Beauty and the Beast Analysis Essay

In August of 2009, Jaycee Lee Dugard was found alive after she had been abducted in 1991, and she was still with her original captor. Sources have stated that Dugard had developed a case of Stockholm syndrome with the man who kidnapped her eighteen years ago. A psychiatrist named Keith Ablow stated that â€Å"To maintain one’s desperation and grief and rage for many years, would be too damaging to the human mind – so the human mind tells itself a story about safety and contentment to safeguard itself – that’s the essence of Stockholm Syndrome† (Engel). For decades, Stockholm syndrome has made an appearance in dozens of films; sometimes the entire plot focuses around it, sometimes it’s a vague reference. However, one instance of Stockholm syndrome that is incredibly pronounced, yet never addressed occurs in Walt Disney’s Beauty and the Beast (Trousdale 1991). Based on a French novel, Beauty and the Beast was critically acclaimed as being one of the best love stories ever told, as it taught to love what is within, instead of being consumed by vanity; it was considered so successful that it was even the first animated film to be nominated for an Academy Award for best picture. However, even with its critical and box office success, no one has really addressed what kind of love story Disney is promoting. The film Beauty and the Beast does not show a story of true love and admiration of inner beauty, but instead promotes the idea of Stockholm syndrome and falling in love with your kidnapper. When Belle goes on a quest to save her father, she ends up at a secluded castle, where she finds her father locked inside the dungeon at the top of a tower. The Beast, who rules the castle, offers to let her father go if Belle takes his place as prisoner. His reasoning for making her stay as his prisoner is his hope of making her fall in love with him (and him with her) in order to break the curse upon him, his servants, and his castle. Right there we see that the Beast’s entire character motivation is focused around Stockholm Syndrome, as he is attempting to make his prisoner, who he is holding against her will, fall in love with him. He is not kind at first; he roars and yells, effectively scaring the woman of his desires, and demands she follow his orders, much like any captor would. Belle, on the other hand, is at first adamant about keeping her distance from the Beast, even when his enchanted furniture servants attempt to convince her that he’s really a â€Å"good guy†. Belle begins to have a change of heart after the Beast saves her from being eaten by wolves†¦she was almost eaten because she was attempting to escape. Even though the Beast saves her from the mean and scary wolves by bringing her back to her place of captivity, she’s so grateful for his â€Å"rescue† that she begins to think that he has the potential to be good. A montage of cute interactions between the two characters then takes place, showing how the two are beginning to bond and feel something for one another, with barely a whisper of the fact that Belle is still being held against her will. The Beast lavishes upon her with food, music, and clothing; the gracious captor even deems a huge library in the castle to be hers, and she can access it any time she wants. How kind of him to give her full access to books inside a castle that she has no choice but to spend all of her time in. He later creates a fancy date night for the two of them (still inside the castle) that even contains ballroom dancing. He finds out she is homesick, figures out he is in love with her, and let’s her go free. However, she later returns to the castle of her own free will in order to save his life. She professes her love, he turns into a handsome prince, and they live happily ever after at a castle that he now has permission to leave any time she wants. Perhaps by the end of the film Belle really did love the Beast. Even so, her love was shaped and influenced by her self-created tale of â€Å"safety and contentment† altered opinion of him during her captivity in his castle. Disney’s version of this tale of Stockholm syndrome-based love seems to contain a great moral message for young girls: if you’re held captive by a hideous monster who is vying for your affection, just go ahead and fall in love, because he’ll turn beautiful. Belle’s happy ending meant she never had to sue the beast for kidnapping, luckily for him. It’s a shame real life doesn’t follow Disney cartoons as often as it should. Just ask Jaycee. Her beast is still a beast; there was no prince at the end of her story. She got her freedom, yes, but no prince. That’s probably a good thing. It’s definitely better that beastly captors don’t change into rich and handsome men once their imprisoned object of desire returns their feelings; the justice system would never get anything done.

Reflective Learning

Induction Module 1. In your answer, identify the main lines of argument and differences in points of view between the commentators and the author. Justify your own point of view regarding the importance of reflection to individual and organisational performance. DiChiara (2002) states that there are a multitude of companies that seek to create an environment where learning and creativity can flourish, but in practice fall short due to a lack of understanding of what is truly required to facilitate reflective learning. DiChiara concerns his comments around the means in which the organisation can engage groups to nurture and develop communities where reflective practice takes place. In contrast, Raelin (2002) concentrates on the reflective skills (Raelin's five principal skills) that can be used by individuals in a group setting to encourage reflective practice. The main focus of DiChiara is around the importance of a ‘safe space' to provide the environment conducive to reflection and the development of communities of practice. Indeed, this is identified as the essential building block necessary, which indicates that the responsibility of learning is mainly placed on the organisation and not on the skill of the individual as Raelin suggests. McArthur (2002) uses his commentary to highlight the point that reflective practice does not necessarily require additional time, as reflection can be done during the event, coined as reflection-in-action by Schon (1983). Based on this train of thought, McArthur introduces two related points at which he disagrees or questions the conclusions of Raelin. Firstly, Raelin sets out guidelines regarding observing judgements where he states reactive thoughts should be examined to allow a ‘more even-handed way of being', inferring that the reactive observation will ultimately be wrong. McArthur offers an alternative solution where the judgement may actually be correct and it is the method in which the judgement is communicated that is important. Secondly, McArthur questions if the core skills, particularly of testing and probing, are indeed only applicable in group or individual situations as Raelin suggests. McArthur points out that there are three parts to our thoughts; the reactive and reflective which are internal voices and the collective which is an external voice. Skilled reflective practitioners must be able being able to distinctly separate these thoughts to arrive at the most appropriate response. McArthur argues that it is only through applying all of the core skills that this response can be found, regardless of the type of interaction involved. The obvious difference between Schein (2002) and Raelin is the focus on group or individual reflection. Schein focuses on private reflection and discusses how this can be realistically achieved. The central tenet of his commentary is that we can find time to reflect on events within our day and perhaps more importantly, this time would not be identifiable as ‘slack' or wasted time within a disapproving or unsympathetic organisational culture. It could be interpreted that the purpose of this commentary is to trigger individual reflection and that this may in turn provide some of the skill and openness required for group reflection to occur. If so, this is linked to the conclusion McArthur makes regarding the lack of skill, not time, being the primary reason for not reflecting. I believe there are a few distinct benefits of reflective practice for both the individual and the organisation. Raelin states that reflection offers the opportunity to examine actions of the past, thoughts of the present and decisions of the future and allows all three to be linked. The individual and organisation can use this to allow decisions to be made with a deeper understanding and more confidence that the situation is fairly assessed with the best interest at heart. Reflection turns experiences in to knowledge and allows skills to be developed to apply this knowledge in other situations with an entirely different context. In my opinion, the importance of reflection to individual performance is based around knowing oneself. By reflecting, the individual is able to develop a more candid assessment of themselves; how they think, what drives them and how they present their thoughts to others. By doing this, insights are gained in to internal assumptions and motivations and this allows better understanding of the true issues hindering performance. This is a powerful tool for targeting real areas for performance improvement, and by continuing to reflect as the individual takes strides to change will also provides a means of measuring improvement. Based on personal experience, Argyris (1991) accurately describes the importance of reflection to the organisation. That is, without some level of reflective practice there is a real danger of externalising issues and a blame culture being adopted even within organisations with motivated and committed individuals. The inability to reflect, for whatever reason, results in the true root cause of issues to be missed, which means the same mistakes will be made again and again. All too often we will overlook issues and accept the superficial. In my opinion, ultimately the true value of reflection to organisational performance resides in the ability to ask and find answers to the difficult questions that we otherwise miss or ignore. References Argyris, C. , 1991, â€Å"Teaching Smart People How to Learn†, Harvard Business Review, May-June, Pages 99-109. Cameron, S. (2001), â€Å"The MBA Handbook: Study skills for Postgraduate Management Study†, Pearson Education Ltd, Harlow. DiChiara, P. , Commentary on Raelin, J. , 2002, â€Å"†I don't have time to think! † Versus the art of reflective practice†, Reflections, Fall, Vol. 4, Issue 1, Pages 66-79. Kolb, D. A. , Rubin I. M. and McIntyre, J. M. , 1974, â€Å"Organizational Psychology: An Experiential Approach†, En glewood Cliffs, NJ, Prentice Hall. McArthur, P. W. , Commentary on Raelin, J. , 2002, â€Å"†I don't have time to think! † Versus the art of reflective practice†, Reflections, Fall, Vol. , Issue 1, Pages 66-79. Orton, S. , (2003), The Higher Education Academy, Social Policy and Social Work. Raelin, J. , 2002, â€Å"†I don't have time to think! † Versus the art of reflective practice†, Reflections, Fall, Vol. 4, Issue 1, Pages 66-79. Schein, E. H. , Commentary on Raelin, J. , 2002, â€Å"†I don't have time to think! † Versus the art of reflective practice†, Reflections, Fall, Vol. 4, Issue 1, Pages 66-79. Schon, D. A. , 1983, â€Å"The Reflective Practitioner: How Professionals Think in Action†, New York, Basic Books.

Person Centred approaches Essay

Understand the application of person centred approaches in health and social care. Person centred values must influence all aspects of health and social care, to maintain their individual rights, to give them choice, promote their independence and to keep their dignity and respect. When we are planning a care plan it should reflect the needs and wishes of the client keeping and maintaining their independence and maintain their rights and choices remembering that their needs and wishes change from time to time. Never make assumptions about a person, find out their likes and dislikes. Each person is entitled to make their own choice to have their say and a right to respect and dignity. Outcome 3 Be able to establish consent when providing care or support 3.1 Analyse factors that influence the capacity of an individual to express consent Our mental capacity is the ability to think and reason, to be able to understand how our choices affect what can happen. There fore a person who has had a stroke can not always understand the simplest of questions, someone who has dementia or has mental health problems may not be make the right choices for themselves. Evan someone who has poor communication skills with English not being their first language can lead to misunderstanding. 3.3 Explain what steps to take if consent cannot be readily established If consent cannot be gained you need to inform your line manager and record that consent could be achieved in their notes. Your line manager can consult with other professionals to help. In some circumstances people are assessed as being unable to give consent. The Mental Capacity Act 2005 outlines the circumstances in which another person can make decisions on behalf to the person who lacks capacity. In many circumstances it is useful to ask family members about the person’s preferences and wishes Outcome 4 Be able to implement and promote active participation 1.1 Describe different ways of applying active participation to meet individual needs Active participation is a way of working with a person that recognises the person’s rights to participate in activities of everyday life as independently as possible it focuses on their wishes and abilities designed to maintain their impendence making them an active partner in their care or support. By working this way we are involving the person in all aspects of their care and needs meeting their wishes and giving them choice e.g. what clothes would they like to wear, would they like a shower or a wash, what would they like for their lunch. The person then feels more valued and involved with their care it also helps to build the persons confidence. Outcome 5 Be able to support the individuals’ right to make choices 5.4 Describe how to support an individual to question or challenge decisions concerning them that are made by others People have a right to challenge a decision that has been made about them. First make sure that the person fully understands what has been decided and by whom and what will happen making sure they fully understand what affect it will have on them. If the person doses not agree with this decision I would advise them on what steps to take to complain. Outcome 6 Be able to promote individuals well-being 6.1 Explain the links between identity, self image and self esteem Self image is the way we look at ourselves – Fat, thin, smart, untidy Self-esteem is about having confidence in ourselves Identity, self-image, self-esteem are all closely linked good self-esteem means a positive out look on life with good self imagine and good confidence in ourselves, having goals which are realistic to obtain. Someone who has low self-esteem will struggle with their sense of identity. Our identity, self-esteem and self-image are influenced by family up bring our friends, life experiences and feed back we get from others. Someone who was abused as a child will grow up with very little self-image can lead to behaviour pattern which leads to self destruct. Having a good level of education, a job involved in a relationship increases someone’s self value. 6.2 Analyse factors that contribute to the well being of individuals A lack of self-worth will lower motivation and reduce the person’s ability to full fill their potential. Always praise the person no matter how small their achievement is as this will improve their confidence and promote their self-worth. Approach everything with a positive aptitude, encourage them, listen to them be non judgemental show understanding and consideration this will boost the persons well being. Outcome 7 Understand the role of the risk assessment in enabling a person centred approach Risk assessments are used for various reasons. They can be used to assess the risk of the environment, risk of the action, risk to the client or member so staff, risk of a new piece of equipment, risk of dangers to others. Risks are a part of daily living for everyone it is part of the job to  minimise the risk to the client and to ourselves, this is why risk assements are carried out and revised regularly. Clients change they go down hill therefore the risks are constantly changing they become greater to the client and the carer so more actions need to be t to take implemented to protect the client and the carer.

Western Civilization Essay Example | Topics and Well Written Essays - 750 words

Western Civilization - Essay Example This brief analysis will consider the similarities as well as the divergence that is exhibited by these two authors as a function of the books they wrote and the views they espoused. Although a great many factors can be said to differentiate the understandings of Erasmus and Machiavelli, perhaps the greatest one revolves around the root â€Å"good† that each of the authors is hoping their leadership will effect. Machiavelli puts forward that the ultimate â€Å"good† is to achieve and maintain power. As a means to this end, the nature of moral choices that are undertaken become of a secondary nature. What this means is that to Machiavelli, the ultimate goal is the expansion and retention of the leader’s power. This can be effected through a variety of means that Machiavelli discusses. However, for the purposes of brevity, these means can be broken down into the nature of being feared versus being loved. To Machiavelli, humanity is duplicitous and untrustworthy. As such, Machiavelli believes that it is necessary for a leader to exhibit fearful attributes so that the subjects will seek to honor his will to power based on a healthy amount of fear for the different types of punitive actions the leader might effect. Although Machiavelli states that the leader should be feared and loved, this is oftentimes not entirely possible to exist at the same time for the same leader. In this way Machiavelli upholds to the reader that the most important concept to uphold would be that of overall fear due to the fact that of these two mechanisms, only fear has the ability to increase power of the ruler of the notions of fealty that love might induce. Conversely, Erasmus approaches the issue from a different perspective entirely. Rather than choosing to argue with Machiavelli over which of the two functions most dramatically increase the power of the leader in question, Erasmus chooses to focus instead on which approach entails the higher application of morali ty; or the greater good with reference to the Christian virtue. Obviously, with respect to Erasmus Christian humanism, the answer to this question is concentric around the â€Å"love of the leader†. In this way, Erasmus seeks to maximize the good while minimizing the evil. In a contrasting way to Machiavelli, Erasmus’ point of view is concentric upon the ways in which the leader can work to improve their kingdom both morally and spiritually. In this way, it is morally reprehensible for Erasmus to consider a point of view that employs devious or â€Å"evil† means to satisfy a given end. Although it is not the point of this analysis to break down Machiavelli’s approach into one that can be described by the simple â€Å"ends justifies the means† cliche, it does help the reader to gain a firm handle on the subject matter and attempt to understand the nuances of how Erasmus and Machiavelli both approach the same subject matter with widely different inte rpretations of how the leader can maximize his ultimate utility based upon these. Says Erasmus of the moral imperative that he attempts to relate to the reader, â€Å"If you cannot defend your realm without violating justice, without wanton loss of human life, without great loss to religion, give up and yield to the importunities of the age† (Erasmus 17)! Such a view is of course contradicted by the very realistic utilitarian methods that Machiavelli puts forward in his own treatise. Says Machiavelli, â€Å"Whenever you have to kill someone, make sure you have a suitable excuse and an obvious reason; but, above all else, keep your hands off other people’s property; for men are quicker to forget the death of their father than the loss of their inheritance. Moreover, there are always reasons why you might

Personal statement Essay Example | Topics and Well Written Essays - 250 words - 2

Personal statement - Essay Example I want to gain invaluable experience as a physician assistant and believe that the MEDEX Northwest offers me this opportunity. I believe that my work experience in the different health care institutions makes me an excellent candidate for the program. Working as an EKG technician has exposed me to different technologies that are invaluably applicable in the medical sector. I have also had the opportunity to work at VA hospital, where I had an opportunity to interact with people of different backgrounds. This I believe will be an asset to the institution. My background and training in law brings unique value to the institution as I believe it helps in creating an understanding of human behavior, a valuable asset in healthcare training and practice. In my pursuit of high quality education, I am prepared to face any challenges that may come my way. The biggest challenge I expect to encounter will be in meeting my full financial obligations. However, I am optimistic that with immense commitment and dedication, I will overcome this challenge and complete my course within the required time. I believe that my experience in different hospitals as well as my academic background has given me valuable resources that I believe will be of benefit to my classmates. I also believe that my research skills will be a great contribution to my class. Being a second language student, I believe I will find it easier to mingle with the minority groups in the institution and act as bridge to non native speaking

Leagal case study Term Paper Example | Topics and Well Written Essays - 500 words

Leagal case study - Term Paper Example In December 2002 Mora received a report of detainee abuse at Guantanamo Naval Base, Cuba. Despite the notation that the Navy or Marine Corps and OGC attorneys were not involved, he still went to investigate. Mora admits that this chronological narrative of the significant events pertaining to detainee interrogation, in which he and the OGC participated or had knowledge of, is sadly lacking since he was unable to identify and name all those who participated. Suffice it to say that in other aspects his efforts yielded a lot of good. He was able to uncover an action memo, dated Dec.2, authorizing entitled "Counter -Resistance Techniques" authorized by Secretary Rumsfield and rumored to be partly authorized at a "high level" in Washington permitted the use of certain interrogation techniques. Mora understood the necessity of obtaining information to prevent another 9/11 but to condone such practices to him will cause harm to the national legal, political, military and diplomatic interest s.

Literature by U.S. Women of Color Research Paper

Literature by U.S. Women of Color - Research Paper Example It is based on these stories that this research will focus on the difficulties women of color experience in different territories and how they respond to such challenges (Wang 12). Particular emphasis is placed on women faculty of color within a classroom environment dominated by white students. The paper majorly focuses on oppression among women faculty of color in institutions of higher learning such as universities and colleges. Information on the research is based on a comprehensive interview with women faculty of color in a large research institution that is dominated by whites (Aguirre 100). The study identifies how male students challenge the authority of female colored professors during classroom interactions. Research studies indicate that an oppressive environment in a classroom has the negative effect of impairing learning and academic performance. This is especially widespread among students who suffer from oppressed identities. Such research studies only reveal whether a n oppressive environment affects learning effectiveness but tends to ignore the faculty perceptions of their classrooms. A lot of literature material points out that women faculty of color spend different time periods teaching. However, the material does not concentrate much on the classroom experiences of the colored women. Sociologists provide adequate knowledge to students on how to examine racial disparities in different areas of society such as health care and religion. They offer real world examples that are used to illustrate the cultural and interpersonal social oppression that exists in the world that we are living. There has been a widespread use of the oppressive classroom environment in demonstrating different forms of racial disparities. Research studies indicate that fostering faculty diversity and effectiveness can be achieved through the support of faculty who are women of color rather than being hostile towards. This means that it is important that we understand and appreciate the perception of the classroom environment in retaining a diverse faculty (Bonilla-Silva 200). This research applies an intersectional oppression framework in exploring faculty perceptions towards colored women teachers. Oppression can be defined to as the obstacles and actions that maintain the privileges of a dominant group. Research studies indicate that there is widespread and cumulative oppression among women faculty of color. This is evidenced by the small number of recruitment or promotion of women of color in institutions of higher education. Racism based on gender is a unique kind of oppression that women of color experience (Morrison 120). This experience is based on their position in at the intersection of race and gender matrix of domination. On the basis of the above mentioned insight, this research study examines the perception of classroom experiences among women of color at the intersection of racial and gendered oppression. In this research study, the w omen of color have adequate knowledge that their experiences in the classroom are influenced by gendered racism, and that white male students have the tendency of undermining their authority because of their color. I will majorly concentrate on how structural inequality is evidenced during interpersonal interactions. This is because teaching is a major part of the lives of faculty women of color and that it is import

Japan and the Pacific Rim Essay Example | Topics and Well Written Essays - 500 words

Japan and the Pacific Rim - Essay Example Overall, Japan is considered a good place to do business because of its relatively stable economy and friendly local people. The Japanese economy has now slipped behind China in terms of GDP, although it is still considered a large economic force within Asia and the world as a whole. China is a strange case because their governmental systems and economic choices do not necessarily match up. The Chinese government is very strictly Communist, although over the last couple of decades, the ruling party has seen the need to bring about capitalist reform in order to propel China to become an economic superpower. Today, China has a great deal of political clout in such organizations as the United Nations because of its tremendous size. Other countries have picked up on this and realize how important trade can be with China. As such, many countries choose not to go against many Chinese economic decisions. China was not always the way it is today though. After China fell to the Communists in 1949, Mao Zedong led China through an era that ultimately proved unsuccessful. Millions of people died of starvation through China’s eccentric Communist policies. It took a long time for those in power in China to realize that capitalism may be a better option for a number of reasons. Korea used to be unified as one country; however, due to the Korean War in the early 1950’s, there is the Communist-backed North and the Democratic South. The economic differences between these two neighbors are vast and it can be put down to the difference between Communism and capitalism. The North Korean government is extremely secretive and rarely releases information to the outside world. On the other hand, South Korea can be considered as one of the success stories of Asia. In the late 1950’s, after the end of the Korean War, South Korea’s literacy rate was extremely high in conjunction with a very low average GDP per capita. It took a vast amount of modernization and new technology

Job Analysis Assignment Example | Topics and Well Written Essays - 1000 words

Job Analysis - Assignment Example their job; (5) Log records/Daily diary where employees keep daily records and job analysis can be done from the recorded information (Prien, Goodstein, Goodstein, & Gamble, 2009). The job analysis method that was used in this case was the personal observation method. The rationale for using this method is that it is useful for gaining a deeper understanding of the job activities and very useful in manual activities (Wolper, 2004) like those done by the staff registered nurse. I requested an expert to observe and record everything I did. The activities that were recorded include taking care of both inpatients and out patients, planning and coordinating clinic activities, patient evaluation and monitoring of vital signs, performing IV placements and phlebotomy, general administration of medications and developing nursing care plans and counseling patients. In conducting these activities the following equipment were identified as very important. They include: stethoscope for checking he art, lung and bowel sounds; thermometer for making temperature readings; sphygmomanometers for checking oxygen levels; blood pressure cuffs; syringes, bladder readout machines. The equipment were identified as basic and important for daily use. The working conditions at the local community hospital can be described generally as good but there are only two registered nurses making the job tedious because of the many number of patients to handle in a day. The working schedule is fixed as one has to work continuously without breaks. The management on the other hand is not very supportive as the hospital lacks equipment and personnel making the job strenuous. Some of the skills and abilities required include: knowledge of medicine and medical terminology, service skills, time management skills interpersonal skills ability to maintain confidentiality, ability to educate, and the ability to respond to emergency situations. Job description and revision The following is my job description a s a staff registered nurse at the local community hospital which is a replica of most staff registered nurses in any other hospital. The Job tasks and responsibilities include the following : (1) ensuring the efficient and coordinated clinic flow through the coordination and planning of clinic activities; communicating patient needs; making referrals; (2) Delivering direct patient care; assessing patient’s physical, psychosocial and emotional well-being; monitoring and reporting to the physician of the patients status; responding to patients telephone calls and messages and reporting to the physician any emergencies; ordering patient’s supplies; stocking and replenishing the patient’

In the following text Essay Example for Free

In the following text Essay I think she does not want the light on her because it is exposing the truth. In the following stage direction when she wants to have another tumbler of whiskey, you can see that she is very nervous, hysterical mentally unstable: [She rushes to the closet and removes the bottle; she is shaking all over and panting for breath as she tries to laugh. The bottle nearly slips from her grasp. ] She lies to her sister when she seeks the bottle of whiskey, because she knows where it is. As Blanche speaks, she reveals her unsettled emotional state. In just a brief dialogue with her sister, Blanche expresses affection, shock, modesty, concern for Stella, vanity, resentment and uncertainty about herself. While almost every sentence reveals another dimension of Blanches inner turbulence, the dialogue also illustrates the relationship between the sisters. She treats Stella in a patronising way and is domineering. Stella says in the text to Blanche: You never did give me a chance to say much, Blanche. So I just got in the habit of being quiet around you. In the first scene, we get to know that Blanche works as a teacher. She explains that she has suffered a nervous breakdown and has therefore taken a leave from her teaching job in the middle of the term. Here she presented as the burnt out teacher, but you can notice that she is lying when she says that to her sister, because of her strange behaviour: [Nervously tamping cigarette], [She drinks quickly. ] These actions are meant to cover up this lie. She is dishonest. The truth is that she had sex with a 17-year-old boy of her class, but that is not revealed in this scene. Blanche then disparages Stellas messy apartment. She cannot believe that she has only two rooms. Blanche wants to maintain her Southern way of life and behaves like this. Also she reproaches Stella for gaining so much weight. Blanche does not know that she is pregnant. Blanche comes across as a frivolous, hysterical, insensitive, and self-obsessed individual as she derides her sisters lesser social status. In the following quotation you can see again that Blanche is very bossy and plays the big, domineering sister: You hear me? I said stand up! You messy child, you, youve spilt something on that pretty white lace collar! About your hair- you ought to have it cut in a feather bob with your dainty features On the other hand Blanche wants to be ensured that she is looking very well. She is fishing for compliments: I want you to look at my figure! [She turns around. ] You know I havent put on one ounce in ten years, Stella? You can see that Blanche has lots of thoughts about the way she looks like. She recognizes that she is getting older. You see I still have that awful vanity about my looks even now that my looks are slipping! In my opinion, that is also a reason, why she does not want to be seen in the light. Now there is a point in scene one where you are informed about Blanches loneliness. She tells Stella the following: I want to be near by you, got to be with somebody, I cant be alone! Because as you must have noticed Im not very well. This quotation shows aswell that she is aware of her mental state. Stella notices that she is nervous and overwrought. Blanche worries about whether Stanley will like her but also she does not speak well about him. He is not the type of man she is accustomed to. I think Stella already knows that Stanley and Blanche are not going to get along. They come from two different worlds. Blanche is posh and a descendant of a rich, aristocratic family. He is not the type of man they went out with at home, because of his civilian background. Blanche now turns the conversation to news of their home. She tries to tell Stella that Belle Reve is lost. Therefore she uses a very dramatic and emotional language. She has frightened of Stella as she could be reproaching her for this. The entire burden descended on Blanches shoulders, because Stella left Belle Reve after the death of their father. Blanche has suffered trough the deaths of all her relatives, save Stella, and the loss of her home and old way of life. I, I, I took the blows in my face and my body! All of those deaths! The long parade to the graveyard! Father, mother! Margaret, that dreadful way! Every death had to be paid for with a little piece of Belle Reve, and gradually the place just slipped away through Blanches fingers. More shocked than angry, Stella says nothing. Blanche thinks that Stella doubts the story and cruelly lashes out at her sister: Yes, accuse me! Sit there and stare at me, thinking I let the place go! I let the place go? Where were you. In bed with your Polack! Blanches attack on Stella suggests the intensity of her feelings about the loss. On the other hand, she could be covering up the facts, possibly to protect herself, possibly because she cant face the truth. Unable to accept responsibility, she may be casting blame on the dead people in her family and ultimately on her little sister, all characters, take note, without the capacity to defend themselves. Blanch has suffered terribly. Loneliness and desire are integral to her being. She chose the harsh road of staying at Belle Reve to care for the dying, and she has suffered because of it. For many years, she was a delicate young woman who lived alone in house full of the terminally ill. When Stella runs to the bathroom in tears, Stanley returns from bowling. This is the first encounter between him and Blanche. He asks her a lot of questions. Finally, when Stanley asks her about her marriage, Blanche cannot talk about it with him. The only thing she said: The boy the boy died. [She sinks back down. ] Im afraid Im going to be sick! [Her head falls on her arms. ] It seems that the subject is too painful for her or that she has something to hide. But at this point we know that she was married. She must have been very young, because she is talking of a boy. It is a very dramatic ending.

Business Strategy And Planning Of Costcutter

Business Strategy And Planning Of Costcutter The corner shop or convenience store, as it is sometimes labelled, has been a feature of retail life in cities and towns from Roman times, if not earlier. To be sure, the Romans articulated the role of the convenience store in everyday life, developed its corporate identity and regarded it as an enterprise that operates optimally within the range of footfall. The Roman streetscape was littered with these stores, most engaging prominent positions, some even corner positions, but all dominating the facades of the masonry buildings they occupied. A characteristic of the Roman convenience store was its integration into the local market, sourcing locally grown farm produce, supplying locally refined products and distributing this merchandise at a local level. With the passage of time, the convenience store began to infiltrate the New World, and remained a characteristic feature of retail life in countries such as Australia, Canada and the United States, until well after the Second World War. But from the 1960s, as the economies of the industrialised world entered a rapid phase of expansion, the supermarkets emerged as the dominant players in the retail grocery sector. Yet, the convenience store managed to survive as a viable economic entity. Nowadays, even supermarket giants such as Tesco and Sainsburys here in the United Kingdom, have begun to penetrate the lower echelons of the retail grocery sector with their own version of the corner shop. Using this concept as a launch pad, Tesco has already made inroads in the United States, though with varying degrees of success. Moreover, Tesco harbours further ambitions to establish its convenience scale outlets in such emerging economies as South Korea. On the face of it, very little appears to have changed over the millennia since the Romans devised the concept of the convenience store. Neighbourhood stores, if they form part of a larger national chain, are still obsessed with such issues as corporate image and identity, not to mention their strategic role in the local market.1 What has changed, however, is the largely oligopolistic nature of the retail grocery sector. By 2010, the major participants in this sector Tesco, Sainsburys, Asda and Morrisons controlled 65.4 per cent of a grocery market valued by industry analysts at a staggering  £118.2 billion2. Given the strongly oligopolistic character of this market, it is hardly surprising to observe that these key players have developed planning strategies that virtually anticipate their competitors next move. In other words, their behaviour is very much retaliatory! There is evidence, too, to suggest that this behaviour is being emulated in the convenience store segment of the market, where the hallmarks of oligopolistic competition are just starting to appear3. COSTCUTTER Costcutter is one of the United Kingdoms leading convenience store chains. Although the majority of the stores trading under its banner are based here, Costcutter also operates outlets in Northern Ireland and Poland. As a typical grocery retailer, Costcutter stocks a comprehensive range of groceries, alcoholic products, tobacco and confectionery. However, Costcutter operates two distinct retail store models : (a) the directly owned outlet; and (b) the independently owned franchised outlet. Both models benefit from economies of scale, so that as the organization grows, so too, does its purchasing power. Yet, those outlets that are independently owned tend to operate along the lines of a retailers cooperative. Costcutter has developed a high profile corporate image, which is bolstered by its own range of branded products. Groceries bearing the company brand name are often shelved alongside those of Nisa Today Costcutters warehousing and distribution affiliate. The companys headquarters are based in Yorkshire. As of December 2006, ownership of Costcutter is vested in James A Barry Co.4 COMPANY HISTORY Costcutter was founded in 1986 by Colin Graves, a former sales employee of the SPAR grocery group. In the short space of just 12 months, Graves set up seven stores in Yorkshire. By 1991, Costcutter had opened its first outlets in Scotland and Northern Ireland. In 1992, the company established a grocery distribution centre in Barnsley. It was then keen to develop its corporate image and identity. By the mid-1990s, Costcutter operated some 500 outlets throughout the United Kingdom, the majority of them franchise-owned. In 2004, Costcutter merged 50 of its outlets with the MURCO fuel distribution group. Thereafter, the Costcutter convenience store found its way onto the forecourts of an increasing number of MURCO petrol filling stations. In addition to their grocery lines, these stores stock car care products and accessories. Exponential growth followed. By 2007, largely driven by a successful franchise recruitment campaign, the total number of outlets under its corporate banner, grew to 1500. Sales turnover exceeded  £600m in 2010, making the company one of the most significant players in the grocery retail sector. For all that, Costcutter is not unlike the other key players in the convenience store market. Costcutter stores occupy prominent high street positions with a typical catchment area covering a radius of a quarter mile. The company continues to enjoy solid growth, though recently its development strategy increasingly promotes direct ownership of outlets. At present, more than 1200 stores in the chain are independently owned by franchisees.5 Business models, concepts and tools in business strategy and planning of costcutter At an early stage in its corporate history, Costcutter put growth at the centre of its retail development strategy. Indeed, the company conducts an aggressive retail recruitment drive to enlist new franchise owners. Ideally, the company seeks existing operations which engage high footfall volumes and occupy floor space of between 1,000 to 1,500 square feet. By contrast, the typical Sainsburys Local or Tesco Express occupies a floor space of between 2,000 to 6,000 square feet. Costcutter does not regard the absence of car parking as an issue. There are a number of advantages which Costcutter offers its franchise owners: an association with a well-established high profile retailer continuous retail training and technical support generous profit margins a loyalty scheme which rewards franchise owners for centralised purchasing improved credit terms both within the group and externally the cost benefits of group purchasing power fast and cost-effective Epos accounting and inventory control an efficient and reliable supply chain cycle a robust business development strategy deploying the services of a range manager to maximise profits and sales turnover extensive national, local and in store advertising6 As an adjunct to this, each franchised outlet is indelibly stamped with the Costcutter corporate identity. All newly franchised premises are refurbished to the Costcutter specification, though refits are tailored to a range of budgets. The process of nurturing company image is achieved through: a conspicuous company logo which largely resembles a banner distinctive company fascia advertising the use of a thematic colour palette to harmonise the in-store ambience the use of a standardised in-store lighting format in-store radio providing a continuous voice for product promotion the shelving of Costcutter branded products extensive advertising The cost of a Costcutter franchise is between  £70,000 to  £100,000. Annual management fees amount to  £1880. Projected first year net profit for a typical outlet is in the region of  £100,000.7 THE BUSINESS DEVELOPMENT STRATEGY At the heart of Costcutters retail development strategy is growth itself. It improves market share and even allows new products to be sold. Above all, growth promotes economies of scale. Such economies are reflected in the companys burgeoning purchasing power and presence in the wholesale distribution markets. From its inception, Costcutter has enjoyed continuous year-on-year growth, despite predatory competition from the huge multiples. Growth has been achieved through: the setting of annual expansion targets a vigorous franchise recruitment program, as noted above the defection of other franchisees from the ranks of competitors notably, from the SPAR group the direct acquisition of small groceries the purchase of other outlets under administration8 Continuous expansion of the Costcutter chain remains a development priority. Not surprisingly, Costcutter has devised an ambitious overseas expansion drive, which at present has targeted such emerging powerhouse economies as India and Pakistan. But such proposed international development is to be accompanied by further consolidation of its core business in the United Kingdom.9 In recent years, Costcutter established a close relationship with Nisa Today, the leading independent wholesale distributor of groceries throughout the UK. Critical to the companys development is the vertical integration of wholesale grocery distribution. Costcutters affiliation with Nisa Today partly achieves this objective. But in 2007, the Bibby Line group, a direct competitor to Nisa Today, acquired a 51% shareholding in Costcutter. In the event, Nisa Today has retaliated by establishing its own retail outlets.10 Despite this, the growth strategy of Costcutter remains the same. That approach incorporates a number of other marketing facets: the development of new lines, especially fresh, locally sourced products promotion of the concept of value for money a narrowing of the cost profile between its outlets and those of the huge multiples promotion of the concept that Costcutter can deliver quality food as needed, thereby avoiding the arduous weekly shopping event an increasing investment in technology, especially as its relates to online marketing the promulgation of a company ethos, culture and set of values, as noted below11 Appraise processes of Costcutter to identify their goals and values THE COSTCUTTER ETHOS Not unlike Tesco, Costcutter espouses a human relations approach that values its customers and staff. The company prides itself in the marketing of fresh, quality products. But unlike Tesco employees and management, Costcutters staff are versatile individuals, well versed in product knowledge across its full range. In addition, all staff together with franchise owners, benefit from continuous retail training. All franchise owners undergo a rigorous induction course. Furthermore, the company has established its own academy to equip store managers and their staff with cutting edge retail techniques. The development of customer loyalty through harmonious relations and rapport is central to the company ethos.12 ANALYSIS OF THE COSTCUTTER GROUP Central to the development strategy of the Costcutter group is its continuing growth. Using the convenience store model it has developed for the UK market, Costcutter is poised to make significant inroads into the emerging markets of Asia. But it is here in the United Kingdom, that Costcutter has reached a mature stage in its evolution. At the top end of the grocery retail sector, leviathans such as Tesco and Asda compete for market share, in what is overwhelmingly an oligopolistic market. Retaliatory marketing techniques are a conspicuous feature of such markets, as these companies clearly demonstrate. Yet, as companies like Costcutter continue to expand, even the bottom end of the retail grocery sector is beginning to display oligopolistic behaviour. Second guessing the competitors next move is par for the course. Nevertheless, Costcutter seems well positioned to fare better than most of its competitors, as it signs up an increasing number of franchisees, attracted by its generous profit margins and reduced overheads. 4.0 CONCLUSION The convenience store has endured as a potent force in the retail grocery sector, despite increasing competition from the huge multiples, such as Tesco and Sainsburys. Indeed, the blue print for the convenience store has largely remained the same since the Romans articulated its role in everyday life. Costcutter remains a robust example of the convenience store concept. The floor space of the typical Costcutter outlet is less than one quarter that of its major rivals notably, Sainsburys Local and Tesco Express. In this way, the typical Costcutter outlet manages to reduce its overhead costs, and at the same time, benefit from the substantial purchasing power of the Costcutter group itself. As a convenience store chain, Costcutter lacks the bureaucratic structure of the huge multiples. Instead, it fosters a more flexible and independent approach to its management. Such flexibility enables its local outlets to purchase outside the central distribution arm of the organization. In recent times, this has allowed the company to stock more local fresh produce. Thus, Costcutter can be perceived as a highly evolved and adaptable form of enterprise, and one which is not just sensitive to the tastes and preferences of the local market, but in some instances, equally sensitive to its ethnic composition.

Celebrity Endorsement In Malaysia Marketing Essay

Celebrity Endorsement In Malaysia Marketing Essay Advertising started to play an active role in advertising when it came to the development of society in the economy in the early 1930s. Celebrities acted as spokesperson, in order to advertise and promote a company products, services or ides. Those celebrities came from the art scene, modelling, sports as well as the entertainment industry (Kambitsis et.al., 2002). When a British actress Lillie Langtry appeared on a package on Pears Soap in 1893, she became the worlds first celebrity endorser. Since radio became commercial in the late 20s and television was introduced in the late 40s, celebrities started doing commercials (Sherman, 2010). Due to this, celebrity endorsement has become one of the most effective tools in attracting consumers. Almost every celebrity all around the world is doing commercials. For examples Jack Benny, an American actor and comedian endorsed Jell-O, a gelatin dessert product in the 30s and 40s, David Beckham with Pepsi, Soon Hye Kyo with Laneige, Ashwarya Rai with LOreal shampoo, Jackie Chan endorses Kaspersky, and many more. In Malaysia, celebrities have also been widely used in advertising. For example, Erra Fazira endorses Lux, Sarimah with Rejoice, Chef Wan with Vesawit and Siti Nurhaliza with Pepsi. This shows that by having celebrities to endorse a product it will not only increase the brand image but also the level of credibility and belief among consumers (Zabid et.al, 2002). Problem Statement Celebrity endorsement has become one of the most employed strategies in promoting a product or a service. This is because celebrities are well-known therefore; they will make the product that is being endorsed more noticeable. Even though this strategy is the most commonly use, there are some companies in Malaysia are still reluctant to use this strategy in promoting its product. Therefore, this research with the title The Effectiveness of Celebrity Endorsement in Malaysia will help the companies by answering questions regarding the topic. They are: What are relationship between advertising and celebrity endorsement? What are the factors that influence the effectiveness of celebrity endorsement? How effective is the implementation of celebrity endorsement in Malaysia? Research Objectives Based on the problem statements stated above, the research objectives are: To review the relationship between advertising and celebrity advertising. To analyze the factors that influences the effectiveness of celebrity endorsement. To evaluate the effectiveness of celebrity endorsement in Malaysia. 2. Literature Review Relationship between Advertising and Celebrity Endorsement Advertising is defined as the promotion of a companys products and services to drive sales and also to communicate changes of new products or services to the customers (Buzzle.com, 2011). Advertising has become one of the essential elements in a business because it does not only help in increasing the sales of the product but also creating and maintaining its image among customers. There are various types of advertising that can be implemented by companies in order to promote its products and services. They are print advertising, outdoor advertising, public service advertising, surrogate advertising, covert advertising, broadcast advertising and celebrity advertising (Buzzle.com, 2011). Print advertising is a type of advertising that uses printing media such as newspapers, newsletters and magazines to convey its message to customers. On the other hand, outdoor advertising communicates its message through promotional display such as highway billboards, transit posters and arena placement (Wisegeek.com, 2011). According to Wisegeek.com (2011), Outdoor Advertising Association of America, Inc. (OAAC) had stated that businesses spent $5.8 billion dollars on outdoor advertising in 2004. Public service advertising is an advertising technique that conveys socially relevant messages regarding important matter and social welfare causes like poverty, and deforestation (Buzzle.com, 2011). Meanwhile, surrogate advertising is defined as the process of duplicating the brand image of one product extensively in order to promote another product of the same brand (Panda, 2005). For example, companies that produce cigarettes or alcohol which are prohibited by law in some country have t o come up with other products of the same brand in order to remind people about their existence in the market (Buzzle.com, 2011). According to Targeting-Marketing.com (2011), covert advertising is presently is the hottest trend in promoting a product. Covert advertising is a type of advertising that incorporated in some entertainment and media channels such as movies, sports and TV shows in order to reach its customers. Some of the examples are the appearance on Nokia N97 in I Gotta Feelin' music video by Black Eyed Peas, and the sponsorship of an America TV show F.R.I.E.N.D.S. by Nescafe. Another type of advertising is broadcast advertising. Broadcast advertising is a type of advertising that uses medium such as television, radio and internet to convey its message to the people. This is the most popular advertising technique because it enables the company to reach a wider audience. On the other hand, celebrity advertising is the use of a celebrity or a public figure for the purpose of selling products or services. According to McCracken (1989), celebrity endorsement is defined as a personality who benefits from public recognition and utilizes this acknowledgment on behalf of a consumer product by endorsing it to the public (McCracken, 1989). In short, a celebrity is someone who is well-known due to his/her achievement especially in areas of entertainment such as films, music, writing, or sport. There are two forms of celebrity advertising; celebrity license and celebrity endorsement (Mistry, 2006). Compared to celebrity license, celebrity endorsement is the most widely used strategy in promoting products and services today. Celebrity endorsement is when celebrities give his/her expert opinion regarding the product, become the spokesperson for a product, or just being associated with a particular product (Seno and Lucas, 2007). However, according to Kamins (1989) celebrity endorsement may also include the non-celebrities such as a typical consumer, a product professional expert, or a company pr esident. Typical consumer endorser is an ordinary person who has no special knowledge regarding the product but has already purchased and used the product beforehand. On the other hand, a product expert is a person or a group that possesses a superior knowledge regarding the product (Zabid et.al., 2002). Celebrity vs. Non-Celebrity Effectiveness According to Seno and Lucas (2007), a research has found that compared to other type of endorsers such as typical consumer and the professional expert, celebrities are the most effective individual to attract customers. In contrast, Tom et.al (1992) said that non-celebrities endorsers are more effective compared to celebrity endorsers. This is because with non-celebrity endorsers, it enables the company to control and create the characters that is appropriate for the product and the target audience. Besides that, these characters are not allowed to endorse any other product. On the other hand, celebrity endorsers had already created their own characters therefore; the company is unable to control them. Differences were found in the cognitive responses. However, there is no statistically significant difference in attitudes towards advertising and the intention of purchasing the endorsed product in the celebrity and non-celebrity endorsement (Mehta 1994). Factors that affect the Effectiveness of Celebrity Endorsement There are number of factors that influence the effectiveness of celebrity endorsement. Examples of the factors are celebrity performance, celebrity attractiveness, celebrity credibility, celebrity information, multiple endorsements, celebrity popularity, celebrity availability, celebrity-product match, and many more. However, in this research only some of these factors will be discussed. Celebrity Performance In the context of this research, celebrity performance refers to the achievement of the celebrity in their chosen profession. This could refer to the success of the celebrity in music or movies, the performance level of athlete in sports and many more. When a celebrity fails to perform in acceptably by consumers, the effectiveness of the endorsement tends to decline (Agrawal and Kamakura, 1995). In contrast, if the celebrity performance is increasing, the effectiveness of the endorsement will also increase. Celebrity Information Since there is always a pairing between the brand and the celebrity established by consumers, negative information regarding the celebrity may affect the brand negatively (Erdogan and Baker, 2000). For example, Tiger Wood is always known as the endorser of Nike. However, due to a series of news report about his personal life, Nike lost over four percent of its aggregate market value (Knittel and Stango, 2009). This shows that a negative perception about a celebrity will decrease the level of the effectiveness of the endorsement. Hence, it will lead to a loss for the company. Celebrity Attractiveness Chao et.al (2005) has stated that celebrity attractiveness in one of the factor that can determine the successfulness of celebrity endorsement. According to Kahle and Homer (1985), physically attractive endorsers are generally viewed and more preferable by consumers compared to the less attractive endorsers. Hence, by having attractive celebrity endorsers, it will increase the effectiveness of the celebrity endorsement. For example, when Laneige decided to change its endorser from Jeon Ji Hyun to a prettier and famous Korean actress, awareness of the existence of the brand starts to increase among consumers. This leads to an increase in sales of the product (Amore Pacific Corporation, 2009). Celebrity Credibility The most important aspect in celebrity endorsement is credibility. According to Miciak and Shanklin (1994), a research made among 43 advertisement agencies and companies, it is believed that the most important scope of credibility are trustworthiness and the expertise of the celebrity with the product that is being endorsed. For example, with the credibility of Amitabh Bachchans, Cadburys business which was declining due to the controversy has been revived and back on track (Taleja, 2010). Multiple Endorsements There are two cases of multiple endorsements that are always been debated. They are 1) a single brand hiring multiple celebrities and 2) a single celebrity endorsing multiple brands. For example, Britney Spears, consumers may remember her as Pepsis endorser but they might not remember her as McDonalds or Toyota Vioss endorser in 2000. Another example of multiple endorsements is Clear for Men uses Christiano Ronaldo and Rain as endorsers. Celebrity-Product Match The celebrity-product match/fit is also known as the match-up hypothesis. It refers to the synchronization of the match between the celebrity endorser and the product that is being endorsed (Till and Busler, 2000). According to Friedman et.al (1978), Erdogan and Baker (2000), and Till and Busler (2000), celebrity-product fit is the key function of the effectiveness of celebrity endorsement. This is because with the right celebrity with the right personality, the message can be convey to the consumers effectively. For example, Pepsis target market is the youth. Therefore, by sponsoring Michael Jackson World concert in 1993, Pepsi is able to reach its target market easily. Research Methodology 3.1 Theoretical Framework Figure 1: Factors that Influences the Effectiveness of Celebrity Endorsement 3.2 Path Analysis The main purpose of this research is to analyze the factors the effectiveness of celebrity endorsement as well as to evaluate the effectiveness of celebrity endorsement in Malaysia. From the literature review above, it is found that there are 6 main factors that influence the effectiveness of implementing celebrity endorsement strategy to attract customers. By understanding these factors, the effectiveness can be identified. Hence, the effectiveness of the implementation of this strategy Malaysia can be investigated. 3.3 Research Design 3.4 Data Collection Data is the most crucial element needed in making a research. This is because without the presence of relevant data, the objectives and purpose of a research cannot be met easily. There are two types of data; primary data and secondary data. Primary data is the original or first-hand material that has not been interpreted by anyone before. It can be further divided into two categories; qualitative data and quantitative data. Qualitative data is described as data that can be categorized according to its characteristics such as gender and nationality. On the other hand, quantitative data (also known as numerical data) are data that can be measured on a numerical scale. Secondary data is the information collected from other resources such as books, journals, review articles, and newspaper which is related to the research.   For this research, primary data can be obtained through questionnaires, focus group or observation. Questionnaire is a set of questions given to respondents in order to get data which is related to the research topic. On the other hand, focus group is a form of  qualitative research  in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging (Henderson, 2009). Meanwhile, observation refers to a technique in which the behaviour of research subjects is watched and recorded without any direct contact.The most effective primary research for this study is questionnaire. This is because questionnaires enable researcher to obtain data from the target group efficiently. In the questionnaire, the questions are designed as open ended questions and close ended questions. Open ended questions are questions that required the respondents to attach their opinion towards the question. Meanwhile, the close ended questions required the respondents to choose, or rate the questions accordingly. For this topic, both questions are suggested to be asked in the questionnaire. By having these two types of questions in this questionnaire, it enables researcher to collect information containing both qualitative and quantitative data. However, there is no primary research has been done by the researcher yet. Therefore, no primary data are available. For secondary research, data are obtained from journals, books, and website published by others. In developing this research, number of journals, articles, books and websites has been referred. However, only some of them are used in developing this research. 3.5 Sample This research focuses on the sampling group of young adult and adult from the age of 18 to 35 years old. This range has been chosen because they are the group of people who always make their own decision on purchasing a product or service. Besides that, this range is chosen because they are the group of people who are always be influenced by the celebrities. By having them as the target segment, research can be done easily and effectively. 3.6 Measures In this research, the measurement scales that are selected are the likert scale and the nominal scale. According to Proctor (2003), nominal scale enables an object to be placed in one and only one of a set of mutually exclusive classes with no implied ordering such as gender; male or female. On the other hand, likert scale is a scaling method that describes the quantitative value to qualitative data in order to make it amenable to statistical analysis such as strongly agree, agree, neutral, disagree and strongly disagree (BusinessDictionary.com, 2011). For this research,  the nominal scale is used to measure the age and gender of the targeted respondents and the likert scale is used to measure the consumers perception towards celebrity endorsement. 3.7 Limitation Due to the nature of this research, it has to be said that the research could have been done more accurately if more resources for example text book could be obtain to support the research. This research title is very limited in text book provided in KBU College Library but there are more in the Emerald Insight website. In order to obtain quality journals from there, users are recommended to pay the membership fee online. However, KBU does offer student the access to Emerald Insight website because the college had already paid the fee, but students are allowed to access to the website within the college premises. Furthermore, this research only used secondary data collection. Most of the secondary data come from other authors opinion gain from their findings. So, the opinions from other authors do not mean they are aligned with the entire populations opinions in this world. Due to this problem, the accuracy of this research had reduced. Besides that, due to the limited time, no primary research has been done. Hence, all information available in this research does not meet the purpose of this research which is to study the effectiveness of celebrity endorsement in Malaysia. Ethical Consideration Before conducting the research, a researcher has to make sure that the research topic, objectives and benefits are clearly explain to avoid the deception on the research. Besides that, all the information given by the respondents such as name, age, contact number and home address are private and confidential. Hence they must be protected and cannot be reveled or sold elsewhere. Respondents are also allowed to not to provide their details or information before answering the questions to protect their privacy if forced. Time scale

Human Cloning is Wrong :: Argumentative Persuasive Topics

Human Cloning is Wrong I bet many of you have seen Star Wars, Jurassic Park, Multiplicity, or many of the other movies that describe cloning. Most of what you see in these movies is false. What you don't know if that cloning could be dangerous, to the clone and to our society as a whole. It's unethical to have a human clone. What about identity? Humans are guaranteed the right to their own personality. What would happen if we overrode those rights by giving them someone else's genetic identity? True, personality is not bounded in someone's genes, but the clone would share any physical appearance or genetic defect of the cloned. Also, there is a large power struggle here. Cloning involves a degree of power and control over another person's physical identity and that violates their rights and degrades their unique individuality. The person doing the cloning would have more power than any parent would have. Cloning would also deal with killing embryos. You might not have known, but Dolly, the sheep that was cloned in 1996, was one of over 200 sheep embryos and hers was the only embryo that survived. The rest died or were thrown away. Imagine if the failure rate was that high when we started to clone humans. More than 200 embryos, the start of 200 human beings, would die for the sake of just one embryo that would have the same DNA as some one else. Cloning someone, at this present time, would be extremely dangerous to the birth mother and the clone. In studies done on cows, 4 out of 12 birth mothers died. There is also a very high abnormality rate for the clone. There is a very high failure rate, which is showed in the cloning of Dolly.

Tuite’s Literary Criticism of Lewis’ The Monk Essay -- Monk

Tuite’s Literary Criticism of Lewis’ The Monk I would like to preface this by saying that one of the things I learned from this exercise is that, just because an article exists in published form, does not necessarily mean that it is a good article. This is the conclusion I reached after plowing, dictionary in hand, through two articles that were, respectively, ridiculously elementary after one hacked through the jargon, and entirely absurd and unsupported. Disheartened, I went searching again, and this time, came up with "Cloistered Closets: Enlightenment Pornography, The Confessional State, Homosexual Persecution and The Monk," by Clara Tuite, and it is this article that I am writing about. Tuite's only fault in this article is perhaps that she tries to tackle too much. (Something else I'm discovering as I try to summarize it.) Essentially, she tries to prove the existence of visible homoerotic elements in The Monk, and their link to antiCatholicism. No small feat. She quotes Coleridge in his review of The Monk as saying, the novel blends "with an irreverent negligence, all that is most awfully true in religion with all that is most ridiculously absurd in superstition" (1). The reason this is problematic for Coleridge, according to Tuite, is that it reveals the inherent hypocrisy in the English Church, that is, that the Church condemns, with superstitious intensity, the rituals and superstitions of the Catholic Church. Coleridge fears, "Lewis' contamination of Protestantism by Catholicism" (2). Since at this time a great deal of the English State/Church depended on the assumption that Catholicism was low and wrong and Protestantism the ultimate right, the parallels draw n between Protestantism and Catholicism by Lewis were ... ...Lewis attempts, through this, to disassociate homosexuality with Catholicism, thereby trying to make a Hated Other, at least hated only once over, not twice (9). This, I thought, was an excellent article. Tuite has some very good points, which explained, at least partially, some of the questions I had as to Lewis' intentions with the homoerotic elements in the novel, which to my mind, he had included, but never really developed. Essentially, Tuite clarified for me why, though Ambrosio commits every other kind of sinful" excess, this is one he leaves untouched. And I think she proves a very valid argument. Works Cited Tuite, Clara. "Cloistered Closets: Enlightenment Pornography, The Confessional Sate, Homosexual Persecution anal The Monk." Romanticism On the Net 8 (November 1997): n. pag. Online. Internet. (4/5/98) http://users.ox.ac.uk/~scat0385/closet.html Tuite’s Literary Criticism of Lewis’ The Monk Essay -- Monk Tuite’s Literary Criticism of Lewis’ The Monk I would like to preface this by saying that one of the things I learned from this exercise is that, just because an article exists in published form, does not necessarily mean that it is a good article. This is the conclusion I reached after plowing, dictionary in hand, through two articles that were, respectively, ridiculously elementary after one hacked through the jargon, and entirely absurd and unsupported. Disheartened, I went searching again, and this time, came up with "Cloistered Closets: Enlightenment Pornography, The Confessional State, Homosexual Persecution and The Monk," by Clara Tuite, and it is this article that I am writing about. Tuite's only fault in this article is perhaps that she tries to tackle too much. (Something else I'm discovering as I try to summarize it.) Essentially, she tries to prove the existence of visible homoerotic elements in The Monk, and their link to antiCatholicism. No small feat. She quotes Coleridge in his review of The Monk as saying, the novel blends "with an irreverent negligence, all that is most awfully true in religion with all that is most ridiculously absurd in superstition" (1). The reason this is problematic for Coleridge, according to Tuite, is that it reveals the inherent hypocrisy in the English Church, that is, that the Church condemns, with superstitious intensity, the rituals and superstitions of the Catholic Church. Coleridge fears, "Lewis' contamination of Protestantism by Catholicism" (2). Since at this time a great deal of the English State/Church depended on the assumption that Catholicism was low and wrong and Protestantism the ultimate right, the parallels draw n between Protestantism and Catholicism by Lewis were ... ...Lewis attempts, through this, to disassociate homosexuality with Catholicism, thereby trying to make a Hated Other, at least hated only once over, not twice (9). This, I thought, was an excellent article. Tuite has some very good points, which explained, at least partially, some of the questions I had as to Lewis' intentions with the homoerotic elements in the novel, which to my mind, he had included, but never really developed. Essentially, Tuite clarified for me why, though Ambrosio commits every other kind of sinful" excess, this is one he leaves untouched. And I think she proves a very valid argument. Works Cited Tuite, Clara. "Cloistered Closets: Enlightenment Pornography, The Confessional Sate, Homosexual Persecution anal The Monk." Romanticism On the Net 8 (November 1997): n. pag. Online. Internet. (4/5/98) http://users.ox.ac.uk/~scat0385/closet.html

Africa: Europe Colonization Through Imperialist Aggression Essay

Africa confronted colonization from Europe through imperialist aggression, diplomatic pressure and military invasion during the late 1800’s and early 1900’s. During this time period, African civilizations put up numerous methods of resistance in an effort to stop the European colonization. These resistances failed and by the 20th century most of Africa was colonized. The Europeans desire to colonize Africa was motivated by economic, political and social elements following the breakdown of slave trading. This led to a frantic struggle to establish different parts of the African continent for trade while the Africans fought free trade. African military fought European colonization through guerrilla warfare because the stateless societies did not have an established military. The use of African military was utilized in more centralized states such as Ethiopia and Zulu. One example of African resistance was brought about by Samory Toure of West Africa who fought the French by the use of military and diplomatic resistance between 1882 and 1898. Most African societies fought aggressively and courageously in an effort to keep control over their country. In the 19th century it was evident that they had lost and their fight and found themselves facing revolutionary changes. The lack of technology was one of the main reasons for their loss. African’s mainly used bows, arrows, spears and some cavalry rifles. It was at this point in time most of Africa was colonized by seven European powers, which had established colonial state systems. These colonial state systems were authoritarian and bureaucratic mainly imposed by force. (Iweriebor, Ehiedu , n.d) Because of the European colonization upon Africa came a syncretism of culture, society and production. Islam and Christianity were introduced to West Africa between the ninth and the tenth century by way of missionaries and trading. Islam was accepted in the 11th century by numerous rulers and has since grown to be a prominent religion in West Africa by becoming incorporated into the laws, cultures and political economy of different regions. Today over 50% and many cities in West Africa are of Muslim including Nigeria and Sierra Leone. Cities such as Mali, Senegal, Mauritania and Gambia are over 90 % Muslim. Christianity in Africa has a shorter history because it was not introduced until Europeans began exploring and colonizing Africa. Christianity was introduced to Africa in the 15th century through the European missionary work and is still being cultivated today by Christians all over the world. The city of Cape Verde is mostly Christian based while the city of Chana is over 60% Christian. While Christianity and Islam beliefs are present within Africa the most common religious practice in Africa falls within the indigenous category. Africans have however combined their pre-colonial beliefs with those of Christianity and Islam thus creating a syncretism of religion. (Exploring Africa, n.d.) The economy in Africa greatly changed from the European colonization. During the colonial period, most European colonizers grew crops strictly to sell them. The economy was based upon exporting raw materials and importing manufactured items. Some examples of the exports would be cotton, oil and minerals while the importing was generally machines, equipment and textiles. In almost every instance of instance of trading, one of the primary trade allies for each African country is a corresponding past colonizer. In addition, there are only a few primary trade partners are with other African countries. Therefore, international trade relations of Africa are focused toward industrialized nations. (Exploring Africa, n.d.) Reference: Iweriebor, Ehiedu (n.d) The Colonization of Africa, retrieved from: http://exhibitions.nypl.org/africanaage/essay-colonization-of-africa.html Exploring Africa (n.d.) Unit Four: Regional Perspective, Retrieved from: http://exploringafrica.matrix.msu.edu/students/curriculum/m17/activity3.php

Organizational metaphor Essay

What is a metaphor? Metaphor (met-uh-fawr, -fer) a figure of speech in which a term or phrase is applied to something to which it is not literally applicable in order to suggest a resemblance. In organizational behaviour, the metaphors help people understand all we need to know about an organization. Gareth Morgan proposed near in 80 ´s, the eight metaphors of organizations to explain the organization problems. The two most important metaphors he proposed, are the organizations as machines and the organizations as brains. The first metaphor that he proposed, allowed us to understand the organizations as machines. Since Descartes the metaphor of the machine has entered the scientific thought. This philosopher say the human body is liked to a later machine. Then the industrial revolution take this philosophy as part of the shift. Later Gareth Morgan sense that organizations are like machines, its means they require high levels of efficiency in the same way as the machines require high levels of efficiency to operate correctly. All organizations require maintenance, to keep them running without difficulty and propitiously, similar to machines, that require maintenance to keep them running productively. Organizations are like machines because when individuals talk to one another about an organization or a machine they communicate using many of the same words to describe the organization or the machine. The second one is organization as an organism. The comparison of the organization with an organization concept from biology, aims to underline the dynamic character of the former, subject to constant change. These changes take on a vital aspect for survival and effectiveness. Consequently, the employees have needs that must be satisfied for them to function well. According to the population ecology view, some organisations depend on resources to survive for which they have to compete with other  organisations. Unlike what we observed in the metaphor of the machine, which highlights here is not a static, controlled, focusing on their physical structure. The third is the organization as a brain. Like the brains, thee organization learn, processes information, create, and have decision making. So talk about the organization as a brain, refers to the fact that organization is made up of a central department. That minds, all decisions are made solely by the central control, and other agencies have the task of carrying out the requests made by the leader or brain. Organizations as a cultures. Culture (kÊÅ'ltÊÆ'É™r) from Latin: cultura, cultivation. When we are talking about culture, we are concerning for the developing models, reproduced in a society model, formed by knowledge, ideologies values and laws. Comparable to the society, the organizations are affected by the rules and ethics codes, appropriated for all situations. These facts were named by Representation and agreement. Organization as autocracy (Political system) In a system that rewards progressing, and punishes the faults; employees are encouraged to hide the failures of the system to protect themselves â€Å"letting sleeping dogs lie† and saying bosses exactly what they want to hear. The only freedom they have is the option to quit and move on. Conflict occurs when there are opposing interests and is probably always present in all organisations. The political view of organisation shows that politics is inevitable in organisations and all organisational activity is based on self-interest. It explodes the myth that organisations are rational, it helps to find ways to overcome the limitations of the notion that organisations are integrated systems, and it gets us to recognise socio-political implications of different organisations and their roles in society. The danger of this view is that it can increase the politicisation of organisations. (anonymous, 2014) Organizations as psychic prisons. Nominalism may refer to a position that denies the existence of universal entities or objects, but accepts that particular objects or entities exist. Plato conceives a man with a dual reality, body and soul, which considers the idea of ​​the material and the immaterial or spiritual as opposites. The model of psychic prison metaphor is used to examine some of the ways organizations and their member’s become trapped by constructions of reality that give an important understanding about the world. The transformative organizations. These organizations emphasizes three different logics: organizations as self-producing systems, as results circular-flows and the product of dialectical movements. Instruments of domination. These kind of organizations used the staff for their own purposes. So  ¿What do we know about the organizational metaphors? (Morgan, 1980). Metaphor plays a symbolic role, for the organizational analysis, just like that, creates a set of meanings essential for the process of human appreciation, social, psychological and cultural. Referencias anonymous. (31 de 08 de 2014). Obtenido de http://www.systems-thinking.ca/myfiles/GarethMorgan.pdf balniev. (31 de 08 de 2014). http://es.scribd.com/. Obtenido de http://es.scribd.com/doc/61657954/Metafora-Organizacion-Como-Cultura-Morgan sarahysigie. (31 de 08 de 2014). http://sarahysigie.blogspot.mx/. Obtenido de http://sarahysigie.blogspot.mx/2009/09/clasificacion-de-las-organizaciones.html

Iced coffee Essay

The global spread of coffee growing and drinking all started with a curious goat and that’s what legends say. 9th century Ethiopian goat herder Kaldi drank a concoction made from the beans after seeing his energetic goats eat them. The Sufi monks of Yemen in the 15th century were said to drink it as well. During the 17th century when coffee was introduced to Europe, the popularity of cafes followed the same pattern as most coffee houses around the world. It quickly became a venue for people to congregate, exchange views, write poems, plays, and political testaments, conduct business transactions, participate in cultural exchange and often relax with a good book. The popularity of coffee shop had served as a mailing address, because many people were regulars. When you want to go to exchange news, share ideas and get advice, you go to a coffee shop. It has been that way for quite some time. Coffee shops had been places of learning; of making business deals; scientific, literary, political, philosophical, and economic discussions; and even the typical gossip. At the beginning of the nineteenth century nearly all coffee exported on the world market was produced by European colonies. Two-thirds came from French colonies. But despite the fact that the following century would witness what Eric Hobsbawm called â€Å"The Age of Empire† and Lance Davis termed â€Å"high imperialism†, colonialism would cease being important in coffee production. (Though colonies certainly continued to be vital to the production of tea and sugar. ) This occurred precisely at the same time that coffee consumption rose vertiginously in most European colonial powers. Coffee was treated differently than sugar and rubber in the nineteenth century Age of Empire because its low technological demands meant that an independent country richly endowed with the factors of production, Brazil, could begin producing on an unprecedented scale. Cheap fertile land and slave labor allowed coffee prices to plummet after 1820 and remain low until the last quarter of the century creating supply-induced demand. Brazil’s exports jumped 75 fold between independence in 1822 and 1899. World consumption grew more than 15 fold in the nineteenth century. Consumers were not very price conscious because they were long buffered from recognizing the price. If they drank in cafes, they were unaware of the type of coffee they were drinking. As the price of one sort rose, cafe owners often blended in cheaper substitute grades rather than raise their price. he same seems to have been true for grocers. Rather than risk losing their clientele, they competed on blends, not on price. They also sought to keep prices constant. Price rises were often not passed on to the consumer. Instead, cheaper blends were used or grocers reduced their profit margin. Moreover, as coffee sipping became customary and even habit-forming, it was transformed into a necessity for many. As a result, coffee in the twentieth century became price and income inelastic. Thus we are presented with the irony that the international coffee market at the turn of the twentieth century, one of the world’s largest commodity markets, was relatively price inelastic (within in a reasonably large range) at both the production and the consumption end, though profit-driven commercial and industrial intermediaries were extremely conscious of price. In other words, it was quite imperfect. The Philippine Coffee Company (PCC) says the first coffee tree was introduced in Lipa, Batangas, in 1740 by a Spanish Franciscan monk and soon spread to neighboring towns of Ibaan, Lemery, San Jose, Taal, and Tanauan. â€Å"Batangas owed much of its wealth to the coffee plantations in these areas and Lipa eventually became the coffee capital of the Philippines. We are one of the few countries that produces the four varieties of commercially viable coffee: Arabica, Liberica (Barako), Excelsa, and Robusta. This is attributed to the country’s climate and soil ranging from the lowlands of southern Luzon to the mountain ranges of the Cordillera and Mindanao. â€Å"In 1880, the Philippines was the fourth largest exporter of coffee beans, and when the coffee rust hit Brazil, Africa, and Java, it became the only source of coffee beans worldwide,† PCC says. Our glory days as one of the world’s coffee centers lasted until 1889 when coffee rust hit the Philippine shores, coupled with an insect infestation. Production plunged to 1/6th its original amount. By then, Brazil had regained its position as the world’s leading producer of coffee. A few of the surviving coffee seedlings were transferred from Batangas to Cavite, where they flourished. Our ranking fell because many of the coffee growing areas – like rice fields and salt beds of Las Pinas – were eaten by housing and commercial developments. Less area was allotted to coffee because farmers had shifted to other cash crops. Today’s Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee’s success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with the richness and aroma of the beverage that delivers it. In our culture, bookstores are also seen as social, intellectual and downright hip. Many bookstores are a place of community where people gather and know one another and talk. The atmosphere in a bookstore typically invites customers to relax and browse the shelves. The concept of a bookstore and coffee house is a good combination that will perfectly gives the bookworm persons and a coffee lover the opportunity to purchase their favorite titles and discover new books while relaxing and enjoying a cup of coffee. The Company is then formed because of the said conceptualized idea and inspiration. COMPANY PROFILE The name of the company will be CTB that stands for COFFEE, TABLE, BOOK. The company’s name was originated from the idea of coffee table book which means a hardcover book that is intended to sit on a coffee table or similar surface in an area where guests sit and are entertained, thus inspiring conversation or alleviating boredom. They tend to be oversized and of heavy construction, since there is no pressing need for portability. The Company CTB will be a combination of piles of books ready for reading and a comfortable cafe that provides place for bookworms to sip coffee and talk with their friends while enjoying their books. It is a modern type of library and a much more public place for reading with a twist for having a cafe in it. It is a very interesting place for a person who wants to meet new people who are also interested in reading, studying and exploring new things and ideas through books. The cafe is really just an addition to the whole idea. It gives new impression to reading. Reading with a cup of coffee or tea with you is a lot better than reading without anything to drink or eat. It’s a higher level of coming into a public place to look for interesting books and a cafe with it. TAGLINE â€Å"Cool your coffee and bring it closer to your heart and mind. † Our tagline represents our business in the most promising way. We decided to state it as cool your coffee, â€Å"cool† meaning call your coffee. Cool because we want it to be mind-teasing and catchy so that customers will notice the line and think. Call your coffee and order it in the CTB shop to relax while reading your favorite novels and bring it closer to your heart and mind. Customers will definitely bring it closer to their heart because the coffee goes to the heart and down to the veins of an individual. The heart and the mind as we all know, is really Like Coffee, Table, Books shop, customers will hold our business close to their hearts and mind, remembering every moment they’ve had with us. Every learning they will earn with what they have read, we are assuring them that they will treasure everything we have shared with them forever. LOCATION The CTB store is located in 1199 unit 5 ground flr. Lemon Square Building, Edsa, Munoz Quezon City with the size of 102. 50 square meters. There are adequate parking space and have reasonably priced per square meter. Rental payments as well additional payment will be stated within the leasing terms including the registration of utilities and amenities. BUSINESS DESCRIPTION VISION To become the foremost Coffee shop in the local and international industry providing the best products and high quality experience. MISSION. To create a unique, comfortable and relaxing environment while enjoying the best hot and cold coffee drinks at an affordable price making it perfect. GOALS AND OBJECTIVES †¢ To increase the frequency of customers’ visitations. †¢ To maintain positive sales growth and increase market share. †¢ Increase brand awareness †¢ To open new branches of stores nationwide every year. †¢ To ensure that equipments used for cold and hot coffee drinks are well-maintained and in good condition. †¢ Develop new products and innovate services yearly. †¢ Develop an increase in sales while achieving a status quo state and decrease in marketing expenses. †¢ To create a cozy and relaxing ambiance. †¢ To give seminars and trainings to employees and retain their Standard Operating Procedures. †¢ To improve promotional activities and advertisements quarterly †¢ To listen and implement feedbacks, suggestions and opinions of customers for the improvement and betterment of the business. COMPANY’S FORM OF ORGANIZATION The company CTB is a sole proprietor type of business because the owner’s primary purpose is to generate profit. A sole proprietorship is a business owned by a single individual. This sole owner is responsible for the entire business and accepts complete responsibility for the business’s liabilities, as well as its income. Unlike other legal structures, the sole proprietorship requires less paperwork and is subject to few business restrictions and regulations. ? Characteristics of Sole Proprietor Management and Control A sole proprietorship is operated by a single individual; thus, the sole proprietor has exclusive management and control of the business. Personal Liability A sole proprietor is personally liable for all obligations and debts of the business. Thus, the business assets and personal assets of the sole proprietor are subject to the risks of the business. Moreover, in California, if the owner is married, the martial community property is at risk and subject to attachment by creditors. If the business is conducted under a name which does not show the owner’s surname or implies the existence of additional owners, the owner is required to file a fictitious name certificate and publish a notice in the newspapers. Capitalization There are no rules governing capitalization of a sole proprietorship. Continuity of Existence The sole proprietorship continues as long as the sole proprietor desires to operate the business and is legally competent. If the business owner is adjudged legally incompetent, becomes incapacitated, or dies, the sole proprietorship ceases to exist. An owner may sell the business as he or she chooses. Taxation A sole proprietor is taxed on business income and may deduct allowable business expenses on his or her personal income tax return. ? Advantages of Sole Proprietor Easy formation: The formation of sole proprietorship business is very easy and simple. No legal formalities are involved for setting up the business excepting a license or permission in certain cases. The entrepreneur with initiative and certain amount of capital can set up such form of business. Direct motivation: The entrepreneur owns all and risks all. The entire profit goes to his pocket. This motivates the proprietor to put his heart and soul in the business to earn more profit. Thus, the direct relationship between effort and reward motivates the entrepreneur to manage the business more efficiently and effectively. Better control: The entrepreneur takes all decisions affecting the business. He chalks out the plan and executes the same. His eyes are on everything and everyone. There is no scope for laxity. This results in better control of the business and ultimately leads to efficiency. Promptness in decision-making: When the decision is to be taken by one person, it is sure to be quick. Thus, the entrepreneur as sole proprietor can arrive at quick decisions concerning the business by which he can take the advantage of any better opportunities. Secrecy: Each and every aspect of the business is looked after by the proprietor and the business secrets are known to him only. He has no legal obligation to publish his accounts. Thus, the maintenance of adequate secrecy leaves no scope to his competitors to be aware of the business secrets. Flexibility in operations: The sole proprietorship business is undertaken on a small scale. If any change is required in business operations, it is easy and quick to bring the changes. Scope for personal touch: There is scope for personal relationship with the entrepreneur and customers in sole proprietorship business. Since the scale of operations is small and the employees work under his direct supervision, the proprietor maintains a harmonious relationship with the employees. Similarly, the proprietor can know the tastes, likes and dislikes of the customers because of his personal rapport with the customers. Inexpensive formation and management: The cost of formation of a sole proprietorship is the minimum because no cost is involved in its formation excepting the license fee in certain cases. The management of the business is also inexpensive as no specialists are normally appointed in various functional areas of the business which is the added advantages. Free from Government control: Sole proprietorship is the least regulated form of business. Regulated laws are almost negligible in its formation, day-to-day operation and dissolution. Easy dissolution: Like that of formation, the dissolution of the sole proprietorship is also very easy. Since the proprietor is the supreme authority and no regulations are applicable for closure of the business he can dissolve his business any time he likes. Socially desirable: New and small entrepreneurs can take up business on small- scale basis. There will be no scope for concentration of wealth in few hands. Sole proprietorship continues its operation in almost each and every area of business activity and caters to the need of the society. Further, it provides ample opportunities for large-scale self-employment for rural and less skilled personnel. Thus, it is socially desirable. PRODUCTS AND SERVICES CTB will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be focused on maximizing the sales of higher margin espresso drinks. Along with the espresso drinks, brewed coffee, as well as some refreshment beverages will be sold in the coffee shop. CTB will also offer its clients, cookies, muffins, sandwiches and bread. On the other hand, the store offerings will be supplemented by small range of books, magazine and other references that customers can read while drinking coffee. Sandwiches and Breads Muffins Cookies Croissants Donuts PRODUCT RESEARCH AND DEVELOPMENT The Product Research and Development Plan of CTB will provide a clear framework of challenging targets for the consumer over the next years. Strategic view of the needs and opportunities to achieve outcomes that meet the expectations of industry will be the key to the success of this plan. Within the next two years, the company was expected to branch out in different areas of Metro Manila and other provinces. As seasons change, CTB will be offering products that will enhance sales and satisfy its customers’ desires. During summer months, CTB will subsidize lower hot beverage sales with frozen coffee drinks, as well as soft drinks, and other cold beverages. CTB will also have special beverages during holiday seasons. The CTB will carry a variety of quality products that will enable to provide full service delivery to espresso stands and coffee houses that will be offered 1 year after the store was established. The company’s underlying philosophy in selecting products is to choose lines that will bring consistent quality, competitive prices, and product satisfaction to our customers. The coffee shop trend continues because there is a huge demand for it. If you took a road trip across America, you would find coffee shops on just about every corner. While the biggest and most well-known chain is Starbucks, you will also see many mom-and-pop coffee shops or small coffee shop stands. Even gas stations sell coffee to truckers and other travelers on the road. Brazil has by far the most coffee drinkers worldwide, so you will certainly notice that the coffee shop trends are very popular in Brazil. Some people even say that they can smell the aroma of coffee in the air. Coffee with no sugar or added creamers has no calories, and coffee shops have come up with the trend of offering many coffee drinks and treats that are low-fat. Our generation grew up thinking of coffee as a morning pick-me-up and after dinner drink for adults only. The 18-24 year old group has a different view of coffee, thanks to the coffee shop culture. Where older generations gathered at the local soda shop, these kids made the local coffee shop their afternoon hangout. Starbucks and other local chains improved their coffees with flavors, sugar and many creams. This makes their coffee more appealing to the younger crowd. As those kids graduate from high school and move on to college, they’re finding that their love of coffee moves along with them. MARKETING STRATEGY CTB’s marketing strategy will be focused at getting new customers, retaining the existing customers, getting customers to spend more and come back more often. Establishing a loyal customer base is of a paramount importance since such customer core will not only generate most of the sales but also will provide favorable referrals. |Iced Coffee |Hot Chocolate |Chocolate |Sandwiches and Breads | |Latte |Hot Vanilla |Mocha |Muffins | |Frap | |Vanilla |Cookies | |Espresso | |Cookies and Cream |Croissants | | | |Hazelnut |Donuts | †¢ POSITIONING The company will be positioned as a brand providing high quality products at reasonable prices for busy, mobile people whose time is already at a premium, but desires refreshing beverages in a welcoming space that fosters a warm, comfortable and professional environment. †¢ DISTRIBUTION CHANNEL Distribution channels move products and services from businesses to consumers and to other businesses. Given the importance of distribution channels along with the limited resources generally available to small businesses it is particularly important for entrepreneurs to make a careful assessment of their channel alternatives, because an effective channel of distribution strategy is also a major contributing factor for the success of any business entity to be established. Raw materials will be purchased from the suppliers and then delivered to the house of the sole proprietor for storage. The ingredients needed for the production of the final product are made available at the food stall processed into a final product to be served to the customers. The proposed business can offer and acquire sales directly from the market because it has the advantage of having the direct contact with the consumer. †¢ ADVERTISING AND PROMOTIONS We would adopt the following promotion strategies: o Loyalty Cards. o Coffee Feedback Cards o Refills only half the price o Coffee tasting event promotion o Seasonal product promotion o Meal-Focused Promotions o Provide Complementary Services and Products o Print Advertisements in different designated locations o Social Networking (engage fans in twitter, Facebook, Youtube and other photo sharing sites. ) MANAGEMENT PLAN Background and primary responsibilities of the management team In any business, employees have important roles in an organization towards achieving the business’s goal. The management aspect of COFFEE,TABLE,BOOK or CTB is composed of proposed techniques and strategies that will be used for the improvement of its employees. These can be done through proper hiring and training of workers. Every employee have their specific duties and responsibilities in building up a business. There will be a designated work and section for each of them in a period of time. The shuffling of assigned tasks are expected for the employees’ versatility and for them to be an effective, efficient and knowledgeable about their jobs. With proper utilization of its resources, it would be sure that the company will yield its expected return of income. The success of this project lies on the efficient and effective use of human resources in the following functions of management such as planning, organizing, directing and controlling. The top management of the business shall carry out its responsibilities by governing its employees and being responsible in taking in to actions the policies of the company. Also, they will be in charge of monitoring and supervising the trainees and former employees as well. It is very substantial to know the capacity and capability of the people working inside the organization and their manner of interrelationship with other employees as well as with the management. A manager will look after the employees and will assure that every employee are working and striving for the business standards. Overall, every person shall work effectively and contribute skills in order to achieve success of the organization. CTB Coffee,Table,Book [pic] by: Busita, Lorica R. Dionco, Criselda Marie A. Dumencel, Roshell B. Reyes, Jenny Lyn M. Rivera, Juvia Katte M.