Bernice Bobs Her Hair - 1475 Words

This critical circle is not close enough to the stage to see the actors faces and catch the subtler by play (Fitzgerald 1). The metaphor of the Dance sets up a critical underlying theme of the story. The youth The metaphor at the beginning of the But, after all, this critical circle is not close enough to the stage to see the actors faces and catch the subtler byplay that from a distance one cannot properly judge the kids. By comparing the youth to actors explains that the people are playing a role inorder to project an image to others. The girls act the whole time trying to reflect an image of something they are not. Margarie who appears to be perfect from the outside, has her act down to a tee. Everything is†¦show more content†¦The reference to the sphinx gives insight to the reader that quite the opposite is true. Marjorie is afraid that Warren may actually really have feelings for Bernice and feels threatened. You may as well stop making a foool of yourself over Warren McIntyre. He doesn t care a snap of his fingers about you (Fitzgerald 15). If Marjorie actually felt this way, she would not of approached Bernice in this manner. Bernice had successfully destructed the untouchable. Disliked by the French as a foreigner, she made herself more unpopular by her devotion to the interests of Austria, the bad reputations of some of her friends, and her extravagance, which was mistakenly blamed for the financial problems of the French government. Especially damaging was her supposed connection with the so-called Diamond Necklace affair (see Diamond Necklace, Affair of the), a scandal involving the fraudulent purchase of some jewels (1785).Marie and Louis tried to escape from Paris with their surviving son in 1791, but they were captured and brought back prisoners. In 1792 the monarchy was overthrown, and after the execution of the king and separation from her son, she was sent before the revolutionary tribunal the following year. Sentenced to death for treason, she was guillotined in Paris on October 16, 1793. Bernice had all the sensations of Marie Antoinette bound for the guillotine in a tumbrel (Fitzgerald 17). This comparison emphasizes the fact that she knowsShow MoreRelated Bernice Bobs Her Hair Essay1362 Words   |  6 Pages amp;#8220;Bernice Bobs Her Hair; nbsp;nbsp;nbsp;nbsp;nbsp;Have you ever at one time or another felt like an outsider? Many people do, trying desperately to fit in with their social counterparts. Whether it be in school, at work, or life in general, many yearn to be accepted by their peers and feel as though they are a part of some sort of amp;#8220;club; that is viewed by others as the amp;#8220;in; crowed. F. Scott Fitzgerald tries to express this turmoil with the short story amp;#8220;BerniceRead MoreBernice Bobs Her Hair : F Scott Fitzgerald862 Words   |  4 PagesEssay 2 â€Å"Bernice Bobs Her Hair: F Scott Fitzgerald. This short story is about two cousins who have different personalities. Marjorie Harvey’s dull and boring cousin Bernice from Eau Claire is visiting for the whole month during the summer. None of the men are interested in talking to Bernice, due to the fact she is just so dull and boring, and Marjorie just wishes she would go home. Bernice overheard Marjorie, and Marjorie’s Mother Mrs. Harvey talking about her one evening just before bed, andRead MoreEssay on F. Scott Fitzgeralds Bernice Bobs Her Hair503 Words   |  3 PagesF. Scott Fitzgeralds Bernice Bobs Her Hair Works Cited Missing In F.Scott Fizgereralds Bernice Bobs Her Hair there are significant character changes noted throughout this short story. In this essay I will examine the development and representation of Bernice who is a central character. We can observe that her cousin Marjorie changes Bernices personality from a quietRead More Its Every Girl for Herself in Bernice Bobs Her Hair Essay1579 Words   |  7 PagesIts Every Girl for Herself in Bernice Bobs Her Hair      Ã‚  Ã‚  Ã‚   Picture a fragile glass merry-go-round, a menagerie, if you will, of adolescent social classes and structure. The animals revolve, always mindlessly following the one in front, each measuring his own height compared to his neighbors. If you fall short or fall behind, never fear, just throw a jagged rock and shatter Mr. Popularity in front, take his place, and the merry-go-round revolves still. There is no world outside, nothing mattersRead Moreâ€Å"Bernice Bobs Her Hair† Essay843 Words   |  4 Pagesin the short story â€Å"Bernice Bobs Her Hair†. Both Bernice and Marjorie are young teens dealing with the pressure of being popular and fitting in. Bernice, being the quieter, shyer girl, deals with trying to fit in in a place she feels she doesn’t belong. Marjorie, the louder, seemingly confident girl puts on a front about who she is, deep down being an extremely jealous person. The characters in the story are both dealing with insecurities, eac h reacting in there own way. Bernice, from the short storyRead MoreTheme Of Bernice Bobs Her Hair844 Words   |  4 PagesSocial competition is a very important central theme in the short story, â€Å"Bernice Bobs Her Hair†. F. Scott Fitzgerald does an excellent job portraying social competition when it comes to females and competition between popularity and acceptance. Girls can be quite viscous and its quite evident in this short story; one example, in particular, is the competition between Bernice and Marjorie. Bernice and Marjorie engage in competition with each other over many things including; Fitting into societyRead MoreWhy I Am My Friend1240 Words   |  5 PagesBeep, beep, beep. In junior high, I woke up to this sound every morning at 5:30. It was always the same routine: wake up, shower, get dressed, blow dry and straighten my dysfunctional hair, put on makeup, eat breakfast, leave. I spent hours making sure I looked pretty so I could fit in. I felt as if I had to look good to be accepted by the people I called my friends. I was a part of the â€Å"popular group,† and I thought that was who I was. However, no matter how much makeup I put on or how many HollisterRead MoreA Unique Point Of View1563 Words   |  7 Pagesinfluences Scott F. Fitzgerald’s â€Å"Bernice Bobs Her Hair† and Sandra Cisneros’ short story â€Å"Eleven.† â€Å"Bernice Bobs Her Hair† portrays a girl willing to give up her unique character to form a new and attractive personality from the help from those around her which she hopes will make her more mentally attractive. Furthermore, Sandra Cisneros’ â€Å"Eleven† captures a girl emo tionally unsettled who observes in herself that while she turns eleven, she also portrays emotions from her past ages of ten, nine, eightRead MoreFrancis Scott Fitzgerald828 Words   |  3 Pagescheery, witty, lyrical, and colorful all in one package. Not only does Fitzgerald have a unique style, but he puts himself into his stories. His most well-known short stories are â€Å"The Diamond as Big as the Ritz,† â€Å"Babylon Revisited,† and â€Å"Bernice Bobs Her Hair.† In all of these, he puts a semblance of his own life. Be it with his wife, himself, or just the way the world is around him. â€Å"The Diamond as Big as the Ritz,† features Fitzgerald’s themes of wealth as well as selfishness are proposedRead MoreF. Scott Fitzgerald s Eyes Annabel1468 Words   |  6 PagesIn 1915 a fourteen-year–old girl received a letter from her nineteen-year-old brother. The girl’s name was Annabelle and her brother’s F. Scott Fitzgerald. In Fitzgerald’s eyes Annabel was a bit socially inept, and his opening words to her were merciless, â€Å"You are as you know, not a good conversationalist and you might very naturally ask, ‘What do boys like to talk about?’ Boys like to talk about themselves—much more than girls...† (Fitzgerald qtd in â€Å"F. Scott Fitzgerald† 289) Fitzgerald then continued

Emperor of China Free Essays

Emperor K’ang-hsi was one of the greatest Chinese emperors of all time. Ruling from 1662 to 1722 he was also one of the longest ruling emperors in Chinese history and for that matter the world. K’ang-hsi brought China to long-term stability and relative wealth after years of war and chaos. We will write a custom essay sample on Emperor of China or any similar topic only for you Order Now Jonathan Spence writes from the eyes of K’ang-hsi getting his information from K’ang-hsi’s own writings. Though a little biased towards himself this book still provides important insight into his mind. Emperor of China is divided into six parts; In Motion, Ruling, Thinking, Growing Old, Sons, and Valedictory. In the first episode, In Motion, Spence tells the audience about K’ang-hsi’s travels and how much of an avid hunter he is. In a letter to Ku Wen-hsing, K’ang-hsi wrote, â€Å"he had traveled over 2,000 li†¦ in each of the four cardinal directions† and later states, â€Å"River, lakes, mountains, deserts- I’ve been through them all. † K’ang-hsi travelled the countryside to hunt and to win over the Chinese citizens. He hunted for pleasure stating, â€Å"Hunting’s basically for exercise,† and to train his military in shooting, camp life, and formation riding. The second episode, Ruling, goes more into detail on how the government was set up. K’ang-hsi had is set up so he had complete control over the economical and educational structure but did not have to deal with the small tidies problems of every county. Emperor K’ang-hsi thought a lot about his purpose in life. He goes into more detail in his third episode Thinking. The Emperor was a Neo-Confucianism but refereed to it mostly as Confucian Classic. He claims he wanted to find things out for himself and not pretend to have the knowledge. He would ask his elders questions and ask about their experiences so he would learn from their mistakes and gain from their accomplishments. Realizing in the fourth episode he was growing old and was going to die. He was very adamant about not wanting to die but he knew it was inevitable. He did try to prolong his life as much as possible with his awareness for his diet and medicine. K’ang-hsi tried to stay open with the public about his health, explaining that this is the â€Å"ultimate form of honesty. † Emperor K’ang-hsi tried to live forever through his children. He had 56 children all together but only one with his first wife, who later took over the thrown. The Emperor was very protective of his sons and made sure they got everything they wanted. He would often kill someone that threatened the chance of a power overthrow. He once killed three cooks and several servant boys for suspicion of homosexual activity with his son Yin-jeng. At the end of K’ang-hsi’s life, he became very senile and distant from reality and the Chinese people. Even though Spence goes into great detail about Emperor K’ang-hsi’s life than any history book could have. He does this by emphasizing his writings and not other sources. The downfall to this is he does not go into great detail about many of the facts or important historical events. By this time China had foreign intervention and influence; Spence did not address any of the foreign policies K’ang-hsi made during his reign. Spence only wrote one paragraph about the confrontations with Russia, but the real even actually lasted over several decades. And the only thing that was mentioned was how nice the Emperor was to the Russian prisoners. Emperor of China; Self Portrait of K’ang-hsi should not be read as a textbook or as a completely true historical resource. This is because it is told by one person and by his point of view with no one else able to tell the other side of the story. Granted this is what Spence wanted to do with his book but for the point most of his sources were of K’ang-hsi’s writings; we cannot believe everything that is written. If someone would read this book they would think K’ang-hsi was the greatest leader/person in the world. We do not get the dirty side of his life, the side that describes all the thousands of people that he killed for no reason. When they were addressed in the book K’ang-hsi put a positive twist on it so it would be justified in his mind. Every storyteller is going to tell their version of the story so it sounds better than it really was. On the other hand Spence takes us into K’ang-hsi’s head and we realize what K’ang-hsi was thinking behind some of his actions. For example, his easoning for restructuring the tax system in 1711 because the population was increasing but the farm land was not increasing so his thought was every â€Å"census year the tax quotas should be redivided among the entire surviving population, so that all would pay the same, and each year the tax burden could get lighter. † But he went with another plan we know what he was thinking and what his other options were. Knowing what is going on in someone’s mind is what everyone wants to know and especially for someone as important as the Emperor of China. Through K’ang-hsi’s writings you can feel the whole heartedness from him. He was a good person and Spence really expressed that while writing this book. Most emperors would not help out war criminals let alone treat them with medicine. Also he helped out average citizens of China that were in need of help. An example of this is when a citizen became very sick and was not able to bow in front of K’ang-hsi so he let him â€Å"incline the body forward instead of performing the full prostration,† and that same citizen was not able to sit down so K’ang-hsi offered him to sit on â€Å"a couch of cushions. † At that time most heads of government would behead that citizen because he was physically handicapped. K’ang-hsi knew he could not help his condition, he was born with a handicap so if did not want to discriminate against him for something he could not prevent. Spence did a very good job at writing a book from K’ang-hsi’s perspective and was able to log his thoughts fairly well. In the six episodes of the book he was able to go through K’ang-hsi’s young life, when he ruled over China, he thoughts and beliefs and what he thought about his sons. We could really feel how he felt about certain issues and who is loved and cared for, it was like we were seeing certain scenes through he eyes rather than a third party. The only thing that would have made it better is if Spence went in more detail about political affairs and foreign policies. Though if he had gone in depth over everything the book would have been 2000 pages or more. So as a reader you have to start this book with some background information; it is only from K’ang-hsi’s perspective, Spence leaves some important governmental issues out, and finally you do not want to read a boring book describing every little detail about someone’s life that lived three hundred years ago that is why Spence left those issues out. How to cite Emperor of China, Essay examples

Response to Poetry Final Draft Essay Example For Students

Response to Poetry Final Draft Essay Nikkei Giovanni and I feel that the poem has meaning to life in the fact that we mistake some things for what theyre really not. The thesis of this poem Is that things can be confusing and hard to understand, and sometimes easy to mistake something for something else. The poem starts off as a woman is driving her car down the road and she sees what she believes to be a possum. The woman thinks about all the times that she has come close to hitting something with her car, whether it be an animal, or some trash. She thinks of the time when she Is driving and she almost hits an small animal that Is running away from a cat that Is Line #4 Toying With Its Life,. The animal did not make It away from the cat. The woman Is also frustrated that people dont take the time to care and watch out for little innocent animals in the wild, such as the possum. There are quite a few literary elements in this poem, but I will only focus on three. The first one that I noticed was that there was a sense of personification in a way about the possum. It relates to life itself and how our Judgment gets clouded In the eat of things. Like how in the poem, Giovanni shows that in the moment, the driver doesnt think clearly and assumes that the possum is an actual possum, when it is nothing more than a leaf. This shows how fast we Jump to a conclusion, and how much better it would be for us to think things through before we do them. The second key literary element is imagery. There was a lot of Imagery in this poem. How Nikkei describes the leaf at the end of the poem, and how It Is struggling . O lift Itself Into the wind and live and how the birds are living Klan of insinuators think themselves invincible and pay no heed to the rolling wheels while they dine on an unlucky rabbit I think the imagery really goes to show the detail in the poem and helps you imagine how the narrator thinks and feels when she almost hits the leaf. The line Coffee splashes over the cup which I quickly put away from me and Into the empty passenger seat. Th e detail In this line really helps you to picture her coffee. This display of imagery really helped me imagine these events. The third key literary element is the suspense that the author used. The author used pauses to give the reader time to think over what has Just happened, and help them make assumptions on what they should do. This helps the reader in the way that they can do a double-take If they dont entirely understand what they Just read. This really helps, as you can get a better meaning out of the poem. It helps giving enjoyment when you first read the poem because It adds uncertainty to the poem and gives a better feeling when you read it. I think all of these key literary elements add up and summarize the thesis at the name time. They show how we can misunderstand things sometimes and how you can avoid doing that if you pay attention to what youre doing and dont over-react and not focus on something. If the driver In Possum Crossing had paid more a possum, it would have been the leaf that we know about, and there would have been no coffee spilt. I think the poem by itself shows its relation to life, but I see that we mistake things for what theyre not at all. We sometimes mistake a sock for a rat, or a tree branch for a ghost/person.

Inequality and Environmental Goods and Bads Essay Example

Inequality and Environmental Goods and Bads Paper During the course Of this research I used website (USA Today) to look up my old school and found that the chemical most responsible for toxicity around my old school was sulfuric acid. Sulfuric acid is used in the production of fertilizer, which makes sense because the San Joaquin Valley is the states top agricultural producing region, sometimes called the nations salad bowl. Sulfuric acid can cause respiration problems, and irritation. Long-term exposure causes cancer. It was through this experience and others that became interested in environmental justice. In particular this research will explore who receives the majority of toxicity from illusion as well as who stands to benefit from polluting activities. A wealth of literature exists on environmental justice documenting the fact that people with low incomes, and communities with a large percentage of non-whites bear the brunt of the environmental bad. This becomes a real threat to life when you consider people who lack the means or access to healthcare, or to choose where to live. They have little buffer when confronted with a human made or natural disaster. The research have read suggests that it may have more to do with social and cultural explanations rather than strictly income. This research presents a few reasons why this is the case. People dont generally choose to live next to a toxic facility. It is more likely that the person cannot afford anywhere else, works there or the pollution came to them. Through exploring conflict theory, we learn they dont have the social and economic power to stop it. Evidence People of a lower economic status are exposed to a disproportionate amount of toxicity compared to people that make more money, people that have higher education, and whites. We will write a custom essay sample on Inequality and Environmental Goods and Bads specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Inequality and Environmental Goods and Bads specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Inequality and Environmental Goods and Bads specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In addition the exposure to African Americans and Hispanic Americans had statistically significant results showing that they re especially susceptible to toxic exposure, due to where they live, with both air pollution and proximity to solid waste and hazardous materials facilities. In 2002 Michael Ash and Robert Fetter analyzed the social and economic correlates of air pollution exposure in US cities using the 1 990 Census of Population and Housing. They constructed a unique dataset based on the Peas Risk Screening Environmental Indicators model (8). This model was able to account for atmospheric effects of dispersion (19). They found higher rates of pollution and toxic exposure consistently among lower income people and overall with people of color. They found something interesting about Hispanics and Asian/Pacific Islanders. Hispanics tend to live in cleaner cities than whites, but within cities they tend to live in neighborhoods that are more polluted than the white residents in the city (18). Ash and Fetters results suggest that policy makers should seek redress for the disproportionate toxic exposure to black neighborhoods, and that environmental justice should remain a priority (20). Research by John Hip and Cynthia Lagoon quantifies the threat of environmental inequality. This research looks at levels of toxic sate in six populated counties in California between 1990 and 2000. The research explores the link be;en race and toxic environments. Hip and Lagoon found that in areas where there Were more Latino there was 84. 3% more toxicity than in average tracts, and with 15% more Asians there is 33. 7% more toxic waste. This research also found that in areas where some people have higher education (15. 5%) the area is exposed to 88. % less toxic than average. The researchers used census data to look for social disparities in proximity to toxic facilities. They found that those with less education are ore likely to live near these facilities and that this relationship solidified over time. Latino are particularly more likely to be exposed to toxicity and that exposure is likely to be more toxic. In 1997 Andrew Sass and Michael Musses conducted a review of literature that talks about how the movement against environmental racism began. This research reviews one of the first studies. The researchers include Benjamin Chivies groundbreaking research on toxic in African Americans communities. Sass and Musses also review one of the first ever studies in the field conducted in 1970 that looked for a relationship teen economic status (poverty) and greater exposure to polluted air. Overall this study found that the poorer the neighborhood the more polluted the air (1 01 However there were some caveats. For instance, different air pollutants impacted both African Americans and white manufacturing employees. This was the case in particular with sulfur oxide, a carcinogen. However this study also took into account emissions from automobiles. In larger cities such as Chicago all the rich, most of the poor Almost all the black Population resides in areas violating long-term particulate standards 101 This research suggests that people living in larger cities are exposed to more pollutants than people living in rural areas. These preliminary studies were not dominated by race discussion, but rather poverty and specifically urban poverty. The sass saw a number of studies on the topic of environmental inequality. The work from the sass focused on proximity to waste sites and pollutants emitted by operating plants. Race, occupation, education, and home value are the best predictor of the location of wastes sites. In 1994 AAA Gore was quoted saying, Race is the single most accurate redirector of the location of hazardous waste sites (104). Inequality and Conflict Theory The agent of harm is inequality, as much as pollution and polluting corporations. Research by James Boyce in 2007 addressed how inequality is actually harmful to the environment. He defines an environmental problem as harmful to humans. Ultimately, we all live in the environment, we derive the resources from nature to make our livelihoods. If something is a problem for the environment, then it is a problem for humans (4). When one group of people is exploited by another for economic benefit, inequality is allowed to occur. Through the lens of conflict theory, this allows those who have concentrated power on their side to achieve their goals better than their opposition, and they are able to build on their victory and gain advantage over Others. In this manner people in power Stay in power. Major polluters say that they dont deliberately target black neighborhoods, but Sharon says, Eventually those who win are able to create a system of inequality, a social structure where they are at the top, and a culture and set of intuitions works to protect them (163). This translates to environmental racism and we see it s an unequal share of pollution exposure. Environmental racism is defined as the deliberate targeting of people of color communities for toxic waste facilities and the official sanctioning of life-threatening presence of poisons and pollutants in people of color communities (Sass and Musses 114). Bad jobs are a major cause of inequality (Sharon 159). Low paying jobs reduce economic power and exist to allow others to make profit. Low paying jobs rob those who hold them of deciding where to live, Sharon says, it traps them in a life of bare survival (158). Bad jobs also expose people to more toxic absences than do white collar jobs. Environmental externalities are the consequences of an action where the people who bear the negative aspects of the action have no voice in the decision process. Some people benefit economically from pollution, but they are rarely those residents that have to live with the environmental fallout. Therefore, more environmental harm is likely to occur in regions where there is high inequality and most people have less information and social, democratic, and economic power. Boyce says, When the beneficiaries from environmentally harmful activities are more rueful than those who bear the costs, greater inequality can be expected to result in more environmental harm. On the other hand, when those who bear the costs are more powerful than the beneficiaries, we might expect the opposite: greater inequality yields less environmental harm (9). Conflict theory partially explains the reasons inequality exists. Conflict theory was derived from Karl Marx who saw that society is comprised of a number of different groups that compete for resources, whether they be economic resources like money or property, or social such as stature, or political power. Social order then, is attained by domination. The most powerful in terms of economic and social power, dominate those with less, and social consensus only comes in opposition of another weaker group. Historically, the conflicts and opposition in society have been over race, gender, and class. Inequality exists because the group in power uses its economic and social resources to its advantage in protecting its power. This theory is seen in both groups and individuals (Grossman). People who live in polluted communities are the proletariat described in Mars conflict theory. Proletariat are the working lass, that do not own land and do not have ownership of the means of production, so instead, they sell their labor. The bourgeoisie are the class that owns land and the means of production. They try to keep wages as low as possible to increase profits. The people in power do not live in these communities because they can afford not to, and they can afford to move. They have more economical and social power, and they would rather shift toxic exposure to poor communities than in their back yard. Determining the reason for inequality is important because when inequality exits crime, poverty, exploitation, stress, and lack of self-worth are symptoms. Social inequality is not the only cause of misery in the world, but it goes a long way in explaining much of it (Sharon 164). Because these symptoms of inequality increase human misery, they should be minimized. Sharon says that inequality cannot be eradicated, but misery can be limited by working together in a just and democratic society. When alienation between different races in society increases due to inequality the institution of racism and social construction of landscape gives polluters providence to site polluting facilities in poor and black neighborhoods. A paper by Knelt Edwards, an environmental sociology professor at University of Alaska Anchorage, explores the ways people in power euthanize the residents of an area in order to justify harm. This research explores the social construction of landscape at the time of nuclear testing in the mid 20th century in Point Hope, Alaska. The area was described as remote, nonwhite, and sparsely populated. This allowed political powers to justify the testing at the same time dehumidifying the inhabitants of the area. It is easier for a polluter to site hazardous facilities in poor neighborhoods because it is cheaper. There isnt the same amount of community backlash and resistance and the poor communities see corporate development as a benefit, that the new construction will bring jobs to the community. While there are a few salary positions that become available, often times the jobs are the low paying, dangerous, and unstable jobs mentioned earlier. This keeps the proletariat stuck in a cycle Of exploitation. According to Marxism, the system Of capitalism itself is based on exploitation of the proletariat by the bourgeoisie. Conclusion During the course of this research found that the corporation responsible or the most hazardous pollution that threatened my old elementary school is from a facility called Met Poss. Generation (LISA Today). I was encouraged to see on their website that in recent years theyve switched over to a greener form of energy. They are now operating on 100% woody biomass fuel to generate electricity rather than gasoline and coal generation (McPherson Energy Corporation), a move that has reduced the impact on the environment and the surrounding community. This move has taken a waste product and turned it into an economic good, while decreasing the environmental bad. National and community engagement is key to increasing the volume of the voices in this fight, but so is a change in the polluting practices of corporations. Carbon cap and trade, a move towards greener ways of producing energy, employing new technologies that reduce pollution and increasing the utilization of waste products will ease the conscience and raise profits of the bourgeoisie and increase the wages of the proletariat. Building and retrofitting neighborhoods So they are more energy efficient, Waste less, and are more centralized will keep the wages in the hands of community residents and out of the pockets of utility companies.

Educating Rita vs. Shawshank redemption Essays

Educating Rita vs. Shawshank redemption Essays Educating Rita vs. Shawshank redemption Essay Educating Rita vs. Shawshank redemption Essay Essay Topic: The Shawshank Redemption Explain how challenges of embarking into the universe can be outweighed by the possibilities that come from personal growing. Barriers of endeavoring into the abysm are non worthwhile to get the better of since growing will sabotage your perceptual experience of ultimate felicity. Since persons necessarily sacrifice a portion of themselves and does non supply ultimate felicity for society. The prescribed text Educating Rita by Willy Russell showcases Rita as losing all of her individualism by deriving cognition. Mirroring the above thesis. my related text. The Shawshank Redemption directed by Frank Darabont encapsulates the thought of institutionalisation. Education is a addendum for the old life style giving new ways to populate with damaging side effects. In the drama Educating Rita . Rita assumes that instruction is an chance for happening herself but she is simply transitioning from one societal category to another. Rita’s instruction has an oppressive consequence on her personality. Frank wants her to discipline’ her head. but what he means is happen a less subjective ( personal ) manner to look at literature. The sarcasm is that this will do Rita less self-generated and it might impede her passion for the truth and for life. Education and Alcohol are of both a agency of satisfaction for Frank. Giving an instruction substitutes the demand to imbibe foregrounding his futile quandary since by learning Rita. she is seting nothing of her’ in her essays whereas her old essay was filled with subjectiveness and by imbibing he is losing a portion of himself and. Consequently. she is conforming to the societal category and run intoing the demands and wants of that category but that is non ultimate felicity since they are non wholly her wants and demands. Therefore. mentioning to Maslow’s Hierarchy of Needs. as she is deriving self-actualisation she is losing her belonging and love nature since she runs off from Denny and thrusts Frank off. Mirroring the above statement for The Shawshank Redemption . Convicted felons are sent to prison to be rehabilitated so that one twenty-four hours they will no longer present a menace to citizens on the exterior. This is non the instance at Shawshank Prison. Shawshank. in world. is a topographic point of lasting parturiency since it strives to extinguish the tiniest hope for freedom from their captives. The full Shawshank system is an educational life style all captives have to larn or there will be ruinous effects. This is seen in the first clip when all the fish come into their cells for the first clip and one of the captives starts shouting and protesting he doesn’t belong here. he does non understand the system yet and ends up deceasing for non following orders. The dry nature of this system is that finally convicts depend on the system to keep intent. These walls are funny†¦first you hate them. so you get used to them. so you depend on them†¦that’s instit utionalized. It is hence useless to seek and overreach the system set uping that the challenges are ineffectual and non worth the clip. This is reinforced by Brooks go forthing the prison system and so perpetrating suicide  ­after he lost his Self-Esteem and Belonging which the prison provided him with. With lone Physiology and Safety from Maslow’s Hierarchy of Needs. he has enlightened to his significance to the universe which leads to his ain death reinforcing that it is better to populate blissfully nescient than to populate harmfully enlightened. An individual’s possibility of personal growing is entirely reliant on their ain grade of cynicism. The extent of an individual’s cynicism is the challenge they have to confront in order to achieve personal growing. Persons have to be avaricious and selfish as it is the lone manner to develop a better apprehension of themselves. Frank is presented ab initio as misanthropic since he is merely motivated by money derived from Frank and Julia’s telephone conversation. This motive helps him reawaken his grasp of beauty in literature and life: I think you’re the first breath of air that’s been in this room for years’ . Consequently. Frank develops an attractive force towards his Frankenstein an d wants to be with her. Oscar Wilde said A faultfinder is a adult male who knows the monetary value of everything. and the value of nothing . However. Frank does non stop up with Rita due to the feelings non being common. Rita’s cynicism lies with her desire for cognition. In the first scence. Rita explosions into his room and Tells Frank she wants to larn everything’ . Her aspiration is alluded with Shakespeare’s Macbeth and the monetary value that it comes with – her personality. Willy Russell intentionally alludes Frank to Frankenstein and Rita to Frankenstein’s Monster ; Frank to the King and Rita to Macbeth since she is seen as the hungry ambitious animal instead than the nescient Godhead. To go Macbeth or Frankenstein’s Monster is non deserving anyone’s clip since it destroys a person’s ethical motives and therefore a person’s opinion on what felicity is. An imitation of the old statement is besides seen in The Shawshank Redemption . Since Andy is the lone misanthropic individual there is in the Prison. he is the lone 1 that escapes prison. Shown through assisting Captain Hadley to derive the likes of his equals and to transition int o a less exhausting occupation. It is apparent that Andy is fears no 1 even the Warden. Repeating Oscar Wilde’s statement. we can see the grade of Andy’s cynicism which allows him to get away prison. Contrasty. Red serves his full clip ever disagreed with Andy’s cynicism. After Andy finishes his 2 hebdomad stretch in the hole. he explains his theory of hope and how no 1 can take that off from you. Red argues that hope is useless and that has highlighted that Red has given up his cynicism. Consequently. Andy escapes merely after 20 old ages to venture and happen his personal growing whereas Red serves his full sentence. However. Andy has to rip off the system and unethically supply false inside informations to all the Bankss in order to come on. It is non deserving the outgo of society to let one adult male to be economically richer since he cheated the system. This changes a man’s attitude towards life and Andy had to trust on selfish agencies to acquire where he is. It is non valuable to achieve it in such an unethical method. Ultimately both texts basically show that there are no ways to accomplish growing and felicity on the same degree since accomplishing growin g undermines the perceptual experiences of felicity. Since social felicity is ever greater hence an person can merely be selfish and misanthropic to acquire anyplace in life.

Assessing The Strategic Human Resource Management Preferences Business Essay

Assessing The Strategic Human Resource Management Preferences Business Essay Number of growing organizations believes that Human Resource (HR) provides them competitive advantage. It was understood by many organizations that competitive advantage can be obtained by quality work force/employees and culture. Approach of linking Human Resource Management to Strategic objectives of an organization is called as Strategic Human Resource Management (SHRM) (Bratton and Gold, 2001). It was cited by Bratton and Gold (2001, p39) strategic management is defined as ‘that set of managerial decisions and actions that determines the long-run performance of a corporation’. Strategic HR ensures that employees/human capital of an organization contributes to its achievements with their skills and performance. Traditional HR is concerned with implementation of policies and techniques like recruitment, staffing, remuneration, assessment etc (Klabbers, University of Bergen). But linking the general HRM and the organization’s strategy gives HR department more sc ope to enhance the abilities of their workforce and concentrate on the vision and mission. This connection is made to improve the organization performance and develop organizational culture which in turn facilitates innovation and flexibility. Overall the key principle of Strategic HRM is to achieve organization’s vision and mission. Bratton (2001) describes SHRM as a continuous process that requires constant adjustment in three major areas namely Value of Senior management, the environment and the resources available. Fig 1: Three major poles in strategic planning (Adapted from Bratton and Gold, 2001) Some authors believe that Strategic HRM is an Outcome and some believe that it’s a process. It was cited by Bratton and Gold (2004) that authors like Ulrich (1997) and Snell et al had different opinion on Strategic HRM. Snell et al believed that it’s an outcome designed to achieve sustained competitive edge through quality workforce. Ulrich (1997) also stated SHRM as an outcome of mission, vision and priorities of HR department. HR strategies are more concerned about matching the Five Ps that stimulates the employee roles for competitive strategy (Bratton and Gold, 2004, p46 and Cerdin and Ashok Som, 2003). It was cited by Cerdin and Ashok Som (2003) that Strategic HRM is identified in three levels namely Strategic, Managerial and operational level. Strategic level looks to the long term future, Managerial level looks at the mid term and the operation level looks at the short term focus. Different models and approaches were discussed in this assignment to understand the functionality of strategic HRM and how far the organization able to implement it. Models and Approaches There are several approaches and models by which Strategic HRM can be applied but basic strategic HRM model is widely accepted by many authors, researchers and even critics as well (Kane and Palmer, 1995). This basic model is based on the external and internal environment a nd basic organization strategies. Fig 2 Basic Model of Strategic Human resource Management (Adapted from Kane and Palmer, 1995) Strategic HRM models demonstrate how an organization links its business strategies and HR function to achieve it goals. Though SHRM adopts resource based philosophy, there are three different models defined by authors (Bratton and Gold, 2004, p49). These models are Control based, Resource based and Integrative model.

Nitrates tolerance Essay Example | Topics and Well Written Essays - 750 words

Nitrates tolerance - Essay Example While long-term nitrate tolerance treatment induces the body to intrinsic vascular changes, nitrate tolerance treatment overly rely on nitro-vasodilator responsiveness (vascular tolerance). Vascular tolerance is always caused by an increased vascular superoxide production. The vascular superoxide production ultimately relies on unbalanced oxidation to the vascular cells. Additionally, super sensitivity to vasoconstrictor secondary to tonic protein kinase activation may result to nitrates tolerance (Antman & Sabatine, 2012, p. 11). For effective and efficient nitrate toleration clinically, C.NADPH oxidase(s) inclusive of various uncoupled endothelial nitric oxides synthase have been researched on. These oxidant elements have thus been proposed to be some of the richer superoxide sources for nitrate tolerance (Arcangelo & Petterson, 2005, p.134). Vascular NO and superoxide simultaneously form a rapid peroxy-nitrite. Put differently, both super oxide and vascular NO concomitantly aggravates tolerance by promoting NO synthesis. NO synthase uncouple in bonding and inhibit the solubility of both prostacyclin synthase and guanylyl cyclase (Faassen & Vanin, 2007, p.145). Nitrate tolerance has overly gone overboard clinically. This is because tablets designing formula must considerably look into nitrate tolerance in order to come up with effective and efficient tablets formulas (â€Å"Radicals for life the various forms of nitric oxide† 2008, p.133). The oxidative stress concept in nitrate tolerance may purportedly explain the reason as to why radical substances and scavengers have the relief ability to tolerance and endothelial dysfunction (Golan & Tashjian, 2012, p.156). Recent pharmacology research works have defined a newly initiated nitrate tolerance mechanism. This definition is the ability to inhibit mitochondrial aldehyde dehydrogenase. Mitochondrial aldehyde dehydrogenase is the enzyme that ensures the completion of

Diageo Plc Case Study Example | Topics and Well Written Essays - 2000 words

Diageo Plc - Case Study Example At that time (eighteenth century), it was identified mostly with spirit brands like Justerini, Malts of Scotland such as Talisker, Glenkinchie and Lagavulin. In the nineteenth century, the company introduced Johnnie Walker; one of the most popular whiskies to date. In that same century, there was introduction of Smirnoff and subsequently Bailey's. In the twentieth century, the company started getting associated with Captain Morgan rum and eventually adopted it. Ever since, the company has been characterized by numerous innovations and introductions of new alcoholic drinks the world over. The Diageo Plc Company falls under the food and beverages industry in general and in the distillers sub industry. Therefore all the factors affecting the company will be examined in against the backdrop of this industry. The industry analysis will be done through SWOT and PEST analysis. The former type of analysis is instrumental in identification of the internal and external factors affecting a given company. It is also crucial in identification of the factors impending growth of a particular company. PEST analysis is more useful in determination of the external environment. (United Nations, 2001) The most outstanding feature about Diageo Plc is its brands. Some of the brands it offers have been around for centuries. This implies that the company has been able to secure brand loyalty. These include Smirnoff, Johnnie Walker and Bailey's. On top of this, the distiller has a huge size with branches all over the world. The advantage of such a large size is that the company can appeal to numerous market segments. Besides this, it can make up for weaknesses in one area with strengths in another country. (Hill, 2005) The Company also has confidence in the fact that it produces good quality beer. This means that sometimes the product 'sells itself' so to speak. It can also pride itself in the fact that it delivers lots of products in an efficient and fast manner. Actually most bars and pubs in the United Kingdom heavily rely on supplies from the company. Such an arrangement is only possible if the supplier has established a name for itself. This is definitely the case with Diageo. Another source of strength is the fact that the company promptly caters for its clients through efficient customer care. Responses to customer requirements and needs are done promptly and most of the time this is achieved through cooperation with the marketing and sales team. The Company has been at the frontline in employment of technological advancements in its production processes. For example, some of its distilleries are up to date in order to speed up the rte of production. On top of this, it is continuously introducing latest bottling technologies. It

Boston beer case Essay Example for Free

Boston beer case Essay Boston Beer Company’s main growth strategy was focused by differentiation. The sources of its competitive advantage can be classified as a company that provides high quality beer with unique flavors, a market driven approach, and a very efficient contract brewing strategy. Unfortunately, by the 1990’s, their initial public offering of $30 went as low as to $8 per share. Since the easy of entry into the microbrewery business is low, that resulted in about 3000 new microbrewers into the market. When there became too many options available for the consumer, Jim Koch should have approached the situation and avoided the risks of the company’s shares from falling, right when they saw stocks going down. He could have also approached having a more aggressive growth approach when the company went IPO. They could have avoided the company from becoming part of the niche market, which is still the case today. If he would have been a little more aggressive when they went IPO, they could have invested money into a brewery where they can meet their demands, not over exuberate the expansion. Also, they could have invested in finding the right marketing campaign like using celebrities or just advertising the beer to capture consumer’s attention. They really needed to create a type of quote or motto people would remember, just like Dos Equis and Coors light. Boston Beer Company has failed to that and for that reason their growth is still at a steady pace where is still not part of the big dogs yet. Since they focus so much on differentiation as their strategy, why couldn’t they capture consumer’s attention quicker and faster? In the 1990’s, Jim Koch should have changed his company from getting into a niche market into a general market, so that today he still does not need to prove or go bar to bar, to ask them to carry their beer. It should be a first option when someone is opening a bar to have Samuel Adams beer because the consumers love it. He failed to do so by not taking advantage in the 1990s and he will still have to do the same beer pitch to bars, because of his mistake.

Eudora Weltys The Ponder Heart: A Southern Journey :: Eudora Welty The Ponder Heart

Eudora Welty's The Ponder Heart: A Southern Journey Imagine that while you're traveling in the South, you develop car trouble in the small town of Clay, Mississippi. You find a room at the Beulah Hotel, an old establishment that sits downtown right across the street from the courthouse. After you check in, it becomes clear to you that the Beulah doesn't get many guests these days; in fact, you're the first person even to enter the building in three days. Almost immediately you become the target of Edna Earle Ponder, the hotel's proprietor, who is eager to talk. You try to escape with a book, but Edna Earle will have none of that. She goes so far as to tell you, "And listen; if you read, you'll put your eyes out. Let's just talk." Even at this early stage of the game, you know who's going to do all the talking, don't you? What's more, Edna Earle lets you know right off the bat that she's "sizing you up," but she then launches into a story that will captivate you and keep you laughing all the while. To be sure, you'll learn a great deal more than you'd expect about Edna Earle, the rest of the Ponder family, and many other inhabitants of Clay. What a yarn it is that Edna Earle tells in Eudora Welty's The Ponder Heart. Her story revolves around the escapades of her Uncle Daniel, but in hearing about him, you'll hear—through Edna Earle's incessant gossip—almost all there is to know about the way the rest of the town behaves. "[Edna Earle] assumes you want to know everything about everybody in town, and starting on that basis, she pushes you right into the middle of it," Welty says in an interview with Patricia Wheatley (Prenshaw 132). You'll find yourself caught up in a comical story that gives insight into a way of life of the early-20th century South, told through Welty's rich use of Southern dialect and subtle details about social strata and social nuances in Clay. Starting with the title and its play on definitions of "heart," you see and hear the story of Edna Earle Ponder's Uncle Daniel, whose main purpose in life seems to be to give things away (as we would say in modern times, "he's all heart"). Through Edna Earle (the name of many Southern women of that generation, taken from the heroine of the popular 19th century book St. Eudora Welty's The Ponder Heart: A Southern Journey :: Eudora Welty The Ponder Heart Eudora Welty's The Ponder Heart: A Southern Journey Imagine that while you're traveling in the South, you develop car trouble in the small town of Clay, Mississippi. You find a room at the Beulah Hotel, an old establishment that sits downtown right across the street from the courthouse. After you check in, it becomes clear to you that the Beulah doesn't get many guests these days; in fact, you're the first person even to enter the building in three days. Almost immediately you become the target of Edna Earle Ponder, the hotel's proprietor, who is eager to talk. You try to escape with a book, but Edna Earle will have none of that. She goes so far as to tell you, "And listen; if you read, you'll put your eyes out. Let's just talk." Even at this early stage of the game, you know who's going to do all the talking, don't you? What's more, Edna Earle lets you know right off the bat that she's "sizing you up," but she then launches into a story that will captivate you and keep you laughing all the while. To be sure, you'll learn a great deal more than you'd expect about Edna Earle, the rest of the Ponder family, and many other inhabitants of Clay. What a yarn it is that Edna Earle tells in Eudora Welty's The Ponder Heart. Her story revolves around the escapades of her Uncle Daniel, but in hearing about him, you'll hear—through Edna Earle's incessant gossip—almost all there is to know about the way the rest of the town behaves. "[Edna Earle] assumes you want to know everything about everybody in town, and starting on that basis, she pushes you right into the middle of it," Welty says in an interview with Patricia Wheatley (Prenshaw 132). You'll find yourself caught up in a comical story that gives insight into a way of life of the early-20th century South, told through Welty's rich use of Southern dialect and subtle details about social strata and social nuances in Clay. Starting with the title and its play on definitions of "heart," you see and hear the story of Edna Earle Ponder's Uncle Daniel, whose main purpose in life seems to be to give things away (as we would say in modern times, "he's all heart"). Through Edna Earle (the name of many Southern women of that generation, taken from the heroine of the popular 19th century book St.

Annexation of Hawaii Essay

The decade of the 1890s marks a diplomatic watershed in American history. During that period the United States embarked upon a very assertive expansionist policy that led to the nation becoming an imperialist power by 1900. The reasons for this change from an essentially low-key, isolationist foreign policy stance to an aggressive involvement in world affairs involved fundamental changes in the American economy and the attitudes of the American people. The industrial revolution of the last quarter of the 19th century was the primary factor in the shifting foreign policy. As the nation became more industrialized it began to look overseas for new markets for its manufactured goods and for new sources of raw materials to feed the growing industrial system. To protect these foreign markets and raw materials the United States began to expand its power and influence overseas through the acquisition of trading centers, naval stations, and coaling ports. Indeed one of the major differences b etween the expansion of the 1890s and previous decades was that the nation did not see these new territories as potential states to add to the nation, but as spheres of influence in the aid of foreign trade. Two other elements entered the expansionist/imperialist equation. One was the closing of the American frontier in1890. When the Census report of that year proclaimed that there was no more frontier it meant that the nation could no longer pursue its twin goals of territorial expansion and isolation from world affairs. One or the other would have to be abandoned since there was no more contiguous territory to annex. The expansionist impulse proved stronger than the isolationist one and the nation began acquire an overseas empire. A second factor was the desire to spread the Christian gospel abroad, which meant securing an opening for American missionaries overseas. â€Å"Militant† Christianity reinforced the mood of American expansionism. A classic example of the intertwining of economic and religious impulses was United States’ annexation of Hawaii. The first Americans to settle in Hawaii were Christian missionaries whose families remained and exerted a growing influenc e over the Hawaiian economy. By 1890 American economic and religious interests in the island kingdom were a permanent feature of the society. When the McKinley tariff bill of 1890 sought to stimulate the American sugar beet industry by placing a duty on imported sugar and giving a two cent a pound bonus for domestically grown sugar, the American-owned sugar companies  faced a serious economic problem. From the standpoint of the American sugar companies in Hawaii the answer to their economc problem was simple: have Hawaii annexed by the United States so that Hawaiian sugar was domestic, not foreign grown. The flaw in that solution was that the Hawaiian people had no desire to become American. This popular aversion to annexation was reflected in the refusal of the Hawaiian leader, Queen Liliuokalani, to request an American take-over. The sugar company executives, with the timely assistance of a contingent of American marines who marched through Honolulu to â€Å"protect American lives and property,† simpl y staged a political coup and asked for annexation. After President Cleveland refused, President McKinley acquiesced in 1898. America’s desire to extend its influence beyond its borders was not limited to overt acts of annexation. In the case of a boundary dispute between Venezuela and British Guiana, United States’ action took the form of a virtual diplomatic ultimatum to England, insisting that Britain send no troops to press its boundary claims. The United States would set up a boundary commission to arbitrate the dispute and determine the legitimate boundaries. After initially declining American â€Å"good offices,† Great Britain accepted after U.S. Secretary of State Olney asserted that the United States was â€Å"practically sovereign† in this hemisphere and threatened military action. This rather high-handed maneuver reflected growing U.S. â€Å"power of persuasion.† The most dramatic example of America’s increasingly imperialistic foreign policy was the Spanish-American War of 1898. After having remained aloof from Cuba’s previous attempts to throw off Spanish rule, the United States adopted a more interventionist policy when another Cuban revolt erupted in the 1890s. The American people were sympathetic with the Cuban cause and their rallying cry became â€Å"Cuba Libra,† free Cuba. A sensationalist American press, led by New York City newspaper publishing magnate William Randolph Hearst, played up Spanish â€Å"atrocities† against the Cubans and ran front page stories about the Cuban â€Å"struggle for freedom.† Hearst even sent a photographer to Cuba with instructions to send back pictures of Spanish atrocities. In addition to â€Å"yellow journalism,† anti-Spanish emotions were stirred up by the publication of a private letter written by the Spanish ambassador to the United States, de Lome, considered insulting to President McKinley. Another event fanning the flames of war fever was the sinking of the American battleship â €Å"Maine† in Havana. Even  though there was no proof of any Spanish involvement the rallying cry for pro-war forces became â€Å"Remember the Maine, and to hell with Spain.† Even though Spain, trying to avoid confontation with the United States, responded favorably to a diplomatic ultimatum from the State Department, McKinley yielded to popular pressure for war and delivered a war message. Congress, sensing America’s mood, declared war. Congress’ declaration of war was soon accompanied by the Teller Resolution promising that the United States would not annex Cuba as a result of American intervention in its behalf. When the brief, successful war ( â€Å"a splendid little war† in the words of our Secretary of State) was ended, however, the Platt Amendment, incorporated in an American-Cuban treaty, accorded the United States the right to intervene in Cuba to â€Å"preserve its independence and maintain law and order.† In effect this amendment gave the United States a qua si-protectorate over Cuba. And while the war did not lead to U.S. acquisition of Cuba it did result in United States’ annexation of Puerto Rico and the Philippine Islands (acquired from Spain). The Philippinos expressed their aversion to becoming an American territory by engaging in a guerilla war against the U.S. when annexation was proposed. Indeed the Philippine insurrection against the U.S. was more costly in terms of money and American lives lost than had been the Spanish-American war. Nor was everyone in the U.S. in favor of Philippine annexation. Anti-imperialists claimed that the Philippines might involve us in a war in the Far East, and that forced annexation violated the traditional American belief in â€Å"government by the consent of the governed.† American labor leaders joined in opposition to acquisition lest it lead to the introduction of cheap Philippine labor. American racism also rallied against acquiring â€Å"yellow-skinned† America’s desire to extend its economic influence to the Far East through opening up trade with China led to yet another diplomatic confrontation. By 1900 China had succumbed to European imperialism in the form of spheres of influence each of the major European powers and Japan had established. Concerned that this would lead to those powers excluding the U.S. from the China trade the U.S. sent a round-robin diplomatic note to all of them asserting that it was the U.S. policy, and assumed it was theirs as well, to provide an â€Å"Open Door† for trade with China. This was followed by a second â€Å"Open Door† note affirming respect for the â€Å"territorial and administrative  integrity† of China. Reluctantly most of the nations gave lukewarm assent.

Compare and Contrast the Three Categories of Scope

Question 1: Compare and contrast the three categories of scope of charge to income tax A modern form of income tax was introduced into Federation of Malaya in 1947 by using the derived and remittance basis. Income Tax Act (ITA) 1967 came into effect has imposed world income basis on the resident company involved in specialized industries. Malaysia adopted a territorial and remittance. With effect of year of assessment of 2004, taxation basis amended to exempt income remitted into Malaysia from oversea.Until now, Malaysia income tax imposed on territorial basis that tax on income accrued in or derived from Malaysia. The revolution of these three taxation basis has different scope of charge to resident person and non-resident person. The individual and company residence status and also the sources of income are examined under three basis to determine which kind of income received by taxable person should be taxed. Resident status is determined by the number of day physically presence w ithin the country where generally individual stay in Malaysia total 182 days or more will be a resident.Territorial basis: Under territorial basis which Malaysia is applying currently, taxable person such as individual, company or bodies of person is chargeable only on income accruing in or derived from Malaysia. Income arising within Malaysia borders means the territories of the Federation of Malaysia, the territorial waters of Malaysia and the sea-bed and sub-soil of territorial waters and any area extending beyond the limits of the territorial waters of Malaysia are subjected to tax.In this scope of charge, resident and non resident individual and company are all taxable on its income derived from Malaysia only. Non resident company taxed on income accrued or derived from Malaysia if it has permanent establishment in Malaysia. Derived and Remittance Basis: This scope of charge provided that resident person is chargeable on income accruing in or derived from Malaysia and also inco me received in Malaysia from oversea.Prior to year of assessment of 2004, only non-resident are exempted from tax on foreign source income received in Malaysia. Income remitted into Malaysia from oversea by resident person is taxable before 2004 until the effective year of assessment in 2004, a revised paragraph 28 Schedule 6 ITA exempts the income of any person including resident person received in Malaysia except those resident company carrying business on specialized industry that will be discussed later in world income basis.World income basis Resident company and non-resident company are taxed on territorial basis except for resident company carrying on business in specialized industries such as banking, insurance, sea and air transport. Under Section 60C of ITA, 1967, business sources income from these industries are taxed on world income basis. This means that business income of resident company will be imposed on tax regardless of wherever the income derived even if income a rises outside the country where individual resides.Question 2: Discuss the relevance of the three categories on the types of income received by a taxable person. These three categories of taxation basis imposed on different kind of income received by taxable person. Territorial or derived Basis In the scope of territorial basis, taxable person such as resident and non-resident individual and company excluded company carrying in specialized industry such as banking, insurance, sea and air transporter are taxed on income derived in Malaysia.Non-resident individual and company do not taxed on income received in Malaysia from oversea. Under section 4(a) ITA, income tax is imposed on gains and profit of a business. Resident and non-resident company that earn profit from their normal business activity in Malaysia are liable to tax as in accordance to the territorial basis stated that any income accrued and derived in Malaysia must be taxed. Business income for resident company are general ly taxable but non-resident company only taxable provided they has permanent establishment in Malaysia.For example, business profit gained from Hwa Tai Industries Berhad, local biscuit manufacturer company that does not fall under special industry is taxable based on resident company tax rate of 25%. Another example for non-resident company cases such as company Seesaw ltd carrying business of clothing manufacturer, it will be taxed only on business source income from clothing in Malaysia. Besides, this basis provided that employment income derived from Malaysia for resident and non-resident individual under section 4(b) of ITA 1967 is hargeable to tax. For examples, Mr. Erick Lund from Sweden who is a non-resident works in Shell company is liable to tax for his employment income. However for non-resident individual, they are also subjected to tax on the income of employment exercised in Malaysia but they are exempted if they satisfied the 60 day rule under paragraph 21 and 22 Sched ule 6. Although tax liability arise when income accrued in or derived from Malaysia in territorial basis, there are numerous types of income are exempted from tax in the hand of resident individual.Resident individual can enjoy the benefit of tax exemption such as pension income paid for Malaysian employment for approved scheme (paragraph 30, Schedule 6 of ITA) , royalties for literary and artistic (paragraph 32, 32A, 32B), income for cultural performance approved by minister (paragraph 32C), income for musical composition (paragraph 32D) and also interest income from financial institution with effect from 30 August 2008.Other types of investment income that did not listed fall in Section 4 (c), (d), (e), (f) are generally taxable for resident individual. Revenue income that is assessable to tax includes interest received for Islamic securities, other than convertible loan stock, approved by securities commission and rental income. For examples, Mrs Lim who works as a clerk in accou nting firm also received income from renting her apartment to few people.Apart from employment income as clerk is taxable under section 4 ( b), her rental income also liable to tax under section 4 ( d). For non-resident individual, they are subjected to tax on the income of employment exercised in Malaysia as mentioned above and also exempted for pension income paid for Malaysian employment for approved scheme, interest received Islamic securities and also interest from financial institution.However, they are taxable on royalties, income for cultural performance, income for musical composition. royalties for literary and artistic, income for cultural performance approved by minister, income for musical composition and also interest income from financial institution in paragraph 33, Schedule 6. References: 1. Inland Revenue Board Malaysia, 2011. Residence Status of Companies and Bodies of Persons. [online] Inland Revenue Board Malaysia. Available at:<

Princess Mononoke review Essay Example

Princess Mononoke review Essay Example Princess Mononoke review Essay Princess Mononoke review Essay Essay Topic: The Prince Princess Mononoke (original title: Mononoke-hime ) was produced and released in Japan in 1997 and was released in Canada in November 1999. This ecology-themed epic was written and directed by Hayao Miyazaki the famous Japanese film director, animator, manga artist and screenwriter. It is in Animation / Adventure / Fantasy genre and the voce casts include Yà ´ji Matsuda, Yuriko Ishida and Yà »ko Tanaka. Princess Mononoke shows a mystical battle between Animal Gods of the forest and humans. The story happens in an Emishi village during Japans Muromachi Period in the 14th century. The young Ashitaka gets cursed by fatal infection after a demonic wild boar attacks him in the village. He then travels to west to find the deer-like god Shishigami to get cured. Along his way, he sees the battle between the animal inhabitants of the forest and an iron mining town that is exploiting and killing the forest. The constant aggressiveness by the village has brought the rage of the Wolf God, Moro, who attacks the village along with San, a human who was raised by the wolf god. San can communicate with the nature spirits, which is why she is called Princess Mononoke (spirits of things). Ashitaka would like these conflicting groups to get along, and he hopes to bring peace between San and Lady Eboshi who is the ironworks owner. However, he is frustrated as vicious powers plan to kill the Shishigami and more battles erupt. Although the story looks like a simple legend of humankind versus nature, there are many issues which complicate the plot. To begin, there are no absolute evil people in this story. Even Lady Eboshi, the ruler of Irontown who is the most responsible person for the destruction of the forest, is quite sympathetic when confronts other humans. She takes care of lepers and poor women and provides them with a place a work and live. Even San, whose persistent intention to protect the forest leads her to be an enemy of the humans, merely wants to save her own homeland not hurting people. Nevertheless, Miyazaki has truly created an amazing work in Princess Mononoke. Multiple conflicts thrive with humans against humans, humans against nature, and even nature against itself. These conflicts are such that they are incorporated into an astonishing deep and satisfying plot. It is very inspirational to see a movie that is capable of such story-telling without leading to old clichà ©s and frustrati ng repetition of the same old stories. Lady Eboshi is portrayed as a bit of a radical, not in terms of changing an existing order but in sense of humanistic point of view. She represents the improvement of technology in trying to advance human settlement and production, yet the social aspects of her character, in times make even audiences who support nature to sympathize with her. Ashitaka, who is one of the few living young men of Emishi people, is to be the leader of his people. He has the nobleness of Royal blood and great skills as a hunter. He sacrifices himself to defend his village and received a curse of death. He does not talk so much, but has a strong sense of justice. San is a weird girl who was raised by a mountain wolf. She hates humans who invade the forest. With a strange mask on her face, and riding a large mountain wolf, she frequently attacks the iron mining town. After meeting Ashitaka, her feelings lean between the Gods and humans. The central theme of the movie is the environment. There are several different environmental concerns depicted within this movie. The most obvious is clear cutting. The devastation that happens afterwards is a good representation of what could happen if humans continue to clear cut and kill the land. The setting is in Japan some time during the 14th century, an agricultural time before the country was unified. The general scenery and architecture are based on reality but the rest takes significant imagination with the reality of the time. The work is a fascinating animation which keeps the audience for most of the time and conveys its main messages in the context of attractive visuals and lively sound tracks. When viewed from a simplistic perspective, Princess Mononoke is a perfectly legitimate, well-represented movie. It is a wonderful anime work. It explores themes and concepts that leave the audience wondering about it. The plot is engaging and entertaining. It nicely shows how humans interact with the environment, and how they need to preserve and protect their land by working together. It has a great ending, and is overall very pleasurable to watch. The characters are well developed and realistic. However, the story has some fundamental elements that enhance and reflect upon Japanese culture which may be unfamiliar for the Western audience. Its only problems, in my opinion, come from the personal views of the producer. The movie presents its concepts in a judgmental or biased matter. The stream of a story should be neutral, so that the audience may judge content for themselves but it is the case in some instances in Princess Mononoke. Over all, I found this movie very entreating, enj oyable, and more importantly informative and an eye-opener to environmental problems that threaten our world.

A Marketing Plan for BW Leisure Trust Essay Example | Topics and Well Written Essays - 1000 words

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Probation, Pardons and Parole Essay Example | Topics and Well Written Essays - 1000 words

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Personal Environmental History - Essay Example ‘The great outdoors’ was definitely not a part of my world. It was only when I went to High School that I began to be aware that our way of life and our economy was all part of larger world picture, which has its effect on the earth. My friendship with an Indian student was the main cause of my ‘wake-up’ call. His stories of life back home, including accounts of his trips to forest reserves and his photographs of lush paddy fields in the villages, made me realize that the same earth, with many different faces, is shared by all mankind. He told me how lucky I was to have unlimited power and water, when many parts of his country were plagued by chronic power shortage and lack of water. This made me do some reading and I realized that Qatar has the highest per-capita carbon-dioxide emissions in the world, and our economic prosperity has a cost in terms of environment. My move to the USA has further strengthened my environmental consciousness. The beauty of the Rocky Mountains of Colorado has made me fall in love with the earth! I am now more conscious of the beauty of our sand dunes back home. I must confess that Americans are closer to nature than my countrymen. Being an avid soccer fan, my hobbies have not taken me close to the earth. Here, I find that fishing and trekking are very much a part of weekend life. The care taken of the National Parks makes me envy the close relationship many people have with the earth. I continue to be proud of Qatar’s place in the world economy. However, I am now conscious that it is possible to maintain this place without harming the earth. Oil is an essential resource to sustain human activity. But this can be produced in ecologically friendly ways. I am aware that energy has a price, and to exceed these limits will do irreparable harm to the earth. I intend to be involved in any efforts of my country to conserve the environment, and am

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Channel Design For Packaged Coconut Water Marketing Essay

Channel Design For Packaged Coconut Water Marketing Essay Through secondary research on supply chain in developed markets like USA and Europe, and also in emerging markets like Africa which are huge markets for packaged coconut water, we have tried to look at aspects like sourcing, transportation and distribution. Existing distribution channel in India for FMCG goods and beverages were also studied to understand the current scenario. Indian retail market dynamics are different for rural and urban areas and hence both were studied in detail to find out the most suitable model for both the markets. Finally, we have proposed a hybrid model consisting of a model for urban markets and a different model for rural markets. Contents INTRODUCTION The supply of coconut water in India is still very much fragmented and although it is available in packed bottles and pouches in some parts of India , the supply of it is mostly on roadside shops and road vendors, which is mainly the unorganized market. Hence we have studied the ways companies actually do business in coconut water in other countries where the supply chain is developed and has a bigger market than we have in India. There are different models which are opted for in different places of the world depending on the customer preferences, customer awareness, and the market size and growth rate. Although in India, mostly the production is in rural places, there needs to be developed a robust and efficient distribution channel whereby the coconuts are transported from these small rural places to processing plants and factories. The market for coconut water beverages grew by 100 per cent in 2011, taking the retail sale value of US and European markets to over $265 million (Rs.1,457 crore). The market is slated to grow another 50 per cent this year. Bottled in exotic flavours and in stylish cartons, its expensive: About $4 (Rs.220) a can. But its still available at  Rs.10-30 in Indian bazaars OBJECTIVES Our objective is to study and design distribution strategies for packaged coconut water. We intend to examine the intricacies of the category setup in the area of distribution channel, schemes, margins, partners, and transportation from various on and off field experiences. The project will cover the scope of both the traditional general trade/rural as well as the emergent modern trade. We plan to understand the distribution channel for existing packaged drinks and then identify the feasible options available for coconut water. We will conduct our study using primary or secondary data and design a distribution channel for the same. A detailed description of the designed channel will be given and a comparative study will also be undertaken. We will base our design keeping the following framework in mind: Precondition of marketing channel formation Identification of goals of distribution Specifications of the tasks of distribution Provision of alternative structure of marketing channel Analysis of factors influencing the performance of marketing channel Setting the optimum structure of marketing channel Selection of marketing channel intermediaries LITERATURE REVIEW Title-1: DEMYSTIFYING SUPPLY STRATEGY FOR COCONUT WATER Source: Beroe Inc Samyuktha S.R | Senior Research Analyst Paradigm Shift in the Coconut Water Market 2012 à ¨ à ¨ à ¨ 2020 Concentrated demand: The demand for coconut water is mainly from the developed countries, especially from the US. There is an increasing demand from EU and Australia as well. Demand Focus Demand across the globe: Increasing per capita income, and disposable income across the developing regions will attract more demand for coconut water. Level of Shift Price premium: At present, coconut water is priced roughly double of other mass market sports drinks. Price Equivalence Price parity: It is essential to bring the prices of coconut water to similar price points of other existing product category to sustain in the market. Level of Shift Expansion of product portfolio: The major beverage manufacturers are currently expanding their product portfolio comprising more naturally healthy drinks such as coconut water and RTD Tea. Consumer Preference Market cannibalization: There is potential threat from naturally healthy drinks category that can cannibalize the existing traditional soft drinks. This might be eating soft drink manufacturers original market leading to an overall decline in sales. Level of Shift Lower product differentiation: There are currently very few variation introduced coconut water. Till now it has come in standard flavors primarily fruit derived. Degree of Product Variation Higher product differentiation: There is high possibility of introducing multiple flavors and product enhancement in terms of introducing newer/innovative product line derived out of coconut water namely low calorie smoothies. Level of Shift Regional Insights Coconut Water: Factors US Europe Southeast Asia Market Share Consolidated Consolidated Fragmented Vita Coco is the largest player in the US which holds roughly 60% of the share. In the EU, Green coco is the leading player, but in Southeast Asia the market is highly fragmented. Coconut Availability Low Low High Southeast Asian countries are the largest coconut producing countries. Large quantities of coconut are available in these regions for extracting coconut water. Consumer Awareness Low Low High The natural beverage has a locational advantage in tropical belts in terms of widespread consumer awareness about its health and nutritional benefits due to centuries-long use unlike other regions namely the US and EU. Health Consciousness High High Low-Medium Increasing health awareness across the EU and US have resulted in growing demand for health focused drinks. This has paved way for the demand for coconut water in the recent past. Supplier Strategy The present procurement strategy by coconut water manufacturers is by entering into a long-term contract with multiple suppliers across the major coconut producing countries like the Philippines and Indonesia to ensure supply assurance. However, there is possible shift in the style of long term sourcing strategy by the companiesin the coming years to make certain on continuous supply of coconut water by either becoming a major/minor stake holder in the suppliers firm or by vertical integration. By vertically integration the companies are bound to own coconut plantation which requires high investment and trained labor to take care of plantations. Nevertheless the companies can have assured supply through vertical integration excluding unfavorable weather conditions, which has a critical role to play in terms of supply disruption. Procurement strategy overview and outlook GAPS IN THE LITERATURE: The paper fails to mention how the emerging countries in Asia would need to do to in order to achieve a distribution system where the product is available in all small rural outlets as well, because the market structure is different in countries like India as compared to the developed supply chain system in developed western countries. Title-2: CREATING A DISTRIBUTION ADVANTAGE IN INDIA Source:www. bcg. com/CreatingDistributi onAdvantageinIndiaMay07 Authors: Vikram bhalla, Abheeksinghi, Sharad varma India has become worlds largest markets for consumer goods Due to fast growing of retail sector, India has been host to consumer multinational companies for several decades Indeed, quite a few Indians think of Unilever, Nestle Philips Electronics as Indian companies Retailing density with more than 12 billion retail outlets ,India has highest retailing densities in the world Still India is relatively new territory with a number of inter-related factors that make distribution channel challenging. Most distribution models in India involve many intermediaries between companies and their retailers. Other distribution involves both retailers and Wholesalers who are served directly by the manufacturer. Infrastructure complexity- Only few full service distribution companies operate GAPS IN LITERATURE: The literature does not mention what should be the distribution strategy for a small price product like coconut water, which also needs to be converted from the tree into the hands of the consumer in s small period of time to avoid the product getting spoiled. Title 3: ANALYSIS EVALUATION OF DISTRIBUTION CHANNELS IN FMCG Source:http: // www.beemanagement Authors: Bee Management consultancy private limited. The supply chain of products in the FMCG market in India is one of the longest supply chains an industry could really have. There are as many as 5 levels of intermediaries involved in the entire supply chain. Even though these FMCG companies are big multinationals and Indian but face a major challenge of making their products available in the market in the right quantities and in the right time FMCGs dont really have a wide network of sales agents and other force which is required and is ideal for catering their products to the markets. This aspect is taken over by distributors, wholesalers and retailer whose margins on these products actually double the price of these products when a final consumer buys it. These products are transported either via roadways or railways within the domestic markets and normally dont take more than a week to reach the retailers. The distribution activities are highly volatile and dynamic. Since its a volume game, manufacturers make all possible efforts to boost sales and promote their distributors to earn more and more orders from the retailers and wholesalers. GAPS IN LITERATURE: The gaps in the paper with respect to coconut water would include how the supply chain system would be different for the product as most of the sourcing takes place from the rural parts of the country and the demand lies in both the rural and urban area, hence the rural demand needs to be met with the units supplied directly from the rural areas and the rest needs to be transported to the urban processing plants. Research Methodology We have taken the following research methodology: Secondary Research- Research was carried out to understand the existing distribution system for coconut water for any player and any market. Since the product category is mainly dominated by unorganized players, beverages industry was analyzed as the product category was similar to the coconut water. Major sources for secondary research were websites, literature review and articles. Primary research- Research was done to find out the expectation of the consumers from coconut water and to profile the customer based on data analysis to target for our product. Convenience sampling was used. CHANNEL MEMBERS Traditionally in our country a consumer has had a particular ritual before purchasing the coconut water. The ritual begins with first selecting the best coconut and it is opened in from of him and then he drinks it. This is very much different from the experience of buying a coconut water drink from at tetra pack. Modern Trade/Large Chain Retailers Direct access to the consumer Demands contribution margins, discounts etc. from the Brand Small Individual Retailers Huge number of small point sales Can also buy products directly through cash and carry or modern trade Indirect channel (Wholesalers) Play a fundamental role in beverage distribution Possess critical information regarding volumes of sales, competitors beverages etc. Price Cleanliness FreshnessFactors Governing Production Location Coconut water has been known for its natural health benefits that it offers to human kind. The benefit are well scripted in the traditional texts of Ayurveda and Unani. Coconut water has been said to provide minerals and energy, and prevent from dehydration in case of summers in the tropics. The tender coconut water has been said to improve digestion and help in the cure of UTI. But, to come up with coconut water drink in packaged form and to cater regions all across India definitely requires answering some essential questions including the areas of high production of coconut, the demand of coconut water in the country, what is the current coconut production, etc. The following factors can be taken into consideration while determining the production location: Procurement of Raw materials and location: Today, India is one of the leading producers of coconut in the world (ranks third) producing 13 million tonnes per annum. Kerala, Tamil Nadu, Karnataka, Andhra Pradesh are the highest producing states contributing 90% of coconut production in India which can be seen from the table (for year 2006-07) shown below. Area under cultivation in India is around 1.93 million Hectare where Kerala has the highest cultivation area of 0.898 million Hectare. In India, productivity for coconut has been increasing since past decade. In 2006 -07, productivity increased from 7608 to 8165 coconuts per hectare. Table 1: State wise production and productivity of coconut States Productivity(nuts/ hectare) Production (mn nuts/annum) Kerala 7046 6326 Tamil Nadu 13133 4867 Karnataka 3139 1210 Andhra Pradesh 8577 892 West Bengal 323.5 Orissa 274.6 Maharashtra 914548 273.4 Assam 204.9 Source: www.indiastat.com From the table, it can also be seen that Maharashtra has the highest productivity for coconut. Therefore, in future, it might come up as the largest producer of coconut if more area is brought under cultivation. Hence, one can say that there is a huge potential in India as far as production of coconut is concerned which is directly linked to the potential of coconut market. Proximity to raw material suppliers Coconut is considered as the cash crop by a lot of people living near the coastal areas. Moreover close to 7000 km of coastline in the country has given accessibility like no other in India. Any region which is in proximity (about 100-150km) to these coastal areas and is accessible by major towns and city should be considered. Proximity to domestic customers and export site Northern and Western parts of India are seen as a potential customer base as coconut availability is low in these regions. Hence the proposed region of production should be well connected with these parts of India. Moreover these parts also have ports (both ship and airports) for export of coconut water to other neighbouring countries. Costs The location should provide advantage in terms of low inbound costs owing to proximity to major procurement centres. In case the location lies in rural region, labour costs are cheap. Outbound cost in terms of product distribution and marketing should be low owing to the proximity to the domestic markets. Water availability should be readily available and cheap. Infrastructure Availability of power supply, telephone, mobile and internet connectivity are some of the infrastructural resources of the area. Connectivity to nearest railway station and airports should be taken into account. Moreover transfer of coconut water in particular conditions of temperature should be maintained so as to increase the shelf life of the product. Quality of Labour In a rural area, semi skilled labour required for manual operations is available cheaply. For the technical operations, technicians can be hired locally on as per need. Highly skilled technical labour would have to be incentivized to work in rural markets, but may also be hired on as freelancers. CHANNEL DESIGN Intensive Distribution Network Intensive Distribution is when a product is made available in many retailers. The products that are sold intensively are usually low priced or impulse purchase products.An example of the use of Intensive Distribution would be for chocolate bars. They can be found almost everywhere (grocery stores, department stores, convenience stores, gas stations, etc.) In this type of distribution the sellers unit costs for stocking are low. The convenience for customer is critical as most of the products are impulse buy products. In intensive distribution the product is everywhere. An example would be the retailing of gasoline. If you look at all the major retail outlets, they are on every corner. In an intensive distribution, the stocking costs are typically very low. Convenience for the customer is critical. When they decide that they need gas or toothpaste, youd better be there. Convenience is more important to the customer, whereas in selective distribution they are willing to travel to a retail outlet and have fewer choices for that type of product. Urban Distribution Network Company Carry and forwarding agents Redistributing agents Wholesalers Rural retailers Urban Retailers Consumers In this, the company directly supplies its product to the retailers which helps them to save the margin, which they give to the wholesalers and it also ensures quick availability of the product to the retailer. The flowchart above depicts the scenario. The company manufactures the product which is then sent to the carry and forwarding agents. After Manufacturing of the product, it needs to be sent to the market for sales distribution. This is where CF (Carry forward) agents come into picture. They act as a link between company distributor. They transfer stock from company to distributors. The distributors then make the product available in the market through retail dealer channel Rural Distribution Network Since last five years beverage companies had started penetrating rural marketing also. For the rural sector these companies are working on Hub and Spoke model. To reach out to rural India, we need to start out by drawing up a hit list of high potential villages from various districts. So to ensure full loads, large distributors (Hubs) need to be appointed, and they would supply the product from the  companys depot in  large towns and  cities.  . The hubs would appoint smaller distributors (Spokes) in adjoining area so that the goods can be distributed. Below is the diagram illustrating the same. CONSUMER PROFILING Since we are coming up with a product at the national level, therefore, it is important to identify the industry. Customers and consumers behaviors help to correctly define ones industry. Therefore, we conducted survey to identify the industry where our product will have an existence. The sample size was around 80 people out of which 96% people drink coconut water. Convenience sampling was used because of the time constraint. From this it can be seen around half of the people in the sample perceive coconut water as health drink and around 45% people perceive it as refreshing drink. From the survey, it has also been seen that people mainly prefer coconut water when they are thirsty, tired or when they want some health drink. As an overall perspective we can see that close to 80% consumers perceive coconut to be related to nutrition and wellbeing of their body. Others Thirst quencher Refreshing Drink Health drink No response What do you consider coconut water? 100 80 60 40 20 0 Percent Thus, from the survey results, it can be clearly seen that the product should have an existence in Health and refreshing industry which we, here, are considering it to be fruit juice industry as fruit juices are also perceived in the same way. Here, one might argue why not (Carbonated) soft drink industry? The reason why we are not placing our product in the same is that people do not consider carbonated drinks as health drinks, but thirst quenchers. Since we are positioning our product as health and refreshing drink so fruit juice industry suits the best which is also backed up by the survey so conducted. STP ANALYSIS: Segmentation: Demographic: The youth (Age: 15-30) will be the main target segment whereas the people of middle age will be the spillover segments. Geographic: We will target both rural and urban areas. Psychographic: Socioeconomic classification is done in rural and urban areas. Behavioural: This will be done taking into account the benefits and usage rate, as required by target customers. Targeting: Our target group of consumers would comprise people from SEC A and SEC B in urban areas and R1 R2 in rural areas, health conscious people, the youth who consider going natural as fashionable and also institutional buyers like airlines, railways, upmarket restaurants and hotels. We would also target doctors who would recommend our product to their clients. This would provide an immense opportunity to us to create a stronghold in the market and generate higher revenues and superior economic profitability. Positioning: We are positioning our product as a natural health drink that is extremely nutritive and also highly refreshing. Its tagline will be Naturally Refreshing MARKETING MIX: Product: Product is different from what we get from roadside coconut vendors since the shelf life of such products is very low. Our product has a shelf life of 9 months and hence making it available to a wide range of markets becomes easier since customers would rest assured of the quality of this product. We would also apply for accreditation by authorized food agencies like FPO and other quality control certifying agencies like HACCP. Packaging: Tetra packs will be made available both for small as well as large SKUs. The colour of the packs will be palm green and there will be images of green cocounuts, prominently displayed to reinforce the positioning of the brand. In the urban centers, especially in modern trade, plastic bottle packs will also be made available for SKUs greater than 500ml. Price: We would price our product competitively. We would initially launch the product in tetra packs of 200 ml and 1 lt capacity priced at Rs. 20 and Rs. 95 respectively. This is almost in line with our competitors pricing strategy. For rural areas, focus will be on Rs.5 and Rs. 10 SKUs. These packs will drive penetration through trials. This would ensure greater returns to us and also project a high end quality image of the product in the eyes of consumers. Place: Our processing unit would be located in Tamil Nadu since the procurement would be done from nearby places. So, we would be saving on inbound transportation costs. We are launching the product throughout the country in one go, mainly targeting the northern, western and eastern market. Focus will be on Traditional trade, for intensive distribution. This will include paan shops, LEG, HEG and chemists as well. Modern trade: In urban areas, there is huge potential of modern retail formats and our product will be made available in Hypermarts, Supermarts and Food Stores. Alternative Channels: We will also focus on convenience aspect of marketing channel. The packaged coconut water will be sold in various bus depots, airports, transit points and railway stations. The on-the-go proposition of the product makes it an ideal option for consumers to get instantly refreshed when they are travelling. Promotion: We would take up heavy promotional campaign to build awareness about our product and to push it in the market. We would keep track of activities that our competitors would be doing so that we can strategize further. We would incentivize our channel partners and create a push strategy to gain more shelf space. Heavy advertising and brand promotion activities would be taken up to increase visibility of our product. Since we are new players and unknown to consumers, we need to spend heavily on the above mentioned activities so that we can sustain competition from giants in the industry and eventually overtake them. We would also consider sponsoring T.V. shows, sports events and cultural nights so that our target consumers can be made more aware of our brand. We understand that building good relationship with our suppliers, channel partners and customers would be the formula for our success in the market. Focus will be on ATL as well as BTL campaigns. ATL: An ad campaign with a southern actor with mass appeal can be launched to popularize the brand. BTL: This will be the prime focus area especially for promotions in alternative channel routes. Such campaigns will help in boosting sales and make the product a quick-recall refreshing option for the customers. We would be placing our product mainly in modern format retail stores, hypermarkets where new ideas are more readily accepted by consumers. Here we would have a greater chance of showcasing ourselves and increasing our visibility. Besides, these are places which are frequented by our target group of customers. We would like to ensure that the quality of our product is intact when it is in the market and hence we would like to sell it through stores that take good care of inventory, have good and adequate storage facilities. Also, we would be able to track not only our sales and turnover but also that of our competitors. This data would be available through the store manager because unlike traditional retailers, he would be engaged in systematic data management and record keeping. SWOT Analysis of our product Packaged coconut water Limitation and Future Scope of Research Limitation: The research on channel design is qualitative rather than quantitative. It is very difficult to assign weightage to different parameter for choice of channel design. The research suffers from the perception of service output with respect to another. A different set of researcher may have given different weightage to different parameters and hence could have come out with different recommendations. Current market is unorganized and there are very few and small organized players. The research is heavily borrowed from the experience of beverage industry as the product characteristics are perceived to be more or less similar. We havent considered e-commerce as the channel for the product Future Scope of research: As the market is naÃÆ' ¯ve, so there is a lot of scope for new players. In future, if the intermediaries happen to be removed from the distribution channel with companies directly selling the product to the consumers like in US and the coconut water market gets more organized, the distribution channel strategy might have to be revamped. As there is no current established market leader in this category, we are trying to replicate distribution strategy of current beverages industry in India. So again if the market grows substantially in future, the present distribution needs to be changed drastically and a completely different distribution model might have to be designed. We can also think of selling directly to consumers through e-commerce. CONCLUSION Setting up a distribution channel for coconut water requires some strategies which are different from traditional distribution methods for other products like aerated drinks, mineral water etc. There is huge potential for a product like packaged coconut water to work in a country like India. Coconut is already seen as a product which is very useful in daily requirements of households in southern parts of the country, and coconut water is seen as a product which would essentially quench thirst for the people as well as have some nutritional value. Designing a packaged coconut water drink has some unique challenges in itself. To market the product, we not only have to look at the aspect of providing just coconut water to the end consumer, but provide a solution to him, so that he can quench his thirst, and also get the nutritional benefits provided by coconut water. For this purpose we have used a systematic approach to design the distribution channel for coconut water. Despite coconut waters potential as a competitor in the bottled beverage market, attempts to capture those qualities in a commercial product have been largely unsuccessful. Once exposed to air, coconut water begins to ferment, and rapidly loses most of its organoleptic and nutritional characteristics. To eliminate the risk of bacterial growth, commercial bottlers are forced to sterilize the product using high-temperature/short-time pasteurization, which destroys some of coconut waters nutrients and almost the entire flavor. We have studied some of the current channel designs currently being used for distribution of aerated drinks, and figured out how different strategies are being used to distribute the products in rural as well as urban areas. Also, while designing a new channel we have to keep in mind that the Indian retail setup is such that still only 2 % of all retail takes placed through organized retail. The rest of the retail still takes place through unorganized channel and this leads to a lot of intermediaries being involved in the traversal of the product from the manufacturer to the end consumer, which provides its own unique challenges. According to our consumer survey, we have figured out that the ideal way to position our product is as a health drink which refreshes, so it is placed on a pedestal where it might be put by the consumer in the same category as a packaged fruit juice. This particular product category is growing at a very fast pace, with more and more people becoming health conscious and going for products which are healthy and refreshing. There has also been a general trend of people going for substitutes of aerated drinks as thirst quenchers as opposed to say 10 years ago. We intend to use an intensive distribution strategy mostly in northern parts of the country, because in those parts there might also be some novelty factor attached to coconut water, as it would not be as readily available as in the southern parts of the country. In the end we would like to add that in a market like India, no particular channel can be said to be an ideal distribution channel. Multinationals which have been operating in India for many years now have seen that even for marketing the same SKU to different sections of consumers, altogether new channels need to be setup in some cases, whereas some modifications need to be made in other cases. Hence we would initially target those segments of the consumers where we feel that maximum chances are there for innovators segme