Character Identity in the Taming of the Shrew Essay Example

Character Identity in the Taming of the Shrew Essay If something walks like a duck, quacks like a duck, and acts like a duck, is it a duck? Probably, but what if this duck is really Just a confused chicken? At this point, the question of Identity comes Into play. Is the chicken then considered a duck because its actions all point towards that of the distinctive aquatic bird? Or does the chickens actual reality as a chicken, Its feathery DNA, matter more In this discussion? Identity In The Taming of the Shrew acts the same way. Haltingly the nature of Identity, Shakespeare uses the story of Christopher Julys taming and its counterpart, Skates aiming, to show that appearance becomes reality. Ultimately, the characters in The Taming of the Shrew blur the lines between reality and illusion, making them one and the same. In the beginning of the play, the small part of dialogue concerning Christopher Sly shows the phenomenon of illusion becoming reality. A rich lord abducts Sly, a drunken beggar, and plays a trick on him: What think you, if he were Rapped In sweet clothes, rings put upon his fingers, a most delicious banquet by his bed Would not the beggar then forget himself? (Shakespeare, Taming of the Shrew, Mind. 1. 33-37). When Sly awakens In an unfamiliar setting, he questions the truth of his predicament, but eventually, he wholeheartedly accepts the Illusion that [he Is] a lord indeed, and not a tinker nor Christopher Sly (Mind. 2. 68-69). Because Sly sees that he possesses all the characteristics of a lord ? fine clothes, dedicated servants, a noble wife ? he immediately accepts the facade. We will write a custom essay sample on Character Identity in the Taming of the Shrew specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Character Identity in the Taming of the Shrew specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Character Identity in the Taming of the Shrew specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When he accepts his pseudo-nobility, Julys paradigm of his own reality shifts completely. He notices that he possesses all the characteristics off lord and adjusts his own identity accordingly: he becomes the lord. Initially, the changes in Sly are merely superficial; he gains obedient servants, nice clothes, and delicious food. Nothing about his personality should change, but It does. Not only does Sly state his belief In his nobility, but he also exhibits changes In his language, demonstrating the sincerity of his personality change. Critic Joseph Tate cites the fact that Sly form of speaking changes from prose, indicating a peasant, to blank verse, traditionally a form of speech used by poets and playwrights for aristocratic speech (106). Christopher Julys [rise] to verse and into nobility indicates that a real change occurs n Julys perception of himself and, therefore, in his actual Identity (106). Still the question remains: is Sly a true lord or Just an overdressed, indulged peasant tricked by a cruel, bored aristocrat? Shakespearean treatment of Sly story makes it seem as though he remains a lord. Introduced to Sly at the start, the audience naturally waits for his storyline to be continued, but Shakespeare never finishes It. Sly appears for the final time at the end of the first scene of act 1, and In this appearance, he merely complements the play Itself (1. 1. 243-44). This unfinished plot vice serves as a purposeful reminder that Illusion has become reality ? that Sly illusory nobility becomes actual nobility. Supporting this claim, Tate points out that Wendell ten plays plot Implies Tanat snatchers assume Ana seen Lugholes easily, inductions incompleteness proposes the opposite(Tate 107). Sly never return[s] to a world of stable identities and stays eternally as a lord (107). The implication that Christopher Sly becomes a lord and stays one indelibly within the play supports the idea that his identity changes permanently on the basis of appearance; the chicken as evolved into a duck. Immediately after Sly final line, Epithetic bursts on stage, establishing his identity as a bossy, violent, and outgoing young man. Although Epithetic never disguises his personality or intentions, his act of taming Kate contributes an additional example of how illusion and appearance becomes the reality of a situation. Epithetic, in an effort to tame Kate, devises a scheme in which he describes her behavior contradictory to what she actually does. For instance, Say that she rail, why then [he would tell] her plain she sings as sweetly as a nightingale. Say that she frown, [he would say] she looks as clear as morning roses (2. 1. 166- 69). His ruse transforms Skates identity from the shrewish spinster seen at the beginning into the dutiful wife whose speech at the end of the play indicates her new-built virtue and obedience (5. 2. 122). She is even respectful to her husband, to the point of calling him sir (5. 2. 105). Cecil C. Sermons proposes that Pedicurists method [of taming] is to suppose or assume qualities in [Kate] that no one else Suspects. What he assumes as apparently false turns out to be startlingly true (19). Therefore, Kate eventually becomes what Epithetic presents her as. Although at first Pedicurists descriptions of Kate seem only like his way to kill [her] with kindness (4. 1 . 181), his treatment [steadily unfolds to show] her really fine qualities: patience, practical good sense, a capacity for humor, and finally obedience, all of which she comes gradually to manifest in a spirit (Sermons 19). In the end, Kate turns into the modest Dove Epithetic claims her to be, demonstrating again that illusion has become reality (2. 1. 289). Kate, the shrew and eponymous character of the play, raises the most questions bout the reality of appearance. The most obvious question about Kate is whether she is truly tamed at the very end of the play. A less common, but equally interesting question is whether Kate is, in reality, a shrew. Are her bad attitude and violent tendencies only armor that Kate dons to protect herself from vulnerability and rejection? Perhaps. Several instances in the play imply that Kate is, in fact, gentler than she initially appears: the fact that Kate cries when Epithetic is late to the wedding; her allowance of her marriage to Epithetic in the first place; and her moieties reasonable pleas to Epithetic at the beginning of their marriage. These subtle details, however, become lost within the prominent examples of Skates fiery temper: yelling at her suitor; tying up her sister Bianca; and smashing an instrument over her tutors head, to name a few. Does it matter if her shrewish nature is merely armor? If everyone that has ever met Kate agrees that she is a shrew, even calling her Katherine the curse, then it does not really make a difference if it is a charade (1. 2. 121). Therefore, Skates relatives and neighbors define her identity, instead of Kate defining herself by how she feels. By believing that Katherine is a shrew [her community] makes near one, Decease Tanat Is ten only student position lately allow] her (Cooker 145). Because of the unpleasant outward appearance she gives off, Skates armor becomes a reality, regardless of what she feels inside. The last question of appearance versus reality is probably the most critical and common question of the play: is Kate really tamed? Well, she appears to be. At the end of the play in act 5, she obeys Epithetic, responding to his summons, unlike the other two wives. Her father seems to genuinely believe that she is changed as she had never been (5. 2. 119). She even gives a seemingly scolding speech to the other two wives, preaching the belief that thy husband is thy lord, thy life, thy keeper, / Thy head, thy sovereign (5. 2. 150-51). Although no critic and certainly no undergraduate dabbler in Shakespeare can say for sure the sincerity of Skates taming, I believe that many elements of the play combine to give a clearer perspective on this question. Christopher Sly story, a parallel in both situation and location within the play, paves the way for Skates reversal of personality. Sly identity transformation not only exhibits the nature of appearance becoming reality, but also leads the way for Skates complete reversal of identity from headstrong shrew to obedient wife in the final act of the play. By creating perfectly parallel circumstances, not only in situation, but also in location within the play, Shakespeare draws attention to the theme of illusion becoming reality, and perhaps even prepares the audience for the legitimacy of Skates transformation. Shakespeare manages to answer the question of the duck. If something has all the heartsickness of something else, it actually becomes, in all practical ways, that something else. He says that appearance is reality, or at least, it is the only reality that matters. Because of the analysis of Shakespearean use of Christopher Sly, Pedicurists deception in taming, and Skates actual nature as a shrew, the dominant question of the play grows clearer: whether or not Kate truly alters her thinking and personality to become tamed. Because of Shakespearean treatment of the rest of the play, it becomes evident that Skates illusion becomes the reality of her situation, and she, in all practical sense of the word, is tamed

Planning an Integrated Marketing Communications Campaign

Planning an Integrated Marketing Communications Campaign Situation Analysis Athletic footwear industry is very much concentrated (Eric 2006). The industry consists of a large number of smaller and segmented players. One of the key characteristics which define the industry is the purpose and price of the shoes. However, there is a given degree of overlap amongst the various shoe categories especially with regard to casual wear and performance shoes.Advertising We will write a custom coursework sample on Planning an Integrated Marketing Communications Campaign specifically for you for only $16.05 $11/page Learn More For example, a considerable proportion of individuals wear athletic shoes in non-athletic settings. This is an indication that there is a potential for an increment in the size of the market for athletic shoes. Currently, large firms dominate the athletic shoe industry account for 95% of the entire market while small firms account for only 5%. Some of the key competitor s in the industry includes Adidas, Nike, Reebok, Puma, Skechers, Van, K-Swiss, Asics, Saucony and New Balance (Eric 2006). Nike Incorporation is the leading firm within the athletic footwear industry. The firm deals with designing and marketing various a variety of athletic footwear. Nike Air Max is one of the leading athletic footwear produced by the company. The product is effectively designed to appeal the consumer. Nike Air Max has an air cushioning and an innovative foam cushioning. This makes it to be effective with regard to impact absorbing. A thin plate is sandwiched between the cushioning systems to ensure effective support of the feet (Loscher 2006). The price of a pair of Nike Air Max shoes varies from $ 99 to $149 for men while ladies shoes range from $99 to $ 119 (Loscher 2006). A significant proportion of consumers consider Nike Air Max to be of high quality and stylish. In 2004, Nike had a market share of 42% as illustrated in the pie chart below. The lucrative nature of the industry in relation to p rofitability has led to a large number of investors venturing the industry. The resultant effect has been an increment in the degree of rivalry. The high degree of rivalry has had a negative effect on the firm as it is evident in the reduction in its market share. In order to attain a high competitive advantage, firms in the athletic footwear industry are adopting various market positioning strategies. One of these strategies relate to formation of mergers and acquisition. For example, in 2003, Nike Incorporation acquired Converse Company.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This was followed by the Reebok and Adidas merge in 2005 (Fried, Shapiro Deschriver 2007). Currently, Nike Incorporation has a market share of 33% of the entire global footwear industry (Cuizon 2009). Company Market share (%) Nike 42 Adidas 27 Puma 6 Reebok 12 New Balance 5 Asi cs 1 K-Swiss 2 Saucony 1 Vans 1 Sketchers 3 The success of a firm in the global market is dependent on a number of macroeconomic factors. These relate to both internal and externla environment. The key external enviroments relate to political, economic, social and technological environment. Political analysis The United States government has developed and implemented effective policies which have played a significant role in the success of Nike athletic brands (Eric 2006). Some of these policies relate to low interest rates, economic stability such as taxation policies and ensuring stability in the currency. This has enabled Nike’s athletic footwear products to be competitive internationally. Economic analyis The athletic footwear industry was adversely affected by the global economic recession. The table below gives an illustration of the change in sales during the period ranging from 2007 to 2009 in the United States. Percentage change on the basis of dollar volume sales Percentage change 2007-2008 Percentage change 2008-2009 Total athletic footwear -3.2 -1.4 Girl’s -5.9 0.6 Boy’s -4.6 1 Men’s 0.4 3.0 Women’s 6.4 0.6 Infant -13.3 -4.8 From the table, it is evident that there was a significant reduction in sales in 2008 compared to 2009. The total sales reduced by 3.2% in 2008 and by 1.4% in 2009 (Boyle 2010). As a result of the 2007 global economic recession, the firm experienced a reduction in its sales which persisted to 2009 as a result of reduction in consumer purchases. The firm’s cost of operation was further driven up by the economic crisis in Asia considering the fact that the firm manufacures its products in Asia.Advertising We will write a custom coursework sample on Planning an Integrated Marketing Communications Campaign specifically for you for only $16.05 $11/page Learn More Social analysis Currently, there is a shift in the consumption behavi or amongst the consumers. One of the major trends relate to increased health consciousness. As a result, there has been a significant increase in the number of individuals joining fitness clubs (Eric 2006). The change in consumption behavior has led into an upward shift in demand for various fitness products such as shoes and apparels. This presents a feasible business opportunity for Nike Incorporation to exploit through marketing of Nike Air Max. This arises from the fact that Nike Air Max is specially designed to ensure comfort and flexibility of the consumer. Technology analysis In the 21st century, there has been an increment in the rate of technological innovation. This has led into transformation of businesses in various economic sectors (Eric 2006). In an effort to attain a high competitive advantage, Nike Incorporation has integrated information technology in its operation. Some of the areas in which this has been applied relate to production, marketing and distribution. Wi th regard to marketing, this has been achieved through incorporation of Marketing Information Systems. This has enabled the firm to attain a high competitive edge compared to its competitors. Internal Analysis SWOT analysis Strengths High competitiveness through effective sponsoring of sports especially athletics. Effective operation via adoption of a lean organization strategy. Nike Incorporation own buildings or manufacturing workers. This enables the firm to be flexible in its production processes. The firm has a strong research and development team which enables the firm to be innovative. The firm has attained publicity globally thus enabling it to market its products effectively on a global scale. Weaknesses Despite the fact that the firm has diversified its products, athletic footwear products are the major source of income. This means that the firm’s strength is vulnerable if its market share of footwear products is eroded. The firm has been greatly criticized o ver incidences of underpayment, child labor and overworking its employees. Opportunities There is a high probability of Nike improving its market share through new product development. The firm can increase its profitability by venturing into new market segments such as selling Jewelry and sunglasses. High probability of developing its business internationally by venturing into markets in emerging economies such as China. Threats Considering the fact that the company operates on an international scale, the firm is exposed to numerous risks such as exchange rate fluctuations and economic recession which may lead into loss. Athletic footwear industry is very competitive. Competitors are increasingly developing products aimed at capturing a proportion of Nike’s market share. Consumers have become very price sensitive. Objectives Communication objectives Varey (2002) posits that the success of every firm is dependent on the effectiveness with which the firm has estab lished a relationship with the consumers. Currently, there has been an increment in the degree of similarity amongst various product categories with regard to performance, design and price which are the core benefits sought by the consumers. As a result, it has become vital for firm’s to draw consumer’s attention. One of the ways through which this can be achieved is by marketing communication (Egan 2007). According to Masterman and Wood (2006), setting communication objective is vital in the marketing communication process. This arises from the fact that objectives act as keystone upon which the firm sets the direction and limits of the strategic decisions.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Considering the competitive nature of the industry, Nike Incorporation intends to increases awareness of its Nike Air Max with a margin of 25% within a period of one year. Awareness of Nike Air Max will be made across consumers of varying demographics. In order to attain this, the firm intends to create intense awareness of its Nike Air Max shoe. Some of the key consideration in the communication process is to create global awareness amongst potential consumers on the characteristics of the Nike Air Max. Through effective communication, it will be possible for the firm to influence consumers in their decision making process. This arises from the fact that the communication will not only be informative but also persuasive. Market share Through communication, the firm intends to increase the size of its overall market share from its current level of 33% to 50% within a period of one year. According to the latest report released in August 2010, Nike had a market share of 62% amongst th e athletics footwear products (Nike Sneaker 2010). Through its Nike Air Max market communication campaign, the firm intends to increase its market share with a margin of 20%. This will be achieved by selling the product to new customer categories and by venturing into new markets. The firm also intends to increase the volume of its Nike Air Max athletic shoes with a margin of 15% within two months. Effect on Competition It is the firm’s objective to attain a high competitive edge with regard to creating product awareness. The firm intends to be ranked as the most effective with regard to brand promotion. As a result of brand promotion, the firm will be able to communicate to the consumers on the benefits associated with consuming the product. In addition, it will be possible for the firm to influence consumers’ attitude towards Nike Air Max. Marketing communication will ensure that consumers associate the product with high value which will play a significant role in re ducing the intensity of competition that Nike Air Max is currently facing from other athletics footwear products. According to O’Guinn, Allen and Semenik (2008), effective brand promotion through market communication campaign can result into consumers developing confidence that they are receiving value for their money. Target The success of a market communication process is dependent on the effectiveness with which the right audience have been identified (Shah 2009). The target audience refers to whom the firm intends to communicate to (Jobber 2007). In marketing communication planning, various audiences are identified depending on the target markets. Identifying the target audience is vital in market communication process. This arises from the fact that the proper identification of the target audience has a direct impact on the effectiveness of the marketing communication. Considering the fact that marketing communication planning is aimed at stimulating sales of a particula r product, selecting the target audience is paramount in influencing the consumers’ decision making process (Kodish Pettegrew 2008). For example, in a family setting, the father has an upper hand in making decision regarding the purchase of electronic products. This means that firms marketing electronic products would consider the father as the core target audience (Shah 2009). To be effective in targeting the audience, various descriptive variables should be put into consideration. Some of the variables relate to demographics, lifestyle, geographics and psychographics. In addition, benefit sought and usage as the core behavioral variables should also be put into consideration (Koekemoer Bird 2004). In marketing Nike Air Max, Nike Incorporation uses both genders (male and female) in identifying its target audience. This has enabled the firm to design and develop Nike Air Max footwear which meets the demand of the customers of varying ages. Apart from using demographic varia bles in targeting its audience for Nike Air Max, Nike Incorporation also targets consumers who are style conscious. In the process of targeting, developing and marketing Nike Air Max, the firm’s marketing department also puts greater emphasis on consumers who consider enhancing their image. The change in consumer behavior presents a feasible market opportunity considering the fact that the change is not only amongst the non athletics consumers but also athletic consumers. Nike Incorporation has also incorporated institutional consumers such as athletic clubs as a part of its target audience. Developing the strategy In order for Nike Incorporation to be effective in marketing Nike Air Max, the firm’s management team has incorporated the concept of Integrated Marketing Communication (IMC) (Pickton Broderick 2005). Decision to incorporate IMC arose from the fact that the firm intends to create awareness of Nike Air Max to diverse customer categories. In its IMC strategy, Nike Incorporation has integrated both traditional and emerging market communication strategies. Some of the traditional market communication strategies that the firm’s management team has considered incorporating include advertising, public relations, sales promotion and direct marketing. According to O’Guin, Allen and Semenik (2008) advertising creates value in a product by instilling a positive perception amongst the consumers. In its advertising strategy, the firm has makes use of various mediums such as television, radio and use of print media such as magazines and newspapers. Outdoor advertising is also used through incorporation of billboards which are strategically located. The firm uses the simple and catchy ‘Just do it’ slogan and the Nike Swoosh in all its advertisements. Use of the logo and the slogan has contributed towards the consumers developing a positive attitude towards Nike Air Max. According to Cashmore (2009), the swoosh logo has ove r the years been associated with victory. Considering the fact that the firm targets institutional consumers as part of its core customers, the firm’s management team has integrated direct marketing so as to be effective in marketing Nike Air Max amongst these consumers. Through direct marketing, Nike Incorporation marketing department is able to identify and develop a relationship with the institution’s decision making unit thus influencing its decision making process. In an effort to develop a positive public image, Nike Incorporation has integrated public relations. This is achieved through sponsoring various sports. In marketing Nike Air Max brand, Nike Incorporation has integrated the concept of sports sponsorship. According Arnis and Cornwell (2005), Nike Incorporation has been able to venture into new markets through sports sponsorship. For example, in an effort to venture the Australian market, Nike sponsored Shane Warne who is a national cricketer. This enable d the firm to develop an affiliation with the Austrian culture hence creating an edge in marketing its products in Australia. Sales promotion in form of price and quantity discounts is also integrated in marketing Nike Air Max. In order to create product awareness to a large number of customers, Nike Incorporation has integrated emerging market communication technologies (Doren, Fechner Green 2000). Some of these tools include use of the internet marketing through inclusion of Nike Air Max in the firm’s website. In addition, the firm has also incorporated social communication networks such as Facebook, Twitter, MySpace and You Tube. The firm will also enter into a contract with search engines such as Google and Yahoo. Through the contract, the firm will be able to post Nike Air Max in the search engine. Use of search engines and social communication networks will enable a wide number of consumers to be informed about Nike Air Max. Budget To ensure the success of the marketin g communication campaign, the firm’s management team has set a substantial amount of money in its marketing budget. The table below gives an illustration of the estimated cost. Cost item Amount in $ Advertising -Print media (Newspaper, Magazines, Bill boards) Athletics sponsorship 500,000 Internet marketing (use of Google and Yahoo) 450,000 Social networks (YouTube,Facebook,Twitter,MySpace) 1,000,000 Estimated cost 1,950,000 Evaluation Over the past three years, Nike Incorporation has experienced an increment in its net income. The firm’s financial year ends on 31st May every year. During the 2008-2009 financial years, the firm witnessed a reduction in its net income as a result of its financial year. However, this trend was negated during its 2009-201 financial year. The table below gives an illustration of the firm’s financial performance over the past four years. All figures are in million dollars. Item 2010 2009 2008 2007 Total a sales r evenue $ 19,014. 0 19,176.1 18,627.0 16,325.9 Total cost of revenue 10,213.6 , 10,571.7 10,239.6 9,165.4 Gross profit 8,800.4 8,604.4 8,387.4 7,160.5 Operating Income 2,516.9 1,956.5 2,502.9 2,199.9 Net Profit before profit 2,516.9 1,956.5 2,502.9 2,199.9 Income tax 610.2 469.8 619.5 708.4 Net Profit after tax 1,906.7 1,486.7 1,883.4 1,491.5 Upon implementing the market communication campaign, the firm’s management team will conduct continuous evaluation on its effectiveness. Considering the fact that it is challenging to measure communication, the firm’s marketing department will evaluate the changes in its sales revenue. This will aid in the determination of whether the campaign is successful with regard to sales enhancement. Reference List Arnis, J. Cornwell, B., 2005. Global sports sponsorship. London: Berg Publishers. Boyle, B., 2010. NPD reports on athletic footwear and sports apparel market. ( Online). Available at: npd.com/press/releases/press_1 00310.html . Cashmore, E., 2010. Making sense of sports. New York: Taylor and Francis. Cuizon, G., 2009. Marketing audit of Nike’s strategies. PEST analysis of Nike. Web. Available at: suite101.com/content/marketing-audit-of-nikes-strategies-a94402 . Doren, D., Fechner, D. Green, K. 2000. Promotional strategies on the World Wide Web.  Journal of Marketing Communications. Vol. 6, issue 1 pp. 21-35. Egan, John, 2007. Marketing Communications. London: Thomson Learning Eric, C., 2006. Athletic footwear: industry analysis. Massachusetts: Tufts University. Fried, G., Shapiro, S. Deschriver, T., 2007. Sports finance. London: Human Kinetics. Jobber, D., 2007. Principles and practice of marketing. Berkshire: McGraw-Hill Education. Koekemoer, L. Bird, S. 2004. Marketing communications. New York: Juta and Company Limited. Kodish, S. Pettegrew, L., 2008.Enlightened communication is the key to building relationships. Journal of Relationship Marketing. Vol. 7, issue 2. New York: The Haworth Press. Loscher, A., 2006. Athletic footwear and running injuries. ( Online). Available at: http://andrewloscher.com/ArticlesBlog/tabid/197/articleType/ArticleView/articleId/9/ATHLETIC-FOOTWEAR-AND-RUNNING-INJURIES.aspx . Masterman, G. Wood, E., 2006. Innovative marketing communications: strategies for the  events industry. New York: Butterworth. O’Guinn, T., Allen, C. Semenik, R., 2008. Advertising and integrated brand promotion. New Jersey: Cengage Learning. Nike Sneaker. 2010. Sales report of footwear industry August 2010. Web. Available at: nsneakers.com/2010/09/08/sales-report-of-footwear-industry-august-2010/ . Pickton, D. Broderick, A., 2005. Integrated marketing communications. New York: FT Prentice Hall. Shah, N., 2009. Advertising and promotion. Ottawa: Tata McGraw-Hill. Varey, R., 2002. Marketing communication: principles and practices. New York: Rout ledge.

The Concept of Branding in Marketing Essay Example | Topics and Well Written Essays - 2500 words

The Concept of Branding in Marketing - Essay Example The activities they perform in the process of making themselves and their products known are referred to as branding (Hawkins & Coney 2004, 21). Overall, branding is defined as the processes and activities done by a business in the development of a unique image or name for their products and services. Branding is an important process that ensures company products and services stick in the minds of consumers to influence their purchase decisions and preference for company goods and services in place of those of their rivals (Belk 2010, 67). The process of branding in businesses focuses on the establishment of an imperative and differentiated physical and mental presence in the particular market in order to attract and sustain the loyalty of their customers (Hartmann & Apaolaza, 2007, 65).It is important to note that in as much as marketers in business organizations do their best in the production of brands with positive image for their institutions, they often do not decide on the ult imate meaning to the branding itself. In this case, it is imperative to note that the process of branding is not about getting your preferred and target audience to choose your products over those of your rivals; instead, it is about making them see what you can provide as a solution to their various needs. A good branding process in business and its products has to fulfill a number of key goals and objectives.  

The barriers of new energy development in Beijing Essay

The barriers of new energy development in Beijing - Essay Example The findings and discussion provide evidence that personal background and attitude are strongly influenced in the willingness to buy a new energy car. Government policy and marketing investigations indicate that relevant regulations are still in an unclear developmental situation, and the marketing of new energy vehicles is still a difficult endeavour. Therefore, the relevant non-sound rules and regulations, the continued use of fossil fuel, the nearly saturated automotive and second hand vehicles market, as well as some deep-rooted personal views are the main barriers for the development of new energy vehicles in Beijing. The consumer age groups purchasing new energy cars are mainly younger people. The results also show the difference in the development of new energy vehicles between Beijing and cities of other developed countries. The main conclusions and recommendations drawn from this study are that the new energy vehicle cannot replace the motor vehicle directly; they can be onl y gradually developed because time is required for the establishment of regulations, policies and charging stations, and for people’s attitudes to change. If motor Enterprises produce a car that achieves the requirements of a reliable level of technology, security and an attractive appearance, the popularity of the car will be increased. If new energy vehicles are able to reach this level, new energy vehicles will also be fast to become popular. Acknowledgements and Declaration This dissertation would not have been possible without the help and guidance of certain people. It is a pleasure to thank those who made this dissertation possible, such as my parents who gave me spiritual encouragement and the economic support I required, and my professor, Lynn CROWE, who supervised me and enabled me to develop an understanding of the subject. I owe my deepest gratitude to Education Adviser Viv THOM, who gave me advice about structure and corrected my language errors. I would also lik e to thank a friend, Minfeng YAN, who introduced two important people to me, one is Teng LI, the consultant of the Audi 4S store, and Feng ZHANG, a salesperson of the Toyota 4S store. I must make a special reference to Minfeng YAN, because without his help I could not have gotten such relevant information. I am thankful to respondents and friends in the support and cooperation of the surveys and interviews. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project. It is declared that this Research Report is entirely the product of my own work. 1.1 Overview The questionnaire sample sizes were 65 and 78 for face-to-face and online survey respectively. To ensure the accuracy of the answers, each face-to-face survey was completed by different people and the online survey could only be filled in once for one IP. In order to understand the condition of the auto vehicles market in a short period, the interpretive intervie ws selected consultants and salespeople from different mainstream 4S stores, where one consultant came from an Audi 4S store, another one came from a Toyota 4S store, and the last one from BYD. 1.2 Personal background The age distribution in the face-to-face survey demonstrates that there is no age limitation. 60% of total respondents were aged from 19 to 30, while 32.3% of them were aged between 31 and 50 years old. In contrast, most of respondents of the online survey (92.3%)

Business Market Assignment Essay Example | Topics and Well Written Essays - 1000 words

Business Market Assignment - Essay Example So, in order to reduce all those type of discrepancies, at the time of launching the product (Toepener) in the market of Canada, it is better to undertake the process of test marketing. It is one of the most renowned procedures of marketing used at the introductory stages of a product in a new market. By doing so, the actual performance of that specific product in those regions of the market might be analyzed and evaluated. Due to which, the target customers and the distribution system that might prove effective for Toepener may be evaluated. Side by side, the type of advertisement and promotional strategies required to increase the level of awareness of the target customers might also be analyzed. Thus, this process might present an entire list of activities and the duration of time and the strategy required (fat launch or narrow launch or dynamic launch) to introduce the new product (Toepener) in a new market (Canada). Then, it might be easier for the marketing managers to devise t he launching plan of Toepener within the regions of Canada. And the plan might also present positive results for the product (Toepener) within the markets of Canada. ... The product (Toepener) might be positioned in the market of Canada as an extremely trendy and hygienic product at a competitive price. It is done to attract the health conscious individuals comprising of a premium life style. Along with this, the product is mainly useful for those segments (customers) desiring to maintain a high living standard, which is entirely free from germs and pollutants. Therefore, only a niche category of customers might get attracted towards this brand s compared to others (Ferrell & Hartline, 2010). Apart from this, if such a technique of automatic shut- down after completion of the work might be implemented within Toepener, then such a distinguished feature of Toepener might surely be preferred by the target customers. This feature might prove extremely beneficial for the brand to enhance its reputation and market share in the market of Canada among other existing rival players. Side by side, the competitive prices of the product of Toepener is also anothe r vital strategy that enhanced its total sale and equity in the market of Canada among other rivals. Therefore, it might be portrayed that the strategy of presenting value-added products (Toepener) at a quite lower price may be effective for the market of Canada. This might help in enhancing the profit margin and brand loyalty of the products to a certain extent as compared to other contenders in the market of Canada. Along with this, it might also prove effective in positioning the product among many other substitute products in the market of Canada. Thus, to present the product (Toepener) in the market of Canada, the slogan might be, ‘live a healthy and germ less life’. It might surely

A Marketing Strategy For Morrisons Marketing Essay

A Marketing Strategy For Morrisons Marketing Essay In recent years, several conceptual frameworks have been developed to better understand the processes of strategy formulation, and for such processes, the term strategic marketing is used to describe the decisions taken to develop long-run strategies for survival and growth About Morrisons We are the UKs fourth largest food retailer with  403 stores. Our business is mainly food and grocery the weekly shop. Uniquely we source and process most of the fresh food that we sell though our own manufacturing facilities, giving us close control over provenance and quality; and we have more people preparing more food in store than any other retailer. Every week nine million customers pass through our doors and 124,000 colleagues across the business work hard each day to deliver great service to them. With competitive prices and hundreds of special offers, we are proud to save our customers money every day. Definition of Strategic Marketing Marketing Strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. (Baker Michael 2008) Principles of marketing strategies People Oriented Marketing The purpose of marketing strategies is to create the added advantage of the company. The strategies that are supported to the customer orientation is the most important one because the customer is the king of market. The Cost Of Something Is What You Give Up To Get It. Marketing strategies are planned according to the pricing of their products. Company set their pricing that are supported their products and customer are likely to buy it. Reward System Strategies Strategies are prepared to satisfy the customer and employees. Bonus Cards, loyalty cards are the rewards that organisation gives to their customers just to retain them. Competitive Advantages Marketing strategies are prepared according to the competitive advantage of the competitor. Marker Base Assets Marketing strategies are supported to the brand name, brand image, company name and then cash them to gain advantage. Vision of Morrisons food specialist for everyone Food specialist We really understand food we know where it comes from; we pack it and make it in our factories; we make it in our stores; and we employ craft skills in every store. For everyone Great food which is also: great value; and for every day, not just special days. This vision is supported by our brand values and strategic objectives. Brand value Our brand values are important to delivering our strategy and underpin all our strategic objectives. Fresh, Value and Service are discussed in the right-hand box above. SMART Analysis: SMART is an acronym which tells us that when ever we set any companies objectives they should be ,S =Specific M= Measurable A = Actionable or Achievable R = Realistic T = Time Frame Morrisons strategy Keeping things simple: Our vision to be the Food Specialist for Everyone is now well advanced. Our constant focus on freshness, great value and outstanding service is appealing to more and more people. And were now closer to more customers, having opened 43 new stores last year. Morrisons share of UK grocery market For the financial year 2009/10 the grocery market was worth  £90.2bn, an increase of 4.7%. Morrisons market share continues to increase as we move from National to Nationwide. Morrisons market share(percentage %) 2007 2008 2009 2010 11.9 12.1 12.3 12.6 Morrisons share of grocers UK 2010 (percentage %) A. Morrisons 12.6% B. Tesco, Asda, Sainsburys (combined) 63.5% C. Premium (combined) 5.8% D. Discounters and others (combined) Morrisons market share growth was greater than the total market growth year-on-year and as a result we grew market share. The top four supermarkets combined accounted for around 76% of the market. (Source: Kantar Worldpanel) Market share growth in 2009/10 (Percentage %) SWOT Analysis SWOT analysis in the technique to understand the internal and external analysis of the company that tell companies strength, weaknesses, opportunities and threat of the company. STRENGTH Market share growth in 2009/10 Store estate development Acquisition of co-operative stores Opening of 34 new stores Food specialist Specialist in food Owen supply chain Own distribution channel Morrison form for food Owen packing factories Instore preparation of food Quickest turnaround time between order and delivery Employees education programme (MBA) WEEKNESSES Lack of the customers trust Very less number of stores Less Advertisement Little bit high pricing OPPORTUNITY Home Delivery extension of small stores to cover the more customers start the new business line as Morrisons pharmacy Move into non-food retailing in the UK. Entry into new retail segments, such as drugstores, department stores, speciality units Increase the number of stores to cover the more population areas THREAT Low pricing of competitors Communication is weak High competition Open market for entering new competitors Purchasing of co-operative store are not maintain Morrisons standard Uncertainty will affect the sale and profitability of the company Competitive Analysis Competitive analysis conducted for the comparison of company to the other different companies/ competitors. It tells the company that where their products are and where the other have, they are in the good position are their competitor. Competitive analysis is tells advantages and the weaknesses of the companies over the competitors. Morrisons have strong competition with Tesco, ASDA, and Sainsbury etc. Boston Consulting Group Matrix Star High growth business or products that competing the market where they have competitive advantage/ edge as compare to the competitor. Normally heavy investments are required to exist in the market. Morrison may not fall in this part of the matrix. Cash Cows Business growth is low or product having relative market share. There is normally low business and little investment is required to retain in the market. Good leadership and strategies are required for growth. Morrisons is in this area of matrix. Question mark Business or product have low market share but exist in the high growth market. Businesses in this area are required high investment but they have potential to grow high. Management have to make some growth strategies that Morrison have done and now in the growth position of the market. Dogs Businesses or products have low market share and unattractive market. Business fall in this area may generate profit to come on breakeven point. Pricing strategies There are number of pricing strategies that companies used in according to their purpose that are fit and matched with objectives and goals. The strategies are: Premium Pricing Economy Pricing Penetration Pricing Psychological Pricing Skimming Pricing Captive Product Pricing Product Bundle Pricing Promotional Pricing Geographical Pricing Morrisons are used various pricing strategies from the above mentioned strategies. Economy Pricing Morrisons are using this strategy in their products that are daily use items. All most all the grocery items are under economy pricing scheme. Psychological Pricing Morrisons are also adopting this pricing technique just for psychological impact on the customers. For example 99P Promotional Pricing Morrisons are using this strategy for promotional items. Example: buy 1 get one free or two item 2 pound etc. STP Strategies STP is another type of marketing strategies that companies kept in mind while formulating its marketing strategies. STP stands for S- Segmentation T- Target P- Positioning Segmentation Demographical Geographical Psychological Behavioural Geographical Company divided its area into different parts than these subareas are also divided into regions. Morrisons have divided its UK market into 4 parts that are the states then these are divided into cities and then cities are divided its sides like central, north, east, west, northwest etc. Distribution and channel strategies Morrisons have their own distribution channel that is use to deliver its products to the retail stores for the end use of customers. Fresh foods are taken from own forms than they distribute to the concern factory for packing and finally distribute to the retail stores effective and efficient use of the supply chain management.

Factory Labor and the Domestic Sphere in the Lowell Offering Essay

In 1822, a group of Boston merchants and traders began their campaign to transform a riverbank below the thirty-foot falls of the Merrimack River into "the greatest textile manufacturing establishment in the country." These capitalists dug and improved the Merrimack canal, constructed machine shops, and built housing for mill executives, foremen and operatives. The cotton mills of Lowell, Massachusetts, and other New England sites began to employ the first female industrial labor force in the United States. Almost twenty years later, factory workers wrote and edited the Lowell Offering, a literary magazine showcasing the virtues and talents of the female operatives in verse, essays and short fiction (Eisler, 13-22). This ESSAY discusses the female Lowell factory worker as portrayed in the Offering. Although the magazine never expressed an overtly feminist view of the factory girls' condition, nor invoked a working-class consciousness similar to later labor expressions in Lowell, there is evidence of a narrative strategy and ideology speaking both to the factory women and the middle-class readership outside of the mill town. The paper's short stories, epistolary narratives and commentaries seek to legitimize an operatives' role within the feminine ideal of domesticity. In conforming to the norms of feminine literature, the Offering reconstructs the operatives' character. It subordinates the evidence for independence or autonomy to relate stories of familial or sentimental ties binding the factory girl to the world outside of factory life. The magazine sought to provide an answer to this question: given her new liberties, what kept the "factory girl" from losing contact with her moral sentiments? To a great degree, the economi... ..., 1820-1865. Columbia Studies in American Culture Series (New York: Columbia University Press, 1942): 13-14. Cott, Nancy F. The Bonds of Womanhood: "Woman's Sphere" in New England, 1780-1835. New Haven, CT: Yale University Press, 1977. Dublin, Thomas. Women at Work: the Transformation of Work and Community in Lowell, Massachusetts, 1826-1860. New York: Columbia University Press, 1979. Dublin, Thomas. "Women, work and protest in the early Lowell Mills: `the oppressing hand of avarice would enslave us.'" Labor History 16(1975): 99-116. Eisler, Benita. The Lowell Offering: Writings by New England Mill Women (1840-1845). New York: Harper Torchbooks, 1977. Welter, Barbara. "The Cult of True Womanhood." The Many-Faceted Jacksonian Era: New Interpretations. Contributions in American History, number 67, Edward Pessen, ed. Westport, CT: Greenwood Press, 1977.