With The Help Of Bcg Matrix Marketing Essay

With The Help Of Bcg Matrix Marketing Essay In the late 1960s a consultant for the Boston Consulting Group presented his ideas about cash deficient and growth deficient businesses and the need for a balance between cash generators and cash users. In 1968, BCG created the growth-share matrix, a simple chart to assist large corporations in deciding how to allocate cash among their business units. The corporation would categorize its business units as Stars, Cash Cows, Question Marks, and Dogs (originally Pets), and then allocate cash accordingly, moving money from cash cows toward stars and question marks that had higher market growth rates, and hence higher upside potential. The growth-share matrix was intended to analyze a portfolio from a corporate perspective because it is only at that level that cash balance is meaningful. A business may, however, be segmented further using this diagnostic tool to understand the positions of its various product lines or market segments. This portfolio can therefore be made up of products in a multi-product company, divisions in a multidivisional company and companies in a conglomerate. The BCG Growth-Share Matrix is based on the observation that a companys business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name growth-share. Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability It is the most renowned corporate portfolio analysis tool. It provides a graphic representation for an organization to examine different businesses in its portfolio on the basis of their related market share and industry growth rates. It is a two dimensional analysis on management of SBUs (Strategic Business Units). In other words, it is a comparative analysis of business potential and the evaluation of environment. For each product or service, the area of the circle represents the value of its sales. The BCG Matrix thus offers a map of the organizations product (or service) strengths and weaknesses, at least in terms of current profitability, as well as the likely cash flows. The need which prompted this idea was, indeed, that of managing cash-flow. It was reasoned that one of the main indicators of cash generation was relative market share, and one which pointed to cash usage was that of market growth rate. Derivatives can also be used to create a product portfolio analysis of services. So Information System services can be treated accordingly. Relative market share This indicates likely cash generation, because the higher the share the more cash will be generated. As a result of economies of scale (a basic assumption of the BCG Matrix), it is assumed that these earnings will grow faster the higher the share. The exact measure is the brands share relative to its largest competitor. Thus, if the brand had a share of 20 percent, and the largest competitor had the same, the ratio would be 1:1. If the largest competitor had a share of 60 percent; however, the ratio would be 1:3, implying that the organizations brand was in a relatively weak position. If the largest competitor only had a share of 5 percent, the ratio would be 4:1, implying that the brand owned was in a relatively strong position, which might be reflected in profits and cash flows. If this technique is used in practice, this scale is logarithmic, not linear. On the other hand, exactly what is a high relative share is a matter of some debate. The best evidence is that the most stable position (at least in Fast Moving Consumer Goods  FMCG  markets) is for the brand leader to have a share double that of the second brand, and triple that of the third. Brand leaders in this position tend to be very stable-and profitable. The reason for choosing relative market share, rather than just profits, is that it carries more information than just cash flow. It shows where the brand is positioned against its main competitors, and indicates where it might be likely to go in the future. It can also show what type of marketing activities might be expected to be effective. Relative Market Share  = SBU Sales this year leading competitors sales this year. Market growth rate Rapidly growing in rapidly growing markets, are what organizations strive for; but, as we have seen, the penalty is that they are usually net cash users they require investment. The reason for this is often because the growth is being bought by the high investment, in the reasonable expectation that a high market share will eventually turn into a sound investment in future profits. The theory behind the matrix assumes, therefore, that a higher growth rate is indicative of accompanying demands on investment. The cut-off point is usually chosen as 10 per cent per annum. Determining this cut-off point, the rate above which the growth is deemed to be significant (and likely to lead to extra demands on cash) is a critical requirement of the technique; and again makes the use of the BCG Matrix problematical in some product areas. What is more, the evidence,  from FMCG markets at least, is that the most typical pattern is of very low growth, less than 1 per cent per annum. This is outsid e the range normally considered in BCG Matrix work, which may make application of this form of analysis unworkable in many markets. Where it can be applied, however, the market growth rate says more about the brand position than just its cash flow. It is a good indicator of that markets strength, of its future potential (of its maturity in terms of the market life-cycle), and also of its attractiveness to future competitors. It can also be used in growth analysis. Market Growth Rate  = Industry sales this year Industry Sales last year. The analysis requires that both measures be calculated for each SBU. The dimension of business strength, relative market share, will measure comparative advantage indicated by market dominance. The key theory underlying this is existence of an experience curve and that market share is achieved due to overall cost leadership. BCG matrix has four cells, with the horizontal axis representing relative market share and the vertical axis denoting market growth rate. The mid-point of relative market share is set at 1.0. if all the SBUs are in same industry, the average growth rate of the industry is used. While, if all the SBUs are located in different industries, then the mid-point is set at the growth rate for the economy. Resources are allocated to the business units according to their situation on the grid. The four cells of this matrix have been called as stars, cash cows, question marks and dogs. Each of these cells represents a particular type of business. growth_share_matrix.gif Stars-  Stars represent business units having large market share in a fast growing industry. They may generate cash but because of fast growing market, stars require huge investments to maintain their lead. Net cash flow is usually modest. SBUs located in this cell are attractive as they are located in a robust industry and these business units are highly competitive in the industry. If successful, a star will become a cash cow when the industry matures. Cash Cows-  Cash Cows represents business units having a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be utilized for investment in other business units. These SBUs are the corporations key source of cash, and are specifically the core business. They are the base of an organization. These businesses usually follow stability strategies. When cash cows lose their appeal and move towards deterioration, then a retrenchment policy may be pursued. Question Marks-  Question marks represent business units having low relative market share and located in a high growth industry. They require huge amount of cash to maintain or gain market share. They require attention to determine if the venture can be viable. Question marks are generally new goods and services which have a good commercial prospective. There is no specific strategy which can be adopted. If the firm thinks it has dominant market share, then it can adopt expansion strategy, else retrenchment strategy can be adopted. Most businesses start as question marks as the company tries to enter a high growth market in which there is already a market-share. If ignored, then question marks may become dogs, while if huge investment is made, they may have potential of becoming stars. Dogs-  Dogs represent businesses having weak market shares in low-growth markets. They neither generate cash nor require huge amount of cash. Due to low market share, these business units face cost disadvantages. Generally retrenchment strategies are adopted because these firms can gain market share only at the expense of competitors/rival firms. These business firms have weak market share because of high costs, poor quality, ineffective marketing, etc. Unless a dog has some other strategic aim, it should be liquidated if there is fewer prospects for it to gain market share. Number of dogs should be avoided and minimized in an organization. fwk-tanner-fig02_017.jpg Limitations of BCG Matrix The BCG Matrix produces a framework for allocating resources among different business units and makes it possible to compare many business units at a glance. But BCG Matrix is not free from limitations, such as- BCG matrix classifies businesses as low and high, but generally businesses can be medium also. Thus, the true nature of business may not be reflected. Market is not clearly defined in this model. High market share does not always leads to high profits. There are high costs also involved with high market share. Growth rate and relative market share are not the only indicators of profitability. This model ignores and overlooks other indicators of profitability. At times, dogs may help other businesses in gaining competitive advantage. They can earn even more than cash cows sometimes. This four-celled approach is considered as to be too simplistic. BCG Matrix of Nestle According to Nestle, the relative market share and market growth rates of different products are given below:- Name Relative Market Share Market Growth Rate Cerelac 31.2% 45% Nestle Milk 21% 39% Kit Kat 19% 34% Maggi Noodles 18.76% 64% Nestle Dahi 3% 12% Market Growth Star Ceralec Nestle Milk Kit Kat Cash Cowcartoon_cows.gif Maggi Noddles DogNEWFOUNDLAND-DOG-LEO.jpg Nestle Dahi Relative Market Share Conclusions: Cerelac: Cerelac is one of the leading baby food products. It has witnesses quite a long hold on market share and it s a major contributor for Nestle. Nestle Milk and Kit Kat: Relative market share of Nestle milk and Kit Kat is low as compared with its growth thats why they are lying under head Question mark. Maggi Noodles: Growth rate of Maggi Noodles is low as compared with its Relative market share thats why they are lying under head Question mark. Nestle Dahi: Its both relative market share and growth rate are low as compared with other products thats why it is lying under head Dog.

Macomber

A crowd of natives has just carried Francis Macomber triumphantly into camp. Macomber, a good-looking athletic type, has just blown it on a lion hunting adventure and now everyone knows he's a coward. Macomber's wife can't contain her resentment and humiliation about her husband's breakdown on the hunt. This is not a proud moment for the Macombers. Shmoop Editorial Team. â€Å"The Short Happy Life of Francis Macomber† Shmoop. com. Shmoop University, Inc. , 11 Nov. 2008. Web. 12 Apr. 2013. Hemingway's Short Stories By Ernest Hemingway Summary and Analysis â€Å"The Short Happy Life of Francis Macomber†Ã¢â‚¬  Hemingway's Short Stories: Summary and Analysis: â€Å"The Short Happy Life of Francis Macomber† Wiley Publishing, n. d. Web. 12 Apr. 2013. Hemingway, Ernest. â€Å"FAST-US-1 Intro to American English Reference File. † FAST-US-1 Intro to American English Reference File. Charles Scribner's Sons, 7 May 2010. Web. 12 Apr. 2013. â€Å"The Short Happy Life of Francis Macomber. † Wikipedia. Wikimedia Foundation, 04 Nov. 013. Web. 12 Apr. 2013. Gaillard, Theodore L. â€Å"JSTOR. † The English Journal. Vol. 60. N. p. : National Council of Teachers of English, 1971. 31-35. The English Journal. Web. 12 Apr. 2013. I. Francis Macomber and his wife Margaret (usually referred to as â€Å"Margot†), are on a big-game safari in Africa, guided by professional hunter Robert Wilson. Earlier, Francis had panicked when a wounded lion charged him. Margot mocks Macomber for this act of cowardice, and it is implied that she sleeps with Wilson.The next day they hunt buffalo. When they find the buffalo, it charges Macomber. Francis, faced with a buffalo, suddenly becomes a man of courage, but his shots are too high. Wilson fires at the beast as well, but it keeps charging. Macomber kills the buffalo at the last second. At the same time, Margot had also fired a shot from the car, which instead hits Macomber in the skull and kills him. F or once, they are both on the same side, shooting at the same bull, but tragically she kills the man she was trying to save.In â€Å"The Short Happy Life of Francis Macomber,† Hemingway uses his famously sparse prose style and villains with the moral make-up of animals to demonstrate the ironic truth that happiness is fleeting and had better not depend upon others. II. The narrator furnishes details, nothing more, but packs in those details is all the psychological nuance of a session with a psychoanalyst. In â€Å"The Short Happy Life,† a numerous basic actions can go a great distance. The sentences are certainly not fancy, but they reveal a ton about the characters.For example: â€Å"The mess boy had started them already, lifting the bottles out of the canvas cooling bags that sweated wet in the wind that blew through the trees that shaded the tents† (p. 1). Here, Hemingway speaks volumes in one sentence: the feeling in the air is apparent, he sets the visual scene, and he conveys ideas of class and environment. Readers know where they are, and what kind of people they are dealing with. Hemingway also lets the dialogue do a lot of the work. That way readers get to know the characters through what they say instead of having Hemingway tell them what to think.At the story's opening, for example, Margot says, â€Å"I'll have a gimlet too. I need something† (p. 1). This unadorned expression gives the reader their initial impression of Margot: She will drink because she needs something – but something for what? Something, readers soon find out, to dull the rage and disappointment over Macomber's failure and something as in â€Å"my husband gave me nothing, so give me something. † Lastly, this short sentence says â€Å"Macomber's wife,† not Margot, so readers know that this man's wife needs something, and she needs it because of him.That's a whole lot of meaning for eight short words. He omits things because he trust s the readers to be active, and to understand what he is saying indirectly. Hemingway packs a lot of unsaid things into the actual words on the page. III Animals: A technique that emerges as one of the most impressively effective is Hemingway’s use of animals, for behind the scenes of the five-act tragedy that constitutes â€Å"The Short Happy Life of Francis Macomber† stalks a troupe of inhuman supporting actors whose effect on the understanding of Hemingway’s story is crucial.Wether in the from of a charging lion or, more subtly, in Margot Macomber’s back-handed reference to those â€Å"big cowy things that jump like hares† (p. 9), Hemingway uses his animal menagerie as a standard against which to measure and evaluate his human actors. Francis Macomber’s safari turns out to be quite different from a romantic adventure out of Martin Johnson’s storybook; Macomber’s adversaries are a far cry from â€Å"Old Simba the lion, the b uffalo, Tembo the elephant† (p. 22) and the Natural History Museum that the columnist describes.Hemingway suggests here that Macomber has emerged from the fairytale world of high society into the real world of tooth and claw. It is in conjunction with the animals they themselves hunt that readers can best evaluate Robert Wilson, Francis Macomber, and his wife. Wilson emerges as â€Å"the professional. † He is self-confident and almost detached from the jungle world of his employers. From Margaret’s point of view he seems a killer, but his â€Å"flat, blue, machine gunner’s eyes† (p. 8) ironically seem to raise Wilson into a position of dominance over the brutal struggle for supremacy that he witnesses.Margot Macomber, on the other hand, is deeply enmeshed in this struggle. Her husband labels her â€Å"a bitch† (p. 22) after her return from Wilson’s tent and refers to her â€Å"bitchery† (p. 10) elsewhere in the story, but more s pecific than this implicitly negative criticism of Macomber is Hemingway’s explicit use of animals as a verbal weapon in the mouth of Margot. To Francis’ self-punishment Margot adds criticism of her own. When Francis passes her some cooked eland he shot, she scoffs at his offering with the comment: â€Å"They’re the big cowy things that jump like hares, aren’t they? (p. 9). Rubbing salt into his wounded ego, she facetiously asks, â€Å"They’re not dangerous, are they? † (p. 9). All Francis has been able to shoot by this point in the safari are relatively harmless animals, and he has proved himself a coward in the face of the only dangerous game he has encountered. Although Hemingway links Margot with no specific animal, she does materialize as the condensation of all the most dangerous qualities of female carnivores. To Robert Wilson she is a typical American woman, one of the â€Å"hardest in the world: the hardest, the cruelest, the most predatory, nd the most attractive† (p. 8). Externally she is so â€Å"enameled in that American female cruelty† (p. 9) that she seems even more insensitive than Robert Wilson. While she is seen as cruel and predatory, her husband is compared with a rabbit and is at the end linked with the lion whose head is blown off by Wilson. Hemingway’s subtle identification of Macomber with the lion he is hunting serves a far more important purpose than symbolically to foreshadow his death at the hands of his wife.Indeed, it is through Macomber’s links with both the lion and the buffalo that readers become aware of his transition from emotional adolescence to manhood. Initially, the lion’s bravery and determination are used strictly as a contrast to Macomber’s rabbit-like trembling. In his struggle for survival the lion with half his head shot away kept â€Å"crawling on toward the crashing, blasting thing that had destroyed him† (p. 21). He stare d defiantly with â€Å"yellow eyes, narrowed with hate† (p. 19); similarly, â€Å"Francis Macomber found that, of all the many men that he had hated, he hated Robert Wilson the most† (p. 3). Momentarily facing the challenge posed by the lion, Macomber feels â€Å"sick at his stomach† (p. 16) and cannot control his shaking. â€Å"The fear was still there like a cold, slimy hollowin all the emptiness where once his confidence had been and it made him feel sick† (p. 11). The difference between Macomber and the lionis suggested by the nature of their respective wounds. Macomber’s psyvchological â€Å"wound† can be traced ultimately to his overall weakness and, more recently, to the effects of his â€Å"huntress† wife. But the lion’s wound is more a â€Å"red badge of courage† incurred in combat.Instead of fear, a . 30-06 220 grain solid bullet causes the â€Å"sudden hot scalding nausea† (p. 15) in the lion’s s tomach. In contrast, the nausea of fear experienced by Macomber is one of nothingness. The lion is broken down and fights his fate to the end, whereas Macomber has collasped internally, â€Å"gone to pieces nervously† (p. 8). Macomber bolts like a rabbit, where in the lion â€Å"all of him, pain, sickness, hatred and all of his remaining strength, was tightening into an absolute concentration for a rush† (p. 19) directly at his attackers.In death he becomes almost human. Macomber becomes, by his own admission, a rabbit. But Macomber changes. His metamorphosis from â€Å"rabbit† and â€Å"laddy-buck† occurs after the second crossing of the stream that separates the camp from the hunting ground. Just as we view the initial conflict through the lion’s stream-of-consciousness as he watched Macomber dismount from the car, so we now see Macomber observe â€Å"three huge, black animals looking almost cylindrical in their long heaviness, like big black ta nk cars† (p,27). The situation has been inverted.Where the lion saw the car and its passengers in animal terms, â€Å"bulking like some super-rhino† (p. 15), Macomber sees the animal in car terms. Hemingway’s inversion of style implies the conversion of Macomber to a lion-like figure and foreshadows his courageous birth into his all-too-short â€Å"happy life. † The hunter becomes the hunted; the man with newly achieved lion-like qualities falls prey to the predatory wife who has seen the change in her husband (p. 33) and herself has become white and ill with fear at what it portends.In Macomber’s death he is subtly linked with his own last victim, the buffalo: â€Å"Francis Macomber lay now, face down, not two yards from where the buffalo lay on his side.. † (p. 36). Linked with the buffalo both in the manner of death and by physical proximity, Macomber has, at last, achieved the transition from â€Å"rabbit† to lion, to bull, and to manhood. Hemingway’s subtle use of animals as an evaluative device has helped to turn what would have been a story of pitiableness into one that approaches tragedy.Hemingway is very careful with these details so that the reader can fully explore the extent to which Macomber has sunk. (margot dominant)In addition to Macomber’s embarrassed cowardice, he watches as Margot kisses Wilson on the mouth, calling him â€Å"the beautiful red-faced Mr. Wilson. † After Margot returns from sleeping with Wilson, readers learn about the reasoning for her marriage to Frances. She is too beautiful for Francis to divorce her, and Francis has too much money for her to ever leave him. When Macomber reminds Margot the there â€Å"wasn’t going to be any of that.You promised there wouldn’t be,† readers realize that this deceit has been going on for a long time. In years past Macomber has never been enough for his wife, but being here, on the safari, was supposed t o change all that. Yet Margo’s betrayal is so open and executed in such defiance that Macomber gets to know how very much his cowardice has changed everything. Margot will continue to press her advantage until the end, when she notices that Macomber is gaining courage and a strong sense of his own manhood.The shooting of the first buffalo marks the beginning of the tremendous change in Macomber. In all of his life, he has never felt so remarkable. On the other hand, Margot sits â€Å"very white faced. † She realizes that Macomber is changing, and she fears this change. She fears this change because she is losing psychological control over Macomber. She knows that if Macomber finally gains a sense of manhood, he will have the strength to leave her. She tries to taunt him, but he is oblivious to her existence. She now knows that his future does not include her.

Case Study: Translating Talent in Three Businesses Essay

1. How does Sol y Canto define its business? Identify the offer, the target market, and the product and delivery capability. Sol y Canto define its business by creating â€Å"music and performances that move, delight, excite and connect—connect that audience to the richness of Latin American culture; connect individuals, Hispanic and non-Hispanic, to each other through shared experience of music, poetry, humor and a joyful, playful vibe; and connect us all to our hopes and visions of a better world.† They have a wide target market ranging from preschoolers to senior adults in a wide variety of settings. Depending on the number of performers, the events can last anywhere between 45 minutes to two hours. They perform primarily in the US and Puerto Rico at concert halls/venues, school settings, and senior centers as part of their nonprofit’s mission to serve the community. Sol y Canto was founded as a result of an experience. In 1984 my husband and I met through a three-week cultural exchange tour to Nicaragua. We created our first band, Flor de Cana, out of that life changing event, committed to signing about the reality in Central America and opening the eyes of the North American people as to the role of our government in Nicaragua’s war in the mid-1980s. â€Å"Sol y Canto’s mission is to create music and performances that move, delight, excite and connect that audience to the richness of Latin American culture; connect individuals, Hispanic and non-Hispanic, to each other through shared experience of music, poetry, humor and a joyful, playful vibe; and connect us all to our hopes and visions of a better world.† Their target market has a wide range from young children to senior adults in a variety of setting. Their events can go for 45 minutes to two hours  depending on the number of performers. They usually perform in the US and Puerto Rico concerts. Schools, senior care centers for their nonprofit. 2. Describe the culture of the Amadors’ business. Amadors’ culture is very simple. They are a small company of six that communicates regularly. They are all extremely close and have developed a strong sense of respect, consideration and open communication with one another. They hold weekly staff meetings to ensure that all issues are resolved quickly. 3. Which methods of deciding upon business opportunities did Rosi and brian Amador pursue? Rosi and Brian saw opportunity in their voice over business, so they began focusing on pursuing voice over work out of their home. They used their twin daughters to help with the voice-overs, as well as kept costs low by staying at home. This led them to succeed. 4. What competitive advantages does Amador Bilingual Voice-Overs have in the voice-over field? List them and indicate whether each is based upon quality, price, location, selection, service, or speed/turnaround—or a combination of these. Amador Bilingual Voice-Overs have a competitive advantage because their pricing is competitive, their onsite facilities eliminate the cost of†¦

Water Intoxication and Hyponatremia

Youve probably heard that its important to drink plenty of fluids or simply drink lots of water. There are excellent reasons for drinking water, but have you ever wondered if its possible to drink too much water. Heres what you need to know: Key Takeaways: Drinking Too Much Water It is possible to drink too much water. Overhydration leads to water intoxication and hyponatremia.The problem isnt really about the amount of water, but how ingesting too much water upsets the electrolyte balance in blood and tissues.Drinking too much water is uncommon. If you stop drinking water when you no longer feel thirst, there is no risk of water intoxication.Hyponatremia most often occurs when babies are given water instead of formula or formula that has been mixed with too much water. Can You Really Drink Too Much Water? In a word, yes. Drinking too much water can lead to a condition known as water intoxication and to a related problem resulting from the dilution of sodium in the body, hyponatremia. Water intoxication is most commonly seen in infants under six months of age and sometimes in athletes. A baby can get water intoxication as a result of drinking several bottles of water a day or from drinking infant formula that has been diluted too much. Athletes can also suffer from water intoxication. Athletes sweat heavily, losing both water and electrolytes. Water intoxication and hyponatremia result when a dehydrated person drinks too much water without the accompanying electrolytes. What Happens During Water Intoxication? When too much water enters the bodys cells, the tissues swell with the excess fluid. Your cells maintain a specific concentration gradient, so excess water outside the cells (the serum) draws sodium from within the cells out into the serum in an attempt to re-establish the necessary concentration. As more water accumulates, the serum sodium concentration drops — a condition known as hyponatremia. The other way cells try to regain the electrolyte balance is for water outside the cells to rush into the cells via osmosis. The movement of water across a semipermeable membrane from higher to lower concentration is called osmosis. Although electrolytes are more concentrated inside the cells than outside, the water outside the cells is more concentrated or less diluted, since it contains fewer electrolytes. Both electrolytes and water move across the cell membrane in an effort to balance concentration. Theoretically, cells could swell to the point of bursting. From the cells point of view, water intoxication produces the same effects as would result from drowning in fresh water. Electrolyte imbalance and tissue swelling can cause an irregular heartbeat, allow fluid to enter the lungs, and may cause fluttering eyelids. Swelling puts pressure on the brain and nerves, which can cause behaviors resembling alcohol intoxication. Swelling of brain tissues can cause seizures, coma and ultimately death unless water intake is restricted and a hypertonic saline (salt) solution is administered. If treatment is given before tissue swelling causes too much cellular damage, then a complete recovery can be expected within a few days. Its Not How Much You Drink, Its How Fast You Drink It! The kidneys of a healthy adult can process 15Â  liters of water a day! You are unlikely to suffer from water intoxication, even if you drink a lot of water, as long as you drink over time as opposed to imbibing an enormous volume at one time. As a general guideline, most adults need about three quarts of fluid each day. Much of that water comes from food, so 8-12 eight-ounce glasses a day is a commonly recommended intake. You may need more water if the weather is very warm or very dry, if you are exercising, or if you are taking certain medications. The bottom line is this: its possible to drink too much water, but unless you are running a marathon or are an infant, water intoxication is a very uncommon condition. Can You Drink Too Much If Youre Thirsty? No. If you stop drinking water when you stop feeling thirsty, you are not at risk for overdosing on water or developing hyponatremia. There is a slight delay between drinking enough water and not feeling thirsty anymore, so its possible to overhydrate yourself. If this happens, youll either vomit the extra water or else need to urinate. Even though you might drink a lot of water after being out in the sun or exercising, its generally fine to drink as much water as you want. The exceptions to this would be babies and athletes. Babies should not drink diluted formula or water. Athletes can avoid water intoxication by drinking water that contains electrolytes (e.g., sports drinks).