The Battle Of Algiers Movie Analysis Film Studies Essay

The Battle Of Algiers Movie Analysis Film Studies Essay The movie is set as a reflection of the struggle in the North African country to gain independence. The film is set in Algiers, the capital of Algeria, a French colony. The year is 1957, and the Algerian war is at its peak as the insurgents, the FLN fight against the French paratroopers, an elite team of ruthless soldiers. The film is a depiction of the Battle for Algiers, a segment of the Algerian war that charted the course for freedom. The movie starts with a scene where French paratroopers have just used torture to extract information from an old man. They now know where the last of the leaders of the freedom fighters, Ali Pointe is hiding and the French commander gives him thirty seconds to surrender. A large portion of the movie is shot as the flashbacks of Ali Pointe, a cornered leader of the insurgency. The flashbacks show him, three years before, as a hoodlum with a tainted past of theft and drug-dealing. He joins the militants to help rid Algeria of vice and problems associated with the French. Through the flashbacks, the movie follows the insurgents struggles and the French government s determination to end the war It then traces the metamorphosis of the insurgency into a national revolution. For the larger part of the 117 minutes the movie runs, it sees the war through Ali Pointe s eyes as it traces his struggles as a leader of the insurgency. The flashbacks end and the timeline returns to the present. Ali Pointe and all other captured FLN leaders are guillotined. The FLN retaliate and it becomes a national revolution as the insurgency grows in numbers and support. The movie then adapts a general focus and ends as Algeria attains independence in 1962. The theme The issues addressed by this movie are varied and universal. The violence evident in the movie is sickening, but it must be taken for its thematic content. It centers on terrorism as a method of war employed where conventional means are not applicable. It also tries to depict the issues brought about by imperialism and colonization and the endless struggle of people to achieve their independence at whatever cost. It also shows that terrorism is not a method merely used by insurgents but also by conventional militaries when it suits them. The French military is depicted as using unconventional methods such as torture and manipulation. While the ruthlessness of the insurgents is expected, the counter insurgency is a shocker. It is not expected that any trained military would use such methods, but this movies main theme centre on unmasking them. Exposition The movie adapts a quasi-documentary approach during the flashback scenes. Te viewer learns of how the war turned viral as it spread. It uses Ali Pointe s view as a starting point for the story, the flow of information is detailed and impossible for a 30 second flashback, but it is informative. The visual style used in this film was convincing with the initial recording being done in black and white due to the infant nature of color technology at the time. The last segment of the movie that has general focus on the story of the Algerian war adapts the omnipresent invisible narrator method. The transition is flawless and remarkable, and it enhances the overall effect of the story. Rising action The flashbacks in the story mean that the movie has rising action for only the first segment. The flow from the torture scene, to Ali Pointe s flashbacks marks the foundation of the action. It is centered on Ali s memories, the calmness and lack of any violence as he reminisces of his former life and the woes of his urgent life. The bloody, grizzly movie scenes also add to the action of the movie. The flashback approach, however, give the story very little raise in action because it is a war movie. Climax It is impossible to centre on any part of the Battle of Algiers as the only climax in the movie. It is riddled with multiple tense and explosive scenes, all centered on the flashbacks. This film provides a deeper insight and understanding of the dynamics of conflicts; this is done in the way it provides a detailed arm race between the warring factions that normally accompany conflicts. In short the idea of reciprocity in conflict which describes how each side attempts to outflank and outmaneuver the other help us tremendously understand the dynamics of the real world conflicts (Rainer, 10). A memorable scene is where several female NLF remove their veils and dress like Europeans in order to penetrate the enemy territory to plant bombs. Another scene shows businessmen relaxing in a bar, people waiting for a bus, teenagers having fun and a child who enjoying her ice cream and suddenly, a bomb explodes. Another bombing occurs in a coffee house at around the Casbah area. The scenes of the French Legion s torture cells, the deliberations of the Algerian resistance organization (National Liberation Front) top brass in the Casbah meeting room, their battle hardened and fearless soldiers on the rooftops, cafes, checkpoints as they detonate bombs, are all a product of a breathtaking casting Falling Action The second part of the movie signifies the start of falling action. The escalation of the insurgency into a full scale revolution indicates that while the French might have won the battle for the city of Algiers they lost the Algerian war. In a way, this compensates for the bloody action scenes as one is compelled to ponder on whether such bloodshed and death was necessary to gain independence. Although circumstances forced the locals were to start the war, the script is quick to show that they did not support terrorism as those who engage in it in the film have their reckoning moments (Ebert 123).They did not sanction the methods employed by the militants, but they were part and parcel of the gains. This is a true indication of a group that is formed with genuine reasons of freeing their society from some of the things that kept them exploited for centuries. Just when one would have thought that the war is over, bombs leaving hundreds of people dead and others injured. Resolution The producer, Pontecorvo used special filming techniques that gave the movie somewhat of a documentary-like grainy look. The movies plot also follows the documentary approach .In the scenes after Ali Pointe and other leaders are killed, it is clear that the French have shot themselves in the leg. Their actions against the insurgents have solidified the people s resolve and they have no choice but to grant them freedom The end The year is 1962 and Algeria is in a euphoric state. The scenes shift from happiness to the defeat of the French. The movie ends on a positive high, as the deaths of all those killed in the course of the war seem worthwhile. The dying scenes of the movie show the victory on the faces of the Algerian people. The characters The cast included only one professional actor, Jean Martin. The movie engages composite characters. The character Colonel Mathieu is a composite character meant to show the top leadership of the actual French regiments in Algeria at the time. It also seems likely that the producer and the actor attempted to show the colonel as an honest man merely doing his job, as opposed to a villain and emotionless leader of a ruthless military. Jean Martin plays the character well, but it still ends up depicting him as a villain. Other characters are real but have their names changed to fit in the story. The largely unprofessional cast was picked because of their appearance and expression. They therefore fit in with their role in the film, giving it the feel of a real time recording. ANALYSIS Battle of Algiers was released in 1966, 4 years after the end of the Algerian war. It is a movie that rebuilds the events that were witnessed in Algeria in 1954-1962. Its content clearly brings out the unbiased story in the war. It is not propaganda as it shows the detailed happenings of the war without showing an apparent bias. It is a political movie that concentrates on the war aspects of the Algerian War for independence and has indiscriminate depiction of the occurrences. One of the most notable things from the beginning is the lack of bias; the movie shows the atrocities committed by both sides despite the fact that its budget was partly footed by the Algerian government. The events in the movie are a true reflection of the War of independence in Algeria. It also shows how the insurgency crept into the Algerian society. The people rose in defiance of colonialism and eventually defeated the French. It represents a time when a wave of nationalism was spreading through Africa (Augends, 121). One can not help having to remind himself or herself that each and every frame of this frame has been staged (Solinas, et al, 124). The scenes of a bombing of civilian not only in cafes but also in the dance halls and hit and run assassinations of police officers from the French side, provides the few who witnessed the gruesome experience or those who have read the descriptive narrative of the resistance movement with a feeling of sorrow at the experiences. It creates a sort of nostalgic disgust, but it is unbiased because both sides are depicted for having committed atrocities. The superior script is further demonstrated by the fact that the several military organizations that are involved in one way or the other with terrorist organizations operating like National Liberation Front (NLF) have found this film a starting point in their military strategy. It has been used as they plan how to confront and defeat such organizations while keeping the casualties at a minimum. For instance, Pentagon has been screening it to its staff headed for terrorist hot spots like Iraq and Afghanistan. The aim is to show them the two sides of the war and what will happen if they do not take care of the natives. (Solinas, et al, 154). The flow of events in the film also adds to its finesse, which improves the degree of reality in it tremendously. One important thing about this is that it lays the background of why the (National Resistance Front) NLF had to take up arms against the French forces. This is normally the important part of any work of art, to achieve its primary aim. If this movie had no achieved this, there would be no convincing reason why they are fighting in the first place and it would make the movie pathetically hollow and amateurish. This further reinforces the fact that the film is devoid of any propagandist stuff despite the fact that it was subsidized by the Algerian government. It was tailored to guard and respect the real happenings of the Battle of Algiers and to tell the real story of the war. The choice of the characters in the film is another feature that further set it apart from a majority of the films in the same genre. The role of Ali la Pointe, played by Brahim Haggiag, is one such choice that fits into the part he is supposed to play. His prole-hero features are so riveting that no one can dispute that he was the real FNL actual leader. By portraying Ali as a down trodden Muslim in dire need of liberation from the French occupation, the directors of the film again match the cast with situations (Gilbert, 10). Ali is not only the perfect embodiment of the downtrodden Muslim clamoring for emancipation but also a representation of the ordinary Algerian. His eyes are the fervid center of this movie as the vivid flashbacks explain his story. Just like the majority of movies of this genre, there are a number of lessons that one can learn from film. The first such lesson is the amount to reciprocity in this conflict (Zuhur, 231). Reciprocity means both sides to the conflict are responsible to the conflict. That each side attacks or defends in retaliation to the other side implying in the absence of either of the two there would be no conflict. The same applies to the likes of trade and so many other endeavors in life that requires two to tango (Burr, 10). This reciprocity is normally what identifies one party to the dispute as a villain or aggressor and the other a victim. For instance, it is tempting to view the Algerians as victims while the French forces as the aggressors. This is a fallacious conclusion; if anything the French who annexed Algeria in 1800 and it is only a century and a half later that the revolutionary war begins. Nonetheless, as is made clear by the film, the French also have their fair share of victimization and revenge, primarily brought about by the need for resources that would enable them to dispel insurgencies of that nature not only in Algeria but in all colonies that were in the French sphere of influence. It is obvious that the Algerian would not have taken up arms had the French agreed to meet their legitimate demands. Given that the French policy of assimilation had made the Algerians second class French citizens. As observed, conflicts are reciprocal in that any of the competing side has an option of discontinuing the conflict by restraining itself from any retaliation. This means that surrender is hardly ever considered an option. However, in most of the cases there would never be a side that would be wiling to do such a thing, until of course, the situation demands it or they are defeated in war. That is the reason why both sides are to blame itself for any undesirable consequen ces of the conflict that they were part of. The second lesson which this film teaches us and which is also related to reciprocity in conflict that we have talked of is the significance of normative analysis (Burr, 10). The film sequentially illustrates the successful decisive events of this conflict between the Algerian insurgency and the French forces in the 1950s, without appearing to side with any of the protagonists. This neutral and detached approach is precisely the reason that explains why the film is so powerful, thought provoking and authentic. This makes anybody alluding that the film is a propaganda tool appear utterly ignorant of the glaring description to the contrary. The same can be viewed as the reason why the film is so enriching and compelling. The visual presentation of important events in the struggle for independence and especially the entire colonial rule is so neutral that it can easily pass for a documentary. The hardened French soldiers in the first scene ruthlessly torturing an Algerian insurgent toge ther with the Algerian children and women who we are shown planting bombs in military checkpoint shows that both sides engaged in inhumane, immoral, and illegal behaviors (Rainer, 10). They are both ready to engage whatever means necessary to meet their respective ends, which is the reason there are no heroes in this film (Pujol, 3). In short, what the author wishes to communicate is laying the exposure of all the human tragedies that happen amongst us but people do not seem to pay a lot of attention on them (Ebert, 67). The movie reveals the realities of the atrocities of the war between the army of the French and the soldiers of the National Liberation Front. However, it may superficially seem justified for the FLN insurgents to use such methods to fight against the French rule; their struggles and methods are crude and inhumane. They have caused suffering by killing and maiming people in cold blood as a result of the bombs they plant targeting the Europeans. The attacks by the FL N were reciprocated by the French military in a much more treacherous way due to superior training and weaponry (Evans Morgan, 234). This brutality has affected all those involved. These people live in fear of being ganged down and this explains why they were never at peace (Ebert 87). The development of this movie was superb and indeed it led to the realization of the goal that the producers intended. The movie was developed so many years ago but till today it remains relevant. This is because it shows the effects of any war on the natives and what both sides lose when they go to war. The film is indicative of a thorough choreography and splendid script. These are sure indications that there was thorough input by the assisting crew to live up to the original script. Summary In summary, at every stage of this conflict we get a clear illustration of how the two sides of the conflict change their tactics in a bid to get an upper hand in the conflict; we also see a slow but unstoppable escalation of fighting into war. The Battle of Algeria is a good and unbiased description of the revolutionary battle pitting the insurgents against the French forces; a war that escalates until one party emerges the victor. It tries to bring out the suffering of the people, the wanton destruction of property and life. This is important and can be applied to almost all competitive situations that can be modeled in a war with an enemy with better weaponry and training. The makers of the story created a fictional script that captures the real story. The unbiased approach might have been refuted later by some parties to the war but the real story is there for all to see. It is also up to the viewer to decide whether such bloodshed was really necessary in the struggle for independence. It is a remarkable lesson in history and the injustices in war. At the end of the movie, it is left to the conscience of the viewer to decide which side he or she feels was justified to fight with such unconventional methods. This question is left unanswered because the movie shows such a remarkable balance in the depiction that it is almost impossible to pick sides with justified reasons. It also shows how the French lost the battle of Algiers but ultimately lost the Algerian War. Algeria gained independence in 1962, the same year the Algerian war ended.

Crime Films Essay -- essays research papers fc

Crime Films When looking at the crime film it is important to understand the nature of the films genre. The genre is a way for the audience to distinguish types of films. These are categorised together because of standard protocols developed for a particular types or styles of film. These films usually follow similar guidelines in order to produce a predictable style for the audience. The development of genre films is not entirely the prerogative of Hollywood. It is more the desire of the public viewing audience to have an idea of the type of film they are about to see. The western, musical or the gangster film are examples of genre films. These categories of films all have similarities in the ways in which they are made: musicals end happily; the westerns will all have the final shoot out; and the gangsters will all be overcome by justice or meet their own demise. The reason for the consistency in the films is the publics desire to make an informed choice not and not to go in blind. By using the genre qualification, the industry is able to target societal groups and try to produce and market what they want to see. The public attends a film because they think they might enjoy some aspect of it. The film genre follows a set of abstract rules that allows the public to informally categorize films. These rules must be viewed from an flexible point of view in order to legitimize their future existence. By using this method of categorizing films the public is able to decide which films they wish to see and those they do not. Some people love musicals and if they were to go to one and find there was no music or dance they might not be too pleased. The concept of genre is one that may provide benefit to the viewers but at the same time may also present problems for the directors who must compromise their artistic aspirations. Examples of this can be seen in the production of sequels, and the use of repetitive set qualities. These may include the mise en scene of the picture or the inclusion of similar sound. Because of these unwritten rules the directors must include some of the familiar aspects of the genre. The greatest problem may be that the film must fall into a genre category. Defining it within the genre may be compromising to the nature of the film. Scarface (1932 U.S.A. - Howard Hawks ) is a f... ...s that are felt for the characters can for the most part be generalised by saying that the "principle" of the film is most often the character that receive the greatest attention. This is fundamental in the understanding of a film and in the deliverance of a story. The apparent identification with characters of certain types of films is totally dependent upon the desires and expectations of the viewer. It is the ability of the audience to identify with the central characters of a film that keeps them watching. The use of the imagination or a simple wish to be exposed to other possibilities are the fundamental reasons for entertainment. The criticisms being aroused by those who are opposed to the way in which crime is occasional depicted, believe that real life and the stories told by films are becoming increasingly similar. The criticism can be justified in some respects but by justifying these criticisms there is an implied ignorance for the individual intelligence of the general population . Bibliography David Bordwell, Kristin Thomson, Film Art an introduction: McGraw- -Hill,Inc.:University of Wisconsin,1993. Graeme Turner, Film as Social Practice: Routledge, 1993.

Anthropology Essay -- Anthropologist Culture Essays

Anthropology Anthropology what a vulnerable observer you are! You may well have to jump into the arms of the scientists if you are going to try to keep your grass hut at the academy! -- Ruth Behar Debates on the role the reflexive plague the field of cultural anthropology as postmodern critics join the bandwagon attempting to claim authority in this dubiously recognized discipline. In the borderline realm between the sciences and humanities, cultural anthropology has tried to find a niche in which it can comfortably rest. For many, this has been in building a foundation of the methodical. If anthropology can classify, categorize, and synthesize, it can assert its legitamacy to the glares of academia. However, in the attempts to salvage its reputation, anthropologists have sacrificed the validity of research by neglecting our subjectivity. Critics have viewed the role of the reflexive as anthropological "naval gazing" leading to introspection and empathy which undermine accurate observation. However, I contend that it is important to include reflexivity in anthropological method. The anthropologist has to recognize not only the effect the surroundings have on him/her personally , but also the effect he/she has on the surroundings. This dialogue comprises data. If neglected, the text in its attempt to be comprehensive would be left incomplete. The anthropologist Renato Rosaldo has been particularly criticized for his statement on reflexivity in Culture and Truth: The Remaking of Social Analysis. In this work, he revisited his previous ethnography Grief and Headhunters Rage with a new perspective. Many years after his fieldwork, he realized the importance of personal experience in understanding the context. He states, "Dur... ...8) The anthropologist provides the framework for fieldwork. He/she is the very lenses in which the reader views the culture. By acknowledging his/her own subjectivity, the anthropologist recognizes the limited view he/she provides. This also adds texture to a text by filtering through his/her own background and personal experience. This personal insight is what gives understanding between individuals. By infusing this into the data, the anthropologist draws the reader into a realm where he/she can have the capacity to understand more deeply the ethnography. Beyond the personal background of the ethnographer, his/her actual presence in the environment effects the data immensely. The colliding cultures can reveal a lot about the culture at hand. Reflexivity leads the reader through a depiction of the ethnographer's journey rather than a detached set of sequences.

Health Care Reform in the United States Essay -- health care reform, P

â€Å"We will pass reform that lowers cost, promotes choice, and provides coverage that every American can count on. And we will do it this year.† The preceding is a powerful statement from the newly elected President Barak Obama. One of the main aspects of both political campaigns was health care reform. The above quote shows passion and encouragement, but the quotes about health care do not end there. Georgian republican gubernatorial candidate and health care policy maker John Oxendine expressed: â€Å"Their proposal would virtually devastate the private healthcare sector in this country along with competition and patient choice, by replacing it with bureaucratic planning and government control. The result of this plan and its one trillion dollar price tag will bring harm to those the president and Congress are ostensibly trying to help.† Furthermore, another powerful statement was issued by the speaker of the House of Representatives, Nancy Pelosi: â€Å"I th ink it is pretty clear that we want a strong public option in the legislation. Insurance company’s full force carpet-bombing and shock and awe against the public option — so much so that the American people doubt the plan or are uncertain about it, until you tell them what is in it.† These three powerfully worded quotes embody the argument that is being derived on Capitol Hill. It is almost hard to conceive that one document can be perceived in such a wide variety of ways. This pending reform is important to every United States Citizen. As the debate climaxes over the next few months, words will be put into votes. It’s clear that everyone has an opinion about how health care reform should or should not work, but the real question is who will be the loudest in the end. The ... ...and generous health care to a people that are fed up! With already partisan action in the House of Representatives that passed the first ever health care reform legislation to the Senate, Americans are closer than ever to having safe and affordable health care. As the college age population enters the work force and starts a family, there is still that uncertainty of where all this talk will lead. Will they be faced with insurmountable debt by big business pleasing deputies of our government, or will they finally wake up one day health care cost free, healthy individuals and look back on the greatest fight in American politics since the drawing of the actual constitution itself. America needs the public option and more control over the health care industry! Over the coming weeks, that dream will turn more and more from the â€Å"Yes we can† to finally, â€Å"Yes we did!†

Thomas Mores Utopia Essay -- European History

Throughout Thomas More's Utopia, he is able to successfully criticize many of the political, social, and economic ways of the time. His critique of feudalism and capitalism would eventually come back to haunt him, but would remain etched in stone forever. On July 6, 1535, by demand of King Henry VIII, More was beheaded for treason. His last words stood as his ultimate feeling about royalty in the 15th and 16th centuries, "The King's good servant, but God's first." Throughout his life, More spoke his beliefs about feudalism, capitalism, and his ideals of Utopia; More was a thinker, good friend of Erasmus, and although many critics take Utopia as a blueprint for society, in many instances he encourages thought, a critical part of the renaissance that does not necessarily conform to society's own beliefs. Before any conclusions can be made about More's writings, one must know of his disagreements with both King Henry VII and Henry VIII, even following his faithfulness. More was a statesman, a scholar, a writer, and at one time, a Monk. Many of his ideals, including his socialistic ones followed behind Pythagoras, Plato, but a true influence in his life was Desiderius Erasmus. Beginning in 1499, Erasmus visited England, beginning a friendship and intellectual correspondence, translating Latin works, among other things. Erasmus' Praise of Folly, written in 1509 is dedicated to More. One of his first proposals in Parliament was to minimize appropriation for Henry VII; as one could understand, he did not take kindly to More's suggestion. More's father was imprisoned and later released after a fine was paid. Later, after Henry VIII had taken the crown and Thomas had become Speaker of the House of Commons, More, stood bes... ...s for the readers to make their own assumptions of his writings. Uncountable interpretations and assumptions of his works have been made, but he himself will never explain to us what his intent was. People theorize that Utopia represents More's "blueprint for society," or More's ideas for a socialistic world, or even as a satire of European society, but there is reasonable evidence to say that he only wanted to encourage thought, thought for improvement, whether it be socialism, movement in classes, change in professions, or anything else of the hundreds of differences between Utopia, and 15th century Europe. www.newadvent.org/cathen/14689c.htm">http://www.newadvent.org/cathen/14689c.htm More, Thomas, Utopia, p.41. The Penguin Book, Author's Translation by Paul Turner More, Thomas, Utopia, p.42. The Penguin Book, Author's Translation by Paul Turner

Transgender and Stereotypical Feminine Traits

Emily Johanson First Year Seminar Response Paper #4 Final Version due Monday, Nov. 12 Gender Roles in Transamerica Transamerica is an example of how Hollywood portrays transgender people in film. The movie gets rolling when Huffman who portrays Bree a conservative pre-operative transsexual woman tells her therapist she discovered she had a son named Toby. She has to bail him out of jail in order for her therapist to allow her to have her procedure done in a week. The plot unfolds as they get to know each other driving back to California.However, Toby doesn’t know that Bree is his father. Transamerica reinforces a number of transgender stereotypes, and portrays both main characters with stereotypical feminine traits. Throughout the film, Bree reinforces stereotypical transgender behavior. We see this by her taking her hormone pills every day and just trying to blend into the world as a woman. Many people feel that being a transgender is a mental disorder. In the opening of the movie, Bree is in a meeting with her doctor to get her procedure signed off.He is evaluating her to see if she has a mental disorder. Also, Bree’s mom tried to commit her which led to her suicide attempt. When Joyce Murton came to talk to us, she said that many transgender people attempt suicide, so this was a stereotypical behavior. Also, Joyce told us that she didn’t have a good relationship with her family. We also see this in the film. Bree’s mom still sees her as her son Stanley. When they went out to dinner she even had Bree pull out her chair for her which is a stereotypical male behavior.She also made her switch seats so Toby would be next to her. She is using Toby as her replacement son. When Bree told her she never had a son, she broke down in the restaurant. She feels as though she lost a member of her family. I think this is stereotypical for families of transgender people. Bree and Toby display stereotypically feminine traits. Bree may have been bor n male, but she acts exceedingly female; even her tastes in clothing and home decor are very feminine and old-fashioned.On their drive back to California, Bree and Toby stop and camp out for the night. When Bree goes to the bathroom, she is worried about snakes. This is a typical female trait. Also, for being a guy most of her life, she is really good at talking to boys. For example, when she met Calvin she got him to buy her food and drive her to her parent’s house. He ended up developing feelings for her. On the other hand, Toby’s delicate prettiness underscores his vulnerability, as well as his femininity. Toby acts with his sexuality.For example, when he realizes that he has become attached to Bree, he tells her, â€Å"I’ll marry you if you want,† even though she’s given no indication of any romantic or sexual interest. After the car is stolen by the hitchhiker, he deals with it by finding a guy to do what he knows best. The way that Toby used his body to get money or to deal with his problems is a female characteristic. Most males would use their fists not their sexuality. The film Transamerica reinforces stereotypical transgender people, and portrays both Bree and Toby with stereotypical feminine traits.This film really makes you think about how people react to transgender people. Most people would turn away from them and not hire them for a job. However, Toby shows you a different outlook. Instead of being mad at Bree for being a transgender, he was mad at her for lying to him. The other part didn’t bother him. At the end of the film, he even went to Bree’s house and wants to get to know her better. This was inspiring because it allows people to see that a transgender person is just like everyone else, and they shouldn’t feel like they have to hide who they are.

Nestle Philippines Essay

I. INTRODUCTION Nestlà © Philippines, Inc. (NPI) is a leading manufacturer of food and beverage in the Philippines. It was established in the country in the early 1930s, initially as a trading company. By the year 1962, it formed a joint venture with San Miguel Corporation (SMC), a company specializing in brewing with extensive interests in agribusiness and food products. In 1996, San Miguel’s Magnolia Foods Division had been merged with Nestlà ©. It produced and sold products like Magnolia ice creams and tetra pack juices, Bear Brand and Carnation condensed milk, Bertolli pastas and tomato sauce, Maggi seasonings, pasta and mayonnaise, and Smarties candies. Nestlà ©Ã¢â‚¬â„¢s Instant Drink Division produced and sold Nescafà ©, Nestea, Milo, Coffee Mate and Milkmaid powdered milk. Nestlà © Philippines is ranked number 10 among Nestlà © subsidiaries worldwide and number 3 in Asia-Pacific, behind Japan and Australia. Nestlà © is the only foreign-owned coffee producer in the Philippines. Nescafà © –already a household name in the Philippines needs to respond to major changes in the environment. Competing brands like Great Taste and Nescafà ©Ã¢â‚¬â„¢s nearest competitor, Blend 45 already reduced or are planning to reduce their prices. There are also major changes in Government Regulation, Imports and Market Entry resulting to the potential entry of foreign brands like Kraft General Foods’s Maxwell House and Procter & Gamble’s Folgers Coffee. The company needs to decide whether it should import Arabica beans for blending Master Roaster coffee, change the composition of Nescafà © by importing Arabica beans to the same composition as those sold abroad, and whether it should continue producing Taster’s Choice which are made from Philippine-grown Robusta and Imported Arabica. II. STATEMENT OF FACTS Nestlà ©Ã¢â‚¬â„¢s Instant Drink Division contributes 75% of the company’s total sales; Nescafà © contributes 53% of the department sales. In 1996, Nescafà ©Ã¢â‚¬â„¢s market share increased from 52% to 66%. Nestlà © have 40 independently-owned warehouses located throughout the Philippines. These warehouses, along with 200 salespersons cater 20,000 dealers who had accounts with Nestlà ©, with direct access for orders and credit lines. The company’s production facilities however are already strained to the limit. The company spent 5%  of sales on advertising and promotion of Nescafà © which includes decorative streamers and raffle draws. The company also offered volume â€Å"bonus discounts†. According to market research, the bonus promotions are Nestlà ©Ã¢â‚¬â„¢s most effective promotional offering. However, Nestlà © doesn’t buy shelf space, which is a common practice in the Philippines and other Asian countries. Instead it prefers rental of special display space for promotion, which is considered as the most expensive real estate in the Philippines. There is a significant increase in the number of households that purchased coffee within two weeks, from 67% in 1974, to 96% in 1995. This is due to the relatively high usage of 1.7 gram foil packs in the Philippines. These 1.7 gram individual packs contribute 8% of Nescafà ©Ã¢â‚¬â„¢s sales. Coffee is typically drunk with sugar and without milk or non-dairy whiteners. However, there is a 350% increase in the use of such whiteners over the past decade. The Carnation brand which produces whiteners, condensed milk and powdered milk is owned by Nestlà ©. One of the reasons behind the rapid increase in volume and market share is the fall of green coffee bean prices both in the world market and Philippines. The price of green coffee beans, where Nestlà © sourced all its coffee fell by 50%; these beans comprised about 30% of the delivery costs. Nestlà © and other producers are able to lower their prices because of the savings. Another reason is the introduction of cheaper packaging. Bottles make up 30% of the total cost. Hence, coffee sold on bottles are more expensive at PHP 26.25 for a 50-gram pack while those in foil packaging are sold only at PHP 20.45. Research by Nestlà © shows that its market share is highest in small stores located in large cities. Conversely, among small stores, its market share is highest outside big cities. People outside big cities prefer to shop in sari-sari stores. The prices of commodities sold in sari-sari stores are 15% higher than in supermarkets outside big cities and 20% higher than those in big cities. Over the past decade, other producers, who sold their coffee 10% below the price of Nescafà ©, entered the market. Nescafà © gradually lost market share from 75% in 1965, to 60% in 1975, and finally, 55% in 1985. However, there was a decline in coffee prices in the 1980s, giving Nestlà © a window to reduce its prices to within 5% of its competitors and still preserve its margins. Other major producers of coffee in the Philippines include: Blend 45 which has 15% market share in 1996, Great Taste with 10% market share, Kafe de Oro with 6%  market share and Cafà © Filipino which has 3% market share. The Gokongwei Group’s Blend 45 employs a cheaper blend of coffee and carbohydrates. In 1996, they dropped the price of Blend 45. They are sold 28% below Nestlà ©Ã¢â‚¬â„¢s price and 20% below most of the other brands sold in the market. So far the price increase made no significant effect yet on the market share of Nescafà ©. Prior to 1996, the import of coffee beans, either unprocessed or processed is prohibited. All of the coffee sold within the Philippines had to be produced within the country. The quality of Robusta beans grown in the country was of international quality. On the other hand, the quality of Arabica beans was of inferior quality. Consequently, Nestlà © used 100% Robusta unlike those processed in the U.S. or Europe which are blends. Nestlà ©Ã¢â‚¬â„¢s Master Roaster coffee is made from locally grown Robusta and Arabica beans. Taster’s Choice, on the other hand is made from locally grown Robusta and imported Arabica. In 1996, the Philippine Government committed under GATT and WTO to remove import prohibitions on agricultural products. Hence, a Minimum Access Volume (MAV) was set. Impor ts of green and roasted beans and packaged products are charged a tariff of 30% while those outside the MAV are charged 100%. The government, however committed to increase the MAV and reduce the tariff in imports both within the MAV and outside it. Nestlà © is facing the threat of importers, both from the U.S. and regional coffee producers. One of which is Indonesia’s Indocafà © which already begun production in Malaysia and exporting to Vietnam and is rumored to invest in China and export to the Philippines. Indocafà © is sold 10% below the price of Nescafà © in both markets. It has backward integration with its own coffee plantations so it was buffered from price swings. Another possible importer is Singapore’s Supermix who pioneered in individual â€Å"3-in-1† packs within Singapore and in other nearby countries. In the 1990s, the Philippine Government liberalized regulations on Foreign Direct Investments. Prior to that, investments with sales direct to domestic market had to be 40% Filipino-owned. In 1992, the government allowed 100% foreign ownership in most industries. As a result, Kraft General Foods which had substantial production operations in the Philippines is rumored to produce Maxwell House within the country. Procter & Gamble which also had substantial production in the Philippines also announced that it would produce Folgers Coffee in the country. IV. ALTERNATIVE COURSES OF ACTION One of the possible alternative courses of action is to increase the production capacity of Nestlà ©Ã¢â‚¬â„¢s facilities. Upgrading the capacity would enable Nestlà © to experiment on product development without the possible reduction of Nescafà ©Ã¢â‚¬â„¢s already established market share. However, the upgrade would require $3 million worth of investments. Another possible option is to focus substantial amount of investment for the marketing and sales of Master Roaster coffee which is currently made up of locally produced Robusta and Arabica. Nestlà © could either import Arabica beans to improve the taste of Master Roaster, which is now possible due to the major changes in import regulation. The brand would cater Nestlà ©Ã¢â‚¬â„¢s high-end consumers. However, it would reduce the company’s current production capacity of the current blends. Lastly, Nestlà © could modify the Nescafà © and use imported Arabica and locally produced Robusta to copy the foreign blend. This would make Nescafà © a high-end product which could match imported brands. Again, this is possible because of the favorable changes in import regulation. However, this modification might result in Nescafà © losing significant amount of market share and household penetration. V. CONCLUSION To react to the major changes in the environment, Nestlà © should lower the price of Nescafà © closer to its competitors. According to research, there is a direct relationship between coffee prices and household penetration.  Hence, the price reduction would make the product even more accessible to the masses. In return, the company would gain even higher market share. In response to the threats of the entry of imported brands in the country, Nestlà © should continue producing Taster’s Choice and discontinue the unsuccessful Master Roaster. Taster’s Choice would both accommodate a separate market segment and the increasing â€Å"import mentality† of Filipinos. Importation of either Arabica beans or finished product is possible because of the changes in import regulation. Lastly, Nestlà © should consider buying shelf spaces. Besides the fact that it is a proven and common practice not only in the Philippines but also in other Asian countries, it is more econ omical than renting special display spaces. Nonetheless, Nestlà © should only lessen, not stop renting special display spaces. VI. CHANGE MANAGEMENT In order to sustain the changes made, Nestlà © should explore the use even cheaper packaging materials. The savings, in turn would enable the company to reduce the prices of Nescafà ©. The company should also actively promote its 1.7 gram individual packs and â€Å"3-in-1† packs. This would result to the brand gaining more market penetration, translating to a better market position. It should also aggressively promote both Nescafà © and Taster’s Choice which satisfies different market segments. VII. RECOMMENDATION Nestlà © should engage in more product development activities, like for example new flavors of coffee. Considering it is a multinational company, it will have the advantage of increased awareness in the current trends abroad. A development in the existing product lines would not only generate more market shares but also create new market segments. Filipinos would accept the idea of these improvements because of their import mentality. However, there should be enough market research regarding such improvements to make sure they are feasible in the Philippine setting. Also, Nestlà © should capitalize on its strength of having close relationships with its farmers. It should procure its raw materials in a manner that would benefit farmers. There should be more capacity building trainings among its coffee suppliers in order to promote increased productivity.