Link Natural (Pvt) International Audit

Link Natural (Pvt) International Audit EXECUTIVE SUMMARY Link Natural (Pvt) Ltds decision to advance their business to France was apart of the economical and socio-cultural analysis carried out to identify the market potential for the product (Link Samahan) to be sustainable in the French herbal market. The company is already conducting their businesses in many locations around the world, and France was a further step taken to expand their global presence. The following report is the market audit conducted in order to identify some of the key factors that should be taken into consideration when expanding a business across borders. A brief description of the product Link Samahan is presented initially in the report followed by an analysis of the product acceptance as well as possibilities of product resistance by the French consumers. This was identified through considering factors such as trialability, complexity, relative advantage, observability and compatibility of the product in the French herbal beverage market. The report further analyses the market in which the product will be sold and the geographical regions in France that were chosen for the initial business operations, namely Paris, Nice and Marseille. The basic transportation systems and modes in the selected areas are also discussed followed by the main communication methods used by them. Furthermore the report provides a description on consumer buying habits, distribution of the products, pricing strategies and the advertising and media usually used to reach the target market. A comparison and contrast between Link Samahan and its competitors in the French market is also carried out in the report. The comparison includes the prices, product features, packaging differences along with the promotional methods and distribution channels utilized by Link Samahan and the other competitors. Moreover, the report extends to discuss the market size indicating the trend of the industry sales and the expected sales for Link Samahan in the coming year. Finally, the agencies that will benefit the company and the important government regulations that should be followed by the company are discussed at the latter part of the market audit. INTRODUCTION Link Natural Products (Pvt) Ltd. is a leading business entity in Sri Lanka that provides herbal, Ayurvedic pharmaceuticals as well as safe and effective herbal healthcare products. Some of the main products of Link Natural include, Link Kesha hair oil, Link Sudantha toothpaste, Gotukola Tea and Spa/Aroma products. As a result of extensive research carried out for years, Link Natural introduced Link Samahan, a 100% natural herbal product to the market for curing common colds and similar ailments. Currently Link Natural is exporting their products to countries such as Malaysia, USA, UK, Germany, Thailand, India etc. (Company Profile, 2009) France being a European Union country owns the largest land among the EU countries. As an expansion in the maturity level of the product (Link Samahan), Link Natural has decided to distribute the product to three different locations situated in France. According to (Bell, 1997), French people consider herbal beverages to be healthy and they are most commonly used in every day life in the French culture. The demand for herbal products in the European market has risen over the years and this can be considered as a great opportunity for Link Natural to expand their business to France. In order to identify the target market and their potential it is vital to carry out a detailed market analysis with regard to the product. Thus the main focus of the following report will be to evaluate a market plan and audit for the purpose of marketing Link Samahan in the French herbal beverages market. The market audit will comprise of a detailed description on the target market, geographical distribution, diffusion of innovation of the consumers as well as advertising, pricing and promotions in terms of the herbal beverages market in France. THE PRODUCT: LINK SAMAHAN Link Samahan is an authentic herbal product made in Sri Lanka and it is made of 14 natural plants which are generally used in Peyave formulations. As stated in (Product Data Sheet, n.d.), in ancient Sri Lanka Peyave was considered to be one of the most popular cures for viral fevers and influenza, and it consists of a mixture of herbs in boiling water. This instant herbal beverage is used for common colds as other similar ailments such as sneezing, itching eyes, running noses etc. Currently Link Samahan plays the leading role in the Sri Lankan herbal products market for colds and other related ailments, and Link Samahan is being distributed to 32 destinations in eight different countries around the world, (About Samahan, 2009). (Refer Appendix 1). Link Samahan will be expanding into the herbal beverage market in France for the first time. An innovation is any product or a service that consumers perceive to be new, as stated by (Solomon, 2004, pg.567). Therefore, the following section will focus on how the proposed target market will perceive Link Samahan and their levels of acceptance and resistance will be determined. LINK SAMAHAN AS AN INNOVATION (As perceived by the intended target market) Diffusion of innovation refers to the process whereby a new product, service, or idea spreads through a population, (Solomon, 2004, pg.567). The rate of adoption may differ from person to person even within the same culture. According to (Solomon, 2004, pg.567) a study of 11 European countries found that consumers in individualistic cultures are more innovative than consumers in collective cultures. Therefore to identify the acceptance rate of Link Samahan in France a few important factors will be analyzed apart from the consumer behavioural changes among the target market. These factors are as follows: Relative advantage It is important that the consumers believe that the product is important and more beneficial for them than the alternative brands in the market, as the new product adaption rate is directly proportional to the relative advantage of the new product. The main characteristic of Link Samahan is that it is an herbal drink, which can be prepared instantly by just dissolving in hot water. Furthermore it has the relative advantage of being a complete natural product that can not only be used to prevent colds and similar ailments, but also can be used as a hot beverage. Therefore, it can be said that Link Samahan has a 2-in-1 relative advantage compared to other herbal beverages. Compatibility According to (Solomon, 2004, pg.570), the innovation should be compatible with the lifestyle of the consumers. No matter how convenient the product is, sometimes the consumers may not accept the product due to ethical or cultural issues. But as mentioned before according to (Bell, 1997), the French have a popular demand for herbal beverages, and have over a 70% of herbal products in large grocery stores and hypermarkets. This is one of the core reasons that Link Natural has decided to distribute Link Samahan to France. It can be stated that Link Samahan is strongly compatible with the French market and will potentially have a high usage rate. Complexity Link Samahan is a moisture-proof, triple laminated sachet with a net weight of 4 gram per packet and contains a soluble powder that can be instantly made, which makes it very low in complexity. For the convenience of the French people the directions and other details will be indicated in French, as well as English as opposed to the Sinhala, Tamil and English product details used in Sri Lanka. Therefore the product will be easier to understand and use over the other competitor brands available in the market. Trialability Link Samahan is considered to be a fast moving consumer good (FMCG). Therefore with regard to trialability, promotions will be carried out at the initial stage at the supermarkets and retail stores for the consumers to taste the product through free samples. Since consumers have the ability to try out the product and evaluate it through the free samples, Link Samahan has a very high trialability factor. Observability An innovation should be high in observability for an adopter to be aware of its existence. Having promotions as mentioned above can be of use to a certain extent (i.e. taste) but the exact outcome of Link Samahan cannot be observed immediately after the consumption. MAJOR PROBLEMS RESISTANCES TO THE ACCEPTANCE OF LINK SAMAHAN, BASED ON THE PROCEEDING EVALUATION Any company when entering to a new market or introducing a new product is faced with a potential risk of failure no matter how favourable the circumstances are. Therefore it is essential to analyze the consumer acceptance for the product in order to survive in the market. Based on the proceeding evaluation, Link Samahan has a high potential of the consumers acceptance as there are high levels of relative advantage, compatibility, trialability and it is also low in complexity. THE MARKET MARKETS IN WHICH LINK SAMAHAN WILL BE SOLD Through the sociocultural and an economical analysis conducted previously, it was identified that there is a favourable market for Link Samahan to be introduced in France. According to (Bell,1997), approximately 2500 metric tons are sold annually in the herbal beverages market in which 60% is in sachet format, 36% in instant products and about 2% in bulk. One of the main reasons to penetrate the French market is their acceptance of herbal beverages. It is most commonly used in many households and is enjoyed by most French people. Thus there is a demand for herbal products, and in addition to this, Link Samahan can also be used as a cheap effective way to cure common colds as oppose to using Saunas which is also highly popular in France. Link Samahan is an FMCG which can be afforded by anyone ranging from lower-middle level to upper level income earners. France has an estimated population of 64,057,792 as mentioned in, (France Demography, n.d) Geographical regions France is a Western European country which borders countries such as Belgium, Spain and Italy in the Europe region. 77% of the total population has been urbanized as of 2008 and 65% of the total population falls in the 15-64 years age category, (Central Intelligence Agency, n.d.) (Refer Appendix 2). The population is one of the main factors that have to be taken into consideration in deciding the main geographical regions for Link Samahan to be distributed and marketed to. According to research carried out by (Butler, 2009), the main cities in France with the highest populations are Paris (11,293,200 people), Marseille (1,532,400 people), Lyon (1,665,700 people), Toulouse (975,000 people), Nice (943,000 people) and Nantes (718,700 people). Furthermore, France is generally known to be a cold city and it is a country with typical seasonal changes through out the year. Also, according to (Central Intelligence Agency, n.d.), France is faced with floods, midwinter windstorms etc. at certain times of the year. Hence, the probability of people being faced with the common cold is high in terms of climate changes. The company has selected Paris, Marseilles and Nice to distribute and market Link Samahan due to the above mentioned reasons. Another primary reason for selecting Marseilles and Nice is the easy access due to being situated in the coast of France bordering the Mediterranean sea. Hence geographically there is easy access to these cities and the products can be shipped conveniently from Sri Lanka. Forms of transportation available in these regions Paris There are many forms of transportation used in Paris. It consists of four airports, Roissy-Charles de Gaulle and Orly being the main two commercial airports and, Le Bourget, and Beauvais Tille being two smaller airports for budget airlines and private jets, (Paris Airports, n.d.) Gare de Lyon train station in Paris provides rail services to the south and east of where Marseilles and Nice are situates. Therefore, Link Samahan can easily be transported to and fro from Paris to the other 2 selected locations, (Gare de Lyon, n.d). Apart from this the Metropolitan underground train network and the two tramlines are also commonly used for transportation in the city of Paris. The bus network in Paris covers the Ile-de-France region and also it extends in the central Paris. However, traffic has to be taken into consideration when travelling by bus as Paris a busy city, (How to use Parisian transport networks, 2003). Marseille Marseille has one airport. Similar to Paris it consists of a bus network and two metro lines which are commonly used among passengers. It is convenient to travel using the Metro Line over the bus network due to the heavy traffic situation in the city. The main train station in Marseille is called Gare Saint Charles and it connects to Paris, which takes approximately 3 hours, (Marseille Transport, 2007). The Marseille Port, being the largest port in France, plays a major role in transporting of Link Samahan from Sri Lanka to France, as the company will be using Vieux Port in Marseilles as the main port to distribute the products to Marseille and Paris and Nice respectively, (Marseille Cruise Port, 2009). From Marseilles, Link Samahan will be transported via train from Gare Saint Charles Station to Paris. Nice The main concern of the company is transporting the product from Marseille to Nice. Therefore the Link Natural (Pvt) Ltd. will be using the railway system for the means of transporting the product to Nice. Communication available in these regions The most common methods in communicating in Paris are through telephone, Internet, and television. Some of the main telecommunication companies situated in Paris are Coriolis Tà ©là ©com, France Telecom, Orange (France Telecom), Bouygues Tà ©là ©com and SFR in which most provide the consumers with telephone as well as internet broadband facilities. (France Telecommunication Companies, 2009) According to (Internet World Stats, 2008) the main dominator of all telecommunication methods such mobile, fixed, Internet and broadband in France is France Telecom. Similar to Paris, Nice and Marseille also use Internet, Telephone and television as main methods of communication. 58.1 % of the population uses the Internet in France (Internet World Stats, 2008). Therefore, Link Natural can use Internet advertising to promote Link Samahan in France for wider reach of the target market. According to (Television Viewing by Country, n.d.), the average viewing rate of television in France is 23 hours per person per week, which indicates that accessibility for television is high among the consumers and therefore television media can be used as an effective means of communicating the product to the customers. Consumer buying habits Consumers buying habits may vary according to the type of products purchased by them. For instance, people may compare and contrast when purchasing a shopping good with the alternative products available in the market. Since Link Samahan is a consumer good, which needs little effort of the consumer in purchasing the product the consumers in the intended target market are not expected spend a lot of time in deciding on purchasing the product. However, since the herbal beverages market is considerably large in France it is vital to pay attention to the leading competitors brands purchased most frequently by the consumers. Product use patterns The herbal beverages market in the Europe has grown over the years due to health concerns of most consumers. People are more careful with their health as a result of their busy scheduled lifestyles. The French generally tend to consume herbal infusions daily in the night after dinner time. Therefore the usage of herbal beverages in France is regular and consistent in the current market. Product feature preferences Most people look for convenience when purchasing products and are more health conscious considering the health issues that they are exposed in the society as previously mentioned. Link Samahan is marketed as a two in one product, which is an herbal cure of colds, as well as a normal hot beverage to the consumers. Therefore the taste of the product is given special consideration so that the consumers will show a favourable response towards the product. It also an instant drink which can be prepared easily. Shopping habits According to the research carried out it was identified that the average consumer purchases herbal beverages approximately once in every three weeks. With the rise in health concerns among the people and herbal beverages being conveniently available in the local retail and supermarket outlets customers are bound to purchase them on a regular basis. Distribution of the product Most of the herbal beverage products are available all over France. They are mainly distributed in local grocery stores, retail outlets and many international supermarket and hypermarket chains located in the country. According to (Shopping in France, n.d.) some of the main supermarket chains are Champion, Carrefour, Auchan, Casino, Leclerc and Intermarchà ©. Advertising and Promotion Advertising media usually used to reach the target market The usual methods of advertising FMCG products are through television, radio, and newspaper/magazine advertisements, as they are targeted towards a mass market of all levels of income earners. Having the fourth highest television-viewing rate in the world, 99% of the households in France have access to televisions especially in the urban areas. According to (Press Reference France, n.d.), there are 584 television networks currently operating in France and marketers of FMCGs frequently use television advertisements. Another popular method of advertising is through Radio networks, as most people have access to radios. Considering the busy lifestyles of the people most companies have adopted this method as people in urban as well as rural areas are known to listen to the radio even when doing other work. Other methods used include newspapers and magazines. French are said to have a high literacy rate of 99% and newspapers and magazines are commonly used around the country. Apart from these methods, Internet is also widely used for advertising consumer products as most people purchase goods online, especially the younger generation. Sales promotions customarily used For most FMCG products, most commonly used sales promotions methods are buy one get one free promotions, in store promotions and free sampling promotions held at retail stores and supermarkets. Pricing Strategy Initially Link Natural will be using the price penetration strategy at a set price of â‚ ¬10.50 intending to attract more customers and capture a larger market share. However, the price maybe varied accordingly in the future depending on the purchasing trend of the consumers and discounts will be given during different seasons. COMPARISON CONTRAST OF LINK SAMAHAN WITH THE COMPETITORS PRODUCTS Link Samahan Brand Name: The name Link Samahan is a family brand name, which is derived from the company name Link Natural. This gives Samahan a special recognition for the consumers, as Link Natural is a well-reputed company in many countries in the EU. Features: Link Samahan is made using 14 natural Ayurvedic herbs, which were chosen through a comprehensive study done by Ayurvedic scientists for years. The main feature of the product is that it is a beverage, which can be made instantly by dissolving in hot water. The basic flavors of Samahan are Lime and Lemon, and will extend to include Mint and Linden (which is a common taste preference of the French people). Package: The 100g pack consists of 25 moisture-proof, triple laminated sachets with a net weight of 4 grams per packet. The details on the sachet will be indicated in both French and English for the convenience of the consumers. The sachet will be yellow and green in color to give a natural look and the colors will be differed accordingly when new flavors are introduced. The competitors products Link Samahan is mainly marketed as a medicine for curing common colds as well as a regular herbal beverage. Therefore there is no direct competitor for the product although there is a large market for herbal beverages in France. There are many herbal tea products available in the French market. The market leader is Lipton with more that 46% of the herbal sachet tea market. The Lipton Company brands Elephant and Saveurs du Soir, dominate the French herbal beverage market by providing various types of herbal tea flavors. The bulk herbal tea market is dominated by La Tisanerie brand, which is also a popular brand available in France. However, they also sell sachet packages in a variety of flavors. Apart from these competitors, Solinests Ricola brand of instant herbal infusions dominates 90% of its product area while 10% of the market represents other Store brands, (Bell, 1997) (Refer Appendix 3) Lipton Brand name: Lipton Elephant Brand Lipton Saveurs Du Soir Features: Both brands mentioned above are herbal teas and have different types of flavors ranging from mint to a wide range of fruit flavors. The price ranges from  £6.00 to  £7.00. Package: Each pack contains 25 sachets and is presented in their own unique color depending on each flavor. Foods International Brand name: La Tisanià ¨re Features: La Tisanià ¨re is also an herbal tea with various flavors such as Les Fruisanes range, which has a variety of fruit flavors, Trà ©sors de Nature range, which has a variety of flavors combining flowers and herbs and the Wellness range. (What about La Tisanià ¨re, n.d) Package: Different flavors are presented in different colors and packed in 25 sachet boxes. Ricola Brand name: Ricola Features: Ricola herbal tea is a popular hot beverage especially during the winter season and is commonly used as a remedy for colds and coughs, (Instant Teas, n.d.) Similar to other competitors, Ricola also offers a wide variety of flavors in their herbal tea range. Package: Ricola teas are generally packed in a plastic container ranging from 200g onwards and in presented in different colors according to the flavors. Comparison All competitors of Link Samahan fall under the herbal tea category. Therefore there is a relative advantage for Samahan as it will be marketed as an herbal beverage as well as a medical concoction used for common colds and similar ailments. Most competitor brands seem similar in appearance which makes it hard for the consumers to distinguish between them at a glance. However, Link Samahan will be presented in its own unique packaging so that it will be visible among rest of the products. The most significant difference between Link Samahan and other competitors is that the price of Link Samahan will be slightly higher due to the fact that it is more of a remedy to cure colds as well as a regular herbal beverage. The competitors price The following is a list of prices of the competitors available in the herbal beverages market. There is no significant difference between the prices of each brand. Competitors promotion and advertising methods The primary method of advertising used by Lipton is through newspaper advertisements. Lipton range consists of a wide range of brands. Thus, they advertise each brand separately rather than as a whole. Since most people have access to reading newspapers daily, they believe that it is the best way to capture the target market. La Tisanià ¨re on the other hand is mainly advertised through radio advertisements along with the Twininngs and Ovaltine, which are the other hot beverage products of their mother company Foods International. Ricolas main focus is on health magazines as they stress on health benefits of consuming Ricola herbal tea such as a cure for coughs and colds. However, Ricola products are also advertised through radio advertisements as well as newspapers through feature articles etc. Other main promotion methods used by these competitors are discounted prizes, special draws and competitions, sponsoring various events and coupon systems. Competitors distribution channels Lipton: Hypermarkets and supermarket chains Foods International: Supermarket chains and retail stores Ricola: Hypermarkets, supermarkets and retails stores MARKET SIZE Estimated industry sales for the planning year According to the research carried out in France, a rise in the industry sales is expected in 2010/2011 due to the regular consumption of herbal products among the consumers. The income level of the consumers may not affect them since herbal beverages are considered as an FMCG. Estimated sales for Link Samahan for the planning year The graph indicates the forecasted sales for Link Samahan for the year 2010 per city. According to the figures shown, approximately about 45,350 packets per city will to be sold and roughly about 3250 packets will be sold per month in average in the year 2010. Furthermore, Link Samahan is expected to detain the market share rapidly in the French market according to the number of estimated sales. All these details are further discussed in the preliminary marketing plan. GOVERNMENT PARTICIPATION IN THE MARKET PLACE Agencies that can help Link Natural The herbal beverages industry especially herbal tea industry is a rapidly growing market in France. Apart from being sold mainly in hypermarkets and supermarkets, herbal beverages are commonly used in health care centers, hospitals, holiday spas as well as hotels around the country. The usage of herbal beverages can be highly encouraged among the consumers through most of these agencies which will benefit the sellers in the trade. For instance, Link Samahan can be made available in popular health spas and hotels such as George V-Buddha Bar Spa, Ban Thai Spa, Bleu comme Bleu and Spa Anne Fontaine in Paris, (Spas Whats New,n.d.), and SPA de lhotel Boscolo Exedra Doctor, sauna le cercle Nice Saint Maurice and Nyrvana Madeleine Nice, in Nice (Saunas and Spas in Nice, 2009). It will also enable brand recognition through making the products available in recognized organizations to grab the attention of the target market. Regulations that must be followed It is vital that all companies follow the rules and regulations of the country to avoid complications. France belongs to the European Union and according to (Gauthier, 2005, pg.7), the European Commission has decided to draft a legislation on herbal medicinal products, dietetic foods, nutritional and functional claims, and fortified foods. Also according to (Gauthier, 2005, pg.7), the French Research Center on Nutrition and Food has a recommended allowance of a percentage of ingredients in the products to be consumed daily, and if the product doesnt meet those requirements, a special authorization from the French Public Superior Council for Hygiene (CSHPF) should be obtained by the manufacturer to market the product. Also according to French regulations it is important that all information such as product definition, list of ingredients, shelf life, weight and volume etc. are labeled in French on the packaging of the product. (Gauthier, 2005, pg.7) Apart from these, according to (France Trade Regulations and Standards, n.d.), quality and ecological labels, bar code price labeling, and usage instructions should also be mentioned. In general it is important that the product does not portray any offensive material that is not accepted socially, religiously, ethically etc. in France as it will not be accepted under the government regulations. MARKETING PLAN EXECUTIVE SUMMARY The following preliminary marketing plan was prepared by Link Natural (Pvt) Ltd to present a comprehensible idea on their business expansion of Link Samahan to France after conducting an ample research on the feasibility of the product in the French market. The main objective of this report is to guarantee that the product will be successful in the French market when competing among the alternatives available. The report portrays a detailed description mainly on the intended target market focusing on geographical, sociological, demographical etc. aspects, which are relevant to B2B and B2C markets. It gives an insight to the expected sales and the profit expectations for the year 2010. Furthermore, it explains the penetration strategies used by the company to gain market share of the consumers of herbal beverages in the market. It is imperative to analyze the product adaptation and modification by using factors such as core components, packaging, and support services etc. to grasp a clear interpretation of the product, which is described with sufficient details in the analysis. The report also focuses on to one of the major components in the marketing the mix, the promotions of the product carried out in France. The overall promotion objectives are explained followed by advertising, sales promotions, personal selling and other promotional tools used by the company to promote Link Samahan among the French consumers. Moreover, it explains the distribution components from origin to destination, which includes port selection, mode selection, packing, important documentations, insurance claims etc. as well as channel of distribution and more importantly the price determination of the product. Finally the terms of sales and method payment used by the company are explained followed by the budget and the financial statement of the entire business plan. Therefore as mentioned above, the crucial factors are highlighted in this report to ensure the success of Link Samahans establishment in the French market. THE MARKETING PLAN MARKET OBJECTIVES Target Market France has been ranked the 19th most populated country in the world, with a population estimate of 64,057,792, as stated in (France Demography, n.d.). It is therefore impractical to target the entire population of the country. The company has taken into consideration factors such as demography and geography when selecting the target market for Link Samahan. Demographically, the variables that were taken into consideration when selecting the target market were age, sex and income status. 65% of Frances population falls within the age group 15-64 years (Central Intelligence Agency, n.d.). Both males and females having a lower-middle to upper level income will be targeted since Link Samahan is an FMCG and is generally affordable to all the income groups mentioned above. Geographically, Paris, Marseilles and Nice are 3 of the most populated and metropolitan cities in France. Collectively in these 3 cities, the total population amounts to approximately 14.6 million (France People, 2006). Therefore, the primary business-to-consumer (B2C) target market for Link Samahan in France is: males females, from lower-middle to upper level income groups, between the ages of 15-64 who are primarily residing in the cities of Paris, Marseilles or Nice. There will also be a business-to-business (B2B) target market which would consist of the most visited retail stores, supermarket chains, hypermarkets and health holiday spas in the sele Link Natural (Pvt) International Audit Link Natural (Pvt) International Audit EXECUTIVE SUMMARY Link Natural (Pvt) Ltds decision to advance their business to France was apart of the economical and socio-cultural analysis carried out to identify the market potential for the product (Link Samahan) to be sustainable in the French herbal market. The company is already conducting their businesses in many locations around the world, and France was a further step taken to expand their global presence. The following report is the market audit conducted in order to identify some of the key factors that should be taken into consideration when expanding a business across borders. A brief description of the product Link Samahan is presented initially in the report followed by an analysis of the product acceptance as well as possibilities of product resistance by the French consumers. This was identified through considering factors such as trialability, complexity, relative advantage, observability and compatibility of the product in the French herbal beverage market. The report further analyses the market in which the product will be sold and the geographical regions in France that were chosen for the initial business operations, namely Paris, Nice and Marseille. The basic transportation systems and modes in the selected areas are also discussed followed by the main communication methods used by them. Furthermore the report provides a description on consumer buying habits, distribution of the products, pricing strategies and the advertising and media usually used to reach the target market. A comparison and contrast between Link Samahan and its competitors in the French market is also carried out in the report. The comparison includes the prices, product features, packaging differences along with the promotional methods and distribution channels utilized by Link Samahan and the other competitors. Moreover, the report extends to discuss the market size indicating the trend of the industry sales and the expected sales for Link Samahan in the coming year. Finally, the agencies that will benefit the company and the important government regulations that should be followed by the company are discussed at the latter part of the market audit. INTRODUCTION Link Natural Products (Pvt) Ltd. is a leading business entity in Sri Lanka that provides herbal, Ayurvedic pharmaceuticals as well as safe and effective herbal healthcare products. Some of the main products of Link Natural include, Link Kesha hair oil, Link Sudantha toothpaste, Gotukola Tea and Spa/Aroma products. As a result of extensive research carried out for years, Link Natural introduced Link Samahan, a 100% natural herbal product to the market for curing common colds and similar ailments. Currently Link Natural is exporting their products to countries such as Malaysia, USA, UK, Germany, Thailand, India etc. (Company Profile, 2009) France being a European Union country owns the largest land among the EU countries. As an expansion in the maturity level of the product (Link Samahan), Link Natural has decided to distribute the product to three different locations situated in France. According to (Bell, 1997), French people consider herbal beverages to be healthy and they are most commonly used in every day life in the French culture. The demand for herbal products in the European market has risen over the years and this can be considered as a great opportunity for Link Natural to expand their business to France. In order to identify the target market and their potential it is vital to carry out a detailed market analysis with regard to the product. Thus the main focus of the following report will be to evaluate a market plan and audit for the purpose of marketing Link Samahan in the French herbal beverages market. The market audit will comprise of a detailed description on the target market, geographical distribution, diffusion of innovation of the consumers as well as advertising, pricing and promotions in terms of the herbal beverages market in France. THE PRODUCT: LINK SAMAHAN Link Samahan is an authentic herbal product made in Sri Lanka and it is made of 14 natural plants which are generally used in Peyave formulations. As stated in (Product Data Sheet, n.d.), in ancient Sri Lanka Peyave was considered to be one of the most popular cures for viral fevers and influenza, and it consists of a mixture of herbs in boiling water. This instant herbal beverage is used for common colds as other similar ailments such as sneezing, itching eyes, running noses etc. Currently Link Samahan plays the leading role in the Sri Lankan herbal products market for colds and other related ailments, and Link Samahan is being distributed to 32 destinations in eight different countries around the world, (About Samahan, 2009). (Refer Appendix 1). Link Samahan will be expanding into the herbal beverage market in France for the first time. An innovation is any product or a service that consumers perceive to be new, as stated by (Solomon, 2004, pg.567). Therefore, the following section will focus on how the proposed target market will perceive Link Samahan and their levels of acceptance and resistance will be determined. LINK SAMAHAN AS AN INNOVATION (As perceived by the intended target market) Diffusion of innovation refers to the process whereby a new product, service, or idea spreads through a population, (Solomon, 2004, pg.567). The rate of adoption may differ from person to person even within the same culture. According to (Solomon, 2004, pg.567) a study of 11 European countries found that consumers in individualistic cultures are more innovative than consumers in collective cultures. Therefore to identify the acceptance rate of Link Samahan in France a few important factors will be analyzed apart from the consumer behavioural changes among the target market. These factors are as follows: Relative advantage It is important that the consumers believe that the product is important and more beneficial for them than the alternative brands in the market, as the new product adaption rate is directly proportional to the relative advantage of the new product. The main characteristic of Link Samahan is that it is an herbal drink, which can be prepared instantly by just dissolving in hot water. Furthermore it has the relative advantage of being a complete natural product that can not only be used to prevent colds and similar ailments, but also can be used as a hot beverage. Therefore, it can be said that Link Samahan has a 2-in-1 relative advantage compared to other herbal beverages. Compatibility According to (Solomon, 2004, pg.570), the innovation should be compatible with the lifestyle of the consumers. No matter how convenient the product is, sometimes the consumers may not accept the product due to ethical or cultural issues. But as mentioned before according to (Bell, 1997), the French have a popular demand for herbal beverages, and have over a 70% of herbal products in large grocery stores and hypermarkets. This is one of the core reasons that Link Natural has decided to distribute Link Samahan to France. It can be stated that Link Samahan is strongly compatible with the French market and will potentially have a high usage rate. Complexity Link Samahan is a moisture-proof, triple laminated sachet with a net weight of 4 gram per packet and contains a soluble powder that can be instantly made, which makes it very low in complexity. For the convenience of the French people the directions and other details will be indicated in French, as well as English as opposed to the Sinhala, Tamil and English product details used in Sri Lanka. Therefore the product will be easier to understand and use over the other competitor brands available in the market. Trialability Link Samahan is considered to be a fast moving consumer good (FMCG). Therefore with regard to trialability, promotions will be carried out at the initial stage at the supermarkets and retail stores for the consumers to taste the product through free samples. Since consumers have the ability to try out the product and evaluate it through the free samples, Link Samahan has a very high trialability factor. Observability An innovation should be high in observability for an adopter to be aware of its existence. Having promotions as mentioned above can be of use to a certain extent (i.e. taste) but the exact outcome of Link Samahan cannot be observed immediately after the consumption. MAJOR PROBLEMS RESISTANCES TO THE ACCEPTANCE OF LINK SAMAHAN, BASED ON THE PROCEEDING EVALUATION Any company when entering to a new market or introducing a new product is faced with a potential risk of failure no matter how favourable the circumstances are. Therefore it is essential to analyze the consumer acceptance for the product in order to survive in the market. Based on the proceeding evaluation, Link Samahan has a high potential of the consumers acceptance as there are high levels of relative advantage, compatibility, trialability and it is also low in complexity. THE MARKET MARKETS IN WHICH LINK SAMAHAN WILL BE SOLD Through the sociocultural and an economical analysis conducted previously, it was identified that there is a favourable market for Link Samahan to be introduced in France. According to (Bell,1997), approximately 2500 metric tons are sold annually in the herbal beverages market in which 60% is in sachet format, 36% in instant products and about 2% in bulk. One of the main reasons to penetrate the French market is their acceptance of herbal beverages. It is most commonly used in many households and is enjoyed by most French people. Thus there is a demand for herbal products, and in addition to this, Link Samahan can also be used as a cheap effective way to cure common colds as oppose to using Saunas which is also highly popular in France. Link Samahan is an FMCG which can be afforded by anyone ranging from lower-middle level to upper level income earners. France has an estimated population of 64,057,792 as mentioned in, (France Demography, n.d) Geographical regions France is a Western European country which borders countries such as Belgium, Spain and Italy in the Europe region. 77% of the total population has been urbanized as of 2008 and 65% of the total population falls in the 15-64 years age category, (Central Intelligence Agency, n.d.) (Refer Appendix 2). The population is one of the main factors that have to be taken into consideration in deciding the main geographical regions for Link Samahan to be distributed and marketed to. According to research carried out by (Butler, 2009), the main cities in France with the highest populations are Paris (11,293,200 people), Marseille (1,532,400 people), Lyon (1,665,700 people), Toulouse (975,000 people), Nice (943,000 people) and Nantes (718,700 people). Furthermore, France is generally known to be a cold city and it is a country with typical seasonal changes through out the year. Also, according to (Central Intelligence Agency, n.d.), France is faced with floods, midwinter windstorms etc. at certain times of the year. Hence, the probability of people being faced with the common cold is high in terms of climate changes. The company has selected Paris, Marseilles and Nice to distribute and market Link Samahan due to the above mentioned reasons. Another primary reason for selecting Marseilles and Nice is the easy access due to being situated in the coast of France bordering the Mediterranean sea. Hence geographically there is easy access to these cities and the products can be shipped conveniently from Sri Lanka. Forms of transportation available in these regions Paris There are many forms of transportation used in Paris. It consists of four airports, Roissy-Charles de Gaulle and Orly being the main two commercial airports and, Le Bourget, and Beauvais Tille being two smaller airports for budget airlines and private jets, (Paris Airports, n.d.) Gare de Lyon train station in Paris provides rail services to the south and east of where Marseilles and Nice are situates. Therefore, Link Samahan can easily be transported to and fro from Paris to the other 2 selected locations, (Gare de Lyon, n.d). Apart from this the Metropolitan underground train network and the two tramlines are also commonly used for transportation in the city of Paris. The bus network in Paris covers the Ile-de-France region and also it extends in the central Paris. However, traffic has to be taken into consideration when travelling by bus as Paris a busy city, (How to use Parisian transport networks, 2003). Marseille Marseille has one airport. Similar to Paris it consists of a bus network and two metro lines which are commonly used among passengers. It is convenient to travel using the Metro Line over the bus network due to the heavy traffic situation in the city. The main train station in Marseille is called Gare Saint Charles and it connects to Paris, which takes approximately 3 hours, (Marseille Transport, 2007). The Marseille Port, being the largest port in France, plays a major role in transporting of Link Samahan from Sri Lanka to France, as the company will be using Vieux Port in Marseilles as the main port to distribute the products to Marseille and Paris and Nice respectively, (Marseille Cruise Port, 2009). From Marseilles, Link Samahan will be transported via train from Gare Saint Charles Station to Paris. Nice The main concern of the company is transporting the product from Marseille to Nice. Therefore the Link Natural (Pvt) Ltd. will be using the railway system for the means of transporting the product to Nice. Communication available in these regions The most common methods in communicating in Paris are through telephone, Internet, and television. Some of the main telecommunication companies situated in Paris are Coriolis Tà ©là ©com, France Telecom, Orange (France Telecom), Bouygues Tà ©là ©com and SFR in which most provide the consumers with telephone as well as internet broadband facilities. (France Telecommunication Companies, 2009) According to (Internet World Stats, 2008) the main dominator of all telecommunication methods such mobile, fixed, Internet and broadband in France is France Telecom. Similar to Paris, Nice and Marseille also use Internet, Telephone and television as main methods of communication. 58.1 % of the population uses the Internet in France (Internet World Stats, 2008). Therefore, Link Natural can use Internet advertising to promote Link Samahan in France for wider reach of the target market. According to (Television Viewing by Country, n.d.), the average viewing rate of television in France is 23 hours per person per week, which indicates that accessibility for television is high among the consumers and therefore television media can be used as an effective means of communicating the product to the customers. Consumer buying habits Consumers buying habits may vary according to the type of products purchased by them. For instance, people may compare and contrast when purchasing a shopping good with the alternative products available in the market. Since Link Samahan is a consumer good, which needs little effort of the consumer in purchasing the product the consumers in the intended target market are not expected spend a lot of time in deciding on purchasing the product. However, since the herbal beverages market is considerably large in France it is vital to pay attention to the leading competitors brands purchased most frequently by the consumers. Product use patterns The herbal beverages market in the Europe has grown over the years due to health concerns of most consumers. People are more careful with their health as a result of their busy scheduled lifestyles. The French generally tend to consume herbal infusions daily in the night after dinner time. Therefore the usage of herbal beverages in France is regular and consistent in the current market. Product feature preferences Most people look for convenience when purchasing products and are more health conscious considering the health issues that they are exposed in the society as previously mentioned. Link Samahan is marketed as a two in one product, which is an herbal cure of colds, as well as a normal hot beverage to the consumers. Therefore the taste of the product is given special consideration so that the consumers will show a favourable response towards the product. It also an instant drink which can be prepared easily. Shopping habits According to the research carried out it was identified that the average consumer purchases herbal beverages approximately once in every three weeks. With the rise in health concerns among the people and herbal beverages being conveniently available in the local retail and supermarket outlets customers are bound to purchase them on a regular basis. Distribution of the product Most of the herbal beverage products are available all over France. They are mainly distributed in local grocery stores, retail outlets and many international supermarket and hypermarket chains located in the country. According to (Shopping in France, n.d.) some of the main supermarket chains are Champion, Carrefour, Auchan, Casino, Leclerc and Intermarchà ©. Advertising and Promotion Advertising media usually used to reach the target market The usual methods of advertising FMCG products are through television, radio, and newspaper/magazine advertisements, as they are targeted towards a mass market of all levels of income earners. Having the fourth highest television-viewing rate in the world, 99% of the households in France have access to televisions especially in the urban areas. According to (Press Reference France, n.d.), there are 584 television networks currently operating in France and marketers of FMCGs frequently use television advertisements. Another popular method of advertising is through Radio networks, as most people have access to radios. Considering the busy lifestyles of the people most companies have adopted this method as people in urban as well as rural areas are known to listen to the radio even when doing other work. Other methods used include newspapers and magazines. French are said to have a high literacy rate of 99% and newspapers and magazines are commonly used around the country. Apart from these methods, Internet is also widely used for advertising consumer products as most people purchase goods online, especially the younger generation. Sales promotions customarily used For most FMCG products, most commonly used sales promotions methods are buy one get one free promotions, in store promotions and free sampling promotions held at retail stores and supermarkets. Pricing Strategy Initially Link Natural will be using the price penetration strategy at a set price of â‚ ¬10.50 intending to attract more customers and capture a larger market share. However, the price maybe varied accordingly in the future depending on the purchasing trend of the consumers and discounts will be given during different seasons. COMPARISON CONTRAST OF LINK SAMAHAN WITH THE COMPETITORS PRODUCTS Link Samahan Brand Name: The name Link Samahan is a family brand name, which is derived from the company name Link Natural. This gives Samahan a special recognition for the consumers, as Link Natural is a well-reputed company in many countries in the EU. Features: Link Samahan is made using 14 natural Ayurvedic herbs, which were chosen through a comprehensive study done by Ayurvedic scientists for years. The main feature of the product is that it is a beverage, which can be made instantly by dissolving in hot water. The basic flavors of Samahan are Lime and Lemon, and will extend to include Mint and Linden (which is a common taste preference of the French people). Package: The 100g pack consists of 25 moisture-proof, triple laminated sachets with a net weight of 4 grams per packet. The details on the sachet will be indicated in both French and English for the convenience of the consumers. The sachet will be yellow and green in color to give a natural look and the colors will be differed accordingly when new flavors are introduced. The competitors products Link Samahan is mainly marketed as a medicine for curing common colds as well as a regular herbal beverage. Therefore there is no direct competitor for the product although there is a large market for herbal beverages in France. There are many herbal tea products available in the French market. The market leader is Lipton with more that 46% of the herbal sachet tea market. The Lipton Company brands Elephant and Saveurs du Soir, dominate the French herbal beverage market by providing various types of herbal tea flavors. The bulk herbal tea market is dominated by La Tisanerie brand, which is also a popular brand available in France. However, they also sell sachet packages in a variety of flavors. Apart from these competitors, Solinests Ricola brand of instant herbal infusions dominates 90% of its product area while 10% of the market represents other Store brands, (Bell, 1997) (Refer Appendix 3) Lipton Brand name: Lipton Elephant Brand Lipton Saveurs Du Soir Features: Both brands mentioned above are herbal teas and have different types of flavors ranging from mint to a wide range of fruit flavors. The price ranges from  £6.00 to  £7.00. Package: Each pack contains 25 sachets and is presented in their own unique color depending on each flavor. Foods International Brand name: La Tisanià ¨re Features: La Tisanià ¨re is also an herbal tea with various flavors such as Les Fruisanes range, which has a variety of fruit flavors, Trà ©sors de Nature range, which has a variety of flavors combining flowers and herbs and the Wellness range. (What about La Tisanià ¨re, n.d) Package: Different flavors are presented in different colors and packed in 25 sachet boxes. Ricola Brand name: Ricola Features: Ricola herbal tea is a popular hot beverage especially during the winter season and is commonly used as a remedy for colds and coughs, (Instant Teas, n.d.) Similar to other competitors, Ricola also offers a wide variety of flavors in their herbal tea range. Package: Ricola teas are generally packed in a plastic container ranging from 200g onwards and in presented in different colors according to the flavors. Comparison All competitors of Link Samahan fall under the herbal tea category. Therefore there is a relative advantage for Samahan as it will be marketed as an herbal beverage as well as a medical concoction used for common colds and similar ailments. Most competitor brands seem similar in appearance which makes it hard for the consumers to distinguish between them at a glance. However, Link Samahan will be presented in its own unique packaging so that it will be visible among rest of the products. The most significant difference between Link Samahan and other competitors is that the price of Link Samahan will be slightly higher due to the fact that it is more of a remedy to cure colds as well as a regular herbal beverage. The competitors price The following is a list of prices of the competitors available in the herbal beverages market. There is no significant difference between the prices of each brand. Competitors promotion and advertising methods The primary method of advertising used by Lipton is through newspaper advertisements. Lipton range consists of a wide range of brands. Thus, they advertise each brand separately rather than as a whole. Since most people have access to reading newspapers daily, they believe that it is the best way to capture the target market. La Tisanià ¨re on the other hand is mainly advertised through radio advertisements along with the Twininngs and Ovaltine, which are the other hot beverage products of their mother company Foods International. Ricolas main focus is on health magazines as they stress on health benefits of consuming Ricola herbal tea such as a cure for coughs and colds. However, Ricola products are also advertised through radio advertisements as well as newspapers through feature articles etc. Other main promotion methods used by these competitors are discounted prizes, special draws and competitions, sponsoring various events and coupon systems. Competitors distribution channels Lipton: Hypermarkets and supermarket chains Foods International: Supermarket chains and retail stores Ricola: Hypermarkets, supermarkets and retails stores MARKET SIZE Estimated industry sales for the planning year According to the research carried out in France, a rise in the industry sales is expected in 2010/2011 due to the regular consumption of herbal products among the consumers. The income level of the consumers may not affect them since herbal beverages are considered as an FMCG. Estimated sales for Link Samahan for the planning year The graph indicates the forecasted sales for Link Samahan for the year 2010 per city. According to the figures shown, approximately about 45,350 packets per city will to be sold and roughly about 3250 packets will be sold per month in average in the year 2010. Furthermore, Link Samahan is expected to detain the market share rapidly in the French market according to the number of estimated sales. All these details are further discussed in the preliminary marketing plan. GOVERNMENT PARTICIPATION IN THE MARKET PLACE Agencies that can help Link Natural The herbal beverages industry especially herbal tea industry is a rapidly growing market in France. Apart from being sold mainly in hypermarkets and supermarkets, herbal beverages are commonly used in health care centers, hospitals, holiday spas as well as hotels around the country. The usage of herbal beverages can be highly encouraged among the consumers through most of these agencies which will benefit the sellers in the trade. For instance, Link Samahan can be made available in popular health spas and hotels such as George V-Buddha Bar Spa, Ban Thai Spa, Bleu comme Bleu and Spa Anne Fontaine in Paris, (Spas Whats New,n.d.), and SPA de lhotel Boscolo Exedra Doctor, sauna le cercle Nice Saint Maurice and Nyrvana Madeleine Nice, in Nice (Saunas and Spas in Nice, 2009). It will also enable brand recognition through making the products available in recognized organizations to grab the attention of the target market. Regulations that must be followed It is vital that all companies follow the rules and regulations of the country to avoid complications. France belongs to the European Union and according to (Gauthier, 2005, pg.7), the European Commission has decided to draft a legislation on herbal medicinal products, dietetic foods, nutritional and functional claims, and fortified foods. Also according to (Gauthier, 2005, pg.7), the French Research Center on Nutrition and Food has a recommended allowance of a percentage of ingredients in the products to be consumed daily, and if the product doesnt meet those requirements, a special authorization from the French Public Superior Council for Hygiene (CSHPF) should be obtained by the manufacturer to market the product. Also according to French regulations it is important that all information such as product definition, list of ingredients, shelf life, weight and volume etc. are labeled in French on the packaging of the product. (Gauthier, 2005, pg.7) Apart from these, according to (France Trade Regulations and Standards, n.d.), quality and ecological labels, bar code price labeling, and usage instructions should also be mentioned. In general it is important that the product does not portray any offensive material that is not accepted socially, religiously, ethically etc. in France as it will not be accepted under the government regulations. MARKETING PLAN EXECUTIVE SUMMARY The following preliminary marketing plan was prepared by Link Natural (Pvt) Ltd to present a comprehensible idea on their business expansion of Link Samahan to France after conducting an ample research on the feasibility of the product in the French market. The main objective of this report is to guarantee that the product will be successful in the French market when competing among the alternatives available. The report portrays a detailed description mainly on the intended target market focusing on geographical, sociological, demographical etc. aspects, which are relevant to B2B and B2C markets. It gives an insight to the expected sales and the profit expectations for the year 2010. Furthermore, it explains the penetration strategies used by the company to gain market share of the consumers of herbal beverages in the market. It is imperative to analyze the product adaptation and modification by using factors such as core components, packaging, and support services etc. to grasp a clear interpretation of the product, which is described with sufficient details in the analysis. The report also focuses on to one of the major components in the marketing the mix, the promotions of the product carried out in France. The overall promotion objectives are explained followed by advertising, sales promotions, personal selling and other promotional tools used by the company to promote Link Samahan among the French consumers. Moreover, it explains the distribution components from origin to destination, which includes port selection, mode selection, packing, important documentations, insurance claims etc. as well as channel of distribution and more importantly the price determination of the product. Finally the terms of sales and method payment used by the company are explained followed by the budget and the financial statement of the entire business plan. Therefore as mentioned above, the crucial factors are highlighted in this report to ensure the success of Link Samahans establishment in the French market. THE MARKETING PLAN MARKET OBJECTIVES Target Market France has been ranked the 19th most populated country in the world, with a population estimate of 64,057,792, as stated in (France Demography, n.d.). It is therefore impractical to target the entire population of the country. The company has taken into consideration factors such as demography and geography when selecting the target market for Link Samahan. Demographically, the variables that were taken into consideration when selecting the target market were age, sex and income status. 65% of Frances population falls within the age group 15-64 years (Central Intelligence Agency, n.d.). Both males and females having a lower-middle to upper level income will be targeted since Link Samahan is an FMCG and is generally affordable to all the income groups mentioned above. Geographically, Paris, Marseilles and Nice are 3 of the most populated and metropolitan cities in France. Collectively in these 3 cities, the total population amounts to approximately 14.6 million (France People, 2006). Therefore, the primary business-to-consumer (B2C) target market for Link Samahan in France is: males females, from lower-middle to upper level income groups, between the ages of 15-64 who are primarily residing in the cities of Paris, Marseilles or Nice. There will also be a business-to-business (B2B) target market which would consist of the most visited retail stores, supermarket chains, hypermarkets and health holiday spas in the sele

Reasons for the Defeat of Napoleon in Russia in the Campaign of 1812

This essay will examine the factors that led to Napoleon and his enormous army retreating from Russia and eventually losing a great majority of soldiers as well as their notoriety of being â€Å"invincible† after invading Russia in 1812. It will also consider the effects that that particular war had on the downfall of Napoleon’s empire in the subsequent years. The Campaign of 1812 was to be Napoleon’s crowning achievement. His Grand Armee of over 600,000 men from all corners of his empire was the largest he had ever assembled. The Emperor of France was notorious to his enemies. His armies were said to be invincible and his tactics in battle were second to none. This was at least how he was perceived at the time. On the 23rd of June, 1812 he invaded Russia with the hopes of ultimately dominating Europe. Napoleon did not anticipate, however, the harsh Russian weather that they had to face coupled with the scorched-earth policy that the Russians employed. He also overlooked the resolve of Tsar Alexander in that the Russian Tsar would not surrender to Napoleon under any circumstances. Napoleon was also fighting a losing battle within himself. His age was beginning to get the better of him and his unwavering confidence in himself blinded him from making correct decisions. The campaign of 1812 was a disaster for Napoleon. Worse than the loss of over 500,000 men in Russia was the realization of France’s enemies that Napoleon was no longer the ‘Invincible’ conqueror that he was. Napoleon’s Russian campaign failed due to the culmination of these various factors, but above all, it was Napoleons faulty judgment and unwavering confidence in himself that led to his demise. Furthermore, this great defeat exposed Napoleon’s weakness to his enemies and as a result his reign as emperor came to an end. The weather was a worthy opponent to Napoleon and his Grand Armee during his campaign in Russia. However, casualties could have been prevented if Napoleon prepared properly for this grand campaign. Russia experiences extremely cold winters that arrive rapidly. It also gets very hot in the summer months. At the start of Napoleon’s campaign his army experienced very hot weather. As the campaign entered July the heat became unbearable. Napoleon and many of his men were struck with diseases. [1] Napoleon was losing soldiers to exhaustion, sickness and desertion at a rate of 5,000 per day. It is reported that after two months, without even fighting a battle Napoleon had lost 150,000 soldiers. [2] General Clausewitz wrote, â€Å"The bad water and the air-borne insects caused dysentery, typhus, and diarrhea. â€Å"[3] However, if Napoleon had planned to bring more doctors and medicine with him then many thousands of lives would have been saved. I believe this is Napoleon’s first in a series of mistakes that stems from faulty planning. Napoleon’s army suffered even worse during their retreat from Moscow. The soldiers were shattered by the bitter cold of the harsh Russian winter. Again, Napoleon had not planned properly for this. In fact, he had not even planned that he would be in Russia during the winter, another fatal mistake. Napoleon proclaimed before the campaign began that he expected it to last 20 days. [4] And according to another source he prepared 40 days worth of food for his army. [5] Either way this gross miscalculation by Napoleon in the preparation stages of his campaign. It is evident that Napoleon did not thoroughly plan for the Russian campaign, nor did he make the correct calculations that would ensure a decisive victory. I think that this is due to his slowly deteriorating heath as well as Napoleon’s overconfidence and irrational belief that he could not be defeated. It seemed as though Napoleon failed to display his true genius in 1812 that had won him countless battles in the past. He displayed much caution, which was uncharacteristic of his once vigorous and dominating demeanour. It is still unclear whether this was due to his illness at the start of the campaign or a more deeply-seated issue in Napoleon’s age and irrational beliefs. This is what Napoleon said on the subject of his own health: â€Å"Health is indispensable in war†; and, a few years later :†There is but one season for war; I shall be fit for it six years longer, and then I shall myself be obliged to stop. † He had passed the limit set by himself when the highest efficiency could be expected. [6] â€Å"Napoleon was 42 years of age in 1812 and clearly his best years as a youthful and energetic leader were behind him. As he entered into this midlife crisis he became more restless and he wanted to fully control Europe before he grew too old to do so. Napoleon also maintained this sense of destiny, he found it incredible that others even tried to oppose his strength. â€Å"Russia is now being led to her fate, let her destiny be fulfilled! â€Å"[7] This quote is evidence to the claim that Napoleon allowed his ego to get the better of his judgement. In Napoleon’s mind, it was god’s will for him to crush Russia and seize control of Europe. It was impossible for him to lose this campaign against Russia, especially with the greatest army the world had ever seen at his disposal. With such a tremendous force Napoleon overlooked the finer details of the campaign that were essential to assuring its success. Another factor that greatly contributed to the failure of Napoleon’s 1812 campaign was the tactics that the Russians employed to deter his Grand Armee. The Russians would retreat deeper inland as soon as they saw the Grand Armee approaching, which worked to exhaust their enemy. The Russians had no choice but to retreat when they saw Napoleon’s massive approaching army. As a result of this, the Grand Armee suffered. [8] It is unclear whether the Russians retreated as they were aware that facing the enormous invading force was suicidal or they did it on purpose in order to intentionally tire out the enemy. Either way, the retreat worked wonders against Napoleon’s Army. A French General said this: â€Å"We (the French cavalry) deploy, and boldly advance to the attack, and already reach their line; but they disappear like a dream and we see only the bare pines and birch trees. An hour later, when we have begun to feed our horses, the dark line of Cossacks again appears on the horizon, and we are again threatened with an onslaught. We repeat the same manoeuvre, and, as before, our operations are not attended with success. Thus one of the best and bravest cavalry forces the world has ever seen was tired out and disorganised by those whom it considered unworthy foes, but who were the real saviours of their country. â€Å"[9] As the Russians retreated, they gained in strength, and exhausted the resources of country on the path that was to be trailed by the invaders. This has come to be known as the ‘scorched earth policy. ’ This strategy was designed to deplete the enemy’s resources so that they may only survive on the provisions that they brought along with them. The Russians burned their own countryside as they fell back. Napoleon did not anticipate the use of this tactic. It was greatly effective in depleting the numbers of the Grand Armee by starving the enemy. The Russians were determined to defend their country from almost certain defeat. They fought knowing that their entire country was relying on them to keep it from falling into Napoleon’s hands. This incentive and confidence in battle that the Russians had was also not anticipated by the French Emperor. He expected the Russians to roll over and be crushed as he had done in previous campaigns. Also to his horror he found that the discipline in his own ranks was slowly fading†¦ As previously stated, Napoleon had amassed his army from all corners of his empire. Among the French there were Germans, Italians, Poles, Spaniards, Portuguese, Swiss and Croatians. Even though the numbers of this army were staggering, their cohesion as a unit was compromised due to the simple fact that they were all from different countries. This mixture of languages and cultures, although very large and well organized, made efficiency and discipline an issue for Napoleon. Also, only the French troops were the ones who were well equipped and well trained, they were inspired to fight under their beloved Emperor. The same cannot be said of the rest of the troops. [10] The foreigners were fighting because they had no choice, they were allies to Napoleon but they shared no special bond with him, nor were they particularly motivated to be fighting in his name and in the name of France. This was another key factor that played a large role in the dismantling of the army during Napoleon’s retreat form Moscow. Napoleon also failed to realize that the Tsar Alexander would not surrender as easily as he thought. Napoleon thought that after a handful of decisive victories the Tsar would agree peace terms and Napoleon would have his way. He also mistakenly thought that if he were to occupy the Russian capital of Moscow then the country would be at his mercy. â€Å"A Single blow delivered at the heart of the Russian Empire, at Moscow the holy, will instantly put this whole blind, apathetic mass at my mercy. [11] Napoleon, despite having extensive relations with Tsar Alexander had underestimated his character. The Tsar’s resolve was strong and unwavering in his decision to not accept terms of peace with Napoleon. He did not even respond to Napoleon, even though the French Emperor now occupied the capital city. [12] It is important to note that as the Grand Arme e entered into Moscow it was in flames, set ablaze by the Russians themselves in accordance with their scorched earth policy. This denied Napoleon’s men the provisions and plunder that they so desired and had been promised. The occupants had fled to the countryside and the city was left deserted and up in flames. Napoleon had again been bested by the Russians. His army was now 1/5th of what it was. Two of my sources hold very different views when it comes to the morale of Napoleon’s men at this time. One maintains that the officers maintained their confidence in Napoleon while the troops, although not happy with the fact that they had no provisions â€Å"retained their thoughtlessness† and were still content under the Emperor’s guidance. [13] The other source depicts more of a sense of disillusionment within the ranks. The fires by which the place was devastated reacted on the discipline of the troops. The men abandoned themselves to disorder, and marauding did not cease until the Emperor took stringent measures to restore discipline. †[14] Napoleon was left with a dilemma to ponder. He could either continue the campaign and make a final push to defeat the weakened enemy with the disgruntled and famished troops that he had left or he could quickly retreat and leave Russia knowing that he had been outmanoeuvred by his enemy. Napoleon took a third option. He waited for word from Tsar Alexander. He was optimistic that the Tsar would sign a peace agreement. Napoleon was unaware of the fact that Alexander could not possibly surrender, it was his duty as Tsar to never accept terms. This led to Napoleon hesitating in Moscow for five weeks. With no word from Alexander and winter fast approaching. A decision needed to be made quickly. Napoleon gave the order to retreat and they marched out of Moscow on the 19th of October. [15] This hesitation from Napoleon would soon come back to bite them. Napoleon lingered in Moscow for far too long. His stay should not have exceeded two weeks and he should have retreated in September. By hesitating so long he brought about the horrors that would face him and what was left of his army in the following weeks. Three weeks after Napoleon and his army exited Moscow the winter emerged. As they marched westward the cold gradually increased until it became almost unbearable. As the temperature dropped to -20 degrees the retreating soldiers began dropping like flies from starvation, disease and the bitter cold. Discipline declined. The famished soldiers no longer did what they were told. They had no honour left to do battle, instead the main goal of every soldier was to stay alive. Men fought over food supplies and clothes. Some abandoned the unit in search of provisions elsewhere. The army was no longer a fighting force. [16] This, however was not the retreating army’s only problem. The Cossacks attacked the army from all flanks, they were vicious and relentless to Napoleon’s army, and they showed no mercy to anyone who fell behind the main unit. 17] Napoleon’s army was slowly fading away, little by little each day. Napoleon even wore a vial of poison around his neck in the event of him being captured. Less than 90,000 soldiers escaped Russia even after Napoleon had abandoned what was left of his army when he heard of a coup developing in Paris. The campaign in Russian was colossal failure. With what looked like a sure victory for Napoleon at the start of the campaign ended in shambles. Napoleon was outwitted and undone by the tactics of the Russians. Something Napoleon did not consider possible. Napoleon’s failure to understand that the Russians would fight with such desperation to defend their motherland was a costly mistake. Napoleon greatly underestimated his enemy, as well as the amount of necessary provisions to feed such a massive force as the Grand Armee. Everything seemed to conspire against Napoleon in the Russian campaign and in some respects he was hopelessly unlucky. His belief in himself and his army was so great, his ‘star’ so bright that he became blinded. He failed to think through the battle plan thoroughly enough and the result was a great failure. This failure did not go unnoticed by the rest of Europe. After it became obvious that Napoleon had lost with such a large army at his disposal Britain, Russia, Prussia and Sweden decided to strike Napoleon when he appeared weakest. His reputation as an invincible conqueror took a massive hit. The rest of Europe realized that it was possible to defeat Napoleon. Napoloen was able to rally another army to defend his empire from the forces that were now conspiring against him but it was too late, the initial damage had been done through the Russian campaign and Napoleon’s empire would never again ascend to what it once was prior to the campaign of 1812.

The Heliocentric Science

Samir Okasha showed in his book, â€Å"Philosophy of Science: A very short introduction†, what makes science a distinct body of knowledge which make use of â€Å"observations, experiments and theory-constructions† as can be reflected on the works of `De Revolutionibus` by Nicholaus Copernicus and `Letter to The Grand Duchess, Christina` by Gallileo. The works had been both controversial since they are against the normal view during their time. Okasha’s book is useful in understanding the concept of scientific revolutions, or the changes in scientific paradigm which can be reflected in the works of Galileo and Copernicus. This essay would like to show how Okasha’s work can help in understanding the works of great scientists, specifically Copernicus and Gallileo. The essay would focus on the theme of scientific revolution. The essay would start with an introduction of science prior to the time of Copernicus and Galileo. The prevailing science and the role of religion would be highlighted to emphasize the difference between the roles of these two. The highlights of Copernicus’ work would be discussed. It will be followed by the defense made by Galileo against his retractors. Finally, the concept of scientific revolution would be defined and the works of Copernicus and Galileo would be analyzed based on this context. Okasha explained that prior to the development of modern science that started during the 1500, science had largely been Aristotelian. This means that most of the things that are regarded as scientific are based upon the findings and writing of Aristotle. Aristotle was a Greek philosopher who studied several areas of knowledge including astronomy, physics, chemistry and biology. Particularly, he put forward that the earth is spherical and finite. Aristotle believed that the movement of the planets is in circular motion. Aristotle also supports the notion that earthly bodies are composed of â€Å"four elements: earth, water, air and fire†. Another important figure in pre-Copernican science was Ptolemy. The well-known geocentric model was set upon by this man before 170 AD. According to his model, the Earth is the center of the Solar System. Everything revolves around Earth. He used the concept of epicycles and equant to describe the movement of the planets and other heavenly bodies. Both Aristotle and Ptolemy hold that the Earth is stationary or does not move. They believe that the heavens –the sun, the planets and the stars are the ones that move. Both also believe that the stars are fixed in the heavens. They imagined that there are shells that hold the heavenly bodies. Science, especially astronomy, had been based on these two thinkers for over 1000 years. Thus, knowledge had been highly dominated and is profoundly based on their ideas. Being able to survive from generations after generations and being unchallenged for more than 1000 years, it is only apparent that these sciences are considered as normal and at some point natural. More particularly, Christianity as a religion gained authority which controlled or dictate knowledge based on their interpretation of the Holy Scriptures. Since the geocentric model is compatible with what is written in the Christian doctrines, it was considered as an absolute truth. During this period new discoveries would only be accepted if it does not contradict the Bible and if the evidences are too compelling that it cannot be disregarded by common sense. Nonetheless, no matter how perfect a normal science is -at first, anomalies would arise which produces doubt about normal science. There will be instances that run contrary to the accepted facts. At some point, these anomalies are treated as exceptions to the rule. However, as mentioned above, Okasha mentioned that one of the defining marks of science is the ability to construct theories which almost always generalizable. As anomalies builds up, the reliability of the theory weaken. New explanations are sought through experiments and observations. New theory is formulated which displace the previous theory. This process of change in accepted science is regarded as Scientific Revolution. One of the most prevalent examples of this shift in scientific belief is the Copernican Revolution. This revolution happened shortly after Nicholas Copernicus published his work â€Å"De Revolutionibus†. This work explicates the possibility that the sun is the center of the Solar System and not the earth. Copernicus tried to explain, at his best, the proof for this change in the model of the universe. Copernicus, himself, had been wary of publishing this discovery. It was not until he was sure about his explanation that he decided to publish his work. He received the first copy of his work before he died. Since Copernicus served as a canon in Frauenburg, Copernicus undertook extreme caution not to upset the church with his discover. Thus, although he had his discoveries in 1515, he decided not to announce his views publicly. Instead he tried to gather more evidence and revised his work. The book consists of six volumes. The first part explained the heliocentric model and the reason why this is so. According to Copernicus, he decided to try the sun-centered model due to the massive contradictions and inconsistencies that he found in the Ptolemaic model. The great number of anomalies involved calls for a new approach. Copernicus explained that the Earth is not fixed or is not stationary. He described the movement of the planets on their axis. This movement, now known as rotation, denotes the movement of the sun and the heavens from east to west. Copernicus also acknowledges that the planets revolve around the sun. He identified the number of days before the known planets can complete one revolution around the sun. Furthermore, the Copernican model also explained the changes in seasons and the advent of eclipses. In the later volumes, Copernicus tried to explain the movements of the other planets and he also explained the process on how he arrived to his conclusion. Since the book detailed explanation about the movement of the planets that are contrary to the literal meaning of the words in the Bible, it is expected that few people would consider and accept the idea. Removing Earth in the center of the universe seems to be a very strange idea that would overthrow the thought that God had made man as something special and that everything exists or was made for man. Okasha cited that the book was â€Å"banned in 1616 based on the assessment of the Catholic Church that the contents of the book contravene with those of the Holy Scriptures†. Copernicus had managed to gain popularity despite being criticized by the Catholic Church. Upon the invention of the telescope by Galileo Galilee, new evidences that support Copernicus findings arose. One of the critical observations made by Galileo was the presence and movement of sunspots. This discovery reiterated the fact that indeed heavenly bodies move in their axis or rotates. As Galileo published his discoveries, he gained negative response and was even accused of being a heretic. To this end, he wrote the `Letter to The Grand Duchess, Christina` with the purpose of clearing his name. In this letter he explained his current situation and his findings. Galileo identified his retractors to include those who judge his work without reading and understanding its contents. Galileo stated that those who are against him are the people â€Å"who has greater fondness to their opinions than truth†. As it appears, this seems to be the case since those that accused Galileo as a heretic did so despite overwhelming evidence from Copernicus and from the findings of Galileo himself that indeed hat is in the center of the Solar System. Galileo tried to clear his name by arguing that his retractors tried to show that his ideas are novel. It appears therefore that the action towards Galileo is a personal attack since previous authors or â€Å"confirmer† such as Copernicus was not mentioned during discussion of his work. He argued that Copernicus was not mentioned because his actions and findings were supported by the Catholic Church. To ensure that Copernicus book will be published, the preface was edited and it was explained that the book only reflects the hypothesis of a single man. Copernicus also addressed the pope in his book regarding the possibility that someone would â€Å"dare to condemn and censure this hypothesis †¦ upon the authority of some scriptural passage twisted to their purpose (Galilei and Finocchiaro, 1989)†. Being accused as a heretic, Galileo argued that his findings are not contradictory to the Bible. He explained that the words in the bible should not be taken literally. Galileo defended himself by making clear that the bible was made in a language and with the information that the masses or the common people can understand. For instance the higher mysteries such as the essence of God himself where described using human qualities and by referring to nature. Galileo elucidate the fact that the Bible did not necessarily discuss the heavens. The writers of the Bible only include those things that are necessary for people to live a â€Å"blessed life†. Galileo summed this argument by citing a statement he heard from an ecclesiastic â€Å"the intentions of the Holy Ghost is to teach us how one goes to heaven, not how the heaven goes†. In the end, the heliocentric model is now accepted as the legitimate model of the solar system. This fact had been confirmed by several sense-experience evidences. The process whereby science changes from normal to revolutionary and back to normal science again is known as the Scientific Revolution. The process is continuous since everything known as science is fallible. Although it is hard to think that there are other models of the solar system other than the heliocentric version, there had been several additions and further discoveries that might change the normal concept of the solar system. With respect to the idea of scientific revolutions, Okasha discussed the arguments put forward by Thomas Kuhn regarding the nature of scientific change. Kuhn coined the term paradigm to represent normal science. A paradigm is consists of â€Å"fundamental assumptions accepted by the scientific community and had solved theoretical problems with the aid of the fundamental assumptions (Okasha, 2002)†. The old paradigm are replaced ones anomalies, such as those mentioned above, exists continually. Scientist and thinkers would try to find a new way of explaining things by taking into account the corrections that must be made. The geocentric model had been accepted as true for more than 1000 years. Although there had been accounts and beliefs that the sun is at the center of the Solar System, they all remained as hypothetical assumptions. The work of Copernicus paved the way for an exposure of the anomalies while establishing a new paradigm. Galileo succeeded in convincing the scientific community, through the use of his invention, to accept the new paradigm. With the aid of Okasha’s book, one is able to get a better view of how the works of Copernicus and Galileo represent the concept of scientific revolutions. It also showed how resistance can affect the acceptance of new paradigm and how new sciences are produced. The process of revolution in the sciences does not take overnight but it takes decades or even centuries to develop.

Personal Narrative My Heart Is Heavy - 982 Words

As I write this assignment, my heart is heavy. This week began with romantic heartbreak, continued with supporting my dear friend whose mom is in the ICU, and has gone on today with one of my best friends grieving with me that his grandma has two malignant tumors in her lung. I share this firstly to ask for prayers for the family’s of Emily and Thomas, but also as I’m looking back at my time in meditation on these two passages I know am leaning so deeply on God’s sovereignty and sustainability for the lives of my friends. Also, as I look back on these passages, I realize that God is not done using them to mold me yet. I am grateful for how Isaiah 46 helped to change my internal soundtrack and began to impact my relationships and plans over the course of my meditation in it. I found this passage harder initially to dive into because I needed to decode the stylistic layers of Jewish poetry and prophecy, but the fruit that it yielded is incredible. This passage forc ed me to dwell on God’s jealousy for us; also I found solace for my struggles and sin in Isaiah’s words. This passage begins with God exhorting his people to bring their idols before Him - confident they will not match up to his standards. What really resonated with me over the weeks was how Isaiah described the toil with which people brought their idols before God attempting to put them in the place that only God belongs. The people have to lift them on their shoulders, they carry them, they put them in their highShow MoreRelatedThe Life Of A Slave Girl By Harriet Jacobs1292 Words   |  6 Pagesfocus on two texts: Incidents in the Life of a Slave Girl and Narrative of the Life of Frederick Douglass. 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