Marketing Of German Brand Bionade

Marketing Of German Brand Bionade The German brand BIONADE which produces and distributes organically lemonade brewed like beer but without alcohol {BIONADE #1}, tries to enter markets all over the world. {Dagmar Mussey 08/10/2007 #2}. With the threat of going bankrupt with its beer brewery {Dagmar Mussey 08/10/2007 #2}, the head of the company Leipold, tried to spread its product range and invented a brewed soft drink for children. With its superficial marketing strategy with just few money BIONADE managed to get known all over Germany in shortest time by sponsoring events and viral marketing. {Ralph Atkins #3} In 2009 the large German group Dr. Oetker bought with 70% the majority of BIONADE. {Weiguny 2009 #18} After distributing in most European countries since 2008 the companys aim is now, that their organic drink will become a Weltdrink.{Ralph Atkins 12.12.2007 #3} How BIONADE can reach the target and what they should considered, it is indicated in this paper on the example entering the US beverage market. Environmental Analysis BIONADE needs to analyse the market of US. The retailing market in the United States is very competitive and dynamic. Consumers can choose out of a large number of retailers. With the information of the internet consumers can easily compare all products and retailers. So retailing has been led to a hard job and you have to observe the consumers needs, because consumers have the power. {Weitz 2010 #4} Market trends BIONADE aims to go on the American beverage market. The carbonated drink sector is the most established in the soft drink industry with about 40% of the volume. {Jonathan Thomas 2010 #6} But the growth almost stagnates with just 1.2% growth rate and the share will fall more, because more consumer prefer healthier beverages like fruit juices, fruit based drinks or bottled water. In this case, there is a chance for BIONADE to put its organically healthy and nearly sugarless beverage on the US market. In addition it should be mentioned, that the market shares for sport and energy drinks within the carbonated soft drink segment has raised about 7% last year, and it is assumed that this trend will last. {Jonathan Thomas 2010 #6} The study, which was ordered by just-drinks, says that the fruit-based drinks are expected to remain strong. Customers BIONADEs target group are healthy, young consumers and aware of the health. Examining the consumers in US nowadays it can be noticed, that there is a change in lifestyle. For decreasing the problems of fat children, which has become a major issue in the US, the government planned to ban sugared drinks like Coca Cola from school. {Atkins 12.12.2007 #3} Consumers strive away from convenience and fast food to fresh cooked meals and healthy, organic products, which are traded fair. {Lifestyle Food and Drinks Future 2008 #10}Business Insides report Lifestyle Food and Drinks (2008) says in addition, that many habitants of the US do have work-related stress, which they try to compensate with healthy drinks and food to get more energy and fun. Additionally America has an ageing generation. These people do all their best to stay young and healthy. Therefore they consume e.g. many anti-ageing products, which aim this target group. Altogether there is a broad diversity of different reasons, why people want to live healthier, which is shown in the illustration 1. Figure : The complexity and diversity of modern lifestyles {Lifestyle Food and Drinks Future 2008 #10} Competitiors The beverage market is a strong market in the United States. Global players like Pepsi and Coca Cola are settled in America as well as the US brand Dr. Pepper. These three brands are in 2010 the best-selling companies, and most customers bought drinks of these companies. {Sector Soft Drinks Non-Alcoholic 2010 #11} They also try to establish healthier drinks, to follow the trend. Coca Cola put The Spirit of Georiga on the market, which is competitive lemonade to BIONADE. They also try to do a partnership with Honest Teas, which also is settled in the health and wellness segment.{Beverage World 2011 #13} Nestlà ©, who is also a big player one the beverage market, also put some health drinks, like ready-to-drink teas on the market. Viewing the global health drink and food segment it can there were more than 4000 new products came on the market in 2009, which are more than double as much as in five years ago.{Heather Landi #12} There is a keen competition in this field. Analysis and Theories With entering a new market there are many topics which should be considered. The SWOT analysis is a management tool which shows clearly arranged which strength and weaknesses a company has, and which opportunities and threats are given from the environment of a company. The points are aimed on the target, a company has. In this case it targets the entry of BIONADE on the American market. {Simon 2002 #9} Strengths Weaknesses Large Network Only breed lemonade Experience on other markets Large target group Good references in Europe Plans for adopting the product for the US market (new flavours) Unique product (the only brewed lemonade) Just one product site Workers with no knowledge Large Supply-Chain High costs New unknown market Opportunities Threats Changing Consumer Behaviour Growing sustainable and health market Growing Beverage Market Banning sugared drinks in schools Market niche Large Beverage Market Many Competitors like Coca Cola (Georgia) Other organic certificates in the US than in Europe Many other healthy drinks Figure : SWOT-analysis for BIONADE on the US-market {Simon 2002 #9} To get an overview of the market, Porter invented the tool Porters 5 Forces. {Porter 1998 #14} Porter has identified five competitive forces at work in every industry and every market. The expression of these forces determines the intensity of competition in an industry and thus its profitability and attractiveness. The objective of corporate strategy should therefore in looking for ways to weaken competitive forces in relation to the company itself. {Porter 1998 #14} Figure : Porters five forces {Porter 1998 #14} Analysing the American health beverage market, which BIONADE wants to enter, there is a variety of forces, which should be considered. Buyers: It can be a threat, because buyers have the force to choose other drinks. Substitutes: There are some substitutes. They are and mainly they will become a threat. There are not only other healthy lemonades but also bottled waters, ready-to-drink teas and fruit juices. Suppliers: Meanwhile there is no big threat by suppliers, because BIONADE exports its own bottles form Germany and uses the concentrate which is produced in its producing site in Germany. Potential Entrants: This would be the biggest threat. Because of the large market and the huge chance because of the trend of changing lifestyle, many competitors will get on the market. There will be keen competition which should be considered by entering the market and solutions must be found for each problem. Some solutions can be in the marketing mix, like pricing politic or with clever product placement. Strategies With its aim generating a larger turn-over, BIONADE entered the US market because there is a niche market. There is no other brewed lemonade in America, but there are customers who would buy healthy drinks. With this unique position, they have a chance to challenge other companies and take market share. {Doole 2004 #20} Because of the large competitors like Coca Cola and Pepsi, BIONADE should distinguish in marketing, product, product placement and aim with a unique marketing-mix at the target group to prevent other companies taking their business idea.{Kotabe 2008 #21} The best strategy for BIONADE was Differentiation. {Doole 2004 #20} Because of the flexibility of a SME, the company can meet customer needs very fast and can distinguish from other beverages. To have not a high level of risk BIONADE made a joint venture with a German noodle company, which piggybacks the product. This indirect exporting method can work, because both products are organic, but they are no competitive products. BIONADE can profit of the reputation of the noodles. As the noodle company does not have the knowledge in the beverage segment it would be a better strategy to get help of an agent, who knows the market. With direct export the companies risk shrinks but the cost raise. {Kotabe 2008 #21} BIONADE established a production site in the US. With this strategy they can save costs for transport, which are mainly the highest costs of the supply chain. {Kotabe 2008 #21} But with this strategy the quality of the beverage can decrease. The employees dont have the knowledge like the staff in Germany. In addition there is also the risk, that BIONADE does not sell as much as calculated and the assembly lines are not working to their full capacity. Recommendation To keep successful BIONADE can go different ways. There is the possibility of entering more markets, or to penetrate new markets or put new BIONADE products on the market. In this chapter is shown, how BIONADE can manage these two different paths of expanding the brands value. Staying competitive with entering new markets or products New Products ExistingAnsoff(1957) invented a method, which makes it for companies possible to generate more profit and growth. His theory is divided in four ways, which are entering new markets or inventing new products. This method can help BIONADE to succeed on the market during the next years. Existing Markets or segments New Figure : Ansoff matrix {H. Ansoff #15} Potential strategies are: Market development: BIONADE can generate growth with entering new markets with existing products, like BIONADE already has done in countries around the domestic market. There are the possibilities which are shown in chapter 4.1. It is recommended that BIONADE searches for a partner in US who supports the company by selling the beverage. A good partner could be McDonalds, because it changed the strategy to healthier food. There already exists a partnership between both in Germany, which can be expanded to North America. {Weiguny 2009 #18} Market penetration: In this field, Ansoff describes in his theory, there are is not much growth expected. {H. Ansoff #15} But BIONADE can use its experience to gain new customers on the existing market or sells more to regular customer. It can be aimed with setting up a marketing campaign like making cocktails with BIONADE. New product development: This strategy has more risks than just market penetration. {Thommen 2009 #16} It is useful to stay successful. BIONADE can remain successful on the existing market with introducing new flavours like Cranberry for the US market, new design of bottles or maybe thermo jugs of BIONADE to keep the beverage cool in summer. Diversification: The strategy of entering new markets with new products has the highest risk rate. {Thommen 2009 #16} BIONADES has a variety of possibilities from putting a sports drink on the US market or inventing sweets or ice cream for kids. But another strategy to stay competitive is to keep an eye on the global market trends and spread the beverage in more foreign markets. Entering new markets BIONADE is on shelves in almost in the whole northern part of the hemisphere, like in almost whole Western Europe, North America, and Russia, as it is shown on the map below. Figure : BIONADES current and potential market entries {Daniel Dalert #17} As the SWOT analysis shows in chapter 2.1 BIONADE has many opportunities and chances, not only in the US market. The trend to a healthier life exists in almost all Western countries. To expand the market, it is recommended to enter step-by-step all Western European countries, like the missing countries Portugal and the East European countries, with new special flavours adopted for the countries. Because of the short trade routes it could be made by exporting the bottles. If North America runs well, there is the opportunity to go to Australia, which is also a Western country with loads of sportive, healthy living people on the beaches. It could be the strategy to sell the beverage first on the coast in cafes and bars. With the same strategy like in Germany and with just low marketing campaign they could sponsor surfing contests. Also Brasilia is a good target market with healthy living, open-minded people. With their favourite trend fruit Acai berry there is even a flavour for this ma rket. Because of its hot climate there is the possibility to sell it as a healthy refreshing drink for day and night, even for cocktails. It is recommended not to concentrate to just a view countries, because the beverage market has keen competition. Entering more markets and to have in all countries a little market share is the key to BIONADEs success. Conclusion For BIONADE, there is still high potential to raise the growth like in the last few years, especially with entering new markets. {Weiguny 2009 #18} But BIONADE gets harsh critics, especially in Germany, because they had a change of their strategy. {Matthias Benirschke 05.02.2011 #19} It is said BIONADE is not that bio like they say and it is not any more a drink for a better world, and they stopped sponsoring some events. In Germany there is at the moment the threat of losing regular customers because of just trying to gain the highest profit. The target group is very sensible and should be taken very into account. {Matthias Benirschke 05.02.2011 #19} Appendices

To what extent is the American Constitution an elitist document?

To what extent is the American Constitution an elitist document? Why then did the framers provide for public participation in the political process? The best way to approach this assignment is to split it into two and answer first to what extent do I feel the American Constitution an elitist document. When this has been answered then it will be possible to move on to try to understand why the framers of the constitution provided for public participation in the political process. I should begin by saying that I think the Constitution is a very elitist document, but before I elaborate on that opinion I feel that it is necessary to firstly define what an ‘elite' is, and also to provide a bit of background information on the Constitution. An elite is defined by Webster's Dictionary as the best of a class; the socially superior part of society; or a group of persons who by virtue of position or education exercise power or influence. When we talk about elites though we have to bear in mind that they prize order and stability above all else, and if they can preserve the status quo they will, however this is diverting from the main question. It is perhaps the last part of the definition that is most relevant when we come to the American Constitution, and ask ourselves to what extent it is an elitist document. Before I come to that though I feel that it is necessary to explain how the Constitution of the United States of America came into being. Without going too far back into history, the thirteen North American colonies had rebelled against the British government after coming to see King George III and his colonial governors as tyrants, and also there were disputes over taxes that had to paid both to the colonial legislatures and the British government. These tensions reached a climax in 1775 and the American War of Independence broke out. This war lasted until 1783, when the British granted independence to each of the thirteen colonies. Each of the thirteen states were now independent and bound together under a loose agreement called the Articles of Confederation (AOC). The Articles of Confederation provided for a unicameral legislature with each state being allotted representatives based upon their total population, but each state had only 1 vote in the legislature. There were many flaws in this arrangement like the fact that there was no executive body; the fact that nine states had to agree to pass legislation; and crucially the AOC could not legislate in the following areas: The national government could not levy taxes, only request funds from the states. This resulted in the national government going into debt almost immediately. * The national government could not regulate commerce and each state had set up tariffs against the other. The result was a building economic recession. * The national government did not have exclusive control over the money supply. Each state and the national government had its own money supply. In the face of these crises, the elites (for want of a better word), of the thirteen states decided unilaterally to revise the AOC, and so the Constitution of 1787 was born. It is now time to examine to what extent the Constitution is an elitist document. â€Å"We, the people of the United States, in order to form a more perfect Union, establish justice, insure domestic tranquillity, provide for the common defence, promote the general welfare, and secure the blessings of liberty to ourselves and our posterity, do ordain and establish this Constitution for the United States of America. â€Å"1 Superficially at least the Constitution can be said to be a very elitist document by virtue of the way in which it came into being. It was written by fifty-five men out of a population of approximately four million. If we consider that the framing of the Constitution to be the real beginning of the USA, which was in theory supposed to be a democracy, then we have to see the Constitution to be an elitist document because of the way in which the Founding Fathers (a tiny fraction of the population) decided to scrap the AOC and come up with an alternative behind closed doors, without the majority of the population knowing what was going on. Another superficial argument can be made based upon the fact that the delegates who signed the Constitution were as Thomas Jefferson put it â€Å"†¦ an assembly of demigods†. According to Dye and Zeigler â€Å"the men at the convention belonged to the nation's intellectual and economic elites†2. Therefore the Constitution was always going to be biased towards elites because even though the majority of the population were small freeholding farmers their views were not taken into account at the Convention for the simple reason that none of the delegates really came from that section of the nation. As I have said both these reasons are superficial, but if we get into the detail of the constitution then we can see that it is a very elitist document in several key areas. The first is economic elitism. The Constitution gave Congress â€Å"power to lay and collect taxes, duties, imposts and excises, to pay the debts and provide for the common defence and general welfare of the United States; but all duties, imposts and excises shall be uniform throughout the United States†3. This is all well and good, but when taken with the fact that according to Article 1 Section 2 â€Å"Representatives [and direct taxes] shall be apportioned among the several States which may be included within this Union, according to their respective numbers†4 – taxation and representation based upon population. This meant in essence that a rich man paid exactly the same amount of tax as a poor man regardless of his wealth, and if we consider that the men at the convention were all very we ll-off if not extremely rich, then whatever their intentions were the constitution could only benefit them and those like them. The Constitution also gave Congress the power to regulate commerce between the states. This regulation in concert with the provision that â€Å"No tax or duty shall be paid on articles exported from any state†5 created a huge free trade area were none had existed before, and of course this would be very beneficial to those American merchants – including many of the framers of the Constitution- that traded across the USA. Again we can see just how elitist the Constitution is because it benefits big business even though the majority of the population were small freeholders and small merchants that benefited from a certain degree of protectionism. Economic elitism can also be seen in the parts of the constitution that give Congress powers over the regulation and value of money, bankruptcy laws, weights and measures, and so forth. These powers would enhance financial stability in the nation and this move could only benefit the more economically orientated members of the Constitutional Convention. There is also evidence of military elitism within the Constitution. Section 8 of Article 1 provides for the creation of an army and navy. Naturally a nation needs an army and navy, but this act has to be seen in the context of just what the American elites gained from it. The Constitution concentrated the military might of the USA under the Commander in Chief aka the President. The President also had the power, with the advice of the senate, to make treaties and to send and receive ambassadors. We have seen that the Founding Fathers wished to create a strong centralised government and this concentration of military and diplomatic might gave them the ability to do just that, with the added benefit of giving them the means to put down any revolution that might occur. Therefore in this sense it can be shown that the Constitution is an elitist document since it enshrined the desires of the Founding Fathers for stability and freedom from revolution, and since the President who commanded all this great power would invariably be a member of the elites himself, their position within society could and would be safeguarded. Other instances of elitism within the Constitution are the sections that deal with slavery: â€Å"No person held to service or labour in one state, under the laws thereof, escaping into another, shall, in consequence of any law or regulation therein, be discharged from such service or labour, but shall be delivered up on claim of the party to whom such service or labour may be due†6. As can be seen this section allows the continuation of the slave holding elites within American society, at a time when the idea of all men being equal was being bandied about. From the above we can see that the Constitution of the USA is elitist, then we have to ask the question that why, if the document is elitist, did the framers provide for public participation in the electoral process. Firstly, if we accept that the framers of the Constitution were the nation's elites, then we have to remember that above all else elites desire order and stability. Therefore at a very basic level the answer to the question would be that as elites (by their very definition) make up a tiny percentage of the populaton then it would be in their best interests to provide for public participation in the political process because of the possibility that the masses could rise up against them, as they themselves had rebelled against the British. But if we look at the question in detail we can see that the real reason that the framers provided for public participation in the political process was that the public's participation was extremely limited in scale. Examples of this would be the way in which the framers adopted the concept of the separation of powers and the system of checks and balances whereby legislative powers were vested in a Congress and Senate; executive powers in a President; and judicial powers in a Supreme Court. Each of these institutions were elected by different constituencies (or in the case of the Supreme Court appointed by the President), and each served different lengths of terms. This prevented the complete renewal of government at a stroke and created continuity within the national government, but regardless of any benefits that this system might have, the fact cannot be avoided that if the people wish to have a change of government, or make their feelings known at all, then they must wait years for it, which is hardly a fair system. The system of checks and balances also diminishes the public's participation in the political process, because, for example, the people elect a President who is radical and wishes to change the status quo, then he can issue executive orders, but Congress can override those orders, and if the president wishes to execute laws he has to rely on executive departments created by Congress. The best justification for this system comes from either James Madison or Alexander Hamilton when they wrote: Ambition must be made to counteract ambition. The interest of the man must be connected with the constitutional rights of the place. It may be a reflection on human nature, that such devices should be necessary to control the abuses of government. But what is government itself, but the greatest of all reflections on human nature? If men were angels, no government would be necessary. If angels were to govern men, neither external nor internal controls on government would be necessary. In framing a government which is to be administered by men over men, the great difficulty lies in this: you must first enable the government to control the governed; and in the next place oblige it to control itself. A dependence on the people is, no doubt, the primary control on the government; but experience has taught mankind the necessity of auxiliary precautions†. 7 Judicial Review is another key aspect of the system of checks and balances. This is basically an idea that arose from the Marbury v. Madison Case of 1803, whereby the Chief Justice argued that the Supreme Court had the power not only to invalidate laws passed by the lower courts, but also to invalidate laws passed by the elected Congress. From this we can see just how limited the public participation in the political process was because the Congress elected by the people was able to be overruled by the appointed Supreme Court. However the greatest example of how limited the public's participation was in the political process, was the way in which the elections were conducted. By this I mean specifically the elitist way in which the smaller states did not have the same degree of representation, and thus power of the larger states, for example Rhode Island had one representative in Congress, while Virginia had ten. And even this pales in comparison with the Electoral College. Essentially when the people vote in a presidential election they vote for delegates to the Electoral College who then choose the president from the candidates. What is wrong with this system is when you take into consideration that each state sends delegates to the Electoral College on a basis of population; and in each state the candidate with the most votes takes all the electoral votes (even if they win by only 1%); then those who did not vote for the candidate are effectively throwing their votes away. This system is further complicated by the fact that in the beginning the Electoral College was envisaged as a way for the elites to ensure that their preferred candidate got the job, and to enable them to ‘correct' any misjudgements the public might have made on polling day. In conclusion therefore it can be seen that the American Constitution is a very elitist document, by virtue of the way in which it was conceived; the men who wrote it; the economic elitism imbedded in the document and of course the military elitism. Secondly the question as to why the framers of the Constitution provided for public participation is an easy one – they provided for public participation because they had diluted it so much, and built in so many checks and balances that they did not have to worry about threats to stability and order, which were after all the greatest concerns of elites.

Effects of Prolonged Computer Usage Essay

With today’s technology wherein multimedia equipment are already part of almost every home and where the computer has become necessary tool in today’s education, the unlimited usage of the computers has definitely affected the academic performance of PT students. The purpose of this research is to know the Effects of Internet Usage to the PT Students’ Academic Performance. Universities may take effective measures and encourage students to teach how to evaluate information, to judge what is credible and what is false. Conceptual Framework Significance of the Study†¦ This study will be significant endeavour in knowing the effects of prolonged daily usage of computers on the academic performance of PT students. This study will also be beneficial to other students that use computers in their everyday lives. Moreover, this research will provide knowledge and understanding to the teachers and future researchers. Scope and Limitation†¦ This study will be focused on 20 PT Students and will aim to highlight the extent to which online activity can affect academic performance of PT students SY 2012-2013. The scope of effects of prolonged daily computer usage on academic performance of PT students derives a wide scope of related literature that is worth mentioning. Definition of Terms†¦ 1. Computer – Also called a â€Å"processor†. – An electronic device designed to accept data and perform mathematical and logical operations and display the results at high speed. 2. PT Students – The respondents of the research who are currently enrolled as second year Physical Therapy Students Batch 2016 in De La Salle Health Science Institute. 3. Physical Therapy – A branch of rehabilitative health that uses specially designed exercises and equipment to help patients regain or improve their physical abilities. Abbreviated PT. 4. Students – Denoting someone who is studying in order to enter a particular profession: â€Å"PT student†. 5. Carpal Tunnel Syndrome – A condition in which there is pressure on the median nerve, which is the nerve in the wrist that supplies feeling and movement to parts of the hand. It can lead to numbness, tingling, weakness, or muscle damage in the hand and fingers. Review of Related Literature†¦ In her book of â€Å"Education on the Internet†, Jill H. Ellsworth proclaims that the computer is a powerful releaser of emotion, motivation, and engagement for students. A way to communicate around the world, it can make any project more dynamic, and more interesting. Both teachers and students can be invigorated by the freshness and immediacy of the computer. The computer is a good resource, but until there are books and other needed resources the computer is a frill. Access to up-to-date information from around the world may assist in a lesson but Barrett L. Mosbacker expresses concerns when the computer takes on â€Å"a messianic quality†. If we encourage students to become addicted to continuously get bits of information from it, free of context and logical coherence, they will be ill-equipped for the rational dialog and analysis required for citizens in a civil and literate culture. Modern technology cannot substitute for a thorough reading of the great classics in literature, philosophy, and political history. Being technologically advanced and sophisticated is not the same thing as being literate and civilized. The quality of information on the computer should not be taken at face value. Information is not â€Å"true† simply because it is on the internet. Educators can utilize the computer to teach how to evaluate information, judge what is credible and what is false. In this regard, this literature review concerning the effects of computer usage to the academic performance of PT students, will address the following areas relevant to this study: * Importance of Computers; * Negative Effects of Prolonged Daily Usage of Computers; * Computer Use recommendations; * and the conclusion.. Importance of the Computer In the last decade the role of the computer has changed radically as the development of technology found new possibilities of using these ‘intelligent’ machines. Since the invention of the computer, a tool that has many useful purposes in college, such as researching a report, writing an essay, studying for an exam and creating presentations, students have spoiled themselves in its use and importance. However, computers also have a great number of negative effects on college students, affecting both health and academics. Students who are aware of these consequences are better prepared to make good choices regarding how much time they should spend on the computer and for what purposes. Negative Effects of Prolonged Daily Usage of Computers On Health: Frequent computer use often has effects on student health. One of the major negative effects is lack of sleep or difficulty sleeping. Students often use their computers for longer than they anticipate, lose track of time or find themselves making excuses to continue using their computer. In addition, frequent computer use can lead to physical problems, such as carpal tunnel syndrome, eyestrain, backache and headache. On Academics: Frequent computer use often has a negative effect on academic performance. PT students are often distracted by their computers and online activities, which can make them neglect their studies and homework, leading to declining grades. Some students attempt to multitask with their computers, such as chatting with friends through instant messaging while writing a research paper. This typically proves to be ineffective, and students who frequently use instant messaging while completing academic work often report declining grades. On Socialization: Computer use can have a negative effect on socialization. The Internet presents many opportunities for online socialization, particularly through instant messaging and online multiplayer games. However, frequent Internet users often withdraw from real life socialization opportunities, declining to participate in campus activities, study groups, parties or â€Å"hanging out† with friends to spend more time online. For instance, PT students who play online multiplayer video games play games about two-three times longer during a week than those playing more traditional games. Laptops (a factor): Students often bring their laptops to class for the purpose of quickly taking notes. Many classrooms are also equipped with wireless capabilities that students can use to access the Internet from their laptops. However, many students, like those we have in this school, particularly PT students, become distracted by their laptops, browsing the Internet or watching movies instead of taking notes or listening to the lesson. A professor at the University of Colorado at Boulder found that students in her classroom who used laptops performed, on average, 11 percent worse than nonlaptop using students. In addition, laptops can distract students sitting behind a laptop user. Some universities have banned the use of laptops in classrooms for these reasons. Recommendation on How to avoid Improper Use of Computer * Get a hobby or an interest that doesn’t involve the internet, video games, TV, cell phones, smartphones, portable media players or computers. Get involved with teams, clubs, sports, church, music, dancing, singing, etc. Go for a run with a friend or get exercise some other way. Go to bed on time and get a good night’s rest. Keep up with the local events in your community. There may be talks, film screenings, concerts, local sporting events, and book signings etc. Find some, as long as it is not on the internet, and get involved. * Limit your computer time. Make sure not to turn it on too many times a week. If you have a laptop, make sure to put it somewhere that you can remember but not somewhere that you see every day. Try keeping the lid closed when you are not using it; when the computer is not looking at you, you are less likely to use it. If you have a desktop PC, try not to go near it or put something over it like a sheet. * Try to stay off websites that are addictive. If you have problems getting off of these sites, just have someone else block these sites using your built in Content Advisor or if you are using Windows Vista, use the parental controls to control internet access and time on computer. * Regulate your sleeping pattern. A lot of people lose sleep while on the internet and mess up their sleeping pattern. It will be beneficial to you as you will become more organized and self disciplined. * Try using the computer at the library. You won’t be as tempted to look at certain websites (such as porn, etc.)and they do have a limit on how long you can stay online. Also, the library is a good place to get some good books and magazines to read, so you won’t be as tempted to be on the Internet at home.

Siege of Veracruz in the Mexican-American War

The Siege of Veracruz began on March 9 and ended on March 29, 1847, and was fought during the Mexican-American War (1846-1848). With the beginning of the conflict in May 1846, American forces under Major General Zachary Taylor won quick victories at the Battles of Palo Alto and Resaca de la Palma before advancing to the fortress city of Monterrey. Attacking in September 1846, Taylor captured the city after a bloody battle. In the wake of the fighting, he angered President James K. Polk when he granted the Mexicans an eight-week armistice and allowed Monterreys defeated garrison to go free.   With Taylor at Monterrey, discussions began in Washington regarding future American strategy. It was decided that a strike directly at the Mexican capital at Mexico City would be the key to winning the war. As a 500-mile march from Monterrey over rugged terrain was deemed impractical, the decision was made to land on the coast near Veracruz and march inland. This decision made, Polk was forced to decide on a commander for the mission. A New Commander While Taylor was popular, he was an outspoken Whig who had frequently criticized Polk publicly. Polk, a Democrat, would have preferred one of his own, but lacking an appropriate candidate, selected Major General Winfield Scott who, though a Whig, posed less of a political threat.  To create Scotts invasion force, the bulk of Taylors veteran troops were ordered to the coast. Left south of Monterrey with a small army, Taylor successfully held off a much larger Mexican force at the Battle of Buena Vista in February 1847. The sitting General-in-Chief of the US Army, Scott was a more talented general than Taylor and had come to prominence during the War of 1812. In that conflict, he had proven one of the few able field commanders and earned praise for his performances at Chippawa and Lundys Lane. Scott continued to rise after the war, holding increasingly important posts and studying abroad, before being appointed general-in-chief in 1841. Organizing the Army On November 14, 1846, the US Navy captured the Mexican port of Tampico. Arriving at Lobos Island, fifty miles south of the city, on February 21, 1847, Scott found few of the 20,000 men he had been promised. Over the next several days, more men arrived and Scott came to command three divisions led by Brigadier Generals William Worth and David Twiggs, and Major General Robert Patterson. While the first two divisions were comprised of US Army regulars, Pattersons was made up of volunteer units drawn from Pennsylvania, New York, Illinois, Tennessee, and South Carolina. The armys infantry was supported by three regiments of dragoons under Colonel William Harney and multiple artillery units. By March 2, Scott had around 10,000 men and his transports began moving south protected by Commodore David Connors Home Squadron. Three days later, the lead ships arrived south of Veracruz and anchors off Anton Lizardo. Boarding the steamer Secretary on March 7, Connor and Scott reconnoitered the citys massive defenses. Armies Commanders: United States Major General Winfield Scott10,000 men Mexico Brigadier General Juan Morales3,360 men Americas First D-Day Considered the most heavily fortified city in the Western Hemisphere, Veracruz was walled and guarded by Forts Santiago and Concepcià ³n. In addition, the harbor was protected by the famed Fort San Juan de Ulà ºa which possessed 128 guns. Wishing to avoid the citys guns, Scott decided to land southeast of the city at Mocambo Bays Collado Beach. Moving into position, American forces prepared to go ashore on March 9. Covered by the guns of Connors ships, Worths men began moving towards the beach around 1:00 PM in specially designed surf boats. The only Mexican troops present were a small body of lancers which were driven off by naval gunfire. Racing ahead, Worth was the first American ashore and was quickly followed another 5,500 men. Facing no opposition, Scott landed the remainder of his army and began moving to invest the city. Investing Veracruz Sent north from the beachhead, Brigadier General Gideon Pillows brigade of Pattersons division defeated a force of Mexican cavalry at Malibrà ¡n. This severed the road to Alvarado and cut off the citys supply of fresh water. Pattersons other brigades, led by Brigadier Generals John Quitman and James Shields aided in holding off the enemy as Scotts men moved to surround Veracruz. The investment of the city was completed within three days and saw the Americans establish a line running from Playa Vergara south to Collado. Reducing the City Within the city, Brigadier General Juan Morales possessed 3,360 men as well as another 1,030 offshore at San Juan de Ulà ºa. Outnumbered, he hoped to hold the city until aid could arrive from the interior or the approaching yellow fever season began to reduce Scotts army. Though several of Scotts senior commanders wished to attempt a storming of the city, the methodical general insisted on reducing the city through siege tactics to avoid needless casualties. He insisted that the operation should cost the lives of no more than 100 men. Though a storm delayed the arrival of his siege guns, Scotts engineers including Captains Robert E. Lee and Joseph Johnston, as well as Lieutenant George McClellan began working to site gun emplacements and enhance the siege lines. On March 21, Commodore Matthew Perry arrived to relieve Connor. Perry offered six naval guns and their crews which Scott accepted. These were quickly emplaced by Lee. The next day, Scott demanded that Morales surrender the city. When this was refused, the American guns began bombarding the city. Though the defenders returned fire, they caused few injuries. No Relief The bombardment from Scotts lines was supported by Perrys ships offshore. On March 24, a Mexican soldier was captured carrying dispatches stating that General Antonio Là ³pez de Santa Anna was approaching the city with a relief force. Harneys dragoons were dispatched to investigate and located a force of around 2,000 Mexicans. To meet this threat, Scott dispatched Patterson with a force which drove off the enemy. The next day, the Mexicans in Veracruz requested a ceasefire and asked that women and children be allowed to leave the city. This was refused by Scott who believed it to be a delaying tactic. Resuming the bombardment, the artillery fire caused several fires in the city. On the night of March 25/26, Morales called a council of war. During the meeting, his officers recommended that he surrender the city. Morales was unwilling to do so and resigned leaving General Josà © Juan Landero to assume command. On March 26, the Mexicans again requested a ceasefire and Scott sent Worth to investigate. Returning with a note, Worth stated that he believed the Mexicans were stalling and offered to lead his division against the city. Scott declined and based on the language in the note, began surrender negotiations. After three days of talks, Morales agreed to surrender the city and San Juan de Ulà ºa. Aftermath Achieving his goal, Scott only lost 13 killed and 54 wounded in capturing the city. Mexican losses are less clear and were approximately 350-400 soldiers killed, as well as 100-600 civilians. Though initially chastised in the foreign press for the inhumanity of the bombardment, Scotts achievement in capturing a heavily fortified city with minimal losses was staggering. Establishing a large base at Veracruz, Scott quickly moved to get the bulk of his army away from the coast before yellow fever season. Leaving a small garrison to hold the city, the army departed on April 8 for Jalapa and began the campaign that would ultimately capture Mexico City.