Is Rim Destined to eventually Fail Essay Example | Topics and Well Written Essays - 1500 words

Is Rim Destined to eventually Fail - Essay Example The factors can still support the argument otherwise. As a manufacturer of the Blackberry phones and products, RIM has shown a significant growth record in the recent past. The growth is witnessed in terms of output, staffing and the manufacturing infrastructure. The consistent increase in volume of the company’s products ensures its competitiveness in the marketplace by confirming that the products it supplies are market-friendly and adequate to the ever-increasing number of customers. The increase in production is fueled by the adequacy of staff. Adequate staff ensures that work is concluded on time, hence, meeting the company deadlines. Manufacturing infrastructure, on the other hand, facilitates invention and innovation resulting in originality of the company products (Palmatier & Crum, 2003). Externally, there is the ever-rising pressure from the rapidly expanding consumer base; RIM products experience a short lifecycle. Therefore, they have extended manufacturing contrac ts to likeminded firms to help them in production to meet the ever-rising customer demands. This has extended the decision making chain resulting in complexity when it comes to market efficiency and decision-making in terms of enhancing supply chains. The software makeup of the organization is also not up to the task, prompting the implementation of a decision support system for the company to ensure it continues its operations successfully (Chopra & Meindl, 2001). In the recent past, RIM has been quite successful and because of this success, a crop of challenges has come up threatening the success of the corporation. The company introduced seven new models of their products within the last 18 months. The challenge with these products is their shortened lifecycle that has reduced further from 2 years to a mere 1 year. Reports show that the company’s product portfolio has become very complex ranging from 18 to 100 possible end combinations of the models with only seven lines o f products. This has the challenge of easily creating what we call an excess inventory calling for an appropriate plan. Such are the introductions of the product lines without which the overall costs of the firm would rapidly escalate cutting down on profits resulting in reduced returns (Palmatier & Crum, 2003). The growth of the output of the handheld phones invented and launched within the last two years has risen by 310%. This has presented a challenge of keeping up with such growth as the supply chains have risen from just one to six suites worldwide (Klein, 2003). The ramp rates are also severe as they are executed from multiple manufacturing points within different countries. Therefore, RIM through its management has to be extra careful on how it introduces its products to the customer base that is wide both in size and in the expectation. Decision-making has become increasingly difficult in the ever-rising complex environment. As a result, the corporation has lost track of wh ich products to produce, at what time and to which audience (Chopra & Meindl, 2001). This is despite the fact that the decisions made at the head office cuts across all the supply chains making the company to always honor its commitment to its clients. A company is able to succeed if it is in the position of responding appropriately to the demand of its staff. In addition, there would be a delay in the production due

Internet Services Demand and Supply Coursework Example | Topics and Well Written Essays - 1250 words - 1

Internet Services Demand and Supply - Coursework Example It has changed every aspect of human life from studying, working to shopping and socializing. Therefore Internet services have proliferated in every part of this world and its demand is growing every day. In all countries, the governments are increasingly emphasizing on promoting universal broadband services, i.e. supply of Internet services to 100 percent households. The focus is specifically on the supply of high-speed Internet activity via big business houses to enhance global competitiveness. Due to increased infrastructure, urban areas enjoy economies of scale thus making it more convenient for Internet service providers to supply connection to all households. However, the same situation is not in rural areas and therefore broadband supply to all households is currently not possible (Galloway, 2007, p.641). In this era of the Internet, it has become obvious that sound knowledge of Internet services can lead to success in business, education, research and other avenues. Therefore the demand of the Internet has become high even in rural areas and in every domestic household. The availability of Broadband (high-speed) services has brought revolutionary changes in the demand for Internet services. It is important that the supply of Internet remains equal in all areas. Prieger (2003) has surveyed and concluded that the supply of broadband services is not equal in all areas and there is the low availability of the services in rural areas inhabited by poor and minority communities. The other result of this survey is that low supply of Internet in rural areas is due to the low demand in these areas because of market size and low knowledge of computers. A study has construed that broadband services will be unavailable in almost 12 percent of U.S. households because of lack of demand whose one co ntributory factor is the cost of Internet services (Prieger, 2003, p.347).

The Future of Virtual Reality

The Future of Virtual Reality Virtual became one of the most trending words during the last decade. Today we have virtual studios, offices, exhibitions and universities all because of virtual reality. In 1950s, a Single user Console- Sensorama, which was built by Morton Heilig which improved the usage of three Dimensional Television. And with more Developments and Techniques in Virtual reality over the year, finally there released first commercial entertaining Virtual Reality System Virtuality. Considering Virtual Reality an Upcoming Trend and Technology becoming more advanced making virtual world a reality. The effect of Virtual World on the reality has been a Current matter of Discussion, which made me influenced to investigate it more. Virtual Reality is Living and feeling an Imaginary world instead of a real world. The Imaginary world is generated through Computer Graphics. The sense information is bolstered by some framework to our mind. A medium composed of interactions giving users the feeling of being present in the computer stimulated world. Virtual reality will be coordinated into day by day life and action, and will be utilized as a part of various human ways. Another such hypothesis has been composed up on the most proficient method to respond extreme joy through virtual reality. Technologies will be created to influence human behaviour, relational correspondence, and comprehension. Virtual reality is shown with a VR headset. VR headsets are head-mounted goggles with a screen before the eyes. Projects may incorporate sound and sounds through speakers or earphones. As we invest increasingly energy in virtual space, there will be a continuous relocation to virtual space, bringing about vital changes in finan cial aspects, perspective, and culture. VR could be progressive in various fields, particularly inside Architecture, Art, Entertainment, Medicine, Journalism, Scientific Research and Sports. This is on the grounds that VR can make a profound significant affair for the users. Wherever it is excessively unsafe, costly or unfeasible, making it impossible to accomplish something as a general rule, virtual reality is the appropriate response. From military pilots trainee to medical applications specialists, virtual reality permits us to go out on a limb keeping in mind the end goal to increase more involvement. As the cost of virtual reality goes down and it ends up being more standard you can expect more certifiable uses, for instance, instruction or effectiveness applications, to go to the fore. To enter in a VE, a client wears exceptional gloves, headphones, and goggles, all of which send their yield to the PC frameworks. The virtual situations are expected to supplant this present reality condition with the computerized one and the human faculties are submerged in the VE. A Virtual Environment can be made on various degrees relying upon the PC based stage running from a PDA screen to a desktop screen or a completely Immersive Virtual Environment (IVE). All present day VR showcases depend on innovation produced for cell phones including: gyroscopes and motion sensors for following head, hand, and body positions; little HD screens for stereoscopic presentations; and little, lightweight and quick processors. These segments prompted relative reasonableness for autonomous VR designers, and prompt the 2012 Oculus Rift kick starter offering the primary freely created VR headset. Autonomous creation of VR pictures and video has expanded by the improvement of omnidirectional camera s, otherwise called 360-degree cameras or VR cameras, that can record every which way, despite the fact that at low-resolutions or in profoundly compacted designs for web based gushing. Conversely, photogrammetry is progressively used to join a few high-determination photos for the making of detailed 3D articles and conditions in VR applications. The following and rendering turns the entire procedure more immersive and intelligent than the customary media like TVs and computer games. The client activities result in quick and detectable effect on the substance of virtual condition. Taking after are the fundamental parts of a virtual domain: The visual showcases that drench the client in the virtual world and shut out conflicting tactile impressions from this present reality. The representation rendering framework that creates the always showing signs of change pictures at 20 to 30 outlines for every second. A following framework that persistently illuminates the position and introduc tion of the clients developments. The database development and support framework to assemble and maintain a realistic model of the virtual world. A sound framework that can create amazing directional sounds and recreated sound fields. Gadgets like followed gloves with pushbuttons to empower clients to indicate their collaborations with the virtual items. Exploratory and planning data recognition has benefitted for a significant long time from Virtual Reality, yet late progression in introduction advancement has made energy for everything from sub-nuclear portrayal to designing to atmosphere models. The virtual surroundings are relied upon to supplant this present reality condition with the electronic one and the human faculties are submerged in the VR. Submersion is an undertaking of losing oneself in the VR and finishing off all signs from the physical world. Todays VR applications give positional sound, telling customers where a sound begins from inside an area. Nevertheless, solid in this present reality reflects more than just range of the sound source sound is a part of the physical condition. Using OptiX bar taking after engine, VR Works Audio can take after the method for sound in a circumstance dynamically, passing on physical sound that totally reflects the size, shape, and material properties of the virtual world. Virtual Reality will be a Growing Industry in Future. The Computer Graphics and Specialised hardware may get advanced, faster and reasonable due to the developments. May be the Windows will be replaced by the 3D user Interface. It will be in great demand in near future. But it also has to face some challenges of Technical matters and movement sickness due to VR. It causes Imbalance, Disorientation, computer latency might affect the user, the convoluted way of head-mounted shows and information frameworks, for example, specific gloves and boots may require particular preparing to work, and exploring the genuine condition may demonstrate unsafe without outer tangible data. But we can expect to see numerous more creative uses for the innovation later on and maybe a major route in which we convey and work because of the conceivable outcomes of virtual reality.

California SB 1386 Essay examples -- essays research papers

On July 1, 2003, California enacted an electronic data privacy law to protect residents from one of its fastest growing crimes: identity theft. SB 1386 (Civil Code 1798.29) requires businesses to notify California residents if a security breach results in disclosure of personal electronic data. All businesses are subject to this law regardless of size, location, or operations. Business owners should be aware of the problems associated with identity theft, the steps required to comply with SB 1386, and the preventative measures available. Identity theft is a significant problem to both citizens and financial institutions. The FTC estimates that over 27.3 million Americans have been the victims of identity theft in the past five years. The U.S. financial impact is staggering; in 2002 alone, losses were estimated at $48 billion to financial institutions and $5 billion to victims. The FTC reviewed trends from 214,905 cases reported in 2003, and California accounted for the highest number of incidents (39,452). In 20% of all cases, the source of the information breach involved disclosure of personal data over the internet or other electronic sources. In 55% of all cases, the identity theft resulted in credit card, bank, or loan fraud. Federal and state laws address this growing problem. The FTC provides some protection by aggressively enforcing existing federal laws. Under the unfair and deceptive trade practices law, a website operator must adhere to the company’s own privacy policy or face prosecution for failing to exercise a reasonable standard of care. Reasonable care includes addressing potential system vulnerabilities such as viruses and encrypting personal information so that it cannot be viewed. The FTC recently ordered several large corporations to implement stronger privacy controls after breaches exposed personal information. In January of 2001, Eli Lilly settled with the FTC after accidentally releasing the e-mail addresses of nearly 700 consumers who were using the company’s anti-depressant Prozac. Seven months later, Microsoft was targeted by the FTC for misrepresenting the security of its â€Å"Passport Wallet† web service. More recently, in April of 2004, Tower Records faced allegations for allowing and failing to correct a breach that disclosed consumer information including names, billing and shipping addresses, email addresses, phone numbers, and ... ... 2003. http://www.consumer.gov/idtheft/IDT_CY03/California%20CY2003.pdf January 18, 2002, â€Å"Eli Lilly Settles FTC Charges Concerning Security Breach†. http://www.ftc.gov/opa/2002/01/elililly.htm August 8, 2002, â€Å"Microsoft Settles FTC Charges Alleging False Security and Privacy Promises†. http://www.ftc.gov/opa/2002/08/microsoft.htm April 21, 2004, â€Å"Tower Records Settles FTC Charges†. http://www.ftc.gov/opa/2004/04/towerrecords.htm Articles: Cheryl A. Falvey, â€Å"Disclosure of Security Breaches Required by New California Privacy Legislation†. http://library.lp.findlaw.com/articles/file/00008/009186/title/Subject/topic/Antitrust%20and%20Trade%20Regulation_Unfair%20Trade%20Practices/filename/antitrustandtraderegulation_2_237 Whole Security, â€Å"Facts on Identity Theft†. http://www.wholesecurity.com/threat/identity_theft.html Auxillium West, â€Å"California SB 1386 – Personal Information: Privacy†. http://www.auxillium.com/californiaSB1386.shtml StrongAuth, Inc., â€Å"California’s SB 1386 – Frequently Asked Questions†. http://www.strongauth.com/regulations/sb1386/sb1386FAQ.html Legislation: California SB 1386 http://info.sen.ca.gov/pub/01-02/bill/sen/sb_1351-1400/sb_1386_bill_20020926_chaptered.html

In Dreams Begin Responsibilities

Svetlana Sidorova Professor Grossman Eng 201-534 October 19, 2012 In â€Å"In Dreams Begin Responsibilities† Delmore Schwartz works with themes illusion, status and changes. He does this through mother, father and light. Schwartz is saying that most of the people are infantile and weak because they cannot accept the reality of life. Through the mother, we see that dreaming may lead to a painful disappointment. The mother has an unrealistic image of her and her future husband as an idyllic, respectable and happy couple, which is not true in reality. â€Å"†¦ avoiding the riotous amusements being beneath the dignity of so dignified couple†.She is trying to make an image of herself as an intelligent, domestic and interesting woman, which shows that she is not open and free with her fiance. â€Å"†¦according to her principles of economy and housewifeliness†. The mother also has fantasies about the proposal moment, taken from the love novels she reads, which were destroyed by actual proposal in the middle of a conversation on Coney Island. â€Å"†¦ she†¦begins to cry†. Perceiving the world only through prism of our expectations and wishes may lead to a fatal mistakes and wrong decisions which will afterwards turn the life into a disaster.Through the father is shown a high position in a society will not necessary bring a happiness. The father does not love his future wife but he wants to merry her only because she is from a good and respectable family. â€Å"†¦My father thinks of my mother†¦ and of the pride which will be his when he introduces her to his family†. The only thing he cares about is how to make money and what they will bring to him. â€Å"My father tells my mother how much money he has made†¦Ã¢â‚¬  his ambitious to become rich and dignified are so high that he is able to do everything to reach it, even it goes separately from his feelings and senses. His clothes are newly pressed, a nd his tie is too high in his high collar†. The high range social position will not bring a respect and aspirations without heart will cause eventually a disappointment in them.The light symbol represent that, even in darkness, it is always a chance to reorganize the present and comprehend the truth. In a photographer’s booth, we see the symbol of light where parents are able to look on themselves from the side and they have a possibility to understand that they are intolerable to each other. The place is shadowed in the mauve light which is apparently necessary†. Unfortunately, they know it from the beginning but they don not want to accept it because it will disturb already chosen path. â€Å"†¦and finally, shocked by their indifference†. The only son, who is going to start an adult life, able to summarize the parents mistakes and to build his future in the light of love, hope and faith. â€Å"†¦into the cold light, I woke up†. No matter what and when we are always know where is the light but sometimes it is easier to wander in a gloom then to find strength to look at the sun.Schwartz beliefs, that most of the people live with false creeds, imaginary definitions of life and pretensions to others. In â€Å"In Dreams Begin Responsibilities†, the mother and father know that they are a bad match to each other, but they close their eyes on these trays if light because they do not have a potency to change what is already established. The author is saying that we always have to follow our sense of rightness, even if it hearts our eyes, otherwise we will waste the life and we will never reach the whole beauty and glory of our unique personality.

Coffee

Marketing Individual Assignment 3 1) What is the product mix of Trung Nguyen? What are the key attributes of its coffee? How do these attributes help Trung Nguyen to differentiate itself from its competitors? The product mix refers to the total composite of products offered by Trung Nguyen coffee. It consists of different product lines, various product items in each product line and within each item is the product depth.Firstly, the product line is a group of product or service items that are closely related because they are sold to the same consumer groups, are marketed through the same types of outlets, have similar usage or fall within given price ranges. Thus, Trung Nguyen Coffee’s product lines are: Trung Nguyen Coffee, Passiona Coffee and G7 Instant Coffee. The Passiona Coffee targets at consumers looking for low-caffeine coffee and especially women, while the G7 Instant coffees are made for people who are too busy to brew a cup of coffee themselves.Trung Nguyen Coffee h as 3 different product items, namely Creative Coffee, Blend Coffee and Espresso Coffee. Passiona Coffee consists of 2 product item, Passiona roasted coffee and Instant Passiona coffee. As for the G7 Instant Coffees, the product items are G7 Pure soluble, G7 Cappuccino and G7 Instant 3-in-1 coffee. Lastly, product depth is the number of variants in a product item. Trung Nguyen’s product depth of Creative coffee includes the Weasel Coffee and Legendee Coffee. Also, some variations of G7 Cappuccino are the Mocha G7 cappuccino and Hazelnut G7 cappuccino.Different sizes of coffees are considered as product depth as well. For example, the G7 Instant 3-in-1 coffee is sold in 3 different sizes: a box of 18 cafe sticks, a bag of 22 sachets or a bulk pack bag of 100 sachets. Table1: Summary of product mix of Trung Nguyen | Product lines| | Trung Nguyen Coffee| Passiona Coffee| G7 Instant Coffee| Product items| -Blend coffee-Espresso coffee-Creative coffee Product depth: Weasel coffeeLe gendee coffee| -Passiona roasted coffee-Passiona instant coffee| -G7 Pure soluble-G7 cappuccinoProduct epth:Mocha G7 cappuccinoHazelnut G7 cappuccino-G7 instant 3-in-1Product depth:box of 18 cafe sticksbag of 22 sachetsbulk pack bag of 100 sachets| Key attributes refer to the most important characteristics of a product. Trung Nguyen makes its point of difference through its key attributes like using the best coffee beans, unique brewing style and the new coffee concept. Trung Nguyen has a unique selling point because some coffees offered cannot be found anywhere else. Its coffees are authentically Vietnamese. For example, the Weasel coffee is produced based on the legend in Vietnam.To differentiate itself from its competitors, these key attributes must communicate benefits for consumers. The coffee offered by Trung Nguyen is of a higher quality compared to other coffee brands because they use the best coffee beans sourced from four of the world’s best coffee-growing regions. In addition, Trung Nguyen is awarded with the EureGAP certificate for its good agricultural practices such as having consistently good quality coffee beans and using environmentally friendly technologies. Coupled with their oriental secrets, consumers would prefer Trung Nguyen because their coffee is brewed much more aromatic and rich.Trung Nguyen used their new concept of coffee to set up a â€Å"Creative Coffee House† in order to differentiate itself and gain market share. It is now well-known for the innovative clubhouse whereby customers can enjoy coffee in a beautiful and sentimental ambience while experiencing Vietnamese cultural events and exhibitions. For consumers who value such innovative product services, they will choose Trung Nguyen’s coffee over the other â€Å"grab a coffee to go† coffee styles. 2) What are the roles of branding? What are the benefits of branding to sellers and buyers in the coffee market.The role of branding is to create an ident ity for the product. The identity created can have some personalities and can gain brand equity. Benefits of branding Some benefits of branding for sellers of the Trung Nguyen coffee are that they are able to accentuate the bases of differentiation from its competitors due to its distinct identity. They can obtain legal protection like trademarks to avoid copycats of their brand. The counterfeit products are capable of stealing Trung Nguyen’s sales when consumers are unsure of how the real packaging of coffee looks like.There is also a chance for the counterfeit coffee to ruin Trung Nguyen’s reputation. Consumers who bought the counterfeit coffee by mistake may view Trung Nguyen to be of a lousier quality instead. All this would be effectively prevented by branding because counterfeiting is an offense. Brand equity is created by branding and careful marketing. Trung Nguyen can in turn earn higher profits as consumers are willing to pay a higher price for this particula r brand of coffee. Also, brand equity can lead to higher economic value of the brand, whereby it becomes an asset for Trung Nguyen when it wishes to sell its brand.Last but not least, Trung Nguyen can achieve brand loyalty through creating preferences towards their brand. If Trung Nguyen coffee is able to sustain a consistently good quality coffee product, consumers would remember the brand, spread the word around and continually purchase its coffee. On the buyers end, they may reap the most benefits from Trung Nguyen’s branding. Coffee is a convenience product and it is important to make it easy to find. Consumers will be able to correctly identify the products in a short period of time due to Trung Nguyen’s branding thus becoming more efficient shoppers.Furthermore, consumers may gain assurance of product quality and performance. Employees need to ensure products offered are of consistently good quality and so are specially trained to deliver this promise. Consumers will remain loyal to Trung Nguyen coffee because they are satisfied with this brand and have no need to search for another. 3) What constitutes the brand identity of Trung Nguyen? What is your evaluation of this identity? How can the brand identity be improved? Brand identity is the noticeable elements of a brand and also what the organization wants consumers to perceive the brand as.It constitutes of â€Å"Trung Nguyen† as its name, the logo and its tagline â€Å"Explore creative inspiration† A successful brand name should reflect the personality and values of the brand, be simple, memorable, positive and emotional. A logo is the image that embodies an organization. It is one of the most prominent branding elements that consumers will think of when someone mentions the company. A good brand logo should be memorable, futuristic and consistent and be able to portray the benefits to its target audience. The tagline must be simple and easy to remember.It also needs to rem ain short since the tagline is always incorporated into many marketing pieces. Evaluation of brand name: Consumers associate Trung Nguyen to â€Å"Central highlands† which refers to Dak Lak, the county capital of coffee where green coffee is grown. This gives an advantageous association between Trung Nguyen and high quality and fresh coffee beans. Also, the brand name represents the uniqueness and richness of the Vietnamese culture. However, the name Trung Nguyen does not hold any meaning for non-Vietnamese. This may alienate consumers from other parts of the world.Another bad point could be that its name is hard to pronounce for non- Vietnamese consumers. Possible improvements: Because the company’s name has been around since 1996 when it was founded, it cannot be changed otherwise the company has to build up brand awareness from scratch all over again. Thus, the company should work hard in educating people and let them understand the positive association between Trun g Nguyen and â€Å"Central highlands†. For example, they could use their existing Internet website and include this under the â€Å"learn more† option.People visiting the website can then learn about the association and slowly adopt Trung Nguyen as their favourite coffee. Evaluation of logo In my opinion, the logo might be a little small and insignificant. Psychological influences such as selective exposure and retention affects consumer buying behaviour. For example, the appealing cup of coffee printed on its packaging of Creative coffee may distract the consumers from the brand name. The logo is also unattractive and boring due to the usage of dull and non-contrasting colours. The font used in the logo has little stylistic variations making it rather boring as well.Possible improvements Firstly, the logo should be scaled to a bigger size. Also, the marketing manager of Trung Nguyen can make use of brighter and more contrasting colours to make its logo more outstandin g and attention-catching. The font could be changed to something cursive. This can better capture consumer’s attention thus leaving a deeper impression and resulting in better brand memory and recognition. For example Coca Cola, with its logo in a strikingly bright red background and white cursive words, is very successful at making sure that every consumer remembers it.Evaluation of tagline: Trung Nguyen’s tagline â€Å"Explore creative inspiration† consists of only 3 simple words hence should be relatively easy for everyone to remember. However, Trung Nguyen tagline is still quite foreign to people across the globe as they do not use much above-the-line marketing. Possible improvements Through the print media and mass media, Trung Nguyen can improve this aspect of its brand identity. The marketing manager could set up a Facebook page and make it known to people. Maintaining a Facebook page is relatively low-cost as compared to constant TV advertisements.Becaus e millions of people are using Facebook, it is very effective for Trung Nguyen to get their brand identity across. Another point of improvement also through the mass media is through its online website. Perhaps the tagline can be added in the â€Å"history of Trung Nguyen† tab as it is currently not. On top of that, they can make use of emotional branding to elicit a favourable emotional response. Adding emotional words like â€Å"Happy†, â€Å"Healthy† and â€Å"Beautiful† could boost sales of their coffee.As consumers become increasingly aware of health and beauty these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other rare oriental herbs through its tagline. 4) What is the branding strategy of Trung Nguyen? What are the advantages and risks of this branding strategy? Trung Nguyen uses an umbrella branding strategy. Different types of coffees have a sub-brand which combines the corporate br and with a new brand. Trung Nguyen’s Passiona Roasted coffee and Trung Nguyen’s Espresso coffee are 2 examples. Advantages of umbrella branding:Capitalizing on the existing brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who have had a good experience with its coffee will transfer this favourable attitude to new items. For instance, Trung Nguyen’s Creative coffee may have been developed earlier than Passiona coffee. Consumers who liked Creative coffee would have a higher chance of buying the Passiona coffee because they are under the same brand and so would also be of an equally good quality. Furthermore, the Passiona coffee can be set at a higher price as consumers are willing to pay more for brand value.This can bring about additional profits for Trung Nguyen. Another advantage of using an umbrella brand is a lower advertising and promotion costs. Trung Nguyen only needs to come up with a single advertisement because its coffees share one identity. Also, because Trung Nguyen is used on all of the products, level of brand awareness is easy to raise. To name an example of a successful sub-branding strategy, Gatorade has developed and introduced Gatorade Frost, Gatorade G2, Gatorade energy bar, etc into the market and stayed popular being the leading sports drink brand in many countries.Risks of umbrella branding: In every marketing strategy there is bound to be a down side. Some risks of umbrella branding are that the failure of one type of coffee may affect the sales of the whole Trung Nguyen branded products. It is inadvisable to put all the eggs into one basket. For instance, if the production G7 Mocha had some discrepancy that caused the coffee to be too sweet, consumers may feel that the rest of Trung Nguyen packet instant coffees are as sweet and so switch over to Nescafe coffee instead.Secondly, sales of one product item may come at the expense of other items offered in the same product line. L astly, the meaning of Trung Nguyen may also be diluted with an umbrella branding strategy. Apart from coffee, Trung Nguyen also has other product such as Green Tea, Oolong tea, etc. However, Trung Nguyen refers to Dak Lak, the county capital of coffee and so offering tea as an alternative beverage is not so relevant to the brand name.