Assignment 1: Starbucks’ Strategy Essay

The purpose of this paper is to explore key elements for Starbuck pertaining to their success their approach to organizational culture and management’s role in the proven success it has experience globally. Next, to converse about decision-making strategies that Starbuck’s management has implemented to maintain it competitive position in the market place; share a competency that is used by management and why this particular competency assist in the company’s success regarding organizational culture. Lastly, share my opinion on long-term sustainability in the global industry; in addition could the company continue without Mr. Howard Shultz as CEO. Organizational Culture In business management it is imperative that strategies are created and implemented so the company can experience growth and increase there revenue; additionally they must consider competition advantage, short and long-term planning to continue to sustain their position in the market, include the global market if it is applicable. In looking at Starbucks as a company a global leader in their respected industry, management had to consider the business strategies previously mentioned. However, management additionally had to consider organizational culture as part as of their strategic planning, along with being culturally sensitive since they operate globally. According to research, â€Å"the concept of culture helps managers understand the hidden, complex aspects of organizational life† (Draft, 2012, p.75). When Starbuck’s management strategically design plans to for company success it requires them to look at various elements both internally and eternally. This is important because when dealing globally the must understand the beliefs, values, etc. before operating in a particular area. Furthermore, internally they have to ensure that their employees understand this information as 3 well; by doing this it will make the operation operate smoothly without any interruption to the operation. For instance, gaining an understanding observing things that are visible or tangible which can be critical to internal operation such as, observing employee, beliefs, values, and much more. This requires management to incorporate the company’s mission and vision so it will eliminate conflicts so the company can function, as management desires in order to be profitable and competitive in the industry. The other key element is to focus on external elements, which will attract consumers to their stores, which is important when competing in a global competitive market. An analysis must be conducted to understand the customer; competitor positioning, and marketing plans that will gain and allow the company to build its customer base; this may require understanding customs, symbols, locations, etc. Thus, will increase profits and reduce liabilities and risk. Based on research it describes adaptability culture in both internal and eternal segments. â€Å"Managers encourage values that support the company’s ability to rapidly detect, interpret, and translate signals from the environment into new behavior responses. (Draft, 2012, p.78). This type of understanding in organizational cultural behavior promotes achievement and consistency for Starbucks. Managerial Decisions Starbucks has been successful in their operation for many reasons because management is cognizant that customers need to feel welcomed and relaxed based on the facility layout and location. Additionally, this is back by employees who share in management’s beliefs and values. Furthermore, the company is effective because they offer a variety of products that caters to their customer base. Perhaps one of the best advantages that management offers to their customers are free services such as Wifi, reduced cost on music such as CDs and free musical downloads for electronic devices, along with diverse music that caters to all ethnic groups. Management effectiveness against their competitors depends on cost, technology, productivity, and much more. The long-term goal for any company is to increase profits and decrease there lost without compensating quantity over quality. This requires management to do business with quality producers of coffee from around the world so their customers can have a variety of good to select from. Additionally, the decision-making that management made to appeal to customers relies on technology and it has proven to be effective in their competitive advantage over the competition. Research suggests that, â€Å"technology should be acquired to support the company’s chosen competitive priorities, not just to follow the latest market fad. Also, technology may require the company to rethink its strategy† (Reid & Sanders, 2010, p.43). It is imperative that management continues to be innovative in this area because technology is always changing so they have to constantly look for ways to improve marketing, quality of products, and operational procedures. Key Management Competency A key managerial competency that managers should have at Starbucks understands that customer service and productivity enhances their capabilities as being global leader. The service that customers receive in a timely fashion will always be an important factor when operating a business, thus, having knowledgeable staff that understands the functionality of the operation will minimize wait times, products will be made to company standards, and much more. Furthermore, offering the customers more service that are free and accessible is a key capability that will help them to fit into various organizational cultures; the key is that customers are the priority; having great products; effective marketing and pricing strategies, and conducting a competitive analysis quarterly so they will know how to make adjustments that best suit the market conditions. Lastly and perhaps one of the biggest competencies management at Starbucks has and must maintain is good employees because they are an asset, they have the ability to take 5 directives, initiative, and produce a quality product that will keep customers satisfied and selecting them over the competition. These are all good competencies to have when operating a successful business globally. Long-Term Sustainability As a global leader in the coffee industry it can be said that the company has they proper structure and infrastructure to remain a leader globally even if the CEO, Mr. Howard Shultz were to be replaced. Senior management has a sound business plan in place that is long-term and it will maintain its profitability as long as the company keeps its core values, beliefs, etc. Along with this the company will have to be diverse in its operation and products. Furthermore, the business will continue to thrive as long as the employees embrace change and are given rewards to help to maintain a positive morale and atmosphere, especially when operating and interacting with customers daily. It is believed that long-term sustainability involves proper planning, along with this management must understand the organizational cultures both internally and externally and must be willing to adapt. Also, in order for long-term sustainability to occur management must make periodic marketing forecast and competitor analysis; always look for ways to improve and create new products; invest in better equipment and training for employees; make cost adjustments due to economic conditions, and much more. If the company continues to embrace and operate in this manner it will achieve long-term goals and objectives without the current CEO. Conclusion In closing, Starbucks is a global leader in the coffee industry and as previously mentioned, in business management it is imperative that strategies are created and implemented so the 6 company can experience growth and increase there revenue; additionally they must consider competition advantage, short and long-term planning to continue to sustain their position in the market, including the global market. One of the elements Starbuck’s understands the importance of organizational culture; the company has been successful with their management and training department to incorporate their beliefs, values, etc. into the skills needed to compete against others in the coffee industry and by doing this the company has been able to expand, and has experienced an increase in profits. This type of business philosophy is critical when continuing long-term in achieving goals and objectivities through effective business strategies. Also, management must be confident in decision-making and must be willing to adapt when there are changes in the market, this may include but is not limited to the following, making changes to symbols, slogans, etc. Finally, it is believed that Starbucks could continue to operate as a successful company if the CEO were to change. The company has a sound business plan and training program that appeal to internal and external components to organizational culture. Additionally, management in their operation comes from diverse backgrounds and the company has been able to capitalize on their innovative ideas and have implemented changes that have not only benefited the company but more importantly the customers globally. References Draft, R. (2012). Management (10th ed.). Mason, OH: Cengage Learning. Reid, D. & Sanders, N. (2010). Operations Management. An Integrated Approach (4th ed.). John Wiley & Sons, Inc.

Comptetitive Advantage of Fiat

Also, Fiat has a control (almost 60% of the shares) over he legendary Ferreira which is a huge competitive advantage itself. Innovativeness: Fiat is a very innovative brand, they can adapt to industry changes very well. For example, their Alfa Romeo Mitt is a prototype of the brand's future sport style based on an optimized power-to-weight ratio. Also, Fiat ICC with electrically controlled soft top is a very innovative car. Their innovative products enable Fiat to gain competitive advantage among its competitors and help Fiat to differentiate its products.Distribution Network: Fiat has a very well organized distribution network spread around the whole world. Environmentalist: Fiat is the pioneer carmaker that has responded most effectively to the need to limit impact that transport has on the environment. Fiat is the leader brand for the production of compact cars, the most environment-friendly cars, like Flat 500. R;D center of Flat managed to reduce emission too minimum percentage. All of those advantages are sustainable and well working.But Flat needs to continue to Improve its quality. Flat cars were not considered as the best cars In the world. But since the early sass's, Flat Improved Its quality dramatically. Yet, Flat needs to continue to Improve Its quality If they want to be considered as a high quality car producer. If they can Increase their quality, their value would Increase as well. Since they have control over legendary Ferreira and Mistreat, the luxury sports cars, Flat has the necessary assets to reach that prestigious status.

Road Traffic Noise

1 . R O A D T R A F F I C N O I S E S T R A T E G Y As our towns and cities continue to grow, so too does the volume of traffic travelling on our roads. While this traffic represents an essential part of society's development and prosperity, it is also a growing source of concern for the community. This paper discusses many of the issues relating to the impact of road traffic noise on the community. Section 1 outlines the proposed Road Traffic Noise Strategy, its scope, development and how you can contribute. Section 2 contains information on the ffects, levels and sources of traffic noise, and outlines the current programs that contribute to reductions in road traffic noise in Victoria. 1. 1 Scope and Purpose of this Paper This background paper is the start of a process to develop an integrated Road Traffic Noise Strategy (the strategy) for Victoria. This background paper:  · explains what a road traffic noise strategy is;  · explains how the strategy will be developed, includin g how you can contribute to the process;  · provides information about the effects, levels and sources of road traffic noise in Victoria Section 2); and  · outlines current programs that address road traffic noise issues (Section 2). 1. 2 What is a Road Traffic Noise Strategy? A road traffic noise strategy is a plan for managing the noise from motor vehicles on the road network. The strategy will guide the activity of government, business and the community to achieve reductions in road traffic noise over time. Solutions to address road traffic noise are not often found in a single program but rely on combinations of programs. The strategy therefore needs a broad range of tools for reducing the impact of road traffic oise. An integrated traffic noise strategy will require administration from a number of organisations to implement the elements of the strategy over the short, medium and long term. The strategy will contain a range of tools such as:  · a State environment protecti on policy (SEPP) for providing the policy framework and setting legal standards for noise levels from roads;  · national processes for the development of regulations and programs to reduce noise from the motor vehicle;  · programs for managing noise from roads by VicRoads and local government

Small assignment Essay Example | Topics and Well Written Essays - 500 words

Small assignment - Essay Example At the end of the ongoing renovation and expansion process, which will be over within a week, I assure you we will have better services. We have tried our level best not to cause many inconveniences to you and decided that we can finish the installation of new equipment within 24 hours. I hope all the valued customers of ONELAB will understand the necessity of this closure and expect and request your cooperation. If you have any queries, please feel free to contact us either by mail or through phone As part of our expansion and renovation plans, we are all set to install some of the most modern equipment which is needed to increase our service capabilities. These machineries are quite new in the market and we believe that you need some training on this equipment before the reopening of the lab after the 24-hour closure, which will begin from tomorrow morning at 6 a.m. onwards. The training session on this equipment will be conducted tomorrow in order to avoid any time delay to the customers and I ask all our employees to report for training tomorrow at 6 a.m. even though the lab will remain closed for customers. As part of our expansion and renovation processes, we are all set to install some of the most modern equipment which is needed to increase our service capabilities. As a result we are forced to implement a 24-hour close down of our lab from 6 am tomorrow (10/9/09) to 6 am the day after tomorrow (11/9/09) and no deliveries or receipts will be executed during this period. I expect a big increase in the volume of our business after the renovation and expansion process which will definitely be beneficial to you as well. I request your cooperation and valued services in the future also. As part of our expansion and renovation plans, we are all set to install some of the most modern equipments which needed to increase our service

Short and Long-Term Career Goals Essay Example | Topics and Well Written Essays - 1000 words

Short and Long-Term Career Goals - Essay Example Accounting has been my passion since I discovered what it was, and thus, as soon as I finished my Business Administration course and received my degree from Makerere University in 2005, I marched on to Nile Cargo Carrier Inc. to work as a junior accountant. During my tenure at NCCI, I witnessed firsthand its evolution and impact on society as it expanded, first nationally, and eventually internationally. Therefore, when I was leaving it after six years, I felt more than only sad; I felt that I was my attachment with the organization and its goals. I, now, shared its vision. In addition, thus, I took it upon myself to no longer be a mere employee of the company, but instead to establish a greater link and make more productive and active moves in its betterment. Therefore, I did. Moreover, all the while, I also founded Lusse Children’s Foundation and did some community service for my country. By 2013, as director of the organization, I have made it a personal goal to work toward s getting funds for food, shelter, and education project, and I believe to be a successful NGO, one needs to earn the trust of people, and there would be nothing better out there to prepare myself for the trust with a Northeastern degree. Everyone has a selfish side. My perspective is to establish, all the while expanding LCF, a financial consulting firm that aims to give advice to small or lower budgeted businesses. Furthermore, since I have mostly held friendly relationships with my teachers, I have become inspired to propagate MBA specialization courses, such as Financial Management and Business Turnarounds in my country. I believe that spreading knowledge and education will be a step in the positive direction for getting my country, and its slumping economy, out of distress. I realize that these goals are more than just slightly idealistic, but I firmly believe that enrollment in your reputable university will add some reality to my dreams. Describe in detail an accomplishment of yours from a professional or volunteer setting of which you are most proud. What steps were necessary to reach a successful conclusion? What challenges did you have to overcome? I have led a good life and I like to believe that today I am a strong man, both mentally and emotionally. However, I know better than anyone does that every bit of strength I have, I have earned it with hard work. Every challenge I have ever gotten past has been due to relentless determination and uphill struggle. Nothing has come easy to me. My undergraduate degree, especially, took its toll on me. I had to work very hard, but I believe the achievement I am pride myself in most would be the foundation of my non-governmental organization, the Lusse Children’s Foundation, an organization aimed to help children in Uganda, my home country. Starting an organization whose mission statement is to feed, educate, and protect is something everyone should do, but only a few people get the chance to. Starting this organization was not an easy task; I had to invest many of my personal savings to take things off. Furthermore, I had to spend a lot of time travelling overseas to coordinate with other partners and keep a check on the running of the c ompany. In fact, one of the most difficult things to do as a director was to keep a close watch on my colleagues to make sure they were not pocketing the funds and donations we had collected. This organization has been my source of pride for many reasons. Firstly, of course, it appeals to me altruistic side and makes me feel that I am contributing positively to my community and giving back to my home country what it needs most: resources. Having grown up in Uganda, I have seen the fundamental flaws that tarnish the beauty and innocence of that country and I can

Groups and teams Essay Example | Topics and Well Written Essays - 1000 words

Groups and teams - Essay Example All the activities were electrically related as the groups were required to design a digital invention for sale at the end of the semester. Two poorly functioning groups or teams were identified and denoted as team A and team B (Borkman). For the purpose of this assignment, the two poorly functioning groups or teams will also be denoted as team A and team B. This paper elucidates the multiple factors that caused the poor functioning of each of the two poorly functioning groups, draws a comparison between the two groups in respect to the conflict process in regard to the Tuckman’s framework or model. This paper also suggests a resolution to the conflicts and further elucidates why the resolutions will be effective. Team A It is of significance to posit that there is a range of factors that caused the poo functioning of each off the group. Team A was one of the teams involved in the project. In this group off seven members, Borkman posits that only four of the group members were unfailingly involved in the activities off the team. The other three members of the team failed to actively participate in the activities. One of the factors that caused the poor functioning of the team was leadership. Of the three constantly absent members of the group, one of them initially presumed a leadership role. This person’s name was denoted as ‘All Talk’ and was adopted by other group members. ... As illustrated by Tuckman in his model off development, a team or group ought to identify and recognize authority, as well as role and communication arrangements or organizations. In team A, all the members had divergent views and opinions on whether there were too many or too few individuals in positions of leadership. The members had also divergent opinions on whether the leaders within the team were legitimate or not. Secondly communication issues also cause the poor functioning of the team. In the forming stage, it was agreed upon that members of the group could either contribute through emails or could physically attend group meetings. Though a common discussion tool for communication was proposed and created, the members who physically attended meetings failed to update those who missed the meetings through the discussion tool. Therefore, there was poor communication within the group hence the poor functioning off the team. According to the Tuckman’s model of development , communication is vital or critical for the normal functioning of the team (Borkman). Thirdly, the poor functioning of the team was caused by the fact that some of the members of the group were isolated by the others. When the members were interviewed, it was observed that four members of the group worked hand in hand while the other three members were isolated. Therefore, the isolated individuals had divergent opinions and views regarding the project as compared to the four members who worked collectively. There are other factors that caused the poor functioning of the group. Some lf the team members were not dedicated and devoted in their work. This is attributed to the absence of three of the members hence the

Is English a Dying Lingua Franca Essay Example | Topics and Well Written Essays - 1000 words

Is English a Dying Lingua Franca - Essay Example This is a contact language of those persons who are not able to speak each others’ language but they do share a specific language which facilitates them for communication when they come into contact with each other. Due to the reasons mentioned above English language is a lingua franca for many people in the world. It is shared by nearly all the communities of the world. Most of the discourse between the people of South Asia, South East Asia and Africa and Middle East takes place by using English as a lingua franca. Can we say that English will continue to command this acceptance even in future? This question has initiated a debate that has generated response in its favour or against it. It was Graddol (1997) who first came up with certain interesting predictions about the future of language. It was he who had vigilant eye on certain socio-political changes across the globe. The socio-political changes along with new patterns of demographic shifts made Graddol claim that Engli sh language may lose its popularity and the present status of a being lingua franca due to the emergence of certain South East Asian and South Asian languages. Graddol reasoned that population explosions in China and India may increase the number of speakers of these languages who may outnumber the speaker of English language. He also predicts an uncertain future of English due to certain socio-economic transitions. Graf’s (2011) research reflects a departure from assumptions of Graddol as it sees no observable shift in the world’s lingua franca from English to any other language like Chinese or Urdu/Hindi due increase in number of speakers. Graf’s study has taken into academic and economic measures like bibliometric analysis and Gross Domestic Product to ascertain the possibility of Graddol’s claims. The study describes that although Chinese language is showing some developments at global level, yet it does not seem to have assumed the role and internati onal lingua franca in near future. All the above given indicators seems to suggest that â€Å" English-language cluster seems to remain unchallenged as the world’s most important academic and economic language (p . 77). Widdowson’s stand on the issue has been explained with reference of two quotations from poetry (Jenkins, para 30-31).The first is an excerpt from Yeats's TheSecond Coming: Things fall apart: the centre cannot hold Mere anarchy is loosed upon the world The second has been taken from Tennyson's  Idylls of the King: The old order changeth, yielding place to new, And God fulfills himself in many ways, Lest one good custom should corrupt the world. Widdowson’s analogies sum up the controversy in the form of two conclusions: According to the first analogy taken from Yeat’s poem Widdowson seems to assume that if the Inner Circle is able not able to maintain its authority then there will be situation of linguistic anarchy in world which uses En glish language as its primary mode of discourse. His second observation seems to view a situation where the non native varieties of English will take the place of English language. In both cases the status of English as a lingua franca is compromised (cited in Jenkins, 2005). Jenkins(2005) also shares the views expressed in Tennyson’s poem which seem to suggest a replacement theory regarding status of English. She also views a shift in favour of

Business Law Term Paper (Case Study) Essay Example | Topics and Well Written Essays - 2000 words

Business Law Term Paper (Case Study) - Essay Example The jurisdiction of a particular subject matter refers to the authority of the court to preside cases concerning contracts and civil right issues. States court are granted general jurisdiction that allow them to hear any case unless it is prohibited by the law of the state. Some states prohibit subject matter jurisdiction for cases not involving their state citizen, and those that happens outside the state. They also include those that are the mandate of federal courts. In the case study, one of a legal case arising on the jurisdiction is when company violated the law by operating in three different jurisdictions, yet its plumber was licensed in only one jurisdiction. There was a jurisdiction to hear the case between Knarles and Chentum as the state courts have general jurisdiction and the case was among those under the docket of the state laws. Furthermore, it does not qualify to be handled by the federal court (Rakoff, 2013). Tot refers to civil cases or cases that deal with conflicts between private individuals. It can be redressed by paying of damages. This is a remedy by compensating the harmed party by monetary awards. Damages legally refers to the money that law directs one to pay after breach of duty or violation of a particular right. There are two categories of damages, which are punitive and compensatory. In the case of the former, they are awarded to punish the offending party, while the later were awarded to compensate the affected party for the loss or injury. The damages are further classified to liquidated and nominal damages. There are general guidelines that govern the damages to be awarded. For instance, it’s a general concept that punitive damages cannot be imposed in contractual cases that have not been proven to be wanton, deliberate or willful In the study, the case between Knarles and centum falls under the torts, since it is a civil case dealing with a conflict between private individuals. In

Education quiz Essay Example | Topics and Well Written Essays - 1000 words

Education quiz - Essay Example Literal interpretation of written works also restricts them to understand emotions and to draw conclusions from written texts. The diversity of the requirements for understanding something demands effort from them which if not met could have the learner socially incapacitated. b. What instructional accommodations are generally recommended for students who experience this exceptionality? (For the sake of brevity, limit yourself to no more than three important accommodations. You do NOT have to elaborate, other than perhaps a sentence for each one.) To help such students, teachers are encouraged to give explicit instructions made simple so that the learners can be able to follow. Daily reviews would be a great help to assist them in retaining information that are important especially in the learning process. Since the understanding of a learning disabled student is limited, modeling is very helpful as it would be easy for them to understand what they see put in action than things expre ssed in words. 2. With respect to students who experience ADHD: a. In what way does this exceptionality affect the individual’s literacy development? For students with ADHD, their learning development could limit them to the very few things that they able to concentrate on. As ADHD learners usually have difficulty in focusing to a certain task, the possibility that an assignment could be completed could be far from possible. They usually exert more effort in keeping still to finish a certain task especially when it comes to writing so their communication skills can be affected. Reading could be a lesser trouble for them but being unable to concentrate in the task also affects their understanding as well as the acquisition of important information received in reading. b. What instructional accommodations are generally recommended for students who experience this

Music and Architecture n Britain during the Period 1600 to 1750 Coursework

Music and Architecture n Britain during the Period 1600 to 1750 - Coursework Example The development in architecture has been influenced by a number of happenings in Italy during the initial Baroque period as in the case of Music. Subsequently, by early 18th century the Georgian Architecture evolves from the Baroque as an alternate and not so rich. The literature study will go through these periods of musical and architectural history to delve deeper into the happenings during this period, the development of both and their structure. Baroque period was the beginning of a major change in the approach to music in the Western Europe. The growing power of the Europe both economically and militarily led the music industry also to take its turn and grow. Baroque music is very complicated with motets and madrigals and movement of voices over and across one another creating the opera and the Oratorio. While one had the musical ingredients combined with drama and scenery, the Oratorio did not have the scenery making it just the voice and the music alone (Saddie J A, 1998). Du ring this period of Baroque, there was no piano and it is yet to be invented. The major musical instrument was the violin, which was considered the queen of all instruments. The keyboard instruments are the harpsichord and the organ. The Baroque period also saw the rise of what are called the Orchestras. Chamber music was played by the Chamber Orchestra which had a small group of players playing specific instruments. These were in Trios (3), Quartets (4) or in Quintets (5) and can go up to 10 players in all (Colles 1927). During this period the most common form of music came in as Instrumental Suite. They were mixed with dances so that the music and dance went together along with drama in some cases to make a complete presentation. In Opera, the voice was added. The Baroque Period was made proud by a number of composers and renowned musicians. The early Baroque period is normally looked at as the period between 1600 and 1654. Baroque's dividing line from the Renaissance period starts with the rise of the Opera, the musical drama. This was first staged in Italy by Claudio Monteverdi (Franklin Zimmerman, Jul 1958). This is normally referred to as the 'recitative style' which also permeates architecture and painting. While at the same time, on the music front the major change in the figured bass and in the polyphonic composition in association with the harmonic one. This was also the period when the music was slowly weaned away from the influence of the Catholic Church and a slow but steady move towards secular thought in music came up. The Protestant thought also reflected in the music and most of the developments in music can be attributed to the rising competition between catholic and protestant churches. One of the other major changes in mu sic was the text form of music which could transcend language barriers and was being used in Germany by Heinrich Schutz. This was completely redone from the prima practica, by Monteverdi as seconda practica (musica 2007). The Monteverdi style includes idiomatic writing, virtuoso flourishes and other new techniques. This became the core of the early Baroque Period and goes on up to the very end of this period in 1750. The influence of the Italian composers continued to dominate the music scene during the early

Toll Like Receptor Essay Example | Topics and Well Written Essays - 2500 words

Toll Like Receptor - Essay Example In 1989, Charles Jeneway published it classical paper discussing inate immunity and establishes the fact that recognition of pathogen is done by germline-encoded receptors and not the recombinant antigen receptors (Janeway, 1989) He establishes the role of co stimulatory molecules or signals responsible for T cell activation. After extensive research of almost 20 years we have identified that co- stimulatory signal named as Toll receptor and its pathway. Surprisingly people working with different model system recognize that Toll receptor was not only responsible for human innate immunity but also found in wide range of living systems starting from earthworm to plants. Initially Toll receptor was recognized for its role in innate immunity but later on many unique role of toll was appeared in different model system like In drosophila where Toll have key roles in development. Investigation of Toll receptors and pathway related or activated by this receptor open ups new era of innate imm unity and give us insight in to evolutionary conservation. Toll like receptors (TLR) are PRRs (pattern recognition receptor) having unique and essential role in innate immunity. It comprises of family of type I transmembrane receptors characterized by an extracellular leucine rich repeat domain and intracellular Toll/IL-1 receptor (TIR) domain. LRR founds in diverse set of proteins having role in ligand recognition and signal transduction (Ruslan Medzhitov, 2001). The signature sequence of LRR is L(X2) LXL(X2) NXL(X2) L(X7) L(X2). Where X2 is any amino acids. The TIR domain of Toll receptor is conserved protein-protein interaction module found in different transmembrane and cytoplasmic proteins in animals and plants. Interestingly, most of these TIR associated proteins in animals and plants have a role in host defense.Figure:1 Schematic of Toll likes receptor (TLR) (www.icampus.ucl.ac.be) TLR in mammalian Immunity: In mammalian species there are at least 10 TLR, and having distinct role in innate immunity. There are almost dozens of ligand for TLR were identified and many more yet to be established. TOL ligand are quite diverse in nature but having some common characteristics like most of TLR ligands are conserved microbial products (PAMPs), TLR recognize different structurally unrelated ligand and some TLR requires accessory proteins to recognize its ligand . Fig 2 shows different ligand molecules recognized by mammalian TLRs. (Ruslan Medzhitov Nature Reviews Immunology 1, 135-145 November 2001) Figure: 2 Ligand specification of TLR TLR Pathways: Activation of signal transduction pathway by TLR leads to expression of several genes have key role in host defense. For example TLR activated signaling pathway activates expression of cytokines, chemokines, MHC and various co stimulatory molecules (Ruslan Medzhitov, 2001). Initially it was proposed that all TLR have similar signaling cascade but growing evidences indicates that even though there are conserved signaling molecules in TLR pathway, there are differences among different types of TLR mediated

The Crucible by Arthur Miller Essay Example for Free

The Crucible by Arthur Miller Essay The Crucible by Arthur Miller, is set in 1692, on the Salem witch trials and compared with McCarthyism in 1950s, the time it was written. The Crucible is a fictional retelling of events in American history surrounding the Salem witch trials of the seventeenth century, yet it is as much a product of the time in which Miller wrote it, the early 1950s, as it is a description of a Puritan society. I will be describing my ideas on the performance and the production of the asides in act one of The Crucible. One of the main motives of asides is to explain the similarities in 1690s and1950s. The Crucible is a story with an underlying meaning as well as the literal one. Although 1690s and 1950s are very different, Miller has portrayed the same allegory. Miller is trying to prove that history repeats itself. He does this by proving that people were stupid to believe in witches in the seventeenth century, just like people believed in McCarthyism in America in the 1950s. Today we are repeating similar mistakes, as we consider war as the solution to the Iraq crisis. Getting the message across to audience is very hard as it is no longer 1950s nor do people know much about McCarthyism. During the 1690s Puritans also repressed in England and power then was held by Church, theocracy, those who were landowners held a lot of power. Cromwell had taken power by junta. At that time Salem was in a state of unrest because the old laws were no longer as necessary. Witch-hunting was also causing unrest in Salem. The crisis, of witchcraft, began to increase and doubts began to develop concerning the vitality of the charge. Just like in America the educated people of the colony began efforts to end the witch-hunting hysteria that had surrounded Salem. To explain this complicated allegory successfully, asides are used. 1950s was a decade of unrest in America as there were a lot of economical depressions following world war two, democracy and capitalism problems. More over McCarthy was troubling people by misusing his powers. The hunting down and prosecuting of any Americans who were thought to have taken part in anti-capitalism. The accusations became hysterical and many people were asked to name names of people in meeting held many years previously. By 1962 many people started going against McCarthy. Miller uses the Salem witch-hunt to present his views on McCarthyism, The prosecuting of any Americans who were thought to have taken part in anti-capitalism, is similar to the hunting down of suspects of witchcraft. The asides are a very effective way of telling long story in short. The narrator may explain the situations, introduce new characters or even give his own opinion to get the message across to the audience. The narrator is particularly needed for Act 1, as the setting and different characters need to be introduced to audience. Another reason why asides are important to be narrated is, the allegory in the story for which the audience needs to follow the story right from the beginning. Therefore it is vital that the narrator of the aside is someone, who the audience is likely to pay attention to. Ideally a literate person who can judge people correctly and has the power to catch the audiences attention with his voice. I think its a good idea if the narrator is one of the charters from the play. Having one of the characters to narrate the play is a very effective method of providing information to audience. He is likely to get more attention because the audience is familiar with the person. In A view from the Bridge Miller uses a lawyer to narrate the play, which I think works really well because he used someone who is very intelligent and respected. Similarly a positive character could be used in this play to talk to audience. I chose Reverend John Hale, from this play to read the aside in act one, as the audience will be more familiar with the character when he comes later on in the act and introduces himself. Miller is interested in people who do not allow them to be caught up in hysteria but think for themselves and stand up for their believes against all odds. Similarly Hale backs this point, towards the end where he learns how things are going wrong. Hale changes his opinions as he gets more knowledge about the things going around him. The narrators opinion about things needs to be the same as that of author, because a person with different views cannot talk about views, which he does not believe in. Miller believes that society is never an excuse for our failings, and that we are responsible for ourselves, such a person is John. John tries to save the lives of innocent people wrongly accused of witchcraft. He is the only Judge who tried to save Reverend Proctor. However human weakness and guilt sometimes drag him down but still his character is positive. As millers describes John He feels himself allied with the best minds of Europe Miller is trying to say how self-centred John is but at the same time he is telling us that John is intelligent. The audience is more likely to listen to such person because of his reputation. The key reason for having a character from the play as a narrator is that the audience is familiar with the person; therefore Hale should narrate the asides in his normal character clothes, speech and movement. A good way of introducing characters is to let the person perform their most common role in the background and the narrator standing in front talking about the person. For example when Reverend Parris is introduced, John Hale could be standing in the front saying, there is very little good to be said for him. while Parris is in meeting in Church talking, but has no one listening. Since the asides in this play are not only introduction, doing so will lose the consistency of the asides, and the audience will not be clear whether its an aside or part of the play. Therefore while he is standing motionless on the stage and reading the asides where the stage is dark and a spotlight on the character and deep voice with no background music. The shining of bright light on Hale while the stage is all black will give him almost a god like image. Its only him talking and, there is no other option but listen to him. The pause in music will make the audience concentrate on the aside by having nothing else but John to listen to. His voice should have extra bass added to it. Radio experiments show that if the voice of presenters have bass then the listeners are more likely to remember what they listen to. The stage is all difficult to obscure and there is only one glow in the theatre approaching from John Hale while he states about Parris in his deep tone his house stood in a town but we would hardly call it a village today. The best way to perform asides in this play is to have a character from the play narrate the asides while full attention is given to him. The most suitable character would be Hale because the way he thinks about matters and his intelligence make him exceptional.

Crusades in the 14th and 15th Century

Crusades in the 14th and 15th Century To what extent did the idea of crusading remain integral to the chivalric culture of the fourteenth and fifteenth centuries? In the traditional view, the crusades started in the 11th century and ended in the last decade of the 13th. There is much debate, however, surrounding to what extent later crusading activity can indeed be considered crusading, and what role it played in chivalric culture of the fourteenth and fifteenth centuries. The formation of chivalric culture was no doubt influenced to some extent by crusading ideology. Chivalry is made up of a range of activities, values and attitudes,[1] with crusading itself being viewed as a chivalrous activity and military orders formed during the crusades before the fourteenth century seen by some to be early examples of chivalry.[2] The first crusade gave birth to new ideas of the role of the warrior in Christian society; defence of the faith and reclamation of the Holy Land was, according to the church, the highest task to which a knight could dedicate himself and the 1099 triumph at Jerusalem set the standard for defence of holy places as the highest goal of chivalry.[3] Benedictine theologian and historian, Guibert de Nogent, wrote in the 12th century that God himself had started a holy war to allow knights to seek Gods grace in their wonted habit and in discharge of their own office, and need no longerseek salvation by renouncing the world in the profession of monk,[4] suggesting that crusading elevated knights to positions similar to priests and emphasising the prestigious and highly pious aspect of knighthood. Similarly, crusader poet Aymer de Pegulhan writes that crusading allows the achievement of honour in life and joy in paradise without renouncing our rich garments, our station in life, all that pleases and charms.[5] This idea that crusading brought distinction and recognition was widely understood into the fourteenth century, and features as a common theme in contemporary texts. Chaucers Knight, for example, represents an embodiment of the loftiest chivalric ideals and an idealised aspiration of many fourteenth century English crusaders.[6] In examining the extent to which crusading remained integral to the chivalric culture of the fourteenth and fifteenth centuries, one must first examine what is meant by the term crusade. The label crusade was uncommon before the 1700s and, contemporarily, there was no single accepted term; words that suggested travel (often combined with references to Jerusalem, the cross, or the Holy Land) were used, and early sources often labelled participants as pilgrims or simply Christians.[7] It is therefore understandable that what constitutes a crusade is ambiguous and varies between scholars. Constable[8] gives four approaches to defining the crusades: pluralist, traditionalist, generalist, and popularist. Pluralists see papal authorisation as the key criterion for a crusade, irrespective of the nature or location of the conflict,[9] which therefore includes such conflicts as the Alexandrian Crusade‎, Mahdian Crusade‎, Battle of Nicopolis‎, Crusade of Varna, and the Hussite Wars. In a similar vein, generalists see all wars with papal connections fought in defence of Christianity as crusades.[10] Traditionalists, on the other hand, view crusades as expeditions from 1095 to 1291 that aimed to defend or recover the Holy Land, thus dismissing all later activity[11] with some arguing that this would also have been the view held by contemporaries.[12] Similarly, the First Crusade alone is considered a crusade by popularists, who limit this label to conflicts characterised by popular religious upsurges.[13] It is understandable, therefore, that scholars from th ese different schools of thought will have different understandings of the extent to which the idea of crusading remained integral to the chivalric culture of the fourteenth and fifteenth centuries. A golden age of crusading,[14] an epoch of crises and confusions, incoherent and diffuse[15] and a Indian summer of crusading[16] have all been used to describe fourteenth century crusading and, indeed, there is much debate surrounding the nature of crusading in this period. The devastating loss of Jerusalem and Acre in the 12th and 13th centuries may have motivated Christians to act and roused them to the reality of Christianitys precarious position in the Levant, and wandering kings such as Peter I de Lusignan and King Leon VI of Cicilian Armenia may have helped remind them of the fortune of fellow Christians in foreign lands.[17] Even with repeated and expensive attempts, the early fourteenth century saw no successful crusades to recover the Holy Land.[18] Despite papal taxation, proposed by the Second Lyons Council, domestic needs of rulers, who accepted taxation insofar as they could benefit from it, meant that they could not support the idea of funds being used by another ruler in the organisation of a recovery crusade.[19] Traditionally, this failure to launch an expedition to the holy land is understood to indicate the end of the age of crusading and an increase in conflict which made difficult the international cooperation needed to launch such an expedition. The early to middle of the fourteenth century was certainly a difficult climate for crusading: the suppression of the Knights Templar had created a sense of confusion and anxiety, joined with a feeling of disenchantment due to the abandonment of attempts to reclaim the Holy Land.[20] Understandably, many nobles at this time regarded crusading with a sense of suspicion and caution, despite family tradition,[21] and financial and political factors upon which crusading relied were affected by plague, the Anglo-French war, and the collapse of the Italian banking houses (upon which papal taxation of the Church depended).[22] These factors make it easy to comprehend why many may have agreed with chronicler Salimbene of Adam that it is not the divine will that the Holy Sepulchre should be recovered.[23] Traditionalists are inclined to label crusading activity in this period as an irrelevant hobby confined to enthusiasts, unimpressive compared to former achievements, far removed from the harsh realities of the age,[24] and little more than an aftermath in crusade history.[25] Indeed, crusading activity in this period was characteristically dissimilar from the general passagia before it; the Holy Land remained out of Christian control, with focus turning less towards seemingly unattainable holy places and more towards the hethenesse (that is, the land of heathens).[26] Despite this shifting focus, religion was, of course, still a major factor in the continuation of crusading activity. According to Huizinga, medieval thought was saturated in every part with conceptions of the Christian faith,[27] and of the ten chivalric commandments assigned by Gaultier in 1883, three are concerned with the church and defence of Christian religion.[28] There was no doubt a strong religious factor in embarking upon crusades in the late Middle Ages. The first and principle glory of the dignity of true chivalry is to fight for the faith according to Philippe de Mezieres;[29] Duke of Bourbon, Louis IIs, motivation for commanding the Al-Mahdiya crusade in 1390 was his similar desire to serve God;[30] wanting to expand Christianity by dedicating himself to Gods service is apparently John of Neverss reason for his enthusiasm for the Nicopolis crusade; [31] and references to the honour of God and the Virgin were made at the Feast of the Pheasant in the mid-fifteenth centur y. Although it is hard, if not impossible, to know an individuals true feelings in regards to faith, chivalric culture continued to emphasise religious piety and the lofty ideals of crusading, and there is no cause to suspect insincerity in such devotion: the knight John de la Ryvere, for example, supposedly abstained from all conflict that he deemed morally unjust whilst on campaign and Robert, Lord Fitzpayn, described a readiness to destroy bodies, friends and wealth for the sake of the crusade.[32] No doubt an image of the sacrifice of Christ was not overlooked in these seemingly martyrlike desires to serve God,[33] and the great suffering involved meant crusading was often regarded as superior to other forms of pilgrimage. 12th century French Dominican friar, Humbert of Romans, for example, believed that crusading represented the highest form of pilgrimage, as crusaders expose themselves to death repeatedly.[34] Furthermore, Mamluks, Turks, and other enemies of Christianity must have seemed worthy targets of retaliation for the suffering of Christ.[35] Furthermore, crusading was also a means of redeeming the soul: in the fourteenth century, atoning for the sins of others, both living and dead, was encouraged of crusaders; concern for salvation of the dead was reflected in 1365 lobbying of the pope for indulgences for those who gave masses in memory of ancestors, and church rites and rituals for the crusades are well attested, such as a specially adapted group of psalms and pra yers inserted between the breaking of the Host and the Pax Domini before communion to invoke divine aid for the Holy Land.[36] Chivalrys religious ideals were not the lone causes of the continued relevance of crusading; reputation and honour were major factors, alongside friendships and loyalties, encouraged by cultural contact between European courts[37] and the fact that crusading allowed a chance for knights to distinguish themselves from rivals. Social and material advancement was a coveted reward for the military prestige associated with crusading; for example, upon his return from Constantinople in 1368, servant of Sir John Mowbray, John Dodenill, was promoted to post of warrener.[38] These factors are reasons for why the idea of crusading remained relevant to chivalric culture in the fourteenth century, and for why the importance of crusading activity in this period should not be overlooked or underestimated. Failure to organise an expedition to reclaim the Holy Land was not due to disinterest on the part of knights, but was instead caused by complex political factors of the time, such as the conflict between England and France, and the papal schism. The challenges of this period may have been discouraging, but it has been argued that, between 1307 and 1399, English knights enjoyed their greatest degree of opportunity and freedom, with shorter crusade service terms and a wide range of war frontiers encouraging an eager response that, according to Guard, can be considered to rival, if not eclipse, the response to crusading in the late twelfth and early thirteenth centuries.[39] For this reason, it is not hard to see why many scholars have labelled the fourteenth c entury a golden age of crusading.[40] Just as fourteenth century crusading differed from early crusading, the fifteenth century saw a further shift, with the September 1396 Nicopolis disaster viewed as a turning point[41] that saw the start of major changes taking place within both crusading and chivalry. Factors such as Henry IV and Vs increased demands for war, and domestic political crises at the end of the fourteenth century meant a reduction in crusading numbers and a decrease in the diversity and range of crusading which had been so characteristic of the previous century.[42] The Lancastrian revolution in the last year of the fourteenth century ended the atmosphere of co-operation and idealism which had supported crusade planning at intermittent times during the fourteenth century and ensured there were no additional attempts at organising a combined Anglo-French expedition. The romantic idea of crusading still held power, though; a desire for the king to eventually reclaim the Holy Land as a seemingly logical prog ression of the 1415 Agincourt victory is presented in the Gesta Henri Quinti, and according to Burgundian chroniclers, Henry V had exchanged crusade vows before the offensive against the Dauphin in 1420.[43] But times had changed and international crusading had come under pressure from many directions. The continuing centralisation of the monarchy and growing debate and criticism regarding the kings duty to act for the greater good assisted an increasingly strong sense of the geographical confines of the crown. Church propaganda and patriotism validated a monopoly on military resources for the war with France, and thus focus was shifted closer to home, which can be seen in the fact that, after Henry V, a king would not fight at the head of an army outside the British isles again until Henry VIII and the Battle of the Spurs in 1513. Crusade opportunities began to dry up. In short, the political and social climate previous to the Nicopolis crusade could not be recovered.[44] In the fifteenth century, crusadings main adversaries became the Ottoman Turks. English knightly traffic to Rhodes and other outpots of Christianity persisted, but their military impact and numbered were minimal and by the end of the Hundred Years War, the audience for which Chaucer and Mezieres had written had largely disappeared.[45] Furthermore, the idea of chivalry as a value system was coming under increased pressure, and the role of the knight in English society was changing, edging towards a less martial occupation. Conventional ideology remained in place but in the first decades of the fifteenth century, decisive changes in the character of contemporary chilvary came to light, with movement away from the dynastic wars of the fourteenth century towards what was formatted as a struggle for the respublica.[46] Concepts of sovereign authority, legitimiate war making and the guiding principles of profit and loss helped shape military expectations, and from the very begin of the Hundred Years War signs of the pressure of standards quite other than those on which chivalry was founded had been apparent. Therefore, in conclusion, it seems that crusading did remain a defining function of chivalric society, particularly in the fourteenth century, which was the so-called golden age of English chivalry. In the fourteenth century, it was a diverse, multifaceted, and vibrant set of practices,[47] which is particularly impressive against the aforementioned backdrop of hindrances and setbacks.[48] Crusading remained integral to chivalric culture in the fourteenth and fifteenth centuries because it exemplified so many chivalric ideals, from religious piety to However, it is hard to say to what extent crusading itself is integral to chivalry, as much as its values are. Crusading exemplifies the idea of a pious, sacrificing knight, which is no doubt why it was a popular expression of chivalry in the fourteenth century. In the fifteenth century, but more recent views do tend to emphasise renewed vitality of this new crusading activity, This new crusading was characterised by its decentralisation and diversity, made up of smaller expeditions not in the Holy Land but on the edges of Europe.[49] Whatever the case, there is a lot to be said for stressing the adaptability, as well as the sheer resilience, of the movement. [50] As a final note, it seems almost wilfully short-sighted to take a traditionalist or generalist view in this matter; to the participants, these crusades must surely have seemed as valid and as crucial as any before them. It is easy to overlook or underestimate their significance in retrospect, and one must remember that, to contemporary minds, recapturing the Holy Land was still an uncertainty. Even if the fighting was not in the Holy Land itself, it surely served the same purpose in the spiritual lives of the participants. Characterised by fighting in the hethenesse, as opposed to the expeditions to holy places that defined early crusades, Bibliography Constable, G. 2001. The Historiography of the Crusades. In Laiou, Angeliki E.; Mottahedeh, Roy P. The Crusades from the Perspective of Byzantium and the Muslim World. 1-22. Crouch, D. 2005. The Birth of Nobility: Constructing Aristocracy in England and France 900-1300 Gaultier, L. 1891. Chivalry: translated by Henry Frith. Guard, T. 2013. Chivalry, Kingship and Crusade: The English Experience in the Fourteenth Century. Hazard, H. W. (ed.) 1975. Chapter One: The Crusade in the Fourteenth Century in The Fourteenth and Fifteenth Centuries. 2-26. University of Wisconsin Press . Housley, N. 1992. The Later Crusades, 1274-1580: From Lyons to Alcazar. Oxford University Press. Housley, N. 1999. The Crusading Movement 1274-1700 in Riley-Smith, J (ed) The Oxford History of the Crusades. Oxford University Press. Housley, N. 2017. The Crusade in the Fifteenth Century: Converging and competing cultures. Routledge. Huizinga, J.H. 1938. The Waning of the Middle Ages. London. Kaeuper, R.W. 2009. Holy Warriors: The Religious Ideology of Chivalry Keen, M. 1984. Chivalry. Yale University Press. Keen, M. 1996. Nobles, Knights and Men-at-Arms in the Middle Ages. Bloomsbury. Lock, P. 2006. Routledge Companion to the Crusades. Routledge. Manion, L. The Loss of the Holy Land and Sir Isumbras: Literary Contributions to Fourteenth-Century Crusade Discourse in Speculum. Vol. 85, No. 1 (JANUARY 2010). 65-90. Powell, J.M. 1995. Rereading the Crusades: An Introduction in The International History Review, Vol. 17, No. 4 (Nov., 1995) Riley-Smith, J. 2009. What were the Crusades? Palgrave Macmillan. Saul, N. 2011. Chivalry and Crusading in For Honour and Fame: Chivalry in England 1066-1500. Bodley Head. [1] Keen, 2005. 44-45. [2] Powell, 1995. 667-668. [3] Keen, 1996. 2. [4] Riley-Smith, 2009. 23. [5] Keen, 1996. 2. [6] Saul, 2011. 230. [7] Constable, 2001. 11-12. [8] Constable, 2001. 11-12. [9] Riley-Smith, 2009. 27; Housley, 1992. 2-3. [10] Constable, 2001. 14. [11] Constable, 2001. 12. [12] Housley, 1992. 3. [13] Constable, 2001. 15. [14] Housley, 1992. 402. [15] Guard, 2013. 15. [16] Saul, 2011. 230. [17] Hazard, 1975. 5. [18] Manion, 2010. 65-66. [19] Housley, 1999. 262-264. [20] Housley, 1999. 261. [21] Housley, 1999. 261. [22] Housley, 1999. 261. [23] Housley, 1999. 261. [24] Huizinga, 1938. 87. [25] Housley, 1999. 266. [26] Saul, 2011. 230. [27] Huizinga, 1938. 65. [28] Gaultier, 1891. 26. [29] Keen, 1996. 3. [30] Housley, 1992. 401. [31] Housley, 1999. 261. [32] Guard, 2013. 145. [33] Guard, 2013. 157-158. [34] Kaeuper, 1999. 73. [35] Kaeuper, 1999. 73. [36] Guard, 2013. 154. [37] Guard, 2013. 173. [38] Guard, 2013. 126. [39] Guard, 2013. 208. [40] Housley, 1992. 402. [41] Hazard, 1975. 25; 647. [42] Housley, 1999. 275-276. [43] Guard, 2013. 213. [44] Housley, 1992. 78 [45] Guard, 2013. 213. [46] Guard, 2013. 214. [47] Manion, 2010. 65-66. [48] Housley, 1999. 266. [49] Saul, 2011. 230. [50] Housley, 1999. 266.

The Concept Of Ethical Consumption Marketing Essay

The Concept Of Ethical Consumption Marketing Essay To present the concept of Ethical Consumption it needs to be acknowledging what is ethics and consumption. Ethic is a set of norms, principles or values that guide peoples behaviour (Sherwin 1993), and what is ethical or unethical is based on individual perception of right and wrong in other side consumption can be define as the process of buying or using goods that materialises when the consumer processes the product or service information, as a logical thinker (Holbrook et al. 1982: 132). Ethical consumption takes place when individuals purchasing goods are considering values of caring for other people, concerns for fairness and/or for the environment. The phenomenon of Ethical Consumption started to rise in the last fifteen to twenty years. This concept is directly related to the conscious and deliberate choice to make certain consumption options due to personal and moral beliefs (Carrigan et al., 2004:401). The ethical consumer strives to enhance their wellbeing through purchasing behaviour that avoids harming or exploiting humans, animals and the environment (Harrison et al. 2005: 4), and these represents the positive choices; additionally in this ample concept it can be included actions as recycling behaviour and philanthropy  [1]  . Consumption can be perceived as an instrument to achieve satisfaction on the material level; this consumer pattern is also moulded by groups and societal values: consideration for others and also for our eco system, leading to the concept of Ethical consumption, that can be identify as a tool to social change. Citizens and consumers are social actors that are recognizing more sustainable forms of consumption by optimising environmental, social and economic consequences in order to reduce ecological damage and demand labour rights to be respected. All consumers are forced to consider the increasing consequences of their habits, and existence (Harrison et al., 2005:3). We are now living in the world of disposability, of instant convenience where everything is disposable, however society is waking up and starting to reject these ways. There is a reform to the basic, to old values (Arnold 2009:4). Ethical consumption can be seen as an integration process, between producers and consumers, ethically minded consumers feel accountable towards the environment and the society, and they strive to express their values through their shopping habits. Ethical branding strategies are designed to support ethical business and ethical claims, these strategies are accomplished through all phases of a brand products lifecycle  [2]  ; leading to consumers perceptions and attitudes towards ethical purchasing (Tustin et al., 2008:24). Brands that are perceived as good citizenship  [3]   hold a good reputation on the consumer eyes, accentuating the responsibility of companies and consumers, producing/ purchasing products and services that pursue to minimise the social and environmental damage. It is quite clear exactly what is feeding this concept to grow, and Rob Harrison (2005) proposed seven factors inciting the growth of ethical behaviour: the globalisation of markets leading to the debilitation of national governments; this action drives to a rise of transnational corporations and brands; the growth of campaigning pressure groups which occurs as a result of the previous processes; the social and environmental consequence of technology; a shift in market power towards consumers; the effectiveness of market campaigning and also the enlargement of corporate social responsibility  [4]  (Harrison et al., 2005:3). However the main sources of the rapid progress of ethical awareness in the consumer shopping behaviour are the communication channels driven by the easy access of information, from websites as Ethical consumer guide and Keep it ethical; increasingly ethical awareness of issues related to products and brands leaded by the most effective channel the internet. 1.2 Study focus Although Ethical consumption seems like an ideal conception of consuming habits, there are issues stopping this idea to fully succeed. One of the strongest issue is price sensitivity, consumers are willing to pay extra pennies for ethical products, not small fortunes; another point is personal experience considering that some consumers cannot identify ethical products from non-ethical; ethical obligations as another issue where people feel difficult to consume certain products only based on the ethical claims; one critical point is the lack of information, where consumers feel that they are not fully informed in order to make the right purchasing choices; quality perception as other concept, sometimes people perceived that ethical products do not hold quality or flavour for example, as mainstream  [5]  products; cynicism considering that a high number of companies exploit for example the concept of environmental friendly, without any care for the environment which is named as gre en wash, leading to the lack of confidence to ethical products and finally the sense of guilt to support these exploited groups (Bray et al., 2010:5). Although other authors like Show et al., (2004) and Carrigan et al. (2001) defend, that ethical consumers are confused by: the lack of information, or too much information, restrict product choices and their availability, they also add that the lack of commitment plays an important role, additionally these authors go further believing that ethical consumers trust that their purchase choice does not make a significant difference amongst the others. Different authors point different issues as critical for this concept to flourished has it should. However all authors agree that communication, consumers education and the lack of trust is a significant concept for the shortcoming of ethical consumption. 1.3 Dissertation structure What is proposed in this study is to analyse in depth one successful ethical corporation Unicorn Manchester Cooperative Groceries, to understand how they show, educate and encourage consumers to follow their brand message through their ethical products; additionally how Unicorn procedures leads customers to trust them, finally it will be investigated their internal communication strategy. At this investigation it will be analysed trust, brand loyalty, brand message and internal branding, furthermore it will be acknowledge what their customers feel about their communication strategies and if they fully understand the meaning behind their purchases, what the company stands for and if the strategies used, drive customers to trust and became loyal to this business . To access this knowledge and to understand the communication strategy it will be made an interview to one of the cooperative members, which is accountable for the marketing and communication, education and advertisement of th is business, with the purpose to gain an insight of strategies adopted by this company. As a following step is needed to be acknowledge if customers are actually receptive to all these techniques adopted by the company by doing a small survey that only mention the communication strategies placed on the shop floor; to hundred and thirty customers. 1.4 Aims and objectives The outcome of this case study is to acknowledge and understands the ethical communication strategies adopted by this specific company and understand their effectiveness. Understand the Ethical Communication strategies used by Unicorn Cooperative Appreciate the channels used in order to build trust guiding to brand loyalty Acknowledge if customers fully understand the meaning behind their purchases Recognize the importance of Internal branding in ethical businesses How is possible to transfer this knowledge to other cases, business, institutions and so on. Research question: How does Unicorn- Cooperative develop consumer trust into their ethical brand? Hypotheses: 1. Trust is a key concept for the development of Brand loyalty 2. When brand message is communicated effectively, consumer tend to develop trust 3. Internal Branding high levelled the trust Literature review 2. Literature Review 2.1 Ethical Consumption Nowadays consumption can be perceived as a way to achieve social equality and a better environment. Ethical Consumption can include the purchasing behaviour that respects workers treatment, fair trade food, non-genetically modified food, environmental concerns, human rights, racial or gender prejudice, (Szimigin et al. 2006: 608). An increasing number of consumers are conducting changes in social conditions and business practices and they are progressively committed on these changes, this factor is what distinguish political consumer from ordinary consumer (Sandicki et al. 2008: 3). People are encountering more sustainable forms of consumption, and acknowledging individual and collective level of benefits, in order to meet the needs of current and future generations (Lunchs et al. 2011:2), affecting business and retailers to respond to this growing demand. At the same time individuals acquire a relation with ethical consumption that tend to be driven by a larger context, enforcing some kind of reflection which can be influenced by social groups (Barr et al. 2011: 715). Ethical consumption embraces two major groups positive buying is what was mention previously and in the opposite spectrum is the negative buying which can include boycotts and avoidance of certain brands on a permanent basis, considering their association with some political issue that the consumer opposes (Sandicki et al. 2008: 2). Furthermore these movements in great majority accomplish their objective, by changing business conventions to a more eco and social friendly practices. Consumption as an increasingly important purpose in contemporary society, these movements materialise ideologies of consumption  [6]  (Kozinets et al. 2004:692). Consequently, businesses are trying to blend ethical consumerism into their practices, as a result of pressure from consumers, considering that their perception is also linked to their consumerism (Tustin et al. 2008:25). Characteristics that run through all these consumption manifestations: Organisation, consumers envisage to organise a coherent set of activities informed by the actions of different organisations, including consumer bodies A desire for change, consumption as a tool of its own transformation Rights, consumers have rights that have to be fought Collectively, by working in groups, individuals hold a strengthen power for change Values, consumption as an exchange of moral messages, consuming can be good or bad Implications, consuming has effects, on other people and society or on the environment. (Harrison et al., 2004:40) Thankfully to the growing number and easily accessible information enhanced by the media interest of political issues (Harrison et al. 2004:69), consumers are more aware of ways to minimise environmental damage and change social issues. Some authors defend that there are more hidden reasons to purchase ethically, other dimension that evocates the individuality of each of us, they see ethical consumption as a integrative process, where the consumer tries to achieve: distinction, by distinguishing themselves in a proactively way through their actions; hedonism action that produces pleasure, the consumer feel good about himself purchasing ethically; love which demonstrates compassion to others and personal values and aesthetic appreciation, considering that ethical products tend to be classified as premium  [7]  brands, meaning more expensive which some individuals identify with them for their classification (Szimigin et al. 2006:610), and these are some of the extra aspects that the marketer needs to acknowledge when suggesting these products. However the most persuasive reason for people to consume more ethically is the power of social change, by forcing brands and companies to adopt more ethical strategies for t heir business practices. This seems the ideal consumption concept, however as many concepts in business has their faults to fully succeed, as mention previously the: personal experience; ethical obligation; lack of information; quality perception, cynicism and sense of guilt. The deprivation of effective information is a major barrier for this concept to accomplish their objectives. If consumers are not informed or even educated of these practices and strategies in some respects ethical consumption is failing in delivering a proficient communication. There is a high number of literature and case studies where consumers for example are willing to purchase eco-friendly brands, however they witness a very difficult task to identify these products, proving that these consumers are not very aware of ethical communication strategies (Picket- Baker et al. 2008: 290). Adequate communication prevail a disregard link between some companies to the mass consumer. This matter deviates the idea of ethical consumption; sin ce all consumers are possible ethical consumers (Harrison et al. 2005: 69). 2.2 Marketing Communications/ Communication Strategies Communication strategies is a core concept for this investigation, as it will be study the ethical communication strategies of one particular company and acknowledge how these support the business reaching trust amongst the customer. However to reach that picture it needs to comprehend in general the notion of marketing communication. All organisations to survive needs to exchange information to their stakeholders, Marketing Communications is the design, implementation and control to reach organisational objectives, through the consumer market point of view, marketing strategies is a method that will increase consumers positive thoughts and attitudes towards a brand or product, (Peter et al. 2010:25) basically is a management process through which an organisation engages with its various audience (Fill 2005:7), only strategically distributed can help organisations to lead a competitive position (Holm 2003: 23), by understanding the audiences, organisations explore actual messages that would be appropriate for their stakeholders. Following the previous sentence, marketing communication is a concept that bridges information between customers and potential customers to the business foundations, remind the stakeholders about the business essence, also reassure the distinctive aspects for other competitors additionally provide information about products and brands values, persuade the target audience to change attitude (Dahlen 2010:43). The Marketing Communication mix embraces every type of messages such in advertising, public relations, promotions and personal selling simultaneously direct response advertising, personal communication, public relations exhibitions and online exhibitions. All these different methods can work independently or ideally blended to accomplished communication goals. Promotional Objectives Target Audience Context Analyses Direct Marketing Sales Promotion Research and Evaluation Personal Selling Resources Positioning Public Relations Figure 1_ the system of Marketing Communications (Fill 2005:28) This concept promotes and maintain a dialogue with their audiences to create a Brand Equity, brand associations, brand dominance and brand prospects (Dahlen 2010:14), this it will influence conception of value in comparison with the benefits and costs, being the ideal situation to raise the benefits and decrease the costs (Holm 2006:23). Marketing communication can be perceived as: management and control of all communication strategies; also ensures brand personality, positioning and messages that should be distributed consistently throughout all components of communication and additional strategic analyses, implementation and control of the choices of marketing strategy (Smith et al. 1999:4). Communication is the act of sending a message to others in a way that these can interpret and decode the message, communications is essential to build trust on others(Anderson 2005: 169).Communication strategies can be defined as a constant pursuit to verbalize and decode the messages, in situation where these messages have not been decipher (Toronoe 1981: 287). A favourable communication is based around a committed, articulated brand idea as a foundation to sustain and build relations with customers (Dahlen 2010:2). The main target of Marketing Communication is to influence the judgment of value through communication, this process materialises when individuals share meaning, by developing a dialogue, where participants are capable to decipher the meaning of the messages and simultaneously being able to respond, and this exchange is possible through knowledge and understanding of the communication process. In overall process for organisations to be successful in their communications strategies, it is fundamental for them to understand their customers, the way they absorbs information, how they develop attitudes and how they react to marketing communications stimuli . However it necessary to identify, select and develop which communication tool it will be used to apply the most suitable brand communication to reach their target audience (Schultz et al. 1999: 309). The cognitive position perceives the consumer as the problem solver, using the various process to reasoning, forming ideas and gaining knowledge in their own individual way of decoding information (Fill 2005: 117). The previous judgment makes essential for organisations to build a strong Brand Narrative, based on a story that frames cultural codes, cultural expectations and stereotypes, essentially needs to create a story that reflects our times (Dahlen 2010: 13). The brand narrative is intrinsically consistent dialogue, which connects people, events and experiences which can lead to Brand Equity  [8]  . Brand attitude is an imperative characteristic of brand equity, which is intended to influence consumers to purchase the brand, through consumers attitude is possible to measure the brand success (Peter et al. 2010:232). Brand and customer equity Relationships Advocacy Advocacy Marketing communications Marketing communication mix Traditional and non-traditional media Channel partners Positioning Branding Image and Brand management Outcomes Marketing Communications Media Scape Narrative Brand Ongoing Figure 2_ Brand Narrative components (Dahlen 2010:6) Until certain extend brand equity, brand narrative develop a marketing stimuli directed to their target choice, guiding them in the way they behave, think and how they feel (Peter et al. 2010:25) and individuals express themselves, or aspire to be through brands, somehow consumers employ marketing communications to chase personal meaning through their consumption (Dahlen 2010:07). Meaning that by elaborating a brand narrative business is essential to have a deep knowledge about their target market. Customers are seem as problem solvers, through communication strategy perspective, their capability to message decode is affected by their level of elaboration and advertising is the conducive way of channel information to consumers, who then has the opportunity to appreciate the message according to their experiences (Fill 2005:197). 2.2.1Brand message- Communication Effectiveness Brand message is essential for this study, taking in consideration that it needs to be apprehended the communication effectiveness of Unicorn strategy, not measuring but understanding the effectiveness of their brand message, how this business is being so successful in communicating their values, when others in ethical trade are failing, essentially understand how Unicorn engage customers through their brand. Communication is an important means for organisations to reach their customers and potential customers (Bendixen 1993: 19), and this can be achieved through advertisement. Many advertisement models were tailored with foundation on Lavidge and Steiner hierarchy of effects model, this model defends that the customer purchasing process starts from awareness, to knowledge, then liking, moving to preference than conviction and finally purchase. The next model has foundation on Lavidge and Steiner effects structure, where Bendixen applied some changes: Forces of Communication Impact Specificness Credibility Relevance Conviction Comprehension Action Unawareness Awareness Forgetfulness Incompreheension Hotility Aphaty Barriers of Communication Figure 3 _ Brand loyalty the 5 stages of Communication (Bendixen 1993: 21) All components of the promotion mix hold diverse magnitudes to communicate. The effectiveness of each communication channel can be chased from the state of unawareness to all the other stages until purchase (Fill 2002: 18). 2.2.2 Brand message and trust The effect of the brand message also has an impact on trust and relationship commitment (Sharma 1999: 152), some studies suggest the critical role of effective communication plays an impact on the perceptions of quality, trust and relationship commitment, it involves the formal and informal channels between customers and the organisations, is meant to give real expectations and educate customers (Sharma 1999: 163). The effectiveness of cause related marketing may have an imperative influence in customer choice (Pracejus et al. 2004: 639). Communication effectiveness/ Brand message Functional quality Technical quality Trust Relationship commitment Figure 4_ Conceptual model of determinants of relationship commitment (Sharma 1999: 156) Effectiveness is an important derivative of communication strategy taking in consideration that for these to have a positive outcome into the target audience, it needs to achieve what was meant to achieve, the audience must decode in the way that the marketer thought that they would decode and if the audience can acknowledge the full meaning and understand the overall brand message, this process was successful, also has impact in which different communication channels to adopt and how it will affect particular consumer responses (Grace et al. 2005: 114), this might be through advertising or any other avenue. If customers acknowledge the brand message and this is something that they aspire or goes according to their values, consumer will tend develop trust with the brand through their messages. Consumer brand knowledge could relate all descriptive and evaluative brand information. In this spectrum, different levels of knowledge as attributes, benefits, thoughts, feelings, that are linked between them (Ghodeswar 2008: 4) would form a reaction to the brand message, and this reaction should be as expected by the brand in this way they accomplish their communication goals. Understanding brand message has an effect to future purchases, through brand relationship that also involve brand satisfaction, brand trust and brand attachment (Esch et al. 2006: 103), brand message need to be clear and adopt the most appropriate channels in order to achieve their target audience. By using their communication strategies effectively will lead to consumer relationship, trust that eventually will turn into brand loyalty. 2.3 Brand Trust Trust develops when one actor has positive assurance with a trading partner (Zboja 2006: 382), as a process that meets their customer expectations and probably overcome these ones. Brand trust is built over the acceptance that brand value can be design and improved in order to overcome consumer satisfaction concerning the product attributes. Brand qualities might also add value to an existing relationship between customers and brands, being trust one of the most critical elements of this relation. Trust is a feeling based on security and in this context trust has foundation in brand reliability and brand intentions; brand reliability is the capacity of brand to correspond to customers needs, in this dimension is necessary to accomplished what the customer is expecting from the brand; and brand intention has emotional roots, which accredits that customers are in an vulnerability situation when making purchasing decisions (Delgado- Ballester 2001: 1242). Consumer trust and satisfaction about a specific brand and the retailer will drive to repurchasing behaviour; trust is a significant element that bridges satisfaction, individual connection towards a brand as shown on figure five. Trust in the Brand Trust in the Retailer Reseller Repurchase Intentions Satisfaction with the Brand Satisfaction with the retailer Figure 5_ Conceptual model of the relationship between consumer perceptions of brands and retailers ( Zboja et al. 2006: 382) Relationship formation is balanced by customer, product and brand attitude. A brand with very distinctive attributes that adjust to customers values and behaviour tend to develop relationship based on the products categories (Hess et al. 2005:316). Trust is involved in brand credibility, and this creates brand loyalty as an element of brand equity and a key concept in customer relationship, and this might be the strongest connection in the marketing tools (Reast 2005:5). Credibility- based Credibility based trust correlates (Conative)Brand trust Performance- satisfaction based Trust Correlates (Cognitive) Truthful Fair minded Sincere Shows concern Similar values Gives confidence Competence Expert Status Reputation Personal Experience Usage History Fulfil expectations Quality consistency People experience Quality level Dependability Figure 6_ Two component model of brand trust correlates (Reast 2005: 5) The left column represents what a brand should provide and the right column is what customers will perceive if content. Credibility demonstrates the honesty and values of the brand where it can be delivered through advertising, packaging to personal interaction (Reast 2005: 9). Brand trust is establish through personal experience with the specific brand, consequently this experience it will guide consumers evaluation of any direct and indirect contact, being the consumption experience the most important as a foundation of trust. Brand trust offers some kind of security, considering that the brand will meet consumption expectations that will have an influence on commitment. (Delgado- Ballister 2001: 1254). Brand properties are vital to ultimate if customer decides to trust it or not. Consumers tend to judge a brand before forming a relationship with it, Lau believes that individuals develop brand trust according to reputation, predictability and proficiency (Lau et al 2009: 344);furthermore trust can be perceived as an ingredient that contrast relationships from transactions. Trust and satisfaction are crucial elements in building personal relationships that eventually will lead to brand loyalty; which has been conceptualised as a repetitive purchasing behaviour of a brand (Lau et al. 2001: 351). 2.3.1 Trust and Brand Loyalty Within the marketing discipline concepts as trust and brand loyalty are linked together, considering that is through trust that brands achieve loyalty from their customers. The consideration of trust in brand is supported by: the relationship between brand and consumer, that implies that the brand hold some characteristics that goes further than a simple product or service; in other spectrum brand trust is also associated to brand value, which is much more than consumer satisfaction, other characteristics can add value to the existing relationship between a brand and a consumer, being trust the most significant property of this relation. (Delgado- Ballester 2001: 1241). Trust in a brand is positively associated to brand loyalty which brings many benefits to the organisation. The brand properties are crucial to determine if the consumer will trust or not this business if the reaction is positive and the customers is repurchasing over again it will be achieved brand loyalty. Brand Predictability Additional Information Job Specifications are in Word format, to download a viewer for Windows click Here or for Mac users click Here all other documents are in PDF format you can get Acrobat Here Recruitment Policy: Click Here Candidate Guidelines: Click Here Job Share Scheme: Click Here About MMU: Click Here Disabled Candidate Support: Click Here Job Details   Job Reference: G2/2245 Job Title: Marketing Assistant Location: All Saints Closing Date: 16 October 2012 Salary Range:  £ 18340.00 to  £ 19972.00 Benefits Holiday Entitlement: 25 Pension:   Yes Job Details Division: Marketing, Communications Development Department: Marketing Communications Office Work Pattern: Temporary Application Form: Click here for Application Form Job Description: The University only accepts applications on a valid application form which can be downloaded by clicking here. You can then upload your completed application in the My Documents section once you have logged in. Please note that a curriculum vitae (CV) will not be accepted for this vacancy. Manchester Metropolitan University MARKETING, COMMUNICATIONS AND DEVELOPMENT MARKETING ASSISTANT (Full-time / Fixed 2 year contract/) Grade 4:  £18,340-  £19,972 per annum We are seeking a Marketing Assistant who is looking for an exciting, challenging role and has excellent marketing and administrative skills. This hands-on post will be part of a new marketing team in the Faculty of Business and Law. This new faculty brings together the Business School a

Courtesy through Satire :: essays research papers

In his Canterbury Tales, Chaucer fully explicates the cultural standard known as courtesy through satire. In the fourteenth century, courtesy embodied sophistication and an education in English international culture. The legends of chivalric knights, conversing in the language of courtly love, matured during this later medieval period. Chaucer himself matured in the King's Court, as is revealed in his cultural status, but he also retained an anecdotal humor about courtesy. One must only peruse his Tales to discern these sentiments, for Chaucer’s view of courtesy can seem shocking and, all together, obscene at times, it’s the similarity of the differences that make Chaucer’s tales superior. An example of this can be seen through Nicholas’ attempt at â€Å"courting† Alison versus Arcita and Palamon’s endeavors at courting Emily. Nicholas' anxious and lewd behavior, in conjunction with his explicit sexual connotation, demonstrates Chaucerâ€⠄¢s more farcical side; where as, the manner in which Arcita and Palamon court Emily can seem more satirical. In the Miller's Tale, Chaucer juxtaposes courtly love with animalistic lust, while in the Knight’s tale, the subject of chivalry is held with much higher regard, and used as a florid, glorious attribute. These numerous references provide the reader with a remarkably rich image of the culture and class structure of late fourteenth century England. In the Miller's Tale, Chaucer blatantly mocks courtesy and courtly love in Nicholas’ exchange with Alison: Now sire, and eft sire, so bifel the cas That on a day this hende Nicholas Fil with this yonge wyf to rage and pleye, Whil that hir housbonde was at Oseneye, As clerkes ben ful subtile and ful queynte; And prively he caughte hire by the queynte, And seyde, "Ywis, but if ich have my wille, For deerne love of thee, lemman, I spille." And heeld hire harde by the haunchebones, And seyde, "Lemman, love me al atones, Or I wol dyen, also God me save!" And she sproong as a colt dooth in the trave, And with hir heed she wryed faste awey, And seyed, â€Å"I wol nat kisse thee, by my fey! Why, lat be!† quod she. â€Å"Lat be, Nicholas, Or I wol crie ‘out, harrow’ and ‘allas’! Do wey youre handes, for youre curteisye!† (3271-87) Quite literally, Nicholas caught Alison by the crotch to draw her near to him, and then held her there by her haunches, or rear end. Standing alone, that image provides an element of base humor, but when that event is coupled with Nicholas' words, a dramatically ironic, and altogether funny, scene arises.

Pro-wrestling In The Nineties :: essays research papers fc

Pro-Wrestling In the Nineties   Ã‚  Ã‚  Ã‚  Ã‚  A worldwidae phenomenon has swept our worlds people. It has sold out huge stadiums every Monday, Tuesday, and once a month Sundays. This phenom is called Pro-Wrestling, and it seems to have a death grip on today’s youth. I for the most part am an avid fan of wrestling and consider myself very knowledgeable on this subject. That is why I feel that I am able to show an unbiased view of wrestling and what happens behind the scenes, and around children’s homes.   Ã‚  Ã‚  Ã‚  Ã‚  The company called WWFE (World Wrestling Federation Enterprises) went from a small company into a huge corporation basically overnight, and then drifted into obscurity again. The WWF’s first popularity influx occurred in the mid 1980’s due to a man called Terry Boella, better known as Hulk Hogan. His charisma and basic likeability made people take a liking to his character right away. Hogan was quoted as saying, â€Å"I am happy that I can bring the business that I have put my blood, sweat, and tears into straight up to the top of the world† (Hogan) Unfortunately, Vince McMahon, the CEO of the WWF, was involved in a scandal that shocked the world. He was handing out steroids to his employees, in order to make them bigger and more intimidating. This was certainly a blow to the up and coming corporation, although Mr. McMahon was quoted as saying â€Å"any publicity is good publicity†, this was definitely the wrong type of publicity he nee ded. This scandal drove away many of the WWF’s fans, which were children whose parents didn’t want them to watch.   Ã‚  Ã‚  Ã‚  Ã‚  Now, over 10 years after those initial scandals, the popularity of the corporation has risen to never before seen heights. Every day they earn millions of dollars on merchandising. Not to mention the amount they get for selling commercial time during their programs, which are the highest rated on cable television. All of this popularity is due to one man, Steve Austin. His hatred for authority and trust no-one attitude brought the federation into its new era. His character appealed to everyone from school children to regular businessmen. Unfortunately for the WWF this newfound popularity has also brought new problems.   Ã‚  Ã‚  Ã‚  Ã‚  These new problems are lawsuits, brought about by the parents of children who are injured while â€Å"wrestling†. While the shows are rated â€Å"PG14† on television parents still allow their young children to watch.

Marketing demographics Essay

The profile for the potential customers of Bob Bicycles consists of the following geographic, demographic, and behavioral factors: It is said that the immediate geographic target of the company is London. In terms of demographics, the company’s market segment includes male and female whose age ranges from 25 above. In a study conducted, it is noted that commuter cycling in the city is mainly dominated by white males with ages ranging from 25-44; this is because women is facing more barriers in cycling than men (See Figure 2). Most cyclists are also employers and employees who have seen the benefits of cycling with their health, economic and personal factors. As can be seen, children are not considered as a potential market since London is not allowing children to use bicycle for transport. Aside from this, other factors to be considered in the demographics of the potential customers of Bob includes the levels of bicycle usage, reasons for use, behavioral factors and geodemographic factors. Figure 2 Profile of Commute Cyclists 2006-2007 Behavior Factors. In terms of behavioral and cultural aspects, it can be said that Bob bicycles can be considered to have a big potential in London because of the high quality bicycles of Bob which meets the current trends in the bicycle market. In addition, there is a value attributed to the used of bicycle as a means of transport. There are various attitudes to cycling that should be considered by Bob in the London market (See figure 3). This result was based on the study conducted by TFL Omnibus Survey in 2007. Most of the perception of the individuals with regards to cycling is its economic, personal and health benefits. Figure 3 Attitude towards Cycling. Based on the analysis, it can be said that Bob’s plan of expanding his business in the London market, is very feasible and potential based on the current trends in business environment and the pool of demographics and potential target markets. Reference Automatic Traffic Count Data (2007). London Travel report 2007, 2007, TfL. Online available http://www. tfl. gov. uk/assets/downloads/corporate/London-Travel-Report-2007-final. pdf. Retrieve October 6, 2008. Heywood, C (2004). The Near Market for Cycling in London. Online available at http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-market-report. pdf.retrieve October 6, 2008 Cycling Action Plan (2004). Creating a chain reaction – The London Cycling Action Plan. Online available http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-action-plan. pdf. Retrieve October 6, 2008 Cycling and Motorbikes (2008). Online available at http://www. bbc. co. uk/london/content/articles/2005/06/14/cycling_inlondon_feature. shtml. Retrieve October 6, 2008 Synovate Ltd (2008). TfL Omnibus attitudes to cycling, 2007, Synovate. Online available http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-training-effectiveness-results-summary-2008. pdf. retrieve October 6, 2008.