Battle of Santiago de Cuba in the Spanish-American War

Battle of Santiago de Cuba in the Spanish-American War The climatic naval battle of the Spanish-American War, the Battle of Santiago de Cuba resulted in a decisive victory for the US Navy and the complete destruction of the Spanish squadron. Anchored in Santiago harbor in southern Cuba, Spanish Admiral Pascual Cerveras six ships found themselves blockaded by the US Navy in the late spring of 1898. With the advance of American forces ashore, Cerveras position became untenable and on July 3 he attempted to escape with his squadron. Cervera was soon intercepted by American battleships and cruisers under Rear Admiral William T. Sampson and Commodore William S. Schley. In a running battle, the superior American firepower reduced Cerveras ships to burning wrecks. The loss of Cerveras squadron effectively cut off Spanish forces in Cuba. Situation Prior to July 3 Following sinking of USS Maine and the outbreak of war between Spain and the United States on April 25, 1898, the Spanish government dispatched a fleet under Admiral Pascual Cervera to defend Cuba. Though Cervera was against such a move, preferring to engage the Americans near the Canary Islands, he obeyed and after evading the US Navy arrived at Santiago de Cuba in late May. On May 29, Cerveras fleet was spotted in the harbor by Commodore Winfield S. Schleys Flying Squadron. Two days later, Rear Admiral William T. Sampson arrived with the US North Atlantic Squadron and after taking overall command began a blockade of the harbor. Rear Admiral William T. Sampson, USN. US Naval History and Heritage Command Commanders Fleets US North Atlantic Squadron - Rear Admiral William T. Sampson Armored Cruiser USS New York (flagship)Battleship USS Iowa (BB-4)Battleship USS Indiana (BB-1)Battleship USS Oregon (BB-3)Armed Yacht Gloucester US Flying Squadron - Commodore Winfield Scott Schley Armored Cruiser USS Brooklyn (flagship)Battleship USS TexasBattleship USS Massachusetts (BB-2)Armed Yacht USS Vixen Spanish Caribbean Squadron - Admiral Pascual Cervera Armored Cruiser Infanta Maria Teresa (flagship)Armored Cruiser Almirante OquendoArmored Cruiser VizcayaArmored Cruiser Cristobal ColonTorpedo Boat Destroyer PlutonTorpedo Boat Destroyer Furor Cervera Decides to Break Out While at anchor in Santiago, Cerveras fleet was protected by the heavy guns of the harbor defenses. In June, his situation became more tenuous following the landing of American troops up the coast at Guantnamo Bay. As the days passed, Cervera waited for inclement weather to scatter the blockade so that he could escape the harbor. Following the American victories at El Caney and San Juan Hill on July 1, the admiral concluded that he would have to fight his way out before the city fell. He decided to wait until 9:00 AM on Sunday July 3, hoping to catch the American fleet while it conducting church services (Map). Spanish Navy armored cruisers Cristà ³bal Colà ³n (left) and Vizcaya. US Naval History and Heritage Command The Fleets Meet On the morning of July 3, as Cervera was preparing to break out, Adm. Sampson pulled his flagship, the armored cruiser USS New York, out of line to meet with ground commanders at Siboney leaving Schley in command. The blockade was further weakened by the departure of the battleship USS Massachusetts which had retired to coal. Emerging from Santiago Bay at 9:45, Cerveras four armored cruisers steered southwest, while his two torpedo boats turned southeast. Aboard the armored cruiser USS Brooklyn, Schley signaled the four battleships still on the blockade to intercept. A Running Fight Cervera began the fight from his flagship, Infanta Maria Teresa, by opening fire on the approaching Brooklyn. Schley led the American fleet towards the enemy with the battleships Texas, Indiana, Iowa, and Oregon in line behind. As the Spaniards steamed by, Iowa hit Maria Teresa with two 12 shells. Not wishing to expose his fleet to fire from the entire American line, Cervera turned his flagship to cover their withdrawal and directly engaged Brooklyn. Taken under heavy fire by Schleys ship, Maria Teresa began to burn and Cervera ordered it run aground. The remainder of Cerveras fleet raced for open water but was slowed by inferior coal and fouled bottoms. As the American battleships bore down, Iowa opened fire on Almirante Oquendo, ultimately causing a boiler explosion that forced the crew to scuttle the ship. The two Spanish torpedo boats, Furor and Pluton, were put out of action by fire from Iowa, Indiana, and the returning New York, with one sinking and the other running aground before exploding. End of Vizcaya At the head of the line, Brooklyn engaged the armored cruiser Vizcaya in an hour-long duel at approximately 1,200 yards. Despite firing over three hundred rounds, Vizcaya failed to inflict significant damage on its adversary. Subsequent studies have suggested that as much as eighty-five percent of the Spanish ammunition used during the battle may have been defective. In response, Brooklyn bludgeoned Vizcaya and was joined by Texas. Moving closer, Brooklyn struck Vizcaya with an 8 shell that caused an explosion setting the ship on fire. Turning for shore, Vizcaya ran aground where the ship continued to burn. Oregon Runs Down Cristobal Colon After more than an hours fighting, Schleys fleet had destroyed all but one of Cerveras ships. The survivor, the new armored cruiser Cristobal Colon, continued fleeing along the coast. Recently purchased, the Spanish Navy did not have time to install the ships primary armament of 10 guns before sailing. Slowed due to engine trouble, Brooklyn was unable to catch the retreating cruiser. This allowed the battleship Oregon, which had recently completed a remarkable voyage from San Francisco in the wars early days, to move forward. Following an hour-long chase Oregon opened fire and forced Colon to run aground. USS Oregon (BB-3). US Naval History and Heritage Command Aftermath The Battle of Santiago de Cuba marked the end of large-scale naval operations in the Spanish-American War. In course of the fighting, Sampson and Schleys fleet lost a miraculous 1 killed (Yeoman George H. Ellis, USS Brooklyn) and 10 wounded. Cervera lost all six of his ships, as well as 323 killed and 151 wounded. In addition, approximately 70 officers, including the admiral, and 1,500 men were taken prisoner. With the Spanish Navy unwilling to risk any additional ships in Cuban waters, the islands garrison was effectively cut off, ultimately dooming them to surrender.

Marketing Mix of Ecstasy Essay Example

Marketing Mix of Ecstasy Essay Example Marketing Mix of Ecstasy Paper Marketing Mix of Ecstasy Paper INTRODUCTION This is a report about the marketing 7ps issues of one of the leading fashion houses of Bangladesh, Ecstasy Fashion. This company is very famous for its superb quality men’s wear. Quality is the first priority of Ecstasy Fashion. From the begging to the end of this report, we have sort out how a company can be successful by performing 7ps marketing activity from the very beginning. HISTORY OF CATS EYE Ecstasy Fashion Accessories, Inc. started its operations in 1983, exporting fashion jewellery and accessories. With a solid background of 20 years in the field of fashion jewellery manufacturing, the company with 50 employees and 82 subcontractors is looking forward to a steady growth; especially in the European markets. Well the small company Ecstasy Fashion started its business with one outlet only. Now they have around thirty one branches in the major cities of Bangladesh such as Dhaka, Chittagong, Sylhet, Khulna etc. In this way the journey of Ecstasy Fashion started and now they are one of the highly appreciable, profitable RMG Company of Bangladesh. Ecstasy Fashion is very conscious about its reputation status thus we can see the reflection of status in its highly interior showrooms with highly trained salespeople. Their focus is to satisfy their customer and their target market actually covers different age groups especially from teen age to onwards. MISSION VISION OF ECSTASY FASHION The mission statement of Ecstasy Fashion is â€Å"To be the most popular and trusted Men’s wear Brand manufacturer and retailer of the country. † Goals and Objectives of Ecstasy Fashion are: From the inception the goal is to create a style statement that suits the discerning individual, while keeping a stringent eye on quality yet being affordable. The unique styles are created based on years of experience and keeping up with global trends that have placed our brands as the leaders in the market. Moreover we want internationally recognition. That’s why we are working hard to meet the quality standard of the international market. We are focused on high productivity, team orientation creativity. MARKETING MIX OF Ecstasy Fashion Marketing mix is the full combination of 7P’s (Product, Place, Price, Promotion, People, Process, Physical environment). Ecstasy Fashion does all the activities (manufacturing, sales, and distribution) by themselves. Here is the marketing mix of Ecstasy Fashion: 1. Product In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. Ecstasy Fashion produces different types of products for men. They have their own production house in Narayanganj. They have no distributor or retailer. They don’t sell in wholesale. What they do is that after production, directly by their own transportation vehicle they send their products to their showrooms. Because of no supply chain, they can keep their products price reasonable. Another important thing is that they don’t store inventory. Ecstasy Fashion purchases their product material from China, Malaysia Bangkok mostly. They also use Bangladeshi materials for production. Product Categories: ? Shirts ? T-Shirts ? Blazers ? Polo T-Shirts ? Belts ? Trousers ? Ties ? Jeans ? Seasonal Dresses (Winter Collection, Summer Collection etc. ) 2. Price The sum or amount of money at which a thing is valued, or the value which a seller sets on his goods in market; that for which something is bought or sold, or offered for sale; equivalent in money or other means of exchange; current value or rate paid or demanded in market or in barter; cost. It is the motto of Ecstasy Fashion to increase its market growth as possible while protecting the captured market share. Ecstasy Fashion believes that customer loyalty is needed to remain profitable. Ecstasy Fashion sets their price considering their mark-up price, perceived value price by the customers competition based price. They always charge effective pricing to beat their competitors. They have different price level to meet the need of different income people. Price ranges: |Shirts |550-1400 TK. |Trousers |850-1400 TK | |Blazers |4000-6500 TK | |Belts |450-1000 TK | |Ties |400-950 TK | |T-Shirts |250-800 TK | |Jeans |850-1500 TK | |Seasonal Dresses |Not Fixed | 3. Place Any portion of space regarded as measured off or distinct from all other space, or appropriated to some definite object or use; position; ground; site; spot; rarely, unbounded space. Ecstasy Fashion has Thirty one outlets n Dhaka, Chittagong, Sylhet to sell their products. They are planning to establish more ou tlets so that customers can easily buy their products from convenient location. 4. Promotion Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. Ecstasy Fashion does its promotional activity by using billboards, magazines and newspapers to reveal their ads. Especially this year they are arranging special discounts for their customers and own composed CD’s for their customer’s conveniences so that customers can know in details about their organization. They believe discount is an effective method to create customer interest. Other promotional activities they perform are sponsoring fashion shows, free t-shirt campaign etc. 5. People Ecstasy Fashion using good and well stuff. They are providing good salary and taking well skill stuff for good service. They also trained them to how to interact with customer? Ecstasy has sixty seven employees in showroom and behind the showroom fifty people like transportation etc. 6. Process In Ecstasy there process is well then others. Ecstasy process system fast like when customer in showroom they are always ready to provide the service quickly. When customer needs to change the size they collect from stock. Everything is in display. Sold cloths not refund. Trail room here checks the cloth for customer. 7. Physical Environment Where is the service being delivered? Showroom is well decorated in Ecstasy Fashion. Here customer can get cloths and other using product easily. They always using well smell spray in there showroom for attracting the customer. They have also changing room well. Recommendations 1. Ecstasy has good quality in there cloths but here is little higher price then others. It may be the burden for their potential or actual customer. So they should profit there margin and not in quality and also think about their higher price 2. They open showroom now in three divisions. They should cover others divisions. 3. Ecstasy complaining system is not good. Sometime there product may be failed in provide customer satisfaction. They should think about it. 4. Ecstasy provides all the new collection news in internet. That’s why few people miss the collection. They should use newspaper and billboard for giving more information about there collection. Conclusion In report we focused the 7ps marketing of Ecstasy Fashion ltd. This report is only based on marketing mixed. All data Collected from Internet and that are very recent. The study group tried our best to complete this report. BIBLIOGRAPHY www. ecstacyfashion. com www. lifestyle. com [pic]