Star Airways free essay sample

Masters Program in Business Administration (MBA) Note :- Solve any 4 Case Study All Case Carry equal Marks. CASE I Sunder Singh QUESTIONS 1. What does the purchase of a product like Nike mean to Sunder Singh? Sunder Sing, just escaping homelessness is clearly proud that he was able to save and buy a pair of Nikes. He could undoubtedly have purchase a different brand that would have met his physical needs as well for much less money which he does not say why he bought the more expensive Nikes, a reasonable interpretation is that they serve as a visible symbol that Sunder Singh is back as a successful. Sunder Singh is not Unique among low-income consumer in wanting and buying items such as Nike shoes. As one expert says. â€Å"The low income consumer wants the same product and services other consumer want†. He suggests that marketing efforts reflect those desires. Another expert state. We will write a custom essay sample on Star Airways or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page There’s this stereotype that they don’t have enough money for toothpaste and that’s just not true. There has been some significance to them being called lower income, but they do buy things. The working poor are forced to spend a disproportionate present of theirs income on housing, utilities and medical care due to lack of insurance. They generally relay on public transportation, they spend a smaller portion of their relatively small income on meals away from home and all forms of entertainment such as admission, pets and toys; they spend very little on their own financial security. However Sunder Singh illustrated they spend the same percent of their income though a smaller amount on apparel and accessories. . What does the story say about our society and the impact of marketing on consumer behavior? Marketing is generally thought of as the process of promoting goods and services to the end user. Society is generally defined as the condition in which members of a community live together for their mutual benefit. â€Å"Society can exist without Marketing, but Marketing cannot exist without Society† Marketing is the management process of anticipating, identifying and satisfying customer’s requirements. The various conventional marketing tools- advertising, branding, direct marketing, sales promotion, publicity public relations. Critics acknowledge that marketing has legitimate uses in as much as it connects goods and services to consumers who desire them. However some aspects of marketing, especially promotion and advertisements are subject to criticisms. They argue that product promotion is an attempt coming from the goods and service providers to influence demand. Advertising has become such an inextricable part of our lives that one cannot really imagine life without it. Although we hardly ever notice, advertisements leave an indelible mark on our minds, especially the vulnerable groups like children and adolescents. Effect of Marketing on society, in particular on Vulnerable Groups Marketing and society, the commensuration of the two words raises a few eyebrows, as it is highly debatable. On the one hand, Society thrives on the marketing efforts of the Companies, while another school of thought argues that marketing makes the society more materialistic. Today, striking a balance between the two is the challenge faced by the Marketers. The society expects the business to be ethical and desires corporate executives, at all levels to apply ethical principles in other words, guidelines as to what is right and wrong, fair and unfair, and morally correct, when they make business decisions. Advertisers are traditionally use techniques to which children and adolescents are more susceptible, such as product placement in TV shows, tie in between movies and fast food restaurants, to mention a few. Therefore there exist many marketing evils that lure people to buy even when not required. Case III Star Airways Star Airways offered passengers air services within the country and served a territory of 18, 000 sq. miles with an expanding population of over 70 lakh of people who are potential users of the airline services. The geographic diversity and scattered business and commercial cities have led to steady increase in the number of people who use air travel. The clientele includes business people, as well as individuals on non-business trips, holidays, and leisure trips etc. As a result, the passenger traffic had been increasing steadily since the firm started operations in 1983. In the last three years, however, the growth has not been consistent with the growth pattern showed by the company in the last fifteen years as against a healthy growth of 13 per cent, the sales have marginally improved, registering a growth of 6 per cent. The companys early success was due to the pioneering concepts used by it in the airline industry, which was dominated by large private and government operators with little market orientation. The launch of the companys services coincided with a boom in the aviation sector and reduced government dominance, which opened up the skies for private operators. Besides this, the company offered a host of innovations in the customer service functions such as smaller and newer planes, convenient schedules, free gifts, comfortable seats, exclusive terminals, express baggage-check, and airport-to hotel transit for its first and business class clients. In turn the fares charged by the company were premium in the category and almost 15 per cent higher than the industry average. The company president in the following words justified this move: We are selling entirely on the basis of providing quality experience to our clients. Our services, ambience, and commitment to safety and time-bound schedule, all surpass the standards of the industry. During the first ten years of operations the company faced no direct competition. The only problems faced by the marketing staff were (a) the price, (2) the need to convince clients that air service was more efficient than other alternatives, (c) identifying the customers, and more importantly (d) developing the image of a dependable service. The consumers, who till now were forced to put up indifferent service offered by large government operators, did not offer much resistance and were agreeable to try out new company. Once customers were convinced, retaining them was very easy. Hence the company enjoyed immense loyalty from its clients with almost 40 per cent of them being regular users. Sales were handled by the sales division as well as by some independent sales representatives. In early 1990s the company faced direct competition for the first time with a new company coming up with smaller planes and all other advantages which were previously associated with Star Airways. The growing business had made the market very lucrative and hence in the next three years, four major competitors were also vying for the market share. The company slowly lost to these competitors and could manage to retain only 30 per cent of market share by the end of 1994. All the competitors were engaged in aggressive promotion and soon started a price war in order to outdo one another. For the next six months, each of them offered big discounts and gifts (such as TV / audio systems) with the return ticket on different routes. The most profitable and commercia1ly viable routes were the major targets of these price related competitions. The consumer was the ultimate beneficiary and in short time, the companies started facing losses due to this price-cutting. Star Airways had so far remained out of this ‘price-war’ and lost its market share on the competitive routes very rapidly. It was able to retain the clients on other routes, which were not a part of this intense competition. Unhappy an anxious about this state of affairs, the company vice president, marketing, developed a marketing plan with several components. The initial part of the plan consisted of a market research done on a cross-section of existing clients as well as the clients of competitors and the following observations were made : * Star Airways was considered a quality-oriented company but many felt that it was getting stodgy. The satisfaction with crew and schedules had declined over the last 5 years amongst regular customers. * The clients felt that the airline was losing its edge over customer service because it was nonflexible. * The prices offered by competitors are less and they provide only a fraction of services offered by Star Airways. This was the main reason of clients switching over to competitors. As many as 70 per cent respondents considered the costs as the most important factor in deciding on the airline. * Some deciding factors and their relative importance to clients were found to be following this pattern. * Feature offered by airline |Importance of feature as the deciding |Rank of feature in decision making influence | | |factor | | |Price |67% |1 | |Ambience and food |9% |3 | |Punctuality |14% |2 | |Services convenience |7% |4 | |Free gifts etc. 3% |5 | The second phase of the plan included a massive advertising and promotion plan. The VP marketing, Anil Saxena, felt that the company needed to advertise its dedication to quality and rebuild an image of being a customer-oriented airline. He began discussions with the advertising agency to launch a campaign in the near future. After a month, the agency came out with the following recommendations: * The campaign is to be completed in four months time and the budget will be 351akh. * The company would reach 85% of target audience, once in a month by direct mail. * Four times a month a TV commercial will be aired on a business show time. The audience TRP is consistent and highest in this category of shows. * Star Airways would build the campaign theme around quality and customer service initiatives . * The direct mail letter would be sent to a database of 85,000 clients in four months. The letter will contain information on the airline and again stress on the same theme of quality and customer service. QUESTIONS 1. What is likely to be the decision process in case of choosing an airline? 2. Would this plan suggested by the vice president help in convincing the customers to use Star Airways? Give your reasons. Case IV Mouse-Rid One hot May morning, Shobha, general manager of Innotrap India Ltd. , entered her office in Delhi. She paused for a moment to contemplate the quote, which she had framed and hung on a wall facing her table. If a man can make a better mousetrap than his neighbour, the world will make a beaten path to his door. She vaguely recalled that probably it was Ralph Waldo Emerson who said this. Perhaps, she wondered, Emerson knew something that she didnt. She had the better mousetrap Mouse-Rid but the world didnt seem all that excited about it. Shobha had just returned from a Trade Fair in Kolkata. Standing in the trade show display booth for long hours and answering the same questions hundreds of times had been tiring. Yet, this show had excited her. The Trade Fair officials held a contest to select the best new product introduced at the show. Of the more than 150 new products, her mousetrap had won first place. Two womens magazines had written small articles about this innovative mousetrap, however, the expected demand for the trap had not materialised. Shobha hoped that this award might stimulate increased interest and sales. A group of investors who had obtained rights to market this innovative mousetrap in India had formed Innotrap India in January 2001. In return for marketing rights, the group agreed to pay the inventor and patent holder, a retired engineer, a royalty fee for each trap sold. The group then appointed Shobha as the general manager to develop and manage Innotrap India Ltd. The Mouse-Rid, a simple yet clever device, is manufactured by a plastics firm under contract with Innotrap India Ltd. It consists of a square, plastic tube measuring about 6 inches long and one and one-half inches- square. The tube bends in the middle at a 30-degree angle, so that when the front part of the tube rests on a flat surface, the other end is elevated. The elevated end holds a removable cap into which the user places bait (piece of bread, or some other titbit). A hinged door is attached to the front endofthe tube. When the trap is open, this door rests on two narrow stills attached to the two bottom corners of the door. The trap works with simple efficiency. A mouse, smelling the bait enters the tube through the open end. As it moves up the angled bottom toward the bait, its weight makes the elevated end of the trap drop downward. This elevates the open end, allowing the hinged door to swing closed, trapping the mouse. Small teeth on the ends of stills catch in a groove on the bottom of the trap, locking the door closed. The mouse can be disposed of live, or it can be left alone for a few hours to suffocate in the trap. Shobha felt the trap had many advantages for the consumer when compared with traditional spring-loaded traps or poisons. Consumers can use it safely and easily with no risk for catching their fingers while loading. It poses no injury or poisoning threat to children or pets. Shobhas personal and informal inquiries with acquaintances and friends suggested that women are the best target market for the Mouse-Rid. Most women stay at home and take care of household chores and their children. Thus, they want a means of dealing with the mouse problem that avoids any kind of risks. To reach this market, Shobha decided to distribute Mouse-Rid through grocery stores, and kitchenware stores. She personally contacted a supermarket and some departmental stores to persuade them to carry the product, but they refused saying that they did not sell such contraptions. She avoided any wholesalers and other middlemen. The traps were packaged in a simple cardboard, with a suggested retail price ofRs. 150 for a piece. Although this price made Mouse-Rid about five 1;0 six times more expensive than standard traps, those who bought it showed little price resistance. To promote the product, Shobha had budgeted approximately Rs. 300,000 toward advertising in different womens magazines, such as Grah Shobha, and Good Housekeeping. Shobha was the companys only salesperson, but planed to employ sales people soon. Shobha had forecasted Mouse-Rids first year sales at 2 million units. Through Aril, however, the company had sold only few thousand units. She wondered if most new products got to such slow start, or if she was doing something wrong. Shobha knew that the investor group believed that Innotrap India Ltd. ad a once-in-a lifetime chance with its innovative mousetrap. She sensed the groups impatience. To keep the investors happy, the company needed to sell enough traps to cover costs and make a profit. QUESTIONS 1. Has Shobha identified the best target market for Mouse-Rid? Why or why not? 2. Does Shob ha have enough needed data on consumer behaviour? What type of consumer research should Shobha conduct? 3. What type of advertising can influence consumers for this type of product? Case V Golden Glow Soap Anil Mahajan absent -mindedly ran his finger over the cake of soap before him. He traced the name Golden Glow embossed on the soap as he inhaled its unmistakable sesame fragrance. It was a small soap, almost like a bar of gold. There were no frills, no coloured packaging, and no fancy shape. Just a golden glow and the fragrance of sesame and Lucida font that quietly stated Golden Glow. Mahajan smiled wanly and clasped the soap in his hands, as if protecting it from an unseen predator. He was wondering with quiet concern if the 30-year-old brand would last long. Sensi India, where Mahajan was marketing manager, was taking a long, hard look at the soap, as it was proving to be a strain on resources. There were varying stories about how Golden Glow was launched. Some said the brand was a gift from the departing English parent company. Others claimed that it was created for the then chairmans British wife, as the Indian climate did not agree with her skin. They also claimed that the lady also coined the copy The honest soap that loves your skin was also coined by the lady. The line had stuck through three decades. Only the visuals had changed, with newer models replacing the older ones. Zeni was basically a speciality products company producing household hygiene, fabricare, and dental care products. Golden Glow was the only soap in its product mix, produced and marketed by Sensi. Its reliable quality and value delivery had earned it a lot of respect in the market. Golden Glow equity was such that Sensi was known as the Golden Glow Company. Indeed, the brand name Golden Glow denoted purity, reliability, and gentle skincare. In 1994, Sensi UK increased its stake in the Indian subsidiary to 51%. Within months, all of Sensis products were given a facelift, thanks to the inflow of foreign capital. New packaging, new fragrances, new formulations and more variants were introduced. Only Golden Glow was left untouched. For, although it had a growing skincare business following some strategic acquisitions in Europe in the early eighties, Sensi UK was not a soap company. The UK marketing team ran an audit of every brand and product in the companys portfolio. But when it came to Golden Glow, it faltered. We dont know this one, officials at the parent company said. We dont want this one to be touched, Mahajan had said protectively, a sentiment tliat was endorsed by the managing director, Rajan Sharma. Golden Glow is too sacred, we will leave it as it is, he said. But the UK marketing team was confounded. What was a lone soap doing in the midst of toilet cleaners and fabric protectors; they wondered, however they somehow agreed that their proposed revamp strategy would only look at up-gradation, not tinkering with what wasnt broken. Indeed, for 30 long years no one had tampered with the Golden Glow brand. And Mahajan felt there was no reason to start now. Golden Glow, in his view, was a self-sustaining brand. That was a bit of an understatement because advertising for the brand was moderate and Sensi India had never used any promotional gimmick for it. Now, after four years of nurturing the other categories, Sensi UK had decided to launch its Vio range of skincare products in India. But Golden Glows presence and profile was a major roadblock to Vios success. It will create dissonance, confuse our skincare equity and deter the articulation of Vios credo. It will stand out as a genetic flaw, argued the UK marketing head. You need to do a rethink on Golden Glow. Mahajan protested. Why? It has such a strong equity and loyal following. So much has been invested in it all these years. Why give up all that? Rajan, however, had another idea. Let us then extend the Golden Glow brand. He said It was the simplest solution. Companies were now investing heavily in creating new equities for their brands. But in Golden Glows case, Sensi was already sitting on a brand with a terrific equity. He felt that extending this equity to other categories, such as skincare products would be successful. But Golden Glow needed a new positioning before it could be extended. Till a few years ago, it had been in premium category, priced at Rs. 15. Then new brands with specific positioning and higher price tags entered the market. This created a level above Rs. 15 soaps and pushed Golden Glow down to the mid-priced range. So Golden Glows price was not commensurate with its premium position and image. Over the years, Golden Glow had become so sacred that Sensi India had been too scared to do anything to it. As a result, the soap was left with niche category of loyal users. This category neither shrank or increased, just kept getting older and older, and with it the brand also kept growing older. For example, when Mahajans wife had her first baby at 25, her mother had recommended Golden Glow for her dry skin and also for babys tender skin because it contained sesame oil. That was in 1979. Today, Mahajans daughter had turned 21 and was being wooed by Dove, Camay, even Santoor, and Lifebuoy Gold, with their aggressive advertising. Golden Glow had begun to lose its image of being contemporary as newer brands came in with newer values. Today, at 46, Mahajans wife still used Golden Glow, but when she recommended Golden Glow to her daughter, she said, But Golden Glow is a soap for mothers, for older people. That was a major problem. The Golden Glow brand had aged, and Sensi India hadnt even been aware of it. While its equity had grown with its users, its personality had aged considerably in the last 30 years. I dont think you can keep the personality young, unless you keep renewing the brand. The objective now is to widen your equity so that your image becomes young, continued Rajan. For instance, if today you were to personify a Golden Glow user now, it would be a woman of 45 years using the same brand for many years, who is aver-se to experimenting, ver y skincare conscious, very trusting, and very one-dimensional. As you can see, this is not a very competitive personality. These are the strengths of our Golden Glow, but these are also its weaknesses, he analysed. The context had changed. Today, youth demanded brands that stood for freedom and fearlessness. They demanded bold brands that dared to cure, not just p;eserve. Preservation is for old people. Those are the attributes being presented in evolved markets, said Rajan. To make Golden Glow contemporary, the attributes had to be re-framed, he felt. You cant make a young brand trusting caring, loving, without adding other attributes to it. Today, youth stands for freedom, for laughter, for frankness, for forthrightness. Thats what Close Up, Lifebuoy Gold, Vatika, and other brands propagate. So, either come clean and say it is for older skin which needs trust and kindness, or reposition the brand, said Rajan. Repositioning was also necessary to address another anomaly in Golden Gl ows image: its perceived premium. Sensi India had been unable to do anything about Golden Glow slipping into the mid-price range following the entry of more expensive brands. Now, as Rajan mulled over the brand extension plan, Mahajan felt that Golden Glows premium positioning was its core equity and that had to be maintained. If you are premium priced in the consumers mind, your extensions are automatically perceived as premium. So, if you dont present the other products as premium, the consumer will not see them as extensions of the brand, he said. For example, if you are to launch a shampoo which is priced lower than Sunsilk, but higher than Nyle and Ayur, then whatever the rationale, the consumer will not accept your product. It is not the Golden Glow I know, will be the feeling, he said. Mahajan felt that since premium positioning was one of Golden Glows equity values, it would be very difficult to convince consumers that the brand was being extended without hanging on to this particular value. Will they buy you r rationale that the very same values and equity would now be available at a low price? To be in the premium segment now, you have to price it at Rs 35 or 40, almost on a par with Dove, he said. With Dove retailing at Rs 45, Golden Glow will be perceived as a cheaper option. We cant simply raise the price, said Rajan. What are we offering for that increase? You can t add value because you dont want to tamper with the brand. The consumers will then ask, Golden Glow used to be so cheap, what has happened now? The user will forget that 15 years ago, Rsl0 was expensive, because all her comparisons would be in today s context, said Rajan. So whats the option? asked Mahajan. You dont have to be expensive to be premium, said Rajan. Golden Glow already has the image of a premium brand, thanks to its time-tested core values of purity, credibility, and reliability. What we can do is reinforce the premium through communication and positioning. In fact) we should have tinkered with Golden Glow long ago. That is what HLL did with Lux. It also launched a bridge brand, Lux International, in the premium category, said Rajan. How could we have done anything to the brand? asked Mahajan. The product had such a strong following. It stood for gold, for sesame oil, for its subtle earthy perfume. We changed the packaging periodically, but thats all we could do. Remember the time we brought out a transparent green Golden Glow with the fragrance of lime? It bombed in the market. Rajan was not in favour of the premium positioning. It appeared very short sighted to him, given the bigger plan to extend the brand. Where are the volumes in the premium segment? He asked. For some reason, every manufacturer feels that skincare can be an indulgence of only the moneyed class. As a result, there is a crowd in the premium end of the market. Do we want to be yet another player in the segment? Fifteen years ago, Golden Glow was perceived as a premium product. But today, globa1brands like Revlon, Coty, and Oriflame were delivering specific premium platforms. Golden Glow did not have a global equity. Let us revisit the brand and examine what it stood for 15 years ago and examine the relevance of those attributes in todays context, suggested Rajan. Golden Glow stood for care, consciousness, love, quality and all that. But today, are these enough to justify a premium position? he asked Mahajan. These attributes are viable in the mid-priced segment. He said. The mid-priced brand is the proverbial washer-mans dog, said Mahajan. You dont know whether you are at the bottom end of the premium range or at the top-end of the low-priced range. You end up creating an image of being on the opportunity fence. It is a mere pricing ploy, with no strategic value. QUESTIONS 1. Discuss the nature of problem(s) in this case? 2. Suggest the kind of consumer research needed? 3. How should Golden Glow be positioned/ repositioned to bring about the desired change among consumers? Give your reasons. CASE VI Impact of Retail Promotions on Consumers Shoppers Delight, a large retail store, had above-average quality and competitive prices. It advertised its retail promotions in local newspapers. Its TV advertising was mainly aimed at building store image and did not address retail promotions. The management knew it well that they had to advertise their retail promotions more, but they did not feel comfortable with the effectiveness of present efforts and wanted to better understand the impact of their present promotions. To better understand the effectiveness of present efforts, a study of advertising exposure, interpretation, and purchases was undertaken. Researchers conducted 50 in-depth interviews with customers of the stores target market to determine the appropriate product mix, price, ad copy and media for the test. In addition, the stores image and that of its two competitors were measured. Based on the research findings, different product lines that would appeal to the target customers were selected. The retail promotion was run for a full week. Full-page advertisements were released each day in the two local Hindi newspapers, and also in one English newspaper that devotes six pages to the coverage of the state. Each evening, a sample of 100 target market customers were interviewed by telephone as follows: 1. Target customers were asked if they had read the newspaper that day. This was done to determine their exposure to advertisement. 2. After a general description of the product lines, the respondents were asked to recall any related retail advertisements they had seen or read. 3, If the respondents were able to recall, they were asked to describe the ad, the promoted products, sale prices, and the name of the sponsoring store. 4. If the respondents were accurate in their ad interpretation, they were asked to express their intentions to purchase. 5. Respondents were also asked for suggestions to be incorporated in future promotions targeted at this consumer segment. Immediately after the close of promotion, 500 target market customers were surveyed to determine what percentage of the target market actually purchased the promoted products. It also determined which sources of information influenced them in their decision to purchase and the amount of their purchase. Results of the study showed that ad exposure was 75 per cent and ad awareness level was 68 per cent and was considered as high. Only 43 percent respondents exposed to and aware of the ad copy could accurately recall important details, such as the name of the store promoting the retail sale. Just 43 per cent correct interpretation was considered as low. Of those who could accurately interpret the ad copy, 32 per cent said they intended to respond by purchasing the advertised · products and 68per cent sad they had no intention to buy. This yields an overall intention to buy of 7 per cent. The largest area of lost opportunity was due to those who did not accurately interpret the ad copy. The post-promotion survey indicated that only 4. 2 per cent of the target market customers made purchases of the promoted products during the promotion period. In terms of how the buyers learned of the promotion, 46 per cent mentioned newspaper A (Hindi), 27 per cent newspaper B (Hindi), 8 per cent newspaper (English), and 15 per cent learned about sale through word-of mouth communication. The retail promotion was judged as successful in many ways, besides yielding sales worth Rs 900,000. However, management was concerned about not achieving a higher level of ad comprehension, missing a significant sales opportunity: It was believed that a better ad would have at least 75 per cent correct comprehension among those aware of the ad. This in turn would almost double sales without any additional cost. QUESTIONS 1. Why would some consumers have high-involvement levels in learning about this sales promotion? 2 Is a level of 75 per cent comprehension realistic among those who become aware of an ad? Why or why not? 3. Do you think such promotions are likely to influence the quality image of the retail store? Explain.

How fate and fortune affects their relationship Essay Example

How fate and fortune affects their relationship Essay Example How fate and fortune affects their relationship Essay How fate and fortune affects their relationship Essay Astrology played a leading role in peoples lives during Shakespeares time. People believed that stars and planets controlled their destiny. They also believed in things such as the wheel of fortune, which was thought to be controlled by a woman, thus the ups and downs of life. In many of his plays Shakespeares theme is fate and fortune, this was important in Elizabethan England because many people had faith in ups and downs of their daily lives and examples of such plays are Macbeth, Hamlet, Mid Summer Nights Dream as well as Romeo and Juliet.From the outset of the play, fate and fortune are seen to play a large role in the lovers lives. Romeo, at the beginning is suffering from heroes, Ay me, sad hours seem long. Not having that, which, having, makes them short. Out of her favour where I am in love. Fate dealt him a cruel blow as Rosaline will not love him back and has decided to turn to becoming a nun.Fortune comes in the guise of Benvolio who suggests they go to the Capulets Party where Romeo can choose from many pretty women. Be ruled by me, forget to think of her. By giving liberty in to their eyes examine other beauties. Ironically it is at this party where he meets Juliet and falls passionately in love.Prior to the party, Juliets mother places the seed of marriage and sexuality in to Juliets mind. Marry, that marry is the very theme I came to talk of. Tell me, daughter Juliet, How stands your dispositions to be married? Juliets mother asks her if she would give her self away to Paris. Fortune decrees that the young woman whos femininity has been awoken ironically meets and falls in love with Romeo not Paris.Fortune allows requited love between Romeo and Juliet. The Passion, electricity, and intensity of their love is explicitly shown. My lips, two blushing pilgrims, ready stand to smooth that touch with a tender kiss. Good pilgrim, you do wrong your hand too much, which mannerly devotion shows in this. For saints lips and holy palmers too? The sonnet the y recite together highlights their feelings and belief for each other. She in his eyes is perfection personified.Fate, however does not allow their happiness to flourish. Tybalts anger is obvious and he wishes for vague revenge. Patience perforce with wilful choler meeting make my flesh tremble in their different greeting, I will withdraw but this intrusion shall, now seeming sweet convert to bittrest gall. Both Romeo and Juliet learn that they are from enemy families. Is she a Capulet? O dear account! My life is my foes debt. My only love sprung from my only hate! Too early seen unknown, And known too late! Prodigious birth of love it is to me, that I must love a loathed enemy. The feud will dominate their relationship.Romeo escapes from his friends at the end of the party as now, Juliet is the fulcrum around which his world revolves. Juliet questions why her love should be Romeo, her hated enemy. O Romeo, Romeo, wherefore art thou Romeo? It is the name that is the trouble not Rome o himself. Tis but thy name that is my enemy, The word not the person is at fault. The balcony is a symbol of the hammer that is trying to stop them, but Romeos vaulting up to Juliet shows that nothing will be allowed to get in the way of their love.The friar scolds Romeos constant falling in and out of love but agrees to marry him to Juliet believing the marriage would end the feud between the two families. Young mens love then lies not truly in their hearts but in their eyes. The marriage forges a fortunate alliance making the two families kinsmen. This, however, is what creates the downfall for the lovers.The marriage between Romeo and Juliet takes place and they believe that their love will blossom but fate refuses to give them this wish. Once they marry they believe they are at the peak of the wheel of fortune looks dominant. Fate closes in and wreaks havoc upon the couple, in the form of Tybalts anger.Tybalt seeks Romeo to torment and torture him for going to the Capulets part y and for the sake of the Feud. Romeo doesnt want to fight Tybalt because they are now kinsmen and it would be a fight against Juliet, his love. Tybalt, the reason that I have to love thee, doth much excuse the appertaining rage to such a greeting villain ain I none, therefore farewell I see thou knowest me not, Mercutio is dealt with a mortal wound and dies by Tybalts sword.Romeo blames himself for Mercutios wound and is resentful of Tybalts insults and fears that his love for Juliet has weakened his courage. Learning that Mercutio is dead he swears to kill Tybalt. Once the murder takes place he runs away from Verona, Lady Capulet hears of her nephews death and demands Romeos death in return. Benvolio gets to tell the whole story of the two deaths. It is fortunes hand that decrees that Romeo is not executed after the several turns of fate.Juliets father does not want Juliet to be married immediately to Paris because he thinks she is not ready for a big sacrifice just yet, Ironicall y, she is already in love with Romeo. After their marriage but before their wedding night Juliet finds out that Romeo is banished and this is another cruel twist of fate. But fortune allows them to consumate their marriage.Juliets father then makes her wedding to Paris imminent, Once again fate interferes; To Juliet when she believes she is experiencing total happiness misfortune comes her way when she loses her nurse because the nurse advises her to commit bigamy. Juliet feels total isolation but fate doesnt leave her in that situation, Friar Lawrence feels he must support her and the vows she has made to God.His plan is well conceived. As a herbalist he offers Juliet a vial full of the most bitter and sweetest ingredients that would make her sleep as if she was dead. Fate would not allow there to be careful analysis of the situation. It continues to dominate while Friar Lawrences idea of the letter to be sent brings about circumstance he cannot control.In the final part of the pla y, fortune disappears altogether and only fate remains. The initial part of Friar Lawrences plan comes to frustration; everyone believes Juliet is dead. Fate, however continues to dominate and Romeo is told by a friend that Juliet is dead, from the moment they met the two lovers never envisioned life apart. Once Romeo hears about Juliets death he believes his life is worthless. He runs to a drug shop and asks the shop keeper for the most vulgar poison he can give. The owner refuses, Romeo however is so desperate he gives all his gold away to the owner and requests a poison that is so powerful it can kill twenty men in an instant, Once he receives the poison he doesnt want to kill his self in the open, he wants to lie beside his wife when he dies. Just when she awakens she finds Romeo beside her, she realises that he is dead; crying she tries kissing Romeo to get a bit of the poison passed onto her, it isnt enough to kill her, fate doesnt allow a bit of poison that is enough to kill twenty men to kill a single person, she picks up Romeos dagger and stabs into her self thinking that if they cannot live together here they can up there.Throughout the play, fate and fortune have played a role that provided the storyline with undulating highs and lows before fate took dominance allowing a small peak at the end when the two families acknowledged alliance. It took bloodshed to bridge a gulf of enmity when it could have only taken a few words of understanding to get them together.

Technology Make us Lazy and Dumb Essay Example | Topics and Well Written Essays - 750 words

Technology Make us Lazy and Dumb - Essay Example † talks about the effects of various technological devices on the brain of young individuals. Stating that the average teenager in America has three to four electronic gadgets (â€Å"Is Technology Messing with Your Brain?†) the article states just how distracting these gadgets are. Giving everyday examples, the articles strives to show that these technological devices keep the minds of youngsters occupied so much that it does not have any time to rest, and consequently, there is the chance of losing its ability to concentrate. The article has also cited a study published in Pediatrics which showed that children who played a lot of video games before sleeping had lesser retention than those who had not (â€Å"Is Technology Messing with Your Brain?†). Overall, it explained the negative effects that technology and its use can have on our brains. The second article, â€Å"The Digital Age is Making Us Physically and Mentally Lazy?† discusses the same issue, but also talks about the physical effects or changes that technology has brought about in our lives. The article discusses the impact technology has on our physical activities by citing examples from everyday activities. It asserts that whereas before we had to be somewhat physically active to, for example, go meet a friend or go out for a movie, with technology, we do not have to make any physical excursion of the like, citing examples of texting friends and streaming movies on our computers (â€Å"The Digital Age is Making Us Physically and Mentally Lazy?†). However, the article does not agree with the contention that people are becoming mentally lazy due to technology. It, instead, asserts that due to technology making so much information available to us readily, people are actually becoming more knowledgeable than before (â€Å"The Digital Age is Making Us Physically and Mentally Lazy?†). Moreover, the article claims that even though technology has made live easier, bu t they have not removed the need to think in us, therefore, they have not made us mentally lazy (â€Å"The Digital Age is Making Us Physically and Mentally Lazy?†). In, â€Å"Is Technology Messing with Your Brain?† I found the examples of multitasking given to be very useful. Such scenes, where teenagers are involved in multiple activities are very familiar to us; therefore, it was easy to connect with her statement of how this multitasking makes a teenage brain less capable of concentrating on any given subject for long. Moreover, the results of the study that were put in the article were very helpful too. Through discussing the results of the study, the article has proffered proof of the assertions regarding technology lessening our brain’s retention powers. However, the article states that technology takes away from real-life relationships, and this I found to be quite contrary to reality. The logic herein is flawed, because though it may seem as if the kid w ho is hanging out with his computer all day is not hanging out with his friends or parents, in actuality, the teen does get to spend time with his parents and his friends online. Especially since, in an example the article itself gives, some of the kids require technology to be in contact with their parents as they do not live with them. In â€Å"The Digital Age is Making Us Physically and Mentally Lazy?† the way in which examples are given from everyday life is, indeed, very helpful. This makes the reader

Systems Security IT Assignment Example | Topics and Well Written Essays - 2000 words - 1

Systems Security IT - Assignment Example Moreover, Trojan is operational by initiating an Internet Relay Chat (IRC) that waits for any action from the hacker who has full control over the botnet (Rapoza, 2008). Apart from IRC, hackers utilize root kits to compromise weak system with no updated security patches and have security loop holes that facilitate hacker’s objectives. As there are countless computers connected to the Internet, they use tools to capture and identify vulnerable systems and uses IP spoofing for (Spoofing.2011) manipulating the original IP addresses for gaining access in to the system. Furthermore, these compromised systems are from different geographical locations, it is difficult to identity suspicious traffic, as it represents different time zones. As botnets are considered as a major player in a Denial of Service attacks, it can be prevented by honey pots and bastion hosts that will identify suspicious broadcast at the initial level. As mentioned previously, that a zombie army initiates flooding and broadcasting attacks from various locations to the specific target. The characteristic of this attack encompasses threats from distributed source and is known as distributed denial of service attacks (DDoS). Computer network encyclopedia describes it, as the incorporation of hundreds or even thousands of computers that were previously compromised used for transmitting huge volume of unwanted traffic to the target. DDoS attacks are considered to be lethal in the world of Internet has imposes significant risks for businesses, governmental organizations, army networks etc. (Ghazali & Hassan, 2011) research on DDoS attacks has revealed vulnerabilities not only in the network architecture or infrastructure, but also in the protocol specifications along with Internet. Exhibit 1.1 demonstrates types of flooding DDoS attacks along with protocols: High rate flood attacks: This type of attack is achieved by traffic generation from many machines that may be in total of

Experiences Pt.2 Essay Example | Topics and Well Written Essays - 250 words

Experiences Pt.2 - Essay Example It furthermore provides them with the opportunity of staying physically fit and healthy. What I took home from this experience, in addition to fine tuning my body, is how to plan and organize activities, exploring new places for climbing, encouraging members to keep climbing till they reach the top and celebrating with them once we reached the peak. In addition to being a source for doing something I love, this club has helped me better enhance my leadership and communication skills. With the recent dire situations going on in Gaza, I now believe more than ever that I should be given a chance to become a medical professional so I can save people’s lives. Having been brought up in economically and financially backward situations, I have always been at a disadvantage since my birth. I have only seen my family struggling, and in order to fend for the family, once I was old enough I started to help my father with the family business too. Despite the lack of financial resources, we together as a family have strived into leading at least an average life. Although I am fortunate my family now considers the US as our home, my roots of being a Palestinian have always caused me misery. When an individual is afraid to speak of their origin to others, it becomes clear that others are prejudiced and racially discriminating against them, and my case is no different. Thus, I always felt as an outcast and I never had the fortune of feeling a good affiliation no matter wh ere I

Social Workers Working In And Across Organisations Social Work Essay

Social Workers Working In And Across Organisations Social Work Essay Firstly I would like to focus on the policies and legislation which has shaped partnership working. The ideas of collaboration and partnership working now form a large body of policies and legislation, which include some duties for statutory inter agency working. I have examined only some of the key polices and legislation as there are too many to examine for the purpose of this essay. I have made reference to partnership working for each one. Firstly I look at the UK wide policies/legislations and then I focus on Welsh policy. Firstly the Seebohm Report (HMSO, 1968) argued for a co-operation across the spectrum of welfare state services and more effective co-operation by different professionals. It proposed a major restructuring of personal social services into a unified social service department. National Health Service and Community Care Act (HMSO, 1990) gave a duty to local authorities to assess and where applicable meet a persons needs for community care services by collaboration with other agencies. Building Bridges (DOH, 1995) this encourages interdisciplinary and multiagency care planning. The Health and Social Care Act 2001 (Home Office, 2001) created new powers to establish care trusts by building on existing health and local authority powers to forge partnerships and provide integrated care. The National Service Framework for Older People (DOH, 2001) set out standards for care of older people across health and social services. It aimed to remove age discrimination, provide person center care, promoting independence and fitting services around people needs. Means for achieving these aims included the single assessment process and integration in commissioning arrangement and service provision. Valuing people a new strategy for learning disability for the 21st century (DH, 2001) highlighted partnership working through local partnership boards and inter-professional/inter agency co-operation are seen as central to achieving the four key principles of rights, independence, choice and inclusion for people with learning disabilities. National Service Framework (NSF) for Ol der People (Department of Health, 2001) highlighted that agencies should not duplicate each others assessments, and professionals should contribute to assessments in the most effective way. Community Care (Delayed Discharge) Act (DoH, 2003) introduced a new dynamic in interagency and inter professional relationships. It made social services authorities liable to reimburse the NHS for delays where patients in hospital are medically fit but unable to be discharged due solely to social service inability to provide assessment and community care services within a required timescale. Every Child Matters (HMSO, 2003) in response to the Victoria Climbi inquiry, it proposed: improved interagency information sharing and co-operation; work in multi-disciplinary teams; a lead professional role; creation of local safeguarding boas; in the long term integration of key services for children and young people in childrens trusts under a director of childrens services. Children Act ( 2004) allowed the creation of database to support professionals in sharing information. The Carers (Equal Opportunities) Act (DOH, 2004) placed a duty on social service to inform carers of their right to an assessment. It also enabled social services to ask other public bodies including the health organizations to provide service to careers. Single Assessment Process Implementation Guidance (DOH, 2004) sets out how the single assessment process described in the Mental Capacity Act (2005) where social workers and care professionals acting on behalf of someone who lacks capacity must act in a persons best interest. Working Together to Safeguard Children (DfES, 2006) aaddressed to practitioners and managers, sets out how organisations and individuals should work together to safeguard and promote the welfare of children, stressing shared responsibility and the need to understand the roles of others. It described the role of local safeguarding childrens boards (LSCBs), training for inter-agency work and the detailed processes for managing individual cases. These elements are statutory guidance, which required compliance. Mental Health Act (2007) amended the 1983 Act broadening the group of professional practitioners who undertake approved social worker (ASW) functions, to be known as Approved Mental Health Professionals. Concurrently, the code of practice of the 1983 Act was updated, stressing inter-professional collaboration in assessment and after care planning and involvement of patients and carers. Building brighter futures: next steps for the childrens workforce (DfE, 2008) set out the compon ents of integrated working as they are emerging through Childrens Trusts. It considered the contribution of the Common Core of Skills and Knowledge and the pros and cons of professional identities and boundaries. It looked forward to achieving a broad vision of integrated working that has support across the whole childrens workforce. Now I would like to focus upon the policies that are specifically within Wales. Firstly, The Review of Health and Social Care in Wales, (WAG, 2003) emphasized the importance of multi-agency working and looked at decision-making processes, the capacity and effectiveness of existing services, the capacity of management, the processes governing standard setting, information management, resource flows, and incentives and sanctions. The Report of the Wanless Committee (WAG, 2004) focuses on shared decision-making between professionals and users and patients. It also highlights that there needs to be integrated thinking across health and social care boundaries and highlights the need for a new approach for funding health and social care. Making the Connections: Delivering Better Services for Wales: The Welsh Assembly Government Vision for Public Services (WAG, 2004). This policy aims to increase efficiency through more effective co-operation across the public services and to place people a nd communities at the centre, enabling active participation in service planning design and delivery. Children and Young People: Rights to Action Stronger Partnerships for Better Outcomes (WAG, 2005). This paper outlines the expectation from the assembly government for local agencies to take a joint approach in planning services to make them as effective as possible. Fulfilled Lives, Supportive Communities: Improving Social Services in Wales from 2008-2018 (WAG, 2006). This focuses on partnership arrangements which put the citizen at the centre and work effectively across sectors and organisations using care pathways to support people. Lastly, Sustainable Social Services for Wales A Framework for Action (WAG, 2011) highlights the importance of developing more integration of health and social services for children, young people, and frail older people, and in respect of re-ablement services. Joining up in this way will help break down barriers that can often get in the way of provid ing services and drive out duplication. This sets out the current vision for partnership working within Wales until 2016. As highlighted above there are many key pieces of legislation and policies which highlight the importance of multi-agency working. Since the 1960s there has been a focus on partnership working for social services. There are some key principles and ethical issues to partnership working and there can be some dilemmas to this. The next part of this essay will focus upon key principles and ethical issues. There are many areas to partnership working that may lead to some dilemmas. Glasby (2004) defines inter-professional working as to or more people from different professions communicate and co-operate to achieve a common goal. Adams et al (2006) highlights the importance of having a professional identity is to partnership working. Adams et al (2006) suggests that a professional identity gives a person a set of values, expertise, role and responsibilities. Currently my practice learning level three is based within the Adult Community Care Team (ACCT) which implements care plans for clients with presenting eligible needs. To ensure that clients needs are met there is a process which involves various professionals that are involved within the information gathering and care planning for example social worker, health, brokerage, finance team and carer assessors. During my placement I have been able to see the importance of working with other professionals to deliver effective services for the clients. During one unified assessment (UA) I completed I worked collaboratively with a nurse to complete the UA. The reason for this is to identify if this particular client was in need of a nursing home rather than a residential home. Therefore the expertise of the nurse as vital to complete the assessment. However there were some key issues that Key principles Retaining professional identification Partnership working can be complex and often brings people together who have different views on what is right for a service user with different approaches ( Gasper, 2010). Whittington (2003) suggests that if professionals can understand what they have in common, what they can contribute distinctively, what can be complementary and identify the possible tensions between them it can improve the effectiveness of partnership working. By identifying these areas professionals can complement each to benefit the client overall. Keeping (2006) highlights a general uncertainty from other professionals around what social workers actually do. Lack of knowledge of what each professional involved does can lead to stereotyping each worker (Lymbery, 2006). This means that it is important for social workers to remember what responsibilities lay with them when working with other professionals. Building relationships and trust Seden et al (2011) suggests that social workers are often caught between care and control finding their way through complex relationships with service users, other professionals, peers and the public. Trust is an important factor in facilitating open discussion and successful role negation, both of which are important features of inter-professional working (Barrett and Keeping, 2005). Where professionals trust each others motives, competence and dependability they are more able to manage risky situations (Lawson, 2004). Trust is an important element of collaborative working relationship. Gasper (2010) highlights that partnership working can mean better access to service and an avoidance of duplication which means service can be delivered in more of a cost-effective way. Differences in languages Within partnership working there can be many professionals involved. Issues may arise when there is a use of specialist language that not everyone understands (Maguire and Truscott, 2006) Communication Communication across professions can be difficult especially when they are not in the same location, this can result in a breakdown of communication and delays in services (McCormack et al, 2008) Inequalities in status and pay There may be differences in status between professionals and this must be acknowledged to see if they impact upon communication (Barrett and Keeping, 2005). Some practitioners perceive threats to their professional status, autonomy and control when asked to participate in more democratic decision making forums (Lloyd and Wait, 2006). Conflicting organisation and professional boundaries There is often un-clarity around the roles of voluntary and service users in partnership working (Marks, 2007) Resources can be split into three areas; money, information and time. Issues around money can be identified in several areas. One is that there are different funding cycles, separate budgets and financial pressures (Frye and Webb, 2002). Some professionals may be reluctant in funding services if there is a pressure on budgets (Roy and Watts, 2001). Information sharing can pose constrains for partnership working. Partnership working needs a sufficient amount of time dedicated for it to be effective (Atkinson, 2007). Frost and Lloyd (2006) suggested that time is needed for relationships to develop and trust to be built. These are key components for agreements to be made around protocols and reflection upon new professional identifies (Frost and Lloyd, 2006).

rainforest destruction Essay -- essays research papers

Rainforest Destruction   Ã‚  Ã‚  Ã‚  Ã‚  Rainforests cover less than two percent of the Earth’s surface yet they are home to some forty to fifty percent of all life forms on our planet: as many as 30 million species of plants, animals and insects. The Rainforests are quite simply, the richest, oldest most productive and most complex ecosystems on earth. As biologist Norman Myers says, â€Å"Rainforests are the finest celebration of nature ever known on the planet and never before has nature’s greatest orchestration been so threatened.†   Ã‚  Ã‚  Ã‚  Ã‚  The Rainforests are very important to the world for many reasons, most of them being very simple. One of the major reasons is that the plants in the forest turn carbon dioxide into clean air, which helps us, fight pollution. Also, by absorbing carbon dioxide, the rainforests help deter the greenhouse effect.   Ã‚  Ã‚  Ã‚  Ã‚  The plants and animals of the rainforest also provide us with food, fuel, wood, shelter, jobs and medicine. â€Å"Imagine losing the potential cure for cancer or AIDS that might have been found in an undiscovered plant from the rainforest.† (Tropical Rainforest Coalition, 1996) â€Å"The vine Aucistrocladus koropensis may be effective in treating AIDS; we can only guess what other beneficial plants may be destroyed before we find them.† (Allo, 1996) It is repeated often that the rainforest contains important plants that will cure the worst diseases of today. Although there is scientific proof of its value, the rainforest continues to disappear. â€Å"In every sense, a standing rainforest supplies more economic wealth then if it were cleared†¦yet deforestation continues at an alarming rate.† (Tropical Rainforest Coalition, 1996)   Ã‚  Ã‚  Ã‚  Ã‚  Tropical rainforests are found in eighty-five countries around the world. â€Å"Ninety percent of these forests are concentrated into fifteen countries, each country containing over ten million hectares each.† (Malaysian Timber Council, 1995) Tropical rainforests are located around the equator, where temperatures stay above eighty degrees Fahrenheit year round. These forests are very dense and damp. â€Å"Although tropical rainforests cover just seven percent of the Earth’s surface, they can provide habitat for between fifty to ninety percent of its plant and animal species. In 1990, tropical rainforests totaled some 1.7 billio... ...ese rainforest species have never even been seen. â€Å"Scientist estimates an average of 137 species of life forms are driven into extinction everyday or 50,000 each year.† (Myers) While extinction is supposed to be a natural selection this is purely human induced. Quite simply when habitat is reduces, species disappear.   Ã‚  Ã‚  Ã‚  Ã‚  All in all, the tropical rainforests are one of the Earth’s greatest assets. We need to preserve this valuable resource. It could provide the cure for cancer or AIDS but we’ll never know if we continue to deforest it. There are now ways to fight back against the destruction of our rainforests. Many people now boycott; for example not eating fast food because the meat come from rainforest cattle because they are cheap, or by not buying furniture made from rosewood, mahogany, ebony, and teakwood, because they most likely came from the rainforest as well. People can also adopt an acre of tropical rainforest for only 45 dollars. Rainforests are very complex ecosystems and have many untapped resources which we have barely scratched the surface on. Preservation of the rainforest is essential for our well being and the well being of the future.