Future Orientation free essay sample

What do we esteem as Americans? When all is said in done, American morals are the equivalent. One of these qualities is of future direction. Americans not just worth the future, they esteem their future. Americans are fixated on the guarantee of things to come just as the upgrades the future will bring. However, similarly as Americans energetically hang tight for the future, they stress over what it holds for themselves and with that, they do what they can to guarantee their future is as splendid as it can be. In â€Å"Values Americans Live By,† L. Robert Kohls says, â€Å"Even an upbeat present goes to a great extent unnoticed on the grounds that, cheerful as it might be, Americans have generally been confident that the future would bring significantly more noteworthy happiness† (Kohls.) I concur with Mr. Kohls that future direction is critical to Americans and I keep up it is imperative to be readied, however I additionally accept that the worth has been made excessiv ely urgent. The estimation of future direction in America’s society today is apparent inside our schools and the understudies the nation over contending with one another and making progress toward progress. School pressure is an issue found in understudies of any age the nation over. It can begin in understudies as youthful as children at the grade school level. In an article written in the magazine, Today’s Parent, a little youngster of only eight got worried about school and began to hate going to class since he didn’t comprehend what was being educated in class. Steamed and worried, he began to accept he was inept and something must not be right with him. (â€Å"I dont wanna go to class today: when going to class stresses kids out.†) If an understudy isn’t understanding an educators exercises in school, the child, a larger number of times than not, gets worried and stresses that he can’t stay aware of different understudies. Indeed, even at ages as youthful as eight, kids are worried about doing great for their prospects. Young people show the most grounded side effects of pressure. Five percent to 10% of youngsters at any one time experience the ill effects of misery which can prompt self destruction in around 15 percent of those adolescents if not rewarded appropriately. (â€Å"Stess and Drug Abuse.†) There are numerous purposes behind this downturn in teenagers; hairsplitting in school is one of them. (Arenofsky.) Perfectionism can relate to various things, yet the one to be centered around is compulsiveness of school evaluations and work. Be that as it may, the stressing doesn’t stop there. Since we are informed that schools take a gander at everything, we begin to consider everything we have to do to get into school beside simply getting passing marks. (Rogers.) These extracurricular exercises incorporate, sports, clubs, administration programs, chipping in and making some part-memories work. These obligations just add to the stress.Research shows that high schooler self destruction because of stress is the third driving reason for death among youthful grown-ups and young people 15 to 24 years old. (â€Å"Life on the Highway.†) The educational rivalry in America nowadays in unbelievably high, particularly at the school level. In secondary school, understudies are continually compelled to stress over school; ensuring one is readied, concentrating hard, and taking an interest in sports and extracurriculars. Understudies are hurried into making sense of what theyre going to accomplish for a mind-blowing remainder. Were constrained into attempting to get into the most ideal schools, causing tremendous measures of worry at such a youthful age. While trying to stay aware of the opposition, understudies are continually bustling which raises the inquiry, when do they have the opportunity to be a child? The explanation the issue of understudy self destruction has truly gotten genuine in schools is on the grounds that understudies are beginning to hope for something else from themselves. Also, in school, the opposition is higher than you could envision. World class schools particularly battle with understudy self destruction. As per an article about understudy self destruction, there is an expanded delicacy of understudies and evident higher rate of misery and genuine psychological instability (Gose.) The article likewise centers around first class schools where the opposition is, no uncertainty, significantly higher than that in an alternate school. Understudies feel overloaded by terrible scores and the feeling that they have to accomplish something extraordinary with their life, particularly when they get high training like the ones gave by first class schools. Harvard has found the middle value of one self destruction for each year in the previous ten years in their understudies. Numerous first class schools, for example, Harvard, are finding a way to forestall wretchedness and self destruction in their understudies by employing more analysts, making encouraging groups of people, and in any event, giving phone hotlines. Moreover, mind explore now shows that individuals who are presented to pressure are bound to manhandle liquor or different medications. As indicated by an article on the association of stress and medication misuse, stress can cause changes in the mind like changes brought about by addictive medications. Along these lines, a few people who experience pressure may be increasingly liable to tranquilize misuse, enslavement, or backslide. (â€Å"Stress and Drug Abuse.†) There are steps you can take to oversee pressure. It’s significant for individuals who are worried to recollect tips, for example, to deal with oneself, center, and proceed onward. The estimations of individuals in American culture run from an assortment of things. Future direction, or the picture people have of things to come, is one of these qualities. In spite of the fact that I think making arrangements for the future and buckling down is significant, I don’t figure it ought to be vital to the point that it turns into an issue of worry for understudies. Schools need to offer more assistance and backing for understudies managing pressure and stress related illnesses.Student’s nowadays are exceptionally centered around progress and contending with one another. This, in many cases, prompts pressure which can begin a counterbalance of practices, for example, misery, medicate use and even self destruction. In schools, where such understudies can be discovered, shows exactly the amount American’s esteem what's to come.

Roles and Functions Paper Free Essays

Directors in the human services field have numerous significant jobs and capacities. As the human services framework keeps on advancing, sound administration is basic to the endurance of medicinal services establishments (Johnson, 2005). Each manger’s primary obligation is to prevail with regards to helping the association accomplish superior while using the entirety of the organization’s human and material assets (Lombardi and Schermerhorn, 2007). We will compose a custom article test on Jobs and Functions Paper or on the other hand any comparable theme just for you Request Now Troughs in the medicinal services field must endeavor to improve day by day tasks and make future anticipating approaches to improve proficiency and efficiency. As per Lombardi and Schermerhorn (2007), every day medicinal services supervisors must perceive execution issues and openings, use sound judgment, and make fitting move. This is accomplished by utilizing the procedure of the board; arranging, sorting out, controlling the utilization of assets, and prompting achieve execution objectives. One of the dayâ€to-day obligations of a medicinal services administrator is educating the colleagues about what is anticipated from them. Medicinal services troughs should likewise select, prepare and create colleagues (Lombardi and Schermerhorn, 2007). Different duties are the accompanying: planning with different groups, plan gatherings, make sense of the work routines, and explain objectives and undertakings. The most significant obligation of a social insurance trough I accept a medicinal services supervisor has is to guarantee that each colleague has the devices the person in question should be beneficial. Troughs should likewise take on specific jobs so as to guarantee that colleagues are being beneficial. There are three classes that the jobs of a human services administrator fall in; relational jobs, enlightening jobs, and decisional jobs. Relational jobs include connections with individuals inside an outside the unit (Lombardi and Schermerhorn, 2007). Instructive jobs of a human services chief include giving, accepting, and dissecting data. At last, the decisional jobs of a human services trough include utilizing data for dynamic, critical thinking, and tending to circumstances (Lombardi and Schermerhorn, 2007). The most significant job of a social insurance trough I accept is giving, getting, and dissecting data since correspondence among the board and colleagues guarantee that the necessities and needs are being met. There are numerous obligations and jobs a medicinal services trough must satisfy. The most significant obligation of a human services trough I accept a social insurance administrator has is to guarantee that each colleague has the devices the individual in question should be profitable. The most significant job of a social insurance trough I accept is giving, getting, and breaking down data since correspondence among the executives and colleagues guarantee that the requirements and needs are being met. By finishing this course I want to get familiar with the duties and jobs of human services troughs. I might likewise want to apply what I have realized while taking this course to my work propensities, with the goal that I can improve my administration aptitudes. Instructions to refer to Roles and Functions Paper, Papers Jobs and Functions Paper Free Essays HCS 325 Roles and Functions Paper 10/22/12 The four significant capacities in overseeing medicinal services precisely are arranging, sorting out, driving, and controlling. Overseeing medicinal services is significant particularly for representatives and your place of business (Lombardi). These components guarantee quality help with no rest stops or weights being an issue. We will compose a custom exposition test on Jobs and Functions Paper or then again any comparative point just for you Request Now Inside the medicinal services field, workers as a rule experience difficulty with speaking with the more significant position authority because of issues and absence of time. Arranging is critical to guarantee that objectives are being set and that the future looks more brilliant than what it as of now is. Arranging joins addressing requirements and concentrating on the representatives prosperity. Getting sorted out is guaranteeing that everything is done and made on schedule (Hagemann). Sorting out joins guaranteeing that there is no opportunity to make occupants/patients hang tight for care. Driving is one of the most significant pieces of the board since this can leave a notoriety that either looks fortunate or unfortunate. This is where workers should offer proposals and make some noise on any issues that they may have at work. This is likewise an opportunity to set objectives for representatives to meet by a specific period. This gives the supervisor time enough to challenge the individuals who work under him with the goal that he/she can get a trace of what assignments ought to be given to what representatives based off how they perform. Controlling is significant on the grounds that thusly everybody is adhering to rules and rules alongside filling in as a group instead of individual execution. Workers ought to have the option to approach each other to enable each other to out with the goal that nobody feels deserted or not exactly. (Hedlund) The most significant job for a medicinal services supervisor and pioneer all through an expanded wellbeing industry is to keep up balance meaning consistently be certain that everybody is agreeable just as fairness towards every person. The trough should have distinctive inventive ways that will cover a differentiated medicinal services industry. I will love to acquire data about how to be to a greater degree a pioneer than a supervisor in a medicinal services setting. T * The References * Lombardi, D. N. , amp; Schermerhorn, J. R. (2007). Human services the board: Tools and methods for overseeing in a social insurance condition. Hoboken, NJ: John Wiley amp; Sons. * Hagemann, Bonnie; Stroope, Saundra. T+D. Jul2012, Vol. 66 Issue 7, p58-61. 4p. 1 Color Photograph * Hedlund, Nancy; Esparza, Angelina; Calhoun, Elizabeth; Yates, Jerome. Do ctor Executive. Sep/Oct2012, Vol. 38 Issue 5, p6-12. 6p. 1 Color Photograph, 1 Diagram. 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Is Globalization Enhancing Or Reducing Democratic Government Essay

Is Globalization Enhancing Or Reducing Democratic Government Essay Is Globalization Enhancing Or Reducing Democratic Government â€" Essay Example > Globalization and Democratic GovernmentIntroductionIt has been observed by some political critics that globalisation masquerades an impending and solemn threat to democracy. Impressionistic confirmation of this threat is definitely potent: trans-national corporations (TNCs) appear ever more capable to escape the access of state directive. The activities and policies of the International Monetary Fund (IMF) and the World Trade Organization (WTO) are recurrently observed as intrusive with the autonomy and sovereignty of states and advancing a global corporate programme. (Evans, 2002, 62-87)Despite this reality that globalization intimidates democracy is extensively shared, it has confirmed difficult to launch the nature and degree of the threat on definite experiential basis. Much of the substantiation is vague or debatable; several scholars decline the whole debate as sheer globaloney while others believe that globalization is little more than theatrical or theoretical cover for a neo-liberal financial outline. Yet the critics who agree to the ground that something is going on cannot agree how new, how considerable or how everlasting current developments might be. (Dahl, 1991, 154) The globalization debate comprises not so much in discernment conflicting with authenticity as in uncertain reality following frequent and occasionally opposing perceptions. (Przeworski, 1997, 121-26) This elevated amount of experiential vagueness has led some well-known intellectuals of democracy to propose that political scholars can possibly add little of exercise to the discussion on globalization and democracy. Western governments, multinationals, and international NGOs adopted positions and perspectives that claimed greater concern with the nature of political structures within developing and newly industrialized states. The actor-based approach heeds the call of a growing number of analysts for detailed research into the strategies and concerns of different actors in relati on to international political trends. From the mid-1990s, theorists argued that it was necessary to correct the common impressions either that some kind of impersonal dissemination or snow-balling momentum has worked in democracy's favour, or conversely, that some apparently exogenous structural trends of globalization have necessarily worked against the vitality of national level democracy. (Evans, 2002, 62-87) Neither of these forms of analysis, it was widely asserted, accorded sufficient priority to the complex motives and actions of actors whose presence at the international level gave them a key stake in, and influence over, political trends throughout different regions of the world. (Walter, 1998, 292) Conceptual Evaluation of Democracy in Global PerspectiveDemocracy is always named and used in the liberal discursive process. But if we refer to history, democracy of these days is not the same as democracy decades ago. Thus, it is important that democracy is understood as an evolution and not as a static concept. Similarly it is necessary to understand democracy by its principles and not by its practitioners in power. Liberal democracy can be briefly defined as a system of government in which the people rule themselves, either directly or indirectly but in either case subject to constitutional restraints on the power of the majority (Dickerson and Flanagan, 2005, 239). If we analyze democracy by the principles extracted from the definition: equality of political rights, majority rule, political participation, and political freedom, we can ask ourselves if the present formal democracy represents its own principles. Dickerson and Flanagan say that equality of political rights mean that every individual has the right to vote, run for office, and serve on a jury, speak on public issues and carry out other public functions. Furthermore, political rights are a matter of degree because they have been evolving during the last century. But it is not possible t o know how much political equality is enough for democracy, because it seems to change every time and under different circumstances. An important example of how political rights can vary is the United States, because since 1787 until 1960 the franchise was extended to a majority of its citizens. (Dickerson and Flanagan, 2005, 243)

Providing Support to Transgender Students On Campus Essay

As support for the LGBT population arises across the United States, colleges and universities have responded by creating positive spaces and environments for students. However, in some cases, not all populations are served adequately. A population specifically, transgender students, sometimes do not receive the same support gay, lesbian and bisexual students receive. An issue facing LGBT Services at DePauw University is providing adequate services to transgender students. Providing educational programming, gender neutral restrooms, faculty education, and counseling for transgender students could increase support for students who identify as transgender. Review of Literature Currently, there is not considerable empirical research about†¦show more content†¦The students in Pusch’s (2005) study had both positive and negative reactions about their identity and beginning to transition. The reactions the participants had impacted their identity as a person in college (Pusch, 2005). Disapproval by others. Krista, a male-to-female student is consistently met with her parents reinforcing her birth gender (Pusch, 2005). In addition, on campus, Krista is enrolled as a male and resides on a male floor in a residence hall. Her daily life on campus is disconcerting and faces constant alienation (Pusch, 2005). Mary, an age 21 female also has the same feelings as Krista. However, Mary, who is pre-transitioning, attends community college, and lives at home with her parents after leaving a university for academic reasons. In her home, she faces denial by her parents and does not live as her self-identified gender (Pusch, 2005). The disapproval and alienation Krista and Mary are faced with occur on college campuses and to college age students. Supported by others. When a transgender person comes out having support is key in gaining self-confidence. Oberan, a participant in the study, discussed how he always felt the most supported when people would forget he was trans (Pusch, 2005). Since Oberan is treated as a male and not transgendered he feels the most support from his peers and family (Pusch, 2005). Oberan also impacted his campusShow MoreRelatedSexual Identity Development1056 Words   |  5 Pagesothers that one is lesbian, gay or bisexual. Developing a personal LGB identity status involves determining for oneself the unique meaning being gay lesbian or bisexual will have in one’s life. Developing an LGB social identity consists of creating a support network of people who know and accept one’s sexual orientation. Becoming an LGB offspring involves disclosing one’s identity to parents and redefining one’s relationship after such disclosure. Developing an LGB intimacy status is the proce ss of establishingRead MoreUnderstanding The Terminology Of The Lgbt Community2206 Words   |  9 Pagesa valid identity (Huegel, 2011). The last word in the acronym is Transgender. Transgender is also another term that has to be broken down for individuals to fully understand. Transgender is defined as â€Å"people who have feelings of being a different gender from their physical anatomies,† (Huegel, 2011, p.9). For example, if a child were born as a male he would feel that he should have been born as a girl. People who are transgender my often under go a surgery to â€Å"correct† themselves, however thatRead MoreCare For Lesbian, Gay, Bisexual, And Transgenient Care In The Patient1313 Words   |  6 Pageshealthcare for lesbian, gay, bisexual, and transgender patients has significantly increases since the AIDs epidemic that began in the mid-to-late 70s, it is still not where it needs to be. This is apparent from the fact that LGBT youth have a higher risk of atte mpting suicide, lesbians are at higher risk of developing cancers, especially breast cancer; and gay men and transgender individuals are at higher risk of HIV and other STDs (Lesbian, Gay, Bisexual, and Transgender Health). As a member of the LGBT+Read MoreAgency Practice Model Paper : Agency3627 Words   |  15 PagesResource Center The GLBTQ2A Resource Center located in the Lory Student Center (LSC), is geared towards serving the LGBTQ population on campus. More specifically, the mission of the Resource Center according to their website is to: †¦support and affirm the diverse identities and lives of lesbian, gay, bisexual, transgender, queer, questioning (LGBTQ), Two-Spirit, and same gender loving people as individuals and as groups, especially as students, staff, and faculty of CSU and their families, friends, andRead MoreI Became A Chinese American Mother Essay1454 Words   |  6 PagesAfter coming out as transgender, I was kicked out of my parents’ home during high school and got to learn first-hand how difficult it is to survive in a world that was not ready for a homeless, poor, disabled, queer and trans person of color. Luckily, I was able to make it into university, but because my parents are no longer in contact with me, I cannot get financial aid like most other students. 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Adolescents identifying as lesbian, gay, bisexual, transgender (LGBT) or align within the context of this spectrum have been victims of bullying, discrimination, prejudice, persecution, and hate within the school system. For one decade, between 1999 and 2009, the Gay, Lesbian, and Straight Education Network (GLSEN) in the United States asking students to describe their high school milieu. According to the findings, 61% of LGBT students feel unsafe, 72% report hearing degrading comments, 85%Read MoreLgbt19540 Words   |  79 PagesWhat Is LGBT? LGBT stands for lesbian, gay, bisexual and transgender and along with heterosexual they describe peoples sexual orientation or gender identity. These terms are explained in more detail here. Lesbian A lesbian woman is one who is romantically, sexually and/or emotionally attracted to women. Many lesbians prefer to be called lesbian rather than gay. Gay A gay man is one who is romantically, sexually and/or emotionally attracted to men. The word gay can be used to refer generallyRead MoreHow Homelessness Is A Condition That Negatively Affects A Large Number Of People Essay2414 Words   |  10 Pagesways. Rori usually starts his day at the gym where he works out and showers. Like many others, he uses public transportation to get to work..He has gotten used to living that way, he compares his living situation to when he used to live in a college campus where there were 4 people living in a small dorm and doesn’t think is much different. Plus, he likes the fact that he can move around driving the trailer to different places since there are a certain set of rules that he follows to avoid street parkingRead MoreGoogle Case Studies- Hrm3612 Words   |  15 Pagestechnology industry, but is also known for innovative human resources (HR) policies. Google is an icon of success among Internet companies. A survey conducted by Business Week magazine showed that Google was the most sought after company by college students, MBAs, women, engineers, and diverse individuals. As of 2008, Google receives an average of 3000 resumes a day (estimated 1.1 million a year) for an average of only 4000 available jobs a year. Google offers benefits that no other companies offer

Story From Fairy Tale And Fantasy Ever Told - 942 Words

Cauldron of Story: From Rapunzel to Tangled The Cauldron of Story is, in simplistic terms, a metaphor used to symbolise the interconnection of all story. The concept is that every myth, fairy-tale and fantasy ever told is both contained in and drawn from the Cauldron. Therefore, all story created is a combination of the framework and themes of previously told tales, which have then been flavoured and adapted by the new teller. The tellers borrow the parts they want, then they sculpt and shape them to fit their own vision. By doing this they change the flavour of the Cauldron, creating an entirely new story, while retaining some of the themes and frameworks from others. Each time this is done, myths, fairy-tales and fantasies become more intertwined, creating a visible intersection between all story ever told over the ages. Though the idea of a metaphorical cauldron or soup was originally mentioned in Dasent’s ‘Popular Tales from the Norse’, the concept wasn’t fully fleshed out into the Cauldron of Ta le until Tolkien’s essay, ‘On Faerie-Stories’. According to Dickerson and O’Hara, in his essay Tolkien also refers to the Cauldron as a ‘soup containing bones’ (112). In this re-wording of the Cauldron, the bones are the framework and themes of previous tales, and the soup is the teller’s adaptation of the story in its entirety. The concept of ‘The Cauldron of Story’ can be explained in more detail by using the example of Jacob and Wilhelm Grimm’s story ‘Rapunzel’ (1857)Show MoreRelatedFairy Tales by Jakob and Wilhelm Grimm1359 Words   |  6 PagesIntroduction: Fairy tales were a big part of my childhood. I started my research on fairy tales written by Jakob and Wilhelm Grimm. Fairy tales often have a character that goes on a journey or an adventure. During his journey he encounters mystical beings that help or hurt the characters success. When I was a child, my grandparents would tell my sister and I stories like â€Å"Jack and the Bean Stalk† and â€Å"Little Red Riding Hood†. My grandfather would always act out the part of the wolf or the giant,Read MoreSnow White Essay1416 Words   |  6 Pagescreated an empire of fantasies, dreams, and magical adventures, but the true magic is the power Disney has to instill these fantasies and dreams into children’s minds. Of course, these fantasies are not always realistic. The easily impressionable thoughts and ideas of the children can be easily altered in their most susceptible time of life to believe these extravagant fantasies. The particular fantasy that is most often pre sented is the one of every story ending â€Å"happily ever after†, which usuallyRead MoreThe Tale Of Fairy Tales1125 Words   |  5 Pages‘Once upon a time’ is perhaps days when it was one of our hobbies to read fairy tales as a part of our daily routine. These fairy tales took us to the world of fantasy, happiness, sorrow, dilemma and we had the very tendency to fantasise these characters to be real. These tales had a happy conclusion where good inevitably wins over the evil with a happy ending; and ending lines mostly happened to be ‘and they happily lived ever after’. These endings justified the human sense of justice when good overpowersRead MoreGrimms Fairy Tales1300 Words   |  6 Pagesto research the genre of fairy tales, specifically the ones written and told by the Grimm brothers. Fairy tales took shape in sixteenth century Italy as literature for adults. They are known to be children’s stories about magical and imaginary beings in wonderful lands. They can also be described as a fabricated story, especially one intended to deceive the mind. It typically features European fantasy characters. The characters may be distinguished from other folk tales such as legends. TheyRead MoreThe Grimm Brothers: Jacob and Wilhelm Grimm1571 Words   |  7 Pagesbrothers. Fairytales are short stories that tend to consist of fantasy people, places, and objects. Many of these consist of fairies or magical creatures. Most fairy tales start off with â€Å"Once upon a time†, or â€Å"In a faraway land†. Many times in fairytales objects are enchanted and can talk or move. The most common characters in a fairy tale are prince and princess. A lot of fairy tales are retold throughout generations. As a child I was told fairy tales as bedtime stories. I grew to love Disney moviesRead Moreeffects fairy tales have on human life1205 Words   |  5 Pages161 4 October 2013 Effects Fairy Tales Have on Human Life Fairy tales have been around for many generations and for as long as we can remember, they were always told to us right before bed. They were the stories we use to be so anxious for even after hearing them over and over again. Fairy tales have affected human life in many aspects, and people refer back to their childhood days and imagination based off fairy tales without really realizing the fact that fairy tales developed their way of thinkingRead MoreEssay on Fairy Tales: Changing with the Culture and Community1693 Words   |  7 Pagesliterary genre commonly know as fairy tales. They were mystical and wonderful and a child’s fantasy. These fairy tales were drastically misunderstood throughout many centuries, however. They endured a hard life of constant changing and editing to fit what the people of that time wanted. People of our own time are responsible for some of the radical changes endured by this undeserved genre. Now, these fairy tales had a young friend named Belle. Belle thought she knew fairy tales very well, but one day sheRead MoreInfluence Of The Grimm Brothers Fairy Tales Essay1734 Words   |  7 PagesThe Influence of the Grimm Brother’s Fairy Tales in Modern Society Imagine a young girl playing â€Å"dress up† in reenacting her favorite fairy tales such as Cinderella, who marries the prince who rediscovers her by her small shoe size because of this plot they lived â€Å"Happily Ever After†. However, not all fairy tales are innocent like Walt Disney created them to be for modern society. In fact, most original fairy tales have gruesome and tragic plots such as the Gimms Brothers version of Cinderella.Read MoreFairy Tales By Arthur Schlesinger907 Words   |  4 PagesFairy tales is the term also used to describe something adored with unusual happiness, like â€Å"fairy tale ending† a happing ending or â€Å"fairy tale romance†, though not all fairy tale as a happy ending. A fairy tales is a type of short story that consistently features European folkloric fantasy characters, such as dwarves, elves, fairies, giants, gnomes, goblins, mermaids, trolls, or witches, and usually magic or enchantments. Fairy Tale Fairy tales may be acclaimed from other folk narratives such asRead MoreChildrens Literature Midterm Essay785 Words   |  4 PagesWhich subcategory of fairy tales most frequently uses animals as characters? Trickster tales 4. Which category of traditional literature is also considered poetry? Ballads 5. Which book was the FIRST significant fantasy novel ever published? Black Beauty 6. Tall tales originated in the U.S. 7. Type IV animal fantasy (told though animals’ viewpoint) will always have: real world setting 8. The Caldecott medal is awarded annually to: illustrator///United States 9. Which story is a classic example

Nicu Nursing Care Plan Free Essays

A  Neonatal Intensive Care Unit  (NICU) is an  intensive care unit  specializing in the care of ill or  premature  newborn  infants. Neonates who need to go to the unit are often admitted within the first 24 hours after birth. Newborns may be sent to the NICU if: †¢ they’re born  prematurely †¢ difficulties occur during their delivery †¢ they show signs of a problem in the first few days of life (sepsis/infection, congenital defects, cardiac / respiratory abnormalities, low birth weight) NICU EQUIPMENT: †¢ BLOOD PRESSURE MONITOR  may be a smaller version of the blood pressure cuff used  on older children and adults. We will write a custom essay sample on Nicu Nursing Care Plan or any similar topic only for you Order Now Or  an  ARTERIAL CATHETER  (tiny tube inserted in an artery) may be used to monitor blood pressure. †¢ CARDIORESPIRATORY MONITOR  keeps track of the baby’s heartbeat and breathing †¢ CPAP (continuous positive airway pressure) machine  delivers air or oxygen through tubes in the nostrils. It uses low, continuous pressure to keep the lungs inflated. †¢ ENDOTRACHEAL TUBE (ETT)   used with a respirator or ventilator to send air directly to the lungs. †¢ FEEDING TUBE (ALSO CALLED A GAVAGE TUBE) †¢ INCUBATOR used when newborn is relatively stable but still premature or requiring intravenous fluids or other special attention. The incubator keeps the newborn warm with moistened air in a clean environment, and helps to protect the baby from noise, drafts, infection, and excess handling †¢ INTRAVENOUS LINE (IV) †¢ PERIPHERALLY INSERTED CENTRAL CATHETER (PICC) OR A PERCUTANEOUS CENTRAL VENOUS CATHETER (PCVC)  may be inserted in a central (large) vein. This catheter is used to give the fluids, nutrition, and medication. †¢ PHOTOTHERAPY LIGHTS, OR â€Å"BILI LIGHTS,† are used when neonates have jaundice †¢ PULSE OXIMETER  measures the level of oxygen in the baby’s blood. It’s attached to the skin with a sensor taped to the baby’s hand or foot. It works by shining a light through the baby’s hand or foot RADIANT WARMERS used for very unstable or extremely premature newborns †¢ RESPIRATOR OR VENTILATOR   used to help the baby breathe. These machines are attached to an ETT. †¢ TEMPERATURE PROBE †¢ UMBILICAL ARTERIAL CATHETER (UAC) OR UMBILICAL VENOUS CATHETER (UVC)- catheter is placed in the artery or vein at the stump of the umbilical cord. It’s used to give the medications, fluids, and nutrition. It’s also used to draw blood for lab tests. WEIGHING SCALE COMMON NICU TESTS: †¢ help determine the neonate’s problems and how they should be treated †¢ monitor newborn’s progress. If the neonate needs a major test, the doctor will ask the parents or legal guardian to sign a consent form before the test is done. BLOOD TESTS-provide crucial information on the potential and present probl ems of the neonate †¢ Bilirubin levels, blood sugar, blood chemistry, electrolytes, CBC, blood C/S, blood gas COMPUTED TOMOGRAPHY (CAT OR CT SCAN)-produce a more precise image of tissue than an X-ray or ultrasound examination. ECHOCARDIOGRAM- detects structural problems (heart defects) and problems with how the heart works. HEARING TEST-A tiny earphone will be placed in her ear to deliver sound. Small sensors, which are taped to the baby’s head, will relay information to a machine that measures the electrical activity in her brain in response to sound. MAGNETIC RESONANCE IMAGING (MRI)-The MRI gives a more detailed view than a CT scan NEWBORN SCREENING TEST- tests babies for serious hereditary disorders. RETINOPATHY OF PREMATURITY (ROP) EXAMINATION-This test usually is done for newborns born at or before 28 weeks of gestation or weighing less than 1,500 grams (3 1/3 pounds). The test is generally performed about 4 to 6 weeks after birth, or when your newborn reaches 31 to 33 weeks gestational age (weeks since the mother’s last menstrual period). ULTRASOUND-routine test to diagnose bleeding in the brain. URINE TESTS- determine how well the kidneys are functioning, and whether neonate has an infection. WEIGHING-routine exam, especially for premature and low birth weight newborns X-RAYS- provide pictures of neonate’s lungs and other internal organs. NURSING CARE PLAN: 1. Hyperthermia NDx:  Hyperthermia related to inflammatory process/ hypermetabolic state as evidenced by an increase in body temperature, warm skin and tachycardia 2. Fluid Volume Deficit NDx:  Fluid volume deficit related to failure of regulatory mechanism |Bucayu, Michael | |Cabulay, Lei-Ann Jessica | |Rodriguez, Kristel Angela | |Talosig, Janica Marie | How to cite Nicu Nursing Care Plan, Essay examples

The Hatch Act Of 1939 Essays - 76th United States Congress

The Hatch Act Of 1939 The Hatch Act of 1939 Under Hatch Act of 1939, federal employees, employees of the District of Columbia (D.C.) government, and certain state and local government employees faced significant restrictions on their ability to participate in political activities and placing ceilings on campaign expenditures. The act is named for its author, Senator Carl Atwood Hatch (1889-1963) of New Mexico. (There was an earlier Hatch Act (1887), named for Representative William Henry Hatch (1833-96) of Missouri, concerned the study of scientific agriculture.) The Hatch Act of 1939 passed following several big corruption cases involving the burgeoning post-New Deal bureaucracy, and was aimed at the civil service. But by its terms, it applies to almost anyone on the U.S. government payroll. Only the president, vice president, and appointees requiring Senate confirmation (such as Cabinet secretaries) are exempt. The original Hatch Act forbade government employees to raise funds, give partisan public speeches, or volunteer for any candidate or party. Among its provisions, the Hatch Act prohibited such practices as threatening, intimidating, or coercing voters in national elections; made it illegal for administrators in U.S. civil service to interfere with the nomination and election of candidates to federal office; proscribed the practices of promising and withholding certain kinds of employment and unemployment relief as a reward or punishment for political activity; and prohibited the solicitation of political contributions from relief recipients. Enforcement of the Hatch Act was always erratic, and there was no serious attempt to apply its general ban on politicking to the White House. The Hatch Act was amended in 1940 to put a $5000 ceiling on annual individual contributions to campaigns for any one candidate for election to federal office and to limit the contributions received and expended by political committees to $3 million a year. The purchase of goods or advertising, the proceeds of which would benefit candidates for election to federal office, was prohibited. All provisions of the act relating to federal employees were extended to state employees engaged in any function financed by federal funds. Later statutes, especially those of the 1970s, dealt with the use and limitation of campaign contributions. In 1993, with President Clintons backing, the Hatch Act was amended to allow all these things, so long as they are done outside the workplace and government employees dont exploit their positions for political purposes. The Hatch Act reform permitted more political activity by federal and D.C. government employees andliberalized restrictions on partisan political activities by off-duty federal employees. Further, by Department of Defense (DOD) policy, Presidential appointees confirmed by the Senate and non-career SES members may not engage in actions that could be interpreted as associating the DOD with any partisan political cause or issue. (These amendments did not change the provisions applying to state and local employees.) With the 1993 amendments, many federal employees (including Army civilian employees) are now permitted to take an active part in political management or in political campaigns. However, certain federal agrncies and categories of employees continue to be subject to important restrictions on political activities (including partisan candidacy, solicitation of contributions, and on-duty political activity). The amendment specifically allows employees of the Executive Office of the president to engage in political activity. The law defines political activity to include anything campaign-related--organizing events, planning party strategy--except fund raising, which it completely prohibits. These same limits apply to Cabinet secretaries and all other presidential appointees approved by the Senate. The president's campaign or party must reimburse the government for the use of its offices and resources. The Clinton administration imposed additional Hatch-like regulations on itself. White House employees can work on their political projects only if they put in 40 hours' work over the course of the week on official business. And the White House installed separate phone and fax lines for political work. But these rules are not legally binding. And in practice, such distinctions between official and political White House work are almost meaningless. The following is a list of what federal employees can and cannot do under the amended Hatch Act. ALLOWABLE Be a candidate for public office in nonpartisan elections Register and vote as you choose Assist in voter registration drives Express opinions about candidates

Using the Spanish Auxiliary Verb Haber for the Perfect Tenses

Using the Spanish Auxiliary Verb Haber for the Perfect Tenses Just by learning the conjugation of one verb, you can vastly increase the verb tenses and forms you have available in Spanish. It may come as no surprise that the verb is haber, which is translated as the auxiliary verb to have. As an auxiliary verb, haber in Spanish and to have in English are used to form the perfect tenses. Perfect Tenses Used for Completed Actions No, they arent called the perfect tenses because theyre better than the others. But one meaning of perfect, one we dont see very often today outside of literature, is complete. The perfect verb tenses, then, refer to completed actions (although they arent the only way of referring to completed actions). Contrast two ways of referring to something that happened in the past: He salido (I have left) and estaba saliendo (I was leaving). In the first instance, it is clear that the act described by the verb is completed; its something that was over at a specific time. But in the second case, there is no indication when the departure was completed; in fact, the act of leaving still could be occurring. In both English and Spanish, the perfect tenses are formed by using a form of the verb haber or to have followed by the past participle (el participio in Spanish). In English, the participle typically is formed by adding -ed to verbs; the Spanish participle, which has origins related to the English participle, typically is formed by using the ending of -ado for -ar verbs and -ido for -er and -ir verbs. Numerous irregular forms, such as seen and visto, exist in both languages. Types of Perfect Tenses The tense of the resulting verb depends on which tense of haber is used. Use the present tense of haber to create the present perfect tense, the future tense to create the future perfect tense, and so on. Here are examples of the various tenses using haber salido (to have left) in the first-person singular and unconjugated forms. Present perfect indicative: He salido. I have left.Past perfect indicative (pluperfect): Habà ­a salido. I had left.Preterite perfect indicative: Hube salido. I had left.Future perfect indicative: Habrà © salido. I will have left.Conditional perfect indicative: Habrà ­a salido. I would have left.Present perfect subjunctive: (que) haya salido. (that) I have left.Past perfect subjunctive: (que) hubiera salido. (that) I had left.Perfect infinitive: haber salido (to have left)Perfect gerund: habiendo salido (having left) Note that the preterite perfect indicative tense isnt used much in speech or modern writing. Youre most likely to find it in literature. Note also that when standing alone, the subjunctive forms are indistinguishable in English from the indicative forms. In Spanish, the structure of the sentence, not how the verb is translated into English, will determine when the subjunctive is used. See the lessons on the subjunctive mood for more information on this verb mood. Sample Sentences Using the Perfect Tenses Here are some more involved sample sentences that you can examine to see how the perfect tenses are used. You will notice that they generally are used like the same tenses in English. He comprado un coche nuevo pero no puedo manejarlo. (I have bought a new car but I cant drive it. Present perfect indicative.)El traficante de armas no habà ­a leà ­do a Shakespeare. (The arms trafficker had not read Shakespeare. Past perfect indicative)Si yo hubiera hecho esa pelà ­cula  ¡los crà ­ticos me habrà ­an comido vivo! (If I had made that film, the critics would have eaten me alive! Past perfect subjunctive.)Hoy estoy aquà ­; maà ±ana me habrà © ido. (I am here today; tomorrow I will have gone. Future perfect.)No creo que hayan ganado los Rams. (I dont believe the Rams have won. Present perfect subjunctive.)Querà ­amos que hubieran comido. We wanted them to have eaten. Past perfect subjunctive.)Para morirse bien es importante haber vivido bien. (In order die well it is important to have lived well. Perfect infinitive.)Habiendo visto Bogot en pantalla cientos de veces, creo que nada va a sorprenderme. (Having seen Bogota on a screen hundreds of times, I think not hing is going to surprise me. Perfect gerund.) Key Takeaways Haber is an common auxiliary verb in Spanish that functions as the equivalent of the English have as an auxiliary verb.Haber forms the perfect tenses, which are used similar to the perfect tenses of English and indicate that an action has or will be completed.Perfect tenses can be used in Spanish for the past, present, and future in both the indicative and subjunctive moods.

Bloody Sunday and the Fight for Voting Rights in Selma

Bloody Sunday and the Fight for Voting Rights in Selma On March 7, 1965- the day now known as Bloody Sunday- a group of civil rights activists were brutally attacked by members of law enforcement during a peaceful march across Edmund Pettus Bridge. The activists were attempting to walk 50 miles from Selma, Alabama, to Montgomery, Alabama, to protest voter suppression of African Americans. During the march, local police officers and state troopers beat them with billy clubs and threw tear gas into the crowd. The attack against these peaceful demonstrators- a group that included men, women, and children- sparked outrage and mass protests throughout the United States. Fast Facts: Bloody Sunday What Happened: Civil rights activists were beaten and tear-gassed by law enforcement during a peaceful voting rights march.Date: March 7, 1965Location: Edmund Pettus Bridge, Selma, Alabama How Voter Suppression Led Activists to March During Jim Crow, African Americans in Southern states faced severe voter suppression. In order to exercise their right to vote, a black person may have been required to pay a poll tax or take a literacy test; white voters didn’t face these barriers. In Selma, Alabama, the disenfranchisement of African Americans was a consistent problem. Activists involved with the Student Nonviolent Coordinating Committee were trying to register the citys black residents to vote, but they kept running into roadblocks. When they protested the situation, they were arrested- by the thousands. Making no headway with smaller demonstrations, the activists decided to step up their efforts. In February 1965, they began a voting rights march. However, Alabama Governor George Wallace attempted to suppress the movement by prohibiting nighttime marches in Selma and elsewhere. Wallace was a politician known for being hostile to the Civil Rights Movement, but the demonstrators didn’t call off their collected action in light of his ban on nighttime marches. On February 18, 1965, a demonstration turned deadly when State Trooper James Bonard Fowler fatally shot Jimmie Lee Jackson, a civil rights activist and church deacon. Jackson was killed for intervening when police hit his mother. Losing Jackson was devastating, but his death didn’t stop the movement. Spurred by his killing, activists met and decided to march from Selma to Montgomery, the state capital. Their intention to reach the capitol building was a symbolic gesture, since it was where Gov. Wallace’s office was located. Jimmie Lee Jackson was killed by a state trooper during a voting rights march that inspired the demonstration that took place on Bloody Sunday.   Photo by Justin Sullivan/Getty Images Selma to Montgomery March On March 7, 1965, 600 marchers began making their way from Selma to Montgomery. John Lewis and Hosea Williams led the demonstrators during this action. They called for voting rights for African Americans, but both local policemen and state troopers attacked them on the Edmund Pettus Bridge in Selma. The authorities used billy clubs to beat the marchers and threw tear gas into the crowd. The aggression caused the marchers to retreat. But footage of the confrontation sparked outrage across the country. Many Americans did not understand why peaceful protesters were met with such hostility from law enforcement. Two days after Bloody Sunday, mass protests unfolded across the nation in solidarity with the marchers. The Rev. Martin Luther King Jr. led marchers on a symbolic walk across Edmund Pettus Bridge. But the violence wasn’t over. After Pastor James Reeb arrived in Selma to accompany the marchers, a mob of white men beat him so badly that he sustained life-threatening injuries. He died two days later. Two days after the events of Bloody Sunday, other demonstrators set out to make the march from Selma, Alabama, to Montgomery, Alabama. Bettmann/Getty Images Following Reeb’s death, the U.S. Justice Department requested an order to stop the state of Alabama from retaliating against civil rights activists for participating in demonstrations. Federal District Court Judge Frank M. Johnson Jr. upheld the rights of the marchers â€Å"to petition ones government for the redress of grievances.† He explained that the law is clear that citizens have the right to protest, even in large groups. With federal troops standing guard, a group of 3,200 marchers began their walk from Selma to Montgomery on March 21. Four days later, they arrived at the state capitol in Montgomery where supporters had expanded the size of demonstrators to 25,000. The Impact of Bloody Sunday Footage of police attacking peaceful protesters shocked the country. But one of the protesters, John Lewis, went on to become a U.S. Congressman. Lewis is now considered a national hero. Lewis has discussed his role in the march and the attack on the protesters. His high-profile has kept the memory of that day alive. The march has also been reenacted several times. On the 50th anniversary of the incident that took place on March 7, 1965, President Barack Obama delivered an address on the Edmund Pettus Bridge about the horrors of Bloody Sunday and the courage of those brutalized: â€Å"We just need to open our eyes and ears, and hearts, to know that this nations racial history still casts its long shadow upon us. We know the march is not yet over, the race is not yet won, and that reaching that blessed destination where we are judged by the content of our character- requires admitting as much. President Barack Obama commemorates the 50th anniversary of Bloody Sunday in Selma. Photo by Justin Sullivan/Getty Images President Obama also urged Congress to restore the Voting Rights Act, which first passed in 1965 in the wake of the national outrage about Bloody Sunday. But a 2013 Supreme Court decision, Shelby County vs. Holder, removed a major provision from the act. States with a history of racial discrimination related to voting no longer have to inform the federal government about changes they make to voting processes before enacting them. The 2016 election stood out as the first in 50 years without checks and balances in place to prevent discriminatory voting practices. A number of states have passed strict voter ID laws and other measures that disproportionately affect historically disenfranchised groups, like African Americans. And voter suppression has been cited for costing Stacey Abrams the Georgia gubernatorial race in 2018. Abrams would have been the first black woman governor of a U.S. state. Decades after Bloody Sunday occurred, voting rights remains a key issue in the United States. Sources â€Å"How We Can Restore the Voting Rights Act.† Brennan Center for Justice, 6 August, 2018. Taylor, Jessica. â€Å"Stacey Abrams Says She Was Almost Blocked From Voting in Georgia Election.† NPR, 20 November, 2018.Shelbayah, Slma, and Moni Basu. â€Å"Obama: Selma marchers gave courage to millions, inspired more change.† CNN, 7 March, 2015.

A Fast Food and Bakery Take-Away counter in Downtown, Mumbai Essay

A Fast Food and Bakery Take-Away counter in Downtown, Mumbai - Essay Example The initial setup of the bakery and fast food counter would be a small one to involve as little investment and risk as possible. The preliminary research has revealed that there are very few bakeries and fast food counters in the populated areas of Mumbai and hence, the competitive edge of the project would be its location inviting a lot of pedestrian traffic on a daily basis. The main customers of the counter would be office going youngsters and students who like mobile food and snacks and have a preference for Western origin food more than their local origins. The initial setup cost of the counter including the construction, rentals, machinery, raw material, etc. is around $ 76,000, which is an estimate calculated from the data of take away counters of similar capacity. An analysis of the location tells us that Mumbai is thickly populated with people belonging to all the backgrounds: Upper class, upper middle class, middle class, lower middle class, and the lower class. The main ta rget audience of the counter would be people belonging to middle class and the higher classes. Since Mumbai is densely populated with average income people, investing in a bakery that has numerous future prospects seems like an investment that is worthwhile. Another interesting factor is the change in the eating habits of people especially among the younger lot. They prefer fast food and snacks that they can eat while on the go. Hence, a take away counter for bakery items and fast food would definitely be a profitable venture. The Gantt chart of the project shows that it would take the counter approximately more than two months starting from research up until its launch. Project Description The outcome that the project would achieve is the setup of a take-away counter selling bakery and fast food items such as hot breads, rolls, cakes, burgers, sandwiches, pizzas, etc. The location of the counter would be in downtown Mumbai, India so that it gets a lot of foot traffic from the nearb y offices, schools, colleges, etc. The target market of the counter is young and middle-aged people working in offices or students who are constantly moving and need to eat outside their homes. As mentioned earlier, the eating habits of all younger generation are very different from the older lot, they prefer fast food and bakery items and thus, a counter catering to their needs would ensure lots of people coming during lunch and teatime hours. Another possible consumer base of the counter would be people with a sweet tooth and other who like to buy cakes and pastries for celebrations and religious festivals, which are abundant in India. The counter would host products such as pastries, custom made cakes, biscuits, mini muffins, etc. The counter would also place tables and chairs nearby so that consumers who want to sit can have their meals comfortably. The counter would have self-service. The packaging would be attractive and artistically done for takeaways and gifts. A study of th e market has provided that food business, specifically bakeries, fast food, and other similar outlets suffer less even in the time of recession. Another advantage with such counters is that they are easy to setup and not a lot of technical expertise is necessary. The overall business model of such ventures is pretty straight forward with a direct revenue model that does not have a lot of risk involved. The success of such a counter depends on the following factors: market need, taste and product quality. Mumbai is a metropolitan city with the people residing here belonging to all backgrounds and coming from all parts of India bringing in their own cultural heritage and taste. Here, the

Introduction to Organisations and Management Assignment

Introduction to Organisations and Management - Assignment Example The team building effort and work of both the organisations have been cited by mentioning the important features that played a significant part in those aspects. The management and leadership approach of these companies are explained in detail. The paper also contains the details of organisational culture of both the organisations. 2.0 External Environment and Organisational Structure Critical Comment Organisational structure and organisational design assist an organisation to organize the people and task in order to meet the goals and objectives of an organisation. Theories The hierarchical structure is pyramid in its form. In the hierarchical structure, president is placed at the top followed by ‘vice president’ or ‘senior managers’ and below this level there are a number of management layers and maximum employees are placed at the bottom level of the pyramid. Each of these people has several people reporting to them. The number of people increases at each level down the structure. The jobs in the hierarchical structure are categorised by function into various departments in the organisation (Reference for Business, 2011). Source: (Tutor 2u, n.d.). Network structure refers to â€Å"the arrangement of the differentiated elements that can be recognised as the patterned flows of information in a communication network†. The virtual organisation utilises electronic mail in order to share information as well as coordinate their work. The use of email permits the workers to maintain their identity without a shared physical setting and facilitates existence of a group without evident participants (Ahuja & Carley, 2001). Contrast The organisational structure of Watsons Engine Components is out of fashion and possesses hierarchical structure. Though hierarchical structure provides advantages in an organisation, Watsons Engine Components faced problem in their organisational structure due to various reasons. The communication which took place in each department was not effective and rivalry arose in the organisation as each department took decision based on their own interest rather than the interest of the whole organisation. The increased bureaucracy created an obstruction towards their endeavour of organisational change; and while responding to the clients, maximum time was required. Since there were a numbers of layers in the hierarchy, it entailed the company to increase its cost (Know How, n.d.). H & M Consulting is an organisation with network based organisational structure since a group of people interact by means of interdependent task for the attainment of common goals. The virtual organisation is geographically distributed as the members in the organisation work for common interests and goals. As it is a virtual organisation, it involves high level of informal communication. Due to deficient formal rules, procedures, clear reporting relationships and norms, there is a requirement of more extensive inform al communication (Ahuja & Carley, 2001). External Environment PESTEL Analysis Comment Critically Various factors are present in the external environment that influences managers to take decision. The analysis of various factors can be done by using the PESTEL model. Theory The model of PESTEL analysis involves political, economic, social, technological, environment and legal. Political factors denote the

The Young Goodman Brown” “The Rocking-Horse Winner”

The Young Goodman Brown† â€Å"The Rocking-Horse Winner† Thesis: Compare and contrast short stories The Young Goodman Brown† by Nathaniel Hawthorne, and â€Å"The Rocking-Horse Winner† by D.H. Lawrence’s Introduction Body. Compare and Contrast: Conflict/Plot/Structure Settings Characterization Theme/Authors’ Purposes Tone/Style/Irony/Symbol Introduction â€Å"The Young Goodman Brown† by Nathaniel Hawthorne, and â€Å"The Rocking-Horse Winner† by D.H. Lawrence’s are more different than similar though they both illustrate the long life fight between good and evil. Moreover, both of them demonstrate the need to be responsible, whether you are parent and need to look after your children, or the moral responsibility that comes from your ethical foundation. In both stories the main character looses his innocence by acting not the way he supposed to or making decisions not up to his worldview. There are outstanding similarities in the themes of â€Å"Young Goodman Brown† and â€Å"The Rocking House†. However, there are also several distinctions what make each story brilliant. II. Body The conflict in the story by Lawrence involves the mother not feeling pleased by life, because she believes she got into an unlucky family. This feeling of unhappiness brought her to the idea that she feels no love to her children and to her husband. The conflict of the story develops the theme: her son Paul can feel the tension in the house. What is more, he hears the house talking â€Å"there must be more money†. So Paul rides his rocking-horse until he goes till the end, the end of his life. On the other hand, in the story by Hawthorne the conflict stays between pride and humility, what also stays close to the beginning or to the end ( because his journey into the forest most of all is an allegory which represents the man’s irrational desire to leave his faith.) However, the main conflict of â€Å"Young Goodman Brown† is the man versus himself. The conflict that Brown suffers during his journey in the woods is internal what is shown through the details (projections of his unconscious). The devil’s arguments appeared from Brown himself, because when the echoes of the forest mocked him, Brown is projecting his emotional state onto the forest. The setting of Young Goodman Brown is based on the historical background. Moreover, â€Å"Young Goodman Brown† takes place during the Puritan Time Period. The action is set within borders of the Salem Village near the old heathen forest. This information makes the reader think of isolation, firstly because the Salem Village was associated with things not similar to Christianity. What is more, the wild and heathen forest itself is the setting which creates the image of evil powers and witchcraft. The forest setting symbolizes the devil, cause it was believed that the forest was the devil’s home. On the other hand, the setting is very different in â€Å"The Rocking-Horse Winner†, where the author does not state the information, the date or time on the story. One can assume that the story takes place somewhere in England, in the times after World War I. The story takes place at home in the area reader does not know about (near or in London). In addition, Lawrence describes the major races in England – in Liverpool, Surrey, South Yorkshire etc. Compared to Goodman’s journey where the setting graduates from light to darkness as he travels, the house (the main setting) in The Rocking-Horse Winner becomes haunted as it absorbs the evil emotions (greed, self-pity) of the mother. So each story is rich with symbols that represent the contrast between good and evil. The protagonist of the story by Lawrence is Paul, other characters are uncle Oscar and mother Hester. Paul is a very young boy who tries to find â€Å"luck†, meaning money for his mother. He begins to ride his rocking horse furiously, even though he has outgrown it, what shows his attitude towards his mother. After making an outstanding amount of money, his mother stays still unhappy. Moreover, Hester (Pauls mother) is incapable of loving others. She does not give much love to her children, so Paul tries to win not only money but also her love and attention. Hester is not only obsessed with money, but she is also irresponsible with the money she does get. However, instead of paying her debts, she spends the money on new things for the house. She also does not express any thanks for this sudden windfall, what defines her negative personality. On the other hand, very generous Paul seems completely unaware that he has overtaken responsibilities that are rightly his parents. In the â€Å"Young Goodman Brown† the protagonist is also a developing character. Moreover, the main character Goodman Brown also shows his innocence as he exists between crowd thinking opinion (belief in inherent goodness) and on the other hand the belief in devil who took the minds of his loved ones. He goes from being confident in his ability to choose rather good than evil, but once he stands before Devil’s altar, he can no longer believe that good always prevails. The character becomes a profoundly disillusioned man who sees wickedness everywhere, including in those closest to him. Another character of the story – the Devil, is also developing character. The reader comes to see him as the darker side of Young Goodman Brown’s character. Other charecters – Goode Cloyse, The Minister and Deacon Gookin serve as dramatic examples of the hypocrisy that may hide in the souls of those who appear most virtuous. These three are distinguished from among t he crowd of townsfolk at the gathering because they represent a standard of piety and godliness that is destroyed for Brown by his experience. There are several themes in the story by Lawrence such as Responsibility; The obsession with wealth and material items is pitted against the responsibilities of parenting in The Rocking-Horse Winner. It is the responsibility of the parents to provide for the children in a family. Generosity and Greed; The disparity between Pauls generosity and his mothers greed is another theme of The Rocking-Horse Winner. Paul generously offers all his winnings to the family, in order to relieve the familys dire need for money. When the mother first receives the news from the lawyer that she has inherited 5,000 pounds from a long-lost relative which will be paid out to her in yearly increments of 1,000 pounds (a scheme dreamed up by Paul), she does not inform the family of their good fortune. Instead, she goes immediately to the lawyer and asks to receive the entire amount right away. Oedipus Complex. Oedipus Complex Pauls desire to earn money for the family can be said to be an unconscious desire to take his fathers place, a concept that psychoanalyst Sigmund Freud termed the Oedipus complex. Since the main way of earning this money—the rocking horse—is also bound up in sexual imagery, it seems clear that Lawrence intentionally characterizes Paul this way. There are several themes in the story by Hawthorne also, such as: Guilt versus innocence; Alienation versus community; Good versus evil. In the story â€Å"Young Goodman Brown,† Hawthorne unveils the moral vitiation that is a direct result from the highlighting of public morality with a Puritan Society. So the dominant theme of the short story is the inadequacy of public morality what is similar in The Rocking-Horse Winner. This theme is demonstrated in the actions of Brown. For example, when the protagonist sees Goody Cloyse, or hears the voices of the Deacon Gookin and the minister. Goodman Brown had already made the decision to go inside the forest and face the devil, but he hides when other characters enter this scene. He seems to be more worried with the way others perceive his faith, then with the fact that he actually made a step to meet up with the devil. Goodman Brown does not have the genuine faith, but he has one made up of the religious convictions of people surrounding him. Such faith is not real and just gives a wrong foundation to the believer. The style and tone of The Rocking-Horse Winner reveal immediately that this story comes from the world of fable and legend. The distant, solemn tone of the narrator: There was a woman who was beautiful, signals us that this is an old story. Quickly it becomes apparent that this is a quest narrative of some sort. The boy hero will try to win the love of the distant queen/mother. Themes tries to deliver the moral message to the reader what clearly reminds us of a fable. Fable is usually written with animals in it, that is told to illustrate a moral. For example, in â€Å"The Rocking-Horse Winner,† Uncle Oscar tells Paul, â€Å"A bird in the hand is worth two in the bush†. This suggests that what we already have is more valuable than what we want but have not yet acquired. Moral message is also delivered in the short story by Hawthorne – the collective thinking does not make you who you are. The morality is something what every person can hold to and not following the crowd will make you who you are. Furthermore, Lawrence uses a lot of ironic situations throughout the story, for example the title; was Paul really a winner? Paul, felt unloved and unwanted, though he tried to bring happiness his mother. Love arouses the deep emotional balance and when it is lacked, brings about irrational behavior. Lawrence uses irony and symbols to lure the reader in and force to read all pages of the story until the last one with excitement. The symbolism in this story is very sexually oriented. The rocking horse represents both Pauls desire to make money for his mother and his own sexuality. In â€Å"Young Goodman Brown† the grip of deceit on both the physical and spiritual elements of life is also the theme revealed through irony, symbolism and allegory. In the story by Hawthorne Puritanism is to be satirized, because it was the main faith of his home town – Salem Village. Hawthorne views Puritanism in a way to suggest dissatisfaction with it as a system of belief. Talking about the setting of Young Goodman Brown, it is possible to say that the story clearly provides the information on the historical insight into the major characters and their lifetime activities. Thus, Young Goodman Brown takes place in the 17th century during the Puritan Time Period. He lives in the Salem Village, Massachusetts near the old heathen forest. This information gives the reader an idea about deviltry and isolation because at that time the Salem Village was associated with things, which were not connected to Christianity or some other good things. In addition, the forest setting (wild and heathen) supports the idea of evil and witchcraft that pervades the story. In this case, the forest setting is a symbol of the devils abode. At that time, it was believed that the woods were the devils habitat. On the other hand, The Rocking-Horse Winner does not provide the reader with the clear information (date or time) on the story. We can just know that the story takes place in England immediately after World War I. The places where the story took place include only a home in an unknown location (near or in London), Lincolnshire, Londons Richmond Park, and Hampshire County. In addition, the author of the story tells about the major races in England that were held in Liverpool, Surrey, South Yorkshire, and more. Focusing our attention on the setting of Young Goodman Brown, it is possible to say that it presents a gloomy atmosphere where horrid sounds, perverted stones, clouds and awful images of trees bring the reader to a horrible and dark atmosphere, which pervades the story. Brown walks into à ¢Ã¢â€š ¬Ã‚ ¦the woods, but then soon crosses the border into Allegoryland where witches and wizards fly through the night to attend a Black Sabbath (Graham 70). In this case, danger becomes very real because of an atmosphere of suspicion and fear. In contrast to Young Goodman Brown, the atmosphere of The Rocking-Horse Winner is not so much gloomy and dark. In turn, the storys atmosphere is relatively tense due to the fact that Paul is eager to become lucky in order to help his mother since she states that her husband (his father) does not satisfy her major needs and expectations. Additionally, he is unlucky, and thus, makes her unlucky as well. Therefore, Paul decides to become lucky in order to assist his mother and make her happy. As he experiences the lack of love, in return, he expects to receive some type of love from a mother. Moreover, the story deals with how Pauls parents, especially her mother obsess with material wealth rather than showing true love to her children. She is greatly obsessed with money, very greedy and irresponsible. This story clearly shows a certain lifestyle where persons are more concerned about money that symbolizes the lack of love and affection. Throughout the story, we can see how Paul is eage r to help her mother even to the point where he loses his own life. All these facts make the storys atmosphere bitter and sympathetic. In turn, Ege admits that The Rocking-Horse Winner à ¢Ã¢â€š ¬Ã‚ ¦contains the fairy-tale atmosphere of imagination (47). Supporting this point of view, it is possible to say that the story truly includes fairy-tale elements and opens with the singsong voice of a fairy tale (Ege 43). However, both characters are affected by the atmosphere that influences their behaviors and attitudes (for instance, making them emotional or creating a mood of fear). The major similarity of atmosphere between these two stories is that both ones have a fantastic and mysterious atmosphere. For instance, in The Rocking-Horse Winner, Paul has a spiritual gift and is able to hear an unknown voice, which tells him the name of the next horse that will win the race. In turn, Brown communicates with the devil, who reads him preaching about wicked priests and stewards, convincing him that every person is sinful from his or her birth. Taking the above-mentioned information into consideration, it is possible to draw a conclusion that the two observed stories have some things in common in respect of the setting and atmosphere. These are the two powerful and instructive stories, which show the readers that the love of money is a destructive force, as well as the relationship with the evil may lead to a loss of confidence and social isolation.

Luxury Brands Insights Essay

Over years, India’s tryst with luxury brands has changed gears. With high disposable incomes and a penchant for all things luxury amongst affluent Indians on the rise, the country is emerging as the next stopover for global luxury brands such as Gucci, Christian Dior and Versace. However, we must realize that Luxury marketing is a whole new ball-game altogether, both from the perspective of the marketer as well as the luxury consumer. It therefore becomes important to view it both in relation and isolation from the ‘regular’ goods marketing. To achieve the above objective, we would first look at how luxury goods are different from regular goods and then go on to explore some facets and trends of the luxury goods as well as their market and consumers. This analysis would finally sum up into a SWOT analysis of the luxury goods segment, thereby helping in obtaining a bird’s eye view of the exercise at hand. Considering that the luxury concept has shifted to the ‘new’ meaning, we would further delve into that aspect to understand the drivers for luxury brands presently, as well in the time to come. This is followed by a luxury potential determination of the Indian market both in terms of quantitative growth factors as well as qualitative initiatives. INDEX Abstract5 Objectives & Sub Objectives6 Research Design6 Getting To Know Luxury8 Difference Between Regular & Luxury Goods10 Luxury In India14 Qualitative Insights15 Quantitative Insights16 The Affluent Indian: Profiling The Indian Luxury Consumers17 Classification Of The Indian Luxury Consumer21 4p Trends24 Consumer Trends29 Strategies For Luxury Marketing In India57 Moving Forward66 References69 Annexure70. â€Å"Why do I need to know how the watch market is doing? I’m in the business of luxury† Partick Heiniger, CEO, Rolex GETTING TO KNOW LUXURY Luxury brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. These product attributes give the consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford these pricey items. The luxury sector targets its products and services at consumers on the top-end of the wealth spectrum. These self-selected elite are more or less price insensitive and choose to spend their time and money on objects that are plainly opulence rather than necessities. For these reasons, luxury and prestige brands have for centuries commanded an unwavering and often illogical customer loyalty. Luxury, derived from the Latin word luxus, means indulgence of the senses, regardless of cost. Luxury brands are brands whose ratio of functional utility to price is low while that of intangible utility to price is high. Such brands share characteristics like consistent premium quality, a heritage of craftsmanship, a recognisable style or design, a limited production run of any item to ensure exclusivity, an element of uniqueness and an ability to keep coming up with new designs when the category is fashion-intensive. THE market for luxury brands in our country has expanded in recent times. With income levels going up, customers prepared to buy such brands are growing in numbers. According to an NCAER Household Income Survey, in 2001-02, there were 20,000 families in India with annual incomes of more than Rs 1 crore. By 2005, that number increased to almost 53,000. By 2010, India will have some 1, 40,000 crorepatis. Retail management company KSA Technopak estimates the market for luxury and high-end clothing in India at Rs 1,000 crore and for accessories at another Rs 1,000 crore. CHARACTERISTICS OF THE LUXURY INDUSTRY 1. Luxury is a product category in itself: This can be best explained by the fact that both an expensive watch and an artwork can be considered to be luxury items. Therefore, all luxury marketers are not just competing in their ‘technically defined’ product categories (like manufacturers of refrigerators compete amongst themselves) but for the wallet share of luxury goods in total. 2. The meaning of luxury had changed Luxury has moved from its ‘old’ meaning of ownership that is also known as conspicuous consumption – Conspicuous consumption is a term used to describe the lavish spending on goods and services that are acquired mainly for the purpose of displaying income or wealth rather than to satisfy a real need of the consumer. In the mind of a conspicuous consumer, such display serves as a means of attaining or maintaining social status. Invidious consumption, a necessary corollary, is the term applied to consumption of goods and services for the deliberate purpose of inspiring envy in others has now changed its objects to the ‘new’ meaning of the experience / fulfilment derived from possessing a certain object. 3. Aura is more important than exclusivity Exclusivity is something that cannot be ensured to a great extent and neither is it the prime requirement of a luxury consumer. The consumer bases his decisions on the relevance of the aura of the brand to his fulfilment or actualization needs. 4. Trading up A mass of wealthy people have emerged the world over, give rise to a large section of consumers who are now moving to luxury / premium brands, thereby creating greater business opportunity for luxury marketers. 5. Trading down Today, fashion brands are giving luxury brands competition because of marketing mix and branding strategies, which make it acceptable to pair these two brands. This is something that was not practiced before. eg. Wearing an Armani shirt with a pair of GAP jeans 6. Emergence of luxury brands. Sea of luxury brands have emerged giving a wide choice to consumers, in all segments of luxury goods. 7. Factors at play In luxury marketing there is a subtle interplay between three factors that most strongly influence the luxury consumer to buy: product brand; dealer or store’s brand or service providers’ reputation; and price/value relationship 8. Customer loyalty is more important that brand awareness Rather than focus on measuring the brand awareness of a luxury company, measuring customer loyalty is far more significant a metric regarding the success or failure of corporate strategy to connect with the luxury consumer. CONSUMER PERSPECTIVES TOWARDS LUXURY Consumers can be segregated in 3 groups according to what luxury means to them: Luxury is Functional – these consumers tend to buy luxury products for their superior functionality and quality. Consumers in this segment, the largest of the three, tend to be older and wealthier and are willing to spend more money to buy things that will last and have enduring value. They buy a wide array of luxury goods, from artwork to vacations, and conduct extensive pre-purchase research, making logical decisions rather than emotional or impulsive. Messages that highlight product quality and are information-intensive are powerful with this group. Luxury is Reward – these consumers tend to be younger than the first group but older than the third. They use luxury goods as a status symbol to say â€Å"I’ve made it! † They are motivated by their desire to be successful and demonstrate this to others. Luxury brands that have widespread recognition are popular, however they don’t wish to appear lavish or hedonistic in their appearance. They want to purchase â€Å"smart† luxury that demonstrates importance while not leaving them open to criticism. Marketing messages that communicate acceptable exclusivity resonate with this group. Luxury is Indulgence – this group is the smallest of the three and tends to include younger consumers and slightly more males than the other two groups. Their purpose for luxury goods is to lavish themselves in self-indulgence. They are willing to pay a premium for goods that express their individuality and make others take notice and are not overly concerned with product longevity or possible criticism. They enjoy luxury for the way it makes them feel; therefore they have a more emotional approach to purchases. They respond well to messages that highlight the unique and emotional qualities of a product. DIFFERENCE BETWEEN REGULAR & LUXURY GOODS Luxury has never been something easy to define, yet this mystery concept is something highly desired by one and all alike. We look at delving deeper into this mystery and aura of luxury goods by way of comparing them against ‘regular goods’ as well as highlighting the characteristics of the luxury industry. Strategies for Luxury Marketing in India There are conventional foundations for ensuring success of a brand and they are listed below in brief: 1. The brand must be â€Å"expansive† Which means it should be full of innovation opportunities for the marketer and in terms of satisfying the divergent needs of the luxury consumer 2. The brand must tell a story It is this story, of either heritage or performance or other aspects that goes on to build the aura of a brand over time. The story always accentuates the identity of the brand. 3. The brand must be relevant to the consumers’ needs Depending upon the mindset of the luxury class, it is imperative for a brand to satisfy those needs, whether they are for recognition or functional use etc. 4. The brand must align with consumers’ values A brand that does not concur with the basic values of a consumer’s society has a small chance of succeeding because luxury items are forms of expression or identification for a luxury consumer. This makes it difficult for the consumer to adopt the brand in such cases. 5. The brand must perform Irrespective of which category the brand belongs to, a performance assurance is a must for the brand if it wishes to be in the evoked set of luxury consumers, considering the price being paid for luxury. INDUSTRY OVERVIEW. In the past, brands like Liz Claiborne and Pierre Cardin tested Indian waters but made a hasty retreat following poor customer response. This led to a general perception that India is still not ready for luxury brands. But now that impression is changing. Many leading global luxury brand marketers have started taking our market seriously. Luxury goods’ marketing is a different ball game as the type of customers involved fall in a different class altogether. These customers are influenced more by glamour and style and want to stand out in a crowd. They do not bat an eyelid whey they buy a Vuitton bag costing Rs 50,000 or a Mont Blanc diamond-encrusted pen for Rs 50 lakh, Ermenegildo Zegna’s top-of the-line, custom-tailored suit costing Rs 6 lakh or a mid-range Louis Vuitton briefcase priced Rs 1. 27 lakh. As these figures suggest, luxury brands are prestige products characterised by high-involvement decision-making that is strongly related to the person’s self-concept. Sensory gratification and social approval are the primary factors in selecting a prestige product. Cutting prices or giving discounts can be detrimental in case of luxury brands. A higher price implies a higher level of quality and also suggests a certain degree of prestige. Similarly, distribution should be restricted. Status-sensitive consumers may reject a particular product if the feeling of exclusivity goes away. Managing luxury brands is as much an art as a science. The challenge is to create a demand for something which is not really needed. After all, it looks crazy to spend Rs 50,000 on a handbag or Rs1,27,000 on a briefcase. Creativity plays a key role in creating such a premium image. Many luxury brands achieve legitimacy and fashion authority as a result of the creative talent of their design teams who respect the brand heritage and yet continuously reinvent it. MARKET SIZE AND INDUSTRY GROWTH RATE With the European and American markets reaching a saturation point, leading players are now concentrating on the BRIC countries and the action is expected to shift to India, being the fastest growing luxury market, growing at 25%. , and is expected to maintain these rates for the next 10 years. The Indian Luxury Market is estimated to be to be USD 4. 35 billion and this forms only 2% of the global share. The growth of luxury markets is on the basis of GDP per-capita growth and the High Networth Individuals (HNI’s) in a country. India will be the second largest economy by 2040. Factors like Consumer Attitudes, Real Estate, Regulatory Environment and Ecosystem are important for the growth of luxury market and these are improving in the country. India has 83,000 millionaires and every year 16,000 more are getting added to this. The main trigger behind Indians indulging in luxury is to flaunt status, and the consumers here are becoming aware of leading global brands in the space, but tend to be extremely value conscious. There is a sizeable population engaging in outbound travel and getting exposure to global luxury market. The Indian consumer wants not just to be pampered, but entertained, excited and Inspired by Luxury brands and hence global players will have to look at innovative methods of reaching and engaging customers to succeed in the Indian market. With India emerging as one of the important players in the Luxury Space, the rich and famous across the globe are interested in exploring Indian Luxury products. Also, because of the availability of high disposable income Indians have developed an appetite to live a lavish lifestyle. India is being looked upon by the entire world as an emerging market and a potential Global hub. Hence, considering the potential of the Country many big brands from across the Globe either have set up their base here or are planning to do the same. GDP CONTRIBUTION The Gross Domestic Product or GDP is the indicator of the performance of an economy. According to the estimates of 2008, India’s GDP is $1. 209 trillion and this is slated to make improvement in the coming times. It is estimated that India’s GDP will grow by 6. 5% in the year 2009. In 2008 the country’s GDP was 9%; the slowdown that has been witnessed this year in the estimates is largely due to the slowdown witnessed by the agriculture and the industrial sectors. A look at the India GDP composition sector wise throws up some interesting figures. The agriculture sector contributed 17. 2%; industry contributed 29. 1% while the service sector had a contribution of 52. 7% according to 2008 estimates. FDI LIMITS AN INTERESTING FACT!!! What is the size of US Luxury Market? A) A third of India’s GDP B) Half of India’s GDP C) Equal to India’s GDP D) More than double India’s GDP ANS: D) More than double India’s GDP. While India will certainly not match the US, Japan or China in terms of its domestic market size for luxury goods and services for decades to come, its influence on global luxury business will steadily increase in the coming years. The reasons are many and mostly historical. Unlike Japan or China, India has a history and a tradition of luxury for millennia. It has an influence on textiles and handwork on them, on gems and their setting in jewellery, in food (including ingredients and spices), on natural skin and body care, on fragrances and cosmetics, and even furniture, furnishings, and objects d’art. For centuries, India’s nobility and the wealthy have been used to â€Å"commission† and patron works of luxury and extraordinary human skill. LUXURY MARKET SECTORS SECTORS| KEY PLAYERS| MARKET SHARE %| Jewellery| | 27| Clothing| | 16| Digital Accessories| | 13| Time Wear| | 8| Cosmetics & Skin Care| | 8| Foot Ware| | 6| Wine & Liquor| | 6| Accessories| | 6| Fragrances| | 4| Crystal Wear| | 2| Others| | 4| The Key Player Analysis The following table summarizes the marketing mix adopted by the 4 leading luxury brands. In order to arrive at successful strategies to market luxury in India, it is pertinent to look at the marketing strategies instituted by the existing luxury players in India. Product| Price| Place| Promotion| Valentino offers a limited assortment due to the nascent demand of gowns in India. This is attributed to Indian women’s preference of sarees over gowns. Because of this trend, Valentino has launched â€Å"saree inspired gowns† in their latest collection. Valentino has also included a few sarees (worn by Elizabeth Hurley) in its trademark red in their collection. | Valentino claims to charge prices same as their western counterparts. | Opened its first store in August ’06 at Delhi’s Shangri La hotel. it is currently looking for space to open a standalone store each in bangalore, Mumbai & surprisingly, Ludhiana. Has no plans of opening a store in a luxury mall due to a fear of dilution of identity. The brand owns numerous stores in China. | The brand has little promotional presence. In the west it relies on red carpet events & fashion shows to promote its gowns. However due to lack of such events in India, it uses little print advertisements from abroad in India. They predominantly feature Hollywood actresses & models. | Product| Price| Place| Promotion| The brand offers a smaller assortment of their products in west in India. This is attributed to the cultural difference & the differences fashion trends. | The brand claims to price their products equitably in India when compared to their western counterparts. However, it does admit to the greater taxes. | Launched operations in India in 2005. has only one boutique in India as opposed to 8 boutiques in China. The brand’s only boutique in India is located at The Imperial Hotel in Delhi. | Has no. promotional campaigns targeted exclusively at Indian market. Nicole Kidman, the brand’s leading endorser, recently shot an advertisement with Indian model/actor Arjun Rampal in Rajasthan. However, the advertisement will not be aired in India as Chanel only promotes in print media in India. Came into headlines for dressing up actress Sonam Kapoor for a film premier. | Product| Price| Place| Promotion| Made headlines with their intention to design sarees. However, the brand has shown no signs of actually producing them. Offers limited amount of their product offerings due to limited demand in Indian market. However, is planning to expand their offering in future. | The brand admits to charging a higher price due to the tax structure & high infrastructure costs. | Launched operations in India in 2007 with boutiques in Mumbai and Delhi. Murjani Group is the master franchisee of this brand in India. The brand’s store in Delhi is located at The Oberoi’s Hotel. the brand has currently shelved the plans of opening four more stores including one in the Emporio Mall. The brand owns close to 27 stores in almost all leading cities of China. | The brand relies heavily on print advertisements. However, it regrets its recent decision of promotions through newspaper advertisements as it harmed the brand’s exclusive & luxe image. Has no specific advertisements & promotional material for Indian customers. | Product| Price| Place| Promotion| Armani offers all of their latest collection in their Indian stores. The brand recently made headlines in Indian newspapers for including Sherwanis in the 2009 fall-winter collection. The sherwanis are now sold globally in all their stores. The brand has registered a tremendous growth by selling above 200 items a month and registering a growth of above 50 percent annually. | Armani claims to price their products same as abroad & refuses to comment further. | Armani has recently entered the Indian market with a joint venture with DLF. The store currently operates through two exclusive stores in Delhi’s first Luxury Mall DLF Emporio. The is currently in plans of opening four more standalone stores in Delhi and Mumbai. It owns 15 stores in China. | Armani, unlike in west, only relies on print media (in magazines) to promote their products. The brand features its international promotional material in India as well. However, in its latest ad campaign, it featured a model of Indian descent (Vasuki)| DETAILED ANALYSIS OF THE MACRO-ENVIRONMENT Political Trends One positive factor for any company entering India is the political stability of the nation as well as democratic style of leadership. Government apart from tariffs has taken a neutral stance towards the luxury stalwarts, FDI and tariffs as only concern which will be strengths in coming future. The implementation of the Free Trade Area, which laid out a comprehensive program of regional tariff reduction, will be continuously implemented in phases through the year 2010. Over the course of the next several years, the programs in tariff reductions will be made broader. Efforts to eliminate non-tariff barriers and develop common product certification standards were initiated. In addition, ASEAN also was able to formulate framework agreements for the intra-regional liberalization of trade in services. Economic Trends Despite the adverse economic trends in the last year, the luxury goods industry as a whole experienced relatively robust economic growth. Many countries have also seen the risk-weighted capital adequacy ratios of their banking systems improve due to government-sponsored bank recapitalization programs, continued progress in financial restructuring, and improvements in financial risk management. Overall Indian economic trend is a silver lining for companies as India is increasingly becoming the hotbed for millionaires and billionaires the new found riches is growing and will continue to be so, hence economic trend which was a challenge will grow as a big advantage. Social / Cultural Trends. There have also been social and cultural trends that have been evident over the last few years in the luxury goods industry. These include: (a) The irreversible rise of civil society (b) The rise of civil society and urbanisation blends perfectly with dreams that luxury brands sell (c) The increase in the roles of intellectuals and social awareness. (d) Indians are a peculiar breed, victims of centuries-old socio-economic oppression. Where each of us is pinned on the social matrix is revealed by our last name or even a stray twist in accent. Money or the display of it can rarely manage to unsettle the hierarchy. Awareness or rather subtle awareness is something which luxury marketers are happy about and aiming at. With more and more urbanisation and globalisation the need to be in parity with the world will fuel the demands for more upmarket and more luxurious lifestyle. Technological Trends It is a common knowledge that the luxury goods industry is still a relatively new industry in the country and is still in its early stages of development. Technology being a important factor still comes as second at times in various luxury categories, though make no mistakes that that second is still way above what a mid level brand can aim at. India being hub of technological development still does not provide luxury brands enough lucrative options as tech advancement are not synchronised and homogeneous, hence it is a dark spot but might be a very significant area in future. Legal Trends. Intellectual property (IP) and IP Rights (IPR) creation, commercialization, and protection have been a significant source of comparative advantage of enterprises and economies and a major driver of their competitive strategies. Indeed, countries all over the world are fully aware of the pressing need for a long-term policy commitment to collectively transform the luxury goods industry into one which is largely based on knowledge, driven by innovation and sustained by life-long learning. Countries all over the world have pledged to work together to help accelerate the pace and scope of IP asset creation, commercialization and protection; to improve the regional framework of policies and institutions relating to IP and IPRs, including the development and harmonization of enabling IPR registration systems; to promote IP cooperation and dialogues within the region as well with the region’s Dialogue Partners and organizations; to strengthen IP-related human and institutional capabilities, including fostering greater public awareness of issues and implications, relating to IP and IPRs. INDIA and IPR are a big problem, just not having the stringent and encompassing laws is not the only issue, and problem also arises due to weak enforcement of laws. Cheap imitation and intellectual property infringement is a common occurrence in the nation. Luxury Goods Industry SWOT Analysis Strengths: †¢Has products that boast of a very powerful retail. This includes a reputation for value of money, convenience and a wide variety of products †¢Has grown significantly over the years, and has experienced global expansion. †¢Main competence lies on the use of information technology (IT) to fully support its international logistics system. Therefore, companies in this industry can see how their individual products perform within the United States for instance, or even at stores at a glance. †¢Is able to deliver good customer care, as the limited amount of work would mean plenty of time to devote to customers. †¢Products have established a strong reputation within the market. †¢Offers little deficits and overheads. Therefore the companies in this industry can offer good value to customers on a consistent basis. Weaknesses: †¢Is one of the world’s largest industries but has a weak control of its empire, despite its IT advantages. This could lead to a decrease in productivity in some areas where it has the least control. †¢Since companies in this industry sell products across many sectors, they may lack the flexibility that some of its more focused competitors possess. †¢Operates globally, but its presence is located in only relatively few countries worldwide. †¢Some luxury goods lack market presence or reputation †¢The company’s cash flow is unreliable especially in the early stages of a new luxury product development. †¢Over flooding doesn’t leave a luxury brand a real luxury brand. Opportunities: †¢Taking over, merging, or forming strategic alliances with other luxury good companies while focusing on strong markets like Europe or the Greater China Region and India. †¢Luxury good companies operate only on trade in a relatively small number of countries all over the world. Thus, this would open the opportunities for future businesses in expanding various consumer markets, such as those in China and India. †¢The opening of new locations and branches offer luxury good companies the opportunities to exploit market development. This could lead to the diversification of the company’s branches from large super centres to local-based sites. †¢Opportunities exist for luxury good companies to continue with their current strategy of establishing large branches worldwide. †¢The industry is continuously expanding, with plenty of future opportunities to exploit for success. †¢AS FOR INDIA IT IS â€Å"THE â€Å"INDUSTRY OF FUTURE maybe 10 more years. Threats: †¢Being number one means that the luxury goods industry is the target of competition, the industry to beat, both locally and globally. †¢Being a global retailer means that luxury goods companies might be exposed to political problems in the countries where the company has operations. †¢The production costs of most luxury products have the tendency to fall because of lower manufacturing costs. Manufacturing costs fall because of outsourcing to low-cost regions around the globe. This phenomenon could lead to competition in prices, which in turn would result in the deflation of prices in various ranges. Intense price competition must definitely be considered a threat. †¢Indian mentality of the masses. †¢REPUTATION, if it goes down company goes down. Detailed Analysis of the Industry Environment The assessment of the industry attractiveness is performed using the Porter’s Five Forces Model. A. Threat of New Entrants New entrants in the luxury goods industry will have to deal with high costs of entry for their latest technologies. Most major competitors in this industry have yet to establish strong distribution channels. This will severely hamper their plans to retaliate with their technological developments as without distribution channels, their products would never be seriously considered in the market by customers. These companies must worry though about certain government laws in some countries that might weaken their competitive position (2002). B. Bargaining Power of Suppliers. Suppliers of luxury goods have relatively lower bargaining power because their products have yet to establish consistency in the market. This is in contrary to ordinary brands where these products have been able to secure the confidence of its customers worldwide. C. Bargaining Power of Buyers A majority of consumers in the luxury goods industry are professionals who rely on mobile and expensive gadgets and expect seamless services every time they use them. For instance, a customer phones in a service request from the New York airport while boarding a plane bound to Paris the same day. The technical people in New York will immediately work on the service ticket of the client. And when that client arrives in Paris, he / she would be able to call the New York service centre and pick up exactly where he / she left off (1999). The bargaining power of buyers in the luxury goods industry is relatively high because there are only few, large players in the industry. D. Threat of Substitutes There are very little threats that could emerge from possible substitutes. This is because product-for-product substitution could not possibly happen especially with luxury goods. Other products cannot simply replace the ingenuity of the established luxury products in the market. Also, the millions of users of these luxury products surely would find it too uncomfortable using other products other than their luxury products CASE STUDY: THE MURJANI GROUP OVERVIEW Murjani Group develops, launches, and builds various designer lifestyle brands. It operates in the United States, India, and internationally. Murjani Group was founded in 1930 and is based in New York, New York. They partner with international luxury brands and retail them in India. KEY EXECUTIVES Managing Director: Mr. Vijay Murjani. Chief Operating Officer: Mr. Pradeep Mansukhani Business Head of French Connection: Mr. Dhiresh Sharma Marketing Head of Luxury Division: Mr. Vikram Raizada Business Head of Gucci: Ms. Ananda Kara JOURNEY 1930: Mr B. K. Murjani found the group in Shanghai, CHINA with it’s first retail store 1950: After the world war Murjani commenced operations in Hong kong with a trading company. 1952: Murjani sets up Hong Kong’s first garment manufacturing factory. 1958: With 6 years, Murjani grew to one of the largest apparel producers in the world, with a production capacity in excess of 10 million units per annum. 1966: The current Chairman, Mohan Murjani, joins the group. 1966: The Group commenced its transition from manufacturing to designer lifestyle brand development and marketing, by launching its first brand in the USA, â€Å" Marco Polo† 1976: Murjani launches the â€Å"First Designer jean† 1980: Murjani sponsors the US Open 1985: Murjani launched Tommy Hilfiger,in 1985. Here again Murjani group re-enforced their panache with ground breaking and ingenious marketing, to ensure that Tommy Hilfiger, would almost immediately, positioned amongst the top designers in the world. The innovative brand marketing and management techniques adopted by Murjani Group over the years, have changed the very paradigm of marketing, merchandising and retailing, as we know it today. 1986: Murjani launches â€Å"Coca-Cola clothes Why India With a luxury boom in India, there are over one million luxury consumers, which is only a fraction of eight million plus consumers who have the disposable incomes but are unfamiliar with the luxury segment. The growth rate is 14. 6 per cent. Target audience is 22-55 year olds. India’s luxury goods market of Rs 717 billion is set to expand with a new firm to facilitate process by bringing together buyers and manufacturers. India’s total retail market has been estimated at $160 billion or Rs 7,170 billion, covering eight million consumers. Of them, one million are considered to be in the luxury brands segment 2000: NAMASTE INDIA The Murjani Group for many years, was very keen to establish a presence in the Indian market, but had to wait for the right time. In 2000 with the rapid growth in the consuming class, Murjani was amongs.