Swifts Gulliver’s Travels by Jonathan Swift Essay

Swifts Gulliver’s Travels enables us to critically and harshly analyse our world and encourages us to evaluate the customs of early 18th century English society in relation to an ideal humanity. In order to address the injustices prevalent in human constructs and behavior, Swift uses literary techniques to induce a state of extreme self-doubt. The satires assessment of humanitys positive and negative traits is developed through Gullivers awkward process of identifying with the loathsome Yahoos and idolising the rational Houyhnhnms. The allegory of a domestic animal portraying more humanity than humans exemplifies the flaws of human nature and the tumultuous, uncertain philosophical, ethical, and scientific thought, of Swifts†¦show more content†¦The yahoos seemed to not only posses the senseless attributes of animals but also the corruption of humans. The major contrast between both of the races constructs a satiric object of mankind’s corrupt and animalistic n ature. This is violently reinforced when Gulliver involuntarily returns home to England with his ardent assumption that the â€Å"restive and indocile, mischievous and malicious (386) Yahoos are in fact human. This severe corruption of human nature leaves the reader feeling quite distressed, due to the fact we are left to satirize the affectations of the â€Å"wise and virtuous Houyhnhnms†(425). Gulliver’s Travels was published in 1726 during a fitting time of enlightenment in the areas of politics, science and human reason (Nutall, 1958). Humor, bawdy scenes, fowl language and the bizarre situations throughout the novel, allow Swift’s satire to construct an intricate attack on the philosophical position of his political adversaries. Dircks (2006) suggested that a careful evaluation of the social habits and lifestyle of the Houyhnhnms bore an indisputable attack on the social theories of the Whig government (137). The Houyhnhnms have no concept of government and they view Gulliver’s proud depiction of his government as flawed, due to the fact that a rational creatureShow MoreRelatedGulliver’s Travels by Jonathan Swift1526 Words   |  7 PagesIn the fourth book of Gulliver’s Travels, Jonathan Swift uses satire to draw reader’s attention towards his concerns about humanity and uses irony to reveal his cynical views towards human kind. According to the Great Chain of Being, a term developed by the Renaissance that describes a divinely hierarchical order in every existing thing in the universe, human beings are placed a tier higher than animals (http://academic.brooklyn.cuny.edu/english /melani/cs6/ren.html). However, by comparing humanRead MoreGullivers Travels by Jonathan Swift1367 Words   |  6 PagesWhen Jonathan Swift published his novel Gulliver’s Travels in 1726, it immediately became a success and continues to be popular even today. The range of different topics addressed in his sardonic novel allows readers to easily relate, as many of the issues of Swift’s time during the Enlightenment remain relevant issues. As Swift wrote in another satirical piece The Battle of the Books, â€Å"Satyr is a sort of Glass, wherein Beholders do generall discover every body’s Faces but their Own.† The EnlightenmentRead MoreGullivers Travels by Jonathan Swift940 Words   |  4 PagesIn J onathan Swift’s Gulliver’s Travels, Gulliver is washed up onto a foreign land where he encounters two species: Houyhnhnms, ruling intellectual horse-like species, and the Yahoos, brutish human-like animals. As a foreigner, Gulliver tries to integrate himself with Houyhnhnms community and through his attempts of communicating Gulliver ultimately fails due to his striking similarity to the brute Yahoos. 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Throughout the novel, Gulliver repeatedly, finds himself in predicaments because societal norms and the role of government in our society. Swift shows how the idea of who people are due to their position in society. Gulliver is an outsider to the society of Lilliput, he tries to fit into their world but fails, not only because of his size butRead MoreReview of Gullivers Travels by Jonathan Swift Essay1296 Words   |  6 PagesReview of Gullivers Travels by Jonathan Swift Gullivers Travels is a satirical novel. It was written for two different target groups; the first target group is a very young age range and it is a simple but still very exciting fairy tale, the second target group is for a lot older and more sophisticated group as it is a comment that is satirising the life, times and background of Jonathan Swift. An example of Swift making a comment on mankind is in the third part ofRead MoreSatire in Gullivers Travels Jonathan Swift Essay1032 Words   |  5 PagesSatire in Gullivers Travels Jonathan Swift In Gullivers Travels, Jonathan Swift makes a satirical attack on humanity. In the final book, Swift takes a stab at humanity by simultaneously criticizing physiological, mental, and spiritual aspects of humans. Literary critics Ronald Knowles and Irvin Ehrenpreis both agree that the last book focused entirely on satirizing humanity. The Yahoo brutes that inhabit Houyhnhnm Land are a despicable species that have the physical appearance of humansRead MoreSatire in Jonathan Swift ´s Gullivers Travels1944 Words   |  8 Pagesearly eighteenth-century, Irish writer Jonathan Swift produced one of the most printed novels known to date. The novel, Gulliver’s Travels, not only received recognition for being reprinted an immense amount of time, but also for the satire found within the novel. Swift intended his novel to be used as a scapegoat in which he would reveal his opinion on the English society. Swift was able to demonstrate this satire through the four part plot of Gulliver ’s Travels. Each part of the novel told the journeyRead MoreMany Contemporary Issues Tackled in Gullivers Travels by Jonathan Swift894 Words   |  4 Pagestell us that nothing is great or small than by comparison. In the novel Jonathan Swift tackles many of the contemporary issues of his day. His portrayal of English society alludes to the fact that he perceived many evils in the structure of society. In the novel Swift puts focus on the issues of economy, government, war, mankind and plictic. As a result of his insightful perspective into the fabric of society, Gulliver’s Travels, is regarded by many as being one of the greatest satires in modern historyRead More Comapring Naivete and Satire in Jonathan Swifts Gullivers Travels and Voltaires Candide2292 Words   |  10 PagesNaivete and Satire in Jonathan Swifts Gullivers Travels and Voltaires Candide       A child has the ability to make the most critical and objective observation on society and the behavior of man. How is this possible? A child has yet to mature and lacks proper education and experience. However, it is for this very reason that a child would make the perfect social scientist; his or her naivete may provide an excellent means of objective criticism and most often satire. A childs curious

Symbols And Themes In Homer Hickams October Sky - 923 Words

The Sputnik I, the world’s first satellite, was launched on October 4, 1957. The following day, Sonny Hickam, a 14 year-old boy from Coalwood, West Virginia, witnessed Sputnik orbit and sparked his dream to build rockets. Throughout the novel, Sonny encountered many people and friends who had helped further him along his mission to escape Coalwood and work for his inspiration, Dr. Wernher von Braun in Cape Canaveral. In Homer Hickam’s novel October Sky, he uses the themes having a dream and going after it, resistance to defeat, and self vs. society to demonstrate that anything is possible, even building rockets in a town that men only play football, mine coal, or enlist into the army. He expresses these using symbols, characters, and†¦show more content†¦This setting makes achieving dreams more difficult. They were forced to prove everyone wrong about the rocket-building. â€Å"To get out of here, you’ve got to show your dad you’re smarter than h e thinks. I believe you can build a rocket. He doesn’t. I want you to show him I’m right and he’s wrong† (Hickam 51). Sonny’s mother and a small number of others believed they could build rockets, but everyone else, including his father, was against it. People did not just leave Coalwood after high school without a scholarship or money saved for college. â€Å"‘You’ve got to get out of Coalwood, Sonny,’ Mom said. ‘Jimmie will go. Football will get him out. I’d like to see him a doctor, or a dentist, something like that. But football will get him out of Coalwood, and then he can go and be anything he wants to be’† (Hickam 50). Elsie did not want her children to get trapped in the small mining town because she knew it was only a matter of time before its economic stability went bad. She also wanted them to be more than just another miner, she believed in her kids more than they did at times. Failing is a part of life. Learning from it gives one the knowledge necessary for success. Although his first rocket fell apart and blew up part of his backyard fence, Sonny and his friends stayed determined. Other students and citizens of Coalwood began to tease the members about their rockets saying they’re just building bombs, but they refused to let it phase them. â€Å"My father had clearly, in

Bare Esentuals in Bangkok Free Essays

Executive Summary Bare Escentuals, Inc. is an innovative cosmetic company in the United States and the leader in mineral-based cosmetics. They sell not only in the United States, but also internationally in four other countries: UK, Japan, France, Germany, and Canada. We will write a custom essay sample on Bare Esentuals in Bangkok or any similar topic only for you Order Now However, we are seeking to expand into the Southeast Asia region; specifically, Bangkok, Thailand. The country is considered to be an emerging economy in the take-off stage. The cosmetic market in Thailand is rapidly growing and new entrants are beginning to recognize the opportunity for a growing market share within the region. Within the city, there are a few brand name cosmetic leaders, but none with a mineral-based product. Bare Escentuals hopes to fill the gap in the market with a new type of lightweight mineral-based powder which is in high demand. Thai culture is driven by the all-natural, eco-friendly perspective and we believe our mineral-based cosmetics company will offer a highly-differentiated, healthy, and lightweight product. We feel that our line of powders will best suite this market. The Company utilizes a distinctive marketing strategy and multi-channel distribution model to develop, market, and sell cosmetics, skin care, and body care products under its bareMinerals, RareMinerals, and namesake Bare Escentuals brands. Introduction Since the introduction of Bare Escentuals in the public sector, sales have steadily grown reaching 556 million in 2008. With sales expected to sustain current growth, we have decided to enter a new foreign market in Southeast Asia, beginning in January of 2010 by introducing our product line during the peak of tourist season in Bangkok, Thailand. We have experienced much success in our other foreign markets, and we believe Bangkok is the best city for our product line to continue its strong growth. As this market grows, other investment opportunities could bring us to openings in other major Southeast Asian cities such as Chiang Mai, Phuket, and maybe Singapore. We offer a healthy and lightweight alternative to conventional cosmetics while providing light to maximum coverage for all skin types resulting in broad-based appeal to women of all ages. At Bare Escentuals, we believe that our multi-channel, integrated business strategy enables us to build brand awareness and increase consumer loyalty by providing the best makeup experience possible. Cultural Analysis Religion Bangkok’s primary religion is Buddhism, accounting for 96% of the population. Beautiful temples are all over the city, and it is not uncommon to see monks walking around downtown early in the morning. It is a part of their everyday life, and our company must understand the importance of their religious traditions. Thais believe that supporting the order of monks, or Sangha, brings one closer to Buddhist ideals, and increases the likelihood of better life beyond this one. They make regular offerings to local monasteries as acts of merit-making. Each of the temples in Bangkok is unique, having its own architecture, history, and spiritual importance. Most people visit the temples early in the morning. Insight into their religion allows the company to take certain character traits into consideration when advertising, marketing and promoting the Bare Escentuals product in Bangkok {draw:frame} Language Thai is the country’s national language. It is confusing to many tourists because it utilizes the Khmer script and is spoken tonally. Many westerners focus on speaking Thai, whereas taking the time to learn Thai script would be more beneficial to understanding the basic foundation of the language. The reason for the confusion is that various reference materials written about the language each use a different phonetic spelling with the western alphabet. It is sometimes difficult to see the connection between the letters with multiple sources of information. Foreigners are usually allowed more leeway, since the effort to speakingThai is widely appreciated. Family Life Cultural Values Thais place a strong emphasis on ensuring that everyone has good time, no matter where they are. This emphasis is also common in the workplace. Emotions play a very strong role in their society, which leads one to assume it plays an even stronger role in their decision making. Thais prefer to avoid stressful, personal confrontations or anything unpleasant. They usually make a conscious effort to ensure their feel-good emotions are reserved. The priority which Thais give to their emotional state is perhaps one of the main features of their society that has made the country a rather special place in the hearts of many foreigners over recent years. The Thai enthusiasm for sanuk, or having a good time, is infectious and is a cultural aspect often envied by visitors to Thailand, as it encourages people to listen more often to their feelings, rather than their hea ds. In contrast, most Western societies encourage and reward the use of rational values in the decision-making of their people. Consumer Habits We must know how our customers shop, socialize, entertain, and of course purchase products. Most of Bangkok’s residents prefer to shops in local malls, which house many floors with almost anything one could imagine. In order to reach our target market, we must understand the habits which influence buyer behavior in the region. â€Å"The youth market is critical not only to marketers marketing youth targeted products, but also all consumer products. Building brand awareness in youth is a mainstay for many large consumer products and services. Companies such as Bare Escentuals, who wish to build brand loyalty not only now but for the future, must look towards this market with enthusiasm. Building brand loyalty has the largest potential with the youth market. Certainly the youth market controls a still increasing proportion of disposable income throughout most developed and developing countries in Asia. Entry level salaries are increasing from very low levels in years past, and many middle to upper-class parents are extremely generous with allowances to their children. Thai youth attitudes are affected by the same Buddhist religious and national culture that pervades Thailand generally. In comparison to Chinese Buddhism and Confucianism, this culture encourages individualism, youthful idealism and tolerance and respect for divergent views. It also shares the respect for age and family. At the same time however, it is conservative- embracing change very slowly. Hospitality As a culture in general, Thais go out of their way to make others feel at home and comfortable. Their selflessness is evident in their friendships, too. For example, it is common for the wealthier friend to pay for the bill when having dinner or drinks. When conducting business in Bangkok, our representatives must know the ranks of all employees so as to address each one properly with the correct gestures. It is very important when conducting business with Thailand to show respect. Thais address each other by their given names, preceded by Khun, and reserve family names for formal occasions. In formal situations, foreigners may address Thais by using â€Å"Mr. ,† â€Å"Mrs. ,† or â€Å"Miss† with the given or family names. {draw:frame} The City Bangkok is not only the capital of Thailand but is both the region’s and the country’s major transportation hub. It has one of the most efficient airports in Asia, not the most modern, but very large. The city also has three bus terminals and a centrally located train station. An elevated rail line opened in 1999 to make all parts of the city accessible. Bangkok has a terrific infrastructure to support our business and the delivery of our product to the end consumer. Numerous multinational corporations base their regional headquarters in Bangkok, making it a regional force in finance and business. Its increasing influence on global politics, culture, fashion, and entertainment underlines its status as a global city. In 2009, it was the second most expensive city in South-East Asiabehind Singapore. † The city’s wealth of cultural landmarks and attractions in addition to its notorious entertainment venues has made it synonymous with exoticism. The large perce ntage of wealthy citizens within the city is due to its rapid modernization, which is often seen in the cityscape and the urban society. Bangkok draws in 11 million international visitors each year, trailing just Paris and London. Bangkok has a population of approximately 6,355,144 residents while the greater Bangkok area has a population of 11,971,000 (January 2008). The capital is part of the heavily urbanized triangle of central and eastern Thailand which stretches from along Bangkok to the heavily Industrialized Eastern Seaboard. Bangkok borders six other provinces: Nonthaburi, , , , and ; all five join to become the Bangkok Metropolitan Area. Political System {draw:frame} Joint Ventures Government Social Programs and Health Care Thailand has an excellent medical care system, with most medical personnel speaking fluent English, as many were trained overseas. One of the larger hospitals with an English-speaking staff is Bumrungrat Medical Center and Hospital. It offers 24-hour emergency room care and ambulance service. Economic Description With a well-developed infrastructure, a free-enterprise economy, and generally pro-investment policies, Thailand was one of East Asia’s best performers from 2002-04, averaging more than 6% annual real GDP growth. However, overall economic growth has fallen sharply- averaging 4. 9% from 2005 to 2007- as persistent political crisis stalled infrastructure mega-projects, eroded investor and consumer confidence, and damaged the country’s international image. The growth rate fell to 2. 6% in 2008. Exports were the key economic driver as foreign investment and consumer demand stalled. Export growth from January 2005 to November 2008 averaged 17. 5% annually. Business uncertainty escalated, however, following the September 2006 coup when the military-installed government imposed capital controls and considered far-reaching changes to foreign investment rules and other business legislation. Although controversial capital controls have since been lifted and business rules largely remain unchanged, investor sentiment has not recovered. Moreover, the 2008 global financial crisis further darkened Thailand’s economic horizon. Population The population of Thailand is 65,905,410. It is the 20th largest in the world. Exchange Rate The official currency used in Thailand is the baht. It is considered a stable currency whose rate is based on the US dollar. Exchange rates are best at banks and authorized money changers. The baht per US dollar is 33. 37 (2008 est. ), 34. 52 (2007), 37. 882 (2006), 40. 22 (2005), 40. 222 (2004). So over the past five years the baht has been gaining value over the US dollar. Inflation Rate The estimated inflation rate for Thailand in 2008 was 5. 5%. GDP per capita $8,400 (2008 est. ) {draw:frame} {draw:frame} Labor Force Transportation Modes The automobile is the most common form of transportation used by Thais; however, taxis are commonly used because of their great value. The starting fares are 35 baht or $1. 17 US dollars for the first three kilometers and 5 baht or $0. 16 US dollars for every additional kilometer. This is considered to be a great value and is great for not only Bangkok locals, but even for foreigners. Motorcycle taxis are also very common in Bangkok particularly because of common traffic jams. Because of their small size they are the fastest way to navigate through traffic jams. The drivers of the motorcycle taxis can be easily spotted by their bright-colored vests and helmets that are worn by both, the driver and the passenger. Because motorcycle taxis do not have meters, fares are agreed on before take-off. The metro is another mode of transportation that is commonly used in Bangkok, but is more commonly used to travel around the whole country. It is almost like an underground, tunnel enclosed railroad on which trains are able to travel through. The metro is most commonly used by those who have to travel long distances from one Thailand city to another. Fares are based upon distance traveled. Real Estate Foreign Investment Thailand’s government maintains an open, market-oriented economy and encourages foreign direct investment as a means of promoting economic development, employment and technology transfer. Foreign investment in Thailand significantly influenced the buoyant economic growth of the last 15 years, spurring Thailand’s transformation from an agriculture-based economy, to one balanced with industry and manufacturing. International Trade Statistics Thailand’s exports were $174. 8 billion (2008 est. ), up from $150 billion (2007 est. ). Thailand’s imports were $157. 3 billion (2008 est. ), up from $124. 5 billion (2007 est. ). Their highest-valued imported products were capital goods, intermediate goods and raw materials, consumer goods, and fuels. Trade Regulations Import duties are generally levied on any imported goods before releasing them from the custody of Customs; except for goods receiving specific privilege that qualifies according to the law. If they receive these privileges, then the duty will either be reduced or be taken off completely. An importer has only three types of duties to pay before the imported goods are released from the custody of Customs: Customs Import Duties with an ad valorem rate Excise Tax for Excise Department and Interior Tax Value Added Tax (VAT) for the Revenue Department There are six duty rates for imported goods, excluding vehicles which have special rates. These duty rates are as follows: Duty rate is 0% for goods that government policy provides not to collect duties Duty rate is 1% for raw materials Duty rate is 5% for primary products and capital goods Duty rate is 10% for intermediate products Duty rate is 20% for finished products Duty rate is 30% for government protected goods All duties shall be levied in accordance with the provisions of Thai Customs Law and the Law on Customs Tariff. Payment of duties shall be made to the Competent Officer at the time of passing the entry. Duties can be paid either by cash or check. Checks must be drawn on the Bank of Thailand but certified checks from other commercial banks will be accepted. Duties or acceptable guarantee must be paid to Customs prior to the examination of the goods. Our duty rate is 20% and will be paid on the profit which we make within Bangkok. If we request a clearance of goods subject to a dispute, such goods can be released either by: Paying the maximum rate of duty and reserving the right to settle the dispute at a later time or Paying the amount of duty declared together with an additional amount covering the maximum payable duty as a guarantee â€Å"In valuing any imported goods for duty assessment, Thai Customs uses the True Market Value principle for such purpose. True Market Value of the goods is defined as the wholesale cash price (exclusive of duty in the case of imports), for which goods of the like kind and quality would be sold without loss at the time and place of importation or exportation, as the case may be, without any deduction or abatement. † For the vast majority of imports, the CIF invoiced price is accepted. However, in some exceptional cases, the value is established by reference to the maximum prices of the goods of a like kind and quality brought into the country in a previous limited period, generally not more than three months for finished goods. Trade Regulations (cont’d) â€Å"As the GATT Customs Valuation Code is now being increasingly adopted by many trading nations for uniform and neutral valuation of goods as well as prohibiting arbitrary or fictitious Customs value,† Thai Customs realizes this necessity and is proceeding towards adoption of this Code. Importers or agents authorized by importers and approved by Customs must comply with the Customs laws and other customs related laws. Importers or agents must pay the full amount of duties and taxes or deposited cash security. Import entry has to be made quadruplicate, accompanied with supporting documents as follows: Invoice Packing list Bill of lading/airway bill Import license (if any) Foreign transaction Form 2 if an import value exceeds 500,000 Baht Other documents (if any) e. g. Form D The cosmetic industry, 446120, is definitely a mature industry, and many of its leaders have been producing quality cosmetics for almost a hundred years. Many of those who are leading the cosmetics industry are oil or cream- based foundations and powders. The Bare Escentualsproducts are mineral-based powders and are made from all natural products. Their powders reach a new market of women, those who are looking for alternative, more natural makeup products. By finding a niche in the market, our company believes in that expanding into the international market will lead to faster growth rates and greater profit margins. With every new market entry, we must realize that the cosmetic industry is different in other regions of the world, especially in Southeast Asia, where our company will open a new store in Bangkok, Thailand. SWOT Analysis Main Competitors Elizabeth Arden Estee Lauder L’Oreal cosmetics. They all have been in business for nearly 200 years combined. With many years of experience comes an elite, high end, and loyal clientele that has been accrued over the many years of operation. These are the biggest threats to the success of Bare Escentuals mainly because of a few points that provides them with a slight competitive advantage in certain geographical areas. These large cosmetic corporations are able to satisfy the desires of so many of their customers mainly because of the large scale of which they operate on. Their demand is driven by the economic conditions of each country they do business transactions in. Although confronted by three of the primetime players of the cosmetic industry, Bare Escentuals still holds their own by maintaining a competitive edge through an alternate way of conducting business. One thing that Bare Escentuals pride themselves on is how readily available their products are made, thanks primarily to the numerous ways in which their customers may accommodate their products. Another edge that Bare Escentuals maintain over the larger companies is how conveniently priced the majority of their products are. Not only can they place a comparable product of their own directly across from your top cosmetic producers such as Elizabeth Arden, but they definitely have the upper hand when it comes to the final price tag. By aggressively pricing their products, they force the entire industry to accommodate in order to maintain a clientele that could change at the drop of a hat in the economy that we find ourselves in today. Elizabeth Arden, Inc. Elizabeth Arden goods are sold in over 90 countries worldwide, with major markets in the United States and Europe and have been a world leader in the cosmetics industry since the 1920s. Strengths: Strong celebrity backing from celebrities such as Mariah Carey, Hilary Duff, and Britney Spears Wide variety of cosmetics Strong growth prospects Weaknesses: Poorly performing retail stores world-wide Steady narrowing customer base Declining market share and profits Opportunities: New business strategy acquisition New product line launches Revamping of customer orientation with hopes to regain market share Threats: More price conscious competitors in the global market Consumer preference Increased competition Counterfeit goods Declining global market Estee Lauder Bringing the best to everyone we touch. † â€Å"By â€Å"the best†, we mean the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946. They remain the foundation upon which we continue to build our success today. â€Å"- Estee Lauder’s Mission Statement. Strengths: High-end prestige cosme tics Innovation of new and ingenious products World class marketing strategies to prevent their household products from cannibalizing one another Wide international presence Strong research and development teams Efficient use of all resources Strong growth prospects Weaknesses: Reliance of few customers Diminishing market share Poor reaction to increased competition and global economic change Opportunities: Keeping current customers Reaching new customers (i. e. the teen market) Continuing to grow globally Threats: Increased size of market and level of competition Poor reaction to foreign laws during global business transactions U. S. economic slowdown is halting business around the world L’Oreal This company is a global powerhouse that markets over 500 brands and more than 2,000 products in various sectors of the beauty business. Such products included hair colors, permanents, styling aids, body and skincare, cleansers and fragrances. Indeed, the L’Oreal Group has reached the peak that all cosmetic brands are seeking after. Strengths: Percentage penetration of fragrances and some cosmetics High brand loyalty Customer base that is willing to try new and innovative products Large amounts of resources to spend as far as market analysis, development, and advertising Wearing these premium cosmetics give off an indulgent feel High prices also lead to high profit margins Wide availability of products Weaknesses: Peak sales tend to be very seasonal with severe drop-offs depending upon the time of year or special event in a specific country Decentralized organizational structure can make control very difficult for all employees Opportunities: Direct concentration on the fastest growing fields in the beauty industry (one of which just happens to be cosmetics) Benefiting from increasingly ageing and affluent population in more developed countries, including Bangkok Concentrating on emerging markets mainly because emerging markets is where a large percent of your global economic growth may occur Threats: Increased number of competitors in the industry with comparable products which may also be more price friendly Economic downturn that is quite evident in other countries Spending habits of consumer and the economic crunch that most countries are experiencing Bare Escentuals Since 1976, Bare Escentuals has focused on using only the finest ingredients in their products to insure a new level of customer satisfaction without having to break the seal of their clientele’s wallets. Bare Escentuals, Inc. s one of the fastest growing prestige cosmetic companies in the United States and a leader in mineral-based cosmetics. The Company utilizes a distinctive marketing strategy and multi-channel distribution model to develop, market, and sell cosmetics, skin care, and body care products under its bareMinerals, RareMinerals, and namesake Bare Escentuals brands, and professional skin care products through infomercials, home shopping television, specialty beauty retailers, company-owned bout iques, spas and salons, and online shopping. Strengths: Inexpensive when compared to competition Well formulated to provide the best results for all end users Makes use of all their resources Convenient location and distribution Award winning products for just about every sub-class in the cosmetic industry Weaknesses: Use of many resources trying to convert customers Smaller clientele base Reliance of certain channels of distribution Limited coverage area Opportunities: Newest entry into the Global market Rapid growth in new areas of Tourism Declining customer service from competitors may lead to increased customer base Capitalization of innovative technology that may provide a competitive edge Threats: Economic downturn and inability to adapt to consumer buying habits Instability within the country and the political environment Demand for product Greater competitive growth stream than your own Market Analysis The overall growth potential for the cosmetic market during the 2006-2008 is expected to grow between 15-20%. Superior quality, international branded cosmetic products are expected to do better due to good brand image, brand loyalty, and perception of good quality. Products from the US lead the import market. Meanwhile competition from France, Japan, the United Kingdom, and Germany is getting stronger. Hair care and makeup products maintained single digit growth, while skin care and perfume showed better growth at 17 and 15 percent. The product lines of problem-solving cosmetic have good growth potential. These include products such as anti-wrinkle cream, anti-aging facial cream, whitening facial and body lotion. More cosmetic products especially designed for men are becoming popular. Thailand remains a strong manufacturer and exporter of shampoos and other hair care products, color cosmetic and skin care products. Health and Beauty Health and beauty are taken seriously by Thai women. Thai women are known for their beauty all over the world. Therefore, Thailand cosmetics manufacturers are in great demand. Thailand’s cosmetics market has experienced a huge improvement over the years following an apparent change in women’s behavior, with cosmetics now being seen as a luxury. {draw:frame} Political and Legal Forces There are many political and legal forces that companies must understand. Regulations in labor, pricing, supply chain and consumer protection all have a part in governing our industry. Political and legal forces influence the stability of the business environment. It is an external force that has impacts no one business can avoid, but only can adapt to it. When the government suddenly alters taxation policies, it creates an unfavorable effect of increased taxes and results in prices of goods and services increasing. When the prices of goods and services increase, the cost of production in the business will increase. Laws Make sure the company is aware of all licensing requirements and the requirements of applicable import and export control laws Make sure the company observes all privacy and data protection laws and regulations of other countries and authorities Paying bribes to government officials is not allowed, even if the bribes are common practice To enter into an agreement with an agent (or a department store, in our case) that relates to business outside the US, it has to be approved by Bare Escentuals. {draw:frame} Target Market We want to target two different populations which consist of middle-class women ranging from 15-64 years of age and also the Katheoy population in Bangkok. Thailand has a very high percentage female population with something over 70%. Kathoey or katoey generally refers to a male-to-female transgender person or an effeminate gay male in Thailand. Ladyboy is the term used in English conversations with Thais. Kathoeys are often identified at a young age, and are considered to be â€Å"born that way. † They spend a lot, both in terms of money and time, to appear as beautiful as possible. As a matter of fact, some of these ladyboys or the katoey are so beautiful that they are objects of envy for many women as well. Within that 70% of the Thai population being women, there are a high number of guys who, it might be said, are on the edge. They are male, but with a strong sense and feel of being and wanting to be female. Mission Statement The mission of this company is to make you look and feel your absolute best. Our objective is to provide you with a flawless look, giving your skin a healthy and improved condition and appearance. We help you discover your inner and outer beauty. We are committed to providing and supplying the most creative and innovative mineral-based cosmetics. We provide luxurious skin and body care products that perfectly indulges the complexion and enhances the quality of life for you. By focusing on only the finest natural ingredients and developing pampering formulas that soothe, nourish, and protect, this revolutionary line will take the concept of natural beauty to a whole new level. Marketing Plan Product Bare Escentuals, Inc. is one of the innovative cosmetic companies in the United States and the leader in mineral-based cosmetics. The first Bare Escentuals boutique opened its doors in 1976. Their all-natural and eco friendly approach with their minerals line, which was the first of its kind to launch in the industry, uses ground-up, earth-mined minerals and high percentages of botanical essences. This revolutionary makeup is the perfect mix of makeup and skincare. We will be starting out by putting our starter kit in a store, which consists of 4 powders and 4 brushes. This will give people a taste of the Bare Escentuals brand. This will be the starting point and we may further expand depending on the response of our Bangkok target market. BareMinerals Cosmetics: Is free of preservatives, talc, oil, fragrance and other potential skin irritants Is free of fillers and binders Is weightless Provides adjustable coverage-from light to full Will improve the condition of the skin over time All ages and skin types can benefit from bareMinerals, especially those concerned with skin sensitivities, allergies, scars, blemishes, rosacea, wrinkles and pigmentation. The foundation provides impeccable coverage for every skin type and skin tone, and also protects with a natural SPF 15 broad spectrum UVA/UVB protection. Makeup options are very limited for women in Bangkok, so bringing in not only a new makeup option but a revolutionary one at that should have a great response. Most woman want pale skin and need some sort of protection from sunlight in order to maintain a light skin complexion. Our product has SPF 15 built into the makeup itself which would prevent their skin from getting damaged and making their skin darker than they would want it. Also, the humid weather that is common in Bangkok makes normal makeup run off the face and requires one to completely redo their makeup. Our mineral makeup is soaked into the skin when applied and is made to withstand humid conditions and all day wear. Overall, our product provides women with not only a makeup, but a makeup that actually cares for their skin’s health. Pricing When pricing our product we are going to be using psychological pricing. Price has a psychological value. Buyers will buy a higher priced product because they believe that the high price is a good indicator of value. Their perception is not reality based, it is psychologically based, and therefore buyer behavior is affected by more than the product and price tangibles. Psychological pricing is based on factors such as signals of product quality, popular price points, and what the consumer perceives to be fair. Our product is a high end line of makeup and is considered to be a luxury good. It also is a new type of makeup for Bangkok and therefore they do not have a lot of other makeup to compare it to. For this reason, psychological pricing in combination with marketing and placement of our product, we create a certain worth for our product that gives our market an idea of the high quality and uniqueness of our cosmetics. The price of our product will be based on what our target market psychologically sees it as being worth through all of these things and in comparison with other prices of international cosmetics. We will be using a Revenue Maximization pricing strategy for our starter kit. We are seeking to maximize current revenue with less emphasis on profit margins. The underlying objective is to maximize long term profits by increasing market share and lowering costs. Thailand’s monetary unit is the Baht. 1 US dollar is equal to about 33. 37Baht. We are planning to sell our product for 59. 95 which is equal to about 1998. 3 Baht. The women of Thailand are willing to pay around 600 Baht for a tube of designer lipstick, which is around 20 US dollars. Also, usually a compact of makeup is approximately 1350 Baht which is around 45 US dollars. Our product includes 4 powders and 4 brushes, which more than accounts for the price we charge in comparison to other cosmetics. Also, our product is som ething that is new and very popular. International cosmetics are very popular in Thailand as they do not have a wide variety of makeup locally and they are not of very good quality. Breakdown of Pricing (per unit): Cost of Product : $15. 00 Logistics: $5. 00 Marketing: $10. 00 Total Cost: $30. 00 Retail Price of Product: $59. 95 Potential Profit: $29. 95 As you can see from our breakdown of pricing, we should be able to make a profit from the sale of this product. The cost of the actual product is relatively low and although marketing is a big cost for us it is well worth it and needed for the launch of this product in Bangkok because it is not currently sold there. Overall this should be a rather profitable operation. Promotion We plan on promoting and advertising our product through the use of magazines, billboards, tradeshows, and the internet. One of the main ways of advertisement in Bangkok is with magazines. We plan on placing ads in several of the major magazines like Elle Thailand and Narak, which is actually an online magazine in Bangkok. This will place our product in popular magazines so that people will be able to read a little about our product in order to get them curious enough to then come and try it out in stores. Also placement of our product’s advertisements in some of Bangkok’s most popular magazines will relate our products to what is â€Å"in† and in turn make people wonder what our products are all about. Also, we will advertise through the use of billboards in order to grab people’s attention and to draw them in to learn more about our brand. Mainly our product will shine when people are able to see our product in person where someone can show them how it actually works, but with the billboards we will get the bareMinerals name out there. Since this is most likely the first time many of these people have seen or heard about our product, our first step is just to get people to start asking questions and wanting to know more about us and our products. draw:frame} Though advertising through billboards and magazines will be part of promoting our product, one of the main ways we plan on getting our product out there is by having our product in one of the most well known cosmetic trade shows around Asia. In-Cosmetics has been at the forefront of the Asian cosmetics industry. Rotating between Malaysia, Indonesia, The Philippines, Korea, Thailand and Chine and attracting visitors from 59 different countries, the show has enabled many suppliers and buyers from across the continent to meet face to face. For this reason, In-cosmetics Asia is the perfect platform to help us launch and promote to a captive audience from throughout the region of Asia. There are many exhibitors that will be showing world known top quality brands of perfumes, cosmetics, hair care, skin care, toiletries, salon and spa products and equipment. In-Cosmetics Asia is the leading scientific, business and networking trade event for personal care ingredients in Asia. They rotate the region annually, and the show attracts finished product manufacturers keen to meet international ingredients exhibitors and features highly popular educational seminars. This tradeshow will get us in with some of the best cosmetics in Asia along with some very influential people and companies. This part of our promotion is what could give us that jump start along with a good outlet to possibly expand our business more later on in other parts of Asia. The tradeshow that In-cosmetics held in Singapore last year was attended by 2,202 qualified visitors. These are people who can get the bareMinerals name out there and have it be known by people in Asia, along with possibly wanting to put our product in a store near them. To further help us, this year’s In-cosmetics tradeshow will be held in Bangkok, Thailand. This will put us in the perfect position for us to be in because our product should be in The Emporium by then and the tradeshow will be in town for everyone to really learn about our product. It will be a big exposure event for us. {draw:frame} {draw:frame} Placement {draw:frame} We are planning to be located in Bangkok, Thailand which is a key point on round-the-world air routes. It is the political, commercial, cultural, and transportation center of the country, with the only port that can accommodate oceangoing vessels. Specifically our product will be placed in The Emporium Department Store located in The Emporium of Bangkok. It is home to top local and international brands, local and visiting celebrities, and also Kateoy or â€Å"ladyboy† beauty consultants along with high society shoppers. The Emporium is like a polished magazine come to life. It has seven layers of shopper’s paradise, where the first three floors are dedicated solely to world-class, international designer fashions. The Emporium Department Store is a classic among malls of its kind, featuring deluxe fashion brands like Chanel. There is also a never ending Beauty Hall with porcelain faced experts who will consult and help customers like no other. The Beauty Hall is specifically where we will be located in the Department Store. In this space our product will have experts that will be able to show and tell customers what our mineral makeup is and how it works. This mall attracts our target market and will be the perfect outlet to sell our product from. The Emporium Department Store’s Beauty Hall draws in people who are looking for higher end international brands of makeup and are looking for that one-on-one help that this area offers. With this location we will be able to show people how to use and apply our makeup and show them the benefits while they are in the store. This location in itself will aide to the sales of our makeup especially because it is a new product, so many people may not know what it is or how exactly it works. By having a location that has personnel on hand just to help customers with the product we will be able to further spread the word of this new product to Bangkok’s women. Logistics Bare Escentuals, Inc. already has some global exposure in countries such as the US, UK, Japan, France, Germany, and Canada. They are able to deliver their cosmetic products through various distributors; however, wholesale distribution will be the only mean of distribution in Bangkok, Thailand. Due to Bare Escentuals’ company resources; it would be too costly to design a department within the company that would take care of making sure our products would arrive to their Bangkok retail destinations. Instead, a much more cost-effective and reliable option was chosen. Bare Escentuals will be outsourcing their full logistics strategy to APL Logistics, Ltd. APL Logistics offers a wide range of logistic services that include international logistic services. They also have a 250,000 sq. ft. facility located in Bangkok. From this facility, APL Logistics is able to warehouse and distribute products to retailers in the area. Almost half of APL Logistics’ operations come from transporting consumer products to retailers. It is evident that APL Logistics will provide Bare Escentuals with all of our logistic needs. APL Logistics will take our cosmetic products from the US, ship them overseas to Thailand, store them in their local Bangkok warehouse, and distribute our cosmetics products to local retailers of our choice. {draw:frame} Sales, net For our sales, net, we recognize total Bangkok’s population to be 11M with 70. 5% being between 15-64 years old, 35. 6% being women, and 54% considered to be middle-to-upper class. That gives us a total of 1,490,821 as our target market. However, not every single person in our target market will buy our product. We assume that about half of our target market (745,411) will buy our product. If our products cost each person $59. 95, our total sales would reach 44,687,389. However, returns are calculated in our sales, net. We assume that about 25% of our buyers will return our product. That leaves us with total sales, net of 33,515,542. We do not want to make more products than we expect to sell, but we also do not want to make fewer products than we expect to sell. Therefore, a median of 1,118,116 products will be made. Assuming that to make one product it costs us $15. Therefore, our cost of goods sold in Thailand is 16,771,740. Our gross profit is our sales, net minus our cost of goods sold. Selling, General, and Administrative Expense Our selling, general, and administrative costs include third-party fulfillment costs by APL Logistics, research and development costs, legal costs, and advertising costs. Budgets for all the following categories are as follows: 5,000,000, 500,000, 30,000, and 5,000,000 respectively. Depreciation and Amortization Bare Escentuals will not have to buy neither property nor equipment to operate in Thailand. Therefore, neither depreciation nor amortization related to Thailand’s operations will be recognized. Although our new operation in Thailand, may increase stock-based compensation in the US, no stock-based compensation in issued on the international level. No company restructuring will occur for our operation in Thailand to exist. Our operating income comes from our gross profit less all expenses incurred. Interest Expense All of our Thailand’s operations will be funded by Bare Escentuals. Therefore, no interest expenses will be incurred for our Thailand operations. No current debt has been recognized and no debt will be incurred to operate in Thailand. Other Income, net Other income, net decreases is attributable to foreign currency transaction losses resulting from fluctuations in the value of the US dollar as compared to certain foreign currencies. Income B*efore* Provision of Income Taxes Provision of Income Taxes Thailand has 20% duty tax for finished goods that are brought into Thailand that we need to expense for. The 20% tax is taken from income before provision of income taxes. Net Income Net income comes from income before provision of income taxes minus provision of income taxes. Action Plan Marketing Strategy Marketing Objectives Increase product awareness among our target market Inform target market about the benefits of our product and its competitive advantage Decrease or remove potential customers’ resistance to buying our product by promoting awareness on how mineral-based cosmetics are better than oil-based cosmetics Goal In the first five years of operation in Bangkok, Bare Escentuals’ hopes to reach at least 25% of our target market. Strategy Implementation TV advertising Print advertising Promote and demonstrate our product at health and beauty tradeshows Because consumers are frequently hesitant about buying a product they know little about, gaining the consumer’s confidence is crucial. We will create a marketing campaign that emphasizes the quality and value of our product while showcasing the benefits of using an all-natural product. We plan to carry out this plan in the beginning of the year with an advertising budget of $5 million. Potential Results Worst case scenario: 0% of our target market or 447,246 people will buy our product at $59. 95 Our cost of goods sold and expenses would be $27,301,740 Even before reaching net income on the financial statement, we have a deficit balance that would prevent us from further business transactions Regular case scenario: If the return of the product remained at 25%, about 186,353 buyers would return our product We would have an operating income of $6,213,802 E ven after reaching net income on the financial statement, we would have a sufficient operating income to continue to operate Best Case Scenario: 0% of our target market or 894,493 people will buy our product at $59. 95 If the return of the product remained at 25%, about 223,623 buyers would return our product Our cost of goods sold and expenses will be $27,301,740 We would have an high operating income of $12,916,901 Even after reaching net income on the financial statement, we would have a superior operating income that would allow us to continue to operate and perhaps start looking at other possible international markets Contingency Plan Bare Escentuals, Inc. ill expand into other foreign markets if we successfully sustain the growth in Thailand as we have in the United States. With careful consideration, we will focus on emerging markets for expansion. We need to look at cost and timing of expansion, economic climate, culture issues, and cash flow of our company. Our company will do ongoing research and rely on solid market analysis in maintaining sales and growth in these markets. If we see that we are not generating revenue or meeting our full potential in Thailand, we will better position ourselves successfully in the market. We will cut advertising costs, conduct research surveys, and focus groups to better determine the needs of our current target market. If we fail to sustain sales and increase market share, then we will be forced to stop selling our product at the Emporium in Bangkok. Though we have suffered a loss, we could develop new marketing strategies and put our focus on other foreign markets. Works Cited http://www. apmforum. com/news/ap110500. htm www. pacificislandtravel. com www. en. wikipedia. org http://www. voanews. com/english/archive/2006-05/2006-05-03-voa33. fm http://flagcounter. com/factbook/th#economy https://www. cia. gov/library/publications/the-world-factbook/geos/th. html http://www. aseansec. org http://www. cosmeticsandtoiletries. com/regulatory/region/asia/51784047. html http://ir. bareescentuals. com/releasedetail. cfm? ReleaseID=236620 http://loreal. exteen. com/20080805/swot-analysis-l-oreal http://bareescentuals. com/on/demandware. store/Sites-BareEscentuals-Site/default /Experience-Story http://www. corporateinformation. com/Company-Snapshot. aspx? cusip=28660G106 http://www. bharatbook. om/Market-Research-Reports/Estee-Lauder-Companies-Inc-Financial-and-Strategic-Analysis-Review. html www. livingstones. co. th/thailand. php www. thaipro. com/dir/Bangkok/Bangkok_Girls_1. html http://anxietyindex. com/2009/07/premium-beauty-brands-tempt-thai-women-with-price-promotions-workshops/ www. bangkokcompanies. com/†¦ /thai_companies_p121. htm http://www. highbeam. com/doc/1P1-25036786. html www. national. com/analog/coc/international http://www. bvents. com/event/265867-in-cosmetics-asia http://www. dw-world. de/dw/article/0,,3564962,00. tml http://www. chiangdao. com/bangkoktravelguide/ http://www. asianinfo. org/asianinfo/bangkok/bangkok. htm http://www. bangkok. com/shopping-mall/index. html http://tuniez83. blogspot. com/2009/02/blog-of-thailand. html http://bareescentuals. com/about/ http://www. answers. com/topic/bare-escentuals-inc http://www. k wintessential. co. uk/cross-cultural/currency-converter. html http://www. marketingteacher. com/Lessons/lesson_pricing. htm http://www. learnmarketing. net/Price. htm http://www. aboutthailand. info/cosmetics. asp How to cite Bare Esentuals in Bangkok, Papers

Purnell Model For Cultural Competence - Sample Case Study

Question: Give a breif discussion on the purnell model for cultural competence? Answer: The Purnell Model for Cultural Competence, developed in 1995, provides a constructive framework for culturally assessing a person (Purnell, 2011). Twelve domains make up this model that is common to all cultures prevalent among people. The domains are all interconnected (Purnell, 2012). With the help of some research questions, a thorough analysis of a person can be done in relation to the cultural background of the person (Purnell, 2014). The different domain are overview, inhabited localities, and topography, followed by communication, role of family and organisation, workplace issue, high-risk behaviours, bicultural ecology, nutrition, childbearing and pregnancy, spirituality, death rituals, health care practices and health care practitioner (Nasn.org, 2015). The following is a cultural assessment of a person using the Purnell model for cultural competence. The nurse had recently joined the health care setting and was finding it difficult to adjust to the environment. She belonged to a culturally different group. The questions coming up from the different domains of Purnell Model was used. She was asked about the place of her origin, to which she replied that was a native of another city and belonged from another country. That differentiated her from the native people of the country. This is very important in determining cultural background. Comparison could have been done with demographic data. That would identify the groups of people who belong to other cultures. She was asked about her reason of migration and it was known that she wanted exposure needed for building up a career and then led her to migrate to a city. It was also known on asking that women are given respect in her culture and they have the freedom to take their own decisions. It is not exactly a male dominant society in which she lived. She showed signs of dedication to the hospital as she said that she reported on time daily and often stayed overtime just to take care of the patients effectively. She responded to her senior s obediently and had a good impression on others. She had no bad habits like smoking and drinking. She led a simple life and had the habit of eating the right food at the right time. She avoided junk food and carried her own food from home to the hospital. She avoided eating out as she was afraid of falling sick and failing to report to duty. While interviewing her, it was found that her language was a little different from ours. That reflects the background of the person. The pronunciations were different, and it was thought that it could influence her communication with the patients. Spirituality plays a significant role in the principles and believes of a person. When asked her she informed that she was spiritually inclined. She was well educated and it was known that she was one of the few people from her community who had pursued higher education and went forward to obtain a degree in nursing and then to practising in a different city. She had received strong support from her f amily. Such faith and support had made her more confident she believes. But one negative aspect that was found was that she was very superstitious. She believed in conditions like curse and evil. She was also found to have strong faith in traditional practices of curing patients. These beliefs are found in many groups of people. Questions were then asked to her about her own perceptions about nutrition as well as pregnancy. She was newly married but had no plans about pregnancy as she wanted to focus on her career. That stated that she was an intelligent person and that would positively influence her career in nursing career. She was well aware of personal hygiene and importance of nutrition for a woman. She was not found to be afraid of issues like her own death. The interview reflected that people from different cultural background are different and that has an influence in their lives. References: Nasn.org,. (2015).NASN | Purnell Model for Cultural Competence. Retrieved 9 September 2015, from https://www.nasn.org/ToolsResources/CulturalCompetency/PurnellModelforCulturalCompetences Purnell, L. (2011). The Purnell Model for Cultural Competence.Interventions in Mental HealthSubstance Use, 29-50. Purnell, L. (2014). The Purnell model applied to Ostomy and wound care. Purnell, L. D. (2012).Transcultural health care: A culturally competent approach. FA Davis.

15 Frequently Confused Pairs of Nouns

15 Frequently Confused Pairs of Nouns 15 Frequently Confused Pairs of Nouns 15 Frequently Confused Pairs of Nouns By Mark Nichol To help keep your writing crisp and precise, observe the distinctions between each pair of similar or closely associated words below: 1. admission/admittance: Admission is the act of being admitted, or allowed to join or enter; admittance is almost identical in meaning but is usually associated with permission (or lack thereof). 2. avocation/vocation: An avocation is a hobby or pursuit, as distinct from a vocation job or career. The former is derived from a word with the literal meaning of â€Å"called away,† and the latter is an antonym; it literally means â€Å"calling† and is related to the word voice. 3. bloc/block: Bloc refers to an alliance of people, groups, or countries. It is the French version of block, which may be but seldom is used to refer to the same concept. 4. bonds/bounds: A bond, among other meanings, is a restraint, so it is similar in meaning to bound, which means â€Å"extent, or limit† (as in boundary). But they are complementary, not interchangeable; one is bound with bonds. 5. cement/concrete: Technically, cement is the powder that constitutes the base of concrete, so any mass of material formed from a moistened mixture of cement and other ingredients should be referred to as concrete. 6. crevice/crevasse: A crevice is a narrow crack; crevasse, from the French version of the word, is a specific term for a large fissure in the ground or in ice. 7. dilemma/difficulty: A dilemma is a particular type of problem exacerbated by the fact that no solution is satisfactory. (The etymology of the word assumes only two possibilities, but it can apply to any number.) The term sometimes applies to any difficult decision but like many words is best reserved for a usefully distinct meaning. 8. dogma/doctrine: Dogma is employed as a synonym for doctrine especially in religious contexts, but the definition of the latter is â€Å"a statement or principle,† and the former often has the connotation of repressively authoritarian, rather than authoritative, opinion. (There’s another distinctive pair of words the former meaning â€Å"absolute† and the latter referring to expertise.) 9. ecology/environment: These words are often used interchangeably, but ecology has the more distinct connotation of a system of interrelationship between an environment and the organisms that inhabit it. 10. elegy/eulogy: An elegy is a sorrowful composition, usually for a person or a personification that is literally or figuratively dead. A eulogy, on the other hand, is a statement of praise for a deceased person. 11. empathy/sympathy: Empathy refers to the action of vicariously experiencing the thoughts and emotions of another, and the capacity for doing so, whereas sympathy is the mere act of consolation or feeling compassion. 12. ethics/morals: Ethics are, collectively, the principles of conduct according to a philosophy of moral behavior. The distinction between the two terms is one of theory as opposed to practice. 13. gamut/gauntlet: A gamut is a range. A gauntlet (or gantlet) is a glove. Confusion between the two unrelated words stems from the fact that you can run either one: To run the gamut is to move along a spectrum of choices; to run the gauntlet is to endure the punishment of literally or figuratively passing through a series of ordeals. (Originally, it referred to a double line of soldiers who rained blows on the victim.) 14. review/revue: The latter word is derived from the French form of the former term, but in the sense of a form of entertainment involving songs, skits, and other performances usually commenting on recent publicized events, only it is applicable. A similar production might be termed something like â€Å"The Year in Review,† but a production of musical and/or comical pieces is a revue. 15. tenant/tenet: These terms, unrelated in meaning, do share etymology: Each stems from the Latin word for â€Å"to hold,† the same one that is the root of tenacious. But a tenant is a person or other entity that holds property, and a tenet is an idea held to be true. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Misused Words category, check our popular posts, or choose a related post below:50 Slang Terms for Money5 Lessons for Mixing Past and Present TenseEnglish Grammar 101: Sentences, Clauses and Phrases

This Earth of Mankind Essay Example

This Earth of Mankind Essay Example This Earth of Mankind Paper This Earth of Mankind Paper This report is based on an interview of Pramodeya Ananta Toer which explains the background thought processes of his four book series the â€Å"Buru Quartet† however the references taken shall be based solely on the first book of the quartet â€Å"This Earth of Mankind†. Pramodeya says that the idea for Minke the male protagonist of the quartet was based mostly on â€Å"Willem Wertheim† a Dutch scholar, this seems mostly ironic as one of the main antagonists in the novel happens to be the Dutch government and it is against Dutch colonialism that Minke stands up but as Toer says â€Å"He brought out the characters who had been erased from our history. Not only this but also â€Å"I had students pore over newspaper stories from the period and wove episodes into the plot† thus it cannot be said that the lead character was based solely on one inspiration, however we do see that Minke happens to be more ambitious than his fellow countrymen and also has a more enlightened attitude which does have a European or in this case Dutch in nature and hence could explain Toer saying he was based on Willem. We also notice the similarity of the book with the events at the time when Toer was writing the book such as the power of the ruling government to take over private businesses in order to run them ‘fairly† and act as caretakers as seen in the Dutch taking over the Nyai’s business, and we also see the apparent class system and high level of social segregation which was still present in Toer’s time, it also seems that Pramodeya did have a direct source to base Minke on in the form of the Philippine novelist ‘Jose Rizal’ who was executed by the Spanish in 1896 after three years of imprisonment and torture for championing freedom from colonial rule however he does not mention this. We also see that Minke’s main enemy other than the Dutch was Robert Surhoff a man so confused by his own birth that he develops a superiority complex in order to make himself appear better than his fellow countrymen as can be seen by his calling Minke Indo all the time considering the title ‘Bupati’ beneath him even though it was a position of power more than he could ever have this however was one of the numerous people suffering from similar Psychological problems due to the changing time. The idea as Toer says came from an Eurasian gang organized by the Dutch to terrorize the people of Jakarta and this is also pretty much what Robert Surhoff is also doing, another thing that is also most remarkable is the irony of the situation that the very people they try to imitate and please, by harming their own brethren in order to get their acceptance do not treat them with much respect and also consider them below their level. Which can be seen in the novel that the Dut ch born first son of Mr. Mellema is given preference to the property over Mellema’s half Dutch children this concept is a forerunner to the idea of 2nd class or 3rd class citizenship which is still another form of Racism left over from colonial rule. Pramodeya’s inspiration from other works such as John Steinbeck’s â€Å"Of Mice and Men† and the works of Gorky and Tolstoy are quite evident. Pramodeya integrated the running theme of â€Å"Try to understand each other† from ‘Of Mice and Men’ into his quartet as it seems the only way out of the problem that the colonials and the colonialists are facing is if the two groups try and understand each other and Pramodeya in a way is showing what happens when individuals and communities on a whole do not understand the other persons view point and try to assert that they are right or superior over the other. Other concepts also evidently integrated in the novel taken from Steinbeck’s novel are dreams, loneliness, how mans prosperity achieves cruelty, powerlessness, and uncertainty of the future - or fate. All seen in the life of Minke and how he progresses through out the first novel as not only his rise to fame gain him the enemity of his Rubert Surhoff and Mellema but also that of his brother to an extent and also that he dreams of changing not only his life but also the life of his fellow people however in the face of the unexpected events and ‘fate’ he was helpless/powerless. Also from Gorky’s work we see Pramodeya geting the idea of showing the social fabric of Indonesia in the novel and to show the distinctive charecterists of Indonesian people and to give a psychological aspect to the novel.

Human genome Research Paper Example | Topics and Well Written Essays - 500 words

Human genome - Research Paper Example The codes are used by amino acids in the body to build proteins. When 3 nucleotides come together, it shows one of the possible amino acid. It means that when 3 nucleotides combine together, it develops instruction that the body cells will use to build body proteins. The proteins developed carry out the work of the cells starting from development allover the human life contributing to physical attributes and several other features like behavior and learning (International Human Genome Sequencing Consortium 2004). There exist twenty four different human chromosomes together with sex determining X and Y chromosomes. The genome is divided into two parts, coding and noncoding DNA sequences (Kauffman 1969). Coding DNA are sequences that can be transcribed into mRNA and converted into proteins in the lifetime of a man while noncoding DNA is made up of those sequences that are not used to encode proteins (Kauffman 1969). Noncoding is all the DNA sequences inside the genome which are not found inside the protein coding exons, which means that they are not represented with amino acid proteins. The full protein coding capacity of the genome contained in exome and it has DNA sequences encoded by exons and this can be converted into proteins. Genome contains several regulatory sequences that are important in controlling gene expression, it is approximated that the sequence contain up to 8 percent of the genome. There are some types of non-coding DNA which are genetic and cannot encode proteins but they can regulate when the genes are expressed. 8 percent of the genome is also made up of repetitive DNA sequences, the sequences varies greatly even among people who are closely related. The human genome varies depending on the sequence of DNA from one human being to another; people are unique since their genomes are unique. People who are closely related have their genome more similar. The difference between two people

Ch 40 dis Essay Example | Topics and Well Written Essays - 250 words - 1

Ch 40 dis - Essay Example No doubt free market economy reaps free trade benefits, businesses, and consumers the consumers as well. These have been classified into four main areas a) agreements between competitors b) contractual arrangements between sellers and buyers c) maintenance of monopoly power and d) mergers (West’s Encyclopedia of American Law 1997). The Sherman Anti-Trust Act of 1890 is the focal point for antitrust law which subsequently followed by the other States of the United States of America. The congress addressed the weaknesses of given acts and amended it accordingly. In this respect, we may refer the acts of Clayton Act of 1914 and the Robinson-Patman Act of 1936. The efforts of the Congress with regard to enforcement of law are highly appreciated. It should be taken into account the ongoing analysis influenced by economic, intellectual, and political changes. The U.S. Supreme Court has had the leading role in shaping up and applying these laws (West’s Encyclopedia of American Law 1997). Since the association of bakeries is responsible for creating monopolistic environment and raising the retail price of bread from 75 cent to 85 cent at their own whims and fancies, hence found violating and negating the antitrust

Essay on Franncisco de Goya Research Paper Example | Topics and Well Written Essays - 1250 words

Essay on Franncisco de Goya - Research Paper Example The first war painting that he created was Los Desastres de la Guerra -The disaster of wars (Castro). Goya produced some of the most disturbing paintings during his last five years. Goya had an ambitious personality (Castro). He was known to be proud and arrogant person. He was a genius artist and over the years the progress in his art can be seen in his works (Castro). By studying Goya work in a chronological order, it is very noticeable, that over the years his worked not only improved but also got stranger. It is said that in the beginning, Goya drew very pessimistic paintings which showed youth and happiness. Goya showed optimism in his initial works. For example, in his paintings ‘The Flower Girls’ and ‘The Little Giants’ he portrays youth and uses a broad color schemes that gives the paintings a certain bliss. These early paintings use bright colors that give an aura of joy to them. However, in 1972, Goya suffered from a serious illness and the age of 47 he had a medical condition due to which he experienced loss of balance, had difficulty in walking with partial blindness and deafness (Emery). Some say that this was caused by a viral disease called Vogt–Koyanagi–Harada syndrome (Emery). Over the years though he recovered from this disease but he became permanently deaf (Emery). This traumatic illness greatly affected the work he produced in later years of his life. The works after this illness shows great pessimism. For example, his painting ‘The Execution on the Third of May’ shows darkness. He has used warm colors like brown, red and yellow and has a very bleak illustration. His work began to show the visions of his minds, visions that were contained the fantastic and ironic images of the world around him. During the period of 1803 – 1805 he painted his two majas ; La maja vestida La and maja desnuda (Castro). The former one shows a clothed women and the later one has the same women but nude. This was another addition to the collection of his peculiar paintings that even got him banned by the Catholic Church and made him face an inquisition (Castro). In1808, when Spain got invaded by Napoleon, Goya became the French court artist (Castro). In 1814 Goya painted his two of his most well known paintings; â€Å"The second of May in 1808† and â€Å"The Third of May in 1808†. These paintings showed the horror of war through which Spain went at the time when Napoleon invaded it. The Spanish civil were dragged and killed due to this invasion and the same has been shown in the paintings. In a way we can say that Goya portrayed reality in his war paintings. These paintings give a strong and brave image of the artist. These paintings also mark the start of the â€Å"19th century realism† (Duthel). The last five years of his life, Goya lived in isolation and during that period he created the most bizarre work of his life called Las Pinturas Negras -the dark paint ings. These are fourteen paintings that he painted on the wall of his house (Castro). According to the critics these painting were so shocking that they were â€Å"only meant for his eyes† (Castro). Out of these fourteen paintings the most disturbing and most famous one was Saturn devouring His Child. In this painting Goya has shown Saturn eating one of his son. Many say that Goya painted these paintings on his house’s wall because he did not want the world to see them. When the Spanish government failed to restore, Goya went on a voluntary exile in France

Analysis of Franchising Strategy

Analysis of Franchising Strategy FreshDirect is the leading online grocer, who serves more than 300 zip codes in Manhattan, Queens, Brooklyn, Nassua County, Riverdale, Westchester, Staten Island, New Jersey, and some areas of Connecticut, and they are providing a new way to shop for food. They are based in a 300,000-square-foot production building in Long Island City and they are the largest employers in the city. Joseph Fedele and Jason Ackerman cofounded FreshDirect in July 2001. Before FreshDirect was established, most other online grocery businesses had failed. Even with the demise of online grocery businesses for the previous decade, cofounders strongly believed that they would succeed in their business as their efficient operating strategy was built to provide high quality at lower prices. At first, however, FreshDirect was blamed for the limited service area until it expanded its area slowly. The company started to become popular by providing high quality products, such as locally grown fresh products and organic food at lower prices to local residents and offices. Then a few years later, people could see many refrigerated trucks of FreshDirect all over the Manhattan streets. FreshDirect has proven their efficient operating strategies, and it led to success in the online grocery industry. Since FreshDirect made profits, there has been a movement toward this online grocery industry, and they are facing a few challenges. Today, FreshDirect is facing fierce competition from traditional retail grocery, local restaurants, and other online grocers with delivery services. People have consistently questioned how fresh the products delivered by FreshDirect are because they have a limitation for seeing and feeling the products as an online grocer. According to one article, FreshDirect spent $600,000 for parking tickets as part of their operating expenses (Moskin, 2005). In addition to that, in 2007, the New York City government required a congestion charge for FreshDirect because FreshDirect has contributed to traffic jam, and the increasing gas prices are adding to their delivery expenses. One major challenge for FreshDirect is environmental issues. People complain about their idling delivery trucks which are contributing to additional exhaust fumes and taking parking spaces. Another environmental issue is using too many cardboard boxes. Their choice of which neighborhoods to deliver to is related to accused discrimination, and they have faced union related problems for unfair wages. Analysis SWOT Analysis One analytical framework that can be used for the internal and external environment of FreshDirect is SWOT analysis. The analysis of the FreshDirect issues will be broken down into strengths, weaknesses, opportunities, and threats (Dess, Lumpkin, Eisner McNamara, 2012). Strengths Their wide choices of products with high-quality information on the foods that were sold Low operating expenses due to not renting expensive retail space. FreshDirects efficient supply chain with no middleman. Low-cost marketing approach Cost-effective operating strategy of FreshDirect for their production facility. Extremely high standards for safety, health, and cleanliness in all areas. Strong partnerships with well-known chefs and restaurants in Manhattan Overall, FreshDirect has lots of strengths that are superior to competitors. They have provided various products to select with high quality at low cost on their well-designed website with high-quality information on the foods which are sold. With no retail location, they have lower operating expenses, resulting in more net revenues relative to traditional retail grocery businesses. Rather than having the middleman, they order all fresh products from individual suppliers and deliver directly to their customers. The less intermediaries between the distribution channel, the less the product costs. This allows FreshDirect to provide their high-quality goods at lower costs. They have adopted a low-cost marketing approach by using a recommendation-based campaign from actual customers, which increases the credibility among new and existing customers. Their production facility is located close to their Manhattan customer base with 12 separate temperature zones and an SAP manufacturing softw are system, which have kept the best condition of their products at the optimal temperature. High standard for cleanliness leads to high quality products. Strong partnershisp have enhanced the quality and taste of the four-minute meal. Weaknesses Limited selection of dry goods and packaged goods High dependence on the sales of perishables Constant change in senior management with short terms Extremely price sensitivity of consumers Using too many non-eco-friendly cardboard boxes with no returning system for recycling. Serving only selected areas around New York with no further market expansion strategy. FreshDirect has many weaknesses where they might be inferior to competitors. FreshDirect has few brands and kinds of dry goods and packaged goods relative to other competitors. For instance, Amazon.com has focused on dry goods and is increasing its market share due to its existing customer base and better customer service. FreshDirect highly depends on the sales of perishables, which leads to high delivery costs and the other operating expenses related to keeping perishables in good condition. Constant change in Senior Management can result in decreasing the firms values because it increases the firms risks. Different CEOs pursued different operating strategies. It will cause investors and customers to fall into confusion for their existing customers. One weakness with FreshDirect is that customers are highly price sensitive when they purchase their products because customers tend to pay no additional fees for online grocers and home delivery services. The more price sensitive their customers are, the more FreshDirect will lose their customers. FreshDirect will have less net revenues as they decided to continue doing their business because they need to cut their prices below to have price competitiveness. As people become more concerned about the environment, the cardboard boxes of FreshDirect become one main weakness. The non-eco-friendly boxes for one-time delivering are too wasteful and there is no return system in FreshDirect for recycling. FreshDirect serves only limited areas with no further market expansion strategy. Other competitors, especially NetGrocer, cover more areas with the same delivery services as FreshDirect provides. Opportunities Market expansion by using their reputable name and image domestically and internationally, such as the firm, Ford and eBay of the previous cases. Diversifying their products into un-perishable products. Developing eco-friendly and safe delivery and packaging ways, or open a return center for the cardboard boxes for recycling. Aggressive merge and acquisition with other global grocery retailers, like eBay did with other top global auction websites. FreshDirect has many opportunities to overcome their weaknesses. Even with bad market conditions when they started doing their business, they succeeded in this industry, and have earned a good reputation and image among their customers and in New York City. By using their reputation and image, they can expand their operation domestically and internationally. European and Asian markets are so broad that they can expand into the market and make more revenues. FreshDirect can compete with their rivals more efficiently if they diversify their delivery products into more un-perishable products. With the increasing environmental concerns, FreshDirect needs to develop eco-friendly delivery methods, or open a return center for the cardboard boxes for recycling. At first, they will be required to spend more, but as they operate further, they would make better image than competitors and finally it would lead to more profts. FreshDirect can consider aggressive mergers and acquisition with other leading global grocery retailers. It would allow FreshDirect to expand and increase their market share in the online grocery industry. Threats Fierce competition in the online grocery industry. Increased cost parking tickets as part of operating expenses, rising cost of fuel, and a congestion charge proposed by New York City government. Labor challenges such as truck drivers joining workers unions due to unfair wages, working overtime, and investigation of immigration status. Today, FreshDirect face threats in the market. Since FreshDirect succeeded in this industry, many rivals came to the market and competed fiercely with each other. For instance, Whole Foods has threatened their market shares in Manhattan with the same focus, organic health food. YourGrocer.com is the most geographical rival in the New York City with a bulk-buying strategy which makes home delivery services. Increased cost parking tickets, rising cost of fuel, and a congestion charge proposed by New York City government all has currently threatened FreshDirect. As mentioned above, FreshDirect spent $600,000 for the parking tickets and additionally, in 2007, New York City government required a congestion charge for FreshDirect, and the increasing gas prices are adding to their delivery expenses. All these condition would not allow them to reach their target profits and market shares. The increasing gas costs are adding to orders and they will lose their price competiveness with other co mpetitors, and also probably could not keep their promise, higher quality at lower prices. Lower wages, high-cost health benefit premiums, and investigation of immigration status led to joining workers union and it has threatened FreshDirect. Further, it mad the negative effects on their image and might result in losing the existing customers to other competitors and making less revenues. Porters Five-Forces Model Analysis This analytical model that will be examined for the external environment of FreshDirect is Porters Five-Forces Model of Industry Competition. ÂÂ  This analysis of the FreshDirect competitive environment and issues will be broken down into the threat of new entrants, the bargaining power of buyers, the bargaining power of suppliers, the threat of substitute products and services, and the intensity of rivalry among competitors in an industry (Dess, Lumpkin, Eisner McNamara, 2012). The threat of new entrants In this FreshDirect case, the threat of new entry is very low. The online grocery industry continues to mature. Maturity stage is characterized by very few prospects and new entrants. One major source of entry barriers, capital requirement, makes it difficult for new entrants to enter this industry. High start-up costs, operating expenses, large financial investment for a state-of-the art production facility, and an efficient manufacturing software system are required in the online grocery retail industry. This overall low entrant threat has positively affected FreshDirects sales. The bargaining power of buyers The bargaining power of buyers is important in analyzing the FreshDirect case. This case states that buyers are very price sensitive, and the prices for most online grocery products are above local market prices. Buyers tend not to pay more costs for home delivery service. A buyer group is powerful in this case because the buyers have few switching costs. For example, if the customer of FreshDirect thinks the price of products offered by them is expensive, the customer can switch to other competitors such as YourGrocer, Peopod, or NetGrocer very easily with no other costs. Therefore, buyers have a powerful ability to force the prices down. This condition has negatively affected the net margins of FreshDirect. The bargaining power of suppliers The bargaining power of suppliers is also crucial in evaluating the FreshDirect case. The key for success to FreshDirect in this industry is providing high quality products at lower costs. They are operating under a unique operating strategy in the industry by offering the premium choices and the standardized cuts made by their customers. They eliminated the middleman between suppliers and FreshDirect. All high quality products ordered by their customers are shipped to FreshDirect directly, and this system allows FreshDirect to force down the prices from their suppliers. In this case, the bargaining power of suppliers for FreshDirect is not powerful because their suppliers quality products is important to their business, but there are various of substitutes to switch to with no costs. Therefore, they can provide such high quality items at lower costs, and this has positively affected the net revenues of FreshDirect. The threat of substitute products and services All firms in the same industry have the risk for the threat of substitute products and services. However, the threat of substitute products and services for FreshDirect is so low relative to other industries. FreshDirect have a comparative advantage, offering high quality at lower costs by eliminating the middleman. They provided about 5,000 perishable and organic products from local suppliers. With 12 separate temperature zones and an SAP manufacturing software system, all products are under the best condition. There are no substitutes in the market to offer high-quality of perishable goods with the same level of efficient management system that FreshDirect has used. Customers could not find a substitute for FreshDirect that meets their needs, and could not switch to other products. They have earned good reputation and loyalty from local areas. This limited threat of substitute products and services has affected the earning powers of FreshDirect positively. The intensity of rivalry among competitors in an industry FreshDirect is faced with relatively low intense rivalry among competitors in the industry. Some interacting factors prove this. The online grocery industry makes profits quickly, and Braddock expected that the online grocery sales will increase up to more than 20 percent of total grocery sales within next 10 years (Dess, Lumpkin, Eisner McNamara, 2012). This leads to advantages over competitors in the industry. Low exit barriers also show low intense rivalry. The firms with insufficient margins will leave the markets, and it will result in more revenues for the other firms in the markets. This low intense rivalry among competitors in the industry has a positive effect for FreshDirect with more profits. Porters Value-chain analysis This analytical model that will be used for the value-creating activities of FreshDirect is Porters Value Chain Analysis. This analysis will be divided into two different activities, five primary activities and support activities (Dess, Lumpkin, Eisner McNamara, 2012). Five primary activities Inbound logistics FreshDirect has the unique and good relationships with their suppliers. The production facility controls efficiently and keeps the high-quality of products in the best conditions. Operations FreshDirect offers about 5,000 perishable items with high quality at lower costs. Their efficient operating system and an SAP manufacturing software system reduce their operating expenses with greater efficiency and no middleman. Outbound logistics FreshDirect deliver their products daily to their customers home or office by FreshDirect trucks. Marketing and sales FreshDirects customers are highly satisfied with their high-quality products with lower costs. Their market strategy for the delivery allows their customers to save their time and shop for better items conveniently. They also employed a low-cost advertising method, which is the testimonial-based campaign from existing customers. Services FreshDirect send their refrigerated trucks to serve suburban customers, and offer delivery service for picnic needs. They provide pick-up service for orders made by their customers from the processing center. They also offer office delivery service to business customers in Manhattan. Support activities Procurement Due to the unique and good relationships with suppliers by employing a make-to-order philosophy, FreshDirect has the ability to reduce the purchase prices and to increase the quality. Technology development FreshDirect have focused on technology development to continue their success and increase their market shares with greater efficiency. They spend lots of money for developing new software and upgrading their website. Their employees are highly recommended to learn the technology operating system. Human resource management FreshDirect have recruited, trained, developed, and compensated their employees well. For instance, they built a state-of-the-art production center with expert personnel. General administration FreshDirect has the superior ability to manage the quality of their products which is a competitive advantage over other competitors. With the expert employees, they are making large profits by taking the competitive advantage. For example, FreshDirect have teamed up with the best restaurants and chefs for the four-minute meal. They also take a competitive advantage of $100 million in financial investment from private investors and the State of New York. Alternatives Alternative 1: Joint ventures FreshDirect has many options to expand into their market which will result in more profits, and market expansion is required when they want to grow further. One of the options is joint ventures with leading online retailers. FreshDirect serves only limited areas, such as Manhattan, Queens, Brooklyn, Nassua County, Riverdale, Westchester, Staten Island, New Jersey, and some areas of Connecticut. Doing a business in small and limited areas can have a comparative advantage that allows FreshDirect to respond the needs of their customers quickly and offer higher quality and better a customer service. However, serving only the limited number of customers also has a side effect. There might be the ceiling where FreshDirect can make profits. Joint ventures can solve this problem. For instance, if FreshDirect forms a joint venture with Amazon, they can make synergy effects to increase their market shares in an online retail industry. Amazon has a number of its existing loyal customer base, an d provides only the selection of nonperishables. FreshDirect has an efficient production facility and software programs, and provides the selection of perishables mostly. A joint venture might enable these two companies to pool their own advantages in order to reduce costs and increase their market shares. The synergy will result in more earnings, and economies of scales will be achieved. Alternative 2: Franchising Another option to expand the profit base of FreshDirect is franchising. Franchising gives many opportunities such as increasing the revenue base, limiting the risk exposure that a franchisee can have in the domestic and international markets, and generating royalty income to FreshDirect. FreshDirect can invest the additional income received by a franchisee in developing efficient software programs and production facilities in order to provide higher-quality of products at lower costs. The advantage of franchising over licensing is monitoring a franchisees operation. FreshDirect can control effectively a franchisee so that they can make better reputation and image in the industry. Alternative 3: Implementing differentiation strategy To compete with other online grocers efficiently, another alternative to FreshDirect is implementing differentiation strategy, which focuses on providing difference in FreshDirects products by making unique products and valued by their existing and prospective customers. FreshDirect has applied the overall cost leadership strategy, which is the strategy using competitive adavantages by providing low cost products in an industry through FreshDirects value chain. With no middleman between suppliers and FreshDirect, they provide high quality perishables at lower costs to their customers. As people become more concerned about their health and healthy food, people tend to pay more for the organic and safe foods. With the needs of customers, who want unique items, FreshDirect needs to implement differentiation strategy in order to satisfy their customers. The senior managers of FreshDirect should carefully analyze what their customers want to purchase even with higher prices. If FreshDirect brings something unique to the industry, it will increase sales volume of FreshDirect and enhance their reputation and image. Recommendation After considering all three alternatives, the second alternative, Franchising is recommended. Franchising will be more appropriate to increase FreshDirects values and market shares with relatively limited risk. The most important business principle is to maximize profits with limited sources. Franchising can reduce the risk to penetrate the new overseas markets. Today, FreshDirect face many challenges and issues. One main disadvantage of FreshDirect is only serving the limited areas. This places a ceiling of which FreshDirect can make profits as well as limiting their potentials to grow. However, FreshDirect can expand their markets with efficiently monitoring and controlling the quality based on their mission statement, High quality and lower price. Also, an investment in developing technology and efficient operating facility can be financed by the additional income from the loyalty fees. FreshDirect has done an incredible business so far and will continue to set the standard in the online grocery industry. ÂÂ