Research paper in Internet Activism Essay Example | Topics and Well Written Essays - 1500 words

Research paper in Internet Activism - Essay Example Thus besides entertainment, such information is critical for education and informative purposes. The use of social networks has particularly had diverse impacts on the populations’ perceptions of relative social themes. The objectivity and reliability of relative information has been in most cases compromised by the subjective nature of the contributions made by various factions of the society. Most importantly, this tendency has had direct impacts on the social ties that the society holds in high regard. Through face-book, you-tube, my space and other social networks, important information has been relayed to populations across the globe. Apart from educators, activists have employed social media to reach various factions of the population and communicate important issues to these. Through these, they have been able to understand and appreciate the views of the global populations about emergent social issues. Perhaps the most critical information pertains to that relating to sensitive issues that affect the populations in different ways. Besides being instrumental in informing the public, these social networks have in most cases undermined the credibility of the information relayed across. It is against this background that this paper provides an explicit review of internet activism in light of the Kohn 2012 video. To address inherent concerns, it greatly relies on secondary research. The internet has become the latest technological tool through which information is passed on to the population within the shortest time possible. According to research, it only requires a single click to publish important information about emergent issues and concerns within the society. It is pervasive as exemplified by Giridharadas who cites the Kenyan Ushahidi initiative stating it has â€Å"been used in India to monitor elections; in Africa to report medicine shortages; in the Middle East to collect reports of wartime violence; and in Washington† (Giridharadas, 3). Through social networks, this is visible to a diverse population who have subscribed to the relative services. Likewise, these are able to present their views on the particular issue within the shortest period possible. It only requires access to internet and knowledge about its use to utilize this facility. The first world countries have taken immense practical steps to ensure that their populations have access to the electronic infrastructure. Although the third world countries such as Kenya and Uganda have not readily succeeded in enhancing the use of internet, use of phones has really been useful. According to Zuckerman â€Å"the most important activist technology of the last five years is the mobile phone â€Å". Specifically, the use of Short Text messaging provision has been important in information dissemination in third world economies. Through this, populations are able to communicate useful insights regarding wide ranging issues to a diverse population base. The lau nch of Kony 2012 video in March, 2012 triggered various arguments and controversies about the credibility of use of social media in activism. Initially, the intention of this online video was to raise awareness about the leader of Lord’s resistance army, Joseph Kony. Towards the end of the video, viewers were requested to help in different was to capture the war lord so that he could face the law. The video spread so fast and within six days, it had been viewed by a significant one

Tension Built Essay Example for Free

Tension Built Essay Arthur Miller was an American playwright who was born in 1915. Miller wrote The Crucible in 1953 during the McCarthy period when Americans were accusing each other of Pro-Communist beliefs. His purpose through writing The Crucible was to express his own views on McCarthyism, and he does this through the main plot, the 17th century Salemwitch hunt, which has a stark similarity to the trials during the McCarthy period. The citizens of Salem were against each other in every way, and one accusation would lead to the arrest and murder of another person, unless they told of other names. At the end of the play, the two most honest and noble people are killed, Rebecca Nurse and John Proctor. This is an exact replica of what was happening in America during the 1950s and this play is an attack upon the McCarthy period of America. The setting of Act 3 can be understood as an attack on the harshness of the authorities in Salem and 1950s America. Act 3 starts with the stage directions and these go on for a few sentences, each one being quite specific about the situation. The language used is negative and disheartening, creating an unwanted feeling throughout the audience, almost as if they are not meant to be there; even forbidding. We are told that sunlight (is) pouring through two high windows in the back wall but is being swallowed by the darkness beneath. In the play, these stage directions can be understood as the two windows being Giles and John Proctor, who tell the truth, but Danforth, the darkness beneath, is hiding the truth. This is also an attack on McCarthy and the 1950s American society, the two windows representing the innocent people of America, who refused to name names, and the darkness, Senator Joseph McCarthy and his communist supporters, the people who refused to put up with citizens who went against his views. Also, the light is shown to be outside, and the darkness inside, which represents the ignorance of the American people, as the truth is shown to be distant, and the lies near. The opening lines of Act 3 are said by Hathorne and Martha Corey. Hathorne is questioning whether Corey is a witch, a claim that she denies. Throughout their argument, there are regular interruptions, predominantly by Giles, the village idiot. This attacks McCarthy and his laws, as Miller is showing the village idiot clever enough to know that the allegations are false, and yet Danforth is unable to realise this. Because of the fact that Giles is threatening Danforths position, he is ordered to be taken away, Remove that man. This shows Danforth, and McCarthy, to be weak, as their only power is the fear they put into peoples hearts, not their education or their understanding of the case. Danforth is repeatedly shown to be weak throughout this act, as well as in the play on a whole, degrading him and McCarthy. The language Danforth uses towards the characters is very humiliating, Your old age alone keeps you out of jail. He does not want to be argued with, and sticks by his rules no matter what. By doing this, Miller is showing McCarthy to be weak, as people who stick by their rules often have nothing else to say, and control people by their only source of power-authority. This suggests that the citizens of Salem and in America during the 1950s were very naà ¯Ã‚ ¿Ã‚ ½ve, and would follow whatever they were told to do, but the ones who stood up for themselves, lost everything-including their lives. This shows any individual would die, but if groups of people were to stick together and lie, then, and only then, would they able to live. This puts fear into people, and they feel as if they have to lie in order to live, There are wheels within wheels in this village, and fires within fires. Proctor, the tragic hero of the play, dies at the end, saving the life of his wife and his unborn child. This shows what an unselfish and noble character he is, but is lead to death because of the injustice of the court. Miller is attacking the McCarthy courts by killing the two most noble characters at the end, and the ultimate evil, Abigail, is shown to live till the end of the play and further. In the movie, we are shown the scene where John Proctor is privately taking to Elizabeth, about what he should do. This scene is probably the most moving scene in the movie, and we are made to feel sorry for the situation he is put in. As well as sympathising with proctor, we are also angered, as to why he should die. By showing this scene, and perhaps lengthening it-it was about 4-5 minutes in the movie-Miller is expressing his anger towards McCarthy and his laws.

Women in India Essay -- Gender Roles, Misogynistic Societies, Oppressi

Historical records show evidence of a continuing trend of women across the globe becoming victims of misogynistic societies. The oppression faced by women on a continual basis has led to a fight for equal rights in each sphere of society. However, there has been limited success and more failures than one wishes to recall, and women continue to be oppressed in nearly all aspects of life, from political to personal and from public to private. It is essential to address and comprehend that the foundation for women's inequality today, is patriarchal cultures, which are majority of the time, founded on patriarchal religions. Women are not considered to be fully equal human beings deserving of the same dignity, rights, and treatment as men. Women are, instead, valued for providing sex to men — whether as wives or as prostitutes — and then for their ability to spend their entire time keeping house, preserving the family, and raising children (Cline, 2007). Most cases of inequ ality to this extent are present in third world and developing countries such as India where women are victims from birth as they are marginalized as second class citizens in the patriarchal community. The patriarchal culture of India is an excellent example of a culture where a woman has always been the sole property of her father, brother or husband without any will of her own. The majority of the time, women in India are victimized at the hands of these relatives. According to the National Crime Records Bureau, every hour that ticks by in India inflicts more brutality on women, with two rapes, two kidnappings, four molestations and seven incidents of cruelty from husbands and relatives (The Times of India, 2008). Such staggering statistics are rooted in a combina... ... involvement in disputes over dowry transactions may result in members of the woman’s own family being subject to criminal proceedings and potentially imprisoned. Moreover, police action is unlikely to stop the demands for dowry payments (Hitchcock, 2001). Married life is something that young women around the world look forward to, but for most women in India it results in being a nightmare through which they have to fight to survive. Majority of the women are brought up with very orthodox morals, so they are not very likely to ever defy the male figures in their lives even if it means that it will cost them their lives. The newlywed brides who bring with them an adequate dowry or are fortunate enough to find good in laws do not go through the horrors that some face, but could possibly have to deal with other pressures which are pushed upon them by their in laws.

Hamlet Virtue vs. Villainy Essays -- Shakespeare Hamlet

Hamlet Virtue vs. Villainy   Ã‚   The legendary drama, Hamlet, written by William Shakespeare is a play illustrating the theme of virtue vs. villainy. The 17th century tragedy is plagued with treachery and deceit as it opens with the news of a foul murder in the kingdom of Denmark. Prince Hamlet, by word of his late father's ghost, is informed that his uncle Claudius is to blame for his father's sudden demise. Prince Hamlet's mission is to uncover the secrets surrounding the murder and to avenge his father's death. Thus, the insidious web of disease and corruption is formed. The relationship between disease leading to the greater corruption of Denmark plays a significant role in the lives of the principle players.    The literary piece, Hamlet, is riddled with an abundance of seemingly diseased attitudes, perceptions, schemes, and acts. Disease is an impairment that interferes with normal bodily function. However, as demonstrated throughout the play, disease takes on many forms, not only in a physical sense, but in a mental sense also. The young Prince Hamlet conveys his secret thoughts of helplessness and suicide. "To be, or not to be, that is the question: Whether 'tis nobler in the mind to suffer the slings and arrows of outrageous fortune or to take arms against a sea of troubles, and by opposing end them" (Act III, i, Lines 64-68). He contemplates whether it will be deemed nobler to intentionally take one's life than to face the struggles he is forced to endure. The prince is torn between his diseased mentality that drives him to express his thoughts of suicide and the promise of more corruption by avenging his father's death.   Before her suspected suicide, Ophelia gives evide nce of her mental d... ... are obviously diseased; for it is neither commonplace, nor sane to kill other people. Corruption evolves from disease.    In the renowned drama, Hamlet, the association of disease leading to greater corruption is prominent and plays a key role in the lives of the principle players.    The reader is afforded a glimpse into the tragic lives of the characters that openly deceive and betray those considered most dear to them. The murder of King Hamlet sets the stage for the disastrous ruin of the kingdom, along with the lives of those living in it. The tragic lives of the characters, whose diseased method of thought clearly illustrate the fact that disease leads to eventual corruption.    Work Cited Shakespeare, William. The New Cambridge Shakespeare: Hamlet, Prince of Denmark. Ed. Philip Edwards. Cambridge: Cambridge U P, 1985.   

Coopers Creek Wine Management Essay

1.0 Introduction Coopers Creek, established in 1982, became one of New Zealand’s more successful medium-sized wineries by following a strategy of resource leveraging via networks of co-operative relationships with other New Zealand winemakers in the domestic and export markets. This strategy allowed Andrew Hendry, the managing director, to consciously manage the growth of the company to retain the benefits of small size. However, with increasing globalisation of the wine industry, the changing nature of export markets, the early maturity of the New Zealand industry and the constrained supply facing New Zealand wine makers, Andrew Hendry was faced with the decision of how to position a smaller company for the future. He had to decide whether the network-based strategies that served the company so well continued to be appropriate under conditions of industry concentration, increasing competition and emerging globalisation. (Robbins S, 2006) 1.1 The NZ wine industry When Andrew Hendry established Coopers Creek, the New Zealand environment was highly regulated. By 1984, the New Zealand government had initiated a programme of deregulation, which included devaluation of the New Zealand currency, exchange rate flotation and general anti-inflationary measures. (Porter M, 2001) The opening of New Zealand’s domestic market meant that businesses had to improve their efficiency substantially over a short period. The agricultural sector sought out new markets, to replace the loss of their traditional dependence on the UK market with its increasing commitment to its European trading partners, and new products, reflecting a growing awareness that much of New Zealand’s exports were of a commodity nature. This period saw growing exports to Australia, the United States, Japan and the rest of Asia and exports of predominantly sheep meat and dairy produce being accompanied by more fresh fruit, venison and wine. A further response to fiercer competi tion at home and in overseas markets was an increasingly strong focus on quality, a case in point being the New Zealand wine industry. The New Zealand wine industry accepted the consequences of the liberalisation  of the domestic economy and recognised the need to understand how on-going changes in the international economic environment affected its prosperity and how to plan accordingly. Building from a low international base in the 1980s ($4.5 million in exports in 1987), New Zealand wine exports achieved phenomenal growth and accounted for $168 million in 2007, comfortably exceeding the $100 million by 2007 target set in 1999. The UK market was the most important export market for the industry in 2007, and at $84 million it accounted for around 50.22 per cent of total exports by value and 54.28 per cent by volume. Europe accounted for 66 per cent of exports with 85 per cent of that going to the UK. Four large firms, namely Corbans, Montana, Nobilo and Villa Maria, dominated the wine industry in New Zealand in 1999. The following year, Montana purchased Corbans and Nobilo was bought by BRL/Hardy of Australia. Between them, these large firms accounted for around 80 per cent of all exports in 2007, with another 17 medium-sized companies, of which Coopers Creek was one, handling 16 per cent in combination. For the most part, industry participants exported between 30 and 35 per cent of their production, but a few producers had much higher export intensity. (Wheelen, 2006) 2.0 Key Issues The key issues are: (Study Guide, 2008) (1)Despite entering early maturity, coopers creek remained constrained by issues of supply. (2)The cost of new land for grape planting was rising and more previously marginal land became economic to grow on, the problem was still one of access to capital for these resources. (3)A possible over supply of grapes in New Zealand, which could lead to heavy discounting. (4) A contraction in ownership within distribution companies in New Zealand and in USA, which could lead to certain markets being effectively closed to coopers creek. (5)Protection of strategically important grape supplies so the can insure they still get a proportion of the very highest quality grapes. 3.0 Planning 3.1 Life Cycle From a demand perspective, the worldwide wine consumption has stagnated. According to the Wine Institute, there is only a 2.04% growth in wine consumption from 1997 to 2001. In fact, worldwide consumption dropped from 227,875 hectoliters to 226,646 between 1999 and 2000. Generally there is a drop in consumption from the traditional wine drinking countries like France and East European countries, whilst demand has growth significantly from China. (Grant R, 2005) The production of wine has shifted from the traditional vineyards in France to the rest of the world. There are New-World Wines from Australia, New Zealand and South Africa. These wines are generally thought to be of moderate to high quality and are essentially challenging the traditional wine producers on the quality front. Furthermore, there are wines coming out from China and India. Because of the lower wages in these countries, wines can now be produced at a fraction of the costs of the French vineyards. Price has now become a big challenge that the traditional wineries have to face. Some author’s even suggest that the Old-World producing countries like France has followed growth & decline and now has entered a second life phase. While the New-world countries are in an emerging or growth phase As the industry moves towards maturity phase of its life cycle, the pace of consolidation will increase. (Times of India,2007) 3.2 PESTEL Analysis The following is a review of the major environmental factors, which will impact the industry to a large extent. A closer examination of the more important factors amongst them will allow for a tighter integration between the external environmental factors and the corporate strategy chosen for Coopers. Political factors Government regulation has always played a major role in the WI. There are increasing concerns that there will be new barriers and trade impediments to trade in the WI. One such example is the trade disagreement between US and European Union in the level of farm subsidies that the US alleged that the EU farmers receive. The same allegations may also be similarly levied on the European vineyards. In the Wine Institute report on International Trade Barriers to U.S. Wine 2006, European wine producers were noted to have received certain subsidies . Tariffs also have been the most important barrier to the international wine trade. Some governments impose unusually high tariffs on wine imports. Recent announcement in the media like India opening its market and slashing duties on imported wine and spirits bring good news to the industry, as this will allow them to enter this lucrative untapped market. Though due to WTO pressure the tariff has been reducing, which has lead to major wine producing countries imposing various non-tariff trade barriers. One such non-tariff trade barriers are research fundings made available by local governments to improve the overall harvest yields and quality of the country’s grapes . Economical factors The rising number of middle class worldwide has led to an increasing appreciation of wine and demand for wine. In developing economies of China and India, this class of consumer is expected to increase significantly over the next decade. With the continued increase of economic growth rates for both countries, these consumers can now afford to consume wine is expected to grow significantly as well . The effect of currency fluctuations on the WI will continue to play an integral part in influencing the WI. The proportion of wine being exported outside the wine producing country has increased. Even in a traditionally large wine consuming market, the proportion of wine, which ends up in foreign land, has been increasing. The continuing trend of exporting to new markets such as India and China is going to increase as wine producers cope with the declining wine demand in traditional home markets As a result, the wine producers’ exposure to fluctuations in currency exchange rates wil l increase further. Socio-cultural factors The increased spending power, sophistication of the middle class in many countries with increased tendency of copying the west has helped to increase the demand for wine consumption. This growing group of earners from various countries is often well traveled & highly educated consumers with needs and wants for the better things in life. The number of middle class across Asia is expected to grow by 1 billion in the next 8 years . With the shift in demographics in the developing countries, there will be more wine drinkers in the future. Increasingly, there are also more scientific evidences that there are health benefits to be derived from moderate drinking of wine especially red wine. As a result, there is an increasing acceptance of the beverage as â€Å"health-product† leading to a healthy heart. Technological factors Innovation and technological factors continue to drive improvement in production yields and better storage of wine. The Australian WI today has transformed itself from a small cottage industry to one of the largest exporter of wines internationally, even to the extent of eclipsing some of the older Old-World countries. The great leap forward for Australia can be attributed to the Australian wine producers clustering to innovate and improve existing processes. (Read C, 2006) The growth of e-commerce infrastructure and the increasing acceptance of buying things online have led to new opportunities for wine connoisseurs and wine producers alike. With this new technology, niche wine growers are able to reach out to the individual wine consumers without being drowned out by the marketing noise generated by the large wine producers. The ability to ship small quantities directly to individual wine drinkers without passing through layers of middlemen may mean that small niche growers may be able to find their position in a market dominated by large brand names . Environmental factors Within the Food and Beverage (F&B) industry, the WI is markedly different from the other products due to the fact that F&B products are limited by market, while the WI is limited by resource (land and grapes). Reason being wine is grown in moderate climates and on certain types of soil. Sudden climatic changes may adversely affect production yields or may even destroy crops all together. The significant changes expected in the environment from global warming, rising sea levels, rising carbon emissions and increasing acidity in the waters will all add to contribute to the adverse conditions for which growers will find themselves in. These conditions together with a scarcity of good arable land may act to constrain or even reduce the industry’s supply. On the positive side, in one of the rare articles published in Newsweek on the positive effects of global warming, the author highlights that fast melting of Artic glaciers and increase in global temperatures may lead to opening o f new vineyards in many parts of the world with weather conditions similar to the France’s Champagne region. Legal factors External environmental legal factors have acted in line with other environmental factors changes. For example, the advent of the Internet e-commerce has resulted in changes in legislation for wine sales, which crosses state lines in the United States . In addition, the origin of the grapes used to make wines also became a contentious issue for many wine-producing countries. The origin of these grapes and the proportion of local grapes used became an issue for branding and labeling of wines; as governed by new local legislation controlling wine labeling. 4.0 Organising 4.1 Porter’s 5 forces analysis We have analyzed Coopers internal environmental factors using Porter’s Five Forces analysis. Being in a specialized industry, it is not easy for another player to just come in wanting a portion of the pie. The WI requires specialized skill sets, special knowledge and extensive experience to stay competitive. It also needs very high investment especially for equipments used for processing of wine. This indirectly induces high entry cost which  is work as a barrier of for new entrants. There is also the expected retaliation faced by new entrants from existing players. Coopers together with other existing players may collaborate to deter competitors from coming in. For example, Coopers may start dropping its price and the other existing players may follow suit leading to a price war. On the whole, the force of threat of entry is low here. 4.2 Threat of Substitutes This industry faces stiff competition from not only other wineries but also from other alcoholic drinks such as beer, spirit and pre-blended mixed drinks and carbonated drinks. Product-for-product substitution is also possible should customers of Coopers decide to try out other brands/types of wine. For the health conscious, bottled water, energy drinks and natural fruit juices also provide competition. Possibility of generic substitution is also there where as customers may prefer to spend on purchasing cigarettes rather than drinking wine. Thus, there is a high force of threat of substitutes in this industry. 4.3 Threat of entry Competitive rivalry among existing firms is evident in this industry. Larger companies are acquiring smaller wine producers to monopolize the market resulting in dynamic competition amongst these companies. As the WI is at its mature stage, companies start to take market share from competitors to survive. As there are too many wine producers, adding on to the high power of buyers, companies may decide to go for price wars due to high fixed costs to gain market share. This industry has high entry and exit barriers due to the extensive capital investment and knowledge & skill set needed. In addition one must have sustainable resource, as it takes several years for wine to mature. This means that industry players do not have many choices. Again this induces competition amongst them and price wars and low margins situations are likely to happen. Based on the information above, the groups came to the conclusion that the industry is â€Å"Medium Attractive†. 5.0 Directing 5.1 Porter’s Generic Competitive Strategies Using Porter generic competitive strategies, we find that Coopers has the ability to outperform its competitors by adopting a strategy of â€Å"Focus Differentiation†. Porter proposed that a firm’s competitive advantage in an industry is determined by its competitive scope – i.e., the breadth of company’s target market coupled with company’s unique resource (product range, distribution channels, target market etc.), For Coopers the scope of the target market is narrow. It is mainly targeting niche markets for premium wines in the wine drinking markets of Europe, US, Australia, Japan and a few emerging Far Eastern Asian markets. When targeting niche markets, the company either can go for â€Å"Cost Focus† or â€Å"Differentiation Focus†. Coopers should not be following the Cost focus strategy as NZWI compete in the high quality premium category wines. Reduction of overall cost is achievable only to a certain extent, as this industry is highly capital intensive with many inherent costs along the supply chain. Instead Coopers should concentrate either on particular market segment, or product line segment or geographic market with high growth potential or all three. By following a differentiation strategy Coopers would be able to better focus its resources & capabilities to the serve the special needs of a narrow strategic target more effectively than its competitors. 5.2 Bowman’s strategic clock Using â€Å"Bowman’s competitive strategy clock† too, Coopers falls under category 5, â€Å"Focused Differentiation†. This strategy is similar to the Porter’s generic model, which tries to provide high-perceived product benefits justifying a substantial price premium usually to a selected niche market segment. Coopers can use this strategy in new markets, by targeting sales into the same niches in more countries. While in established markets Coopers could even adopt Category 4 â€Å"Differentiation –with price premium † by offering better wine at the same price or by pricing it slightly higher than competitive brands in the same price bracket, to take advantage of the fact that â€Å"fine quality wine will always demand a premium† and at the same  promote it as premium category. (Meredith R, 2007) Cost Leadership may not be sustained for Coopers because of some of the following reason: – Competitors can imitate – differentiation may not be sustainable it can easily replicated by competitors like South African or South American wine producers – Bases of differentiation become less important to buyers – Competing on just quality to demand high price may not be enough. For example in price conscious markets like UK, Holland and Germany, wines from South American and South were seen as better value than NZ wine – Target segment can become structurally unattractive: – Structure erodes – This could happen for Coopers’ target market in US, restaurants and boutique retailers. They may form a group for centrally sourcing activities to drive down costs, somewhat similar to what happened with Tesco Supermarket Chain (UK). (Aylward, 2006) – Demand disappears – there may be new research findings in future that may lead to lower consumption of wine. Or even they may be new legislation banning consumption of alcohol products in public places similar to that of smoking, which may lead to total disappearance of a target segment. From the evaluation of Coopers core competencies, the followings were recognized. – Coopers is a typical entrepreneurial venture in that the founding entrepreneur, Andrew, had driven its development and growth. A critical factor of success of Coopers is Andrew’s ability to build relationships, within the context of an innovative and flexible approach, in order to leverage critical resources to pursue growth. – Coopers strategy was based on having a carefully controlled but finite quantity of wine to sell every year. With Andrew’s commitment to quality, it has earned itself a relatively good reputation in the industry. From the evaluation of the KSF of the WI, the followings were recognized. – Historically, the NZWI had focused on the production of premium wines, given its constrained supply, small scale, high cost structures and distinctive ‘clean and green’ growing conditions. Availability of consistent high quality products that has strong brand value and recognition are highly sought after and considered KSFs. 6.0 Monitoring 6.1 Wineries Both management & employees of wineries play a key role and yield great power in terms of the quantity & type of wine to be produced. Great deal of collaboration exists between the local wineries to share knowledge & costs. 6.2 Grape growers Being key players, they control the quality and quantity of grapes grown. Many of the wineries are backward integrated by owning lands or having long-term contracts with individual producers. Power of suppliers is low. 6.3 Industry Associations Wine Organizations in NZ like Wine Institute, former Wine Guild with backing of the NZ government are very powerful. All Wineries have to take up compulsory memberships and contribute towards funding & running of the organizations. These key roles of these organizations are promoting NZ wine in international markets, lobbying with foreign governments to open new markets, lowering of trade restrictions and tariffs etc. They also initiate research programmes and training for the entire industry, funded by the wineries. (Zalan T, 2005) 6.4 Consumers The final end user, this group needs to be well informed & kept satisfied by providing high quality premium products with consistent quality and availability at affordable prices. Power high. 6.5 NZ Government NZ government is a key player with considerable power who has played a  pivotal role in the development of the NZWI. The government has been implementing new legislations in consultation with NZWI to meet the current market requirements. Some examples would include changes in government policy in the 1980s making it favorable for local manufacturers to export to foreign markets . (Harvard University, 2007) 6.6 Distributors, Retailers, Buyers Buyers like Supermarkets are powerful players who dictate the price & type of wine stocked on shelves. WI is a buyer driven industry, where buyers hold a lot of power. 6.7 Domestic and Foreign investors This group needs the minimal amount of effort. They are satisfied as long as they get a good return on their investments. 7.0 Critical Analysis 7.1 Competitor Analysis The world WI is currently experiencing a situation of over-production. In the EU alone, it was reported by Food & Drink.com that there is a surplus o f 1.5bn litres of wine, enough for every European Union citizen to take roughly four free bottles each. Millions of Euros have been spent to turn these excess wines into industrial alcohol. (All Things, 2006) The WI is a highly fragmented, with over â€Å"a million wine companies† around the globe. None of the firms control more than 1% of the retail sales, with top 10 players controlling 11% of the global market share (based on volume) . These industry competitors come from different wine growing countries and continents. This is especially true for Old-World Countries in Europe (France, Italy, Spain, Portugal and Germany) accounts for 60% of the world wine production and 80% of world trade . In contrast, the New-World Producers (Australia, South Africa, Argentina, Chile, USA, New Zealand) wines are more consolidated. On average these countries appear to be more structurally attractive compared to Old-World Countries. Moreover, in the last decade the industry structure has been undergoing dramatic change. There is a growing trend of consolidation. Cash flow rich alcoholic beverage  companies are investing in the WI as their own markets of beer and spirits are maturing. 7.2 Stakeholder analysis The WI being a competitive industry has a varied, vibrant and balanced group of stakeholders, with frequent and varied channels of communication. All the forces involved try to build consensus within which the primary decisions in the industry are made. 7.3 Life-Cycle Analysis We have identified Coopers to be in the phase of â€Å"Mature† stage in the life-cycle model. In view of its competitive conditions, we also identify there may be many competitors which are likely to resort to price-cutting strategy for volume. Therefore one of Coopers directive is to differentiate its product portfolio through leveraging on its enhance brand equity to promote customer’s retention and loyalty within its existing customer-based and new customer groups whilst consistently driving cost efficiency through economies of scales and innovative & efficient ways of bringing cost down. (Pape E, 2007) 7.4 Positioning analysis Coopers currently enjoy relatively good brand equity amongst its market segment. To infuse the same branding principle across distinctive first label allows them to capitalize on its already successful branding strategy, further maximizing the returns of their marketing investment especially for the second label. 7.5 Value chain analysis Through new ways of doing things such as possible bottling in import markets to reduce shipping costs, backward integration either through ownership or long term leasing with good quality of vineyards across NZ and beyond, could potentially reduce their overall cost per unit yet enabling them to utilize cost advantage strategy to expand the perceived value for the brand. 7.6 Business profile analysis This growth strategy do not require a complete reinvention of wheels, it  capitalizes on the existing goals and values of the group, its resources and capabilities, its structure and management systems and its industry environment to further produce enhanced features and products thus major increase in expenditures is not expected, instead an increase in financial perform is forecasted due to the additional opportunities from new market penetration. (Heijbroeck, 2003) 8.0 Recommendations: 1.The expansion of the cooper’s creek network of export markets and the development of second labels. These second label wines could generally be sold at lower prices thus protecting the price status of the Coopers Creek labels but gaining extra sales volume for the company. In most cases the second labels will sell through different distributors. 2.The above strategy will also help with over reliance on a few key distributors. In the case of the rapidly growing US market, coopers creeks have not appointed one exclusive national importer. Instead they will sell to some 20 independent importer/distributors in different states either by direct shipment from the winery or out of a warehouse in California. This will ensure the company doesn’t become a victim of the rationalisation of a large importers or distributors catalogue of wines carried. (Kogut B, 2006) 3.The steady acquisition of control of the vineyards producing their best grapes. That has taken the form of either complete acquisition by purchase, long term leases or the establishment of joint ventures with the vineyards under cooper creek’s management and tied up under long term supply contracts. In the last two years they have purchased three vineyards, leased one and entered one joint venture with an existing contract grape grower. They are currently looking at two further existing vineyards with a view to purchase or lease. 4.Continue to produce consistently high-quality products. 5. Maintain and increase its brand equity and recognition as a premium wine producer. 6.Establish international supply management to facilitate its global market operations. 7.Maintain or improve its already good relationships with stakeholders. 8. Ensure there is cost efficiency in its operations so as to maximise profit with minimum cost. 9.Last but not least, continue innovating in terms of its product and marketing. †¢Current  turnover is NZ$5.5M †¢Current production is at 1100tonnes per year (approx 85,000 cases) and aiming to be 1800tonnes by 2008 †¢They should purchase more of their own vineyards in the Hawkes Bay region in the last few years which would prove beneficial to them. †¢They should increase production of Pinot Noir which is one of their best vineyards by 400% and this will become a feature varietals alongside Sauvignon Blanc and Chardonnay for the future †¢All wine is made on site at their Auckland vineyard. On site facilities include Cellar door tasting room and retail shop, Plant buildings (tanks) and bottling line, warehouse and barrel store, landscaped gardens with picnic areas and children’s playground. (Johnson, 2005) A cellar/courtyard wine bar will open for lunches and private group bookings late 2003. Plans have been drawn up for a cafà ©/function centre but as yet no time frame as to when maybe initiated, which should be implemented soon. (Nielson A, 2006) 9.0 Conclusion It can be concluded, the NZWI is still considered to be at an early maturity phase of its lifecycle, as evidenced by a small number of takeovers and increasing concentration. As the industry matures, there is a need for NZ wine producers to retain focus on quality, differentiated products, while holding their premium price position. In addition, they need to play to their strengths in white wines and introduce more red wines into their portfolio. (Ghoshal S, 2007) As a company, Coopers needs to realize the trend toward deteriorating industry profitability is a constant threat in mature industries. As rivalry encourages overinvestment in capacity, international competition increases, and as differentiation is undermined by commoditization, attaining a competitive advantage becomes essential to achieving positive economic profits. Cost is the overwhelmingly important key success factor in most mature industries and three cost drivers tend to be especially important: Economies of scale, low-cost inputs and low overheads. Cost efficiency in mature industries is rarely a basis for sustainable  competitive advantage; it is typically a requirement for survival. Deteriorating performance among mature companies typically triggers the adoption of turnaround strategies, of which the company must choose the most suitable one for its profile. Coopers have so far maneuvered its way past the many problems that plague other producers. However, more emphasis might be needed in terms of differentiating itself from the other NZ brands. It would have to build on its brand equity, and continue to leverage on Andrew’s contact network. Most importantly, the establishment of a succession-planning project would also has to be included in future strategic plans so that the company will continue to prosper should Andrew decide to depart or retire. (Robbins S, 2006) ———————————————————————————————————— 10.0 BIBLIOGRAPHY: 1. (Johnson, 2005) Johnson, Scholes & Whittington , † Exploring Corporate Strategy†, Prentice Hall, 2005 2. (Porter M, 2001) Porter Michael E., â€Å"The Competitive Advantages of Nations†, The Macmillan Press Ltd., 2001 3. (Wheelen, 2006) Wheelen, Thomas L. and Hunger, David J., â€Å"Strategic Management and Business Policy†, Prentice Hall, 2006 4. (Grant R, 2005) Grant, Robert M., â€Å"Contemporary Strategy Analysis†, Blackwell Publishing, 2005 5. (Read C, 2006) Read, Charlotte, â€Å"Stakeholder Consensus Marketing. An explanatory national competitivess model for the New Zealand Wine Industry†, September 2, 2006 6. (All Things, 2006) All Things Considered. Washington D.C., Global Warming Endangers California Wine Industry, December 5, 2006 7. (Times of India,2007) â€Å"India plans duty cuts on wine, spirits†, http://timesofindia.indiatimes.com/NEWS/India_Business/India_plans_duty_cuts_on_wine_spirits/articleshow/1897262.cms, April 12 2007 8. (Pape E, 2007) Pape E., â€Å"Bordeaux Meets Beijing; China’s eager oenophiles are reviving the flagging French Wine Industry†, Newsweek, April 16, 2007 9. (Meredith R, 2007) Meredith, R. and Hoppough, S., â€Å"Why Globalization Is Good†, Forbes, New York, April 16, 2007 10. (Aylward, 2006) Aylward, D. K. and Glynn, J., â€Å"SME Innovation within the Australian Wine Industry: A Cluster Analysis†, 2006 11. (Smith J, 2006) Smith, J.M, â€Å"The e-Commerce Pendulum†, Brandweek, September 18, 2006 12. (Pape, 2007) Pape, Eric â€Å"Vineyards on the move† Newsweek, April 2007 13. (Nielson A, 2006) Nielson, A., Harvard Journal of Law and Public Policy, Vol.29, Iss 2, Spring 2006 14. (Asimov E, 2005) Asimov, E., New York Times. (Late Edition (East Coast). New York, N.Y., August 31, 2005 15. (Zalan T, 2005) Zalan, T., â€Å"Global, Local or Semi-Global? The Case of the Wine Industry†, Australian Centre for International Business, Working Paper, No. 6, August 2005 16. (Heijbroeck, 2003) Heijbroeck, Arend M.A., â€Å"Consequences of the globalization in the wine industry†, Report made by Rabobank International, Symposium International, October 8 2003 17. (Ghoshal S, 2007) Ghoshal, S, â€Å"Global strategy: An organizing framework. Strategic†, Management Journal 8, 2007 18. (Kogut B, 2006) Kogut, B., â€Å"Designing global strategies: Comparative and competitive value-added Chains†, Sloan Management Review (Summer), 2006 19. (Porter M, 2004) Porter, M. E.,†Clusters and the new economics of competition†, Harvard Business Review, November-December 2004 20. (Harvard University, 2007) â€Å"How Competitive Forces Shape Strategy†. Harvard Business Review, March-April 2007 22. (Slater S, 2002) Slater S. Malcolm, Michael Porter. â€Å"Notes on Diversification As a Strategy†. Harvard School Publishing, 2002 23. (Slater F, 2002) Slater F. Stanley, Olson. Eric, â€Å"A Fresh Look at Industry and Market Analysis†, Business Horizons. Kelly School of Publishing, January-February 2002. 24. (New Zealand Growers, 2006) New Zealand Wine Growers Research Committee, â€Å"Research & Development Strategic Plan†, December 2006 25. (Robinson J, 2008) Robinson, Jancis, † The Fast-Changing World Of Wine†, http://www.sifst.org.sg/pdf/article-thefastchanging.htm. 26. (Robbins S, 2006) Robbins S., Bergman, R., Stagg, I. & Coulter, M. @006, Management, 4th Edition, Prentice Hall, Sydney. 27. (Study Guide, 2008) Foundations od Management Study Guide 2008, Southern Cross University.

Hotel Franchisor Industry

Hotel Franchisor Industry Industry Profile Hotel franchising industry is a common practice that is changing and growing. Nowadays, the largest hotel and restaurant chains largely use a franchising system at both domestic and international level. Franchising facilitates the physical growth besides increasing the accommodation capacity that underpins the territorial expansion of the selected hotel markets.Advertising We will write a custom research paper sample on Hotel Franchisor Industry specifically for you for only $16.05 $11/page Learn More The dominant hotel franchise companies include Wyndham Hotel Group, Choice Hotels, Hilton Worldwide and Marriott International, and InterContinental Hotel Group. Choice Hotels International is the second largest franchising hotel in the world. It currently franchises over 6,300 hotels offering limited and economy class services, mid-scale and upscale segments, and choice branded properties among others (Stover, Dolman, Vital, 2013). It also of fers both the American global business and leisure travelers numerous premium-lodging options. Structure of Hotel Franchise Industry The potential hotel franchise is assessed depending on the structure and height of the franchise compensations. The fee is meant to compensate the owner of the hotel for aspects such as the brand name, goodwill, marketing, and reservation systems (Jell-Ojobor Windsperger, 2014). The franchisee pays both an initial fee with the franchise application and additional fees occasionally paid during the agreed period. Initial Fee The initial fee entails paying a minimum dollar determined by the number of rooms in the hotel. The franchisee places the initial fee after surrendering the franchise application. The initial fee meets costs of the application processing, review of the site, and property inspection during the development. It also caters for the services offered in the pre-launch stages (Jell-Ojobor Windsperger, 2014). The initial fee is returnable if the franchise application approval is declined. However, in some cases portion is deducted by the franchisor of approximately 5% to 20% to cover for the review of the franchise application (Moon Sharma, 2014). Continuing Fees The franchisee begins paying the continuing franchise fees upon the assumption of the hotel’s franchise affiliation. The continuing fee is payable monthly during the contract period. This fee is in the form of a royalty fee, promotion, and marketing contribution fee as well as reservation fees (Stover et al., 2013). The enduring fee also involves a frequent traveler programs amongst other additional costs.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Dominant Companies, Current Players, Their Products, Strengths and Weaknesses Dominant companies in the hotel franchise industry in the US include Marriot, Starwood, Hyatt, Hilton, Intercon tinental Hotels Group (IHG), Wyndham, Choice Hotels International, and Carlson Rezidor Hotel Group (Moon Sharma, 2014). The following chart shows the current dominant companies in the United States, giving franchise name, country, and the industry under which it operates (Jell-Ojobor Windsperger, 2014). Figure 1.0: Dominant Franchise companies in the U.S and Europe. Source: https://www.franchisedirect.com/top100globalfranchises/rankings The Three Current Largest Players in Hotel Franchise Industry Wyndham Hotel Group is the largest pure franchise hotel chain in the world owning zero hotels. Its entire business portfolio operates under the franchise system. The group has numerous brands including Baymont, Days Inn, Hawthorn Suites, and Wyndham Grand Collection among many others. The franchise hotel group operates more than 7,000 hotels in 65 countries worldwide (Moon Sharma, 2014).The hotels offer customers with an opportunity to accumulate points/rewards for every service purch ased, which are redeemable at any of their destinations worldwide.Advertising We will write a custom research paper sample on Hotel Franchisor Industry specifically for you for only $16.05 $11/page Learn More Choice Hotels International comes after Wyndham, as the second largest franchiser in the globe. The company embraced franchising after ending real-estate business. It franchises more than 6,000 hotels having over 480,000 rooms.   Some of the brands for the Choice Hotels International comprise the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, Mainstay Suites, Econo Lodge, and Suburban (Jell-Ojobor Windsperger, 2014). The group offers a variety of products and services ranging from golf, romance, dining, and attractive travel packages that can be booked online regardless of the geographical a $50 gift card for shopping, dining, and other services to customers who stay twice at any of their hotels worldwide (Moon Sharma, 20 14). Intercontinental Hotels Group is franchising hotels with over 3,800 hotels worldwide. The group operates various brands including the InterContinental Hotels and Resorts, Crowne Plaza, Holiday Inn Resorts, Holiday Inn Express, Stay Bridge Suites, and Hotel Indigo among others. It operates more than 200 hotels in Great Britain, over 100 in France, Germany, and over 50 hotels in Belgium, Italy, and Spain. It has hotels in other countries including Holland, Russia, Portugal, Ireland, and Austria among others (Moon Sharma, 2014). These hotels have common strengths including command on their home markets, high profitability and revenue, and barriers to entry in new emerging markets. The major weaknesses for these large franchise hotels include stiff competition and future profitability. Overview of Hotel Franchise Industry (Recent Performance and Future Prospects) As at 2012, the franchise performance indicator reveals that the sector suffered a great deal from the 2008 financial c risis that caused a major dramatic impact on world economy. However, the industry managed to record more than 10% revenue growth, which nearly hit the franchisors forecast mark for the year. Profitability suffered the great blow, as it was way below 17%. The survey indicated that the customer booking, inquiries, a customer spending surpassed the franchisers’ expectations. In 2013, the lodging sector accounted for 5.7% of all the franchised outlets in the U.S. The franchised outlets increased from 22,400 to 23,100 between 2010 and 2013 representing approximately 3% growth for the period of four years (Stover et al., 2013). The 2014 report featured 17 franchised hotels out of 20 largest hotels in the world. This situation accounted for more than 66% of the industry locations. The report also revealed that the hotel franchising industry is an enduring, stable, and highly successful.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The following chart presents the franchised hotel (lodging sector) performance from 2010 through to 2013 (Stover et al., 2013). Figure 1.2: Franchised Hotel Lodging Sector Outlet Growth (2010-2013). Source: https://www.franchisegrade.com/ The future looks bright for the hotel franchising industry as key markets continue to stabilize and regain strength after the 2008 economic downturn. Franchisors and economist look forward to a brilliant decade ahead in the franchising hotel industry. Government Regulation of the Hotel Franchising Industry The federal and state laws and regulations govern the way in which the franchises are sold regulates hotel business in the US. The regulations mostly entail the imposition of substantive requirements on the franchise contracts that oblige particular materials to be registered before the franchises are sold to specific states in the US (Stover et al., 2013). Furthermore, the government regulates the hospitality industry including inspection of pr operty and restaurants for safety standards, health requirements, licensure, registration, disclosure statements, and compliance to specific conducts such as the sale of liquor. Reference List Jell-Ojobor, M., Windsperger, J. (2014). The Choice of Governance Modes of International Franchise Firms: Development of an Integrative Model. Journal of International Management, 20(1), 153-187. Moon, J., Sharma, A. (2014). Franchising effects on the lodging industry: optimal franchising proportion in terms of profitability and intangible value. Tourism Economics, 20(5), 1027-1045. Stover, J., Dolman, J., Vital, V. (2013). Franchising ( Distribution) Currents. Franchise Law Journal, 33(2), 279.

Air Pollution in Ontario essays

Air Pollution in Ontario essays Air pollution is a major topic in our society it is a subject to be taken seriously because it causes many problems in our environment causing it to be very unhealthy for our living lifestyle. Air pollution is described as the accumulation of something where it is not wanted and the introduction of something into the environment that adversely affects the environment or the usefulness of its components. Many different types of pollutants are produced in our air that we humans basically are responsible for. Like Carbon Dioxide (CO2) which is a natural component of air. But it is also a pollutant. By burning fossil fuels we release an average of 5.6 billion molecules of CO2 every year. But we are headed into a world where we can automatically change that number to 30 billion in a matter of years. Another pollutant is Carbon Monoxide (CO) which is a product of combustion and it is primarily made from motor vehicles. It produces many hazardous problems for us humans because its a dangerous molecule, produces a poisonous gas, causes impaired vision and poor coordination, headaches, angina and the worst of all death. It is contributor to smog. Sulphur Dioxide (SO2) which is the burning of fossil fuels like coal which is used to generate electricity, also produced from ore smelters, chemical plants and trash burning facilities. This also has its toll on our environment in which it limits visibility when in the air, causes problems for the respiratory systems and makes plant leaves yellow. This molecule combines with water vapour to form Sulphuric Acid (H2SO4) which is a corrosive substance that damages the lungs and eats away iron and steel. This molecule is a major component of Acid Rain. Nitric Oxide (NO) is a pollutant produced from the burning of fossil fuels and is quickly changed to Nitrogen Dioxide (NO2). When combined the two gases are generally defined as Nitrogen Oxides (NOX). Motor vehicles ar...

What Aquatic Insects Tell Us About Water Quality

What Aquatic Insects Tell Us About Water Quality The types of insects and other invertebrates living in the worlds lakes, rivers or oceans can tell us if that water source has very high or very little water pollutants. There are a number of ways that the scientific community and environmental agencies measure water quality, such as taking the temperature of the water, testing the pH and water clarity, measuring the level of dissolved oxygen, as well as determining the levels of nutrients and toxic substances. It seems looking at insect life in the water might be the easiest and perhaps most cost-effective method especially if the surveyor can tell the difference from one invertebrate to the next upon visual examination. It can eliminate the need for frequent, costly chemical tests. Bioindicators, which are sort of like a canary in a coalmine- are living organisms that indicate the quality of their environment by their presence or absence, according to Hannah Foster, postdoctoral researcher in bacteriology at the University of Wisconsin-Madison. The main reason to use bioindicators is that chemical analysis of water provides only a snapshot of the quality of a body of water. Importance of Water Quality Monitoring Adverse changes to the water quality of one stream can impact all the bodies of water it touches. When water quality degrades, changes to plant, insect and fish communities may occur and can affect the entire food chain. Through water quality monitoring, communities can assess the health of their streams and rivers over time. Once baseline data on the health of a stream is collected, subsequent monitoring can help identify when and where pollution incidents occur. Using Bioindicators for Water Sampling Doing a survey of bioindicators, or biological water quality monitoring involves collecting samples of aquatic macroinvertebrates. Aquatic macroinvertebrates live in water for at least part of their life cycle. Macroinvertebrates are organisms without backbones, which are visible to the eye without the aid of a microscope. Aquatic macroinvertebrates live on, under and around rocks and sediment on the bottoms of lakes, rivers, and streams. Aquatic macroinvertebrates include species of insects, worms, snails, mussels, leeches, and crayfish. For example, sampling macroinvertebrate life in a stream when monitoring water quality is useful because these organisms are easy to collect and identify, and tend to stay in one area unless environmental conditions change. Simply put, some macroinvertebrates are highly sensitive to pollution, while others tolerate it. Certain types of macroinvertebrates found thriving in a body of water can tell you if that water is clean or polluted. Highly Sensitive to Pollution When found in high numbers, macroinvertebrates like adult riffle beetles and gilled snails can serve as bioindicators of good water quality. These creatures are usually highly sensitive to pollution. These organisms tend to require highly dissolved oxygen levels. If these organisms were once abundant, but subsequent sampling shows a decline in numbers, it may indicate that a pollution incident occurred. Other organisms that are highly sensitive to pollution include: Mayflies (nymphs)Caddisflies (larvae)Stoneflies (nymphs)Water PenniesHellgrammites (dobsonfly larvae) Somewhat Tolerant of Pollution If there is an abundance of a certain type of macroinvertebrates, like clams, mussels,  crayfish, and sowbugs, that can indicate that the water is in fair to good condition. Other macroinvertebrates that are somewhat tolerant of pollutants include: Alderflies (larvae)Dragonflies and Damselflies (nymphs)Whirligig Beetles (larvae)Riffle Beetles (larvae)Fishflies (larvae)Scuds Pollution Tolerant Certain macroinvertebrates, like leeches and aquatic worms, thrive in poor quality water. An abundance of these organisms suggests environmental conditions in a body of water have deteriorated. Some of these invertebrates use snorkels to access oxygen at the waters surface  and are less dependent on dissolved oxygen to breathe. Other pollution-tolerant macroinvertebrates include: Black Flies (larvae)Midge Flies (larvae)Lunged Snails

Memorandum Essay Example | Topics and Well Written Essays - 750 words - 2

Memorandum - Essay Example The agreement between the parties was solely directed towards the two parties involved innovative cancer treatment and the hope hospital. The exhibits bearing proof to this consent are the claimant’s exhibit number 6,which is the sales and licensing agreement of the two parties involved. An active scanning technology equipment was purchased by the seller and a license showing that the equipment was indeed sold was issued out. The license also revealed the terms to which the claimant was entitled to and their permanent use of the software equipment sold. In addition, the exhibit also show cased that the claimant was expected to co-operate in the development of the software equipment purchased by the buyer. A copyright of the agreement was also availed to innovative cancer treatment allowing them to sell the software equipment under their ownership and without bearing any liability. The claimant was also entitled to file a case against the purchaser in cases where the agreement is neglected or not followed in the courts of Mediterraneo which was within their jurisdiction. Claimant’s exhibit number 7 also attest to the agreement between the two parties. It clearly states that innovative cancer treatment did not stick to the terms of the agreement. They sited that the engineers who were tasked with ensuring the effective operation of the software equipment did not play their role as they did not check the equipment for repair of defective parts. Secondly, the exhibit also states that the sold software could not perform as guaranteed since an example was that room number was left unused because patients did not receive effective health care services of treatment from the software equipment. Lastly, the exhibit also pointed that hope hospital was running on losses is stead of finding the use of the equipment cost effective as promised by the seller,

The tool for market research Essay Example | Topics and Well Written Essays - 500 words

The tool for market research - Essay Example Test marketing gives significant insight which is needed by a company in order to compete effectively in its market. For one, this tool permits a business organization to test the impact of alternative marketing plans. Since a test market is typically smaller than the whole market, investing in a test marketing effort in 10 cities is more rational for a large company than getting into a full-blown nationwide product launch. Test marketing as the name implies provides companies with a clear idea of whether a marketing effort is strategic or not without shouldering the huge cost of the whole marketing campaign in the entire market. Test marketing also allows companies to test multiple strategies without affecting the overall image of its products. For example, a company which wishes to embark on a new marketing approach and is choosing on three different ones will find it impossible to launch the three strategies on the entire market. Thus, it will opt to use test marketing in order to ascertain the best approach for its product at lesser cost. However, the utilization of test marketing as a market research tool is dependent on the internal competency and external market situation of a company.   According to one of its executives, â€Å"In our field—primarily higher priced cosmetics not geared for mass distribution—it would be unnecessary for us to test the market. When we develop a product, say an improved liquid makeup, we know it’s full-Brownell because we are familiar with the field†.

Culture, Ritual and Religion, International Development in the Research Paper

Culture, Ritual and Religion, International Development in the Democratic Republic of Congo and Sierra Leone - Research Paper Example In Africa, countries have experienced recurrent and various forms of armed conflicts and violence due to power struggles and control over natural resources. Sierra Leone and Democratic Republic of Congo have bore the brunt of violence and armed conflicts in past decades, a fact that has led to development mishaps and stagnation. This paper examines the role of ritual, culture and religion in the shaping up of the social, economic and political stability of Sierra Leone and Democratic Republic of Congo. It further explores the role of violence and conflicts in the development process. Sierra Leone is located on the west Coast of Africa on the Atlantic Ocean and it is bordered to the North with Guinea, Liberia on the Southeast and Atlantic Ocean on the Southwest (Harris, 1992). Different ceremonies were held in Sierra Leone as part of the culture and religion of the people. One of the ceremonies that were more conspicuous was the movement in rings or circles during ceremonies to honor ancestors (Harris, 1992). The movement of people in circles during ceremonies defined the art and religion of most communities in Sierra Leone. It is reported that the culture and tradition was seen as heathen by the missionaries and as such, they searched for strategies of eliminating and eradicating the practice. The missionaries did not succeed in eradicating the practice due to the strong influence that culture had among communities in Sierra Leone. ... e purposes included story telling, singing of songs, drumming and dancing, pouring of libations, cleansing ceremonies, proper burials, respect for the dead and forgiveness (Kaarsholm, 2006). The traditional cultural practices and rituals have played significant roles in the development process of Sierra Leone. Modern development strategies have incorporated traditional cultural practices in various health and human welfare initiatives such as fight against HIV/AIDS, ending of harmful traditional practices such female genital mutilation, understanding of human rights and other initiatives that are associated with human welfare and development in Sierra Leone (Burnell, 2008). The uptake and use of various traditional cultural practices and rituals in modern human development initiatives in Sierra Leone has been premised on the notion that the use of culturally appropriate interventions that are drawn from the experience and knowledge of communities has the potential of increasing the l ong-term self-reliance of communities, families and children (Francis, 2006). In addition, the use of traditional practices and rituals encourages community members to take active roles in identification of development problems that affect them and formulation of strategies and solutions to mitigate such problems. The role of culture and traditions of Sierra Leone communities was relevant and instrumental in the truth and reconciliation process that paved way for political stability and tranquility. Most of the healing activities and initiatives were based on the culture and traditions of the people of Sierra Leone. The Truth, Justice and Reconciliation Commission of Sierra Leone relied on the assistance and help from traditional and religious leaders in resolving conflicts and promotion of

The Next five years Essay Example | Topics and Well Written Essays - 4500 words

The Next five years - Essay Example According to Mitroff (1995) the use of Inductive-Consensual IS is undemocratic. In this allegation, democracy's fundamental purpose is to have unrestricted discussion of key issues, intense arguments and debates by those on opposing sides. "Democracy becomes perverted when it is not only confused with consensus but reduced to numbers" (Mitroff 1995). It should also be noted that Inductive-Consensus IS is not the only one making use of agreement. Each mode of enquiry, IS has a different/independent definition and concept of agreement. Inductive-Consensus IS is the only IS that is essentially dependent on the concept of agreement. As a final point, though agreement and consensus are essential in attaining conclusions, they should not be trusted fully nor considered as the final consideration for deciding all essential questions. The first part of the modeling of Analytic-Deductive IS in human behavior is incorrect. Human beings do not initiate their inquiries into vital social problems but instead begin with already complex inputs. Generally, all human inquiries starting points are messes. The root word "mess" means that every human problem is associated and involved inextricably with every other human problem (Ackoff 1972). The approach of breaking down a complex problem into its separate parts doesn't hold for human problems of any importance. Accordingly, mess actually means a system of interacting problems as the inputs into any process of human problem solving are certainly "messes". Dialectic (Conflict) Dialectic IS is not limited to only problems related to technical or business but is applicable to all problems that human face. This involves the use of the dialectic inquiry system. Under this, an objective outcome is produced as a result of an intense argument and discussion between two opposing positions. This makes it different from inductive-consensual inquiry system that produces agreement prior to or during an intense deliberation. Although the Dialectic form obviously comes from the long and rich history of philosophy, it is not firmly a product of it. Dialectic system is used as a tool for practical decision rather than an abstract idea. Moreover, Dialectic system serves as the bridge that binds to the contemporary thinking. Multiple realities (Multiple views of problems) Under multiple realities, data and facts about a problem are greatly dependent on the model that when taken together will form an "inseparable whole". Apart from the assumption of inductive-consensual IS, data from multiple realities are not independent or self-organizing entities. Moreover, Multiple Realities do not have the assumption that there is only one way of defining important problems, which significantly separates it apart from Inductive-Consensual and Analytic-Deductive IS. This system focuses on executive (person) as critical aspect that cannot be purely formalized due to its dependence on the application of wisdom. "The absence of wisdom will result in system degeneration into a monumental exercise in nonsense" (Churchman 1982). This is one

Electronic commerce purchase behavior Assignment

Electronic commerce purchase behavior - Assignment Example And these are to help to guide and provide important boundaries within which consumer motivations can be defined and utilised in discussions relating to online purchasing behaviours. Like most other fields, the field of online sales is generalised and critiqued appropriately through the segmentation of the markets and the identification of various interest groups and classes in the online buying population (Wu & Chou, 2011). The study indicates that databases are created as a means of providing links and procedures for the conduct of research and affairs in a given organisation and market in order to provide better and more predictable approaches and methods for data collection. There are two main variables that define the repurchase choices and decisions of people who purchase products and services on line: online relationship quality and perceived website quality (Zhanga, Fang, Wei, Ramsey, & McColee, 2011). These two variables culminate in perceived vendor expertise that builds a perceived reputation on the minds of consumers. That makes them repeat customers and clients in the organization. On the other hand, the risk and uncertainty provide a rationale for purchase whilst the intrinsic motivation and extrinsic motivation of the purchase lays the impetus for utilitarian value that guides purchase (Chiu, Wang, Fang, & Huang, 2014). In order to study consumer behaviour in e-commerce, some theorists identify that there are two main approaches to study and identify important factors that define the way consumer behaviour. The first is the theory of planned behaviour which relates to the actions and processes of previous e-commerce users (Del Bosque & Crespo, 2011). The second is the theory of technological acceptance which involves the new user who identifies the best approaches and systems that are used to guide the conduct of such persons (Del Bosque & Crespo, 2011). It was identified that third party support

The Next five years Essay Example | Topics and Well Written Essays - 4500 words

The Next five years - Essay Example According to Mitroff (1995) the use of Inductive-Consensual IS is undemocratic. In this allegation, democracy's fundamental purpose is to have unrestricted discussion of key issues, intense arguments and debates by those on opposing sides. "Democracy becomes perverted when it is not only confused with consensus but reduced to numbers" (Mitroff 1995). It should also be noted that Inductive-Consensus IS is not the only one making use of agreement. Each mode of enquiry, IS has a different/independent definition and concept of agreement. Inductive-Consensus IS is the only IS that is essentially dependent on the concept of agreement. As a final point, though agreement and consensus are essential in attaining conclusions, they should not be trusted fully nor considered as the final consideration for deciding all essential questions. The first part of the modeling of Analytic-Deductive IS in human behavior is incorrect. Human beings do not initiate their inquiries into vital social problems but instead begin with already complex inputs. Generally, all human inquiries starting points are messes. The root word "mess" means that every human problem is associated and involved inextricably with every other human problem (Ackoff 1972). The approach of breaking down a complex problem into its separate parts doesn't hold for human problems of any importance. Accordingly, mess actually means a system of interacting problems as the inputs into any process of human problem solving are certainly "messes". Dialectic (Conflict) Dialectic IS is not limited to only problems related to technical or business but is applicable to all problems that human face. This involves the use of the dialectic inquiry system. Under this, an objective outcome is produced as a result of an intense argument and discussion between two opposing positions. This makes it different from inductive-consensual inquiry system that produces agreement prior to or during an intense deliberation. Although the Dialectic form obviously comes from the long and rich history of philosophy, it is not firmly a product of it. Dialectic system is used as a tool for practical decision rather than an abstract idea. Moreover, Dialectic system serves as the bridge that binds to the contemporary thinking. Multiple realities (Multiple views of problems) Under multiple realities, data and facts about a problem are greatly dependent on the model that when taken together will form an "inseparable whole". Apart from the assumption of inductive-consensual IS, data from multiple realities are not independent or self-organizing entities. Moreover, Multiple Realities do not have the assumption that there is only one way of defining important problems, which significantly separates it apart from Inductive-Consensual and Analytic-Deductive IS. This system focuses on executive (person) as critical aspect that cannot be purely formalized due to its dependence on the application of wisdom. "The absence of wisdom will result in system degeneration into a monumental exercise in nonsense" (Churchman 1982). This is one

Business to Business Marketing Assignment Example | Topics and Well Written Essays - 3000 words

Business to Business Marketing - Assignment Example The company under question Cloud Creative Solutions Ltd. is found to work more based on the tool of personal selling while reaching the goods and services produced to the customers. Other than focusing on personal selling alone the company can also render focus on a large number of other marketing communication tools while marketing its different services conducted in the marketing sphere. The different marketing communication tools consist of both traditional means and also other sophisticated modes which depend on the use of internet and digital media. Traditional tools of marketing communication consists of advertising activities on a media plane like use of magazines, newspapers and through other visual and audio modes like radio and television. Moreover advertisements made at various places through the use of billboards can also be used by the company. Cloud Creative Solutions can also market the range of services offered through pasting of advertisements on transport vehicles a nd in entertainment venues like cinema houses. Other forms of marketing communication tools used by retail companies are using different forms of signage both inside and outside the store to attract the attention of consumers. Again the company can work to sponsor large number of events like sports, entertainment and other arts and crafts activities to help gain the views of large number of people. This also helps in enhancing the social image of the company to the external world. The company can also focus on the generation of events like trade shows wherein the consumers get the enlarged view of the different products and services marketed by the company from time to time. Cloud Creative Solutions can also create huge customer hype through the rendering of discounts, promotional coupons, bonus and other price and economy packs to the consumers. The company can also engage in the generation of contests and other sweepstakes to encourage the consumers participate in such events in l arge numbers and thereby gain access and knowledge of the services rendered. Thus Cloud Creative Solutions can depend greatly on the above discussed marketing tools rather than depending greatly on public relations and personal selling to market the large sphere of marketing services. These marketing communication tools in total constitute the realm of promotional tools in the marketing activities of the company (Shimp, 2008, p.7-8). While analyzing the above marketing communication tools it can be inferred that the emergence of the internet would effectively help service marketing companies like Cloud Creative Solutions to gain the attention of large number of consumers both in local and international markets. Moreover through the help of internet marketing the companies can present to the customers lucrative websites containing a large array of information pertaining to the different products and services rendered and thus helps the consumers to make effective choices. Again the i nternet is used as an effective marketing communication tool in that it helps in the spreading of marketing messages of the company to users spread along international boundaries in a highly faster mode than that of other traditional marketing tools depending on digital and printed media. Further the use of mobile communication is also considered as an effective mode for marketing communi

Trade Deficits and Weakening Dollars Essay Example for Free

Trade Deficits and Weakening Dollars Essay Economist Frank Shostak offers an unpopular view of the United States’ trade deficit and its effect on the country’s economy. The view is widely held that an increasing trade deficit ultimately leads to the unwillingness of other nationals to hold the American currency. The effect of such a development would be an ultimate decline in the United States’ dollar exchange rate. When United States nationals converts its dollars to that of another country, say the Japanese Yen, in order to procure their goods, this might be considered as the existence of a demand for Japanese money. This demand arises as a result of a demand for goods produced in Japan. If such demand is no reciprocated—that is, if this American demand for Japanese products is not answered by an equal demand by Japan for American products—then this could lead to a trade deficit. The important aspect of this trade deficit lies in the fact that the demand for American goods is not as great as American demand for foreign goods. On some level, money can be considered as a commodity—especially for the purposes of investment where interest becomes the price of money. When the demand for American money decreases, the price of money also decreases. Interest rates are an important part of economic growth as it denotes (in the most simplified sense) the worth of such strictly monetary transactions as investments, lending, savings, etc. It would appear that when the price of money decreases, the worth of money would also decrease, and this leads to a disparity between the worth of the U.S. currency and that of the Yen—in favor of the Yen. Shostak argues otherwise. Though he concedes that the trade deficit is related to the exchange rate of the U.S. currency, he does not consider the trade deficit to be the deciding factor of that exchange rate. Rather, he considers the deficit an unfortunate result of that decline in the exchange rate. The U.S. monetary policy is what he blames. He considers a wanton increase in the money supply as having precisely the same effect as counterfeiting. Below is a table showing the changes in money supply, interest rates, trade deficit and GDP between 1987 and 2005. Here it can be seen that a fall in GDP does occur in relation to a fall in interest rates. Though the decrease appears small, the comparison should not be exaggerated, as many fluctuations occurred in between the given time period. It does show an overall decrease in the net deficit, but this is shown as a percentage of GDP. The effect of one on the other is therefore not clear from this table. Money Supply (1987 = baseline) Interest Rates 1987 2005 1987 2005 100% 273% 6.5% 1% Net Deficit (as % of GDP) Gross Domestic Product 1987 2005 1987 2005 ~8% 6.3% ~3.4% ~3.3%   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (Naito, Norrington Yamaguchi; Elwell, 8). However, according to Shostak, when the U.S. money supply increases in relation to that of another country (say Japan), yet all else remains the same, the amount of money competing for essentially the same amount of output rises. This scenario mimics a rise in demand, which leads to a rise in prices according to the price elasticity theory of demand. When this occurs, the comparison between the prices of two similar products in the United States and Japan yields an elevated price in U.S. dollars and therefore a deflated U.S. currency. This comes from the principle of purchasing power parity. However, it might be argued that the fall in the U.S. exchange rate could have the effect of reducing the trade deficit when the amount becomes expressed in terms of other nations’ currencies. The final analysis is that Shostak’s theory appears convincing especially in light of the rise in the U.S. monetary supply that seems to exceed GDP growth (see table) and the current weakening of U.S. dollar on the global market. The U.S. exchange rate in comparison with the Eurodollar fell 40% between 2001 and 2004 (Evans, 2). Works Cited Elwell, Craig K. The U.S. Trade Deficit: Causes, Consequences, and Cures. Congressional   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Research Services, 2006. http://www.usembassy.it/pdf/other/RL31032.pdf Evans, Edward A. Understanding Exchange Rates: A Weakening U.S. Dollar—Good, Bad, or    Indifferent for Florida Farmers and Agrobusinesses? Gainesville: University of Florida   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   IFAS. 2005 http://edis.ifas.ufl.edu/pdffiles/FE/FE54600.pdf Naito, Yuki, Robert C. Norrington, Keiko Yamaguchi. â€Å"The United States.† A Multi-country   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Evaluation of Trade Imbalances. Ed. Steven Suranovic. Washington DC: George   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Washington Universtiy. 1999. http://internationalecon.com/tradeimbalance/US.html Shostak, Frank. â€Å"Does the widening U.S. trade deficit pose a threat to the economy?† The Daily   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Reckoning. 2006 http://www.dailyreckoning.com/Featured/ShostakDeficit.html

Vertigo, 1958 | Film Analysis

Vertigo, 1958 | Film Analysis Vertigo is a 1958 suspense thriller directed by Alfred Hitchcock, written by Alec Coppel and Samuel Taylor and based upon the 1954 novel Dentre Les Morts by Pierre Boileau and Thomas Narcejac. Starring James Stewart, Kim Novak and co-starring Barbara Bel Geddes. James Stewart plays the part of detective John Ferguson or Scottie as he is known throughout the film, who develops a fear of heights, acrophobia, after he watches a policeman fall to his death during a police chase over the San Francisco rooftops. Following the incident, Scottie retires from the police force, but old friend Gavin Elster (Tom Helmore) hires him as a private detective to follow his wife, Madeleine Elster (Kim Novak) as she has been behaving strangely. Elster believes that she is possessed by the ghost of a dead relative, Carlotta Valdez. It is not long before Scottie starts to find himself becoming obsessed with the beautiful but troubled Madeleine and falls in love with her. As the introductions roll onto the screen, we are confronted by a close up of a black and white womans face, first her lips, her nose, her eyes, then onto one eye, where we can see a tear Her gaze only briefly meets ours, when we first see her eyes, but then they are skirting from left to right. The music gets more intense and the scene turns red, as the eye we are focused on widens in what we can only assume as shock or horror. We then see coloured patterns, starting first in the pupil, then swirling round on the black screen, gradually becoming larger and enveloping the screen and the audience. This setting of emotion and involvement of the audience in what is to be classed as misà ©-en-scene; the creation of emotion through visuals and audio. Fig. 9 Introductory scenes The opening scene underpins the whole of Scotties acrophobia, and as an audience, we also get to experience what it is hes feeling. The music is tense, we can see the skyline, we see them jumping from roof to roof, then we see Scottie slip, hes clinging on to the gutter by his fingertips to stop himself from plunging to a certain death. The other policeman turns to help him, asks him for his hand, but he falls from the roof, to the ground hundreds of feet below. The distance and acrophobia is highlighted by the view on the ground below panning in and out toward us. People who suffer with vertigo feel as if they or their surroundings are moving. These false sensations are often accompanied by a feeling of spinning (Smith et al, 2000: 603). It has also to be noted that psychologists believe there is tension from the feeling of vertigo, whereby there is a desire to fall yet there is a dread of falling. The audience is made to feel the fear and terror that Scottie is experiencing, the fe eling that death is so close, could be so easy. To survive he has to desperately cling to the gutter, his arms and body stretched to their capacity, his mind full of terror, whereas to die, he only has to let go. Within this scene, the audience is given minimal information. We see three men in sequence climb over the top rung of a ladder, the second being a policeman, so we assume the first is a suspect? Thirdly, there is Scottie, but he is in plain clothes, so he could be anybody, but he must be connected to the policeman as he is pursuing him. This is shown as three close up shots, then we have panned out to reveal all three men running across the roof. In turn, they jump to another roof. This is when we see Scottie slip. This can be related to Freuds theory of the Id, Ego and Superego. The Id is the first man; he wants his urges satisfied regardless of society, his focus solely on his pleasure, relative to criminality. The second man, being the policeman, can be shown as the Supe rego, with strict and rigid morals, relatable to the father. It is also in this scene that we can take into account the Oedipus Complex, the son, Scottie, is responsible for the fathers, the policemans, death as he tries to save him from falling, whilst the Id has got free into the darkness. Scottie is left hanging from the gutter; we never see how it is he escapes this situation, leaving him metaphorically stuck there for the remainder of the film. Wood also mentions this theory in his book when he revisits Hitchcocks films. Fig. 10 Hanging and falling Another thing to take into account here is Freuds relation between events and birth trauma and the separation between mother and child. Although he said that a child couldnt recall these memories, they were still instilled within our subconscious. So the idea of falling is, in a way, a re-enactment of birth trauma and separation. This was thought to be at the forefront of anxiety. In the next scene, we are placed within Midges apartment. It is constructed on separate shots between Scottie and Midge and the male/female space in which they inhabit throughout the conversation. They are defined by definite objects, such as Scotties cane and the bra that Midge is sketching. Scottie is re-affirming that he will be free of the corset that is binding him tomorrow, taking back him masculinity and power within the situation. It is only at three points throughout the scene that Midge and Scottie are shown together. Firstly, when Scottie approaches Midge to talk about the bra she is drawing-she speaks of it in a very matter of fact way, telling Scottie that he is a big boy and knows of such things. Next, Scottie talks of curing his acrophobia a small step at a time, he stands on a stool, Midge takes over the situation by bringing him a set of steps to climb, which she encourages him to do so. He sees out of the window between the buildings, like the scene he saw when hang ing from the gutter at the start of the film, but we are still held in reality by the flowers on the windowsill, but his vertigo grips him again. Even the security of Midges home is not enough, that becomes the vision and the drop becomes real. Next, we see Scottie clutched to Midges breast, whilst she holds him and soothes oh Johnny, Johnny. The common theme throughout is the presentation of Midge as the mother figure. In the scenes where they are shown together depict the mother/child relationship that they have. This is a reason why Scottie wouldnt be attracted to her like he is to Madeleine. She is too independent, whereas Madeleine is helpless and mysterious as we find out as the film continues. Fig. 11 Motherly love It is this scene that particularly also states Scotties condition as feminine. When he approaches Midge to ask her what the bra on a wire frame is, she relates the design is based on that on a bridge, the latest in revolutionary uplift made by an aircraft engineer. Not only is the relation of a bridge, which is a high place with regard to Scotties acrophobia, linked with the femininity of a womans undergarment, but the design of it has also been constructed by a man, thus saying that femininity is exactly that. Scottie cannot fulfil his role in society as a police man because of the fear, like Jefferies couldnt in Rear Window because of his injuries. Next we are presented with the exterior of Gavin Elsters office, then straight to Scottie and Elster having a conversation inside. Elster is asking Scottie to follow his wife for him. Around the office, there are mentions of ships, suggesting escape, and also references of the old San Francisco, relating to the power and freedom you gained then, as a man, again, this is mentioned later on whilst Scottie and Midge are talking to Pop Leibel in his bookstore. This relates to the conversation they are having about Elster wife, she is the object in the conversation between the two men, an intensifier of the taboo desire that we often see within films; one woman and two men who both lust after her. The position of power is also shifting between Scottie and Elster. When we first enter the room, Elster is sitting behind his desk, whilst Scottie is wandering around the office, looking at things, he then gets up and explains what he wants Scottie to do, taking power by positioning himself high er than him. Fig. 12 Stances of power Next the viewer is positioned inside the restaurant and is introduced to Madeleine with Scottie. The camera pans across the restaurant and comes to rest upon Madeleines back, her bare shoulders showing. She is shown as an object of desire; a close-up allows us to see her features as a still portrait, like that of the painting of Carlotta Valdez as she gracefully glides through the restaurant in a dream like manner. From this instance she is a mysterious object of desire that we must know more about. She has no idea that our gaze is upon her, she is helpless to it; we are an accomplice to Scottie, if not already him, and what it is in turn we are going to discover about Madelines secret life. When Scottie follows Madeleine in his car, it is downhill, to an alleyway. He follows her inside, through the back door in which she enters, where she is buying flowers. We are seeing from Scotties point of view. When he spies in through a crack in the door, this is how we see her also. When she turns, we see her reflection on the mirrored door that Scottie gazing through the door, completely unbeknown to her. She is surrounded by flowers, bathed in a soft light, enhancing her subtle beauty and femininity accompanied by a haunting music. Is she somehow a mirrored image of Scottie/the viewer? Koftman (1985 cited in Modelski 1989) stated that mens fascination with [the] eternal feminine is nothing but fascination with their own double, and the feeling of uncanniness, Unheimlichkeit, that men experience is the same as what one feels in the face of any double, and ghost, in the face of the abrupt reappearance of what one thought had been overcome or lost forever. This links back to Freud s castration complex. The view of the camera is very much from Scotties point of view, subjective, only further reiterating the point that the feminine is seen as lacking and the masculine is to look. Fig. 13 The perfect and unobtainable Within this scene, another thing to note is the recurrent theme of the oil painting, with the surround of flowers, but also the mirror, not only relating to the Koftman quote above, but also briefly I would like to touch upon John Berger. Within his essays, Ways of Seeing, he talks of the relevance of mirrors, that they reflect the judgemental gaze of others, as well as her own. They are also a symbol of vanity. If a woman is seen surveying herself in the mirror, it is for the benefit of the male, showing her subservience and willingness to become pleasing to the eye, but also her vanity. This in turn can is relatable to Freuds theory of the Electra Complex and Penis Envy. Her affections are transferred from her father to other men to give her what she ultimately wants, due to her lack of a penis, which is a child. This is turn leads onto a point made by Jacques Lacan, whereby he states that the mirror stage of a childs development is crucial so it can place itself within the world and relate to others. Much like Freud stated within the Oedipus and Castration complex, whereby the son relates to his father, wanting to be like him and grow into a man so he can have a woman of his own, like his father has his mother. The screen within the cinema frames its actors much like the mirror frames the self. As Mulvey states; It is the birth of the long love affair/despair between image and self-image which has found such intensity of expression in film and such joyous recognition in the cinema audience. (Mulvey, 2009: 18) When Madeleine falls into San Francisco bay, Scottie rescues her and takes her back to his house, undresses her and puts her to bed. Once again, he is the hero and she is the helpless woman who, without Scottie, would be dead. His obsession is becoming more and more with her. Whilst in his apartment, her near first concern is of the pins from her hair and her handbag, so she can find a mirror and put her hair up, making herself presentable for Scottie. The relation of power is also clear in this scene; Madeleine is sitting on the floor, whilst Scottie takes the higher position of the sofa arm to question her, to watch her. She is the object of desire; of his desire, as well as the male viewers object of desire. From here we can see the relation to any stereotypical fairytale; the hero rescues the helpless princess from the evil man/woman, although there is more to fairytale, for the use of this essay, I am outlining it in this very simplified manner. Take, for example, Cinderella, she is a servant to her stepmother and step sisters, but she goes to the ball, meets the prince, who does everything in his power to find his princess and rescue her. Freud also made this point, highlighting the lengths a man will go to, to rescue the woman they love, even if, as Freud (1910 cited in Perron 2005) stated, another man can claim right of possession, Madeleine being Elsters wife. This in turn, can be linked closely with the Oedipus complex. Freud (1910 cited in Berman 1997) also stated A man rescuing a woman from water in a dream means that he makes her his own mother. In the bell tower scene where Scottie is chasing Madeleine, it is where his masculinity is compromised once more because of his acrophobia. He should have taken his role as a man and stopped her from falling, he should have rescued her, but he failed and she fell to his death. Elster had hired Scottie to follow his wife, but once again, he failed at his job, like he did as a policeman. Scottie is plagued by nightmares of the tragic event. He is falling, like Madeleine, haunted by Carlotta Valdez, colours flash red, signifying not only Scotties vertigo but also his fantasies. Fig. 14 Re-occurring fall When Scottie is back in San Francisco, every woman he sees bears a resemblance to Madeleine. Women on the street, in restaurantsHe seems like a broken man, not the strong counterpart that the audience want to relate to. He follows a woman, Judy, to her apartment and asks her out to dinner. Slowly, we can see Scottie becoming more and more obsessed with Judy, asserting his masculinity by offering to take care of her, but her flowers, clothes. Judy is becoming an ideal passive counterpart to Scotties active sadistic voyeurism. She knows her part is to perform, and only by playing it through and then replaying it can she keep Scotties erotic interest (Mulvey, 2009: 25). We, as an audience, have already made the discovery that Judy really is Madeleine, that she played a part for Elster. It is an uncomfortable discovery as Scottie doesnt know. We almost feel as though we are cheating him, hes falling into a trap and we cant warn him. We are only watchers to the scenes playing out before us, regardless of us; things will still happen and go forth. The essential fact is to get real suspense you must let the audience have information (Hitchcock cited in Bays, 2004). Scottie is trying his hardest to change Judy to Madeleine, and she is letting him. The roles of passive female and the active male are mirrored in the re-enactment of a scene that happened between Scottie and Madeleine. She is a visually objectified other, confirmed by her dress, make up and style. Also, this, again, can be linked back to the Oedipus/Castration complex, when the sole object of the boys desire was his mother. In his eyes, she was the perfect woman and satisfied all his needs. It is only when Scottie is happy that Judy looks enough like Madeleine that he begins to become sexually attracted and interested in her. He has successfully turned her into a fetish; he has eliminated the threat of castration. The tower in which Madeleine and Judy both fell off are very symbolically phallic, re-asserting the masculinity of the situation. The film makes the audience confront their own lives and past.