Thisproposalsetsouttoexamineoptionsforthesuccessfulglobalizationofour‘Borders’brand.The
initialmarketunderconsiderationisContinentalEurope.Forthepurposesofthisproposal,wewillbe
consideringthreeaspectsoftheb
rand,namelyourlogo,the‘Borders’conceptandfinally,the
productitself,‘Borders’wellingtonboots.
Findings
Thefollowingpointssummariseourkeyfindings.
Itwasfoundthatourexistinglogo,apairofwellingtonbootsencircledbytheword‘Borders’,isvisual
enoughtobeusedinmarketswhereEnglishisnotwidelyspoken.
AttitudestoouterweardifferthroughoutEuropeandourbootsarelikelytoappealtodifferent
marketsectorsindifferentcountries.Thishasseriousimplicationsforthebenefitswewishto
publicise.AlthoughDanishfarmerswouldbewillingtopurchasesuchahighquality,product,farmers
insomecountrieswouldbeunlikelytochooseaBritishbrandoveradomesticproduct.However,the
veryBritishnessoftheproductwouldappealtothestyle-consciouselementsoftheFrenchandItalian
markets,summoningupimagesoftheEnglishupperclassesandcountryhouses.
Ourcurrentproductismulti-purposeandassuchwouldnotneedadaptingtosuitdifferentsectorsof
theEuropeanmarket.
Conclusions
Itwasagreedthatalthoughthepresentlogoandproductaresuitableforglobalizationastheystand,
weproposethatthe‘Borders’conceptbeadaptedfordifferentmarkets.
Recommendations
Werecommendthatfurtherstudiesbecarriedoutintothemarketingstrategiesbestsuitedto
differentEuropeanregions.
2
AProposaltoResearchtheStorageFacility
forSpentNuclearFuelatYuccaMountain
RogerBloom
October1997
Nuclearpowerplantsproducemorethan20percentoftheelectricityusedintheUnitedStates
[Murray,1989].Unfortunately,nuclearfission,theprocessusedtocreatethislargeamountenergy,
createssignificantamountsofhighlevelradioactivewaste.Morethan30,000metrictonsofnuclear
wastehavearisenfrom.commercialreactorsaswellashighlevelnuclearweaponswaste,suchas
uraniumandplutonium[Roush,1995].Becauseofthebuild-upofthiswaste,somepowerplantswill