Target Market Segments Profile Marketing Essay

Target Market Segments Profile Marketing Essay Cadbury is a trade name with a long times past in New Zealand and a loving assurance to make every person believe cheerful. Cadbury  is a  confectionery  company owned by  Kraft Foods. Its main  headquarter is in Dunedin. John Cadbury shaped the business in 1824 on the name of Cadbury. The business started as a shop in a fashionable place. A description of Cadburys and their aims of Cadbury is a worldwide company that makes market and sells exclusive branded chocolate. Cadbury have done this effectively for over 200 years. The cause they are so successful is because they have a comprehensible understanding of the needs of their consumers, customers and other stakeholders Product and services The specific product that will be the focus of this assignment is Cadbury roses. It is considered to be the best confectionary worldwide. It has almost various sorts of flavors shapes and 100% gluten free. Market of Interests Cadbury Confectionery Ltd is the most leading player in chocolate making in New Zealand. The company rebound from unhelpful media interest in 2009 to recover a lost percentage position in assessment allocate during 2010, to account for 52%, production it by far the major participant in chocolate confectionery. (Euro monitor, 2011) Chocolate is known to be the best confectionary for everyone. The first is the upward share that high-cocoa dark chocolate makes up of the likely $350 million to $400m of chocolate each year. (Wikipedia, 2012). Dark Ghana slabs are now Whittakers major supplier, and therefore hold 20% of NZ market share, whereas cocoa Old Gold is Cadburys best ever-growing line mirror rising 70% (Whitakers, 2012) Cadbury is  a confectionery  company that makes 7.3% of the worlds, 27% of the worlds gum, and 7.4% of its chocolate. Australia and New Zealand are the largest markets in the region.   Cadburys foremost chocolate brand name in Australia is Cadbury Dairy Milk and in New Zealand, brand contain Cadbury Dairy Milk. Cadbury has a number one location in New Zealands confectionery marketplace by means of a 47% contribute to. Trends Cadbury is a product of the Dairy Milk brand has reported a 6% increase in profits last year. The sales increased due to better marketing. The marketing budget increased from $87m last year to $120m, which is up 10.8% in respect to sales. Marketing indeed has helped the confectionary company gross a good deal of profit in this global economic storm. (Cadbury, 2012) Cadbury chocolates especially Dairy milk makes use of less cocoa in its production thats why its taste is not bitter and color is not as dark as other chocolates. Mostly the kids and the adults too choose for this chocolate as their sweet dish only because of its superiority. Cadbury is indeed a good example of how marketing strategies can help turn an unfavorable situation in to a favorable one. (Cadbury, 2012) External Environment Impacts Technology Cadburys long traditions of expertise specializes its tastes and texture. In this competitive market of confectionary technologies are improving consumers growing tastes as well as preference. Chocolate creation is a greatly tasteful computer controlled procedure, with a good deal of the new professional technology and equipment individual fashioned to Cadburys own design and requirement. Political Milk chocolate be required to each be 20:20, with a lowest amount of 20% dried out cocoa solids and a lowest amount of 20% milk solids. Dairy Milk is this kind of milk chocolate. (Skillsspace, 2012) The Food Standards Agency is accountable for checking that the rule is uphold for the security of resources that come into get in touch with with foodstuff and labeling. Labels have to hold certain in sequence e.g. the manufactured goods name, the companys name, a list of ingredient, particular storage space directions). company include to make definite they know what the rule is and that they be traditional to it. Two important laws are shown in the graph below: Food Safety Act, 1990 Sale and Supply of Goods Act, 1994 Covers four main areas: Goods must: 1. Labeling 1. Be of a satisfactory quality 2. Additives 2. Fit the description given 3. Composition (or content) 3. Be fit for their purpose as made known to the seller 4. Public health and hygiene. (Source: Skillsspace, 2012) Economics Cadbury Dairy Milk chocolate is the leader chocolate in overall New Zealand. It almost holds 47% of New Zealands confectionary market share in todays market. The scale of Cadbury Dairy Milk chocolate going Fair trade is massive with more than 5.7 million Fair trade Certified Cadbury Dairy Milk chocolate blocks in New Zealand and estimated 350 million Fair trade Certified Cadbury Dairy Milk chocolate blocks globally in 2010. (Cadbury, 2012). Cadbury has invest NZ$69 million to revolve Dunedin into a professional factory and protected developed and jobs in New Zealand. In the wake up of growing working and element expenses Cadbury is dropping developed costs so its crop stay at the back sensible at the leave. Social culturesource Today Cadburys have become a company who have a culture, which is concerned in keeping its stakeholders joyful. all along with this and the improvement in technology Cadburys have now lost its wide employee variety and replace it with machinery and at the moment just spend sufficient employees to stay the equipment leaving by individual stakeholder run the company has now become restricted by shareholders who are chiefly concerned in the company creation a wages (123helpme, 2011). Demography Cadbury chocolate targets kids between the age group of 5 to 10. During this age they are more likely to prefer chocolates more than any other confectionary since it is one of the best and satisfies most needs of the kids. Competitors An analysis of the current competition for Cadbury chocolates are centered on the 3 most popular chocolate sold in the New Zealand market today is presented using SWOT analyses. The weakness and strengths of Cadbury Chocolate has been identified as well as the threats and opportunities. Competitors 1 Nestle Henri Nestlà © provide his name to what is at the present the worlds main food and drink business, with over 280,000 workers, 456 factories in 84 countries and sales of extra than $140 billion in 2008. In our region, Nestlà © products have been available since the 1880s and in 1885; around 125 years ago, the company was first register in New Zealand. (Nestle, 2012) SWOT KEY Strengths KEY Weaknesses Competitively priced Unique taste Established target market in New Zealand Few choices of chocolates KEY Opportunities KEY Threats Different flavored chocolates Competition 2 Whittaker Whittakers market a range of 250g block, slab, Santà © bar and chunk in superstore In the molded Block Chocolate market, Whittakers has made a quantum jump in sale and trade sales for the brand name at the end of May 2009 were $17 million with growth of 62.7% near enough sales at the end of May 2010 to $27.6m. This is a market so as to barely grew 12.2% (Aztec Molded Block Market MAT). (Whittaker, 2012) SWOT KEY Strengths KEY Weaknesses Very good quality product Brand loyalty Competitive edge Established target market in New Zealand Existing distribution market Expensive to buy KEY Opportunities KEY Threats More chocolate flavors could be bought out Competition, such as lower priced chocolates New and better quality chocolates may take over the market 3 Kit Kat Kit Kat is also a very known and wanted confectionary in the NZ market today. It normally doesnt comes up in a very large package, and is always attractively packed. SWOT KEY Strengths KEY Weaknesses Good quality product Brand loyalty In business for a number of years Established target market in New Zealand Only chocolate flavor Medium quality Only one color KEY Opportunities KEY Threats Bring more flavors More colors Competition by brands with better quality Cadbury Cadbury Confectionery Ltd is the the majority leading actor in chocolate confectionery in New Zealand. Cadbury is a make with a extended history in New Zealand and a obsessive promise to creation everybody think cheerful. Cadbury  is a  confectionery  company owned by  Kraft Foods. SWOT KEY Strengths KEY Weaknesses High quality product Competitively priced Competitive edge Established target market in New Zealand Existing distribution market Expensive to buy KEY Opportunities KEY Threats Bring out more new flavors, different taste and different colors Competition, such as lower priced chocolates Target Market segments profile Cadbury chocolate targets kids between the age group of 5 to 10. During this age they are more likely to prefer chocolates more than any other confectionary since it is one of the best and satisfies most needs of the kids. by means of customers attractive even additional anxious with healthy drinking Cadburys would be sensible to look into producing a near to the ground obese or fat free chocolate variety. The return of this, at the same time as it, could open a potential marketplace wherever people are attractive additional conscious of strong. (123helpme, 2011) Cadbury the chocolate leader aims to target kids between the age group of 5 to 10 who consume chocolate the most. Though it does not have any specific segmentation targets therefore Cadbury chocolates are eaten by people of all ages, sexes, cultures, educational backgrounds, regions and on all occasions. It is not just for a taste but also people taste it on the celebration occasions. However, there is some differentiation targeting as a variety of Cadbury products are available to cater for the individual needs of different groups of customers. For example, a family block (350g) is available for families. Internal Environment impacts: Financial analysis Cadbury have invest NZ dollar 69 million in the direction of twist Dunedin keen on a professional industrial unit and secure developed and jobs in New Zealand. Cadbury Confectionery today established that the reform of its New Zealand and Australian developed process into specialized Centers of developed fineness is in its last phase. The plan in the beginning announce reverse in September 2007 (by means of a additional message in August year 2008) have by now see asset of $NZ69 million to get better the output, and insecure the extended-phrase chance, of its New Zealand developed operation. (Cadbury.co.nz, 2012) Internal organization and structure Cadbury organization is base on a self-governing organization method decision be complete as a effect of a discussion procedure connecting all members of the organization. Cadbury Schweppes also have two separate structure. The arrangement that they use for their panel of director has be re-calculated to clarify accountability and facilitate swifter pronunciation manufacture (Source: www.cadburyschweppes.com.) look at the better association organization it is obvious to see who is in charge of which division inside the industry. (123Helpme, 2012) Manufacturing/services processes -make your own and explain Firstly the research on how the chocolate would be designed and how it would taste is prepared, ingredients and recipes are added, such as, milk, cocoa, palm oil and other grocery products, then there is the production process, and after the product is ready it is set for packaging. Consumer trials are then taken, modifications are made and finaly the product is launched in the market. Human Resource Each of Cadburys factory contain a HR branch, which treaty with the factories require for. Human resource planning is the process whereby organization agree on the staffing maintain they will need to gather business needs and customer demands. There are a range of consideration that impact this planning, together with approaching retirements and transition, the ease of use of staff with positive skill sets and modification in the atmosphere that may want preparation for existing workers. 5) Management A young man named Richard Hudson arrived in the year 1868 in Dunedin and started a biscuit business, which was a great success. He purchased and operate the primary chocolate and cocoa developed place Southern Hemisphere in the year 1884. R Hudson and Company joined with Cadbury in the year 1930, therefore it be in this year so as to the initial block of Cadbury chocolate made in New Zealand roll off a Dunedin manufacture line. The company became Cadbury Confectionery Ltd in the year 1991 among a lot of of the lollies and sweet re-recognized as Pascall. Cadbury become an element of the Kraft food public on 2nd February 2010. Their heritage continues till date, therefore Cadbury foodstuffs are a huge hit by Kiwis all over the place 6) Research and Development-what have they done doing? They are persistent champion of nonstop development identify new program and insight to profit the trade, considerably causal and influence the way of strategic initiative to influence us to a sustainable spirited benefit. (Itsyourkindofplace, 2011) Marketing Function Cadbury believes that parents and guardians are the most important influence in the development of children. They do not advertise where children under the age of eight years are likely to be the majority of the audience. They also do not believe that its appropriate to sell our confectionery products through vending machines in primary schools and we will not do so. Location Cadbury is a brand with a long history in New Zealand. In New Zealand the main factory is in Dunedin. (Wikipedia, 2012). Competitive Positioning: (euromonitor, 2012) The chart above explains the marketing position of the Cadbury chocolate and its three competitors. Ethical Standing Cadbury is committed to growing responsibly. They consider answerable business comes from listen and knowledge, and have in place a clear CSR vision and policy. Vision Working together to create brands people love. (Sportspromedia, 2010) Cadbury is a leading trade name in fundraising and provide its associates, The House of Fundraising and Interworld Fundraising, with a variety of topmost advertising products from Cadbury. (Cadbury, 2012), therefore they think about CSR as a optimistic supplier to their competitive strategy. Increasingly they think of it as more about doing in charge things valuably than just doing the gainful effects responsibly. Others An additional extremely winning TV campaign that Cadbury has launch in recent times is Moro 4th best which encourage Kiwis to provide it a go and celebrate the runner up as all Kiwis can!

Shanghai Baby

Shanghai Baby is the first novel written by Chinese writer Wei Hui, a feminist and a resident of Shanghai who was 26 years old at the time when the book was published. Perhaps the enormous similarity between of the age, gender and city of residence of the writer to those of the lead female character is the reason for the popular belief that the book is an autobiography instead of what it really is, i. e. a work of fiction. The novel was first released in China in 1999 and went on to be in the top selling 5 novels of the year in Shanghai.Much to the chagrin of the liberated Western media, the top selling book was deemed pornographic in nature by Beijing Press and Publication and was banned all over China. The novel is a first person narrative about a twenty five year old woman, who lives in Shanghai, China, works as a waitress in a cafe to earn money, aspires to write a novel and become a writer and dreams about becoming rich and famous. Her real name is Nikki, but she is known among her friends as Coco, after her idol Coco Chanel.While working at the cafe, Coco meets Tian Tian, an artist, in addition to being a hedonist, a nihilist as well as being impotent. They fall into an intimate relationship and Coco although disappointed by his impotency, believes she can stay happy with the love of her life, until she meets Mark, a German business man who is everything that Tian Tian is not. Tian Tian is a sad pleasure seeker, haunted by a painful past, unnerved by a sinister future and is also in love with Coco. Mark is a rich, attractive male who can give Coco all that which she finds lacking in Tian Tian and more.Coco is a self indulgent, narcissistic, often annoying woman who is unable to resist the lure of pure sexual lust in the face of true love for a less than capable lover and becomes sexually involved with Mark. At this point it seems that the book predictably becomes an expression of the author’s erotic fantasies as she explains in detail Coco’s relationship with Mark. The entire tale is spun against the backdrop of the cosmopolitan city of Shanghai, in the midst of drugs, alcohol, nightclubs and bars.From one perspective, the book is a woman’s struggle between love and sexual pleasure. It is also, as proclaimed by many, an analysis of the darker side of the night life of Shanghai. However, most importantly, the book should be noted for its deep rooted symbolism: Tian Tian is the representation of typical Chinese men who are famous for their sexual incompetence and Mark is that of the stereotyped Caucasian male, sex starved and hungry for oriental females.All this is ironically wrapped in the materiality of brand names and wealth as characters are defined more in terms of where they live, what they wear and how much they own. Superficial at first glance, but in fact dripping with literary symbolism, the book reflects the author’s lack of confidence in the male species of human beings, whether native or foreig n as both men in Coco’s life become unavailable leaving her shattered by the end of the story. Works Cited Sheng, John. Afterthoughts on the Banning of â€Å"Shanghai Baby†.Retrieved on January 22, 2007 from: http://www. oycf. org/Perspectives/8_103100/afterthoughts_on_the_banning_of. htm Cole, S. (2001). A Non-Review With Current Events Tossed In. Retrieved on January 22, 2007 from: http://www. freewilliamsburg. com/november_2001/books. html Chloe E. , Slidell, LA. Book Review. Retrieved on January 22, 2007 from: http://teenink. com/Past/2003/October/17075. html CathCart, M. (2001). Shanghai Baby. Retrieved on January 22, 2007 from: http://www. abc. net. au/rn/arts/atoday/stories/s337449. htm

Balanced Scorecard IKEA Essay

About the company IKEA is a Swedish company registered in the Netherlands that designs and sells ready-to-assemble furniture, appliances and home accessories. As of January 2008, the company is the world’s largest furniture retailer. Founded in Sweden in 1943 by 17-year-old Ingvar Kamprad, who was listed as one of the world’s richest people in 2013, the company’s name is an acronym that consists of the initials of, Ingvar Kamprad, Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Smà ¥land, south Sweden). The company is known for its modern architectural designs for various types of appliances and furniture, and its interior design work is often associated with eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development, corporate attributes that allowed IKEA to lower its prices by an average of two to three percent over the decade to 2010 during a period of global expansion. IKEA is about much more than just products. It is about offering inspiration, home furnishing knowledge, new products and solutions people can relate to. Always at low prices. IKEA home furnishing gives people access to affordable solutions that solve their needs and improve everyday life at home. Simply put, IKEA home furnishing makes it possible to turn dreams into reality and create homes to love living in. A culture of hearts The IKEA culture is hard to describe but easy to embrace. It’s a culture of enthusiasm, togetherness and willpower, born from our roots in southern Sweden and inspired by the IKEA founder, Ingvar Kamprad. The IKEA culture humbly unites us in our work to create a better everyday life for the many people. It’s not an easy task – and maybe that’s why we and all other IKEA co-workers are so dedicated and so stubborn. We all share the same conviction that many, not few, shall be able to create the home they want  and dream of. And when you put your heart into your work, it’s then you really can make a difference. Over 150,000 people are involved in the creation of a better everyday life for the many people. Business plans †Maintaining a strong IKEA and expansion ideas are great motivators to work hard. But there is no culture is one of the most crucial substitute for the feeling of actually contributing to something bigger. factors behind the continued success of the IKEA Concept† Ingvar Kamprad IKEA founder The IKEA values Values cannot be invented – they can only emerge from one place: the heart. IKEA values are very much a product of our origin. Hard work, tough challenges, common sense, Swedish roots and limited resources have formed IKEA values. To keep the IKEA Concept successful, we work to keep our values close to our heart. The IKEA values convey the essence of the entire IKEA culture. Over the years we’ve learned that acting according to IKEA values not only brings us together – no matter what age, race or part of the world we live in – it helps us do business successfully. The IKEA product range Developing IKEA products can take place almost anywhere around the world – on a factory floor in Asia or on the drawing board in Älmhult, Sweden. And everybody involved works together to create a product range that is simple, easy to live with and affordable. Good design should be available for the many, not the few. That’s why all IKEA designers design every IKEA product starting with a functional need and a price. Then they use their creativity and knowledge and use low-cost raw materials and manufacturing processes to create functional products. Then large volumes are purchased to push prices down even further. Most IKEA products are also designed to be transported in flat packs and  assembled at the customer’s home. This also lowers the price by minimizing transportation and storage costs. By doing all this, the IKEA Concept uses design to make sure that IKEA products can be bought and enjoyed by as many people as possible. IKEA designers constantly seek new ways to improve people’s lives – without emptying their wallets. But how can good design and function be combined with good quality, all at a low price? It starts with focusing on what’s important. Will an expensive finish on the back of a shelf or under a table-top improve the function? Of course not. So IKEA designers do not do it, because a product is of no use to the many people if it is not affordable. Low prices with meaning Low prices are only valuable if they offer good function, quality and design. IKEA product development teams constantly ask themselves – does this product contribute to a better everyday life? Does it have a good, sustainable design? Is the function and quality suited for everyday life? And most crucial – is the price low enough to make this product accessible to many, not just the few? Touch. Try. Explore. Dream! The IKEA store is our meeting place. It is where the IKEA product range comes to life. Visitors can compare styles and prices and get inspired by realistic room settings. They are welcome to sit, lie down, open and close drawers and cabinets, and pretend to cook, sleep or watch TV. The IKEA store is designed to meet many people looking for something for their homes. It’s also a place where you actually can go from inspiration to involvement by getting inspiration from solutions in the store, searching, finding and choosing the products needed, picking them up, buying them, bringing them home, putting them together and enjoying them the same day. All the IKEA products in the store are supported by price and product information that makes it easy for visitors to serve themselves. Customer involvement contributes to low prices. An invitation for the whole year With hundreds of pages of ideas, inspiration, solutions and products, the IKEA catalogue shows how the IKEA product range contributes to a better  everyday life. It is filled with solutions that answer people’s dreams and needs, it is also complemented with digital content that gives users a richer experience and provides more in-depth home furnishing knowledge. Still, it shows only part of what is offered in IKEA stores. Improve and develop the IKEA Concept The IKEA Concept is a living concept. We develop and improve it together with IKEA retailers and other contributors. Together we work to stay in the forefront of global trends and changes in retailing. We listen to the needs based on real-life shop floor experience to get better insight into what the many people need in order to improve their life at home. All this helps us to ensure that the IKEA Concept remains successful in an ever-changing world. We constantly monitor how the IKEA Concept is implemented in every market to ensure it is creating the maximum impact. Monitoring helps us to understand the different challenges facing IKEA. This could range from market conditions to cultural factors affecting shopping behavior. Through monitoring we can find ways to improve the IKEA Concept and how it meets the many people. IKEA retailers share their experiences, knowledge, innovation and ideas. This helps the IKEA Concept to be a living and dynamic concept that continuously develops and expands. The key is working together. Online know-how, Publications, Training programmes We offer an online resource for IKEA know-how that includes solutions, news, training programmes, publications and much more. We provide manuals and guidelines for all parts of the business and specific know-how areas. We also publish a magazine for IKEA retailers filled with tips, tools and proven solutions from all over the IKEA world. We offer a range of training programmes for many aspects of the business. Market research We conduct regular market research and provide IKEA retailers with reports and tools that help them improve their business. For example, we measure how well IKEA retailers have positioned the IKEA Brand in each market and how satisfied customers are with their latest store visit. We also conduct  research that helps find ways to improve the IKEA product range, the IKEA catalogue and the IKEA website. And we gather and analyze insight into macro-economic factors and the competitive situation. The IKEA Concept Center We believe in learning by doing. We operate the IKEA Concept Center in Delft, the Netherlands, where shopping, learning, testing and supporting all come together. The idea is to give IKEA retailers the chance to learn about the IKEA Concept and its recent updates and benefit from all the competence of specialists in a hands-on environment. For most visitors, the main attraction of the IKEA Concept Center is the IKEA store. Like all IKEA stores in the world it offers inspiring solutions, low prices, tasty food and shopping that is fun and enjoyable. The IKEA Concept Center is also home to specialists who, in co-operation with the IKEA retailers, find and identify good ideas and solutions. New solutions are developed, documented and analyzed from a conceptual viewpoint. We provide systematic transfer of IKEA know-how. And communicate proven solutions to all IKEA retailers, so that each and every one can benefit from these in their business. Together, we work to keep the IKEA Concept successful. We offer more than 50 different training programmes and workshops to IKEA managers and specialists at the IKEA College. In addition, many training programmes are offered locally or as elearning programs. Every year thousands of students are educated on how to use proven systems, methods and solutions to maximize the possibilities of the IKEA Concept. Testing Just as all IKEA products are tested to ensure quality and to find ways to improve, we are always interested in improving the living IKEA Concept. We test lots of new and innovative ideas at the IKEA Concept Center. These could be ideas suggested by IKEA retailers or ones that we come up with ourselves. When we find solutions that work well we make the part of the IKEA Concept and document and describe them so that all IKEA retailers benefit. 2013 was exciting for IKEA retailing In a tough climate IKEA retailing continued to grow and expand. Retail sales ended at EUR 29.2 billion for the full year. The business climate in Europe continued to be challenging for IKEA retailers, while we see improvements in North America, Asia Pacific and the Middle East. As many developed economies strive to balance economics and social well being, we see that uncertainties will continue to dictate the business climate for some time. This affects people’s lives and living conditions and therefore we believe that the IKEA Concept is more needed than ever. The IKEA Concept gives everyone the possibility to improve their life at home IKEA products are becoming more accessible. This is about offering a wide range of good home furnishing products at low prices. It is about providing more and better services. And it is about creating a positive shopping experience in IKEA stores and online. Nine new IKEA stores opened, two of which are in new markets: Lithuania and Qatar. The re are also continued You do your part. We do our part. Together we, save money. improvements in sustainability efforts in various aspects of the IKEA Concept. One example is that by 2016, all the lighting sold at IKEA stores will be LED. The IKEA product range aims to help the many people live a more sustainable life at home, with solutions to help save energy, water and reduce waste. Most things remain to be done The first IKEA business was founded in 1943 and the IKEA Brand celebrated 70 years during 2013. Today more than 150,000 co-workers are working through-out the IKEA world. We saw more than 770 million visits to the IKEA stores and 1.2 billion visits to IKEA websites in the past year. Still we are just at the beginning. IKEA retailing is small in most markets and does not exist in others. People’s needs for good home furnishing products at low prices are bigger than ever and the IKEA Concept will continue to contribute  to a better life at home for the many people. A July 2013 media report speculated that IKEA is the world’s largest consumer of wood after a finding that the company uses 1% of the Earth’s wood supply. As of January 2014, IKEA owns and operates 349 stores in 43 countries. The Balanced Scorecard Value proposition IKEA’s value proposition is operational excellence because all IKEA designers design every IKEA product starting with a functional need and a price. Then they use their creativity and knowledge and use low-cost raw materials and manufacturing processes to create functional products. Then large volumes are purchased to push prices down even further. Mission Statement IKEA’s mission is to create a better everyday life for the many people, by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. It’s about creating homes to love. Critical success factors Financial -grow and expand -increase sales -enhance customer value -improve cost structure Customer -brand positioning -low cost product solutions -real life experience stores -rich content catalogs Internal Business Processes -minimizing storage and transportation costs -quality testing -product development -market research reports Learning and Growth -culture of hearts – e-learning programmes, training programmes and workshops -sharing experience, ideas, innovations, knowledge and know-how -market research reports -IKEA college

Harp Seal Facts (Pagophilus groenlandicus)

The harp seal (Pagophilus groenlandicus), also known as the saddleback seal, is a true seal best known for its adorable furry white pups. It gets its common name from the markings resembling a wishbone, harp, or saddle that develop on its back in adulthood. The seals scientific name means ice-lover from Greenland. Fast Facts: Harp Seal Scientific Name: Pagophilus  groenlandicusCommon Name: Saddleback sealBasic Animal Group: MammalSize: 5.9-6.2 feetWeight: 260-298 poundsLife Span: 30 yearsDiet: CarnivorousHabitat: North Atlantic and Greenland SeaPopulation: 4,500,000Conservation Status: Least Concern Description All seal pups are born with a yellow coat, which whitens until its first molt. Juveniles and most females have a silver-to-gray coat with black spots. Adult males and some females develop a darker head and a dorsal harp or saddle marking. Females weigh around 260 lb and are up to 5.9 ft in length. Males are larger, weighing an average of 298 lb and reaching a length of 6.2 ft. The male harp seal has a harp pattern on its back. Jurgen Christine Sohns / Getty Images Blubber insulates the seals body, while flippers act as heat exchangers to warm or cool the seal. Harp seals have large eyes, each with a tapetum lucidum to aid vision in dim light. Females identify pups by scent, but seals close their nostrils underwater. Seal whiskers, or vibrissae, are highly sensitive to vibration. They give the animal a sense of touch on land and the ability to detect movement underwater. Habitat and Distribution Harp seals live in the North Atlantic and Greenland Sea. There are three breeding populations, located in the Northwest Atlantic, Northeast Atlantic, and the Greenland Sea. The groups are not known to interbreed. Harp seal distribution. Jonathan Hornung Diet Like other pinnipeds, harp seals are carnivores. Their diet includes several species of fish, krill, and other invertebrates. The seals display food preferences that appear to be most heavily influenced by prey abundance. Predators and Hunting Juvenile seals are eaten by most terrestrial predators, including foxes, wolves, and polar bears. Adult seals are preyed on by large sharks and killer whales. However, humans are the primary harp seals predators. Historically, these seals were hunted for their meat, omega-3 fatty acid-rich oil, and fur. Today, seal hunting mainly occurs in Canada, Greenland, Norway, and Russia. The practice is controversial, as the demand for seal products appears to be decreasing and the killing method (clubbing) is graphic. In Canada, commercial hunting is restricted to November 15 to May 15, with kill quotas in place. Despite restrictions, the harp seal retains commercial importance. Hundreds of thousands of seals are hunted each year. Reproduction and Offspring Each year between February and April, adult harp seals return to breeding grounds in the White Sea, Newfoundland, and the Greenland Sea. The males establish dominance by fighting each other using teeth and flippers. They court females using flipper movements, vocalizations, blowing bubbles, and performing underwater displays. Mating occurs underwater. After a gestation period of about 11.5 months, the mother usually gives birth to a single pup, although twins sometimes occur. Birth takes place on sea ice and is extremely fast, taking as little as 15 seconds. The mother does not hunt while nursing and loses up to 3 kg of mass per day. At birth, the pups coat is stained yellow from amniotic fluid, but it quickly turns pure white. The mother stops nursing and abandons the pup when its time to mate. Birth, weaning, and mating all occur during the same breeding season. Initially, the abandoned pup is immobile. Once it sheds its white coat, it learns to swim and hunt. Seals gather annually on the ice to molt their coat, which involves shedding both fur and blubber. Juveniles molt several times before achieving an adult pelt. Harp seals can live over 30 years. Conservation Status Harp seal are listed as least concern on the IUCN Red List, and their numbers are increasing. As of 2008, there were at least 4.5 million adult harp seals. This population growth can be explained by the decrease in seal hunting. However, the seal population is still threatened by several factors which could severely impact the species in the near future. Oil spills and water pollution subject the species to heavy chemical contamination and decrease its food supply. Seals get tangled in fishing gear, which leads to drowning. Harp seals are susceptible to distemper, prion infections, and other diseases, which may impact mortality rates. The most significant threat is climate change. Climate change causes a reduction in sea ice, forcing seals to move to new areas. Whether the seals can adapt to such change is unknown. Sources Folkow, L.P. and E.S. Nordà ¸y. Distribution and diving behaviour of harp seals (Pagophilus groenlandicus) from the Greenland Sea stock.  Polar Biology.  27: 281–298, 2004.Kovacs, K.M. Pagophilus groenlandicus. The IUCN Red List of Threatened Species  2015: e.T41671A45231087 doi:10.2305/IUCN.UK.2015-4.RLTS.T41671A45231087.enLavigne, David M. in Perrin, William F.; Wursig, Bernd; Thewissen, J.G.M., eds. Encyclopedia of Marine Mammals (2nd ed.). 30 Corporate Drive, Burlington Ma. 01803: Academic Press. ISBN 978-0-12-373553-9, 2009.Ronald, K. and J. L. Dougan. The Ice Lover: Biology of the Harp Seal (Phoca groenlandica).  Science.  215  (4535): 928–933, 1982.