Short story coursework Essay Example

Short story coursework Essay Example Short story coursework Essay Short story coursework Essay Samantha Geller had just finished her shift at the hospital and was getting ready to leave. Her sister had told her to get to her house at 8.30 promptly and wouldnt be at all happy even if she was even five minutes late. Sam! A man was running after her down the corridor. It was Dave. He was one of the staff working in the emergency department. A man has just arrived in the emergency area, he fell of a two story car park and is unconscious. Could you come and help out, were a bit short of staff at the moment. Sam looked at her watch, it was already 8 oclock. If she didnt go now she would never get to her sisters by half eight. Alright but itll have to be quick, Im supposed to be somewhere in half an hour. Sam sighed Aww thanks Sam. Dave said in a relieved tone, Come on! After Samantha had finally finished in the hospital she headed to her car quickly before anyone else could stop her. Damn she thought to herself, it was already 8.30. Samantha drove as fast as she could missing nearly every red light on her way. Suddenly her phone started ringing. That probably Annie she said to her self. Hello Sam its 8:40, where are you Her sister asked her furiously. Im sorry, there was an emergency and I had to help out. Dont worry Im not that far away. Annie sighed Everybodys waiting for you; you know if you didnt exist none of us would be here so please hurry. Annie exclaimed. Im sorry, look dont worry Im nearly there o.k., Sam apologised to her sister. Welldont be too late ok, HANNAH GET AWAY FROM THE OVEN! Darling I have to go now. Samantha was so preoccupied with her phone call she didnt realize she had gone into the opposite lane and- CRASH! * * * Matt was sitting on his couch in front of the television. He had just moved into this new apartment and was settling in well. He had to move out of his last two apartments in the last month and didnt want to move again, especially as this was one of the best ones he had found. RING RING Hello Matt answered down the phone. Help me the voice replied. It was whispering but sounded very rough as if it would soon die away. Who is it Matt asked the mysterious person. Help me the voice repeated once more. Matt put the phone down, he did not think it was anything serious but just some immature kids messing around. Matt was normally a very easy going man but since his wife had past away he couldnt face anything properly anymore. The dark circles around his eyes and his scruffy hair definitely showed how badly he was coping with the whole thing. By the next day Matt had completely forgotten about the phone call and did not give it any second thought. He carried on is day as usual, which for him was eating sleeping at mostly watching TV. After having a shower Matt wrapped a towel around him and stepped out of the bathtub. The mirror in the bathroom was all steamed up so he wiped it with his towel to clear it. As he wiped the left side of the mirror he saw a woman. She was standing behind next to the towel rail. The women was covered in bruises all over her face and had a deep cut on the right side of her head which had blood dripping out of it. She was crying. Help me she said. Matt recognised the voice, it was the same as the one on the phone. Matt was so frightened he couldnt get himself to even move. The sight of her was so horrific it looked impossible for her to be alive at all. Please, help me she said again. Matt assured himself that he was just having hallucinations because of the enormous amount of alcohol he had been drinking. He quickly turned his head around to face the impossible women but she had disappeared into thin air. He looked back into the mirror but he could only see his own reflection. The next day Matt was still thinking about his incident in the bathroom. The more he thought about it the more it lead him to believe it was real, which made things even worse for him. Matt realised he couldnt cope with it on his own so he decided to tell one of his close friends. So youre hallucinating? Gavin asked him mockingly. His friend wasnt taking his problem as seriously as Matt thought it was. Look I dont think it was a hallucination, I think it was real you know a spirit or something. Matt told him uneasily. It didnt feel very comfortable telling Gavin now that he was actually there. Matt you know theres no such thing as ghosts or spirits, I mean how could you even think like that. I think all that beer is making you mad Gavin laughed. This made Matt fill with sadness, if his own friend didnt believe him than who would? He would have to sort his problem out on his own. Great he thought sarcastically to himself. * * * It happened last week I think. I was driving to my sisters house from work and I was in a hurry because I was late. I dont remember exactly what happened I just remember seeing a bright white light, after that everythings completely blank. Samantha explained to Matt sadly. It was last Saturday when Matt had seen the so called ghost again. Had brought himself together bravely and decided to talk to her. After talking for quite a while he had found out quite a lot about her. Her name was Samantha Geller and she was, or used to be a doctor and not surprisingly was most likely to be dead. Matt felt very relieved after talking to Samantha. Secretly inside he felt quite happy having someone to talk to that wouldnt think he was mad for believing in spirits. Matt had promised Samantha that he would help her move on to where she is meant to be right now. Though this was mainly because he didnt wanted to be haunted by some stranger for the rest of his life. From then on Samantha followed Matt everywhere he went. You would think the cuts and bruises on her face was enough to make anyone you mad but surprisingly they had started to fade away gradually and by the end of the week they had completely disappeared. Making Matts situation a whole lot easier. * * * It was 1:30 in the afternoon and Matt was in Tescos buying something for his lunch. Samantha was now so used to being around Matt that she even went to work with him. Partly to enjoy peoples reactions when they saw Matt supposedly talking to himself. Matt was looking at the ready meals and was just about to reach for one when someone quickly grabbed it before him. He looked up to see who had been so desperate to get to the packet first. To his horror and shock he saw something that seemed impossible yet it was real. AAAAAAAHHHHH Matt screamed as if he had just seen a ghost for the first time. Look Im sorry if you want it that much here take it. The women said to him passing him the packet. Matt was so shocked and confused he couldnt even get himself to move. He finally looked around to see that everybody was pointing and staring at him. He looked around for Samantha but couldnt her anywhere so decided to go home avoiding all the people who were staring at him. When Matt got home he saw Samantha was already there, she was sitting on the bed staring out of the window. Sam, you saw the woman it was you wasnt it. She looked exactly like you its impossible, Matt stuttered still recovering from his shock. He hadnt had time to react properly at the time but seemed to have calmed to a lot since then. I know, I dont get it that was me I know it. The clothes and everything, shes wearing exactly the same as me now but Im dead and shes not, Samantha replied, she just as confused as Matt was. But had taken it in easier that him considering the fact that the woman had looked like Samantha not Matt. * * * Thats it, it all makes sense now. It was so obvious how could I not have realised, Matt exclaimed excitedly. What is it tell me Samantha asked her face glowing up happily. Theres no time to explain, I need your address quick! Matt demanded impatiently Matt was rushing around getting all his things together and would say a word of his plan. He got into his BMW and drove straight to Samanthas house. On the other hand Samantha was just running around trying to keep up with him with no idea of what was happening but was exited all the same. When they got to her house it was empty which to Matt was apparently a bad thing. Where did you work? Matt asked Samantha Erinsburgh park hospital, why? Samantha replied getting annoyed at Matts sudden change of behaviour. Come on we need to get there quickly Matt said ignoring her question. There she is I can see her, they had been looking around for quite a while when Matt finally spotted the person he was looking for. It was Samantha. Funnily both Samanthas were wearing exactly same clothes and all. Somehow to Matt this all made sense, he always looked like the clever kind Samantha thought to herself. * * * Samantha! Matt shouted after her. The woman turned around and looked confused as she saw Matt calling her. Hey youre that weird guy from Tescos. Look Im sorry about what happened there ok its over now lets just forget it ever happened Samantha said trying to reason with him. Matt just laughed at her reaction. Im not here because of that. Its something more important than that, so I was wondering if I could just talk to you for a few minutes Matt asked hoping she would say yes. Fine, but I only have 10 minutes so make it quick she sighed though she was curious to know what it was all about. What?! Your mad, get out of here! Samantha exclaimed Matt had just told her about her spirit but she didnt take it as easily as Matt had hoped. I swear its true, Ill prove it to you, Matt said although he wasnt sure how he was going to. Tell her you know about Zac the ghost Samantha whispered to him although there was no need for her to seeing as only Matt could see or hear her. I know about you and Zac Matt said as Samantha had told him to. WHAT! Nobody knows about that, how did you find out? she demanded angrily. I swear Im telling the truth if youll just listen to me Matt pleaded Go on then, she replied I cant believe this, she muttered quietly after under her breath, but loud enough for Matt to hear her. In about three hours your going to have a car crash but if you do what I tell you we can stop it from happening he said to her anxiously waiting for her reaction. She shook her head and then said Get out of my sight! Youre a mad man and should be locked up! Samantha screamed. She picked up a mop that was leaning on the wall next to her and threatened Matt with it. Matt decided it was time to back out and quickly ran out of her sight. He didnt want to take any risks. Is that it then, youre just going to let her die? Samantha the spirit asked him sadly What else can I do, I tried my best, Matt replied hopelessly. But then something made Matt want to go and save her and thats exactly what he did. It wasnt too late there was still about an hour left until she would get into her car and die. He didnt go to try and stop her again because he knew it wouldnt work. He decided to try something else, he phoned in to the hospital and told them there had been a big accident on the main road. The hospital would surely call in more staff wouldnt they? Matt and Samantha then hid and waited in the corridor where the real Samantha would come through before she went home. It was now exactly 8:00; Samantha came rushing through the corridor. They then waited a minute before following her to see if Dave from the emergency department would call her. He did. Sam! the ghost Samantha looked amazed at what was going on, it was like someone was showing her a video of her life. On the other hand Matt was feeling frustrated. Dave was not supposed to come he had ruined his plan. There was nothing Matt could do but wait for her to come back. At 8:30 she was back in the corridor racing to the lifts, Matt didnt know what he should do. He didnt try and stop her because that would just make her even later and she would drive even faster then. So they followed her all the way to her car and quickly got into Matts car and kept on following her. She was going so fast it was impossible to keep up with her This is it, when she goes through this next red light she is going to crash Samantha informed him anxiously. He wasnt even sure what he was going to do but just carried on following. They could soon see the traffic lights, they were only a few meters away from it. As they saw the other Samantha whiz passed them Matt started beeping his horn. Many people started shouting at him out of annoyance and tried to block his way but he was too fast for them. In the car in front of them Samantha was just about to get of the phone when- BANG. She had bumped hard into the car in front her. She put her phone down and tried to get out of the way but there was too much traffic. Everybody had stopped at the red light so she had to wait with them. While waiting she saw a big white truck going past her. A horrific scene came to her mind as she looked at it, it showed her having a car crash. Like Matt had told her that day at the hospital, he had been telling the truth all along and if the person in front of her hadnt stopped her she would have been dead by now. Tears came to her eyes as she thought about everything he had told her. He said he knew a ghost, her ghost. Samantha decided that she would not mention any of her incidents to anyone. As she got to her sisters drive way she looked surprisingly at it. The car that had saved her from the accident was parked in front of it and there was a man standing next to the car, a very familiar man. It was Matt. Why did you save me, Samantha asked Matt after getting out her car. Because I love her, she came to me for help and she made me happy, Matt replied but shes gone now, she disappeared at the time when I saved you. Matt eyes were gleaming with sadness of his loss. Im her, she hasnt disappeared. Shes in me, Samantha told him. She had just discovered that the man in front of her had saved her life and was not going to let him just completely walk out of her life. I can feel all the feelings that she had for you, andI love you, Samantha said shyly walking up to him. She held his hand tight and smiled at him. Come inside, Im I was meant to be here at eight thirty and now it is nine oclock. My sister is going to kill me, they both laughed. They walked quietly in to Annies house holding each other tight, knowing they had a great life ahead of them.

Definition and Examples of Embolalia in Speech

Definition and Examples of Embolalia in Speech The term embolalia refers to hesitation forms in  speech-meaningless filler words, phrases, or stammerings such as um, hmm, you know, like, okay, and uh. Also called  filler, spacers, and vocal filler. Embolalia comes from two Greek words meaning something thrown in. In The Painted Word (2013),  Phil Cousineau observes that embolalia is a near-perfect word to describe what we all do at some point in our liveswe throw words around without thinking about them. Examples and Observations Um, this is a fairly unique moment both in our, you know, in our country’s history, and, and in, in, you know, my own life, and um, you know, we are facing, you know, unbelievable challenges, our economy, you know, health care, people are losing their jobs here in New York obviously um, ah, you know. (Caroline Kennedy, in an interview conducted by Nicholas Confessore and David M. Halbfinger of The New York Times, Dec. 27, 2008)Mrs. Kennedy has managed variously to seem utterly opaque while lacking in the basic skills of plain speaking. There has been not a little mockery of her dependence in conversation on the verbal filler, you know. She was heard to utter it 138 times in a conversation with reporters from The New York Times. In a single TV interview she reportedly galloped past the 200 mark. Thats a lot of you knows. (David Usborne, Now Voters Turn Against Kennedys Stuttering Campaign. The Independent, Jan. 7, 2009)Uh, in a school. And my father, he was, uh, from the United States. Just like you, ya know? He was a Yankee. Uh, he used to take me a lot to the movies. I learn. I watch the guys like Humphrey Bogart, James Cagney. They, they teach me to talk. (Al Pacino as Tony Montana in the film Scarface Ive heard about it. I hope you goyou knowI hope you go back to the ranch and the farm is what Im about to say. (President George W. Bush, explaining that he hadnt yet seen the film Brokeback Mountain, Jan. 23, 2006) Throwing Words Around The nervous, I mean, stammering habit of, you know, inserting, I mean kinda throwing meaningless words into, you know, a sentence, when youre, ah, talking. Tossing in the word throw was no accident, as evident in its  root word, the Greek emballein, from em, in, and ballein, to throw in or at . . .. So embolalia turns out to be a sixty-four-dollar-word to describe the habit of throwing around words without thinking . . .. The habit is characterized by often uncontrollable utterances  (hmm, umm, errr), and is a cringeworthy nervous tic in languages everywhere. The cause may be a general deterioration of the spoken word, or a lack of respect for it, sheer nervousness, or a disdain for proper, poetic, or colorful use of the language. (Phil Cousineau,  The Painted Word: A Treasure Chest of Remarkable Words and Their Origins. Viva, 2013)​ In Defense of Verbal Stumbles Modish public speaking coaches will tell you that its OK to say uh or um once in a while, but the prevailing wisdom is that you should avoid such disfluencies or discourse particles entirely. Its thought that they repel listeners and make speakers appear unprepared, unconfident, stupid, or anxious (or all of these together). . . .But uh and um dont deserve eradication; theres no good reason to uproot them. . . . Filled pauses appear in all of the worlds languages, and the anti-ummers have no way to explain, if theyre so ugly, what euh in French, or h and hm in German, or eto and ano in Japanese are doing in human language at all. . . .In the history of oratory and public speaking, the notion that good speaking requires umlessness is actually a fairly recent, and very American, invention. It didnt emerge as a cultural standard until the early 20th century, when the phonograph and radio suddenly held up to speakers ears all the quirks and warbles that, before then, had flitted by. (Michael Erard, â€Å"An Uh, Er, Um Essay: In Praise of Verbal Stumbles.† Slate, July 26, 2011) Further Reading Filler WordsDiscourse MarkerDysfluencyEditing TermsPlaceholderRepair

Compare and contrast Herbert Hoover's economic policies with those of Essay

Compare and contrast Herbert Hoover's economic policies with those of Franklin Roosevelt - Essay Example aissez-faire attitude was due to beliefs that: the government should not be entirely responsible to the well-being of the people; and the government is incapable of regulating and controlling businesses.3 Hoover’s beliefs were partly due to the belief that the economy would be able to bounce back after several setbacks just like before, but these were unable to explain why decreases in costs of production did not allow the fall of prices and subsequent economic growth, and Hoovers’ policies on letting the market forces, private sector as well as the Federal Reserve to drive the economy was unable to stimulate employment.4 The downward economic spiral was aggravated further by the declining federal revenues, relying on the gold standard when it was already abandoned by other countries, and declining to spend and providing federal relief to people and wholly relying on local government and charity. Franklin Roosevelt also had to deal with some similar setbacks such as dealing with deflation, preventing wages and prices from falling further to maintain the incomes of workers and employers as well as restoring the reliability of the banking system.5 Some of the New Deal programs were effective in stimulating spending and eventually raising the levels of commerce among the people. Roosevelt’s experimentalist views were able to push through some policies that Hoover might have not even thought of, such as expanding the role of the government in the business and economic sectors, departure from the gold standard, aiming to increase industrial and farm price levels, and the provision for income redistribution, which became the Social Security legislation.6However, while being effective in reviving the economy, some of the programs in the New Deal policy were counterproductive in some strategies. The employment of people by the government kept them earning, and the increase in wages may have increased the spending of the workforce, but the tax increase compelled some

Parental Involvement on Student Achievement Research Proposal

Parental Involvement on Student Achievement - Research Proposal Example The participation of parents can be formal or informal and constant or irregular. However, the most important thing is how effectively parents are participating in various educative programs/activities at home, school and in society to help children develop skill such as social, emotional and academic skills. Henderson & Berla remark that "when schools work together with families to support learning, children tend to succeed not just in school, but throughout life" (Gianzero, 1999 p.2). This overall development of students is evidenced by many studies across the world. At this juncture, the present study aims to explore the development of students in all respects by virtue of their parents' support. The study is intended to understand whether parent involvement in education can enhance the student achievement-socially, emotionally and academically. It also tries to throw lights on the effective ways of parental involvement that are high chances of student success in life. The study d oes not classify the students in respect of ethnicity, race, family and financial background. All types of students and parents are included in the survey to contribute their opinions and perspectives that, the researcher thinks, is necessary to come out with unbiased and generalized conclusions. The study focus on three aspects to empirically conclude that students' overall development is possible with parents' involvement in their education. These aspects are social achievement, emotional achievement, and academic achievement. The Research Problem As stated in the last paragraph, researchers all over the world are of the opinion that parental involvement does make positive results to students. But, little is studied and talked about the overall development of students as a result of the participation of their parents in their studies and other activities at school and home. Therefore, the present study is relevant in this context to examine whether the parental involvement can contribute to the overall development of students or not. The study put emphasis on three important variables, the validation of which is the ultimate objective of the study. Social Achievement The ability to socialize and communication skill is considered to be one of the key factors of success in life. Human beings are to interact with the fellow beings not only to communicate with them but also to understand and empathize with them in times of their troubles. Social interaction should be developed and encouraged by parents as well as teachers to equip students to keep away from the social evils and keep them ahead in the efforts to solve social problems. Emotional Achievement Now-a-days the success or otherwise of anyone is assessed on the basis of his/her Emotional Quotient (EQ) rather than Intelligent Quotient (IQ). It is also possible in schools and colleges to apply this parameter as the criterion for evaluation of student

Healthcare Technology Essay Example for Free

Healthcare Technology Essay In such a short period of time we have seen the healthcare industry go from paper tracking to technological tracking. We continue to see healthcare care drastically each year. The article I am reviewing is an article put out by Forbes in the beginning of 2013. Even though we have seen the many transformations when it comes to technology and healthcare, this article touches on five, which I will talk about more here shortly. It is an amazing idea that potentially five years from now that we could be totally paperless in the healthcare world. Four years ago the IT departments of healthcare had a mere $343 million invested considering the potential of what was to come (Forbes, Lee 2013). Since then venture capitalists have tripled their investments into the health care IT and sunk $955 million (Forbes, Lee 2013). The article expresses that the federal government is even going to be sinking some major money into hospitals and medical offices to digitize health care. It all comes to a very good point mentioned in the article. â€Å"All of these VCs are now starting to put money into the space. And as we start getting some big wins, we’re going to see this accelerate,† said Aza Raskin, cofounder of Massive Health — a startup developing a mobile app to encourage healthier eating and other health-related tools — in an interview with Fast Company. â€Å"The smartest minds of our generation shouldn’t be working on getting us more addicted to Facebook or Twitter; they should be working on helpi ng us get — and stay — healthy† (Forbes, Lee 2013). What would people think when they are told that a machine helped their doctor figure out their diagnosis and the best possible treatment for them? Most will think it is absolute craziness, right? Funny that is brought up because researchers with the IBM corporation are currently developing a state of the art computer system that will take a doctors data and come up with the best possible outcome of a diagnosis would be for the patient. They are calling this major technological advancement Watson, and known to the medical field as Dr. Watson (Forbes, Lee 2013). This machine will be able to not only help assess the projected diagnosis of a patient, but also to keep tabs on a patients history, and allow the doctors to keep up with the latest and greatest abilities to treat patients. How often have we all been at work and have had to deal with someone that spoke a language we were unable to understand or speak for that matter? In the medical field it is  hard to track down one person i n a hospital that can speak Cantonese, Russian, German, Japanese, or many other languages that are less frequented in our day to day lives. Well, welcome Omnifluent Health! This product was developed by the Science Applications International Corporation, or the SAIC, to help with translation process in the healthcare field (Forbes, Lee 2013). This is a huge step considering doctors could just whip out there cell phones and ask a question into the microphone and get a quick translation. We would be able to break the language barrier between patients and healthcare workers. We have so many social media sites on the web now a days. Facebook, MySpace, LinkedIn, Twitter, G Plus, and many others. That is how we stay connected to friends and family. Now physicians have a â€Å"physicians only† media site that will allow them to contact one another in regards to taking better care of their patients. It is called Doximity (Forbes, Lee 2013). The funding for the project is at $27 million currently (Forbes, Lee 2013). I hate to have to sit in an ER for hours on end in the middle of the night to be seen for a rapid asthma onset, or with a child running a high fever and vomiting just to be told that there are over the counter remedies available at the 24 hour big box retail giant less than 10 miles away. It would be nice to be able to pop into a chat, or call where I can talk to a healthcare professional about what is going on and have a response without having to get out of a comforting place, like home, and sit for hours in a cold ER waiting room. There is now a system that gives patients the opportunity to have a medical consultation via phone or online. It is a startup company out of New York City called Sherpaa (Forbes, Le e 2013). If you were to type in â€Å"diet apps† in your Google Play Store tons of apps would pop up that are there to help you count calories, track weight loss, track exercise time and calories burned, and so on and so forth. One that the article talks about it Fitbit. It is a pedometer that tracks the sleeping patterns and activities of a person (Forbes, Lee 2013). Another one it talks about is Lark. Lark is a silent alarm clock and sleep monitor that tracks and analyzes the quality of sleep a person gets over time (Forbes, Lee 2013). In this day of technological advances there is no surprise at the countless ones that are in place in regards to the health care industry. With the amount of change from paper charting to digitized charting methods, egg timers on when med  pass is compared to computer pop ups, from easy access to patients meds to secured sign in procedures to acquire the meds, and from sitting in a waiting room for countless hours on end to picking up your phone and making a quick call is all proof that it has been time for a change in medical technology for a long time now. We are entering a new time for health care and to some, it is the era of Health 2.0 (Forbes, Lee 2013) References Lee, Ellen (2013). 5 Ways Technology Is Transforming Health Care. http://www.forbes.com/sites/bmoharrisbank/2013/01/24/5-ways-technology-is-transforming-health-care/

Jazz: A History Essay -- essays research papers

Jazz: The History   Ã‚  Ã‚  Ã‚  Ã‚  The music called Jazz was born sometime around 1895 in New Orleans. It combined elements of Ragtime, marching band music and Blues. What made Jazz such a different perspective of traditional music was its act of improvising. There was a widespread use of improvisation often by more than one player at a time. Songwriters would write the music down on a piece of paper, and then the Jazz musicians would try their best to play the music. Usually in a Jazz piece, musicians would use the song as a starting point to improvise around. Jazz musicians would play a familiar song to the audience, and by the time they were done with the piece they would stir up a totally different feeling away from the original song.   Ã‚  Ã‚  Ã‚  Ã‚  The average Jazz musician could not read music at all, but the way they performed on stage gave life to the audience. It thrilled them in a way that brought joy to their emotions. Their spontaneous music captured their hearts, which fell in love with the music known as Jazz. African-Americans and Creoles in New Orleans first played Jazz. And it was generally known that Buddy Bolden was the first Jazz musician to play. Some other veteran Jazz musicians such as Freddie Keppard, Bunk Johnson, and Clarence Williams were known to first play Jazz music. Although these people are not famous as of today, their style and ideas are still affecting musicians today.   Ã‚  Ã‚  Ã‚  Ã‚  Although Jaz...

Growth Strategies in Soft Drinks

Growth Strategies in Soft Drinks A management report from Business Insights The battle for ‘share of throat’ Positioning of new soft drinks launches aimed at children 29% 36% In spite of growing competition in the soft drinks market, many companies, ranging from multinationals to niche specialists, continue to see volume growth well in excess of the market average. Much of their success can be attributed to progressive attitudes to their competitive environment and by exploiting new production, packaging and distribution technologies, they are able to meet consumers' needs more accurately and immediately than ever before. With leading players such as The Coca-Cola Company driving the battle Child as purchaser Parent as purchaser Planned purchase Impulse purchase for share of throat, soft drinks manufacturers of all sizes need to equip themselves with a wide variety of innovative strategic tools if they are to 4% 32% remain competitive. Business Insights’ report, the Growth Strategies in Soft Drinks highlights emerging opportunities in the industry, and examines the ways that companies can best exploit them. From the emerging markets of Asia-Pacific, Eastern Europe and South America, to fast-growth niches in the developed world, this latest study is the definitive guide to innovation, main players, market sizes and growth prospects. â€Å"New manufacturing and marketing techniques are blurring traditional borders between soft drinks categories. With competition becoming increasingly fierce and share of throat thinking coming to the fore, targeting specific consumer needs and consumption occasions is going to become more and more important. The implications for the soft drinks industry could be considerable, particularly for smaller players. Marketing Director European soft drinks manufacturer Structure and scope Share of throat and market drivers: an in-depth investigation of product positioning, distribution, marketing and NPD strategies that are being employed in the pursuit of share of throat. New Age beverages Energy and sports drinks HIGH GROWTH Category growth versus rate of innov ation in the global soft drinks market Key market data: the report contains a data table for each category, listing the 10 fastest-growing country categories around the world. This Dairy drinks s supplemented in the final chapter with market data by category for 7 of the most important country markets in global soft drinks. Bottled water Carbonates Juices LOW GROWTH CONSOLIDATED Squashes & cordials Powdered soft drinks FRAGMENTED Innovation and technology: analysis of over 350 new product launches in the global market, examining their marketing mix and specific consumer appeal, indicating the direction in which soft drinks NPD is likely to develop over the next five years. â€Å"With high volume growth rates and a low level of consolidation, New Age beverages is arguably the most attractive soft drinks category for new ntrants. † Future outlook and survey: a wide-ranging survey of industry executives in Western Europe and North America, focusing on issues of consumer targetin g, fast-growth distribution channels and packaging formats and assessing their projected impact on the future development of the industry. Growth Strategies in Soft Drinks Business Insights Shifting industry dynamics Key bases of the success of energy and sports drinks in the global soft drinks market Performance enhancement Growth Strategies in Soft Drinks provides invaluable insight into the dynamics of the global soft drinks market. It looks at the increase in inter-category competition and the battle for share of throat, as well as trends in new product development and emerging market activity. With a global outlook, it provides you with the information you need to increase profitability, no matter the size of your company. Isotonic drink Sports drinks Lucozade Sport †¢ What are the main ‘share of throat' strategies being used by the leading multinationals? Energy drinks Tonic & functional dairy drinks Yakult Health needs Red Bull Recreation Lipovitan How do these strategies impact on smaller companies? †¢ What are the current and future trends in soft drinks new product development? †¢ Where do the key opportunities lie: in healthy or in indulgent â€Å"Much of the success of energy and sports drinks can be attributed to the ability of a relatively small number of brands to satisfy a relatively large number of specific consumer demands. † positionings? †¢ How large is the child ren's market for soft drinks? What is the potential of the elderly market? Growth Strategies in Soft Drinks Business Insights What are the fastest-growing niche soft drinks markets in the developed world? †¢ Where are the key growth opportunities in emerging markets? Key benefits Forecast development in soft drinks innovation in North America 100% Line extensions based on existing technologies With the competitive environment in the global soft drinks industry becoming increasingly intense, no company can afford to ignore emerging growth potential. Growth Strategies in Soft Drinks enables you to identify a wide range of opportunities in a variety of countries, categories, channels and formats. Composition of NPD (% new products) 80% 60% Line extensions based on new technologies †¢ Understand how the leading players are shaping the competitive environment and how their activities impact on your business. 40% 20% †¢ Learn how NPD trends are evolving and the channels, packaging Completely new products formats and positionings that are likely to be most successful over 0% 1998 2003 the next five years. †¢ Identify fast-growth areas for your products from 46 country markets in 5 continents. North American manufacturers will focus on using new technologies to add extensions to existing lines rather than create new brands. † †¢ Quantify emerging categories, such as energy and sports drinks and New Age beverages and their potential impact in the vital North American and Western European soft drinks markets. Growth Strategies in Soft Drinks Business Insights †¢ Use the findings of the Business Insights survey to understand how the industry predicts th e soft drinks market will develop over the coming five years. Who can benefit from the report? Forecast development in specific consumer group targeting in soft drinks innovation in Europe Not important now but important in 5 years Important now and important in 5 years Children Young adults Families Growth Strategies in Soft Drinks has been designed to provide soft drinks manufacturers and distributors of all sizes with the information they need to thrive in a hostile competitive environment. Company type Soft Drinks Multinationals Strategic Planners Marketing Managers Product Managers v v v v v v v v v v Soft Drinks Niche Specialists v v v v v v v v v v v v Retailers, Wholesalers and Distributors v v v v v v In 5 years Pensioners Not important now and not important in 5 years Now Important now but not important in 5 years Job title Market Research Managers Managing Directors Distribution Managers NPD Managers Export Managers Brand Managers Sales Managers â€Å"In Europe, creating single-serve products aimed at members of specific age groups is likely to become a key marketing issue in the next five years, whereas multi-serves aimed at families will decline in importance. Growth Strategies in Soft Drinks Business Insights Research methodology Business Insights is a series of management reports designed to help you make informed, timely business decisions. Written and compiled by independent experts, the reports evaluate interviews with key industry executives and quantify the issues that will be of 14 12 10 8 6 4 2 0 -2 -4 -6 1993-94 1994-95 1995-96 1996-97 Bottled Water Carbonates Squashes & cordials 997-98 New age beverages Juices Energy & sports drinks Year-on-year category growth dif ferential over soft drinks market average (% volume) % category growth differential over market average greatest strategic sig- nificance in the industry's future. †¢ We conducted a qualitative industry opinion survey of over 500 executives in soft drinks companies across the globe to ascertain their current and future strategies and obtain their opinions and projections on the future of the market. The report provides inter-category and international comparison of growth rates and degrees of consolidation to identify key market entry opportunities. â€Å"Of the traditional categories, only bottled water is outperforming the soft drinks market average growth, having benefited both from the boom in flavoured water sales and the evolution of new bulk and impulse packaging formats. † †¢ It provides analysis of over 350 soft drinks launches on the basis of their competitive positioning and consumer appeal indicating underlying current trends and forecasting future devel opments. Growth Strategies in Soft Drinks Business Insights †¢ The report evaluates the markets for bottled water, carbonates, dairy drinks, energy and sports drinks, juices, New Age beverages, powered soft drinks and squashes and cordials. Table of Contents (abridged) CHAPTER 1 EXECUTIVE SUMMARY Introduction Share of throat Innovations in soft drinks Emerging markets Company profiles – global giants and niche players Survey results and forecasts Market dynamics CHAPTER 2 SHARE OF THROAT Introduction The causes of the expansion of the competitive space The impact of the decrease in volume growth How to gain from the share of throat concept Retail strategies Gaining increased shelf-space Installing more and better equipment in the marketplace Expanding availability into new outlets and channels Consumer strategies Expand consumer base and create a larger body of repeat purchasers Encouraging existing customers to increase their levels of consumption Conclusions CHAPTER 3 INNOVATIONS IN SOFT DRINKS Introduction Product Launch Opportunities The relationship between rate of innovation and growth The relationship between consolidation, innovation and growth Trends in NPD in Soft Drinks Introduction Innovation by category and by geography Innovation by category and by occasion Innovation by category and by target demographic group Innovation by category and by ingredients Conclusions CHAPTER 4 EMERGING MARKETS Introduction Fast Growth Opportunities in the Developing World Indonesia Philippines China New Zealand Hungary Brazil Pakistan CHAPTER 6 SURVEY RESULTS AND FORECASTS Introduction The relationship between product upgrading and true innovation The future of product positioning The future of targeting specific consumer groups The future of soft drinks packaging Summary of key findings CHAPTER 7 MARKET DYNAMICS Introduction Global Soft Drinks Market Data Overview Soft Drinks Market Data Overview: France Germany Italy Japan Spain UK US Portugal Vietnam Poland Emerging Opportunities in the Developed World New Age beverages Energy and sports drinks Bottled water Emerging markets data appendix CHAPTER 5 COMPANY STRATEGIES – GLOBAL GIANTS AND NICHE PLAYERS Introduction The Coca-Cola Company: Coca-Cola Product history Positioning SWOT Analysis Procter & Gamble: Sunny Delight Product history Positioning SWOT Analysis Red Bull GmbH: Red Bull Product history Positioning SWOT Analysis Yakult Honsha: Yakult Product history Positioning SWOT Analysis Conclusions About Business Insights Business Insights appreciate the importance of accurate, up-to-date incisive market and company analysis and our aim therefore is to provide a single, off-the-shelf, objective source of data, analysis and market insight. 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