How do you think your career path (My career path is Financial Management) might differ in a hierarchical versus a flat organization?•If you started your own company selling iPhone applications, what organizational structure would you create? Why?•What would you do during a corporate restructuring to ensure that your best employees did not leave?
Read case 10-2 The smart car. In a five page APA formatted paper, please analyze the case, and answer the questions at the end of the case.Please name your assignment file as ‘lastnamefirstinitial-MKTG602-assignment#Course Objectives:#2 An overview of International Trade Issues#6 The various patterns of multinational cooperation and the strategic marketing implications of economic cooperation in marketing Case 10-2 The Smart CarIn the summer of 2006, DaimlerChrysler announced that the company’s Smart car would be offered for sale in the United States the following year. Launched in Europe in 1998, the diminutive Smart had never turned a profit for its parent company. When Dieter Zetsche became DaimlerChrysler’s CEO at the beginning of 2006, the Smart car issue was one of his top priorities.At the time of the announcement, the Smart saga had been 15 years in the making. In 1991, Nicolas Hayek, chairman of Swatch, announced plans to develop a battery-powered “Swatch car” in conjunction with Volkswagen. At the time, Hayek said his goal was to build “an ecologically inoffensive, high-quality city car for two people” that would sell for about $6,400. The Swatchmobile concept was based on Hayek’s conviction that consumers become emotionally attached to cars just as they do to watches. Like the Swatch, the Swatchmobile (officially named “Smart”) was designed to be affordable, durable, and stylish (see Exhibit 10-13).Exhibit 10-13Thanks to the success of the Smart car in Europe, several new models have been added to the Smart family. These include the convertible Smart Roadster and the Smart forfour (a four-door model). An SUV—the Smart formore—was introduced in 2006. The original model will be rechristened the Smart City Coupé. As one observer noted, “Buying a Smart is less like buying a small car and more like buying an iMac, a Blackberry PDA, or a box of take-out sushi.”Source: Chitose Suzuki/AP Images.Early on, Hayek noted that safety would be another key selling point, declaring, “This car will have the crash security of a Mercedes.” Composite exterior panels mounted on a cage-like body frame would allow owners to change colors by switching panels. Further, Hayek envisioned a car that emitted almost no pollutants, thanks to its electric engine. The car would also offer gasoline-powered operation, using a highly efficient, miniaturized engine capable of achieving speeds of 80 miles per hour. Hayek predicted that worldwide sales would reach 1 million units, with the United States accounting for about half the market.Then, in 1993, the alliance with Volkswagen was dissolved. In the spring of 1994, Hayek announced that he had lined up a new joint venture partner. The Mercedes-Benz unit of Daimler-Benz AG would invest 750 million Deutsche marks in a new factory in Hambach-Saargemuend, France. In November 1998, after several months of production delays and repeated cost overruns, Hayek sold Swatch’s remaining 19 percent stake in the venture, officially known as Micro Compact Car GmBH (MCC), to Mercedes. A spokesman indicated that Mercedes’ refusal to pursue the hybrid gasoline/battery engine was the reason Swatch withdrew from the project.The decision by Mercedes executives to take full control of the venture was consistent with its strategy for leveraging its engineering skills and broadening the company’s appeal beyond the luxury segment of the automobile market. As Mercedes chairman Helmut Werner said, “With the new car, Mercedes wants to combine ecology, emotion, and intellect.” Approximately 80 percent of the Smart’s parts are components and modules engineered by and sourced from outside suppliers and subcontractors known as “system partners.” The decision to locate the assembly plant in France disappointed German labor unions, but Mercedes executives expected to save 500 marks per car. The reason: French workers are on the job 275 days per year, while German workers average only 242 days; also, overall labor costs are 40 percent lower in France than in Germany.MCC claims that at Smart Ville, as the factory is known, only 7.5 hours are required to complete a vehicle—25 percent less time than that required by the world’s best automakers. The first 3 hours of the process are performed by systems partners. A Canadian company, Magna International, starts by welding the structural components, which are then painted by Eisenmann, a German company. Both operations are performed outside the central assembly hall; a conveyer then transports the body into the main hall. There, VDO, another German company, installs the instrument panel. At this point, modules and parts manufactured by Krupp-Hoesch, Bosch, Dynamit Nobel, and Ymos are delivered for assembly by MCC employees. To encourage integration of MCC employees and system partners and to underscore the need for quality, both groups share a common dining room overlooking the main assembly hall.The Smart City Coupé officially went on sale in Europe in October 1998. In an effort to create a distinct brand identity, a separate dealer network was established for Smart. In retrospect, this decision turned out to be an expensive one. Sales got off to a slow start amid concerns about the vehicle’s stability. That problem was solved with a sophisticated electronics package that monitors wheel slippage. Late-night TV comedians gave the odd-looking car no respect and referred to it as “a motorized ski boot” and “a backpack on wheels.” The sales picture was brightest in the United Kingdom; the brisk sales pace in Britain was especially noteworthy because MCC was building only left-hand-drive models (the United Kingdom is the only country in Europe in which right-hand-drive cars are the norm). Industry observers noted that Brits’ affection for the Austin Mini, a tiny vehicle that first appeared in the 1960s, appeared to have been extended to the Smart.Despite this success, MCC reduced its annual sales target from 130,000 to 100,000. Robert Eaton, joint chairman of DaimlerChrysler, went on record as being skeptical of the vehicle’s future. In an interview with Automotive News, he said, “It’s possible we’ll conclude that it’s a good idea but one whose time simply hasn’t come.”In 2000, amid growing interest in the brand, the Smart exceeded its revised sales target. Wolf-Garten GmbH & Company, a German gardening equipment company, initiated a program to convert the Smart to a lawn mower suitable for use on golf courses. Both convertible and diesel-engine editions were added to the product line.In 2001, executives at DaimlerChrysler initiated a program to research the U.S. market to determine prospects for the Smart. The announcement came as Americans were facing steep increases in gasoline prices. Between 2001 and 2006, several other small cars in the $10,000 to $14,000 range were introduced in the U.S. market, including the Chevrolet Aveo (manufactured by Daewoo), the Toyota Yaris, and the Honda Fit. In addition, Toyota had successfully launched the Scion, and BMW’s new Mini was also proving to be hugely popular with U.S. drivers.“The Smart brand is capable of sustainable profitability, and it will be profitable in 2007 and beyond. We are working on a cost basis that is almost 50 percent lower than it used to be. The production time at the Hambach plant in France and the assembly time for the new car are 20 percent shorter than with its predecessor.”Ulrich Walker, chairman and CEO, Daimler Northeast Asia; president and CEO, SmartOne challenge in bringing the Smart across the Atlantic was the euro’s strength relative to the dollar. To further complicate matters, the DaimlerChrysler merger ended with the sale of Chrysler to a private equity group. Going forward, Smart was under the ownership of Daimler AG. Moreover, distribution and promotion were critical to a successful U.S. launch.Auto racing legend Roger Penske, chief executive of Penske Automotive Group, decided to gamble on the Smart. He snapped up the rights to serve as the sole U.S. distributor for the tiny car. Penske had assembled the second-largest auto retailing group in the United States by selling luxury cars and imports. The network included more than 300 franchised dealers in the United States and Europe. Penske’s team set the goal of selling 16,000 Smart cars in the first year; as gasoline prices rose to $4 per gallon, the minicar’s appeal seemed obvious. The company sold 24,622 cars in 2008.In 2010, as gasoline prices moderated, car buyers began gravitating back toward large vehicles. Smart’s sales fell from 14,595 cars in 2009 to 5,927 in 2010. Early in 2011, Penske Automotive Group announced that it was terminating its distribution agreement for the Smart and returning distribution to Mercedes-Benz USA. A company spokesperson attributed the move to a change in organizational structure for the Smart brand in Germany.Meanwhile, Smart USA and the Strawberry Frog advertising agency launched a social media initiative to leverage the exploding popularity of Facebook and Twitter. The brand’s Twitter handle is @smartcarusa; followers are reminded that “Smart is against dumb, mindless consumption.” Sample tactics include “The Great Dumb Trade-In” and retweets of owner comments about their vehicles. Today, Smart USA’s page on Facebook has more than 100,000 “likes.” The company has also mobilized street teams and produced viral videos.Scott Goodson, the founder of Strawberry Frog, sums up the brand this way: “The Smart car is about living a flexible, agile life. Less is more.” Asked how she would measure the success of the “Against Dumb” movement, Kim McGill, Smart’s vice president of marketing and advertising, said:If it makes people just think about it, that will be a success…. We need to get people thinking of buying not for that one time, but buying for what we need most of the time. If we can get more people talking in that direction, it will be nothing but positive for this brand.To learn more about the Smart, visit www.smartusa.com.Discussion Questions10-13. What is Smart’s competitive advantage? Brand promise? Positioning? 10-14. How does the Smart compare to the Honda Element, Scion iQ, Kia Soul, or Fiat 500? Are these models targeting the same consumers as the Smart? In view of the success of these brands, do you think the Smart’s U.S. launch is too late?10-15. As noted in the case, Penske Automotive Group is no longer the distributor for Smart USA. How will this affect Smart’s fortunes in the United States? 10-16. Evaluate Smart USA’s social media strategy. Discuss what additional channels or tactics you would recommend.If you need to see the book for this case study.
For this discussion post, first watch this video clip: https://www.youtube.com/watch?v=3exzMPT4nGIWhat is the main argument of the Jackson Katz’ Tough Guise excerpt (above)? Do you buy it? Why or why not? If yes, what data or part of his argument did you find most convincing? If no, what data might you need to see to be more convinced?
Please watch the following documentary about the history of drug use in the US: Altered States – History of Drugs in the US::http://ezproxy.library.berkeley.org:80/login?url=http://fod.infobase.com.ezproxy.library.berkeley.org/PortalPlaylists.aspx?wID=237463&xtid=5863 (Links to an external site.)Then upload Reaction Paper 1 under this Reaction Paper 1 Assignment Link by Sat night, 11:59pm.REMEMBER: Student must discuss the following points in reaction papers (in ESSAY FORMAT; not numbered questions):One paragraph summary (at least 3-4 sentences) of what documentary film/movie was about and if there was any bias (This means: is the film presented from a particular biased standpoint? Or does the film present a balanced viewpoint, showing all opposing sides?).How does this documentary film/movie connect or relate to OUR CLASS TOPICS AND DISCUSSIONS as well as to your personal life? (This is very important! Make strong, specific class connections. If you state, “The film is about addiction and the class is about addiction,” that is NOT a strong, specific connection, and you will not get full credit. Gives lots of details! Refer to the eText and other sources we’ve been discussing!). What did you learn in this documentary film/movie in relation to ideas we have covered in class? (State something NEW you learned about the topic from the documentary). What was your reaction and opinion of the documentary film/movie, and would you recommend it to future classes? (This is where you provide your critique of the film. Explain WHAT makes it recommendable or not; Explain WHY you think it’s a good–or bad–film).***PAY CLOSE ATTENTION TO THIS RUBRIC!!!***Reaction Paper Grading Rubric – 100 Total PointsContent: Topic Background – (25 points):• Topic background and connection to course content (lecture notes, text) are covered thoroughly, clearly, and accurately in one paragraph.
watch this short clip on A Brief History of Drug Laws in America (From ‘The House I Live In’ Directed by Eugene Jarecki)https://www.youtube.com/watch?v=9A_qzEQr-wM&t=1sAnd answer the following questions in a 300-word post in ESSAY FORMAT:1. What are the similarities between the Prohibition Era (against alcohol) and the Modern War on Drugs? (Be sure to comment on why they both started and what their intentions were, and what their impact was–and has been–on public health, on poor people, on crime, and on the potency and availability of drugs).2. Using everything you’ve learned about both, make an assessment as to whether Prohibition and Modern War on Drugs have been effective in addressing drug use and addiction (e.g. Do prohibitive tactics work? Why or why not?).
Discuss the impacts of writing for a younger audience.
Discuss the process of writing a Letter to Congress.
Music links: https://www.youtube.com/watch?v=nCHSdNzo8ek (Dropbox version) https://www.youtube.com/watch?v=gpnIrE7_1YAhttps://www.youtube.com/watch?v=PZ307sM0t-0OUTLINE:IntroPaganini’s Caprice 24 is my favorite piece of music we’ve listened to I got three versionsCaprice in A Minor, Op. 1, No. 24 – Midori (1989)Hilary Hahn – Paganini – Caprice 24 (2013)Paganini’s Caprice no.24 performed by Alexander Markov (2009)Midori’s version does not include the finale, so it will not be discussedVery different, but all bring out different aspects of the composition well. Chunk 1: OpeningMidori (0:00-0:14)Jumps right into itNotes very clear, not much slurringVery clean cut, definite pause after sectionPlayed around the same volume the whole timeHahn (0:00-0:24)First 8 seconds not musicPlayed just a bit slower than MidoriNots slightly more slurred Definite pause at the endMarkov (0:00-0:31)First 15 seconds not musicPlayed fasterEmphasis on the end of measuresNo pauseChunk 2: Fast jumpsMidori (0:15- 0:29)Plays around with dynamics a lot, dramatic shifts from very quiet to loudPause at the end againHahn (0:25- 0:41)Plays this section the slowest out of the three versionsDynamics stay relatively the same, some slight variationLong pause at the endMarkov (0:31- 0:43)FastestContinues placing emphasis on the end of measuresNot much change in dynamics No pauseChunk 3: Out of tuneMidori (0:29-0:47)First eight or so notes much slower than the rest of the sectionKind of hits the offputting notes, but things stay pretty on keyBrief pauses between sectionsHahn (0:41-0:58)Dynamics stay mostly the sameThose offputting notes are hit harder and louder, and dynamics taper off at the end of sections but otherwise the same volumeEven shorter pauses than Midori, but the piece is overall slowerMarkov (0:44-0:57) REALLY leans into the off-key sounding notes, almost sounds like someone else is playing the violin for the first time next to him while he preformsVery fastBrief pauseAll loud except for the endChunk 4: Two notes at onceMidori (0:48-1:18) 30Notes slurred, but not too muchDynamics mostly the same, rise a bit in some parts and lower in some parts but overall steadyPause at endHahn (0:58-1:29) 31Faster than the other two, closer to the pace of the rest of the pieceFinal note quieter, but the rest is the same volumePause at endMarkov (0:57-1:34) 37Dynamics played with the most, very smoothlyNotes most slurredSlowest of the threePause at endChunk 5: Spider legs/hacksawMidori (1:19-1:56)Starts very quiet, gradually growsDynamics played with more than other sectionsBig pause at the endHahn (1:30-1:58)Plays the fastestHer shift is dynamics is less gradualPause at endMarkov (1:35-2:04)Very sudden and severe shifts in dynamicsReally attacking those untunes notesNo pauseChunk 6: Two notes sadMidori (1:57-2:23)Staccato/legato played withSame volume whole timePause at endHahn (1:59-2:22)Starts the loudestReally overall has the least modulationPause at endMarkov (2:05-2:31)FastMostly legatoQuiet overallPause at endChunk 7: Naughty danceMidori (2:22-2:47)FastishSame volumeLots of pausesHahn (2:23-2:41)Faster than her other stuffThe same volume, a little quieter sometimesPause at endMarkov (2:31-2:47)FastLoudNo pauseChunk 8: Two notes argumentMidori (2:45-3:05)Slowest versionLeast slurred notespauseHahn (2:42-2:59)Slurred, all goes togetherFlowySlowishPauseMarkov (2:48-3:00)Intense legato/staccatoLoudFast PauseChunk 9: RaindropsMidori (3:06-3:24)SlowestPauses between sectionsBig pause at endHahn (3:00-3:15)Plays with dynamics, not too much thoughPauses between partsSlows at endPause at endMarkov (3:01-3:18)Has a huge range in tempo Starts the slowest, ends up going the fastestStaccato staccato staccatoChunk 10: Mouse who’s hungryMidori (3:05-3:53)Stays pretty middle of the road, as usualBig pause at endHahn (3:16-3:45)I think she does the best in this sectionHer gentle, conservative approach works well hereSmall pause at the endMarkov (3:19-4:09)Painfully slowVery legatoPlays gently, quietlyPause at end Chunk 11: Two notes, stormy rowboatMidori (3:54-4:46)Leans into the “bad” notes way moreMost variation in dynamics (not much) and general approachHahn (3:46-4:24)Also brings the most oomph to this sectionNot a huge shift in dynamics or tempoShifts between erratic and beautiful wellMarkov (4:10-4:53)Makes the erratic beautifulAll over the place with articulationStays mostly forte ConclusionI like Markov’s best. Pushes the music to its limits, it has dramatic energy to it I think Paganini would enjoy. Very theatrical- makes for the most enthralling watching/listening experience. Huge variation in tempo, dynamics, articulation, and color. He also likes to put these big differences right next to each other to make the changes feel even more extreme. Keeps the audience engaged until the end.Hahn’s was technically fine but didn’t have the same oomph as the others. Overall everything (tempo, dynamics, articulation, color, etc) had the least amount of variation.
Meaning of Life and Death:* Hemingway, E. (1936). The snows of Kilimanjaro.Esquire.* Crane, S. (1897). The open boat.American English.* Chekov, A. (1889). The bet.East of the Web short stories.Life and death are huge topics. They are literally the largest topics people have to deal with. Short stories are by definition small. They are short. Dealing with huge themes in short spaces is challenging, and it is worth examining how different authors handle this challenge.Select any two of the stories from the list of stories about life and death assigned for this week. Compare how they deal with their huge themes, and specifically, analyze how they manage to address such massive topics in such a short space.
Emerging as an arguably logical extension of the type of thinking that has generated the human-rights-related notions of racism and heterosexism, the idea of “speciesism” is now an established concept. One permutation of speciesism is that it is morally wrong to consider people as more important than other living species. Does such an idea run counter to the idea of human rights? Morally and legally, should people be considered more deserving of “rights” than other life forms? Does speciesism take the notion of equality too far?
