Marketing and Lego Essays

Marketing and Lego Essays Marketing and Lego Essay Marketing and Lego Essay Executive Summary Since LEGO Group’s (LEGO) inception in 1932, the world-famous toy maker overcame numerous challenging obstacles to become the leader in the building toy segment. By 2010, LEGO had witnessed all-time high annual sales of over US$3. 7 billion to become the fourth-largest toy manufacturer in the world. Upon analysis of LEGO’s strengths through Resource-Based View, LEGO holds few key competitive advantages attributed to their success: strong brand name and innovative culture. These traits are not imitable or easily substitutable. However, the competitive landscape has drastically increased in the building toy industry as analyzed with Porter’s Five Forces. Essentially, the deteriorating barriers to entry from loss of trademark protection, Disney’s acquisition of Marvel for greater control of entertainment licensing, and increased rivalry among existing firms from little product differentiation are the main drivers of high competition in the observed market. Therefore, in order to uphold the market leader position in the building toy market and ensure financial success in the years ahead, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in this growing industry while mitigating the threats from the changes in the market. Although several viable alternatives are present in order to address the mentioned concerns, expanding to the adult market with specialized LEGO sets for hobby and professional purposes is the most suitable. By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. Problem Statement The LEGO Group (LEGO) is facing new threats emerging in the toy industry from company acquisitions, intensifying competition in the building blocks segment and risk of brand dilution. Representing one of the fastest growing categories in the global toy sales of US$83. billion in 2010, building sets hold a great opportunity despite uncertainty if LEGO is to successfully develop a product expansion strategy that can maintain LEGO’s current market dominance, high brand value and achieve a financial success. Porter’s Five Forces (Appendix A) The threat of the existing toy companies expanding into the building blocks segment is fairly high due to the similar cost structure and operation requirements. LEGO’s biggest competitor MEGA Bloks proved that other companies could carve out a percentage of the building toy market. LEGO is dealing with two kinds of buyers: small retailers and larger chains. With more than two-thirds of LEGO’s revenue coming from the 200 large retailers, these buyers have fairly high bargaining power. The small stores do not have such bargaining power with LEGO considering their order sizes and revenue contribution. The bargaining power of the suppliers is assumed to be weak as the companies in this industry can freely select their suppliers. For instance, LEGO reduced 80% of its suppliers, showing the flexibility of choosing from wide range of suppliers and significant control over supply-related costs. On the other hand, the rivalry level in the industry and the building sets segment is high. The acquisition of Marvel by Disney placed a large amount of entertainment licensing under the control of Disney which indicates that licensing agreements that LEGO relies on to add values to its products will become more difficult to obtain. Lastly, the threat of substitutes for both toys and building blocks products is assumed to be high as parents will often encourage other activities for their children such as playing sports, exercising, or reading books instead of having them play inside. To conclude, it is strongly believed that the combination of differentiation and first-mover strategy will best allow LEGO to capitalize on the opportunities available in the growing industry while mitigating the threats from the changes in the market environment. SWOT Analysis (Appendix B) LEGO is a globally recognized brand with long history of producing creative and educational toys and has established significantly positive image to the consumers. Thus, LEGO can embrace its reputation and knowledge in the industry to further diversify its product offerings. LEGO has many loyal parent customers buying LEGO products for their children. It is important to understand that the consumers are not the buyers of the products. Once the active consumers of LEGO, the parents trust its products and LEGO is deeply rooted in their personal experience. However, new product lines that reflect the current popular children’s culture face the challenge of appealing to the children and answering strict demands of parents. Nonetheless, LEGO has weaknesses as well. Digital Design Program offering customized product offering with delivery can be assumed to be incurring extra costs since LEGO cannot leverage its economies of scale. LEGO’s loss of patent protection is also the weaknesses that other competitors exploit. As competitors introduce plastic brick products that are compatible with the LEGO brick designs, the consumers are misled into buying the products thinking that they are LEGO. As competition and licensing control intensify to threaten LEGO, the organization should avoid expensive/additional marketing and legal campaigns in the building blocks segment, and divert such resources to take advantage of the unexplored segments in the market. Value Chain Resource-Based View Analysis (Appendix C) While LEGO’s business activities create value and competitive advantages for the firm and its customers, they do so with varying degrees. First, among the primary activities, inbound and outbound logistics are assumed to be standard practices across the industry, contributing little towards competitive advantage. The operation systems offer LEGO a high level of competitiveness since LEGO’s corporate governance is rare and difficult for competitors to imitate. Lastly, marketing and sales strategy for LEGO are unique due to the exclusive nature of licensing agreement, its history and long-term effort of brand building. LEGO’s general and human capital management contribute to its competitive advantage by applying the expertise and knowledge accumulated over the decades, making it extremely difficult to imitate. Technology development and procurement activities at LEGO are assumed to be similar to the general and human capital management and they are relatively unique to LEGO due to its organizational culture history. In conclusion, LEGO’s management should continue creating added values in their products through the above activities, with significant focus on marketing and sales to further synergize with their strengths as indicated in SWOT analysis and operations systems, which include product designs, to expand their product lines into new market segments. Alternative 1: Expand product lines targeting girls As indicated in the SWOT analysis, the market coverage for girls in the building blocks is assumed to be fairly low at this point. LEGO can expand its product designs by obtaining the licensing agreements with entertainment companies that girls favor, as well as adopting new product designs for girls. For example, diversifying its Duplo product lines with themes, such as princesses from Disney cartoons that girls will prefer over boys, will allow LEGO to capture the potentially under-served market segment. By increasing their product lines with minimal design expansion, LEGO is effectively ‘creating’ a sub-segment within the industry and challenging other competitors, which are trying to compete in the traditional building sets segment. Essentially, LEGO is positioning itself as a segment leader once again and capturing a large portion of the end-users and customers. Nevertheless, there are several risks associated with the alternative: first is the market uncertainty. In other words, young girls may not be as interested as boys in building blocks products even with appealing themes. Therefore, thorough target segment research involving focus groups and interviews is recommended to mitigate this risk. Secondly, there is low barrier to entry in this sub category of end-users. The competitors are easily able to compete in this market segment, by designing similar products with themes that will be targeting girls instead of boys. This is possible because re-tooling of the equipment is not costly, as the machines are manufactured to be able to handle multiple designs. Lastly, the increased control over licensing agreement is another major concern: with the themes involving Disney characters, it will be very competitive to acquire licensing agreements, given the previous relationship Disney has with Mattel and Hasbro. Fortunately, this risk can be mitigated by creating themes that do not use the characters’ names or key features, thus avoiding any misjudgment or legal conflicts. Alternative 2: Expand product lines targeting adults/previous LEGO users Given LEGO’s long history of being in the toy business, it is correct to assume that the older generation, who are the parents of the children that LEGO targets, have had experience playing LEGO sets. This fact brings up two unique and strong bases for an inimitable business strategy: 1). By targeting the adults LEGO will increase the size of its potential market. Re-attracting the once loyal customers will not involve complicated new marketing strategies as they can be easily connected based on nostalgic elements. While the threat comes from commoditization of LEGO sets due to similar products being produced by LEGO’s competitors, the past user experience of playing with LEGO sets will never be able to be copied. 2). Furthermore, the distinction between children as consumers and parents as customers made it difficult for LEGO to align the interests and expectations of its two stakeholders. Product expansion into the adult market enables LEGO to focus only on the product development as adults will not necessarily look for traditional values (i. e. educational factors) that LEGO toys have. Fortunately, LEGO for adults will not be a pioneer project. Around the world, many LEGO fans have uploaded pictures of items creatively made by the fans themselves with LEGO pieces (APPENDIX D). LEGO for adults will reflect this on-going global trend and design specialized LEGO pieces for adult users. LEGO for adult users will be used for professional and hobby-related purposes. Engineers can use LEGO to design new bridges, buildings and landmarks while general hobbyists can build a new computer case, frame for pictures and small stools. While LEGO sets for children was considered a toy, LEGO for adults will be a whole new category allowing its users to create art, functional items and highly creative masterpieces to attach unique personal experience and irreplaceable values. Recommendation (Appendix D) Ultimately, it is recommended for LEGO management to undertake the second alternative, to redesign the existing LEGO pieces to be more functional and target the adults. Although other strategy is a viable option, in order to address the concern of competition from absence of patents, lack of product differentiation, and higher dependency on popular licensors, the aforementioned solution is the most suitable. By tapping into this huge demographic consisting of many previous LEGO users, LEGO will diversify its product lines, gain a new channel for revenue generation, protect its brand from competitors’ similar products and maintain high brand recognition from wider targets. LEGO building sets for adults will protect LEGO with a new patent and decades of established loyalty. The LEGO sets for adults will be sold online for two main reasons: 1). This new product line is in an unique product category that does not belong in either the traditional toy stores r the home hardware department. 2). Adults have the mean to purchase (i. e. credit cards) things sold online. Furthermore, the unclear future due to Disney’s purchase of Marvel will be neutralized with the concept of the LEGO sets for adults. While the association of popular pop culture in LEGO theme is important to appeal to children, adults will be more concerned with what they can make with the pieces. Therefore, these new LEGO pieces will be bigger, come in greater variety in shapes and allow more complicated technical flexibility and aesthetic brevity. Upon a glance, completed sets made with such pieces will fit well with other furniture and items in a typical household. LEGO can effectively leverage the current usage of LEGO sets by the professionals and hobbyists like the University of Cambridge and Nathan Sawaya to showcase how they use LEGO. Finally, it is highly likely that once the adults start purchasing and manipulating LEGO sets for their own use, they will opt to buy toys and the traditional LEGO sets from LEGO for their own children, establishing stronger and wider customer retention for many years to come.

Majoring in General Management in Business School

Majoring in General Management in Business School What Is a General Manager? General managers organize workers, other managers, projects, customers, and the direction of an organization. Every type of business needs managers. Without a manager, there wouldnt be anyone to oversee operations, supervise employees, or perform the essential tasks that managers take care of on a daily bases.   Why Major in  General Management? There are plenty of good reasons to major in general management. It is an old field, which means that curriculum has had an opportunity to evolve over the years. There are now lots of good schools that offer excellent preparation in the management field - so it shouldnt be a struggle to find a respected program that can give you the  kind of education you need to pursue a career and secure a position in your field after graduation.   Business majors who want to have a variety of career opportunities available to them upon graduation almost cant go wrong with a  specialization in general management.As stated earlier - nearly every business needs management personnel. A general degree in management may also be attractive to business majors who are unsure of what specialization they wish to pursue. Management is a broad discipline that can transfer to a lot of different types of careers and business areas, including accounting, finance, entrepreneurship, and more.   General Management Coursework Business majors who specialize in general management usually take courses that will help them develop a foundation of business skills that can be applied in almost any organization. Specific courses may cover topics like accounting, marketing, economics, business law, and personnel management. Educational Requirements Educational requirements for business majors who want to work as a general manager vary depending on the type of organization and industry the student is interested in working in upon graduation. To get an idea of what may be expected from you in different degree programs, and what kind of job and salary you are likely to obtain after earning a degree, follow these links: Associate ProgramsBachelor ProgramsMBA Programs General Management Programs for Business Majors There are literally thousands of colleges, universities, and vocational schools offering programs in general management. Finding a program should be very easy. Finding a good program, however, can be difficult. Before choosing to enroll in any general management program, it pays for business majors to do as much research as possible. Working in General Management After graduating from a general management program, business majors should have no problems securing employment in a private or public organization. Positions are available in a variety of industries. Potential for career and salary advancement is also prevalent in this occupation. Additional Career Information To learn more about working as a general manager, see the job profile for General Business Managers​jnY ¿

CASE STUDY THree stories by Edgar Allen Poe Example | Topics and Well Written Essays - 1500 words

THree stories by Edgar Allen Poe - Case Study Example In the story, the relationship existing between the old man and the narrator is unclear whether the old man is a father or the narrator is a servant to the old man. The story is, therefore, a short time documented life experience story, which the author uses to portray the personifying characters. In as much as the story, tell tale heart does not make use of pronouns and other necessary English devices; it sparks symbolical ideologies and themes in people. The story starts with a conversation where an alleged man is confessing to an unknown person. It is not clear whether it is a prison guard, doctor, news reporter or a psychiatrist. In the process of giving a confession, memory of terror prevail in the story where the man admits the state of guilt. This grabs the attention of readers as the narrator take responsibility for murder, but does not accept insanity (Poe 23). The narrator attempts to prove his guiltiness while at the same time denying insanity in confessing. It is, therefo re, a story, which involves a tag of war between two forces, one confessing a murder while the other defends sanity, hence the name tell tale.The narrator, while lamenting, tries to defend himself from any idea, which might portray him as insane. At the same time he says, â€Å"I heard many things in hell. ... From a reader’s perspective, this might be one of the causes of misunderstanding in the story, which makes the narrator plan for the old man’s murder. In addition, the story penetrates a veil of secrecy in the final night regardless of the incidental relationship existing. (Poe, 45). To ascertain the death of the old man, he cuts his body parts and hides the remains under the floor. The dissimilation to protect his conscience gets centered in the old man’s vulture eyes. Subsequently, the quest to know more remains in readers having the anxiety to understand the motives behind the killings. The heart is symbolic of emotions of the individual. It shows the guilt of the narrator when the investigation proceeds. It seems the narrator is speaking to the heart. The old man’s bedroom is symbolic in the story. The manner of narrator’s intrusion into the room is symbolic of the violation of the violation of honor that the man had. In the story, the watch is symbolic of time. Notable aspect imagery in the story is that of the lantern displayed as beautiful and decent. In conclusion, the story, tell tale heart is more of similar to Roderick Usher’s book, the fall of the house of usher. Both reveal uncontrolled imagination among characters, which gets linked to psychological and emotional instabilities. The story is a representation in the struggle between imagination and science. The old man in the story represents scientific, rational mind in allegorical sequence portraying high degree of intelligence. The black Cat The short story of Poe was published in 1843. It closely relates other works by Poe since it portrays the notion psychological guilt. In this case, the

Compare the moral theories of Kant and Aristotle. Argue for the Essay

Compare the moral theories of Kant and Aristotle. Argue for the superiority of one or the other. Qualify your position however y - Essay Example There are similarities in their views on the role and nature of knowledge and morality in the lives of human beings, while there are differences in the tenets that make up their philosophy. Aristotle, in his philosophy, maintains the importance of the soul in the acquisition of moral virtue. It is only by fulfilling the dictates of this soul, which is guided by reason that one would be able to achieve happiness. This happiness could be achieved by man, who was at the highest position in Aristotle’s teleological view of things. Man was at the highest position in his scala naturae, which means the Great Chain of Being, as a result of the possession of rationality and reason, unique to man, who maintains his superiority as a result of this rationality. The rational human person, the creature at the top of the biological ladder, would have a good character that arose out of the creation of moral virtue. To create this character, he would need the fortune to be tutored by somebody higher than him like a teacher, something that would be available only to the elite sections of the society. Aristotle himself was tutored by people like Plato and he was tutor to Alexander the Great. Contemporary Greek ideas and practices were thus, a great factor in the development of the theories of Aristotle.

Source based questions on the Vietnam war 1960 Essay Example for Free

Source based questions on the Vietnam war 1960 Essay According to source G, results of opinion polls in the USA in the 1960s Vietnam was one of the most important problems facing the USA. This also shows in source F because 64% of people said television coverage made them want to back the boys in Vietnam while 26% felt moved to oppose the war. The safer film made peoples opinions change because through television they could see what was really going on out there so peoples interests about the war increased. Increasing exposure to the war may have changed opinions about the war because like safers film it showed what was really going on because in safers film soldiers were shot by their own men and they were killing innocent Vietnamese people for no reason. Source H shows a letter written by a U. S soldier fighting in Vietnam in 1969 and he is saying about how fed up he is with the war and having to go to sleep and listen to rockets and mortars and artillery then having to wake up to fight and see soldiers at the age of 18 and 19 being killed and having their lives cut off. His attitude to the war is that he is sick of it all and when people hear about this back in the USA their opinions probably changed. I think this soldiers views are probably shared by a lot of other soldiers when they are writing home. The soldiers families probably felt scared for the soldier and worrying if he will survive and this will probably change their opinions about the war. Source I is about American troops going in and killing innocent Vietnamese people in My Lai. The event occurred in March 1968 but was not published until January 1970. There might have been a delay in publishing details of this event because if the article was published then Americans would have questioned the soldiers tactics and it probably would have changed a lot of American opinions. The authorities delayed the publication of the article because it would have reflected badly on the soldiers and Americans would have started to question American involvement in the war. Source J is a picture from the My Lai Massacre and it shows a thirteen-year-old girl hanging on to her mother after a soldier stripped her. The picture creates a disgraceful impression on the American army and people probably wonder why the soldier done it. I dont think this picture was likely to appear in an American newspaper or magazine because people would have been horrified and ashamed of the soldier. If it were published it would have changed peoples opinions of the war. Source K is an anti-war song written by Country Joe Mc Donald in 1967. Anti-war songs were popular in the late 1960s and early 1970s. I think anti-war songs were popular at this time, particularly among young people because they wanted the war to stop because there were so many people getting killed in Vietnam and it was the young people who were being called up to fight for the war and they didnt want to. Anti-war songs were heard by large numbers of people on radio stations, cassettes or at concerts so it might have influenced people to think more about the war. Source K is a bit like Source H because Source H reached large numbers of people like Source K, they both express attitudes of opposition towards the war and they both might have made people change their views about the war. Source L is a political cartoon published in the USA in 1969. The cartoonist is making a serious point but is trying to make the point in a funny way. People usually remember funny things so the cartoonist wants people to remember this point. In the cartoon you see a salesman wearing an American suit and trying to sell it to a Vietnamese man by telling him all about it but the Vietnamese man says it doesnt fit. The cartoonist is making points like Americans want the Vietnamese to be like them, Americans and Vietnamese are different from each other and America is a big rich country but Vietnam is a small poor country. I have now examined a variety of sources, G, H, I, J, K and L. All these sources give reasons why opinions changed during the war. I think the most important reason for peoples opinions changing during the war were television and things like safers film.

How the Pill Affects Your Body :: Birth Control Contraception Pregnancy Essays

How the Pill Affects Your Body Every night at 11 p.m., the alarm clock in 21-year-old Natacha’s* one-bedroom apartment goes off. It isn’t a signal to wake her up from a quick nap to write a paper or do some reading, but a reminder that it is time to take her birth control. As soon as it goes off her live-in boyfriend of three years, Julian, brings her a pill and a glass of water. â€Å"In the beginning Julian used to call me at 11 to remind me to take my pill,† said Natacha, who had a long distance relationship with him during the first two years they were dating. â€Å"Now he just brings it to me.† Natacha is just one of the many female students at Northeastern University who is currently taking the birth control pill. In a survey of 30 students, 56 percent indicated that they take the pill. â€Å"Oral contraception is the most common [contraceptive] among students,† said Leah McKinnon-Howe, a health care practitioner at Lane Health Center. â€Å"I write more prescriptions for the pill.† The birth control pill, which is used by over 16 million women nationwide, was approved by the Food and Drug Administration in 1960 and is available in 41 brands on the market. The pill comes in two different forms, combination pills and progestin-only pills. Although both are made form hormones that are naturally found in women’s bodies, the combination pill also contains estrogen, which is not found in the progestin-only pills. Combination pills prevent ovulation and thicken the cervical mucus that surrounds the egg, preventing the fusion of the egg and the sperm. Progestin-only pill also thicken the cervical mucus but usually don’t prevent ovulation. Estrogen and progestin are both steroids that are produced in the female body. Estrogen, the female sex hormone, is created by the ovaries, corpus luteum, and the placenta. It is responsible for the development of breasts and also controls the menstrual cycle. Progestin is also involved in the menstrual cycle. Produced f rom granulose cells, it is secreted during the second half of the menstrual cycle and assists in developing embryos if pregnancy occurs. According to McKinnon-Howe, there are many reasons why students choose to take the pill. â€Å"They usually take it for contraception, but some are not sexually active. They take it for dysmenorrheal, some for cycle regulation, or the improvement of acne† said McKinnon-Howe. The advantages that are linked to taking the birth control pill are numerous.

Fruit and vegetable consumption among young adults Essay

The World Health Organisation is predicting that chronic disease will account for over sixty per cent of deaths; with 41 million deaths by 2015.1 Up to 80% chronic disease could be prevented by eliminating tobacco use, unhealthy diet, physical inactivity and the harmful use of alcohol.2 Chronic disease and obesity in Australia are continuing to contribute to premature death and burden of disease.3 Cardiovascular disease and cancer remain the main causes of disease burden and type 2 diabetes prevalence has trebled in the last ten years and is expected to be the leading cause of disability and death by 2023.4 The rapid rise in diabetes incidence and prevalence is thought to be due to the rising rate of obesity.5 61% of Australian adults, using measured BMI are currently either overweight or obese6 , with younger age groups gaining weight more quickly than previous generations.7 Approximately 32% of Australia’s total burden of disease can be attributed to modifiable risk factors. 4 Considerable reductions in morbidity and mortality from diet-related diseases could be achieved if the population increases healthy eating behaviours including increasing the consumption of fruit and vegetables (FV).8 Fruit and vegetable consumption is strongly linked to the prevention of chronic disease and to achieving better overall health.9 Internationally up to 2.6 million deaths and 1.8 % of global burden of disease is attributable to low FV consumption. Inadequate FV intake in Australia is thought to be responsible for 2.1% of the overall burden of disease.10 Increasing individual FV intake could reduce the burden of cardiovascular disease by 31%.11 In particular reviews of studies have indicated that FVs reduce the risk of developing cancer12; cardiovascular disease13 and obesity.14,15 A meta-analysis of studies investigating FV intake and the incidence of type 2 diabetes indicated no significant benefits for increasing FVs but an increase in green leafy vegetables could sign ificantly reduce the risk of Type 2 diabetes.16 The mechanism of action is thought to be related to their micronutrient, antioxidant, phytochemical and fibre content.17 Current recommendations for fruit and vegetable consumption Based on  available evidence the World Cancer Research Fund recommends eating at least 400g of non-starchy vegetables and fruits per day (2007).12 The Australian Dietary Guidelines recommend that Australians consume a minimum of two serves of fruit and five serves of vegetable daily.9 Current consumption patterns are well below these figures. Data on FV consumption in Australia is collected predominantly via validated short questions as part of the National Health Survey. This self reporting of FV consumption does incorporate a number of errors related to the ability of individuals to determine serve sizes18 and the validity and reliability of the short questions. Alternative measures of FVs, predominantly food frequency questionnaires have been determined for different age groups19, 20. For adults the most recent determination of FV intake indicates that only 56% of females and 46% of males over the age of 15 are eating t he recommended serves of fruit and 10% of females and 7% of males over the age of 15, are eating the recommended serves of vegetable daily. 15 The 2007 national children’s nutrition and physical activity survey used a combination of multipass 24 hour food recalls and food frequency and indicated that only 1-2% of older children were consuming three serves of fruit and only 1-11% of older children met the guideline for vegetable consumption21. In another survey specifically looking at young adults 34-43% of those aged 19-24 year olds met the daily fruit consumption guidelines of two serves a day but only 8-10% of young adults ate the recommended five serves per day of vegetable.3, 22 Low consumption of FVs is, therefore, an issue across the spectrum of age groups. While young adults do not necessarily have FV intakes any worse than older adults and children, the lack of overt medical problems has meant that the 18-24 year old age group have received little attention.23 Given that fewer young adults consume the recommended serves of vegetable, strategies that focus solely on vegetables would appear to be appropriate . Young adulthood is a critical age for weight gain24; and in the United States the transition from high school to college is a potential period of rapid weight gain increasing the risk of obesity in later adulthood.25 Chronic conditions are a significant challenge for Australia’s young people because these conditions can affect normal growth and development, quality of life,  long-term health and wellbeing, and successful participation in society, education and employment.3 Studies predominantly undertaken in the United States and Europe are contradictory with respect to whether food habits are positively or negatively affected in the transition to independence. In one study students living independently were more likely to consume a healthy diet than their counterparts living at home. Independent living may increase responsibility of various food-related activities such as budgeting, purchase, preparation and cooking which young adults living at home have not yet developed.26 Other research however indicates that dependent students consume more FVs – independent students may take more responsibility for their food choices while dependent students may be controlled by the primary care-givers.27 It should be noted that the transition from highschool to university in Australia is not necessarily marked by a move out of the family home as it does in the United States, Canada and parts of Europe. Living on campus or in university-provided accommodati on is only undertaken by a small percentage of students in Australia. In 2008, there were almost 3 million young people aged 15–24 years in Australia, accounting for 14% of the total population.3 In addition the majority of Australians who start a course at a higher education institution are aged between 15 and 34 years of age and in 2009 more than 45% of young adults aged 18-24 years were enrolled in a course of study leading to a degree or diploma qualification.28 Universities and other higher education institutions would therefore be an appropriate setting to target individuals in this age group. Determinants of fruit and vegetable consumption The National Public Health Partnership identified the primary determinants of FV consumption to inform the development of strategies.29, 30 These are outlined in the table below. Table 1 Identification of determinants of fruit and vegetable consumption Determinant Objectives Food supply Increase and sustain access to high quality, safe, affordable FVs Awareness Increase the proportion of the population aware of the need to increase consumption of FVs Attitude/Perceptions Increase the proportion of the population who perceive the benefits of FVs in terms of taste, convenience, low relative cost, safety and health. Knowledge Increase the proportion of the population with the knowledge of the recommended minimum intakes of FVs Skills to purchase and prepare Increase the proportion of the population with the knowledge, skills and confidence to select and prepare convenient low cost, tasty FV dishes For children, adolescents and adults, previous consumption or exposure to FVs, knowledge, awareness, preparation skills and involvement in food preparation, lack of time and taste preference have all been implicated in the consumption of FVs .31,32,33 From an environmental perspective, availability of FVs within home, school and community settings plays a significant role in promoting FV consumption.32, 34 Those who report eating home grown produce have significantly higher intakes of FVs while poor accessibility to shops and high FV prices have been shown to have a negative impact on FV consumption.35, 36 The presence of a major food retailer in an area has been associated with improved FV consumption.37 In Australia, the evidence is less clear-cut with those living in socioeconomically disadvantaged areas having similar opportunities to purchase FVs when compared to those in levels of higher advantage.38 Recent work has indicated that price and availability in disadvantaged areas are similar to those in more advantaged areas but that quality could be seriously compromised, which could impact purchasing behaviour.39 FV prices have been identified as a significant barrier in FV consumption with intakes among those of lower and middle socioeconomic positions more price responsive than their higher socioeconomic position counterparts (Powell et al 2009).40 The national public health partnership identified the lack of recognition of the low relative cost of FVs as a barrier to consumption.29 However, given the recent rapid increase in FV prices identified by the Australian Bureau of Stati stics (15.5% increase for  fruit and 11.4% increase for vegetables in the December 2010 quarter) the perception of cost now may be a reality and a significant barrier to consumption.41 For young adults at university many of the determinants described above are applicable. In addition, access to cooking facilities and equipment, increased availability of unhealthy and convenience foods choices, lack of access to transport, cost of food, lack of time to prepare and to shop, lack of knowledge and of cooking skills were all identified as barriers to FV consumption.42, 43 Given the increased mobility of young adults a focus on home or school may not be sufficient. Recent research indicates that 40% of eating occasions for young adults were on average 6.7 miles (10.5 km) away from their primary place of residence regardless of whether they were living with care-givers or independently.44 This being the case proximity may play a relatively minor role in an individual’s food choices. Instead decisions may be based on a complex web including food quality, pricing, variety, availability, travel patterns, social or cultural influences and various other factors.44 Strategies Based on the determinants and using the Ottawa Charter as a framework, strategies can be divided into two primary categories those that build personal skills and those that create supportive environments. The majority of interventions have not been undertaken with the target group but rather with children (primarily in school settings) and adults. Work with the young adult age group however has highlighted that there is a general lack of understanding about motivators25 but that negative health outcomes are not particularly relevant and the focus should be more on taste.45 Social and environmental cues, on the other hand, could be especially significant.46 In Australia, the broadest population campaign has been Go for 2 and 5. This media campaign began in Western Australia and has since been implemented nationally and in each individual state. The campaign primarily aimed to increase FV consumption through the increased awareness and knowledge of the benefits of FVs, ways to cook FVs and serve size awareness. Evaluation has indicated that the campaign was successful in reaching the target audience and achieving increased awareness of recommended serves of FVs. The Western Australian campaign achieved an average increase of 0.5 of a serve.28 Primary target groups have been children and adults, adolescents and young adults have not been a focus. Education strategies have included embedding curricula in primary and secondary schools and providing regular newsletters to increase knowledge.47 For children and adolescents other successful strategies focus on creating supportive environments combined with elements of education including the provision of free or subsidised fruit either directly or through the provision of tasting programs, snacks, gardening or cooking. 47,48, 49, 50 Within more community settings, interventions have included point of purchase information, reduced pricing, promotion and advertising and increased availability and variety.51 However, there is little evaluation of the effectiveness of these strategies for improving fruit and vegetable consumption in the wider community. Very few of these interventions have been trialled with young adults as the target group. For the few programs that have focussed on young adults the strategies have centred on the development of personal skills through the provision of education either as on-line individualised programs25; tailored individualised counselling52; newsletters promoting FV intake23; and via a general nutrition course to enable students to move from knowledge to application.53 All of these showed modest short term increases in FV intake, a lack of data means that long term establishment of behaviour has not been determined. Based on the available evidence there is a need to focus on increasing fruit and vegetable consumption among young adults. Given the large numbers of young adults at tertiary institutions – universities are an appropriate setting. There are few strategies that particularly focus on young adults in the Australian context. However, based on the underlying determinants, strategies should focus on improving knowledge, awareness and preparation skills, changing taste preferences, increasing availability of FVs within local settings, reducing the cost of FVs in selected settings. The development of a comprehensive, multi-strategy program specifically addressing increased fruit and vegetable consumption is required in order to  improve general health outcomes and specifically reduce the risk of chronic disease. References 1. World Health Organisation. (2005). Preventing Chronic Diseases: A Vital Investment. World Health Organisation Geneva. 2. World Health Organisation. (2008). 2008-2013 Action Plan for the Global Strategy for the Prevention and Control of Noncommunicable Diseases. World Health Organisation: Geneva. 3. Australian Institute of Health and Welfare (2010). Australia’s Health 2010. Canberra, AIHW. Australia’s Health Series no. 12. Cat. no. AUS 122. 4. Australian Institute of Health and Welfare. Australia’s Health 2008. (2008). Australian Institute of Health and Welfare: Canberra. Available from: http://www.aihw.gov.au/publications/index.cfm/title/10585. 5. Colagiuri, R., Colagiuri, S., Yach, D. and Pramming S. (2006). The answer to diabetes prevention: science, surgery, service delivery, or social policy? American Journal of Public Health 96.9:1562–9. 6. Australian Bureau of Statistics. (2009). Summary of Results National Health Survey 2007-2008. Cat #: 4364.0 h ttp://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/4364.0Main%20Features42007-2008%20(Reissue)?opendocument&tabname=Summary&prodno=4364.0&issue=2007-2008%20(Reissue)&num=&view= Accessed February 24th 2011 7. Allman-Farinelli, M.A., Chey, T., Bauman, A.E., Gill, T., and James, W. P. T. (2007). Age, period and birth cohort effects on prevalence of overweight and obesity in Australian adults from 1990 to 2000. European Journal of Clinical Nutrition 62: 898-907. 8. McCullough, M. L., Feskanich, D., Stampfer, M. J., Giovannucci, E. L., Rimm, E. B., Hu, F. B., Spiegelman, D., Hunter, D.J., Colditz, G. A., Willett, W.C. (2002). Diet quality and major chronic disease risk in men and women: moving toward improved dietary guidance. The American Journal of Clinical Nutrition. 76(6): 1261-1271. 9. Department of Health and Ageing. (1998). Australian Guide to Healthy Eating. Canberra: DHA. 10. Begg S, Vos T, Barker B, Stevenson C, Stanley L & Lopez AD 2007. The burden of disease and injury in Australia 2003. AIHW cat. no. PHE 82. Canberra: Australian Institute of Health and Welfare. 11. Lock, K., Pomerleau, J., Causer, L., Altmann, D.R., McKee, M. (2005). The global burden of disease attributable to low consumption of fruit and vegetables: implications for the global strategy on diet. Bulletin of the World Health Organization