against the Arab Americans have stood higher than the days before 2001. During the year 2007 and 2008, at approximately 115 hate crimes were reported against the Arabs Americans which is above those that were reported during the year 2000 and the previous years. In 2009, there have been serious deaths committed by assailants against two Arab Americans, Mohammed Al Hadi and another clerk of the Middle East origin (leadership conference, 2009). The perception of the Arab Americans as terrorists has resulted into the increasing hate crimes against the Arab Americans. These are just but few examples that reveal clearly that the law enforcement agencies have either failed in their duties to report these hate crimes or are just reluctant to end the problem that is fueling hatred between the Arab Americans and the other Americans. Hate crimes in United States of America against the Arab Americans is therefore a problem that has to be managed immediately. America is likely to ignite civil war or war between civilians if hate

Five- Year Report for Tesco PLC Essay Example | Topics and Well Written Essays - 2000 words

Five- Year Report for Tesco PLC - Essay Example The revenues declined in the year 2011 to a extend of 14% with respect to the previous year due to hike in prices of the UK market where the core business of the company lies and the 2012 showed stable growth by offsetting the fall in profits in the UK markets by its international business. Tesco plc emerged as a prominent figure in the turn of the 21st century .In the years to come Tesco is continuously striving for its expansion efforts in its core business in UK, retail services, international operations and operations in non food business. Till the period 2004 the company has gone for massive expansion plans. The company’s growth trajectory has been exceptionally been good over the years. Business Model of Tesco Tesco has evolved as an eminent player in the market over the last five years. It is basically because of the expertise it possesses in capital, human and financial area which can be harnessed across different geographical boundaries trough its sound business model . Figure 1: Business model of Tesco (Source: Tesco PLC, 2013, p.25) Tesco PCL’s way of creating and delivering value to its customers and associated group is rather simple but yet very effective. Its core business activities in a nutshell can be summarized as buying, moving and selling of products and services to its customers and also making use of the customer’s perspective to provide better value to its customers. The core activities are explained below. The company constantly interacts with its customers through focus groups, ongoing research trackers and social networking sites to take in customer feedback with regards to the pros and cons of its available products. These valuable suggestions from customers are incorporated through adding further value to these products such that the customers can derive greater benefits. It offers to its customers a great range of products and through its broad range of supply chain it makes its products available in UK and Europ e etc with much ease. The company through its vast network of distribution channel and advanced technological system is making the right kind of products available to its customers at the right time. This is achieved through making a proper forecast of customer’s needs through detailed models which takes into consideration of variables like seasonality, weather forecast and the responsiveness of the customers to the promotional efforts. Secondly, its ordering system updates itself on real time basis such that it can quickly replenish its supply stores with the right kind of products at the right time. Whether it is store or online shopping or both Tesco is acknowledged to have delivered greatest shopping experience. Its loyalty schemes, multi-format approach to the stores network ranging from large Extra stores to Metro and Express Convenience stores have made its selling a divine experience for its customers. Due to these core competencies of the company in offering value to its customers it stands out in comparison to its competitor as it market ratings suggest being the first rank holder in UK, first and second position in all markets of Asia except China and