cryptonym - definition and examples of cryptonym

The Benefits of Cloning Essay - 970 Words

The Benefits of Cloning Imagine having a twin that looks and acts exactly like you. Even more interesting this twin is a product of scientific cloning. If scientists have their way, identical replicas of human beings will be roaming the earth. This scientific vision may occur a lot more recent then many think. Cloning can be (better) understood by looking at it’s definition, process, and some examples. This first step to better understanding cloning is to hear precisely what it is. Cloning can be defined as an organism or group of organisms derived from another organism by an asexual reproductive process. Usually members of a clone are identical in genes (Clarke, 1). Even though the definition is relatively simple, it will be†¦show more content†¦One cloning project currently under way is a revival of the Huia Bird. Once native to New Zealand, but became extinct in the 1920’s. Mainly because the Huias large feathers became a â€Å"hot fashion accessory† (Grossman, 1). However in order to start the cloning process remnants of the birds cells or bones must first be found (Grossman, 1). Another example of an attempt to relive our past is due to Larry Agenbroad, a Northern Arizona University geologist, and his team of international scientists, who plan to clone a Woolly Mammoth from DNA remnants. The frozen animal will be taken from Siberia and flown 200 miles. Once the beast reaches its destination the animal will be kept frozen in a tunnel. The eleven foot animal will be studies thoroughly, but the primary task is to extract DNA (Okimoto, 1). This mission has not been totally cleared yet, so while legalities, and other obstacles are overcome, the beast sits frozen in Siberia. As more cloning experiments are conducted, the success rate is climbing, and as success heightens more notable examples will occur. The science of cloning can at first be considered very frightening, however once one has a better understanding of this science through its definition, process, and some examples, one should realize that some great possibilities could occur in the future. Works Cited Clarke, Bryan C. â€Å"Clone.† Funk and Wagnalls Encyclopedia. copyright 1999. 5 Oct. 1999Show MoreRelatedThe Potential Benefits Of Cloning1068 Words   |  5 PagesCloning Cloning has been one of the most widely discussed and controversial scientific topics in the past decade. Cloning has been applied in many fields including the creation of new breeds of plants and animals. However, the cloning of plants has been practiced for hundreds of years. Cloning can be done on a larger level in animals and has potential benefits. The general process of cloning is to take one cell from the parent making the offspring and parent genetically identical (Tsunoda andRead MoreThe Benefits of Cloning Essay1095 Words   |  5 PagesThe Advantages of Cloning The first successfully cloned mammal was created on February of 1997. It was a breakthrough in scientific research when the Scottish scientists cloned a sheep by the name of Dolly. The method of cloning requires the extraction of DNA from anywhere on a subjects body and inserting that DNA into a womans egg. Worldwide attention was turned to the prospect of human cloning and with a push for sweeping prohibition (Tribe 459) legislatures around the world banned anyRead MoreThe Benefits of Human Cloning1337 Words   |  6 PagesThe Benefits of Human Cloning There are many ways in which in which human cloning is expected to benefit mankind. Below is a list that is far from complete. †¢ Dr. Richard Seed, one of the leading proponents of human cloning technology, suggests that it may someday be possible to reverse the aging process because of what we learn from cloning. †¢ Human cloning technology could be used to reverse heart attacks. Scientists believe that they may be able to treat heart attack victims by cloning theirRead MoreBenefits of Cloning Essay1375 Words   |  6 PagesBenefits of Cloning What if while walking down the street you encountered someone who looked exactly like you? Would you stare in amazement or would your heart be filled with fear? At first some people may look upon the idea of cloning with disgust and question themselves if humans should play God while others would be interested and study the many possibilities that cloning offers. This illustrates the path that cloning has taken over the latter part of the twentieth century. At first, whenRead MoreEssay on Benefits of Human Cloning614 Words   |  3 PagesBenefits of Human Cloning Some of the Benefits of cloning are very appealing. Listed below are some of the benefits which could be possible with the use of cloning technology: †¢ Rejuvenation. Dr. Richard Seed, one of the leading proponents of human cloning technology, suggests that it may someday be possible to reverse the aging process because of what we learn from cloning. †¢ Human cloning technology could be used to reverse heart attacks. Scientists believe that they may be able to treatRead More The Benefits of Cloning Research Essay1449 Words   |  6 PagesThe Benefits of Cloning Research   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"To be or not to be†¦Ã¢â‚¬  In the last fifty years new forms of technology have been the center of attention for every human being. It seems that every day scientists come up with some new, perhaps even controversial, and exciting ways to improve the quality of life. These new technologies affect every aspect of life, as we know it. One such technology is the research being done in the area of cloning. Cloning is the production of one or more cells, individualRead MoreBenefits of Cloning Essay examples737 Words   |  3 PagesCloning is the process of making a genetically identical organism through the use of a DNA sample. After the first cloned sheep dolly was created, many people were keen in knowing more about cloning and its benefit to society. Additionally, many of us want to know the pros and con the disadvantages and possible risks it may have on society and mankind. Most importantly, there are three types of cloning, therapeutic, reproductive , and embryonic cloning. These types of cloning are all ways of scientistsRead MoreEssay on The Benefits of Human Cloning1005 Words   |  5 PagesThe Benefits of Human Cloning In recent years, many new breakthroughs in the areas of science and technology have been discovered. A lot of these discoveries have been beneficial to scientific community and to the people of the world. One of the newest breakthroughs is the ability to clone. Ever since Ian Wilmut and his co-workers completed the successful cloning of an adult sheep named Dolly, there has been an ongoing debate on whether it is right or wrong to continueRead More The Benefits of Cloning Essay examples1063 Words   |  5 PagesThe Advantages of Cloning      Ã‚   People often question whether or not cloning is morally acceptable in our society, and also if it is worth all the money that we spend on research for cloning.   It is hard to believe that not to long ago many people believed that joining a sperm and an egg in a test tube was considered to be morally wrong.   It is now used by millions of doctors around the world.   Cloning is at the beginning stages of being considered morally unacceptable and will soonRead MoreThe Benefits Of Human Reproductive Cloning989 Words   |  4 PagesIn measuring the benefits, human reproductive cloning would be advantageous to the well-being of humans and because it is a fulfillment of personal autonomy. Firstly, this technique is a sound method for infertile couples to have a genetically related ‘child’ and it is a method to provide a patient medical treatment in a form of gene therapy or organ transplants (Hayry 2003). Secondly, the value of personal self-governan ce has been emphasized by human traditions in which the liberty of individuals

Modularity in Development Free Essays

Modularity is found in all facets of life and is very important in the biological development of an organism. Simon (1962)(in Gilbert, 7th ed.) argued that modularity is important in nature for the design and description of complex systems at all levels. We will write a custom essay sample on Modularity in Development or any similar topic only for you Order Now He gave the example of two matchmakers to explain how modularity is important in the stable development of complicated system. Living beings are not composed of hierarchies. â€Å"Each entity is an organized array of constituent modular parts, and at the same time, the constituent of a larger module.† (Gilbert S., 7th ed.) These modules interact among themselves to form a larger coherent module. An evolutionary module is characterized as a unit that functions as an individual in respect of three processes of replication, interaction and evolution. (Lewontin (1970), in Bolker, 2000) One level in which modularity is clearly seen is in the later stages of embryonic development. According to Bonner (1988, in Gilbert 1998, pp.172), â€Å"Modularity is associated with ‘gene nets’ that can participate in many different aspects of development.† This happens through discrete and interacting modules. Klingenberg has defined modules as â€Å"units that are internally coherent by manifold interactions of their parts, but are relatively autonomous from other such units with which they are connected by fewer or weaker interactions.† (Klingenberg, 2002) Modules are, therefore, said to be â€Å"individualized† units separate from their surroundings. Raff listed the characteristics of developmental modules in his definition. He said that modules must possess certain â€Å"discrete specification, hierarchical organization, interactions with other modules, a particular physical location within a developing organism, and the ability to undergo transformations on both developmental and evolutionary time scales.† (Raff 1996, qtd. in Bolker, 2000) He explained that modules are â€Å"dynamic entities† which represent localized processes as seen in morphogenetic fields rather than â€Å"simply incipient structures† like organ rudiments. Modules are found to have external connectivity along with internal integration. So, modules allow for the three processes of dissociation, duplication and divergence, and cooption. (Raff 1997, qtd in Gilbert, 1998) Dissociation lets one module change without affecting other modules and that, in turn, permits heterochrony. Dissociation also allows allometry, letting different parts grow at different rates. The principles of duplication and divergence are seen in the variations of themes produced by morphogenetic fields. These are seen in different sizes and shapes of teeth, and the difference in hind limb and forelimb. Modularity also permits cooption, such that the same module can create both, jaws in fishes and mammalian middle ear cartilage. (Gould 1990, in Gilbert 1998) Modules can also undergo developmental and evolutionary change separately from other modules. The signaling interactions within modules over a distance are carried out by morphogens (Neumann, Kersberg, Ferguson, Gudon and Bouiillot, qtd.   Klingenberg, 2002) These are proteins of families like FGF, hedgehog, Wnt or TGF-?, or molecules like retinoic acid. These are termed as â€Å"panacrine† factors. These factors stimulate the transcription factors in cells through the signal transduction cascades between them. This brings about a stimulation of a specific feature or factor in the cells in a module. Each module in an embryo makes a different level of a living entity. E.g. a cell is a part of tissue and organelles are parts of cells. Organelles must function to make a coherent cell and cells must function to make a coherent tissue. Modular units lets different parts of the embryo develop without interfering with other units. So development occurs through discrete and interacting modules. According to Keller (1986) (in Bolker, 2000), the best-characterized module is the dorsal marginal zone (DMZ) of the â€Å"Xenopus† gastrula. It fulfills all the necessary criteria for a module. It can be physically isolated from the rest of the embryo and still undergo shape change, so it can be said that convergent extension is intrinsic to DMZ; the force-generating function is uniquely localized to DMZ; all cells within the DMZ interact to produce overall shape change; and lastly, this region can be identified in other amphibian embryos and related fish, like sturgeon. Other modules, apart from morphogenetic fields, are imaginal discs, like the wing imaginal disc of Drosophila; cell lineages like inner cell mass or trophoblast, insect parasgments, and vertebrate organ rudiments, somites, rhombomeres in flies, RTK-Ras or Wnt, or IP3 pathways are also considered to be developmental and evolutionary modules. Katherine Anderson first discovered a morphogenetic determinant i.e. an mRNA for the snake protein in her laboratory of Cristiane N?sslein Volhard. â€Å"She rescued eggs from homozygous snake mothers by injecting them with small amounts of cytoplasm from wild eggs.† (Gilbert, 1998) Instead of an entire dorsal cuticle being developed, the dorsoventral pattern was restored in them. They also carried out experiments on Drosophila. They showed that a morphogen could be stored as mRNA, but it could be localized to a region of cytoplasm. Modules can associate with other modules in new ways. Examples at molecular level are proteins like ?-catenin, which can be either a part of Wnt pathway or a cell adhesion factor. At cellular level, the Hedgehog module, which is used to make a border in insect blastoderm, is later used in making eyespots of the wing (Keys et al 1999, in Gilbert, seventh ed.). Buffering of modules is also seen, e.g. the â€Å"double assurance† of Spemann (1927) (in Gilbert, 7th ed.) Modules play an important role in evolution. Evolutionary biologists consider modules as sub-units or components of a larger system. Averof and Patel (1994) showed that the pattern of Ubx and abd-A Hox gene expression correlates with the presence or absence of the modification of thoracic limbs and feeding maxillipeds.(Gilbert, 1998) The maxillipeds form only when the genes are inactive. In vertebrates, the distinction between cervical and thoracic vertebrae, and that between cervical and lumbar vertebrae is mediated by Hox genes.   This is apart from the main role in development. Thus, modular units play important parts in an embryo. Works Cited Gilbert, Scott. â€Å"Modules: Key Pieces in the Integration of Developmental and Evolutionary Biology.† Chapter 23. Developmental Biology. Seventh Edition. [Online]www.devbio.com/article.php?id=222 Klingenberg, Christian P. 2002. â€Å"Integration, modules, and development: molecules to morphology to evolution.† [Online]www.flywings.org.uk/PDF%20files/New%20Modules%20%20Integration.pdf Bolker, J.A. 2000. â€Å"Modularity in Development and Why It Matters to Evo-Devo.† American Zoologist, 40:770–776, 2000. [Online]icb.oxfordjournals.org/cgi/content/full/40/5/770 Gilbert, Scott F. 1998. â€Å"Conceptual Breakthroughs in Developmental Biology.† Journal of Biosciences, 23, No. 3, Sep 1998, pp. 169-176. Indian Academy of Sciences. [Online]www.ias.ac.in/jbiosci/september1998/JB3b.pdf How to cite Modularity in Development, Essay examples

Sneakers War free essay sample

Marketing Management SNEAKER WARS 2007 Nike never lacks for boldness. The Beaverton sneaker goliath recently offered the German National Soccer Federation $778 million to sponsor its national soccer team for 10 years in an audacious move to rattle its German rival adidas and long-time sponsor of the German team. Nikes new chief executive, Mark Parker, upped the boldness quotient again on Feb. 6, when he outlined an ambitious plan to grow revenues by $8 billion in five years. In his first major initiative since inheriting the top spot (Chief Executive) in January, 2006, Parker explained to investors at Nikes annual analyst conference how the company aims to grow to $23 billion in global revenue by 2011. The comprehensive long-term strategy calls for reshaping the management structure; redefining Nikes relationship with its fast-changing, digitally driven consumer; and adding 100 new company stores worldwide in three years. Were fundamentally changing the way we organize the company, Parker said. Nike is as hungry and as driven as weve ever been before and becoming more focused and more competitive. While analysts and investors applauded much of Nikes new strategy, some questioned whether the company could actually do it. After all, revenues would need to rise 53% over five years, or average about 9% a year, to reach the target of $23 billion. Its going to be challenging to achieve $8 billion in new sales without turning around slumping sales in Europe, Japan, and the U. S. basketball market a crucial $3 billion to $3. billion market segment. I think its going to be tough for them, said John Shanley, financial analyst for Susquehanna Financial. Basketball, for example, is shrinking in terms of sales. They have 96% of the market share in the $100 or more price point. How do you get high single-digit growth when you already have more than 96% of the market? Nike executives fell short in offering specific details to some of these questions and focused more on painting a broa der picture of the new strategy. They stressed a multi-pronged approach that includes reorganizing the Nike brand into six main athletic divisions running, basketball, soccer, womens fitness, mens training, and sport culture that are expected to generate 75% of the brands growth. The company had previously divided the brand into three segments: footwear, apparel, and equipment. Growth is also expected to come from emerging markets and potential acquisitions. But Nike Brand President Charlie Denson said the company can reach the $23 billion target without new acquisitions. As for new markets, China is expected to become Nikes second biggest market behind the U. S. , potentially chalking up $1 billion in sales. Nike is building a strategy for growth across China that will foster new connections with Chinese youth, a market share plan designed to reap benefits far beyond the Beijing Olympics next year, top executives said last week. By tapping into swelling consumerism, label consciousness and new social freedoms among Chinas youth, Nike hopes to cement and expand its current position as the leading athletic footwear and apparel brand in the worlds most populous country, currently the companys fourth-largest market. With about $600 million in current annual sales, Nike believes China has the potential to be the companys second-largest market behind the United States with revenue of $1 billion within five years. The company estimates some 50 million Chinese youth play basketball. We think our opportunity there is to connect more deeply with local culture, Parker said, explaining Nikes overall China strategy. Parker said Nike will create products and retail and digital experiences designed to resonate with wired, hip and willing-to-spend Chinese youth living in different cities and regions. Ultimately, thats going to be our best foundation for growth going forward, Parker said. China is a prime component in the global Nike puzzle that will help push total sales for the Beaverton, Oregon-based company toward a target of $23 billion by 2011. Nike also views India, whose population growth rate is rising faster than China’s and Russia as potential $1 billion markets. Although the budget for Nik es 2008 Beijing Olympics strategy has not yet been planned, Nike Brand President Charlie Denson said that commitment would be major. But, Denson said, We are looking beyond Beijing. A recent Just Do It campaign that aired on Chinese television featured a young woman basketball player and a young male skateboarder who spoke of their lives and dreams through sports. A popular Internet-based advertising campaign that followed the television advertisements encouraged teenagers to send in their own stories. While soccer and basketball are the most popular sports among Chinese youth, Nike also sees a huge market for its sports culture footwear and apparel lines that capture the allure of sports without the performance aspects. Trevor Edwards, Nikes vice president of global brand and category management, explained that Nike is trying to encourage Chinese youth to find their individual voice. The Just Do It campaign and others, Edwards said, communicated that we were a brand about opportunity; we were a brand about hope. Nike sponsors 22 out of 28 Chinese sports federations. While the best-known Chinese athlete in the United States, basketball centre Yao Ming, is signed with Reebok, a division of Adidas AG , popular Chinese hurdler and Olympic gold medallist Liu Xiang is a Nike athlete. Even though much of Nikes marketing campaign in China is based on youth individuality, Nike wants to make sure their footwear fits the millions. To that end, Nikes engineers and physiologists back at their headquarters have been collecting data about Chinese feet. But the company will not say whether specific footwear lines will be launched for China. Nikes India business has grown 40% since last year thanks in part to its efforts in cricket. Nike executives also said they plan to invest aggressively in other potential billion-dollar markets such as Russia and Brazil. Back in the USA, Nikes efforts to add new retail stores and elevate its partnership with existing retailers is a big part of its new strategy. This effort comes at a time of sluggish sales from some of its biggest retailers mall-based chains Foot Locker (FL) and Finish Line (FINL). Nike executives said the company plans to grow its direct-to-retail business to 15% of total sales, or $3. 5 billion, from 12% today. The segment includes its own stores, factory outlets, and an e-commerce division, which executives expect to see a significant increase in revenues over the next five years. For the planned retail investment, Nike will increase capital spending to $475 million annually, up from just under $400 million, Nike said. Gary DeStefano, president of Nikes global operations, stressed its retail goal is to make Nike a better retail partner: This is not about Nike vs. the retailers, he said. This is a partnership. We believe this could be a growth strategy. But probably Nikes boldest bet is on the consumer. In the eyes of Parker, this new and evolving digitally driven consumer is reshaping the retailing landscape. The power is now in the onsumers hands, and Parker believes Nike and other consumer brand companies need to adjust to the new market dynamics. Consumers have never held as much power as they do today, Parker said. And clearly the power has shifted to consumers. Nikes Denson said this fundamental shift can be captured in the way the company studies its consumer profiles. In the past, managers used to consider 18- and 22-year-olds as part of the same demo graphic target. Now he says they are treated as separate and distinct markets when it comes to age, interests, and tastes. We spent the last 30 years trying to bundle things, and now its almost the reverse and we have to un-bundle things, Denson said, explaining Nikes new efforts to tailor products to individual consumers. Despite these fundamental changes in how Nike approaches its customers and its reshaped management structure, some things never change. Nike remains its audacious self and competitive juices still run strong. It still has goals to dominate markets where it is not already No. 1, and it’s redoubling efforts to unseat rival Adidas as the worlds top supplier of soccer shoes and apparel. Its recent bid to sponsor the German national team is part of its 2010 goal to dominant the football brand, said Nike marketing vice-president Trevor Edwards. We believe its time to create separation. This is not a game of chicken. Some things never change. Adidas expects growth overseas, particularly in Asia, to push sales at its Reebok division to US$5 billion ($7. 42 billion) over the next three to five years, up from US$3 billion, adidas chief Herbert Hainer said yesterday. The worlds second-largest sporting goods maker after Nike also said it expected to cut costs including at Reebok, which it acquired last year by about 87 million euros ($1. 6 billion) this year. That will more than offset integration costs, resulting in an overall cost savings of about 10 to 20 million euros, Hainer said. For the Reebok brand, the main growth driver will be Asia and to a certain extent Europe as well. Key markets like Germany and France are underdeveloped, as is Russia. Emerging markets have a huge potential and we will grow in the US, but by far not at the pace of Asia. Much of that growth will come toward the latter part of that period with the brand expecting only modest revenue growth, said Paul Harrington, president and CEO of the Reebok brand. Adidas, the German based sporting goods giant, bought Reebok in a US$3. 8 billion deal, looking to complement its strength in Europe with a major US brand that had greater strength in the fashion segment. But the Reebo k brand has been a drag on Adidass performance thus far. In November 2006, the German company lowered its 2007 profit growth forecast to 15 per cent from 20 per cent, citing trouble at Reebok. Adidas shares have slid almost 14 per cent since the Reebok takeover closed on January 31, 2006. Rival Nikes shares have risen about 24 per cent over that time. Reeboks sales have been lagging in the United States and the United Kingdom, though adidas plans a big expansion for the brand in Asia, including about 3200 stores in China, India and Russia by 2010. It is to open 200 stores in China and 90 in Russia this year. The brand is also eyeing an expansion in Japan, South Korea, Turkey, Poland and other parts of Eastern Europe. In Brazil, Argentina, Switzerland and Spain, where the brand is still sold by third-party distributors, the company is working to buy out those contracts, but some may have to run their course through to 2012. At present, about 40 per cent of the Reebok brands sales come from North America and 40 per cent from Europe. Part of what makes the expansion outside the United States so appealing is that profit margins tend to be higher in the rest of the world, Hainer said. You have much higher quantity on the US market, but much more value, higher profit margins on the European or Asian market. Adidas plans to reposition its Reebok brand to target athletics apparel consumers who value individuality, with a goal of broadening beyond an urban youth target audience and re-emphasizing Reeboks roots as an athletics performance brand. The strategy comes as Germany-based adidas ramps up its investment in Reebok a year after acquiring the brand and then seeing Reebok sales fall into a slump. The revised brand strategy builds off the edgy I am what I am campaign Reebok adopted four years ago by embracing hip-hop culture and youth-oriented entertainment alongside its traditional athletics performance market. The new strategy will maintain the I am what I am theme in many of Reeboks advertisements. But it also will position Reebok as an American-inspired global brand that celebrates individuality in sport and life, according to Adidas. Reebok President and Chief Executive Paul Harrington said the brand will gently shift emphasis toward suburban consumers of all ages without abandoning the urban youth targeted by I am what I am. Reebok also will try to reconnect with consumers who value athletic performance over fashion. While I am what I am wont go by the wayside, It may not be as loud as it was when we first launched it, Harrington said in an interview at Reeboks Canton headquarters, where he was joined by Adidas CEO and Chairman Herbert Hainer. The street-influenced I am what I am campaign helped Reebok connect with youth by featuring endorsers such as rappers 50 Cent and Jay-Z. But some industry analysts said the campaign risked alienating customers who prize performance over fashion and marked too sharp a departure for a brand that gained traction pitching aerobics shoes to women in the 1980s. Were not going to move totally away from music, but were going to reach for a broader audience, Harrington said. Adidas hopes Reebok will double its U. S. business and narrow Beaverton, Oregon-based Nike Inc. s market leadership. But adidas said in November last year (2006) that sales of Reebok-branded shoes and other apparel fell 7 percent in the first nine months of last year, compared with the same peri od in 2005. Adidas also conceded that Reeboks profit growth this year would fall short of initial expectations, and it said it intended to increase Reebok investment this year. Among other things, Reebok has been hurt by a recent decline in the once-hot market for retro-styled sneakers that mimic styles from the 80s a trend that Reebok helped drive, said John Horan, publisher of Sport Goods Intelligence, a Glen Mills, Pennsylvania-based industry newsletter. Since Adidas completed the Reebok deal in January 2006, analysts have speculated as to how the one-time athletics sneaker and apparel rivals would position the two separately managed brands to avoid competing against one another in the same market niches. The strategy announced Thursday will be launched with two Reebok campaigns this year. The first is a Run Easy campaign beginning this spring emphasizing the fun and joy of running, rather than its blood, sweat and tears aspect and winning. Reebok plans to launch a broader campaign in August targeting a variety of athletes as well as lifestyle apparel consumers around the theme Best On/Best Off suggesting that Reebok products offer the best in apparel both on and off the playing field. New products Reebok plans to introduce this year include a running shoe created especially for women, a new Allen Iverson model basketball shoe, and an apparel collection endorsed by actress Scarlett Johansson. Andrew Rohm, a former Reebok marketing employee and now an assistant professor of marketing at North-eastern University, said the revised strategy reflects an attempt by Reebok to create a new niche to complement the Adidas brand, whose traditional strength has been in athletic performance, especially soccer. I think it may be a reflection of looking less at sheer sales volume, and more in terms of owning a unique space, and becoming more of a niche player than they have tried to be in the past, Rohm said. Reeboks Harrington said the revised marketing strategy will help position the brand for a comeback. It really positions us for growth in the back end of 2007, he said. Puma, the maker of athletic shoes, shirts and other sporting goods, said its fourth-quarter profit fell 26 percent as it tries to broaden its product base and expand into new regions. But the company, the worlds third-biggest maker of sports apparel behind Nike Inc. and adidas AG, said it expected sales and earnings in 2007 to increase in the higher single-digit figure range, largely on demand for its licensed products. Overall, we are very pleased with 2006 and our start to (the latest restructuring phase), as we set some ambitious targets and are on track or ahead on all accounts, Chief Executive Jochen Zeitz said in a statement. But more important than the past is the future and weve put ourselves in a solid early position to deliver on our objectives. Puma earned euro32. 8 million (US$43 million) in the last three months of 2006, down from euro44. 1 million in the same quarter of 2005. Analysts polled by Dow Jones Newswires had expected a profit of euro34 million (US$44. 6 million). Sales rose 38 percent to euro480 million (US$629. 7 million) from euro349. 2 million a year ago, still less than the euro492 million (US$645. 4 million) analysts had predicted. For the year, Puma earned euro263. 2 million (US$345. 3 million), down nearly 8 percent from euro285. 8 million in 2005, just below analysts estimates of euro264 million (US$346. million). Sales rose 33 percent to euro2. 37 billion (US$3. 11 billion) from euro1. 78 billion in 2005, just under estimates of euro2. 38 billion (US$3. 12 billion). The sales increase was led, in part, by better-than-expected demand for its shirts and helped by the afterglow of the 2006 soccer World Cup, in which Puma sponsored the champion Italy. It is also a key supplier to many African teams. Since Zeitz was named CEO and chairman of the company in 1993, Puma has returned to profitability and increased sales and expanded its research and development, marketing and branding programs. Its latest restructuring effort is aimed at expanding the companys reputation as a maker of lifestyle brands clothes, shoes and accessories, such as eyeglasses and expand in more regions and categories. For the year, Puma posted strong sales in North and South America, with sales reaching euro724. 1 million (US$949. 95 million), up 51. 8 percent from 2005. In Asia and the Pacific, sales more than tripled to euro486. 5 million (US$638. 24 million). In Europe, the Middle East and Africa sale increased 5. 1 percent to euro1. 15 billion (US$1. 51 billion). The companys backlog of orders a key indicator for future sales performance was at euro1. 12 billion (US$1. 47 billion) at the end of 2006, up 4. 7 percent from euro1. 07 billion in 2005. Shares of Herzogenaurach-based Puma were up nearly 2 percent after the results were released but fell back more than half a percent to euro288. 01 (US$377. 84) in Frankfurt trading. References: Business Week Online Can Nike Do It? By Stanley Holmes 7 February 2007 Reuters News Nike striving to be brand about hope in China By Alexandria Sage 12 February 2007 New Zealand Herald Reebok to race in Europe and Asia 3 February 2007 Associated Press Newswires Adidas shifting Reeboks brand identity By MARK JEWELL 2 February 2007 Associated Press Newswires Athletic apparel maker Puma says 4th-quarter profit drops 26 percent By MATT MOORE 19 February 2007 Questions 1. Conduct a SWOT analysis of the key players in the sneaker industry and critically analyse their influence within the industry and the market. (25 marks) 2. Evaluate all significant trends in the environment and assess what impact each is likely to have on the sneaker industry. (25 marks) (Total = 50 marks)