Opposing American Dream in Willa Cathers Neighbour Rosicky and Pauls Essay

Opposing American Dream in Willa Cathers Neighbour Rosicky and Pauls Case - Essay Example Willa Cather’s â€Å"Paul’s Case† was published in the year 1905 and it appeared along with other seven stories in her debut anthology bearing the title â€Å"The Troll Garden†. These two stories captivate the myriad perspectives and essences of the American Dream. The first time the concept was unveiled before its citizens was when James Truslow Adams first pronounced the words in the year 1931. It states a freedom encapsulated with a promise and possibility of success and prosperity. The concept of American Dream envisages a better life which is complete and rich and aims to provide the opportunity for each citizen according to their ability or achievement irrespective of their classes in society and birth circumstances. With this vision, Willa Cather presents the stories, â€Å"Neighbour Rosicky† and â€Å"Paul’s Case† that provide a scale of perception associated with the concept of American Dream and its derogatory cone with the g rowing time (Library of Congress, â€Å"By Topic†). Thesis Statement The essay intends to provide a comparative study of the representation of the conflicting concepts of American Dreams in the stories, â€Å"Neighbour Rosicky† and â€Å"Paul’s Case† from the same writer, Willa Cather. ... Whereas the story, â€Å"Paul’s Case† revolves round the trajectory of a high-school suspended youth in Pittsburgh who is depressed and frustrated from his middle-class life around and wants to break it free along with the people and company around him but fails to comprehend his appreciation for the beautiful things and for refuge, he runs away to the New York city. This story explores the threat encountered by art and the struggle that artists had to undergo along with the conflict of a young artist between his art and the commercial world. Conflict and Opposing American Dreams prevailing in the Short Stories, â€Å"Neighbour Rosicky† and â€Å"Paul’s Case† As the pieces from the same author, it becomes quite intrinsic and interesting to compare the protagonists of both the stories and their contrasting means to achieve their ideas of perfect life which gets manifested through opposing ideas of American Dream operating within the respective life o f the protagonists and stories as well. Anton Rosicky is a symbol of the immigration process which the writer also experienced first-hand when her family first shifted and settled in the Nebraska Valley. Anton could have lived a better life when he first immigrated to New York and started his tailoring work but he felt an earnest need to be in touch with the soil which compelled him to come and settle in a farm and live a happy life of unity, compassion and freedom other than extracting more and more profit from the creamery. He pursues his dream through love and compassion which are his poignant means of pursuing his American Dream. The tragedy with which Paul meets as a young aspirant of American Dream

Rising Tuitions are Keeping Many Students Out of College Essay

Rising Tuitions are Keeping Many Students Out of College - Essay Example The researcher states that while the rising costs of college tuition are due to a number of different factors, the result is that fewer think they can afford it, especially since degrees from non-prestige universities or less technical degrees are simply not valued as in the past. Grant used to cover far more than now, so more financial aid becomes debt. Even well informed students, who know their actual cost after scholarships may balk at incurring such high debt. It is a fact that tuition has far exceeded inflation and wages have not kept up for middle and low income families In light of the tremendous burden the debt load would become, many students will elect to get jobs and train as they go up the corporate ladder. Rising tuitions are definitely keeping more students out of college than ever before. In looking at the documented raises in tuition over the past twenty years, wages have not kept pace. This means the burden on the family will be proportionately higher. In addition, financial aid grants cover less than before, leaving the balance to be covered by loans. Some institutions perceive the extension of financial aid as an inducement to raise their tuition. In addition, the tuition is no longer carved in stone, as most universities offer scholarships to accepted students, thereby reducing the cost. To conclude, it is evident that the better quality they perceive the student, the higher the scholarship will be. This allows colleges to filter out some applicants in preference for others.

Historical Weather Patterns of Michigan Essay Example for Free

Historical Weather Patterns of Michigan Essay Evaluating changes in synoptic patterns is tantamount to understanding regional climate change. To date, the synoptic evaluations that have been done regarding climate change output from General Circulation Models have been restricted mainly to examining changes in storm tracks across large areas. The north generally experiences colder weather compared to the south, but Michigan weather is unpredictable and switches rapidly, especially during the winter (Hodak, 21-28). Seasons and types of weatherfall, cool nights and warm days; wintersnowy and constantly cold, getting dark early in the evening; springwarmer days, often rainy with thunderstorms; summerhot days and warm nights, daylight lasting until late in the evening (Bohnak, 87-95). People love to talk about the weather. From Maine to the Midwest, locals are convinced that their weather conditions are the weirdest. Theyll tell you about the big blizzard, the great flood, or the hideous humidity, convinced that decades of harsh weather have shaped the characters of the local people (Keen, 19-27). Relationships between springtime heat accumulation and low temperature events in the western Lower Peninsula were investigated. Sixty years (1931-1990) of daily maximum and minimum temperature data from six stations were used to calculate seasonal growing degree day (GDD) accumulation normal and extremes  and their relationship to the date of last freeze at each station throughout the period. Results indicate that in spite of a wide range of individual station and year-to-year variability, both regional springtime GDD accumulation thresholds and last freeze dates are occurring earlier but the timing of GDD thresholds is changing more rapidly, resulting in a net trend toward more freezes after certain GDD thresholds are crossed and a flat or increasing amount of GDDs accumulated on the date of last freeze (Keith, 35-41). Extreme low temperature events are a normal part of springtime climatology in Michigan and can cause severe damage to many of the states diverse agricultural crops. In particular, late spring freezes are a major concern in the western counties of the Lower Peninsula where commercial fruit production is concentrated and their occurrence may be a significant factor in explaining inter-annual variations of yield (Hodak, 21-28). For example, a series of freezing nights in late May 1992, damaged several types of fruit (grapes, strawberries, plums, and sweet cherries), reducing the overall potential size of the crop. Although United States mean temperatures have been rising during the last decade, perhaps as part of a wider global trend, some recent springs have been particularly warm in Michigan (e.g. 1991), extreme low temperature events continue to occur (Keen, 19-27). The possible association between regional temperature trends and the risk of extreme minimum daily temperature events has not been widely examined. Some efforts have focused on documenting recent changes in the length of the growing season or on the relationship between mean temperature trends, but little is available concerning Michigan (Keith, 35-41). Furthermore, recent literature is largely silent on the question of how springtime low temperature risk is conditioned by antecedent weather patterns, that is, for example, whether a warm April is normally followed by a lower-than-average frost risk in May. Regardless, to the extent to which climatological findings of this type could be generalized from one climatic region to another is uncertain, so such relationships established elsewhere might carry very little information about the risk in Michigan (Bohnak,  87-95). One important relationship between human activities and the atmosphere is pollution. The health effects of polluted air and the ways in which humans and society can reduce pollution are ideas that are considered in the middle and high school benchmarks. At the high school level, in particular, this includes a discussion of global warming and acid rain. Interestingly, one issue for the teaching of these topics is the exclusive connection between air pollution and human activities with lack of regard for other natural sources of air pollution, such as burning leaves, fireplaces, volcanoes and methane gas from cows (Keen, 19-27). All of the changes are consistent with changes in the general large-scale flow patterns. An understanding of all these synoptic changes provides richness and a more conceptual understanding of how climate change may affect the Great Lakes region. References Bohnak, Karl, So Cold a Sky: Upper Michigan Weather Stories, Cold Sky Publishing, Negaunee, MI, pp. 87-95 Hodak, J. United States Weather: Michigan Edition, U.S. Weather Corp. Oklahoma City, OK. 1976, 21-28 Keen, Richard A., Michigan Weather, Publisher: Two Bears Press, September 1993, pp. 19-27 Keith Heidorn, Keith, And NowThe Weather, Publisher: Fifth House, Jul 13 2005, pp. 35-41

Year Round Production Of Oranges In Nigeria

Year Round Production Of Oranges In Nigeria Nigerians, like many other Africans, believe that certain fruits like orange only grow in particular seasons. This cannot be any further from the truth. In developed countries, most if not all the fruits are available for consumption all year-round. The secret behind this availability of fruits is not so far-fetched. This write-up is focused on year-round orange production in rural Nigeria. Growing oranges demands the maintenance of certain climatic conditions like temperature and wind intensity although there are other issues less related to the climate such as pest control, irrigation and fertilizer application. These conditions control the growth of orange. In other words, if they can be maintained at a certain level, production can be done year-round. The Communication and Information Management Technology branches of Information and Communication Technology (ICT) have a crucial role to play here as they make it easy to reach majority of the rural farmers. Emphasis is placed on r adio as a result of the fact that it is readily available to most of them. Information on the basics of cultivating the fruit throughout the year is handed down to the farmers through radio. The postulation here is that as the farmers get enough of this information, their orientation begins to change and whatever funding or support they get from external sources can be put to good use. This raises the question of funding for this orange production, and this is where the benefits of year-round production such as job creation and increased revenue serve as incentive to potential supporters and lenders, like the government and microfinance banks. One of the most widely grown crops in the country today is orange. Its strong nutritional value and by-products such as orange juice are part of the reason for its popularity. Firstly, it is imperative to explain that Information and Communication Technology (ICT) may be subdivided into three main branches namely Computer Technology, Communication Technology and Information Management Technology. While Computer Technology is a vital component of ICT, Communication and Information Management Technologies are equally as important (Wikipedia, 2010). In fact, as far as agriculture goes in the rural areas of Nigeria, Computer Technology will play a less crucial role than any of the other two and the reason is not far-fetched. Although most of the farmers understand the conditions required for the crops to grow in practice, only a handful of them know this in theory. This theoretical knowledge is important if a farmer is going to maximize production. Methodology An advantage to the team is that the father of one of our team members is a large scale farmer. Thus a number of our questions were directed to him. Also, another team member made calls to his friend at the bank, a means by which we obtained information about loans and a few other financing questions. Some information was also obtained from books. Most of our sources though are from the internet, like articles and journals. Year-round Production One important aspect of year-round production is the culture of the orange tree. Recently, it has been discovered that close-spacing the plants in an orange grove might cause reduction in productivity, and there is also the argument that in close-planted groves, it is quite expensive to prune. On the contrary, the ease with which pruning, fertilizing and harvesting can be done influences farmers decision to engage in close-planting. Many groves in rural Nigeria have an average spacing of 20 X 15 ft (7.56 m), which in comparison to the former standard 25 x 25 ft (7.57.5 m) can be considered to be really close-spaced. Conversely, it has been discovered that by budding Pineapple orange onto the rootstock of rough lemon, close-planting can otherwise increase the total yield. A chart is given below to illustrate the behavior of this new type of orange in relation to spacing. This brings to light two new points of interest varieties of orange and budding. These two points are very crucial to year-round orange farming. The first secret in growing orange year-round is in its varieties. Different types of oranges react differently to different climatic conditions. For example, while Hamlin and Queen thrive well under extreme cold temperature, Valencia, on the other hand, does not do as well. In developing countries where orange is available to customers year-round, they simply grow the particular type of orange that will flourish in each season. It will not come as a surprise that many if not all of the varieties of orange can grow in many parts of Nigeria. In fact, Benue state in north central Nigeria alone accounts for the production of over ten varieties of orange. The implication of this is that with proper knowledge of these varieties and how they thrive under different conditions, oranges can be produced year-round in the country. Budding is another important tool that can ensure the production of the fruit during particularly harsh seasons of the year. Although there are many varieties of the fruit that survive in different seasons, there are some seasons that are uniquely harsh to plants. For these seasons, budding is a practice that can ensure the development of more vigorous and productive trees. The process ensures the quality of oranges produced. Budding involves grafting a part of a plant (called the scion) on another plant (called the rootstock) with an already active root system, thus enabling them to grow as one plant. Rootstocks are mostly used for fruiting trees and depending on the rootstock used, even with the same scion, properties such as large fruit size, vigor, and resistance to diseases, drought and root pests can be induced in the resulting tree (Wikipedia, 2010). For example, when certain orange trees are budded onto the rootstock of trifoliate orange, the result is a tree that can survive in extreme cold and even low wet soils. Irrigation plays a very important role in crop yield, especially during the dry season when wilting is an imminent problem. Many of the farmers in the rural areas know this, but there are still some limitations. One of them is the lack of water; another is the fact that many of the farmers do not know how much water is required for irrigation. To determine how much water is needed, information on the depth of the soil is vital. As with most trees, the depth of the soil affects the reach of the root system. Deep soils allow for better root systems, and consequently better resistance to drought. Furthermore, the deeper the soil, the more the amount of water that can be used in irrigation. For the problem of lack of water, it would be a good idea if farmers are encouraged to work together as the distribution of water is usually uneven in this period. That is, while some farmers wells have abundant water, others become dry. Cooperation between them would not only aid in irrigation but in many other useful areas as well. Also because of the benefits to be reaped from this year-round orange production (as explained further down), the government should also help with the supply of new irrigation technology and supply of water. Another hindrance to the year-round production of orange in the country is the problem of pests and diseases. Oranges, like many other fruits, are affected by a huge amount of pests. Some of the pests particular to orange include citrus rust mites, numerous scale insects, mealy bugs, aphids (plant lice) and fruit flies. These various pests affect different parts of the tree including the leaves, stem, root, and even the oranges. Additionally, diseases are also a big threat to the production of oranges. Some of the common diseases include blight, citrus canker, and some viral and fungal diseases. In some other cases, incompatibility between the scion and rootstock can also be a cause of reduced production. Scientists have come up with some effective treatments for many of these diseases, but without ICT, it is impossible to pass this information to farmers in rural areas. However, occasionally farmers mistake things like abnormal coloration of leaves caused by mineral deficiencies suc h as copper and zinc for diseases. Oranges can be preserved for as long as 5 months at relatively low temperatures (between 2.22oC and 3.89oC). This is another advantage of oranges that can be taken to ensure that it is available for year-round consumption. Farmers in rural Nigeria do not take advantage of this property because they do not have the required storage facility, which should be large enough to hold a substantial amount of oranges and keep the temperature low enough to ensure preservation. Most of them have no idea that the fruits can even be preserved that long. The Role of ICT The most powerful tool that can be handed down to these farmers is information empowerment; hence the earlier laid foundation on Communication and Information Management Technology. There is no point in purchasing technical equipment for farmers when they do not even know how the things work. The first step is to open their eyes to the details of the fruits they are producing. With proper understanding, the farmers will begin to ask for the right tools. Without instigation from any external factors, they will begin to ask for loans and additional infrastructure to facilitate year-round production. In other words, they need to be informed that it is possible and with todays technology, there are numerous ways to hand down this information. Radio would be an effective tool since most of these farmers have one. Agricultural programs should air on the radio stations available to them, and in their dialect. These programs, aimed at the farmers, would help them better understand irrigation , soil depth, and many other factors related to their crops. With time, they will start to ask questions, and then extension agents can be introduced to help answer them. Consistency is a key point in the use of radio. It takes time to change a persons beliefs. The idea is that the farmers hear the information well enough that it begins to transform their ideas about the growth of their fruit. In other words, unless these programs are kept on air long enough, making these rural farmers adopt the modern techniques introduced here would be an almost impossible task. Therefore, ICT forms the foundation for this revolutionary project in the nations agricultural sector. It is the most effective method for passing information to the farmers. Financing Agriculture gets it funds from federal and state government, private sectors, and international development partners. Some of the financial institutions like banks believe that lending to small scale farmers is not as risky as lending to big time farmers. This is as a result of the fact, as a number of banks have pointed out, that small scale farmers unlike their large scale counterparts tend to pay back their loans (Mommoh, 2008). However, some other financial institutions believe in funding large scale farmers rather than small scale farmers. Basically, funding agriculture is classified as macro or micro finance, depending on the source of the funds. One of the major problems facing agricultural financing, especially in rural areas, is poor handling of loans. The targeted farmers barely have access to loans due to barriers or conditions attached. Even when they have access to the loans, they are often given lower than what they applied for, because of insufficient funds. The very unfortunate thing is that the fake influential people who pose to be farmers meet up with the conditions thereby having access to the loans. Another problem is the fact that farmers do not really channel the funds to what it was originally intended for (agricultural production); instead they use it for personal purposes. For this, some blame can be placed on the policy that empowers them with money without the information what the money can and should be used for. Many farmers are already used to their old ways of doing things, and they can continue without the extra money. Thus, they need to be taught new agricultural techniques that will help them unde rstand where to channel the funds they receive, and this is where ICT comes into play. There are different ways to address problems of agricultural financing. First of all, government should encourage long term loans at low interest rates. Agricultural production involves long gestation period. With such policy (long term loans at lower interest rate) in place, there is tendency for an increase in agricultural production. Financial institutions should also relax their lending criteria in order to allow farmers to have easy access to loans. Small scale farmers do not have acceptable collateral (houses, moveable properties, stocks, shares and so on) required by these institutions. Thus the criteria should be user friendly for easy accessibility of loan. Government can also make land available to farmers for farming. Alongside the information on how to grow their fruit, the farmers should also be encouraged to utilize funds for the purpose for which they are meant and abide by the terms and conditions of the scheme. They should also make their project and records accessible to the lenders for inspection and verification. The lending body should ensure intermittent monitoring of the funded agricultural project under the scheme. On the part of the government, there should not only be provision of sufficient funds for agriculture, but also follow-up to ensure the proper disbursement of these funds. Marketing (especially the Off-Season Oranges) [Bitrus] With year-round production or orange comes the problem of acceptance. This is where marketing comes into play. Being Africans and Nigerians, especially fond of superstitious beliefs, we have made up our minds that the orange is greenish-yellow and any other thing is probably genetically manufactured and hence posing risks of cancer, toxins, poisons, and food allergies. As a result, any company that plans to market oranges of the highest quality all through the year in Nigeria and Africa as a whole must have a way to convince the general public that the oranges are perfectly normal. How do you assure the potential buyers that the oranges are not genetically altered since the company will be providing quality oranges all year round? The finished orange, although grown in the rural area but using state-of-the art technology should be made available all through the year, orange in color, juicy and large enough to meet international standards if it is to be exported. Since what most of us take in the country does not meet any of the above, then theres every possibility that potential customers will be skeptical about buying because they might feel it is not natural. The marketing campaign will have to convince the general public that the oranges are naturally grown all year round under the right conditions; stating that the fruits grow under proper irrigation all year round, that different varieties of orange are grown depending on the season; and pesticides and herbicides are used to regulate and control the pests and weeds respectively. The marketers should have radio talk shows and TV personalities educate the general public that people need to take their minds off the stereotypical way of thinking that fruits can be grown only in their seasons. By educating the general public that under the right conditions, a fruit can be grown year-round, the producer will be able to convince the buyer that there is nothing wrong with the fruit. After all, in developed countries fruits and vegetables are gotten all year round. Take note though that there are the genetically manufactured ones which are usually labeled GM and there are the naturally grown ones. The naturally grown ones are simply grown under monitored conditions and this is the same kind of thing that will be replicated by the rural farmers. Getting endorsements from NGOs and other prominent organizations such as the Food and Drug Agency (FDA) and the National Agency for Food and Administration and Control (NAFDAC) will convince people that the fruits are safe for consumption. Internet ads, billboards and commercials too will be instrumental in publicizing the naturally-grown oranges. The typical orange in Nigeria is not packaged. Proper packaging will attract customers to buy the produced orange. A decent price will further interest the customers and keep them, but this will be after the packaging must have served its purpose. Another important factor to be considered is the transportation of the oranges from the rural areas to the customers. The producer/supplier must consider how to transport the oranges from the grove in the rural area to the consumers. In theory the fruits will be transported in trucks with properly cleaned, disinfected and ventilated containers that contain temperature-controlled atmosphere for specifically prolonging the shelve life of the oranges and keeping them in their best shape. The trucks will be painted with the ad of the oranges showing the brand name and a colorful painting of the oranges which is a very good marketing strategy. The temperature-controlled trucks should preserve them until they are given to the buyers. Benefits of Year-round Production [] 1. Export: After a few years of production, there would be a need to start exporting the oranges since production is going to be done year-round. This will increase the countrys revenue and consequently, the Gross Domestic Product of the country. This would help the farmers to make the most profit by exploring opportunities in foreign countries that are not present in the domestic market (Tekle, 2007). By doing this, the farmers would eventually turn their small scale farm into international companies which will participate in todays fast growing global market and gain more knowledge from the highly diverse international market place. This could also go on to help strengthen the value of the Nigerian Naira which translates to an improvement in the Nigerian economy. 2. Job Creation: According to INDEX MUNDI, the rate of unemployment in Nigeria has reduced by 21.3% within the space of 2003 and 2010 as shown in the chart below (Barrientos, 2010). In this time, a huge reduction in crime rate has also been observed and this goes to show that people who are not among the labor force are the ones responsible for the crimes being committed. If farmers are successfully granted the opportunity to go into larger scale production of these oranges they would need to employee more workers to help with the cultivation and harvesting of the oranges. This would go a long way in abetting the decline in crime, unemployment rates, and poverty in the rural areas of Nigeria. Since these oranges are going to be the produced year-round, then the jobs would be full-time jobs instead of seasonal. 3. Joint Production: Farmers can also join their businesses together. This could become an additional source of capital and resources for all the parties involved. This would help facilitate and increase the growth of the business because they have more funds to facilitate the operation involved in the production your oranges which would result to an increase in their profit margin and revenue potential. It also helps this farmer because they have someone to share the responsibility with them which would also reduce the risk and effect of losing plenty money. 4. Environmental Benefits: In order to produce oranges, we need to plant trees. These trees protect the environmental biomes of organisms, giving way to the reduction of Enhanced Green House Effects also known as global warming by remove surplus amount of carbon dioxide and atmospheric air pollutants, including sulphur dioxide, ozone and nitrogen oxide (iloveindia.com, 2010). They also provide us with more oxygen required for living life. These trees would also improve the quality of air and reduce its pollution. It would also improve the visual effect of landscapes in rural area which could also increase revenue gotten from tourism. Since most rural areas appear to be in Northern part of Nigeria it would help control the climate by moderating the effects of sun and can also act as windbreakers. It would also reduce erosion and flooding in these areas since they have no effective drainage system. 5. It will accelerate the growth of the agricultural sector: Since the discovery of crude oil in the country, Nigerians have neglected the agricultural sector. Producing these oranges would also encourage the year-round production of other agricultural goods and also transform it to industrial agriculture and these would ease of the stress that has been put on the oil and gas sector. It will generate more Gross Domestic Product (GDP), Gross National Product (GNP) and per capita income for Nigeria. 6. Investments: This will bring a large influx of foreign companies who deal in food production and pharmaceuticals. It would also increase the flow of cash into the country and encourage economic activity in Nigeria. It would also curb the problems of low job opportunities and reduced GDP. The remaining farmers and producers will have to develop their labor to keep up with the much improved competition therefore bringing about an increment in general efficiency level. And the Nigerian Government will be taken much more seriously in the worldwide conferences because the number of investors in the country has improved. 7. Infrastructural development: This will bring in new equipments for industries who patronize in agricultural products and the agricultural sector will have to provide modern equipments to produce more yields. 8. Globalization: It would generally breach the gap between countries through trade. It would also reduce the cultural barriers which would increase the global village effect. 9. World Trade Organization (WTO): With agricultural investments, there will be economic growth which will make Nigeria a valuable participant in the World Trade Organization. 10. Skill development: Over time, the rural areas will see an evolution of skilled workers, both in the agricultural and industrial sectors. 11. Population Distribution: Like many other countries, the urban regions in Nigeria are densely populated while the rural areas are sparsely populated, but with the new jobs created in rural areas, there would be a redistribution of population. Places like Lagos and Abuja would not be so densely populated. And this would help in the development of the rural areas in Nigeria. Recommendations Although there might be set-backs or even disadvantages to the year round production of orange in the country, the advantages far outweigh these disadvantages. With this many advantages, the government and many other sponsors should be more than willing to support the idea. Implementation of this would be revolutionary to food production in the country as it would open the door for year-round production of many other fruits. The implication is that these fruits will become much cheaper than when they can be purchased only in their season. There would be benefits to every sector in the country, but it is imperative that the government does not try to force these rural farmers into production as it might just result in another waste of limited resources. The farmers must properly understand the process and the necessary techniques so that when they get the resources they will use them judiciously. For proper understanding, the ICT tools must also be used efficiently, that is, the farme rs must constantly be getting this information and it should be consistent. They should be encouraged to work together and implement these new methods of farming as many of them will be initially resistant to them.

Macbeth :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  At the beginning Shakespeare presents Macbeth as a sort of hero. He is presented as a great warrior and loyal servant of the king, Duncan. However, as we progress through the play we see another side of Macbeth. This is the side of evil all powered by his unstoppable lust for power and greatness. We see this lust for power become stronger and stronger until he leaves the whole of Scotland in a terrible state.   Ã‚  Ã‚  Ã‚  Ã‚  The play starts with the witches talking about Macbeth and what a great warrior he is. In Shakespeare’s time witches were thought of as evil and the fact that they were talking about Macbeth made the audience make the connection between Macbeth and evil. The witches also give the audience the setting of the play and the story so far. They tell the audience about the battle in which Macbeth is fighting and that they will meet Macbeth on his return.   Ã‚  Ã‚  Ã‚  Ã‚  When the king hears of Macbeth’s heroics in battle he is very pleased and refers to him as â€Å"valiant cousin, worthy gentleman.† The king also presents Macbeth with the title of the Thane of Cawdor. This just adds to Macbeths already great status and shows him to be even more of a hero. This is backed up again by the sergeant who refers to him as â€Å"brave Macbeth† and â€Å"Valour’s minion.† Ross also admires his bravery by referring to him as â€Å"Bellona’s bridegroom.†   Ã‚  Ã‚  Ã‚  Ã‚  The first time we see Macbeth is when he arrives on the heath where the witches are settled. Even before Macbeth appeared for the first time we had quite a clear picture of him. The first words Macbeth speaks, â€Å"So fair and foul a day I ne’er have seen† mirror the first words we hear from the witches. When Macbeth meets the witches they seem to know a lot about him and start implanting the idea of becoming king in his mind. Macbeth is taken aback by the witches and their prophecies which suggests that Macbeth has thought about it before and is frightened that his secret has been uncovered.   Ã‚  Ã‚  Ã‚  Ã‚  When the messengers arrive with the news that Macbeth has earned the title of Thane of Cawdor this acts as a catalyst in his lust for power and quest to become king. The contrast between Macbeth and Banquos attitude towards the prophecies shows how Macbeth has great ambitions and is starting to think about killing the king.

Essay --

Just Another Chalk-line Characters: James Enfield – Detective (age 38) Lee Ames – Detective (age 48) Chris Rollins – Detective (age 26) Nolan Eckhart – Detective (age 40) – Deceased Setting: The scene takes place in an alleyway beside a popular bar named Edward’s. There are a few police officers scattered about closing off the area. (Extras during the stage production.) They would leave the stage until the end of the act when the detectives call the coroner to take away the body. James, Lee and Chris are on the site of a murder. The murder in question is of one of their co-workers and friend Nolan Eckhart. They are standing around the body of Nolan; James is kneeling down actually checking on the body. The alley is empty with the exception of the body and a small pile of garbage from the bar. Act One: Scene One ( James is a man nearing forty. His build is average; he has light skin and dark hair. He is sensible and caring enough for his partners. He’s dismayed that Nolan has been killed. They were close friends in the office. Lee has been around for a while nearing his fifties he has been working on the force for twenty years. He is experienced but tired. Nolan’s death is not easy on him either, though he won’t show it. He’s a larger man than James, with a bit of a round gut and his head is affixed with greying and balding hair. Chris is the youngest of the trio; he is the newest member in their office having been transferred from another precinct. He shows promise to be a great detective, in his first few cases in their precinct he has already impressed the chief and was rewarded a raise to his salary. He is more muscular than the other two and his brown hair is cut professionally short.) James: Damn†¦I still can’t ge... ... Lee, he may not be as useful as he used to be out here in the field, but in the office he still has his purpose. I’m so glad the chief and I share a similar thought process in all this. It’s quite thrilling to be able to practice my forensics skills; just in this case it’s in reverse. (Notices James returning and stops speaking, leaning against the wall as if his speech moments before never occurred.) James: (Returns from off-stage) Coroner’s on his way. The officers will watch over the scene. We’re officially done for the night. Now, let’s get warmed up shall we? Chris: Alright then. I feel it’s going to be quite cold later on, better enjoy it while it lasts. (Both men leave the stage, going inside the bar for drinks. James turns to look at Nolan once last time) James: (sighing ) I still can’t believe Nolan is dead. Chris: Let’s go make you forget about it, huh.

Character of Cassio in Shakespeares Othello :: GCSE English Literature Coursework

The Character of Cassio in Othello Cassio is a an expert in strategic procedures and Othello is a Moor general in charge of the Venetian army. Cassio works by Othello's side as the army's lieutenant. Cassio though very useful in the army's duties was a simple-minded man, unconscious of his surroundings and his actions. He told Iago, "I have very poor and unhappy brains for drinking. I could well wish courtesy would invent some other custom of entertainment." Yet, shortly after this statement Cassio finds himself in a state in which he is so drunk he ends up fighting with a Cyprus official. Their naive ways lead them through a storm, it swept away Othello as Iago stood and watched. Othello was an honored and trusted general. His character reflected the honor and respect that was given to him. In scene one Barbantio and Othello confront each other about the couple's love and marriage. Even as her own father's trust grew distant Othello stood faithful as he told Barbantio, "My life upon her faith!" Even though Othello trusted his wife he began to suspect her faithfulness, as Othello's confidant Iago poisoned his mind with thoughts of infidelity. Othello's character reminds me of Edmond Dantes. There seems to be a similarity in the sense that, Edmond's mind was pure and innocent, he didn't even suspect his own companions of betraying him. Edmond's mind continued free of cruel intentions until his mind's capacity began to expand and he soon learned who his real enemies were. Edmond's character changed. His entire life was altered with the help of his mentor. Othello didn't have the assistance of a teacher but he had the assistance of Iago. Trust was the key to their downfalls. Othello trusted without protection. When he trusted someone he depended fully on that individual and committed his life to the faithfulness of that person. He wore no armor against the dishonesty of the cruel and knew how to fight only in the physical realm. "I know Iago thy honesty and love doth mince this matter..."When the revelation came upon Edmond's life he sought out revenge. In the same manner Othello's heart and mind was purely focused on his wi fe, Desdemona. When the poison in his mind began to settle, Othello's trust for Desdemona grew distant and his innocence began to fade. "For I know thou art' full of love and honesty and weigh'st thy words before thou gives't them breath.

A study to understand market acceptability of Pepsi Atom Essay

EXECUTIVE SUMMARY The project gives an overview of the Indian soft drink market various players, new entrants etc. The highlight of the project is to understand the launch of PepsiCo’s new drink Pepsi Atom and its market acceptability. PepsiCo’s drink didn’t appeal to masses. In spite of the innovative ideas, 360 degree marketing and a grand product launch the product didn’t do well. PepsiCo being a huge company launching such a product can be questionable. One of the motives could also be that the huge campaign could help brand recall. Pepsi Atom was target with consumers who need stronger drink. It was to attack the market share of Coca-cola’s Thums Up; however it failed. ACKNOWLEDGEMENT I wish to express my gratitude to all those who have helped to make this project a success. I would like to thank my project guide, Prof. Rajesh Vyas without his guidance and support this project would not have been possible. Also I would like to thank our director Dr. Kalim Khan who has provided us with the necessary infrastructure and guidance in the course of the project. Also I would like to take this opportunity to thank all the teaching as well as non-teaching staff for their continuous help and support. INDEX Sr. No. Particulars Page No. 1 Introduction 1.1 Industry Overview : Food & Beverage 6 1.1 A) Indian Soft Drinks Market – Detailed Report 7 1.2 Company Overview : PepsiCo Inc. 12 1.3 Pepsi Atom – The Josh Cola from Pepsi 20 2 Research Methodology 22 2.1 Research Design 25 2.2 Tools for Data Collection 25 3 Data Interpretation & Analysis 26 4 Findings 40 5 Recommendations 43 6 Annexure 6.1 Questionnaire 36 6.2 Bibliography Introduction 1. An Overview of Indian Food and Beverage Sector The Indian food and beverage sector is huge and highly competitive in nature. The industry comprises of several sub-sectors such as fruits & vegetables, meat & poultry, dairy, marine products, grains and consumer foods. Snack is one of the major segments of the packaged food division, which comes under the broad category consumer foods. Though the snacks market in India is dominated by the unorganized sector, the organized sector has shown remarkable growth in terms of market share in the last few years. The report provides a snapshot of the Indian snack industry which has witnessed several changes since 1995. In the initial years, the market was dominated by two players – traditional snacks player Haldiram and ‘Uncle Chips’ manufacturer Amrit Agro. Later on, with the entry of global beverage and snacks player PepsiCo, the market dynamics changed completely. Now, the market is dominated by PepsiCo with its wide range of product portfolio. The other major players include Parle Agro, ITC, Parle Products, Balaji Wafers and Parle Wafers among others. A number of regional players have also entered the market in the last few years and are giving tough competition to the big players. In 2012 India’s soft drink market grew about 23% to 435.54 million rupees ($7.29 billion) from 353.77 million rupees, while the carbonated drinks business grew 13% to 179.51 million rupees from 158.71 million rupees in 2011, Euromonitor data showed. 1.1.A. Indian Soft Drinks Market – Detailed Report 1970’s and early 80’s—the entry and exit of Coke India has proved to be perhaps the toughest battle ground for the Cola giants. Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable. Pure drinks, Delhi launched Campa-Cola, to take advantage of Coke’s exit and by the end of 70’s, were the only Cola drink in the Indian market. In 1980, Parle, another major Indian player launched Thums Up, the drink which till date is most popular soft-drink in India. Pure Drinks strongly objected to Thums Up being called a â€Å"soft† drink as it felt its taste is too strong. For over a decade, Parle led the Indian soft-drinks market, with its market share reaching a peak of 70% in1990. Attempt 1: In May 1985, PepsiCo joined hands with the RPG group to form Agro Product Export Limited. It planned to import Cola concentrate and sell soft-drinks under the Pepsi label and in return offered to export Juice Concentrate from Punjab. The government rejected the proposal due to its using a foreign name and importing the concentrate. Attempt 2: Pepsi decided to play the Punjab Card by promising to invest $15 million in Punjab, establish an Agro Research centre (costing Rs 1.55 crores), a potato and grain based processing unit (costing Rs 8 crores) and a fruit and vegetable processing unit (costing Rs 5 crores). Benefits and proposal included better market for rice, wheat and fruits in Punjab, creation of 25000 jobs in Punjab and 25000 more in other areas. In 1988, government agreed. PepsiCo entered as Lehar Pepsi and by 1991, it was clear that most of its promises were just on paper. The company did improved the productivity in India, introduced farmers to new technology, established agriculture research centers in Jallowal and Channo (in Punjab) and Nelamangla in Karnataka and invested more capital than promised (by the year 2000, total investment was Rs 18 billion), but the picture on many other aspects was gloomy. The planned operations in Punjab were delayed and as a result, local farmers had to bear a combined loss of Rs. 2.5 Million. Pepsi paid only 0.75 Rs/Kg of Tomato compared to open market price of Rs 2/Kg. Employment was provided to only 783 people as compared to 50,000 promised (although company claimed it to be 26,000 due to direct and indirect operations). It began exporting tea, rice, shrimps,  glass bottles, leather products as against fruits and vegetable products. There was an even a show-cause notice to Pepsi by the ministry of commerce. Luckily for PepsiCo, in 1991, the government of India liberated the economy on grounds of severe foreign e xchange crisis and Pepsi was freed from all the commitments it had made during entry. Re-entry of Coca-Cola in 1993 On the 26th of October 1993, Coca-Cola re-entered the Indian market having acquired some of the leading Indian soft drink brands from Parle, namely Thums-Up, Maaza, Limca, Goldspot & Citra. These brands joined Coke’s portfolio of international brands i.e. Coca-Cola, Sprite, Fanta, Schweppes as Coca-Cola India took control of the top soft drink brands in India from the very beginning. From 1993 to 2003, company invested US $ 1 billion in India. The beginning of Cola War For the Cricket World Cup 1996, Pepsi was not the official sponsor of the tournament, Coke was. But Pepsi had a whole pool of best players roped in as brand ambassadors from the sub continent and abroad. The ad campaign of â€Å"Nothing Official About it† rocked the country and despite Coke being the official sponsor, it was Pepsi which hogged the publicity. In 1998, with the release of blockbuster movie â€Å"Kuch Kuch Hota Hai†, Pepsi took out another ace from its sleeve, featuring Shahrukh, Rani and Kajol in its ad. The punch line was â€Å"Yeh Dil Maange More† which was an iconic line and struck a chord amongst the people. Coca-Cola countered by spoofing the ad, using Sprite, to hilarious effect. Pepsi responded with a spoof of its own, starring Azhar and Jadeja hitting on the Coke line of â€Å"Eat Cricket, Sleep Cricket, Drink Only Coca Cola† with the punch line of â€Å"More More Cricket, More More Pepsi†. Coke again hit back, this time with Thumbs Up ad. They portrayed the cricketers as monkeys and ended the ad with â€Å"Don’t be a bunder (monkey) Taste the Thunder!† Situation  turned ugly with Pepsi going to court and finally ended with Coke withdrawing the ad. The Cola wars went on full-fledged till 2003, when a pesticide controversy forced Coke and Pepsi to fight on the same side in so called â€Å"India’s New Cola Wars†. The Controversies Presence of Pesticides: In 2003, the Centre for Science and Environment (CSE) findings stirred the beverage industry in India. CSE claimed to find dangerous levels of pesticides in all the 57 samples of 11 soft drinks brands collected by the organization from 25 different manufacturing units of Coca-Cola and PepsiCo spread over 12 states. The study found a cocktail of three-five different pesticides in all the samples – on an average 24 times higher than norms laid down by government-run Bureau of Indian Standard (BIS). Rajasthan, Madhya Pradesh, Chhattisgarh, Gujarat and Kerala banned the sale of Colas in schools, colleges and government departments, and other states also took adversarial measures. The day after the CSE’s announcement, Coke and Pepsi came together in a rare show of solidarity at a joint press conference. The companies attacked the credibility of the CSE and their lab results, citing regular testing at independent laboratories proving the safety of their products. They promised to provide this data to the public, threatened legal action against the CSE while seeking a gag order, and contacted the United States Embassy in India for assistance. They roped in major film stars to explain their purity to public. Despite all these measures, sales dipped by as much as 80% in some regions. The soft drinks industry took over a year to get back on the growth track. Ground Water Crisis: Coca-Cola was recently accused of ground water depletion in many areas of the country. Coca-Cola’s bottling operations – which extract hundreds of millions of liters of water from the groundwater resource – have significantly worsened the water crisis as groundwater  levels have dropped sharply since Coca-Cola started its operations. The company was also accused of indiscriminately dumping its toxic waste into the surrounding areas – polluting the water as well as the land. The Coke reiterated its commitment to trim down water usage and take steps towards environment sustainability and farmer’s welfare. However, activists retort that Coca Cola is in the business of water usage and wasting, creating a luxury product largely for the middle class. They are unlikely to put water concerns over profits, until they are forced to. The road ahead Amidst various allegations and controversies, the soft drinks industry in India, supported by its booming economy, strengthening middle class and low per capita consumption, is growing at a cruising pace. The focus has shifted from carbonated drinks to Fruit drinks, with both the companies launching Lemon drinks in 2009-10. In the next few years, the fruit juice category is likely to carry the growth flag forward as consumers become more health conscious. The companies are likely to take more steps to deal with environment sustainability. But the Cola wars are here to stay. We as customers can be assured of superior products and hilarious ads in the process. And are we complaining? 1.2 About PepsiCo Inc. PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Their main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – making hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by their unique commitment to sustainable growth by investing in a healthier future for people and our planet, which they believe also, means a more successful future for PepsiCo. They call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our  associates; and to respect, support and invest in the local communities where we o perate. Headquarters: Purchase, New York U.S. Area Served: Worldwide Key People: Indira Nooyi (Chairman & CEO) Core net revenue: $65.492 billion (Source: Balance sheet of PepsiCo Inc 2012) PepsiCo India PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and fastest growing food and beverage businesses in the country. PepsiCo India’s growth has been guided by PepsiCo’s global vision of â€Å"Performance with Purpose†. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders, including the communities in which they operate, the consumers they serve and the environment whose resources they use. They are one of the largest food and beverage businesses in India. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. PepsiCo India has not only grown to become one of the country’s largest food and beverage businesses but has also become a powerful and consistent driver of PepsiCo’s global growth. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household names trusted across the country. A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCo’s portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lay’s baked range and Lehar Iron Chusti fortified extruded snack with superior quality iron & B-vitamins. Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 24,000 happy farmers across nine states. More than 45 percent of these are  small and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy back of their produce at pre-agreed prices, quality seeds, extension services, disease control packages, bank loans, weather insurance, and the latest technological practices. Global leader in water conservation: In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touchà © Tohmatsu India Pvt. Ltd and has been Water Positive since then. The company made this possible through innovative irrigation practices like direct seeding, water recharging, and by reducing the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for water conservation. Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30 percent of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging initiatives and efficient waste management help reduce load on the environment. PepsiCo India’s award-winning Waste to Wealth recycling program reaches 465,000 families. Exemplary employment practices: PepsiCo India presently employs 6,400 people and provides indirect employment to almost 2,00,000 people. The company believes in providing employment and growth opportunities to local talent. Its ‘College of Leadership’, ensures early identification of talent, and employees’ focused development through critical experiences. The company emphasizes â€Å"Winning with Diversity and Inclusion† and has a significant number of women in the leadership team in India. PepsiCo India has won the prestigious Hellen Keller Award from the National Centre for Promotion of Employment for Disabled People (NCPEDP). Brands of PepsiCo in India PepsiCo India has various brands under its umbrella the food and beverage industry in India. It enjoys second position in terms of market share, at 34.1% in an aerated drinks industry which is valued at Rs. 14k Cr. Foods PepsiCo’s foods division Frito-Lay is the leader in the branded salty snack market. All its products are free of trans-fat and MSG. It manufactures Lay’s potato chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company’s high-fibre breakfast cereal, Quaker Oats and low-fat and roasted snack options like Aliva increase the number of healthy choices available to consumers. Aliva Cheetos Kurkure Lay’s Lehar Namkeen Quaker Oats Uncle Chipps Beverages PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such as Tropicana and Tropicana 100%. 7UP Aquafina Duke’s Gatorade Mirinda Mountain Dew Nimbooz Pepsi Slice Tropicana PEPSI Brand History Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion. Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent. 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad’s drink. The potion was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903. Since its inception, Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the enviable My Can. Brand Advantage Pepsi has become a friend to youth and youth culture. Over generations, youngsters have grown up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, a day is never complete without the fizz of Pepsi! Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India. Pepsi Changed the Game during the 2011 cricket world cup by challenging convention, celebrating the unorthodox and by becoming the official sponsor of everything that was unofficial about the sport! Change the Game even as a thought has gained enormous popularity and generated tremendous buzz. Taking the same theme forward in 2012, Pepsi changed the game yet again by  taking the lead in celebrating the exciting new platform of football. Having brought the biggest international football stars and pitching them against the mighty Indian cricketers in a classic faceoff for Pepsi – is something which only a brand like Pepsi can deliver. Quick Brand Facts Flagship brand of PepsiCo. 100 year old brand loved by over 200 million people worldwide. An iconic youth brand in India. The single largest selling soft drink brand in India. 1.3 Pepsi Atom – Josh cola from Pepsi Created for the Indian market, in collaboration with Pepsi-Co’s global innovation team, it is a result of extensive flavour development and consumer testing in the country. The cola, the latest addition to the fast growing branded beverage market in India, is available across the country. It comes in a bold black and blue packaging including a 250 ml My Can at an introductory price of Rs 15 and a 500 ml PET bottle at Rs 25. 200 ml returnable glass bottles (RGB) are also available in select markets at Rs. 10. Introductory prices, however, may vary slightly in different markets. Bollywood actor Sushant Singh Rajput is its brand ambassador. See beyond senseless stunts and exaggerated action. Get ready to get real with the Pepsi Atom, the Josh cola from Pepsi. Piyo Josh Mein. Jiyo Hosh Mein PepsiCo India vice-president (beverage marketing) Deepika Warrier said Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. â€Å"From robust distribution to large-scale sampling; high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans,† she added PepsiCo spoofs Thums Up with its Atom campaign The Atom commercial reminds us of the old Thums Up ad. The launch campaign of Pepsi Atom brought spoof advertising back to the cola war turf after years. For at least 10 years, Thums Up has been showing extreme daredevilry in its advertising, through actors such as Akshay Kumar and now Salman Khan. The Atom ad shows a macho man getting slapped by a woman after he mistook her husband for a thief and then the smart guy comes and offers him Atom. Pepsi’s new ATOM to fizz over TOOFAN With an estimated market share of 15%, Thums Up aka TOOFAN is the undefeated champion in the Rs. 14000 cr. Indian soft drinks market. The local brand from the house of Parle Agro was sold to Coca-Cola and then started a journey the buyers never dreamt of. Coca Cola apparently tried to kill the brand once they got hold of it. But, they misread the market and had to channelize the brand in a whole new avatar. The Indian Youth of 80’s and early 90’s were more flaunting in nature and Thumps Up added the zing to this macho era. But with the launch of Spicy Pepsi, there can be a tough completion. PepsiCo the title sponsors of IPL who have bagged the pouring rights for the event, spent approximately Rs. 160 cr. over a span of 50days. ATOM is launched into the markets as internal completion to Thums Up. High Carbonation is the only difference that makes Thums Up a leader in it segment. With the huge failure of Pepsi Blue, this new variant looked a lot promising. Some questions that will be answered towards the end of the report: 1. IPL has started to lose out in terms of viewership, is it safe to put money in this platform? 2. Yougistan was much appreciated, but are they on the right move with their ‘OH YES ABHI’ act? 3. Spicy gives it a Desi Kala Khatta effect, so is it positioned right? 4. It’s hard to play with Consumer Taste Preferences, is the right move taking the approaching summers into consideration? 2. Research Methodology What is Research? Research is a logical and systematic search for new and useful information on a particular topic. It is an investigation of ï ¬ nding solutions to scientiï ¬ c and social problems through objective and systematic analysis. It is a search for knowledge, that is, a discovery of hidden truths. Here knowledge means information about matters. The information might be collected from diï ¬â‚¬erent sources like experience, human beings, books, journals, nature, etc. A research can lead to new contributions to the existing knowledge. Only through research is it possible to make progress in a ï ¬ eld. Research is done with the help of study, experiment, observation, analysis, comparison and reasoning. Research can be conducted by a proper and systematic method. Research methods are the various procedures, schemes, algorithms, etc. used in research. All the methods used by a researcher during a research study are termed as research methods. They are essentially planned, scientiï ¬ c and value-neutral. They include theoretical procedures, experimental studies, numerical schemes, statistical approaches, etc. Research methods help us collect samples, data and ï ¬ nd a solution to a problem. Particularly, scientiï ¬ c research methods call for explanations based on collected facts, measurements and observations and not on reasoning alone. They accept only those explanations which can be veriï ¬ ed by experiments. For any research to be accurate and upto the mark, one needs to collect data and information and conduct analysis accordingly. Thus data collection has to be done. Data can be collected in mainly two ways: Primary data collection Secondary data collection 1. Primary Data: The primary data is that data which is collected fresh or first hand and for first time which is original in nature. Primary data can be collected through personal interview, questionnaire, experiments, survey etc to support the secondary data. Primary data can also be collected by observation. Primary data collection gives a personal touch to the data. It also requires field visits. Primary data is not easily available as one has to go for field visits. 2. Secondary Data: The secondary data are those which are already collected and stored. Secondary data can be easily obtained from records, journals, annual reports, web-blogs, periodicals, magazines. Easily available after the invent of electronic media. For this project primary data has been collected by questionnaire filling method. Secondary data is also used from company websites, other research websites, books and reference material. Recommendations are given on the basis of personal observations and responses received by asking verbal questions to respondents. Data collected by questionnaire is based on sample method. Sampling Sample is a subset of elements from population. It can be better explained as a process of selecting members or elements of a sample from a given population. A bunch of people have been considered, and considered as a universe and sampling is conducted on them. Probability Sampling Methods – A mathematical chance of selecting respondents. There are number of probability sampling strategies that can be used that vary in their complexity. They are: Simple Systematic Stratified Proportionate Cluster Multistage Simple Random Samples: Under this method of sampling the potential people you want to interview are listed e.g. a group of 100 are listed and a group of 20 may be selected from this list at random. The selection may be done by computer. Simple random sampling is the most straightforward of the random sampling strategies. We use this strategy when we believe that the population is relatively homogenous for the characteristics of interest. For example, let’s say you were surveying first-time parents about their attitude towards mandatory seat belt laws. You might expect that their status as new parents might lead to similar concerns about safety measures. On campus those who share major might also have similar interests and values; we might expect psychology majors to share concerns about accesses to mental health services on campus. 2.1.A Research Design Primary data was collected for understanding consumer preferences Secondary data was used for the competitive analysis. Data available on the internet was used in the research. 2.1.B Tools for Data Collection: Primary Data Collection was done through responses collected from questionnaire. The competitive analysis had to be done on the television commercials of the competitors. Secondary data was also collected through various websites. Data Interpretation and Analysis Inference: It can be seen that out of the sample size of 100, 86 people consume aerated drinks. This shows that the market for soft and aerated drinks is huge. The soft drink market today is estimated to be at 14000K Cr. (July’13 A.C.Neilson report). Inference: The awareness about various brands is very well known in the market. All brands are equally known by the consumers. Even the newly launched drink Rio- by Silver Ice Beverages is well known to the masses. Inference: The above chart shows that the major reason behind people not consuming soft drinks is that they find it unhealthy. The unhealthy factor could be due to excess sugar, or the way it affects the tooth. Also a major chunk does not like its gaseous effect. Inference: PepsiCo did a high visibility launch of the product in IPL. PepsiCo roped in Kai Po Che star Sushant Singh Rajput as their brand ambassador. Pepsi Atom has a huge brand recall. Inference: Pepsi Atom’s first commercial was released on 1st May’13. The commercial was shown during all the breaks during the IPL matches, the frequency was huge. Thus the highest level of awareness about the product was created by TV commercial. Apart from this, their facebook page also gave them a good engagement ratio. Inference: Out of the entire sample 86% people said they consume soft drinks. Out of this only 47% people have tried Pepsi Atom. These are mostly the first time buyers. After the huge media spends and the kind of buzz created this ratio could have been better. Inference: Pepsi Co. launched Pepsi Atom as a strong drink to compete with Coca-cola’s Thumps Up which has a standalone market share of 15% in the Rs.14000 cr.  soft drink market. The commercial was an direct attack to Thums Up ads which shows macho men doing high end stunts. But the following research shows that this was not very much appreciated by the masses. The ad couldn’t even create an interest for consumers to try Pepsi Atom. Inference: The following data analysis clearly shows that people were dissatisfied with the taste of Atom. Almost 50% found its taste to be bad. Pepsi Atom was an innovation by PepsiCo which was targeted at the Northern region, which demands a stronger fizz. But Pepsi Atom couldn’t satisfy the taste buds of Indian consumers. Inference: The fizz content of Pepsi Atom was more than satisfactory, which is a added advantage for the product. Even then huge chunks of approximately 33% were not satisfied with the level of fizz. Inference: The colour of the product is like any other black colour drink; hence not much could be said about this parameter. Inference: The packaging of the bottle is very stylish, agreed almost 50% of the respondents. Interference: The product is priced according to industry levels. The product is available in tetra packs as well as returnable glass bottles and is priced same as PepsiCo’s other beverages or Coca-Cola’s other products. Inference: PepsiCo had invested huge amount in the distribution channel of Pepsi Atom. Also spent a lot of amount in its marketing, thus it can be seen that the availability was very good. Inference: The SKU of Pepsi Atom was on par with other industry players. This can be seen in the above bar diagram. Q.9 How different is Pepsi Atom’s taste from other products? This question was answered by individuals by mentioning how they actually found the taste. A snap shot of the same is given below: Inference: 72% repondents denied making a repurchase of Pepsi Atom. If there are no repurchaes it will certainly affect the brand Pepsi as an entity. Inference: PepsiCo conducted a sampling and engagement exercise for Pepsi Atom with over one million consumers across key centres. It said the new brand was in line with its commitment to the Indian consumer. In spite of this 50% of the respondents found the taste to be inappropriate. The market research could be faulty in this case. Findings: Taste: The taste of Pepsi Atom did not touch the tongues of people. Pepsi Atom tastes like cinnamon cola; people preferably do not like taste of cinnamon into cola. It actually feels like one is having some spicy cola. I had also come across a random opinion which mentioned Pepsi Atom tastes like liquefied chawanprash. This chawanprash type taste can certainly lack acceptability to people who like to consume Pepsi along with their meals. Branding v/s Reality: The branding of Pepsi Atom did very powerfully keeping in mind all the factors: Brand Ambassador like Shushant Singh Rajput, a powerful event campaigning and above all positioning it as ‘Josh Cola From Pepsi’. Since it was supposed to be positioned against ‘Thumbs-up’, it campaigned it as Josh Cola. Positioning a spicy cola as Josh cola is merely nothing but an exaggeration. Josh cola builds a perception that it’s an energy drink which is not the reality. Product Innovation: Its time when people are getting health conscious. Since cola drink are not considered healthy to consume, Pepsico could have thought of drink with combination of Cola and some energy ingredients making it a real energy drink for Machos (Young Adults). It would have been best way to shoot thumbs-up. Recommendation: The product should be discontinued immediately and sent back to R&D department. If not this than at lest the advertising spends on this product should be stopped with immediate effect. Pepsi Atom’s packaging was very much appreciated by the masses; PepsiCo can use this packaging on other product or on some new product which it may launch in future. Coca-cola has reduced the prices of their product which has helped in increasing the sales. PepsiCo can also adopt this strategy. Coca-cola reduced their advertising spends and all that cash was used here. PepsiCo has received a huge brand re-call during this IPL span; hence advertising now is not very much needed. PepsiCo India President Manu Anand Quits Manu Anand, region president for India and South Asia at beverage and snacks company PepsiCo, quit the company on Wednesday, 20th June’13. PepsiCo India’s overall share in April was lower than last year, with Coca-Cola managing to increase market share in the same period. PepsiCo’s market share in April this year fell to 29.7% from 32.1% over the same month last year, Coca-Cola increased its market share to 48.3% from 45.8%. PepsiCo had been banking heavily on the IPL T20 and spent a record Rs 160 crore on the tournament, but Coca-Cola grew faster in the period was the final trigger for Anand’s exit. PepsiCo had paid the cricket board Rs 396 crore to buy title sponsorship rights for five years of the IPL starting this year — double of what previous title sponsor, real estate firm DLF, had paid. The spend, media buyers, believe, over-estimates the potential of the controversy-ridden IPL. What Coca-Cola did? To match PepsiCo’s heavy ad spends in the summer season, Coca-Cola has dropped prices of 200-ml glass bottles to Rs 8 in most markets. Coca-Cola has also been discounting heavily in sales to trade and pushing multi-serve packs such as 400 ml, 300 ml glass bottles and 500 ml PET bottles. Annexures Questionnaire Name: _____________________________________________________ Contact no.: _________________Email id: ______________________ Age group 12 yrs – 18 yrs 19 yrs – 30 yrs 31 yrs – 45 yrs 46 and above Gender: Male Female Occupation: Employed Business Self-employed Student House-maker Retired Others ________________ 1. Do you consume soft drinks? a) Yes b) No (If yes please skip question no. 3) 2. From the following soft drinks which ones are you aware off? a) Pepsi b) Coca-cola c) Fanta d) sprite e) Limca f) Thums-up g) Mountain Dew h) Rio i) Appy Fizz j) Miranda k) 7 Up l) Any Other __________________ 3. Please share with us the reason for not consuming soft drinks? a) Its unhealthy b) Allergic to such drinks c) Do not like the gaseous effect d) Do not like the overall taste e) Do not like the sweet taste f) Others: _______ 4. Are you aware of Pepsi Atom? a) Yes b) No (If yes go to next question, if no please exit the survey) 5. Please share with us the mediums through which you became aware about Pepsi Atom? a) TV b) Radio c) Print d) Outdoor e) Internet f) Friends and relatives g) Others (Please specify) _____________ 6. Have you ever consumed Pepsi Atom? a) Yes b) No (If yes skip the next question and go to questions no 8, if no answer next question) 7. Please share with us the reasons why you never consumed Pepsi Atom. a) It was not available b) The advertisement couldn’t create interest for me to try Pepsi Atom c) Doesn’t find it to be worth the price d) Loyal consumer of other brand; Please mention the name of the other product ______________ e) Others : ______________ 8. Kindly rate Pepsi Atom on the basis of the following parameters, 1 being lowest and 5 being highest a) Taste b) Fizz c) Colour d) Packaging e) Price f) Availability g) Volumes/Sizes 9. Does it have a similar taste to any other product? If yes, please mention the name of the similar product : ________________ 10. Will you purchase Pepsi Atom again? a) Yes b) No (If yes exit the survey; thank you for participating. If no then proceed to next question) 11. What is that you did not like about Pepsi Atom a) The taste was not appropriate b) Highly carbonated c) Gives a burning sensation d) Not worth the price e) Others ______________ Bibliography Source The article is published in the 2010 edition of theAnnual Marketing Magazine titled â€Å"MADazine† of VGSOM, IIT Kharagpur. https://www.facebook.com/pepsiatompepsi http://www.campaignindia.in/Tag/pepsi_atom.aspx http://pepsicoindia.co.in http://www.pepsico.com/

“Figures of Speech Are Sometimes Used to Effectively Convey a Sense of Place.”

â€Å"Figures of speech are sometimes used to effectively convey a sense of place. † Explain and evaluate how this is achieved in text 22 and one other text of your choice. Text 22 and text 23 both use figures of speech to effectively convey a sense of place. Text 22 is a private diary in second person singular, this is a positive view on travel, the writer’s attitudes and personality emerges with exuberance, energy and enthusiasm for the people she meets and the landscape she sees. The audience of this text are middle-aged writers particularly women. The primary purpose is to describe and the secondary purpose is to entertain. In contrast, text 23 is a third person narrative travel article from a magazine, the audience of this text is educated travellers and people interested in travel. The purpose of this text is primarily to inform, and secondarily to entertain (similarly to text 22). A negative and positive view of travel is expressed by the writer in text 23. Text 22 uses figures of speech like personification and metaphors to convey a sense of place. Personification is used to describe the Helm Crag, â€Å"Helm Crag rose very bold and craggy, a being by itself† It is becoming a part of the beautiful surroundings described by the writer of the diary or maybe a monster as the adjectives bold and craggy are not blissful. The metaphor, â€Å"the river came galloping past the church† brings the river to life describing it like a horse, a horse is quite a pleasant spirited animal meaning the view of the writer was that of positivism towards horses maybe she rode horses regularly or even owned one, this shows the personality of the writer and her positive view on the nature and her surroundings. Also the metaphor, â€Å"the ashes glittering spears with their upright stems† this extra information in a long complex sentence brings life and personality to the trees, the writer obviously sees the nature of her landscape more alive and closer to her than her friends, as she describes the nature surrounding her more positively than her friends mentioned for example, â€Å"Mr and Mrs Olliff drank tea and supped with us† Whereas, text 23 uses a variety of figures of speech like metaphors, hyperbole, similes and imagery to convey a sense of place. The metaphor, â€Å"unparalleled network of virtually maintenance free highways† describes the comparison between the rivers of Africa and the British motorways. But the Zaire River is different to British motorways in shape; the rivers of Africa are curved and winding. In addition, unbelievable descriptive imagery is used, â€Å"revenge glistening in its green eyes† this negative imagery describes the crocodiles as evil and avenging. Hyperbole is used, â€Å"screaming traders jammed the other† the over-exaggerated verb â€Å"screaming† is used to show the extent of the vocal chords used by the traders, and the attitudes and desperate feelings of the traders which the writer emphasises through this quotation. The simile, â€Å"toted like furry purses† is used to describe the misfortune of the monkeys and the cruelty the animals mentioned had suffered. Comparing the white-nosed monkeys to purses emphasises the attitudes of the capitalist traders just looking for profit.

Organizational structures Essay

Organizations have distinct structures for organizing business entities. An organization can be of different structures depending upon size of the business organization. The complexity in organizing demands segregating the responsibilities. The important organizations structures are pre-bureaucratic, bureaucratic, Functional, Divisional and post bureaucratic structures. Pre-bureaucratic organization has typically small management team, typically one man show format, low on profits and easy to organize. Bureaucratic organizations has a complex organization structure, large business entity with varied functions to take of, the decision making process needs to run in hierarchical phase and it may delay the decision making process. Functional organization is concerned with large organizations with different entities. A FMCG company may have toilet soaps, detergents, cosmetics etc is a perfect example of functional structure. The organizational structure will have more freedom to product enhancement. Cross functional organizing will be difficult to organize. Matrix organization segregates distinct functional profiles and organizational operational aspects. Different departments will separately work on a specific project like the engineering, marketing, operations and administration. Post organizational structure deals with the unique features of an organizational which are having virtual importance than the conventional organizational responsibilities. The functions like the quality management, employee benefits and cross cultural management are taken into account. Not many organizations can bear the non revenue profiles like the above as these facilities are expensive and complex to implement.

Chairman of Carmen Company Essays

Chairman of Carmen Company Essays Chairman of Carmen Company Essay Chairman of Carmen Company Essay Market analysis report to the Chairman of Carmen Company describing the current market with suggestions which will facilitate to ensure a successful launch of their new products. This report is going to discuss two of Carmens rival, Flora and Fine and compare their products to Carmens. Our report is based upon the market research we carried out in Metro Maadi. Products sold by Flora and Fine: Both these tissue paper companies produce a variety of tissue papers which are targeted at different classes of Egypt. First of all there is the facial box which is mainly targeted at the higher income groups and is more expensive than other tissue products. This type of product is made for keeping in the house, perhaps ad a piece of decoration. The packaging of this product is also better to attract the attention of the higher income groups. Facial boxes are the main product for Fine as this is their major production. On the other hand Flora specialises in the small pocket packets which are targeted at the lower income groups of Egypt. These are also popular because they have a re-sealable flap. This particular product is becoming popular in Egypt as it is cheap compared to other products. This is because it has a cheap package. Flora also has started to produce a large number of toilet rolls. Assessment of Packaging: We observed the different variety of tissue papers manufactured by these two rivals. First of all we will compare the facial boxes; Fine has only one main design for facial boxes which is very colourful and had attracting pictures of flowers. This particular box of 200 tissues is worth L.E 2.50; this is a good decoration and attracts the upper class. On the other hand, Flora has three different designs for their facial box; the first on is the cheapest and has a very basic design with one colour (red, blue or green), this does not look attractive and may be aimed at lower level. The second one is more expensive and has a better looking design perhaps targeted at a higher class; this one has white background with sunflowers on it. The third one is definitely the most attractive and is probably for keeping as a decoration piece as well. This is the most expensive of them all, probably because of the packaging which has colourful flowers on the box. Promotion / advertisement methods: These days there is very little or no advertisement done by Fine or Flora. However, abut a year ago Flora was advertising a lot on Egyptian television but Fine has never been actively advertising. We recommend Carmen to use heavy advertisement when they launch their newly designed products to remind people about Carmen and to give them a taste of the quality. Currently in metro no promotional methods are being used by either of the two companies. However there is a new company called Klenex who are currently using a buy on get on free promotion. This is because it is a new company and wants to look for customers. We recommend Carmen to use these promotional techniques mainly for the cheaper products so that they attract lots of lower income groups as they will be interested in more quantity and less price. This will also help them acquire a good brand name. Pricing: The price difference between these two companies may not make a difference to people like us but it does to low class people and they are very picky about price. They are not bothered about the quality; they want quantity and low price. We examined the prices for the facial boxes and found out that both companies have different prices for different qualities. Fine has one box for L.E 1.95 and the other one for L.E 2.50. The first one is aimed at the lower class and is probably of lower quality than the second. Flora has one facial box which is for L.E 2.25 and they have another box for aimed at children with Disney pictures on it. This is priced at L.E 2.75 and probably is of higher quality as children need softer tissues. Shelf space: Fine and Flora by far had the majority of the shelf space in Metro with Zeina having quite little space. Between Fine and Flora, Flora had a bit of more shelf space mostly because of the different variety of tissue papers manufactured by Flora. While viewing the customers buying the different tissue products we noticed that Flora was being bought most with Fine very close to it. Most of customers buying Fine were only interested in the facial box; on the other hand Flora had customers buying toilet rolls, pocket packs, and facial boxes which show that in a close battle Flora dominate. Survey: The survey we carried out while we were carrying out market research was basically about what brand they are loyal to and what products the like to buy. The results from our survey showed that most people buy facial packs from Fine as they find that the quality is quite good and the prices are lower that Flora, however most of the people surveyed said that they buy the toilet rolls and the pocket packs from Flora as they are of good standard and well priced. When children were interviewed they preferred Flora as Flora has Disney facial boxes which attract the children. Overall our report showed that Flora is a little more popular than Fine. USP: Fine does not have a unique product of any kind, that might be the reason why Flora has more popularity. Flora has a extremely fundamental unique product which no other tissue company in Egypt does. They manufacture a special facial box for children with Disney cartoons so that kids are attracted and force their parents to buy that specific one. Overall brand image: We believe that both Flora and Fine are extremely important competitors to Carmen and both are pretty much equal to each other. However we also believe that through advertising, using different designs and having an important USP Flora have created a better brand name for themselves than Fine. Conclusion/ recommendations: After all the market research we have a few recommendations for Carmen which might help them successfully launch their new products. First of all we think that the Egyptian people need to be reminded of Carmen which will include heavy advertisement and promotional techniques at the beginning of the launch. Manufacturing a USP, something that is different from rival will give Carmen a huge edge. Further more we wish Carmen all the best for a successful launch of their new products and hope that they are appreciated by the public. We also recommend Carmen to use market pricing at first so that they are aware of what price people are willing to pay for a product. This will ensure and guarantee sales which are what Carmen would want in the first few weeks of launching their products. After the new products are established then using competitive pricing would be good.

Leadership Role, Benefits, and Limitations

Leadership Role, Benefits, and Limitations Leadership is practices that influence other parties in completion of managerial aims and targets by directing the organization to become coherent and cohesive. For example, the mayoral role in a town is leadership, whereby he takes the responsibility of guiding the people to support the laid down policies for the development of the town. Leadership must involve responsibility.Advertising We will write a custom essay sample on Leadership: Role, Benefits, and Limitations specifically for you for only $16.05 $11/page Learn More All leaders use this process for outstanding results and productivity. They only do this through a leadership process that entails them applying their skills and what they know to influence actions. Different leaders have different traits influencing their actions as, ‘Trait leadership’ ascertaining that people are never born already leaders, but they are made. However, exemplary leadership does not involve responsibilities alone it incorporates the main concepts of leadership such as the role played by a good leader, excellent leadership skills, the effectiveness of the leadership activities carried out and the best leadership approach styles used by that leader. This paper’s aim is to discuss what leadership involves, the role it plays in adapting and dealing with organizational change, the benefits observed when using the approach of leadership in an organization and its limitations. The first concept of leadership is an exemplary leader: he may be a boss in the sense that he is somebody who has the responsibility of guiding and supervising a certain group to get the job done. The effectiveness of leadership must involve an exceptional leader who is creative and capable of inspiring more future leaders in his team. A principled leader deals with the group and the job because one without the other would mean no need of his leadership. Characteristics of a strong leader determine the efficienc y of the group that he leads and the best leadership for increased productivity in an organization (Lencioni, 2002, p. 52). Some of the key things that contribute to the best leadership entail what the leader does, knows and who he is as a person.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Effective leadership must put in consideration the followers in an organization; this means the leadership styles used by a leader should be unique and related to the uniqueness of every group. For example, experienced employees need less supervision than the newly hired and the same applies to the under performers and motivated employees. Each group has their own characteristics hence one leadership style cannot work for all job groups in an organization. A leader would therefore need to base his leadership styles on the specialization of each group entirely. Understanding and caring for e mployees needs is also extremely beneficial in building a working relationship. Another aspect that cannot be ignored in ensuring effectiveness in leadership is the leader. One must have an understanding of his personality, capabilities and the knowhow. In leadership, the person in charge ought to display a good sense of command, use his knowledge on the task and incorporate this in what he plans to do for the organization. Notably the followers determine the success of leader so if they distrust the leader then the organization is likely to face leadership challenges. A worthy leader would convince his followers that he is visionary and can be trusted. Additionally communication holds the key to exceptional leadership it is often nonverbal, but must work both ways. Relay information to the followers and let them have room to be able to raise their views and give feedback. The information that a leader relays to his followers either enhances his relations with them or destroys the s ame. Furthermore, situations determine the different styles applied by a leader and as a result, they carry much weight in predicting the effectiveness of leadership; in that different situations call for different approaches. Leadership and situation co-relate in that one cannot exist without the other; a certain situation prompts leadership and the leadership style approach used. For example, when an organization is undergoing change due to a major budget cut in the economy, a wise leader would apply the participative style of leadership in order to have everyone contributing in keeping the organization afloat.Advertising We will write a custom essay sample on Leadership: Role, Benefits, and Limitations specifically for you for only $16.05 $11/page Learn More While traits changes with time in different situations, situations remain stable, hence they have more effect on the traits of a leader. Different forces affect and influence these four factors, the followers’ skills, and their relationship with the seniors, the organizational strategy and the informal leaders within that organization (Northouse, 2007, p. 49). One can be either a boss or a leader. An assigned leader gets his authority through that position he holds in the organization but this does not qualify him as a leader. Leadership is different in the case that it motivates the followers into desiring to achieve the highest goals, (Emergent Leadership) as opposed to dictating your employees. Hence, assigned leadership is driven by the position one holds while emergent leadership influences the group in doing positive things. The Bass’ theory (Bass, 2008, p. 47) explains better, how people become leaders. Leadership development for a small group of people is defined using three different theories. First is the Great Events Theory; in this theory, unique leadership qualities portrayed by a common person may be prompted by a serious event or crisis that pushes them to act. In the occurrence of a crisis, one can respond in a way that brings his outstanding leadership qualities or show his weakness in leadership. Secondly, in leadership development, there exists Trait Theory; certain qualities possessed by an individual naturally lead them into management responsibility. An individual with an outgoing personality is likely to focus on leadership as a career or an area interest as opposed to someone who has a laid-back personality. Lastly the Process or Transformational Leadership Theory is also crucial in explaining how some people learn leadership skills while others just get to be leaders by own choice. Transforming to become a leader would mean going through a training process to learn and adapt skills that lead to leadership development. On the hand, other people just choose leadership as a career and work tirelessly until they become exemplary leaders in the society.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More A group of people work exceptionally well under a certain leader who has total control in playing his role as a leader; this is what defines total leadership. Followers always desire to be guided by those leaders whom they respect and have a defined sense of direction; attained by someone who is ethical and visionary. Leadership that turns out exceptional depends on a dedicated and respected leader who sacrifices all his time and effort to benefit the organization. From the employees’ perspective, ethical leadership entails what one does that affects and contributes to the accomplishment of organizational objectives and its wellbeing (Northouse, 2009, p. 47). On the other hand, components exist that contribute to the key factors influencing key leadership. In reference to the Hay Group study, Consultancy in global management, 75 components are significant to employee satisfaction hence effective leadership. The study concluded that effective communication was crucial in winni ng organizational confidence and trust. This can be achievable through assisting employees comprehend the business strategies, their contribution to the achievement of principal business objectives, and share with them information about the company’s progress and employee’s division in relation to the business strategies (Giuliani Kurson, 2002, p. 61). Moreover, self-confidence and reliance in the top management was the only way to foretell employees’ fulfillment. The other key concept of leadership that contributes to effective leadership is the principles of a leader. Tools to this effect involves: the knowledge one possesses and uses to improve himself in the sense that he must be able to understand his do’s, dont’s, his knowledge capacity, attributes, and constantly strengthen them. In addition, a leader must be familiar with their job and employees tasks if they plan to lead effectively and accomplish the company set goals. Another aspect is responsibility for one’s actions; in order to propel the organization to new heights one must know the situations at hand, analyze, correct and offer solutions before proceeding to other new challenges (Northouse, 2009 p.40). Additionally the best decision-making, planning and problem solving play a leading role in determining the effectiveness of leadership if well timed. Setting the example is very crucial when blending with employees because they need an excellent role model who not only gives instructions of what is to be done but also follows the same. For effective leadership, having the knowledge of your followers is very necessary in caring and understanding their human nature in order to also keep the employees satisfied. Communication is also important since workers need to be informed through constant interaction with other seniors in getting views and feedback that effect to exemplary leadership. An added advantage would be training these workers on responsibility to equip them with traits that become useful when performing their respective tasks (Giuliani and Kurson 2002, p.61). Furthermore, delegation of simplified duties to workers determines the level of leadership effectiveness for example, when giving instructions on tasks to be accomplished; leaders should ensure the clarity of what each employee is expected to do. In addition to the above, leaders should advocate for more team-building training and workshops with the aim of attaining organizational cohesiveness in order for leadership to be successful. Lastly, utilization of organizational capabilities should be activated in that the developed togetherness of the team assists a leader to drive the organization to its full potential and capabilities. As an added advantage, the attributes of a leader determine the level of trust and respect from his employees and a certain framework of leadership aids him to do so. The do, know and be, attributes must be acquired through constant educa tion of self, study and work in order to achieve the best leadership and leadership skills. The process of leadership involves the leader’s knowledge and skills, but his unique attributes make his leadership exceptional (Posner Kouzes, 2009, p. 66). Some of the characteristics of an outstanding leader entail a visionary leader who has the understanding of the people and the task to be able to shape the image of the organization. For example, the exemplary leader Christopher Columbus, who is a strong leader someone who has thick skin to stand and accept any criticism about his plans and still stay focused? Strong opinioned and hardly compromises their work or lose focus from their goal due to mishaps. Exceptional leaders are not born, but they are made. An individual with passion and a strong sense of command makes the best leader. Developing an exemplary leader takes a lot of effort put in studying the right person for the task, educating them and building their experience ( Khurana Nohria, 2010, p. 81). The role of leadership in organizational change In an effort to do organizational change, management leadership is the most crucial element needed with the top management playing the most pivotal role in this change. This leadership has its limitations and benefits that affect and influence the employees work lives respectively. Effective and un-manipulated leadership guarantee the success of wiping out the unpleasant effects that arise from the change. The success of wiping out the unpleasant effects of change depends on successful leadership. First impression of a leader’s competitiveness and qualities in dealing with change matters more than the change-taking place. For effective management of change, one needs to be knowledgeable about the three distinguished zones of time such as, the preparation stage, surviving through the change and the period after the change. The role of leadership in an organization undergoing change depends on the ab ilities of the leaders. Often during change in the organization, employees would expect the best from their leaders in terms of dealing with the change hence communication plays a key role in implementing change. Leadership comes out as support, commitment and concern of the employees’ welfare during the change times as well discovering the need to make tough decisions (March Weil, 2005, p. 75). The first step in dealing with change is to have leadership that employees can believe in to give them new vision into the future of the organization. Able leaders deal with the impacts of change practically by mobilizing the employees and applying the best leadership style approaches to get through the change. The existence of leadership from the point change begins until the phase after the change is the key subject to note when dealing with change. However, for easy transition and coping during change effective leadership must be established first before the unpleasant organizatio nal hits. A solid foundation laid down through leadership should put an organization at a better position for any changes that occur in the future. For effectiveness in transition to organizational change, a leader needs to establish a proper record of decision-making and credibility. Hence, the employees would trust ones ability to figure out solutions to get them through the change (Wooden Jamison, 2005, p. 29). Surviving through change is the second time zone when leadership plays a valuable role during the implementation of change. The period of change renders the organization most vulnerable and unstable due to many changing characteristics in the employees. Hence, a wise leader would concentrate on identifying ways of motivating and improving the welfare of his employees. Secondly, leaders assist employees in transitioning after change through pulling all the resources and finding solutions as a team. The key role that leadership plays in this phase is balancing the time to f ocus on change, pain and move to the future (Daft Lane, 2011, p. 63). Arrival period is the phase after the change, has taken place characterized by less emotion, more stability and workers ready to forge a new direction with a fresh mandate. Therefore, more responsibility is dumped on leadership to effect new ways that work to the organization’s advantage. Additionally, the leaders make a better future for the employees by offering long lasting solutions that improve their lives at work. The ultimate role of leadership in this period is completing the change by convincing employees accept the current situation and understand their new roles in the changed organization. Collaboration and communication are some of the leadership behaviors that contribute to support and adaptation during organizational change (Clampitt Dekoch, 2001, p. 54). Discussing with examples what are the benefits and limitations of leadership approach The benefits and limitations of the leadership appr oach can only be realized in the different leadership styles used by various leaders in their respective organizations. A leadership style is the manner of approach that leaders use in providing direction and implementing the plans of an organization to get things done. Benefits of the leadership approach Leadership is extremely useful in urgent circumstances and the military in determining the direction and success of sound decisions. Some time, the people in the field of combat may prefer direct instructions from someone in control on what to do than think and make wrong decisions. The best leadership approach in this case is the Autocratic styles where by the subordinates receive orders on what to do and without questioning or disputing; they carry out those orders to the latter. Limitation of arguments is another beneficial role of the leadership approach. In any work environment, there exist different employees with different views and personality’s hence lengthy debates may likely occur if all those employees were to be given room to have it their way in performing the organizations tasks. Hence, leadership through autocratic style limits the chance of such occurrences by having one leader delegating all the duties, supervising and dictating order at the workplace (Kouzes Posner, 2002, p. 34). Leadership offers intellectual stimulation: it inspires people into creative and diverse thinking by suggesting new dimensions of looking at things as in the case of business. For example, this was evident in Martin Luther King’s role as a leader (Phillip’s,2000,p.31) because he constantly inspired and motivated his people through his fluent speaking style and gave them a compelled vision on life. It has charismatic influence in politics especially for people who apply this approach. It gives them the poise and confidence to be able to address and convince an audience in supporting their political stand. As in the 1970’s case when James McGregor Burns developed it to guide all the leaders in politics, (Burns, 1979, p.15) Leadership made the political leaders energetic, dynamic and gave them a strong sense of command. Whenever good leadership exists in an organization, employees and other members of staff get individualized attention basing on their varied grievances. Leaders using transformational leadership style attend and constantly monitor the well-being of employees through team building and motivational activities. This ensures meeting of individual needs leading to employee satisfaction hence increased productivity. Additionally, leadership approach dictates the foundation and direction of solving problems in instances of clashes on behavioral standards or values. Leadership plays a significant role in this by laying down strategies that act as a guide in solving the clashes conflict. An example of this benefit existed in U.S. through Martin Luther King’s leadership he successfully appealed fair play by advocating for the outlaw on buses’ segregation (Wise Kowalski, 2010, p. 37). This approach strengthens employees’ position in an organization through team spirit. Involving the employees in decision-making in the same way leaders do in the democratic style of leadership ensures efficiency of leadership and satisfaction on the part of the employee. Hence, increased input resulted because they feel as part of the organization. Reduced gap in communication through leadership: for example, application of the democratic style of leadership clears tension in any work environment. This is achievable only through giving employees the freedom of speech and contribution into the organizational decision-making process. This addresses problems and issues just as seen in the Obama’s regime. Obamas rule is more effective than for any leader in the past; his democratic leadership style ensures the hearing of common citizens and their needs met (Laszlo Laugel, 2000, p. 5 2). Leadership approach creates a positive environment for working in several organizations. It encourages fair distribution of challenges and responsibility among the junior workers as witnessed in a school setting. When the vibe is right among workers in a company work, becomes more fun. Any learning and working environment utilizing the use of leadership approach inspires creativity during problem solving and task performance. Leadership with this motive ensures that all ideas as different as they may be included in one box for reaping of greater benefits to an organization. Hence when that happens creativity resulted from the complexity of the final idea reached. For example in Skype leadership focused more on results and not efforts as highlighted by Terry Brock in an interview about their leadership styles. He asserted that Skype’s leadership motivated employees through team play to get the job done; additionally they cultivated and supported creativity (Tangri, 2010) b y awarding their employees. Increased safety at work enforced through the leadership style in use. Safety and health rules enforced by certain leaders in the bureaucratic leadership style ensure maintenance of health and save lives thus increased safety at work. The people who benefit more from this leadership approach are the construction workers and the medical staff in hospitals. In addition to the discussed benefits, exemplary leadership increases the quality of work in an organization. It is common sense that supervision is crucial in any work environment for the achievement of excellent result. Hence leadership plays that role in supervision, and as a result, only the best piece of work achieved; high quality. Influential parastatals and successful companies like the Microsoft company headed by Gates benefited from his visionary leadership(Prince, 2005, p.20) where by he led by taking part in reforming the products to meet the customer demands hence the quality of Microsoft pr oduct increased tremendously. Leadership approach encourages the division of labor where by the managers, junior workers team up, and work together for the same course in a company. In participative leadership applied mostly at construction sites, division of labor is common. It allows the efficient utilization of skills and talents in a certain job hence resulting into increased input that is profitable for the company (Burns, 1979, p. 25). Limitations of the leadership approach Leadership limits the social appeal and autonomy in an organization. The pushy and dictatorial leadership applied by some leaders kills the whole essence of interactive cohesiveness at work because the employees had worked in fear and close supervision by their respective leaders. Employees become afraid to communicate to each other or interact with their supervisors because of tension and distrust they have. For example of leadership in prison and army camps, they viewed the juniors as robots to follow ord ers from the superiors (Wise Kowalski, 2010, p.40). Secondly, there prolonged decision-making has been observed in many cases applying this approach; the process depends entirely on the leadership style used by a leader. A longer decision-making process means a democratic or situation leadership style while autocratic style of leadership has the shortest process of making decisions. The top leaders word is always the final decision as to a family where the parent makes the decision most of the time for the young kids. Decisions are long drawn in the case of democratic leadership. Here, all the team members undergo consultation and feedback collected from each one of them before making decisions (Kouzes and Posner, 2002, p. 43). Another limitation is the dehumanization of humanity for instance, the bureaucratic leadership approach removes the potential of errors by a human and all enjoyment sucked by the rewards of their hard work; work becomes just a routine rather a passion. As for the example of leadership under Muammar Gaddafi’s rule; he dictated every thing and anyone opposed to his rule got killed or imprisoned (Ezro Frantz, 2011, p.22). He started ruling Libya when at 27years and stuck in power where he set the committees of how people lived and even ruled the media; depriving the people their humanity freedom. An additional negative impact of leadership approach occurs in instances of obsession in the power of a position by some leaders. The power and authority that enforced by certain working environments makes the leaders self absorbed in power and greediness of a certain position that they forget the critical aspects of their leadership. This not only kills the team spirit but the organizational overall productivity. An example of such a limitation is evident in politics in most countries, where the leaders fight for power and forget all about the people, the sole reason why they are in power (Lencioni, 2002 p. 40). Furthermore, personal grow th sometimes stagnated with the wrong leadership or obsessive leadership. Some leaders obsess on leading others, and they bar any chances the employees would have in expressing their creativity and growing professionally. This example was experienced by many immediate subordinates to CEO’s of most organization they want to remain in power in power. Lastly, misappropriation of funds is almost top on the list in limitations of leadership approach. Most leaders use their power and positions in their respective organizations to embezzle and misuse funds. Additionally, they hide the accounting blanks under so many less weighty projects. For example, this is a common occurrence when it comes to college and students’ trust funds like in the Philippines, college trust funds have really been misused in the past, through bad leadership hence, you will notice the dwindling level of education in some parts of the country (Posner and Kouzes 2009 p. 52). In conclusion, leadership is not just the responsibility of leading others but, as an employee, it entails dealing with the situations that are present and making professional sound decision that favor the group, the organization and the objective tasks to be accomplished. In time of change, a leader should show support for the situation and play his role in implementing leadership skills that would give direction of the organizational future after the change. All in all leaders are made, not born but, true leaders are made in a long process of leadership. References Bass, B. M. 2008. The Bass handbook of leadership: theory, research, and application  4. ed. 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