Ways to Protect the Environment Essay Example

Ways to Protect the Environment Essay I really love trying to protect the world/environment through many ways such as recycling, picking up trash, no polluting and decrease pollution overall, saving animal habitats and so much more. We should care for the environment because its our real home, we live in it and we dont want a nasty living of trash every where with stenches, also animals can die from our trashes such in beaches, they can get stuck in the can plastics. We need to recycle because recycling takes trash and processes it in some way to make a useful product. Composting falls into this category. Glass, plastics, paper, steel, and cardboard are other materials that may be recycled. The added benefit of compost is that it can be done in your own backyard. We stiill need to recycle all the plastic that we use because it gets melted and reused again for more supply for our needs. When we dont recycle we have less plastic reusing than before and cause alot more money and man labor time to recycle it for us in the land fills. Also most of it gets burned to dispose of it all cause we have no room for all the landfills and they cost too much to have. We will write a custom essay sample on Ways to Protect the Environment specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Ways to Protect the Environment specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Ways to Protect the Environment specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Really we should all try to reuse before recycling but either works just fine. So when we reuse our belongings like finding alternate uses for trash rather than disposal. Share unused portions with neighbors or charities. Donate books to the library, give old clothing to charity, etc. Now we also need to reduce which is includes reducing the amount of total waste by steps such as buying only the amount you need, persuading manufacturers to reduce the amount of packaging they use. It also includes steps such as mowing your lawn with a mulching mower and leaving the clippings on the grass. Waste is never generated. So we dont want to buy too much of anything for our selves everyone needs the same things such as water bottles, plastic bags, and much more. Those are called the three Rs Reduce, Reuse, Recycle and try to use them to protect out environment. This still all circles back to the begin when you dont recycle and just throw it away landfills burn all this trash and create pollusi on which can be really harmful to the atmosphere by the combustion of fossile fuels and then also causes global warming and acid rain. I mean really consider how much rubbish your household produces in a week. Then imagine how much rubbish your street produces then your city then your region then your country. Hopefully then you can begin to imagine the extent of this problem. So just recycle cause you dont want o have a landfill start piling up to your back yard do you? save the hassle, save the space because recycling saves natural resources, reduces land pollution and also air pollution as many products require more energy to produce them than to recycle them. We need to save animal habitats because animals cant survive without food, shelter and water. Habitat loss occurs due to the construction of roads, shopping malls and housing in areas where animals used to live. Logging leaves a lot of animals without a home or feeding or hunting grounds. Reduce, reuse, recycle should be remembered here: If you reduce the amount of paper products you use each day, youll reduce the need for trees to be cut down. So instead of using a paper bag every day to pack your lunch, use a washable, reusable lunchbox. Always recycle whenever you can. Reducing your amount of trash will help conserve animal habitats. Reuse things that could otherwise turn into waste, and youll indirectly save the lives of animals. If the animal loses its habitat it can very easily die from many other animals and predators and humans, which make no reproducing of that species such as jaguars their going extict and we need to conserve them and stop hunting them. And with the deaths of some of these animals can cause us to lose the food we make so it all just doesnt work great at all. Do all you can do in your part to keep the world and the environments a safe happy place for everyone and thing.

Cmo inversin inmobiliaria calificara para visa E-2

Cmo inversin inmobiliaria calificara para visa E-2 Una duda muy comà ºn entre personas extranjeras que desean obtener una visa de inversià ³n para vivir en Estados Unidos es si una inversià ³n inmobiliaria da derecho o no a optar por la visa E-2. La respuesta es clara. En principio, no. Excepto si se le da la forma que se necesita para cumplir con los requisitos legales y econà ³micos que imponen las leyes migratorias.  ¿Quà © requisitos se necesitan para que las inversià ³n inmobiliaria permita para calificar para la visa E-2? La ley dice que para calificar para la visa E-2 de inversià ³n se tiene que crear o comprar un negocio que tiene que ser real y activo.   Pero,  ¿cà ³mo entender esos requerimientos? La mejor forma es a travà ©s de ejemplos. Cundo la inversià ³n inmobiliaria NO califica para la visa E-2 Es comà ºn que una persona extranjera compre uno o varios inmuebles en Estados Unidos, desde su paà ­s o aprovechando una visita a Estados Unidos con una visa de turista. Por ejemplo, que invierta medio millà ³n de dà ³lares en un condominio en Miami porque le gusta viajar   de vacaciones a esa ciudad. Esta situacià ³n no califica para la visa de inversià ³n. En otro ejemplo, un extranjero compra varios apartamentos por un valor de un millà ³n de dà ³lares con la idea de que con el tiempo incrementar su valor y que podr venderlos por ms dinero que el abonado por su compra. En este caso, tampoco se califica. En ninguno de esos ejemplos se trata de un negocio real y activo. Entonces,  ¿quà © es eso? Ejemplos de inversiones inmobiliarias que sà ­ califican para la E-2 Para cumplir con los requisitos de las leyes migratorias debe: tratarse de un negocio real, no de una mera inversià ³nla persona que solicita la visa E-2 debe dirigir el negocio El negocio debe repercutir favorablemente en la economà ­a de los Estados Unidos Un ejemplo de ello serà ­a, por ejemplo, el caso en el que una persona extranjera compra por valor de $300 mil dà ³lares unos apartamentos y se dedica al negocio de rentarlos favoreciendo a la economà ­a al crear empleo americano contratando a personal de seguridad, limpieza, etc. Otro ejemplo serà ­a el caso en el que el inversor se dedica a comprar inmuebles en mal estado, a repararlos y a venderlos. Tendrà ­a que gestionar el negocio y el requisito de repercutir favorablemente en la economà ­a se cumplirà ­a contratando a empresas americanas para llevar a cabo las reparaciones. Por lo tanto, lo importante no es que se trate de una inversià ³n inmobiliaria o no ni siquiera es tan importante el monto, lo fundamental es que se trate de un negocio real y activo y que tenga un efecto favorable en la economà ­a estadounidense. Y todos esos requisitos se prueban con un aspecto fundamental del proceso de peticià ³n de la visa: el plan de negocios. Ese es un punto fundamental que el oficial consular va a analizar con lupa antes de decidir si aprueba la solicitud de visa. A tener en cuenta antes de solicitar una visa E-2 No todos los extranjeros pueden solicitar este tipo de visa. Es necesario ser ciudadano de un paà ­s que tiene firmado con Estados Unidos un contrato bilateral de visas de inversià ³n. No confundir con un Tratado de Libre Comercio, ya que nada tienen que ver. Si no se tiene ciudadanà ­a de un paà ­s incluido en el listado, olvidarse de la E-2 y examinar otras posibles opciones como la green card por inversià ³n o la L-1 de transfer en el caso de tener ya una empresa en el paà ­s de residencia habitual. Si se reà ºne el requisito de la nacionalidad, es el momento de prestar atencià ³n a otros puntos de la E-2. Por ejemplo, es necesario que se trate de una inversià ³n en un negocio, siendo posibles toda clase de opciones. Incluso la cantidad a invertir no est definida y va a depender del tipo de negocio. El inversor que solicita la visa debe darle al negocio la forma jurà ­dica que ms le convenga. Pero en el caso de que el negocio pertenezca a ms de una persona, tener presente siempre que para obtener la visa E-2 hay que ser propietario al menos del 51 por ciento del negocio. Por lo tanto no sirve en el caso de hermanos o socios que se dividen las acciones de la empresa  al 50 por ciento o menos. Antes de solicitar la visa hay que hacer pasos importantes, como constituir la empresa o, en su caso, comprarla, girar dinero a Estados Unidos a la cuenta corporativa, llevar a cabo contratos de arrendamiento, elaborar el plan de negocios, etc. Y sà ³lo luego despuà ©s se solicita al consulado o embajada la visa E-2. Como muchos elementos del negocio se deben poner en marcha antes de saber si se obtiene la visa es recomendable hacer un pago mediante el sistema de escrow cuando se compre un negocio, y que el pago al vendedor quede condicionado a que la visa se obtiene. Y si lo que se busca no es una visa sino una tarjeta de residencia, conocida tambià ©n como green card, tener en cuenta que el camino no es la E-2 sino una EB-5, cuyos requisitos son ms severos, pero es indudable que brinda ms ventajas para las personas interesadas en mudarse, con sus familias, a los Estados Unidos. Finalmente, para tramitar la visa E-2 es recomendable contar con un abogado especialista en este tipo de visas y que pueda demostrar un rà ©cord excelente en su tramitacià ³n. Son visas muy especializadas y no todos los abogados tienen el conocimiento ni la experiencia. Este es un artà ­culo informativo. No es asesorà ­a legal.

USING GRANTS FOR OTHERS AS WELL AS SELF

USING GRANTS FOR OTHERS AS WELL AS SELF A significant part of my income over the years came from grants, either ones I’ve written or projects I’ve been a part of. I’ve learned a few things about writing them, what grant committees look for and how to search out appropriate grants. I’ve also had proposals rejected. The competition, especially for grants in the creative arts, can be stiff, and sometimes there isn’t enough money to fund every project. The first major grant I won was a California artist-in-residency grant. For three years, it provided enough income for me to teach creative writing in a continuation school while allowing time for my own writing. I also wrote a Healthy Start grant for the school. It was accepted and they received $100,000 to set up an onsite nursery and offer healthy living classes for teen parents, a gratifying experience to see under-privileged students receive help to finish high school. I also spent seven years going into California state prisons teaching poetry and creative writing to inmates as part of the William James arts-in-corrections project. They were some of the best students I’ve ever worked with. I’ve written grants for organizations and arts groups, which have supported workshops and readings. A number of smaller grants allowed me time for writing that I might not have otherwise been able to. This past year, I received what, for me, was the creme de la creme. In March, 2011, I was awarded a Fulbright for a writing project, â€Å"The Language of Place† and spent six months in northeastern India on a creative writing project about environment. As part of it, I began a blog, Cloud and Mountain, which I have continued to maintain since returning to the U.S. The most important step of preparing a proposal is to study the organization and successful grants. Ask a granting agency to send you copies of grant proposals they’ve funded. Some make samples available online. This gives you a chance to see what types of projects have succeeded, but more importantly, you get an idea of the tone and language preferred. Some other tips: Keep your proposal within the stated limits. If it says proposals should be three to five pages, don’t send in two pages, don’t send in six. Keep your objective narrow and realistic. People who read proposals have a keen eye for projects that promise too much. Make your language positive. Focus on what you can do and show how your past experience will help you achieve your objectives with this grant. Do a very careful proofreading! Spelling or grammatical errors are a sure way to get your grant rejected. Even if you have a dynamite proposal, if the writing is sloppy it suggests you don’t care enough about it to bother with basic mechanics. An equally important step is to state how your project can benefit others. The Fulbright is a diplomacy program, so they seek projects that will contribute to a cross-cultural exchange with a host country. However, all grants will likely have a service component. Don’t just think about what you want to get out of your project, but what is its place in the bigger world? Will you be offering something that goes beyond yourself? In fact, this is not a bad philosophy for life! Here are few links that might be helpful: Getting a Fulbright Scholarship in Creative Writing Funds for Writers National Endowment for the Arts (NEA) Arts Writers:The Warhol Foundation Arts Writers Grant Foundation Fulbright International Exchange of Scholars Grant Seekers Cafe:a blog with a lot of good information on applying for grants Grant Seekers Guide: This site from Penn State Extension has some good articles on applying for grants and information for both Pennsylvania and nation-wide funding sources

How Philosophy is Important for Undergraduate Student Essay

How Philosophy is Important for Undergraduate Student - Essay Example I use the term ‘science’ broadly here as rational and empirical investigation,† (Pigliucci n.d.). Reason is important and philosophy cannot provide concrete answers. Objection 2: Philosophy does not matter that much today as Stephen Hawking said, â€Å"Philosophy is dead. Philosophers have not kept up with modern developments in science. Particularly physics† (Warman 2011). Nowadays technological advancement prove to assist the advancement in the realm of physical science overtaking the development of philosophy as the latter cannot prove the exact answers to questions. On the contrary, Philosophy is stated, â€Å"Defining and explaining philosophy is no easy task — the very nature of the subject seems to defy description. The problem is that philosophy, in one way or another, ends up touching upon nearly every aspect of human life. Philosophy has something to say when it comes to science, art, religion, politics, medicine, and a host of other topics ,† (About.com n.d.). In all aspects, philosophy is the very core or basic step. I answer that, Philosophy is important due to the following reasons: All people align their everyday lives to the concept of reality that their beliefs tend to explain as they make use of metaphysical theory, ethical theory and moral theory. They need both metaphysical and moral concepts since they have the freewill and not instincts. They have the capacity to make decisions. They can also prove that throughout history human behavior and the ideas tend to explain their experiences have certain flaws. The correction is done through enough understanding of people about themselves and their surroundings by inquiring and garnering answers for philosophical and scientific questions. Curiosity is part of being a human as he tends to explore and learn about himself and the things around him. Philosophy also includes the rejection on the subjects of philosophy itself and science as they are all philosophic al in nature. They are better than doing nothing about the pursuit for knowledge. Philosophy also encompasses the ideas made by people that are subjected to conflicts toward creation of art or science (Maartensz n.d.). Reply to Objection 1: Science cannot explain the following: the existential truth like a person is not just a container of a brain and is being controlled. The moral truth also cannot be proven by science such as rape being right or wrong. Even the so-called logical truth science may have some problems to prove it like the quote Science is the only way to really know truth. No scientific test can prove the validity of such claim as it requires logic itself. Another thing is historical truth such as the winning of Barack Obama in the 2008 elections as scientific test must be repeatable and historical truth cannot be duplicated. Lastly, experiential truth cannot be verified by science such as the love of a spouse (Hewer n.d.). Reply to Objection 2: Philosophy is not dea d because science still exists. Science cannot exist without philosophy. Science has always been part of philosophy as both of them seek evidences, causations, theory creation, and hypothesis-testing as all of them are done to verify the ideas. Scientists must not ignore the philosophers as the former may fall on to fallacies (Norris 2011). How is it different from other subject areas? Objection 1:

Supply Chain Analysis Essay Example | Topics and Well Written Essays - 4500 words

Supply Chain Analysis - Essay Example Some of the major benefit of a rapid response supply chain system that are discussed in the paper include timely delivery of the raw material and products, maximum security profit maximization and sales improvement. The logistics performance and inventory assessment is a vital responsibility of evaluators and logistics managers. Key measures used to assess the inventories and logistics performance that are discussed in the paper include Order fill rate, Accuracy of data to improve inventory management, Difference between the Quantity of Products Received and Quantity of Products Ordered, Logistics System Assessment Tool, Perfect order measurement, comprehensive and casual orientation of the logistic performance. The phenomena of local optimization that is brought up by the desire of the supply chain partners to maximize their profits adversely affect the optimality of the entire supply chain. This paper discusses how coordination, relationships among the partners, making sacrifices a nd compromises as major ways of mitigating the problem of local optimization. Supply chain management (SCM) entails the coordination of all the activities that are involved during the production of goods and services in a company. Some of the major aspects that are covered by SCM include transportation and storage of raw materials, controlling and monitoring work-in-progress as well as transportation of the final products from the factories to consumers. A rapid response supply chain system involves the various activities emulated by organizations in order to ensure that they are in line with the changing business atmosphere. Even though companies allocate significant financial resources to improve their supply chains, it is imperative to ensure that there is a positive linkage between partners in a supply chain. A rapid response supply chain system stipulates that there should exist

Automobile Trade Restrictions Economics Essay

Automobile Trade Restrictions Economics Essay The automobile industry is considered a very complex and vital industry compared to others, this is because of the development process with each project. The U.S. has said to have the most open automotive market in the world. The automotive industry has been a part of every major U.S. trade development dating back since World War One and is composed of three broad industries. These three industries consist of high-volume, full-ranged producers, which offer higher volumes and lower prices; while appealing to a mass amount of consumers. GM, Nissan, and Fiat are the main companies in this full-range producer and compete on a cost reduction basis. The second industry is the specialist producers, (BMW, Volvo, and Mercedes) these producers supply higher performance cars at higher prices and compete on the basis of differentiation and cost recovery. Lastly, there are niche producers, (alpine, TRV, and Ferrari), who offer on exclusivity and extreme performance. In addition to these producers, some trends can be identified when examining the global automotive market. These trends consist of the global Market, Establishment of Global Alliances, and Industry Consolidation. First, the global market is considered to be the worlds largest automobile manufacturer. The global market invests in production facilities that reduce production costs and are located in places such as Latin America, China, Malaysia and markets in Southeast Asia. Secondly, Establishment of Global Alliances are referred to as the, The Big Three (GM, Ford and Chrysler) who have merged in partnerships with other European and Japanese automobile manufacturers. Finally, Industry Consolidation involves increasing global competition among manufacturers and positioning within foreign markets. The U.S. is in the worlds top three automobile industries along with Japan and Germany. These automobile industries are major wealth generators for Europe and the U.S. recently providing over 17 million foreign and domestic cars and trucks in the U.S., which in turn accounted for more than 400 billion in sales. In addition to these producers and trends, there are six leading automobile manufactures, which are located in the U.S. and Japan. The U.S. consists of Daimler-Chrysler which is regulated by the United Nations, while General motors, and Ford are the other two in the U.S. The other three are produced by Japan and consist of Toyota, Nissan, and Honda. Between these six companies, they control over 87% of the market. The automotive industry has been a crucial part of the global market with automotive products accounting for ten percent of global merchandise trade. Fortunately and unfortunately with trade also comes trade restrictions. So what is a trade restriction? A trade restriction is defined as an artificial restriction on the trade of goods between two countries. The most known and important form of trade restriction is a tariff, import quotas, voluntary export restraints, and antidumping actions are also restrictions which will be explained in more detail later. In this paper I will explain trade restrictions/barriers that the U.S. imposes on the automobile industry, what programs are available to help make automobile trading more efficient and attractive for everyone, and also mention the various tariffs and trade barriers. In addition, I will talk about the current global automotive market , new foreign policy introduced in the U.S. and other nations, and finally explain the ramifications of certain restrictions and there effects on different people groups within the nation. First, there are many programs whose intentions are to help the automotive industry in trading. First are (APEC), Asia Pacific Economic Cooperation and Automotive Dialogue (AD) which serve as a forum for APEC. (APEC) attempts to find strategies to increase the integration and development of the automotive industry in a region. AD try to promote growth and development of the regional auto industry while also attempting to offer certain recommendations. Some of the economies that have participated in APEC and the AD include Australia, Canada, China, Indonesia, Japan, Korea, Malaysia, Mexico, the Philippines, Chinese Taipei, Thailand, Viet Nam and the United States. Many of these same countries have also tried and introduce new policies to make their country better off. For example, in 2004 China issued a new automobile industrial policy which discouraged the importation of automotive parts but encouraged the use of domestic technology in new vehicles assembled in China. In 2005, China issued regulations implementing the new automobile industrial policy.   The policy was said to unfairly discriminate against imported automotive parts and discourage automobile manufacturers in China from using imported automotive parts in the assembly of vehicles. In March 2008, Chinas policy was ruled inconsistent with several WTO provisions then in January of 2009, China complied with the recommendations and set rulings. Along with China, Korea also has attempted to bring out barriers that restrict importation and sale which include anti-import basis, standards and certification process and procedures, tariff and tax structure, and currency manipulation. So what are barriers/ restriction design to do? Barriers to entry are designed to keep out potential entrants from entering a profitable market. The barriers to enter the automotive industry are considered substantial, a new company must have the startup capital required to establish manufacturing capacity to achieve minimum efficient scale which is prohibitive. Many automotive established companies are entering new markets through strategic partnerships or through buying out or merging with other companies. Previously , the barriers to entry for new markets were low; However once the U.S. invited Japanese makers who began to offer quality vehicles in lower price markets compared to the U.S. changed this. Not only has Japan had success, many large automotive companies have globalized and entered foreign markets with varying degrees of success including, Asia, Africa, and South America whose barriers to entry are similar. As mentioned briefly before, there are a number of types of tariffs and trade Barriers that the government can employ and they include Specific tariffs, Ad valorem tariffs, Licenses, Import quotas, Voluntary export restraints, and Local content requirements. Specific Tariffs are considered a fixed fee levied on one unit of an imported good. Ad Valorem Tariff is based on a percentage of that goods value. Non-tariff barriers to trade include Embargoes, Subsidies, standards, and licenses which are granted to a business by the government which then allows the business to import a certain type of good into the country. So what effects can these barriers cause? Barriers can cause restriction in competition or increase prices on consumers. An import quota is a restriction placed on the amount of a particular good that can be imported. Voluntary Export Restraints (VER) is a type of trade barrier that is voluntary and is created by the exporting country rather than the importing one. Also, instead of placing a quota on a number of goods that can be imported, the government can require a percentage of a good be made domestically. The restriction can be a percentage of the good itself, or a percentage of the value of the good. Now that you know a little about tariffs and certain barriers, lets examine further the effect of tariffs and trade barriers on businesses and consumers. Patents, limit pricing, and cost advantages are all considered barriers to entry. In the short run, effects such as higher prices for goods can decrease consumption by individual consumers and by businesses, causing business profit and the government to see an increase in revenue from things like duties. However, in the long term, businesses can see decline in profits and efficiency due to lack of competition and future substitutes to their products. When speaking about the government, the long-term effect of subsidies is an increase in the demand for public services, overall resulting in less disposable income. When looking into the future, Japan continues its economic expansion which has allowed them to see continued success in exports. With the automobile industry being extremely competitive, the U.S. has worked with the, Big Three to introduce a program called the, PNGV which is a partnership for new generation vehicles. They aim to strengthen the U.S. global competiveness, keep jobs, while also trying to reduce the dependence of foreign oil, and improve the environment. The U.S. and Europe had increased concern regarding mobility, economic development, safety and environmental concerns when putting out new automobiles. As the government continues to try and provide incentives to reduce tax increases and fuel price increase they are also intending to find cars that reduce air pollution. Older models make automobile traded restrictions more difficult because of controversies over car prices and consumer preferences. Many consumers are now looking for vehicles that are equipped with, air-bags, power steering, antilock brakes, comfort, technology, and automobiles that reduce carbon going into the atmosphere. Car manufacturing must met safety, environmental, and business standard demand for international and domestic regulations. According to the future growth in the automotive industry over the next decade is expected to come from places like India, China, and Eastern Europe. Major companies are beginning to develop low cost cars, which include, Hyundai, Toyota, Fiat and others. With the increase worries about environmental issues, Hybrid sales have increased drastically. The U.S. and Europe are the main introducers of less pollutant and fuel efficiency standards in vehicles. So what are the ramifications of these barriers? Restrictions or trade barriers seem only to limit world trade, while also decreasing economic efficiency, reducing total production and employment, raise prices, and even cause retaliation. Some domestic companies benefit at the expense of foreign companies and workers, and domestic consumers. While subsidies do benefit domestic companies and workers in exporting industries, tariffs decrease exports and shift resources and production from more effective to less effective producers. In conclusion, while Japan continues to force competition on the U.S. It causes damage to the U.S car industry because of priced car exports. Causing the U.S. to now only represent s less than  ¼ of the world Industry and its market share continues to decline. Since 2007 the big three has been falling drastically. Chrysler is now selling 53 percent fewer vehicles since 2007, while GM is down 23% from 2007 and Ford 32%. Honda also saw declines along with Toyota who was down 37 percent, Nissan 31% and Honda 35 percent. All of these drops have caused oversupply in car lots, motivated dealers, easier financing terms, and long-term industry presence driving down the price of gas, making now the perfect time to purchase automobiles.

Boston Beer Company Case Essay

_Background Information_: The Boston Beer Company, which was founded in 1984, had a very diversified thriving product line which entailed about twenty different kinds of beers. Their product was available in over nineteen various countries and used a network of around four hundred distributors. Revenues grew from 21 million dollars to 210 million dollars from inception to 1997. _Problem and Opportunity Identification_: As a result of the company’s product line and its variety, the company encountered issues sustaining and upholding of their products such as Lightship – which has been withering in recent years and which doesn’t have the volume like other products to sustain distribution. Since the light beer business that Lightship belonged to was one that was rapidly growing, the Boston Beer Company felt the need to investigate its products disappointment. The research to do so took place in different forms such as competition, market, and financial analyses, customer surveys, and finally deep emotional analysis using the ZMET technique. _Alternatives_: One option the research team is considering is introducing a new light beer into their product line. It is understandable that since the high-priced light beer industry is one of the biggest and rapidly growing field in the beer industry, the Boston Beer Company wants to occupy and take advantage of this field to further enhance its name and maintain its market share and its standing. However, there are issues in terms of positioning and marketing of this product. The product needs to be communicated as a light, rich, fun beer and targeted at a different audience that entails women. In addition to the fact that this option might cause conflict in terms of the brand image being a macho rough beer brewer, using it doesn’t solve the problem for Lightship if Lightship is going to be kept in the market offerings. Another option the research team considered was repositioning Lightship and throwing in more effort and investment into the marketing of the product. It  was obvious that, compared to one of their biggest competitors Heineken, the Boston Beer Company has had trouble and sort-of failed to build a unique brand identity for this product. The product was not successfully differentiated and positioned in the market in order for it to build market share and improve standings. This failure could make it difficult for the company to reposition itself and change consumer perceptions to gain their interests and so it might be a waste of time and efforts. Finally, the last option is the dreaded one of not competing in this realm of the industry. This is a very extreme option since this realm is a huge and growing segment of the market and they would be missing out on a lot if they decide to pull out it. The failure to fit into this field, however, might have proved that the Boston Beer Company is not competent enough and ready to compete in this segment. _Critical Issues_: There are two main critical issues that the company should consider when making the decision about their situation in the light beer industry. One critical issue concerns the brand image – the company has an umbrella brand image of being a premium masculine macho craft beer brewer and shaking that could be seen to influence consumer perceptions. The second critical issue relates to the field study and the results it yielded – do they answer our questions about how to position the light beer product or on whether we should even introduce/keep products in this segment of the market. _Conclusion and Recommendation_: After reviewing the results of the various research techniques, the recommended option would be to introduce a new high-end light beer into the market (while probably retiring Lightship). Making use of the ZMET research results, this new product should be positioned in a manner that represents an active, refreshing, and healthy lifestyle. Having a new product instead of improving Lightship is best in order to avoid the difficult efforts of having to change stubborn consumer perceptions. Also, in terms of the umbrella brand image of BBC being a macho tough image, having a separate offering targeted at other audiences will probably add to the image of having two instead of eroding the existing image.