A Study of Brand Strategy for Supermarket Industry in Hong Kong

In the growing FMCG market of Hong Kong, the concept of brand strategy for supermarkets is the most vital variable of interest to retailers. This research makes an in-depth analysis of the dimensional aspects of brand strategy for supermarket industry with additional focus on the store image which is the antecedent for store loyalty.The research extends to examining the efforts of the supermarkets in Hong Kong to assess the effectiveness of such efforts in building a brand strategy for an effective store loyalty towards their stores.The research proposes to achieve the objectives of assessing the effectiveness of the efforts of the supermarkets in building a brand strategy by a review of the available literature on the topic of study and also by conducting a social research by employing recognized research methods to present a comprehensive and analytical report on the findings of the research.The study proposes to use qualitative methods for the collection of secondary data and info rmation including a collection of a wide range of resources for a review of the literature on the topic of the study. Quantitative method in the form on an ‘Online Survey’ of the customers of supermarkets by using a well constructed questionnaire to collect their opinions on the effectiveness of the efforts of the supermarkets in building a brand strategy in the supermarket industry in Hong Kong.The study will consider various attributes that promotes the brand strategy towards the supermarkets in Hong Kong.It will be astounding for the people who visit the Asian Cities like Hong Kong, Singapore and Bangkok for the first time to witness the role, shopping plays in the culture of the local people in this region.Retail therapy can be considered to be a conspicuous national pastime of these regions. With the growing wealth in Asia and with the enhancement in the disposable income of the people in the continent, there are every chances that consumer based firms will emerge as the strongest sector in the coming periods.Under the Closer Economic Partnership Agreement (CEPA) there had been a higher influx of tourists from China which has resulted in a growth of 9.7 percent higher sales in the departmental stores as of September 2006 on a year-on-year comparison.According to a survey conducted by ACNielsen the market research firm, on 22000 global consumers, Malaysia, Hong Kong, and Indonesia were included in the top 10 markets in the consumer confidence. (ACNielsen Global Consumer Confidence Report, Jan 2006)With the increased consumer activities in the retail sales it becomes important for the supermarkets to assess the shopping habits of the consumers and adjust their marketing strategies to maximize the sales growth and revenue. This is especially necessary in a large consumer market like Hong Kong.The effectiveness of the actions from the supermarkets on improving the stores loyalty, though depends largely on the consumer buying habits there are seve ral other factors that determine the store loyalty like, proximity of location of the stores, brand awareness, quality of the products, pricing and promotional offers and other consumer habits.Being a highly sensitive issue getting the store loyalty of the consumers is a tough task for the supermarkets as switching to alternative stores by the customers costs nothing to them and is also less cumbersome. This poses a great challenge to the supermarkets. In this context this research makes a detailed study into the effectiveness of the efforts of the supermarkets in building a brand strategy for establishing store loyalty among the consumers. Â  

Creating a sense of community Essay

Introduction Organizations, leaders and employees often need to be commended on a job well done and celebrate it with some exceptional time off from work. This is a positive step for the organization because it not only shows appreciation for those individuals who come to work every day to make sure that their organization achieve all of its goals, but illustrates the organizations appreciation for it valuable staff and employees. This can be done by simply honoring most federal and calendar year holidays throughout the year, company holidays including time off for birthdays and banquet celebrations as well. In addition, on a dismal note, sometimes an organization may have to honor its employees and staff for tragic circumstances that may occur throughout the year. Celebrating the community is key for an organization in terms of keeping their employees motivated and excited about giving their best effort on each task at hand. Kouzes & Posner mentions that celebrations serve as important a purpose in the long-term of an organization as does the daily performance of tasks ( Kouzes & Posner, p.310, 2013). Celebrating the community serves as a medicine that brings an organizations and its employees together in each prospective shared values and commitments. Overview of community building practices Kouzes & Posner states that In acknowledging the community (†common unity†) that individuals share with each other, a sense of team spirit is created among leaders who build and maintain the social support that is required for individuals to thrive and excel during tough times ( Kouzes &  Posner, p.310, 2013). Organizations must have in place an supportive structure that will support the employees and enhance their opportunities for appreciation for their hard work. Communities that have a strong commitment for connecting celebrations, community and commitment will set themselves far above average organizations. An outstanding leader who has made the vow to help renew those employees’ commitments will be headed in a positive direction. This approach will serve as a motivational and retention tool for the leaders and organization. Organizations should commit themselves on building fun activities and socials that are fitted for those employees, it’s a celebration of appreciation and respect. Celebrating those outstanding deeds that each employee exemplified should not be kept in house. The good news should be shared with the community, the public. Kouzes & Posner suggest that private rewards do little to set an example for the organization ( Kouzes & Posner, p.313, 2013). However, having the opportunity to share someone’s story of success is worth celebrating and it will also highlight the individual and the organization in a positive manner. Organizations that connect celebration, community and commitment for the long haul will undoubtedly be successful. Organizations that ensure that their employees understand that they are part of the big picture know that shared values, destiny and victories are important to securing a sense of community. Leaders should make sure that all employees have the opportunity to play a functional role in the celebrations and the framework that support the organizations values. Celebrations can come in all forms such as cyclical celebrations, celebrations of triumph, personal transitions, workplace altruism, events and ritual for comfort and letting go. Not every celebration is upbeat and enjoyable. There are times when a employee may have a sick family member or even suffered a loss of a loved one. Author Colleen Young mentioneds that in ttoday’s organization, the fledgling, but active, community continues to grow, providing peer-to-peer support and information for a very specific point in the health continuum, namely for people living with life-threatening disease, for friends and family who care about and for them, and for people dealing with grief and loss (Young, C. 2013). Different cultures There are many different cultures all around the world that handle  their employees differently. Individuals take time to celebrate their prospective cultures that have a particular meaning for them. Leaders that do not implement group interactions or celebrations could lack the reinforcement of a common purpose for different cultures. The organization have to get involved in each culture collaboration. The cultures in communities are many, such as the Chinese community which is the largest and the fastest growing group among Asian and Pacific Islander populations. It also has many different dialects that a leader and organization must understand. Furthermore, there’s the African American Community and the Central American Community. The African American Community has a group history of oppression and survival also affects the way it is organized. The networks and organizations that form to protect the rights of their members influence the way in which members of the group organize for self-help. It is important for an organization to know about their history and celebrated it accordingly. Lastly, there is the Central Americans who fled from poverty and oppression in their countries to seek a more secure and better life in a new place here in the United States. Challenges that leaders face in respecting the cultural differences Some of the challenges that a leader may encounter are not knowing the unknown and how to deal with tension among the groups when resources are limited. Another challenging situation that will likely to confront the leader is struggling with immigrants whose culture, institution and tradition are not readily familiar to most mainstream groups. Some of those cultures may not have community groups with leaders. Therefore, there is no organization or guidance. Culture typically refers to a set of symbols, rituals, values, and beliefs that make one group different from another. Culture is learned and shared with people who live or lived in the same social environment for a long time. Provide best practices for overcoming these challenges There are several best practices that can help the leader to overcome those cultural challenges. Kouzes & Posner discusses that Reflection and Action can help when social interactions required to uphold individuals or groups to a high standard. People are asked to go beyond their comfort zone, so as a leader you should set the example by getting personally involved in the celebrations of varies cultures ( Kouzes & Posner, p.329, 2013). Some other  best practices may include Plan a celebration today, reinforce core values in your celebrations. A leader need to start the celebration right now and don’t procrastinate. Understanding those cultures now will make for a better transition of understanding. Lastly, a leader should understand the cultures values and what they aspire to realize ( Kouzes & Posner, p.331, 2013). Being innovative and obtaining values and loyalty are key factors that will enable a leader to be successful in dealing with multiple cultures. SDLP I will implement my understanding of connecting celebration, community and commitment to my professional career. I have a clearer picture of how to bond and recognize those employees who work hard and treat them like an individual should be treated. I will go a step further in implementing a framework that will celebrate the key values of my staff when they go the extra mile to achieve their goals. My commitment to them will highlight and reward them not just internally, but publically as well. I know that this will be a motivation tool that can help shape the future of me as a leader and my organization. I will document my newly found knowledge of celebrating a community in my SDLP.

Discussion board 2.2 Essay Example | Topics and Well Written Essays - 500 words

Discussion board 2.2 - Essay Example The target behavior is one upon which people want to emphasize upon the behavior in essence. Similarly this is measurable and observable at the same time, and is stated within an operational capacity. Hence behavior is important to ascertain because it mentions the significant pointers that are a part of the human life. Behavior is hard to define due to a number of issues because its impacts are either short term based or one for the long term. Behavior leads towards practicing a general act or form that demands a change in attitude (Parnaudeau, 2011). There are a number of examples that have been mentioned in the power point, all of which have one context or the other as far as work manifestations are concerned for the human beings. The examples suggest the basis of success as to how the power point lists down the behavioral regimes and what kind of changes would be deemed as successful right from the onset of one such understanding. The power point also mentions the basis of the AB Cs of behavior which are clearly distinguished by the antecedent, the behavior and the consequence. These tenets list down the significant pointers which play a very imperative role at the formation of the ABCs of behavior in this day and age.

Assignment 10 Example | Topics and Well Written Essays - 250 words

10 - Assignment Example ifferences in employees needs and preferences, for instance many of the employees who are much younger and do not have dependent children and spouses always tend not to believe in life insurance. In many case scenario married couples who have dependable children and spouses at the same time always enjoys most of the benefits plan, as the company is a aware of the demanding situation to provide and be comfortable at the same time. Un-married persons living together are not recognized in such and do not enjoy the benefits enjoyed by married couples. Employees with higher standards of education also tend to enjoy most of the benefits plans in many organizations as compared to those employees with low level of education. In order to effectively come with a proper plan succession planning needs to be focused from senior management positions starting at the top and going down. The plan needs to focus on developing large talent pools as compared to few individuals. It should also build on well-developed competencies and objective assessment process planning. As such there should be plans of the number of job-ready people to fill senior jobs when they become vacant, the total percentage of jobs filled by internal candidate and also the time it takes for an outside hire to get up to speed with his/her job task. Organizations should at all ties have job ready talents, plan ahead and in a timely manner. Have at all times successors developed and ready to assume their next level of

Civilization depends on the repression of instincts. How would Kant Essay

Civilization depends on the repression of instincts. How would Kant and Nietzsche respond to this statement - Essay Example The first ideal denotes the Kantian epitome of a republican civilization, while the other culture is categorized by Nietzsche’s Dionysian concept of confusion. The main variation amid these two kinds of cultures stems from the role of the individual in their organizations, which opens the way for the debate on ethical philosophy and its connection with consideration of the normal world (Owen) (Bennett) (sapere-aude). It is evident that Civilization comes as a result of human interaction with nature, administering it to work to his advantage. This stages the fact that humans are in constant trial to look for ways to ease our mandatory tasks in the environment. The process however involves gradual change of simple systems in place, to a more societal complex system. With a complex system in place, more ideas emerge to even simplify the complexity and thereby additional developments come in handy. This illustrates that civilization is a continuous process. This paper talks on the sway of the moral philosophies discipline of Kant and Nietzsche, which is inspired by their dogmatic thoughts. The discussion is divided into two chapters to deal with the subject. The first section examines the concept of knowledge centered on classical understanding of the disciplines and metaphysics. This explains that the classical origin of natural sciences in addition to metaphysical inferences regarding the nature of authenticity, which shapes Kant’s work (Nietzsche 90). Section two replicates Nietzsche’s probe concerning the significance of morality grounded in metaphysics and conventional science. This study opposes that Nietzsche’s designs, in relation to the fact that civilization is subject to the domination of instincts, are symptomatic of his reflections through representational world-view which he replicates in an imaginative expression. Kant was popular for his proclivity to reason and possession of a logical command. This explains the fusion of natural and

Discussion Assignment Example | Topics and Well Written Essays - 250 words - 5

Discussion - Assignment Example Several advantages are derived from segmentation including isolating specific market segments that are more interested in what a business offers based on demographic. For example, the toy manufacturing company mainly targets children while cosmetic companies targets women. Salespersons would consider multiple demographic characteristics to segment consumer markets according to age, gender, income, and social class. In this way, an organization can bring suitable products or services to the market. People’s thinking and their favorite activities can be used to segment a niche market. Personal attributes linked to personality, attitudes, interest and lifestyles are characteristics that marketers focus on market segment. This segmentation allows organization to cater for personal consumer interests (Croft, 1994). Another way in which segmentation is important is allowing marketers to identify customers’ preferences and target them with similar offers. A business itself could glean potential opportunities in filling the gaps assumed by businesses dealing in similar products or services. In their direct marketing effort, the marketers could acquire lists of customers and send them mails or call them to introduce their services. The more cost effective a business marketing effort can become relies on more segments identified and brought together to reach more expected customers. Proper understanding of client’s needs is key to offering quality products and services. When customers derive ultimate satisfaction, they are likely to entice non-customers who share similar traits and characteristics, which is a relatively low cost marketing strategy (Weinstein, 2004). Both the firm and the client thus benefit through market segmentation. Integrating marketing mix elements in market segmentation comes in scores of ways. Market segmentation and

Promoting Positive Health Behaviors Essay Example | Topics and Well Written Essays - 750 words

Promoting Positive Health Behaviors - Essay Example tion is to manage an existing disease, reducing the negative outcomes, preventing complications and restoring patients’ daily functions (Seballos, 2010). Early cancer detection has proved to be very effective not only in saving lives but also in reducing health care costs and reducing the suffering of the patients. Periodic screening for cancer of the breast and cervix has been proved through evidence that it reduces the burden of disease in women (Backer et al 2005). Prevention programs and screening programs for cancer are an effective way of spreading awareness among the general public about the cancer and encouraging them to follow regualar screenings to prevent the cancer or detect it at earliest stages. The article â€Å"Impoving Preventive Health Care delivery through practice change: an every woman matters study†, reflects on the breast as well as cervical cancer prevention screening programs in Nebraska, Every Woman Matters. The program is a state run fedreally funded program which focuses on providing preventive screening measures for breast and cervical cancers and facilities to the low-income women. The program provides clinical examination, mammography, Papanicolaou smear test to the low-income group women at a very reduced or no cost. However, even in the presence of the program the levels of breast and cervical screening in Nebraska are suboptimal and fall short of the expected rates. According to the study, hundred clinics were included in the research to observe the clinical practices, practice environmnet, activities related to Papanicolau smear and mammogram screening and the encounters with adult female patients. Interviews with physicians, important staff memb ers were also taken the data of the last 100 female patients seen by the clinic were also analysed. It was observed that the staff and the physician kept three goals to be followed which included, developing a reminder system to have notifications regarding the patients who needed

Case Study of Women and Global Leadership at Bestfoods

Of Women and Global Leadership at Bestfoods - Case Study Example Diversity should be maintained at all levels of the companies’ organizational structure. While ensuring diversity, however, managers of the subsidiary branches should be left with the freedom of formulating their own diversity policies by incorporating different cultural and economic aspects of their markets. Question 2: Brody’s idea to hold the forum I concur with Brody’s idea to hold the forum as one way of promoting diversity in the company’s workforce. The forum provided a great opportunity for the company to discuss the issues of diversity in detail and help each other understand the need to have a highly diversified workforce. Through the forum, various leaders of the company will be informed about the importance of diversity management and how a diverse workforce can steer the company to greater heights in to the future. Other ways through which the same objective could be met is by allowing the management teams of subsidiary companies to customize their own diversity policies based on the varying needs of the consumers in their markets. Question 3: Challenges for Brody and Shoemate in implementing the diversity strategy Like any other form of organizational change, this new diversity policy is likely to encounter resistance to change from various stakeholders in the organization. Conservative leaders are likely to be unwilling to implement the strategy and may prefer to maintain the status quo. Another challenge is the amount of resources and time that it will need to implement the policy. The employees will have to be trained and informed about the new strategies and this will take the organization a significant amount of time and resources. These challenges can however be overcome with proper management and cooperation between the management and the employees. Question 4: Steps taken to manage diversity prior to the forum Several steps were taken to manage the diversity situation in the company before the Women and Global l eadership forum. One such step was conducting a research in the company’s workforce in order to determine the best ways to improve it. There was a commission on Diversity already formed to look at the issues of diversity. By the time the forum took place the company was one of the best performing in the industry in terms of diversity, with women, Africans Whites and various other minority groups represented in the company’s Board of Directors. Question 5: Actions that have made this a successful change effort This new diversity policy has been a successful change effort for the company and this can be attributed to a variety of factors. First and foremost, there was proper planning that begun with a research study of the company’s workforce. The findings of the study led to the realization of the new path the organization ought to take. There was further planning and involvement of all the stakeholder in the company throughout the process. The success can also b e attributed to effective communication between the management team and other employees. Question 6: Other steps to be taken in order to institutionalize the changes that began at the forum In order to effectively manage and maintain diversity in the workforce of the company, there is need to put in place appropriate structures for assessing progress made by

The Warehouse Receipts Law Essay Example for Free

The Warehouse Receipts Law Essay The rate of storage charges, (f) A description of the goods or of the packages containing them, (g) The signature of the warehouseman which may be made by his authorized agent, (h) If the receipt is issued for goods of which the warehouseman is owner, either solely or jointly or in common with others, the fact of such ownership, and (i) A statement of the amount of advances made and of liabilities incurred for which the warehouseman claims a lien. If the precise amount of such advances made or of such liabilities incurred is, at the time of the issue of, unknown to the warehouseman or to his agent who issues it, a statement  of the fact that advances have been made or liabilities incurred and the purpose thereof is sufficient. A warehouseman shall be liable to any person injured thereby for all damages caused by the omission from a negotiable receipt of any of the terms herein required. Sec. 3. Form of receipts. — What terms may be inserted. — A warehouseman may insert in a receipt issued by him any other terms and conditions provided that such terms and conditions shall not: (a) Be contrary to the provisions of this Act. In any wise impair his obligation to exercise that degree of care in the safe-keeping of the goods entrusted to him which is reasonably careful man would exercise in regard to similar goods of his own. Sec. 4. Definition of non-negotiable receipt. — A receipt in which it is stated that the goods received will be delivered to the depositor or to any other specified person, is a non-negotiable receipt. Sec. 5. Definition of negotiable receipt. — A receipt in which it is stated that the goods received will be delivered to the bearer or to the order of any person named in such receipt is a negotiable receipt. No provision shall be inserted in a negotiable receipt that it is non-negotiable. Such provision, if inserted shall be void. Sec. 6. Duplicate receipts must be so marked. — When more than one negotiable receipt is issued for the same goods, the word duplicate shall be plainly placed upon the face of every such receipt, except the first one issued. A warehouseman shall be liable for all damages caused by his failure so to do to any one who purchased the subsequent receipt for value supposing it to be an original, even though the purchase be after the delivery of the goods by the warehouseman to the holder of the original

Business - Accounting Essay Example for Free

Business Accounting Essay In the file ACC 561 Week 3 Discussion Question 1 you will find right answers on the following task: Select a costing method: process, job, or activity based. Describe the nature of your chosen method. What types of organizations should choose that method? How is this method different from the costing methods you did not choose? Use your selected costing method to create a real-life business management scenario that includes realistic numbers. What management decisions may one make based on your scenario? Business Accounting Alternative Costing Methods The text presents job and processing costing systems as virtual â€Å"polar extremes,† there are many situations where it may be best for a company to use a hybrid system that combines attributes of both systems. Describe such a situation and discuss how the hybrid system may be better than either pure job or pure process systems. Think Twice Assume you own a business that makes two complementary products for which you allocated manufacturing overhead proportionally. A competitor is trying to undercut your price for one of the products. How might ABC costing help you better compete with this pending threat? Activity Base Costing- How do managers cost products or services using ABC systems? When should managers consider using an ABC costing system? How should they decide to adopt this method? Alternative Costing Methods I would like you all to select a costing method: process, job, or activity  based. Describe the nature of your chosen method. What types of organizations should choose that method? How is this method different from the costing methods you did not choose? I have implemented a job costing system in my company. If you were my corporate controller, how would you implement a job-costing system? Why is process costing a better costing method for cert Follow the link to get tutorial https://bitly.com/12BiSuQ College is a great time for young people to find themselves and to really find out what they are made of. However, there is a lot to learn. Some students only really become comfortable at college when its about time to leave! Dont let that be you. Here are some great college tips. Business Accounting Alternative Costing Methods The text presents job and processing costing systems as virtual â€Å"polar extremes,† there are many situations where it may be best for a company to use a hybrid system that combines attributes of both systems. Describe such a situation and discuss how the hybrid system may be better than either pure job or pure process systems. Think Twice Assume you own a business that makes two complementary products for which you allocated manufacturing overhead proportionally. A competitor is trying to undercut your price for one of the products. How might ABC costing help you better compete with this pending threat? Activity Base Costing- How do managers cost products or services using ABC systems? When should managers consider using an ABC costing system? How should they decide to adopt this method? Alternative Costing Methods I would like you all to select a costing method: process, job, or activity based. Describe the nature of your chosen method. What types of organizations should choose that method? How is this method different from the costing methods you did not choose? I have implemented a job costing system in my company. If you were my corporate controller, how would you implement a job-costing system? Why is process costing a better costing method for certain industries? What would happen if they used a job costing system? Can we explain three major source documents and how they are used in job costing systems? Why are these source documents needed?

Tata Nano

Tata Nano EXECUTIVE SUMMARY Tata Nano is the first car to be said to be the common mans car. It is sold in home country India around Rs 1-lakh i.e approximately USD 2000. It is manufactured by Tata Motor Limited, the largest automobile company in India. Its Chairman, Mr Ratan Tata envisions that Tata Nano to become a â€Å"People car† which is affordable by almost everybody. Tata Nano was first launched in India on 1st April 2009 and expected to be in Indian market by July 2009. Since launching, it has created a huge buzz all over India. Within the first two days of lunching, it has received 5500 booking. The s keep increasing every day since the launching. What makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance. It is said that Tata Nano has better millage than Toyota Prius and same gas emission as a scooter. Tata Nano will be imported to Malaysia by Tata Industries in parts. It will be assembled in its two factories i.e in Shah Alam, Selangor and Pasir Gudang, Johor Bahru. There are four distribution centres in Peninsular Malaysia i.e. in Kuala Lumpur, Penang, Johor Bahru and Kuantan. All Tata Nano cars will be distributed through these distribution centres only. Order can be made vide these distribution centres or its web site. There are three types of Tata Nano car available i.e. Tata Nano, Tata Nano CX and Tata Nano LX. However, due to hot weather in Malaysia, only Nano CX will be brought to Malaysia and will be sold here. The selling price of Nano CX in Malaysia is RM 13,704 per unit. It is estimated that gross profit for the first year would yield xxx, second year xxx and third year xxx. Estimated monthly instalment payment is xxx for seven years period. With this price, the target market is very wide which includes those with income RM 2000 per month, students, female workers and scooters riders. 2.0 SITUATION ANALYSIS Tata Motors Limited is Indias largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fourth largest truck manufacturer, and the worlds second largest bus manufacturer. In March 2008, Tata Motors acquired Fords UK based car brands Jaguar and Land Rover (BBC News, 2008). According to Ratan Naval Tata (Chairman of Tata Group), the need for an innovation like Nano has got to do something for the people of India and transport. Unavailability and poor quality of mass transport is a common problem in India. In a two wheeler, father driving with elder child standing in front and wife behind holding a baby is norm in this country. Thus, this is a relatively an unsafe mode of transporting a family. Thus, with this in mind Tata Nano was created as a safer form of transport. As one of its objectives is to become an Indian business conglomerate operating in many countries, Tata Nano will be introduced in Malaysia. 2.1 Market Summary It is estimated that Malaysia has more than 5 million motorcycles on the road, compared to over 4 million motorcars(ICE, 2001).The majority of motorcycle buyers or users does not own a car and belong to the lower and middle-income group. A significantly larger percentage of motorcycle users in Malaysia are male. 2.1.1 Target Markets The company is targeting lower income group with family, first-time buyers of car (fresh graduates) and motorcycle owners. 2.1.2 Positioning Tata Nano will position itself as the world cheapest car and yet does not compromise the quality, safety and environment. This positioning will be achieved by leveraging Tata Nanos competitive edge: industries experience from the parent company Tata Motor who has been in vehicles industries (commercial, passengers utilities) since 1945. Tata motor has good supplier-manufacturer relationship with more than 100 components. 2.1.2 Demographics Population , demographics, rural urban, vital statistics from Malaysian auto report. 2.1.4 Geographics Tata Motors has targeted the urban area in Malaysia. This is going to be Kuala Lumpur and Johor Bahru. There are 5 million motorcycle riders in Malaysia. 2.1.5 Distribution review Just like in India, Tata Nano will appropriate place as an low-cost car even in foreign markets. ‘Easy-to-assemble kits will be imported from Tata in India. The car then will be assembled at pre-defined locations. The proposed locations are Shah Alam, Selangor and Pasir Gudang, Johor Bahru. It will be then redistributed to showrooms that will be set up based on region. 30 sales offices will be opened throughout Malaysia. 2.1.6 Competitor review The main competitors are Proton, Perodua, Toyota and Honda. The table below indicates the market share of the main competitors in the auto industry for the year 2008. 2.2 SWOT Analysis The following SWOT analysis investigates the Malaysian political, economic and business environment. The following finding are adapted from Malaysian Auto Report 2009. a. Malaysia Political SWOT Strengths Malaysia is a successful example of a democratic Islamic state. Despite murmurs of discontent among hard-line Muslims in some states, multiracial Malaysia is unlikely to abandon moderate Islam Weaknesses The Malay half of the population holds a constitutionally enshrined special position in society, amounting to positive discrimination in not only jobs, but also wealth. Opportunities The weak performance by the ruling Barisan Nasional in the general elections held on March 8 2008, has paved the way for the stalled reformist agenda -promised by Prime Minister Abdullah Ahmad Badawi back in 2004 to gather pace. This would help to open up the countrys closed political system and improve transparency and accountability within key institutions. Threats Ethnic tension will remain a non-violent, but simmering, problem, so long as there remains a threat that the influence of hardline Islam could revive. For now, however, the hardliners have lost much of their political clout. The poor showing of Barisan Nasional at the 2008 general elections has put Prime Minister Abdullah under intense pressure from both opposition parties and members of his United Malays National Organization (UNMO) party, who blame him for the coalitions worst ever result. b. Malaysia Economic SWOTaysia Economic SWOT Strengths During the past four decades, Malaysia has transformed itself from a commodities-dependent backwater into a major world source for electronics and computer parts. Malaysia is the worlds largest producer of rubber, palm oil, pepper and tropical hardwoods, and is also a net exporter of crude oil. All this provides a solid platform for economic growth Weaknesses Malaysias relative insulation from global energy price shocks is being eroded. Within the next 5 years Malaysia could become a net importer of oil Malaysias economic openness can be as much of a burden as a benefit, since it confers a high degree of vulnerability to global growth and capital flows. Opportunities The opportunity for private-sector-led growth will improve as the government continues divestment of state shareholdings in order to raise funds to narrow the budget deficit. Threats Wages are higher in Malaysia than in a number of its competitors, such as China and Vietnam, which could be a long-term hindrance to economic expansion. To maintain its competitive edge, Malaysia needs a steady stream of inward investment Export competitiveness could be eroded if the exchange rate continues to appreciate markedly. c. Malaysia Business Environment SWOT 3 Strengths 4 Standards of corporate governance in Malaysia have greatly improved since the Asian financial crisis at the end of the 1990s more so, in fact, than in many neighboring countries. Foreign companies, or at least foreign manufacturing companies, looking to do business in Malaysia will continue to be welcomed with open arms, with the government offering lavish tax breaks and concessions. Weaknesses State subsidization of prices will remain a peripheral but persistent part of daily economic life in Malaysia. Doing business in Malaysia will always, to some extent, mean dealing with the politically well-connected. Big construction projects and big contracts for foreign construction firms are unlikely to be as much of a priority for Malaysias government as they were under the previous administration of former prime minister Mahathir Muhammad. Opportunities The opportunity to invest in Malaysian state assets could improve. The government, if it sticks to its word, will conduct its biggest ever divestment of state shareholdings. Malaysia is eager to compete globally in banking, and although it currently lacks a domestic champion, with ten main institutions in the market, bank consolidation is a strong possibility. Threats The waterways and shipping lanes that surround Malaysia will continue to pose the threat of piracy and terrorism Malaysia is at risk, conceivably, of losing out to China in the race for foreign investment. Penang, once the pillar of Malaysias electronics industry, has seen an exodus of foreign firms, with Seagate, Motorola and Solectron all shifting production elsewhere in Asia. d. The following will be key strengths and weakness within the company and describes the opportunities and threats facing Tata Nano. Strength The internationalisation tactics so far has been takeover to local managers in new style, and only to transplanting a couple of higher managers from India into the new trade. The key point is that Tata has been able to share ideas. The company had a successful agreement with Italian mass product Fiat in 2006. This has enhanced the product collection of investments for Tata and Fiat as per agreements of production and ideas sharing. An example, Fiat Palio design was introduced in 2007 by Tata, and both the companies have an contract to create and achieved their Goal at Central and South America. Weaknesses The Tata Nano passenger travel car products are depends upon 3rd and 4th generation platforms, which is a disadvantage of Tata Motors Limited with competition others car manufacturers. One which is not recognised in English the word tat means ‘rubbish. Opportunities In 2008 Tata Motors announced that they had successfully purchased the foreign car assembled Land Rover and Jaguar from Ford Motors for United kingdom  £2.3 million. Worlds Two luxury car brand have been added to Tata Motors portfolio of brands, They have a chance to demonstrate Company vehicles in the luxury segments. Tata Motors Ltd have taken Daewoo Motors Commercial vehicle business in 2004 for USD $16 million. Tata Nano is the most cheapest car in the World selling at little more than a motorbike. The new emerging industrial of the countries such as India, S.Korea and Republic of China will have a thirst for produce and distribute vehicles in low-cost passenger. These are the advantages. However the company has put in place a proactive Corporate Social Responsibility considering to address potential tactics that will make its operations more sustainable. The range of Super Mileage fuel efficient buses are powered by efficient, atmosphere friendly car engines. The bus has auto matic organic clutch with booster help and better air intakes that will low fuel consumption by up to 10 percent. Threats Other car manufacturers companies are in passenger car business for 40 or more then 40 years. Therefore Tata Motors Limited has to catch up in terms of quality and lean production. Sustainability and environmentalism could mean extra costs for this low-cost producer. This could impact its underpinning competitive advantage. 2.3 Objectives and issue We have set aggressive yet achievable objectives for the first, second and third year of market entry. First year objective ( July 2009 to December 2009) We want to achieve 25,000 units of sales gaining †¦.market share % get from market size Second year objective (JAN 2010 TO DEC 2010) We want to achieve 10% increase in quarterly basis (RM 48,600) Third year objective (JAN 2011 TO DEC 2011) We want to achieve 10% increase in quarterly basis (RM 53, 460) 1.0 MARKETING MIX STRATEGIES 3.1 Product Strategies The product strategy which will be adapted would be the straight product extension, which is marketing the car in another foreign market without any change. This is because there would be no additional product development cost, manufacturing changes, or new promotion. 3.2 Product Review * There are three variants in the Nano range: Nano, Nano CX and Nano LX * Only the Nano CX variant would be introduced in the Malaysia Market for the first stage * Tata Nano LX will introduced in the Malaysia Market during the following year The car has achieved its low price by minimizing costs on unnecessary â€Å"luxuries†, the basic Nano comes without front and rear fog lights, without a heater or air conditioning, without anti-lock brakes, only one single windscreen wiper, manually operated windows, manual steering with no air bags, tiny 12† wheels, plastic body parts joined with adhesive instead of more conventional metal and welding and a two cylinder 623 cc engine that provides a massive maximum speed of 65 mph (around 105 km/h). Among the features of the car are: a) Stylish and comfortable The Passenger Car, designed with a family comfortable in mind, has a luxury passenger space with superb leg space and head room. It can luxury sit 4 persons. 4 doors with excellent seating perfection make ingress and egress easy. with a measuring length of 3.1 metres, width of 1.5 metres and a height of 1.6 metres, with adequate ground clearance, it can effortlessly manoeuvre on busy roads in cities as well as in rural areas. Its semi volume structure, with tires at the sides and the power train at the rear, enables it to uniquely combine both space and manoeuvrability, which will set a benchmark among small cars. b) Fuel-efficient engine The Peoples Car has a back wheel drive, with aluminium, 2 cylinder, 523 cc, 33 PS, multi point fuel injection petrol engine. This is the first time that a 2 cylinder gasoline engine fitted in a car with a one balancer shaft. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency. Performance is controlled by a specially designed electronic engine management system. c) Meets all safety requirements The Peoples Cars safety performance exceeds current regulatory requirements. With an all metal body sheet, it has a solid passenger department, with safety features for e.g crumple zones, intrusion resistant doors, seats belts, strong seats and anchorages, and the rear tailgate glass bonded to the body. Tubeless tyres further enhance safety. d) Environment-friendly The Peoples Cars tailpipe emission performance exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in Malaysia today. The high efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. 3.3 Branding Brands identify the source or maker of a product and allow consumers either individuals or organisations to assign responsibility for its performance to a particular manufacturer or distributor. Branding is endowing products and services with the power of a brand. Its all about creating differences between products. For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. In Tata Nanos case, the branding strategy used is corporate name combined with individual product names. This companys name legitimises and the individual name individualises the new product 3.4 Product Strategy The Tata Nano CX, including all the features described in the earlier Product Review section, will be sold with a three-year warranty or 100,000km warranty, whichever comes first. We will introduce the Tata Nano LX during the following year, after we have established our Tata brand. The brand and logo will be displayed on the car as well as in all marketing campaigns. 3.5 Pricing Strategies The Cost price is an estimated USD2, 420 or equivalent to RM8,954, which includes import tax, duties excise , sales tax, shipment costs and assembly cost . The selling price for the Malaysian market is RM13,704.00, which is inclusive of standard accessories, but exclude road tax (RM70.00), registration fees (RM150.00), number plate (RM50.00) and ownership endorsement fee (RM50.00), sales tax (RM1370.40) which amounted to RM320.00. The On-The-Road price will be RM15797.40.These prices reflect a strategy of taking a share from established competitors, such as Perodua s model of Kancil and Viva. 3.5.1 Setting the price selecting price objectives Tata Nano Malaysia (TNM) has set major three objectives in its effort to position itself in the Malaysia Automotive market. The objectives are: Survival, maximum current profit and maximum market share. a. Survival Intense competition from Malaysias second car manufacturer, Perodua for a share of the automotive market segment for the below 1,000 cc category will spur TNM to ensure that the car price covers variable costs and some fixed costs. In this case, survival is a short term objective as in the long run, TNM will add value such as added safety features to the Nano range. b. Maximum current profit TNM has set a price that will maximize current profits, cash flow and return on investment, after taking into consideration the demand and costs involved. As this category of small foreign cars segment has not been really tested by other manufacturers, therefore the demand is rather difficult to estimate but TNM is confident of a good response towards its entry into the Malaysian market. c. Maximum Market Share For the Malaysian market, TNM will implement the market-penetration pricing, which is to set a low price for a new car in order to attract a large number of buyers and a large market share. This will be done by achieving high sales volume, which will results in falling costs, allowing the company to cut its price even further. We are positive enough that the Malaysia car market is highly price sensitive, as a low price produces more market growth. TNM is also confident that production and distribution costs will fall as sales volume increases and the low price of Nano cars will help to keep out competition and maintain its low-price position. The low-price entry will provide Malaysians consumers with a viable alternative to Perodua -Malaysia second National car. Further liberalization is expected as Malaysia implements the ASEAN Free Trade Area agreement, which commits the Malaysia Government to scrap foreign car taxes. 4.0 PROMOTION STRATEGIES 4.1 Objectives of Promotion Strategies Before determine the promotion strategies, we need to very clear about what are the objectives we need to achieve. We know as above, our missions are to promote Tata nano in Malaysia and increase the sales quarterly. Tata Nano is very new for Malaysian, they feel fresh with this new brand and concept of this car. Tata Nano will get into Malaysia market in July 2009. So first of the objective for promotion strategies are aims to create brand awareness and concept/knowledge of this new car Tata Nano. This is the cheapest car in the world and burst into the worldwide market in the short time. But still is the new brand for the Malaysians, so we do the advertisement and organize the event or campaign in sufficient detail to establish the good brand attitudes. Brand awareness is important to provide a foundation for brand equity. After that, our second objective is knowledge and persuasive. We aim to create liking, preference, conviction, and purchase of a Tata Nano car. We can do the comparison with other cars which are higher purchase price and this price is not every people will be affordable especially lower income families and students. Beside that we will convince current purchasers that we will give the potential customer to enjoying the good experience with Tata Nano by give try to drive the Tata Nano before buying the car. And also will provide them warranty to the Tata Nano. We will organize all the promotion strategies with lower cost to maintain the lower purchase price for the Tata nano in Malaysia. 4.2 Promotion Tag line ‘Have Fun, Pay Less, get more with Tata Nano Why we establish this tag line? Because this is make all the Malaysian to easy to remembered Tata Nano and feel happy all the ways with Tata Nano. Tata Nano is safety and you can travel everywhere by Tata Nano with your family or friends with fun, but you just need to pay all of this at lower price -Pay Less Get More. Beside that we can enjoying special fun with Tata nano, our earth also will feel happy with Tata nano because Tata nano also is the environment friendly car. 4.3 Advertising Program We aims to inform Malaysians this is the cheapest car in the world and persuade Malaysians to buy Tata Nano due to this car is safety, useful, all in good quality and also environment friendly by developing an advertising program. 4.3.1 Online Advertisement First step we start before lunching Tata Nano, we do the online advertisement. Tata Nano created a Web site www.tatanano.com on March 2009 to better communicate with the customers. In the Web site, we posted the photo categories and videos to provide customers the information and special features of Tata Nano and bring them inside the company. In addition to photos and videos, the web site links to recent news about Tata Nano and space for public feedback. Besides that, Blogs have become an important outlet for word of mouth which are regularly updated online diaries. Blogs is bringing together people with common interests. They vary wide and can influence a vast audience due to many internet users have read Blogs. We can establish the blog network and carefully monitoring to find out whats on peoples minds especially the potential customers. This is a cheapest and good way to build up brand awareness. 4.3.2 Television Advertisement Television advertisement is very expensive but this is the most powerful to perform the Tata Nano to the public by demonstrating Tata Nano attributes and persuasively explaining their corresponding consumer benefits. By lower advertising budget, we cannot do the TV advertisement in whole day, so we just choose the prime time (7pm 11pm) to place the advertisement. By properly designed and executed TV advertisement can improve brand equity and affect sales and profits. 4.3.3 Radio Advertisement Most of the Malaysians listen to the radio daily. Now a day have many facilities such as MP3, hand phone and so on, is convenience for the people to listen the radio anytime at anywhere, This is a cheap and pervasive medium for us to create the brand awareness by repeatedly listen the advertisement and the brand name. Advantages of the radio advertisement are flexibility, quick response and also more effective media for reaching teens. 4.3.4 Newspaper Advertisement Beside that the radio, most of the Malaysians also will saw a newspaper everyday. So this is good market coverage. From here, Tata Nano can get the broad acceptance and good reputation from Malaysians. Newspaper advertising is inexpensive. 4.4 Marketing Campaign This Marketing campaign is base on every four month : 4.4.1 Marketing Campaign for July 2009 to October 2009 Tata Nano will lunch at Malaysia on July 2009. Launching program is very important for positioning which is the act of designing Tata Nano and image to occupy Malaysia in the minds of the target market. Launching program also is one of the promotion strategies to build awareness, through launching at public center Tata Motor will introduce the Tata Nano to market. In July and August, we focus on marketing campaign which will take place at all the IPTA and IPTS which have organize the convocation, by providing product display and banner; and the peoples can have the experience with Tata Nano by provide the opportunities to drive Tata Nano around the campus. Theme for this campaign is Good future with Tata Nano. Reason for this marketing campaign is one of our targets are students such as fresh graduate who just get the new job and also the international students. Fresh graduate need the transportation in their working life but they cant afford to buy the too expensive car; international student just need the car which is economy and using it in short period around 2-3years for their student life in Malaysia. This is cheapest cost by event or campaign in the campus. In September and October, Malaysians will celebrate two big festivals together, there are Hari Raya Puasa Aidifitri and Deepavali. So we can focus on lower income group with family especially those are come from Malay family or Indian family. Use the mail, telephone, fax, e-mail to communicate directly with them. Base on historical, more of the Malay or Indian will buy the car before festival. Raya with Tata Nano can be the theme for our campaign at this period, and promote them Tata Nano is cheapest and safety. 4.4.2 Marketing Campaign for November 2009 to February 2009 In November and December, Malaysia have the Mega Sales due to Merry Christmas and New Year in the end of the year at whole Malaysia so that have many people will go to shopping. We can organize the event at shopping centers in Malaysia such as KLCC, Midvalley, Berjaya Times Square, and Sungai Wang by providing product display and banner. On January and February, most of the employees in Malaysia will get the bonus in this period so the purchasing power will increase. Beside that Chinese New Year is at February. Send the brochures to the small and medium company or office and do the introduction or briefing to them. Follow by mail, telephone, fax or e-mail to developing effective communication. 4.4.3 Marketing Campaign for March 2009 to June 2009 We will do the road show at every state (whole Malaysia). We can have the road show at the center market such as all market at all the state. Have many people will go to market early morning to buy the vegetable, take the breakfast or buy the necessary things. Most of them are women or housewife who may be come from the lower or medium income family. Some of them go to Pasar by motorcycle or by bus. There are our target markets. We can promote Tata Nano to them such as, Tata Nano is the cheapest car in the world, Get the Tata Nano to be second car for their family member especially for their children or elder parent, Easy life with Tata Nano. Housewife or mother can go to Pasar or anywhere by Tata Nano better than motorcycle or by bus for complete their daily matter more effectively. When the women get the news, they will pass this news to their friend immediately. This will help us to promote Tata Nano effectively in the local society. At the road show, people also can get the exper ience with Tata Nano by have the opportunities to drive the Tata Nano car before purchase it. 5.0 Channel of Distribution Strategies 5.1 Direct marketing channel (zero-level channel) We perform the Tata Nano in Malaysia by selling it directly to customers. Customers can deal directly with our dealers and make the booking for Tata Nano by visit our sales office or at any special event/campaign. Besides that, customers also can get the information or make the booking via the telephone (1-800-88-nano) and through the Internet ( www.tatanano.com ). By this way we can save more cost and maintain the cheapest purchasing price rather than through retailers or resellers. 5.2 Physical Flow From the diagram, can know that Tatanano will send the paths to the Malaysia after received the order from the sales office. After that, we will assemble a car at the workshop. Finally, send to the customers directly. From here, we can often provide faster delivery to customers because we are closer to the customers. 5.3 Payment Flow Customers can paying bills by cash or do the financing from bank. Customers pay less by this diagram due to not need to pay extra commission to third party such as wholesalers or retailers. Tata Motor also can collect the payment more efficient. 5.4 Information Flow Customers can get the information directly from Tata Motor such as new product, price development and so on. Tata Motor can more understanding customers needs when receiving customers, response calls and mailings or through internet blog. If customers have any need or complaint, we can satisfy them immediately by deal with customers directly. 5.5 Promotion Flow Marketing Campaign/Event Have two ways of promotion flow, directly and indirectly. Directly is well organize the marketing campaign, event and road show. By this way, well promote Tatanano to target market by face by face and provide the opportunities to them try to drive the Tatanano. Indirect ways are we will do the advertisement through media such as internet, TV, radio and also newspaper. By this promotion flow, Tata Motor aims to create brand awareness and increase the sales in the Malaysia. 6.0 Financial Plan This section will offer the overview of Tata Nano related marketing activities. It is include, sale forecast, expense forecast, break even analysis and how those relate to the market strategy. 6.1 Break even analysis Break even analysis indicates that 3369 unit or $ 46,168,776 will be required in monthly sales revenue to reach the break even point. Table: Break Even Analysis Break even analysis : Monthly unit break even 3369 Monthly sales break even $46,168,776 Monthly unit production 6083 Average per unit revenue $13704 Average per unit variable cost $8,954 Average per unit fixed cost $2630.28 Estimated monthly fixed cost $16,000,000 6.2 Sales forecast Sale was forecasted quarterly basis, with adjustment of seasonal factor. At Malaysia there is 3 main celebrations each year, which Aidil Fitri, Chinese new year, and Deepavali, those factors was used as seasonal factor. Since one of our target markets is fresh graduate student, graduation month also was used as seasonal factor to adjust our forecasted sales. The sales was fore

Making Moral Decisions: The Synergistic-Reflective-Equilibrium Model :: Philosophy

Making Moral Decisions: The Synergistic-Reflective-Equilibrium Model ABSTRACT: This treatise is a contribution towards the understanding of why humankind cannot agree on the foundation of morality and why moral pluralism is the logical constitution of moral reality. The synergistic-reflective-equilibrium model is the model that will describe how persons can make moral decisions as pluralistic agents. If this model is correct, then it will not be a new discovery, rather, it will be a new description of how pluralistic agents do in fact make moral decisions. This synergistic-reflective-equilibrium description should then be useful not only in giving a fuller understanding of how moral decisions ought to be made, but also how moral philosophy can be united into a pluralistic collective whole. The first part of this paper defines the synergistic-reflective-equilibrium mode. It briefly explains how it is a combination of both the theory model of moral decision-making and the intuition model of moral decision-making. The second part of this paper defines mi d-level principles and explains how they are a natural development of the synergistic-reflective-equilibrium method. It will then be shown that both Mill and Kant used this method in their own moral theories. Lastly, it will be shown how "weighing and balancing" and "specification" are integral components in this model and were also practiced by Mill and Kant in their moral systems. Introduction This treatise is a contribution towards the understanding of why humankind cannot agree on the foundation of morality and why moral pluralism is the logical constitution of moral reality. The synergistic-reflective-equilibrium model is the model that will describe how persons can make moral decisions as pluralistic agents. If this model is correct, then it will not be a new discovery, rather, it will be a new description of how pluralistic agents do in fact make moral decisions. This synergistic-reflective-equilibrium description should then be useful not only in giving a fuller understanding of how moral decisions ought to be made, but also how moral philosophy can be united into a pluralistic collective whole. I. The Synergistic-Reflective-Equilibrium Model The synergistic-reflective-equilibrium model is the position in which the justification of what is right or wrong is done by using neither a pure theory model, nor a pure intuition model. The synergistic-reflective-equilibrium model is a back-and-forth process—starting with particulars and going to the general and back to the particulars and so on and so forth. This is a constant process that never really comes to closure as new decisions are constantly having to be made.

The Authenticity of Hecate in Macbeth Essay -- Macbeth essays

The Authenticity of Hecate in Macbeth      Ã‚  Ã‚   The authenticity issue of Macbeth's Hecate endures. Recent critics still argue about whether the scenes are Shakespearean, why they are or are not, and what the implications are one way or the other. Some critics cling to the authenticity of the Folio while others wave their copies of Middleton's "The Witch" in protest. The modern director and reader then will find no clear direction to read or not to read from textual scholarship. Instead, would-be travellers to the world of Macbeth had better consider their options and ask specifically: what does Hecate add with her appearance and how do these additions impact the play?    Some critics have made the mistake of trying to dismiss Hecate as a fetching song-and-dance girl. In his Introduction to Macbeth, editor Kenneth Muir remarks: "The Hecate passages were clearly invented to introduce the songs and Middleton is usually blamed for these insertions" (xxxiii). But more recent critics like Henri Suhamy take umbrage with both the form and the substance of this argument. Suhamy notes: "the direction printed in italics in the Folio, after line 33 (III,v)--"Musicke, and a Song"--does not mention any identifiable song, contrary to what is indicated by most editors" (274). Stallybrass seems also to believe that Hecate is there to dance, but at least he credits her with a particularly important number: "the dance of Hecate and the six Witches gives a concrete dramatization of the 'deed without a name' (IV.i.49) which reverses the whole order of 'Nature'" (200). What Hecate's interpolation really supplies, however, is order and much more: balance, authority, direct ion, and reason are all part of the substance she provides.    .. ...ologie." In Minor Prose Works. Ed. James Craigie. Edinburgh: Scottish Text Society, 1982. Muir, Kenneth. "Introduction." In Macbeth. Ed. Kenneth Muir. New York: Routledge, 1992. Palmer, D.J. "'A new Gorgon': visual effects in Macbeth." In Focus on Macbeth. Ed. John Russell Brown. Boston: Routledge, 1982. Perkins, William. The Damned Art of Witchcraft. (xeroxed copy) Shakespeare, William. Macbeth. Ed. Kenneth Muir. New York: Routledge, 1992. Stallybrass, Peter. "Macbeth and Witchcraft." In Focus on Macbeth. Ed. John Russell Brown. Boston: Routledge, 1982. Suhamy, Henry. "The Authenticity of the Hecate Scenes in Macbeth : Arguments and Counter-Arguments." In French Essays on Shakespeare and His Contemporaries: 'What Would France With Us?" Ed. Jean Marie Maguin and Michele Willems. Newark: University of Delaware Press, 1995.   

Essay: the Promise of the Sociological Imagination

JaypeeII – AB Sociology 10-10-11 Socio 212MWF / 1:30pm – 2:30pm The Promise of the Sociological Imagination (By: C. Wright Mills) Charles Wright Mills (1916-1962) was an American sociologist, and a social commentator and critic. He was born on August 28, 1916 in Waco, Texas. Mills has been described as a â€Å"volcanic eminence† in the academic world and as â€Å"one of the most controversial figures in American social science†. He is committed to social change and angered by the oppression he saw around him. He was anti-authoritarian, showy and an individualistic. I figured out that, he got married three times by different women (Dorothy Helen Smith, Ruth Harper and Yaroslava Surmach) and had two daughters (Pamela and Kathryn) and one son (Nikolas Charles). Mills died on March 20, 1962 – cause of major heart attack. One of the most influential works of Mills (that he coined) was the Sociological Imagination (1959), in which he set out his views on how social science should be practiced. Sociological Imagination plays an important role in explaining the nature of sociology and its relevance in daily life. He defined it as, â€Å"the vivid awareness of the relationship between experience and the wider society†. In addition, he believed in the power of the Sociological Imagination to connect â€Å"personal troubles† to â€Å"public issues† – is the ability to see things socially, and how they interact and influence each other. Therefrom, to have a Sociological imagination, a person must be able to pull away from the situation and think from an alternative point of view. It requires thinking ourselves away from our daily routines, and then looking at them over. C. Wright Mills pointed out three components that form the Sociological Imagination: (1) History – how a society came to be, how it is changing, and how history is being made in it. (2) Biography – the nature of â€Å"human nature† in a society; what kind of people inhabits a particular society. (3) Social Structure – how the various institutional orders in a society operate, which ones are dominant, how are they held together, how they might be changing, etc. (http://en. wikipedia. org/wiki/C. _Wright_Mills). The Promise of Sociology details how C. Wright Mills’ notion compels us to investigate into an individual’s biography and lifestyles, and place their findings within the surrounding circumstances – in which events occur in order to perceive the whole picture of the society in which the individual survives. According to him, what occurs in any individual’s life is interrelated with society as a whole. Mills mentioned that, presently individuals, men and women often feel that their private lives are series of traps in which they sense that they cannot surpass these traps (troubles) within their everyday lives. Hence, what people are aware of and what they try to do are usually, confined by their private cycle by which they live and because of their visions of powers were limited to different things or group – they move imaginably and remain as an observer to their surroundings. The more they are aware of those things (within their environment), the more they seem to feel being deceived. He stated that facts of contemporary history are also facts about the success and the failure of individual men and women. Since, when a society is industrialized, a peasant becomes a worker; a feudal lord is placed or becomes a businessperson. Moreover, when classes rise or fall, a man is employed or unemployed; when the rate of investment goes up or down, a man takes a new heart or goes broke – these few cases are facts that usually happen in present days. Until now, individuals usually do not determine the troubles they suffer in terms of historical change and institutional conflict. Like Emile Durkheim, as stated to his study regarding the historical transformation from mechanical to organic solidarity – what causes the change or transformation between them was the increase in dynamic density of the society. Because of a sudden transformation in every period, people had the difficulty to know or recognize disastrous changes due to historical facts that are now immediately becoming â€Å"merely history† – a history that now affects every man is world history because of its highly specialized. Mills also emphasized that, everywhere in the underdeveloped world, ancient ways of life are broken up and vague expectations become urgent demands. Everywhere in the overdeveloped world, the means of authority and of violence become total in scope and bureaucratic in form – like what Durkheim discussed about the LAW (the concept of his theory). This can be interrelated to the Restitutive Law, a characteristic of organic solidarity – where individuals in this more modern type of society were asked to comply with the law. Thus, Mills explained that it is not only information and skills of reason that the commonality need, since information frequently controls their attention and devastate their capacities to understand it. Like Georg Simmel’s theory, The Tragedy of Culture. Where in it, he argued that people are doomed to increasingly less understanding of the world they have created and are destined to be increasingly controlled by that world. Then what they need is the quality of mind that will help them to use information and to develop reason in order to achieve understandable summary of what is going on in the world and of what may be happening within them. Thus, Mills believed that knowledge, when properly used, could bring about change and the good society. Furthermore, he added that, if the good society was not yet here, it was primarily the fault of intellectuals – people of knowledge. Mills said, to understand this â€Å"Imagination† would be to see the connection between personal troubles and public issues. Where â€Å"Personal Troubles† are problems that are felt personally, which are caused by occurrences or feelings in an individual’s life; and â€Å"Public Issues† are issues that affect a group or mass of people with their roots associated within an organization or institution and history of a society. A person can become homeless for many reasons: a family member throws them out of their home because they do not contribute financially, or they become incapable of caring for themselves due to mental illness, or they become addicted to drugs and lose their home trying to support their habit. These are a few examples of personal troubles which most would think are brought about by the individual alone and therefore can be solved by them. However, when using Sociological Imagination, one can see that homelessness is also a social problem. Therefore, Charles Wright Mills made a significant contribution in, his integration of American pragmatism and European sociology which lead to innovative work in the sociology of knowledge; he completed a substantial range of studies in what was a short working life; and lastly, he provided a considerable and lasting intellectual stimulus to others. Sociological Imagination then, enables us to grasp history and biography and the relations between the two within society – that is its task and its â€Å"PROMISE† and this is the purpose of classical social analysts. Sociological Imagination is becoming the major common denominator of our cultural life and its signal feature (this quality of mind is found in the social and psychological sciences). It is not merely a fashion, it is a quality of mind that seem most dramatically to â€Å"PROMISE† an understanding of the intimate realities of ourselves in connection with larger social realities. It is not merely one quality of mind among the contemporary range of cultural sensibilities – it is the quality whose wider and more skilled use offers the promise that all such sensibilities and in fact, human reason itself will come to play a greater role in human affairs. In addition, you cannot understand the life of an individual or the history of society without the understanding personal troubles and public issues of the commonality.

Feminine Transformation In Gilman’s “The Yellow Wallpaper” Essay

Fiction is often used as a vehicle to convey radical ideas to readers. These ideas are usually reflected in the themes of the stories so that the clarity of expression is more apparent. The theme of Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper† is quite unique in that it expresses feministic ideas in a seemingly ordinary situation. â€Å"The Yellow Wallpaper† is a story that reveals various truths about the woman and chronicles the feministic transformation of this woman towards modern womanhood. Gilman employs the first person perspective in her story to allow her unnamed protagonist to reveal elements of her emotions that would otherwise be concealed from the audience. The protagonist, along with her physician husband and a certain Jenny move into a huge house for the purpose of her recovery from an illness; in the house the husband assigns a room for the both of them which is a large room with distinctive yellow wallpaper all over the walls. The protagonist is then disturbed by the wallpaper and begins to derive images from it which in turn is used as a metaphor for her feministic transformation. The earlier part of the tale reveals much about how the traditional woman actually is. The very first aspect of the traditional woman that one would easily notice from the text is a submissive personality. The lines, â€Å"But John says if I feel so, I shall neglect proper self-control; so I take pains to control myself – before him, at least, and that makes me very tired. † (Gilman) illustrate how the protagonist neglects her own feelings before her husband and this implies that if she prioritizes what her husband felt over what she felt, she was quite likely to do the same with other more menial things making her exceptionally submissive. Another aspect of the woman revealed in earlier parts of the tale is the feminine view on marriage. In the lines, â€Å"John laughs at me, of course, but one expects that in marriage. † (Gilman) the protagonist describes how her husband reacts to her when she complains about something weird in the house they were moving into. When the husband laughs, the protagonist concludes that this is normal when two people are married. In effect, the protagonist views marriage as an excuse for ridicule and the fact that she is married to someone requires that she accept that ridicule as part of being married. This is a strange perception on the part of the protagonist but because of the submissive attitude of this main character it is not surprising that she should think this way. Other than this, her submission even affects her desire to write as she conceals her writing, hence, the protagonist admits, â€Å"I did write for a while in spite of them; but it does exhaust me a good deal† (Gilman) because she had to write despite contradictions from her husband as this made her feel better. The decision of the protagonist to write expresses the protagonist’s, â€Å"struggle to throw off the constraints of patriarchal society in order to be able to write. † (Thomas) So, in these first few parts, the author describes the current state of the protagonist, where â€Å"Women were cast as emotional servants whose lives were dedicated to the welfare of home and family in the perservence of social stability†. (Thomas) In a way, the author even discreetly refers to the sexual inadequacies of the relationship by referring to a â€Å"nailed-down bed† in the lines, â€Å"I lie here on this great immovable bed – it is nailed down, I believe†¦Ã¢â‚¬  (Gilman) Eventually, as the protagonist focuses her attention on the yellow wallpaper and the fact that her husband insists that they do not change it despite pleas from the protagonist, she begins to see the wallpaper as something else reflecting the bondage that she experienced from being isolated and treated inappropriately by her husband. This is quite clear in the lines, â€Å"Behind that outside pattern†¦a woman stooping down and creeping about behind that pattern. † (Gilman) Here, the protagonist initially describes a woman apparently caged behind the wallpaper patterns. While this could be images within the protagonist’s mind, it definitely reflects how she feels being in the room and in her situation. This image of bondage is further amplified by the lines, â€Å"At night in any kind of light†¦worst of all by moonlight, it becomes bars! The outside pattern I mean, and the woman behind it is as plain as can be. † (Gilman) It is at this point that the protagonist expresses an intrinsic feeling of bondage because she is not able to express it outwardly, and so, projects the feeling unto the wallpaper. This particular incident, â€Å"is a reaction to the lack of free agency that women had in the late 1800’s â€Å". (Gilbert) Soon, days before the last day the couple was to spend in the mansion, the protagonist breaks free and becomes a new, more liberal woman. This is implied in the lines, â€Å"I pulled and she shook, I shook and she pulled, and before morning we had peeled off yards of that paper;† (Gilman) which the protagonist used to describe her peeling off the paper. During the motions she admits to helping the woman behind the patterns but indirectly, this implies that the woman she was helping was herself. The act, therefore, of tearing the wallpaper was parallel to freeing the woman behind the patterns, and so, freeing herself from her personal bondage. (Garcia) The protagonist, hence, went from being a traditional woman to a liberated woman in her feminist transformation, even when the conclusions of the story seemed to imply that the protagonist had lost her mind because of the isolation, hence, the lines, â€Å"†I’ve got out at last,† said I, â€Å"in spite of you and Jane. And I’ve pulled off most of the paper, so you can’t put me back! † (Gilman) where she had finally fused her own persona with the persona of the woman behind the patterns. Quite obviously, the textual evidence in this tale consistently describe the struggles of a woman from being the kind enslaved by a patriarchal society to someone who was able to express her own individuality, albeit, unconventionally. The story very clearly describes how one woman transformed gradually from being traditional to being the new or modern woman. ? Works Cited Garcia, Viola. â€Å"Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper†. † fgcu. edu. N. p. , 2009. Web. 1 Aug. 2010. . Gilbert, Kelly. â€Å"The Yellow Wallpaper: An Autobiography of Emotions by Charlotte Perkins Gilman . † fgcu. edu. N. p. , 2009. Web. 1 Aug. 2010. . Gilman, Charlotte Perkins. â€Å"The Yellow Wallpaper. † EastoftheWeb. com. N. p. , 2006. Web. 1 Aug. 2010. . Thomas, Deborah. â€Å"The Changing Role of Womanhood: From True Woman to New Woman in Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper†. † fgcu. edu. N. p. , 2009. Web. 1 Aug. 2010. .

The Nature of Evil in William Shakespeare’s Hamlet

Society has been preoccupied by the concept of good and evil since the emergence of civilization and, just as humankind has evolved over time, so has the definition of evil. Evil was first used to describe someone who placed themselves above others and it wasn't until the Old and Middle English period that evil became associated with wrong-doing. As time passed, the definition continued to become increasingly more specific until it reached its modern day definition: â€Å"extreme moral wickedness. (www. etymonline. com/index. php? term=evil) However, what one ultimately defines as evil depends on one's personal experiences, frame of reference, and culture. For instance, during World War II, the Americans believed that dropping an atomic bomb on Hiroshima was an act of good as it ended conflict with the Japanese. On the other hand, the Japanese viewed it as an act of evil as the bombings resulted in the deaths of thousands of people.This proves that good and evil cannot always be see n as simply black or white, but also as shades of grey making it difficult to label characters in various literary works, especially those of William Shakespeare. The ambiguity of evil in William Shakespeare's Hamlet forces spectators to interpret each character's thoughts, actions, and personality in order to place them properly on the gradient of evil. Regardless of one's personal idea of evil, Claudius can be seen as a villain from many standpoints.He constantly performs actions with malicious intent and expresses true love only for himself. The first and most important act that Claudius commits is the murder of his own brother, which he does to obtain the crown of Denmark, as described by King Hamlet's ghost: Now, Hamlet, hear. ‘Tis given out that, sleeping in my orchard, A serpent stung me – so the whole ear of Denmark Is by a forged process of my death Rankly abus'd – but know, thou noble youth, The serpent that did sting thy father's life Now wears his cro wn. (I. v. 34-40)The ghost's speech shows the true nature of Claudius' evil as he allows himself to kill his own brother. However, this is not to say that Claudius does not understand the nature of his sins. Following ‘The Murder of Gonzago', a test of his conscience set up by Hamlet, Claudius feels overwhelmed with guilt and self disgust; he attempts to repent for his sins and expresses that he realizes the magnitude of what he has done: O, my offence is rank, it smells to heaven; It hath the primal eldest curse upon't– A brother's murder. (III. iii. 37-39)This is the first and only time that the readers or spectators see Claudius acting as a normal human being and showing or recognizing his emotions. This is very important as many people believe that repentance leads to mercy. However, Claudius finds himself unable to properly do so as he comes to realize that he does not feel remorse for what he has done since he continues to reap the rewards of his deed: Pray can I not, Though inclination be as sharp as will, My stronger guilt defeats my strong intent†¦ My fault is past – but O, what form of prayerCan serve my turn? ‘Forgive me my foul murder? ‘ That cannot be, since I am still possess'd Of those effects for which I did the murder– My crown, mine own ambition, and my queen. †¦ My words fly up, my thoughts remain below. Words without thoughts never to heaven go. (III. iii. 36-40, 51-55, 97-98) If Claudius had successfully repented for his sins, he would no longer be labelled as an evil character. He is, however, unable to do so. Despite Claudius' callousness, the fact that he even attempts to repent is honourable.However, by continuing to manipulate, destroy, and murder he voids any chance of forgiveness. He uses his â€Å"son† as a scapegoat by focusing all of the negative attention on him and thus avoids negative attention himself, marries his brother's widow, turns Hamlet's childhood friends against him, and ultimately causes the deaths of all the main characters in the play. He uses his charm and political power to unleash increasing amounts of chaos proving that, â€Å"One may smile, and smile, and be a villain! † (I. v. 07) In the end, it is Claudius who is responsible for trapping otherwise innocent characters in a chain of deception, deceit, and destruction which is escapable only by death. Hamlet is the primary victim of Claudius' malevolent deeds, causing a dramatic shift in his nature. He becomes a slave to misfortune and feels the need to right the wrongs in his life, specifically the murder of his father. Upon hearing the truth about the nature of his father's death, Hamlet becomes a vital part in the cyclical pattern of evil as he vows to take revenge on his uncle, Claudius: Haste me to know't, that I with wings as swiftAs meditation or the thoughts of love May sweep me to my revenge. (I. v. 29-31) Although Hamlet is â€Å"a victim† of Claudius' deeds, the reader is unable to sustain any feeling of heightened pathos once he seeks justice by exacting revenge. However, one must take into consideration the common thought processes of the time. It wasn't until recently that society began to view retributive justice as unacceptable and morally wrong. Therefore, Hamlet would have been justified in his attempts to get revenge for his father's murder.In addition, getting revenge gives Hamlet no personal gain except the redemption of his father's name, while Claudius kills with power in mind. Furthermore, Claudius is responsible for the death of an innocent while Hamlet is only concerned with killing those who are guilty, particularly his uncle. Hamlet even takes precautions, such as arranging the performance of ‘The Murder of Gonzago', to prove his suspicions and keep a clean conscience: I'll have groundsMore relative than this—the play's the thingWherein I'll catch the conscience of the King. II. ii. 603-605) By trying to f igure out whether or not Claudius is guilty, Hamlet shows that he is trying to cause the least damage possible and does not want to kill those who do not deserve it. A truly evil person would not care whether or not their victim was innocent, as is the case with Claudius. Unfortunately, Hamlet becomes tangled up in his thoughts and emotions and causes more problems than he intends to; primarly when Hamlet and his mother are talking and Hamlet attacks Polonius who is hiding behind an arras.The attack kills Polonius, who Hamlet initially thought was Claudius. While some may consider this to be evil, Hamlet recognizes the event as a tragic accident: A bloody deed. Almost as bad, good mother, As kill a king and marry with his brother†¦ Thou wretched, rash intruding fool, farewell. I took thee for thy better. Take thy fortune. (III. iv. 28-29, 31-32) By comparing the murder of Polonius to the murder of his father, Hamlet acknowledges that what he has done is wrong but unfortunately this does not allow him to escape the repercussions which follow.Killing Polonius is the biggest mistake that Hamlet makes in the play, turning Laertes against him and leading to the death of both himself and Ophelia. Although Hamlet can be seen as unnaturally cruel many times throughout the play, he is not evil. Hamlet is simply trying to play the cards he has been dealt in life. Throughout Hamlet, Laertes is described as a very loyal and noble gentleman. Unfortunately for Laertes, he suffers the same fate as poor Hamlet. He loses his father and his sister, just as Hamlet loses his father and mother.Following his father's death, Laertes feels the need to kill to uphold his family's name. At first Laertes believes the murderer to be Claudius but when Claudius convinces him otherwise, Laertes shifts his attention towards Hamlet. In order to get Laertes to do this, Claudius manipulates him into thinking that Hamlet is the root of all evil and must be taken care of. Laertes agrees to d o so and even contributes his own ideas: I will do't. And for that purpose, I'll anoint my sword. I bought an unction of mountebank So mortal but dip a knife in it, Where it draws blood, no cataplasm so rare,Collected from all simples that have virtue Under the moon, can save the thing from death That is but scratch'd withal. I'll touch my point With this contagion, that if I gall him slightly, It may be death. (IV. vii. 139-148) Similarly to Hamlet, it is not evil that gets the best of Laertes, but his emotions. His anger and sadness cause him to react drastically and he makes decisions at a time where he is unable to think straight. Laertes later comes to realize this as he reflects upon his plan to kill Hamlet: And yet it is almost against my conscience. V. ii. 288) At this point in the play, it becomes evident that Laertes' â€Å"evil† is not of his own creation but of Claudius'. It is not only Laertes who realizes this but Hamlet as well, allowing the men to see the simi larities in their situations and apologize to one another: He is just serv'd. It is a poison temper'd by himself. Exchange forgiveness with me, noble Hamlet. Mine and my father's death come not upon thee, Nor thine on me. (V. ii. 321-325) Unlike Claudius, the men are forgiven for their sins and are able to die as heroes rather than villains.This final act of nobility is what truly defines the characters of Hamlet and Laertes, not their mishaps. William Shakespeare's Hamlet exemplifies how it is not what a character does but who a character is that determines whether they are truly evil or not. Nevertheless, that is not to say that the character's do not fall victim to temptation or evil. It is the way that they handle themselves once they have done so that allows spectators an insight into their true nature. As Hamlet says, â€Å"There is nothing either good or bad, but thinking it makes it so. † (II. ii. 245-246)

Fashion in the sixties

Sylvia Ayton, a manner alumnus of the 1960ss one time said â€Å"Suddenly it was the lilting 1960ss ; it was the most exciting, fantastic and charming clip. To be a interior decorator so was fab. We kept our bandeaus but we abandoned our girdles, drawing on pantyhose changed our lives even more than the pill.† The 1960ss was a decennary of far making alteration and London was the Centre of it. Thankss to a convergence of music, movie, manner and societal alteration such as the civil rights motion, sexual release and feminism, the 1960ss became the decennary for the immature ; it was the clip of the Youthquake. Poster misss of the youthquake such as Jean Shrimpton, Twiggy and Penelope Tree were frequently on the screen of manner magazines such as Vogue. For manner interior decorators it was a clip of great alteration, they were able for the first clip to interrupt many manner traditions, mirroring the societal motions of the clip. Couturiers like Couregges and Yves Saint Lauren t were among the few that embraced the new age of design and started making vesture aimed at the young person instead than at their parents. They were besides among the first that experimented with stuffs such as PVC and shortening hemlines. In 1961 the LBD or small black frock which had become a genre in its ain right was reborn by Hubert de Givenchy when his design featured in the movie Breakfast in Tiffany’s. Givenchy designed the frock cognizing the wearer good ; he made the manner freshman and younger and in making so created an iconic manner minute. Audrey Hepburn’s elfin expressions and little figure contrasted aggressively with the smoldering gender of Anita Ekburg in her black frock in La Dolce Vita. Givenchy was expecting a manner to come. As was the interior decorator Andre Couregges, with a background in architecture one of his first inventions in the Sixties was the white LBD, which heralded the start of a new age of infinite consciousness. Couregges, along with interior decorator Paco Rabanne and Cardin were some of the first interior decorators to research ‘space age’ expressions and the usage of different engineerings and stuffs. In ’64 and as a direct influence of infini te travel the Parisian fashion designer Couregges launches his ‘space-age look’ which was both airy and vernal in cut and visual aspect. The interior decorator clothed his theoretical accounts ; caput to toe in shimmering white synthetics, – the coloring material, harmonizing to Couregges embodied the contemplation of white – adding the coloring material Ag which evoked the Moons contemplation. In add-on to these colorss he used splinters of Rhodid plastic plating, silver coloured spangles and vinyl phonograph record, in the spring of ’65 Couregges’ ‘moon girls’ stepped onto the catwalk for the first clip. The interior decorator combined short somewhat flared frocks with snow white wool coats, angular neckbands, futuristic spectacless, and unfastened toes white boots. This aggregation was made to be wearable and comfy for immature adult females ; he besides designed level white boots – which are now known universally as â €˜go-go’ boots – to guarantee easiness of motion. Paco Rabanne besides used his preparation in architecture to force manner engineering further, the interior decorator created sculptural frocks made from fictile phonograph record and metal ironss which frequently entailed utilizing plyerss instead than run uping acerate leafs during the building. This extremist experimentation was an progressively widespread characteristic of elect manner in the Sixties. Diana Vreeland was an of import figure in the Sixties ; she was unfastened to everything that was new, different and wild, therefore she was an devouring protagonist of Couregges ‘Space Age ‘movement. She became the editor of American Vogue in 1962 and was the ‘Original High Priestess of Fashion’ . Many influential interior decorators and editors to this twenty-four hours depict her as the biggest inspiration for their callings. Her words were powerful and influential ; she christened new tendencies and the people who made them with catchy headlines and metaphors. Her words such as ‘beautiful people’ and Youth quake’ sums up the creative, smart and rich plangency of the Sixties decennary. Her reaching in ’62 had been handily timed, with her infinite energy and genius for the extraordinary ; she non merely captured the kernel of the clip but shaped them – seting unconventional beauties like Twiggy and Cher on the forepart scre en, and having the Beatles and Mick Jagger on inside spreads, she turned Vogue into a magazine that no longer catered for merely society adult females. Vreeland besides changed the face of modern beauty, Jean Shrimpton and Penelope Tree were Vreeland misss and for the first clip, theoretical accounts were stars and stars like Audrey Hepburn were theoretical accounts. One of Vreeland misss, Jean Shrimpton was the first high-fashion theoretical account to besides be a popular cover girl, her freewheeling manner made it possible for a whole universe of misss her age to link with the elegant and expensive apparels she modelled. A alumnus of the Lucie Clayton College, she was foremost spotted by David Bailey. As a twosome the brace became emblems of London in the early Sixties. Bailey said ‘it’s about impossible to take a bad image of her and that even in her passport she looked a great beauty’ . Shrimpton was a family name by the clip she was twenty five, she is besides credited with altering the class of popular manner. The miniskirt may hold been born on the catwalk but Shrimpton’s visual aspect in a mini frock at the Melbourne Cup in Australia ensured that every adult female wanted one. Shrimpton was a totem for British manner. British Vogue said of the Sixties and Shrimpton that â€Å"the universe all of a sudden wante d to copy the manner [ Britain ] looks. In New York it’s the ‘London Look’ and in Paris it’s ‘le manner anglais† . One of the most celebrated faces of the Sixties was Lesley Hornby Aka Twiggy. As a teenage theoretical account she weighed merely six and a half rock, but her organic structure matched Diana Vreeland’s description of the perfect modern-day silhouette ‘the smallest calves ; the straightest legs ; bantam, narrow, lissome pess ; beautiful carpuss and throat’ . Her calling started as a happy accident, at 5†6 Twiggy had been told she was excessively short to go a theoretical account but after Leonard of Mayfair, protege of Vidal Sassoon cut her long hair into a pixie harvest for a promotional shoot, her calling all of a sudden rocketed. This transmutation twinned with the theoretical accounts ain manner of make-up which consisted of three braces of ciliums, painted dolly ciliums on her lower palpebra and bare lips earned her the rubric of ‘The Face of 66’ . Where Jean Shrimpton embodied the realistic side of the Sixties, Twiggy came to stand for the Youth temblor coevals. Across the H2O in America there was another Sixties icon, Penelope Tree. 1968 was the ‘Tree’s’ twelvemonth, and she changed the impression of beauty. Tree non merely challenged the conventions of beauty but besides her celebrated line of descent. Similarly to Twiggy, the Tree was created her ain image, frequently shaving her superciliums and attaching false ciliums on the bottom rims of her eyes, she didn’t fit an ideal. In 2008 she said, â€Å"I felt I was an foreigner so I didn’t see anything incorrect with looking like one, † Tree was besides portion of what a journalist in 1967 called modeling’s new â€Å"Personality Cult, † which valued qualities other than cuteness. Other iconic theoretical accounts such as Veruschka, who portrayed herself as an artistic Gypsy and the alien Donyale Luna, the first black theoretical account to be internationally successful were portion of this ‘cult’ . The Sixties was a disrupti ve decennary for the African American community, civil rights militants used noncompliance and non violent protest to convey about alteration. The federal authorities in America were able to do legislative headroom with enterprises such as the ‘Voting Rights Act of 1965’ and the ‘Civil Rights Act of 1968 ) . It was besides a clip where many leaders from the African American community rose to prominence including Martin Luther King Jr, Rosa Parks and Malcolm X. They risked and sometime lost their lives in the name of freedom and equality. Donyale Luna’s success as a theoretical account heralded a alteration in manners attitude to African Americans. The Sunday Times Magazine hailed her as the’completely New Image of the Negro adult female. Fashion finds itself in an instrumental place for altering history’ . Naomi Sims was another black theoretical account who paved the manner for many, after infinite rejections from bureaus, during the 60s her continuity led to major track and column success. In 68 she appeared on the front screen of ‘Ladies’ Home Journal and had a strong presence in the manner universe. The interior decorator Halston told The New York Times that Naomi was â€Å"the great embassador for all black people. She broke down all societal barriers.† One interior decorator in specific was a innovator for colored theoretical accounts, Yves Saint Laurent ; he was the first of all time haute couture interior decorator to utilize colored theoretical accounts in his track shows. Saint Laurent’s repute was built on his supreme tailoring ; he was the first to feminize the dinner jacket, with ‘Le Smoking’ in 1966. The interior decorator believed that the pant suit belied a sensuous muliebrity ; paired with stilettos and a felt hat the spare men’s orienting merely highlighted a woman’s figure. The timing of this new design was perfect: It appealed to the desires of the immature adult female who was merely deriving entree to deliver control, political power, and an executive calling. Saint Laurent power-dressing by a decennary, the suit became a symbol of success for calling adult females throughout the universe. Pierre Berge, friend and concern spouse of Saint Laurent one time said that whilst ‘Chan el gave adult females freedom, Yves Saint Laurent gave them power’ . He was besides renowned along with Couregges for open uping pret-a-porter. In 1966 Yves alongside his spouse Pierre Berges turned off from the couture workshops and towards the handiness of pret-a-porter and in ’67 they opened a dress shop called Rive Gauche in Paris. The Boutique sold Saint Laurent’s ready to have on aggregations and accessories like aroma, accoutrements and cosmetics. Besides in ’66 after a brief suspension due to the pirating of his design Couregges reopened his design house holding created a tiered manner system with three scopes, priced and manufactured on a sliding graduated table ; Couture Future, Prototype and Hyperbole. This system was intended as a mass-marketed pret-a-porter, with the integrating of off-the-rack into the manner system and the cultural alterations in the 2nd half of the 20Thursdaycentury, this theoretical account was adopted by couture houses t rying to last. Mary Quant was another interior decorator who shaped the manner people dressed in the 1960ss, in 1964 she was responsible for taking the London Look to America and was renowned for being the British interior decorator that made miniskirts the icon of the sixtiess. Quant’s miniskirts were a far call off from the architectural mini lengths of Couregges in Paris, she used easy jersey forms in vivacious colorss traveling off from the 1950ss pastels. Quant besides played with the proportions of authoritative manner garments ; scaling up cardigans and doing jerseies into frocks, she was besides the first interior decorator to level the barriers between twenty-four hours and eventide wear. Quant one time said that â€Å"clothes should accommodate themselves to the minute. Girls want apparels they can set on first thing and still experience good in at midnight.†( Boutique, A 60s Cultural Phenomenon, Marine Fogg) . Not merely was Mary Quant a polar influence to all female interi or decorators as an enterpriser and an indispensable subscriber to the youthquake motion she was an icon. She wore her ain designs and epitomised the ‘dolly bird’ image of the immature 1960ss miss and modelled the archetypical 1960s Vidal Sassoon bowl haircut that rapidly became synonymous with her vesture. Decision hypertext transfer protocol: //www.vogue.com/voguepedia/Penelope_Tree hypertext transfer protocol: //www.vogue.com/voguepedia/Jean_Shrimpton hypertext transfer protocol: //www.vogue.com/voguepedia/Twiggy hypertext transfer protocol: //www.cocoandcreme.com/2010/10/iconic-cover-girls/ hypertext transfer protocol: //www.vogue.com/voguepedia/Yves_Saint_Laurent_ ( Brand )