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Machiavelli And The Apology Of The Prince - 1718 Words

Machiavelli writes The Prince centuries after Plato documents Socrates in Crito and The Apology. Despite the different time periods, both Machiavelli and Socrates experience times of turmoil where the concept of democracy was questioned. However, the different time periods cause the views and purposes of Machiavelli’s writing to largely differ from Socrates. Machiavelli writes in a time of turmoil where Italy was a bunch of small, fragmented states and when the Medici’s struggled to regain power after being expelled. This causes his views to be more cynical and pessimistic in comparison to Socrates. If Socrates were to read The Prince, he would disagree with Machiavelli’s beliefs and deem his portrayal of a prince as immoral. Their†¦show more content†¦Socrates’ contradicting views are presented when he claims, â€Å"Not from money does virtue come, but from virtue comes money and all of the other good things for human beings both privately and p ublicly† (Apology, 30b). Socrates disputes that fortuna comes from virtue and presents a cause and effect relationship, contrary to the interconnected relationship as presented by Machiavelli. A prince should use philosophical thinking to question and explore many ideas in order to amass success. Just having money and luck, on the other hand, will not lead to more success because the prince is unable to think about how he can execute his rulings. Through his views, he connotes how the ruler cannot start his reign with both fortuna and virtue. This contradicts with Machiavelli’s prince because Socrates disputes the lack of emphasis on fortune. However, it is plausible to argue that fortuna does not lead to success as seen in Socrates’ legacy. Socrates’ legacy is evidence that virtue is the more valuable of the two and the unnecessity of fortuna. Even if Socrates was a poor man, who has found his own philosophy in life, he is a heavily respected figure today. He turned down Crito’s fortune and power, and died as a â€Å"martyr†, leading to an increased remembrance of his philosophy. His legacy has lasted thousands of years without fortuna. Although Socrates was not a ruler, he is one of the fathers of democracy, so he is a figure that isShow MoreRelatedA Comparison Of The Apology And Niccolo Machiavelli And The Prince1513 Words   |  7 PagesPlato’s The Apology and Niccolo Machiavelli’s The Prince provide two opposing views of the ideal ruler and government. The seminal works attempt to uncover the true definition of justice which becomes the basis from which they craft their visi on of effective civil leadership. The two men, both influenced by the times of similar conflict and chaos in which they worked, espouse divergent beliefs regarding proper and effective authority. This difference is rooted in a fundamental incongruity betweenRead MoreMachiavelli s The Prince And Plato s Apology1697 Words   |  7 PagesMachiavelli’s â€Å"The Prince† and Plato’s â€Å"Apology† Philosophers have unique and yet similar ways of interpreting life through a variety of different values and beliefs appointed to oneself. Some philosophers have the ability and courage to stand up to what they are trying to accomplish or for what they believe in, even if consequences follow their actions. Machiavelli and Plato have different perspectives and goals in their writing, however their stories also have some underlining similarities suchRead MoreThe Relationship Between Machiavelli And Machiavelli s The Prince1075 Words   |  5 Pagesand turmoil, philosophers are able to give their critiques on government and human nature as a whole. Socrates and Machiavelli, both philosophers in what it means to be a proper leader and the role of the people within a society, share contrasting views. Machiavelli, alive during the time of great political turmoil in Italy, is immortalized through his writings in The Prince. Machiavelli was able to use what the political shortcomings he wi tnesses during his time period as a guide to deciphering theRead MoreMachiavellian Prince Analysis1688 Words   |  7 Pagesgoodness and wisdom above all else, and would find Machiavelli’s concept of a prince to be a leader void of these qualities. Socrates would be critical of a Machiavellian prince’s character and actions for failing to meet his morally absolute standard of goodness, and of the Machiavellian prince’s notion of wisdom for conflicting with his own. Socrates would not be supportive of the political system formed under a Machiavellian prince, the perpetuation of which inherently clashes with his stringent moralRead MoreSimilarities Of Socrates And Machiavelli1669 Words   |  7 PagesBoth Socrates and Machiavelli emerged as renowned thinkers of their time because of their approaches to government that moved away from idealism and towards a rational and real approach. To understand why Socrates would be critical of Machiavelli’s concept of a Prince we must understand the similarities and differences between the two philosophers, and then analyze if Socrates would find his ruling system to be efficient. Socrates and Machiavelli value the qualities of a strong and fair ruler, howeverRead MoreSocrates And Machiavelli s Views On Politics1464 Words   |  6 PagesSocrates and Machiavelli both lived during times of war and political transition. 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It is notRead MoreNiccolo Machiavelli And Plato1693 Words   |  7 PagesNiccolo Machiavelli and Socrates (through Plato) have both given the world plenty of advice when it comes to governing. Both men have contributed to the debate of what a ‘prince’, or ruler, should look like. They lived in different time periods but were both surrounded by political uncertainty and fragmentation, which contributed to their views of government. Their ideals of a prince overlap in ways, but overall there are glaring differences in how they think a ‘prince’ should rule. A strong exampleRe ad MoreMachiavelli Vs Plato1614 Words   |  7 PagesRowan DeGasperis Brandon Ives GVPT241 Due: 10/13/17 Socrates’ View on Machiavelli’s Ideologies Niccolà ² Machiavelli and Socrates are two thinkers who are highly regarded, respected, and renowned by today’s scholars due to their roles in shaping their separate versions of an ideal political system during their respective times of uncertainty, political fragmentation, and violence. Although their opinions vary, the men laid the foundation for present day political establishments and opened up the doorRead MoreSocrates Vs Niccolo Machiavelli Essay1606 Words   |  7 PagesSocrates and Niccolo Machiavelli are revered as some of the most influential thinkers of their respective times. Both of these thinkers developed their thoughts while Athens and Florence, their respective cities, faced political unrest. By questioning the people of Athens through their period of turmoil following a shift in government, Socrates was able to formulate opinions regarding how a government should operate and how people should rule. Centuries later during the Renaissance era, Machiavelli’s

Strategic Marketing at Burberry Free Essays

string(228) " Being an international company with the Global outreach makes it challenging for the company like Burberry to develop and maintain the competitive strategy that will encourage financial growth and gain advantage on the market\." Content Page Introduction2 1. Business planning and developing a strategy. 3 2. We will write a custom essay sample on Strategic Marketing at Burberry or any similar topic only for you Order Now 1. The formation of Burberry’s new strategic business plan. 3 2. 2. Business strategy, vision and mission 4 2. 3. 1. Successful strategy and achieving the goals based on analysis. 5 2. 3. 2. Vision and mission7 2. Protect, Explore and Inspire. Burberry values. 8 3. 3. Values8 3. 4. Classification of Burberry values. 8 3. 5. 3. Protect8 3. 5. 4. Explore9 3. 5. 5. Inspire 10 3. Monitoring and evaluating of Burberry strategic goals and objectives. 11 Conclusion 12 References 13 Introduction The report below tells about the history and development of the iconic luxury brand from Britain, Burberry. It reflects the company’s mission, vision and core purpose, which consequently form the values of the brand. The report indicates the key strategic goals and objectives, which form the competitive advantage of the company, how they are being monitored and evaluated. Having been found as a small shop in Basingstoke, Hampshire, by a young draper Thomas Burberry in 1856 and developed into a large world-know brand ever since, Burberry is one of the first names that springs in mind when it comes to fashion and luxury. [4] The company went through many-years history of change and development. However, the core Burberry product still remains the trench coat made out of the brand weatherproof but breathable Gabardine invented and introduced by Thomas Burberry himself in 1880. [4] Today, according to Business Weekly, Burberry is the 98th most valuable brand. 10] 1. Business planning and developing a strategy Creating the strategy of an organisation is a part of business planning, on one hand, but it is the essence of the strategic planning on the other, where the difference between the strategic plans and the business planning is only in timing of implementing and the process of evaluating the two. Different authors writing in the field of strategic mark eting give various definitions of strategic planning. However, all of them tend to agree in the fact that it always includes the major points below. Vision – developing a common â€Å"vision for the future† or a â€Å"conceptualization† of where an organisation wants or desires to be in the long-term;[10] * Assessment – appraising or determining where an organisation is currently (i. e. , its goals, objectives, activities, results, etc. );[10] * Strategies – identifying how an organisation will actually realise (via concrete and predetermined actions) its mission, goals, and objectives;[10] * Measurement – evaluating the progress of an organisation in the implementation of its action strategies. [10] The report below will be based on the resumptive understanding of the term as a process of formulating of the mission, vision and goals of the organization and choosing the specific paths for outlining and gaining the desired resources to be used in order to provide the successful functioning of an organisation in future. Strategic planning is a useful tool in making the decisions concerning the total management of an organisation. Its main purpose is to ensure the right amount of innovation and modification for the organisation to be able to respond to the changes on the market. However, creating a strategy does not lead to an immediate action, but it sets up the general direction for the company to follow in order for its fence-mending and growth. 2. 1. The formation of Burberry’s new strategic business plan One of the main features that characterizes the strategic plan is its possibility to be adapted to the ever changing circumstances initiated by both internal and external factors. Thus over the decades Burberry has been changing its strategy and approach to trading. So when the age of the globalization brought new strong competitors into the market new ways of winning the customers loyalty and preference were to be found. In the 2006 the current CEO Angela Ahrendts joins the company replacing Rose Maria Bravo, who managed to greatly expand the Burberry market share in the US. [6] Ahrendts modernizes every aspect of the company’s behaviour and positioning itself on the market having chosen an innovative five year strategic business plan. 2. 2. Business strategy, vision and mission According to the new plan the company concentrates its investment efforts on opening its own stores rather than on the wholesale, especially in London. The new CEO recognizes Burberry’s presence in its genuine way and major PR activity in this city precisely, as another way to emphasize the British heritage of the brand. However, Ahrendts points out there are 25 such â€Å"Londons †, where Burberry will strive for recognition and loyalty, which include such metropolises as Paris, New York, Hong Kong, Dubai, etc. 12] As due to the fact that the company produces luxury goods Ahrendts prefers to play more or less safe and concentrate on those parts of the world which are likely to be protected from the wider economic problems. As another crucial factor for the growth and development that Ahrendts chooses, predicting the future customer be younger, is the company to not maintain their traditional product line and merchandising way only, but to enhance it with the new design and presentation to be able to satisfy the demand of the new type of a customer. Thus the new strategy with the new vision and mission appeared that has brought changes into every area of the company. 2. 3. 1. Successful strategy and achieving the goals based on analysis According to Michael Porter â€Å"Competitive strategy is about being different. It means deliberately choosing different set of activities to deliver a unique mix of value†. [13]The creation and the development of a new strategy to manage such a diverse business with the global outreach as Burberry is very complex in nature. Depending on various both internal and external factors it often requires to be made in the uncertain situations. It also often involves the radical change in the current culture of an organisation which is always uneasy for the employees and may adversely affect the performance of the organisation. Being an international company with the Global outreach makes it challenging for the company like Burberry to develop and maintain the competitive strategy that will encourage financial growth and gain advantage on the market. You read "Strategic Marketing at Burberry" in category "Essay examples" Nevertheless, Angela Ahrendts chooses the most ambitious and strategic plan Burberry has had in almost 50 years. * Leveraging the franchise[4] Where the goals are brand momentum by consistent global articulation, marketing innovation and product excellence. * Intensifying the development of non-apparel[4] By focusing on the yet under-penetrated non-apparel categories, such as men’s collections, soft accessories collections and licensing the eyewear, fragrance, make-up and watches products globally. * Accelerating retail-led growth[4] To change the static wholesale model of the company to a dynamic retail model by driving the productivity, putting the customer needs in the centre, and investment into opening new stores. Investing in the underpenetrated markets[4] The goals are engaging China, developing India and the Middle East markets and elevating the wholesale presence. * Pursuing operational excellence[4] To be recognised not only by operational excellence, but by product and marketing excellence. However, despite the most well-considered strategy a company is always dependent on both internal and external factor s able to make an impact on its development and trade. PESTEL method will help to analyse the macro external environment Burberry may find difficult to deal with in order to realise its strategic plan. Political| Economical| Social| Technological| Environmental| Legal| Being an international company may create problems with possible tensions between the governments of the countries where Burberry trading takes place| Continuous recession| Fairtrade responsibilitiesAnti-fur/ leather campaigns| New highly technological approaches to selling , buying and advertising the product appear| The impact on the Planet while manufacturing and transporting the goods | Different taxation and trading rules and regulations in different countries| However, not only the macro external factors, but the micro external factors too might cause obstacles for the company’s strategy. Michael Porter’s Five Forces analyses gives the clearest understanding of the micro external environment, which includes the threat of the existing competitive rivalry, threat of bargaining power of the suppliers, threat of substantial products, as well as the threat of the customer bargaining power and the threat of the new entrants. It can be seen from the scheme, that Burberry’s main existing competitors include Stella McCartney in the market of clothing and shoes (apparel); Hermes in the non-apparel market, e. . bags and scarfs; and Chanel to talk about make-up. Moreover there is also a threat from the substantial products, such as those produced by Sisley, Ted Baker and Karen Miller, which are not luxury brands, however do have a reputation of a great quality and they are also British. Which means in times of recession people mig ht switch to them. There is a threat from the suppliers in case they would increase the price, as Burberry only works with those the members of the Ethical Trading Action Group. There is a threat coming from the customers too due to the fact that most of the Burberry products are fashion oriented, which means once they are out of fashion, people will refuse buying them. However, the threat of the new entrants is not essential, as even though the new brands may offer novelty, they cannot offer the name with such a rich background and heritage that Burberry has. All of these factors must be taken into consideration for Burberry current strategy to be successful. 2. 3. 2. Vision and mission With the appointing of Angela Ahrendts as a CEO in 2006 when the Internet was booming bursting the opportunities of the global trade with its no-boarders possibilities, Burberry steps on a completely new path of high-tech cooperation with its customer. [5] With the core Burberry ideology of â€Å"The faster we move forward, it becomes even more critical to look back and never forget who we are and never forget where we came from. And what made this brand such a great global luxury brand today†[2] in mind Ahrends sets the new core purpose for Burberry. We had a vision† – she admits in one of the interviews – â€Å"And the vision was to be the first company who was fully digital from end-to-end†. [2] Ever since the company has been working on integrating various digital approaches to its business. Burberry’s advertising campaigns and catwalk shows became more and more technologically complex whereas the on-line trading on the contrary became eas ier and more available by the company’s partnering with various on-line selling platforms to take that vision and built the social enterprise. The experience expected was that the customer would have the total access to Burberry across any device anywhere and would get exactly the same feeling of the brand, feeling of the culture, regardless of where, when, how they were accessing the brand. Everyone now should be able come into Burberry world and see the Burberry journey and mission. The new vision enhanced the Burberry mission to sell its â€Å"distinctive Britishness† to the world with the new flavour of community that every customer is believed to become a part of buying or at least being interested in a Burberry product. Such attitude intends to create greater customer’s loyalty to the brand as this is the community, where one’s opinion in a way of a feedback is valued and appreciated. Even the personal preferences of how the core Burberry product should look like is taken into consideration from now on as the company launched www. artofthetrench. com web platform, where anyone can post their photos wearing a Burberry trench, moreover, can create their own trench coat based on the iconic trench from Burberry. Ahrendts goal is to deepen, broaden and vary the communication between the company and the customer through every activity the company is involved in. She emphasizes on the vital necessity of the cross-channel communication to be â€Å"totally connected to everyone who touches your brand†. [2] The new vision and the new additions to the established mission of the company have formed the brand’s new strategic intentions 2. Protect, Explore and Inspire. Burberry values. 3. 3. Values Burberry is a brand with over 150 years of history. [6] All that time the company has been run by the efforts of many people and, naturally, these people might have been of a completely different personalities, views and opinions. However, being a company, which in this case is Burberry, draw hese people together united not only by common vision of where the company is going, but also by the values, which in a context of a corporate culture set the behavioural norms of the company through years for everyone who entered it. Edgar H. Schein describes corporate values as â€Å"A pattern of shared basic assumptions that the group learned as it solved its problems of external adaptation and internal integration, that has worked well enough to be considered valid and, therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems†. 7] Burberry defines their core values as Protect, Explore and Inspire. Angela Ahrendts, Burberry’s CEO, often refers to the company as the â€Å"new and old company†[9] and such description definitely reflects the way the company constantly strives for the new opportunities, but always staying faithful to its old priorities. The essence of the Protect, Explore and Inspire company’s core values can be explained through the objectives of Burberry as an organization. 2. 2. Classification of Burberry values 2. 2. 1. Protect 1. Cultural value of the company to traditionally remain a â€Å"quintessentially British† brand. Burberry is proud of its rich heritage which has seen over a 150 years of British history. Thus the company is passionate about the the authenticity of their trade mark and core product in design and purpose, such as world-wide recognized trademark check and Prorsum horse logo and a traditional modern classic style trench coat. 2. Environmental value aims the environmental excellence of the company. Burberry is continuously aware about the environmental issues, such as climate change and carbon dioxide emissions and animal welfare, for example. The company is a member of the UN Global Compact and uses the Compact’s Ten Principles to guide its Corporate Responsibility activities. It is listed on the FTSE4Good Index and achieved the Carbon Trust Standard. [15] The work of the Business for Social Responsibility Sustainable Luxury Working Group, of which Burberry was a founding member, also continued this year, focusing on animal welfare guidelines and the exotic skins supply chain. As a result, the release of a common Animal Welfare Policy by the Group was communicated to Burberry suppliers, detailing its high expectations in respect of welfare standards. 15] Burberry is also a member of the Leather Working Group, supporting its efforts to improve transparency in the leather industry. Burberry does not utilise sandblasting on any of its products manufactured by or on behalf of the Group. [15] 3. Ethical value is in the desire of the brand to ensure the rights of their employees are highly valued and carefully followed. Burberry constantly shows its striving towards the improved Corporate Responsibility (CR) performance. To achieve long-term improvements in labour conditions, Burberry provides support and resources to suppliers to empower them to take responsibility for their factory and subcontractor conditions. The CR team delivers supplier training covering the Group’s ethical trading expectations, management systems and counsel on transparency and standards for subcontractors. [5] Burberry strongly believes that a policy of equal opportunity in employment is integral to the strength and growth of its business as a global brand with a diverse stakeholder and customer base. The company aims to ensure that the most capable job applicants are recruited and the most competent employees in the company progress. All decisions about people’s employment are based solely on an objective assessment of their suitability for the job. Burberry aims to maintain a working environment free from harassment or intimidation on discriminatory grounds and ensures that employment conditions and job requirements reflect its commitment to equal opportunities. [5] 2. 2. 2. Explore Burberry values in that area are very much business oriented. Thomas Burberry, the founder of the brand, explored the world of outerwear of his generation by inventing his sensational waterproof Gabardine and a trench coat, which none has ever seen nor worn before. Today Burberry’s aims to expand its production range to make it as diverse as possible to increase the market share. However at the moment the range already goes from the core innovative outerwear to not only womenswear and menswear, but to the non-apparel items, e. g. accessories, watches, childrenswear and even some home decoration items. 8] Burberry has always been aiming for the new markets: first sports and outdoors, then military usage and later civilian clothing. Now that the company has established itself on the different types of market, it is striving for the geographical expansion taking markets throughout the world, with a balance across major geographic regions. 2. 2. 3. Inspire They are the Burberry social objectives. Burberry believes that contributing into the local communities the company works with will make a positive impact. In 2008 Burberry established the Burberry Foundation charity organisation the purpose of which was to help young people realise their potential through fashion and creativity, built their confidence and self-esteem. [9] 3. Monitoring and evaluating of the strategic goals and objectives Ahrendts approach to monitoring and evaluating of the strategy execution and achieving the goals is â€Å"Divide and conquer†. According to that there were particular teams created to monitor and evaluate particular aspect of the new strategy. Design team, headed by Chief Creative Office, responsible for everything the consumer sees, including merchandising and creative media;[4] †¢Marketing team responsible for integrated advertising, PR and communications functions, which together focus on building and elevating brand awareness through traditional and digital media;[4] †¢Digital commerce newly-formed team, driving digital commerce globally to accelerate the brand’s digital lea dership position in the luxury sector and help unlock the huge opportunities in this high-growth channel;[4] †¢Merchandising and planning team, which assorts, procures, and analyses the global collections in alignment with brand initiatives and commercial opportunities. [4] Every year Burberry reveals their annual results and achievements according to the itinerary in their annual report. Conclusion A straight forward highly innovative strategy by the new Burberry CEO caused uncertain reaction from different people in 2006 as well as it still causes doubts. Some think those were unnecessary changes, which made Burberry loose its original look and spirit, and some believe it was the best thing that have happened to Burberry in the last 50 years. However, the facts and numbers indicate that Burberry grew up to 500 stores in over 50 countries and led to increase the total revenue up to +23% in five years by September 2012 with the on-line sales increase in 50%. [3] Almost certainly the course has been changing during those five years due to the macro and micro external factors, which were indicated above. Nonetheless, it is obvious that creating a relevant and detailed strategic business plan and a consistent monitoring of its results and execution are crucial for a successful management of the company. Also, the earliest possible setting of the strategic goals and stating the company’s vision and mission and staying faithful to them makes the strategic plan effective. And in conclusion, understanding the values of an organisation will keep the corporate culture of the company stable, which is directly linked to productivity and job satisfaction among employees. References 1. Angela Ahrendts. (2011). Burberry uses salesforce com to create the ultimate Social Enterprise. Available: http://www. youtube. com/watch? v=oRpLo44nUEQ. Last accessed 13. 12. 2012. 2. Angela Ahrendts. (2011). The Young-Old Company – Angela Ahrendts, Burberry. Available: http://www. youtube. com/watch? v=_i50d6wiCBc. Last accessed 13. 12. 2012. 3. Burberry. (2012). Annual report. Available: http://www. burberryplc. com/documents/full_annual_report/burberry_ar_final_web_with-urls_indexed. pdf. Last accessed 13. 12. 2012 4. Burberry. (2012). Annual report. Available: http://www. burberryplc. com/documents/full_annual_report/burberry_ar_final_web_with-urls_indexed. pdf. Last accessed 13. 12. 2012. 5. BW staff. (2009). The 100 Best Global Brands 2009. Available: http://images. businessweek. com/ss/09/09/0917_global_brands/4. htm . Last How to cite Strategic Marketing at Burberry, Essay examples Strategic Marketing at Burberry Free Essays string(228) " Being an international company with the Global outreach makes it challenging for the company like Burberry to develop and maintain the competitive strategy that will encourage financial growth and gain advantage on the market\." Content Page Introduction2 1. Business planning and developing a strategy. 3 2. We will write a custom essay sample on Strategic Marketing at Burberry or any similar topic only for you Order Now 1. The formation of Burberry’s new strategic business plan. 3 2. 2. Business strategy, vision and mission 4 2. 3. 1. Successful strategy and achieving the goals based on analysis. 5 2. 3. 2. Vision and mission7 2. Protect, Explore and Inspire. Burberry values. 8 3. 3. Values8 3. 4. Classification of Burberry values. 8 3. 5. 3. Protect8 3. 5. 4. Explore9 3. 5. 5. Inspire 10 3. Monitoring and evaluating of Burberry strategic goals and objectives. 11 Conclusion 12 References 13 Introduction The report below tells about the history and development of the iconic luxury brand from Britain, Burberry. It reflects the company’s mission, vision and core purpose, which consequently form the values of the brand. The report indicates the key strategic goals and objectives, which form the competitive advantage of the company, how they are being monitored and evaluated. Having been found as a small shop in Basingstoke, Hampshire, by a young draper Thomas Burberry in 1856 and developed into a large world-know brand ever since, Burberry is one of the first names that springs in mind when it comes to fashion and luxury. [4] The company went through many-years history of change and development. However, the core Burberry product still remains the trench coat made out of the brand weatherproof but breathable Gabardine invented and introduced by Thomas Burberry himself in 1880. [4] Today, according to Business Weekly, Burberry is the 98th most valuable brand. 10] 1. Business planning and developing a strategy Creating the strategy of an organisation is a part of business planning, on one hand, but it is the essence of the strategic planning on the other, where the difference between the strategic plans and the business planning is only in timing of implementing and the process of evaluating the two. Different authors writing in the field of strategic mark eting give various definitions of strategic planning. However, all of them tend to agree in the fact that it always includes the major points below. Vision – developing a common â€Å"vision for the future† or a â€Å"conceptualization† of where an organisation wants or desires to be in the long-term;[10] * Assessment – appraising or determining where an organisation is currently (i. e. , its goals, objectives, activities, results, etc. );[10] * Strategies – identifying how an organisation will actually realise (via concrete and predetermined actions) its mission, goals, and objectives;[10] * Measurement – evaluating the progress of an organisation in the implementation of its action strategies. [10] The report below will be based on the resumptive understanding of the term as a process of formulating of the mission, vision and goals of the organization and choosing the specific paths for outlining and gaining the desired resources to be used in order to provide the successful functioning of an organisation in future. Strategic planning is a useful tool in making the decisions concerning the total management of an organisation. Its main purpose is to ensure the right amount of innovation and modification for the organisation to be able to respond to the changes on the market. However, creating a strategy does not lead to an immediate action, but it sets up the general direction for the company to follow in order for its fence-mending and growth. 2. 1. The formation of Burberry’s new strategic business plan One of the main features that characterizes the strategic plan is its possibility to be adapted to the ever changing circumstances initiated by both internal and external factors. Thus over the decades Burberry has been changing its strategy and approach to trading. So when the age of the globalization brought new strong competitors into the market new ways of winning the customers loyalty and preference were to be found. In the 2006 the current CEO Angela Ahrendts joins the company replacing Rose Maria Bravo, who managed to greatly expand the Burberry market share in the US. [6] Ahrendts modernizes every aspect of the company’s behaviour and positioning itself on the market having chosen an innovative five year strategic business plan. 2. 2. Business strategy, vision and mission According to the new plan the company concentrates its investment efforts on opening its own stores rather than on the wholesale, especially in London. The new CEO recognizes Burberry’s presence in its genuine way and major PR activity in this city precisely, as another way to emphasize the British heritage of the brand. However, Ahrendts points out there are 25 such â€Å"Londons †, where Burberry will strive for recognition and loyalty, which include such metropolises as Paris, New York, Hong Kong, Dubai, etc. 12] As due to the fact that the company produces luxury goods Ahrendts prefers to play more or less safe and concentrate on those parts of the world which are likely to be protected from the wider economic problems. As another crucial factor for the growth and development that Ahrendts chooses, predicting the future customer be younger, is the company to not maintain their traditional product line and merchandising way only, but to enhance it with the new design and presentation to be able to satisfy the demand of the new type of a customer. Thus the new strategy with the new vision and mission appeared that has brought changes into every area of the company. 2. 3. 1. Successful strategy and achieving the goals based on analysis According to Michael Porter â€Å"Competitive strategy is about being different. It means deliberately choosing different set of activities to deliver a unique mix of value†. [13]The creation and the development of a new strategy to manage such a diverse business with the global outreach as Burberry is very complex in nature. Depending on various both internal and external factors it often requires to be made in the uncertain situations. It also often involves the radical change in the current culture of an organisation which is always uneasy for the employees and may adversely affect the performance of the organisation. Being an international company with the Global outreach makes it challenging for the company like Burberry to develop and maintain the competitive strategy that will encourage financial growth and gain advantage on the market. You read "Strategic Marketing at Burberry" in category "Papers" Nevertheless, Angela Ahrendts chooses the most ambitious and strategic plan Burberry has had in almost 50 years. * Leveraging the franchise[4] Where the goals are brand momentum by consistent global articulation, marketing innovation and product excellence. * Intensifying the development of non-apparel[4] By focusing on the yet under-penetrated non-apparel categories, such as men’s collections, soft accessories collections and licensing the eyewear, fragrance, make-up and watches products globally. * Accelerating retail-led growth[4] To change the static wholesale model of the company to a dynamic retail model by driving the productivity, putting the customer needs in the centre, and investment into opening new stores. Investing in the underpenetrated markets[4] The goals are engaging China, developing India and the Middle East markets and elevating the wholesale presence. * Pursuing operational excellence[4] To be recognised not only by operational excellence, but by product and marketing excellence. However, despite the most well-considered strategy a company is always dependent on both internal and external factor s able to make an impact on its development and trade. PESTEL method will help to analyse the macro external environment Burberry may find difficult to deal with in order to realise its strategic plan. Political| Economical| Social| Technological| Environmental| Legal| Being an international company may create problems with possible tensions between the governments of the countries where Burberry trading takes place| Continuous recession| Fairtrade responsibilitiesAnti-fur/ leather campaigns| New highly technological approaches to selling , buying and advertising the product appear| The impact on the Planet while manufacturing and transporting the goods | Different taxation and trading rules and regulations in different countries| However, not only the macro external factors, but the micro external factors too might cause obstacles for the company’s strategy. Michael Porter’s Five Forces analyses gives the clearest understanding of the micro external environment, which includes the threat of the existing competitive rivalry, threat of bargaining power of the suppliers, threat of substantial products, as well as the threat of the customer bargaining power and the threat of the new entrants. It can be seen from the scheme, that Burberry’s main existing competitors include Stella McCartney in the market of clothing and shoes (apparel); Hermes in the non-apparel market, e. . bags and scarfs; and Chanel to talk about make-up. Moreover there is also a threat from the substantial products, such as those produced by Sisley, Ted Baker and Karen Miller, which are not luxury brands, however do have a reputation of a great quality and they are also British. Which means in times of recession people mig ht switch to them. There is a threat from the suppliers in case they would increase the price, as Burberry only works with those the members of the Ethical Trading Action Group. There is a threat coming from the customers too due to the fact that most of the Burberry products are fashion oriented, which means once they are out of fashion, people will refuse buying them. However, the threat of the new entrants is not essential, as even though the new brands may offer novelty, they cannot offer the name with such a rich background and heritage that Burberry has. All of these factors must be taken into consideration for Burberry current strategy to be successful. 2. 3. 2. Vision and mission With the appointing of Angela Ahrendts as a CEO in 2006 when the Internet was booming bursting the opportunities of the global trade with its no-boarders possibilities, Burberry steps on a completely new path of high-tech cooperation with its customer. [5] With the core Burberry ideology of â€Å"The faster we move forward, it becomes even more critical to look back and never forget who we are and never forget where we came from. And what made this brand such a great global luxury brand today†[2] in mind Ahrends sets the new core purpose for Burberry. We had a vision† – she admits in one of the interviews – â€Å"And the vision was to be the first company who was fully digital from end-to-end†. [2] Ever since the company has been working on integrating various digital approaches to its business. Burberry’s advertising campaigns and catwalk shows became more and more technologically complex whereas the on-line trading on the contrary became eas ier and more available by the company’s partnering with various on-line selling platforms to take that vision and built the social enterprise. The experience expected was that the customer would have the total access to Burberry across any device anywhere and would get exactly the same feeling of the brand, feeling of the culture, regardless of where, when, how they were accessing the brand. Everyone now should be able come into Burberry world and see the Burberry journey and mission. The new vision enhanced the Burberry mission to sell its â€Å"distinctive Britishness† to the world with the new flavour of community that every customer is believed to become a part of buying or at least being interested in a Burberry product. Such attitude intends to create greater customer’s loyalty to the brand as this is the community, where one’s opinion in a way of a feedback is valued and appreciated. Even the personal preferences of how the core Burberry product should look like is taken into consideration from now on as the company launched www. artofthetrench. com web platform, where anyone can post their photos wearing a Burberry trench, moreover, can create their own trench coat based on the iconic trench from Burberry. Ahrendts goal is to deepen, broaden and vary the communication between the company and the customer through every activity the company is involved in. She emphasizes on the vital necessity of the cross-channel communication to be â€Å"totally connected to everyone who touches your brand†. [2] The new vision and the new additions to the established mission of the company have formed the brand’s new strategic intentions 2. Protect, Explore and Inspire. Burberry values. 3. 3. Values Burberry is a brand with over 150 years of history. [6] All that time the company has been run by the efforts of many people and, naturally, these people might have been of a completely different personalities, views and opinions. However, being a company, which in this case is Burberry, draw hese people together united not only by common vision of where the company is going, but also by the values, which in a context of a corporate culture set the behavioural norms of the company through years for everyone who entered it. Edgar H. Schein describes corporate values as â€Å"A pattern of shared basic assumptions that the group learned as it solved its problems of external adaptation and internal integration, that has worked well enough to be considered valid and, therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems†. 7] Burberry defines their core values as Protect, Explore and Inspire. Angela Ahrendts, Burberry’s CEO, often refers to the company as the â€Å"new and old company†[9] and such description definitely reflects the way the company constantly strives for the new opportunities, but always staying faithful to its old priorities. The essence of the Protect, Explore and Inspire company’s core values can be explained through the objectives of Burberry as an organization. 2. 2. Classification of Burberry values 2. 2. 1. Protect 1. Cultural value of the company to traditionally remain a â€Å"quintessentially British† brand. Burberry is proud of its rich heritage which has seen over a 150 years of British history. Thus the company is passionate about the the authenticity of their trade mark and core product in design and purpose, such as world-wide recognized trademark check and Prorsum horse logo and a traditional modern classic style trench coat. 2. Environmental value aims the environmental excellence of the company. Burberry is continuously aware about the environmental issues, such as climate change and carbon dioxide emissions and animal welfare, for example. The company is a member of the UN Global Compact and uses the Compact’s Ten Principles to guide its Corporate Responsibility activities. It is listed on the FTSE4Good Index and achieved the Carbon Trust Standard. [15] The work of the Business for Social Responsibility Sustainable Luxury Working Group, of which Burberry was a founding member, also continued this year, focusing on animal welfare guidelines and the exotic skins supply chain. As a result, the release of a common Animal Welfare Policy by the Group was communicated to Burberry suppliers, detailing its high expectations in respect of welfare standards. 15] Burberry is also a member of the Leather Working Group, supporting its efforts to improve transparency in the leather industry. Burberry does not utilise sandblasting on any of its products manufactured by or on behalf of the Group. [15] 3. Ethical value is in the desire of the brand to ensure the rights of their employees are highly valued and carefully followed. Burberry constantly shows its striving towards the improved Corporate Responsibility (CR) performance. To achieve long-term improvements in labour conditions, Burberry provides support and resources to suppliers to empower them to take responsibility for their factory and subcontractor conditions. The CR team delivers supplier training covering the Group’s ethical trading expectations, management systems and counsel on transparency and standards for subcontractors. [5] Burberry strongly believes that a policy of equal opportunity in employment is integral to the strength and growth of its business as a global brand with a diverse stakeholder and customer base. The company aims to ensure that the most capable job applicants are recruited and the most competent employees in the company progress. All decisions about people’s employment are based solely on an objective assessment of their suitability for the job. Burberry aims to maintain a working environment free from harassment or intimidation on discriminatory grounds and ensures that employment conditions and job requirements reflect its commitment to equal opportunities. [5] 2. 2. 2. Explore Burberry values in that area are very much business oriented. Thomas Burberry, the founder of the brand, explored the world of outerwear of his generation by inventing his sensational waterproof Gabardine and a trench coat, which none has ever seen nor worn before. Today Burberry’s aims to expand its production range to make it as diverse as possible to increase the market share. However at the moment the range already goes from the core innovative outerwear to not only womenswear and menswear, but to the non-apparel items, e. g. accessories, watches, childrenswear and even some home decoration items. 8] Burberry has always been aiming for the new markets: first sports and outdoors, then military usage and later civilian clothing. Now that the company has established itself on the different types of market, it is striving for the geographical expansion taking markets throughout the world, with a balance across major geographic regions. 2. 2. 3. Inspire They are the Burberry social objectives. Burberry believes that contributing into the local communities the company works with will make a positive impact. In 2008 Burberry established the Burberry Foundation charity organisation the purpose of which was to help young people realise their potential through fashion and creativity, built their confidence and self-esteem. [9] 3. Monitoring and evaluating of the strategic goals and objectives Ahrendts approach to monitoring and evaluating of the strategy execution and achieving the goals is â€Å"Divide and conquer†. According to that there were particular teams created to monitor and evaluate particular aspect of the new strategy. Design team, headed by Chief Creative Office, responsible for everything the consumer sees, including merchandising and creative media;[4] †¢Marketing team responsible for integrated advertising, PR and communications functions, which together focus on building and elevating brand awareness through traditional and digital media;[4] †¢Digital commerce newly-formed team, driving digital commerce globally to accelerate the brand’s digital lea dership position in the luxury sector and help unlock the huge opportunities in this high-growth channel;[4] †¢Merchandising and planning team, which assorts, procures, and analyses the global collections in alignment with brand initiatives and commercial opportunities. [4] Every year Burberry reveals their annual results and achievements according to the itinerary in their annual report. Conclusion A straight forward highly innovative strategy by the new Burberry CEO caused uncertain reaction from different people in 2006 as well as it still causes doubts. Some think those were unnecessary changes, which made Burberry loose its original look and spirit, and some believe it was the best thing that have happened to Burberry in the last 50 years. However, the facts and numbers indicate that Burberry grew up to 500 stores in over 50 countries and led to increase the total revenue up to +23% in five years by September 2012 with the on-line sales increase in 50%. [3] Almost certainly the course has been changing during those five years due to the macro and micro external factors, which were indicated above. Nonetheless, it is obvious that creating a relevant and detailed strategic business plan and a consistent monitoring of its results and execution are crucial for a successful management of the company. Also, the earliest possible setting of the strategic goals and stating the company’s vision and mission and staying faithful to them makes the strategic plan effective. And in conclusion, understanding the values of an organisation will keep the corporate culture of the company stable, which is directly linked to productivity and job satisfaction among employees. References 1. Angela Ahrendts. (2011). Burberry uses salesforce com to create the ultimate Social Enterprise. Available: http://www. youtube. com/watch? v=oRpLo44nUEQ. Last accessed 13. 12. 2012. 2. Angela Ahrendts. (2011). The Young-Old Company – Angela Ahrendts, Burberry. Available: http://www. youtube. com/watch? v=_i50d6wiCBc. Last accessed 13. 12. 2012. 3. Burberry. (2012). Annual report. Available: http://www. burberryplc. com/documents/full_annual_report/burberry_ar_final_web_with-urls_indexed. pdf. Last accessed 13. 12. 2012 4. Burberry. (2012). Annual report. Available: http://www. burberryplc. com/documents/full_annual_report/burberry_ar_final_web_with-urls_indexed. pdf. Last accessed 13. 12. 2012. 5. BW staff. (2009). The 100 Best Global Brands 2009. Available: http://images. businessweek. com/ss/09/09/0917_global_brands/4. htm . Last How to cite Strategic Marketing at Burberry, Papers

Imitation free essay sample

I am not a singer or a dancer. I cannot break it down on the dance floor or sing a sweet melody. I am not one who can feel the rhythm of the music and move my body in sync with it. I cannot entice someone with the power of my voice. I am a texter. And by that definition, I am someone who has always loved communicating without speech. I can send a 160 character text message in 15 seconds or less. I can communicate all my thoughts and feelings through emoticons (smiley faces) and tlas (three letter acronyms. ) I spend a great time thinking about what acronyms I can use. Does this make since with that? How can I communicate with people faster? The way texting can create an emotion, a visual image, or create a complex fraise into four short letters. Texting is the tool of my trade. Recently I was made keenly aware of the different ways I communicate texting. I was talking to my mom when I discovered this, and observed that I was texting my mom completely different from the way I was texting my girlfriend. And I was texting my girlfriend completely different then how I was texting my friends. When I was texting my mom I was saying things like, â€Å"I don’t know. I’ll ask my teacher about it tomorrow at school,† and â€Å"I will call you when we are coming back home†-a text filled with grammatical correct writing and the forms of the English language that you are supposed t o use in an English classroom. Breaking down fraises was not a part of how I texted my mother. Just, today I observed how I text my girlfriend and I again found my differentiating of my texting. I found myself saying, â€Å"dats koo Iw2g :-P† (that’s cool. I want to go. ) My girlfriend did not see any change in my text message. And then I realized that this was because I often used the same kind of language with her, and sometimes she uses it with me. It has become a different kind of language that kind of language that relates to family talk. When I text my friends I have to use only the common tlas that everyone knows, such as idk (I don’t know), because when I use all the acronyms I know, some say that the understand eighty percent to ninety percent of it, while some people say the understand fifty percent of what I have to say. So when I spoke to my friends my language tended to be plain, simple, but also sophisticated in the way that some fraises were shorten. When my mother looked at me text my girlfriend for the first time in her life, she was completely bewildered and could not read a single line. Because of this I always thought my mother as a little slow, when it came to texting, and that she would never understand the language and the understanding of the English language that you can get from it. Fortunately, for reasons I want get into today, I realized that if all I did was text in the language that I used with my girlfriend then she would eventually learn the art of texting and how it creates a new kind of language. By hours of learning my mom, and also some of my friends, soon discovered how they could reveal their intent, their passions, their imagery, the rhythms of their speech, and the nature of their thoughts, through long tlas. I know I succeeded where it counted when my mother finished reading one of my texts and gave a reply saying â€Å"So easy to read. † I am a texter. I read, I think, I question, I text. I appreciate language.

A Little Knowledge Is a Dangerous Thing Meaning free essay sample

Pope says, very truly, A little knowledge is a dangerous thing. Both Popes original verse and the misquotation of it were predated by an anonymous author, signing himself A B, in the collection of letters published in 1698 as  The mystery of phanaticism: Twas well observed by my Lord Bacon, That a little knowledge is apt to puff up, and make men giddy, but a greater share of it will set them right, and bring them to low and humble thoughts of themselves.Again, there is a degree of misquotation here, as what my Lord Bacon, the English politician and philosopher Francis Bacon, Viscount St Alban, actually said, in  The Essays: Of Atheism, 1601, was: A little philosophy inclineth man’s mind to atheism; but depth in philosophy bringeth men’s minds about to religion. So, who coined the phrase? It appears to have been a group effort.Bacon can be credited with the idea, Pope with the learning version and the mysterious A B with the knowledge version. We will write a custom essay sample on A Little Knowledge Is a Dangerous Thing Meaning or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page a  little  learning  is  a  dangerous  thing  . Knowing  a  littleabout  something  tempts  one  to  overestimate  ones  abilities. Forexample,  I  know  youve  assembled  furniture,  but  that  doesnt  meanyou  can  build  an  entire  wall  system;  remember,  a  little  knowledge

buy custom Business Research for Decision Making essay

buy custom Business Research for Decision Making essay Two terms come to mind in the description of the major approaches to management. The major or organizational research can be either qualitative or quantitative. There might be other terms used to describe small aspects of research such as positivistic, functionalistic, or optimistic. There could also be subjectivitistic, as well as, interpretivist used to describe the qualitative research methods. In fact, quantitative research might be seen as objective and this case does not relate to the knowledge or experience of a person and thus would be relating to the phenomenon or thoughts that are perceptible to mall of the observers in this case. This would rely heavily on the statistics and the knowledge, while on the other hand, the qualitative design subjective, which does relate to experience and knowledge and this may be conditioned by personal mental characteristics or states. This prefers to look at the language used having a partiality to the linguistics and the description in the making. There have been instances where the qualitative aspect has been used in the attempt to reduce distance between the context, as well as, the action and this is done through trading while using linguistic symbols. In other words, the approach would simply be termed as using the examinations of perceptions in order to gain the understanding needed of social and human activities. The distinctions stated here about the two approaches are essential in recognizing the ones necessary in the research design illustrated in the paper. Unfortunately, they do not portray different paradigms that underpin the various approaches and how these would go to affect the research process (Williams, 1998). On this basis, there has been interest in the dichotomy in the research process and this was taken to reveal the relationship between the research, as well as, the research process and the principle research paradigms. Defining the question Having said that when carrying out hypothesis testing on the Sekaran Research Process and MGT600 Roadmap there are certain aspects that needed attention. The assignments that have been completed as far are a systematic process whereby one designs and develops formal research (Solution Library, 2011). The requirements of the assignment in this case, required the use of knowledge and experience, as well as, skills acquired within the previous three weeks to apply it as a published research activity. This would be referred to as part of the necessary group activity According to the research method, the analysis itself as it were was a comparative assessment whereby, it would show how well the author or the authors have of the selected research have fulfilled all of the steps that were presented as shown in the textbook figure. The analysis in this way, focused on a certain research process rather than on the topic of research itself. Therefore, content was to fill I the blanks t give them something to work with when the topic of discussion was the method actually. In this way, paraphrasing the author of the text would not be the as already stated I the research text would not be key. The analysis should be geared toward the assessment of the adherence to the research process. Thus, this would be an in depth look at the method itself and asses pros and cons. The analysis would be quite objective and gear toward assessment result with the aim of better improving the method through the recommendations. However, this must be done by not only looking at one-step a sub steps at a time instead of looking at the whole picture. These steps are in such a manner, that they should be progressive leading to the other. The interrelationships that go on between the steps are also essential to the analysis. The specific published research selected for the group project in this case would contain the basic components of a basic formal research project. The data collected for the research design should also range from secondary sources. These include the internet, internationally recognized government documents, as well as, statistical and census data (Scribd.com, 1997). The Sekaran (2003) Research Process MGT600 Roadmap would be the subject of analysis. There are few periodical s on the project and even less published material, but there are figures and illustrations, as well as, reviews on the internet. Planning The main aim of planning the research design would be to decipher how to test the hypothesis (Ginorio, 2011). The IP2 and IP1 are not as different and might as well be classified, as one-step instead, will have to be reviewed though the steps of the research process itself. The main difference between the two aspects is that one contains five steps while the second has six steps while the later has the same steps, but the last. In this case, the reference point would be the The Sekaran (2003) Research Process MGT600 Roadmap figure according to the (American InterContinental University-Online, 2007). Collecting data The collection of the data would be done from the figure illustrated, as well as, use previous research whereby the research process has been used to cover as part of the research design. There are web pages available that contain reviews a well as methodologies on the research design that would be used for analysis. The data collection has to come from different sources I order to maintain a solid and objective side to the research topic. This would guard against biased results or processes that would go on to affect the results. Organizing the data The next step would be to organize or/ and to provide a summary of the work involved in this way. The data would include statistical results, as well as, the reviewed data that had undergone necessary analysis. This will go to a tabulated or convenient forma t where the rresults and findings could be deduced by anyone even if they had not taken part in the research itself. This could entail graphical representation of the data in graphic form so as to be clear to some observing the data. Statistical representation may also be in pie charts or line graphs. Thereby, the question would arise if the data used or represented were relevant to the research itself. In this way, one should bring the methodology into the results and the conclusion. If these are not directly related to the research problem, the methodology, results as well as, the conclusions of that study will probably be directly impacted by the problem at the source of the research. Usually, methodology is structured by the research questions. In other words, it is steps that are taken in order to derive the valuable answers needed (Levy and Ellis, 2008). Interpretation and drawing of conclusions This is the step that entails drawing back from the data itself and looking at it from a new perspective. This may reveal answers to problems such as if there were an alternative hypothesis that might explain the findings of the research. This also includes if one is receiving all of the data that is necessary. Even if it was a wild card or it leaned to an extreme, this does not matter if it is relevant to the research. The results should also show a comparison to what should happen that is the hypothesis itself. Here, the conclusion also gets into the picture. In order for the conclusion to take effect, one must consider the methodology. In general the methodology should be detailed and contain facts of when where and how. These methodologies would provide the research tools through which the interested party would use to produce the study results. This would include such things as the data and the evidence used to conclude on the research questions in this case. Therefore, how would the research affect the community? These big picture questions should be of priority in this case. Many things would go into the conclusion such as the appropriateness of the research goals for the study such as the comparison of IP1 and IP2. This includes the type of research conducted on the two methodologies, as well as, the research questions that needed to be answered. Communicating the results At this time, the audience should be the priority and emphasis would be provided as to their identity and their background. In this way, one would know how best to communicate with them. This could be done using a variety of methods ranging from written report, oral presentation, as well as, video and visual aids. Thus, what visual aid would best help the audience understand the research? At this point, the researcher would go back and make sure, if the data is all in there in terms of formatting. This means whether the introduction, description, results and the conclusion are addressed in the communication. Buy custom Business Research for Decision Making essay

Marketing Essay Example | Topics and Well Written Essays - 3000 words - 16

Marketing - Essay Example mpetes with international brand giants already established in the market and open up the domestic living space to local companies is the problem Chinas beverage industry must currently face. Wahaha Company was established 10 years ago. From the initial development of a school-run factory to Chinas national backbone of the beverage industry, Wahaha has become one of the few beverage producers in the country to meet the challenge of leading international brand companies. Although Wahaha Company built factories producing the world’s top five beverages and foodstuffs of Danone Group, and exports products to the United States, Canada, Italy and other countries, Wahaha has always maintained a target focus on the domestic market rather than to develop the international market. This article will analyze the international beverage industry market and explore the internationalization road of Wahaha Company in building a strategic vision for the Chinese beverage industry to develop their international market. Corporate-level international business development strategy is based on the internal and external environmental analysis to determine intention to enter new countries and regions. The international strategies of the corporate management level will need to determine the specific elements of how they wish to enter the chosen market (Michael E. Potter, 1997). Corporate business-level generic strategies are divided into three types: overall cost leadership strategy, differentiation strategy and focus strategy. It relates to market entry and market expansion strategy research. As the Wahaha Group is still a relatively young company with limited experience in international business, it should choose a waterfall model to enter the market in the early stage of internationalization, expressed in Appendix 2. For the present, Wahaha’s entry into the U.S. market has a certain trade foundation and marketing relationship, and the U.S. market demand is large with high degree of

Segregation's Lingering Legacy Essay Example | Topics and Well Written Essays - 250 words

Segregation's Lingering Legacy - Essay Example It is highly beneficial for children to learn what makes them different aside from the color of skin. Whether African-American, Asian, Native American and so on, each race and ethnicity has so much to offer and share with their communities that people of other races simply cannot understand without being taught. Institutional racism is ultimately causing widespread neglect of cultural differences that are important to learn. I think our educational system still has a large amount of segregation because they allow it to happen. Teachers, principals and parents are all too afraid of hurting someone’s feelings or being touted as a bigot if they open their mouth and say something. Our country is so absorbed with â€Å"what will they think of me?† that society is ceasing to function. The fear of a legal claim of racism, the NAACP, the ACLU or another organization’s intervention is likely a great fear for many, so they have no desire to change the segregation. Blacks a re no better than whites, Asians, or any other race and vice versa. Our children need to be taught by their elders both in the home and in school the differences in race, culture and communities so that they can grow, learn and be steadier, well-rounded adults.

Stress coping in people with HIV positive Essay

Stress coping in people with HIV positive - Essay Example After discussing the possible treatment and prevention approaches used in people with HIV, strategic ways on how health care professionals can enable them to cope with the psychological distress associated with the disease will be thoroughly discussed. By going through a personal reflection, the health situation will be applied in Hong Kong particularly on how the HK government is promoting safer sex practice. The fact that HIV infection is a life-threatening disease is already considered as a major source of stress among the HIV infected individuals. (Riggs, Vosvick, & Stalling, 2007) Individuals who were informed by their physicians that ‘they only have few months to live’ could negatively affect the physical functioning, psychological, social, and emotional well-being of the person. As a result, some of the HIV infected people loses their hope to be treated and cured from the disease. HIV infected individuals would tend to withdraw from their social life aside from putting an end to their relationship with their love ones (Wadland & Gleeson, 1991). In most cases, there is a strong possibility for HIV infected individuals to unconsciously use other maladaptive coping strategies including denial, disengagement, and/or abusing the use of illegal substances (Gore-Felton et al., 2006; Komiti et al., 2003). Aside from the having the thought that the life span of HIV infected individuals is already limited, it is likely that these individuals would seek medical assistance from professional medical team. Basically, the cost of treating and promoting a better quality life for HIV infected individuals can be very costly not only on the part of the HIV infected individual himself but also to his family members. In line with the high cost of medical intervention, we can consider the financial burden of becoming infected with HIV as

The rapid evolution of rock music

The rapid evolution of rock music Rock Music its Rapid Evolution Introduction Music has been with man since the dawn of time. Every beat or sound can some way be considered as a form of music. Dating back to early man music could have been something as simple as the soothing sound of a waterfall or a tree swaying with the wind or a wild animal running through a forest. Today music is so diversified and so engrained in our lives that practically every child or teenager even an adult has a vast list of songs that they might listen to on their mp3 players. There are many varied branches of music existing today. These branches have now expanded to encompass everything from the tribal beats to anything that comes out of a synthesizer. And although we find music in many forms today, Im sure the purists would disagree with what the youth of today call great music. Now-a-days it seems the search is on for the â€Å"in music†. Music thats making everybody feel good now and which is discarded in a heartbeat once something better comes along. So what is it that has made rock music go so steady all these years? The reason why I have chosen Rock music for my seminar paper topic is that, I truly am very passionate about this genre of music. Rock Music or Rock as it is so called is vastly misunderstood by people, most of whom simply associate it with negative stereotypes like drug addiction, alcoholism, violence, sexual abuse, demonic control and other vices. One cannot blame people for having such misconceptions about Rock since over the years many of the famous Rock artists have come to be known mainly for their drug addiction and other outrageous behaviour under the influence of alcohol and chemical substances. However it is important to understand that one must separate the artist from his music and not pass unnecessary judgment on the music just based on the vices of the artist. Another misconception is that rock is only drums and guitar, when that is only the public face of Rock. There is a host of other instruments that are key elements to rock music as a whole, other than just guitar and percussion. Rock Music History Origins I would now like to begin with the History of Rock music. Where did it originate? What are its roots? How has it evolved along the years? What is the scenario at present? There are several views as to where exactly the Rock genre got up and going. And many believe that Rock originated in the west with the dawn of Rock Roll by Elvis Presley. However that is far from the case. It all started off during the post-war urbanization of America. The popular music of the late 1940s included country music, folk music, the blues, rhythm and blues (known as RB), jazz and classical music. Basically rock music hails from a blend of various popular music genres at that time in the United States of America. Rock music started off in the late 1940s when people wanted to move out from the slow beat jazz music and the slow electrified blues music to a much faster beat rhythm filled tune at that time. The rock sound is believed to have primarily originated with the guitar. It is believed that the existing guitar tunes used in blues music was soon blending in with other forms of music like jazz, classical music, folk music and other popular forms of music existing back then. All this led to the birth of Rock music as a separate genre of music which back then came to be known as Rock n Roll towards the early 1950s. Around that time i.e. the late 1940s to the early 1950s Rhythm and Blues (RB) musicians mainly concentrated on the black audience. However later onwards musicians started playing for a multi-racial audience. These musicians also targeted the newer forms or blends of music towards this audience. Later on these same fast beat blends of RB and the blues etc came to be coined as ‘Rock n Roll. â€Å"It is believed that in 1951 in a town in Cleveland, Ohio in USA a musician by the name of Alan Freed is said to have began playing a new form of RB music for a multi-racial audience is believed to have first used the phrase ‘Rock ‘N Roll to describe his music.† Source: Icons of Rock Scott Schinder with Andy Schwartz Encyclopaedia Britannica Rock Music. Rock Music Evolution Rock music is believed to be one of those genres of music that has evolved very rapidly over the past 50 to 60 years. Its rapid evolution has been witnessed mainly over the last 50 years. It all started with good old Rock n Roll in the 1950s. This later evolved in the 1960s which was considered as a Golden Era for Rock music. Rock took a totally different turn with the British invasion of rock by the Beatles. This was later followed by what came to be known as Surf music in America which was a mix of the catchy rock n roll n the hip and happening Beatles music. The Beatles music also led to a new form of music that was called as the hippy and psychedelic rock music. In the 1970s which came to be known as the memorable years evolved different forms of rock music such as Hard Rock, Punk Rock also Pop Rock. The 1980s witnessed a change in the band members hair styles. This era also was famous for what was called as hair bands. It included styles of rock such as punk rock funk rock. It led to the evolution of Heavy Metal. Bands used to wear tight leather pants and sported insane long hairdos. The 1990s showed a completely new and insane evolution of rock. It gave newer forms of rock such as Grunge Rock Alternative Rock. It gave the revolutionary guitar distortion feedback. Many of the genres from the 1950s onwards till the 1999s are still well known today. Most of the bands in those eras are still popular today. Many of todays bands still play the different styles of rock music. Some of them even make remakes of those songs using modern day styles and instruments. The later half of 2000 also witness something that very well came to be known as fusion music. It involved bringing together classical music (Western or Indian) and blending it in with modern day rock music. This style today is very popular especially in our country among our Indian youth that have blended the Indian classical instruments very smoothly with instruments like the guitar, keyboard, percussion, etc. The 1950s The 1950s gave rise to the Youth culture. It faced problems such as racial tensions the advent of the Cold War. This first saw the advent of Rock n Roll with great artists like Chuck Berry, Elvis Presley, Little Richard, Jerry Lee Lewis, The Shadows, Buddy Holly, Bo Diddley, Bill Haley the Comets, Gene Vincent, the Everly Brothers, and Carl Perkins, among many others. These were considered to be the first wave of Rock n Rollers. Rock and roll in its earliest stage could have been described as just blues with a few electric guitar tunes attached to it. In its purest form, Rock Roll was as simple as three chords, a strong yet insistent guitar back beat, and a catchy melody. Early rock roll was drawn from sources primarily including blues, RB, and country, but also gospel, traditional pop, jazz, and folk. These genres were combined together in a simple, blues-based song structure that was fast, danceable, and catchy. Rockabilly emerged in the mid1950s. It is simply a mix of rock and roll, country music, blues, and a little jazz too. It was a fundamental music genre of the 50s. The fathers or founders of Rock n Roll came t be known as Bill Haley, Elvis Presley, Little Richard Chuck Berry. Their music revolutionized the music industry and later gave way to new forms of rock music in the decades to follow. Even in todays times their music is still very popular. Rockabilly was popularized by white singers like Elvis Presley, Carl Perkins Jerry Lee Lewis who mainly concentrated on the country roots of the music. The Popular hits recorded around that time were Thats All Right (Mama) Elvis Presley, Heartbreak Hotel Elvis Presley, Rock Around the Clock Bill Haley the Comets, Folsom Prison Blues Johnny Cash, Blue Suede Shoes Carl Perkins. Another popular form of Rock n Roll in the 1950s was called the ‘Doo Wop. It emphasized on multi-part vocal harmonies and meaningless backing lyrics supported with light instrumentation. Its origins were African American vocal groups like the Inkspots the Mill Brothers. Famous bands of this form of music were The Orioles, The Ravens and The Clovers, that used a strong element of traditional gospel music in their songs. The great hits included â€Å"The Great Pretender† The Platters, â€Å"Yakety Yak† The Coasters â€Å"Yes Sir, Thats my Baby† The Clovers along with many others. Later on during the 1950s Elvis Presley came to be known as the King of Rock n Roll. Even today he is still remembered as ‘The King. The decline of Rock n Roll was witnessed during the early 1960s with the death of famous musicians like Buddy Holy and Richie Valens in a plane crash; the departure of Elvis Presley for the army, the retirement of Little Richard to become a preacher, prosecutions of Jerry Lee Lewis and Chuck Berry and the breaking of the payola scandal. All of the above incidents gave a sensation that the rock and roll era has come to an end. However during its decline rock n roll witnessed a feminine side with an introduction of love ballads targeted to a female audience the rise of girl groups like The Crystals and The Shirelles. All the events that occurred in the 1950s eventually led to what came to be known as Surf Music, Garage Rock the Twist dance craze. However the major event that was a hit in the 1960s was that of the rise of British Rock n Roll with the emergence of The Beatles which was greatly influenced by the Americas 1950s Rock n Roll. The 1960s The 1960s witnessed many events like that of the Vietnam War, Civil Rights War, Surf Music, Hippie culture, The San Francisco Scene, The Music of Protests the birth of Heavy Metal. Similarly Rock n Roll in the 1960s went through 4 phases or parts. These parts are as follows: Part I The Beatles The British Invasion Part II Motown Music Part III Classic Rock: The Sounds of the 1960s Part IV Message Music Before 1963 i.e. 1961 onwards America witnessed the rise of Surf Music a form of Rock n Roll. This music was pioneered by Duane Eddy, Link Wray, and The Ventures that added distinctive wet reverb style rapid alternate picking to the music. One of the famous hits was Lets Go Trippin in 1961 and this launched the surf music craze. The all time favourite band of this era is The Beach Boys. Part I The Beatles The British Invasion During this decade i.e. post 1963 America along with the rest of the world witnessed what came to be known only as ‘The British Invasion. During the 1960s the most well know and world renowned band of the British invasion was the one and only Beatles. The Beatles till today are considered to be the all time success stories of the 1960s. The main reason why the Beatles are considered one of the best and most influential rock bands of all time is the because they took what Elvis and other Rock n Roll artists created in the 1950s and transformed it into a whole new different thing. Hence this era is known as one that gave birth to a new age of Rock. The Beatlemania had begun with its first single hit song in 1962 â€Å"Love Me Do† in Great Britain. Along with the Rock n Roll of the 1950s the Beatles popularized new genres of rock music ranging from ranging from folk rock to psychedelic pop. The Beatles were so influential during the 1960s that their progressive ideals were considered to be social cultural revolutions. Other great hits of the Beatles include â€Å"I Wanna Hold Your Hand† which sold 2.6 million copies in the United States in just two weeks. The Beatles came out with many hits during this era such as â€Å"She Loves You†, â€Å"Please Please Me†, etc. Other emerging bands in this era included The Dave Clark Five, The Kinks The Rolling Stones. The Rolling Stones greatest hit during this period was â€Å"Honky Tonk Woman† Part II Motown Music Motown was a Detroit based record company that was founded by Berry Gordy who was a one-time assembly line worker at Ford Motors. It became the most successful black owned record company by 1963. Motown had a number of vocal groups, songwriters musicians. The music recorded was known for its tight orchestrations and catchy lyrics. The music was based on the injustice to the black community during the Civil War. The Motown greats were The Temptations, The Four Tops, Martha Reeves the Vandellas and Diana Ross The Supremes. Part III Classic Rock: The Sounds of the 1960s This era witnessed what was known as the Hippe culture. Their main chant was ‘Make Love Not War. Peace was their underlying theme. The Beatles is one of the famous bands that transitioned during this phase in terms of their look and music. Other artist that came to existence were Jefferson Airplane, Grace Slick, Jimi Hendrix, Janis Joplin, The Doors, Steppenwolf, Simon Garfunkel, Mamas and the Pappas and Lovin Spoonful. The famous concert of this era was The Woodstock. This was a concert for promoting peace, love brotherhood. Artists like Jimi Hendrix rocked the concert. Part IV Message Music Most themes found in rock and roll during this era dealt with love and relationships gone wrong. It followed the war on Vietnam the various protests being undertaken. The music was an attempt to reflect upon the events occurring at that time like the civil rights movement, the growing unrest over the war in Vietnam, and the rise of feminism. The message within the song focused on peace. Many songs received substantial airplay and became anthems at concerts, rallies, and demonstrations. The Message through Folk Music The Message through Rock Music The most well known artists to emerge from the folk tradition include Bob Dylan, Joan Baez, Phil Ochs, and the trio known as Peter, Paul, and Mary. In 1965, an artist, Barry McGuire hit the charts with a song that reflected the growing turmoil in the world. Other popular hippy and psychedelic bands such as Pink Floyd, The Who, The Rolling Stones, The Yardbirds, the Grateful Dead, Jimi Hendrix, Cream, and others began to rule the world. These bands gave rise to the counterculture movement, trendsetters, with their drug induced lyrics and hypnotic melodies. Other genres of rock began to emerge such as progressive rock which is experimenting with other instruments other than guitar, bass and drums. This was popularized by Pink Floyd. Folk rock was popularized by Bob Dylan and Janis Joplin. The 1960s ultimately gave birth to heavy metal which is a thick, heavy, and highly amplified genre of rock mainly popularized by Black Sabbath. The world was just now beginning to witness the tremendous power impact rock really had on society. The 1970s In the 1970s the Vietnam War had ended, the protests stopped people began to settle down. Along with that, the music too did settle down. The world witnessed the split of the Beatles also the death of John Lennon. The 70s rock music brought different cultures and audiences closer together than ever before. Rock music began to branch out into new genres like Hard Rock, Heavy Metal Punk Rock. Led Zeppelin became extremely popular with its perfect blend of Hard Rock Blues music that they could call its own. In this era bands and artists such as David Bowie, Yes, The Eagles, and Queen became very influential. Towards the late 70s the world also witnessed the rise of Punk Rock. The founding fathers of punk were The Ramones. They combined anarchism and teenage rage with rock and roll and this came to be known as Punk Rock. Other bands such as The Sex Pistols and The Clash helped popularize and redefine punk rock. This new, powerful and intense genre of music influenced many bands of the future. The 1980s And then came the 1980s. Rock Music revolutionized itself in a way that everyone wanted to be part of the upcoming scene. The music took a different turn, more in terms of punk rock, new wave, heartland rock and alternative rock. Most people would think of the 80s as all about big hairdos and androgyny. The gay activists took to in a big way in this decade. People started embracing the opposite sex and everyone had colour in everything they did or wore. This inspired the rock music scene greatly. The eighties saw everything from enthusiasm to neon pink socks, worn by men. Creativity was expressed so greatly in the 1980s and artists wore their individuality with pride. The 1980s music scene is possibly considered as one of the strangest times in the evolution of rock music. Music artists were doing everything, a mix of bubblegum pop, sentimental forever ballads to thumping electric beats and even the hardest rock metal. This decade practically saw it all. Artist such as Bruce Springsteen, Guns and Roses, Van Halen, AC/DC, Aerosmith, Iron Maiden, Metallica, Bon Jovi, and Motley Crue can best be remembered for their power ballads and great guitar solos. A new genre of music called as ‘New wave also emerged from punk, funk, and disco. It was made popular by artists such as Divo, The B-52s, Talking Heads, and Blondie. Indie rock or Alternative rock as it is well known began to emerge in the late 1980s with artists such as U2, R.E.M., The Cure, The Smiths, and Sonic Youth were very popular with college students. Punk also became more popular with bands such as Black Flag and the Dead Kennedys. This was also the time of producers. Theyre importance grew and artists took notice that a good producer could take their records to the market. Then came the advent of having soundtracks in movies. Record companies realized the economics in placing a song in a movie, the response was tremendous. Regardless of the variety, the music is the eighties was a big hit, it still is. And thats because the music spoke the minds of the people, it made no apologies, one could identify with a slow ballad by Phil Collins in the afternoon and put up their black leather jacket, rocking to Iron Maiden by night time, you dint have to apologize to anyone. Freedom of expression, experimenting and lyrics became an integral part of the eighties. And that is precisely the reason why the eighties they say will never die. The 1990s The early 90s was known as the era of grunge and alternative rock. Nirvana came to be known as the most popular grunge band of the 90s. Grunge music can be described as dirty guitar, strong guitar riffs with distortion and feedback. It consisted of dark lyrics and expressed teenage angst. Popular grunge and alternative bands were Pearl Jam, Nirvana, Janes Addiction and Alice in Chains. A more iconic scene was that of the emergence of female artists. Women were becoming much less dependent on men, and less oriented towards having a family-based future. They were daughters of women who fought for equal rights and they expressed it- in the form of words and notes. The magazine, Billboard brought about the commercial success of the music industry. It changed the way it ranked singles and albums of artists by tallying actual sales at retail stores instead of using the industry-manipulated word of mouth. Rock suddenly beat pop in terms of sales, and minority genres such as country and hip-hop began to enter the charts. This led the industry to invest more in these minority genres. The 1990s proved that music was for the listener and that the idea behind music was to view the artist as a whole, his production, his team, his lyrics, his image, his music video and his personality. Everyone had a favorite type of music and a favorite genre, a favorite artist and a favorite album. You couldnt help it- there were so many choices by this time. 2000 Present Alternative rock even today is one of the popular and broadest genre of rock music. Emo, is a new sub genre of rock that consists of intense emotional lyrics with hardcore punk roots. It was popularized by bands like From First to Last, The Used, Brand New and softer bands such as Dashboard Confessional and Bright Eyes which can also be described as indie. The word indie actually stands for independent and refers to bands that are part of an independent record label. However, today indie has a whole new meaning. Indie can be described as mainly underground and softer version of alternative rock. Popular indie bands include Death Cab for Cutie, The Strokes, Elliott Smith, The Decemberists, The Arcade Fire, The Postal Service a few others. Heavy metal has now reached an extremely new level. Sub-genres of heavy metal like black metal, death metal and thrash metal which is very loud, aggressive and fast entered the industry. Popular hardcore metal bands include Slipknot, As I Lay Dying, Korn, Norma Jean and Cannibal Corpse. Alternative rock has now become an all time hit with bands such as Incubus, Red Hot Chili Peppers, Chevelle, Coldplay, and the Foo Fighters. Pop rock is another popular genre. It is rock mixed with a more mainstream approach and popular lyrics. Pop rock bands include Fall Out Boy, All-American Rejects, Ashlee Simpson, Avril Lavigne, and others. Another form of music that came about was the rap rock. They symbolized the fusion of the raw, street music and hard rock pelting beats. It was an instant hit with the fans of both the genres. Examples of such were Linkin Park, Limp Bizkit, Faith no More, Rage Against the Machine, etc Rock Music in the Indian Scenario Rock music caught on in India during the mid 70s. I remember hearing stories of my father and his brothers in small time bands playing the good oldies like Elvis Presley, The Carpenters, The Beatles, The Shadows, Bob Dylan and other artists on their guitars. These were many such small groups which were mainly Catholics that played all the dance numbers mainly for weddings the Christmas dance. These were the jive the twist numbers that people used to love to dance to back in the day. Towards the 80s artists like Led Zeppelin, Dire Straits Jethro Tull became quiet popular. People used to purchase these music cassettes and listen to this kind of music on their audio cassette players Sony Walkman. That however was a very long time ago. Things soon changed with the Gulf War of 1991 opening the gates to media in India. MTV was one of the channels that were beamed, along with CNN. Apart from Pop music what caught on quickly was rock. However, as an audience, the numbers in India were still minimal. It was only bands like Def Leppard, Bon Jovi and U2 that caught the fancy of many people. To a large extent, rock began and ended with Deep Purples Highway Star. The love for rock only meant name-dropping and wanting to sound fashionably rebellious. All that changed quickly changed to from the year 2000 onwards. Hard rock quickly caught on along with its counterpart Heavy Metal and is literally worshipped in many engineering colleges all over India. Many groups have been formed in various areas where the rock scene is still alive. These include Goa, Bangalore, Mumbai, Pune Delhi. Many popular India bands hail from these areas and have composed pretty famous hits that are well known to the Indian Rockers. Many engineering colleges still pay tribute to Rock by hosting Rock shows where fans from various parts of the country rush to gather head bang in harmony. The first rock band in India to become famous was Indus Creed. Famous Indian rock bands of today include bands like Zero, Pentagram, Parikrama, Them Clones and various others. One happening rock shows of Mumbai used to be the Independence Rock gig at Rang Bhavan popularly known as I-Rock which used to be packed and crowded as it was very popular and had bands playing from all over the country. Off late the popularity of i-rock has died down due to the change in date and venue due to certain restrictions. Another new genre of rock music that has probably evolved in India is Fusion rock which involves blending Indian classical instruments with that of the electric guitar, keyboard drums. This is something that is definitely coming up in the country with rock songs in Hindi rather than English and even in Hinglish. I still feel that there is very poor liberalization for Rock music in our country but as time passes by things will definitely seem to be getting better. One evident fact is Channel Vs ‘Launch Pad that takes place every year that hunts to find the Countries most popular and best Rock band. Along with Channel V, MTV has also started something called as Rock on Desi Beats that hunts for fusion rock bands of the country and popularizes the best. Another evident fact that rock music is catching up quickly was the launch of the movie ‘Rock On directed by starring Farhan Akhtar. Conclusion Hence I strongly believe that Rock music with its legendary History can never die out. It will always be a part of culture and will always be know as that which shapes culture strongly affects society. It is finally meant for people to understand that Rock is just about the music and the passion it drives in the youth. It should not be stereotyped with drug abuse alcoholism other vices. For this to happen it is the people that must change their ways and also it is essential for the famous artists to set a better example as they owe it to their fans as much as they owe it to the music. Another important factor is that although opportunities in the country for Rock music are very low it is extremely tough to become big, society must encourage the youngsters that have a passion for this music. Bibliography Internet References * http://www.warr.org/roots.html (Wilson and Alroys Record Reviews) * http://kclibrary.lonestar.edu/decade60.html (American Culture History) * http://www.spinner.com/2009/09/30/70s-music/ * http://www.cracked.com/article_15636_the-10-most-terrifyingly-inspirational-80s-songs.html * http://www.scaruffi.com/ (Rock Music Resources) * http://www.allmusic.com/ (Articles on various Artists) * http://www.britannica.com/ (Encyclopedia Britannica) * http://www.encyclopedia.com/ * http://www.mid-day.com/ (Articles on Indian Rock bands) Book Journal References * Icons of Rock (An Encyclopedia of the Legends who changed Music Forever) Scott Schinder with Andy Schwartz * Why 1955? Explaining the Advent of Rock Music Richard A. Peterson * Inside Rock Music Vance Ferrell

James Joyces Araby - Setting and Theme in Araby :: Joyce Dubliners Araby Essays

How the Setting Reinforces the Theme and Characters in Araby      Ã‚  Ã‚  Ã‚   The setting in "Araby" reinforces the theme and the characters by using imagery of light and darkness.   The experiences of the boy in James Joyce's "Araby" illustrate how people often expect more than ordinary reality can provide and then feel disillusioned and disappointed.   The author uses dark and obscure references to make the boy's reality of living in the gloomy town of Araby more vivid.   He uses dark and gloomy references to create the mood or atmosphere, then changes to bright light references when discussing Mangan's sister.   The story expresses its theme through the setting, the characterization of the boy and his point of view as the narrator.      Ã‚  Ã‚  Ã‚  Ã‚   Darkness is used throughout the story as the prevailing theme.   James Joyce's story begins at dusk and continues through the evening during the winter, in Araby Ireland.   He chooses this gloomy setting to be the home of a young boy who is infatuated with his neighbors sister.   The boy is young and naive and he leads a dull and boring life.   Joyce uses darkness to make the boy's reality more believable through more vivid, precise descriptions.      Ã‚  Ã‚  Ã‚  Ã‚   Bright light is used to create a fairy tale world of dreams and illusions.   James Joyce uses the bright light when describing Mangan's sister, the boy's infatuation.   The protagonist is infatuated with his neighbor's sister and he imagines that he will heroically bring her something back from the bazaar.   Joyce refers to bright light when discussing Mangan's sister in order to give her a heavenly presence.   Light is used to create a joyful atmosphere.      Ã‚  Ã‚  Ã‚  Ã‚   The ending of the story is filled with images of darkness and light. James Joyce uses the lights of the bazaar to illustrate the boy's confrontation with reality.   The bazaar lights are almost all off because the bazaar is almost closed.   This is significant because the boy wants the bazaar to be bright and open, but it is dark and closed.   This is when the boy finally realizes that