One Flew Over the Cuckoo's Nest Essay Example | Topics and Well Written Essays - 750 words

One Flew Over the Cuckoo's Nest - Essay Example She is therefore the opposite of what a woman should be, especially one that is a nurse, and, as such, she represents the castrating female that men might fear. Argument We meet Nurse Ratched when she comes upon the black boys, who are, throughout the novel, a kind of background chorus, nameless and faceless, but always a part of the action. The boys are not doing anything particularly wrong, just standing around and talking. Nevertheless, Ratched descends upon them in fury - â€Å"she knows what they been saying, and I can see she's furious clean out of control. She's going to tear the black bastards limb from limb, she's so furious. She's swelling up, swells until her back's splitting out the white uniform and she's let her arms section out long enough to wrap around the three of them five, six times...† (Kesey, 1962, p. 5). What is interesting is the hyperbole that Kesey uses to describe the nurse – that she is large as a tractor, that her head is huge. This is told from the perspective of the Chief, and it is clear that the largeness of the nurse is symbolic of her degree of intimidation over the men. The description also makes her seem not just womanly, but not human. She seems more monstrous. This is symbolic, too, of her castrating female, as a monster is somebody who would represent somebody who might castrate a man. Nurse is somebody like a Medusa, who can turn men to stone just one glance. Therefore, it is obvious that Kesey wants us to see that Nurse Ratched is not just not maternal or caring, but that she is downright evil. Then, the description of the nurse changes, as she puts on her face for the people of the ward who might view her. It is obvious that she puts on a facade for people, as she does not want the world to view who she really is. When the other patients come out from their rooms to investigate what the commotion is, she immediately puts on her facade of sweetness - â€Å"smiling and calm and cold as usual† (Kesey, 1962, p. 5). Her actual physical features are very feminine - â€Å"face is smooth, calculated, and precision-made, like an expensive baby doll, skin like flesh-colored enamel, blend of white and cream and baby-blue eyes, small nose, pink little nostrils – everything working together except the color on her lips and fingernails, and the size of her bosom† (Kesey, 1962, p. 5). In other words, what the Chief perceived before – the nurse as big as a tractor, with arms long enough to wrap around the men six times, etc. - that represented the nurse's true self, which is that of the castrating female. The outward appearance, on the other hand, represents the face that she puts to the world, which is that of a feminine woman who is not controlling, authoritative or castrating. Like a sucubus, the mythical beautiful woman who may harm or kill men through their seductive ways, Nurse Ratched hides her true demon under a facade of beauty, which makes her all the more insi dious and all the more likely to be successful in castrating men. Her allure is on the outside, while her demonic side is on the inside. The power struggle with McMurphy represents the struggle with a man that she essentially cannot castrate, and this leads not only to her undoing, but McMurphy. Ratched has effectively neutered every other man who is under her umbrella of power, so that they do what she says, but McMurphy is different. He is different from the time that he presented himself into the ward - â€Å"

Euthanasia Persuasive Speech Essay Example for Free

Euthanasia Persuasive Speech Essay Imagine a world where anyone, even the curably ill or depressed, is easily assisted in suicide. Where someone else decides when you’re life is no longer worth living. Where it is a societal expectation to die rather than receive long-term care. Ladies and Gentlemen, this is the world that awaits us if we legalise euthanasia. Euthanasia, or assisted suicide, is defined as the practice or act of ending the life of a terminally ill person, usually by lethal injection. Though there is no exact specification for what ‘terminally ill’ may pertain to. Who would this definition extend to and who would be eligible to be euthanized? Some laws state that â€Å"terminally ill† means that death will occur in a relatively short time. Others are specifically stating within six months or less. Though this definition is futile, as medical experts state it is virtually impossible to predict the life expectancy of each specific patient. As this has been realised, numerous euthanasia activists have increasingly replaced references to ‘terminal illness’ to phrases such as ‘hopelessly ill’, ‘desperately ill’, ‘incurably ill’. In Thomas E. Joiner’s journal Suicide and Life- Threatening behaviour, an article described the guidelines for assisted suicide to be for those with a hopeless condition. The definition of ‘hopeless condition’ included terminal illness, severe physical or psychological pain, physical or mental debilitation or deterioration, or a quality of life that is no longer acceptable to the individual. In 2009, over 30% of euthanasia cases were carried out without consent in Belgium. Simultaneously, the number of cases had increased dramatically, specifically 40% greater in 2009 than in 2008. Furthermore, in 77. 9% of these cases the patients had been killed without an explicit request, nor a discussion of euthanasia. It seems extremely likely that, in Belgium, physicians are killing patients on their own cognizance with no regard for legal restraints. Is euthanasia truly a ‘voluntary’ practice, as described in the law? Even the enforcement of laws seems ineffective as they have proven to do little to ensure the safety of vulnerable patients. How can we ensure that these results will not be replicated in Australia if we follow in Belgium’s footsteps? Could euthanasia be considered a ‘slippery slope to legalised murder’? When analysing medicines primary taboo, as sworn in the Hippocratic Oath, ‘I will neither give a deadly drug to anybody if they asked for it, nor will I make a suggestion to this effect’ it becomes apparent that euthanasia purely contradicts this. Doctor assistance in the death of a patient is antithetical to the moral ethos and the primary goal of medicine. Their role as healer is fundamentally incompatible with euthanasia. Furthermore, euthanasia rejects the dignity and value of human life. The existing quality-of-human-life ethic would be replaced with a utilitarian and nihilistic death culture and a pessimistic view that the answer to life’s most difficult challenges is the intentional ending of human life. Such a radical shift in morality would fire dangerous consequences. Societal pressure and acceptance of this concept would influence the decisions of those who would originally never contemplate such a decision. Vulnerable people- the elderly, the ill, the depressed- would feel pressure- real or imagined- to request an early death through euthanasia. The legalisation of euthanasia would be detrimental to the strife for survival of the ill and depressed, to the vulnerable that health-maintenance organisations wish to exterminate, to the medical profession and to the overall value of human life. By legalising euthanasia we are allowing our world to transform into the unthinkable. When will someone else decide when you’re life is no longer worth living?

Business Plan For Opening A Family Shopping Complex Marketing Essay

Business Plan For Opening A Family Shopping Complex Marketing Essay INTRODUCTION Retailing is the set of business activities that adds value to the products and services sold to consumers for their personal or family use. A Retailer is the final distribution channel that links manufacturers to consumers. A Retailer performs following functions to create value for its product and services:- Providing an assortment of products and services Breaking bulk Holding inventory Providing service ABOUT THE STATE-UTTAR PRADESH Uttar Pradesh is a state located in the northern part of India, with a population over 190 million people; it is Indias most populous state and worlds most populous sub-national entity. With an area of 93,933 sq.mt ENVIRONMENT We can say that Environment consist of the entire solid, liquid, tangible and intangible thing around us. Environment also consists of areas and components that are strongly influenced by humans or it can be said that there are many factors of Environment that influence the decisions of humans. If we talk about Business Environment than our point of thinking will totally be different from the above mentioned definitions because Business Environment focus on the following matters:- understand the working of the economic system and its relationship with the business sector, analyze the impact of the changing policy regimes on business and anticipate the policy changes that are likely to occur or should occur in view of the national and international developments Environment also consists of SWOT analysis of the organization which represents the different factors that can affect the working conditions and rules and regulations of the organization. SWOT ANALYSIS STRENGTHS:- demographic favor rising disposable income increase in number of people in earner category urbanization shopping convenience low labor cost of skilled ones WEAKNESSES:- Policy related issues: lack of industry status for retail numerous license, permits and registration requirements Limited consumer insight: lack of detailed region specific customer data less data on spending pattern Inadequate human resources: lack of trained personnel at all level stringent employment and industry laws fragment approach to human resources Taxation hurdle: inconsistent octroi and entry tax structure vat and multiple taxation issues large grey market presence OPPORTUNITIES:- Potential for investment Location advantage Sectors with high growth potential Fastest growing formats Rural retail Wholesale trading Falling real estate cost THREATS:- Political issues Social issues Inflation Nostalgia Lack of differentiation among the malls that are coming Poor inventory turns and stock availability measures CULTURE Culture refers to the traditions, norms, ethics and values prevailing in the society. Culture is a very important factor that a retailer should always keep in mind while fulfilling the needs and demands of consumers so that a customer can be fully satisfied from his/her purchase. LOCATION STRATEGY There are three things which are most important in retailing and those are- location, location, and location. Location is typically the prime consideration in a customers store choice decision. For example, when choosing where you are going to have your car washed, you usually pick the location closest to your home or work. Most consumers similarly shop at the supermarkets closest to them. Location decisions have strategic importance because they can be used to develop a sustainable competitive advantage. Location decisions are risky. Typically, when retailers select a location, they either make a substantial investment to buy and develop the real estate or commit to a long-term lease with developers. Location Strategy used by Familys Choice Shopping Complex The location strategy used by Familys Choice is very beneficial to it as the place is near to Taj Mahal, which has an advantage that every year a good number of tourists came to visit Taj Mahal and they can gain a good number of customers for their products. Mostly the tourists are very eager to buy different products at reasonable prices specially when they came only for visit, relaxation and nothing else, so Familys Choice will be best suited to them. This complex also consists of cafà © so people can also enjoy some delicious things during their visit and shopping. VISION AND MISSION STATEMENT A vision is a statement of any business which is short, clear and very inspiring. It represents what a business target and what it wants to achieve in the future. Vision statement is just like an image that a business must have some goals before setting that how it going to achieve all those goals. A Mission is a statement which represents that what is the purpose of the organization? And to create a sense of belongingness among employees so that they can be motivated and perform their duties with more responsibility. A mission statement should be short and clear about the goals and priorities of the organization VISION AND MISSION STATEMENT OF FAMILYS CHOICE SHOPPING COMPLEX VISION To become one of the most strongest leader in the Uttar Pradesh in the family products and services segment MISSION To provide best goods and services with full guarantee Selling products at reasonable prices Provide online shopping facility Offer high quality products at low prices Strive to become the best retailer in the whole India within 5-6 years PRODUCTS AND SERVICES PRODUCTS OFFERED BY FAMILYS CHOICE Household Products like:- Eatables Soaps Bed sheets and pillow covers House cleaning products Utensils Other products:- Toys Goods needed for daily use by men Goods needed for daily use by women Shoes Lingerie and hosiery Perfect seasonal clothes Cosmetics and perfumes Food and drink SERVICES OFFERED BY FAMILYS CHOICE Organizing your assets Reviewing asset allocations and insurance Strategizing your financial, retirement, tax, and estate plans Offering a plan to simplify, consolidate, and integrate every aspect of your financial future. MARKETING PLAN A Marketing Plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. A marketing plan covers between one and five years. A marketing plan may be the part of an overall business plan. If u wants that your marketing plan should be strong than your marketing strategy should also be a strong one. A Retail Market Strategy consists of following points:- The Retailers target market The format the Retailer plans to use to satisfy the target markets needs The basis upon which the retailer plans to build a sustainable competitive advantage For the growth of my Familys Choice in future, I will focus on the following strategies:- MARKET PENETRATION:- A market penetration growth opportunity involves realizing growth by directing efforts toward existing customers using the retailers present retail format. And in my Familys Choice shopping complex, to meet this Market Penetration strategy, I will try to fully satisfy the existing needs of the customers by providing them goods and services of their choice and I will also go for charging reasonable prices so that more customers can be attracted towards Familys Choice. MARKET EXPANSION:- A Market Expansion Growth Opportunity involves using the existing retail format in new market segments. Familys choice is going to mainly target the household material for the ease of housewives and in order to expand its market, it will also provide goods required by kids and also the things which are commonly used by the men so that they can also buy some goods of their choice while coming with their wives for shopping. FORMAT DEVELOPMENT:- A retail format growth opportunity is an opportunity in which a retailer develops a new retail format-a format with different retail mix-for the same target market. In order to develop its format Familys Choice will also go for selling its products online and decided to create a website- www.familychoice.com so that people can get the products of their choice by sitting at home and to order the products on internet there would be free home delivery. DIVERSIFICATION:- A diversification growth opportunity is an opportunity in which a retailer introduces a new retail format directed towards a market segment thats not currently served by the retailer. In order to diversify the existing business of Familys Choice is planning to open its one more complex in any other state after it will successfully accepted by the people of Uttar Pradesh. MARKETING MIX Marketing Mix consists of the four components or FOUR Ps. PRODUCT:- A tangible object or an intangible service that is produced or manufactured on a large scale with a specific volume of units. PRICE:- A price is the amount that a customer is supposed to pay for a product. PLACE:- Place represents the location where a product can be purchased. It is often referred to as a distribution channel. PROMOTION:- It represents all the communications that a marketer may use in the marketplace. MARKETING MIX OF FAMILYS CHOICE PRODUCT:- Household Equipments like, Utensils, Flowerpots, plastic chairs, buckets, and goods of daily use like, soaps, toothpastes, eatables, harpics, and house cleaning products. For kids Familys Choice is going to offer products like, toys, clothes, protein diets etc. For men it is going to offer goods of their daily requirements PRICE:- Familys Choice is going to sell at reasonable prices and also going to offer discounts on certain products so that more number of people can be attracted and customers also feel more satisfied after paying the amount for their products than any other retail store. PLACE:- The location where Familys Choice is going to open is AGRA (Uttar Pradesh), and the place is near Taj Mahal. This place is selected because Taj Mahal is one of the big hub of people and tourists and it has been analysed that people can enjoy their shopping while they came to visit Taj Mahal and even tourists from outside Uttar Pradesh will also be attracted at this location. PROMOTION:- There are different channels to promote your products and services. Familys Choice is going to promote about its products and services through Newspapers, TV, Radio and Magazines so that more and more people can know about this newly open shopping complex. OPERATIONAL PLAN An Operational Plan is a subset of strategic work plan. It describes short-term ways of achieving goals and explains how, or what portion of, a strategic plan will put into operation during a given operational period, in the case of commercial application, a fiscal year or another budgetary term. An Operational Plan should consist of following things:- Clear objectives Activities to be delivered Quality standards Desired outcomes Staffing and resource equipments Implementation timetables A process of monitoring progress OPERATIONAL PLAN OF FAMILYS CHOICE FOCUS ON THE UTTAR PRADESH:- The first element of our organization is to focus on the Uttar Pradeshs customers, with a mission to provide good quality products at reasonable prices to all. We will provide products of different brands but mainly we focus on our own brands. We will focus on using highly innovative strategies to make our products more competitive and also to maintain direct relationship with suppliers. IMPROVED SEGMENTATION OF HOUSEHOLD PRODUCTS:- Familys Choice will concentrate first on gaining the loyalty of core customers, who prefer good household products at reasonable prices. We will focus on the needs of all those women who are very conscious to collect good and different variety of products at their homes. We have planned to gain the confidence of customers in the quality and fit of its household products. DEVELOP HIGH GROWTH AREA OF HOUSE AND BEAUTY:- The home business is growing strongly, with home furnishings and gifts the fastest growing product areas. We have palnned to mostly focus on both these areas as they offer promising opportunities for development and can be expanded at fast track. ACCELERATE STORE RENEWAL PROGRAMMES:- Firstly Familys Choice shopping complex will entirely focus on this newly opened retail store so that a different and good image can be maintained in the minds of the customers and after 3-4 years of opening we will plan to go for more stores under low cost. We will also try to open our retail stores in other states of the country. IMPROVE THE SUPPLY CHAIN:- After the Familys Choice will successfully established in the market, we will try to see substantial benefits from the reconfiguration of the supply base, so that the primary margins in the household segment can be increased. And our main priority would be to eliminate duplication and increase transparency. We will also try to establish closer working relations with the supply partners. FINANCIAL PLAN A financial plan can be a budget, a plan for spending and saving future income. This plan allocates the future income to various types of expenses, such as rent or utilities, and also reserves some income for short-term and long-term savings. A financial plan can also be an investment plan, which allocates savings to various assets or projects expected to produce future income, such as a new business or product line, shares in the existing business, or real estate. A financial plan can refer to the three primary financial statements (balance sheet, income statement and cash flow statement) created within a business plan. OBJECTIVES AND GOALS OF FINANCIAL PLAN 1.FINANCIAL:- In financial plan, mostly people discuss about the profit margins of past, present and future but the main consideration is on Return on Investment (ROI). It refers to take a decision that how you are going to invest your money so that you can get maximum returns. 2. SOCIETAL: Societal objectives are related to broader issues about providing benefits to society-making the worlds better place to live. It also include offering people unique merchandise, such as environmental sensitive products, providing an innovative service to improve personal health, such as weight reduction programs, or sponsoring community events. PERSONAL: Every business has their own important personal objectives, including self-gratification, status, and respect. For example, the owner/operator of a book store may find it rewarding to interact with others who like reading and authors that visit the store for book-signing promotions. FINANCIAL PLAN OF FAMILYS CHIOCE SHOPPING COMPLEX Mainly Familys Choice shopping complex will financially focus on building a customer relationship with clients in order to better understand the clients dreams. Familys Choice financial helps you PLAN by simplifying the demands of managing your wealth in order to enable you to devote time to your family, your personal endeavors, and your business. Familys Choice will include the following costs and expenses that are going to incur:- Business registration fees Business licensing and permits Starting inventory Rent deposits Down payments on property Down payments on equipments Utility set up fees Familys Choice is going to incur following operating costs:- Salaries Rent or mortgage payments Telecommunications Raw materials Storage Distribution Promotion Loan payments Office supplies Maintenance BALANCE SHEET OF FAMILYS CHOICE SHOPPING COMPLEX (in crores) Liabilities Amount Assets Amount Called up share capital 716.9 Fixed Assets Share premium A/C 375.6 Land Building 2,735.5 Revaluation Reserve 445.6 Fit out, fixtures, fittings Capital redemption 2.6 and equipments 1,722.9 Profit Loss 3,094.7 Assets in the course of Interests 15.6 construction 522.8 Creditors 2,438 Investments 58.3 Current Assets Stock 1,335 Investments 260.0 Cash at bank 301.1 Cash in hand 154.4 TOTAL 7,089 TOTAL 7,089 INCOME STATEMENT OF FAMILYS CHOICE SHOPPING COMPLEX (in crores) Particulars Amount Revenue 9,062.1 Operating Profits 870.7 Finance Income 50.0 Finance Costs (214.5) Profit on ordinary activities before taxation 706.2 Analysed between:- Before property disposals and exceptional items 604.4 Profit on property disposal 6.4 Exceptional costs (135.9) Exceptional pension credit 231.3 Income tax expense (199.4) Profit for the year 506.8 Attributable to:- Equity shareholders of the company 508.0 Minority interests (1.2) TOTAL 506.8 7Ps ANALYSIS OF FAMILYS CHOICE SHOPPING COMPLEX PRODUCT:- Familys Choice offer a wide range of products which range from apparels, food products, households products, toys and products of daily use of men. We have planned to most of the products of big brands only at reasonable prices. PRICE:- The tag line is ek baar auoge toh aur kahin nahi jaoge. Familys Choice will work on the model of economies of scale and the pricing objective is to get Maximum Market Share and it will use the following techniques:- Value Pricing:- Familys Choice promises consumers the lowest available without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing:- Family Choice have decided to offer financing at low interest rates. The concept of psychological discounting (Rs.99, Rs. 49 etc.) is used as promotional tool. It will also cater on Special Event Pricing (close to Diwali and Durge Pooja etc.). Differentiated Pricing:- Time Pricing i.e., difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Familys Choice Shopping Complex. PLACE: Familys Choice is going to locate in AGRA (Uttar Pradesh) and after some years of establishing will also try to make its presence in the other big cities of India. PROMOTION: Familys Choice has planned to provide many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques that Familys Choice is going to use are start with your best savings, buy 1 get 1 free, and your own shopping complex etc. PEOPLE: People are the key assets for any organization. The salient features of the staff of Familys choice are: Well trained staff, the staff that Familys Choice is going to employ is well-suited for modern retail. Well dressed staff improves the overall appearance of store. Employees are motivated to think out-of-the-box. Retail sector is in growth stage, so staff is empowered to take innovative steps. PROCESS: The goods dispatch and purchasing area has certain salient features which include:- Multiple counters with trolleys to carry the items purchased. Proper display/posters of the place like (DAL, SOAP etc.) Also thinking to start with home delivery counters PHYSICAL EVIDENCE: It is going to deal with the final deliverable or the display of the written facts. This includes the system that we are going to follow and also the availabilities. ADVERTISING STARATEGIES OF FAMILYS CHOICE Tag-Line: Familys Choice is going to use its tag-line as the key components of advertising. The tag-lines are going to be modified according to the demographic profile of customers. These catch phrases appeared on hoardings and newspapers in every city to make the people more aware about it. The catch line includes- ek baar auoge toh kahin nahi jaoge. Print Ads: Familys Choice newspaper advertisements are present just before launch of any new scheme. This creates a different image about big the Familys Choice in the minds of the people. TV Ads: Familys Choice spends alots of money in brand building exercise. Familys Choice commercials are shown on various channels in India. Road-side Advertisements: Familys Choice bill-boards are displayed on prime locations in various cities as a brand building exercise. Radio Ads: This technique is used in different cities. Now-a-days it is replaced by advertisements on FM channels. This informs customers about all the new happenings at Familys Choice. Brand Endorsement by Celebrity: Familys Choice will always be associated with celebrities for advertising and marketing of its brand name. STORE FORMATS OF FAMILYS CHOICE CORE STORES: Familys Choice core stores typically feature a selection of the companys household ranges and a Familys Choice Food hall. The range of products sold and the space given to it depends on the stores location and customer demographic. Most core store feature a food hall. Familys Choice also planned to sell a limited range of other brands, such as Coca-Cola and Pepsi, without reducing the number of Familys Choice goods they sold. HOSPITALITY: In the coming years when Familys Choice will expand its business, the stores will also feature some part of hospitality offering, usually in the form of Familys Choice cafà ©. The cafà © offering typically include coffees and teas, pastries, toasted sandwiches, soups and cakes. The company will also try to open Espresso Bar in some stores, which specialized in drinks only. HOME STORES: Already Familys Choice will mainly focus on the household products but we have also planned new dedicated stores for home furnishings to be launched soon. OUTLET STORES: Familys Choice has a strong idea about outlet stores and their growth expansion plans for the future. The outlet division decided to offer at least 30% discount from their original prices on their own products.

Commentary on Hope Essay -- Papers

Commentary on Hope Aimed at the older teenagers with sophisticated lexis, 'Hope' has been opened by presenting literary devices such as personification, phonological features and repetition, thus setting the scene whilst subtly stressing the conveyed mood and theme. The usage of the present tense rather than the past removes the linear dictation by time and restricts knowledge to situation rather than chronology. By applying a present tense to this text, I have removed the idea that the darkness has limits as it seems to be immovable, and because of this, the reader has to accept it's presence and learn how to benefit from the lighter area's. Within 'Hope', a musical lexis is applied to the text, creating more intensity and dynamic description to the text. The reader is instinctively drawn towards the phonological side of the scene rather than the visual as they are able to hear 'that horrific scream crescendo dynamically'. Furthermore, this centres the reader's thoughts on the unanswered questions they may have a...

Literary Analysis †Mr Van Gogh Essay

Owen Marshall’s ‘Mr Van Gogh’ addresses the inevitable issue of marginalisation of an individual. Through language features he influences the reader to reflect and consider action of the attitudes towards the socially marginalised. The social rejection of an individual is described through the voice of the town bully, and the cowardly acts of the narrator. Set in a small town in New Zealand it serves as a microcosm of contemporary society. Marshall presents a parable to educate the reader so they understand that there is only inclusion when there is exclusion. Marshall aims to influence the reader to take action and act in ways that challenge the universal social norms. Through the voice of the town bully Marshall presents the issue of Frank’s rejection. Marshall achieves this by emphasising the mockery demonstrated toward Frank. In, ‘†¦ a local turn to entertain the visitors. â€Å"Was he any good though, this Van Gogh bugger? †Ã¢â‚¬â„¢, Marshall uses direct speech from Mr Souness to tease Frank about his fondness of Van Gogh. Vincent Van Gogh is Frank’s passion, he admires him like nobody else. The rhetorical question that Souness derides Frank with is appropriate because it shows the reader colloquialism that Souness uses whilst he talks down to Frank. Frank is used as entertainment for the townspeople who sadistically take pleasure by ridiculing Frank’s devotion toward Van Gogh. This arouses guilt in the reader because it relates to the broader social context, showing the truth about society; Marshall uses representative characters to show that society must have â€Å"outcasts†. The reader realises that you can either be part of society or have individuality. The isolation of Frank is further evident in, ‘†¦ old bugger is holding up the democratic wishes of the town’, this shows the parallel relationship between Van Gogh and Frank through Marshall creating repetition in diction through the repetition of, ‘bugger’. Marshall used an extended metaphor, which further developed the character of Frank by relating him to Van Gogh, who was also marginalised. Ironically by calling Frank, ‘Mr Van Gogh’, the community are isolating him, destining him to follow Van Gogh’s fate – a misjudged genius dying alone, unrecognised in his ifetime for his work. The exclusion that Marshall created through the voice of the town bully is additionally seen through the acts of the bystanders in the community. The marginalisation of Frank is reflected through the cowardly acts of the narrator. The townspeople have no interest in standing up for Frank; he stands up for himself. In, ‘Mr Van Gogh was stand ing before the laughter with his arms outstretched like a cross’, the simile accentuates to the reader that Frank is derided, the town bully and his accompanies laugh at the fight he reluctantly devotes himself to. The Biblical allusion emphasises the use of the simile by connecting Frank to Jesus; this shows that Frank and Jesus have a parallel relationship – Frank is being used as a sacrifice for the entertainment of the townspeople, sacrificing himself by standing up for his hero, Van Gogh. The community proceeds to be spectators even if they believe the ridiculing is wrong; they convince themselves that the discrimination is not their business, highlighted in, ‘I went away from the fence without watching anymore’. Pontius Pilate walked away, ‘washed his hands’ of responsibility of Jesus’s crucifixion; the narrator relates because he sees Frank being used as a human sacrifice, yet he turns his back and walks away – not wanting to be part of the taunting acts, and too fearful for his own self worth if he stood up for Frank. Marshall elaborates to the reader the unwillingness to risk ourselves for others is human behaviour; such as following in the role of others. The community mirrors Souness; whereas Frank chooses to create his own path. By destroying Frank’s house Marshall symbolises the destruction of Frank’s individuality. Marshall shows the community is unconsciously making efforts to destroy any forms of individuality. In, ‘It rose like a phoenix in its own flames, and he wasn’t part of it anymore†¦ the colour, and purpose, and vision of Mr Van Gogh had gone out of himself and was there on the walls about us†, the listing of abstract nouns accentuates to the reader creating a link between Frank and Van Gogh – they both dedicated their lives to their passion. The relation to the mythical creature, phoenix, certify the resurrection of Frank; his soul is carried through his work, his house. This Classical allusion is used to demonstrate to the reader the symbolic aspects of the house, such as Frank’s originality. The simile in, ‘the house collapsed like an old elephant in the drought surrounded by so many enemies’, compares the townsfolk to scavengers – they are seen as cowards, only attacking when their prey seems weak. Marshall uses this because elephants symbolise sensitivity; the relation to an ‘elephant in drought’ underlines the vulnerability of the house whilst Frank is not present to protect his individuality. The author positions the reader to feel sympathy and horror about the destruction of the house, and evokes the sense of powerlessness within the reader because the majority overwhelms the individual. Marshall portrays to the reader that group mentality of the majority attempts to overwhelm individuality. Due to the concept of binary construction, society is predicated on inclusion and exclusion; in order to achieve a sense of community, marginalisation is inevitable and universal. Marshall’s short story makes the reader reflect about the hypocritical ways in which society works. There will always be Van Gogh as long as there are those who express their individuality; there will always be forms of exclusion through inclusion. In, ‘†¦ Souness kept laughing, †¦ rubbed his knuckles into his left eye because of the dust’, the Biblical allusion refers to the Book of Luke through, ‘dust’, emphasising the message, ‘Why point at the speck in your brother’s eye, when there is a plank in your own? First remove the plank from your own eye†¦ ’. Hypocrisy is shown by the townspeople judging others on their personal values, when they themselves have them. Marshall has caused the reader to realise the hypocrisy in their lives, the reader follows in majorities’ lead of society. Marshall causes the reader consider action by changing the ways they think about social marginalisation. It is important for young people to read this story to raise awareness of the reality of society; the social marginalisation in the story is an example of what happens in reality. People are laughed at for being different, however, they should be laughing because society is all the same.

Chotukool Case Study Solutions Essay Example

Chotukool Case Study Solutions Essay Example Chotukool Case Study Solutions Paper Chotukool Case Study Solutions Paper Essay Topic: The Namesake With the help of the below mentioned data we can understand the penetration and reach of a consumer durable like firefighter in comparison to a product like Television Set, car, bike or Grinder. This will help us in having a deeper knowledge of the placement of a retriever in the minds of the consumer in comparison to other consumer durables. With the analysis of the below shown chart we understand that refrigerators have been able to penetrate only 46% of the urban market on the other hand it has barely scratched the rural market by just reaching a meager 8%. Overall most of the consumer durable shown below have a decent reach in the rural markets except for car and retractors, this helps us understand that there is an untapped market available in the rural areas for this specific consumer durable Ownership of consumer durables of household) Refrigerators Pressure cooker Bicycle Wrist watch Ceiling fan Mixer/Grin deer color TV Motorcycle Urban Rural PAYOFF-09 AIR/car industry market size 14,200 3. 0 | Reconditioning systems | 11,000 Commercial reiteration | 2,000 servicing I | * Approximately 69 per cent population resides in rural India, yet only sales is contributed by rural markets. However, this sales contribution is expected to increase to 45% in near future * Rural Consumer durables markets s growing by 30 per cent currently, expected to grow by 45 per cent in IFFY 80 lacks Refrigerators sold last year and the market has grown by 12-15% (2010) Commercial Refrigeration Sector ; Growth during last 5 years: -10% ; Expected growth during medium term (3-5 years): 10-12% Looking at these figures we can see that the Domestic Refrigerator market in India is one of the fastest growing segments of the consumer durable industry and is witnessing significant growth on account of rising per capita income and improved social indicators. The market is estimated to be worth INNER 97. 69 ban in 2010. Over 80% of the population of India does not use refrigerators. Refrigerators have been manufactured in India since sass. Till the 19805, players like Godard, Cultivator, Lankly and Volta controlled almost 90% tooth market. Earlier, the white goods sector categorized as a luxury goods industry and was subject to oppressive taxation and licensing. The situation changed tater liberalizing of the economy in the early I egos, The Government removed all restrictions, and now there is no restriction on foreign investment, and licenses are no longer required, Post-liberalizing, a number foreign companies entered the market and many domestic players also diversified into refrigerators. PL and Evidence who already had a presence in the consumer electronics market, leveraged their strengths to enter the durables sector. In India, refrigerators have the highest aspirations value of all consumer durables, with the exception footlessness. This accounts for the high growth rate of the refrigerator market Vichy has been growing at a rate of about per year, while the consumer durables industry as a whole has grown at almost 8%. The size of the refrigerator market is estimated to be 3. 5-4 million units approximately, valued at RSI. 50 ban. The domestic penetration rate Of refrigerators is about 9%. The penetration is considerably higher in urban areas, Which account for 75% Of the demand, With rural areas constituting the Other 25%. The demand is also higher in the northern and western parts of the country than in the east. A study by Schema in 2011 estimated the rural consumer durables market to grow at 40% in 2012 as a result of higher disposable income among rural consumers. The size of the home appliance market in India is pegged at 30,000 core, with air-conditioners, refrigerators and washing canines as the largest categories, though household generation levels are in low single-digits, Current Scenario in India, Retractors have the 2nd highest aspirations value of all consumer durables * High growth rate of the refrigerator market, ;k Refrigerators are manufactured in two basic designs which are referred to as Direct Cool (DC) and Pros Free (+) refrigerator Goddesss share in the refrigeration market as shown below is 18 % Critical success factors for sketchbook: Let us study the critical success factors on the basis Of the ups Of marketing Product: Designed specifically for rural consumer Cooling Chip Runs on low power and investors Runs on battery when theres load shedding Color chosen on the basis of consumer interest Else of unconventional cooling technology Compared to the 200 components of a refrigerator, it has only 20 components Power consumption is comparatively less (15 to AS W against 90 MM) It has no moving components, is almost service free Sketchbook weights only egg and is therefore easy to move around and transport The operational cost is low The average electricity bill for running the Sketchbook is only RSI 60 to RSI 70 per month Sketchbook Product Variants 0 litter Specification I Internal capacity I : 30 litter I Weight Dimension I . 1 59. Comdex. Comdex. CM I Power VI SO AC VI DC I Current | 5 amperes I Wattage | 55 watts Accessories Included One Vertical separator One Power supply unit One car cord I 43 litter Internal capacity : 43 litter I Weights 1 8. Eggs : | 59. 8 comic. Comdex. CM I power source I : VI SO Haze | 0. 3 amperes I | 62 watts On e Wire shelf I Price: Sketchbook sells at a retail price of RSI. 3790 It costs around RSI 3800/- that is 35% less than the prevailing brand which is the cheapest at present Place: Godard decided to pilot the product in 4 districts to avoid competition Kiosks have been set up in post offices (in the 3 states where sketchbook has been launched) for demonstrations Promotion: Employed girls to distribute the product and they were entitled to a commission of RSI 150 per sale. By this the company says their distribution cost was reduced by 40%. Collaboration with Indian post Godard proposed to offer a discount of RSI. 300/- to the employees of India post Postmen were chosen to market Sketchbook in rural Pane region SQ What criteria should Godard use to evaluate its strategy on Sketchbook? Should Godard invest in this business? In the previous question we have seen the impact of ups in the sketchbook business, now to understand the sweater for Chokiest let us get an insight into the marketing challenges related to the rural context. Marketing Tool I Marketing Challenge Product Acceptance Price Affordability Place Availability I Promotion I Awareness I Acceptance (Individual Product Strategy) Godard Sketchbook was perfected based on the feedback and suggestions given by the customer, sketchbook was designed for a specific purpose and to work in specific conditions and certain demographys. As a product it had all the specification that a rural audience was looking for. The reaction to the launch of the product at rural meets proves the level of acceptance of the product in these areas. Launching of Godard Sketchbook in Parthian Division on 03. 062011 Affordability (P racing Strategy) There was always an aspiration to buy a refrigerator, but for a family that earns 7,000 RSI per month it was a costly affair. With the strategists pricing of 3, RSI, which id 50% cheaper than the lowest costing refrigerator available in the market. Sketchbook was set to make an impact. Availability (Place Strategy) With the help of non-conventional ways of promoting and selling the product, Godard was successful in getting the product to those who needed it. Awareness (Promotion Strategy) Sketchbook was promoted through organizations like the Indian Post and also through various Nos and Other self help groups. India Post has signed an agreement with Godard and Boyce Manufacturing to sell Sketchbook, through post offices, The product would be sold at nearly 3,000 post offices in the Western Region, covering Combaters, Appalachia, Tripper, Erode, Namesake, Salem, Dramatic, Shrinkage and the Inklings Districts Post Master General of Western Region. A. N. And According to the statistical figures we have here we can understand that the refrigerator business will grow in the coming years and moreover the penetration levels tort the same industry is very low in comparison to other goods. Also the product that has been made is set to revolutionize the refrigeration industry. The product has been tested and tried at various levels; customers have been involved in design and product aspect of sketchbook, The product has been aggressively and strategically priced in such a way to target the rural market. With the following head points it would be good for Godard to go forward and invest into this business, this would turnout to be a good business in the long Sumerian with chokiest Q. 3. Is there a threat Of quick imitation by competitors that Godard should consider? If so, how? Godard sketchbook is not a patented product; in fact the technology was used in western countries as a bear cooler during barbeques. So if any company wanted to imitate the product it would have been easy, because it is an easy and low cost product to manufacture. But the challenge would be in getting the distribution and sales network configured. Major components of Sketchbook Blown Plastic Body * Cooling Chip Computer cooling Fans * Wiring Adapter If we look at all the key components of this product they are all easy to manufacture thus we come to the understanding that it would be easy to imitate the making of Sketchbook. Infant Imitation had been a great example of a product that is eating away sketchbooks market, even though imitation is not electric and as advanced as Chokiest, it does get the work done for some consumers. SQ What is your take on the simultaneous pursue of two parallel business model in the same cooling solution industry? Does it entail any risk for Godard? Godard has been one of the key players of the refrigeration industry, and they have done so even With the corning of foreign players. When we are looking at the business model of two sectors, let us take the conventional fridge products Which are our traditional models in the refrigeration industry and second is the new product sketchbook which was primarily designed for the rural market. To answer the question let us understand the business model for both these sectors. Conventional fridges They are produced for urban plus aspirations rural consumers Bought more or sees by people who are well to do Cooling power is high, made to suit their cooling requirements Marketed through advertisements (which Increase its costs) Use traditional distribution links like distributed and dealers Area of sale is primarily cities Sketchbook Prices at 50% less of a standard fridge Cooling powers is low (suits the point of keeping the costs low) Cooling technology used, differs from the conventional method Designed specifically for first time users in the rural areas Distributed through individual distributors and Market through Gram-Saba programs Distributed and marketed through Indian Post. Thus when we study the different models of business which is related to both these streams Of refrigeration models, we can come to the conclusion that both these models are completely different and they wont affect each other. In fact both these models Will help Godard strengthen its base, both in the rural and urban markets. Thus solidifying its presence better at both fronts. Q. 5. How should Godard pursue its marketing strategy for Sketchbook? What are the implication for its brand and its overall corporate strategy? The main prerogative of sketchbook was to keep the price of their product as owe as possible, so as to make it affordable to the customers. Hence it was not possible to do expensive marketing like television advertisement. So for the same even the distribution and promotion cost has to be kept low, Marketing and Promotion strategy for Sketchbook promotion through individual distributors to reduce distribution cost. Selected distributors should be selected in specific villages and the product should be directly delivered to the consumers house once the order is confirmed with the individual dealer Collaboration with Indian Post This is one of the vital steps that was taken by Godard and this proved to be the radical success factor even it came to promotion. There was no other service which had a better reach that Indian Post in the rural areas Collaboration With Nos and Self Help Groups Self Help groups and Nos hue tremendous reach and accessibility in rural areas, it would only be fitting to make use of such gateways to reach to consumers Promoted As an Investment Fifth product is promoted as an investment that results in returns on a daily basis it would arouse the interest of the BIB Buyers, mainly Shopkeepers and small Pan shops. Promotion at Gram Saba Meets Such available avenues should be utilized to the fullest in promotion this product which is typically produced for their specific market. Summary about Godard Group Established in 1897, the Godard group has grown in India from the days of the charka to nights at the call centers. Our founder, Radishes Godard, lawyer- turned-locksmith, was a persistent inventor and a strong visionary who could see the spark in the future. His inventions, manufactured by his brother Pharaohs Godar d, were the foundation of todays Godard Empire. One of Indians most trusted brand, Godard enjoys the patronage and trust of around SO million Indians every single day. Our customers mean the world to us. We are happy only venue we see a delighted customer smile. With 7 major companies with interests in real estate, r-MAC, industrial engineering, appliances, furniture, security and agric care to name a few our turnover crosses AS billion dollars*. You think of Godard as such an integral part of India like the bangers or the Kurt that you may be surprised to know that 26% Of our business is done overseas. Our presence in more than 60 countries ensures that our customers are at home vita Godard no matter ever they go. With brands you can believe in, service excellence you can count on and the promise of brighter living for every customer, Godard knows what makes India tick today. ; Wisped As we See in the above summary that Godard is an international as well as a, well established brand. Branching its presence into various markets, fields and industries. With the launch of such a strong product like sketchbook, Godard would be able to establish its presence even in the rural markets of India Godard has by now made for itself a name in the rural market and so with newer products coming into the market; it would be easier for Godard o make an impact in the rural markets as the consumer is already familiar with the brand. Also we need to remember sketchbook was considered as a product which would benefit consumers it wan considered to be built and developed for the benefit of the consumer; it therefore carries goodwill with it. This helps us strengthen our overall brand image and is a positive factor on the overall corporate strategy. What challenges do you envisage for Godard in penetration to various geographical markets across the country? Current Market of Sketchbook: Gujarat, Maharajahs game; Andorra Pradesh Observing the above map we find that Godard has not really been aggressive in getting its product to all available markets. But if we look at sales it has done well in the past years. So it is only logical to moue to new geographical markets. New markets can be in both southern India as well as the states of northern India.