Managenent and Leadership Assignment Example | Topics and Well Written Essays - 3000 words

Managenent and Leadership - Assignment Example The essence of transience: Transience in a way is a continuation and chain of existence, without it everything would get into a stale mode with no change, no improvement, no replacement and hence no growth. All the technology and advancement that we see around us is the courtesy of transience and variability. What was not being achieved by the past generations has been done so by the present ones, and the chain and cycle would continue in coming ages. All the men of past, present, and future are equal men and human beings, no one is superiorly capable over another, yet it’s the transience, the process of evolution, change, progress that has resulted in all what we have today. In other words, transience is the name of life and this universe. Without it the mere existence would fall into jeopardy. Transience is the short lived interaction, short lived response or experience with one of these five elements namely an ordinary place, an individual, the working place, environment or any concept that is of some spark to the mind. Permanence is a transient phase which lasts only for a brief while. This concept is being advocated by many proponents of the field notably Edward Albee, Harold Clurman and various other people who have tried discovering the aspect of transience (Taylor, 1970). The incumbent concept is merely taken as elementary and goes unnoticed however the entire spectrum of human life and this universe revolves around the transience.... The incumbent concept is merely taken as elementary and goes unnoticed however the entire spectrum of human life and this universe revolves around the transience. With such a reach, it influences the manner in which relationships are taken, and their due tenures. The author is of the believe that with pacing change has resulted in the reduction of tenures of relationship between individuals. Relationships that would last longer in past are subject to various adverse factors due to the pace attained all over. Organizational relationship is one of those variables and it is equally undergone the transience in a fast paced manner. According to the author the pace of this phenomena has beefed up in recent times and as a result the variables that are subject to this phenomena are equally adapting themselves and hence pacing up the modes and means of operations and conductivity. Impact of transience on the organizations: The work place environments that are driven by the technology and stat e of the art tools, is largely reformed in comparison to its existence nearly a century ago. As a result the human behavior, the employees’ relationship, their approach, attitude and aptitude has seen a shift in its display. Long term customer and employee loyalty cannot be guaranteed any more. What runs and rules the industry is materialistic approach and achievements. The social relationships are reduced a great deal with modern design structures of the office work places. While the commitment to organizational loyalty lasted many years in past, they are merely limited to contracts and projects, all gifts of ever fast paced transience and technological

Audience use of media texts is inextricably linked to the formation of Essay

Audience use of media texts is inextricably linked to the formation of social identities and the forging of cultural distinctions. Discuss - Essay Example It seems that question is no longer whether it does rather how much and in what manner. In current times we have seen how television has morphed from simply a provider of entertainment and a means of recreation, into a god-creator of a proxy-community – where people are drawn to the images and to the text and use them to form social identities and forge cultural distinctions. The notion of a â€Å"fan culture† is a complex one. There are a whole plethora of reasons why an individual finds himself â€Å"hooked† to a particular television show. When these individuals come together, a whole community is created, a whole subculture is forged, and the fans cease to be peripheral observers and become active agents and manipulators of the text itself. From â€Å"borrowed material†, or the material churned out by television producers, scriptwriters and directors, fans craft a patchwork quilt all their own – fusing their own individual experiences and perceptions and coming up with an entirely new animal resembling in parts, and far removed from, in other parts, the original text. This is the theory posited by Jenkins in the book â€Å"Textual Poachers: Television Fans and Participatory Culture† (1992) where he navigates through the media fan community and demonstrate how the cultural practices within it serve to rework the text and create its own social institutions, with its own hegemonies and rules. In order to explore how media defines social identity and on what level, this paper shall take as an example the success of the 1990 hit television show Twin Peaks. It illustrates that the effect of media on social identity can be both normative and prescriptive. First, the portrayal of young adults in Twin Peaks can be prescriptive in terms of lifestyle and behavior. Second, the developments in television genre occur simultaneously with developments in sub-culture. And that the

The Scarlet Letter by Nathaniel Hawthorne

The Scarlet Letter by Nathaniel Hawthorne The scarlet letter A has a close interrelation to the novels thematic structure which is centered on the three scaffold scenes in chapter 2, chapter 12, and chapter 23. At the first scaffold scene, the author introduces the theme of sin, judgement and the religion. Dimmesdales moral conflict is shown on the second scaffold scene which symbolizes the center of conscience. At the last scaffold scene, Dimmesdale can escape from his guilt and reconciles with Hester. When when Dimmesdale dies, Chillingworth doesnt need for his revenge. And Pearl can have a life that is filled with love and happiness. Thus, the scarlet letter A affects the lives of the main characters, and it makes them be related with the symbol A: Hester Prynnes free will and adulterous relationship with Arthur Dimmesdale provoke the anger of Roger Chillingworth, Dimmesdales passion leads him to his ruin, and Chillingworths search for the seducer of his wife implies the evil of the nature of man. Hypocritical effort to conceal their secret sins have Arthur Dimmesdale, Hester Prynne, and Roger Chillingworth collapse. This kind of hypocrisy and the harsh and inhumane system make Hawthorn be disappointed with the Puritan society. Hawthorn criticizes this inhumane hypocrisy with the technique of tragic irony in the novel. For example, the irony of Dimmesdales situation is that he becomes imperfect by trying be perfect. The more his followers regard him as a saint, the more he should dismiss himself as the vilest of all sinners. Thus, the story is full of tragic irony, and the authors purposes are well represented by it. Paraphrase At the outset, Hester with black eyes and dark hair stands on the scaffold, holding her baby of three months old. With the scarlet letter A on her bosom, she stands for three hours on the scaffold. Though she is stigmatized by the scarlet letter on her breast, she has to withstand the public glances. Meanwhile, The Reverend Mr. Wilson delivers his speech about sin and emphasizes the symbolism of the letter A. He persuades Hester to uncover the father of her child, but she does not speak at all. She suddenly sees s Chillingworth, her husband, standing in the crowd. He makes a gesture with his fingers in order not to disclose his identity. Back in her prison, she is in a state of nervous frenzy. That evening, Chillingworth visits her in prison. She has an interview with him when he enters the dark prison as a physician who takes care of the distraught state of her after the public ordeal. She confesses to her husband that she does not feel any love for him. She admits that she has greatly wronged him with the letter of her shame, but she does not want to tell him who the childs father is. Asking her to promise never to reveal his true identity as her husband, Chillingworth decides to discover the father of Pearl. Three years after her releases from imprisonment, Hester does not leave Boston instead of moving into a small seaside shanty on the outskirts of Boston. She makes her living by doing stitchwork for local dignitaries, and spends her time helping the poor and the sick. She slowly gains respect from the people of Boston. Her skill at needlework, her acts of kindness, and her self-reliance make her scarlet letter stand for something other than adultery. Meanwhile, the Puritan authorities force Hester to give up her child, because an immoral woman like her is unfit to bring up a child. The governor Bellingham persuades Hester to raise Pearl in a Christian way and tries to take her away from Hester, but she does not give her up. As the years pass, Pearl grows up and becomes Hesters happiness and torture. Roger Chillingworth gets a good reputation as a physician, and becomes the medical adviser of Dimmesdale, giving him medical consultations. Because their intimate friendship develops, Dimmesdale even speaks of his personal matters to Chillingworth, and it makes them live in the same house together. Chillingworth finds that Dimmesdale is deeply concerned with Hester. Chillingworth eventually recognizes that Dimmesdale is the father of Pearl, and he decides to revenge. In order to get a confession from Dimmsdale, Chillingworth cautiously drives him to feel sinful. Dimmesdale stands on the scaffold one night. While he is standing there, Hester and Pearl come. Dimmesdale calls them to the scaffold, and they mount. The three of them stand hand-in-hand there. At the same instant, Chillingworth is again present. He cruelly watches them standing on the scaffold. Meanwhile, Dimmesdale tells Hester that he is afraid of Chillingworth. Hester realizes that Dimmsdale is slowly being killed by Chillingworth, so she decides to help him. Four years have gone by. Hesters position in the community has risen because of her charity. Her scarlet letter A now stands for Able. Meanwhile, Dimmesdales suffering makes his sermon become more humane. One day Hester sees Chillingworth picking herbs in the seashore, and she asks him to stop torturing Dimmesdale, and she tells him that she will disclose the fact that he is her husband to Dimmesdale. While Hester and Pearl are taking a walk in the forest, they meet Dimmesdale. He looks despaired as if he doesnt have any desire to live. He confesses his misery and unhappiness. Hester realizes that she still loves Dimmesdale, so she reveals the identity of Chillingworth as her husband. She asks him to forgive her deception. When Dimmesdale hears from Hester that Chillingworth is her husband, he is furious at first, but finally forgives her. They agree to leave this Puritan community and go to Europe together with Pearl. Dimmesdale believes that Europe offers more civilization and refi nement, so going to Europe is the better choice. Returning from the forest, Dimmesdale decides to expose himself for the peace of his own soul by confessing his sin in front of the whole congregation. He writes the Election Sermon with tremendous inspiration. The sermon is successful. Meanwhile, on the day when Hester finds a ship that will carry all three of them to Europe, Chillingworth asks the ships captain to take him on board. After Dimmsdale finishes his sermon, he beckons to Hester and Pearl to come. They go to the scaffold and stand there together in his penitence. Chillingworth tries to stop them, Dimmesdale uncovers the secret of his sin to the crowd. After telling the people that he is a sinner like Hester. He dies on the scaffold. After Dimmesdales death, Hester goes to Europe with her daughter. Pearl happily marries there, but Hester returns to Boston alone. She never removes her scarlet letter. When she dies, she is buried next to Dimmesdale. Her tombstone shares a scarlet letter A. with Dimmsdales. Connotation 1. Simile .I happened to place it on my breastIt seemed to me then, that I experienced a sensation not altogether physical, yet almost so, as of a burning heat; and as if the letter were not of red cloth, but red-hot iron. I shuddered, and involuntarily let it fall upon the floor. (P 30) The letter A is compared to burning heat or red hot iron: It shows the connections between spiritual perception of sin and the physical manifestation.(Simile) 2. Simile It might be, too, that a witch, like old Mistress Hibbins, the bitter tempered widow of the magistrate, was to die upon the gallows.(P 63) a witch, like old Mistress Hibbins: A witch is compared to old Mistress Hibbins.(Simile) 3. Onomatopoeia, Metaphor Ah, but, interposed, more softly, a young wife, holding a child by the hand, let her cover the mark as she will, the pang of it will be always in her heart.(P 66) pang.(Onomatopoeia) Pang in her heart is compared to sin as pain.(Metaphor) 4. Assonance, Alliteration On the breast of her gown, in fine red cloth, surrounded with an elaborate embroidery and fantastic flourishes of gold-thread, appeared the letter A. It was so artistically done, and with so much fertility and gorgeous luxuriance of fancy, that it had all the effect of a last and fitting decoration to the apparel which she wore; and which was of a splendor in accordance with the taste of the age, but greatly beyond what was allowed by the sumptuary regulations of the colony. (P 68) elaborate embroidery.(Assonance) fantastic flourishes.(Alliteration) 5. Imagery Never! Replied Hester Prynne, looking, not at Mr. Wilson, but into the deep and troubled eyes of the younger clergyman Dimmesdale. It is too deeply branded. Ye cannot take it off. And would that I might endure his agony, as well as mine! (P 91) deeply branded: Her sin is burned into her like branded cattle.(Imagery) 6. Simile Thy acts are like mercy, said Hester, bewildered and appalled. But thy words interpret thee as a terror! (P 101) Thy acts are like mercy: Chillingworths act is compared to the mercy on Hester.(Simile) thy words interpret thee as a terror: Chillingworths words are compared to a terror.(Simile) 7. Alliteration, Assonance, Imagery But there is a fatality, a feeling so irresistible and inevitable that it has the force of doom, which almost invariably compels human beings to linger around and haunt, ghostlike, the spot where some great and marked event has given the color to their lifetime; and still the more irresistibly, the darker the tinge that saddens it. (P 105) a fatality, a feeling.(Alliteration) irresistible and inevitable.(Assonance) Linger, haunt, ghostlike is image of Hesters mind.(Imagery) 8. Alliteration, Imagery But it is not recorded that, in a single instance, her skill was called in aid to embroider the white veil which was to cover the pure blushes of a bride. (P 110) blushes of a bride.(Alliteration) White veil is the images of purity and absence of sin.(Imagery) 9. Alliteration, Simile She stood apart from moral interests, yet close beside them, like a ghost that revisits the familiar fireside and can no longer make itself seen or felt, no more smile with the household joy, nor mourn with the kindred sorrow; or, should it succeed in manifesting its forbidden sympathy, awakening only terror and horrible repugnance. (P 112) familiar fireside (Alliteration) like a ghost: Hester is compared to a ghost.(Simile) 10. Symbol, Imagery Throughout all, however, there was a trait of passion, a certain depth of hue.The child could not be made amenable to rules.The mothers impassioned state had been the medium through which were transmitted to the unborn infant the rays of its moral life; and, however white and clear originally, they had taken the deep stains of crimson and gold, the fiery lustre, the black shadow, and the untempered light of the intervening substance. Above all, the warfare of Hesters spirit, at that epoch, was perpetuated in Pearl. (P 121) Pearl is a symbol of Hesters sin (symbol) White and clear, crimson and gold, the fiery lustre, and the black shadow are the dual image about morality.(Imagery) 11. Symbol, Imagery I am my mothers child, answered the scarlet vision, and my name is Pearl! (P 154) Pearl is a symbol of her mother sin. In a way, Hester traded in everything she had; her marriage, her standing in a community.(Symbol) Christian image, Pearl of great price from Matthew 13:45-46.(Imagery) 12. Metaphor After putting her finger in her mouth, with many ungracious refusals to answer good Mr. Wilsons questions, the child finally announced that she had not been made at all, but had been plucked by her mother off the bush of wild roses that grew by the prison-door.(p 157) Pearl is being a wild roses.(Metaphor) 13. Simile, Imagery Roger Chillingworth the man of skill, the kind and friendly physician- strove to go deep into his patients bosom, delving among his principles, prying into his recollections, and probing everything with a cautious touch, like a treasure-seeker in a dark cavern. Few secrets can escape an investigator, who has opportunity and license to undertake such a quest, and skill to follow it up. A man burdened with a secret should especially avoid the intimacy of his physician. (P 177) Treasure is compared to the seeker in a dark cavern (Simile) Being able to go through someones brain and see their thoughts (Imagery) 14. Imagery When, an uninstructed multitude attempts to see with its eyes, it is exceedingly apt to be deceived. When, however, it forms its judgment, as it usually does, on the intuitions of its great and warm heart, the conclusions thus attained are often so profound and so unerring, as to possess the character of truths supernaturally revealed. (P 182) Image of group or crowd, as if these people were a single person.(Imagery) 15. Allusion Come away, mother! Come away, or yonder old Black Man will catch you! He hath got hold of the minister already. Come away, mother, or he will catch you! But he cannot catch little Pearl! (P 193) Black man is an allusion to Satan, and occasionally a reference to Chillingworth.(Allusion) 16. Implication Then I need ask no further, said the clergyman, somewhat hastily rising from his chair. You deal not, I take it, in medicine for the soul! (P 196) Medicine for the soul is implication of spiritual healing. It is the one thing Dimmesdale needs. It is as if he recognize on some level that Chillingworth cannot help him.(Implication) 17. Metaphor, Implication But, if it be the souls disease, then do I commit myself to the one Physician of the soul!But who are thou, that meddlest in this matter? that dares thrust himself between the sufferer and his God? (P 197) Physician of soul is compared to God (Metaphor) Souls disease implies that the soul can be sick in much the same way the body can be sick.(Implication) 18. Metaphor, Allusion But with what a wild look of wonder, job, and horror! With what a ghastly rapture.making itself even riotously manifest by the extravagant gesture with which he threw up his arms towards the ceiling, and stamped his foot upon the floor! Had a man seen old Roger Chillingworth, at that moment of his ecstasy, he would have had no need to ask how Satan comports himself when a precious human soul is lost to heaven, and won into his kingdom. (P 199) Chiilingworths ecstasy is compared to Satans ecstasy.(Metaphor) His kingdom is Hell: Chillingworths joy over the suffering of another person is compared to Satans happiness when a sinner sins and gets another step closer to hell.(Allusion) 19. Metaphor, Oxymoron a quiet depth of malice, hitherto latent, but active nowwhich led him to imagine a more intimate revenge than any mortal had ever wreaked upon an enemy. (P 201) Malice is metaphor for evil growing like a disease (Metaphor) Intimate revenge (Oxymoron) 20. Duality To the untrue man, the whole universe is false,- it is impalpable,- it shrinks to nothing within his grasp.The only truth that continued to give Mr. Dimmesdale a real existence on this earth was the anguish in his inmost soul (P 212) Existence or non-existence, true or false: Truth is equated to existence, and falseness is equated to non-existence. (Duality) 21. Irony Satan dropped it there, I take it, intending a scurrilous jest against your reverence. But, indeed, he was blind and foolish, as he ever and always is. A pure hand needs no glove to cover it! (P 232) Dimmesdales hand is not pure. He does need a glove to cover it in accordance with the Sextons comment. (Irony) 22. Metaphor The scarlet letter had the effect of the cross on a nuns bosom. It imparted to the wearer a kind of sacredness which enabled her to walk securely amid all peril. (P 241) The scarlet letter is a protective talisman much like an nuns cross. (Metaphor) 23. Paradox It is remarkable that persons who speculate the most boldly often conform with the most perfect quietude to the external regulations of society. (P 245) Those who behave the best secretly imagine what the sin will be like. (Paradox) 24. Imagery It lies not in the pleasure of the magistrates to take off this badge.Were I worthy to be quit of it, it would fall away of its own nature, or be transformed into something that should speak a different purport. (P 253) Fall away of its own nature is subtle image of nature.(Imagery) 25. Metaphor What choice had you? asked Roger Chillingworth. My finger, pointed at this man, would have hurled him from his pulpit into a dungeon, thence, peradventure, to the gallows!(P 256) My finger is compared to Chillingworths accusation.(Metaphor) 26. Imagery, Oxymoron, Alliteration, Metaphor Let men tremble to win the hand of woman, unless they win along with it the utmost passion of her heart! Else it may be their miserable fortune, as it was Roger Chillingworths, when some mightier touch than their own may have awakened all her sensibilities, to be reproached even for the calm content, the marble image of happiness, which they will have imposed upon her as the warm reality. (P 265) Tremble is image of fear.(Imagery) Miserable fortune.(Oxymoron) Calm content (Alliteration) Marble image of happiness is metaphor for marriage without passion. (Metaphor) 27. Symbol, Alliteration Truly do I! Answered Pearl, looking brightly into her mothers face. It is for the same reason that the minister keeps his hand over his heart! (P 269) Dimmesdales hand over his heart is symbol of his sin.(Symbol) Hand over his heart.(Alliteration) 28. Metaphor But mother, tell me now! Is there such a Black Man? And didst thou ever meet him? And is this his mark?.Once in my life I met the Black Man! said her mother. This scarlet letter is his mark! (P 279) Scarlet letter is metaphor for sin and the mark of Satan.(Metaphor) 29. Contrast Thou shalt forgive me! cried Hester, flinging herself on the fallen leaves beside him. Let God punish! Thou shalt forgive!(P 294) Contrasting who doing action: human forgives, God punishes.(Contraction) 30. Metaphor à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦That old mans revenge has been blacker than my sin. He has violated, in cold blood, the sanctity of a human heart. Thou and I, Hester, never did so!(P 294) Blacker: Degree of black is connected to the gravity of sin. Blacker means worse. Colour as degree of sin.(Metaphor) 31. Metaphor, Imagery, Onomatopoeia There played around her mouth, and beamed out of her eyes, a radiant and tender smile, that seemed gushing from the very heart of womanhood. A crimson flush was glowing on her cheek, that had been long so pale. (P 307) gushing.(Onomatopoeia) Beam, radiant, and glowing is image of light.(Imagery) Smile is compared to blood.(Metaphor) 32. Implication, Dual meanings At least, they shall say of me, thought this exemplary man, that I leave no public duty unperformed, nor ill performed! (PP 325-326) Private duties are left unperformed.(Implication) Dimmesdale is a good man, and Dimmesdale as a bad man.(Dual meanings) 33. Alliteration, Imagery Ha, tempter! Methinks thou art too late! answered the minister, encountering his eye, fearfully, but firmly. Thy power is not what it was! With Gods help, I shall escape thee now! (P 384) fearfully, but firmly.(Alliteration) Tempter is a image of Satan.(Imagery) 34. Metaphor Thou hast escaped me! he repeated more than once. May God forgive thee! said the minister. Thou, too, hast deeply sinned! (P 389) Chillingworth is compared to Satan.(Metaphor) 35. Alliteration, Onomatopoeia Hush, Hester, hush!The law was broke! the sin here so awfully revealed! let these alone be in thy thoughts! I fear! I fear! It may be that, when we forgot our God, when we violated our reverence each for the others soul, it was thenceforth vain to hope that we could meet hereafter, in an everlasting and pure reunion. (P 390) Hush, Hester, hush.(Alliteration) Hush.(Onomatopoeia) 36. Imagery that the awful symbol was the effect of the ever-active tooth of remorse, gnawing from the inmost heart outwardly, and at last manifesting Heavens dreadful judgment by the visible presence of the letter. (P 393) Tooth of remorse is painful Image. Remorse as an emotion that eats away at a person.(Imagery) 37. Oxymoron Without disputing a truth so momentous, we must be allowed to consider this version of Mr. Dimmesdales story as only an instance of that stubborn fidelity with which a mans friends-and especially a clergymans-will sometimes uphold his character, when proofs, clear as the midday sunshine on the scarlet letter, establish him a false and sin-stained creature of the dust. (P 394) stubborn fidelity: Fidelity means truth and faithfulness, but the stubborn means not changing ones judgment in light of evidence.(Oxymoron) 38. Imagery, Alliteration Hester comforted and counseled them as best she might. She assured them, too, of her firm belief, that, at some brighter period, when the world should have grown ripe for it, in Heavens own time, a new truth would be revealed, in order to establish the whole relation between man and woman on a surer ground of mutual happiness.(P 400) comforted and counsel.(Alliteration) Passage of time is the image of Heavens own time, brighter period, grown ripe.(Imagery) 39. Insinuation, Assonance, Alliteration, Imagery The angel and apostle of the coming revelation must be a woman, indeed, but lofty, pure, and beautiful; and wise, moreover, not through dusky grief, but the ethereal medium of joy; and showing how sacred love should make us happy, by the truest test of a life successful to such an end! (PP 400-401) angel and apostle (assonance) truest test (alliteration) Insinuating that women are usually pure by nature: The angel and apostle of the coming revelation must be a woman, indeed, but lofty, pure Dusky grief is the image of sinner 40. Metaphor a new grave was delved, near an old and sunken one, in that burial-ground beside which Kings Chapel has since been built. It was near that old and sunken grave, yet with a space between, as if the dust of the two sleepers had no right to mingle. Yet one tombstone served for both.(P 401) Dust is compared to the ashes of two dead people; Dimmesdale and Hester.(Metaphor) Sleepers is compared to dead people.(Metaphor) Attitude Nathaniel Hawthorne is a remarkable ironist who makes good use of the dramatic irony. He regards human beings as originally imperfect creatures. The dehumanization in a Puritan society in The Scarlet Letter is criticized with the method of tragic irony which is closely related to a dualistic view of life. Most of the characters are Puritans. They are innocent and try to build an ideal society in their own way. Such a perfect Puritan community hold its own secrets and sin within each member. This creates irony or hypocrisy and has each person feel guilty. In the novel, Hester, Dimmesdale, and Chilligworth are isolated from a normal society and they suffer from the various aspects of sin. Hypocritical action to conceal their secret sins make them collapse. Although Hester feels humility and embarrassment because of her sin, she is the only one who is spiritually free. When Dimmesdale finally uncovers his sin to the people around the scaffold, they refuse to believe that he is sinner li ke Hester. The fact that is the vulnerable minister and a secret sinner results in an endless maze of irony. Dimmesdales dual identity is shown in Hester with the shameful scarlet letter on her breast and in Chillingworth with his secret revenge for Dimmsdale. The irony of Dimmesdales situation is that he becomes imperfect by pretending to be perfect. Dimmesdale tries to appear to be a perfect man, for he thinks there is absolute good and evil in the world. By using tragic irony, Hawthorne builds up the plot which gives us constant interest in his novel. Thus, The Scarlet Letter is chiefly composed of tragic irony, and the authors purposes are well represented by it. Shift In chapter 16, Dimmesdale appears to be in despair, as if he has no purpose or desire to live whereas in chapter 18, he takes courage and decides to leave the Puritan society with Hester and his daughter, Pearl. He is reborn with great energy, He thinks everything positively. But in chapter 23, he suddenly gives up everything. He cannot act against his conscience. In this chapter, Chillingworth loses his purpose of revenge completely when Dimmesdale dies. He no longer has Dimmesdale to confess his sin. Hester also lose her love. She doesnt need feel the loneliness she has already has when Dimmesdale dies. Pearl can have a life which is full of love and happiness. In chapter 13, Hesters position in the community gradually changes because of her charity and kindness. She helps the poor and the sick. She slowly gains good reputation from the people of Boston. Her skill at needlework and the charity for the needy make her scarlet letter symbolize something other than shameful adultery. Hesters scarlet A now stands not for shame but for Able. It is no longer a token of her shameful adultery. The readers can see the shift of Dimmesdales conscience by comparing the three scaffold scenes in chapter 2, chapter 12, and chapter 23. In the first scene, he does not want to reveal his secret sin In the second scaffold scene, he confesses his sin in private at night, so it does not seem to be a public confession. In the final scaffold scene, he confesses his sin in public. At this time, his conscience finally clears. Themes This section will discuss the following four themes: sin, conscience, Puritanism, and forgiveness. Sin By choosing a Puritan society and adultery as the setting for this novel, Hawthorne is free to explore the psychological impact of sin on everyone involved. In Puritan society adultery is both a crime and a sin. As a woman whose husband is absent, Hesters pregnancy is evidence of her immoral relationship with a man, not her husband. Puritans usually impose the death penalty on adulterers, however, since Hesters husband might be dead they refrain from administering it in this case. They cannot let her sin go unpunished, so they sentence her to three years in prison, and she must wear the A on her chest for adulteress for the rest of her life. In addition, she is cast out of the community. To the Puritans, sin is like infectious disease. Hester is quarantined in the hope that her sin will not pollute the community. Puritanism is a strict version of Christianity. In other sects after Christians confess their sins and perform penance, their sins are forgiven and they receive reconciliation with God and their community. Hester for her part acknowledges her wrongdoing and endures her punishment with grace. Upon her release from prison, she mak es a living for herself and her daughter by sewing and embroidery. Her industriousness and thrift allow her to carry out many works of charity for the poor. Although her life is not a very happy one, her sin and subsequent penance create an opportunity for her spiritual development and personal growth. Dimmesdale carries the weight of sin in private. He does not make spiritual progress instead he becomes a hypocrite. Puritans expect their ministers to have high moral standards. He feels guilty that he is not living up to them. He tries to perform penance in private, but his efforts do not offer him any spiritual relief. His spiritual agony starts to affect his physical health negatively, to the point where his congregation begins to worry about him. Chillingworth has a readers sympathy in the beginning because he is a man who has been wronged by his wife. Marrying a much younger woman does not qualify as a sin. But as time passes he gives himself over to sin by seeking revenge on the man who slept with his wife. The sin of revenge physically transforms him in the following ways: accelerated aging, deformation of facial features, and the stoop in his back. He can be said to personify the phrase ugly as sin. Conscience For Hawthorne, individual conscience plays a valuable role. When a person relies on his intuition and sympathy for others, he/she is able to make good moral decisions. The Puritans, in contrast, have little use for individual conscience. In order to do what is right, a Puritan only has to follow the religious rules of community. As such individual conscience is subordinate to the religious commandments of the Bible, Hester uses her own intuition to make moral decisions, a characteristic which sets her apart from her fellow Puritans. Dimmesdales conscience torments him. The readers can see the developments of his conscience by comparing the three scaffold scenes in chapter 2, chapter 12, and chapter 23. In the first scene, he exhorts Hester to name the father, but it is clear from his double speak that he does not want his sin to be revealed. In the second scaffold scene, he is moved to confess his sin out loud, but he is alone at night, so it does not count as a public confession. In the final scaffold scene, after his election day sermon, he confesses he is Hesters partner in sin in front of the whole congregation. His conscience finally clears, but he has lived with the guilt for so long that he has no strength to live after his confession. Chillingworth starts out with a conscience as evidenced by his conversation with Hester in which he admits marrying her against her wishes is a mistake that leaves her vulnerable sin of adultery. When he suspects that the other party to adultery is still in town, he loses his conscience in direct proportion to his effort to exact revenge on Dimmesdale. With revenge as his whole motive for living, he cannot survive after Dimmesdales confession, which renders revenge useless. Puritanism Puritanism has an strong effect on The Scarlet Letter. In the novel, Hawthorne wants to describe how Puritanism in the 17th century apparently ignores the sanity of human minds in every aspect of punishment and salvation. He gives us the essence of the Puritan thoughts of Boston, including the Puritans view on mans sinful situation, and the intolerant Puritan attitude towards sinner. The Puritan leaders at that time condemn every person who fails morally and force them to face a public penitence. The Puritan laws is far from Gods divine love which embraces all sinners having imperfect nature and human weakness. Hawthorne is disappointed with the intolera

Radar: A Silent Eye In The Sky :: essays research papers fc

Radar: A Silent Eye in the Sky   Ã‚  Ã‚  Ã‚  Ã‚  Today's society relies heavily on an invention taken for granted: radar. Just about everybody uses radar, whether they realize it or not. Tens of thousands of lives rely on the precision and speed of radar to guide their plane through the skies unscathed. Others just use it when they turn on the morning news to check the weather forecast.   Ã‚  Ã‚  Ã‚  Ã‚  While radar seems to be an important part of our everyday lives, it has not been around for long. It was not put into effect until 1935, near World War II. The British and the Americans both worked on radar, but they did not work together to build a single system. They each developed their own systems at the same time. In 1935, the first radar systems are installed in Great Britain, called the Early Warning Detection system. In 1940, Great Britain and the United States install radar aboard fighter planes, giving them an advantage in plane-to-plane combat as well as air-to-ground attacks.   Ã‚  Ã‚  Ã‚  Ã‚  Radar works on a relatively simple theory. It's one that everybody has experienced in their lifetime. Radar works much like an echo. In an echo, a sound is sent out in all directions. When the sound waves find an object, such as a cliff face, they will bounce back to the source of the echo. If you count the number of seconds from when the sound was made to when the sound was heard, you can figure out the distance the sound had to travel. The formula is:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  (S/2) X 1100 = D (Half of the total time times 1100 feet per second equals the distance from the origin to the reflection point)   Ã‚  Ã‚  Ã‚  Ã‚  Of course, radar is a much more complicated system than just somebody shouting and listening for the echo. In fact, modern radar listens not only for an echo, but where the echo comes from, what direction the object is moving, its speed, and its distance. There are two types of modern radar: continuous wave radar, and pulse radar.   Ã‚  Ã‚  Ã‚  Ã‚  Pulse radar works like an echo. The transmitter sends out short bursts of radio waves. It then shuts off, and the receiver listens for the echoes. Echoes from pulse radar can tell the distance and direction of the object creating the echo. This is the most common form of radar, and it is the one that is used the most in airports around the world today.   Ã‚  Ã‚  Ã‚  Ã‚  Continuous wave radar works on a different theory, the Doppler Theory. The Doppler Theory works on the principle that when a radio wave of a set

Juice Marketing

2010 Horlborn Consumers Ltd 6/14/2010 MARKETING PLAN OF V6 VEGETABLE JUICE Champion like a thrive Prepared for, Mr. Sajeeb Saha Course instructor Department of Agribusiness and Marketing Sher-e-Bangla Agricultural University Sher-e-Bangla Nagor, Dhaka-1207 Prepared BY, 1. Md. Rashedul Haque07-2398 2. Md. Sharifur Rahman07-2326 3. Md. Wahidul Islam08-2776 4. Sayeda Razia Islam Nabila07-2470 5. Mahbubur Rahman08-3077 6. Md. Shahidul Islam08-2766 7. Md. Faisal Kabir Khan08-2778 8. Habiba Begum08-2684 LETTER OF TRANSMITTAL To Mr. Sajeeb Saha Lecturer Department of Agribusiness and marketingSubject: Submission of marketing plan Dear Sir This is our marketing plan of â€Å"V6 vegetable juice† which is launched by Horlborn Consumers Ltd. In the time of preparing this plan we had to face some problem about marketing and sales. But we try to apply our marketing knowledge as much as we learn. We prepare this marketing plan on the basis of our own knowledge and also on the collected info rmation from different sources. If any type of mistake you notify please suggest us. Sincerely yours, Md. Rashedul Haque07-2398 Md. Sharifur Rahman07-2326 Md. Wahidul Islam08-2776 Sayeda Razia Islam Nabila07-2470Mahbubur Rahman08-3077 Md. Shahidul Islam08-2766 Md. Faisal Kabir Khan08-2778 Habiba Begum08-2684 Table of Content: SerialNo. | Description| Page number| 01| Executive Summary| 7| 02| Company Summary| 8| | 2. 1| Location | 8| | 2. 2| Size and capacity| 9| 03| Product and Service overview | 9| | 3. 1| Categories of product| 10| | 3. 2| Raw-materials of product| 11-12| | 3. 5| Nutrition | 13| 04| Strategic plan | 13| | 4. 1| Vision | 13| | 4. 2| Mission| 14| | 4. 3| Goals| 14| | 4. 3. 1| Financial Goals| 14| | 4. 3. 2| Non-financial Goals| 14| 05| Situation Analysis| 15| | 5. 1 | Marketing Summary | 15| | 5. 1. 1| Market Demographics| 15| | | 5. 1. 2| Psychographics| 16| | | 5. 1. 3| Market Needs| 16| | | 5. 1. 4| Consumer Insight| 16| | | 5. 1. 5| Market Trends| 17-18| | | 5. 1. 6| Market Growth| 18| | 5. 2| STP Analysis| 18| | | 5. 2. 1| Market Segmentation| 18| | | 5. 2. 2| Target Market| 18| | | 5. 2. 3| Positioning | 19| | 5. 3| SWOT Analysis | 19| | | 5. 3. 1| Strength| 19| | | 5. 3. 2| weakness| 19| | | 5. 3. 3| Opportunities | 19| | | 5. 3. 4| Threats | 20| | 5. 4| Competition Analysis| 20| | | 5. 4. 1| Competitor Strength| 20| | | 5. 4. 2| Competitor Weakness| 21| | | 5. 4. | Points of Difference| 21| | 5. 5| Competitive Advantage | 21| | 5. 6| Key to Success | 21| | 5. 7| Critical Issue | 22| 06| Strategic Marketing Analysis | 22| | 6. 1| Marketing Objectives | 22| | 6. 2| Strategies | 22| | 6. 3| Marketing mix| 23| | | 6. 3. 1| Product strategies | 23| | | 6. 3. 2| Pricing Strategies| 23-24| | | 6. 3. 3| Distribution pattern| 24| | | 6. 3. 4| Advertising & Promotion| 25| | | 6. 3. 5| Customer Service| 25| | 6. 4| Marketing Research| 26| 07| Financial planning| 27| | 7. 1| Financial Overview| 27| | 7. 2| Sales Forecast | 28| | 7. 3| Revenue For ecast| 29| | 7. | Expense Forecast| 30| | 7. 5| Profit Margin| 31| | 7. 6| Break-even Analysis | 32| 08| Controls | 33| | 8. 1| Implementation | 33| | 8. 2| Marketing Organization| 34| | 8. 3| Contingency Planning | 34| 01 Executive Summary: A concrete marketing plan is one of the major tools of a marketer to be successful in his business. As a student of Agricultural Marketing we were assigned to make a marketing plan. For this purpose we selected â€Å"V6 vegetable juice† as our product and made a marketing plan of this product. Horlborn Consumers Ltd serves both the consumer market, as well as local restaurants.We will succeed in developing a profitable business through the use of our two competitive advantages, quality and flexibility. The local farmers of vegetable cannot produce enough products to satiate local demand and also other beverage company can’t able to satisfy the consumer through their product. We see this market opportunity and are prepared to seize it. Our mission is to provide the highest-quality vegetable Juice. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.We have first formed a company then as per requirement we have given description of the business and current market situation. We have provides these details based on our own knowledge and collected information from different sources. Then we have discussed about our strategic plan, market summary, market trends and market growth. We did SWOT analysis, STP analysis, Competition analysis and also our competitive advantage. We also provide marketing strategy, pricing strategy, and also distribution channel. We mentioned our local and advertising and promotional activities.Then we included our financial plan and also our implementation plan. 02 Company Summaries: * Legal Name: Harlborn Consumers Ltd. â„ ¢ * Trade name: Harlborn Consumers Ltd. â„ ¢ * Business Address: Factory (Manufacturing Plant): Ishurdi EPZ, Pabna. Head Office: Twin Builders Complex, 52/A Motijhil,Road 13/C, Motijhil, Dhaka. * E-mail : [email  protected] com * Website : www. harlborn. v6. com * Phone : +88013670487 * Fax : 91-3483-244441. Type of Organization : Partnership 2. 1 Location: * Plant Location: We have to select a better manufacturing plant as well as the distribution place.In favoring the environmental factors as considered for the hygienic manufacturing plant as further the Ishurdi EPZ which area is much free from the violence of political disturbance & other hindering factor. * Central office: our target distribution place is Dhaka division with other renowned districts of the noteworthy division of Bangladesh. So, our central official position is situated at the twin builder’s complex at Motijhil. In other districts our own distributor sends our products through low cost with our great transportation facility. 2. 2 Size & capacity: Establishing the manufacturing plant the size of capacity is a great factor to run the whole processing plant. Size & capacity should be effective for proper working. * In total we need 5600 square feet to move freely. * A small portion of that place will be used as a controller office. * Warehouse free space to store & preserve the raw materials. * Central office space is about 4000 square feet. 3. 0 Product and Service overview: Product and service overview includes categories of product, raw-materials of product and also the nutritional value of the V6 vegetable Juice. . 1 CATEGORIES OF PRODUCT: There are six season in Bangladesh. Among them winter is the most vital season for huge production of green vegetables. We select winter vegetables for our juice production. So our target product is winter vegetable juice. We divided our product into three types on the basis of their weight and size. 1 liter500ml200ml 3. 2 Raw Materials of Product: Vegetables are an essential part of any healthy diet. Vegetables provide nutrients, such as potassium, magnesium and vitamins A, C and E that are vital for overall health and maintenance of your body.That’s why we select following vegetables. Tomato: Tomato provides powerful, natural antioxidants. The antioxidant Lycopene is found naturally in tomatoes, and helps protect against cell damage. Cabbage: It helps to round out your diet with other vitamins, minerals and natural antioxidant Carrots: Delivers vitamin A (alpha- and beta-carotene) to help maintain vision and a healthy immune system Lettuce: One cup of iceberg lettuce has only 10 calories! Spinach: Supply huge amount of vitamin A E K C & with calcium energy and iron Swamp cabbage:It gives us vital amount of vitamin A & C with high amount of protein calcium and iron 3. 3 Nutrition: Example nutrition information for V6 Vegetable Juice: Nutrition Data| Servings per package: 1| Serving size: 250 ml| | Average qty per serving| Average qty per 100 g| Energy| 165 kJ (40 cal)| 66 kJ (16 cal)| Protein| 2. 4 g| 1. 0 g| Fat| | | – Total| Nil| Nil| – Saturated| Nil| Nil| Carbohydrate| | | – Total| 6. 3 g| 2. 5 g| – Sugars| 6. 3 g| 2. 5 g| Sodium| 660 mg| 263 mg| Vitamin A| 325  µg (40%) ^| 130  µg| Vitamin C| 52 mg (130%) ^| 21 mg| 04 Strategic Plans:The new marketing plan has developed its strategies by focusing on the vision, mission, goals as well as its core competency. 4. 1 Vision: We envision a marketing system that quickly and efficiently moves wholesome, affordable agricultural products from the farm to the consumer. Our target customer, they can take the nutrition of the vegetable. Our product must be diversified as the consumer need. We have to create our market demand and grow awareness among the people. At first we have to capture our local market within two years and we will start to export our product within five years. 4. 2 Mission:Our mission is to provide the highest-quality vegetable Juice. We exi st to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. We also focus on the following missions, * Hygienic food * Finest quality of our product * Keeping the affordable price * Provide best customer service * Provide energetic and nutritious food 4. 3 Goals: We divided our goals into two part, financial goals and Non-financial goals. 4. 3. 1 Financial goals: 1. Realize a 5% increase in gross profit margins through efficiency gains every year.Reduce the transportation costs associated with product delivery by 10% by the end of the first year. 2. We will address break-even analysis, sales forecasts, expenses forecasts, and how those link to the marketing strategy. 4. 3. 2 Non-financial goals: 1. Maintain positive, steady growth each month. 2. Experience an increase in new customers who are turned into long-term customers. 3. Generate brand equity at the Farmer's Market as wel l as within the commercial restaurant industry market. 4. Awareness regarding services offered, develop the customer base, and work toward building customer loyalty. . To enter into new market. 05 Situation Analyses: V6 vegetable juice is a start-up business. The vegetables have been well received and marketing is now critical to its continued success and future profitability. Harlborn offers a wide range of high quality vegetable juice. The basic market need is high quality vegetables with flexibility of production for both the consumer and commercial market. 5. 1 Market Summary: We possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers.We will leverage this information to better understand who is served, their specific needs, and how we can better communicate with them. 5. 1. 1 Market Demographics: The profile for our customer consists of the following geographic, demographic, psychographics and behavio r factors. Individual’s demographics: * Singles and families. * Children’s * Sick people * Ages 25-50, this segment makes up 53% of the market according to the Chamber of Commerce. * Have attended college or graduate school. * Are cognizant about their health * Female aged 30-52 * Tend to eat out at least once a week. Behavior Factors: Are willing to pay a premium for higher quality, tastier vegetable juice. * There is value attributed to the more attractive beverage of vegetable juice. * Enjoy a high-quality juice without the mess of making it themselves. 5. 1. 2 Psychographics: * Moderate involvement with product purchase, seeking information about health benefits and nutritional facts of V6 products * Well educated, hard working and active females with a desire to provide a healthy lifestyle for themselves and their family * Time poor people, struggling to manage theirs and their families active lives who seek an easy solution to roviding nutritional beverages as an alternative to soft drinks * Females who take both an emotional and rational approach to buying their families food * Prone to moderate levels of emotional attachment with brands * Eager to seek out the most consistently nutritious beverage products 5. 1. 3 Market Needs: We provide individuals and restaurants with high-quality vegetable juice. We seek to fulfill the following benefits that are important to their customers. Selection: A wide choice of different vegetables with the flexibility to change crops midseason. * Competitive Needs: Sugary soft drinks are low in nutritional value to recover this there needs a healthy and long lasting energy drinks. * Customer service: The patron will be impressed with the level of attention that they receive. * Competitive pricing: All products will be priced competitive to true substitutes. 5. 1. 4 Consumer Insight:The consumer insights are listed from most important to least important for the target audience The need for a healthy alternati ve to soft drinks * Sugary soft drinks are low in nutritional value * Over indulgence of soft drinks leads to poor eating habits * Needs a variety of beverage choices * Needs a way to gain healthy long lasting energy * Have fast paced lives and do not have time to make healthy meals everydayPassionate about their and their family’s health and well being * Genuinely concerned about the overall health of their families * V6’s high volumes of vitamins and antioxidants contribute to healthy family members * Provides a solution to the worry of what to feed to themselves and their children with little post purchase regret * Want to maximize on opportunities to save time and effort by purchasing a quality product * Highly likely to put their families needs in front of their own * Needs to feel good about their dietary decisions and give them a sense of empowerment * Peer pressure forcing them to have the perfect healthy family 5. 1. 5 Market Trends: The market for vegetable j uice has exploded within the last few years. Explanations for this trend are, * Market supply: The increase of supply has reinforced the demand.Within the last few years many farms that were producing grains have moved to production of vegetables because of the increased margins and market demand. * Health consciousness: Now a day’s Bangladeshi’s have become more health conscious and vegetable have supported this goal as juice are inherently healthy and a vegetable mix juice is far tastier than the others juice. * Presentation/appearance: Presentation as an element of the culinary experience has taken on more value as juice has become more creative over the last several years. 5. 1. 6 Market Growth: We are learning to appreciate the more sophisticated taste of this health food. Therefore taste and health consciousness is what is driving this demand. This demand can be seen by the increase of juice offerings by finer restaurants.Lastly, presentation is becoming a variab le in gauging the quality of a product, and a mix for vegetables as juice is very aesthetically pleasing. 5. 2 STP Analysis: The following STP analysis consists of market segmentation, target market and positioning. 5. 2. 1 Market Segmentation: We have segmented our customer into three groups. * Individual consumers * Restaurants and * Hospitals 5. 2. 2 Target Market: * Children * Sick people * Active adult female * School, College, and Universities students * Old aged people * Time poor people 5. 2. 3 Positioning: V6 juice helps to maintain good health, when time is short, which create a value in consumers mind about this product and motivate rheumy to buy frequently. Horlborn will position itself as: * Flexible. * High-quality producer. Professional. * Reliable 5. 3 SWOT Analysis: The following SWOT analysis captures key strengths and weaknesses within the company and describes the threats facing Horlborn Consumers Ltd for marketing V6 vegetable juice. 5. 3. 1 Strengths: * Availab ility of seasonal vegetables throughout the year. * Flexibility in meeting vegetable needs. * Flexibility in meeting restaurant's needs. * High-quality product offerings that exceed competitor’s offerings of price, quality, and service. * Higher than industry margins due to production efficiencies. 5. 3. 2 Weakness: * V6 Vegetable juice lacks brand equity. * A limited marketing budget to develop brand awareness. The decreased degree of flexibility when near full production. 5. 3. 3 Opportunities: * Growing market with a significant percentage of the target market still not aware that vegetable juice exists. * The ability to develop long-term commercial contracts which should lower costs associated with production. * Children prefer juice than others meal. 5. 3. 4 Threats: * An out of state, already established competitor that has decided to make customer service and flexibility their selling point. * A health scare that questions the safety of V6 vegetable juice. * Poor weath er which will affects the market of V6 vegetable juice. * Customers are very much habitual to take vegetables as green. 5. Competition Analysis: Though V6 vegetable juice is a new product in the market but there are some similar products also. Basically the beverages, fruit juices and vegetable products are the major competitors. The competitors are divided in two – Direct Competitors: Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice, ACMI juice, Frutika etc. Indirect Competitors: Raw vegetable markets, vegetable by products (biscuits, soups, snacks), some healthy drinks like Boost, Flavored milk etc. 5. 4. 1 Competitors Strength: 1. Established brands- the competitors have established brand like Coca-Cola, Pran. etc. But we the new comer. 2.Product supply- the competitor’s product supply is very larger than our product. 3. Price- the products are similar price like us. 5. 4. 2 Competitors Weakness: 1. Quick, tasty and healthy alternative to soft drin ks and colas. 2. Diet V6 juice has high levels of vitamin A & C, at the requirements of consumer’s daily values. 3. General consciousness among the consumers of bad effect of soft drinks. 4. Soft drinks can be high in sugar which can be a main deterrent for consumers. 5. 4. 3 Points of Difference: The point of difference that makes this vegetable juice than the others are- * New idea- Vegetable juice concept is first in Bangladesh in the juice industry. Different experience & knowledge- The customers will have the distinctive feelings & experiences that they will not get although other drinks exists in market. * Strong distribution channel- As this product has strong channel distribution channel, the consumer get it at every retail shop. 5. 5 Competitive Advantage: Our competitive advantage is really a superior one; 1. 100% vegetable juice. 2. High contents of vitamin A & C. 3. Low levels of sodium. 4. Less fat & calories than other drinks. 5. Tasty & healthy. 5. 6 Key to Suc cess: Exceed the customer's expectations. Additionally, Harlborn consumers Ltd will: * Generate repeat business Increase the transactions amount per customer. * Increase the number of restaurant accounts. * Increase variety of juice. 5. 7 Critical Issue: Harlborn consumers Ltd is still in the speculative stage as a V6 juice producer. Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to; and continue to build brand awareness to lower future marketing costs. 6 Strategic Marketing Analyses: Strategic marketing analysis includes marketing objectives, marketing strategies, marketing mix, and market research of V6 vegetable juice. 6. 1 Marketing Objectives:The objectives of all integrated marketing communications will be to: * Inspire consumers to view V6 in a new more vibrant light * Empower the female target audience about their dietary decisions * Showcase the n utritional benefits and great taste of all V6 products * Establish a connection between V6 and healthy active lifestyles 6. 2 Strategies: The single objective is to position vegetable juice as THE finest producer of vegetable in Bangladesh, commanding a majority of the market share within five years. The marketing strategy will seek to first create customer awareness regarding services offered, develop the customer base, and work toward building customer loyalty. We seek to communicate the message that we are the finest producer of high-end vegetable as JUICE. This message will be communicated through a variety of methods. The first method will be advertisements.Some of the advertisements will be co-branding with the Farmer's Market. Other advertisements will be solely Harlborn advertisements. The ads will be placed in both the local newspaper as well as the local art/entertainment paper. The message will also be communicated to the different hospital through networking with owners and managers. We will also communicate our message through informal gatherings and networking with consumers and hospital owners. 6. 3 Marketing mix V6 Vegetable Juice marketing mix is comprised of the following approaches to product, price, distribution, advertising and promotion, and customer service. 6. 3. 1 Product strategies:Basically at the beginning we are producing only vegetable juice made through winter vegetable. Afterwards we will produce juice made through summer, year-round vegetable, souses etc. Since our product fulfills both vegetable needs and beverage needs it will be competing with both green vegetables and beverage drinks. 6. 3. 2 Pricing Strategies: Pricing strategies are most important stage in marketing mix. As we are going to launch a new product in the market, we do not have any idea whether the price would be accepted or not by the customers. If we select extensively high price, customers will not buy and volume of sales will be very low. On the other hand setting lower price will not cover our costs.So we have to consider the following things in selecting price. * Acceptance of product: As our product faces competition against both green vegetables and beverage drinks, price of our product should be accepted by customers. Our product fulfills both vegetable needs and beverage needs. For this extra utility we will charge higher price than our competitors. * Maintaining market share: If our product is accepted by customers in near future, more competitors will enter in the market. So our price should be such that can protect our market share in the competition period. Moreover we will need to lower the price to hold the market share at the time of competition. * Earning profit:As a business our main objectives is to earn profit. So we should not set any price that will not cover the cost of the product. After covering the cost we set a profit margin for our pricing. After analyzing all of this we select Market-oriented pricing that is setting a price based upon analysis and research compiled from the targeted market and also with the cost. 6. 3. 3 Distribution Strategies: In generally there are different types of marketing distribution system. Consumers are able to buy the products from different market place. All these distribution strategies are consists of producer, wholesaler, retailer, and finally to the consumer.There are mainly four types of marketing distribution channel: 1. Conventional Marketing channel 2. Vertical marketing channel 3. Horizontal Marketing channel 4. Hybrid Marketing channel We select the conventional marketing channel to distribute our product. Our juice will be distributed by the specified distributor which will be selected by the company. The selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. There are three types of distribution strategies: 1. Selective distribution 2. Intensive distribution 3. Exclusive distribution We choose the intensive distribution for our product.We will supply our product all over the country on the basis of our product demand so that the consumer can get the product easily. 6. 3. 4 Advertising and promotion: A mixture of advertisements and networking will be used to increase visibility for V6 vegetable juice. In first we will be focused on introducing the product. The advertisement will be done on different media e. g. television, newspaper and billboard to make people aware of the product. Promotional activity: We make promotional activities for our product in different school, college, hospital, and restaurant. * Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer. * In different occasion we ill open special sales center where attractive point of purchase display would be arranged to create positive image in consumer’s mind. * We will provide different incentiv e to our distributor. * Sometimes we will offer free sampling for the mass sale of product. 6. 3. 5 Customer service: Obsessive customer service is the mantra. Horlborn consumers Ltd philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer. 6. 4 Marketing Research: During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers.These focus groups provided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. The â€Å"V6 vegetable juice† will work hard to implement reasonable suggestions in order to improve their service offerings, as well as show its commitment to the customer that their suggestions are valued. The last source of market research is competitive analysis.The Horlborn consumers will send people to local competitors to gain information about their product offerings. Financial Overview: As we start our business in the year of 2011, we can’t expect a huge sales as well as huge profits. But our market research says that there is a good potentiality of this unique featured product. We project our sales will be keep rising next’s year. More ever promotion and advertising will help in increasing sales. At the very first of our business our mission should be emphasis on promotional activities and recognizing the product at every level. Now we are showing our five year projected plan. Description | 2011| 2012| 2013| 2014| 2015|Total Revenue| (200000*22)+(80000*38)+(100000*68)=14240000| (310000*22)+(150000 *38)+(200000*68)=26120000| (460000*22)+(250000*38)+(310000*68)=40700000| (750000*22)+(500000*38)+(600000*68)=76300000| (850000*22)+(650000*38)+(750000*68)=94400000| Variable Cost ( Raw-materials, marketing, advertising, Promotion) | (200000*16)+(80000*30)+(100000*56)=11200000| (310000*16)+(150000*30)+(200000*56)=20660000| (460000*16)+(250000*30)+(310000*56)=32220000| (750000*16)+(500000*30)+(600000*56)=60600000| (850000*16)+(650000*30)+(750000*56)=75100000| Fixed Cost ( Land, Factory, Office, Storage) | 5000000| 5000000| 5000000| 5000000| 5000000| Total Cost| 16200000| 25660000| 37220000| 65600000| 80100000| Profit Margin| -1960000| 460000| 3480000| 10700000| 14300000| Sales Forecast: The first three months of first year will be used to set up the processing and manufacturing plant for the production of V6 vegetables juice. There will not be sales activity until the processing plant has established.From month four there will be a steady increase in sales. Fig: Sales Forecast Revenue Forecast: As in the third month our product sales started and its will be increasing day by day our revenue also will be increased potentially. This growing revenue is shown by the following graph. Fig: Revenue Forecast Expense Forecast: Marketing expenses are budgeted to analysis the year-wise expense of Horlborn Consumers Ltd. The projected expenses for five years are shown by the following graph. Fig: Expense forecast Profit Margin: The progresses of Horlborn Consumers Ltd are measured by analysis the yearly profit. These are shown by the following graph.Fig: Profit Margin Break even Analysis: The Break-even Analysis indicates 25890000tk will be needed in yearly revenue to reach the breakeven point. 8. 0 Controls: The purpose of V6 vegetable juice marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance: * Revenue: annually * Expenses: annually * Repeat business. * Customer satisfaction. 8. 1 Implementation: The follo wing milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. As successful entrepreneur we must fix the detailed action plan with when we are going to perform that.There are some primary activities (planning, permeation from Government) that we assume we have already performed. 8. 2 Company Organogram: CEO DIRECTOR Chief HR Chief Finance Chief marketing Chief IT GM IT & Planning GM Finance & Accounts GM HR Operation GM Product & Service GM HR Training GM Corporate GM Sales & Distribution GM IT & Operation 8. 3 Contingency Planning: Difficulties and risks: * Problems generating visibility. * An already established competitor that chooses to compete on quality and flexibility. * Poor weather which could hamper crop yields. Worst case risks may include: * Determining that the business cannot support itself on an ongoing basis. * Having to liquidate equipment to cover liabilities.

Huawei Technologies

Huawei Technologies How is Huawei’s internationalisation endeavour a good success story example for other companies wanting to pursue global growth? Introduction Huawei Technologies Co. , Ltd. provides telecommunications equipment and solutions to operators in China and internationally. The company’s products include wireless and networking equipment, applications and software, and terminals; smartphones for French users; and metro services platforms, which help operators to build broadband metro area networks. It also offers mobile network, broadband network, IP-based and optical network, and telecom value-added services. Huawei Technologies Co. , Ltd. has strategic partnerships with IBM, the Hay Group, PwC, FhG, Intel, Texas Instruments, Freescale Semiconductor, Qualcomm, Infineon, Agere Systems, Microsoft, Sun Microsystems, and HP. Huawei Technologies is a Chinese company. It was established in1988 by Ren Zhengfei, a former People’s Liberation Army officer and telecom engineer. Huawei’s headquarters site, of modern and impressive building fittings, is situated in Shenzhen, southern China (Guandong province). In 2006, Huawei Technologies was among the ranks of China’s â€Å"National Champions†, along Haier, Lenovo TCL, and the Wanxiang Group, poised to compete with global leaders in the international market place. Huawei has also been dubbed as the Cisco of China. It is thus a multinational corporation with branch offices in 100 countries which serves over one billion users worldwide. The question is then begged as to why Huawei is so competitive? What were and could be the challenges the Chinese-based company faces? What are the implications of Huawei’s strategy? In this paper I will attempt to analyse Huawei Technologies strategy to internalisation by taking in account the company’s starting point in China, and by setting the stage for the comparison of Huawei’s to that Cisco’s strategy. I will then proceed with some recommendations on what a Chinese company could have done to better prepare for competition in the US telecom industry. And conclude with some remarks on the progress made by Huawei since 2006, when the case study on which the analysis is based was compiled. Company Overview From its very beginnings, the company’s vision has been to become a lighthouse of innovation which would successfully enable it to compete first in its home market, and then proceed with international expansion. When the company was still operating only in China, Huawei’s methodology around its goals, to not be set up in joint ventures with foreign companies, to pursue global cutting-edge technologies, persist on self-development, and expand internationally, largely consisted in extensive investment in research and development (R&D) capabilities, and hiring a highly-qualified workforce from China. Huawei was created almost single-handedly under the strong vision and leadership of Zhingfei. He fostered a unique and rigorous management culture, by building a â€Å"pack-of-wolves enterprise†. He instilled a management philosophy within the company which meant to view competition and market opportunities with a keen smell, react to with an aggressive push and always confront both in unified groups. Under Zhengfei’s lead, who had been successful to create and manage a large relationship network, few other competitors could match, the company had relied on big contract orders from the military to secure a foothold in the telecom network market in its early years. Moreover, extended army and government ties had provided the company with relatively easy access to financing. Huawei was undoubtedly the largest Chinese telecom equipment manufacturer, with annual revenue of US$6. 7 billion in 2005. Market capitalisation was estimated to be up to US$10 billion. In China, Huawei’s major customers included all the big names such as China Telecom, China Mobile, China Netcom and China Unicom. Huawei’s networks in China served over 400 million people communicating across the country, occupied 25% market share in the mobile networks, and supplied 80% of all short messaging services from China mobile. Therefore, Huawei’s strategy to focus on R&D to lead technological advancement, its attention to choose high-calibre and yet inexpensive labour from China, as well as foster a consolidated sense of corporate culture none but confirmed Huawei’s stable, long-term oriented organic growth strategy. The company’s competitive advantage in its home turf had built up to be low-cost engineering, enabling Huawei to compete with large indigenous and foreign competitors. Cisco, Huawei, and the International Market of Telecom Equipment and Services Cisco, which global presence spurred with the enlarging footprint of the internet across the globe in 1991, decided to focus its growth strategy in China by the end of the 1990s. Cisco’s strategy in China consisted in recruiting and training employees to service high-end markets of telecom service providers and enterprise markets. Instead of forming joint ventures with local partners (like most of its international competitors did in China), Cisco opened its own subsidiary in China, Cisco Networking Technology Co. Ltd. to promote education, demonstration and development of network technology. Educational initiatives presented Cisco with an opportunity to develop favourable relations with Chinese authorities and to cultivate new areas of business within China. Moreover, recognising the large, low-cost and skilled labour force in China, Cisco continued its commitment in the country by investing in an R &D centre in Shanghai. Cisco’s CEO plans for the facility were to allow Cisco access to technology and local talent so as to leverage Cisco’s newness to the corporate culture of China and be able for it to buy into the local Chinese local market. Cisco’s goal was by all means to maintain its leadership position in cutting edge technology. While at the same time, Chinese competitors were using their aggressive pricing strategies to expand into the international markets, and were rapidly using their low-cost advantages to move up the value chain. And Huawei was among the Chinese companies that were expected to make further inroads into international markets in the next few years, competing head-to-head with established Western players for the same global accounts. Internationalisation: Phase 1 Having secured a strong foothold in its home market in China, Huawei started to look for diverse sources of growth internationally, in the first half of the 1990s. However, it was able to conclude its first significant international contract only in 2000, in Russia. In order to avoid outright competitive confrontations with well-established Western telecommunication multinationals, Huawei went global by first entering growing markets in developing countries. Considerable contracts extended later on beyond Eastern Europe, in South America (Brazil’s fixed line carrier) and Asia (Thailand’s largest mobile service provider). Huawei’s path toward the matured Western European markets, the company’s next challenge, would not come without tradeoffs. In the early 2000s, Huawei was a new company competing for market share with established global communications technology suppliers. Chinese products were then suffering from a common perception of being cheap and unreliable, forcing Huawei to thus pursue aggressive tactics to win contracts. With 30% lower pricing points than established competitors, a commitment to offer trial periods for its products and hiring local personnel to tailor technologies and services to customers' needs, led the company to win contracts in tough-to-please markets such as France (Neuf Telecom, 2001). The biggest success, however, and the one that signified Huawei’s breakthrough in Europe, was in 2004 when the company was selected by a Dutch mobile operator to build its 3G mobile phone network, by then Huawei’s hallmark capability. Internationalisation: Phase 2 In order to highlight the key points of Huawei’s internationalisation strategy, the case of the company’s entrance in the U. S. calls for an analytical stop. The challenges Huawei faced in the North American market revolve around several axes, but overall the endeavour highlights the general lack of preparation and some strategic blunders which made the company’s top management decide to update Huawei’s strategy and draft one that caters to long term sustainable development. When it opened its first office in Plano, Texas, the company made every effort to blend into the local culture. It shared the building with law offices, realtors and the regional office of the lingerie company Victoria’s Secret. A Texas state flag and an American receptionist welcomed visitors on the ground-floor lobby. Shortly after the US-launch, however, the defect of not having carefully planned for cultural differences eventually surfaced. Chinese employees had a difficult time adapting to the Texas accent and other aspects of the local culture. Huawei executives also realised that Americans had difficulty pronouncing the company’s name. They came up with a working name, Futurei, which although facilitated to a better pronunciation, only confused targeted customers even more, and Huawei’s infant brand came under great shock. In the US telecommunications industry, a mature market where lower prices often are not enough to land a deal, winning customers and contracts would demand for a lot more effort. Phone companies and equipment suppliers had long term ties with their equipment suppliers, customers looked for exceptionally leading-edge technology and a compelling reason to switch. Moreover, trying to switch to a virtually unrecognised brand in the US market meant that telecom service providers – Huawei’s classical customers – would request exhaustive testing of equipment quality and reliability, lasting several months, before committing to buying it; a common procedure for sourcing from an unknown company. Another hurdle Huawei encountered was a lawsuit Cisco launched, only six months after Huawei had set up its subsidiary in the US. Analysts observed that Huawei’s steep discounting of low-end routers [Cisco’s] products in its home turf, the US market, had prompted the lawsuit [of alleged infringement of Cisco’s patents and copyrights]. This was Cisco’s first intellectual property lawsuit despite its huge intellectual portfolio. Huawei ended up by agreeing to withdraw from the market place Quidway routers and other related products. Three years after its US launch, the company was able to land its first contract with a US wireless carrier in 2004, and subsequently securing other contracts with small wireless carriers. Huawei had serious intentions for the U. S. market. Yet cultural risk and Cisco’s buying power in its home turf, led to a substantial delay of results, and thus loss of revenue and opportunity for Huawei. Despite having a powerful and well recognised brand name, when Cisco started its venture into China (in 1998), it began by first building on local labour-skill capabilities and government network to leverage on its inexperience in the Chinese market and thus buy into market sales power among corporate customers. Huawei, on the other hand was literally unknown in the US market. And it was naive enough to assume that American corporate customers would be sufficed with high-quality low-cost equipments from an unknown Chinese company. Or that its organisation was rightly prepared to face global competition as aggressively and in the right way as it had done in China. Cisco’s entry strategy into China was aggressive not because it offered low-cost high quality products, but expensive and exclusive technology, reinforced further via R centres spread across the country. Enterprises in China knew about and trusted Cisco’s product quality nd reliability. The same cannot be said about Huawei’s products. In spite of success in winning deals in developing countries, Huawei could not reach US corporate customers if they would not pass that easily the wall of perception that Chinese products were cheap and merely copied versions of other recognised telecom equipment and software. Recommendation Recommendations, or lessons to be drawn from Huaweiâ₠¬â„¢s experience, would capture the overall need for Chinese companies to acclimate to new surroundings first – just as the foreign companies that entered China did . Acclimatisation, for Huawei could have proceeded by: 1. Improving assessment of risk – economic, political, regulatory, cultural, organisational to avoid cultural and regulatory (the lawsuit) blunders. Huawei could have also better prepared to build a network before out rightly starting to target enterprise and corporate customers. 2. Preparing better for the entry strategy in the US– be it Greenfield, acquisition, merger or alliance. Cisco, to show its commitment for China, announced a US$100 million investment, stirring curiosity and interest among corporate customers and Chinese authorities. Huawei went into the US â€Å"quietly† opening a branch office! 3. Developing global talent – R investment and international top managers with a global experience and extended local market knowledge, in order to enhance buying power into the local market. 4. Creating a global brand – to be accepted in the market place by using local industrial public relations companies can facilitate brand recognition in the initial stages. 5. Assessing and redesigning organisation and management style to one that caters four dimensions: †¢co-orientation, the temporal dimension – being able to balance between short-term results for survival and long-term performance for sustainable profit growth; †¢co-competence, the relationship dimension – persist on the dual possession of both transactional and relational competence; †¢co-opetition – the capability to win market share through simultaneous competition and cooperation for reasons that range from brand name strengthening and market share growth; o be agile and flexible to re-adjust to shocks efficiently, and flexible enough to re-balance short-term results with long-term performance, and †¢co-evolution – the pursuit of organisational adaptation to and proactive influence on the external environment facing a firm [Huawei] Concluding Analysis and Discussion The future of business is in its course to re-establishing itself in a [somewhat] changed order. The recent financial crisis has certainly tested the best and the worst of yesteryear strategies and management styles. Thanks also to a revived wave of globalisation companies are in the quest for profit, at a time when there are possibilities – probabilities – and uncertainty. The US market continues indeed to be a litmus test of endurance for non-American companies . Luckily, Huawei had sufficient financial cushion and top management agility to learn quickly and be able to modify its corporate business model strategy to fit the demands of its targeted customers – corporate clients. â€Å"Huawei Technologies Co. , Ltd. announced it will unveil a new mobile broadband solution †¦ at Mobile World Congress 2010. This solution will accommodate the tremendous increase in mobile broadband traffic, reduce the per-bit cost by over 95%, and make mobile broadband services more profitable for operators worldwide. Today, mobile broadband services are growing exponentially, but operators have not yet been able to convert this into significant revenue streams. Huawei estimates that global data traffic on mobile broadband networks will grow 1,000 times over the next decade, from the current 85 million Giga-bytes per month in 2009. As the number of mobile broadband users continues to climb, subscribers will increasingly look for low tariffs with unlimited, high-speed access and abundant mobile broadband service, while operators will need network capabilities that allow them to accommodate the expansion pressures of mobile broadband network and profitable operation mode. Huawei would seem to be â€Å"swimming† in a blue ocean now because it has been able to grow in scale and revenue while keeping a low cost structure. The R investment and ability to simultaneously fill a gap in telecom infrastructure by putting forward a unique value proposition to telecom end user customers and telecom serv ices suppliers. Mobile broadband users, growing exponentionally in numbers, are now being offered the possibility of low tariffs for unlimited, high-speed access and abundant broadband services. In turn, operators will need network capabilities that allow them to accommodate these expansion pressures on the mobile broadband network and retain profit margins. The case of Huawei Technologies certainly reflects a good example of success story in dealing with all the above issues. Chinese-based companies planning to become global may well benchmark Huawei’s management structure and organisation in turning around the focus from high-tech products to customer-centric high-tech products and services, under an internationally accepted brand label. Huawei’s top management certainly took a step back after the initial limping performance in the U. S. It now â€Å"believes that cooperating with customers, suppliers and leading players in the industry to face challenges together through a win-win strategy is essential in today's business world† . Huawei has formed numerous partnerships [†¦ ] with leading multinationals such as ADI, Agere, Altera, HP, IBM, Intel, Microsoft, Motorola, Oracle, SUN, TI and Xilinx to improve the time to market of [†¦ ] products, and to incorporate the latest technologies and best management practices into [the] company. [Such] will enhance [its] position [and brand image] in key international markets, [†¦ ] and improve [its] response speed and service advantages in [the] supply chain† . As of 2010, Huawei has 87,502 employees, of whom 43% are dedicated to R&D. Huawei’s most recently reported sales counted at US$18. 33 billion, a 75% increase from the 2006 sales, and with US$1. 15 in net profit. In 2009, it was named the world's top patent seeker, it was the first Chinese company to head the United Nations World Intellectual Property Organization (WIPO) list, its contract orders rose 46% to US$23. 3 billion (75% of which came from overseas), overtook Alcatel-Lucent to become world's No. 3 mobile network gear maker, and during the third quarter of 2009, Huawei passed Nokia Siemens Networks for the No. 2 position in the global mobile infrastructure equipment (according to research firm Dell'Oro)—a sign of the changing fortunes of the two vendors . Huawei’s change in the strategy style is noticeable right at its formulation of the new vision – it is now â€Å"to enrich life through communication†. The company continues to maintain a leading competitive position in the international industry of telecom technology and services, and only these days was elected 5th most innovative company in the World â€Å"behind only Facebook, Amazon, Apple, and Google† ! ________________________________________ Bibliography: Business Week, retrieved 2 March 2010 from (http://investing. businessweek. com/research/stocks/private/snapshot. asp? privcapId=1259829) Zeng, M. and Williamson, P. (2003)  « The Hidden Dragons  », Haward Business Review, October. Quoted in The Asia Case Centre, The University of Hong Kong, Ref 06/300C Huawei Technologies Corporate Website – http://www. huawei. com/corporate_information/global_operations. do Huawei Technologies Annual Report 2009 Farhoomand, A. , The Asia Case Centre, The University of Hong Kong, â€Å"Huawei: Cisco’s Chinese challenger â€Å", 2006 Chen, J. Giant Rises in the East  », National Post, June 10th 2005, Quoted in T he Asia Case Centre, The University of Hong Kong, Ref 06/300C The McKinsey Quarterly, Strategy,  « How Chinese companies can succeed abroad†, May 2008. Lou, Y. and Rui, H. â€Å"An ambidexterity Perspective Toward Multinational Enterprises from Emerging Economies†, Academy of Management, November 2009. http://investing. businessweek. com/research/stocks/private/snapshot. asp? privcapId=1259829, Retrieved 2 March 2010. http://www. huawei. com/corporate_information/partnerships. do, Retrieved 2 March 2010. http://en. wikipedia. org/wiki/Huawei http://eon. businesswire. com/portal/site/eon/permalink/? ndmViewId=news_view