Greed in The Pearl and The Red Pony :: Pearl Essays

Greed in The Pearl and The Red Pony The novels "The Pearl ," and "The Red Pony ," both portray a message about life. In The Pearl , Steinbeck tells about a great pearl that is found and lost by a Mexican villager. The value of the pearl is great, and with the value comes much greed from others and troubles for the villager. This is a tale that depicts human nature and the way of humanity. The Red Pony, is a story of a young boy and his great dreams. This book tells the reader about the dreams of a farm boy, the land and about the fulfillment of life. These two novels are both similar to each other, telling of humans strength, and the greed in life. In The Pearl , the Mexican fisherman, Kino is very poor, but relatively happy. Kino is very close with his wife Juana, his baby son Coyotito and with the other fishermen. While diving for pearls one day, Kino discovers an extremely old and large oyster. Inside the oyster Kino finds the great pearl. The pearl is worth much and with it comes the promise of a better life for Kino and his family. The life of Kino and his family are changed forever by the greed of other people who begin to want the pearl for themselves. After much hardship, Kino realizes that the pearl could only bring more trouble, and casts the pearl out to sea. The Red Pony tells of a young boy, Jody, and his life on a small ranch. Several big events in Jody's life are depicted in this novel, including a red pony colt, the last wishes of an old Mexican man, dreams of the great mountains, and his grandfathers reflections of the past. In both of the novels the characters are down to earth, real humans. They also have fortitude and are not weak minded. In The Pearl , Kino is pushed and badgered by people trying to steal his pearl and finally he stops running and kill before being killed himself. In the struggle, however Kino's' baby is killed, bringing much sorrow to the family. The boy Jody faces much temptation in The Red Pony . A person could deduce, after reading theses books that greed and selfishness can dramatically change people and their behavior. Some of the villagers with better morals ". Greed in The Pearl and The Red Pony :: Pearl Essays Greed in The Pearl and The Red Pony The novels "The Pearl ," and "The Red Pony ," both portray a message about life. In The Pearl , Steinbeck tells about a great pearl that is found and lost by a Mexican villager. The value of the pearl is great, and with the value comes much greed from others and troubles for the villager. This is a tale that depicts human nature and the way of humanity. The Red Pony, is a story of a young boy and his great dreams. This book tells the reader about the dreams of a farm boy, the land and about the fulfillment of life. These two novels are both similar to each other, telling of humans strength, and the greed in life. In The Pearl , the Mexican fisherman, Kino is very poor, but relatively happy. Kino is very close with his wife Juana, his baby son Coyotito and with the other fishermen. While diving for pearls one day, Kino discovers an extremely old and large oyster. Inside the oyster Kino finds the great pearl. The pearl is worth much and with it comes the promise of a better life for Kino and his family. The life of Kino and his family are changed forever by the greed of other people who begin to want the pearl for themselves. After much hardship, Kino realizes that the pearl could only bring more trouble, and casts the pearl out to sea. The Red Pony tells of a young boy, Jody, and his life on a small ranch. Several big events in Jody's life are depicted in this novel, including a red pony colt, the last wishes of an old Mexican man, dreams of the great mountains, and his grandfathers reflections of the past. In both of the novels the characters are down to earth, real humans. They also have fortitude and are not weak minded. In The Pearl , Kino is pushed and badgered by people trying to steal his pearl and finally he stops running and kill before being killed himself. In the struggle, however Kino's' baby is killed, bringing much sorrow to the family. The boy Jody faces much temptation in The Red Pony . A person could deduce, after reading theses books that greed and selfishness can dramatically change people and their behavior. Some of the villagers with better morals ".

A Soldier’s Play

Title: A Soldier’s Play Professor: Wallace Bridges I really enjoyed this play as it kept me wondering what will happen next and taught me some life lessons on how people react or make decisions. As I read on this play goes into the man Sergeant Vernon C. Waters personality and who he really was. We learn that Sergeant Waters hates being black and anyone who may exhibit black characteristics or stereotypes for example. For example in Act Two we learn that Sergeant Waters does not really like C. J. as he frames him and provokes him to attack so that he could be arrested for any reason. Sergeant Waters admits to this is Act Two and wanted C,J. rrested so the world would be free of one more simpleton colored boy. In Sergeant Waters’s eyes he wanted to prepare his men to survive in a white man’s world and by having his men adopt the white man’s culture or characteristics would help them survive. The theme of A Soldier’s Play in my eyes would be racism. I f racism exists in a community, then racism will affect the behaviors and ideals of others within the community. Starting with the white soldiers and Sergeant Waters racism is the main source of violence at this army post as the black soldiers are not welcomed at this dominated white community.Captain Davenport who is assigned to this murder assignment is black and is not welcomed very warmly and they do not want a black captain arresting a white soldier. The murder is first blamed on the Klu Klux Klan and the white officers and soldiers are all aligned against the blacks and as mentioned there is racism within the black community as Sergeant Waters’s turns against C. J. who thought Waters liked him. For example in Act Two we learn that Sergeant Waters has Private James Wilkie plant a gun under C,J’s pillow that could earn three stripes back that he had lost.This in turn contributes to C. J. getting arrested and eventually killing himself all because of what Sergeant W aters perceived C. J. to be as another black holding other blacks back. It is not said that Sergeant Waters wanted C. J. dead but he wanted him arrested because of his viewpoint of surviving through white characteristics. The protagonist of A Soldier’s play is Captain Davidson who is a black officer. After a black Sergeant is murdered Vernon Waters, Captain Davidson is assigned to solve this murder.His superobjective is to interview other officers and soldiers, learn about Sergeant Waters, and find out who and why Waters was murdered. In Act One his superobjective begins with Corporal Ellis who is assigned with Davidson to bring the officers or soldiers into questioning and get answers. Davidson asks Ellis of any informal theories of Sergeant Waters’s death and all Ellis has come up with is the Klu Klux Klan is responsible but there are rumors of two white officers. The investigation stalled but they continue to investigate and bring soldiers in for questioning.Captain Davidson does accomplish his superobjective through investigating and questioning other soldiers. As Davidson questions soldiers he learns more about Sergeant Waters as Waters believed the way to success was the white man’s way. He also learned that Waters was a drunk and abusive towards his own men but did this to mold them into white characteristics. In Act Two when Smalls has gone A-W-O-L Davidson questions him and wants to know why he has gone A-W-O-L and as Davidson questions Smalls he breaks down and admits to watching Peterson shoot Waters as he did nothing to stop it.One of the Afrocentric Objectives in a Soldier’s play is storytelling when Davidson is speaking with Wilkie. In Act two Wilkie tells Davidson that Waters told him a story involving a colored soldier in France during World War I. Waters told Wilkie that the white soldiers told the women that all the colored soldiers had tails like monkeys. So the white soldiers played a game and paid a black soldie r to tape a tail to his behind, they placed the balck soldier on a table with a reed in his hand and a crown on his head.They called the black soldier moonshine, king of the monkeys. Later on Waters and some other soldiers cut the soldiers throat and none of the other soldiers knew what the black soldier had done wrong. This is where we learn more about Waters and possibly the straw that broke the camel’s back to stand for what he believed in. Waters vowed to eliminate all matter demeaning simpleton behavior from people of his own race. If I were to direct this play I would manipulate the lighting to reinforce the theme of the play.As stated I believe one of the themes to be racism in this play as there are struggles of racism within the black soldiers as there leader Sergeant Waters believes the only way to success is by adopting the white way. In Act 2 when Wilkie admits to Davidson that Waters had him plant the gun under C. J. ’s pillow so he could earn his stripes back that were taken away and this could lead to C. J. being taken to jail. I would manipulate the lighting here to set the mood and direction of the play which is Waters hates being black and his plan to eliminate simpleton black men.Waters would get his way by eliminating another simpleton black man and this would show the racism that existed within the blacks because Waters himself hated being black and he took it out on his soldiers. When Charles Fuller wrote this play in 1981 the military was the largest equal opportunity employer for blacks for many years. But historically it was not always this way as blacks fought for freedoms and made sacrifices for nothing because none of this was going to be theirs (land or opportunities in America).Many blacks viewed World War II as a white man’s war but in the play Sergeant Waters viewed it as a chance for blacks to prosper. This is why he was so hard on his men and wanted them to adapt the white man’s way, but this also a ffected his and his men’s behavior and ideals. The contemporary significance of the production’s primary theme is racism existed during the plays time and setting but was viewed as a way blacks could try and eliminate racism and slowly but surely be accepted and be honored for their sacrifices they made for a country that they belong to as the white’s.Today racism still exists but we have made tremendous strides and came a long way to distance ourselves from racism an example is today the military is one of the largest equal opportunity employer for blacks as everyone is recognized as one and they are a family watching each other’s back. Even though strides have been made racism does still exist and it affects behaviors and ideals.

Beloved by Toni Morrison - 769 Words

Beloved is the character who lends her name to the title of Morrison’s novel, isnt really a flesh-and-blood character at all, she’s is a ghost. It is this fact that makes the presence of the character a symbol in terms of her effect on the narrative and the other characters so profound. For a ghost, Beloved exerts a ton and control over most of the characters, affecting nearly every part of their lives, their ability to live in peace, their ability to love one another, and to move on with their lives. Toni Morrison suggests, it is not embodied in flesh and blood, she â€Å"lives† among the cast of characters and her presence, she creates among the characters a persistent discomfort and discontent. It is a profound impact that Beloved has upon Sethe and her family when Beloved is introduced early in the novel and, as stated early on, â€Å"‘We have a ghost in here,† â€Å"Not evil.. But not sad either†(13). â€Å"‘What then?’† one character asks, trying to understand what presence Beloved holds and what affect she may have on the characters. â€Å"‘Rebuked. Lonely and rebuked,’† and â€Å"‘Mad, maybe†¦.’† (13). As the you learn more about Beloved’s history in this novel, the fact is that she was killed at the hands of her own mother, you begin to understand how Beloved’s ghost can show such a wide range of feelings and how the burden that everyone carries is a heavy one. The ghost represents more than Beloved herself; she is a symbol for everyone in slavery. Although Beloved’s story is particularlyShow MoreRelatedBeloved, By Toni Morrison Essay1576 Words   |  7 Pagesreading Toni Morrison’s novel Beloved, I could not help but feel shocked and taken aback by the detailed picture of life she painted for slaves at the time in American history. The grotesque and twisted nature of life during the era of slavery in America is an opposite world from the politically correct world of 2016. Morrison did not hold back about the harsh realities of slavery. Based on a true story, Toni Morrison wrote Beloved about the life of Sethe, a slave and her family. Toni Morrison le ftRead MoreBeloved by Toni Morrison1455 Words   |  6 Pagesthese hardships to light and shed insight on the pain and suffering of slaves, narratives such as, Incidents in The Life Of A Slave Girl..by Harriet Jacobs,The narrative of the Life of Frederick Douglass, an American Slave. Novels such as Beloved by Toni Morrison blend the slave narratives with fiction highlight the life after slavery and the struggle faced by former slaves to adjust their lives to freedom. According to Paul E. Lovejoy’s ‘Freedom Narratives’ of Transatlantic Slavery, he states thatRead MoreBeloved, By Toni Morrison1571 Words   |  7 PagesIn the novel, Beloved, written by Toni Morrison, many themes and symbols played a crucial role when analyzing a variety of different characters. One specific theme that has had an everlasting effect between characters and relationships throughout the novel is the transformation of the theme thick love. The idea of love in Toni Morrison s Beloved is a complicated subject to understand. If love wasn t hard enough to figure out, it is made more complex through the evils of slavery during this timeRead MoreBeloved by Toni Morrison2137 Words   |  8 PagesToni Morrison explores the idea of slavery through her novel, Beloved, by using a variety of literary techniques and postmodern concepts. The idea of the rememory is a major theme throughout the novel that Toni Morrison uses to introduce the lives of Denver and Seth e and the idea of slavery. Rememory is the act of remembering a memory that happened in the past. Beloved, depicted as a ghost, exemplifies the idea of rememory for Sethe because she brings back many memories to Sethe’s mind. ThroughoutRead MoreBeloved by Toni Morrison622 Words   |  3 Pages In the novel Beloved by Toni Morrison, Morrison has created two very powerful characters: Denver and Beloved. Denver and Beloved are sisters, but in a sense, they werent always. It used to just be Denver and her mother, Sethe, that lived together in a house. That house was passed down to them by Denvers grandmother, Baby Suggs, which was given to her by a white couple who were out to help the blacks. Sethe and Denver were very content with the way things were. Sethe had a paying job as a cookRead More`` Beloved `` By Toni Morrison2097 Words   |  9 Pages â€Å"Beloved† by Toni Morrison is a historical/fictional novel that deals with the idea of the supernatural and the repercussions of slavery towards a society and the individual persona. The novel explores the wreckage slavery brings upon its characters in all senses of the self. They have been freed from slavery but the psychological trauma endured remains constant; leading them to do the unthinkable. In the novel Morrison utilizes the character of Beloved to represent the ghost of slavery in anRead MoreBeloved, Beloved By Toni Morrison1774 Words   |  8 PagesIn Toni Morrison’s novel, Beloved, Beloved is an enigmatic character. Throughout the novel, it is implied that Beloved is a reincarnation of Sethe’s dead child. However, Beloved is not just a physical embodiment of Sethe’s dead baby. Instead, Beloved is a representation of slavery and the suffering associated with slavery. Morrison displays that Beloved is a representation of slavery by the conv ersations and thoughts characters have about Beloved. Morrison also displays Beloved as a representationRead More`` Beloved `` By Toni Morrison Essay1726 Words   |  7 Pages Distinguished African-American novelist, Toni Morrison, in her notoriously suspenseful anachronic masterpiece, Beloved, tells the story of a fugitive slave named Sethe who escaped from the Sweet Home plantation in Kentucky to Cincinnati, Ohio, a free state. She lives freely with her husband’s grandmother for twenty-eight days until the slave masters come to capture her. Frightened, she attempts to murder all of her children to prevent them from living a life of dehumanized servitude but only succeedsRead More`` Beloved `` By Toni Morrison906 Words   |  4 PagesGothic Literature normally, if not always, has a haunting. In â€Å"Beloved† by Toni Morrison there is a haunting of 124. 124 is being haunted by Sethe’s daughter who is the character Beloved. The haunts in Gothic Literature can also be a non-physical haunting, a haunting in the head. Sethe has not been haunted by Beloved physically, but mentally. The bond that a mother has for a child is so tight and loving. There is no real way to understand this bond unless someone has personally been a mother. TheRead MoreToni Morrison s Beloved And Beloved1376 Words   |  6 PagesToni Morrison brings another surprise to the story of Beloved. The addition of character Beloved conceals whole meaning Morrison tries to conduct to the readers. So far, character Beloved is portrayed as an innocent, pure, yet egotistic girl. Beloved also presumably the incarnation of Sethe’s dead baby, whose tomb is engraved Beloved. Morrison offers supernatural element in the story to create mysterious and spooky atmosphere, which raise curiosity and excite readers even more. Beloved is seen

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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. While both philosophers present a then-radical ideology to reform their state, they differed greatly on how to achieve that end: Socrates practiced idealism, while Machiavelli advocated for realism. Their differences of their beliefs are rooted in a conflicting perception of morality. Socrates believes morality is based on an individual’s attainment of goodness and truth, while Machiavelli concerns himself with a leader’sRead MoreMachiavelli And Socrates896 Words   |  4 PagesMachiavelli and Socrates are two of the most prominent philosophers of history. Each men are characterized by developing distinct schools of thought regarding individual rights and statehood. Machiavelli’s The Prince is a manual for rulers: lessons based on empirical observations of history. In The Apology written by Plato, Socrates delivers a justification to an Athenian court. 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.