Nike Business Essay

Analyse their strategic choices with their options- why they made the choices that they did and recommendations. Has their strategic focus changed? Look for critical success factors, matches and mismatches. Identify any key areas that have affected Nike. Look at tools of analysis e. g. swot analysis, pestle, value chain, porter’s 5 forces, shareholder matrix, resource view, 4 p’s, BCG matrix. etc and others to come to your answer. Introduction Nike operates within the sports footwear and apparel market. Originally designing and producing running shoes, their portfolio has broadened to include a wide range of sports and leisure wear. This is all endorsed by top sporting personalities. This environment is fairly stable although terrorism and Sars has affected consumer confidence and supply networks. Mission Statement In its mission statement Nike expresses that it requires doing business in a responsible way, leading to sustainable financial growth. With the advances in technology, HR practices, the well informed and trained work force, there is very little left to differentiate organisations. Being seen to go further than the minimum required on social issues can attract and retain customers. This green cleansing attracts attention to the organisation; they are viewed as caring and social responsible (Mullins, L. 2005). A report, on the business practices of Nike through its supply chain accused the organisation of being involved in poor working conditions, violations of labour rights, low wages and harassment of its workforce. Nike takes these reports seriously. On the basis of the research findings the company has intensified the monitoring of its suppliers (Hummels, H and Timmer, D. 004) Past options To build its business with all of its partners based on trust, teamwork, honesty and mutual respect; this is expected to be returned, expecting business partners to operate on the same principles. Rationale Nike does not want to only do what is required by law, but also do what is expected of a leader Future Options Review and monitor closer the actions of business partner s Rationale To prevent bad publicity, which can damage the organisation Critical Success Factor To demonstrate to consumers the high value within the organisation to CSR. Change of Focus Theorist Hummels, H and Timmer, D. 2004 agreed that these reports were needed, Although Mullin, L. 2005 stated that it could be just green washing Nikes Function Past options the company focus on design and development Rationale This reduces long term debt has the benefit of not tying capital up in plant and equipment Future Options Rationale Critical Success Factor Reduced size of premises therefore reduced costs. Vital to have innovative employees. Products are viewed as innovative Change of Focus Theorist Johnson, G & Scholes J 2004 agreed that this was a cost effective method of production Production Within several of these countries there have been problems with production, distribution and political problems. With the change in relationship between the USA and Vietnam and China, these are new production venues that Nike could explore. Past options Produce goods in the Far east Rationale Keeps costs down Future Options Vietnam and China Rationale New trade agreements, present sites are switching manufacturing to electrical goods Critical Success Factor Maintaining current standards, closer working relationships, retaining customer loyalty by guaranteed standard of product Change of Focus A shift to a more managed production Theorist All organisation need to watch changes in political and economical factors in their outsourcing. Johnson, G & Scholes J 2004, Shareholder Matrix Surrounding all organisations are stakeholders, all with varied levels of authority, power and interest towards the organisation Mendelow (1991) considered a matrix that classifies the level of power and interest a stakeholder has in an organisation. Although once each group of stakeholders is recognised, it cannot be assumed that their level of interest will remain the same (Mendelow (1991) cited in Scholes, K. Johnson, J 1997:198). Jones (1995) argue that the stakeholder framework is practical for considering business and society issues, because it identifies the sources of a corporation’s social obligations and its set of stakeholders (Jones (1995) cited in Rowley, T. 1998:28). Therefore by Nike concentrating on their stakeholders it has placed Corporate Social responsibility high on th eir agenda. The organisation has to demonstrate transparency in all actions and reporting. This can cause conflict with the shareholders. Common in stakeholder theory is compromises on both sides that can obviously haze over differences; this primary characteristic is accepted as contra-distinctiveness from the shareholder value. This was discussed by Friedman, (1993) that the ultimate purpose of a company should be serving the interests of its shareholders (Friedman, (1993) Value Chain Nike’s supply chain provides a clear view of the extent of the global nature of the company. Nike’s headquarters are in America; however, virtually all of its production takes place outside of the United States. Nike’s supply chain upstream begins with the materials used in the production of its products. Many of these materials used in production are available in the locations which the manufacturing takes place, but some specialised materials have to be imported to the manufacturing company. Past options Outsourcing of all production Rationale Reduced costs Future Options Outsource with stronger control Rationale Speed up reporting of any problems in production, the supply chain, the greater the distance the slower the reporting of problems Critical Success Factor Reduce problems associated with distance, i. e. uality, consistency and value Change of Focus Although still outsourcing, they would gain more control over production. Theorist Johnson, G & Scholes J 2004, agreed that Nike can be too far from the site of production Past options Target USA Rationale Demand and growth for footwear in the US was rapid. Future Options Future option is to enter EU markets Rationale To expand in to growing markets as US is near saturation. Critical Success Factor organic growth as well as by acquisition, also brand name, goodwill- therefore there is a match is CSF to succeed Change of Focus Maybe have to target marketing in a different way Theorist When markets are reaching saturation, new markets need to be identified to prevent decline in sales. Johnson, G & Scholes J 2004, Distribution And Retailers Nike has a strong network of retailers in 200 coutries world wide through distributors, licensees and sudsiduaries. Within the USA there are 18000 stores that retail nike products. These are well established channels. Nike made itself heavily dependant on one retailer Footlocker, representing 10% of their revenue. When Footlocker reduced their purchasing form Nike, it created a reduction in turnover in the short term. Organisations that are over dependant on one retailer are open to cash flow problems, if the retailer switches suppliers, reduces purchasing or ceases trading (Johnson, G & Scholes J 2004). Past options Although they have numerous retailers, they were heavily dependant on one out let chain Rationale To sell top of the range products Future Options To negotiate partnerships deals that allow for the choice of product for the retailer Rationale To prevent sudden withdrawal of products Critical Success Factor Customer being able to rely on source of product. If withdrawn they may find an alternative product Change of Focus Closer working partnerships Theorist Organisations that are over dependant on one retailer are open to cash flow problems, if the retailer switches suppliers, reduces purchasing or ceases trading. Johnson, G & Scholes J 2004 Nike has a futures, but can also ship overnight when needed. Although the futures method is currently working for Nike, Past options Futures ordering system Rationale a 6 month lead time for product orders, always knowing what is needed in production Future Options Rationale Critical Success Factor This is responsive to the market trends, but can also help retailers plan stock. Change of Focus Theorist Any change or threats within the markets could leave them overstocked (Groucutt, J. et al 2004) Sales In addition, consumer sales outside of the United States exceeded sales in the United States in 2003 with only 43% of the company’s sales coming from the US In Europe there are difficulties in entering the market, the single currency and the trade rules make entry difficult for large organisations. Past options Target the US Rationale Growing market, but is now reaching saturation Future Options Target new markets, including e-commerce Rationale To avoid a reduction in sales Critical Success Factor Entry to the markets, by advertising and targeting the audience. Ensuring accurate and quick picking of the customers order Change of Focus Shift to global marketing, selling world wide from the web targeting Generation Y. Theorist By tailoring marketing to the customer needs Nike has been successful in the past and continues to be today (Johnson, G & Scholes J 2004) Nike Branding Past options global brand Rationale Consumers are willing to pay a premium price for; as they imply credibility, high quality and up-to-date global trend. Future Options When companies are bought trade under their name Rationale Moving into a new market with a brand that is already global you can reduce cost of introductory and follow-up marketing programs. Critical Success Factor Ensures customer loyalty and to widen portfolio Change of Focus Concentrating on core products as Nike, allowing growth in new diverse markets Theorist significant scales of economy are achieved Aaker 2000, this is in terms of brand development, packaging and manufacturing Marketing Sports personalities have endorsed the Nike product, although with numerous different sports and countries targeted this has been costly. The amount each personality has received is considered high. This forces the competitors to market their products in the same way. Trends within the industry have increased the number of female consumers. With advertising Nike has targeted segments of the market, this costly. Nike should review their advertising policies (Groucutt, J. et al 2004). Past options Sports personalities have endorsed the Nike product, although with numerous different sports and countries targeted Rationale To target all types of sport by choosing personalities which are at the top of their sports. Future Options To chose personalities that appeal to a wider audience Rationale To reduce advertising costs Critical Success Factor Change of Focus Theorist Groucutt, J. et al 2004 4ps The athletic shoe industry is highly competitive as well as a demanding market where fierce competition, price conscience consumers, and constant changing market trends and fads have all been attributing factors in how a manufacturer responds. Highly focused brand includes Nike, Adidas, and Reebok, they target a precise market. However, there is evidence that a brand will widen its target market as it reaches a greater level of maturity. In the case of Nike, for example, there was a move into new sports areas away from the running heritage. Nike’s target audience has moved from more masculine towards female and Generation Y. Price is related to Product, through the characteristics of the brand, it’s packaging and overall image. People are buying into an ideal, not just the item. Consumers believe that there is a link between quality of a product and the price. Consumers question what they are getting for their money. Brand Management, customer awareness and loyalty, is directly linked to the price, therefore maintenance of the relationship between brand images; quality and price have to be consistent (Johnson, G & Scholes J 2004). Models Used In Analysis Swot Analysis This analysis will summarise key issues from the business environment and the strategic capacity of Nike. This can be used to judge future strategic options. Strengths Product Range Capacity for innovation Distribution expertise Single Brand Stars endorsement Contract manufacturing Large portfolio of products Weaknesses Single Brand Too many stars endorsement Contract manufacturing Spread portfolio of products Reliant on retailers Reduction of target market Opportunities New Markets E commerce Research and development Increase product line Product diversification Change target market New manufacturing countries Threats Competition Fashion Trends Contract manufacturing and copying of product (intellectual property) Consumer lifestyle changes Competition Bad press associated with Nike Outlets cancelling orders Sars Pestle This will consider environmental influences on the organisation, both in the past and with future strategic plans. Political Striking dock workers Political unrest in the production countries Terrorism in the home country Economic Slow down in the economy Reduction in consumer confidence Barriers of entry to the EU Contract manufacturing Socio-cultural Brand conscious consumers Change in buying habits in younger people Generation Y prefers other types of footwear Increase in the female share of the market Corporate social responsibility Technological Speed of change of product Design Ability Speed of News reporting Environmental Re use a shoe Sustainability philosophy Climate impact Legal Threaten action by underage workforce Poor employment record Corporate social responsibility Contract manufacturing and copying of product (intellectual property) Trade agreements Supply Chain Like every large IT undertaking, the team responsible for the implementation of Nike Supply Chain (NSC) began with a set of specific, stated goals: Enhancing Nike’s ability to respond to changing conditions; Reducing inventory and capital investment risk; Improving service to meet customer/consumer needs; Improving process, information and product quality; and Providing an efficient global supply chain with local implementation Porter’s 5 Forces This model is used to identify the sources of competition, and how to gain advantage over them. Potential Entrants Other sportswear manufacturers expanding their portfolio Cheap copies from the Far East Buyers The buyers of sports footwear have changed in the past decade. There has been and increase in women purchasing the shoes, Generation Y has a different tastes and purchasing methods. Substitutes When required for professional use there is no substitute goods, but as a fashion item there are many other goods that could be purchased. Suppliers Using production facilities in the Far East has give Nike economies of scale. Although there are now problems arising from these factories, they are switching to making there own goods, labour and political unrest causes delays in manufacturing and shipping of the goods, Competitive Rivalry Reebok, offering more choice of shoe, introducing endorsement by sports personalities, sponsoring sporting leagues Adidas have recovered from the problems that plagued them, and have a good product mix, covering a wide range of sports. BCG Matrix Nike is established within its markets, benefiting from economies of scale. This places them in the Cash Cows category on the Matrix. Cash cows market growth has slowed, and the products hold a fairly stable market share. Bibliography Books Aaker, D. (2000) Brand leadership Free Press, New York Doyle, P. (1998) Innovation in marketing Butterworth-Heinemann, Oxford Drawbaugh, K. (2001) Brands in the balance meeting the challenges to commercial identity Pearson Education, London Groucutt, J. et al (2004) Marketing Essential Principals and New realities Kogan & Page, Great Britain Johnson J & Scholes K (1997)(4th Edition)Exploring Corporate Strategy Prentice Hall, Hemmel Hempstead. Johnson, G & Scholes J (2004) (6th Edition) Exploring Corporate Strategy Prentice Hall, Hemmel Hempstead. Mullins, L. (2005) (7th Edition) Management and Organisational Behaviour Prentice Hall, Pearson, Harlow. Journals Hummels,H and Timmer, D. (2004) Investors in Need of Social, Ethical, and Environmental Information Journal of Business Ethics Jun 2004Vol. 52, Iss. 1 Kaler, J. (2003) Differentiating Stakeholder Theories Journal of Business Ethics Aug 2003. Vol. 46 Rowley, T (1998) A normative justification for stakeholder theory Business and Society. Mar 1998 Welch, J. (1997) Business ethics in theory and practice: Diagnostic notes. A prescription for value Journal of Business Ethics, Feb 1997. Vol. 16, Related Nike Resources On Business Teacher: Nike Case Study Nike SWOT Analysis

Fetal Alcohol Syndrome Essay

Three behaviors by expectant mothers that can negatively affect normal development of a fetus throughout life are consuming alcohol, smoking cigarettes, and using any kind of drugs. According to the Centers for Disease Control, Fetal Alcohol Syndrome Disorders (FASD’s) are a group of conditions that can occur in a person whose mother drank alcohol during pregnancy. Some of the categories of FASD’s are: Fetal Alcohol Syndrome (FAS,) Alcohol-Related Neurodevelopmental Disorder (ARND,) and Alcohol-Related Birth Defects (ARBD.) ARND is characterized by learning disabilities and behavioral issues. They might have difficulties with numbers, memory, attention, judgment, and also poor impulse control. ARBD is characterized by physical problems, mostly effecting the heart, kidneys, bones, and sometimes hearing troubles. The most severe of all FASD’s is fetal alcohol syndrome. The effects can include physical problems and problems with behavior and learning including abnor mal facial features, a small disproportioned head, shorter than average height, central nervous system problems, low body weight, hyperactivity, speech delays, poor memory, vision problems, hearing problems, learning disabilities, and even fetal death (Centers for Disease Control, 2011). Not every child whose mother consumed alcohol is born with FAS, but 1 in 800 are. Fetal alcohol syndrome is completely preventable as long as a woman abstains from drinking during the duration of pregnancy, as there is no known safe amount of alcohol (Myers, 2008). Smoking cigarettes during pregnancy can result in premature birth, birth defects, low birth weight, miscarriage, and has been linked to Sudden Infant Death Syndrome (SIDS). Cigarettes also can cause the placenta (which provides the fetus’ oxygen and nutrients) to separate from the womb too early, which is extremely dangerous for both the fetus and the mother. (Centers for Disease Control, 2013). The use of illicit drugs during pregnancy can impede normal development in many different ways, but because of the usual lifestyle choices of people who use illicit drugs, including drinking, smoking, promiscuity that increases risk of STD’s, and poor nutrition, it’s hard to know the full extent of danger each specific drug causes (March of Dimes, 2008). Use of methamphetamine, ecstasy, or amphetamine during pregnancy can result in low birth weight, premature birth, heart defects and cleft lip. The babies also appear to go through withdrawal like symptoms, including jitteriness, drowsiness, and breathing problems. These babies will be at a much greater risk for learning disabilities. (March of Dimes, 2008). Babies of mothers who used heroin during pregnancy are at risk for poor fetal growth, premature rupture of membranes, premature birth, stillbirth, low birth weight, and breathing problems. (March of dimes, 2008). The babies of heroin users also go through withdrawal symptoms within 3 day after birth, which include fever, sneezing, irritability, trembling, diarrhea, vomiting, crying, and seizures. They are also at an increased risk of Sudden Infant Death Syndrome. The children of heroin users are also at an increased risk of contracting HIV and hepatitis C, due to the likelihood of mothers using dirty needles to inject the drug (Centers for Disease Control, 2011). Mothers who use cocaine during pregnancy subject their fetuses to low birth weight, developmental disabilities, cerebral palsy, urinary tract problems, strokes causing irreversible brain damage, and sometimes death (March of Dimes, 2008). The only way to avoid these serious and harmful effects is to abstain from drugs, alcohol, and tobacco throughout the entire pregnancy. It is recommended that women who have opiate addictions do not just try to stop suddenly if they find they are pregnant, and instead should start a methadone program (March of Dimes, 2008.) There are also many other resources for women who are dealing with any kind of addiction that could be harmful to their pregnancies. References Center for Disease Control. (2011, Sept 22). Facts about fasds. Retrieved from http://www.cdc.gov/ncbddd/fasd/facts.html March of Dimes. (2008, January). March of dimes. Retrieved from http://www.marchofdimes.com/pregnancy/alcohol_illicitdrug.html Meyers, David G. (2008). Exploring Psychology. New York, NY: Worth Publishers

Narrative traits in Indian cinema Essay

In a nation that produces around 800 films a year Indian people see films a a very important part of their culture. For Indian people â€Å"cinema is integral to their lives; it is not a distant, two to three hour distraction, but an explicit life-style for them.†(Jaya Ramanathan). The large screen provides an alternative, an escape from the realities of day-to-day life. The protagonists are totally identified with, the hero is applauded, the virtuous is worshipped and the villain is condemned. The actors and actresses are household names; there is no escaping their omnipresence. Through this essay I will try to examine what makes Indian cinema Indian. By that I mean what narrative and visual traits are intrinsic to Indian cinema and have little relevance to cinema of America or Europe. The subjects I am going to look at are the song and dance routine, how it came about, what it means and why it’s so important to Indian cinema. I will look at the treatment of women and how sexuality of women is represented in Indian cinema, the importance of the actor within Indian society and will briefly look at the use of costumes and elaborate sets used within the Indian film industry. First I will briefly consider some traits associated with American and European cinema as to see how these cinema types differ from that of India. The cinema industry in Europe has a highly complex make-up, reflecting the cultural and expressive diversity of individual nations. If, on the one hand, the quantitative production levels of Europe’s cinema industry have remained high (at roughly 600 full-length features a year, on a par with the United States, However only a minority of European titles manage to cross the borders of their country of origin. This is one major difference from Indian film with it having one of the highest worldly distribution figures off all cinemas. Hollywood makes films for the public, and if the public’s tastes change then Hollywood films will also change. They pay money to have their ideals massaged and their values reaffirmed. And if Americans won’t pay money for it, then Hollywood doesn’t want to sell it. The narrative of Hollywood films’ is a straight plot, in which nothing is left unclear, unsettling or unexplained and every shot is justified by a link to strictest cause and  effect. Hollywood films are often viewed as dulling the mind. This is far from the case in Indian cinema where the plot is created with the aim of making people think about what has happened, this is often applied to their own lives in some way. In America people generally view films for mere entertainment where as Indian people watch films and use the moral codes implied within the narrative to better their own lives. Special effects, violence, and actors’ names are often major themes that bring Americans to the movies. While most Hollywood films are made purely for entertainment value, many foreign films are entertaining as well as forcing the viewer think and question their surroundings at the same time. In India, movies are more than simply entertainment. They are dreams, escape, fantasy and alternative realities – a necessity in dealing with the drudge of everyday existence and routine. Especially now that they have the cinematography, acting, scripting and associated parts down like a science – to the point of stretching the limits of imagination and modifying what â€Å"is† into another realm altogether. While perhaps lacking in the area of Western sophistication, this lack is probably the biggest advantage Indian films have over the rest of the World. They are simply fun to watch. Indians enjoy seeing people interacting with each other and the films reflect societal practices and norms. The form of Indian cinema has a great deal to do with how popular entertainment has been traditionally perceived and defined in India. â€Å"Entertainment is quantified as a combination of the essence of the nine basic emotions. Complete entertainment is possible only when the nine emotions, love, hate, joy, sorrow, pity, disgust, fear, anger and compassion, are blended expertly in different ways around a predominant emotion. The main emotion could be love, joy, hate or compassion, but if not complemented by the others, is neither defined nor experienced.† (V. Damodaran & M. Unnithan-Kumar) There are certain traits that are commonly associated with Bollywood movies. These include: â€Å"XExtensive use of other performing arts such as singing and dancing â€Å"X Treatment/representation of women â€Å"XThe importance of the Actor within society â€Å"XThemes centred on Moral values and cultural struggles â€Å"XLarge studio sets with elaborate decoration & elaborate and brightly coloured costumes Bollywood is a term used to describe the Indian film industry, the largest in the world in terms of film production. In 1990 India produced 800+ films (more than two a day). Bollywood’s cinema going audience, in India, Pakistan and elsewhere is also one of the biggest in the world. Song & Dance Indian films are known all over the world, but ask an English or American person and they will probably say Indian films are about singing and dancing. If you ask someone in the Middle East they may say Indian films revolve around action and if you ask someone elsewhere in Asia they often define Indian movies as love stories. So, overall it is probably Westerners who most of all see Indian movies as just song-and-dance. This is probably partly down to ignorance on our behalf and also due to the fact that musical film has been largely abandoned in Europe and America, or it is defined under its own genre ‘musical’ which often deters people from watching.. Therefore I feel this is a good place to start in terms of considering what makes Indian film different from American or European film. The narrative structure of popular Indian films is punctuated with songs and dances, usually around six songs. The origins of this tradition can be traced back to the ballets in Indian dance-drama. These song and dances are often referred to as filmi music (a desi word) . Song and dance can have many narrative functions within an Indian film. It can be used to show the  emotions and show the real interiority of characters. These song and dance sequences are more often than not used as merely musical interludes or rest periods between the dialogues of the film. The music director’s main effort in the film is to compose attractive melodies set to often fine lyrics of a high literary quality. In early Indian film the heroes and heroines sang their way through the four hour movie. The acting quality and appearance of the character counted for little as it was singing talent that was important. To this day the Indian film song has a unique thrill. The music director, the songwriter and the playback singers have an unparalleled status in India. These song and dance sequences have played a very important part in Indian films since their birth, around 1913, and they have contained some of the best Urdu and Hindi poetry within its lyrics – this was especially the case during the 1950†² and 1960’s period of filmmaking. This era was considered the golden era in this genre with films such as Pakeezah (purity), directed by Kamaal Amrohi, Jhanak Jhanak Payal Baje, directed by Rajaram Vankudre Shantaram as excellent examples of the use of song and dance. The most popular form of music in India still continues to be the film song. In the last few years, the market for popular music has grown massively. â€Å"Today, it is not unusual for films to be designed around a set of songs rather than the other way around. There is an increasing trend to use the narrative of a film simply as a string to hang song and dance numbers, much like a music hall revue. With the new audiovisual technology available, they can often resemble an extended music video peppered with action and dialogue.†(V. Damodaran & M. Unnithan-Kumar) Indian cinema has some of the best song and dance sequences in the world cinema and often excels Hollywood musicals through the way in which they link their dialogue and musical lyrics. Examples of this quality can be seen in the work of Guru Dutt in films such as Pyaasa (1957) which he Directed, wrote, produced and also starred in. This film is interesting because the songs are often inserted in the story itself, (apart from the Guru Dutt-Mala Sinha duet scene) and are not only musical picturizations of fantasies, dreams, etc., as it is often the case in later Bollywood films. Examples of his song sequences rival the best in world cinema and in many cases excel the Hollywood musical in the subtle linking of dialogue and lyric. These  directors transformed the film song into an art form and confirmed that music was Indian cinema’s greatest strength. Even today, Indian filmmakers are aware that their moment of cinematic glory can come from the songs. Every decade since the 19 50s, a huge majority of films that would otherwise have been completely forgotten are saved by a marvellous musical sequence in which melody, lyrics, camera movements, choreography and performance combine to magical effect. More than anything the phenomenon of song and dance gives Indian Cinema its unique identity. Unlike Hollywood, where the ‘Musical’ was a separate genre by itself, song and dance has been an integral part of the narrative in Indian Cinema be it in any language or whichever genre often leading and us Westerners often describe them as Indian musicals – often not realised by us that almost every different genre of Indian film contains song and dance. Film songs have been used to express all aspects of Indian life – weddings, funerals, state occasions, religious festivals, parades, parties or political conventions. Over the years, The Indian film song has evolved and many critics say that it has no reached perfection. Consequently film music is by far the most popular brand of music in India. Film makers have realised the importance of the song and dance in their films. Even today with all the visual aspects of the Indian films such as costume and sets, the song is often the single factor that determines the success or failure of a film in India. Stars of Indian films are often seen as heroes and are idolised. Nasreen Munni Kabir tells us how â€Å"people want to act, talk and look like their idols. In every decade, barbers have been asked to give their clients an Ashok Kumar, or Dilip Kumar or Shah Rukh Khan cut and tailors have always been told to copy the clothes of the beautiful Madhubala or Aishwarya Rai†. Until the early 90s, star gossip was almost exclusively reported in the dozens of film magazines but now interest in the world of cinema is so extensive that virtually every daily newspaper devotes endless print space to who is doing what in Bollywood. Representation of Women & Sexuality In early Indian cinema codes of practise followed by performing arts were also applied to the film industry. One ‘rule’ was that women of high reputation discouraged from working on screen as it was considered unacceptable by society for women to perform to perform in front of men whom were total strangers. As a result of this rule men played the roles of women. Nasreen Munni Kabir2, in his book Bollywood: The Indian cinema story, discusses how women were only gradually accepted in theatre but soon after the production of films in India women became increasing willing to act on screen, however Muslim or Hindu actresses were often frowned upon and thought to have not come from good families. This was not the case for Jewish or Christian actresses; these were seen as being above this type of criticism because of their religion. According to the Manusmriti, an ancient classical work dealing with laws, ethics, and morality, a woman should be subject to her father in childhood, in youth to her husband, and when her husband is dead, to her children. Within the guidelines of the Manusmriti, women do not enjoy independence. Women are supposed to adhere to the role of a happy figure that takes care of the household. They are supposed to be obedient to their husbands and go to every length to honour them even after death. These ethics were transferred to film and the role of the woman in Indian films is often one of extreme loyalty towards her father, husband and children. The female character is often a centrepiece to a narrative with other, predominantly male characters working around her. In traditional Indian Society, there are certain prescribed roles which regulate the conduct of women. For example, the conception of the woman as Sita is prevalent in Indian society and film. Sita is a character in the Ramayana, one of the great epics, which embodies values and the differences between right and wrong. She is the wife of Rama, who is representative of many virtues including honor, courage, and loyalty. Much of Indian popular cinema is influenced by the Ramayana and the Mahabharata, another epic, which involves the hero Lord Krishna. Sita is the ideal woman and wife that  sees her husband as an idol. Indian popular cinema represents this role of the ideal wife’s admiration and unfaltering respect. In a great deal of popular Indian Cinema the role of the women can be separated into four categories. The four categories to consider include the ideal wife, ideal mother, the vamp, and the courtesan (Dissanayake 77). The Ideal Wife (often Heroine) This character is represented by sexual purity and fidelity. The wife must be consistent with traditional Indian roles by honouring the family and depending on the husband. The definintion of the heroine in early Indian films was closely linked with mythological charaters. Nasreen Munni Kabir uses the virtous Sati Savitri as the perfect model of the women. Savitri is famous in mythology for bringing back her husband from the clutches of Yam, the god of death through her endless devotion to him. From that moment on all portrayals of women in cinema were measured against Savitri. Heriones were almost always seen as virtuous, weepy, helpless characters whose sole existence relied upon the presence of a man in her life – husband, brother or father. If the heroine were not married then it was assumed that she was a virgin. The basic idea in all Indian films from 1930’s to the present day is that the heroine will finally get her man. Rani Mukerji states â€Å"The ultimate goal of the heroine is to get her man in the end†¦This may not be shared by the hero. Whether it’s a comedy, a romantic film, an action film, a horror film – you always have romance winning in the end†. The Ideal Mother Indian reference to the mother involves religious suggestion. The country is connected with the mother goddess, Shakti, who represents great strength. The role of the mother in Indian film is often seen as a strong force, such as in Mother India. This film showcased the Indian Woman completely with her strength and emotions. (1957). Radha (Nargis) is a mother, who is left to look after her sons after her husband leaves out of shame of not being able to fend for his family, due to an accident. Radha throughout the film faces  many struggles, raising three boys, fighting poverty and debt, as well as other tragedy in the family. She is a representation of the mother being strong and the backbone of any family. Mehboob Khan’s Mother India is really a great tribute to an Indian woman. The Vamp The vamp in Indian film is modern and imitates western women and is usually more of an equal partner to the man than the heroine. Her stereotypical behaviour can include smoking, drinking, and dancing. She represents unacceptable behaviour and is seen as unwholesome and is almost always punished for her behaviour. Indian films are representative of Indian society†¦from beginning to end it is full of values†¦The character of the vamp is used to pass judgement on sections of society that are not acceptable to the traditional middle class†¦The middle class always pats itself on the back when it see ‘the vamp’: ‘Oh see, she’s smoking and drinking and she’s wearing those skimpy clothes. My daughter in doesn’t, mother doesn’t etc.†( Archana Puran Singh) These images help the middle classes reaffirm their faith in their own values. An example of this type of woman is the character of Chandramukhi, a prositue in the film Dev das (P.C. Barua) whom falls in love with Devdas (hero) however, he loves Paro. There is one film that goes against moral convention in Indian cinema, with the hero choosing to fall in love and end up with the vamp – Guru Dutts Pyassa. The Courtesan The courtesan is outside the normal realm of Indian womanhood she is a type of dancing girl. She embodies sexuality. She is a character who helps with the physical and emotional needs of men. Often in Indian film, she gives the man comfort and care, after which, he leaves her to desperately mourn the loss of him. Archana Puran Singh explains the difference between the vamp and the courtesan â€Å"The difference is that the vamp has choices. The courtesan is someone who had no choice in being a courtesan. †¦there is always said to be a sad story behind her.† Indians are therefore sympathetic towards this character whereas the vamp is frowned upon. â€Å"If the courtesan  is performing a dance it’s not out of choice and amazingly very often the courtesan remains a virgin with purity of mind and body†. The hero is attracted to her because she represents a forbidden aspect of sexuality, one not shown in the heroine, but shown often too much in the vamp. The he ro can watch her and she often will fall in love with him – often causing confusion in communication causing what is often depicted in Indian cinema – The love triangle. Although Indian cinema continues to change and evolve, reflecting new trends in gender relations, at least in very traditional Indian cinema women who live by these traditional norms are portrayed as happy and ethical. Women who go against these rules of narrative and culture in film are punished and seen as immoral. Indian films never show scenes of a sexual nature; even kissing was unknown in Indian film for a long time, however, this is not to say that Indian films lack passion and desire. The women in Indian films are often the focus of male desire. Public displays of affection are associated with western life and tend to be omitted from Indian film. Although more recent films often include scenes of overt sexual relations, traditionally Indian film has used three techniques to convey this sexuality as categorized by Richards as tribal dress, dream sequences/wet saris, and behind the bush. Tribal Dress Because many Indian films involve music and dance, Richards explains, â€Å"tribal costumes are used for the exposure of vast expanses of the body, in particular the pelvic region† ( Dissanayake ). Dream Sequences/Wet Sari Dreams offer the ability to express sexual desires and explore forbidden pleasure. Wet saris are often involved in these dreams and are caused by a downpour in which the woman’s flimsy sari allows for exposure of the female body. Dance director Lollipop, known for choreographing the song ‘Aati Kya  khandala’ in the film Ghulum (Vikram Bhatt, 1998) notes that â€Å"the wet sari must not only have the heroine wearing a sari but the hero wearing a cap so that the rain falls in front of his eyes† this is a sequence that has become a audience expectation. Psychotherapist Udayan Patel has his own views on this wet sari dance. â€Å"The gyrations are repeated and the use of the eyes and lips, all suggest overt sexuality. In our culture, we are split between living through private imaginations and social behaviour. .. . There is no kiss, there is no sex. If its explicit they people cant ignore it and parents will say it’s a bad film. I don’t think producers want this as they would lose big audiences. So sexuality is expressed through dance and the movement you of sexual intercourse without touching or kissing.† Behind the Bush The music and dance in films often gives characters the opportunity to run behind the bushes quickly. Afterwards the woman wipes off her lips, insinuating what occurred. Importance of actor within society There are high levels of devotion and hero worship towards leading stars of Indian cinema. People want to act, talk and look like their idols. In every decade, barbers have been asked to give their clients an Ashok Kumar or Dilip Kumar or Shah Rukh Khan Cut and tailors have always been told to copy the clothes of the beautiful Madhubala or Aishwarya Rai. Until the early 90s, star gossip was almost exclusively reported in the dozens of film magazines but now interest in the world of cinema is so extensive that virtually every daily newspaper devotes endless print space to whom is doing what in Bollywood. It is not only in terms of magazines and haircuts that these people are followed, it has been known for highly acclaimed actors or actresses to become members of government, as it is believed that because people follow them on screen and idolise them then this will be the case in government where they can actively change the lives of their fans and society in general. One example of this occurrence is with Shabana Azmi. Shabana is an internationally acclaimed actress, Member of the Indian  Parliament, and UN Goodwill Ambassador. She is the winner of an unprecedented five National Awards for Best Actress in India for the films Ankur (1974), Arth (1983), Khandhar (1984), Paar (1985), and Godmother (1999). She is also an extremely vocal and committed social activist, for which she was presented the Rajiv Gandhi Award as well as the Yash Bhartiya award from the government of the state of Uttar Pradesh, India. Most significantly she was awarded the Padma Shri in 1988 by the Government of India, an award given to eminent citizens for excellence in their field and distinguished contribution to society. She describes why she was driven into politics after movie making. â€Å"What ultimately drove me towards politics was this essential contradiction: if the whole purpose of art is to sensitize people, how can you say that this sensitivity is only going to be directed towards yourself and giving a better performance? This is simply not possible since the best resources of an actor must come from life itself. So when you are in films playing characters struggling with social injustice and exploitation, then a time comes when you can no longer treat your work like a nine-to-five job. I could n ot think that as of 6:00pm everyday, I would no longer concern myself with the lives of the people I choose to play. This turn came about some time in the early-80s† (Shabana Azmi) Moral Values & Cultural struggles Indian movies usually centre around moral values and binary oppositions such as unconditional love, the conflict between fathers and sons, revenge, redemption, the hero, the villain, survival against the odds, the importance of honour and self-respect, and the mission to uphold religious and moral values – grand themes that Hollywood generally leaves to the now rarely produced epic. The characterizations in Indian films are often based on archetypes of good and evil. Here are some examples of this binary opposition in Indian film: GOODEVIL HeroineVamp HeroVillain Indian societyWesternisation MoneyPoverty Love Loneliness Ever Indian film shows a struggle between at least one set of these oppositions above. Independence films had tended to deal with the confrontation of Western culture with Indian tradition. Westernization was seen as an aspect of colonialism. Western values were considered inimical and threatening to Indian familial social tradition. Villains tended to wear western clothes; westernized women were seen as vamps. In the hero versus villain situation, it was always the villain who was westernized and therefore, depraved and perverse. The Indian tradition was seen as being liberating and also the sole repository of moral and social values. Costumes & Setting Other key contributors to Indian film are the set and costume designs. There is a huge demand for exciting, colourful action scenes as this has great appeal for the young male audience. This is also how the handful of set and costume designers work. In the Bollywood movie, set design can range from the rickety and make-shift to the elaborate and lavish. Costume design has always been important but never as much as in today’s culture of glamour and beauty. Bollywood designers have become so trendy that many create clothes for exclusive weddings of the ultra rich as a side line. The unique style of Indian cinema is explored through an analysis of the mis-en-scene of the film itself–the locations, the sets and costumes–and shows how they, along with the song and dance sequences, construct the ‘look’ and meaning of a film. Use of hairstyles and make-up is examined in the context of  representations of the body in order to explore changing ideas of beauty and sexuality within the film genre. Conclusion From this essay I can conclude that Indian film is very different from that of American or European films in many ways. Some of these being: *Indian cinema is more socially challenging than American cinema *Indian film delivers messages about how Indian people should live their lives *Indian cinema treats women as objects inferior to men *Women are stereotyped either good or bad ( heroine or tramp) *Indian cinema always has romance *Indian cinema does not use spectactular specil effects *Indian cinema does not include any sexual relations *Indian cinema focuses around song and dance Eventually, Americans and British alike can begin to appreciate a more intellectual type of film such as the films popular in India. We need to learn to be willing to open our minds to new possibilities and new ideas. Once we are willing to think for ourselves occasionally, Hollywood can stand out as the film capitol it supposedly is While Indian cinema is unique to Indian culture and history, its energetic style, the emotional appeal of its themes, the glamorous lifestyles portrayed, the enduring melodies and lush settings, all contribute to its increasing popularity worldwide.

Priority Health Issue Report and Critical Analysis of Health Promotion Essay

Priority Health Issue Report and Critical Analysis of Health Promotion Initiatives - Essay Example Third is through the use of a priority area to be determined by examining the cost to individuals and the community. A higher cost will imply a higher level of prevalence (Diabetes Australia & Australian Diabetes Society, 1988). Potential to change is also a method that may be used. Having evaluated the health status of the country, the government has pinpointed the following health priority issues. First are the groups that are currently experiencing some forms of health inequities. Second are the rapidly increasing levels of preventable chronic diseases such as mental complications, cardiovascular diseases, permanent disability and increased mortality rate. Third are the growing and the ageing population, as Australia’s life expectancy rate continues to increase. The Australian health care system has made great contributions in the improvement and maintenance of good health status for the Australians. The healthcare system works with the government to fund the healthcare of public and private bodies. This is in addition to rehabilitation, treatment and diagnosis systems. The system has also extended its cover to all citizens and people can now participate in private health insurance to extend their healthcare coverage. Australia’s healthcare system has also focused on improve technology to better their services to the people. To improve the health status, the Australian healthcare system in collaboration with the federal government has put in place professional and regulatory associations that look on the credibility and applicability of the laid down healthcare approaches and their benefit to the public (Scoggins, RAND Europe, & Rand Corporation, 2008). To address Australia’s health priorities, various actions will be of great importance. First is the use of the public health approach through what has been defined as

The Extent to Which Global Warming May Impact the Oceans Biological Research Paper

The Extent to Which Global Warming May Impact the Oceans Biological Systems - Research Paper Example Controlling gas emissions and pollution worldwide has been a critical challenge for governments worldwide. Up to now a series of plans has been developed for securing the limitation of the negative effects of human-related activities on the environment. The results of the relevant efforts seem to be disappointing. In many cases, this failure has been related to the lack of funds for the support of the relevant programs. However, such claim could not be accepted especially since schemes have been developed at the international level for securing the funding of these plans by all countries, according to their economic performance. At this point, the following question appears: how climate changes tend to be continuously increased, at international level, even if the measures taken by most governments are extended? It should be noted that the literature developed in regard to this subject may not always refer directly to global warming but rather to climate change and its effects on the ocean’s biological systems. This is because global warming is considered as closely related to climate change, even as an aspect of climate change, so the emphasis is often given to climate change in general and not specifically to global warming. It is implied that the assumptions made after the relevant research are also related to global warming. It is proved that, indeed, global warming is able to impact these systems. Then, the exact consequences of global warming on the ocean’s biological system are checked and analyzed. It is revealed that the role of global warming on the alteration of ocean’s biochemistry, as related to the ocean’s biological systems, is higher than expected.  Moreover, no signs seem to exist for the limitation of the phenomenon. Instead, the research deve loped in this field indicates the continuous decrease of the ocean’s marine organisms and the continuous deterioration of the ocean’s overall biological systems.  

Room management Essay Example | Topics and Well Written Essays - 1500 words

Room management - Essay Example dustries mainly deals with perishable products, such as hotel rooms, meeting room in a hotel and banquet hall, and thereby, utilize the term revenue management to combine fixed capacity and inventory of the hotel. Revenue management strategy helps to discriminate between the customer who seeks for low cost and minimal service, with some other those are radically paying more attention on high quality service and convenience level. Kimberley et al. (2010) describes revenue management as a means to innovation. It helps hotel managers to create new product and service and also the associated pricing strategy. According to Talluri and Ryzin (2004), revenue management strategy accounts for 53-75 % of its total revenue, although in reality there are some hotels that have experienced much higher impact. In a hotel, the revenue management strategy helps to control and manage the overall revenue efficiently. It is very important especially for the big hotel chains, to reach their customer’s expectations and manage technological tools such as computer program and reservation system in an appropriate manner. Thus, hotel sector needs to make sure that rates charged by them are suitable for the market, seasonality and competitor set. Revenue management strategy is extremely advantageous to company as it allows an organization to provide personalized service to its customer irrespective of the capacity of the customers. Investment in this strategy helps to categorize the significant market segments and creates valuable market opportunities (Irene, 2005). Revenue management is not about setting and updating the price strategy, but updating the availability of price strategy during the booking period. Revenue management helps the hotel to customize their pricing strategies according to the individual needs of the customers. This helps the hotels to extract consumer surplus and transforms it into organizational surplus, which results in increasing the overall profit of the

The Inquiry Process Essay Example | Topics and Well Written Essays - 500 words

The Inquiry Process - Essay Example It is clear that students must understand to enjoy the learning process and to become analytical thinkers. Although student assessment is crucial in any institution that seeks out to evaluate the learning process of its student body, students must enjoy the learning process. In this particular study, a new type of assessment is proposed, which is known as hybrid-problem based learning. This new methodology imposes key concepts of critical thinking that traditional techniques lack in their system. Anderson (2006) They must enjoy the learning process through simulation. For instance, I would highly suggest e-learning software and applications that can be integrated in their learning environment. If a student struggled with an issue, I would hope that they have developed the necessary skillset to rectify that issue. McVicker (2009) One of the teaching methods I found useful for May is known as a project-oriented method in which each crayon represents a facet of the project known as systematic thinking. All these crayons compile to provide a more holistic approach. McVicker (2009) This would allow students to segment their thinking and understand how one attributes accumulates to provide a holistic approach of the bigger picture. This is critical in an educational system so students just do not memorize but integrate these techniques in their education. The role of teacher is to act as a facilitators and resolve any issues that might occur within the dynamics of the classroom. Teachers should not act merely as editors, but to harness the learning curve for students. I find that personally as a focal point in May’s teaching case. For instance, the teacher should teach the importance of word problems using a real-life application such as sales tax rather than ranting off the answers. Undoubtedly, there are no simple solutions but the goal of the teachers is to focus on higher-order concerns which emphasize aspects of holistic

Is capitalism sustainable Essay Example | Topics and Well Written Essays - 1500 words

Is capitalism sustainable - Essay Example Thus reduction in these capitals will lead to destruction of the human capital. Contributions of capitalism to the society depend on their profit and growth. Thus the existence of capitalism also leads to reduction in human and social capital. With the increasing cost of production and diminishing social values the sustainability of capitalism is reduced. (Heslam 2002). The growth model used by the capitalism seems to be uncertain due to its dependence on depleting natural resources. Rapid decline in natural capital will be a challenge to the economic capital. Climate crisis, income disparity, and scarcity of financial and social; resources in the global economy are affecting the sustainability of capitalism. Capitalism has helped the development of financial system in countries through increased income from investment and employment opportunity to the society. Thus the existence of capitalism is necessary for improvement in society. Sustainability of any system depends on the energy procured by it. Without energy, sustainability becomes impossible. Capitalism acquires its energy from the environment through extraction. But it does not provide consideration for restoring the energy extracted by it. This makes energy reduction in the environment. It is termed as physical entropy. Capitalism is based on the concept of profit. Without economic benefit, no restoration of energy takes place. Future generations' benefits are not the mission of capitalism. It insists on making profit with the resources in the environment. It undertakes only financially profitable activities. Reduction of wastes and pollution carried out by firms depends on the profitability from that process. Individual's self interest is only considered in capitalism. Energy renewal is carried out to support current consumption and restoring of energy for future generations is not considered. Thus, capitalism inescapably dislocates social energy throu gh weakening the personal relationships in society. In order to ensure maximum economic efficiency, impartial and impersonal relationship between people is necessary. For efficient functioning of market economies, competency instead of cooperation is required. In a more productive business environment social relationship gets less time and energy. In a price based marketing there is no place for trust and personal relationship. It reduces the personal relationship in the society. It is termed as disorganization of social energy through devaluation of personal relationships. In capitalism resources from the society are used for making profit. However, there is no consideration for restoring the social capital which is essential for maintaining effective personal relationships in the society. Investment in the society for the benefit of future generation does not provide any economic incentives for the business capital. Relationship in the capitalistic society depends on its financial benefit for them. Investment in social capital is tr eated as waste of resources in capitalism In an economy people exchange their resources with other people for mutual benefit. Transformation of physical energy in raw materials with the help of social energy in human resources is carried on in capitalism. It is exchange on the basis of profit. Economic capital takes out energy from natural and social capital. Social and

Concepts of Culture and Society Research Paper Example | Topics and Well Written Essays - 500 words

Concepts of Culture and Society - Research Paper Example There are different elements of culture and social forces that continuously influence us as an individual in society. These elements not only differentiate us from people belonging to other cultures but also help us stick to our basic values and traditions. Some of the most important elements of culture and social forces influencing us include language, values, religion, social organization, and arts and literature. Values are the cultural standards, which help us determine what is right and what is wrong whereas norms are the rules of a culture, which tell us how to behave in a society. Every culture has its own norms and values, which distinguish people from one another. Language helps us communicate our feelings to other people around us. People speaking the same language usually share a common culture. However, in some societies people speak different languages due to different cultural backgrounds. This element of culture makes a person identified as a person belonging to some specific culture. Social organization is another basic element of a culture. Social organization refers to the collection of institutions, social groups, classes, and social forces such as family and relatives, which form a society. Every individual has different social grouping and class in a society, which distinguishes him or her from other individuals living in a society. Socialization is a very complex process, which helps a person think and behave according to what is considered worthy (Berns, 2010, p. 12). Socializing agents such as family, school, peer groups, technology, workplace, religion, and state influence us as individuals in a society. The social views, political views, and social norms and values portrayed by the mass media and technology put a deep impact on the thoughts of every individual distinguishing him or her from other individuals. Workplace is another socializing

Experimental Research Essay Example for Free

Experimental Research Essay I have chosen to describe the study to be performed by the pharmaceutical company that wants to test a new sleep aid. Before they engage in human studies the researchers must determine what they want to prove exactly. Since the goal of the drug is to promote better sleep habits, the hypothesis for this study would be that individuals taking this new aid will fall asleep faster and stay asleep longer than they did before they started taking the drug. Randomization of the subjects involved in the study is important in order for the results of the variable to be accurate when measured, however there are some ethical considerations that must be addressed first. Since the controlled sleep aid is a drug and with any drug there may be certain side effects, individuals under the age of 18 are not permitted to participate in the trial. Those individuals over the age of 18 who are signed up to participate in the sleep study were given an extensive medical background check to make sure they were not allergic to any medications that might be found in the drug. They were also provided with all the information on the drug including possible side effects and dependency. Once all the prerequisites are met the group of 20 participants varying in weight, age, gender, and nationality are randomly divided into two groups of 10. One group will be a controlled group meaning they will be observed sleeping as they normally would and the other group is the treatment group and will be taking the sleep aid in a normally prescribed dose. Both groups, however, will be given a supplement every night at bedtime in order to achieve experimental realism. Neither group is aware that any placebo is involved. The study will last a total of two weeks, during the first week both groups are placed in similar dorms and are observed sleeping every night without the help of any medications. This not only allows time for the subjects to become acclimated to their new surroundings, it also gives researchers a point of reference as to how the subjects slept before starting on the medication. Every morning the time it took them to fall asleep and the length of time that they slept is documented for each individual and at the end of the first week they are given a survey of how well they think they slept and if these sleep habits compare to their normal sleep habits at home. Administration of the medication begins at the beginning of the second week. The treatment group receives the drug and the control group receives placebo. They are observed for another week under the same conditions, in the same dorm and documented the same way. At the end of the second week they are asked to take the same survey and give their opinion of the drug. All data from both groups is collected and the results from each group is compared to see if the drug made a positive and significant difference on the sleep the individuals received while they we on it. The first step in finding out the results of the trial is to measure the sleep of the individuals with no medication and compare the results to the sleep they received during the second week. Then they compared that data to the sleep those individuals on placebo received. The results showed that those individuals on placebo complained that they did not sleep any better or worse on the drug. The treatment group showed longer periods of sleep while on the drug and only complained of a little grogginess in the morning. There was no change however in the time it took either group to fall asleep on or off the drug. The results of the sleep study indicate that while individuals did experience longer periods of sleep, the drug did not aid them in falling sleep faster whatsoever. Therefore only half of the hypothesis proved true based on the outcome of the trial.

Handwriting recognition software

Handwriting recognition software Handwriting recognition is said to be growing rapidly in the current globalization. Handwriting recognition is something that is able to describe the ability of computer to translate the human writing to text writing. Handwriting recognition is a method where a computer system can recognize characters. It also can recognize other symbols written by hand which is natural handwriting. This handwriting recognition is a technology that is used to identify certain things and also it is used on devices. For an example, it is used in PDA and tablet PCs. In this device, a stylus is used to handwrite on the screen of the PDA with the stylus and then the computer turns the handwriting into a digital text. Handwriting recognition is a technology that has been in this technology world since the 1980s but only now it has been used rapidly. Handwriting technologys aim is to mainly let people to write what they normally write and it eventually digitize the writing that they made. There are many ways that this handwriting recognition works. Handwriting recognition is an electronic device that is able to determine what is person is writing. This process is done by turning the words into conventional type on a computer and other than that, it also can be done by reflecting the persons handwriting on the computer. There are certain devices that predict what the person wants to write. Handwriting recognition plays a big role in the technology world now. It also plays an important role in the storage and in the recovery of critical handwriting information. This handwriting recognition ensures an accurate medical care and it also reduces storage costs. It ensures that an essential field of research remains available to students in the future. In this era of globalization, technologies continue to improve and improve more in no time. NestorWriter was the first handwriting recognition device found. The one who started the NestorWriter is Dr. Charles Elbaum and he is the one who also developed the NestorWriter. This all happen at the beginning, when many other companies tried to develop these devices and machines all through the years of 1990s. But most of the companies failed, but the devices didnt improve that much as they wanted. There are two types of handwriting recognition techniques; Optical Character Recognition (OCR) and Online Recognition. Optical Character Recognition Optical Character Recognition is the first handwriting recognition techniques. Optical Character Recognition is the most successful handwriting recognition in the mainstream. Most of the scanning suits offer some form of the Optical Character Recognition. This form allows the users to scan the handwritten documents to be scan and it translates the words into basic text documents in the computer. That is how simple and easy it is. Optical Character Recognition is also used by some archivists. They use it as a way of converting large quantities of handwritten historical documents into an easy searchable text documents. The Optical Character Recognition changes the documents into a digital form which can be read and kept safe. This handwriting recognition system is so useful. Online Recognition This is the second type of the handwriting recognition, Online Recognition. This Online Recognition experienced a flow in popularity. Apple Computers released a handheld device called the Newton in the 1990s. This Newton device was made use of the first widely available handwriting recognition interface. A small stylus was used to write on the Newtons screen and this Newton device will recognize the letters that are written and convert as a text document. This made the Newton device to have more popularity than expected. Later as years pass by, the Palm Company tried a new handwriting recognition system. The Palm Company named the system Graffiti. The Graffiti system didnt only rely on the tradition Roman alphabet but the Graffiti system defined more on its own system by using much simpler line-strokes as a stand-in for each and every letter. This was an advantage for the Graffiti system as it allowed a higher success rate in identifying letters and also in learning a users variations. At the same time it made a steep for learning curve which kept most mainstream users at bay. Other than that, the Microsoft Corporations Tablet PCs also make use of the handwriting recognition system. The Tablet PCs didnt take an attempt to learn the users shading whereas the Tablet PCs draw an extensive database of character variation. This system appeared to have a higher success rate than the other adaptive system because of its extensive database of character variation. Handwriting Recognition software became more useful because of the mainstreaming of PDAs and cellular phones with the stylus inputs. This made the handwriting recognition system to be more useful and grow rapidly from time to time. Handwriting Recognition has many advantages that made it grow rapidly in the technology word now. There is much different kind of technologies that abide to enable others to take advantage of the handwriting recognition. The way this work was when people write letters a different way and they let the computer know what the intended letter was and change in to a text document. But the problem with this was the different way that the letters are written and this could make unnatural feel to the person who is writing it. Another way of appreciating this technology is that just write and the computer changes it to a text document but at the same time, the computer doesnt always get the right word and sometimes it insert the wrong letters. Certain cell phones have the handwriting recognition system in it. The advantage of this is that it allows people to write on the cell phones using stylus and then the phone software translates the written words to the phone in text. But at the same time, the problem or called as disadvantage of this again is the same problem that the original software face, which is the unnatural letters strokes and sometimes the software predict the letters wrongly. This is one of the reasons that not all phones have this software in it. Additionally, there are many more advantages of handwriting recognition system. Data storage, for an example, there are many files, contracts and some personal records that contains some handwritten information and notes. Certain of these documents contains original signature or notes that might not be electronically stored but this problems are overcome with the use of handwriting recognition system. Handwriting recognition software allows user to translate all those signature and notes into electronic words in a text document format. The advantage of this electronic storage is that this data only requires far less physical space than the storage of the physical copies. Another advantage of the electronic storage is also that it requires fewer employees to sort the documents through, organize and to keep the data storage warehouse. Other than that, data retrieval is another advantage of handwriting recognition. Physical data retrieval always requires personnel to sort through physical copies of old information. The data must always have been stored and correctly organized and also it must have proper maintenance and upkeep on the physical copies. To retain this information or data, we perform electronic data retrieval by using a file search by using specific keywords, for example, like the names and the dates of the file or document. Handwriting recognition software allows the old files to be saved in a proper electronic format. This is how handwriting recognition software helps in saving the old files or important document. For an example, some clinics prefer keeping their patients medical records and handwriting recognition helps in this situation by keeping these medical records safe in the computer. This data or files can be reviewed and updated time to time when needed without worrying if the date will be lost. Moreover, another advantage of handwriting recognition is historical preservation. Historical papers mostly exists has physical format. Examples of historical papers are genealogical information, written manuscripts, old family records, and some personal diaries and sometimes even shared old past stories. But still sometimes, these historical papers might be damaged or corrupted due to some accidents and there is when handwriting recognition software is really very helpful. Handwriting recognition helps to transform the writings in the papers to a text document format which can also be said as readable electronic format. By this way, historical facts can be stored, reviewed and shared easily too many people. Lastly, the advantage is textual studies. A textual study is a category of literature studies. Literature studies involve reviewing the original manuscripts of literature in comparison with the printed version. This means that the story has been dug and changed at the hands of the editors hand after coming from the hands of the author. This is why original manuscripts are cared very well but still this requires a complete review of the manuscript. Handwriting recognition helps to keep safe these original manuscripts in an electronic format and it can be reviewed without damaging the original copy of the manuscripts. The disadvantage of handwriting recognition technologies is that not everyones handwriting is the same, everyone writes differently. This starts the problem in the handwriting recognition technology when it need to translate a persons handwriting into type and because of this problem many companies failed to perform well because many couldnt effectively use the program well enough. In a nutshell, handwriting recognition is very useful software that really helps to safe and keeps data and documents well. But at time it also has its disadvantage such as that sometimes if fails to read certain peoples handwriting and due to this many people do not prefer to use the handwriting recognition software that much. Even though handwriting recognition has its disadvantages but still it is growing rapidly in the technology world. Handwriting recognition is used when there are certain people who prefer writing on the screens rather than writing it on a paper. As far as seen, handwriting recognition will still grow fast in the technology world if it is upgraded more well.

Reusability of Object Oriented Interfaces in UML Diagrams

Reusability of Object Oriented Interfaces in UML Diagrams I. INTRODUCTION In recent years, computer software is the single most important technology in the world. Software developers have continually attempted to develop new technologies due to the growing importance of computer software. In these developments some of them focused on a technology domain i.e. object oriented system/programming [22]. Metrics are difficult to collect and may not really measure the intended quality measures of software. Empirical validation is must to verify the usefulness of a metric in practical applications. A. Software Engineering Software engineering started with a humble beginning and it has slowly come into existence. Now, software engineering is the best solution to the software problems. Most of the programmers/developers view the software engineering as an engineering approach to develop the software [21]. B. Software Measurement If you cant measure its not Engineering community is a common quote by the engineering community [10]. Measurement is the basis for all science and engineering. Good measurements are necessary for successful process. Software measurement is still considerably less than optimal in terms of measurement techniques and the volume and reliability of published data [2]. Software measurement plays an important role for finding the quality and reliability of software products. The measurement activities require appropriate tools to calculate relevant metric values. At present large number of metric tools are available for software measurement [1]. The main objective of this paper is to find the reusability of interfaces in object oriented programming. 2. MEASUREMENTS AND METRICS Measurement is the technology that allows the software professional to make visible progress for improving the software related factors. Measurement is not only a performance factor that leads to behavioural changes but it is used to improve the factors that are being measured [2]. It is a clear note that measurement is necessary for the software development process to be successful. A. Traditional Metrics From 1976 traditional metrics have been used in software measures for measuring the software complexity. Nowadays, a large number of software metrics has been proposed to measure effort and quality. Traditional metrics are important to measure non object oriented programs [18]. Metrics are used as a controlling method in development and to measure either the process of development or various aspects of the product [10][14][26]. Traditional metrics are used to measure the complexity of the program and comment percentage of the program. B. Object Oriented Programming and Metrics Object oriented software is a more recent and important quality software than that of the old-style procedural software/program [24]. With the wide spread object oriented technology the subject of software engineering has received much attention over the last two decades [20][25]. Object oriented design and development are very important and popular concepts in todays development environment. Object oriented design and development requires a different approach to design, implementation and to the software metrics compared to standard set of metrics. Metrics are very essential and important to measure object oriented software programming [13]. The development of software metrics for object oriented technology / programming has received more attention. A large number of metrics have been developed by researchers and numerous tools are available to help assess design quality and to collect metrics from software programs, designs, quality and maintenance etc [5][19][23][24]. Many object oriented metrics proposed in literature survey lack theoretical proof and some have not been validated. The metrics that evaluate the object oriented programming concepts are: methods, classes, coupling and cohesion. Very few metrics are presented for object oriented interfaces. In this paper, a measurement has been proposed to calculate the reusability of interfaces in object oriented programming. 3. OBJECT ORIENTED INTERFACES The concept of an interface is old. Software engineering has been using interfaces for more than 25 years. Nowadays interfaces are heavily used in all disciplines especially in object oriented programming [7]. With interface construct, object oriented programming features a good concept with high potential code reusability. Interfaces are used to organize code and provide a solid boundary between the different levels of abstraction [17] [4]. It is good to use interfaces in large type of applications because interfaces make the software/program easier to extend, modify and integrate new features. An interface is a prototype for class. With the construct of an interface java allows a concept of high potential for producing a reusable code. Interfaces in object oriented programming just contain names and signatures of methods and attributes, but no method implementations. Interfaces are implemented by classes. The inheritance hierarchy of interfaces is independent than that of class inheritance tree. Therefore object oriented languages like java gives higher potential to produce reusable code than abstract classes [15] [9] [16]. 4. REUSABILITY Reusability is always an interesting topic with shining promise. Reusable code is an effective combination 2 concept. * Properly defined interface definitions and * Efficiently defined class structure and inheritance. In this paper, the authors followed the first concept of reusability and measured the metric for interface reusability by giving a new formula. One benefit of defining interface is that every class that implements an interface must be inline with the interfaces functional requirements. Large amount of code sharing occurs within each implementation classes. Based on the class structure designed at the development time the implementation classes are organized according to their interface group type and inheritance allowed to access common logic. Reusability is an important factor for the software community people because it is the ability to reuse a number of software artefacts in terms of requirements, architecture, plans, cost estimates, designs, source code, data elements, interfaces, screens, user manuals, test plans and test cases. Software reusability is an experimental one under the impact of new tools and programming languages. The measurement of software/program and the software development process are much needed for software professionals attempting to improve their software process. Reusability of software increase productivity and quality and reduce the cost [2][3][6]. So in this paper, the reusability is measured for object oriented programming interfaces using the new formula. 5. BACK GROUND SUPPORT PROPOSED APPROACH Measurement is not just a software activity. A good measurement process is an effective method for demonstrating new tools and process improvements. An accurate measurement is a prerequisite process for all engineering disciplines and software engineering is not an exceptional one for calculating the accurate results. There is no significant work on the design of human computer interfaces. In literature, relatively little information has been published on metrics. Those metrics would provide limited insight into the quality and usability of the interface [12]. So the proposed approach is to derive a formula for calculating the reusability of interfaces accurately [23]. Deeper an interface in hierarchy leads to greater the reusability of inherited methods. When the depth of inheritance (DIT) of an interface increases the reusability of an interface also increases. So DIT of an interface has positive impact with the reusability of an interface. Reusability of interfaces are calculated by the following two ways: 1. Reusability of interfaces is calculated by using the formula: (RI) = Total No. of links to interfaces No. of interfaces. RI Total Reusability of interface diagram. 2. The reusability of interfaces in a diagram is calculated by using the formula:- Total Reusability of a diagram: RI = R (I1) + R (I2) +.R (In); R- Reusability and I1..In are Interfaces In each diagram the reusability of an interface is calculated by using the formula and all interface reusability must be added to find the total reusability of interface diagram. In both ways i.e. according to formula 1 and 2 the values are equal. This is shown in table 1, 2 and 3. 6. EMPIRICAL STUDY To validate the formula empirically three object-oriented diagrams are used to calculate the values for reusability of an interface for each diagram. Figure 1 shows object oriented design diagram shapes interfaces. Table 1 shows the values of reusability of each interface and total reusability of interfaces using the above formula. TABLE 1. REUSABILITY OF INTERFACES FOR SHAPES RI = Total Reusability of a diagram L-I = Reusability of an interface I=1 since reusability is calculated for each interface. No. of interfaces = 1. In the above table 1 RI is calculated by using the formula 1 and 2. TABLE 2. VALUES OF INTERFACE REUSABILITY 7. CONCLUSION Many simplistic metrics do not capture the importance of whatever it is that it has to measure. Many developers and software engineers are experiencing the benefits and uses of reusability in completion of the project with in the time and cost. Many other programmers and developers believe that software reuse will help in reducing cost and provide other benefits in software development. Object oriented programming software is more reusable than functionally decomposed software. Software reuse increases production and quality of software and reduces software development cost and time. Reusability is an attribute of software quality. By measuring reusability we can measure software quality. The authors have proposed a new metric to measure the reusability of interfaces in object oriented programming. As software is being developed, it is very good and important to keep an eye on the various parameters. The authors used three UML object oriented diagrams to validate the formula. Hence, this approach is an eye-opener to measure reusability of interface diagram. REFERENCES [1] Bakar N.S.A.A. Boughton .C,Using a Combination of Measurement Tools to Extract Metrics from Open Source Projects, Proceedings of Software Engineering and Applications of 2008. [2] Capers Jones, Applied Software Measurement-Global Analysis and Productivity Quality, 3rd Edition. [3] Christopher L. Brooks, Christopher G.Buell, A Tool for Automatically Gathering Object-Oriented Metrics, IEEE, 1994. [4] Dirk Riehle and Erica Dubach,Working With Java Interfaces and Classes-How to Separate Interfaces from Implementations, P.No:35-46, Published in Java Report 4, 1999 [5] El Hachemi Alikacem, Houari A. Sahraoui, Generic Metric Extraction Framework,IWSM/Metrickon, Software Measurement Conference 2006. [6] Etzkorn W.E., Hughes, Jr W.E. and Davis C.G. ,Automated reusability quality analysis of OO legacy software, Information and Software Technology, Volume 43 , Issue 5, April 2001,P.No:295-308. [7] FriedRich Steimann, Philip Mayer, Andreas MeiBner,Decoupling Classes with Inferred Interfaces , Proceedings of 2006 ACM, Symposium on Applied Computing, Pg.No:1404-1408. [8] Hector M. Olague , Letha H. Etzkorn, Senior Member, IEEE, Sampson Gholtson and Stephen Quattlebaum ,Empirical Validation of Three Software Metrics Suites to Predict Fault-Proneness of Object-Oriented Classes Developed Using Highly Iterative or Agile Software Development Processes,IEEE Transactions on Software Engineering, Vol. 33,No.6,June 2007. [9] ISRD GROUP,Introduction to Object Oriented Programming through JAVA,TATA Mc Graw Hill, Pg.No:109. [10] Ivar Jacobson, Magnus Christerson, Patrick Johnson, Gunnar OverGarrd,Object Oriented Software Engineering-A Use Case Driven Approach, P.NO:468, Pearson Education @ 2001. [11] Ken Pugh, Object Oriented Design, Chapter 5, Inheritance and Interfaces, The Pragmatic Programmers, LLC, 2005. [12] Khan R.A., K.Mustafa And S.A.Ahson, Software Quality Concepts And Practices, P.No:140. [13] Linda H. Rosenberg,Applying and Interpreting Object Oriented Metrics, Presented at the Software Technology Conference, Utah, April 1998. [14] Madumathi I. B.Palaniappan,A Tool for Extracting Object Oriented Metrics,International Journal of Computing and Applications ,2007. [15] Markus Mohenen, Interfaces with Default Implementations in Java, Aachen University of Technology. [16] Markus Mohnen,Interfaces with Default Implementations in Java,Technical Report, RWTH Aachen,April 2002. [17] Matthew Cochran,Coding Better: Using Classes Vs. Interfaces, January 18th, 2009. [18] Nachiappan Nagappan, Thomas Ball and Andreas Zeller, Mining Metrics to Predict Component Failures, Verification and Measurement Group , Microsoft Research, 2005, Redmond, Washington. [19] Neville I. Churcher, Martin J. Sheppered, ACM Software Engineering Notes, Vol.20, Issue 2, P.No:69-75, April 1995. [20] Pradeep Kumar Bhatia, Rajbeer Mann, An Approach to Measure Software Reusability of OO Design , Proceedings of 2nd International Conference on Challenges Opportunities in Information Technology,COIT-2008,RIMT-IET,March 29,2008. [21] Rajib Mall ,Fundamentals of Software Engineering, Chapter 1, Pg.No:1-18,2nd Edition, April 2004. [22] Roger S. Pressman,Software Engineering a Practitioners Approach, 6th Edition. [23] Rudiger Lincke, Jonas Lundberg and Welf Lowe,Comparing Software Metrics tools,ISSTA 08,July 20-24,2008. [24] Santonu Sarkar, Member, IEEE, Avinash C. Kak, and Girish Maskeri Rama, Metrics for Measuring the Quality of Modularization of Large-Scale Object-Oriented Software, IEEE Transactions on Software Engineering, Vol. 34, No. 5, Sep-Oct 2008. [25] Terry .C. and Dikel .D.,Reuse Library Standards Aid Users in Setting up Organizational Reuse Programs,Embedded System Programming Product News,1996. [26] Victor Laing and Charles Coleman,Principal Components of Orthoganal Object-Oriented Metrics, Nov.20th 2008,

Russian Composers Essay -- essays research papers fc

  Ã‚  Ã‚  Ã‚  Ã‚   Russian composers are often mentioned in history as the most influential in the world. With style unlike any other, Russians are able to capture mood through a unique ability to capture exactly what they feel. Exactly how the Russians are able to do this is unknown, though through this, the greatest composers have turned out to be Russian. Tchaikovsky, Rachmaninoff and Shostakovich are all able to write and portray the most detailed feelings and moods, and it is to them that we owe the advancement of all music. Tchaikovsky is one of the most beloved composers in history. An inspired craftsman of melody, orchestration and tonal color, he wrote in an astonishing variety of musical forms, from symphonies to ballet scores to concertos (Sadie, 94). His life and work are the stuff of legend, and his personal struggles are almost as well recorded today as the methods by which he created his music (Osborne, 77). He was born in Votkinsk, Russia in 1840, and was initially trained in music by a French governess (Mason, 70). At ten, he moved to St. Petersburg, where he studied law and enrolled in jurisprudence school (Ewen, 72). After his graduation in 1859, he briefly held a job as a government clerk, but soon threw out that career in favor of his musical pursuits’ (Osborne, 77). Tchaikovsky entered the St. Petersburg Conservatory in 1861 and studied composition with Anton Rubinstein, then the most famed pianist and composer in Russia. Graduating in 1856, he found a position as a teacher at the Moscow Conservatory and began to write minor overtures, quartets and a larger symphonic work (Sadie, 94). In 1876, Tchaikovsky entered into a relationship, which would dominate most of his career as a composer. A wealth widow, Nedezhda von Meck, had heard that Tchaikovsky was in financial straits and without ever meeting the young musician, commissioned several works from him with pricey fees attached. Soon, she put the composer on a fixed allowance, which covered his basic living expenses, and this arrangement lasted for the next thirteen years, without the two ever meeting. By Madame von Meck’s generosity, Tchaikovsky was able to devote his energy to composition without hardship. Madame von Meck deserves the gratitude of every music lover who cherishes the work of this great composer (Mason, 70). In 1877, Tchaikovsky was married to Antonia... ...ed years. What do they all have in common? There is no documented reason, except that the all are Russian and both Rachmaminoff and Shostakovich probably studied Tchaikovsky works and this possibly influenced their own personal style. These composers should be considered the greatest composers as their music lives inside everyone alike, young and old, every race and nationality and it shall continue as we continue to honor these three great composers, Tchaikovsky, Rachmaninoff and Shostakovich.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   WORKS CITED Ewen, David. Composers of Tomorrows Music. New York: Dodd, Mead & Company, 1972. Mason, Daniel. The Romantic Composers. New York: Macmillan Company, 1970. Osborne, Charles, ed. The Dictionary of Composers. New York: Taplinger Publishing 1977. Sadie, Stanley, ed. The Norton Grove Encyclopedia ofMusic. New York: W.W.Norton & Company, 1994. Salzman, Eric. Twentieth-Century Music: An Introduction. New Jersey: Prentice-Hall, 1974. Williams, Edward. â€Å"Shostakovich, Dimitri† World Book Encyclopedia: World Book,1992.

The Effects of Alcoholism :: essays research papers

How many times have you heard about the consequences of alcoholism? Have you taken them into account? Alcoholism is one of the major problems in society. The effects of this disease are really serious. Many people get used to drink alcohol, and they can easily abuse, that is the problem. The purpose of this essay is to discuss the physical, psychological, and economic effects of alcoholism. The first effects of alcoholism are physical. These are the most important because these can cause your death. For example, alcoholism causes cancer in the stomach, kidneys, and liver. Besides, alcohol alters the digestion of nutrients that the body needs to stay healthy. Alcoholism also causes loss of appetite and depression. There are other effects in the body like gastritis and cirrhosis of the liver. All these physical consequences could cause your death if you drink alcohol in mass quantities. The second effects caused by alcoholism are psychological. At the beginning, alcohol makes you feel relaxed, but if you drink it in excess, it increases anxiety and causes depression. It also causes family and legal problems, violence, changes of behavior, suicide, among others. Alcohol is very powerful and alters all your normal behaviors. The third effects of alcoholism are economic. According to the National Institute on Drug Abuse, drug abuse and dependence cost an estimated $98 billion. Alcohol is not cheap. If you drink two or three times in a week, it could cost you about $100 or more a week! People do not think about the money and spend almost everything when they are drunk. In conclusion, the effects of alcoholism which are physical, psychological, and economic can cause many problems that affect your life in all aspects.

Frankenstein: Nature vs Nurture Essay

Twins are commonly used to study the effects of nature versus nurture. Ones immediate surroundings define who they become later on in life. The environment plays a huge role in the development of humanity through cultivating personality, character, beliefs, and many different aspects in a person’s life. Different environmental influences provide for a variety of people. In terms of the literary selection Frankenstein by Mary Shelley, the author’s view on Nature vs. Nurture is that the development of an individual revolves around nature. Firstly, the creature conceals wantonly emotions due to the flagrant mistreatment of society. Frankenstein exclaims â€Å"The love of another will destroy the cause of my crimes, and I shall become a thing of whose existence everyone will be ignorant† (Shelley 106). If someone is being shown love and kindness, they will be prone to reciprocate these emotions. As Frankenstein is persuading Victor to create him a female he commiserates with humanity exclaiming, â€Å"I shall feel the affections of a sensitive being and become linked to the chain of existence and events, from which I am now excluded† (Shelley 106). Long term advantages for learning behavior and for the development of physical and mental health are obtained through stabilizing secure, receptive, and nourishing relationships. The creature learns this is early on in life which is beneficial, so he can carry out illustrious and consistent acts which is the key sustaining the foundation of a prevailing lifestyle. At first, the creature is destitute in expressing himself, however as he matures, he is able to manifest dissimilar emotions. Frankenstein verbally analyzes himself through concluding, â€Å"I am malicious because I am miserable. Am I not shunned and hated by all mankind† (Shelley 104). Learning through the acts of society and constantly being around certain attitudes attaches to the creature’s senses and he adapts. By virtue of observing and grasping certain ideals of life.

Chic Soap

You are asked to help formulate the IMC approach for the entrepreneur starting Chic Soap. The concept behind Chic Soap is simple; it sets out to incorporate fashionable perfumes such as Obsession, Raffinee and Opium into a high quality white soap base. The product would then be packaged using the logo of the perfume plus a Chic Soap common background. The advantages for the perfume supplier are: a guaranteed outlet for its perfumes at full retail prices; and a low cost trial route for potential customers.The advantages for Chic Soap are: the use of already established perfume concepts to promote the soap; and access to the distribution achieved by the perfumes. You are asked to identify the segment towards which the product is directed, the product benefit that is on offer, the way in which the segment will be serviced; how the distribution channel will be supported, what promotional planning will need to be included and an outline cash flow. The distribution channels available for t he sale of toilet soaps of various qualities are independent chemists, department stores, multiple chemists, supermarkets, and grocers.There were an estimated 200,000 outlets selling soap in the United Kingdom. Most of these sold mass market products which retailed at 0. 25 per 150 gm bar. Premium soaps made up only a small proportion of the market and were available in a limited number of outlets which included independent chemists and department stores. The main competitive products in the premium sector were soaps such as Roger and Gallet, Penhaligon range, Yardley, Morley and three internationally available premium soaps. The prices for the 150gm bar for the 5 main ranges were: 1. 60, 1. 75, 1. 85, 1.95, 1. 45.There was some evidence that the price elasticity of the premium product sector was fairly low. Consumers bought the product primarily on perfume and image rather than any other product attribute. Very high prices were charged for soaps that were part of ranges such as Riv e Gauche; around 5 00 for the 150 gram equivalent. As the companies sold very little soap in these ranges they were not particularly worried about the effects of other products cannibalising brand sales. They were prepared to see Chic Soaps take on the sales of perfumed soap to a wider market.The size of the total toilet soap market was around 190 million at retail. The top quality premium soap market was estimated to be 7 per cent of the total; it was growing slowly as the deodorant market came under pressure because of the environmental problems associated with aerosol sprays; other growth factors included the expansion in showers, and the expansion in the number of single homes. Retail outlets made about 20 per cent gross on premium soaps. They tended to hold only limited stocks, and did not therefore want the product in as large a quantity as mass market products which were available in cartons containing 50 or 100 bars.Many of the independent chemists were serviced through whol esalers. Such wholesalers accounted for about 70 per cent of the market. Wholesalers expected to make around 8 per cent. There were about 100 wholesalers that serviced the independent chemist; of these around 20 national chains accounted for 80 per cent of the total business. The national department stores (around 350) bought product direct. Research suggested that the main consumer of premium soaps was female 35+, socio-economic group A, concentrated in the South East of England and in large cities elsewhere.The average purchase of the 150 gramme soap was once every 3 weeks. An increasing proportion of the soap was bought as gifts, especially at Christmas. In the previous year, around 25 per cent of the total premium soap sector was purchased during the period early November to late December. Most advertising in the sector was in women's magazines. It was estimated that it would cost around 100 to reach every 2000 consumers in the appropriate socio-economic group. The competition a dvertised heavily; average expenditure for the leading companies was around 400,000 per annum.8. A sales representative would cost around 12,000 per annum; a company car would be 3,000 per annum. Such a sales representative could visit either 500 outlets direct or deal with 15 chains of wholesalers. The costs of packaging would be high. High quality packaging with the appropriate perfume design on the label would cost 0. 14 per unit; with a minimum print run of 40,000 units. It was anticipated that gift packs of the five perfumed soaps for the Christmas season would be an additional 0. 45 to produce with a minimum production run of 25,000 units.The company had access to five of the leading perfumes in the country. These accounted for approximately 20 per cent of total fragrance sales – the market has been and will remain highly fragmented. The costs of incorporating the perfume in the soap was 0. 40 per unit based on a minimum annual quantity of 300,000 units; 0. 65 per unit based on an annual quantity of 200,000 units, and 0. 80 on an annual quantity of 100,000 units. The soap base was widely available from a number of alternative suppliers.Costs varied considerably from year to year depending on the commodity market; in the year of the plan the base costs for a 150 gram bar were 0. 08 for the highest quality. Filling, molding and packing machinery could be bought from a variety of sources. A small but complete production line would cost around 25,000; it would be able to produce 1200 units per hour, and would occupy 2000 square feet of factory space. Changing the perfume and the packaging for each new production run would take around 2 hours. The production process would require skilled staff to monitor quality.It was estimated that three individuals would be needed, with an annual base salary of 35,000. 14. Research showed that the typical consumer perceived premium soap as ‘a touch of luxury'; an element of sophistication in an otherwise borin g existence; a low cost way of giving a gift which would be appreciated. The main consumer interested in a changing range of exotic soaps was the working woman aged 25 – 45; over that age purchase patterns tended to become static. The company could use national parcel carriers to distribute the products to the customer. It would cost on average 0.50 per kilo; though deliveries outside the immediate area would be considerably more expensive.The company had initially decided to locate near to the main source of demand in the South East of England. There were a number of sites that had proved suitable for the location of the factory. The costs for the required 4000 square feet were on average 25000 per annum. The new business rate would add 5000 to these costs. Variable production costs per soap bar – in excess of raw materials and labor – were estimated to be 0. 02, consisting of energy and maintenance costs.