The Balance of Power during the Cold War Essay Example | Topics and Well Written Essays - 3250 words

The Balance of Power during the Cold War - Essay Example Some nations have more power than others do, and this has resulted in armed conflicts throughout history including ones that have involved a large number of states such as World War I and World War II. In itself, the balance of power theory suggests that any rapid change in the international status or power of an independent state or collection of states will result in counterbalancing actions by other states. This occurs most readily when the alliances between different states are easily broken and formed based on what is beneficial to the particular state at the time. The Balance of Power The theory of the balance of power differs substantially between authors and publications and this section will attempt to determine some of the overall themes. Some authors consider that the model is a description of the international systems that are in place currently, others consider that it is a theory of coalitions, while still others consider it a guideline to peace2. In one sense, any inte rnational system is a balance of power relationship at some level. ... Â  y aim to maintain, as well as their position on the international stage, their relationship to other international powers and international trading relationships. States must balance their internal needs with needs of the international environment. Regardless of exact definition, the balance of power remains one of the most central theories of international systems and relations4. One broad definition that can be used for the balance of power is that as the power, or perceived power of one state increases, balancing behavior by other states works to ensure that no state becomes entirely dominant5. One of the first principles of almost any theory on the balance of power is that leaders preferentially increase the resources of their own states, as long as this does not put the survival of their country at risk. Likewise, it is assumed that leaders of states weigh up the immediate and future costs and potential costs of any action before deciding to take it6.Two important notions in the balance of power are resource and system stability. A state needs access to resources in order to function, and the more resources that it has access to the more successful it will be. However, a state must balance its need for resources against the international environment, and as a consequence must sometimes compromise its resources in order to obtain peace internationally.

Marketing plan for COCA COLA Essay Example | Topics and Well Written Essays - 4000 words

Marketing plan for COCA COLA - Essay Example 5). From the economic perspective, marketers create utility or benefit in forms of time, ownership, place etc (Boone and Kurtz, 2009, p. 5) that produce the want satisfying power for the ultimate users of the products or services in the market. The contemporary marketing environment is highly complex and dynamic due to the influence of technology, competition, and globalization and so on and therefore no marketer would be able to succeed in its market landscape unless it plans better for the future. In order to identify marketing potential and threats for a particular product or service, the marketer has to foresee how different marketing variables can impact its business. Marketing plans in recent years have attracted wider attention of business organizations, because these are found to have helped marketers establish a stronger competitive stance and maintain long term profitability through sustainable competitive advantage. This paper presents a detailed marketing plan for Coca-Co la Company, comprising of major marketing analyses and environmental scan of the company. This paper gives relevant description of marketing objectives and marketing strategies of Coca-Cola, and presents SWOT analysis to analyze both internal and external environments of the company. Introduction Coca-Cola means much more to people than merely something to drink. It has emerged as an American icon with rich tradition and cultural impact among people worldwide (Armstrong & Kotler, 2005, p. 8). A company that started in 1883 has long been successfully keeping its brand relevant for more than 100 years and one among Fortune 500. Coca-Cola has dominated world market for soft drinks and the extent of its brand success can be recognized from the fact that it is recommended instead of normal water in many countries (Johansson, 2009, p. 64). This report presents a marketing plan for Coca-Cola. Planning is an extremely significant element to successfully implementing and performing a marketi ng activity. The main objective of marketing is to sell products or services to the potential customers and therefore a marketing plan should virtually be a strategy to help the marketer gain an advantage over other providers of the similar goods or services in the market (Carpenter and Sanders, 2009, p. 10). Coca-Cola: Company Overview The Coca-Cola Company is world’s largest beverage company that manufactures, distributes and markets non-alcoholic beverage concentrates and syrups. The company licenses and markets more than 500 non-alcoholic beverage brands, mainly sparkling beverages with variety of beverage products such as waters, enhanced waters, juices, juice drinks, ready-to-drink tea and coffee, sport drinks etc (Datamonitor, 2011, Annual Report, 2011). The company owns most famous four brands in beverage, Coca Cola, Diet Coke, Fanta and Sprite. The Coca-Cola Com