...Edition: 1.1 February 2002 Distance Education Course ML–302.5 Marine Terminal Operations Unit 1 Marine Terminals The three lessons in this unit will cover the topics of: • the role and function of marine terminals • terminal development • operational planning • civil engineering aspects of terminal design. Module B: Certificate in Maritime Logistics Diploma in Shipping Logistics—Jamaica Maritime Institute 1−1 Unit 1: Marine terminals Marine Terminal Operations Unit 1 ...........Activities and expectations Agenda To complete this unit, you will: • Read and study the text in this unit and any assigned passages in the Student Reader. • Apply the information by performing the Activities • Test yourself by doing the Practice Exercises and checking your answers. Resources There is no textbook for this course. All the information you require is in this Study Guide. In addition, your Student Manual lists some books that you may wish to read to expand your knowledge. Learning outcomes When you have completed this unit you will be able to: • • Explain some of the considerations in equipment selection. • Discuss the needs for storage areas. • Discuss safety and emergency response considerations. • 1−2 Describe the role and functions of marine terminals. List the broad categories of studies that are needed in planning a new terminal. Module B: Certificate in Maritime Logistics (Course...
Words: 74405 - Pages: 298
...Study: Coke Zero When a couple of marketing managers for Coca-Cola told lawyer Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, “It's not a person! Title VII doesn't cover these things!” What she didn't know was that the marketing managers were actors. Hidden cameras had been planted around the meeting room to capture the reactions of several unsuspecting lawyers who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. Coke Zero Immigration Lawyer Ad - YouTube The short videos were strategically placed on websites such as to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it's going to sell more pop after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health-conscious, and the image of regular carbonated soft drinks is deteriorating rapidly.” In an attempt to appeal to consumers concerned with nutrition, Coke introduced Diet Coke Plus...
Words: 1390 - Pages: 6
...Marketing Case Study: Coke 1) The Coca-Cola company is being very strategic as to who it markets each of its products. For the most part, they do not overlap on who they market each product to; instead they are trying to create a brand that can be easily identifiable with one market. The first product primarily uses gender segmentation, Diet Coke is for the most part marketed to women who are trying to watch or lose weight. The next product, Coke Zero also uses gender segmentation as it is marketed towards the male population. Two products Coca-Cola produces is Diet Coke Plus and Coca-Cola Blak, each of these products uses psychographic segmentation. Instead of marketing to a gender they are marketing to lifestyles. Diet Coke Plus is marketed to those that are concerned about vitamins and nutrients, while Coca-Cola Blak is market to those that are more sophisticated. Finally, Full Throttle Blue Demon is an energy drink that uses gender and ethnic segmentation as its target market is Hispanic males. 2) Diet Coke, original Coca-Cola, and finally Diet Coke Plus are the products that are most likely to lose customers to Coke Zero. First, Coke Zero is going to take customers away from Diet Coke because it is more appealing to male consumers. Additionally, Original Coke will lose customers that are interested in a zero calorie drink but did not want to sacrifice taste. Finally, Diet Coke Plus will also lose customers to Coke Zero because of the original-like taste it brings...
Words: 418 - Pages: 2
...Coke and Christmas Ask a child about Christmas and the response you will get will most likely have to do with the man that supposedly travels from the North Pole in a sleigh pulled by reindeer, that goes down there chimney, and brings them presents, Santa Clause. But how did the image of this jolly old man come about? The truth is from the advertisements of Coca-Cola. And as the years went on, Coke’s Christmas advertisements continued. An advertisers goal is to attract consumers to their products. One way they do this is using specific calendar events to tie the product in with, including special events and holidays. For example, the candy producers Nestlé, Mars, and Hershey have made great profits around the time of certain holiday’s, such as selling candy hearts around Valentine’s Day and chocolate eggs around Easter. “The kings of candyland – Nestlé, Mars, and Hershey – have been able to ‘own’ these holidays during which they sell special candy at full retail price. In fact, seasonal sugar accounts for most of these companies’ profit, with Easter far in the lead with sales of more than half a billion dollars” (Twitchell 104). But the greatest “advertising time-bomb” (Twitchell 104) is when Coca-Cola decided to use Santa Clause, around Christmas time, in their advertisements. In the 1800’s, Clement Clarke Moore and Thomas Nast created the first images of Santa Clause. Moore wrote a poem called, “The Visit From Saint Nicholas,” for his daughters that ended up being...
Words: 866 - Pages: 4
...valuable brands and retained No.3 position on the list of Best Global Brands, after Apple and Google. Now the brand is still continuing to evolve and to stay ahead of trends through constant innovations. It is intriguing to take a closer look at how Coca cola climbed up to the top and adapted itself in a changed world. Brand Typology: Experienceà Credence Coca cola always seeks to bring about Ultimate Drinking Experience. The idea of “consumer provocation” is crucial in building the brand as an experience brand. According to Joe Tripodi, Chief Marketing and Commercial Officer of Coca Cola, part of Coke’s engagement strategy is to move away from being a brand that promotes happiness, to a brand that provokes happiness. As firstly being an experience brand, provoking experiences through stories that are sufficiently powerful and share-worthy to fuel conversations with many is the core of the program. Coke has developed the so called “360 degree Engagement Plan” that includes low and no calorie beverages, transparent nutrition information, inspiring well-being and encouraging people to get active and moving by supporting physical activity programs, together with a commitment of not advertising to children under the age of 12, which led me to believe that Coca Cola is now trying to transmitting its brand value from being an experience brand to being a...
Words: 1730 - Pages: 7
...them to buy a drink from that brand. By doing this kind of technique Coke forces out other completion and keeps the restaurants or other business purchasing their product over and over again. Such as McDonalds. I think one of the most effective marketing tools the company uses is poster; Poster is easy to catch the eye of the potential consumer and educate those they are not meant to educate. It also easy to read and help draw the eye to the poster. Earliest of the ad campaigns shows the brand positioning itself as relaxing drinks, fighting off the hot and humidity weather particularly in a tropical countries such as Philippines, India, Singapore, Hong Kong and many more. Media can be defined as a “facilitating institution who suggest appropriate message within the operative constraints of space” (Tyagi and Kumar, 2004, p.341) and is considered to be one of the most effective advertisement methods among marketing practitioners. Spurgeon (2008) divides media into two categories: published media and visual/aural media. Published media includes newspapers, magazines, trade and professional press, as well as internet. Visual and aural media, on the other hand, include television, radio, cinema, posters, billboards, and direct mailing. Various types of media are used in order to advertise the Coca-Cola brand in general, and Coca-Cola drinks in particular. According to mobile marketing magazine website Coke uses mobile graphics and text to appeal to markets on a more personal...
Words: 715 - Pages: 3
...Arman Ibric CC: Coke Zero DATE: July 1,2012 SUBJECT: Case Assignment The Coca-Cola Company has opened up many different types of different Coke drinks so that each can appeal to a certain target market. Types such as Diet Coke which at first was meant to appeal to younger women you were trying to lose weight. But recently it has been used by men 18-34 as well who were trying to stay more on the healthy side and who were going away from the normal Coke. Coke Zero is now marketed towards men without using the word “Diet”. It also changed its packaging to black and silver in 2007 and are spending more money into it than any other brand its size hoping it will over sell such as Coca-Cola Class and Diet Coke. Diet Coke Plus is another brand that coke is trying to grow. Diet Coke Plus was created so that more healthier customers who are looking towards nutrition would buy it. Diet Coke Plus is a sweeter version of Diet Coke but with vitamins and minerals so that the healthier consumers would feel better drinking it. Next, Diet Coke Black was created. It was a Cola with a coffee essence created for older, more sophisticated consumers who were willing to pay more money for it. Lastly, Full Throttle Blue Demon was lastly introduced. Its an energy drink with am agave azule flavor designed to appeal to Hispanic men. Each type of demographic segmentation is most likely to include men into it. This is because there is such a wide gap between males 18-34 years of age and Coke has yet to figure...
Words: 960 - Pages: 4
...What Coca-Cola Did Wrong, And Right, In China The company moved very wisely in trying to buy Huiyuan--except when it came to dealing with the government and the law. The Chinese government rejected Coca-Cola's planned $2.3 billion acquisition of the Chinese company Huiyuan Juice, despite Coke's announcement a week earlier that it would commit $2 billion on top of that to expansion in China over the next three years. When the government declared the deal dead, a chill blanketed boardrooms around the world. Is the climate for foreign firms in China cooling? Is protectionism rearing its ugly head? What happened? Retail sales in China are still growing at a double-digit rate despite the global financial turmoil. The country can no longer be considered an emerging market for many brands. It became the largest market in the world for automobiles earlier this year; car sales rose 25% in February after the government started issuing tax rebates for small engines. Companies are getting more and more of their revenues from China; Yum! Brands (nyse: YUM - news - people ) generates about a third of its revenue from its KFC and Pizza Hut sales in China. If the country turned inward, the effect on the bottom-line of businesses from Unilever to General Motors would be huge. However, China's government went to great lengths to indicate that the rejection of the deal was about monopoly, not protectionism. My own observations suggest that local officials throughout the country are green-lighting...
Words: 4148 - Pages: 17
...Coca-Cola Business Plan Student Name Class College December 2, 2014 “Because so many organizational processes and outcomes depend on making good decisions, including business strategy, product design, and customer interactions, understanding how to make the best decisions will make you a more effective professional and manager” (Phillips & Gully, 2014, p. 290). Coca-Cola has created a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being of its customers. Thus, Coca-Cola joins the ranks of many firms knowingly providing a product that offers inherent health risks to its consumers and threatens to operate on border-line ethical practices. Coca-Cola cannot reverse the operations that have already taken place, however we can improve upon their name and future products. There is potential to implement a corrective strategy because the organization is one of past, present and perceivable future. Coca-Cola is a brand that has been around since 1886 and has always been able to provide a product that consumers want. Although the brand has focused on optimistic marketing strategies through great slogans and creating consumer attention, there needs to be a focus on wellness. The reality is that we are in an ever-changing world and it currently...
Words: 2677 - Pages: 11
...Marketing III – Assignment 1. The company chosen is Coca-Cola Ltd and the product chosen is Coke. 2. A distribution channel is a set of interdependent organizations that help make a product available for use or consumption by the consumer or business user. Channel intermediaries are firms or individuals such as wholesalers, agents, brokers, or retailers who help move a product from the producer to the consumer or business s user. The Coca-Cola Company uses both direct and indirect selling. 3. The product type is perishable, it is a standard product and in-expensive. The company Coke used different channels of distribution with respect to their product life cycle. When we talk about product life cycle , all products are actually dead in nature from the beginning , as we can see many examples such as ‘Ford Cutina’ was launched later and became ‘Ford Sierra’ , which later was improved and became ‘Ford mondeo”, which was later improved and launched as the new Mondeo in 2001.So the product we see is born, grows, and then dies, So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle. The five stages of product life cycle are Development, Introduction, Growth, Maturity and Decline. The coca cola company is currently in the maturity stage due to its large and well developed customer network in the world due to its well established distribution channelling, as customers do not wait if the products...
Words: 833 - Pages: 4
...An operations strategy is the structure upon which an organization determines how it arranges and uses its resources in order to maintain acompetitive advantage. It is a formulated framework consisting of two elements. The structural element contains components like location and size of the organization, whereas the infrastructural element focuses more on aspects like product quality control. A successful operations strategy will align and actualize the organization’s business strategy. Sponsored Link Talent Management Strategywww.cornerstoneondemand.com Improve workforce productivity and customer sat. Free Whitepaper Competencies Design an effective operations strategy around competency priorities to focus on how the organization plans to offer its competitive edge in the marketplace and how it distinguishes itself from other organizations that offer similar products or services. Many organizations target one competency from the traditional list of cost, quality, flexibility and service. For example, a quality-driven operations strategy focuses on beating out the competition with its products' durability and reliability. Cost Driven An organization designing a cost driven operations strategy focuses on providing a product more cost-efficient than its rivals. Many cost driven products are commodities such as salt, flour, sugar or even gasoline, which customers usually buy strictly on the basis of price because they perceive little or no difference between brands. Service Driven...
Words: 3533 - Pages: 15
...Strategy-Enviroment Fit The Coca-Cola Co. The biggest multinational beverage company Coca-Cola was born in 1892 by Asa Griggs Candler in Georgia. Today The Coca-Cola company is selling more than 400 brands in 200 countries and 94% of the world population knows or heard about the Coca-Cola company by their product Coca-Cola, Coke, Cola or Coca etc., possibly it is the most recognized carbonated beverage company in the world (Sivny 2007). According to Journal of American Business review, what makes the Coca-Cola Company successful in the global food industry is their strong global strategy that based on four powerful strategic foundations: labor and management strategy, collaborative, marketing and differentiation strategy (2013). When companies start to operate internationally they have to decide how to staff their facilities by choosing from three frameworks that covers international employment: ethnocentric, polycentric and geocentric staffing approaches. One of the key to success of the Coca-Cola Company is implementing the geocentric approach to their staffing strategy, which is choosing the best mixture of home, host-country and third party managers to manage the operation. According to Statista, statistic shows that the number of employees of the Coca-Cola company worldwide is 130.6 thousand in 2013 (2013). One of the Coca-Cola’s mission towards their employees is to create a better working place, and inspire their employees with the best working environment...
Words: 1063 - Pages: 5
...Title (Summer Internship Project Report) Submitted in the Partial fulfillment of the requirement for the award of POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) Submitted to SIES COLLEGE OF MANAGEMENT STUDIES Nerul, Navi Mumbai Submitted By Sunil Kumar Bose 111 Marketing 2014-16 Declaration I, Sunil Kumar Bose, studying in the second year of POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) at SIES College of Management Studies, Nerul, Navi Mumbai, hereby declare that I have completed the Summer Internship Project titled “Driving Kinley Water NDs at Medical Channels and at WD outlets” as a part of the course requirements for the POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) Program. I also declare that the work undertaken by me is original and has not been copied from any sources. I further declare that the information presented in this project is true and original knowledge and has not been submitted to SIESCOMS or any other institute for any other examination. Signature of the Student: Date: 5th July 2015 Name of the Student: Sunil Kumar Bose Roll No.: 111 Acknowledgement I take this opportunity to express my profound gratitude and deep regards to my corporate project guide Mr. Gurjot Singh Bedi, Area Sales Manager (ASM) and Mr. Alok Chand, Sale Manager (SM), HCCBPL Varanasi for his exemplary guidance, monitoring and continuous encouragement throughout...
Words: 17851 - Pages: 72
...marketing their name somewhere new. This means that the planning function of this company is globalized and very innovative. It can be purchased all over the world. The planning is also effected by diversity. It is evident in the different beverage products they produce, in example juices, vitamin water, sports drinks, and plenty of other drinks other than just soft drinks. They use innovative methods in their marketing, for example their online music service in the UK. And, even though it shut down, their experimentation shows innovation. The planning function shows ethical values in its marketing. Coca-Cola’s marketing is always aiming at social awareness to happiness. It encourages a united America during its super bowl commercials…have a coke and feel joy. Organizing is assembling and coordinating the human, financial, physical, informational, and other resources needed to achieve goals; specifying job responsibilities, grouping jobs into work units, marshalling and allocating...
Words: 654 - Pages: 3
...Coca-Cola’s “Share A Coke” Social Media Campaign Analysis Corey Jackson JWMI: Marketing In A Global Environment Professor Karen Barnes 8/30/2015 The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Today, the company markets more than 500 beverage brands in 200 countries, with around 70% of the company volume and 80% of the company profit coming from outside the United States. While Coke is probably the only product that is universally appealing in every corner of the globe, the company feels that its responsibility is to ensure that with every single can of Coca-Cola sold and enjoyed, individual connections are made with consumers. This can only be achieved locally. Coca-Cola’s strategy is noted to be an effective combination of global and international communications strategies. A right balance between standardization and adaptation makes the brands stand out from its competitors by focusing on consistent image and quality in a global scale, but at the same time being specifically relevant to local culture and customs. Coca-Cola recent global campaign “Share a Coke” vividly exemplifies this principle and brings the brand’s popularity to a new high level. The “Share a Coke” program was first introduced in Australia in 2012. 150 of the most popular names among young people are taking the place of Coke’s iconic logo. Customers with less common...
Words: 1701 - Pages: 7
