Study of Freeserve Marketing Mix

Question: Discuss about the Study of Freeserve Marketing Mix. Answer: Introduction: The aim of the report is to understand the concept of marketing mix and its importance for a product or a service. Traditionally 4 Ps of marketing mix were used to determine the suitability of a product for a particular target group of people and at times for a particular region or place (Huang Sarigll, 2014). In addition to this, the marketing mix helps to understand the service by grasping the nuances of the four Ps. However, it has to be said that there has been inclusion of more 4Ps that has ultimately resulted in 8Ps of marketing mix. This report will focus on the 8Ps of marketing mix of Freeserve, the British Internet Service Provider. Freeserve, the British Internet Service Provider merged into the Wanadoo group in 2000, a subsidiary group of France Telecom. The Service Provider has not been running in profit and therefore, there is a great need of developing its marketing mix in order to improve its marketing technique (Freeserve.co.uk, 2017). The aim of this report is to understand the various elements of the marketing mix and how well these elements can be used by Freeserve that might help the Company to improve its business. Description of the 8 marketing mix concepts and its application: Reading Owomoyela, Ola and Oyeniyi, (2013), it has been found that in the marketing theory, the marketing mix has been defined by the 8Ps. These are Product, Place, Price, Promotion, People, Physical Evidence, Process and Partnership. A detailed theoretical description of the mentioned marketing nix elements can be done here. Product: Product is the physical product that the particular Company sells or offer to the people. As stated by, product can have a specific version as well. There are various types of product categories as well. Major categories of product include, consumer or the business product like FMCG goods, and the other category are the convenience products (Helm Gritsch, 2014). A service can also be considered as a product for the consumers. Moreover, the concept of Product Life Cycle (PLC) also falls under this element of the marketing mix. The PLC defines the particular stage where the product lays. These stages are the Growth, Maturity and Decline (Liu et al., 2017). If Freeserve is classified as a product, it can be conveniently said that it is the internet service and not a physical product. Thus, there is no concept of the durability of the product. However, from the recent market analysis, it can be said that Freeserve is at a stage of decline because the Company, independently is not at good market position. Place: Place of the marketing mix element is the location where it is determined where the particular product will be located. This place also includes the distribution outlets where the particular product can be made available for the consumers to purchase (Al-Dmour, Al-Zubi Kakeesh, 2013). For instance, a retail store or a particular outlet of the product is also considered as the Place of the marketing mix element. In case of Freeserve, there are no outlets or shops to provide internet services but the same is comprehended from their end by the means of a service. However, it has to be mentioned that contacting them by the means of phone calls or by directly visiting their website always remained in the option (Freeserve.co.uk, 2017). Price: Price emphasizes the value for exchange of the product that the consumers have to pay in order to use the particular product or the service. In the view point of Raj, Sasikumar and Sriram, (2013), price of a product is set by keeping a profit margin for the particular Company. Further, Raj, Sasikumar and Sriram, (2013) commented that it becomes very crucial for a particular Company to engage in a competitive pricing that should help the Company to differentiate its product from other products in the market. In this respect, Datta, Ailawadi and van Heerde, (2016) pointed out that in case of a well recognized brand, there remains a chance where high pricing of the product shall be accepted by the consumers as well. Freeserve provide its service by the means of monthly subscription charges for the internet access. In fact, it was one of the first Companies in UK to dispense the usual monthly subscription fee instead of collecting a proportionate standard telephone line charges. One of the intense competitors of Freeserve is Oftel. Apart from pricing strategy, the two Companies are also engaged in some kind of ethical controversies as well. People: The marketing mix element, people, defines those who actually enjoys the service or utilizes the product. As pointed out by Khan, (2014), it falls under the major responsibilities of the particular Company to think of the best possible ways to satisfy the needs and demands of the people. In fact, many Companies form a group of special team who are responsible for checking the market demand and then adopting major changes in the particular product (Owomoyela, Ola Oyeniyi, 2013). In case of Freeserve, People are the users of the Internet. It is expected that the Company should understand the demand of the people in the areas where the Company provides its service. Promotion: Promotion is the most critical factor in the marketing mix elements. As pointed out by Goi, (2015), services and products are easy to duplicate and thus the market can easily gets saturated with different types of products and services, might be of same type. However, what actually differentiates them in the market is the way the particular product is promoted. Promotions are done by the means of advertising and by building a relationship with the consumers. The main aim of the promotional element is to communicate about the product to the target group of people. Davari and Strutton, (2014) revealed the main channels of the promotion. These are advertising, public relations, sales promotion, sponsorship and any other publicity means. The message delivered by the means of promotional technique should be appealing to the consumers that would ultimately result in demand simulation. No such promotional evidences have been found in case of Freeserve. The service provider does not focus of promotional techniques. Therefore, there is a great need of promotional practice to be involved by the Company. Physical Evidence: Physical evidence or the packaging of the marketing element is the way a product is made attractive among the consumers. It is all about the layout and the packaging that is done on a particular product (Barrett Weinstein, 2015). For example, the shape, color and the design of the packaging element are the physical evidence of a product. However, as pointed out by Harrington et al., (2017), that for a service, there are no physical evidences and that the element is only meant for physical product. In case of Freeserve, being an internet service provider, there is no means of improving the physical evidence of the product. Process: Process identifies the delivering means of a product or a service. In case of a tangible physical product, a number of steps are involved before the product is sent to the particular store or outlet for selling purpose (Fitzgerald, Cavanaugh Bhiro, 2014). For instance, a product is primarily manufactured at the factory or the industry, the same is then sent to the whole seller, and then the product is sent to the retailers or the shops, from where the products are directly sold to the consumers. This complete distribution method is known as the process of the marketing mix. Freeserve, being a service and an intangible product do not follow any process of the delivering method. However, the service is provided to the consumers by the means of cables and wire. There are no questions of transmitting the service from one stage to the other. Partnership: Partnership defines the means by which one or more Companies tie up together for the purpose of carrying out their promotional activities and achieve their marketing goals. This practice is used by many Companies like a mobile and a telecom connectivity provider (Sinapuelas, Wang Bohlmann, 2015). This way both the companies get benefitted and at the same time, the promotional expenses get reduced to certain extent as well. There are certain evidences that revealed that Freeserve had partnered with Littlewoods for the ISP promotion. Likewise, a partnership promotion was also evident with the Dixon as well. Recommendations for the organization: Based on the theoretical analysis of the 8Ps of marketing mix, certain recommendations can be made that shall improve the present condition of the promotional and marketing perspective of the organization. Product: As evident that Freeserve is the Internet Service Provider and thus, it provides service and it is not a tangible product. In terms of its recommendation, it can be said that the quality of the product needs to be improved. It has been found that Freeserve has been providing internet service to the people of UK. The quality of the service can be calculated on the basis of the internet speed. It has to be understood in the era of globalization, there are great chances that any company could enter the market and dominate the market (Hamid, Ab Talib Mohamad, 2014). Therefore, it can be recommended that Freeserve should increase its speed and the service charges should be made on the basis of different plans or schemes availed by a customer. Improving the service quality will definitely help the Company to fight against the intense competition and the advent of globalization in the market of its operation. Place: Freeserve operates in the regions of UK. There is no such evidence of the fact that the Company is planning for expansion. Therefore, it is expected that the marketing should be concentrated in the regions of UK. It is recommended that whole England including London, Scotland, Wales and others should be the targeted regions for operation. Price: It has been evident that there are not many competitors of Freeserve in the market, it is expected there is no such need for coming up with a competitive pricing strategy. However, it is recommended that the price of the service should be reasonable enough that the consumers do not hesitate to use it (Fitzgerald, Cavanaugh Bhiro, 2014). Moreover, depending upon the speed of the internet and the amount of data required, the price chart can be made. People: The target consumers of Freeserve are all the internet users. Therefore, people residing in UK are the target groups of people. In order to target them, it is expected that digital promotional techniques by using the social media sites or by directly communication by the means of sending direct mails are the most effective means of targeting this group of people. Promotion: As mentioned by Barrett and Weinstein, (2015), a service or a product can be brought back to its maturity stage if proper promotional activities are carried on. Therefore, it is the most important marketing element for a service provider like Freeserve. A number of promotional activities can be mentioned here. i) Electronic, digital and print advertisements: Advertisement is the best possible means of marketing for Freeserve. It is highly recommended that the Company should come up with an innovative design of the promotional advertisement and that the advertisements are telecasted using various media like TV commercials, internet advertising and even for print advertisement in Newspaper Dailies and major Magazines as well (Owomoyela, Ola Oyeniyi, 2013). Designing a good story board and promoting the same at a regular frequency is very effective for this ISP. Almost every company use this means of marketing and promotional techniques. ii) CSR activities: One of the most effective means of promotion is by carrying out CSR activities. Many companies like KFC, Wal-Mart, TESCO and other undertake this particular means to create a positive image of their organization in the market. Therefore, carrying out CSR activities by the means of certain campaigns that would support environmental sustainability or any other ways of doing something better for the society might help Freeserve to fetch better response from the target consumers (Al-Dmour, Al-Zubi Kakeesh, 2013). In this respect, it can be said that Freeserve also faces certain ethical issues that could be easily diluted by the means of carrying out CSR activities. iii) Promotional campaigns: The ISP can come up with an innovative promotional campaign as well. For instance, a campaign that shows the importance of staying connected with people and that internet is helping us to stay connected with our near and dear ones. In order to make this promotional campaign to reach larger masses, the social media networking sites like Facebook, Twitter and the YouTube can be used easily. It has to be understood that the main target groups of people are the ones who use internet. Smart phones are run with the help of internet. Therefore, these people can be easily targeted by the means of creating a promotional campaign where people shall be asked to participate (Hamid, Ab Talib Mohamad, 2014). This could be another effective means of reaching out the people at the right time. Companies like Apple, Samsung have been found to use this marketing strategy at a regular interval. Process: The process of providing the internet service is by the means of cables and wire. There is no scope for a various level of transmitting the service from one place to the other. However, it can be said that the Company might increase their region of operation within UK and Europe. This might fetch them better market opportunity and might help them to prosper in the market. Partnership: Promotion by the means of partnership is also another productive idea that Freeserve might use in order to promote their service among the people. For example, Freeserve might make partnership with a number of TV channels and promote their advertisements by in their channels. Same kind of approach has been found with Apple and Airtel, where Airtel offered free connection with the mobile sets of Apple (Liu et al., 2017). Therefore, partnership promotional activities are common and can be used easily. Conclusion: A detailed analysis has been conducted on the marketing mix elements. Primarily, a theoretical approach has been made on the 8Ps of marketing. On the basis of the understanding, promotional recommendations have been made. As it has been evident that Freeserve as a service provider cannot use all the marketing mix elements for its marketing technique. However, apart from the quality of the service that the Company provides, it is expected that Freeserve should also involve in better promotional techniques as well. Carrying out any kind of corporate social responsibility activity or by the means of partnership can be the most effective means of promoting their service among its users. On the other hand, developing an advertisement is the foremost requirement for Freeserves marketing strategy. References: Ahmed, S., Rahman, M. (2015). The Effects of Marketing Mix on Consumer Satisfaction: A Literature Review from Islamic Perspective. Al-Dmour, H., Al-Zubi, Z. M., Kakeesh, D. (2013). The effect of services marketing mix elements on customer-based brand equity: An empirical study on mobile telecom service recipients in Jordan.International Journal of Business and Management,8(11), 13-26. Barrett, H., Weinstein, A. (2015). Corporate entrepreneurship, the marketing mix, and business performance. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 144-150). Springer International Publishing. Datta, H., Ailawadi, K. L., van Heerde, H. J. (2016). How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?.Journal of Marketing. Davari, A., Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors.Journal of Strategic Marketing,22(7), 563-586. Fitzgerald, J., Cavanaugh, N., Bhiro, R. (2014). CPR for the 4Ps Breathing New Life into the Marketing Mix. InInternational Academy of Business and Economics Conference. Freeserve.co.uk (2017) Freeserve Internet Service Provider Retrieved from: https://www.freeserve.co.uk/ [Accessed on: 29-1-2017] Goi, C. L. (2015). Marketing Mix: A review of'P'.The Journal of Internet Banking and Commerce,2005. Hamid, A. B. A., Ab Talib, M. S., Mohamad, N. (2014). Halal logistics: A marketing mix perspective.Intellectual Discourse,22(2), 191. Harrington, R. J., Harrington, R. J., Ottenbacher, M. C., Ottenbacher, M. C., Fauser, S., Fauser, S. (2017). QSR brand value: Marketing mix dimensions among McDonalds, KFC, Burger King, Subway and Starbucks.International Journal of Contemporary Hospitality Management,29(1), 551-570. Helm, R., Gritsch, S. (2014). Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets.International Business Review,23(2), 418-428. Huang, R., Sarigll, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-132). Springer New York. Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review paper).International journal of information, business and management,6(2), 95. Liu, Y., Li, K. J., Chen, H., Balachander, S. (2017). The Effects of Products Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency.Journal of Marketing,81(1), 83-102. News.bbc.co.uk, (2012) Business: The Company File Dixons to float Freeserve Retrieved from: https://news.bbc.co.uk/2/hi/business/362888.stm [Accessed on: 29-1-2017] Owomoyela, S. K., Ola, O. S., Oyeniyi, K. O. (2013). Investigating The Impact Of Marketing Mix Elements On Consumer Loyalty: An Emprical Study On Nigerian Breweries PLC.Interdisciplinary Journal of Contemporary Research in Business,4(11), 485. Owomoyela, S. K., Ola, O. S., Oyeniyi, K. O. (2013). Investigating The Impact Of Marketing Mix Elements On Consumer Loyalty: An Emprical Study On Nigerian Breweries PLC.Interdisciplinary Journal of Contemporary Research in Business,4(11), 485. Raj, M. P. M., Sasikumar, J., Sriram, S. (2013). A Study On Customers Brand Preference in Suvs and Muvs: Effect of Marketing Mix Variables.Researchers World,4(1), 48. Sinapuelas, I. C. S., Wang, H. M. D., Bohlmann, J. D. (2015). The interplay of innovation, brand, and marketing mix variables in line extensions.Journal of the Academy of Marketing Science,43(5), 558-573. Whitehead. J., (2013) Retrieved from: https://www.campaignlive.co.uk/article/170881/freeserve-partners-littlewoods-isp-promotion [Accessed on: 29-1-2017]

Primark E-Marketing Assignment- Part Essay Example

Primark E-Marketing: Assignment- Part Paper The aim of this report is to explore if Primarks current website is adding any value to their brand and why they have chosen to go online. Has Primark mirrored its offline success online? 1. Critiques of the Website In order to critically analyse the current website of the high street retail outlet, Primark, it must firstly be established what kind of website it actually is. Primarks website must be categorised into one of the three distinct styles created by Dann and Dann (2004). It may be: We will write a custom essay sample on Primark E-Marketing: Assignment- Part specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Primark E-Marketing: Assignment- Part specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Primark E-Marketing: Assignment- Part specifically for you FOR ONLY $16.38 $13.9/page Hire Writer 1. Information publishing (content provision/interactive brochure) 2. Transactional sites 3. Mass customisation Dann and Dann (2004) have described the information publishing site as: At web site at its most basic, where the content is the experience and the emphasis is on the provision of information. Primarks site is very simple and holds mainly information. Whereas, a transactional site consists of a category of sites, that exist for the purpose of exchange of some sort e.g. buying and selling. Primarkss site does have some transactional activities, the employment application form; however this is a very small amount of transactional activity. Mass customisation has been defined as A web site where the content and experience are tailored to the individual user based on their established user heritage and other information This is practically not existent as there is nothing that could appeal to the individual user as it holds mainly corporate information. Therefore it seems that Primarks website best fits the Information/content publishing style. To evaluate whether the site has effective design, three key areas can be looked into. (E-marketing, lecture 5, 4/11/05) 1. Effectiveness: * Can users complete their tasks correctly and completely? The site is simple and straightforward to use and fairly visually appealing as the whole site is neutral and plain. The clear toolbar across the top enables the user to find exactly what they are looking for allowing easy navigation. 2. Productivity efficiency: * Are tasks completed in an acceptable length of time? There is little transactional activity present although the employment application form seems to be straightforward and easy to use. Again as it is mainly an information site, there are little tasks to be completed and therefore nothing to slow the site down. 3. Satisfaction: * Are users satisfied with the interaction? This could be analysed by whether the user returns to the website and how far the user goes in. I personally wouldnt return to the site as there is no activities or interaction, this may be assumed the consumer may feel the same with no real reason to return. With no real benefits to gain from the site, a user may not feel very satisfied. 2. Assessment and analysis of Primarks current involvement in online activities By assessing Primarks online activities it should become clear whether it is beneficial for them to be online. This can be done by, firstly, establishing the type of design it is following- a market-led design or a user centred design. A market-led design would consist of tactics designed to engage the customer, encourage purchase, supply offers and incentives and add value to the brand. Whereas, a user-centred design (Bevan, 1999) would concentrate on knowing its audience well, and considering the following factors; * The users purpose for accessing the site? * Who are the important users? * How frequently do they visit the site? * What experience n expertise do they have? * What nationality are they? Can they read your language? With the little information on Primarks site it is difficult to pinpoint the design they may be following. However, it seems to be more market-led than user-centred as there is nothing actually on sale on the site (neither service nor product) to focus customer needs or acquisition on as it is just providing information. Primark has a brand image of providing value for money clothing as do its competitors Matalan. Therefore it would be worthwhile to see how their site compares. The Matalan site immediately comes across as a better quality site. It has a greater amount of information available, more transactional activities with the option to send an email from the site rather than being referred to outlook express. With the bright and colourful images and pages, it seems to be more a user-centred design as the images are targeting a younger audience. The information here shows that Primarks current site is not reaching its potential. It doesnt really seem worthwhile for them to be currently online as they are not brining in any more customers. Forrester research (1998) has shown two of the most important factors- high quality content and frequent updating along with ease of use and downloading speed to keep their customers returning. 3. Primarks current and potential audiences In order to maintain and gain customers, Primark must find out why users would want to visit their site, why they use the internet and what they use it for. This can be done by segmenting the market into the Demographics of online shoppers, Psychographics and Behavioural shoppers. (E-marketing, lecture 7, 18/11/05) The Demographics would consist of facts like age, gender, income, occupation etc. The demographics of the customers that may visit Primarks offline store would most likely be female; under 35s (Primark.co.uk) therefore the website designers must take this into consideration and target users similar to their existing offline customers. Women are currently 44% of users of the internet and ages between; 25-44, are the regular users (Mori Technology Tracker, 2002). This could be taken advantage of by Primark as their target audience already exists. The Psychographics are the social values and the views and opinions of consumers, as well as their activities and interests. Psychographic users can be segmented within this segment numerous times as directed buyers, bargain hunters or entertainment seekers (Lewis and Lewis, 1997) the list goes on. However it is vital to take psychographics into consideration as targeting these users can mean great rewards, for example, the adventurous learners (Coupey, 2005) may be swayed into purchasing a product is marketed to them correctly. The Behavioural aspects of the consumer consist of quantities and types of purchases. This segment can also be segmented within itself as simplifiers, surfers and bargainers (Strauss et al, 2006). If Primark were to target for example the simplifiers, this would be very beneficial as 50% of all online purchases are made b this group based on convenience, quick and quality service. (Strauss et al, 2006) However, it is not as straight forward as targeting the correct markets. There are a number of barriers restricting a user, including cultural issues, technological issues and legal and political issues. A big cultural issue is language although the internet is currently 35.8% in English. Many sites are beginning to provide a number of languages. All the factors must be considered by Primark in order to attract more customers. 4. A positioning statement for Primark (on and offline) Primark stands for; Providing fashion conscious under 35s fashionable quality merchandise at very competitive prices / value for moneyPrimark has established a well earned reputation for stylish, up to the minute looks at exceptionally affordable prices. (Primark.co.uk) From the information gained in previous sections of this report, two perception maps can be drawn based concentrating on transactional vs. content and sales vs. image. (Adapted from Dann and Dann, 1997) On the transaction vs. content map, Primark can be placed in both low content and low transactional sections, as this report finds there is little to the site other than company information therefore it has been placed slightly higher on the content side rather than transactional. On the sales vs. image map, the positioning can be argued to be both low sales and low image by looking at its competitors. In order to be highly sales orientated, there must be a product/service available for the customer to purchase, yet Primark does not have this. Its competitors on the other hand are highly focused on image as it has concentrated on its brand image, displaying its awards and achievements on the home page and with images of young bright people displaying its collections. Therefore, Primark has been positioned low in both sales and image. Primarks offline success is far greater than the successes of its web site, employing over 11,800 people in over 120 stores (Primark.co.uk). If its loyal customers and brand image could be transferred over to the web pages, the site would be far more successful. Conclusion To conclude, this report has found that Primark is not making full use of its potential being online. Research has found that 35% of people currently use the internet for shopping (EIAA, 2004) and Primark should take full advantage of this. Their current web site is not adding any value to the brand nor is it taking advantage of the target markets which are already in place.

THE RESEARCH PROCESS RESEARCH Essay

THE RESEARCH PROCESS RESEARCH Essay THE RESEARCH PROCESS RESEARCH Essay THE RESEARCH PROCESS 1. I chose to use google.com. I chose Google because it's all I use online to search and I've learned to navigate it very well. I first searched "planning a career change". To see if my results would vary, I changed my keywords to "change + career". Upon looking through my search results, I came across a valuable site named careercast.com. 2. I investigated four different websites to determine which one I would use for my evaluation. The first website I looked at was Career-Change-Confidence.com. This website was full of questions to ask yourself if you're looking to change careers. However, one thing I did not like about this, was the fact it did not give you suggestions on how to reach conclusions to these questions. It was more of a guide that was lacking depth in the content of the writing. The next website I analyzed was Goinglobal.com. Goinglobal gives you ten steps on planning a career change. It gives you suggestions on how to mentally prepare yourself for the change and the steps you need to take to be successful in your new career. I disregarded this website due to any links to other information you click on had to be paid for. To me, they were using this website as a form of profit rather than helping individuals looking to better themselves. The third website was titled careerealism.com. This website offers 5 very vague tips on how to change your career. It gave basic knowledge information on what you should do to change your career. An example of this is step 1, start looking for a new career that interests you. I chose to pass on this website because it offered me no new experience on changing careers. Finally, the website I chose was careercast.com. I found this website to be very easy to navigate and it covers all aspects of searching for a new career. It offers information on different industries of work, resume building, career

Why is a Hard Days Night culturally important Essay

Why is a Hard Days Night culturally important - Essay Example The Beatles band had developed a unique lifestyle. Many young people developed an obsession for the Beatles band a phenomenon described as â€Å"Beatle mania†. The production of the movie afforded many young people an opportunity to experience a day in the life of the four members of the Beatles band. Richard Lester adopted a concept of realism in developing the first rock and roll film that registered a remarkable cultural impact. This paper will discuss the cultural importance of A Hard Day’s Night. The film features John, Paul, George, and Ringo on their way to London, where they were scheduled to perform on television. The film allows the audience to engage in the activities that the four members of the Beatles band indulged in before they can get to the real performance. The film features press conferences as well as rehearsals that they undertake on their way to London. Most importantly, the film goes deeper to depict the real life of the four boys making the Beatles. The Beatles band members were young and energetic. For this reason, they afforded the time to have fun amidst their official rehearsals and press conferences. As they move from place to place, they meet their fans who exhibit high levels of excitement. Notably, Beatle mania had spread to different cities, although it began in Liverpool. The audience can also see the relationship between the Beatles and their managers who accompany during their trip to London (Frontani 2007, p. 68). The film becomes more intere sting as the boys interact with Paul’s grandfather who proves to be highly mischievous. The film also depicts many of the famous songs by the band. For many people, especially the youths who were obsessed with the Beatles band were able to connect more with the band members after the release of the movie. The release of the movie A Hard Day’s Night exhibited remarkable cultural impacts. In order to understand the cultural impacts of the movie, it is

Whose Text is it Anyway Communication between author and reader Essay

Whose Text is it Anyway Communication between author and reader - Essay Example For decades, readers have fallen in love with the fairy tale novel, yet few seem to really understand it. Much like Alice spends much of the book frustrated with the happenings inside of Wonderland, the reader spends hours trying to figure out the message behind the words. Perhaps that is exactly what Carroll was aiming for. In a similar fashion, millions around the world adore the paintings of Picasso. They hang in art galleries and adorn hallways in private hallways, yet few truly understand the true meaning behind the masterpiece. In fact, volumes have been written just trying to understand what ‘each picture is saying’. Could the answer be as simple as ‘nothing’? Does an author or painter actually have to communicate an exact message via his or her work that is understandable by everyone who reads the book or looks at the painter? The simple fact of the matter is that any given text is the author’s alone. They are free to do with printed words as they please. Perhaps part of the joy that some writers receive is in knowing that many readers struggle and grapple with the meaning behind what was written. In this way, they are promoting a depth of creative and critical thinking skills that is sorely needed in society. Other writers, however, do write to a specific audience and their words are quite easy to understand in context. Even under these conditions, however, the writer retains control over what they have written and the interpretation is to be largely left up to them. This is accomplished as they use their own artistic license as a mechanism for sharing a story of idea with the reader. In addition, the writer brings their own personal experiences and ideologies to the page each time they set out to write any given text. It would be helpful to consider a classic novel in which the author writes about a fictional story that could certainly be reality. Huck Finn is a product of poor rural America. He is a character that man y people can identify with. Mark Twain, the author, certainly paints a wonderful picture with this novel. He begins by taking the reader on a journey through Southern America. There are racial undertones, class wars, and simple general mischief presented between its pages. You could ask ten different readers what social message Twain was trying to convey and you would likely get ten different ideas. This seems to be the beauty of literary license and is the reason why so many readers keep coming back to the classics, such as this one. Each time you read it, a different message seems to come to the forefront and you find yourself reliving the story all over again. This relates back to the theme of ownership and demonstrates how readers often find great job in trying to determine the purpose behind any chosen novel. That is part of the joy of reading. In answering the question of ‘Whose Test is it Anyway†, it is important to consider novels such as Huckleberry Finn. In thi s one novel, the author has created multiple themes centering on racism, slavery, morals, what role society plays in our life, and others. In addition to this, Twain touches on issues related to childhood, the way we lie and con people out of things, and he presents various superstitions and folk ideas. The reader needs no background with these issues, as Twain educates as he writes. One can easily begin to wrestle with these deeps ideas facing society, while having fun at the same time. Twain accomplishes all of this and more. In essence, he owns the reader because he has captivated them so. He can do what he wants simply because of the way in which he writes and the issues that he brings up. It is perfectly acceptable for an author to place more importance on the words

Tata Motors

Tata Motors Introduction Tata motors are the India’s largest automobile company with 14 million $. Established in 1945 it rolled out of India in 1954. Tata motors, the first company from Indian engineering sector to be listed in New York stock exchange, which emerged as international automobile industry. Tata has its operations in all continents. Tata increased its global network by acquiring Jaguar cars and Land Rover from Ford cars. In recent years, Tata as lost its prestige due to some wrong strategic planning and also has been in controversies for wrong reasons. The most famous was the Bengal scandal faced by Tata where it had to move out its half built plant to Gujarat. Which cost them capital, time and mostly importantly its brand name? The main focus of my dissertation will be to study Tata motors Strategies and understand why it is not doing good in developed economies. Objectives The core objective of my study is to understand the challenges faced by Indian car companies in Developed countries. Although Tata has been successful to acquire Jaguar and land rover these companies are also not performing up to expectations. My study will help understand this company what is stopping them from being successful. My dissertation will be only focused on passenger cars. Objectives Study the Strategy adopted by Tata Understand the problems in strategies Understanding the marketing mix adopted by Tata To study the competitor and their strategies adopted in U.K. The major questions to be answered in my dissertation are:- Q1) What are the problems faced by Indian automobile industry abroad? Q2) What strategies are adopted by Tata in United Kingdom? Q3) Why has the import penetration strategy of Tata failed? Q4) Why has Tata failed to function in significant market? Preliminary literature review â€Å"The European Automobile Industry† by Andrew M Mclaughlin and Willlam A Malony has discussed about strategies and policy failure of UK government and the problems in Ministry with diverse range of actors with differing views on future direction. In chapter 3 they have explained the procedure adopted by Land Rover to Privatises. The car market M J H mogridge analysis the statistics and dynamics of supply and demand. This research provides all the statistical data like supply model car ownership forecasting model. This will help me understand the future structure that Tata will adopt and will it be useful in the Market. The book CAR by Mary Walton in chapter 11 she has talked about the supply- side economics and production of automobile which affects the cost of production and supply chain model of an company. Japanese’s in UK [The Japanese] are welcome here in Britain has made no secret of welcome inward investment. We view it not as threat but as an opportunity both for investor and as the host UK. (John Major anglo-japanese journal 1990 4{3}:10) The future of automobile (the report by MIT’s international automobile program by Alan Alshuler, Martin Anderson, Daniel Jones, Danniel roos, James Womack. The report is about Japanese car structure and technological advancement and priorities of UK which have shifted dramatically towards intervention. The pressure of the world oil reserves and production which adds pressure to change in fuel and green gas emissions. The technological shift and opportunities to adapt the automobile to change the process of RD. The book â€Å"Cars, Carriers of regionalism† By Jorge Carrillo, Yannick Lung and Rob van Tulder† will provide me information for the role of WTO and its trade disputes in 1995-2001. The import penetration and export penetration ratios for motor vehicles. Rules of origin in free trade agreements. The automobile production in Europe. Passenger car sales in India 1981-2001 and economies in south Asia. The book â€Å"globalization or regionalization of the American and Asian car industry? By Michel Freyssenet, Koichi Shimizu and Giuseppe Volpato†. Changes in the level of concentration of the world automobile industry 1985-2006. The changing shift of power from western country to Asian markets. The failure of American car companies. â€Å"The Indian Automobile Industry: Statistical Profile 2005-2006† by society of â€Å"Indian automobile manufacture† this book will provide me the main data needed and also the statics will be provided to me. Data like the sales rise in Indian market and also the role of IMF and WTO in promoting automobile industry in India. â€Å"The British car industry: our part in its downfall by James Ruppert† will give information like the real situation about British car industry and how it is dealing with the current situation of credit crunch. The European companies talking over British companies. The evolution of the British automobile industries. Annual production of land rover and British car manufacture. Annual change in domestic sales. Market failure of transforming British Leyland into land rover. Information available on internet. The official website for automobiles in UK has all the needed information like (manufacturing industry) turnover, Employees, Companies, capital expenditure, stock turns, trade balance. (Vehicles registration) UK cars sold 2002-2008, used cars sold in 2002-2008. According to British chamber of commerce the recovery of UK’s economy will be depended on automobile industry. There are some case studies available about jaguar and land rover on www.supplychainmanagement.com Methodology My study will be focused on both Quantitative and qualitative techniques of data interpretation. My mostly data sets will be economic, WTO agreements and data collected from interviews. Economic Data sets: This data will be collected through books IMF’s reports, research, Journal, Organisations, Interviews. This data includes the laws and also policies which affect Tata. The stat table of annual sale of each automobile company. According to Hired Michael Eisner – 1984 there are two types of analysis for strategies management process internal and external. Internal include analysis like human recourse, manufacturing ability and technology; whereas external include factors like interest rate, demographic, socio cultural trend. Analysis like SWOT, PESTEL and Michel portal’s five forces will also help me understand better the strategies adopted by Tata and the reason for failing in UK were others have succeeded. Although it is quite clear that financial crisis has hit every automobile company in this world. Interview: This is one of the very important and most useful techniques to be used to find out Tata’s strategies for Jaguar and Land Rover in U.K. This interview can be done via E-mails or any other electronic source. Data like structure of the company and official figures can release by this method. It is also possible to understand their future goals and new releases via this method if allowed. Co-relations: the data collected will be processed in SPSs software and the co relation will be obtained which will help in understand the different strategies and there rate of success for both Japanese as well as Tata. The main motto for using this technique is to understand and collect the data available and analysis for this software’s like SPSS and Excel will be used and also graphs and tables will be presented to describe how the sales for Tata have increased and how it is look at its future in United Kingdom. This will also help me to understand that how the change in the ownership has brought change in the brand name. Possible outcomes The dissertation I am planning to make will provide the future of Tata motors in U.K. and also help in evaluating the Indian automobile industry. Tata is undoubted the biggest brand form India. This dissertation will help to analysis the mistakes made by Indian brand aboard and what all things are needed to improve the brand name. This kind of study will involve lot of study and analysis of the sales and structure of jaguar and land rover after and before Tata’s intervention. The outcomes of this dissertation will allow a clear view of FDI in U.K. for automobile industry and allow us to understand how this industry is evolve with lot of hard challenges like global warming, green house effect and also gas price hike. Jaguar in particular has faced lots of problems in particular for the recent credit crunch. Schedule Step1. This step will involve lot of reading of relevant books, and also collect economic policy, political information and law and regulations. This will also involve India’s economic progress after 1991 and read lots of journals, reports, T- tests, and data analysis done by experts. I will also try to understand co-relations and quantities techniques which will be use later on for processing of data. Step 2. This step will involve collection of data like structure and sales of particular year by means of interview as primary source and also collected data from secondary source. Later on I will plan and design a research model for data processing. Step 3. The last and final stage will involve methods like data processing which I have collected from the first two stages. My dissertation does not involve any hypothesis it just involves collection of structure, stage and market sales. Bibliography Research Methods for Business students/mark N.K Saunders, Philip Lewis, Adrian Thorhill. (page no. 109-117) Business research: a pratical guide for undergraduate and postgraduate students/ Jill Collis.(page no. 216-230) Globalization or regionalization of the American and Asian car industry? Michel Freyssenet, Koichi S.( chapter no. 2,3 and 6.) Carriers or regionalism? Edited by Yannik Lung Jorge Carillo and Robert yan Tulder..( chapter no3, 4 and 5) The future of automobile (the report by MIT’s international automobile program) by Alan Alshuler, Martin Anderson, Daniel Jones, Danniel roos, James Womack The European Automobile Industry by Andrew M Mclaughlin and Willlam A Malony (page 276-196) CAR by Mary Walton (chapter 11) The jaguar and land rover case studies http://www.supplychaingroups.co.uk/case-studies visited date 27-07-2009. The automobile industry in UK and the staticall data for sale and structure http://www.autoindustry.co.uk/statistics?s=1l3bshemdb3edau0 visited date 27-07-2009.

The Scopes Monkey Trial Research Paper

The Scopes Trial Today evolution is taught in public schools in America, but it has not always been that way. The legal battle that led to the teaching of evolution in public schools has been a very long one. Creationism was taught in public schools until the late 19th century. Following Darwin’s theories being introduced in 1859 many began to accept evolution during the 1860’s. This would continue in America until a flamboyant, Christian, lawyer named William Jennings Bryan campaigned against the teaching of evolution.Bryan found supporters very easily because of a grassroots movement in America following World War I; which was a vast change in society that led people towards a simpler and more religious lifestyle. This movement led several states to create laws banning the teaching of evolution in public schools. Bryan and his movement was of course opposed by many which led to the legal battles that have taken America from a non-evolution teaching society to the evol ution teaching society it is today. In this paper I will discuss the first major court case that brought significant national attention to these laws.The first major court case that brought significant attention to the laws banning the teaching of evolution in public schools is â€Å"The Scopes Trial† or â€Å"The Monkey Trial† in Dayton, TN in 1925. This trial was the State of Tennessee vs John Thomas Scopes, who was a high school football coach that was also a substitute. Although this case would turn out to be more about Scopes breaking a law than the teaching of evolution in public schools; it was significant in bringing national attention to the laws.After the state of Tennessee passed the Butler Act, which banned the teaching of anything that contradicted the idea of creationism from the Bible, there was a group of businessmen from Dayton, TN who felt they could bring business and attention to their small town thanks to the new law. They devised a plan to find a local teacher willing to oppose the law by teaching evolution in the classroom. They were able to find such a teacher in John Thomas Scopes; Scopes was the perfect candidate. He was young (25), new to teaching (first year), new to town, and was well liked by the towns people.It took little convincing to get Scopes to oppose the law and he did so while substituting a high school biology class. When knowledge of Scopes teaching evolution was made public he was arrested and taken to trial. The trial quickly grew in fame when two of America’s most prominent lawyers took the case. William Jennings Bryan volunteered to serve as the prosecutor for the State of Tennessee which led to Clarence Darrow becoming the Defending lawyer in the case. Darrow was a famous Agnostic, defense, lawyer who wanted to prove Bryan wrong more so than to prove Scope’s innocence.With the new â€Å"celebrity† lawyers on board for the trial; the case quickly gained fame. The business men of Da yton, Tennessee were quickly pleased to see their plan had worked. There were vendors, tourist, and media flocking to Dayton for the trial. The vendors were selling hot dogs, and water outside of the courthouse. The many curious people who came to Dayton to witness the trial caused the town to be flooded with people. All of the hotels were so full it led to many members of the media staying in a warehouse and sleeping on the floor.For the first time there was a national radio broadcast from the courtroom of the trial and the trial was recorded on film. There were so many people in the courtroom that the weight caused the support beams to buckle in the courthouse. The buckling of the beams lead to the trial being held outside one day; then returning inside with a limited amount of people able to attend. During the jury selection Darrow quickly realized he was at odds. It was hard to find an unbiased jury in Dayton Tennessee because the vast majority of residents were Christians and w as neducated on what evolution is. They saw evolution as a direct threat to their religion rather than a scientific theory. The jury ended up being made up of farmers who were mostly illiterate with the majority being church goers; six were Baptist, four Methodist, one Church of Christ, and one was a non-church goer. Since Darrow knew he could not prove that Scopes was innocent of breaking the law. He would rather try to prove that the law itself was unconstitutional; and decided to make his case based on science versus ignorance.He had planned on calling in several scientific scholars as witnesses to argue the topic of evolution over creationism but the judge deemed this unreasonable. The judge did not allow the witnesses and said that the case was about the law and not evolution. This was the case for Darrow but not for Bryan. Bryan argued that creationism was true and spent most of his time in court preaching from the Bible. Bryan even preached to the public on the courthouse ste ps and in the local Methodist church while he was in Dayton.This tactic won over the local people and even the defendant. Scopes was quoted saying â€Å" Bryan was a powerful speaker†. With Bryan’s tactics being allowed by the judge and going over well with the jury and local people Darrow saw only one way to â€Å"win†. Instead of trying to keep Scopes from being convicted he would make his case into a personal vendetta against Bryan’s beliefs. When Darrow presented his defense he called one witness; Bryan. This was a shock to everyone in the court as well as around the country.The judge allowed it as long as Bryan was okay with it. Bryan agreed so he took the stand to be questioned by Darrow. Darrow made the most of his opportunity and questioned the faith that Bryan held so dear. He began by asking him about stories from the Bible and how old the Earth was. He then delved deeper into the creation theory; asking if Bryan knew how long it took God to cre ate the Earth, if the days that were spoke of in Genesis were man’s days or God’s days, and if they differed. Of course; Bryan could not answer truthfully, only guess.This led to Bryan acknowledging that the periods of creation in Genesis could have possible been millions of years rather than days. This gave ground to the theory of evolution to be included in the creationist’s idea of the beginning. The day after Darrow questioned Bryan the judge ordered the testimony to be absolved from the case. He said that it had no bearings on the case. Scopes was found guilty and fined $100. Even though Darrow was unable to prove Scopes innocence he was able to show a chink in the armor of the creationist claims against evolution and make a bigger name for himself.Bryan died five days after the trial in Dayton Tennessee while taking a nap after lunch. Darrow appealed the case to the State Supreme Court in an attempt to get the law deemed unconstitutional. The Supreme Court found that Scopes should not have been fined but did not retry him. It was not until 1965 when the American Civil Liberties Union made a case against the state of Arkansas that the Supreme Court ruled that laws against the teaching of evolution were unconstitutional. Works CitedCrewe, Sabrina and Michael V. Uschan. The Scopes â€Å"Monkey† Trial. Milwaukee: Gareth Stevens Publishing, 2005. Print. Groce, Eric, Tina L. Heafner and Katherine A. O'Connor. â€Å"Monkey Business: Teaching the Scopes Evolution Trial. † Social Studies Research ;amp; Practice (2011): 107-128. Print. Lovorn, Michael G. â€Å"Monkey Town: The Summer of the Scopes Trial. † Social Studies Research ;amp; Practice (2009): 99-106. Print. Singham, Mano. God vs. Darwin. Plymouth: Roman and Littlefield Education, 2009. Book.