Entrepreneurship class; Business Plan Essay Example | Topics and Well Written Essays - 1500 words

Entrepreneurship class; Business Plan - Essay Example Management is also concerned to handle the financial resources in a proper and efficient way so that all the expenses of the business can be meet by the earned revenue and along with that company can earn sustainable percentage of profit in the business. Epiphany Junior is such kind of program which will provide innovative business ideas and try to bring out entrepreneur skill of individual person. Especially youth generation will be benefitted from this kind of program. This project is going to launch online course study which will help to develop the entrepreneurial behaviour of young generation by using chronological method. Creativeness and modernization are the main focus areas of this particular project. Again the project will help to develop individual quality, personality, knowledge, and attitude and management skill. The business owner of this project wants to expand this business outside Florida also. So he will target the other countries which are based in U.S. where such kind of online educational programs are in high demand. Basically the project is based on Florida. So the domestic market will be the main focus area to achieve maximum success and this success will help to achieve more market share in the other countrie s in U.S. Target customers of this project will not be only the young generation and children but also their parents who want to fulfil their children’s dream in a successful way. If the project can implement such kind of courses which can meet the demand and requirement of the targeted customers then only it will be successful to gain competitive advantages in the market. International online learning market is one of the largest and fastest growing markets in the world especially in U.S. It is forecasted that more significant growth can be observed in this particular market over the next three years. It is also estimated that the growth will increase more than 7 % over the next five years. This industry is in growth

Chocolate business plan Essay Example for Free

Chocolate business plan Essay Introduction The market leader of the chocolate industry in India, Cadbury, is a British subsidiary of the American multinational confectionary, food and beverages conglomerate â€Å"Mondelez International†. Cadbury, is the second largest confectionary company in the world, close on the heels of Mars, Inc. In India, Cadbury owns a market share of 66 %, significantly ahead of the other multinational company operating the same space for many years, Nestle India, as well as other national, international and regional brands like Amul and Ferrero. Cadbury India began its operations in India in 1948, and has been a trusted and favored brand for decades in India. The market share has decreased from 70-80% in view of entry of other international chocolate companies in the Indian market, however it is still significantly large. Cadbury figures in the Brand Trust Report, 2011 in the Top 100 Most Trusted Brands in India. While Cadbury sells products in several categories such as candy, gum, beverages and chocolate confectionary, this report is aimed at studying the marketing strategy employed by Cadbury India in view of its chocolate confectionary business. Some of the products in this category include the highly popular Dairy Milk, Dairy Milk Silk, Bournville, Temptations, 5 Star, Dairy Milk Shots, Celebrations, Perk and Toblerone. In order to analyze the marketing strategy for Cadbury, this report begins with a SWOT analysis of the company. Environmental Analysis Political Food Safety Act 2006: Detailed and exacting regulations, for standards of production as well as imported chocolates, exist in India. Opportunity. Cadbury is better equipped to follow standards in production than smaller regional or local brands. Strength. Expand into the rural areas before local or regional companies focus on the rural market. Import Tax Rates on Chocolates: A tariff rate of 30% is levied on chocolates. Opportunity. Strength. Demand for premium chocolates at affordable prices can be encashed before foreign entrants can grow their roots within the Indian industry by introducing and aggressively marketing domestically manufactured premium chocolates. Economic Per Capita Spending Patterns: The biggest consumption category in India is Food. Spending in this amounts to almost 21% of the Gross Domestic Production. People, on average, spend 31% of their budget monthly, on food. 70% of the food spending is on agri-products, which incorporates candies and confectionary including chocolates. Two-thirds of this spending is on processed products. Domestic spending on food is expected to grow at a compounded 3 annual growth rate of 4% and billed to reach approximately 320 billion US dollars in value within the next 7 years. USD 841 million is spent on chocolates and confectionary in India. Opportunity. In households across income groups, a large share of money spent goes towards processed agricultural products including chocolates and other confectionary items. This can be encashed by developing effective channels to reach out and sell to lower and lower middle income groups. Strength. Socio-Cultural Social and cultural acceptability of products: There is an increasing acceptance of chocolates as an equivalent of traditional sweets in urban areas. Chocolates are, however, still seen as a luxury food item in rural areas. Opportunity. Chocolates are increasingly being seen as an equivalent or substitute for traditional sweets in terms of the convenience it offers when used for gifting on occasions. Strength. Cadbury is already working on this approach to sell to urban consumers. Rural consumers can also be reached out to and offered chocolates as a new gift item replacing sweets leading to increased sales. Technological Constantly improving technology in chocolate making leads to better tasting products as well as more convenient storage. Opportunity. Strength. Cadbury has the financial capability to invest in RD and has already produced products that are better suited to Indian tastes and storage conditions that other foreign entrants into the industry are not yet as well adapted to. Natural factors. Climate for Cocoa Production: Cocoa, used to produce chocolates can only be grown in regions 15 degrees to the north or south of the equator. Cocoa, originally a crop native to the Amazon basin, can only be grown in the southern states of Kerala, Tamil Nadu, Andhra Pradesh and Karnataka. It is not a commonly grown crop. Threat. Lack or scarcity of domestic cocoa producers can affect production costs of chocolates within the country. Strength. Cadbury has encouraged farmers in Kerala to produce cocoa since the 1970s and is now in the process of promoting Cocoa as an inter-crop plant for coconut growing farmers. Successful pursuance of this connect with the farmers would help Cadbury procure raw material at lower prices within the country. Consumer behavior Age composition: 66% of the population is below the age of 35. Opportunity. It implies that a huge part of the population can be encouraged to take up consumption of chocolates more frequently and will be met with less resistance than that put up by older consumers with already set eating habits. Strength. 4 Competition Traditional Sweets: Very widely available and traditional choice, but inconsistent in hygiene levels and taste. Threat. Build on image of chocolates being a better and more hygienic choice, which adheres to food safety standards set out by the Govt. Build on image that chocolates are a more sophisticated choice for gifting carrying greater meaning than ‘mithai’ from neighbourhood sweet shops. Strength. Confectionary items like candies, cakes and icecream: Candies are easily available and appeal to children who have traditionally been the target consumers for chocolates. Threat. Cadbury can emphasize more strongly that chocolates are not meant only for children but for adults as well who may not prefer to eat candies. Cadbury chocolate can be offered as an experience, that is not replicated by eating candies and conectionary items. Strength. Entry of several foreign players: As India is seen to have a rapidly growing chocolate consuming country, with people willing to spend not only on inexpensive smaller packs of chocolates, but also premium chocolates as well, foreign players have started foraying into the market with the hope of establishing a presence in the premium sector at least. Threat. Cadbury can increase its foothold in the premium sector of chocolate industry by launching and promoting premium chocolate brands with higher cocoa content which could be priced a bit lower than the foreign brands. In fact, Cadbury is already in the process of implementing such a strategy through the introduction of Bournville and Toblerone. Strength. Suppliers Global network: Half of the cocoa sourced for chocolate making by Cadbury is from sources around the globe, including countries like Ghana, for its famous brand Bournville. Opportunity. Cadbury can source the majority of its cocoa from farmers in India through contract farming, while importing from foreign countries specifically for certain brands only. This will help reduce loss due to global fluctuations in cocoa bean prices and also reduce transport or shipment costs. It will also help create an even more positive image in the eyes of the Indian population. Strength. Dealer network: Cadbury has CSR activities directed at the farmers who are producing cocoa on contract for Cadbury in the state of Kerala. Opportunity. Cadbury is now in the process of extending these activities to farmers in 3 more southern Indian states. This will help cement positive relations between the cocoa growers and the brand, which may put it at an advantage when compared to new foreign entrants in the country like Ferrero or Mars, Inc. Strength. 5 Advertising environment Use of role models: Trustworthy role models in the media, when used as Brand Ambassadors, give a much needed push to the further acceptance of a product. Opportunity. Cadbury has been able to utilize this by roping in celebrities like Amitabh Bachchan, thus emphasizing the idea that even adults can have chocolates, since even a person of Amitabh Bachchan’s stature has not shied away from having them. Cadbury also has the financial power to rope in more high profile celebrities for the same. Strength. Availability of media and ad agencies: Several media channels like TV, Radio, newspapers are available for Cadbury to advertise on. Opportunity. Cadbury has been advertising its chocolates heavily throughout, to keep the brand on top of the mind recall. There have been innumerable ads by Cadbury that have long stayed on people’s minds and even evoked nostalgia, indicating a deep connect of the brand with the audience. Strength. Segmentation Cadbury segmented the consumer based on age. Till the 1980s, chocolates were seen as a luxury item which were eaten only on special occasions or used to reward children with. Despite being the market leader already at this time, Cadbury decided to reshuffle their marketing strategy and position chocolates as a snack and an everyday item of consumption rather than a special treat. In order to do this, the first step was to segment the consumers. Geographic or occupation based segmentation would have proven less relevant in helping raise revenues generated from chocolate sales. The segmentation was done on the basis of age. The existing segment of choice for Cadbury had been children up to the age of 14 who had been driving the consumption of chocolates until the 90s. The other segment that the consumers could be grouped into was the adult population. Targeting The decision made to target a segment is based on gauging the segment attractiveness of the segment. During the 90s, with a rise in the population of the 15-35 year olds, combined with a surge in income and spending power due to the simultaneous opening up of the economy, made the adult segment an attractive one and since then, it has been targeted by Cadbury. Being the market leader already, switching to this target consumer group was not a difficult move for them, in terms of channel attractiveness of the segment. The existing channels which served the consumers until the 90s, such as kirana stores, need no resource intensive special adaptations to serve the youth consumer group as well. Alongside this, competitive attractiveness of the youth segment was also high since no other chocolate company had targeted this consumer group so far. Although this meant 6 Cadbury needed to put in extra marketing effort to change the social acceptance of chocolates in this group, it also translated into a first mover advantage for them. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Cadbury has positioned itself to cater to specific needs and attributes that the target consumer group looks for. Cadbury’s objective was to engage the customers of the adult age group. In the early 90s, Cadbury had the leading share in the market but the volume of sales in terms of per capita consumption was very low compared to western countries. This was also because consumption of chocolate by children was strictly governed by adults and hence increasing per capita consumption within the children consumer group was not a feasible option. In order to widen the net of consumers, Cadbury had to increase the social acceptance of chocolates in the adults age group. This was done through the means of extensive and successively huge ad campaigns which eventually lowered the attitudinal barrier that existed. Cadbury had wanted to and has successfully moved from the perception of chocolate being a children’s product to a celebratory/gifting product, and more recently an indulgence product (For instance Cadbury Silk). In 1992, Cadbury launched a series of aggressive ad campaigns starting with ‘Real Taste of Life† which showcased adults eating the chocolates on their own and not in a parent role or buying it as a reward or a way to say sorry to loved ones. This included the famous ad â€Å"Kuch khaas hai zindagi mein† which showed adults enjoying the taste of chocolates on their own. Later on, Cadbury launched a campaign for Perk which said â€Å"Thodi si pet pooja† which emphasized the use of the chocolate as an any time snack to satisfy hunger, which was a marked shift from the earlier perception of chocolates. Later, to promote Cadbury chocolates as an alternative to traditional desserts, the â€Å"kuch meetha ho jaaye† campaign sought to change perceptions once again, this time including the entire family consisting of elderly grandparents also in the ad to show acceptance of the Cadbury chocolates as dessert. By tying chocolates to Indian customs, and festivals, like Celebrations especially for Raksha Bandhan and Diwali, Cadbury has come a long way from the â€Å"Real Taste of Life† campaign, and â€Å"Indianized† itself in order to entrench itself within the minds of the adult population in India. Marketing Mix – 4 Ps Product/Service Product There are four types of products by Cadbury India, and this report is focused on the Chocolates category. These aim to satisfy the hunger need as well as relaxation and convenience need (easily available snacking option). In order to satisfy these needs, the 7 product is available very easily, at least in the urban markets and in various sizes. Cadbury chocolates are branded so as to represent some emotional core values like family values, and togetherness, but at the same time, they are also branded as a fresh, satisfying, convenient product. Place Cadbury has 6 company-owned manufacturing facilities: 1. 2. 3. 4. 5. 6. Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Hyderabad There are 4 sales offices, one each in New Delhi, Mumbai, Kolkata and Chennai. The corporate office is in Mumbai. In terms of distribution, Cadbury chocolate products are sold directly to wholesalers and retailers. The network comprises roughly 2100 distributors and 4,50,000 retailers. The chocolates are sold through Kirana stores, gift stores, medical stores, canteens, paan shops, bakeries and so on. Price The generally established price point for chocolates in India is Rs 5 and Cadbury has 4 products at this point including Dairy milk, 5 star, gems and perk. This price point accounts for half of chocolate sales in India. At the same time, Cadbury sells multiple differently sized packs on a range of prices, going up to higher, premium priced products as well such as Bournville. In this way, Cadbury has a hold on various price points available to various groups of consumers based on their appetite for spending. Promotion Cadbury promotes its products through various media channels. It uses mainly television ads with strongly featured taglines that get associated with the products easily. There is some amount of seasonality in the market in the way that demand ideally goes up during festive season due to gifting needs and Cadbury launches special ad campaigns around those times to encash on this increased demand. National level competitors like Amul have been unable to match up to the scale of promotions undertaken by Cadbury. Regional players hardly advertise on a big scale through campaigns. However, its MNC competitor Nestle has its own promotional ads and campaigns that seek to rival Cadbury’s and sometimes directly challenge the Cadbury ads. 8 Recommendations 1. In view of the recent entry of foreign players in the market, though Cadbury does not face the threat of losing a significant amount of its existing customers, for instance, those who buy Dairy Milk or Perk, there is a possibility of losing out on potential customers who are interested in premium chocolates. Since this is a rapidly growing industry, and being the established market leader, Cadbury should focus on its premium chocolate brands in a big way through more visible ad campaigns and promote their products based on the brand equity they have built through the years. 2. While leveraging the lower cost of Cadbury premium chocolates vis-a-vis foreign chocolates, Cadbury must take care to ensure it does not go the Tata Nano way, as lower prices in the premium segment may be perceived as lower quality in the product delivered as well. 3. As it has already managed to successfully position chocolates as a snack for children’s as well as adults’ consumption, it can now focus on activating the elderly consumer segment which is typically more resistant to chocolates compared to traditional sweets and feel guilty on indulging in chocolates even if not restricted by health reasons. 4. Cadbury can now change the positioning of certain specific products or introduce new products to cater to â€Å"instant energy† giving needs similar to Mars bars abroad. 5. Recently, a 20-calorie chocolate has been developed in the UK which is now being sold at Michelin starred restaurants. Cadbury can also direct some of its RD endeavors towards developing a similar product which would give the company a distinct edge over competitors and help tap into a new markets and increase their consumer width. 9 NATIONAL BRAND 10 Introduction Amul is an Indian dairy Co-operative based out of Anand in Gujarat. The co-operative started off as the Kaira District Co-operative Milk Producers Union in December 1946. The Co-operative was set up by the milk producers of the Kaira district of Gujarat who felt cheated by the unfair trade practices. The co-operative collected processed and marketed milk and was co-owned by the milk producing farmers of the district. The brand Amul was used by the Kaira District Co-operative to market its brand of milk products. By the 1970s the Co-operative model had become highly successful and spawned similar Co-operative in other district s of Gujarat. In order to combine together and expand their market while not competing with each other, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), an apex marketing body of these district co-operatives was set-up in 1973. The brand name of Amul which was held by the Kaira Union was transferred to GCCF. Today, the GCCF is the largest food product marketing organisation of India. The co-operatives collect around 10 million litres of milk per day from around 3 million milk producer members of the Co-operative. Its current turnover is around Rs. 140. 0 billion. Amul started producing and marketing chocolates in 1970. It currently markets 6 different chocolate brands namely Congtas, Fundoo, Chocozo, Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. Current market share of Amul chocolates is just 4% as compared to market leader that is 66%. The main reason behind such low market share is lack of promotion and more focus on dairy products. Environmental Analysis Strengths ? ? ? Raw material (milk) security: Major raw materials for the production of chocolates are Cocoa, milk and sugar. Milk supply is secured for the company which protects it from any volatility in prices. High brand awareness: Amul through its concerted marketing over the last 5 decades has created a brand that is synonymous with good quality. The brand has also become a symbol of successful Indian entrepreneurship that has positively impacted the lives of millions of small farmers, hence there is a sense of patriotism and pride associated with the brand as well. Strong distribution network: Amul has been marketing and supplying milk through a pan India distribution network which supplies milk and milk products to independent retailers but also to its own milk parlours. 11 Weakness: ? ? ? Low market share: Amul chocolates have a low market share in the Indian chocolate industry. The brand, though having a strong recall value, is not primarily associated with chocolates. The market leader in the chocolate industry in India is Cadbury with 70% market share followed by Nestle at 20% market share. Co-operative structure of Amul: Due to the Co-operative nature of GCMMF, there is limited capital infusion in the company. As a result there is a limited scope for aggressive product launches or diversification. Volatility in Cocoa prices: Unlike the major chocolate producing companies in the world, Amul does not own a cocoa plantation. The prices of cocoa are volatile in nature as they are dependent on the international demand supply dynamics. Not having a cocoa plantation of its own exposed the company to volatility in prices of this raw material. Opportunities: ? Huge untapped market: The per capita consumption of chocolate in India has increase from 40 gm per person in 2005 to around 110 gm per person currently. Though this is impressive growth in itself it is still much lower than the per capita chocolate consumption, in countries like Ireland or Belgium which have a chocolate consumption per person of more than 11 kilograms or even USA or Australia which have chocolate consumption per person of around 5 kilograms. There is thus a huge untapped market for growth in the chocolate industry in India. Corresponding Strength: Since Amul has a strong â€Å"Brand awareness†, people would be willing to buy new products launched under its brand name. Amul can launcha variety of new chocolate products for youth and kids. ? Gifting: Gift hampers consisting of chocolates has been a successful marketing strategy by companies like Cadbury. Amul too has the ‘Rejoice’ brand especially for this purpose however there is scope to launch or aggressively advertise this. Corresponding Strength: Since, Amul is a strong brand name and has a strong distribution network, It can very well advertise the gift packs like rejoice and can introduce new brands catering to the same need. ? Advertising: Amul need to advertise and carry out lot of promotional activities to inform the consumers that still exist and can provide them with what they want. It’s been years that Amul’s chocolate advertisement has been telecasted on India’s major television channels. Sales promotions like discounts and free samples can also help them to increase the Brand awareness and attract customers to switch brand from competitors. Big brands use a celebrity as a Brand Ambassador for its product. 12 For example Amitabh Bachchan for Cadbury Rani Mukherjee for Nestle, Amul can also use a brand ambassador for the promotion of its chocolates. Corresponding Strength: Amul has a huge turnover of around Rs 140 billion and is a financially strong company and has enough funds to carry out the needed advertising campaign and promotions. By spending a small percentage of revenue on advertising campaigns Amul can increase its market share to a large extent. ? Low rural penetration of chocolates: There is significant awareness of the Amul brand even in rural India. The company can leverage these launch cheaper brands targeted at the rural segment which has till now stayed away from chocolate consumption. Corresponding Strength: Amul has been marketing and supplying milk through a pan India distribution network. It has a strong distribution network in rural areas. Amul can leverage this strength and can launch cheaper products in rural market. Threats: ? Strong competition from foreign multi nationals: There is significant potential in the Indian chocolate industry which has been attracting international competition. Companies like Cadbury have been launching premium swiss chocolate brands. Also other premium chocolate brands like Ferrero Rocher are making their presence felt in India. Corresponding Weakness: Since â€Å"Amul† is mostly related to its milk products and has not made its presence felt strongly in the chocolate industry, its still far behind its competitors like Cadburys which is a very aggressive player in the chocolate industry. Amul faces tough competition and to handle the same it needs enormous marketing and advertising campaign and introduction of new chocolate products under its brand name. ? Low brand loyalty in chocolate industry: Chocolates are impulse purchases and compete with categories of soft drinks, snacks and other beverages. Although people may like a particular type of chocolate (dark, milk, white, etc. ) there is not a significant brand loyalty. Hence this presents a threat to established players in the market. Corresponding Weakness: Since Amul has significantly low popularity in chocolate industry and also people are picky while selecting a chocolate, there is not a single chocolate brand product under its brand which enjoys strong loyalty from consumer side. Also, people like to try different kinds of chocolates and are not necessarily inclined towards a single chocolate product. Since, Amul does not offer a large variety of chocolates; therefore it is at a weaker position in the chocolate industry. 13 Segmentation Geographic segmentation: Chocolate consumption is concentrated in urban areas of the country. Chocolate consumption in rural areas of the country may be considered negligible. Chocolates are still considered as a luxury product by the population and are hence consumed by the middle and the upper classes of society which reside in the towns, cities and metropolitan centres of the country. Amul chocolates are thus marketed in these areas of the country. Demographic segmentation: Amul chocolates are mostly segmented its consumers into various age groups like the children, adolescent and youth segments of the society. Since, chocolates are particularly liked by children and middle aged and older generations refrain from eating it citing health concerns due to high sugar content of chocolates. Targeting The brands of Amul chocolates like Fundooz, Bindaaz, Congrats etc. have been named to be attractive to the younger generation who use these words in their daily lexicon. There has been a strategy by the company to provide a young, dynamic and fun loving character to its chocolate through such branding. Amul chocolates also markets two brand namely Amul Cooking Chocolate which is targeted towards the homemakers and professional cooks and chefs. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Amul has positioned itself as an affordable, â€Å"value for money† chocolate. Since, it has mostly targeted kids and youth, it is still considered as a snack unlike cadbury’s product like Celebrations which is considered as gifting option. Amul has not positioned itself as an alternative to sweets or has not developed its product to actually cater to an emotional need. It is simply a chocolate available at a lower price. Marketing Mix. Product Amul has a very low range of products in its chocolate business. There are only 8 chocolate brands that Amul offers as of now in the market and these are Congrats, Fundoo, Chocozo, 14 Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. The problem is that there is no clear differentiation between the products that it offers. For example Cadburys is catering to a different need corresponding to its individual Chocolate product. ? ? ? ? ? Product Dairy Milk Dairy Milk Shots Bournville 5 Star Perk Need Milk Chocolate (Basic taste and style). Small balls of chocolate (Circular unlike chocolate bars) Dark Chocolate Sweeter in taste with honey as an ingredient Crispier with wafer inside However, Amul completely ignores such kind of differentiation between its products and hence their product can be easily substituted by their own products apart from the competitor’s product. Another important factor is packaging because majority of the consumers is kids and youngsters who like attractive packaging. Most kids buy chocolates not just because they like chocolates but also because of the attractive wrappers. Packaging used by Amul stands low on appearance parameter. Also, it lacks a common theme or â€Å"top of the mind† recall point. For example, Cadburys is strongly associated with blue wrapper and more than brown it’s the colour blue that we associate with a chocolate. As compared to this, Amul’s packaging is weak and lacks lustre. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. This would keep them in competition with competitors like Cadbury and Nestle. 15 Pricing Second P of marketing that is Price is often confused with blindly lowering the prices of different products and completely relying on this strategy to increase sales. However it is of extreme importance to divide the target group on the basis of their price sensitivity and purchase power. Every customer segment has different price expectation from the product. To maximize the returns, it is important to identify the right price level for each segment and then progressively moving through them. Amul has launched various chocolate products to cater to different segments of population. Pricing must take into account the competitive and legal environment of the industry. Majority of people in India live in villages and have low disposable income. With such a heavy competition in the chocolate market, Price plays a very important role. Amul pricing strategy has been â€Å"Value for Money†. Amul’s believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. For example, Cadbury’s â€Å"Fruit n Nut† is priced at Rs 35 per 42 gm pouch whereas Amul’s Fruit and Nut is sold at just Rs 25 per 40 gm. Amul offers same quality at a price 30% lower than its competitor. Amul has not launched any premium (high price) product in its chocolate business. Place Place in marketing is considered as the channels of distribution through which products move from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy wherein they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Corresponding to its strong distribution channels, Amul currently has very low visibility. It needs to increase the visibility through offering discount to retailers along with buybacks to convince them to store the Amul Chocolates. Since Amul is a â€Å"value for money† brand it can be placed anywhere from small kirana shops to big malls. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. 16 Promotion Promotion refers to exchange of information between an organization and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality the price of its product. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. 17 Recommendations 1. Amul needs to introduce new varieties of chocolates and improve its existing ones. 2. They should introduce milk chocolates like Nestle’s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestle’s After Eight etc.

Racism and White Privilege in the Education System Essay -- Finding Fr

Many people in the United States society believe that people of all cultures, races, and ethnicities are now on an even playing field. People with this belief support their logic with the argument that since equal rights for people of color and women have been required by law for some time now, we are all inherently as equal as claimed in the Declaration of Independence. Many believe that race is no longer an issue, a viewpoint frequently referred to as color-blindness. National polling data indicated that a majority of whites now believe discrimination against racial minorities no longer exists. (Gallagher, 96) Color-blindness allows a white person to define himself or herself as politically and racially tolerant and then proclaim their adherence to a belief system that does not see or judge individuals by the â€Å"color of their skin.† (Gallagher, 98) Many Caucasians in particular are of the opinion that because they listen to hip-hop or cheer for their favorite black, prof essional sports player that they are not racist. Still others believe that because they have a black president, we see black people in the commercial of products we consume, or enjoy television shows with black people that they are actually acknowledging race. In order to examine and dismantle this series of misconceptions, we will turn to the work of various scholars of social justice and privilege, including Peggy McIntosh, Patricia Hinchey and Johnathon Kozol as well as the story of Patricia J Williams. Through a careful examination of these works with the support of some key statistics, it is the goal of this paper to demonstrate the existence of a privileged and unprivileged America, despite the color-blindness many may profess to have integrated into their p... ...hools. New York: Crown Pub. McIntosh, P. (1988). White Privilege and Male Privilege. Wellesley College Center for Research on Women: Working Paper No. 189, 1-20. SueN. (2011, Nov 10). Thom Hartmann Program. Retrieved from Transcript: Thom Hartmann: The Big Picture: A "Race Based" Bake Sale? 26 September '11: http://www.thomhartmann.com/blog/2011/11/transcript-thom-hartmann-big-picture-race-based-bake-sale-26-september-11 Wight, V. R., Chau, M., & Aratani, Y. (2010, Jan). National Center for Children in Poverty. Retrieved from Who are America’s Poor Children?: http://www.nccp.org/publications/pub_912.html Williams, P. (2010). Of race and risk. In Race, Class, & Gender: An Anthology (7th ed.). Belmont: Wadsworth. Zinn, H. (2007). Why Students Should Study History. In W. e. Au, Rethinking Our Classrooms, Volume 1 (pp. 179-181). Milwaukee: Rethinking Schools.

Informative Speech Outline Essay

Purpose: To inform my audience members about diabetes, the complications of diabetes, and what they can do to prevent diabetes from happening or how they can manage and maintain a healthy lifestyle if they are currently living with diabetes. Introduction I. Show of hands, how many of you know someone who has diabetes? Need/Connection II. According to the National Diabetes Report, 2014 from the centers for disease control and prevention, nearly 29.1 million people in the United States have Diabetes Speaker Credibility III. Almost all of my family are now currently living with diabetes, and one of them is my mom, she has type 2 Diabetes and having to see her inject herself with insulin every day and have to watch her not being able to eat all the food she wants is tough since she always has to watch how much sugar she intakes. Topic and Main Points IV. Now, although some of us may not all have diabetes, diabetes is the fastest growing disease in the country, and is also one of the top ten leading causes of death. Today I will speak to you about the types of diabetes, complications of diabetes, and steps you can do to prevent yourself from this disease or ways to keep your diabetes under control. Transition Statement V. I will begin by informing you all on what exactly diabetes is, and the types of VI. Body A. What is diabetes? According to the Joslin Diabetes Center; diabetes is defined as a disease in which the body is unable to properly use and store glucose. Glucose is the main source of fuel for the body. And a person with diabetes cannot absorb glucose properly, and glucose stays circulating in the blood damaging tissues over time. B. Types of diabetes I. Type 1 Diabetes: Formally known as juvenile diabetes, which is usually diagnosed in children and young adults. Type 1 diabetes is where the body does not produce any insulin, and people who have type 1 diabetes must take daily injections or pumps to be able to survive on a day to day basis. II. Type 2 diabetes: Formally known as adult-onset or non- insulin dependent diabetes, type 2 is much more common than type 1. Type 2 diabetes is where not enough insulin is produced, and people with type 2 diabetes will need to take either medication or insulin to help regulate the insulin in their body. III. Gestational Diabetes: According to the Baby Center Medical Advisory Board when the body needs additional insulin, the pancreas dutifully secrets more of it, but if your pancreas can’t keep up with the increased insulin demand during pregnancy, your blood levels rise, eventually resulting to gestational diabetes. Most woman with gestational diabetes don’t remain diabetic after the baby is born, but the women are at higher risk for getting it again during a future pregnancy and for developing type 2 diabetes later in life. Transition Statement Keeping diabetes under control can reduce the risk of having future complications C. Complication of Diabetes I. There are many risks and complications with diabetes that are serious, and can sometimes even result to death. Just to give a couple examples: heart disease, nerve damage, amputations, and vision problems. II. According to the World Health Organization diabetes increases the risk of heart disease and stroke. 50% of people with diabetes die of cardiovascular disease. Transition Statement There are many complications associated with diabetes that can be very scary, and life threating. But there are many steps you can do to keep your diabetes under control or prevent diabetes from entering your lifestyle. D. What we can do to maintain/prevent normal blood sugar levels. I. For those who are currently living with diabetes you can take some measures to keep your condition in line by exercising regularly, eating healthy, and taking medications instructed by your doctors. II. For those who don’t have diabetes we can take preventative measures to stop diabetes from happening  to us. Although it may tough to stay away from all those sweets, once in a while we can make some healthy eating choices and increase our physical activity. Transition Statement By better understanding of what diabetes is, and becoming knowledgeable on the consequences of diabetes we can prevent it or still maintain a healthy lifestyle while living with diabetes. Conclusion I. Diabetes is an incurable disease that affects a large amount of people today, but if we are well informed we can make smart decisions. II. There is no real cure for diabetes, but those who are diagnosed with it can still live a long healthy life if they take care of themselves. To better understand diabetes we need to recognize the types of diabetes, and realize the steps we can take to prevent and maintain this disease. Works Cited â€Å"Gestational Diabetes: Causes, Diagnosis & Treatment.† BabyCenter. N.p., n.d. Web. 10 Sept. 2014. â€Å"What Is Gestational Diabetes?† American Diabetes Association. N.p., n.d. Web. 10 Sept. 2014. Translation, Division Of Diabetes. National Diabetes Statistics Report, 2014(n.d.): n. pag. Web. â€Å"National Diabetes InformationClearinghouse (NDIC).† Diabetes Overview. N.p., n.d. Web. 10 Sept. 2014. Large squirrel 556

Economy’s production possibilities Essay

Problem Set 2 Complete all questions listed below. Clearly label your answers 1. What impact would a change that shifts an economy’s production possibilities curve outward have on the long run aggregate supply curve? How have improvements in computer technology affected production possibilities and the long run aggregate supply curve? Explain Answer: Growth of population and the labor-force participation rate Capital accumulation Improvements in technology 2. Construct the AD, SRAS, and LRAS curves for an economy experiencing: (a) full employment, (b) an economic boom, and (c) a recession. (Graphs can be hand drawn or done by computer; label all curves and axes clearly.) a=full employment; b=boom; c= recession 3. What is a budget deficit? How are budget deficits financed? Why do Keynesians believe that budget deficits will increase aggregate demand? Answer: A budget deficit occurs when the government spending exceeds government revenue in a given time period, usually one year. Budget deficits are financed by a country’s bonds. In the U.S., it’s financed by Treasury bills, notes and bonds. This is the government’s way of printing money. Actually, it is creating more credit denominated in that country’s currency. However, it has the same effect — it lowers the value of that country’s currency. As bonds flood the market, the supply outweighs the demand. The Keynesians believe that when aggregated demand exceeds productive capacity of the economy, the federal government can prevent inflationary overheating by reducing demand with a budget surplus generated by a combination of less spending and higher taxes. 4. When output and employment slowed in early 2008, the Bush Administration and the Democratic Congress passed a legislation sending households a check  for $600 for each adult (and $300 per child). These checks were financed by borrowing. Would a Keynesian favor this action? Why or why not? Answer: No, the Keynesian would not agree with this action because their opinion is generating a combination of less spending and higher taxes, not giving away money.

Comparative Foreign Policy

Comparative Foreign Policy Introduction The armed conflict in Syria is the largest humanitarian crisis facing the world at the moment. Thousands of innocent Syrians have been killed, and there are still no clear plans from the international community on how to end this crisis (Russell, 2012).Advertising We will write a custom essay sample on Comparative Foreign Policy specifically for you for only $16.05 $11/page Learn More However, the disagreement between major powers should be blamed on this failure. For instance, China and the US have differed on almost every proposal aimed at bringing an end to the atrocities in Syria. The foreign policies of the two countries are very different. China strictly adheres to the principle of non-intervention while the US believes that foreign intervention is necessary when a country is faced with a major humanitarian crisis. For that reason, unless one of the two countries changes its stand on Syria, a quick solution to the crisis will not be found. This essay compares the United States’ and China’s foreign policies on Syria. An Overview of the Crisis in Syria Syria is currently in the midst of armed conflict. This conflict is primarily between rebel fighters opposed to President Bashar al Asad rule and forces loyal to him. According to Sharp and Blanchard (2012), various sources claim that around 25,000 Syrians have been killed since the crisis started. Most members of the internal community believe that the Syrian president will be forced out of power. However, no specific plans or credible timetables on how this will be done are on offer. Syria’s crisis is, therefore, typified by uncertainty and misunderstandings (Russell, 2012). While the international community is debating on the best ways of intervening in Syria, the conflict is growing. This is a serious threat to the region’s stability. There is a high probability that this conflict may spill over to neighboring countries.Advertising Looking for essay on international relations? Let's see if we can help you! Get your first paper with 15% OFF Learn More In addition, the unrest may create new breeding grounds for Al-Qaeda and other extremist organization. The situation in Syria has a close resemblance to what happened in the Kashmir region. Kashmir harbored key terrorist groups as the unrests provided excellent training sites for them (Hilali, 2004). Consequently, this conflict diverted attention from the war against terror. Major Differences Between the US’ and China’s Foreign Policies The United Nations (UN) General Assembly resolution 2131 (XX) declared that all countries should conduct their affairs independently (McWhinney, n.d.). Additionally, the principle of non-intervention prohibits any state from meddling in the internal affairs of another independent state (Adjei, 2005) Although the UN Charter prohibits the use of force or any military intervention in the internal affairs of a country, it permits the use of substantial force in extreme situations (Kinacioglu, n.d.). For that reason, the principles of the right to protect (R2P) and unilateral humanitarian intervention are preferred over the principle of non-intervention in most interventions. According to Peters (2009), sovereignty is derived from people and, therefore, their rights, interest, and security should be prioritized. State sovereignty, therefore, has a legal value only when it respects human rights (Halt, 2012). The United States has used such provisions to involve itself in other countries’ affairs. On the other hand, China has adhered to the principle of non-intervention and its interpretation. For that reason, China’s and United States’ foreign policies are very different. This explains why there are so many disagreements between these countries on the international front.Advertising We will write a custom essay sample on Comparative Foreign Policy specific ally for you for only $16.05 $11/page Learn More However, these disagreements are not healthy since they slow down the process of resolving major humanitarian crises facing the world. For instance, the international community is yet to come up with a plan to end the ongoing civil war in Syria. US Policy on Syria Since the 1980s, US policy towards Syria has revolved around confrontation, cautious engagement, and containment (Sharp and Blanchard, 2012). Therefore, successive US governments have sought to convince Syria to end its support for Hezbollah in Lebanon and extremists within Palestine. In addition, these governments have encouraged peace talks between Syria and Israel. However, the Obama administration is pursuing other policies. Some of these policies include demand for a political transition, international diplomacy, sanctions, humanitarian aid, and non-lethal aid. Other policy measures toward Syria include intelligent coordination, disruption of arms ship ment to the country and contingency planning. The US, through the leadership of President Obama, has been calling for Asad’s resignation since last year (Sharp and Blanchard, 2012). Moreover, the Obama administration has also pressured the United Nations Security to condemn the ongoing atrocities in Syria. In addition, US policymakers, in collaboration with the international community, are working on an improved international policy on Syria (Sharp and Blanchard, 2012). However, the US is yet to provide any clue on whether it will use its military in Syria (Sharp and Blanchard, 2012). Therefore, the debate on the United States’ mode of intervention in Syria continues. Some Congressmen and non-governmental observers feel that the atrocities committed on Syrians people warrants a military intervention (Sharp and Blanchard, 2012). They believe that the US should now pursue its goal of regime change.Advertising Looking for essay on international relations? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, other stakeholders maintain that regime change in Syria will have negative implications on the region’s security (Glaser, 2012). These stakeholders believe that Syrian opposition is infiltrated with extremist elements. The US is, thus, only enforcing the United Nations-backed sanctions on Syria and supporters of the Asad’s government at the moment. However, there are other interventions that are not too public. The US has provided Syria with humanitarian assistance since the onset of this crisis. For instance, in August 2012, the US released $82 million to address Syria’s humanitarian needs and those of its neighbors (Sharp and Blanchard, 2012). In addition, the US has been providing non-lethal aid to the Syrian opposition. Some of these non-lethal aids include medicines and communication equipment (Sharp and Blanchard, 2012). Sharp and Blanchard (2012) also add that the US is also arming opposition fighters who are not connected to terrorist groups. Th e Central Intelligence Agency (CIA) is obligated to vet opposition groups in Syria (Sharp and Blanchard, 2012). Furthermore, the US and its allies, within the region, are also trying to prevent Assad’s forces from receiving additional arms. For instance, the US administration pressured Iraq to close its air space to cargo flights carrying weapons to Syria (Sharp and Blanchard, 2012). Some sources claim that the Obama administration is considering a military intervention in Syria (Sanger and Schmitt, 2012). The administration feels that this crisis has reached a point where it requires to be checked. Moreover, the administration is wary of the continued presence of China and Russia in the crisis. The US military is also secretly developing a contingency plan in readiness for possible interventions in Syria (Sharp and Blanchard, 2012). Additionally, although the conflict is continuing, some sources state that the US is preparing for a regime change in Syria. In this regard, the US is trying to bring the opposition groups together. However, Russell (2012) calls any interventions in Syria hypocritical. He claims that the US is not ready to create a version of the Muslim Brotherhood in Syria. China’s Policy on Syria Since its enactment, China has at all times obeyed the principle of non-intervention. The leadership of China believes that no countries should interfere with the internal affairs of sovereign states (Swaine, 2012). Beijing only sends envoys to countries facing major humanitarian crises to call for restraint, but never intervenes in any other way. Therefore, China is opposed to the use of force in restoring sanity in major humanitarian crises (Swaine, 2012). Swaine (2012) also reiterates that China has always been against sanctions and other coercive ways of pressuring an independent state into behaving in a certain way. China also believes that foreign interventions led by the United States and the West are motivated by a desire to change a regime (Swaine, 2012). China goes on to maintain that beneficiaries of these changes are used by the US and the West against it. Therefore, Beijing is unlikely to join the international community in major interventions. For that reason, China’s stand on the Syrian crisis is based on principles and values. These values have characterized China throughout its modern history. This explains why China has stuck with Assad’s regime throughout this conflict. China has resisted western pressure and maintained that Assad should not be dethroned forcefully. However, China has continuously called for a cease in Syria. However, China is realizing that problems facing failed states or unstable government are serious threats to its security and economy. For that reason, China has shown signs of supporting some interventions (Swaine, 2012). For instance, China failed to use its veto powers to block UN-backed interventions in Libya. This military intervention was endorsed by the UN Security Country. Surprisingly, instead of opposing this intervention, China opted not to vote on the issue. In addition, China surprised many countries by offering a peace deal to Syria (Hetou, 2012). However, this deal does not point fingers at any of the sides fighting. China claims that it is not its business to determine which side is to blame for the violence. China has also been able to mobilize support for its peace plan in Syria. According to Hetou (2012), Russia backs this deal. Therefore, the Syrian crisis is a major test for China’s foreign policy. Nonetheless, in order to act as the main power broker in Syria, China has to forego some of its major stands in foreign relations. Nonetheless, China has shown consistency in its quest to find peace in Syria. Therefore, China is set to make a major breakthrough as a world leader if it succeeds in bringing peace to Syria. Conclusions The Syrian crisis is a major test for word’s peace and unity. Interestingly, the US has shown restraint throughout the Crisis. On the other hand, China seems to forego its value and principles in a bid to find peace in Syria. China continued presence in this issue has, however, awakened the US. It is now believed that the US is contemplating military intervention in Syria. Moreover, sources claim that the US is ready for a regime change in Syria (Sharp and Blanchard, 2012). For that reason, we should be ready for a situation where world major powers will be exercising their rivalry in a major humanitarian crisis. References Adjei, E. (2005). The legality of humanitarian intervention. Retrieved from http://digitalcommons.law.uga.edu/stu_llm/2 Glaser, J. (2012). Al-qaeda infiltrating Syrian opposition, with US support: Russia slammed the US for justifying terrorism in Syria. Retrieved from  news.antiwar.com/2012/07/25/al-qaeda-infiltrating-syrian-opposition-with-us-support/ Halt B. (2012).The legal character of R2P and the UN Charter. Retrieved from  www.e-ir .info/2012/08/08/the-legal-basis-of-the-responsibility-to-protect/ Hetou, G. (2012). Syria: A litmus test for Chinese foreign policy. Retrieved from  www.e-ir.info/2012/06/20/syria-a-litmus-test-for-chinese-foreign-policy/ Hilali, A. Z. (2004). Historical developments of the Kashmir problem and Pakistan’s policy after September 11, 2001. Retrieved from http://sam.gov.tr/wp-content/uploads/2012/01/6.-A.Z.-Hilali.pdf Kinacioglu, M. (n.d.).The principle of non-intervention at the United Nations: the charter framework and the legal debate. Retrieved from http://sam.gov.tr/wp-content/uploads/2012/01/Muge-Kinacioglu.pdf McWhinney, E. (n.d.) Declaration on the inadmissibility of intervention in the domestic affairs of states and the protection of their independence and sovereignty general assembly resolution 2131 (xx) New York, 21 December 1965. Retrieved from http://untreaty.un.org/cod/avl/ha/ga_2131-xx/ga_2131-xx.html Peters, A. (2009). Humanity as the A and ÃŽ © of sovereigntyà ¢â‚¬ . The European Journal of International Law, 20(3), 513–544. Russell, J.S. (2012). Exploring the ‘space between’ that is diplomacy: Syria and US foreign policy. Retrieved from http://kingsofwar.org.uk/2012/09/exploring-the-space-between-that-is-diplomacy-syria-and-us-foreign-policy/ Sanger, D. E Schmitt, E. (2012, November 28). U.S. weighs bolder effort to intervene in Syria’s conflict. The New York Times. Retrieved from  www.nytimes.com/2012/11/29/world/us-is-weighing-stronger-action-in-syrian-conflict.html Sharp, J. M. Blanchard, C. M. (2012, August 21). Armed conflict in Syria: US. and international response (Congressional Report No. RL33487). Retrieved from fas.org/sgp/crs/mideast/RL33487.pdf Swaine, M.D. (2012). Chinese views of the Syrian conflict. Retrieved from http://carnegieendowment.org/2012/09/13/chinese-views-of-syrian-conflict/dtr1

Constitutional Basis essays

Constitutional Basis essays My belief is that the Constitution of the United States has offered us many rights, and at times, those rights seem to be in disagreement, while at other times, we would be in chaos without them. The Constitution states all people have the right to life, liberty and freedom. This is a bit idealistic because one persons liberty may infringe upon another persons freedom. The difficulties in discerning the Framers intentions increase both as time elapses and as we need to get more specific. Would the Framers have considered a wiretap to be a search? Would they have considered flag burning to be a form of speech? Would they have considered cable television to be a form of press? These inquiries are sometimes made because we view the Framers as wardens having issued commands, the meaning of which depends on their intentions. Framers advocated a particular idea suggests to us that it is a good idea, not merely that it reflected the preferences of the biggest or strongest group. The Constitution specifies the design of a mechanism to produce laws that are beneficial but not unjust; laws that, because they are both necessary and proper, bind us in conscience. Although, we cannot inspect every law individually, we need some confidence that the internal operation of the lawmaking process is designed to produce beneficial laws and to weed out those that violate the rights retained by the people. Only a Constitution that establishes a lawmaking process with the requisite built-in quality controls can impart legitimacy on the laws enacted in its name. A Constitution that fails to contain such internal quality control procedures tells us nothing about the justice of the laws it produces. Yet, who among the Framers of the Constitution ever imagined that the free speech clause might apply to government regulations designed to curtail the export of encryption software? Or that such an iss...

Argumentative Writing with Stylistic Devices

Argumentative Writing with Stylistic Devices Argumentative Writing with Stylistic Devices The fact that argumentative papers are actually the most difficult papers to write is very common. However, there are many things involved in writing such. On many occasions when you are putting up an argument, people are not buying what you are writing or saying just because it is the truth. Readers usually tend to look at the beauty of what you are putting into words and how sophisticated and stylish it is. This is why you have to do everything possible to garnish your argumentative paper with numerous stylistic devices. There are many of them, but we will treat only 7 of the most popular ones. Rhetorical question This is actually one of the best stylistic devices you can attract attention to your argument with. It is the concept of asking questions for the simple sake of making an effect, and not because you need an answer. It is used to emphasize a thing that is already known, and it does the job of drawing attention or making the audience reflect over the mentioned issue. For example, who will defend the poor if the government does not involve itself in it?. Metaphor This is another great stylistic device. Here, you try to identify a word or phrase as a similar thing to something it does not have any relationship with. It is still a rhetorical tool used to draw attention to a particular situation. It simply highlights the similarities between the two, which may not be existent after all. An example of a metaphor is orange is the new black. Parallelism This is another great device you must form the habit of using here. You try to draw some parallel between parts of the same sentence. It involves using similar structure/construction in several clauses. This is mainly used to give a good pattern to the passage. An example is what you do in the dark will be revealed, what you do in the open will be revealed. Irony Irony is a good device that entails using an expression to give an opposite meaning. Here, what you say is exactly the opposite of what you mean. This is used to show some emphasis and actually bring some level of humor to your argumentative essay. For example, I hate life because it is very sweet. Repetition Another very important device that is used in the course of argumentative essays. Here, you simply repeat words within the same poetic line or within the same sentence in no particular order. This has a way of making the sentence or even phrases very emphatic and also beautiful to read. Many people do not see this as a stylistic device or figure of speech, but that is actually what it is. For instance what is worth doing is worth doing well. Personification This is described as the concept of attributing the characteristics of human beings to animals and inanimate objects. You make it look as if they have human feelings and behavior. This will always make your narrative more lively and interesting. And that is what your argumentative essay needs to make it less official-like and more reader-friendly. An example is â€Å"The proofs hang over this statement to crash it when the time comes. Hyperbole This is the stylistic device for argumentative writing that is also known as deliberate exaggeration. It is seldom used, and it simply means the use of highly exaggerated terms to draw emphasis and attention to your message. An example is The room was seemingly capable of holding millions of people. So, all in all if you are good at argumentative paper writing without these stylistic devices, it’s certainly more than great. But, in case you are eager to emphasize the message and strengthen your persuasion, these are the tools you must use. Make your academic writing more efficient with the means of stylistics.

Prime-Time Television Program Essay Example | Topics and Well Written Essays - 500 words

Prime-Time Television Program - Essay Example This paper discusses how Coca-Cola Company has incorporated social media to ensure that it’s commercial reach large number of customers globally. The key Coca-Cola commercial that I liked is the Mirage--Super Bowl ads 2013. This commercial portrays three groups of people racing for a bottle of Coke in a dry land (Super Bowl 2013 ads 2013). It is interesting to note how the three groups of people look thirsty in a place that has no water and the only solution to their thirsty is a cold bottle of Coke. As the individuals continue to run Coke on its side increases it speed. Consequently, the individuals increase their speed up to the point they catch up with the bottle of coke. This is followed by sharing the drink that they take in an enjoyable way thus creating a strong friendship among themselves. In my opinion, the commercial has played a major role in ensuring that the company reaches its target market. For example, the racing individuals are of different ages thus indicating that the company targets all the consumers regardless of their ages. Similarly, young people who are key consumers of Coca-Cola products can freely interact with the characters that are featured in the commercial through social media. David 25 argues that in this way the company has ensured strong positive relationship between its products and the consumers. Having been held in a desert, the commercial indicates that the company is not only targeting cold places but also it has adopted various strategies to ensure that the needs of consumers residing in dry countries are catered for. As the demand of Coca-Cola products increases, the company has embarked on improving its production by the use of modern technology. The speed with which the Coke bottle was emulating depicts the haste at which Coca-Cola C ompany is putting in place modern technology as a way of ensuring that the needs of its market are effectively met. Social media is a major advertising

The glass ceiling Essay Example | Topics and Well Written Essays - 250 words

The glass ceiling - Essay Example ceived superiority of men in administrative and leadership roles, diminishment of women’s voices in decision-making situations and valuation of perceived ‘masculine’ traits, such as, aggression and dominance over perceived ‘feminine’ traits like understanding and patients, especially in highly competitive and political environments. The glass ceiling has a variety of effects on women. The first and most obvious is to subtly exclude them from reaching top positions in their fields. While a few women do make it into upper management or leadership roles in their fields, the vast majority of most professions, and especially the highest echelons of those professions, remain dominated by men. This process can also create a significant negative impact on a woman’s personal life. Most obviously, professional stalling that occurs when women hit the glass ceiling and are no longer able to advance creates significant emotional problems, such as, professional frustration and decreased self-worth. Women are often made to make lose-lose choices, for instance, having to decide between having a child, and thus loosing time, energy and prestige at work, or focusing on their careers and losing out on family opportunities – choices men are never forced to make. (For question three, maybe focus on things such as the fact that you can use traditionally feminine traits to be an excellent psychologist, you can side-step traditional hierarchies that exist in other professions, and publish work in a merit-based fashion to achieve prestige without needing to go through patriarchal

Final assignment Essay Example | Topics and Well Written Essays - 500 words

Final assignment - Essay Example European colonisation adventures are also one of the main reasons for the mixing up of the diversified culture and acculturation. The immigration policies announced by various European and Australian countries also contributed the mixed cultural traits that put the ethnicity in jeopardy. Patrick J. Buchanan, famous American writer and political analyst, has indicated the same problem in his book under the title, â€Å"Death of the West†. In his book, he expresses his grave concerns regarding the future of individual recognition and even the solidarity of the USA and Western civilization due to its current economic and foreign policies. â€Å"Buchanan does a good job of legitimizing debate†, Widmann states, â€Å"over the politically incorrect subjects of White/European population rates and non-White, non-European immigration and its impact.† It is perhaps in the nature of every human that he contains ethnic prejudice for his own race. The individuals consider their own group superior and better one in comparison with other groups. Therefore, they desire for the uplift of their race and ethnicity. Hitler came to the limelight to confront the world as he thought German nation as the most superior and talented nation. The same is the case with Buch anan. Buchanan obtains apprehension that immigrants from all parts of the world are changing the very scenario of the society. The culture and civilization of the present USA may undergo serious set back with the influx of different races which will drag the West into many socioeconomic problems. Different the ethnic groups in a society, more are the chances of criminal activities in it. This is a fact beyond doubt that variation in groups because of race, religion, region, gender, caste, class, creed, social status and income creates conflict in a society. Marxist and Feminist perspectives are also the outcome of the conflict situation prevailing in the countries. Buchanan is of the view that

Discuss.. The image of managers as rational and analytical planners, Essay - 1

Discuss.. The image of managers as rational and analytical planners, decision makers and issuers of commands does not stand up to scrutiny when researchers examine what managers actually do - Essay Example The other members of the organizational community may be attached to the organization as their economic activity or as a source of some satisfaction. Besides, the nature of human being that deviates from the ideal situation does not allow them to operate collectively towards the achievement of common objective. There is a lot of diversity among the human resource. There is also need to plan the activities of an organization and make appropriate decisions at certain points in the organization. These require some kind of management, a way of passing information and coordinating the activities in the organization (Watson 2003, p4). The roles of the various employees need to be defined, there is need to supervise how the employees perform the tasks as a way of appraisal or dismissal, and there is a need to review the organizations objectives and evaluate the overall performance of the organization. There is a need to establish proper relation with the individuals that are outside the org anization as well. The diverse need of the community that surrounds the organization including the employees of the organization is what makes management one of the challenging roles in an organization. A manager who partly owns a company will provide a different managerial approach than the other one who has no share in the organization (James, 1999, p.2). The role of managers in an organization has received various scrutinies due to the ambiguity that exists in defining term itself. The operations in a given organization may not go on smoothly not because the top management consists of incompetent personnel but because the managers are not doing the right things. Watson (2001) thus describes management in three different aspects: management as a function, management as activities and management as a team of people (p.35). The kind of manager that Watson mentions includes both the middle manager and the senior manager. The

Abortion in Canadian law Essay Example | Topics and Well Written Essays - 1000 words

Abortion in Canadian law - Essay Example This essay will trace the development of abortion law in Canada.This law has originated from a variety of sources,philosophical,moral,religious and has resulted in current law that is framed by social values. Abortion law has basics of all of these but some are more clear and enduring than others are. Before this I will provide a shot history of general law and its relationship to social contract theory and moral philosophy. The influence of Dr. Henry Morgentaler on the evolution of abortion law will also be explored, as he is responsible for much of the progress made in the area. The conclusion is a brief summary, which shows that all law has a philosophical background but abortion law in Canada appears to have had an historical evolution. Influenced initially by a philosophical basis, religion and morality and more recently by societal values and expectations.Abortion law in Canada appears to have a philosophical origin. This can be located within social contract theory and moral p hilosophy. Social contract theory is the assumption that people must have entered into some kind of binding contract with other members of society. The idea being that people had sacrificed their personal independence that was guaranteed in the State of Nature in order to secure freedom of will devise for the greater good. Collective freedom was believed to ensure principles of liberty, justice and equality- democracy. Voluntary (and in Hobbesian theory, forced) submission to democratic principles was a superior moral decision to put the will of the collective ahead of oneself, thereby creating a moral basis of law (Browning, 1997). Whilst it is clearly possible to locate the primary source of the law itself, it is considerably more difficult to trace that origin in accord with specific legislation such as abortion law. The historical development of abortion law in Canada has endured many phases from its start in the late 1800's through to contemporary times. In early societies women had been excluded from civic engagement on the grounds that they were emotionally incapable of making reasonable decisions and as such were best suited to family life. This assumption along with religious and moral insult and possibly the desire of the state to control the reproductive rights of women and to regulate their sexual behavior have provided the basis of abortion law in Canada. Canadian abortion law can be traced to around 1869 when abortion first became illegal after the Canadian Parliament passed a complete ban on the procedure (Arthur, 1999). 1892 law reform saw these guidelines tightened when Canada's first Criminal Code was introduced. This Code prohibited abortion as an acceptable medical procedure and legislated against the inducement of miscarriage, ensuring that it would be seen as a criminal offe nse (History of Abortion Law in Canada, 2003). The confusion surrounding abortion law continued throughout the 1800's and into the 1900's until the situation became so desperate that further modification of abortion law was necessary. Between 1926 and 1947 an estimated 4000 to 6000 women died during botched illegal abortions and by the 1960's it was estimated that anywhere between 35,000 and 120,000 abortions were being performed every year (Arthur, 1999). Shocked at learning of such high statistics and horrified by being legally required to turn away women, many doctors and legal practitioners began to take up the challenge of securing women's right. The 1960's form a group to aim to solve the problem. The foundations for more progressive abortion law in Canada was set in 1967 when Trudeau authorized a bill that would permit women to have legal abortions in special circumstances if they were approved by a medical committee contain of three medical professionals. This bill became law in 1969 under section 287 of the Criminal Code, women could seek legal abortions if doctors ruled that it was in the best interest of the woman's physical or mental

Literary Elements of the Film (Pan's Labyrinth) Essay

Literary Elements of the Film (Pan's Labyrinth) - Essay Example Thesis statement: The analysis of Pans Labyrinth by Guillermo del Toro, based on literary elements like plot, symbolism, and conflict proves the futility of hatred/war and the role of motherly tenderness in reducing violence and bloodshed in the mortal and immortal worlds. This section is divided into three: Plot (the theme of motherly tenderness), symbolism (war and violence), and conflict (between real and imaginary worlds, and internal conflict related to dual personality). First of all, motherly tenderness is the most important theme unearthed by the director in the film. To be specific, the heroine (Ofelia) who sacrifices her own life for the wellbeing of others is symbolic of motherly tenderness. As pointed out, the film’s plot is interconnected with military/ political history of Spain, especially during 1940s, after the Spanish Civil War between the Republicans and Nationalists. In the film, the director provides ample importance to the internal turmoil in Spain. Charles Derry makes clear that â€Å"Where as Pans Labyrinth takes places after the end of the Spanish Civil War, the violence still continues† (323). Military posts were established to stamp out the resistance. In the film, Captain Vidal is portrayed as a brave character that fights against the rebels. From a different angle of view, the film is a fanciful after the end of the Spanish Civil War, the violence still continues. Military posts were established to stamp out the resistance. In the film, Captain Vidal is portrayed as a brave character that fights against the rebels. From a different angle of view, the film is a fanciful on the background of fascist repression and violence, the heroine is drawn into a mystical, old labyrinth and uncovers a tale that has long been forgotten. In the film, Ofelia realizes that Captain and his fascist allies try their level best to bring down the rebels who fight for freedom. This attempt destroys Ofelia’s world and she wants to have an escapade

Abortion in Canadian law Essay Example | Topics and Well Written Essays - 1000 words

Abortion in Canadian law - Essay Example This essay will trace the development of abortion law in Canada.This law has originated from a variety of sources,philosophical,moral,religious and has resulted in current law that is framed by social values. Abortion law has basics of all of these but some are more clear and enduring than others are. Before this I will provide a shot history of general law and its relationship to social contract theory and moral philosophy. The influence of Dr. Henry Morgentaler on the evolution of abortion law will also be explored, as he is responsible for much of the progress made in the area. The conclusion is a brief summary, which shows that all law has a philosophical background but abortion law in Canada appears to have had an historical evolution. Influenced initially by a philosophical basis, religion and morality and more recently by societal values and expectations.Abortion law in Canada appears to have a philosophical origin. This can be located within social contract theory and moral p hilosophy. Social contract theory is the assumption that people must have entered into some kind of binding contract with other members of society. The idea being that people had sacrificed their personal independence that was guaranteed in the State of Nature in order to secure freedom of will devise for the greater good. Collective freedom was believed to ensure principles of liberty, justice and equality- democracy. Voluntary (and in Hobbesian theory, forced) submission to democratic principles was a superior moral decision to put the will of the collective ahead of oneself, thereby creating a moral basis of law (Browning, 1997). Whilst it is clearly possible to locate the primary source of the law itself, it is considerably more difficult to trace that origin in accord with specific legislation such as abortion law. The historical development of abortion law in Canada has endured many phases from its start in the late 1800's through to contemporary times. In early societies women had been excluded from civic engagement on the grounds that they were emotionally incapable of making reasonable decisions and as such were best suited to family life. This assumption along with religious and moral insult and possibly the desire of the state to control the reproductive rights of women and to regulate their sexual behavior have provided the basis of abortion law in Canada. Canadian abortion law can be traced to around 1869 when abortion first became illegal after the Canadian Parliament passed a complete ban on the procedure (Arthur, 1999). 1892 law reform saw these guidelines tightened when Canada's first Criminal Code was introduced. This Code prohibited abortion as an acceptable medical procedure and legislated against the inducement of miscarriage, ensuring that it would be seen as a criminal offe nse (History of Abortion Law in Canada, 2003). The confusion surrounding abortion law continued throughout the 1800's and into the 1900's until the situation became so desperate that further modification of abortion law was necessary. Between 1926 and 1947 an estimated 4000 to 6000 women died during botched illegal abortions and by the 1960's it was estimated that anywhere between 35,000 and 120,000 abortions were being performed every year (Arthur, 1999). Shocked at learning of such high statistics and horrified by being legally required to turn away women, many doctors and legal practitioners began to take up the challenge of securing women's right. The 1960's form a group to aim to solve the problem. The foundations for more progressive abortion law in Canada was set in 1967 when Trudeau authorized a bill that would permit women to have legal abortions in special circumstances if they were approved by a medical committee contain of three medical professionals. This bill became law in 1969 under section 287 of the Criminal Code, women could seek legal abortions if doctors ruled that it was in the best interest of the woman's physical or mental

Material science Research Paper Example | Topics and Well Written Essays - 500 words

Material science - Research Paper Example GBS has also been found to be a major means of deformation for polycrystalline materials leading to the belief that GBS controls superplasticity properties. GBS refers to the displacement occurring when two grains subjected to external stress slide over one another in which the movement occurs at or in closer proximity to the common interface between the grains (Langdon 598). The occurrence of grain boundary sliding has been demonstrated by several scholars over the years. Grain boundary sliding has increasingly become an area of interest among material scientists. Two different forms of GBS have been suggested. The first form of GBS suggested by Rachinger in 1952 involves the displacement of nearby grains in which the grain’s original shape and size is retained despite being evidently displaced over each other (Mayo and Nix 2). This phenomenon has been demonstrated as a form of deformation in polycrystalline materials under creep situations where the number of grains within the measured length increases in the same direction as the external tensile stress (Rachinger 81). Rachinger GBS exists under two different situations namely; conventional creep where the size of the grain d exceeds that of the equilibrium sub-grain as well as in superplasticity where the grain size is smaller than the equilibrium size of the sub-grain (Langdon 598). Both GBS GBS also exists in form of Lifschitz sliding which represents the offsets in the boundaries that occur due to stress and does not increase the number of measured grains (Langdon 598). The main difference between the two GBS forms is that while Lifschitz is an accommodation process by itself, Rachinger sliding entails accommodation through intragranular grip (Nieh, Sherby and Wadsworth 40). The two GBS types have been unified through rate equations which are consistent with empirical observations (Vastava and Langdon 2339). Grain boundary sliding also plays a significant role in superplasticity.

Keep Arts in Public Schools Essay Example for Free

Keep Arts in Public Schools Essay As I scroll through my Instagram feed I see various types of pictures: food, family, homework and a myriad of other subjects. One thing many of the people I see on Instagram do is take pictures in front of old, beat up homes on the east side of Detroit. Why? Well, they are not just beat up homes. They are part of The Heidelberg Project. The Heidelberg project is a live work of art that not only attempts to make beauty out of ruins, but revives Detroit in a way and also makes a political statement of events of the past and today (â€Å"FAQ†). What’s my point? Well, what has made the creator of this project, Tyree Guyton come into this neighborhood and do this? Art. He has a passion for art, and creatively applied it to his surroundings of what seemed like junk and ruins. Guyton had arts in his education and carried it with him in life. Not everybody has to develop some type of passion or love for the arts and make a career out of it, but some people do. Who would play music at events? Who would create music scores for your favorite video games and movies? Design your clothes and homes? Who would act out our favorite plays, movies and musicals? Sure, some people may not be into The Arts, and they may not be very good at it. But how will they be able to find out if they are not given the chance? The government wants to cut arts programs from public schools to ‘save money’ but it is not a wise action. Students will be less well rounded; will lack the advantage of developing specific problem solving and creative thinking skills, make students less motivated to attend school, and also gives them less of a chance to participate in something positive, prevents cultural renewal and hurts the economy more than helps it (Catherine 16). According to Ann Mary, individuals who have arts incorporated into their education end up being ‘more innovative thinkers’ (28). When students have some type of arts class, the tasks each person completes can usually be interpreted in multiple ways and can also be completed in a variety of ways. Even when playing a musical piece, certain parts are not played exactly as written. People can play based on their interpretation where it is available in the sheets. Also, many popular songs today are arranged for playing on musical instruments. Not all arrangements are the same. They may have minor differences, but they could be equally representative as a rendition of the song. Having this freedom in the creative thought process is important to have because in the real word, problems do not always have a specific and designed answer- they can have hundreds of possible solutions with thousands of ways of approaching them, or one solution with hundreds ways of approaching it. Students need to learn how to ‘think outside the box’. Students have also been proven to perform better in school when involved in arts programs (Benham 8). If the only thing left in schools is standardized testing, students will be harmed instead of helped. Standardized tests discourage any type of individual thinking or further thought on the subjects being studied by students because they are so focused on studying for the test and how it is formatted, what type of questions will be asked and which type of answers, how to decipher which is the trick answer and the obviously wrong; they take what they learn at face value and do not think twice of it or strive to learn more. It’s all about the tests, after all. When the tests are over, the information is forgotten like last seasons questionable latest fashion craze that is now replaced with an even more daring fad. Students are turned into one question, one answer, one method zombies that have nothing to receive from their education but black and white packets that determine their grade (Mary 29). School would become less enjoyable for students and they would be less motivated to attend, affecting their attendance (Catherine 17). Students that receive an arts education in school also have the advantage of being more well-rounded compared to students that go to school yet do not participate in any type of extra-curricular or elective type of classes at school. These art-involved students attract the attention of colleges more. Colleges will more likely accept and offer a scholarship to a student who is involved in music, art, or theater opposed to a student who is not involved in any activity. I know this firsthand by being told time and time again by a handful of different teachers and counselors. One of my close friends received a full-time scholarship for her time at college because of her good grades and the music and theater classes she participated in. she is now studying music. In New York, the mayor decided to cut funding for art programs that take place during and after school due to financial crisis (Taylor). This news was discouraging to parents and children and educators. The children who attend these classes most likely enjoy them and learn more than just how to paint or how to cry on spot. They make friends, learn how to work with different types of people, and discover the way things work. Someone may be participating in these activities to avoid going home to a dysfunctional family and take his/her mind off the troubles. Some find it relaxing and fun (Faraj). Some parents work till the evening and feel safer knowing that their child is engaged in a positive after school activity rather than possibly being involved in illegal or dangerous street activity. The individuals that teach these programs lose their jobs and also increase the unemployment rate which does not help the financial crisis. The government’s main reasoning behind the budget cuts is the lack of funds to continue supporting these programs. What the government does not realize is that this will lose money instead of save money (Catherine 16). The people who receive an arts education and decide to make a career out of it may start projects or businesses that pertain to what they do, and also generate more jobs for more people. This would make more tax dollars for the government and also help decrease the unemployment rate. Students that carry their arts education with them will use its benefits towards their career whether they are musicians, physicists, fashion designers, engineers, and more. Personally, I have always loved the arts, especially music. Whenever it is time for music class, I get excited. In elementary school, the class I learned the most in was music. In high school, I took piano class for two years, and even a semester of band. Piano class was the only class where I devoted the most of my efforts and time into that class and feel like I learned the most. When I took band, I learned that all of the concepts that I learned in while learning how to play piano could be applied to playing other instruments. I feel like I have benefited from learning music because it has helped me focus on a task and I learned not to give up right away. My band/piano teacher Mr. Guthre claims, â€Å"Music is the only thing a person can multitask with all while in time. You play a piece of music; think about what you are playing, what you will play next, what mistake you made, all while playing in ‘real ‘time (Guthre). Some people may not really remember their art, music, or theater classes aside from that weird painting they were shown that makes no sense at all, some old piece by Mozart that they learned about (ugh why am I learning this, its so old! ), or the ‘strange’ activities students had to participate to warm up to act out Shakespeare (yet another old guy that is centuries old, yawn), but it has still helped them subconsciously. And for those students that have stuck with anything art related, they will benefit and have the advantages of being well rounded, possessing creative thinking skills and also being able to work effectively in teams while having exceptional problem solving skills. Students will also be engaged in a positive and keeps them motivated overall. The arts are more important than they seem, and the government should reconsider where to make sacrifices to save money.

Climate Change and Carbon Dioxide (CO2) Essay -- greenhouse gases, clim

Climate change or colloquially known as global warming, now pose a new threat to civilization as the levels of greenhouse gases (GHG) are soaring to new levels. The most significant contributor to greenhouse gasses would be Carbon Dioxide (Co2). The levels of Carbon Dioxide (Co2) gas have risen to levels civilization has not seen before. As such, the effects of these levels are not known to civilization as data gathered from the ice cores drilled in the Antarctica only shows data up to 650,000 years ago. However we can conclude that present CO2 concentrations are higher compared to any time in the last 650,000 years (IPCC 2007). Current carbon dioxide concentrations are hovering around 389 parts per million (ppm) as of September 2011, compared to the pre-industrialized times (1000- 1750) of 280 ppm (Co2Now). The rate of increase of the levels of carbon dioxide is about 1.9ppm a year (IPCC 2007) .The increase in carbon dioxide levels since the industrial revolution is mainly due to CO 2 emissions from the burning of fossil fuels such as coal and oil. Therefore if no action is to be taken, the levels of carbon dioxide would soar up higher and the effects to civilization could be devastating. To see what extend Australia is in, the following mentions Australia’s position in carbon emissions. Australia, which is a developed nation and a member of the OECD, currently holds the record for being the nation with the highest carbon dioxide emissions per capita among other developed nations (Garnaut 2011). According to Garnaut , Australia emits 26.7 tonnes of greenhouse gasses per-person per year compared to other developing nations such as Luxembourg, United states, Canada and Ireland which emits 26.1, 23.1, 20.6 and 16.5 tonnes respe... ...DP. So in reality, we can see a total net increase in GDP after the implementation of the carbon tax. It is said that the plan will raise around $27.3 billion over the first four years and will cost $31.6 billion (Oliver 2011). This in addition to the over compensated benefit payments to lower income families would stimulate the economy and this is why we see no reason to change our GDP growth forecasts at this stage compared to pre-carbon tax introduction. In conclusion, it is economically viable and necessary for the carbon tax to be implemented, which would reduce carbon emissions in Australia. The Australian public would not be greatly affected by the rising cost. Over time, with a price being put on carbon, investment in clean energy and growth in cleaner industries will likely offset reduced investment and slower growth in dirty energy and sectors. â€Æ'

Sir Isaac Newton Essays -- Biographies

Isaac Newton Isaac Newton was one of the greatest scientists of all time. He is best-known for his discovery of the law of universal gravitation and the laws of motion. Much of modern science is based on the understanding and use of his laws. Isaac Newton was born on Christmas Day, 1642, in the small English town of Woolsthorpe. His father, a farmer, died shortly before Isaac was born. When the boy was three years old, his mother remarried and moved to another town. Isaac stayed on at the farm in Woolsthorpe with his grandmother. After attending small country school, he was sent at the age of twelve to the Kings School in the near by town of Grantham. At first Isaac was a poor student. He cared little for school work, perferring to paint, make kites, write in notebooks, or invent toys. He made no friends. Silent and dreamy, he was at the bottom of his class. Oddly, it was a savage kick by a school bully that caused Newton's great mind to awaken. The mild, dreamy boy flew into a rage and beat the other boy thoroughly. Isaac determined to beat the bully in school work as well. Soon Isaac was at the head of his class. In 1656 Newton's stepfather died. His mother returned to Woolsthorpe to take care of the farm left by Newton's father. But she could not manage the farm by herself. Isaac was taken out of school and brought home to help her. As a farmer, Newton proved to be a dismal failure. He neglected the necessary chores and thought only of books to study and mechanical things to make. There are many stories about him at that time that show how absent minded he was becoming. One day while he was leading a horse, the animal slipped its bridle and ran away. ... ...ly called the Principia, after its Latin title. Many scientists think its the most important scientific book ever written. It contains Newton's famous three laws of motion. It also contained his law of universal gravitation. This law applies not only to heavenly bodies. It also explains why a baseball drops from your hand to the ground and why a particle of dust settles on a bookshelf. During later years Newton served his country in Parliament, as well as in other ways. In 1703 he was elected president of the Royal Society, and in 1705 he was knighted by Queen Anne. Isaac Newton died in 1727. He was burried in Westminster Abbey, among the great men of England. His statue stands today in the hall of Trinity College, Cambridge University. Bibliography: David C. knight. "isaac Newtons, Mastermind of modern Science" Groiler inc. Canada, 1969.

McDonough’s Purpose in Writing the Book

Of all of the events in American history, few would argue that the Civil War is the most debated, written about and discussed event. While it is beyond the scope of this research to pinpoint the all of the reasons why the Civil War still captures the imagination of historic scholars to this very day, but it is possible to take one of the many books written on the topic and provide a thorough review. In this research, Shiloh-In Hell before Night by James L. McDonough will be the work reviewed from several different vantage points. McDonough’s Purpose in Writing the Book.It would be easy to simply say that McDonough’s purpose in writing his book was to depict the people and events of one of the bloodiest battles of the Civil War, which took place in the Tennessee Valley on April 6, 1862, when hundreds of thousands of Union and Confederate troops clashed, fought and died (McDonough, 1977). Upon a closer reading of the work, however, a larger purpose becomes apparent. Withi n the pages of the book, McDonough uses the writing style of the great fiction writers of all time to create an historic account that reads like a novel.Moreover, through the use of quotes from many of those who were involved in the battle, these people come back to life in a way and tell their own story, lending credibility and accuracy to the work. The Main Argument of the Work James L. McDonough’s main argument in this work is that the Civil War was not just a series of battles, wins and losses, but rather was a struggle for opposing people to try to direct a way of life for everyone to follow. He does this by using actual quotes from the main individuals involved in the battle of Shiloh which show how they felt and what lengths they would go to in order to put forth those beliefs.Was the Goal of the Book Accomplished? Generally speaking, the goal of the book was accomplished in that McDonough was able to make the point that even in defeat, there is honor to a certain exte nt, and also that the cause of the Confederate States of America was as much a commitment to the preservation of a way of life that had existed for generations and hundreds of years as much as it was a fight to break away from a government that was seen as oppressive and dictatorial.McDonough, in his vivid characterizations and flowing style, makes the point that even when a decisive victory is not gained, even the act of fighting for one’s beliefs is in itself a form of victory. By doing this, McDonough shows that the Civil War was a far more complex event in American history than simply two sides fighting to win battles.This most certainly contributes to the ongoing fascination with the Civil War that was mentioned as this research began, and it is authors like McDonough that both satisfy the reader’s thirst for more information about the Civil War and sparks additional interest at the same time, which is quite a feat for any book about any historic period. Strengths /Weaknesses of the Book In fairness, McDonough’s book has its share of relative strengths and weaknesses which became clear in reading the book and are worthwhile to present and discuss in this review.An overall strength of the book which became apparent from the very first paragraph was the realization that this was not the usual, dry historic text. Rather, McDonough took on a narrative style that made the presentation of the necessary elements of any historic account something that the reader would in fact look forward to reading, and as such, the more that was read, the more that was learned. In this sense, it could also be cited as a strength that this book serves to educate, as well as entertain the reader. Weaknesses also exist in the book.Understandably, McDonough wrote the book from a southern point of view, and while there is no way to ethically change the result of the battle- a Confederate retreat which can fairly be seen in retrospect as a defeat- it is fair to sa y that McDonough’s narrative style and attempt to make the key players in the battle come to life tends to glorify even those who ultimately failed to perform up to standards in the battle, and of course, in the end, were not victorious. This is not to say that McDonough distorted any facts, but he did tend in some ways to over dramatize unsuccessful leaders like Beauregard and others.Is McDonough’s Book a Valuable Contribution to the Study of the American Civil War? In conclusion, the remaining point to be discussed is whether or not McDonough’s book is a valuable contribution to the study of the Civil War. The point has already been made that the book is able to both provide information and spark a desire to learn more, all in an entertaining and vivid style. Also, it was discussed that McDonough was able to convey something far beyond history- the mindset and tradition which led to the Civil War and inspired thousands on both sides of the conflict to make the ultimate sacrifice for their beliefs.Based on all of this, it can fairly be said that this book is a valuable study of the Civil War, for anytime that facts and figures from the past can be brought to life and spark the imagination of the reader, the work is most worthwhile, and this work is no exception. Therefore, in closing, let it be said that Shiloh-In Hell before Night, decades after its publication, is still deserving of high continued review. Works Cited McDonough, James Lee. 1977. Shiloh: In Hell before Night. Knoxville: University of Tennessee Press.