Final Project Paper Essay Example for Free

Final Project Paper Essay Competitive Strategies and Government Policies Paper Learning Team Competitive Strategies and Government Policies Management has recognized the effect of changes in the real-world competitive environment and government policies on other industries and anticipates similar events occurring in their industry, so they ask you for a report considering the following points. Write 1,400 ?1,750-word paper of no more than in which you describe how each of the following are or potentially will affect your industry or one with which you are familiar: New companies entering the market, mergers, and globalization, on pricing and the sustainability of profits: Identify the type of merger activity in your industry or one with which you are familiar?horizontal, vertical, or conglomerate and explain why you made that choice. Current and expected government policies and regulations, including taxes and regulations in place to address issues related to externalities Global competition on the decisions made by management with regards to change in labor demand, supply, relations, unions, and rules and regulations in your chosen industry Recommend how the industry you chose may respond to each of the previous points. Format your paper consistent with APA guidelines Business General Business Focus of the Final Project Students will write a Feature Story (800-1,000 words) on a topic and for a magazine of their choice. This project requires students to incorporate the major concepts discussed during the course, such as applying various media communication tools, identifying audience, gathering information and research, and understanding the editing process. The Feature Story should  demonstrate a student’s comprehension of the readings and class discuss A+ tutorial you will find here https://bitly.com/12Cn79p Set yourself up for success in college by taking your habits and ideas into consideration. For example, think about whether you are a morning person or an afternoon person. If you arent a morning person, dont even think about signing up for an early class. Schedule courses later in the day so you wont be tempted to skip. Business General Business Focus of the Final Project Students will write a Feature Story (800-1,000 words) on a topic and for a magazine of their choice. This project requires students to incorporate the major concepts discussed during the course, such as applying various media communication tools, identifying audience, gathering information and research, and understanding the editing process. The Feature Story should demonstrate a student’s comprehension of the readings and class discussions as well as the implications of new knowledge in the field of media writing and editing.

Summarising the Paris Agreement

Summarising the Paris Agreement The Kyoto Protocols second commitment period is due to end in the year 2020, the same time as the new Paris agreement is due to come into force to replace this protocol (Wilder, Richard and Curnow, 2016). Given that the issue of fragmentation described earlier hinges on the provisions present in the Kyoto protocol, it is clear that the provisions introduced in the new agreement have the potential to change the fragmented relationship between the climate and biodiversity regimes. This presents a unique opportunity to: examine how[A1] this relationship may have changed; critique the Paris agreements attempts at managing fragmentation; examine how the international community may be attempting to improve fragmented regimes[A2]; suggest how the international community might be able to improve on the weaker areas. To do this it is first necessary to provide a summary of the Paris agreement, exploring how it may differ from the Kyoto protocol in general and specifically in its delimitations on the use of forests in achieving the objectives of the UNFCCC. To then go on to discuss what these differences mean for the fragmented UNFCCC-CBD regime. Background During the 2011 United Nations Climate Change Conference, the Durban Platform (and the Ad Hoc Working Group on the Durban Platform for Enhanced Action) was established with the aim to negotiate a legal instrument governing climate change mitigation measures from 2020. The Durban Platform decision had identified the focus of work for the 2015 Agreement as mitigation, adaptation, finance, technology development and transfer, transparency of action, and support and capacity building. Developed countries, however, had long sought to focus on mitigation and transparency alone, while many developing countries had argued for parity in treatment across mitigation, adaptation, transparency and means of implementation (finance, technology and capacity building). [A3]The agreement entailed the continuation of the Kyoto Protocol in the interim, although only some countries including members of the EU were indicated as likely to commit.[A4] The terms of the Durban Platform were ultimately met fol lowing the successful negotiation of the Paris Agreement through decision 1/CP.21, the text of the Paris Agreement is contained in the annex to this decision. The resulting agreement was to be adopted in 2015. The language of the agreement was negotiated by representatives of 195 countries at the 21st Conference of the Parties of the UNFCCC in Paris and adopted by consensus on 12 December 2015. It was opened for signature on 22 April 2016 (Earth Day) 175 Parties (174 states and the European Union) signed the treaty on the first date it was open for signature. As of December 2016, 194 UNFCCC members have signed the treaty, 126 of which have ratified it. After several European Union states ratified the agreement in October 2016, there were enough countries that had ratified the agreement that produce enough of the worlds greenhouse gases for the agreement to enter into force. The agreement went into effect on the 4th of November 2016. Preamble and Purpose The preamble establishes the overarching context for the operative elements of the agreement, the importance of: nature is recognised and enshrined in addressing the challenges of adaptation and mitigation; sinks and reservoirs, including forest ecosystems and unlike the Kyoto protocol, the importance of protecting biodiversity is mentioned: The Parties to this Agreement, Noting the importance of ensuring the integrity of all ecosystems, including oceans, and the protection of biodiversity. Through this framing the importance of nature is recognised, and can be expected to lead to a greater focus on maintaining healthy ecosystems, which up until now has been an underrepresented dimension of climate change solutions. [A5] General [A2] The Paris Agreement has a bottom up [in parts] structure in contrast to most international environmental law treaties which are top down, characterised by standards and targets set internationally, for states to implement. Like the Kyoto Protocol the aim of the convention is described in Article 2, enhancing the implementation of the UNFCCC. Is an unusual Agreement, containing a carefully calibrated mix of hard, soft and non-obligations, the boundaries between which are blurred. Each of these types of obligations plays a distinct and valuable role. The hard obligations of conduct in mitigation and finance, in conjunction with a rigorous oversight system, form the core of the Paris Agreement. The soft obligations peppered throughout the instrument in relation to mitigation, adaptation and means of implementation create good faith expectations of Parties. And the non-obligations, albeit unusual in operational provisions of treaties, provide valuable context, construct narratives and of fer mutual reassurances. NDCs [A3] Unlike its predecessor, which sets commitment targets that have legal force, the Paris Agreement, with its emphasis on consensus-building allows for voluntary and nationally determined targets[A6]. Nationally determined contributions [NDCs] are determined by all countries individually Article 3 requires them to be ambitious, represent a progression over time and set with the view to achieving the purpose of this Agreement. The contributions should be reported every five years, the contributions themselves are not binding. The specific climate goals are thus politically encouraged, rather than legally bound. Only the processes governing the reporting and review of these goals are mandated. While each Partys NDC is not legally binding, the Parties are legally bound to have their progress tracked by technical expert review [A7]to assess achievement toward the NDC, and to determine ways to strengthen ambition. Forests [A5] Importantly the main text includes a section dedicated specifically to the role of forests in climate change mitigation, sending a strong political signal to both developed and developing countries that they should implement and support: forest protection, sustainable management and restoration. It differs from the Kyoto protocol in that it does not include provisions commanding the promotion of policies associated with either afforestation, reforestation or deforestation, nor are these prescribed to meet any such commitments. Article 5, integrates these forest-based climate change mitigation and adaptation measures in the operational scheme of the Agreement, noting in paragraph 1 that: Parties should take action to conserve and enhance, as appropriate, sinks and reservoirs of greenhouse gases as referred to in Article 4, paragraph 1(d), of the Convention, including forests. This pledge to fight deforestation and promote conservation has been regarded by some as a key shift in the in ternational climate regime. It provides a legal basis to require Parties only to conserve and enhance ecosystems when taking INDCs to address climate change. Note importantly that this provision encourages all parties, developing and developed to use ecosystem based mitigation options. Furthermore reference to reservoirs of greenhouse gases could provide a basis for use of carbon capture and storage technologies according to those who view Article 4, paragraph 1 of the UNFCCC as an encouragement to use such technology based options. REDD [A8] [A5] Whereas provisions relating to forest conservation in developing countries were deliberately omitted from the Kyoto protocol[A9], due to efficiency concerns. REDD+ was formally recognised in an explicit and standalone part of the Paris agreement, article 5.2, in which Parties are encouraged to take action to implement and support, [-][A10], the existing framework for: policy approaches and positive incentives for activities relating to reducing emissions from deforestation and forest degradation. Note the specific wording designed to prevent REDD+ from becoming a formal mechanism under the Convention, chosen to prevent the kind of administrative barriers that have been encountered when approving projects under the existing Clean Development Mechanism. Encourages implementation and support, among others, of REDD+, and alternative policy approaches such as joint mitigation and adaptation approaches for integral and sustainable management of forests. Article 5 paragraph 2 refers to fram eworks, decisions and guidance adopted over the years as they relate to forests, including REDD+, it also reaffirms the importance of non-carbon benefits of forests. REDD Background[A11] REDD+ which has been in development since 2005, was the subject of intense negotiation during the 2015 climate change conference in Paris. Its inclusion in the Paris agreement is a notable achievement. High on the agenda in the lead up to Paris was the ambiguity associated with the lack of a strong political signal to assure the international community that REDD+ was a permanent addition to the climate regime. Countries such as Brazil (who have long opposed the proliferation of forest regimes) did not want any reference to REDD+ at all, arguing that the arrangements had already been formulated through the Warsaw Framework for REDD+. Whereas organisations such as the Coalition for Rainforest Nations (CRN) argued for further provisions to establish financing for REDD+. REDD was considered for inclusion alongside other mechanisms such as the Joint Mitigation and Adaptation Mechanism (JMA). Other key topics of discussion included whether REDD+ reductions would count toward countries nati onal climate action plans, or INDCs. Text Despite the CRNs efforts, the new treaty [does not introduce any new finance commitments, pledges or channels, beyond those found in Article 9]. Though [clause 55 specifically recognised the need for financial resources to support forest-related activities, with particular mention of joint mitigation and adaptation approaches for the integral and sustainable management of forests.] The provisions in article 5.2 are considered to be positive for forests, by formally recognising the role they play in combatting climate change, providing the necessary political signal to mobilise action and by operationalizing the REDD+ package, sending a clear message that it is a prominent piece of the new global climate action strategy. Sustainable Development Mechanism [A6] Establishes the sustainable development mechanism an advancement of the clean development mechanism that was present in the Kyoto protocol which facilitated the collaborative pursuit of emissions reductions for their Intended Nationally Determined Contributions. Notably, the SDM, unlike the Clean Development Mechanism, will be available to all parties as opposed to only Annex-1 parties, making it much wider in scope. Although the structure and the processes governing the SDM are not yet determined the specifics of the governance structure, project proposal modalities, and overall design are expected to come during the next Conference of the Parties in Marrakesh. Relevance to REDD+ forest based mitigation will form part of the SDM, including measures for public and private participation that could possibly mobilise private financing [A12]for REDD+, forest conservation and sink enhancement. Flexibility Throughout article 6 Provides benefits to REDD+ mechanism in the form of the transference of mitigation outcomes (including emissions reductions or removal enhancement). Furthermore it is stipulated that cooperation in implementing NDCs must provide reference to REDD+ as well as stipulating the trading of emissions reductions. Scope Another key difference between Paris Agreement and the Kyoto Protocol is its scope. While the Kyoto Protocol differentiated between Annex-1 and non-Annex-1 countries, this bifurcation is blurred in the Paris Agreement, as all parties will be required to submit emissions reductions plans. The acknowledgement that different nations have different capacities and duties to climate action it does not provide a specific division between developed and developing nations. Adaptation Adaptation issues garnered more focus in the formation of the Paris Agreement. Collective, long-term adaptation goals are included in the Agreement, and countries must report on their adaptation actions, making adaptation a parallel component of the agreement with mitigation. May be relevant to forests in that it requires the protection of ecosystem and the implementation of measures to increase their resilience. Transparency Article 13 of the Paris Agreement articulates an enhanced transparency framework for action and support that establishes harmonized monitoring, reporting, and verification (MRV) requirements. Thus, both developed and developing nations must report every two years on their mitigation efforts, and all parties will be subject to both technical and peer review. The agreement also has an enhanced transparency framework over the Kyoto protocol the Parties are legally bound to have their progress tracked by technical expert review to assess achievement toward the NDC, and to determine ways to strengthen ambition. Article 13 of the Paris Agreement articulates an enhanced transparency framework for action and support that establishes harmonized monitoring, reporting, and verification (MRV) requirements. Thus, both developed and developing nations must report every two years on their mitigation efforts, and all parties will be subject to both technical and peer review. Carbon Market Additional elements include in article 6 the basis for a global carbon market, involving the international transfer of mitigation outcomes (ITMOs) . [A13] [A1]Expand on this [A2]Compare to the suggestions that critics have offered [A3]Necessary? [A4]? move [A5]Consider moving to discussion? [A6]Could result in less emphasis on need for conversion? [A7]Do these experts: note the importance of biod? [A8]More information needed [A9]Check this [A10]Include [A11]Consider order [A12]There are private financing afforestation projects? [A13]To complete, are there more aspects?

Holiday Customs in Victorian England :: essays research papers

Holiday Customs in Victorian England Although Christ's Nativity has been celebrated since the 4th century, most of the English customs we are familiar with today are as recent as the mid-19th century. Many of the early ceremonies were started with pagan beliefs. â€Å"The Protestant Reformation condemned most of these pagan customs as superstitious and banned public celebrations of Christmas.† Michelle J. Hoppe. It wasn't until Prince Albert married Queen Victoria and brought many German customs with him that Christmas began to gain popularity again. â€Å"One of the first signs of Christmas was the arrival of the Christmas card in the post. John Calcott Horsley designed the first Christmas card in 1846 for Sir Henry Cole, Chairman of the Society of the Arts. Only 1000 cards were printed that first year and were expensive, but the pattern for the future was formed.† Encyclopedia. Then in 1870, postage was reduced. Thus began the real spread of the Christmas card. By the early 1870s, the custom had reached the United States. Christmas decorations sometimes appeared well before the holiday, also, but many still held to the old superstition that it was bad luck to put up a evergreen (Christmas Tree) before Christmas Eve. †The most favored plants were all 'magical' because of the mid-winter berries they produced--mistletoe, holly and ivy. The red berry of the holly was believed to protect one against witchcraft.† Encyclopedia. The sprig had to be carried into the house by a male, as the berry is on the 'male' holly plant. One use for holly sprigs was to decorate the Christmas pudding. The 'female' ivy symbolized immortality. â€Å"Mistletoe, because of its pagan origins, was not allowed in any church. Kissing under the mistletoe was English custom and only as many berries as were on the mistletoe, could there be kisses. For after every kiss, a berry had to be removed from the sprig.† English Customs. The Christmas tree can truly be called a Victorian innovation. The custom of a lighted tree began in Germany then made its way to America. â€Å"It wasn't until Prince Albert, of German descent, brought the Christmas tree to England in 1840 that it gained popularity there. By 1847, the trees at Windsor Castle were laden with presents as well as wax candles.† Michelle J. Hoppe. The tradition spread as English citizens followed the Royal example. The trees and other decorations were removed on Twelfth Night (January 6).

Grant :: essays research papers

The American Cancer Society Youth Initiative Cancer Prevention and Youth For the first time in recorded history, children are less healthy than their parents were at the same age. According to the most recent Youth Risk Behavior Survey conducted by the Centers for Disease Control, youth tobacco rates are at an all time high among high school students (28.5%), only 21.4% of youth report eating five servings of fruit and vegetables daily, and only 32.2% of these youth report participation in daily physical exercise. It is now a widely accepted notion that much of the risks of cancer can be reduced through healthy behaviors and that cancer is mostly a preventable disease. In fact, research shows that nearly two-thirds of all cancers may be prevented by reducing tobacco use, increasing physical activity and changing nutrition behaviors. It is the belief of many experts that these health behaviors are ultimately learned as children and youth. The American Cancer Society is dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service. To achieve the goal of reducing cancer incidence and mortality, we must commit ourselves to a strategic and integrated approach to cancer prevention and influence the healthy choices that youth make while they are open to learning and change. Youth Programs at the American Cancer Society The Northwest Division of the American Cancer Society, serving Washington, Oregon, Montana, and Alaska, began to formalize its cancer prevention youth activities in 1998 through a program titled Speak Out! These programs and activities began with a primary focus on preventing and reducing tobacco use among youth and served overall approximately 450 youth and 110 adult mentors annually, the majority (85%) from Washington State. Speak Out! activities continue today and include Speak Out! Summer Summit, a week-long youth leadership and advocacy training program for high school aged youth. Youth are trained in team-building, leadership skills, planning skills and advocacy techniques to learn how to mobilize peers and communities to prevent tobacco use. In addition to Summer Summit, youth programs originally designed included 6 workshops spread out over four days. These annual workshops continue today and provide education, information and the tools to assist youth and adult leaders in their efforts to build effective youth coalitions and community partnerships to support tobacco prevention and advocacy efforts. This year (2003) we plan to add advanced-track programs and offer a total of 12 workshops.

Weimar Republic Recovery Under Gustar Stressmann :: essays research papers

Gustav stresemann was chancellor and latter became foreign minister. When hyperinflation was sorted out stressmann tried to improve relations between Germany and the rest of the world but especially Britain France and the U.S.A. to avoid another financial collapse in the future all the old currency was called in and replaced by a new one the rentenmark America lent Germany 800 gold million marks to help pay for reparations and improve the standard of living of the German people this was called the dawes plan, a reasonable schedule was worked for reparations repayments to be paid over the years, even the French agreed this was acceptable. As a result of this French troops were gradually withdrawn from the Ruhr and the German industry began to recover as did the rest of the world’s economy. The republic certainly seemed to be recovering Germany hadn’t been in a more stable situation since 1919 but this resulted in a decline in support for extremist parties such as the communists and national socialists. The moderate social democrats, on the other hand, increased their support after 1924 everything seemed fine gustav had done a good job the Weimar republic were safe so it seemed. Around the 1923 there were still a few problems as Germany became dependent on the U.S.A’s lone’s but it didn’t matter at the time because Germany were experiencing the boom years everything seem brilliant. In 1929 there was a reduction in reparation under the young plan which reduced the figure by 75 %, but the depression finished off the plan before it got started. Gustav’s biggest success were that he built up a good relationship with aristide briand of France which later on led to the signing of the locarno pact in 1925 this was signed at loacrno in Switzerland. It was a group of treaties which aimed to tidy up arguments left over from the First World War. In the treaty that agreed to many different things such as, Germany promised always to observe its western borders with France and Belgium .Britain and Italy guaranteed these borders, Germany also signed treaties with Poland and Czechoslovakia, promising to use only peaceful means to alter those borders.

The Marketing Strategy Analysis of Starbucks Corporation

Under today’s ever-changing market, strategic marketing planning has become more and more significant whether of the functional or the fundamental. Especially, although financial crisis leaded economy growth slowdown, it did not cause a serious influence for chain coffee shop. As Howard Schultz said, CEO of Starbucks, â€Å"I don't think we had a business plan for the severity of what has taken place. History demonstrated to us that a downturn in the economy would not affect us, and in fact, we would be recession-proof. (Katie Couric, 2008) Based on Financial Times, Starbucks revealed that strong earnings of $242m of 2008, a jump from the $64m it recorded during the comparable period last year and total revenues for the quarter were $2. 7bn, up 4 per cent from the $2. 6bn recorded during the comparable quarter at the end of 2008. It illustrated that consumers will still pay premium prices for its coffee even in uncertain economic times. Greg Farrell 2010) In this essay, besides demonstrating the concept of strategic marketing, I will take Starbucks Corporation, United States for a case to define its position in this turbulent chain coffee shop market. Then, identify the â€Å"customized mass production† and evaluate how the organization affect and communicate the market. Next, the strategic importance of Starbucks Corporation, United States will be analyzed by various tools such as demand chain approach, SWOT and TOWS, PESTLE, pricing policies and so on with practical examples. Finally, based on these strategic analyses, the recommendations will be available for the organization to improve the competitiveness over this competitive market in the future. Brief history of Starbucks Corporation Starbucks Corporation, United States (NASDAQ: SBUX), the largest international coffeehouse chain company over the world, opened in 1971 by Gerald Baldwin, Gordon Bowker and Zev Siegl in Seattle, Washington, United States. In 1982, Howard Schultz, the present CEO of Starbucks, joined the company as Director of Retail Operations and Marketing. In 1987, Howard Schultz purchased Starbucks chain and rapidly started to expand. The first location outside Seattle was established at Waterfront Station in Vancouver, British Columbia, and Chicago, Illinois. In 1992, its initial public offering (IPO) on the stock market with common stock being traded on the Nasdaq National Market under the trading symbol â€Å"SBUX. † In 1996, Starbucks opened first store outside of U. S in Japan. Today, there are more than 15,000 stores in 50 countries all of the world, including with over two thirds in the home market in the United States. The products sold include coffee, beverages, merchandise, and fresh food and consumer products such as coffee beans, Starbucks cups and so on. Besides, Starbucks engages in gaining the brands add value such as business responsibly nowadays that earn the respect and trust of the partners and customers. They claimed that two areas including ethical sourcing, environmental stewardship and community involvement would be focused on. For example, the plan of Starbucks Corporation is that by 2015, all of the coffee will be grown using ethical trading and responsible growing practices. Besides, they also said that by 2015, 100% of our cups will be reusable or recyclable. So, what Starbucks Corporation emphasized is not only the tangible products, but the intangible assets such as brand image or the add value. The development and concept of the Strategic Marketing First of all, I want to define what is ‘market’ and ‘marketing. ’ The word ‘market’ can be referred to the process of exchange controlled by supply and demand, and the price involved. The word ‘marketing’ is the relationship between supply and demand and now favors demand and consumer choice. (Chapman and Cowdell, 1998) Trace back to the origins of modern marketing, it is from the Industrial Revolutions in Britain around 1750 and in the Germany and USA around 1830. The emphasis earlier was on â€Å"how to do it,† with a focus of the technique of marketing. As time goes by, people pay more attention on the philosophy of marketing and influence on stakeholders and society as a whole. Jobber and Fahy, 2009) Therefore, the strategic marketing becomes more and more significant since it can help organizations to find its own position of the competitive market; thus, they just can justify their strategy against whether the existing or the potential competitors. Therefore, organizations should classify the marketing environment including competitive environment (its immediate competitors and customers) and the macro-environment (the wider social, political and economic setting they operate. In order to develop the right strategy whether for short-term or long-term, organizations not only need to know the concept of strategic marketing but also how to use it within the competitive marketing. In addition, fundamental to strategic thinking is the concept of ‘strategic fit. ’ It indicates how organizations match the internal resources and capabilities with the opportunities in the external environment. The strategic model used to evaluate the appropriateness of the vision or decision making of the organizations (Hooley G et al 2008). A competitive advantage can be developed successfully by a suitable and unique combination of capabilities and resources. Nevertheless, organizations should pay more attention to classify the differentiation between resources and capabilities. Capabilities are focused on the learning effect of the organizations’’ possesses, whereas resources is connected to the inputs to production owned by the organizations. In other words, they should seek the appropriate balance between the marketing of functionalism and fundamentalism under this ever-changing market actually. Black Box Method Kotler et al. (2009) explain that the consumer is regarded as a ‘black box' in the sense that the consumer’s behavior is a conditioned response to marketing stimuli. After consumers making decision of purchase, the black box concept in behavior science responses. Because of the external stimulation, the consumers’ decision making process will be affected by the marketing planning and environment. The significance and the strengths of the model is that after consumers processing the various stimuli in their mind, they will react in specific ways. Generally speaking, in the model, the external elements to the consumer will move to behavioral stimuli; however, before a specific behavioral reaction is created, the consumer's decision-making process and personal characteristics will interact with the stimuli. On the other hand, in the ‘black box' model, people can’t get much information about the way human mind operates. The weakness of this model is people still cannot get the ideas of what goes on in the brain and have no ideas about what goes on in there. In other words, through the ‘black box' model the main internal process and influences of consumer’ behavior can be identified when consumer behavior operates, but the way how consumers convert the data, together with the stimuli, to act specific responses cannot be available. So, it is just called the ‘black box' model. (Kotler et al. 2009) The figure is shown the content and process involved in the ‘black box' model. Therefore, in order to understand consumers’ behavior in the market, organizations need to realize the fundamental process of perception and motivation. Through economic analysis and behavioral adds value can help organizations to make the marketing planning (Chapman and Cowdell 1998). Take Starbucks Corporation for example, last year (2009) in order to to maintain its brand image as a premium customer experience, it revealed â€Å"a long term, multi-million dollar† advertising campaign in the US, as it seeks to combat perceptions that its products are over-priced. As Howard Schultz, chief executive, said that they indicated the new â€Å"value focused† offerings had improved customers’ perception of the value of its products and it is based on the company’s research (Jonathan Birchall 2009). Source: Keegan et al. (1992, p. 193) Marketing Demand Chain Approach Demand is the relationship between needs and wants and also can be inferred to producer/supplier and consumer. Whole markets are motivated by demand; consumers can exercise demand by choice freely (Chapman and Cowdell 1998). A demand chain is composed of the organizations which sell products or services. For example, from the customer perspective, the demand chain may be composed by the customers who lead the sales transaction and the suppliers who sell or create the goods. Or from the supplier perspective, the suppliers create or offer the products and the customers buy it. In addition, the market for specific products or service can be defined by a three-dimensional box. The three sides of the box are product purchase, buyer group and buyer location (Chapman and Cowdell 1998). For example, the demand for Starbucks Corporation can be defined using this method. Buyer group could be identified by age, education or salary characteristics – such as students, white collar workers and retired people. Product purchase could identify the range or type the products offering such as beverage, pastries, whole coffee beans, coffee-related retail items and so on. Then, buyer location could be described the locations of buyer groups. Under this complicated and competitive coffee market, the demand chain approach is appropriate for managers to use the concept of identifying the market segmentations. Once the demand is identified, the necessary change and strategic marketing planning of the business environment could be evaluated effectively. The competitive position and market segmentation of Starbucks Corporation ‘Position’ describes the characteristic place in the market and becomes important more and more in a competitive market because it makes the comparisons to be set between organizations, products and services. It also makes the market segmentation to be classified and the competition analysis and market analysis to be connected to an organization’s strategy. The market segmentation is produced by the differences in customer’s needs, wants and attitudes (Chapman and Cowdell, 1998. Take Starbucks Corporation for a case, numerous cheap coffees are available, what is its attraction under this competitive coffee market? The idea can be also referred to â€Å"the role of positioning is to support that process, not to be it. † (Mintzberg et al 2009) The advantage of defining the position is to help Starbucks Corporation both defending itself and attacking the existing or potential competitors by utilizing the strategic tools such as Porter’s generic strategies, Porter’s five forces and so on. For example, using Porter’s generic strategies for the strategic tool shown below, differentiation focus is Starbucks Corporation’s position compared with other competitors. Hence, the suitable strategy could be set by it. Through identifying the position of the market, not only analyzing the competitors but creating competitive advantages is necessary to organizations. Competitor identification is the purpose of competitor analysis and it investigates competitor strategies, objectives, capabilities and prediction of response patterns. In addition, the process is to offer a foundation of competitive advantages, defining their future strategies. Competitive advantages are the resources and skills of the organizations; classification of the organization’s core competences could be available by analyzing those factors (Jobber 2001). â€Å"Customized mass production† of Starbucks Corporation For Starbucks, it is very important that it provides mass customization to their customers. They obey the conception which is every customer is unique. Therefore, both products and services are created to be a unique experience and atmosphere for the customers individually. So, what customer pay for is not just the products or services but including the unique experience and atmosphere. As B. Joseph Pine (1999) said, â€Å"We have shifted from a goods economy (coffee beans in a can) to a service economy (hot coffee at a diner) to an experience economy (coffee sold in a special mug, in comfortable surroundings – Starbucks). † In other words, under an ever-changing economy, what trend the organizations should follow is that converts products into services and then services into a unique and memorable experience. The unique and memorable experience is the differentiation between Starbucks and its existing or potential competitors. Starbucks Corporation’s Strategic Marketing Planning Strategic Marketing Planning includes the competitive position creating of both the organization and its offerings, core strategy decision making and implementing that strategy. The significance of planning marketing strategies for organizations are to make sure that the organizations’ capabilities are appropriate or not and it is not just for short-term but for the long-term (Hooley et al, 2008). Besides, organizations also need the market audit to model and understand the key factors in the marketing environment. A marketing audit could be defined that â€Å"it is an essential tool for the periodic reassessment of any organization’s marketing effectiveness. † It is the way to analyze organizations’ environment, activities and strategies critically, and improve them (Chapman and Cowdell, 1998. ) Starbucks Corporation’s strategic marketing planning starts with marketing audit and it could be divided to three parts, macro environment, internal environment and external environment. Macro environment is examined to recognize the directions and patterns; inter environment is scanned to evaluate the strengths and weaknesses and opportunity and threat is involved in external environment. * PESTEL analysis For macro environment, it could start with PESTEL analysis (an acronym for Political, Economic, Socio-Cultural, Technological, Ethical and Environmental and Legal factors) of the organizations’ environment. Starbucks Corporation tends to classify main drivers which play important role in the strategic marketing planning by its PESTEL analysis. Take the socio-cultural environment for example; identifying the difference such as consumer preferences could shift from coffee to other beverages can help Starbucks Corporation finding the target groups by setting the suitable marketing strategies. In addition, increasing usage of community networks such as Facebook in the technological environment can provide Starbucks Corporation the efficient way to promote the brand on the popular channel nowadays. In other words, organizations can understand the macro environment by using strategic tools and then set the appropriate marketing strategies for not only now but for the future. Appendix-A provides the summaries of Starbucks Corporation’s PESTEL environment * SWOT analysis For internal environment (strengths and weaknesses) analysis, its purpose is to make organizations to get valuable chances and then to enable them taking advantages of them. For external environment (opportunity and threat) analysis, a marketing opportunity is a field of buyer interest and need that organization with high possibility of beneficially satisfying. In addition, an environmental threat is a danger by a negative development or trend that would lead to decrease profit or sales (Kotler and Keller 2009. According to the information of the internal environment and external environment, Starbucks Corporation develops SWOT analysis to classify the key strengths and weaknesses related to opportunities and threats (Appendix-B). Consider this case, the strengths such as strong global coffee brand, differentiated atmosphere and customer base loyalty would let Starbucks Corporation to grow the market share in new markets such as some specific cities with high population density in China. Besides, take the other care for example, facing the threat of more and more competitors are from various channels such as McDonald in the competitive market, Starbucks Corporation develop new strategy to defense it. Last year (2009), Starbucks Corporation embraced customer research surveys and ran its first major advertising campaign (Claire Cain Miller 2010). * TOWS Matrix The SWOT analysis provides the identification of organizations’ strength, weaknesses, opportunities and threats. Nevertheless, according to such an nalysis, it is rarely and static of the development of definite substitute strategies. Hence, the TOWS Matrix is instituted for analysis the competitive situation of organizations or lead to the evolution of four different sets of strategic alternatives. In addition, the TOWS Matrix is a conceptual structure and begins with the threats since organizations try to make strategic marketing planning under the pressure of perceiving danger, crisis, or threat (Koontz and Weihrich 2007). Appendix-B shows the example of TOWS Matrix. Starbucks Corporation plans to spend the majority of its $40m marketing budget to promote its Via brand of instant coffee and Frappucino drinks through grocery stores (Greg Farrell 2010. ) This is the example for the SO strategy of Starbucks Corporation based on the strength of strong global coffee brand and the opportunity of New products/services/ distribution channels. In addition, take the other case for example, in 2009 the New York City’s Department of Health and Mental Hygiene released the results of a study about the ordering habits at 115 Starbucks stores in the city. The study, which was conducted in 2007, found that the average blended drink had 239 calories. The average cup of coffee had 63 calories. â€Å"The popularity of blended coffee beverages has grown in recent years,† Dr. Thomas A. Farley, the city’s health commissioner, said in a statement. â€Å"Unfortunately, many of these drinks are loaded with calories. Your afternoon pick-me-up may be weighing you down. † After that announcement, Valerie O’Neil, a vice president at Starbucks, said in a statement: â€Å"We offer wholesome food and beverage options for our customers, including blended coffee beverages less than 100 calories. Looking forward, we continue to find helpful ways to deliver information for our customers to make more informed choices. † (A. G. Sulzberger 2009) This is the example for the ST strategy of Starbucks Corporation based on the strength of product diversification and the treats of healthy issue (calories). In other words, by using the TOWS Matrix, organizations can know that how to take advantages of the opportunities. Meanwhile, the impact of weaknesses could be minimized and defense them against threats. By clearly identifying the analysis of threats, opportunities, weaknesses and strength, organizations can make the appropriate strategic marketing decisions actually. Pricing strategies of Starbucks Corporation â€Å"Price may be defined as the value (measures by whatever means is appropriate) given to a product or a service by a market. The price of a product or a service refers to the term by which it can be acquired, and may be expressed in monetary or non-monetary terms (Chapman and Cowdell 1998). In organizations, designing pricing strategies effectively not only needs a systematic approach but also a complete understanding of consumer psychology and then just can set or adapt prices appropriately (Kotler and Keller 2009). Consider the case of Starbucks Corporation, last year (2009) they announced a new pricing scheme. It included the price decreased of many of its popular products such as brewed coffees and lattes. This action is in order to confront the danger of the other organization with offering lower price coffee such as McDonald’s stealing price sensitive customers (Claire Cain Miller 2009). However, in this article written by Claire Cain Miller in the New York Times, it also mentioned Starbucks increased some drinks’ price including Frappuccinos and caramel macchiatos. The reason is that Starbucks thought there are less competition from rivals in higher-end more complex drinks. Starbucks is attempting to make the most profit from its loyal customers who are desired on its products and expecting they will patronize Starbucks continually. Jobber and Fahy (2009) stated that positioning strategy is one of the key factors influencing price-setting decisions. Positioning strategy includes the creation of a differential advantage and the preference of target market. These factors affect price enormously. In addition, price is the main element to make great influence to the marketing strategies since it is the only factor of the marketing mix that impact on the generates revenue directly. Indeed, the pricing strategy plays a very important role of organizations because it is can be a good indicator of its future growth potential.

Review of Willa Cather’s My Antonia

My Antonia shows us that it takes time to really uncover everyones true person, and that a book’s cover rarely does the writing any justice. I also found that the Lone Plough represents a mistake that many of us often find ourselves making. But for myself, the biggest learning curve from this book would be that life can at times pass by slowly and seem boring and mundane, but before one knows it life changes, and one is left wondering, how the heck did I get here?Jim Burden’s life changes drastically at the age of 10, when he is forced to travel cross-country by train to live on the Nebraska frontier with his grandparents after the death of his parents. Jim was accompanied by his father’s former farmhand Jake. On that same train headed to Nebraska, there is a Bohemian family headed to the same place. ? Jim's grandparents are simple yet kind people with generous natures. He begins to enjoy the wide open spaces of the frontier. Soon after his arrival, the Burdens g o to meet their new neighbors, the Shimerdas. Jim meets Mr.Shimerda, an educated musician, Mrs. Shimerda a shrewish woman who comes across as demanding, the eldest son Ambrosch, Marek, Yulka, and the eldest daughter Antonia. Soon after meeting, Antonia and Jim become friends. The Shimerdas unfortunately are not faring well in their new country, but do eventually become friends with Peter and Pavel, two Russian men. Jim and Antonia become even closer, after Jim impresses her by killing a snake. Winter follows, Jim gets very ill, and Pavel passes away. Peter then decides to move away, which greatly upsets Mr. Shimerdas.Right in the middle of one of the largest snowstorms that Nebraska had seen in ten years. Mr. Shimerda commits suicide after neatly arranging himself in the barn. The following day when Jim is left alone in the house, he then feels Mr. Shimerda's spirit. The Shimerda family insist that Mr. Shimerda’s body must be buried on their property. While unorganized, the f uneral ceremony is very moving. After this, the Burdens and a few other neighbors come together as one in a combined effort to aid the Shimerdas. In order to help her family, Antonia stops attending school and begins farming in the fields just as a man would.Jim becomes resentful that Antonia is no longer able to spend as much time with him as he would have liked. The Shimerdas briefly upset their neighbors by acting in a very ungrateful way in response to all of the help that they had received from their friends. Eventually though, everyone is reconciled. After living in the country for three years Jim's grandparents decide it best to move to Black Hawk in order for Jim to go to school. Antonia also comes into this town to work for the Harlings. Other immigrant country girls also start working in the town, and they become known as the hired girls.Jim begins to spend a lot of his free time with Antonia and the Harling children. Dancing becomes the new rage in Black Hawk, and Antonia really starts to enjoy it and begins going all the time. When Antonia starts making a bad name for herself, the Harlings ask Antonia to quit going to the dances. In response, Antonia decides to quit her job and starts working for Wick Cutter. During this time Jim becomes a bit antisocial and beings only spending time with Antonia and a few other hired girls. Jim begins to focus on his studies a lot in preparation for college and can’t wait to leave Black Hawk behind as soon as he can.At his college in Lincoln, Jim becomes extremely close with Gaston Cleric, his Latin instructor and mentor. The two start to spend a good amount of time talking intimately together. Although Jim does come to the realization that he is not, and never will, an academic as Gaston is. One of Jim’s favorite hired girl, Lena Lingard, comes to visit him one day, and they begin to rekindle their past friendship by going to plays together. The two begin spend a lot of time together, even though tw o other men are openly in love with her.As a result of Lena’s sudden reappearance his life, Jim begins to let his grades drop. In response to Jim’s lax approach to his schoolwork, Gaston Cleric asks Jim to come with him to Harvard to continue his studies. To Lena’s dismay, Jim agrees, and follows Gaston to Harvard. Before entering law school two years later, Jim decides to return home to Black Hawk, where he hears of Antonia. Antonia had apparently gotten pregnant and was engaged to be married to Larry Donovan. She had apparently followed Larry to Denver, where he proceeded to run off after all of her money was gone.Antonia was forced to then return home to her family's farm where she then gave birth and helped to work the land. Jim heres of this and goes to visit her. Antonia is a bit surprised that Jim is not disappointed in her for poor decisions. Jim finally returns to see Antonia after twenty years passed. He heard that Antonia had finally gotten married, t o a man named Anton Cuzak, and together they had bore about ten children. Jim has also heard that Antonia has had a hard life, and he’s a bit nervous about seeing how the years had affected her.When he arrives at their farm, Jim is greeted by her large family. Antonia doesn't seem recognize him immediately, but becomes extremely excited once she does. She proceeds to show him all around her family’s farm, which seems to be so full of life. Everywhere they go, everyone seems so happy and content. Jim is happy to see his childhood friend Antonia looking well. He stays the night in the barn with two of the boys, so that he may meet Antonia’s husband and eldest son the next day. The following day Jim meets Cuzak, Antonia’s husband.Jim and Cuzak hit it off immediately, and it becomes apparent to him that Cuzak and Antonia's marriage is one of mutual happiness and equality. Jim leaves but promises Antonia’s sons that he will return to Black Hawk one day soon, and take them all hunting. On his way out, Jim finds the old dirt road that he once used to lead him home to his grandparents' farm, and he begins to think about how that road changed his future and how now he has returned full circle back to where he had started years and years ago. Just like with any novel, setting plays a key role.Jim's first impression of his new home on the Nebraska frontier is that it seems vast and empty. He feels that he has stepped out of civilization as he knew it, and that Nebraska will be a new experience, in which he will have to learn to live by a new set of rules and conduct. Jim is leaving his past life completely behind, and will become an entirely new person on the Nebraska frontier. Because of this, he feels as though his old self is now â€Å"erased† and â€Å"blotted out† as he travels to his grandfather's house. I found that the â€Å"lone plough† also held great significance in this novel.To me, it showed that while in the moment something may seem highly important, but in the end its really nothing more than an insignificant memory. Years ago that plough was probably a must have on the Nebraska frontier, and was seen as a shiny new toy to most farmers, but now years later it is left to rust in a field after it became no longer useful to its owner. Looking back at the plough, the farmer probably wouldn’t remember it as the shiny new toy he thought it once was, but instead remembers it as a reliable piece of farm equipment, nothing more and nothing less.While these some what small details hold much importance, I found that the larger picture took me somewhat by surprise and left me remembering this story. For me, while I read the book I found it somewhat interesting with little things happening here and there. With subplots every now and again, and different rising actions eventually leading to a climax. But I thought that the book was rather dull, and lacked interest. Reading it, became mundane to me. That was until the very end. I found that end brought it all together for me.While the story seemed to drag on with little motivation, the end made me realize how much the characters really had accomplished. This reminds me life, from day to day things may seem boring but before you know it, you have accomplished one of your largest goals, and are now looking back wishing that you could do it all over again. I find myself wanting to reread My Antonia to reminisce in the character’s small accomplishments along the way; because while in reality I may not be able to, at least with this book I can relive the climb.