Kingfisher Beer Company Case Analysis Essay

Kingfisher Beer Company (KBC) has enjoyed being in top position in premium beer segment for the past fifty years and is now facing a potentially identity–changing challenge: the traditional premium beer market has been declining due to changes in consumer preferences at a compound annual rate of 4% and KBC for the first time is experiencing a decline in revenue, whilst a change in leadership infuses new energy to bring a change in their product line. Jake Hope, son of the retired president and owner of KBC faces the challenge of whether to introduce a ‘light’ beer in a growing beer segment, as maintaining status-quo would no more be an option to sustain their existing position in marketplace in the next few years (see Exhibit 2). I recommend that Jake would go for the light beer product venture. The recommendation is based on a complex assessment of the company’s financial viability and of more qualitative reflections. Even if for the year 2007 (the case is restrictive for only a 2-year horizon quantitative analysis) projected Operating Margin does not reach levels KBC had enjoyed in prior years, it is positive and growing substantially. Growth from $599,734 to $2,205,235 ($1,605,601 in absolute growth) from 2006 to 2007 with introduction of Light Beer versus of decline from $4,015,024 to $3,414,586 ($600,438 in absolute decline). If KBC will manage to reduce its lost sales of famous Lager (due to market conditions in the premium beer market) from 20% to slightly lower levels then the company could break-even in 2 years (Exhibit 1). From the case’s limited data it is still certain that introducing Light Beer and managing relatively moderate levels of cannibalization (20% or below – Exhibit 3) of the Lager sales opens opportunities to increase the firm’s financials. Moreover, it is essential to capitalize on growing light beer market (4% annually) which also will help fuel possible future expansion or to retain sustainability. According to market research, targeted segment where light beer drinking segment holds â€Å"anti-big-business† values, is already aware of the KBC brand so the firm can leverage on being independent family owned small regional company. In addition, the introduction of a new product will eliminate the risk of being on a single product brand and reduce risk of being in an unfavorable position with regards to distributors who favor more product offerings. On the other hand the introduction of the light beer will affect the brand image, alienate core customers, and squeeze margins. In addition, it is most likely the Company will not be able to sustain advertising and distribution cost against bigger competitors (high entry barrier, competitors strong presence in light beer market). This will lead also to additional unwanted cannibalization of Lager sales and more uneven relationships with distributors and retailers. My recommendation rests on several assumptions (exhibit). The key assumption is that the KBC will attain the 0. 25 market share to break even in 2007. Another assumption is that the light beer market will sustain its growth and consumer preferences will hold in the nearest future.

Organic and Inorganic Food Essay

As we know, food is the most important thing in our lives. We can not live without food, it sounds redundant but that is the reality. Imagine if we do not eat any food in a day, we will get very not powere because we do not get the strength that is contained in food. We realized this important thing and now we have found that there are two types of food, organic and unorganic food. Many people still missunderstanding about the definition of organic and unorganic food. They tend to think that organic food is the healthiest food and unorganic food is a bad food. Actually, organic food is made in a way that complies with organic standards set by national governments and international organizations. Unorganic or non-organic food is which was produced without the use of hormones, antibiotics (for non-medicinal purposes), synthetic fertilizers or pesticides in accordance with the USDA National Organic Program (NOP). The use of the term is regulated by the NOP and only those products that meet the standards may use the term. Therefore all other products would be non-organic or unorganic. From the definition, we can see that organic and unorganic food are not the same. Organic food is healthier than unorganic food since it is pesticide-free, but it also has a worse appearance than organic food. First, organic food is healthier than unorganic food. Organic food is grown without toxic in soil that enriched by natural mineral fertilizers only. The farmer relies on the ‘friendly’ insects that eat harmful insects. The farmer does not use pesticide or other harmful chemicals at all. The effect is the food does not contain any dangerous chemicals that can harm our health. The unorganic food, on the other hand, contain many dangerous chemicals that can harm our health. The farmer use pesticide or other dangerous chemicals to make the food grow faster. The effects do not appear immediately, it appears when we eat too much unorganic food. It a sign that our body can not accept those dangerous chemicals anymore. It is a fact that organic food is healthier than unorganic food. Unorganic food has a better appearance than organic food. Unorganic food farmer uses chemicals to make the harmful insects get away from his plant. The farmer also uses chemicals to make his food shining, clean, and interesting so the consumers will prefer to buy his unorganic food than organic food. Organic food has a worse appearance than unorganic food, because the farmer do not use chemicals to make the food looks interesting at all. Although the organic food is less interesting than unorganic food, keep in your mind that bad appearance does not mean that the content also bad. Food is very important for our lives. We can not live without food. Now, we have found that there are two types of food, organic food and unorganic food. Organic food and unorganic food are not the same. Organic food is healthier than unorganic food. The farmer of organic food does not use dangerous chemical to take care of his food. He relies on the ‘friendly’ insects that eat the harmful insects. Unorganic food has a better appearance than organic food. The farmer uses chemicals to make the appearance of unorganic food more interesting, so that the consumers will prefer to buy unorganic food. Actually, it does not matter if we eat organic or unorganic food. The most important thing is we have to keep pay attention about the food nutrition from the food that we eat. Name: Amanda Restu A. Std. Number: 2009. 031. 004 OUTLINE Title: The Differences Between Organic and Unorganic Food. Thesis Statement: Organic food is healthier than unorganic food since it is pesticide-free, but it also has a worse appearance than organic food. I. Introduction. II. The Difference in Health side. III. The Difference in Appearance. IV. Conclusion : Actually, it does not matter if we eat organic or unorganic food. The most important thing is we have to keep pay attention about the food nutrition from the food that we eat.

Cognitive development theory Essay Example | Topics and Well Written Essays - 1000 words

Cognitive development theory - Essay Example There are two perspectives in adult cognitive development. These are contextual and dialectical thinking. Dialectical thinking is shown, by reasoning and discussion, to create a meaning of the complexities and contradictions adults has to deal continually with them. It holds that dialectical sense thinking enables acceptance of alternative ways or truths of thinking on similar phenomena, which, in everyday life, abounds. Dialectical thinking involves a process of logical thought through which adults can take what, on the surface, may seem contradictory positions. Contextual approach shows how cultural, social, political and economic forces play a role in shaping adult thinking development (Dunkel & Sefcek, n.d). This approach argues that the contextual factors may constitute what affects cognitive development of an adult. I carried an interview on a respondent who showed various issues. I asked questions such as what is your name? How old are you? Have you a spouse? Do you have a hou se? Do you have problems paying fees? Do you drink? Do you have children? The respondent was 30 years and was married. He lived in a rented house and claimed that he had not enough income to settle his expenses including rent, electricity bill and payment of school fees. He also confessed that he occasionally did drink. I had to analyze this situation using contextual approach in order to understand my client. My client had issues in learning which were due to the situation he was undergoing. He could not concentrate because his focus shifted from time to time on the problems he was facing. Such a person needs help in learning to concentrate on issues at hand. I advised him to learn to avoid the thoughts about his problems whenever they came as he engaged other activities. While taking a contextual approach one should consider these social, economic, political and cultural factors rather than taking chronological factors as guiding tools for comparison. Contextual approach would arg ue consideration of contextual factors that have influenced behaviors rather than just evaluating behavior on its surface. Contextual approach plays a critical role in understanding issues and life events in a person’s life. Background, including family of origin, school, friends and place where raised determines the thinking pattern of an individual. For instance, an adult may be truant because of influence from peers. Family situation and a person’s age are also contextual factors that determine an individual’s decisions. For example, a married individual would take different courses from that of unmarried one. When a person reaches some age, he or she would like to act in some way according to what applies most to that stage. Consideration of prior and current learning experiences is a factor worth considering. An individual who has undergone formal learning would not act the same way as one who has not. An individual undergoing formal learning at present suc h as a college student will make decisions mostly as per his or her status quo. For instance, a woman would choose not to have children until she finishes her degree education. Similarly, a young adult man might not marry until he has employment in order to get some economic stability. Current life issues also play a role in an individual’s thinking. An individual experiencing adverse social issues may resort to certain behaviors in order to get relieve. For instance, a person can resort to drinking in an attempt to do away with disturbing thoughts. Past life issues and how the individual confronted them also matter in this case. Lifespan Ego Development Erikson’

Market Competitiveness Research Paper Example | Topics and Well Written Essays - 750 words

Market Competitiveness - Research Paper Example The study will assess the relation between market competitiveness and organization pay system. It will help the organizations that are incapable to pay competitive salaries to its employees due to inadequate financial resources. Employee compensation is a key aspect in order to determine the market and industry competitiveness of a business. On the other hand, employee compensation also determines the productivity and effectiveness of an employee. As the salaries and wages contribute significantly to the income of employees therefore, the comfort, emotion, health and physical wellbeing of people is very much dependent on it. This has the insinuation that, firms that are unable to pay competitive salaries to their employees it may result struggling, less healthy and stressed up life of workers. It will affect the competitiveness of the company. Therefore, it can be said that less market unable to pay employee compensation may result less market competitiveness of organizations and less productivity of employees. Several level of employee compensation may also manipulate the employees’ behavior and attitude towards their organization and specific jobs. Lowly paid employees lean to show negative attitude toward their job as they are less motivated. These will definitely affect the productivity of employees that will negatively impact on the performance of the organization. Talented and skilled employees are basically more productive. It will save several training and orientation cost of organization. It also entails that the organizations that find it difficult to present attractive compensation will barely attract these experienced, talented and skilled employees. The organizations with limited financial resource can employ a key strategy in order to improve compensation of employees is bonus compensation system or performance based compensation system. It will allow the employees to be compensated appropriately

Communicating Across Organizational Boundaries Assignment

Communicating Across Organizational Boundaries - Assignment Example This paper, therefore, provides some of the considerations to be put into place when communicating with colleagues from this country. One of the communication aspects to recognize while in Baghdad is the religion or religious practices of Baghdad inhabitants. Islamic religion dominates almost all parts of the Middle East countries. It is, therefore, necessary to put into consideration the aspect of religious norms whenever you are communicating with colleagues from Baghdad. A Muslim as per the Koran is someone who has accepted Islamic religion and is willing to live his whole life in accordance to the Islamic teachings. It is also necessary to note that Islamic communication aspects are often unique. Therefore, they usually engage in the use of body language whenever they communicate (Emmitt & Gorse, 2003). Muslims believe in showing much respect to one another; therefore, shouting when talking should be totally avoided when engaging in an ordinary conversation with them. Islamic greeting cordially embroils the use of theological terms like â€Å"may peace of the lord be upon you or may God’s blessings be with you† (Hartig, 2011). It is, therefore, highly important to consider these aspects of salutations whenever you are communicating to a colleague from Baghdad. Cultural practices also play a significant role in communication. It is, therefore, necessary to consider Islamic cultural beliefs when communicating with a person from Baghdad. Some languages may be ordinarily used in other countries, but while in Baghdad, these languages are taboos and unpleasant to the ears of Baghdad’s inhabitants. Culture refers to a people’s way of life including their language practices, foods they eat, values and norms (Emmitt & Gorse, 2003). In most cases, Islamic communication aspect of culture is often upheld especially when communicating with elders. Most Muslims uphold a higher integrity of communication values that involve respect for the

A Little Line of Thought Essay Example | Topics and Well Written Essays - 1000 words

A Little Line of Thought - Essay Example Lines mark the every day boundaries that people cross. Whenever we travel, we come across numerous types of divisions and limits that many may not even pay attention to, and everyday, we come across millions of naturally occurring demarcations, boundaries and divisions in the physical world. A line represents any type of demarcation that separates two things physically. These are geographical boundaries exists between states, cities, counties, countries, and even continents. An example of this is the phrase "county line" which marks political territory and boundary of a county. Thus, it also limits the county's sovereign, area of responsibility, and subject. One of the largest examples of a line, literally and figuratively, would be the Equator. This imaginary line across the circumference of Earth, divides the entire Earth into Northern and Southern Hemispheres. From county and city lines to the Equator, our world is teeming with lines, many of which lie outside the physical world. These lines clearly demarcate and denote the existence of partition or boundaries in a locality. A line also denotes the separation of different functions when used in an economic sense. It is used profusely in the world of manufacturing where it represents a series of persons arranged to perform certain tasks in order to create a final product. This is described as the "assembly line" or "manufacturing line." The best known form of an assembly line was created by Henry Ford. It is an arrangement of employee which specializes in performing small tasks in the creation of a certain product. This definition of line embodies an ordered system of operations that allow for the sequential manufacture of goods at their various stages of production. Each individual in this type of line assists in assembling one product, by performing a certain small task, adding to the finished product. An assembly line, therefore, speaks of a separation of functions within the line itself and on the other line. For example, the two product lines produced by a company indicate the separation of two diff erent functional areas with the same manufacturing department. The word line also describes two opposing ideas which are debatable. A line can be an official or prescribed policy that takes place in the political arena. This describes an agenda of a political party, as well as specific ideological elements specific to the organization's partisanship. The word "party line" clearly exemplifies this. The term is used profusely in the chapter of politics, especially in the world today, where the division along political platforms are fierce. It describes the set of beliefs or agendas, policies that are representative of any political division or organization. A prime example of a party line could be the minimum wage policy of the Republican Party in the U.S. today. Many conservatives (Republicans) favor a policy of letting the free market establish wages, and some maintain there should be no minimum wage at all. When used in the political aspects, line represents the opposition between existing political ideologies and becomes the basis in the crea tion of laws. The word line is exceptionally useful when describing items or concepts related to war or battle. A line is the battle

Project Management and How it Relates to Purchasing and Supply Research Paper - 2

Project Management and How it Relates to Purchasing and Supply Management - Research Paper Example In fact, project management is a profession that most businesses embrace and there is a high possibility that the field will develop over the years. Typically, the general idea behind project management is not different from that of purchasing and supply because the methods, processes and approach applied aim at minimizing the chances of failure or forfeiture. However, there is more to the relationship of the two aspects apart from the common similarities such i.e. they both need professional managers. In purchasing and supply management, the experts engage in the management of the procurement procedures, all those that involve the goods and services (Zigiaris 2000). Definitely, ample management skills apply but the most critical responsibility involves managing the supply chain. This requires negotiations involving the contracts required for the upkeep of an organization’s production sequence. Decisively, a great relationship exists between project management, and purchasing and supply management, not necessarily in terms of the results and goals, but in the essence of knowledge and skills required. Consequently, this research paper focuses on analyzing both factors as a way of establishing the core relationship between the two. Evaluation revolves around aspects such as the concepts of procurement and contract management, RFP selection tools, procurement planning and its legal characteristics. Generally, the discussion entails a comprehensive assessment of these foci as the basis for the argument on the relationship. Obviously, almost all companies use procurement professionals for the purchasing and supply management requiring them to have resources, tips and tools for all modules in the chosen strategies. The common expectations for the procurement professionals entail being able to produce savings, managing contracts effectively, maintaining productive supplier relationships, negotiating and

Wp2 Essay Example | Topics and Well Written Essays - 500 words

Wp2 - Essay Example Nevertheless, some of the customer representatives may find the customer etiquette codes more rigid and outdated. Therefore, I would like you to consider these questions: This Memo comes to notify you that we have a problem with some of our products. There has been a complaint raised by customers, to the effect that some of the products they have purchased from our company are defective. This kind of complaint spells trouble for our company, if the issue fails to be addressed within the shortest time possible. Thus, while bringing this issue to your attention, I am also requesting that you liaise with the necessary authority, to ensure that the manufacturing process is effectively monitored and the products well supervised before they are packaged and availed to the customers. This will help to save the company from the looming problem of loss of business. Secondly, I would like to bring to your attention that I have discovered a problem with our customer service. Customers have raised a concern that some of the responses from our customer representatives are unfriendly and rude. To this effect, I have written to all the customer representatives warning on the same, and asked them to change this conduct. However, I would like to recommend that investigations start to establish the particular person who was involved in the unethical conduct, so that the necessary disciplinary action can be taken against the

Comparative Analysis of Two Films Essay Example for Free

Comparative Analysis of Two Films Essay Stereotyping can be defined as sweeping generalizations about affiliates of a certain gender, nationality, religion, race, or other group. Social stereotyping has been a worldwide issue for many years. More specifically, stereotypical assertions, based on both gender and race, have been a common theme throughout many 20th and 21st century films. Both Crash, directed by Paul Haggis in 2004, and Girlfight directed by Karyn Kusama in 2000, address the issue of stereotyping in their own unique way. Girlfight does this by placing a female in the spotlight of a sport that is predominantly dominated by males, whereas, Crash confronts our problem with racial stereotypes and racism, and the need to counter them, by focusing on the â€Å"crash† humans experience by encountering people that they actually are already linked to. Throughout the film Girlfight, the crowd may have been against Diana, but her determination allowed her to fight off skeptics outside the ring and her opponents in the ring. Crash is a movie that brings out bigotry and racial stereotypes. While one story revolves around a gender debate, the other approaches the argument from the aspect of race and ultimately both combat the greater social issue of stereotyping. The film Girlfight depicts the struggle of Diana Guzman, a high school girl, and how she overcomes gender barriers to dominate the boxing arena. Her mother passed away when she was young, and she lives with her father and younger brother, Tiny. They reside in the projects of New York City, a tougher area where the ability to defend yourself is basically a prerequisite. Her father forces Tiny to train at the local gym to become better suited to defend himself and that is where Diana is introduced to the sport of boxing. Setting is a key aspect of the film and director Karyn Kusama’s choice of realistic venues for each and every scene help create a documentary-like atmosphere. One scene that illustrates this quality is when Diana and Adrian learn that they will both be fighting each other in the final bout. The scene takes place inside the manager of the ring’s office; a small but well organized office. The camera pans from character to character as they discuss Diana’s next fight and the viewer is placed in the back corner of the office space. A key detail to be noticed is that the door is open and one can see that boxers are still training in the background. This gives the audience the idea that what they are viewing is very real, almost like a documentary, and Kusama’s film work adds to that with a picture that is both grainy and misty. The scene is also full of dialogue, which is a common attribute of any documentary. It seems as if the scene would have occurred even if the camera had not been rolling film. The realistic aspect correlates back to the underlying premise of the movie, gender stereotyping. At the time, female boxers were a rarity and Diana was an exception not only because of her gender but also because of her skill. The boxers at this gym are all male except for Diana who happens to be the main character in the film. This creates an immediate gender barrier the second that Diana steps in the gym merely because she isn’t of the norm. The film Crash attempts to tackle the issue of racial stereotyping though the stories of several characters who all turn out to be connected in some way, shape, or form. Anthony and Peter are partners in crime who hijack cars for a chop shop. Anthony believes that society is unfairly biased against blacks, and at one point in the film he justifies his actions by claiming he would never hurt another black person. Rick Cabot, district attorney of Los Angeles, and his wife Jean are two other main characters throughout the film. One scene that reinforces the use of stereotyping is when Anthony and Peter stroll a Los Angeles shopping strip. As they walk along, Anthony explains to Peter how whites are so quick to judge blacks at night. The dialogue throughout the scene is especially important because Anthony quickly changes from complaining about racial tendencies around him to hiding behind a handgun as both he and his friend hijacks a car. The audience sides with Anthony, as he begins his rant, but out of the blue, the two men pull a gun on an innocent couple and the audience is left in shock. Anthony states, â€Å"You couldn’t find a whiter, safer or better-lit part of this city right now, but yet this white woman sees two black guys who look like UCLA students strolling down the sidewalk, and her reaction is blind fear† (Crash). This statement draws light on the fact that we as humans tend to jump to conclusions often too quickly. Anthony and Peter had done nothing out of the ordinary but the town happened to be predominantly dominated by whites and that set off a red flag in Jean’s mind. Anthony flips the subject based on the fact that they are the only blacks in the area and asks Peter, â€Å"Why aren’t we scared? † Peter responds, â€Å"Cause we got guns? † and both men proceed to pull out their weapons and hijack the Cabot’s vehicle (Crash). This scene is greatly enhanced by the use of sound. As both of the couples stroll down the boulevard, one can hear a peaceful Christmas carol in the background, but as the men approach the Cabots, the music increases in volume and changes to a more upbeat, edgy track. The film does this in order to create tension between both sets of characters; it changes the norm and keeps the audience anxious. To reinforce this, the sound increases once more as Anthony and Peter peel out of the street with the stolen car creating a definitive point in the scene. By transitioning from calm to chaos, Haggis demonstrates how a simple misinterpretation, a stereotype, could pay dividends in the long run. Jean Cabot had suspected something was not right as soon as she locked eyes with Anthony. The fact that Anthony gave a rather thought-provoking talk on racial tendencies shows that stereotyping does not go unnoticed. An act as simple as interlocking arms with your husband as you pass two young, African American teenagers may seem like an act of safety to you but to the teenagers it is offensive. This also proves that this is not a one-sided debate. Both parties are involved and equally held responsible for their criticisms. In â€Å"Becoming Members of Society: Learning the Social Meaning of Gender,† Aaron H. Devor discusses the distinction between gender and sexuality. Gender is typically based on anatomical differences between men and women, but does not necessarily match with them. In Diana’s case, she is a female yet she demonstrates masculine tendencies through her animosity and fury in the boxing arena. According to Devor, Diana fails to follow â€Å"the natural role† of her sexuality (Devor 160). Devor states, â€Å"persons who perform the activities considered appropriate for another gender will be expected to perform them poorly† (Devor 159). He point is valid because there are always cases when a male or a female may not fit the norm and fight off a society that is so fixated on masculinity versus femininity. This statement connects with the film Girlfight, in which Diana Guzman distinguishes herself by becoming a boxer, a sport dominated by males. Devor states that even if the athlete does succeed, it is a â€Å"reward with ridicule or scorn for blurring the gender dividing line† (Devor 159). The film Girlfight somewhat argues this statement because Diana was cheered as she finished her final bout against Adrian. Adrian was obviously the favored fighter, mainly due the act that he was a male, yet Diana pulled off the victory. The fact is that gender is socially and culturally determined; it is not biologically determined. At the time, boxing gurus failed to give credit to Diana by being an underdog and decided to instead critique and stereotype her based on her sex. Today more and more women have become boxers but there are still those that frown upon their presence in the ring. Even though people have become more tolerant, there are still some who are not willing to except things out of the norm, which is why society has not gained the balance it needs and social stereotyping exists. Gender stereotyping is a very serious issue in today’s society, but another dilemma just as grim is that of racial stereotyping. Larry Aubry’s Los Angeles Sentinel article titled, â€Å"Undoing Racism in American Cities,† argues how racism is still very much with us and is still a barrier to the realization of the American dream in the nation’s cities and towns. His main point is that in order to â€Å"undo racism† one must â€Å"move from being a part of the problem to becoming a part of the solution† (Aubry, par. 3). Throughout the film Crash, the main characters are given various opportunities to combat racism but instead act on poor judgment by stereotyping. The fact is that stereotyping never leads to a proper outcome. A proper outcome may not be what either party had intended but most of the time an ethical outcome is best. In Anthony’s case, he fumed on how whites were racist yet he became part of the problem by doing exactly what Jean Cabot had foreseen him execute. Anthony stereotyped against himself and further worsened the problem. According to Aubry, â€Å"there is a consensus that everyone is part of the problem in many different ways† (Aubry, par. ). Most people place the blame on others when in fact they escalate the argument. Stereotyping has set societies back time and time again and until society is guided by the fairness of its ideas, its politics, and its culture and not by the fairness of one another’s skin or gender, progress cannot be made. Girlfight attacks the issue from the gender side while Crash from the racial side. Stereotyping is vague in nature but both films key in on these issues through their storyline and cinematic techniques. Girlfight did this through a realistic portrayal of the life of a young female boxer and her struggles. Crash decided to create a segmented story in which characters interact through their abuse of stereotyping. If Anthony and Peter had decided not to go through with the car hijacking, both them and the Cabots would have been closer to the realization that they were in fact, out of line. In Diana’s case, the public is against her, even her father is against her, yet she knows she can fend off the skeptics. Social stereotyping is pervasive and without both parties grasping that fact, both racist and gender stereotyping will continue to exist.

Chilean Copper Mine Collapse Essay Example for Free

Chilean Copper Mine Collapse Essay When an unforeseen tragedy comes into a small community, the devastation can cause havoc. The members of the Chilean society found themselves with more questions than answers when word spread there had been a collapse in a local mine. The families of the trapped mine workers and employees affected were in need of guidance. When communicating the messages to Chilean people, awareness of the audience played an important role in ensuring all measures were being taken to save the miners lives. Trapped Miners in San Jose Mine During the summer of 2010, the San Jose, Chile copper mine collapsed trapping 33 miners inside. The employees of the mine, owned by Minera San Esteban Primera, were informed that the miners were trapped at a depth of approximately 300 meters with little to no food, water and oxygen. In the days that followed the initial collapse, a second collapse occurred leaving both rescuers and spectators wondering if the miners were even alive. (Weik, 2010). Considering the Audience It is important to remember the current state of shock, travesty and unawareness of the receivers within the Chilean community following the mines collapse. The families of the victims as well as the employees of the mine are in desperate need of answers and reassurance that rescuers are doing everything in their power to save the trapped miners. The messages relayed to these individuals need to be calm and collective while providing them with the information and details that are attainable at the current time. Government and mine officials also need to prepare to communicate to the employees and public future actions to be taken to prevent reoccurrence of this disaster. Families Potential Needs At the time of this catastrophe, the families of the trapped miners are in need of the most important thing in their lives at that moment, their trapped loved one. The families will need to be provided with a basic understanding of the factors involved with the collapse and what potential outcomes may occur. They will be in need of reassurance and comfort that all actions are being taken to confirm that a positive result will conclude this horrible misfortune. Lastly, it is important to provide the families with a plan in which rescuers are following and explain how the family member’s roles in saving the trapped miners are clarified. Employees Potential Needs Much like the families potential needs, the employees of the Chilean mine also need reassurance and guidance. It is likely that although the employees are concerned about how this collapse is going to affect them in the future, in the present moment they are concerned about the survival of their coworkers. A clear message will need to be presented to the employees indicating what role they can take in providing the rescuers with details they may need to help assist in the retrieval of the trapped miners. They also may be in need of counseling and other types of treatment as a result of experiencing such horrible events. Necessary Actions Prior to the messages being given, it is vital that the communicator has been provided with as many details as possible. This is important to know information that is both provided and withheld from the public for their safety. The message needs to be reviewed by both the mine company as well as any government officials involved in the incident. After a message has been communicated to the families and employees involved in the mine collapse, the most important actions to be taken is verification and understanding of the message. The communicator can provide these individuals with resources to assist them during this time such as crisis counselors. It will also be beneficial to make available written communication points that the families and employees can reference back to with questions and concerns. Lastly, a plan for continued communication is vital is supporting these individuals. It is important for a communicator to be aware of their audience, especially following a tragedy such as the Chilean mine collapse, when giving the message to the families and employees involved. The proper approach to relaying this message will provide the necessary support to instill the much needed sense of safety and security. Understanding the position of the receiver and their potential needs will assist in communicating the message intended. References Weik, J. (2010). Over 30 workers trapped after Chilean copper mine collapse. Metal Bulletin Daily, (224), 65.