International Marketing Plan for Londons Ships - Free Essay Example

Sample details Pages: 10 Words: 2910 Downloads: 9 Date added: 2017/06/26 Category Marketing Essay Level High school Did you like this example? International Marketing Plan for Londons Ships 1. Executive summary This report presents an inclusive international marketing plan which has been formulated for Londons Ships, operating in the tourism industry of the UK. The marketing plan primarily aims to generate awareness within its target market regarding the products and services offered by the enterprise. Don’t waste time! Our writers will create an original "International Marketing Plan for Londons Ships" essay for you Create order This plan also aims to promote the historic partner museum ships with in the global tourists market. These partner museum ships are members of Londons Ships. This marketing plan is the primary plan formulated for a period of one year. The target market that has been defined by the marketing plan is formed of those people who keep keen interest in the UKs history and heritage and falls within the age bracket of 35 to 65. This target market lives in USA. The marketing plan has been designed upon carrying out an examination of the UK tourism industry. The industry has been influenced by the distressed economic condition and requires expansion with the help of the UK government. It has been further recognised that micro and macro industrial environment has the capability to impact the enterprise and its subsequent performance. The marketing plan identifies the objectives based upon which the marketing strategy and the communication channels have been proposed. This plan also ascer tains the implementation plan with identified responsibilities and time period. Furthermore it has also been postulated that the plan should be persistently monitored and assessed against the performance indicators. The key factor based upon which the plan has been proposed is the consistent monitoring and reviewing of the performance and expected outcomes of the marketing plan so that performance issues can be addressed. 2. Objectives of the enterprise 2.1. To develop and expand the business of the enterprise by means of expanding the market and develop the brand of Londons Ships. 2.2. To propagate the museum ships as esteemed members of Londons Ships as well as the heritage of the UK. 2.3. To amplify the revenues generated by the business by means of accomplishing business sustainability and subsequent expansion. 3. Assessment of the environment of the market (source: Londons Ships corporate website; Business Source Premier, 2009, case study: Londons Ships of Historic Interest Partnership) 3.1. Micro environment: Carrying out the SWOT analysis of the enterprise, it has been assessed that the strengths are representation of the company as the heritage of the UK whereas the member vessels of the enterprise are some of the famous and well known museum ships. The weaknesses of the enterprise are its dependency on the tourism industry of the UK which had directly affected the performance of the enterprise. Londons Ships lacks in adapting to the technological innovation such as e- commerce website that can facilitate the business in increasing its sales and revenues through providing information, knowledge regarding the offered products and services by the enterprise. Additionally an e- commerce business infrastructure can also provide the international tourists to do online booking, which also is the missed opportunity by the company. Thirdly the major weakness has been observed as the uncompetitive website of the company which lags far behind in providing informati on and interaction of the business with its customers and stakeholders. The opportunities that lie ahead of the business are to take advantage of the investments by means of expanding and enhancing the e- marketing and online presence. Secondly with improvements that are expected in the UK economy are also expected to influence the industrial development, hence laying positive impacts on the business growth. The threats to the enterprise are seen in the form of competitive tourism industry of the UK which has the potential of attracting new market entrants who are eager to snatch the opportunities through forming associations with existing companies and increasing their market share. Secondly the other business affiliates such as hotels, car rental service providers etc can also threaten the company through making strategic alliances with the competitors. 3.2. Macro environment: the tourism industry of the UK had got affected by the existing economic turbulence. Therefore t he tourists operators have been under constant scrutiny that whether or not these operators effectively furnish the value for money. The number of tourists visiting the UK has been declined since last nine years (Mintel Oxygen, 2009). Therefore the tourism industry is facing challenges in terms of attracting the tourists due to slow development, lower business revenues and scarcity of competent and skilled people. 3.3. It has been assessed that in order to provide efficient services by the industry, hit mandates persistent investments to be made in the development of people and the products. The tourism industry of the UK demonstrates high potential to survive even in the distressed economic situation nevertheless, significant considerations must be made by the government to promote UK tourism as one of the key economic drivers. The subsequent result of expanding the industry will be job creation within the industry, increased revenues that will be shared by the market and most importantly giving a boost and financial injection to the distressed and recovering UK economy. 4. Identification of the target market The marketing plan primarily aspires to target a single market which is USA market. Upon the effective implementation of this marketing plan, other target markets will be defined and approached. As indicated, the target market falls within age the age bracket of 35 to 65 years. The target market has been assessed to keep a keen interest in exploring the world tourists sites due to their expenditure power. A brief analysis of the USA market has been given below along with the reasons for choosing this market as the target market for the marketing plan: 4.1. PESTEL analysis of USA (USA country profile, Euromonitor International, a, b, c 2010) The political arena of the USA raises concerns due to its involvement and approach towards international politics. Within the USA the expenditure of the government on social security and Medicare contributes towards two- fifth of the spending of the federal government which has been accused of increasing with an unjustifiable rate. Th erefore due to the economic turbulence this funding has been affected which translates into instability of the USA government. The economic condition of the country appears to be distressed. Although currently the GDP seems to be stagnant, however it is expected to grow up to 3.1 per cent by the end of year 2010. The GDP is also expected to grow up to 2.6 per cent by the end of year 2011. The social landscape indicates towards a high living standard inclusive of yearly and even frequent trend of holiday making. The tourism spending has increased by the end of 2009 whereas decline in the inflation rate also indicates towards a promising picture. There has been increasing interest noted by the global tourist industry in the UK tourism industry due to increased efforts made by the local industry in increasing inbound tourism in the UK (Mintel Oxygen, 2009). Out of the most famous tourism attractions in UK are its historical buildings, museums etc. There has been an increase in in bound tourism in the UK, hence attracting the tourists from the USA market has been done because the USA is bigger market with increasing expenditure on tourism. 5. Marketing Objectives The marketing objectives have been drawn on the business objectives of the enterprise as indicated in section 2. These objectives have been set as: 5.1. To obtain a larger market share of the global market and also obtaining a larger share up to five per cent of the USA market in first year of implementation of the marketing plan. 5.2. To develop the relationship with the customers and stakeholders of the enterprise. 5.3. To develop a brand of the enterprise by means of creating an awareness of the enterprise as well as museum vessels. 6. Proposing a marketing strategy (inspired by Bangs, 2002; Chinsall, 1995). The following marketing strategy has been proposed to be adapted by the enterprise so that the defined marketing objectives can be attained: 6.1. Product: The enterprise requires developing its product and branding portfolio by increasing the quality and operational characteristics of the products and services that are being offered to the customers. It is recommended that the developed products and services should be coordinated with the needs and demands of the USA tourists. In addition to the development of the product portfolio the enterprise also requires to provide effective customer services that are designed to gain ultimate customer satisfaction. These efforts should be made in line with the brand development initiatives under taken by the management. Within the same context, introducing products such as green tourism should also be introduced that supports preserving ecology and bio- diversity. The prime objective of the developed product and brand portfolio shoul d be addressing the target market coupled with services such as loyalty scheme, extra mileage scheme, easing out the accessibility for the disabled tourists. 6.2. Price: The adapted pricing strategy of the enterprise should be a combination of competitive and premium pricing strategy. This has been proposed so that the tourists can be capable enough of spending on the tourist products and attractions with varied choices. 6.3. Place: There is an immediate requirement of the development of the e- commerce based infrastructure of the enterprise. It has been therefore suggested that Londons Ships should form strategic alliances with other tower operators to come up with competitive tourists products laden with trade discounts, competitive products etc. The development of e- commerce channel should be in line with brand development as well as creating the brand awareness of the corporation and its products and services. 6.4. Promotion: The enterprise should adapt multiple p romotional channels such as e- marketing, public relations, social networking and so forth. Most importantly the company should concentrate on making a strong and consistent presence of the company as well as expansion of e- commerce website within this regards it has been suggested that the company should make its distinction on major search engines like Yahoo, msn etc. The reason behind doing so is to generate online traffic for the company as well as including provision of shared links in coordination with other e- commerce websites / companies offering similar services and products to the customers. The company can also improve its web presence by means of including familiar key words and by means of paying a specific amount to major search engines so that the web link of Londons Ships can be sponsored and appear with the results of the search engine. This can be made possible through outsourcing a search engine placement company whose job is to generate customer awareness , increase online traffic etc. for the enterprise. Most importantly Londons Ships should adapt to the process of email marketing. An e- mail marketing campaign that is designed for generating revenues as well as retaining customers likely to provide benefits such as higher number of customers visiting the website, increased brand awareness, brand development. Further on email marketing can also benefit the company through giving a cost effective solution that is equally influential in attracting global tourists towards the UK tourism industry. Some of the compatible channels of communication of e- marketing are newsletters, brochures etc. 6.5. In addition to the above recommendations the company should also adapt to the online public relations so that the customers and stakeholders are consistently kept well informed about the company and the brand along with development of the brand in context of supporting global ecology, low carbon economy and green tourism pertaining t o bio diversity. 6.6. Most importantly the company should also strengthen its relationships with its customers and business partners so that the objectives of retaining the customers and obtaining a higher percentage of global market share can be attained. 7. Implementation plan (inspired by Kotler, 2006) Strategy- Implementation plan -Identified responsibilities -Start date-End date. Develop products portfolio and brand of the company along with creating the product and brand awareness: implying marketing and advertising channels along with branding and online public relations actions in order to promote the product portfolio. Creation of the awareness of the company and its brand should be carried out through promotion the marketing massage which is influential enough to successfully attract the customers to the member vessels of the company. Marketing manager, executive and team members September 2010-August 2011. Develop competitive and premium pricing strategy Revisions of the pricing strategy so that the company offers varied prices that cater different social classes with in the identified target market. Competitive prices can be possibly accomplished through cutting down the cost of business. In order to premium price the products, the enterprise should undertake some strategic actions such as making strategic alliances with allied services (other tour operators) so that the customers can be provided with value for their money(family packages, annual passes, fast track access etc.). Marketing manager, operations manager and their team November 2010-March 2011. Develop relationship with the stake holders Develop communication channels so that the customers and stake holders are kept well informed about the developments and activities of the company. Marketing manager, Business manager and his team October 2010-August 2011. 8. The marketing budget The desired marketing budget for this marketing plan has been assessed to be  £ 20,000 for the first year. The desired resources that should be allocated for the implementation process of this plan are human capital, financial budget, and continued support of the management as well as marketing personnel. 9. Monitoring and evaluation The evaluation of the marketing plan should be carried out against the following performance indicators as suggested by Punniyamoorthy and Murali (2008). These indicators are higher number of customers, increased brand awareness, experiencing the anticipated outcomes of marketing activities, successfully implemented competitive and premium prices paid by the customers, improved quality of customer services, higher market share etc. 10. Critical Issues (source: drawn from the case study) Londons Ships is assessed to challenge by the following critical issues which must be addressed prior to the implementation of the marketing plan that has been proposed above: 10.1. A process of consistent monitoring and reviewing should be carried out so that the marketing manager is well aware of the performance evaluation of the plan and can take corrective measures accordingly. 10.2. In addition to the implementation of the marketing plan the company should also concentrate on the development of its e- commerce infrastructure and web site so that the proposed strategies can be effectively implemented. It is also important so that the customers / foreign tourists can draw information and knowledge regarding the company and partner museum ships through the website as well as securing online purchases long before entering into the UK. 10.3. Londons Ships should also adapt to strategic business practices such as development of e- supply chain, forming strategic allianc es with business partners with an ambition of offering tourist packages etc. 10.4. In addition to above issues the management should ensure that the company is well equipped with skilled and competent personnel which is capable enough of coping with the significant changes that the company has been suggested to go through. Therefore sufficient amount of training and development needs to be provided to the people along with learning and identifying the needs and demands of the people. References and Bibliography Adrian, P (2001) Principles of Services Marketing, (3rd edn) McGraw Hill Business Source Premier (2009) ‘Tourism crucial to UK recovery, Caterer and Hotelkeeper, 199:4583 Buttle, F (1996) Relationship Marketing: Theory and Practice, Sage Brassington, F and Pettitt, S (2006) Principles of Marketing, (4th edn), FT Prentice Hall Bangs, D (2002) The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Product, Or Service (6th edn), Kaplan Publishing Buhalis, D and Costa, C (2006) Tourism Frontiers: Industry, Elsevier/Butterworth Heinemann, Oxford, UK Buhalis, D and Costa, C (2004) Tourism Management Dynamics: Trends, Management and Tools, Elsevier/Butterworth Heinemann, London Cox, E (2001) Diffusion of forecasting principles through books, In J. S. Armstrong (ed.), Principles of Forecasting / J. E. Cox, D.G. Loomis, Boston: Kluwer Academic Publishers,. Choy, L (1995) The quality of tourism employment, Tourism Management, Vol. 16 No. 2, pp. 129-37 Chinsall, P (1995) Strategic Business marketing, (3rd edn) Prentice Hall Chaston, I (2001) e-Marketing Strategy, McGraw-Hill Christopher, M et al. (1993) Relationship Marketing: Bringing Quality, Customer Service and Marketing Together, Butterworth-Heinnemann Clarke et al. (1998) Relationship Marketing, Financial Times Management. Doyle, P (2006) Marketing Management Strategy, (4th edn), FT Prentice Hall Dlabay et al (2005) Intro to Business: Finance, Marketing, Operations, Management, Thomson South-Western Euromonitor International (2010 a) USA: Country Profile 2010, Euromonitor International Euromonitor International (2010 b) Travel and tourism- United Kingdom, Euromonitor International Euromonitor International (2010 c) Travel and tourism- USA, Euromonitor International Edgell, L (1995) â€Å"A barrier-free future for tourism†, Tourism Management, Vol. 16 No. 2, pp. 107-10. Finn, A. and Erdem, T (1995) â€Å"The economic impact of a mega-multi-mall. Estimation issues in the case of West Edmonton Mall†, Tourism Management, Vol. 16 No. 5, pp. 367-73. Gilligan, C et al (2003) ‘Strategic marketing planning, Butterworth-Heinemann Gonzalez, A and Bello, L (2002) ‘The construct â€Å"lifestyle† in market segmentation: The behaviour of tourist consumers, European Journal of Marketing, Vol 36:No 1/2, pp. 51-85 Hollensen, S (2007) Global Marketing, Pearson Education Limited, England Lambin, J (2000) Market-Driven Management, MacMillan Hosuton, B et al. (2002) Business strategy: an introduction, (2nd edn), Butterworth-Heinemann, Oxford Kotler, P (2000) Marketing Management, Millennium Edition, Prentice Hall Kuhn, R (2002) Process-based strategic planning, (2nd edn), Springer Londons Ships corporate website (2010) ‘About us [online] Available from https://londonships.org.uk/Events2.aspx Mintel Oxygen (2009) ‘Inbound Tourism- UK-November 2009, Mintel Oxygen Payne, A et al. (1998) Relationship Marketing for Competitive Advantage: Winning and Keeping Customers, Butterworth-Heinnemann, Porter, M (1985) Competitive advantage: creating and sustaining superior performance, Free Press, New York Ryan, C (1995) â€Å"Tourism courses: a new concern for a new time†, Tourism Management, Vol. 16 No. 3, pp. 97-100. Find out more from UK Essays here: https://www.ukessays.com/services/example-essays/mar keting/international-marketing-plan-londons-ships.php#ixzz3EEh1jQiX

Homestead Act - 2916 Words

I THESIS STATEMENT The Homestead Act of 1862 made surveyed lands obtainable to homesteaders. The act stated that men and women over the age of 21, unmarried women who were head of households and married men under the age of 21, who did not own over 160 acres of land anywhere, were citizens or intended on becoming citizens of the United States, were eligible to homestead. This paper will show how the Homestead Act came to be enacted, who the homesteaders were and the effects of the Homestead Act on the pioneers. II WHAT EVENTS LEAD TO THE HOMESTEAD ACT? The distribution of Government lands had been an issue since the Revolutionary War. Early methods for allocating unsettled land outside the original 13 colonies were chaotic.†¦show more content†¦With the secession of the Southern states from the Union and the removal of the slavery issue, finally in 1862, the Homestead Act was passed and signed by President Abraham Lincoln. The new law established a three-fold homestead acquisition process: filing an application, improving the land, and filing for deed of title. Any U.S. citizen, or intended citizen, who had never borne arms against the U.S. Government could file an application and lay claim to 160 acres of surveyed Government land. For the next 5 years, the homesteader had to live on the land and improve it by building a 12 by 14 dwelling and growing crops. After 5 years, the homesteader could file for his patent (or deed of title) by submitting proof of residency and the required improvements to a local land office . Local land offices forwarded the paperwork to the General Land Office in Washington, DC, along with a final certificate of eligibility. The case file was examined, and valid claims were granted patent to the land free and clear, except for a small registration fee. 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Page Bank Technology Of Google Inc Samples †MyAssignmenthelp.com

Question: Discuss about the Page Bank Technology Of Google Inc. Answer: Introduction In the year 1996, Sergey Brin and Larry Page established Google Inc, who were computer science students. They introduced Page Bank technology, which is being used for evaluating a relevant website. It has been identified in this study that specific search engine will be very in order to get right and better outcome compared to the recent search engines. Therefore, this can be said that using the concept of better outcome, the search engine was founded in 1997 and in the year 1998, the company was incorporated. The name Google has come from the word Googol, it means number one with 100 zeros (Nowlan, 2017). Structure of the company It has been identified that the company maintains its rapid growth as well as it also maintains its small business culture. The idea of Googleplex was to assist and nurture the entire innovation and collegiality environment. This also assists an extracurricular and work out room for maintaining healthy atmosphere (Lee, 2014). In the company, different sophisticated tools of computers have been established on the doors, which are made by wood, latterly sawhorses supported these. In order to motivate the employees, the company has taken initiatives like organizing hockey as well as organizing staff meetings week in order to analyze their situation. Present business model If the present business model of the company will be analyzed, this will be identified that large amount of business revenue of the company comes from promotional activities through the search engine. Through the specific search engine different programs like AdSense has been introduced, because this ads are being placed in different websites. In the current business model, it has been promoted the search engine, which has taken no. 1 position in the market. This search engines has helped the organization to be synonymous (Taylor Joudrey, 2017). The company also maintains routine lives rather than searching on the internet. Another way, this can be said that the company has introduced its effective business plan by bringing innovation in its products, which has helped the company to maintain its position in the global market. Services and products Here the study has identified few products, which is going to be launched by Google News aggregator Email Internet search engine Cloud computing for the companies Websites for listening music and watching videos Cloud storage for customers and business organizations Web browsing Calendar Tablet and smart phone operating applications Internet services Desktops and laptops Thermostat Markets Google has owned near about 60% total internet based searched. As the study has already discussed that the company has large numbers of application and products, therefore, this can be easily assumed that the market base is huge. As stated by Taylor Joudrey (2017) people all over the world are targeted by the company. Therefore, this can be said that the business strategy of the company is not limited in a location or group of people. This has created major challenge for the company in order to get return from the market by using competitive advantages. Entrepreneurial analysis Assessment of overall corporate strategy and vision of the company The company has established its strong brand image in the business industry with its innovation and exclusive products. Using the search engine, the company gets the chance to achieve specific vision of the market (Ryan, 2016). The main strategy of the company is to rule in the universal business industry as well as get the accessibility in global business industry. The company for maintaining its leadership quality in the market has introduced different innovative strategies. Selecting vision is very important for the company in order to achieve its ultimate goals and objectives. The company efficiently provides access for getting the information by one click. the company focus of displaying directly to the vision statement. Here the company named Google focuses on the three important variables. Those variables are accessibility, one click and worlds information. Based on Entrepreneurial state of mind evaluation of management team In the initial stage, the company focuses on setting its goals and objectives without making any compromise. In the case of Google, it shares its data to the customers directly by maintain few coding principles. Those coding principles are considered as Nine innovation principles (Villa-Real, 2014). By executing important parts of Google coding principles, the company gets the chance to take wise decision by using its innovative strategies. On the other hand, this has been mentioned that the by launching new products in the market the company forecasts its innovation and modern strategies. Here the study has shed light on the Nine principles of innovation introduced by Google:- Innovation should be accepted bravely There should not be any types of cultural barriers so that technology can be flourished The company should be aware about its mission. The innovative idea should be accessed from any place Iterate and ship 20% time This is important for the company to think about 10x not 10% The aim of the company should be dependent on thee customers The company should be always prepare for accepting both success and failure. Strategy for Innovation and Entrepreneurship It is the strategy of Google is to change its vision and mission statement by maintaining its various products and it related offers in the market. The company is recently providing new products such as Google Fiber and Google Grass by maintaining its mission and vision. Hence, this should show the diversified products of the company. On the other hand, this can be said that through the vision statement upcoming condition of the company is being considered making diversified business in the current situation. Key values and culture of the organization The founders of the company established unique cultural environment in the organization. Here the culture of the company depends on the creativity, informality and innovation (Belo, Mota Fernandes, 2016). This culture of the company is being analyzed through artifacts of the company. In order to provide comfort to the employees, the company has introduced fun place in the office, for making friendly and cheerful atmosphere in the organization. On the other hand, the company has introduced various rewards and benefit offers to the employees to motivate them in their work. Conclusion and recommendation After analyzing the entire study, this can be recommended that the company needs to recruit more experienced employees for providing standard academic outcome to maintain ideal culture in the workplace. As the experienced employees have faced different experience regarding different culture from their previous companies, therefore, they will be able to maintain good culture in the workplace. They will also play a major part in order to increase the productivity of the company. Explicit and tacit information is needed to be acquired in the workplace. There are many employees in Google, who have strong academic record and good knowledge of explicit. However, it has been identified that experienced people can reduce the issue regarding lack of tacit knowledge. References Belo, O., Mota, G., Fernandes, J. (2016). A Signature Based Method for Fraud DetectionFraud detection on E-CommerceE-commerce Scenarios. InAnalysis of Large and Complex Data(pp. 531-543). Springer, Cham. Lee, Y. F. L. (2014). When Google Meets Xiaomi: comparative case study in western and eastern corporate management.Journal of International Technology and Information Management,23(3), 5. Nowlan, R. A. (2017). Large and Small. InMasters of Mathematics(pp. 217-225). SensePublishers, Rotterdam. Ryan, D. (2016).Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Taylor, A. G., Joudrey, D. N. (2017).The organization of information. ABC-CLIO. Villa-Real, A. E. C. (2014).U.S. Patent No. 8,831,677. Washington, DC: U.S. Patent and Trademark Office.

Militarization Of The U.S. Mexico Broder Essays -

Militarization Of The U.S. Mexico Broder Militarization of the U.S. ? Mexico Border By Joan J. Jaimes June 22, 2000 Corranle, all? viene la migra!?, translated into English, this means ?Run, there comes immigration!? This is what illegal immigrants shout everyday when they are about to cross the Rio Grande in search for better lives. Unfortunately, not many get through alive because of the militarization that has developed on the U.S. border with Mexico. Operation Rio Grande continues a process put in motion over a century ago by the Treaty of Guadalupe-Hidalgo. It tries to erase the reality of a social geographical order that defies neat national divisions and impose a narrow notion of citizenship on people on both sides of the international boundary. In the process, the U.S., like all countries to varying degrees, elevates national citizenship to a position of primacy and lessens the inherent humanity of those on the wrong side of the social and territorial boundaries. Operation Rio Grande, launched in August 1997, in Brownsville, Texas, was a special multi-year operation designed to gain and maintain control of specific border areas through a combination of new technology and additional staffing. At the start of the operation, 69 Border Patrol agents were detailed to Brownsville to intensify existing enforcement effort. In September of that same year, the Border Patrol deployed special response teams to those ports-of-entry where increased numbers of fraudulent entry was expected. In the Fiscal Year of 1998, 260 new Border Patrol agents were added to the McAllen Sector and 205 to the Laredo Sector. An important feature of Operation Rio Grande has been the integration of a broad range of INS enforcement operations. Studies show that the crime rate in Brownsville alone dropped by more than 20% in 1998. (U.S. INS) The origins of the U.S. Mexico boundary are to be found in the imperial competition between Spain, France, and Britain for possessions in North America. Lack of agreement between the three imperial powers over the location of the boundaries separating their territories in North America led to disagreement between Mexico and an expansionist U.S. After Mexico gained its independence in 1821, many U.S. leaders argued for taking part or all of Mexico's territory. Numerous prominent U.S. politicians, driven by the ideology of Manifest Destiny, considered taking Mexico ?a divine right.? (Acuna, 1988) As tensions mounted between the U.S. and Mexico over Texas, the U.S. deliberately provoked Mexico by sending troops into territory claimed by Mexico in early 1846. Battles between U.S. and Mexican troops ensued, quickly resulting in full-scale war. The war raged on for two years, largely in favor of the U.S., and ended with the U.S. taking over Mexico City. On February 2, 1848, the Treaty of Guadalupe-Hidalgo was signed, and Mexico was forced to cede half of its territory to the U.S. Under the treaty's terms, the U.S. annexed a territory equivalent in size to that of Western Europe, and absorbed 100,000 Mexican citizens and 200,000 Native Americans living in the territory. (Herzog, 1990) The decades following the imposition of the new U.S. ? Mexico boundary saw widespread violence as U.S. authorities and non-State actors established their dominance. The Mexican Revolution and the accompanying socio-political turmoil between 1910, and 1920, caused great concern for U.S. authorities. Tension along the boundary with Mexico quickly subsided thereafter. (Griswold, 1990) Pacification did not mean control by the U.S. Migration between the U.S. and Mexico long preceded the imposition of the modern day boundary. Mexican migration to the U.S. was not really significant in scale or in geographical extent until the 20th Century. In 1942, the Bracero (Bra-zeh-roh) Program was implemented. It was a contract labor program in response to labor shortages brought about by the U.S. entry into World War II. (The Bracero Program, 1996) Furthermore, the INS practice of legalizing unauthorized migrants and turning them into braceros, or ?drying out the wetbacks,' increased unauthorized immigration from Mexico as the news spread that the easiest manner to obtain a bracero contract was to enter the U.S. illegally. When the U.S. Congress officially ended the program in 1964, the previously legal migratory flow simply went underground. As the 1970's approached, calls to enhance enforcement along the U.S. and Mexico boundary increased significantly. (The Bracero