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An exploration of the determinants of the Irish dairy sector’s performance over the next ten years in the post milk quota era
No full textThe removal of the EU milk quotas on April 1, 2015 after more than 30 years since their establishment is viewed as a significant growth opportunity for Ireland and the EU overall. The primary reason for deciding to end milk quotas is due to the considerable increase in consumption of dairy products in recent years, especially on the world market. With this trend projected to continue into the future, the previous quota regime is viewed as a measure that prevented Irish producers from responding to growing world demand. The objective of this thesis is to develop a ten year forecast for Ireland in a post EU milk quota era. The central question that this dissertation leads from is establishing the impact that the abolishment of EU milk quotas is having on the current milk price in Ireland. From there, a short to medium assessment of how Irish dairy production is likely to evolve in the next one to four years is projected, followed by a forecast of Irelands long-term prospects up to and including 2025. The target markets of Irish dairy produce are then assessed including Ireland’s production strategy. Finally, an in-depth assessment of how farming structures will change as a result of EU milk quota removal is then forecasted
Supporting Irish Start-Ups in the Life Science Sector: An assessment of how the support structures provided by Enterprise Ireland are utilised by Irish Life Science Startups
No full textThis study evaluates the supports that Enterprise Ireland is currently providing to startup companies in the Irish Life Science sector by exploring how seven different Irish start-ups within the sector have utilised the support system. This study found that the current Life Science support network within Ireland was found to be effective at funnelling potential start-ups into the Enterprise Ireland support system and it was also found companies with reasonable business plans are receiving the required level of funding and support to scope out their business plans. In all seven companies studied, Enterprise Ireland funding and support was sufficient for the business to navigate the difficult first year following formation / spin-out. At approximately the one year mark the way in which each company interacted with Enterprise Ireland diverged significantly. The companies who were successful in securing revenue from external investors grew quickly and generated a significant level of employment, whereas the companies that could not secure this funding stalled in their development. In two cases there was difference of opinion between Enterprise Ireland and the founders of the companies with respect to the future development of the business, this had a negative impact on how the companies engaged with the support processes. Overall it was concluded that the current support system provided by Enterprise Ireland is performing well when it comes to the identification of viable candidate companies and is offering the supports needed in the critical early stages of business development. Two key areas where the current offerings require improvement were identified; firstly, more assistance is needed for companies who are having difficulty securing external sources of funding as this was a significant road block to business development. Secondly, the depth of Enterprise Ireland business mentors within the Life Science sector requires development as a number of companies could not gain access to the required level expertise needed to develop their business plans
Archetypal branding of Wall’s ice-cream to Millennials in Ireland.
No full textModern-day marketers are operating in a global, twenty-four hour market place, inundated with similar offerings. To succeed is to differentiate oneself from the competition, and in order to do so a company needs to become a brand; they need to go beyond the logo and develop a meaning system – a personality. One approach to the personification of brands is archetypal theory which helps a company develop a consistent brand around an archetype that acts as a “guiding star” or “true north” for all communications and enables a deeper emotional connection with consumers. This research explores how a suitable archetype for a brand is identified as applied to Unilever’s Heartbrand ice-creams in Ireland. This was achieved with a multi method approach that examined the brand the company had built alongside the brand they hoped to become, as well as consumers’ perceptions of the brand. This research discovered that the company had built a consistent brand in their previous communications to consumers prior to focusing their marketing efforts on branding, but that since turning their focus towards brand era marketing they had diluted their meaning system. The implications of this research were twofold. Firstly, that archetypal branding would serve to bring the company back on brand for all current and future campaigns; and that the archetype that their “true north” should be built around was a combination of the Trickster and the Enthusiast. And secondly, that there is sufficient potential for this approach to play a role in the creation and management of brands
Archetypal branding of Wall’s ice-cream to Millennials in Ireland.
No full textModern-day marketers are operating in a global, twenty-four hour market place, inundated with similar offerings. To succeed is to differentiate oneself from the competition, and in order to do so a company needs to become a brand; they need to go beyond the logo and develop a meaning system – a personality. One approach to the personification of brands is archetypal theory which helps a company develop a consistent brand around an archetype that acts as a “guiding star” or “true north” for all communications and enables a deeper emotional connection with consumers. This research explores how a suitable archetype for a brand is identified as applied to Unilever’s Heartbrand ice-creams in Ireland. This was achieved with a multi method approach that examined the brand the company had built alongside the brand they hoped to become, as well as consumers’ perceptions of the brand. This research discovered that the company had built a consistent brand in their previous communications to consumers prior to focusing their marketing efforts on branding, but that since turning their focus towards brand era marketing they had diluted their meaning system. The implications of this research were twofold. Firstly, that archetypal branding would serve to bring the company back on brand for all current and future campaigns; and that the archetype that their “true north” should be built around was a combination of the Trickster and the Enthusiast. And secondly, that there is sufficient potential for this approach to play a role in the creation and management of brands
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students
No full textThis study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students
No full textThis study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life
Exploring generational perceptions of pro-environmental packaging advantages: A case study of the packaging innovation of ‘compressed’ deodorants in Germany
No full textOver the past decades, public concerns about the environment have kept increasing. Conscious consumption has therefor become more and more important to consumers. Progressively, sustainable product advantages have become the decisive reason for buying a good. However, the actual influence of sustainable packaging innovation on consumers’ buyer’s decision has hardly been studied so far. Therefore, this study aims to find out, if the pro-environmental advantage of a sustainably packaged personal care product can be the distinctive factor in a consumer’s buying decision. The special case of Unilever’s ‘compressed’ deodorants was used in order to examine consumers’ motivators and barriers when buying a pro-environmental good. An additional key aim of the study was to explore, whether this newly packaged deodorant is seen as a trustworthy measure to promote sustainability or as being a greenwashing ‘portion-shrink’. A single case study design with two embedded units of different age generations were used to conduct 22 qualitative interviews. The respondents belonged either to the Babyboomer generation or the Generation Y, also known as Millennials. The data revealed that the main influencing factors in selecting a sustainable packaged deodorant were not pro-environmental advantages of the product’s packaging, but aspects such as quality, convenience and price. Relating to the sub-question, whether the ‘compressed’ deodorant could be seen as a credible measure to promote sustainability, it was found out that consumers needed additional information in order to be able to evaluate the correctness of the statement claimed ‘same effect – smaller size’. If sufficient information is not provided, the smaller packaging cannot function as a more reliable measure to promote sustainability. It seems that although the packaging innovation of ‘compressed’ deodorants could be seen as a proper measure to support sustainable consumption, consumers seem not yet ready to choose pro-environmental product advantages in favour of convenience or quality aspects
The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.
No full textThis study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival
The influence of subjective norms on Bretons’ attitudes: The case of AB fresh foods.
No full textThe aim of this study was to identify subjective norms that shape individuals’ decisionmaking processes, and analyse their power of influence, especially concerning organic fresh foods purchases. In order to understand this social influence, fifteen Breton organic food buyers have been interviewed with intent to collect their personal opinions. Data on their buying habits also have been collected and strongly supported the fact that fresh foods are the most popular products. Three main consumer profiles could have been reached from this qualitative survey, which could be defined as regular consumers, irregular consumers and consumers in conflict, according to their shopping habits and the perceived pressure over their purchases that modify their behaviour. Social status was not deemed to play an important role, but the presence of children could be considered as a crucial factor. While external factors related to product characteristics, such as price, taste, origin or label, have an impact on consumers’ perception of organic products, family members and friends could reinforce or, on the contrary, mitigate individuals’ beliefs. Peers from furthest referent groups, colleagues, fellow members in associations or sports clubs for instance, did not have the same power on individuals, because their opinion seemed to be less legitimate. However, within the circle of friends and family, a two-way influence was possible, since some individuals were aware of their own power of influence. Generally, this research showed that these consumers have positive beliefs and attitudes toward organic foods as well as the AB label, but their knowledge level about what it implies was not widespread. Only the cluster of consumers in conflict demonstrated distrust and scepticism, as they had to face divergent views from different sources of information. These new consumption patterns are difficult to analyse, as there are lots of different .opinions and ways to behave, which are inherent to accessibility issues. Thus, the main issues resulting from this research was the lack of information easily at the disposal of individuals, and their lack of deeper research on this subject. Besides, financial and geographical accesses also restrain the popularisation of such products
The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.
No full textThis study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival