Comparing Lady Macbeth and Curley’s Wife Essay

‘Of Mice and Men’, written in 1937 by John Steinbeck, and ‘Macbeth’, written in 1606 by William Shakespeare, both depict ladies as connected to the ruin of male characters. Both play and novel were set and composed on occasion where ladies didn't have numerous rights. ‘Macbeth’ was first acted in 1606 which was a male centric culture and the ‘Divine Right of Kings’ implied that individuals accepted that rulers were picked by God to control thus murdering a lord, or regicide, was viewed as the best sin that could be submitted. I will be taking a gander at Lady Macbeth who has a vile power over her better half. ‘Of Mice and Men’ was written in the hour of the Great Depression; by this point ever, ladies had begun to get a few rights, for example, casting a ballot, yet they were the first to lose their positions when the Depression came and many needed to become housewives by and by. Curley’s spouse speaks to the dissatisfaction of ladies in this period. This article will concentrate on the similitudes and contrasts between the two characters and how they are spoken to thought structure, language and topics. The crowd initially meets Lady Macbeth in Act 1 Scene 5. She is perusing a letter from Macbeth clarifying the occasions that just occurred with the witches. This is trailed by her speech, so we hear her contemplations out loud. This shows Lady Macbeth will have control over the occasions in the play, since she starts plotting the homicide of the ruler; this presentation of intensity is uncommon for a lady in the seventeenth century, which is additionally proposed by the way that she would have been played by a man on a Shakespearean stage. Woman Macbeth during the play is significant, since she is now the spouse of an aristocrat and later the lord. After the rule of Queen Elizabeth, society was restless about influential ladies and would have been on edge about Lady Macbeth since she starts to plot murder while perusing the letter saying: â€Å"Yet do I dread thy/nature It is excessively loaded with the milk of human generosity to get the closest way†. â€Å"nearest way† is a doublespeak for homicide. She shows intensity and is condemning of her significant other. Woman Macbeth and Curley’s spouse both show scorn for their husbands. In Act 2 Scene 2, Lady Macbeth is manipulative towards her significant other, as she whines to him for restoring the knifes to the area of the wrongdoing, by saying â€Å"My hands are of your shading, yet I disgrace/to wear a heart so white†, ‘white’ is identified with blamelessness or without transgression. This identifies with the setting as during the Jacobean men are implied have grisly hearts from all the individuals they have slaughtered and for a lady to call a man’s heart white, and for her to be disgraced by it he should be less masculine than her. The connection among Curley and Curley’s spouse is seen without trust all through the improvement of the book. Curley’s spouse doesn't wish to be under his manly control; Curley’s wife says â€Å"think I like to stick in that house alla time?† The word ‘stick’ intends to remain connected by attachment, this demonstrates how she can't be free or defy her husbands in any capacity. It demonstrates that she would rather not be without anyone else, and shows Curley’s possessiveness and envy towards different characters on the farm about her lessens the things wherein she can do. During the 1930s lady were regularly kept at home by their spouses as employments were getting increasingly hard to get and keep, as ladies just as of late got the option to work in progressively manly occupations thus this get them minimal measure of rights to occupations when occupations turned out to be scant. Woman Macbeth feelings and Macbeth physical status are connected all through the play. In Act 1 we see Macbeth being elevated to thane toward the finish of his fight, this is the beginning of his realm, stronghold and jail. Woman Macbeth on perusing the letter sent for Macbeth increments in evil and this is the beginning of her realm, post and jail yet with Lady Macbeth it is to watch or detain her feelings or blame. This doesn’t keep going long for the sovereign as her gatekeeper is down and her feelings get away from her during her sleepwalking scene, as she says â€Å"out, cursed spot!†, a ‘spot’ can be alluded to an adjusted imprint stain made by an outside issue, as mud, blood, paint, ink, and so on. She isn't alluding to a physical spot yet the break of her feelings, the blood recolored spot of King Duncan, this is likewise shoes Lady Macbeth’s more starvation side which the crowd expected of a female in the Jacobean man centric culture. Macbeth’s fortification comes disintegrating before him toward the finish of Scene 5 consummation with his passing, for the King to pass on is a strong stun during the period where the perfect right of rulers implied the greatest sin that could be submitted as the lord is believed to be picked by God. Curley and his significant other then again are an incredible inverse. Curley’s wife’s choices influence the solidness of Curley position on the farm. The Curley we met toward the beginning is depicted as the most grounded character on the homestead, he is likewise the farm owner’s child and is the just one with a known spouse. Every one of these variables make-up the columns that hold at the highest point of the pyramid. When Lennie breaks his hand he as of now gets temperamental thus begins being progressively exacting with his significant other, for example, making her stay at home. With his better half know circumventing the farm with close to transparent tops and prepared up Barbie face, which for a lady in the mid twentieth century his unreasonable as they are viewed as claimed by their spouses. At the point when she kicks the bucket this is a serious deal for Curley likewise with just a single column scarcely holding him up his pyramid is toppling down. His outrage is appeared at the finish of the play when Curley pitches a f it says â€Å"That huge bastard done it. I realize he done it.† The two females characters portend significant occasion in the writings. Foretelling is seen straight away when we meet Lady Macbeth when she talks her monologue. During this monologue Lady Macbeth blusters about her better half, when she makes reference to â€Å"Make thick my blood†, to thickened blood is otherwise called blood cluster, Blood clump is known for being extremely difficult, thus for her to need for her blood to clump, she should . Lady in the seventeenth century were viewed as peaceful. Later in Act 5 Scene 1 Lady Macbeth ensures her passing as she opened herself unwittingly, before the specialist and attendant, and says â€Å"There’s a thumping at the door†. ‘Door’ is any passage denoting a passageway or exit starting with one spot or state then onto the next, in this scene the entryway identifies with the entryways of heck, as Lady Macbeth is feeling the heaviness of her wrongdoings on her. This anticipating is satisfied when Lady Macbeth is said to of slaughtered herself off-stage. In ‘Of Mice and Men’ portending is found in section 2 when Curley’s spouse acquainted truly with the peruser. The content portrays her as â€Å"She had full, rouged lips†¦ Her fingernails were red†¦ like sausages†¦ red donkeys,.. of red ostrich feathers†. ‘Red’ is of the shade of new blood, thus her appearance gives her demise sooner rather than later because of her distress to grab the eye of everybody on the homestead. This is on the grounds that numerous individuals felt weak and baffled during ‘the Great Depression’. In the passage to the new characters, George and Lennie, the scene is depicted â€Å"Both men looked up, for the square shape of daylight in the entryway was cut off†. The ‘sunshine’ is identified with the daylight of paradise, this again is anticipating her demise soon. In section 5 the novel notices â€Å"A pigeon flew in through the open feed entryway and circumnavigated and flew out again†, the pigeon in French is a youthful bird which can be identified with the paradise, at last demonstrating her demise a second prior to we her doll like carcasses. Her demise resembles her presentation as the two of them having comparable with her red theme.†Ã¢â‚¬ ¦rouged cheeks and her blushed lips†¦Ã¢â‚¬  this demonstrates the anticipating toward the beginning is identified with her passing toward the finish of the book. Curley’s spouse shows command over Crooks in ‘Of Mice and Men’ yet ladies having such low regard during the Great De pression. The play is organized so the significance of Lady Macbeth diminishes during the play while Curley’s wife’s significance increments during the novel. Woman Macbeth is embarrassed about her significant other toward the beginning of the play as Macbeth shows such a great amount of shortcoming towards her. This mistake of hers is demonstrated extraordinarily during the slaughtering of King Duncan in Act 2 Scene 2. This likewise gives her significance, as she grumbles to Macbeth by declaring â€Å"My hand are of your shading, yet I disgrace/to wear a heart so white†, disgrace is an excruciating inclination of embarrassment or trouble brought about by the awareness of off-base or silly conduct. In setting this is odd as during the Jacobean time ladies were required to comply with their spouses, however rather she is progressively manly that her own significant other. In Act 5 Scene 5, Seyton stoically says †The sovereign, my ruler, is dead† however we don't observer the passing in front of an audience, this is to show that Lady Macbeth has lost her significance since the beginning of the play. Then again Curley’s spouse is less significant toward the beginning of the novel as we hear her in a discussion among Candy and George, as Candy depicts Curley’s wife as a â€Å"tart†. The word is a hostile term for a female whore indicating that what she does isn't what is needed from a 1930s spouse as it was chauvinist society and men were as yet prevailing. Toward the finish of the book Curley’s spouse is slaughtered yet not off-stage along these lines indicating an expansion in her significance since the beginning, this is likely on the grounds that she is immediate c

Matlab Assignment Example | Topics and Well Written Essays - 2250 words

Matlab - Assignment Example The outcomes demonstrated to show that framework (a) had an altogether bigger total consistent state blunder when contrasted with the framework (b). It is similarly certain that framework (B) showed a more noteworthy precision with less total consistent state blunder when contrasted with that of the framework (a). This prompts an end that the positive blunder estimation of framework (b) set up the framework output’s soundness. Preceding the presentation and figuring of the blunder equations, it is conceivable to decide the system’s execution by the utilization of its consistent (K) esteem. An ideal framework with no consistent state mistake, in a perfect world, Kp would be equivalent to zero, Kv would be equivalent to one and Ka would be equivalent to one. It is anyway amazingly testing to accomplish this sort of a framework. In the event that Kv or Ka would be equivalent to zero, at that point the consistent state blunder would be limitless as represented in the outcomes in the table. In the event that Kpos would be equivalent to negative one, at that point the consistent state mistake would get endless. The outcomes from the table show that the Kpos is exceptionally near negative one. This is fundamentally the explanation with respect to why it has a huge estimation of the consistent state blunder. The sign recorded by the consistent state blunder gives a sign of whether the yield is more prominent than the info or the other way around. For example, the table shows that framework (a) shows a negative blunder esteem making the yield of the framework to be more prominent than the information. This assigns some level of intensification. Then again, the framework (b) shows a positive mistake making the yield littler than the info.

Was Mary Mallon a victim or villain free essay sample

Mary Mallon was a lady of Irish plunge who went to the United States as a worker to begin another life in 1886. She functioned as a cook in a house where affluent families came to praise their get-away. She was a solid bearer of typhoid and made the visitors wiped out and they kicked the bucket as a result of her. In spite of the fact that science had not been grown enough yet and she was attempted unreasonably it didn't make her solitary a casualty. Mary Mallon changed from casualty to scoundrel. At the point when she chose not to answer to the police and come back to cooking. Mary Mallon was a casualty when she was isolated just because. Science had not been grown enough yet to demonstrate and clarify what sound transporters truly were and in the event that they existed by any means. She accepted that she was unable to be a transporter without being wiped out. At the time she was asked by George Soper, a scientist who spent significant time in exploring where infections originate from, to collaborate to do a test with him, which she would not like to do. We will compose a custom article test on Was Mary Mallon a casualty or scalawag or on the other hand any comparable subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Soper suggested that she may convey the microbes and be the reason for the vacationers in the house becoming ill. But since she was not wiped out herself she didn't accept a word he said and overlooked him. Mary had no motivation to accept she could be a typhoid transporter. At the time the hypothesis was; you either have typhoid and are truly wiped out or you don't. The equivalent applies to spreading it. She at any rate would need to be wiped out so as to spread it. Nobody thought about solid transporters, who like her, were sound but then conveyed the illness with them their entire lives and could likewise spread it. They didn't become ill themselves in light of the fact that their safe framework had beaten the microbes. In this way, when cops came to capture her and put her in isolate without preliminary, she truly didn't have the foggiest idea what was befalling her and why. They revealed to her that she was a sound bearer and had made individuals wiped out, however for what reason would she accept this? It was an extremely original thought and individuals were still under the suspicion that typhoid was spread by absence of cleanliness. So was she. â€Å" Message to great Housewives† with the notice that the house may look clean, â€Å"but don’t get the possibility that you can judge essentially by the presence of things†. â€Å"Wherever there is soil, germs can raise; and flies and vermin will come† (Tomes Reading, p 165). Individuals additionally didn't have the foggiest idea about that typhoid could be spread by uncooked nourishment like frozen yogurt. On the off chance that science had been grown more they could have possibly utilized Mary to discover a fix or if nothing else it would likely have given her a superior preliminary in any case. Presently everybody was thinking she had typhoid, so let us simply lock her up. Perhaps they could have thought of better arrangements in the event that they had known more. In any case, Mary Mallon turned into a miscreant after she was discharged from isolate, in light of the fact that then she realized she was not permitted to return to cooking and she did at any rate. Therefore, numerous individuals in the emergency clinic where she worked got wiped out and passed on. I need to accept that when she was in the clinic and the entirety of the papers were expounded on her and kid's shows were distributed she needed to realize she was conveying it. They would not have saved her in isolate for such a long time on the off chance that she had not been a danger to progress. Additionally given the way that the individuals in the house where she had worked from the start had all become debilitated more likely than not demonstrated a point to her. They did various tests on her too that demonstrated she conveyed it. She may in any case have been feeling that it couldn't be valid however that would have been extremely uninformed. The realities represent themselves. At the point when she escaped isolate and needed to comply with the standards that they had given to her, and didn't obey them she had changed in to a miscreant. She realized she was not permitted to cook again in light of the fact that she could spread the infection that way. She needed to illuminate the administration where she was and didn't do that either. The way that she returned to cooking for me demonstrates she transformed into a scalawag, since that made numerous honest individuals debilitated and made huge numbers of them pass on. What's more, the most noticeably awful thing is that out of every other place on earth she did it in a medical clinic. She realized she was not permitted to do it yet at the same time did it with gigantic outcomes. At the point when she didn't have the foggiest idea what she was doing she was her very own survivor ailment, when she comprehended what she was doing she had become a miscreant. The way that after she came out of isolate she needed to work incredibly low-paid and terrible occupations didn't give her the option to return to cooking and make blameless individuals debilitated and kick the bucket.

Custom Term Paper For Your Topic

Custom Term Paper For Your TopicThe concept of custom term paper is very simple. You can customize your term paper by adding a personal touch to it. By doing this, you will be able to make your term paper look more unique and appealing to the readers of your term paper.Customizing your term paper will cost you some money. Some may argue that it is not a good investment because they have to spend money every year in order to keep their term paper fresh. There are also times when you are not sure how to go about customizing your term paper. In these cases, it is always best to consult with your advisor or your college book editor. Since the topic for your term paper is determined by your adviser, he or she will know exactly what it is that you should write about and you will not need to spend a lot of time customizing your term paper.At the time of creating your term paper, do not forget to consider the exact keyword phrases and keywords that are used by your audience. When you are wri ting an article for your term paper, you should keep the audience in mind. In this way, you will be able to build the specific theme for your article. One of the most important keywords that you should put in your term paper is about your subject matter. This will allow your audience to focus on the main focus of your article and will help in creating interest for your subject matter.Another thing that you can consider when using custom keyword phrases in your term paper is your keywords and your niche. If you have one or two keywords that you think are going to help in generating interest in your topic, do not forget to add them to your custom keyword phrases. Do not forget to put the keywords that relate to your niche or topic in between your customized keyword phrases. Adding the keywords within the theme will make your article more focused and will give it a better effect to the audience.Write your article according to the target audience. If you write for students, you should n ot mention too much in your topic. Your target audience may be busy studying and therefore do not want to read things that are not related to their lives. In this case, use verbs in your articles. However, do not overdo it and add too many verbs in your articles so that your audience will get confused about what you are trying to say.Remember to go through your articles and write what will serve the targeted audience. Keep it to a single sentence. If you have to, keep to a single paragraph. This will make your content much more interesting. It will also save you time since you are not having to write a whole page just to get your point across.Do not make your term paper too elaborate or too complicated. Always remember that your readers are busy people and they do not want too much information in their term paper. Do not make your term paper too long or too complicated because it will not allow them to digest it.

Marketing and Branding - Free Essay Example

Sample details Pages: 17 Words: 4998 Downloads: 6 Date added: 2017/09/25 Category Advertising Essay Type Argumentative essay Did you like this example? Pharmasim Simulation Rough Draft Marketing 301-003, Professor Jamir Savla Group 2: Rachel Tzapp, Anora Suber, Narissa Suber, Rupal Amin TABLE OF CONTENTS Mission Statement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Marketing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 S. W. O. T. Analysis Strengths†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦5 Weaknesses†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Figure 1, BCG Matrix.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Threats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Marketing Activities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 Figure 2, Pricing Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦. 14 Figure 3, Advertising Budget Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦. 15 Lessons Learned†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦17 Mission Statement: Allstar Brands’ over-the-counter cold and allergy remedy Allround will continue to be a leader in the market for over-the-counter cold medicines, and will remain competitive in stock price among our other companies within a ten year span of operations. This goal will be accomplished through the careful surveillance of our top competitors, as well as through strategic planning to evolve our product to suit the desires and needs of consumers. The branding team will control the financial growth of our product by implementing cautious pricing and promotion strategies, while increasing our distribution to where our consumers will be most likely to purchase it. Marketing Strategies: †¢ Objective #1: Increase the stock price by 5% each year until 100% overall increase o Thr ough effective advertising and promotions the consulting group desires to increase the stock price annually. †¢ Objective #2: Increase loyal customers by 15% Through promotions and allowances it is desired to gain the loyalty of customers who have not yet made Allround purchases. Reminder advertising will be used to maintain the loyalty of consumers who have used the Allround brand in the past. †¢ Objective #3: Increase sales by 50% by focusing on targeting a diverse consumer base o Target different audiences through the use of different advertising agencies. The management team believes that if it can diversify the market, the firm would receive more recognition from the public as a whole and therefore would have an advantage profitable for Allstar. Objective #4: To have greatest market share by 40% in the next 5 years o Through introducing and maintaining new products within 5 years. o If risk appears too great, budget left over for product introduction will be re-direct ed to the budget for promotion. †¢ Objective #5: Keep up with changing environment of the market for the duration of the ten year period o Keeping up with the changing environment and competition so that product becomes the only inexpensive cure to its consumers. (e. g. nflation- change in price) †¢ Objective #6: Increase brand awareness from 45 – 60 % in the next 2 – 3 years o Increase advertising and promotional allowances for the new products of the firm as well as decreasing advertising for past products and getting resources for the most efficient and practical medicine for the most common diseases. †¢ Objective #7: To parallel changes in price to percentage changes rise of the rate of inflation o Prevent a price hike so as to stay relatively cheaper than our competitors without losing profit. Create an image of affordability for all consumers so as to attract members of various household incomes. †¢ Objective #8: Maintain at least $1,000,000 i n the budget at the conclusion of every fiscal year o Since profit is typically negative or nonexistent throughout a product’s introduction, after this phase is complete cash on hand is crucial for having funds available to pay off any debt that may be incurred Strengths: Allstar is a well-known and nationally recognized company for pharmaceutical drugs. Allstar’s brand, Allround, is also a dominant force in the market as an over-the-counter cold and allergy medication. The cough serum is known for its ability to provide fast-acting relief with minimal side affects, such as drowsiness. While consumers seemed satisfied with the product overall, a major strength of the company was the knowledge that even though as leader in terms of market share, without continuous modification of the product this success would not continue. And so, through careful implementation on a marketing mix focused on product improvement, gradual rises in price, direction profits towards incre ased promotion, and changes in distribution channels as the market dictated, Allstar’s brand Allround remained a top competitor. All decisions made within the company by management were consumer-driven and thus feedback was utilized as efficiently and accurately as possible on a regular basis by purchasing the appropriate surveys. When considering any changes towards the chemical makeup on the product, the customer’s best interest was taken into account and this led to an early decision in the second year to remove alcohol as a main ingredient. In light that consumer feedback was a major component in the decision-making process, these results helped to guide the way throughout the entire experience. The management team was proven correct in the assumption that in the long run a strong attention to feedback was critical because our stock price continuously placed Allstar’s brand Allround as third among a lengthy list of competitors. In addition to consumer feedback, consumer patterns were carefully monitored. The product’s price was adjusted according to the varying inflation rate as the market and the consumers evolved. Allstar purchased pricing surveys at the beginning of ever fiscal year entitled â€Å"Trade Offs† so that the branding team could see where the price fell, as compared to those of its competitors, versus the rate of inflation. As inflation shot up through the years, until its rapid decline from 8. 5% to 6. 7% in the seventh year, the price increased steadily in increments between 2-7%. This cautious approach placed Allstar as one of the most affordable brands, thus strengthening sales on an annual basis. Promotion, as the most important focus of operations, was always appropriated the most funds from the annual budget. Even though most companies chose to reduce expenses by taking their business to a cheaper advertising agency, Allstar did not do so. The branding team never left Brewster to become a client of a less experienced and less expensive agency because it was clear that only the best in the field could provide the image that Allstar needed to remain competitive. The firm felt that this expense would pay itself off in sales because profitability in the long run was more important than saving money in the short run. A strength of the distribution plan established by the branding team mainly involved a shift to give deeper discounts and more inventory to grocery stores, and fewer discounts and less products to Independent and Chain Drugstores. These stores consistently decreased in sales where grocery stores remained fairly stable, even throughout the worst times on inflation. These choices helped the firm to maneuver its way through only those distribution channels which would perform best economically in the long run, rather than the short run. Weaknesses: A major weakness at Allstar was the rise in competition for market share that heated up just as the new brandin g team assembled itself. Rising competition from other brands kept created a constant battle to increase stock price without losing ethical grounds to unfair competition practices, as some companies engage in when threatened. Our biggest competitor, BestHelp, trailed us in market share after the first year; however, their company’s share was growing at a faster rate than Allstar’s soon thereafter. The firm’s goal was to not only expand at a faster rate than BestHelp, but to control a majority of the market by the end of the ten year decision-making process. Thus, the drive to dominate the competition so ntensely caused management to lose focus at times which brought about weaknesses in our marketing mix, excluding any issues with the product itself. Our pricing at times could have been higher even though it was this low price which the consulting group believed that aided our sales. As it turns out, Allstar could still have remained the lowest and brought in good sales had it entered into the $6. 00 category sooner, as was done by the competition. Yet, the price did not hit that mark until the fifth year where it transitioned up 5% from $5. 72 to $6. 0, whereas the competitors had moved past that range by the third year. Even though Allstar did not experience a great loss, this could have prevented the firm from being attainting the highest stock price. Another possibility could have been that management did not move swiftly enough in the transitions between the stages of the product life cycle. In spite of the fact that we did move from Primary to Benefit to Comparison to Reminder stages according to where our product was in terms of profit and maturity, there was a stalling period between years 4 and 5. In the third year, the branding team moved 10% of the funds from both Comparison and Reminder to both Primary and Benefit in order to stay focused on the Introductory phase; we then remained stagnant until the sixth year. At that ti me, Primary advertising decreased by 10% and Reminder by 20% so that Benefit advertising encompassed 50% of the entire budget. Despite this being the correct move during a Cash Cow phase, as according to the BCG Matrix used as a model, this should have been done a year earlier. Allstar was already nearing the period where it would begin to decline, yet marketing decisions were temporarily not up to date to reflect this fact in terms of advertising budget allocation. Relative Market Share (cash generation) HighLow | | | |Stars |Question Marks | |[pic] [pic] | |Growth – (Benefit) |Introduction – (Primary) | | | | |Cash Cow |Dog | |[pic] [pic] | | | |[pic] | |Maturity – (Comparison) | | | |Decline – (Reminder) | Figure 1 illustrates the Boston Consulting Group Matrix which discusses the product life cycle. A weakness in the distribution plan was that aside from the astute assumption to emphasize grocery store sales, the branding team often neglected shift ing funds from other areas such as from indirect supporters like wholesalers. The team could have left less money in the final budget and given a deeper discount to wholesalers and merchandisers, yet there was a prevalent fear that showing less cash on hand would affect stockholders’ confidence. Looking back this seems to be an error, since no cash was used towards any other product. Had Allstar launched another product during the seventh year, the accumulated savings would have been justified, yet this did not occur and so that money was not fully utilized. Nevertheless, all weaknesses having been said and analyzed, our branding team does not believe that ultimately these mistakes cost the firm too greatly in comparison to the success it experienced. Opportunities: As a leading competitor in the pharmaceutical market, there were many opportunities for Allstar to best market its brand Allround. At Allstar, the consultants considered any chance to meet demands not only a s an opportunity, but a personal duty to the consumers. There was a strong demand for a quick relief cough serum, non-drowsy formulas, and pleasant after-taste. Due to the demand for a quick relief cough serum so many other competitors penetrated the market in such a short period of time. As time progressed and scientific discoveries became more developed, consumers expected the cold and allergy market to provide more advanced formulas. It is true that better technology and more highly educated scientists became available to Allstar throughout this period of time. Hence, the firm took advantage of the growth in its knowledge pool and re-developed the formula to act as quickly as possible. The firm’s advertising Agency, Brewster, then used this edge to market Allround as an over-the-counter scientific breakthrough. In addition to quick relief, consumers also demanded cough serums that were non-drowsy since they felt that this would have an adverse affect on their daily live s. Reformulating our cough serum by dropping alcohol as an ingredient decreased drowsiness, and so we took this opportunity to shed positive light on our efforts to be a concerned friend of the consumers. Brewster noted to management that this was the best route to take because consumers are wary of big business in general, and so they must be approached warmly. By accommodating the consumers and developing the demanded non-drowsy formula, Allstar’s stock price rose to the third highest at the conclusion of that year. Another opportunity was satisfying the demand for quick relief, yet without our medication leaving behind an unpleasant taste. Thus, introducing a capsule that performs just as a cough serum would be equally effective, yet without the unpleasant taste. This advantage was something that the branding team had hoped to develop right away since most other companies had decided to, yet Allround’s success on the shelves as a serum prevented us from launching additional products. The consultants reasoned that spending the money on a potentially successful medication did seem logical when the same medication in its liquid form was so well received by the public. Threats: Allstar’s brand Allround was constantly presented threats to its financial success. Allstar made every effort possible to reduce threats by focusing on strengths, while at the same time improving weaknesses and capitalizing on rational and defendable opportunities. Yet, inevitably particular issues in the daily and annual operations needed to be faced. One threat was consumer dissatisfaction with the unhealthy contents of cold and allergy products. The consumer concern about the ingredients of the cough serum posed a huge threat to Allstar’s success. The branding team placed a lot of stock into consumer feedback, which led to extensive research to improve the quality of the cough serum without affecting the product’s effectiveness. Allstar†™s scientists reassured management that eliminating alcohol would not weaken the product’s abilities and so to appease consumers we acted upon this suggestion. Another on-going threat was the level of control Allstar’s competitors had over the market share. The only way to alleviate this threat was to carefully consider each decision. One issue that persistently arose was whether or not to introduce a new product to our line. The branding team became apprehensive that other companies were having success due to income from multiple products. However, because the firm was consumer-driven, management trusted that as long as consumer demands were met, sales and market share would improve by focusing all attention on only one superior product. After all, it did not seem economically sound to sell many inferior medications as opposed to one that could be recognized as the consumer’s preference in that market. Marketing Activities: In order to achieve the first ma rketing objective of raising and maintaining a high stock price, Allstar followed the product life cycle and expended the appropriate amount of the budget to advertising and promotions of that product. For example, the first few years of the product’s life, the product was in the Introduction period and because of this most of the promotions and advertising budget went towards the Primary stage. The second stage of the product’s life was the Growth stage and so the budget was shifted in this stage to Benefit advertising in order to reflect growth. Hence, very little of the budget was placed in the Comparison portion, as well as the Reminder stage we had not yet reached. The third stage was the Maturity stage and during this stage all money was taken from the Primary part of promotion as well as a sharp decrease from Benefit advertising. The majority of the budget was focused on Comparison during the most profitable stage, and thus the firm continued to place no extr a fund towards Reminder. The final stage of the product life cycle is the Decline stage. During the ighth year the firm shifted to build up the Reminder portion of advertising and eventually had all of the funds within that category. The branding team shifted funds this way so that our many competitors would not distract consumers away from the Allround product. In order to achieve marketing objective 2, to increase customer loyalty, Allstar maintained a high quality product at an affordable price in the introduction period. The consultants then priced the product according to the market and inflation rates to ensure that the customers were getting the best product for a fair price. By adhering to the customer first, and looking out the firm’s their best interest, Allstar gained loyal customers and continued to gain new customers as well. In order to achieve marketing objective 3, to increase sales by focusing on growth of a diversified consumer base, Allstar had planned o n changing advertising agencies. However, considering that Allround was in the top three in stock pricing the first seven years of operation, Allround’s management decided that the current marketing agency was doing a superb job in reaching a diversified crowd of consumers. Therefore, it was formulated that by remaining a loyal customer of Brewster Advertising Agency, the public would remain loyal customers of Allstar. This being said, the company expanded on its own due to strong and continuous customer support in sales. In order to achieve marketing objective 4, to control the greatest portion of market share, as previously stated Allstar remained a strong leader by minimizing risks. The firm did not make any rash decisions which would cause consumers to feel that they have been neglected. There were no moves to hikes prices simply because the market was suffering overall. There were also no moves to create any new products so that Allstar would not lose touch with its k eystone product, Allround. The branding team did not follow the introduction of new products, because of the sentiment that ultimately this would not increase overall profitability. Even though within ten years some companies are expected roll out new product, more successful ones do not. We benchmarked success giants within our field such as Tylenol ® to model how they stayed competitive. Even though the Tylenol ® brand serves many purposes, in their specific cold and allergy market they have reformulated the same exact medicine over several years. It is still cold and allergy medication, however they improved ingredients to become non-drowsy, nasal decongestant, multi-symptom, etc. And so even though it is still Tylenol ® Allergy Complete, it is one product that they modified until it became perfected by their standards. As a common practice, benchmarking has allowed many companies to model themselves after successful companies within their respective field. In the end the observations Allstar made, such as the one just described, provided insight that weak sales in many areas do not necessarily outperform strong sales in just one area. In order to achieve marketing objective 5, keeping up with the changing environment, Allstar had to monitor the competition’s marketing mix as intensely as it did its own. When competitors increased their prices too drastically in comparison to the inflation rate, the firm remained more moderate. When competitors introduced more products into the market even though they had yet to dominate the market with their first product, Allstar opted to focus on only one product. During shifts in advertising tactics and agencies among the competition, the company remained steady in its relationship with Brewster. These examples of our behavior pattern as a company illustrated to our consumers that we are very secure. During insecure financial times, this made a huge difference in consumer perception and so Allround became a trusted product. [pic] Figure 2 illustrates the pricing pattern Allstar for the Allround product for a period of ten years. The outgoing branding consultants would strongly advise the next team to diligently monitor the inflation rate, the prices of similar products on the market, budget allocation patterns of other companies, and to above all remain focused on the long run when looking at short run return on investment. This will ensure that Allstar is serving the consumer’s needs at all times while still taking in profits. In order to achieve marketing objective 6, to increase brand awareness 45-60% by the third year at the latest, Allstar adjusted the advertising budget. Advertising was spent according to the stage that the product was in (introduction, growth, maturity, and decline) as modeled from the BCG Matrix, and also was proportional to the allotted budget for the year. As expenses and profits fluctuated, the numbers were adjusted accordingly without in creasing or decreasing more than $5,000,000 in any given year. Furthermore, brand awareness was perpetuated by increasing inventory and discounts in the stores that were selling the most of the Allround product. [pic] Figure 3 illustrates the fluctuation of funds used by Allstar to promote the Allround product. In order to achieve marketing objective 7, to parallel price changes by the percentage change of the rate of inflation, Allstar remained consistent in its pursuit to remain slightly above inflation. Management’s investment in pricing surveys allowed the branding team to ensure that Allround’s price was moving just above the rate of inflation. The firm’s competitors were shown to increase their prices far above the percentage change between annual inflation increases and decreases. Allstar did not see this as a financially responsible practice. By doing so, Allstar would not only lose its affordable appeal to consumers, but it would also jeopardize sale s by posing such sudden increases. It became important to remember that while the rate of inflation could fluctuate throughout time, the price set at each decision meeting would be in effect for the entire year. From the eyes of the consumers, the branding team saw that people would have negative reactions to paying an entire dollar more one day for our product than they spent just the previous day. Since the inflation rate was at its peak from years four through seven, these decisions consisted of higher percentage increases in price than at other times. Typically the firm only increased annual price by 2%, however it jumped to a 5% increase for years four and five, and a 6% increase for year six. After a 2% year seven, to counteract the unordinary high increase of 7% from year six, inflation dropped. Eventually, in year nine inflation was predicted to be only 2%, which is an all-time low since the beginning of this project, and so a 2% price increase was decided. Another rea son that this change was particularly small was so that the outgoing branding team could see its affect on the $54. 50 stock price before handing down the project to another team. By allowing inflation to help dictate price changes, Allstar remained competitive without loss of profits and maintained a strong and steady stock price between the low to mid $50 range. The branding team recognizes that this is lower than the top competitor’s stock price of low to mid $80 range. Nonetheless, the firm did not experience dramatic increases and decreases in stock price, which can be seen as unstable to stock holders. The firm felt that it would be more securing to Allstar’s future if the stock price did not appear to radically change so that stock holders would not divest, even if this meant that it was not the highest. In order to achieve marketing objective 8, to always maintain at least $1,000,000 in the budget, Allstar restricted spending in various areas. Costs were con trolled by rarely discounting stores who did not receive at least 2,500 units of the product, by never increasing the advertising budget by a total of $10 million for the duration of ten years, and by limiting spending on indirect advertising such as trial sizes. The consultants felt that since distribution was centered around grocery stores and other mass merchandisers, then they were the ones who deserved a discount. Smaller distributors such as convenience stores did not have large stocks of Allround and its competitors, and their business was not focused on those sales; and so it was not necessary to provide extra incentive. During the rare times when they did receive any discounts, they were kept at a minimum between $500,000 and $1,000,000. In terms of the advertising budget increases, Allstar did acknowledge that promotion was key in generating sales. Thus, this element of Allstar’s marketing mix for the medication Allround was given the most money in increases ever y fiscal year. After the largest jump, $4,500,000 from $20,500,000 to $25,000,000 in year two, increases remained consistent of $1,000,000 a year and higher. Through this allotment Allstar was able to afford the most expensive advertising agency, Brewster, without spending all of the cash on hand. A final way in which Allstar retained a small amount of cash for the budget was by not overly promoting trial sizes and point of purchase versions of Allround. These were seen as commonplace in places such as convenience stores, yet those distributors do not represent areas where most sales are made. For this reason the branding team merely shifted money that was already in that budget so that trial sizes would receive the most of the allowance at $1,500,000. Other than that, this area did not seem vital and allowed small portions of cash to be saved for the small amount of budget of approximately $1,000,000 that Allstar held on to every year. Lessons Learned: Our team has learned th at not making significant changes on a yearly basis can hurt the overall performance of the company in the end. We monitored our competitors too closely and were basing most of our significant decisions on pricing parallel to their prices. This damaged our profits at the beginning of the third year when we incurred more financial responsibilities, but were not taking in more profits from our product than the year before. One particularly clever decision we made to counter this problem was to then raise the price and modify our product to remove alcohol. Consumer feedback informed us that this ingredient displeased consumers when using a cold medicine and so our sensitivity to their feedback improved our consumer relations. The branding team at Allstar defines consumer relations in terms of sales, and so the increase of goods sold indicated to this firm that consumers were please with our actions. Furthermore, our team expanded our distribution with the grocery store chains carryi ng our product. Given that they sold the greatest amounts of our product, we deducted our cost to them in bulk. As the consultants monitored the decrease in sales by minor vendors, such as convenience stores and independent drug stores, the reliance on grocery stores became greater. This proved to be a good choice since inflation rates were at all time highs during the product’s most profitable stage; and so consumers purchased most of their products at grocery stores where they knew the products would cost less. Although it may have been beneficial had we marketed more point of purchase versions, we believe that our profits would not have greatly increased from the minor income that would have resulted from such small revenue. Also, we did not want to deviate from marketing the form that most grocery stores sold, which is in the original package and with the original size. Our promotion pattern increased on a fairly regularly basis during each annual analysis. We knew tha t the more publicity that the Allround product received, the more commonplace the name and look of the medicine would be. We followed in suit of the BCG Matrix and moved funds from Primary to Benefit to Comparison to Reminder according to where we were in the product’s life cycle. Professionally, we practiced very safe increases here, and discontinued increasing after year nine. Allround’s stock price declined nearly 17% that year and so only conservative spending was done in the last year of operations. The stock price then bounced back nearly 20% and so the group learned that over spending does not guarantee good sales. Unlike our competitors, we only had one product to support. This was regularly debated by all members of the branding team until the time passed in which a product could even be introduced. We have all learned that in order for major group decisions to work, that all members of the group must have equal input and must put in equal effort. At times, some members of the branding team focused only on one aspect of the marketing mix while the others focused on a completely different factor. It would have been best for all members to move through each step together, as a cohesive unit, so that everyone would feel pleased about the direction of the company. However, due to time constraints and personal interests, this is not what happened and there was brief tension over the issue that a new product was not rolled out. Therefore, more was learned by the group the actual emotional experience than from the financial setbacks. This too is also very important overall when marketing a product because the firm was not only marketing Allround, but it was marketing itself, Allstar. As the outgoing branding team, we understand the importance of an open line of communication to aid the new team in their transition. Ideally, we would like to always be available to these individuals. However, in reality this is not always possible and is especially not feasible in an industry that is expected to see rapid growth and change in products in the coming years. Thus, this places the effort into the hands of the new team. Upon our departure, we will orally convey to them our willingness to remain accessible to them, and we will provide typed copies of all pertinent contact information to every new member. In summation, we now know that the next team to take over this project should be aware that while it is always wise to monitor your competitors, it is never practical to duplicate their actions. This proved to be particularly true as companies moved out of the top three ranking while we remained consistent in our performance. In addition, we learned that taking too many risks is also not ise and so a steady pattern of decisions will best serve the interests of Allstar’s Brand Allround in the future. As a final note, the incoming branding team should begin the introduction of a new product as soon as they are comfo rtable in their roles. This is crucial for the firm’s place as a leader in the cold and allergy market, in light that the Allround product is now on the decline. It was this key area that kept the current branding team from accomplishing the Mission Statement in its entirety. All success and failures considered, the experience has been very enlightening and will be good experience for anyone who takes it on after our retirement. Market Growth Rate (cash usage) Don’t waste time! Our writers will create an original "Marketing and Branding" essay for you Create order

Effect of Technology on Communication - 2578 Words

Effect of Technology on Communication Summary: this is a 6-page paper on the effects of technology and the WWW on culture, human and organizational values and communication. Introduction Have computers changed the life of the average man like electricity did centuries ago? Has it made a difference to his life or had an impact on the way that he lives? Could the common man with the average facilities in life coming off his average salary have been able to stay in touch with his people in far away lands? Would he have been able to do work that took ages to get done within a matter of seconds with all but a flick of his fingers? The average student with the average I.Q coming from the middle class home, would he have been able to access†¦show more content†¦This is going to be a debate for the future, one that could determine if the Internet has a future. The Internet, especially that portion known as the World Wide Web, has changed radically the way businesses interact with their customers and within their own infrastructure. It has completely altered the way conventional business organizations are run and now, managers and other personnel are attempting to reorganize their positions so that they can maintain their status within the virtual world. [6] Telecommuting is changing the way people work ­as well as the interaction among employees, managers and workers back at the office. Peter Drucker called it moving work to where people are, rather than people to where the work is. Information technologies are playing a key role in enabling people to work at a distance from a central conventional office. [3] In telecommuting—work is carried out in a location that is remote from central offices or production facilities, where the worker has no personal contact with coworkers, but is able to communicate with them using electronic means. As of late 1997, roughly 11 million US workers telecommuted, a 30% increase since 1995, according to a study by ATT [5]. The very technologies that offer employees the freedom to work any time and anywhere may fray the ties that bind organization members to each other and to their employer. In particular, the cues that pullShow MoreRelatedTechnology And Its Effect On Communication955 Words   |  4 PagesTechnology has changed the way individuals communicate and limits the number of face-to-face conversations. Technology affects the way individuals keep in contact with one another and it has taken over people’s lives. People have become more dependent on technology to function every day, and without it, their lives are incomplete. However, technology does not negatively affect communication in some circumstances. 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Rough Waters free essay sample

My mind was racing, as the bay had reached capacity. The water rushed into the backyard, flowing through at an alarming rate devouring all empty space. The cold, salty bay had invaded the house, filling like a reservoir before my eyes. Running on adrenaline, I quickly moved everything of importance from its path. It was useless; the water kept throwing all the objects around that were in its reach. There was no land left and even the park across the street had become a frosty, war torn ship sitting in the middle of the artic. The day was cold, and the air was brisk, rubbing against one’s face like a sand storm. It was like any other New England winter except that I was alone and the house was under siege. As the bay began to enter my basement, so did the energy inside my brain. On the other side of the door lay a backyard submerged in water that was ready to rush in. We will write a custom essay sample on Rough Waters or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Promptly, I gathered the several pumps and a sheet of plywood; dancing threw the cold water as it bit into my skin. I attempted to divert the water and create a seal protecting all valuables, living and non that resided within. Most high school students desire more free will in their lives every waking moment, yet do not know what it truly entails. They have never experienced total control and responsibility. You’re under your own guidance and ingenuity; no one is around to take you by the hand or make things right. This became a shocking reality to me three winters ago, when I decided to stay home one day while my family went to visit my aunt. That day I was not only scared that the over four feet of slushy water might damage the house, but also that I would not be able to respond effectively. That day taught me what it is like to be self-reliant, to adapt, and to function as an individual. People are sure to have help in one form or another from teachers, parents, and frie nds alike. In reality though, they cannot be with you every day, help make all your choices and to bring you past all your obstacles. Nobody’s perfect, but each experience I’ve persevered through has developed me as an individual, making me prepared to wade through any challenge. College is in many ways similar. You have to be able to help yourself, think for yourself, and solve problems for yourself. If you cannot apply your knowledge and skills to the real world you have not learned anything. It is one thing to have intelligence, something anyone can achieve and still too, to have common sense, but to be able to apply these things together and be resourceful is more of a rarity. For some, college will crash upon them like a title wave overwhelming them, while others may ultimately succeed. Obstacles will always flood my path, its immensities engulfing, but I will always be ready; for once the tides recede truth will take its place.

Alejandro Iglesias Essays - Memory Disorders, Psychiatry, Psychology

Alejandro Iglesias Psychology Dr. Mi Na Ahn April 16, 2017 Repressed Memories Repressed memories are memories that are involuntarily unable to be recalled. These are largely due to trauma which is what we will be discussing in this essay. Memories involved in trauma are very severe and so, as a defense mechanism, the brain will "tune out" these memories from consciousness in order to protect itself. By evading any thoughts of the negative memory the brain is trying to avoid further damage of the trauma by not thinking about it. The main problem that arises with repressed memories is that they are not completely forgotten, and conflict between conscious and consciousness states of mind seem to have an interference in the brain that has negative effects on one who has traumatic experiences, whether they remember the experiences or not. In psychology, the mind is largely considered to be like an iceberg. Conscious awareness is like the tip of the iceberg, meanwhile unconscious awareness and memory is the vast majority of the iceberg, Unconscious memory affects all of our lives. When you see the face of an acquaintance on the street, although you were not currently thinking about that person, you recognized them and naturally brought up a brief synapsis about your relationship towards that person (in order to respond appropriately to seeing them). This is proof of how the subconscious mind is always at work Some of the conditions associated by the effects of repressed memories include eating disorders, dissociative amnesia and dissociative disorders. Dissociative disorders involve a break, or dissociation, in consciousness memory or persons sense of identity. In dissociative amnesia, the individual cannot remember personal information such as one's own name or specific personal events - the kind of information contained in long term memory,. Dissociative amnesia mat sound like retrograde amnesia but it differs in its cause. While retrograde amnesia is caused by physical trauma, Dissociative amnesia is caused by emotional trauma. In conclusion, repressed memories sit within a large spectrum of unconscious thoughts that are partially responsible for governing our behaviors and actions. There is much controversy related to retrieving false memories. Many say that a therapist conducted session with the intent of uncovering suppressed memories, may only lead to implementation of flase memories to the patient rather than uncovering genuine memories. These memories can be falsely distorted due to a variety of factors and there is no reliable evidence to show that therapies to retrieve suppressed memories are completely effective. There will have to be more research done into repressed memories and their mechanisms for scientists and psychologists to have a better understanding of the way that repressed memories based on traumatic experience work, and how to accurately retrieve them.

Future Of E-Commerce Essays - Retailing, E-commerce, Free Essays

Future Of E-Commerce Essays - Retailing, E-commerce, Free Essays Future Of E-Commerce 1 The Future of E-Commerce Future 2 THE FUTURE OF E-COMMERCE There are varying opinions regarding the future of e-commerce. Despite the fact that online sales are growing exponentially, some analysts believe that e-commerce is heading for a fall. Laurie Windham justifies her belief that as time goes on, sales will decrease instead of increasing. Windham believes that net consumers are very different than mall shoppers and catalog shoppers. Furthermore, she says that dot-coms are responsible for ruining their own chances to sell because they have spoiled customers to the point that consumers expect cheap prices and freebies and if they don't get them, they just move on to another site. E-commerce, Windham says, is a fickle world with little, if any, customer loyalty (Fortune, 2000). Windham found some interesting differences between online shoppers and traditional shoppers. For instance, 34 percent of online shoppers describe themselves as comparison shoppers but only 8 percent of traditional shoppers describe themselves as comparison shoppers. Another comparison is that only 1 percent of Web shoppers say they hate stores but 10 percent of traditional shoppers say they hate stores (Fortune, 2000). Web shoppers are by and large comparison, price-sensitive consumers. Future 3 Windham, who spent two years studying the consumers who purchase online, said that as nonusers begin to use the Web for purchasing, they will be less adventuresome than people already making purchases online. They will also be slightly older than the norm and they will be more fearful and cautious about privacy and security. In other words, as nonusers begin using the Web to shop, they will be a more conservative group than current users. It is probable they will also be less fickle and more loyal to brands/stores (Fortune, 2000). Windham pointed out that there were numerous problems with people receiving exactly what they ordered online during last holiday season. Based on that, she suggested sales may be lower this year (Fortune, 2000). Surveys conducted after the last holiday season suggested online shoppers would continue shopping online. One survey, for instance, indicated that more than 90 percent of consumers reported that shopping online met or exceeded their expectations. Eighty percent said they would increase their online shopping in 2000 (Rutledge, 2000). Studies found that consumer confidence in using the Internet for shopping reached very high levels, which were due to a number of factors. Positive comments from family and friends were one of the factors that swayed more people to utilize this option. Better selections from online stores also made the experience more satisfying. Finally, Future 4 secure credit card transactions played a major role in increasing sales (Rutledge, 2000). Consumers were enticed to try shopping on the Internet by the massive marketing campaign last year for both dot-com stores and retail stores online. More than 70 percent of Net shoppers said they bought from e-commerce sites that offered free shipping. Another 54 percent said they were enticed by the discounts offered for their first online purchase. Forty percent used online coupons and 25 percent responded to the offer of free gifts for their online purchase (Rutledge, 2000). The Direct Marketing Association projected that sales generated from catalogs and the Internet would double in the next four years, reaching $3.33 billion (Entrepreneur, 2000). A study by Jupiter Communications agreed saying that sales would increase this holiday season. This study reported that holiday shoppers would spend almost $12 billion in online purchases between November 1 and December 31 this year, which represents a 66 percent increase over the same time period last year. The increase between the 1998 and 1999 holiday seasons was 126 percent. There is a slowdown in the degree of growth but it is still a substantial increase (Kontzner, 2000) The Gartner Group predicted a much larger growth this year. They projected sales of $19.5 billion. This group also believed that dot-com stores and retail stores online Future 5 would not spend as much money on advertising this year. Instead, they will spend

TNT Case Study Example | Topics and Well Written Essays - 500 words - 1

TNT - Case Study Example The organization or company has to come up with objectives with an intention of supporting the aims. The objectives of a company ensure that employees get to know how and when things are needed. Objectives ought to be specific, measurable, achievable, and relevant and time bound. The objectives can be changed to help overcome threats and other obstacles. The topmost objective of TNT Company focuses on gaining a profitable growth. The mission statement of Coca Cola is to inspire happiness and optimism moments and to make a difference and create value. The aim of the company is to make the company a better working place for its employees and to be lean, fast moving and highly effective company. Objective of the company is to always respond to change and act with urgency (â€Å"Delivering a business strategy†, 2014). Business strategy is the ways in which a company achieves the stated objectives. An effective business strategy has to be planned and should relate to the environment, product and chosen markets. A strategy that is considered competitive is based on; distinct market position and development of core competencies. The strategy map of TNT is customer centered. The tool focuses on directing everybody involved; on how the company will be able to achieve the stated Goals. The strategy map acts as a frame work and practical guide in achievement of the stated objectives. The strategy is also considered a reference point that connects the organization together. The business strategy map makes everyone accountable in accomplishing their stated roles (â€Å"Delivering a business strategy†, 2014). The overall strategy of the TNT Company is set out under innovation, customer relationship management and operational Excellency. The services provided are reliable, quality and fast. The allegiance and loyalty of the customer is built by understanding their wants

Paintings are a reflection of religion Essay Example | Topics and Well Written Essays - 750 words

Paintings are a reflection of religion - Essay Example The essay "Paintings are a reflection of religion" discusses the ways several arts works, particularly paintings, have reflected religion or religious situations.Artistic creations, particularly through paintings, are therefore significant for scholars of diverse endeavors. In the study of expressive symbolism the humanist and the social scientist find common ground. According to Trotter â€Å"the themes of religion have provided the content of painting in the West. In gallery after gallery, the great themes of religion are the subject matter of the paintings. The Louvre in Paris, the Prado in Madrid, and even the Hermitage in Leningrad, display countless paintings of the Annunciation or the Crucifixion or the Resurrection.† In this regard, this essay aims to proffer the ways several arts works, particularly paintings, have reflected religion or religious situations. The discourse would present a comparison of how the works selected were different or similar in some elements t hrough concrete examples. The first inquiry is the rationale for painting religious themes. According to Trotter (1987), â€Å"in great periods of painting, such as the Renaissance in Europe, the wealthy who could afford to hire artists often subsidized major religious works as appropriate to the scale of their own palaces and as gifts to religious institutions† (par. 2). This is the reason why Leonardo da Vinci painted â€Å"The Last Supper† in 1498. Esaak (2010) averred that â€Å"his employer requested him to do so. Leonardo worked for Ludovico Sforza.

Research article Essay Example for Free

Research article Essay Based upon your request, I have conducted a research article on a potential venture which our firs can introduce and invest in a developing country such as India. Due to a shortage of healthcare providers and the poor conditions of the healthcare system, many Indians were dying because of the delay in receiving medical treatment, because labor supply of health professionals is intensive in India, the launch of InstyMeds[R] should help significantly resolve these issues. Recently, a company named InstyMeds Corporation developed their first ATM-Style medication dispenser, â€Å"InstyMeds ®Ã¢â‚¬ , which can label and dispense containers of different shapes and size; most drug forms including tablets, liquids, creams and so forth.    InsteyMeds ® claim that the dispensers can issue medication in a faster, simpler and more convenient way compared to those of traditional drug stores. Moreover, these dispensers are user friendly with their touch screen operating systems. For example, once the patient has been seen, the doctor can simply issue the prescription via the InstyMeds ® system, therefore patients are only required to enter the barcode which has been assigned under their name for verification purposes. The dispenser takes care of the rest and the medication will be labeled and dispensed within five minutes [5]. It is an all-in-one dispensing process which can be done at the same hospital/clinic; patients will no longer have to endure waiting times for medications. Because health professionals are inadequate in India, this is the target sector for this firm to launch InstyMeds ®.   At present there is an unstable drugs delivery schedule and a shortage of health specialists, patients are required to wait longer time before they receive their treatment.   For instance, most of the developing countries have only one doctor and pharmacist per 160,000 people [2]. The absence of health care professionals limits the access of both hospitals and pharmacies to up-to-date medical information; this affects the quality of services.   Since the latest information regarding medication is not accessible to the majority of pharmacists, they are heavily dependent upon the inserted package leaflets used as sources of medical information [3]. To prevent pharmacists from engaging these kinds of practices, InstyMeds ® will be an advantageous approach to solving this. Based on the research, InstyMeds ® can greatly benefit India within three reasons: 1. InstyMeds ® would provide benefit to people in India: Installations of InstyMeds ® allows patients to obtain their medicine 24 hours a day, seven days a week. This service is favorable to patients as the local transportation system is not yet sufficiently developed in India. 2. InstyMeds ® means to Pharmacists: The company claim the dispensers will handle more than 100 prescriptions per day; this can reduce the work load of pharmacists and so it allows the hospital to become more flexible when allocating their manpower.   Moreover, InstyMeds ® internal system will prompt pharmacists to re-stock medicine when the dispensers are running out of drugs.   As a result, pharmacists will then have more time to consult patients with regards to the usage of drugs; this will reduce, if not eradicate medical errors and ideally deliver patients a better service. 3. InstyMeds ® will also benefit the Indian government; the available funds that support the healthcare service are constricted for India, and so the use of InstyMeds ® would be an economical way to allocate the resources of healthcare systems. In general, pharmacists often spend a quantity of time keeping track of drug expiration dates, selecting package and labeling, and maintaining stable inventories. InstyMeds ® can handle everything as mentioned above so instead of hiring new pharmacists, costs can be saved and used in building up the infrastructure. Before the InstyMeds ® becomes public, it is a great opportunity for this firm to donate some of the dispensers free of charge to some non profitable organization such as â€Å"Mà ©decins Sans Frontià ¨res†, this is an international humanitarian aid organization that provides emergency medical assistance to populations in danger; the organization operates in more than 70 countries. By offering InstyMeds ® to their organization, offers a gesture and a positive image for our company and will promote the dispenser at the same time. I believe the public will commonly use the dispenser in the near future and so it is a great idea for this firm to be the first company to launch it. InstyMeds ®, would be a new business venture of pharmaceutical services in the next ten years and this dispenser is not only beneficial to those people in India but profitable to our firm as well.   By investing capital into InstyMeds ® while offering free dispenser to the Mà ©decins Sans Frontià ¨res, it will develop an investment strategy, which can maximize both financial return and social benefit. InstyMeds ® would be considered a socially responsible investment; conveying goodwill to the public and eventually bringing up our service to the next level. When the use of InstyMeds ® is grounded, it will become a new profit center for the firm.

Golda Meir Essay -- essays research papers fc

Golda Meir   Ã‚  Ã‚  Ã‚  Ã‚  The state of Israel, established on May 14, 1948, had many great leaders that helped it to become a state. One of them was Golda Meir. Golda Meir was one of the most energetic and hardworking women in the world. Without her help, it is possible that Israel would have never survived as a state in an area surrounded by Arabs. With all of the hard work that Golda did for her country, she still had time for a family.   Ã‚  Ã‚  Ã‚  Ã‚  When Golda Meir (born Golda Mabovich) was in my opinion one of the most energetic and hardworking women in the world. If she set out to do something, whether it was to wash her families clothes or to create a Jewish state in the land of Israel, the job was never left unfinished. As a child, she decided that she wanted there to be a Jewish state, where any Jew would not be refused citizenship. She spent her whole life working to achieve this goal and in 1948, her dreams came true.   Ã‚  Ã‚  Ã‚  Ã‚  After Israel became a state in 1948, there was constant fighting between the Israeli's and the Arabs. Without her help, The Israeli's would have possibly never survived as a state. In the beginning, Israel hardly had any weapons. Golda Meir once again decided she wanted to help Israel so she went to the United States and She went to other countries to try to help Israel out with this problem by raising money. In the US, she gave speeches at universities and she contacted the head governmen...

Starbucks’ Mission & Strategic Choices

Starbucks' Mission and Strategic Choices: Are They in Alignment? Executive Summary This paper examines strategic management, which encompasses business decisions and actions that: define the organization's mission and objectives, determine the most effective utilization of organizational resources, select best courses of action to meet its mission, and seek to assure the effectiveness of the organization within the environment. This case study evaluates the strategic management process, and applies those concepts to a practical case study of Starbuck’s mission statement. This case study is presented in the format of a formal business report – prepared by a consultant and presented to the Starbucks' Board of Directors and CEO – that provides an analysis of Starbucks' mission and strategic choices, and a summary of the alignment of those strategies to its mission. This report is based on a critical review of the Starbuck mission statement, goals, and objectives, which is then compared against the strategic choices that Starbucks has made (e. g. product differentiation, research and development, operations) to determine how well Starbuck’s strategic choices are aligned to the company’s mission and vision. Finally, this study answers the question: Will the company continue its past  success? Randy Tanner, 2009 Starbucks' Mission and Strategic Choices: Are They in Alignment? Cover Sheet: Starbucks Corp. 2401 Utah Avenue South Seattle, WA 98134 Phone: 206-447-1575 Fax: 206-682-7570 Web Site: http://www. starbucks. com Business Plan presented to:Howard Schultz, Chairman of the Board, President, CEO Starbucks Board of Directors Prepared by:Randy S. Tanner Statement of Purpose:Analysis of Starbucks' Mission and Strategic Choices: Are They in Alignment? Table of Contents Executive Summary4 Background4 Company Description4 Starbucks' Mission, Vision, Goals and Objectives. 4 Strategies. 5 Management Team. 6 Business Model. 6 Infrastructure7 Offering. 7 Revenue Model. 7 Pricing. 8 Customers. 8 Competitors. 8 Stakeholders. 8 Marketing Strategy. 9 Financials. 9 Analysis10 Company Analysis. 10 Current Marketing Mix Strategies (Product, Price, People, and Promotion). 10 Current Target Markets10 Market Analysis. 10 Competition & SWOT Analysis. 11 Competitive advantage. 12 Financial Analysis. 12 Conclusion13 Are Starbucks' mission and strategic choices in alignment? 13 Will the company continue its past  success? 13 Executive Summary Are Starbucks' mission and strategic choices in alignment? Yes. The strategies of innovation, product differentiation, and customer experience are directly aligned with Starbucks published mission â€Å"to establish Starbucks as the premier purveyor of the finest coffee in the world,† while â€Å"inspiring and nurturing† the spirit of their customers. Starbucks continues to apply strategies to expand its product offering in both breadth and depth. Coupled with this strategy is the expansion of alternate distribution channels to multiply the potential in increased revenues. Each offering in the product portfolio reinforces the brand name and quality experience described in the company’s vision statement. The recent focus on increasing profits in existing stores is not a shift of business strategy, but more of a symptom of business maturity – less waste equals more profit. The corporation has tempered its original goal of market dominance by saturation – slowing its growth in new stores – to market dominance with more efficient and more profitable stores with its strategy of disciplined expansion in key markets. The strategy of using the Seattle’s Best segment, vice Starbucks to expand the base of corporate customers also supports Starbucks’s prime mission. This elevation of Seattle’s Best does not create a corporate-sponsored competitor to the nearby Starbucks stores, but does serve as an alternate distribution channel for the company’s expanded product line. Therefore, this strategy supports the overall brand quality of Starbucks as the â€Å"premier coffee,† yet captures additional customers that do not seek the branded Starbuck experience and would likely choose one the niche competitors. This strategy can cater to a slightly different clientele – in both coffee stores and supermarkets – and increase overall corporate revenues. Will the company continue its past success? Yes. A continued emphasis on customer satisfaction, coupled with effective strategies that develop new product lines, will stimulate revenue growth and stabilize share prices. The current vision and path summarized by Starbucks president and CEO, Howard Schultz, is a commitment to â€Å"continually improving our customer experience as the roadmap to renewed growth and increasing profitability,† with emphasis on continued application of previously successful strategies, â€Å"we will continue to innovate and differentiate, two perennial hallmarks of the Starbucks brand. † (Starbucks Financial Releases, 2009) Background Strategic management is â€Å"a company-wide process that includes  a long-term plan of action that assists in achieving  an  organization's objectives and  fulfills company vision,† (course material) and is comprised of four major elements: situation analysis, strategy formulation, strategy implementation, and strategy evaluation. (Bushman, (2007) This Strategic Management process includes the following steps: (Luca, 2009) 1. Developing a Vision/Mission/Goals and Objectives 2. Analyzing the environment company (internal and external) 3. Identifying internal Strengths and Weaknesses and external Threats and Opportunities (SWOT) 4. Articulating  strategic choices at the business, functional, and corporate levels 5. Selecting a strategy or strategies, based on in-depth internal and external analyses, to accomplish vision and mission goals. These strategies may exist at several levels: business, functional, corporate, and global. Company Description According to the company’s Factsheet (2009), Starbucks was founded in 1971 in Seattle’s Pike Place Market. The original name of â€Å"Starbucks Coffee, Tea and Spices† was later changed to â€Å"Starbucks Coffee Company. As quoted from Google Finance (Starbucks Corporation, 2009), Starbucks, together with its subsidiaries, â€Å"purchases and roasts whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, complementary food items, a selection of premium teas, and coffee-relate d accessories and equipment, through Company-operated retail stores. Starbucks also sells coffee and tea products and licenses its trademark through other channels. Starbucks produces and sells a range of ready-to-drink beverages. The business segments of the Company are United States, International, and Global Consumer Products Group (CPG). The CPG segment includes packaged coffee and tea sold globally through channels, such as grocery stores and operates through joint ventures and licensing arrangements with consumer products business partners. † Starbucks' Mission, Vision, Goals and Objectives. Mission statements are â€Å"fundamental to the survival and growth of any business,† (Analoui and Karami, 2002) and â€Å"set the direction and goal for the long term, reflecting the strategic intent. (course material) According to Germain and Cooper (1990), an appropriate mission statement serves to â€Å"promote a sense of shared expectations amongst employees and communicate a public image of the firm to important stakeholders and groups in the company's task environment. † Starbucks’ mission statement as stated in the corporate Factsheet (2009) is â€Å"To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The company’s stated Vision, Goals, and Objectives may be found listed as â€Å"Our Starbucks Mission† in the corporate website (The Company, 2009). This vision is expressed as â€Å"To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time. † Some of the company’s objectives – referred to as â€Å"guiding principles† – included in that strategic vision focus on: 1. Quality of the coffee 2. Robust partnerships 3. Human connection to customers 4. Unique atmosphere of the retail stores that encourages social interaction 5. Being accepted as neighbor in the community 6. Obligation to shareholders (long-term success and profitability) Strategies. The original focus since the company’s beginning has been on product differentiation, in both the product and the store setting. This strategy emphasizes a premium product served in a unique atmosphere. Some claimed tactics employed to execute these strategies are to: (Factsheet, 2009) †¢ Provide a great work environment and treat each other with respect and dignity. †¢ Embrace diversity as an essential component in the way we do business. †¢ Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. †¢ Contribute positively to our communities and our environment. †¢ Recognize that profitability is essential to our future success Historical Strategies for business growth noted in the 2006 shareholder’s meeting included continued expansion of retail stores, and exp ansion of the company’s portfolio of unique and innovative products â€Å"to appeal to a broad consumer base. † (Business Wire, 2006) These products included: †¢ Premium and proprietary food offerings as a component of the Starbucks Experience. Introduction of warm breakfast items in Company-operated stores by 2008. †¢ Joint venture with Apple to launch a Starbucks Entertainment Area on iTunes. †¢ Introduction of a heated-on-demand vending initiative, †¢ Expansion of its Kraft relationship to distribute Starbucks coffee into supermarkets. Recent changes to this original approach – which were in response to the recent economic downturn and drop in share prices – are aimed at retaining customers, rather than gaining new ones. According to Howard Schultz, the company’s CEO, â€Å"The issue at hand†¦ is the cost of losing your core customer. (Adamy & Wingfield, 2009) These changes in business strategy shift the focus from mark et saturation with additional stores to: (Starbucks Newsroom, 2009) 1. Increasing profits in existing stores, 2. Expanding the product base, and 3. â€Å"Disciplined global store expansion in key markets. † While continuing with the strategy of product expansion (to even include some non-food products), Starbucks has tempered its desire for continually opening new stores. This â€Å"disciplined† approach includes more niche targeting in key markets and even opening, or converting to, a Seattle’s Best vice Starbucks. Some of the new tactics announced at the 2009 Shareholders Meeting to implement this strategy include: †¢ A $500 million structural expense reduction to align the company’s cost structure to its current business strategy †¢ Focused efforts to improve operational efficiencies with technology investments, and better training for store managers †¢ Emphasizing the concepts of value and quality to the customer with selective price incentives †¢ Launching VIAâ„ ¢ Ready Brew instant coffee to tap the $17 billion instant coffee market †¢ Expanding alternate foodservice channels Management Team. Corporate organization and key management team members include: (Reuters, 2009) Howard SchultzChairman of the Board, President, CEO Troy AlsteadChief Financial Officer, Chief Administrative Officer Arthur I. RubinfeldPresident – Global Development Martin P. ColesPresident – Starbucks Coffee International Clifford BurrowsPresident – Starbucks Coffee US Paula E. BoggsExec VP, General Counsel, Secretary Michelle GassExec VP – Marketing and Category Olden C. LeeInterim Exec VP – Partner Resources, Director Dorothy J. KimExec VP – Global Strategy, Office of the CEO Peter D. GibbonsExec VP – Global Supply Chain Operations Culver, JohnExec VP, President – Global Consumer Products, Foodservice & Seattle's Best Coffee Business Model. According to Osterwalder, Pigneur, & Tucci (2005), a company’s business model includes: infrastructure, offering, customers, and revenue model. 1. Infrastructure – the core capabilities and competencies, partnership network, or business alliances, and value configuration (what makes it mutually beneficial for a business and its customers). . Offering – the value of products and services offered for a specific customer segment, and how it differentiates itself from its competitors. 3. Customers – includes (1) the target audience for a business' products and services, (2) the distribution channel used to reach the customers (includes marketing and distribution strategy), and customer relationship management. 4. Revenue model – the cost structure and revenue flows that define the company’s income. Infrastructure. Starbucks infrastructure (sales & distribution model) began as a basic shopkeeper model[1]; brewing and serving fresh, premium quality coffee in a relaxed â€Å"neighborhood† atmosphere. This model chooses a location frequented by targeted customers, employs low-wage workers, and establishes repeat business based on customer satisfaction and ease of access. Recent strategic management emphasis is trending toward, or adapting part of the Loyalty or Service Quality model to reinforce the perceived quality of the product. Part of this model is based on the belief that it is cheaper to keep customers than gain new ones. Offering. The Starbucks brand portfolio is marketed as premium and, therefore, is luxury goods, relying on â€Å"consumer discretionary spending to drive sales. † (Hattery, 2009) This portfolio includes Starbucks Entertainment, Starbucks Hear Music, Tazo, Ethos water, Seattle’s Best Coffee, and Torrefazione Italia Coffee – offers a variety of products and services through its retail stores and other channels, including: †¢ 30 blends of Coffee †¢ Handcrafted Beverages – fresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, and Tazo ® teas. Merchandise – home espresso machines, coffee brewers and grinders, premium chocolates, coffee mugs and accessories, and gift items. †¢ Fresh Food – baked pastries, sandwiches, and salads. †¢ Starbucks Entertainment – selection of music, books, and film from both emerging and established artists. †¢ Global Consumer Products – bo ttled Frappuccino ® beverages, Discoveries ® chilled cup coffee, DoubleShot ® espresso drinks, Starbucks ® Iced Coffee, whole bean coffee and Tazo ® teas, Starbucksâ„ ¢ Coffee Liqueurs, and a line of premium ice creams. †¢ Starbucks Card – a reloadable pre-paid debit card. Revenue Model. Starbucks’ revenue model includes its cost structure and revenue flows. Starbucks operating costs are directly influenced by fluctuations in the commodity prices (milk and coffee beans) which have risen sharply in the past. Starbucks purchases teas and primarily Arabica coffee beans directly from international markets in Costa Rica, Africa, Asian Pacific, and China. The wholesale price of coffee beans is unstable and often susceptible to dramatic price changes from a variety of weather and political events that may, or may not, affect global production. These reactionary prices can remain elevated for several years. Coffee prices in 2008, for example, were 20% higher on average than 2007, resulting in Starbucks paying an average price of $1. 42 per pound of green (unroasted) coffee. The price of Milk futures also rose dramatically from $13 to $18 per hundredweight in March, 2007, falling only recently to $17 in September, 2009. Starbucks’ revenue flow from its company operated coffeehouses relies on discretionary consumer spending, and can be affected by negative economic conditions. In fiscal 2008, Starbucks generated $10. billion in revenue through the sale of whole bean coffee, food, equipment, and beverages. The distribution channels included both its retail stores and specialty operations. [pic] Figure 1 – Revenue Categories Company operated retail stores (7,238 stores in North America and 1,979 international) generated 84 percent of the total revenue. (Hattery, 2009) The remaining 16 percent was generated through the specialty operations segment, which is chartered to â€Å"develop the company's brand through third parties outside the traditional coffeehouse. This segment channels, and percentage of specialty operations revenue generated, include: 1. Licensed Stores (48 percent) located in airports and supermarkets that generate licensing fees, royalties, and retail revenue from coffee, tea, and CDs. 2. Foodservices Operations (25 percent) sells Starbucks coffee to restaurants, offices, hotels, and Barnes & Noble Cafes under different licensing contracts. 3. Packaged Tea and Coffee (21 percent) sold at various food stores. 4. Branded Products (4 percent) like ready-to-drink beverages and ice creams sold through partnerships with Pepsi and Dreyer's. Pricing. Starbucks has maintained a premium pricing strategy for its branded premium quality coffee beans and unique customer experience. Customers. Starbucks serves approximately 50 million customers a week in its stores. The target market is defined as â€Å"young (25-to-45 years old) professional men and women, in higher income brackets with stressful lives (at work, home, or both). Most members of this target market live in the suburbs and commute to work in urban areas. † (Holmes, Bennett, Carlisle, Dawson, 2002) Competitors. Although Starbucks maintains a â€Å"dominant position in the specialty coffeehouse market and has no single clear rival in the sector,† (Hattery, 2009) competitors include other specialty coffee shops, doughnut shops, and restaurants. The closest specialty coffeehouse competitor is Caribou Coffee, with only 415 stores, with the major competition being â€Å"dispersed among the thousands of independent or small-chain coffee shops (i. e. , Die drich Coffee, Inc, Coffee Heaven Intl. , Autogrill S. p. A. Stumptown Coffee Roasters, Intelligentsia Coffee & Tea, Inc), and McDonalds Corp[2]. Stakeholders. Starbucks’ organizational stakeholders include both individuals and groups â€Å"who have an interest (give-and-take) relationship with the firm. † (course material) These internal and external stakeholders of Starbucks are identified as: shareholders, employees (including board members, executives, managers, supervisors, and baristas), customers, suppliers, local communities, and global alliance partners[3] Marketing Strategy. As described in VoteForUs (n. d. ), since the company’s inception in 1971, its marketing strategy has â€Å"ignored the traditional advertizing avenues of billboards and commercials and focused on seven fundamentals to differentiate Starbucks from other cafes. † These fundamental areas of marketing focus are: (VoteForUs, n. d. ) 1. Perfect Cup of Coffee – an emphasis on product quality (rich, delicious taste and aroma) to support the premium pricing structure. 2. Third Place – creating the â€Å"third place† for everyone to go to between home and work. This is another differentiation technique, aimed to create a unique and relaxing experience or atmosphere with which Starbucks could be branded. 3. Customer Satisfaction – ensure that customers feel the uniqueness of enjoying their Starbucks coffee experience. 4. Creating a Starbucks Community – this marketing strategy has even expanded to create a community around their brand. On their website, individuals are encouraged to express their experiences with Starbucks history, and the company strives to â€Å"personally† join in the discussions. 5. Smart Partnerships – create strategic partnerships that expand business opportunities and increase sales. 6. Innovation – a strategy to continually create new products or services that support their customer base or add new customer segments. (different coffee flavors, more food on their menu, and one of the first to offer internet capability in their stores) 7. Brand Marketing – The Starbucks marketing strategy has always focused on â€Å"word-of-mouth† advertising and viral marketing, letting the high quality of their products and services speak for themselves. Financials. Evaluating the company’s financial statements since the economic low point of May 2008 – with its first quarterly decline in profit, and 38 percent stock plunge – Starbuck’s has managed to maintain a healthy balance sheet. Consolidated company revenues for Q3 2009 were $2. 4 billion, compared to $2. 6 billion in 2008, reflecting a five percent decline in store sales. Quarterly financial sheets verify the reduction in operating income and corresponding slight increase in net profits. With the cost realignment scheduled to be completed in 2009, operating costs are expected to drop further. Total revenues for Q2 2009 show a positive rebound with a sustained upward trend over the last two quarters. Share prices – which bottomed around $8. 00 during Dec08 through Mar09 – have stabilized around $19. 00 for the last quarter. In response to the implemented cost reduction strategies, Standard & Poor’s raised the company’s short-term debt ratings (from â€Å"A-3† to â€Å"A-2) and â€Å"revised its outlook to ’stable’ from negative,† (Ogg, 2009), reaffirming the â€Å"BBB† corporate credit rating. According to Ogg (2009), â€Å"S&P believes that the company’s performance will continue to stabilize and that the credit metrics will continue to improve or remain at the current levels. † Analysis Alignment in the framework of strategic management refers to the mutual agreement and enforcement of the company’s vision, mission, and goals with its business strategies. These strategies are employed to achieve and maintain a competitive advantage in the market segment, and ensure long-term profitability for the company. Company Analysis. This company analysis focuses on three factors or issues involved in maintaining a competitive advantage. These factors and issues are: (1) current target markets, (2) current marketing mix strategies, and (3) the strengths and weaknesses of the Company. The company's marketing mix strategies are discussed in relation to the Five P's of Marketing. The elements of Five P's of Marketing include product, price, place, people and promotion. (Nimetz, 2009) These factors are explored in comparison to Starbucks’ published mission, vision statements, and guiding principles. To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. †¢ To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. † Current Marketing Mix Strategies (Product, Price, People, and Promotion). Starbucks built its coffee stores on the principle product of Arabica coffee beans. T his product was marketed as a premium quality item that â€Å"† The pricing scheme followed the premium quality scheme, offering the customer more than a cup of coffee. Starbucks stores became the â€Å"third place† to go to and enjoy a unique atmosphere. One new strategy that CEO Howard Schultz brought with him was the emphasis on the role of sales clerks, or Barristers who brewed and served the coffee. Specialized training for employees reinforces their role in the customer’s perceived value of the product – the unique Starbucks experience. The promotion tactics employed by Starbucks broke with traditional concepts and avoided advertising, relying on word-of-mouth or viral advertising techniques where satisfied customers willingly share with others, and promote the Starbucks experience. This viral advertising has proven quite effective. Current Target Markets. For most Starbucks most consumers, coffee is not just coffee, but more of a ritual – a deserved reward. However, although the targeted market of professionals contains a significant percentage of higher-income professionals, the recent decrease in sales (and corresponding drop in shares) implies that they too are affected by the economic downturn and willing to reduce their â€Å"rewards. † Market Analysis. A market analysis reviews the specific market segment being targeted, and examines the demographic and social data required to â€Å"know your customer. This required information concerning the targeted customer includes: †¢ Who they are †¢ Where they are †¢ How to reach them †¢ Identifying their needs (what justifies premium price) †¢ Size of market †¢ Percentage of market captured †¢ Market growth potential Starbucks market for its coffee stores is targete d at 25- to 45-year-old professionals looking for solitude, or social interaction, without alcohol. This higher-income crowd of young, college-educated represents a group which tends toward higher luxury-consumption levels. The failure to successfully add drive-through service to its stores clearly differentiates its clientele from McDonalds or Java Hut customers whose needs or to grab a quick caffeine jolt on the way to or from work. According to Euromonitor International Plc,[4] Starbucks has captured 52 percent of the global specialty coffee market. According to Mintel (global consumer research firm in Chicago) Starbucks controls 43 – 73% of the U. S. market share[5] in coffeehouse sales in 2005, with its closest rivals being Caribou Coffee, and Peet's Coffee and Tea. Competition & SWOT Analysis. The SWOT analysis identifies and evaluates a company’s internal factors (strengths and weaknesses) and external factors (opportunities, and threats). This analysis helps to focus on key issues to consider in strategic planning. The following details are an updated paraphrase of the SWOT analysis from Marketing Teacher (2007): Strengths. †¢ Starbucks Corporation is a very profitable organization, earning in excess of $459 million in 2008. The company generated revenue of more than $10. billion in 2008, exceeding revenue for 2007. †¢ It is a global coffee brand built upon a reputation for fine products and services with approximately 9000 cafes around the globe. †¢ Starbucks is know as a respected employer that values its workforce, and was one of the Fortune Top 100 Companies to Work For in 2005. †¢ The organization displays strong ethical values and an ethical mission statement that emphasizes its commitment to environmental lea dership. Weaknesses. †¢ Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. †¢ The organization has a strong presence in the U. S. with more than three quarters of their cafes located in the home market. An increased percentage of international cafes would help to spread business risk. †¢ The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. Opportunities. †¢ New products and services can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations with the emerging markets for coffee in India and the Pacific Rim nations. †¢ Additional co-branding with other manufacturers of food and drink can be pursued. †¢ Capitalizing on the Seattle’s Best brand in both the retail and franchise markets could diversify revenue streams and spread business risk. †¢ With recent economic conditions, and dwindling disposable income, Starbucks could pursue a larger market share of the home-brewed coffee market with increased advertising. Pursuing additional partnerships with manufacturers of other goods and services has potential to decrease Starbuck’s dependency on it single competitive advantage in retail coffee. Threats. †¢ Starbucks has been branded and marketed as a luxury item, relying on the disposable income of its targeted customers. Regional, or national economic instability can be reflected quickly in revenue loss. †¢ Future growth of the coffee market is uncertain. A change in the current fad of coffee shops would significantly impact Starbuck’s major source of revenue. †¢ Starbucks is exposed to unpredictable cost increases in wholesale coffee and dairy products. Recent growth in the coffee house market has attracted many competitors, including copy cat brands and national restaurants that pose potential threats to S tarbuck’s competitive advantage. Competitive advantage. Starbucks established an early dominance in the market segment of coffee houses, and sustains its competitive advantage[6] through differentiation[7] by capitalizing on a unique experience that offers ambiance and unusual product variety. The primary strategies employed to establish market dominance were branding, creativity, and saturation by store expansion. 1. The branding strategies include quality product, personal service, a sense of community, and environmental responsibility. This strategy is strengthened by market and demographic analyses to slightly customize each store to the local city/community personality. 2. The creativity strategies emphasize â€Å"constantly looking for new ideas, new products, as well as new experiences for guests. † (Thompson & Gamble, 1999) Successful products are retained while weaker products are eliminated in a continuing cycle of process improvement. 3. Although growth in the store expansion strategy has peaked, new stores are still being added. This strategy has been modified from saturation by area concentration, to a more disciplined approach, that identifies key markets, based on market analysis that emphasizes individual store profitability. (Adamy & Wingfield, 2009) Financial Analysis. Starbucks has a solid financial status with multiple revenue streams from multiple coffee related products. A look at Starbucks Profit and Loss and Cash Flow tables[8] (shown in Table 1) reveals a slight dip in gross revenue, but a positive trend for increased net income. This is probably a result of the recent cost restructuring and emphasis on store profitability. Future revenue streams from coffee house sales are expected to increase from a combination of stable sales and higher efficiency. Revenue streams from alternate distribution channels show a slight, but steady increase, further bolstering Starbuck’s solid financial foundation. |In Millions of USD |Jun 2009 |Mar 20099 |Dec 2008 |Sep 2008 | Jun 2008 | |Revenue |2,403. 90 |2,333. 30 |2,615. 20 |2,515. 40 |2,574. 00 | |Total Revenue |2,403. 0 |2,333. 30 |2,615. 20 |2,515. 40 |2,574. 00 | |Gross Profit |539. 10 |470. 20 |481. 80 |393. 50 |452. 60 | Total Operating Expense |2,199. 90 |2,292. 40 |2,497. 50 |2,501. 20 |2,595. 60 | |Operating Income |204. 00 |40. 90 |117. 70 |14. 20 |-21. 60 | |Income Before Tax |217. 30 |34. 90 |98. 30 |-1. 20 |-33. 20 | |Net Income |151. 50 |25. 00 |64. 30 |5. 40 |-6. 70 | |Table 1 – Quarterly Financials Conclusion Are Starbucks' mission and strategic choices in alignment? Yes. The strategies of innovation, product differentiation, and customer experience are directly aligned with Starbucks mission â€Å"to establish Starbucks as the premier purveyor of the finest coffee in the world,† while â€Å"inspiring and nurturing† the spirit of their customers. Starbucks continues to expand its product offering in both breadth and depth. Coupled with this strategy is the expansion of alternate distribution channels that will multiply the potential in increased revenues. Each offering in the product portfolio reinforces the brand name and quality experience described in the company’s vision statement. The recent focus on increasing profits in existing stores is not a shift of business strategy, but more of a symptom of business maturity. Less waste equals more profit. The corporation has shifted its goal from market saturation – slowing its growth in new stores – to market dominance with more efficient and more profitable stores with its strategy of disciplined expansion in key markets. Using the Seattle’s Best segment, vice Starbucks to expand the base of customers for the greater corporate good requires close examination. As a corporate-sponsored competitor to the nearby Starbucks stores, this strategy seems in conflict with the prime mission. However, as an alternate distribution channel for an expanded product line, this strategy supports the overall brand quality of Starbucks as the â€Å"premier coffee,† yet can capture some additional customers that do not seek the branded Starbuck experience and would likely choose one the niche competitors. Seattle’s Best can cater to a slightly different clientele – in both coffee stores and supermarkets – with a different set of customer needs, while increasing overall corporate revenues. Will the company continue its past  success? Yes. A continued emphasis on customer satisfaction, coupled with effective strategies that develop new product lines, will stimulate revenue growth and stabilize share prices. The current vision and path summarized by Starbucks president and CEO, Howard Schultz, is a commitment to â€Å"continually improving our customer experience as the roadmap to renewed growth and increasing profitability,† with emphasis on continued application of previously successful strategies, â€Å"we will continue to innovate and differentiate, two perennial hallmarks of the Starbucks brand. (Starbucks Financial Releases, 2009) References Adamy, J. & Wingfield, N. (2009). Starbucks brews new strategies to fight slump. Wall Street Journal (Europe), p. 4. Retrieved July 11, 2009, from ProQuest Newsstand. (Document ID: 1662578621). Analoui, F. and Karami, A. (2002). CEOs and development of the meaningful mission statement. Corporate Governance, 2(3), 13-2 0. 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