English Comp 1 Essay Example | Topics and Well Written Essays - 500 words

English Comp 1 - Essay Example Missions that try to relate reading, writing, and critical thinking with one another oftentimes have the same mission or goals. Let us say that the goal is to help teachers change classroom performance at all levels, they do it for a good reason. These reasons could include active inquiry, student-initiated learning, opinion formulation, relating education to life, problem solving, critical thinking, cooperative learning, and alternative means of assessment, and writing as an aid to thinking. In this part of the paper, one can easily tell that reading, writing, and critical are intertwined (RWCT, 2009). Through relating reading, writing, and critical thinking together teachers aid their students in learning how to read and listen with understanding, engage in insightful discussions, relate learning to life, work cooperatively to solve problems, write for the purpose of learning, and conduct community-based inquiries. This is done by planning lessons that are active, creating thematic units, and through developing authentic assessments that evaluate learning processes as well as a mastery of content (RWCT 2009) This comparison is similar to comparing the contenting and format of a formal letter to thee content and formatting of an informal letter.

Studying Management Information System Of Starbucks Information Technology Essay

Studying Management Information System Of Starbucks Information Technology Essay In this thrilling subject, i would be focusing on the Management Information System of Starbucks. It is no doubt that this firm in question, is one popular and well patronised firm amongst many. That being said, i would be doing justice to the very background of this organization in question and i would elucidate in tangible details their IT systems, schemes and practices and lastly, i would be recommending what i see fit to suite the organisation even in this era of technology. But before i proceed, i would like to briefly define MIS(Management Information System) MIS (Management Information System) This may be defined as a general word for computer systems in an enterprise or organisation which provides information or details on firms business operations. Its also refers to the people who manage and maintain these systems. Furthermore, in a large corporation, MIS or the MIS department refers to a central or centrally-coordinated system of pc expertise and management, and entire network of computer resources in a business organization (firm). Starbucks was first introduced in Seattles Pike Place Market in 1971. Back then, the company was called Starbucks Coffee, Tea ans Spices before change into what we have known today, Starbucks Coffee Company. Today, there are approximately 16, 706 Starbucks stores in 50 countries. The first ever Srabucks store in Malaysia opened on December 1998, located at KL Plaza, Jalan Bukit Bintang, Kuala Lumpur. Later, there are more than 115 Starbacks stores in Malaysia.Basically, their buyers will travel to Africa, Asia and Latin America to choose only the best quality of arabica beans. These high quality beans will be sent for roasting and production. Starbucks experts then only combine the roasted beans with Italian style expresso beverages to produce different type of cold and hot coffee beverages. The famous products introduced by Starbucks company and mainly can be found in all of its stores include more than 30 blends single-origin premier arabica coffees. As for their own signature of handcrafted beverages such as hot and iced expresso beverage, coffee and non-coffee blended beverages Vivanno smoothies, Frappuccino bottled coffee or blended and premium ice creams with the and brewed coffee and also tea product,Tazo Tea. Merchandises are also offered by Starbucks are coffee mugs and accessories. Customers not only can enjoy sipping their high quality coffee beverage but also indulging on baked pastries, sandwiches and cakes. The company focuses in providing a relax, comfortable atmosphere with modern fittings. It is an ideal place for hanging out with friends and families, with entertainment magazines to read. Most of the Starbucks company offer free wi-fi for their customers, so it is a great advantage to business people discussing on their work or students doing some research for assignments/ projects. POS P.O.S which stands for Point of Sale is a front-of-the-house system use by Starbucks company. Only employees with given authorization can access to this system such as Assistant Manager, Shift Supervisor, and Store Manager. Types of transactions can be made by the manager include paid in, paid out in the cases of emergencies or using the cash to buy supplies needed by the store. Other than that, making amendments for transaction mistakes in a form of refund. Important for inventory control as well. List of all food and beverages and merchandise sold are recorded in the P.O.S system. Wastage cost might as well be stored. All these vital information of dailys operation are transferred to a Management Work Station system to be analysed and evaluated. The information will be transform into a measurable data for decision making purposes. Manager Work Station (MWS) Manager Work station is the back of house computer system which prepares and sends all store information to adequately manage all parts of the store business. It brings access to real-time system wide reporting at store level. It shows all the various functions provided on the Intelligent Restaurant Information System (IRIS), of which some are only usable by partners with the accurate security. It helps the store manager to manage the store and also help the franchisees manage their entire market chain. It can be used in the office where there is a pc connected to an intranet of which is a private link channel for staffs to use the organization network that resembles the internet. It is required to log on with a passkey and ID to use the system. The system detects security level and allows using the method assigned to the security level. The staff can only use the time button option, which is a method that saves staff clock in and out for lunch and shifts. A begining of day and end of day is also saved into the very system on a daily bases. Shift managers can use cash control methods that are used to count cashboxes, change or fix transactions and to make ready everyday bank deposit. A menu of available reports is provided on a report menu. The Store manager can use these reports to follow sales, check customer transactions within various hours range, to view sale by product category, to save wastage, to carry finance audit. All these informations are relevant to Store Managers for them to pin out business requirements and customer needs, to check peak time in the store, to maximize or change product ordering, to manage wastage and monitor stock and choose whether it is necessary to reduce labour. Managers can use staff information and personal records in the work station, they can place new partners, cut off partners, manage employee records, watch employees training and process payroll. The payroll process carries over details to the support centre in order to pay partners. Store Manager and the shift supervisors can use the IRIS System to process electronic ordering for food, stationery, packaging. Hardware Example of hardware used for the computer system in Starbucks company include ISDN (Integrated Services Digital Network) modem and speed touch cable modem. These two are connect the Starbucks computer system to its retail network system. Wireless internet connection by T-mobile allows consumers to have the access of the available wireless network. Cisco Wireless and Cisco Routers are the type of equipment used as well. Other hardware output devices used include printers to process receipts. For security purposes, chips and pins for the payment made by credit card or debit card. A confidential security number (Pin number ) is required when making payment by either of these two cards. No signing is required. Further more, the Starbucks firm, uses Intel based systems and fast Computers. In terms of functionality, the Starbucks firm is bent on getting hardwares(PC) that have great and outstanding specifications to avoid slow down on business. A sample spec would be: A PC with 512 Memory or 1GB. And A flat screen monitor and processor speed of 2.40GHZ and a HDD of 150GB to 200GB. The company has a nac for greater heights that why its no surprise that Starbucks is doing greatly well in terms of their ability to maintain their standards. Software OS (Operating System): As we all know, the I.T age is springing forth with lots of softwares and technology all with the focus of improving the lives of humans in all ramification of life. Having said that, the Starbucks company makes use of Windows based softwares for their computers which is categorized in the hardware section. They run applications that aid their business. Example POS, Excel and others. Excel is often used for their spreadsheet needs. When it comes to system software for driving their hardwares, they run windows XP or 7. Current themes and practices This Starbucks new idea of POS was introduced earlier this year and only available in all 6,800 Starbucks stores in the United States. This process only applicable to consumers with Blackberry or iPhone. The first steps will require consumers to download the Starbucks Card Mobile Application to their phones. Once he / she enters their registered Starbucks gift cards number into their phone and when they obtained the application, the card number is automatically saved. Consumer upon arriving at Starbucks counter can just inform the employee to make payments for their order via mobile phone. He / she then opens up the Starbucks Card Mobile Applications, choose the payment screen in the application where the 2D bar code appear showing the consumers Starbucks card. When this process is completed, Starbucks employee will key in payments made by mobile phone in the P.O.S system and asked the consumer to place their phones under the customer facing imager for scanning. The 2D bar-code is de tected and treated the transactions in the likes of a giftcard, based on the normal payment verification procedures. Consumer can just enjoy their coffee once the transaction is done. However, there are some setbacks of this new P.O.S strategy implemented by Starbucks. First, not all retailers practice the use of stored value card or known as giftcard. Secondly, Starbucks focuses on potential users with key smart phones, such as iPhone and Blackberry. It only covers the consumer demographic of savvy consumers at the U.S where most the people are iPhones and Blackberry users compared to consumers in Malaysia. Not all Starbuckss mobile payments scheme is negative since this methods of payment can actually help Starbucks to cover up the cost of operational system, able to record loyalty data of consumers and balance of cash as well. Since payments are charged on the consumers giftcard, means that the 2D bar-code payment system is actually connected to the card. Besides, payment made th is way is different compared to the legislation for payment made by credit card or debit card . Evaluation: 4).Starbucks also runs a high scale of management in handling their I.T related issues. They are I.T aware such that, they have good network services. An example would be, Starbucks offers free WIFI Zone. An attraction for a customer on the move. The firm has VOIP services for communication with other chains around the globe. As we live in a net centric age, Starbucks has made it a perfect fit, to incorporate most I.T business related schemes into their business. A good analyses on this company, would however show us that Starbucks uses the I.T based things to build their customer range. It is however no secret that most competitors have based their examples on companies in the likes of Starbucks. Some practices in Starbucks, include some discount sales issued by the management. A customer however sees this as a grand opportunity to have a 50%(Percent) discount on whatever he buys and also enjoys free internet. This indeed is a wise practice. The ManagementInformation system has in many ways, made things easy for staffs. Most messages to staffs are communicated via the network. As fore mentioned, Starbucks uses intranets and internet(Voip). This helps in forwarding swift messages to workers in the company. In addition to the newest development of MIS, payments made via mobile phones currently introduced in the Unites States is also one of the best P.O.S strategies to reduce the cost of operation. This company also makes judicious use of their MIS by running web based adverts and all. The firm keeps its customers continuously aware of products and new recipes that might be tried in a given time. Thus, their market base increases undoubtedly. Marketing Analysis: Retails: Recommendation: In my opinion having patronised Starbucks from time to time, i would suggest the following: Starbucks should try in purchasing a reasonably fast internet with low traffic. They should try to maintain their hardwares and try upgrades from time to time, to avoid being left out in the dark age of slow computing. They should employ staffs that are more I.T learned to avoid difficulty in system operations. They should embrace more of touch screen services. And what i mean is, buying gadgets(hardwares) that provide self service for each customer. The MIS should continually see to it that customers are intrigued by the brilliant I.T based services that Starbucks provide thus leaving the customers spell bound to return and purchase more items . They could also provide on screen advertisements for new generation hardwares this in itself, could be an avenue for Starbucks to get paid for advertising for I.T firms in the cities and wherever . They could also make a web based system, that would enable customers to order online to ease driving out of the office at lunch. Conclusion: At this juncture, it is important that i reiterate that it is of immense importance that the MIS in Starbucks embraces more heightened technology hardwares to ease the work load and the number of staffs. We all in the world are aware of the generation of computers. This promises to be huge and phenomenal turn in every industry especially industries like Starbucks. As we see Managements improve their information systems, it would be an important part for Starbucks to play in their MIS. With an improved and well balanced MIS, Starbucks has what it takes to battle up for the future even competitors. Time is of the essence for firms like Starbucks this is because each day slips away and more upgrades are made to databases. To this end, i would beseech Starbucks, to keep up the very good work and embrace a new era of improved management systems. Thus increasing their profit base and client base.

Directing the Actor Playing Macbeth in Act 2 :: Drama

Imagine you are a director. Direct the actor playing Macbeth in Act 2 Scene 2. Shakespeare's Macbeth has been a play out of the ordinary. It was written to upset, and show life at its most cynical and brutal. It is among his darker pieces of work along with Othello, King Lear and Hamlet. It was also written to please the current King of England at the time, King James I. The play is based on real Scottish history, as King Duncan was killed by one of his kinsmen who then became King. It is set within a Scotland in which frequent wars occur. Returning one of theses wars are Macbeth and Banquo - generals of the Scottish army. Lady Macbeth has made a soliloquy, in which she has asked demons to take away her sexuality and have it replaced with evilness. She asked literally to have her 'breast milk replaced with bile'. Having her milk replaced with bile would supposedly give her the ability to do masculine actions. She desires power and starts to mildly bully her lover, Macbeth, and ridicule his masculinity. She talks about a smiling baby and then one with it's brains smashed out she'd prefer this to having a husband unwilling to kill in cold blood. Lady Macbeth challenges Macbeth to prove his masculinity, by aiding her in killing King Duncan, who will soon be a guest at their house. The conspiracy is that they kill the King and smear the blood on his guards, which would make them the prime suspects. Macbeth is next in rank and is likely to become the next King of Scotland. Between them, there is an enormous desire to gain power and become leaders of the country. With this desire and Lady Macbeth's challenge combined, you have the play of Macbeth. Shakespeare has cleverly set the play in certain themes, such as ambition, good vs. evil, disorder and the supernatural. In this scene, Lady Macbeth will rendezvous with Macbeth in the courtyard as he returns from his challenge - the murder. Act 2 Scene 2 is an early climax of the Macbeth play. Anticipation has built whilst the conspiracy has been planned and the audience would be very eager to see what happens, as they have been posing questions in their head which need answering, such as 'Will they get caught?' or 'Will Macbeth become the King of Scotland?' A murder always attracts interest, and a murder of high treason would multiply such interest and excitement. It is highly significant as the infamous murder is committed here (not chronologically - it is not shown in the play).

College degree Essay

The quest for college degree has brought us to here HCC, because there was no real fulfillment in our various jobs. The benefits from having a college education are manifold and range from jobs satisfaction, higher earning potential, and healthier life style choices. With the advances in technology, many of today’s jobs now require more than a high school education or trade skills. Success in the workforce is increasingly defined by the ability to think critically, manipulate a computer, and to work collaboratively in a teaming environment. Today’s college education develops these abilities, providing individuals with invaluable business and personal skills and knowledge, as well as opening the door to better career opportunities and increased earning power. Having a college degree is linked to higher pay. People with a higher level of education are more satisfied in their jobs than people who only have a high school diploma. For example, in 2012 the median of earnings for young adults with a bachelor’s degree was $46,900, while the median was $22,900 for those without a high school credential and $30,000 for those with a high school credential. In other words, young adults with a bachelor’s degree earned more than twice as much as those without a high school credential (105 percent more) and 57 percent more than young adult high school completers. (National Center for Education Statistics website). One of the biggest arguments against a college education is not being able to go work when you turn eighteen. Many people believe that this will cause them to fall behind and not be able save up enough money. A college education will let you â€Å"skip the line† and start working with better jobs, in better places, with better conditions, and on top of that, the unemployment rates for high school graduates have increased to 8. 1% in the last year (â€Å"Value of a Degree†). The bottom line is that better jobs come from a better education. College education will help in making good choice and have a healthier life style. Apparently those with a college education are more likely to live healthier lifestyles, with fewer incidences of smoking and obesity. The gap between smoking rates of those with high school diplomas and those with four-year degrees has risen from 2 percentage points in 1962 to 17 points in 2012. College-educated adults of all ages, and their children, are also less likely to be obese. In addition, mothers with higher levels of education spend more time with their children, regardless of whether they are employed or not (â€Å"Top Universities†). Also in the other hand, according to Malcom X â€Å"Education is the passport to the future, for tomorrow belongs to those who prepare for it today. † The Luck of education is a serious problem today. Some effects include illiteracy and increased drop rate, this is also leads to have a trouble finding work. It is difficult to see the exact value of your education in the beginning. However, finishing high school is an asset that everyone with the opportunity should take full advantage of. Just finishing high school opens up some doors, but not many. On the contrary, not going to school can result in higher unemployment and therefore a means for extra burden on the society. You can see from the chart that there is a dramatic difference between what a person will be paid with a diploma and as a college graduate. According to the chart a college graduate can bring home nearly fifty-percent more than a person with a high school diploma. Higher education opens up opportunities for people. It gives student the experience and the confidence that they will be able to use in many life situations. Attending college gives students opportunities to express themselves and to learn about other people and their ideas. Although college isn’t for everyone, everyone should at least give it a try. By going to college you learn to become independent, you go into the race for bigger, safer, better jobs, and you make more money on the other side. If you are given the opportunity to go to college, you should take advantage of it. You might even find out that you like it. The college experience is both academic and practical. College gives us a great opportunity to grow intellectually and gives us a chance to mature.

A Pursuit of Happiness a Movie Review Essay

The Pursuit of Happiness is a movie about a struggling salesperson who takes custody of his son, as he is ready to begin a life-changing experience. The movie stars Will Smith, with co-stars Jaden Smith, Thandie Newton, Brian Howe, Kurt Fuller, and James Karen, among many others. Will Smith, who plays Chris Gardner, is a great man deep down and just wants to do right, but everything just seems to be falling apart at the same time. Chris causes financial difficulties for his family by losing his current job and then has troubles with his relationship with his wife that leaves him and moves to New York. Without money and wife, Chris is totally committed to his son Christopher. Will Smith portrays Chris Gardner, a character who has strong wisdom as a single father and desperately wants to do right without complaints and his only hope is drifting away when everything meaningful falls apart at the same time leaving Chris bruised and battered. Financial problems, eviction, job loss, and re lationship devastation with his wife left no financial support forcing him and his son to move to New York struggling relentlessly. Fighting for a stockbroker job while homeless, the competition continues against twenty other potential candidates despite a multitude of difficulties including being arrested and broke. Chris never gives up with his son during this time. Chris accepts a permanent job as a stockbroker after his training is over and becomes very emotional. Knowing they will be ok, Chris tells his son that he got a new job and that everything will be ok now and they will live a better life now. Chris can lift the financial burden off his shoulders, start over, and move forward. Regardless of the challenges faced or the last dollar he had, Chris faced every day with potential strength and courage. Casting of this film was outstanding thanks to Will Smith who brought Chris Gardner’s character to life as a struggling individual attempting to maximize his potential with one motivation, his son. Jaden Smith portrays Will Smith’s son in the movie and actually is his real son. Jaden understands what is going on and understands that his dad is trying so hard to do right and to give him a better life. Jaden accepts everything that has happened and really sticks by his dad and encourages him that he can do it and that he can make it. Jaden is a smart little boy and I think they grew closer together in this film and built a special bond together when making this movie. Costume designs in this film were amazingly creative given the fact they could have wrapped this neatly in a package skillfully adorned with a red bow. Using a series of old, signs and raggedy clothing made the time in this film adjust transparently, making Gardner’s wardrobe more compelling and resilient like in the real life direction in the 1980’s. Some of the clothing Smith and his son Jaden wore in the movie was made in an effort to match with characteristics fitting homelessness and the painful turmoil associated with the close bond between father and son. Production designers created dramatic scenes using many different vehicles obtaining different views at every angle of the movie. A child like Jaden would be so motivated as to wear the same clothing voluntarily for several days considering the stench was probably quite overwhelming but this was a movie with homeless individuals so the matter was quiet. The visual and sound effects of this film were impressive and had intensifying sound and visual scenes that were emotional, heartwarming, and remarkably outstanding and couldn’t match any other performance. This film won many awards and had eighteen nominations and various other awards including, the ASCAP Film and Television Music Award, and the best Capri Movie of the Year Award. The soundtrack to this film was put together very well and matched all aspects of this movie, the soundtrack included songs from the artist Andrea Guerra. The soundtrack reflects on helping to depict the struggles of modern life with a contribution and very minimal in volume or touching in basic fashion on the hip, urban environment of the film. The cues with an enhanced bass rhythm are the highlights of the score for this film. The Pursuit of Happiness is a story of success, somewhat like mine in relation to losing everything, struggling through life’s failures as a single parent, unemployed , broke and dependent upon no one but myself to do what it takes for my child. I may have never been homeless, but I appreciate knowing the emotional experiences and admire his strengths and determinations to survive in a city full of insecurities and overwhelming poverty. This is a necessary movie for people to see and reflect on their own experiences. Realizing life can be changed in a blink of an eye, losing everything you have, that not everyone encounters in a lifetime. I would recommend everyone to see this film, take into consideration poverty and homelessness, and realize it is not a choice and that everyone has a story but no one will listen.

Class and Culture

Class and Culture Introduction In various societies across the globe, culture is normally seen as an enabling or limiting factor for social, political and economic progression. Through this understanding it has been established that there is a strong relationship between class and culture.Advertising We will write a custom essay sample on Class and Culture specifically for you for only $16.05 $11/page Learn More This relationship has been previously investigated by researchers such as Pierre Bourdieu who identified that class affects culture and consequently, culture affects ones life chances, income and other economic parameters (Lane 2000, p. 1). Many other researchers have often voiced their concerns over the increased gap between the rich and the poor (worldwide) and expressed their concern over the fact that the world has failed to acknowledge the role of culture in widening this gap (Fieschi 2011, p. 1). The relationship between class and culture is of a vertical nature and it has been evidenced all over the world that the culture of the highest class is the most distinguished culture (Christie 2001, p. 201). This observation is true because the culture of the highest classes is often deemed to be superior to the culture of the lowest classes. More importantly, it is essential to understand that the culture of the highest classes also stands out because the ruling class normally comes from the highest classes and so they exert their influence over other classes. From this reinforced relationship between class and culture, many philosophers have come up with a new insight purporting that culture in its true essence maintains class domination and therefore there is no strongly distinguishable difference in the way culture and economics relate, and how economic capital works (Fieschi 2011, p. 1). However, this debate is not only one-sided because in recent decades, there has been an upsurge of popular culture which seeks to encompass both low and hig h classes, thereby breaking the cultural wall that have been perceived to draw the line between the culture of the highest classes and that of the lowest classes (Motz 1994, p. 239).Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More Popular culture has brought a new twist to Pierre’s view of culture and economics because popular culture encompasses the attitudes, beliefs, values, ideas and perspectives of the majority and therefore, it cuts across the class divide to create a holistic perspective of culture. In the 21st century, the Western culture has stood out to be a popular culture sweeping across the globe and it is generally perpetrated by the media, though movies, sitcoms, magazines and the likes. Some researchers have identified this culture to be the American culture and proponents of the postmodern view do not even see the distinction between popular culture and the â⠂¬Å"high culture† (Motz 1994, p. 239). From this analysis, its is therefore quite difficult to establish whether the initial view of culture through class distinction still holds water, but deriving its conclusions, from present life events and current research studies, this study establishes that culture and class are still vertically ranked and the culture of the highest class still stands out as the most dominant culture. Unrealistic Mass Culture Since popular culture has been advanced by proponents of postmodern view that it transcends culture and class differentials; it is important to note that the advancement of popular culture through the media already punctures holes in their postmodern view of culture and class. This view is firmly held by past philosophers such as Nietzsche and Karl Marx, both of whom extensively criticized the role of the media in propagating mass culture (Kellner 2011, p. 1). In other words, they identify that there is no mass culture and its insi nuation is a creation of the media and an attempt to make people escape from the realities of life. Karl max especially launches an attack against the media in its attempt to propagate popular culture by identifying that the media is everywhere and â€Å"busy† in giving people whatever they want to hear. Goethe, another philosopher with the same view identified that the media inhibited creativity in the sense that, people spend countless hours reading and wasting their days without sitting down and coming up with something creative or something which is new and original (Kellner 2011, p. 6).Advertising We will write a custom essay sample on Class and Culture specifically for you for only $16.05 $11/page Learn More In other words, the media has been criticized for upholding passivity and conformity to given principles, attitudes and perspectives about life, without feeding the masses with dissenting ideas that can help them grow in their own light. Fr om this analysis, we can see that the media has done a god job in shaping public opinion and even though it has also done a commendable job enlightening the masses and promoting social freedom; its success is not true in the case of portraying the true picture regarding culture and social classes. Gans (1999) identifies that the points of view expressed by popular culture is a fallacy and a creation of the writers and journalists who write about popular culture. Often, they have been criticized by critics of popular culture that they have failed to conform to the principles of high culture and therefore they criticize it. Much to their advantage, they have been given the time of day because their audience is essentially people of low culture (the masses) and therefore they have found a big market for their works. This situation, has even led to the arrogance of some writers and journalists of popular culture who have stated in the past that so long as their audience buys their works , proponents of the high culture are either wrong or irrelevant (Gans 1999, p. 145). In this manner, they have consistently ignored criticisms from proponents of the high culture because they value the critics of their audience more. However, considering most popular culture authors critic works from the high culture and upper middle social classes, it has been identified that most of their readers are not versant with what the authors are critiquing and therefore they cannot critic any of the works written by writers of popular culture. For instance, proponents of popular culture (such as those cited in New York daily news) have been known to critic movies from foreign producers which their low culture readership has never seen and therefore they do not receive any criticism from their audience (Gans 1999, p. 145).Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More This analysis shows that the upsurge of popular culture is possibly built on fallacies and misconceptions, most of which are not factual. Its spread has therefore been attributed to the fact that most of the followers of low culture readership essentially encompass followers of the popular culture and therefore cannot critic the media’s role in propagating popular culture. The point of view advocated by proponents of popular culture is misleading and therefore there is a distinction between what they believe is good for themselves and what they believe will sell in the public. The distinction between the two is explained by Gans (1999) who states that: â€Å"The advocates of high culture interpret the existence of this distinction as evidence of the universality of their own standards and conclude that people either want more high culture than they actually get or that they prefer to choose what they think is bad as opposed to what they think is good. Both interpretations ar e inaccurate and reflect the invisibility of the aesthetic standards of the other taste cultures† (p. 146). Culture, as advocated by Fieschi (2011, p. 11), is an emancipator tool in the sense that, through it, the society can remove all social inequalities (by demystifying social classes). However, this point of view has not been embraced by the society. The reality on the ground is that culture and class are uniquely configured in various societies across the globe. Moreover, in developed societies where popular culture is believed to emanate from; there is still a strong link between culture and class. For instance in Britain, the cultural distinctions and the upheaval of the high culture is still strong (as can be evidenced from Kate Fox’s Watching the English) (Fieschi 2011, p. 11). This is to say that the British society is still confined to political, economic, and social distinctions of class barriers (even though it possesses a lot of cultural and creative freed oms). To expose the deep-seated cultural and class divide in the British society, Fieschi (2011) states that: â€Å"Culture in the UK, in other words, is still a reflection of the reality of Britain in the twenty-first century. Yet, alarmingly, and as pointed out by Gunnell and Bright in their 2010 Arts Council England report, Creative Survival in Hard Times, employment in the creative industries is in danger of becoming the preserve of a certain, exclusive class† (p. 12). From this analysis, we see that the bold leap into mass culture (or popular culture) as proposed by proponents of the postmodern view is still marred by idealistic barriers and from a general sense; many people are still lazy to embrace the new concept. Promotion of the High Culture Contrary to popular belief that popular culture is quickly gaining ground, there is still a high promotion of high culture throughout the society. This is because many people still desire to be among the elite and to conform to certain preferred principles of the high culture. This is true because even in present-day society, low culture is still frowned upon and the promotion of high culture is still receiving support from all quarters. This support did not however start in recent times but in the 19th century when high culture was extensively promoted through museums, theatre, concert halls and the likes, to give people more access to the high culture (this is the reason why classical music is still appreciated and held in high-esteem to date) (Spring 1998, p. 79). Currently, the access to University education has spread globally, and especially through the introduction of information technology (IT) enabling learning tools, but it should be acknowledged that university education is one of the widest platform through which high culture spreads. This is true because frankly, all elements of high culture are taught in university through various arts, linguistic, business and affiliated courses. This is a n ew development because in previous centuries, elements of high culture (probably with the exception of classics) were not included in the education system. This fact therefore exposes the increasingly dominant nature of the high culture in the society. To further affirm this view, it is essential to identify the increased uptake of liberal arts courses in university which essentially promotes concepts of the high culture, while generally shunning elements of the low culture. This is however not evidently seen because most universities have dropped the use of the term â€Å"high culture† but still teach its elements. Governments are also embroiled in the promotion of high culture, probably because a number of them are run by the ruling class who also profess the high culture. The involvement of the government is quite extensive but in the boldest of efforts, most governments in developed countries have come in to promote high culture through subsidies and increased funding of museums, operas, ballet companies, orchestras, cinemas (and such like forums) (Spring 1998, p. 79). The government influence and promotion of high culture is actually quite deep as can be seen in Britain where a fully-fledged government minister runs the Arts council. The same situation is also evidenced in most European countries. The momentum for promoting high culture has even increased because of the fact that there has been an increased demand for American movies, music and such like media elements which are threatening the very existence of European culture (for instance) and virtually all cultures across the globe. Spring (1998, p. 79) explains that the European commission has in the recent past focused a lot on high culture because of the influence by certain media conglomerates in the US which have consistently promoted the spread of American culture across the continents. Europe in its totality has therefore embarked on an effort to promote classical music paintings and ot her artifacts considered to be high art through a number of programs such as the Kaleidoscope program, Copenhagen program and the likes (Spring 1998, p. 79). Though governments in the developing world have not perfected the concept of subsidies for intellectual property and the likes, governments in the developed world have consistently subsidized the works of new composers, writers and artists (most of whom propagate the high culture). Such is the situation in the United States where the government has consistently supported private philanthropic funding of various forms of culture forums. However, the government has also taken a direct involvement in funding such programs, as can be seen in the federally funded corporation for public broadcasting (though the target audience is not necessary the public). The promotion of high culture is also upheld by the high appreciation of high art in the society. In fact, high art is sometimes considered priceless and invaluable in some English societies and the same situation is not different from other societies either (Everett1995, p. 228). High art in its own distinction is a basic component of high culture and it encompasses various forms of art (including visual arts, literature, music and the likes). Products of high art were essentially common in the sophisticated and increasingly wealthy societies of the high civilization period but its appreciation is evidenced throughout the world (through high art works coming from ancient Egypt, ancient, Greece, ancient Rome, ancient China, ancient India, Byzantium, Persia, Europe from the 14th century, and selected cultures in the Middle east). High Culture in the Ruling Elite The ruling elite in most societies have often been perceived to profess the high culture. This situation has often been the case in most democracies (even big democracies such as Britain and America). Also, when people from lower cultures get into leadership, they adopt the high culture eventually. Thi s trend has even been observed when popular culture is said to take root in most societies. There is a unique and synonymous attribution of the high culture to elitism and superiority which gives most rulers the right to govern the rest and those who do not conform to such principles are regarded unfit to rule. In other words, leadership is often presumed to be a preserve of the elite, or those hailing from the highest and the upper middle classes. Though not necessarily popular, the high culture is normally held in high esteem. The Caribbean is evidence of the upheaval of the high culture because just like other colonial territories, for the locals to take up leadership positions, they had to be inculcated into the colonialist culture, which in this context, refers to the high culture (Victor 2009, p. 1). Only those who could properly master this culture were deemed fit for leadership whiles those who did not, were shunned away. The situation has not changed much today because the high culture is still seen as one of the prerequisites of people who want to vie for leadership positions. Still bound to the Caribbean, the carnival event has been an important occasion in the country and to many external viewers; it seems like a rather popular movement. However, tracing the root of the event, we see that it was derived from the high culture (masquerade) (Victor 2009, p. 1). Moreover, in the same locality, it was established that the carnival designers and their antecedents basically came from the high culture and the manner in which the carnivals are designed is essentially a mimic of the high culture in medieval times (Victor 2009, p. 1). Moreover, the high culture is further held in high esteem from the fact that it’s been perceived as part of the Caribbean history. The issue of governance and how many societies across the globe view the concept as a preserve of those who’ve perfected the high culture can even be evidenced in monarchial systems lik e Britain where the royal family is synonymous with the high culture. The ruling family in Britain is perceived as a critical core of the history of the country and positioned at the very core of the country’s heritage. However, it is interesting to note that it is almost impossible to draw a line between the British monarchy and the high culture. Implicitly, it is therefore correct to note that the high culture is a significant part of the culture of Britain. Obviously, the country upholds the ruling family in high esteem and in the same manner; they uphold the culture that the ruling family professes. This scenario is not only observed in Britain but all over the world where monarchies still exist. Evidently, this is the situation in Netherlands, Swaziland, Sweden, Belgium, Norway, and Spain where the rulers have consistently professed the high culture and they are held in high esteem by their subjects (Project Britain 2009). The same situation is also evidenced in governme nts which do not have monarchial systems because in many countries across the globe, the ruling class often profess the high culture and because the electorate vote them into their offices, it is correct to note that the society still upholds the high culture in high esteem. Obviously, if this was not the case, and popular culture was as widespread as proponents of the postmodern view say; rulers would essentially hail from low cultures. In the world’s biggest democracy, America, successive regimes have often professed the high culture and even those who did not initially hail from such quarters, eventually professed it. For instance, the election of the incumbent president, Barrack Obama may essentially be perceived as representative of the minority people in America but the president in his own individuality professes the high culture in that, he studied in one of the best universities around the world and is a trained lawyer (qualities which are synonymous to the high cult ure). The same situation is evidenced in ruling families in the Arab world, Asia, Africa, Australia and other continents. Conclusion This study establishes the fact that class and culture are vertically related in the most mutually reinforcing ways and the view that popular culture is quickly gaining ground across the globe is misleading because the world is still hung on high culture and holds it in high-esteem. Through this analysis, we can therefore conclude that the culture of the highest classes is still the most distinguishable because it is perceived as the most superior culture. From the analysis of how the ruling class have essentially been sourced from the elite in the society, we can also establish that culture is a class signal that limits or extends ones chances in life and therefore, there is no significant difference in the manner economic capital works and how the relationship between class and capital works . These factors withstanding, we can conclude that the post modern argument and the view that popular culture has gripped the world is misleading and its time is yet to come. References Christie, C. (2001) Ideology and Revolution in Southeast Asia, 1900-1980. London, Routledge. Everett, S. (1995) Art Theory and Criticism: An Anthology of Formalist, Avant-Garde,  Contextualist and Post-Modernist Thought. London, McFarland. Fieschi, C. (2011) Preface to Culture and Class. Web. Gans, H. (1999) Popular Culture and High Culture. London, Routledge. Kellner, D. (2011) Nietzsches Critique of Mass Culture. Web. Lane, J. (2000) Pierre Bourdieu: A Critical Introduction. New York, Pluto Press. Motz, M. (1994) Eye on the Future: Popular Culture Scholarship into the Twenty-First  Century in Honor of Ray B. Browne. London, Popular Press. Project Britain. (2009) British Monarchy A Waste of Time? Web. Spring , J. (1998) Education And The Rise Of The Global Economy. London, Routledge. Victor, D. (2009) How High Culture Affects The Caribbean. Web.

Free Essays on Auto Industry

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The Internet decreases incremental marketing, advertising, and personal cost per sale. Prices range from lowest around ten thousand and highest around one hundred thousand. The average car today runs about twenty-five thousand dollars new. There are many factors in the price of cars. Prices rise when options become standard like airbags, safety standards and emission controls become strict. When consumers demands fluctuate prices go up and down. When sales go down automakers offer rebates and discounts to bring them up again. Also the demand factor goes up when the economic growth and employment are good. Also safety, style, and engineering helps sell cars. Having a name is important also. Safety captures every buyers interest because of the great danger in driving. Scrap rates also help sell cars because getting beaters of the road causes people to buy new cars. Twelve and a half million cars ... Free Essays on Auto Industry Free Essays on Auto Industry Exposing a Crime The U.S. Auto Industries Deception to America Going back to the 1920’s, the U.S. automakers began to break away from Henry Ford’s philosophy of sticking with the same model, in the same color, at the same price. Instead, manufactures like General Motors changed models every year, to give the impression that there was something unique that the American Consumer needed to buy. But changing models constantly required large investments of capital for design and retooling. Detroit was planting the seeds of its own destruction if it didn’t keep up with trends amongst the buying public. A high demand for cheap attractive models would lead to one of the biggest muckraker stories in the mid 60’s. 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Nader being a consumer himself was outraged that the U.S. auto industry could get away with murder. So he published his book â€Å"Unsafe at Any Speed† to expose the automakers. Millions of people read his book, and after exposing the industry of automobile construction he succeeded For its part, ... Free Essays on Auto Industry Automotive Industry The Automotive Industry is one of the largest industries in the world. Transportation needs is something that effects all of us. In the automative industry there are several production types, parts, accessories, vans, mini vans, trucks, SUV's, compacts, sedans, sports and luxuries. There is over 30 different manufacturing automotive companies. Many of these companies have merged and have part ownership of each other. The two largest companies today are GMC #1 and Ford Motor Company #2. Ford and GMC both consist of about ten companies each. Sales of these cars is done form companies to dealers and dealers to consumers. Consumers can do this over the Internet or at a dealer. In 1998 Internet sales were 80 billion and expected to be 726 billion by 2003. The Internet seems to be a convenience because you don't have to find your vehicle and deal with sales men. You can even have it delivered at your door for a similar cost. The Internet decreases incremental marketing, advertising, and personal cost per sale. Prices range from lowest around ten thousand and highest around one hundred thousand. The average car today runs about twenty-five thousand dollars new. There are many factors in the price of cars. Prices rise when options become standard like airbags, safety standards and emission controls become strict. When consumers demands fluctuate prices go up and down. When sales go down automakers offer rebates and discounts to bring them up again. Also the demand factor goes up when the economic growth and employment are good. Also safety, style, and engineering helps sell cars. Having a name is important also. Safety captures every buyers interest because of the great danger in driving. Scrap rates also help sell cars because getting beaters of the road causes people to buy new cars. Twelve and a half million cars ...

Requirements to be a US Senator

Requirements to be a US Senator Requirements to be a U.S. Senator are established in Article I, Section 3 of the U.S. Constitution.  The Senate is the United States higher legislative chamber (the House of Representatives being the lower chamber), containing 100 members. If you have dreams of becoming one of the two senators who represent each state for six-year terms, you might want to check the Constitution first. The guiding document for our government specifically spells out the requirements to be a senator. Individuals must be: At least 30 years oldA U.S. citizen for at least nine years at the time of election to the SenateA resident of the state one is elected to represent in the Senate Similar to those for being a U.S. Representative, the Constitutional requirements for being a Senator focus on age, U.S. citizenship, and residency. In addition, the post-Civil War Fourteenth Amendment to the United States Constitution prohibits any person who has taken any federal or state oath swearing to support the Constitution, but later took part in a rebellion or otherwise aided any enemy of the U.S. from serving in the House or Senate. These are the only requirements for the office that are specified in Article I, Section 3 of the Constitution, which reads, No Person shall be a Senator who shall not have attained to the Age of thirty Years, and been nine Years a Citizen of the United States, and who shall not, when elected, be an Inhabitant of that State for which he shall be chosen. Unlike U.S. Representatives, who represent the people of specific geographic districts within their states, U.S. Senators represent all of the people in their states. Senate vs. House Requirements Why are these requirements for serving in the Senate more restrictive than those for serving the House of Representatives? In the 1787 Constitutional Convention, delegates looked to British law in setting age, citizenship, and residency or â€Å"inhabitancy† qualifications for senators and representatives, but voted not to adopt proposed religion and property ownership requirements. Age The delegates debated the minimum age for senators after they had set the age for representatives at 25. Without debate, the delegates voted to set the minimum age for senators at 30. James Madison justified the higher age in Federalist No. 62, stating the due to the more impactful nature of the â€Å"senatorial trust,† a â€Å"greater extent of information and stability of character,† was needed for senators than for representatives. Interestingly, English law at the time set the minimum age for members of the House of Commons, the lower chamber of Parliament, at 21, and at 25 for members of the upper house, the House of Lords. Citizenship English law in 1787 strictly prohibited any person not born in â€Å"the kingdoms of England, Scotland, or Ireland† from serving in either chamber of Parliament. While some delegates might have favored such a blanket ban for the U.S. Congress, none of them proposed it. An early proposal by Gouverneur Morris of Pennsylvania included a 14-year U.S. citizenship requirement for senators. However, the delegation voted against Morris’ proposal, voting instead for the current 9-year period, two years longer than the 7-year minimum they had earlier adopted for the House of Representatives. Notes from the convention indicate that the delegates considered the 9-year requirement to be a compromise â€Å"between a total exclusion of adopted citizens† and an â€Å"indiscriminate and hasty admission of them.† Residency Recognizing the fact that many American citizens may have lived abroad for some time, the delegates felt a minimum U.S. residency, or â€Å"inhabitancy† requirement should apply to the members of Congress. While England’ Parliament had repealed such residency rules in 1774, none of the delegates spoke for such rules for Congress. As a result, the delegates voted to require that members of the both the House and Senate be inhabitants of the states from which they were elected but placed no minimum time periods limits on the requirement. Phaedra Trethan is a freelance writer and a former copy editor for The Philadelphia Inquirer newspaper. Updated by Robert Longley

Managing Marketing Communications Essay Example | Topics and Well Written Essays - 2500 words

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Politics vs. Religion Essay Example | Topics and Well Written Essays - 500 words

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Problems a Writer Might Face in Conducting Research on Cockney Dialect Essay

Problems a Writer Might Face in Conducting Research on Cockney Dialect of London using Questionnaires - Essay Example As a result of research it was suggested that creating works on linguistics presents an unusual challenge, as it requires one-to-one interactions with the community under study. A second challenge comes in the nature of quantifying some data element, which exhibit more qualitative elements that quantitative elements. Therefore, writers find the use of research methods indispensable when undertaking any writing project. The use of statistical methods to conduct research helps in making the final work a reliable and accurate account on the subject area the writing undertaking covers. In linguistic research, the writing must reflect factual accuracy to the highest possible level. For instance, in the research of the Cockney dialect in London, an efficient method is necessary to unveil the overriding elements of the special linguistic elements of London residents. The study of linguistics requires qualitative research methods rather than quantitative methods. Consequently, the use of qua litative research methods is of primary importance. With the use of questionnaires, qualitative data is collectable on unique subjects that present special challenges to other forms of research methodologies. Questionnaire research is a proven and reliable method in social research of this nature, and is the method this essay explores in trying to decipher possible problems the method might present to a writer doing research on Cockney in London. Introduction Questionnaires are some of the most hardy research tools in use for collection of information from respondents. Principally a questionnaire consists of a number of questions, which probe the chosen sources of information for a final and comprehensive analysis. The questionnaire is a Sir Francis Galton’s invention (Mellenbergh, 212). Cockney is a unique accent of the English language common in residents of East London. Many analysts argue that the term Cockney bears both geographical and linguistic implications. This stud y emphasizes on Cockney in its linguistic identity (the English spoken by residents of the geographical region of East London). Cockney as a cultural and linguistic identity articulates a long and rich history. In addition, the subject arouses controversies and debates as to its authenticity. Over time, the definition of who constitutes a Cockney resident and who does not is now debatable. Consequently, numerous researches with the sole purpose to unravel the mystery surrounding the ancient and yet still vivid etymological group are available. Using questionnaires in data collection, this report seeks to identify some of the possible problems that a researcher might face in the course of conducting research on the Cockney language among East Londoners. Designing a Questionnaire The intimate understanding as to the nature of the research subject underlies the secret to formulating an effective questionnaire. The design of the questions in the questionnaires varies according to the pa rameters under measurement (University Sheffield, 1). For instance, some questionnaires measure separate variables, for example personal preferences, social behaviors or factual realities. Other kinds of questionnaires measure scale or index in a topical area of study, for instance observable traits, social attitudes, or indices on social issues and categories. For questionnaires to deliver optimum results, their design, and flow of the questions must exhibit a logical flow and a seamless interconnectedness. For closed-ended questions, it is imperative to ensure that the answers are exhaustive and unambiguous. Types of Questionnaires There are four types of questionnaires: structured non-disguised questionnaire, structured disguised questionnaire, non-structured non-disguised questionnaires, and non-structured disguised questionnaires (University Sheffield, 1). In non-disguised questionnaires, the respondent knows beforehand the purpose of the study, unlike

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Humor and madness Essay Example | Topics and Well Written Essays - 500 words

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Amtrak Essay Example | Topics and Well Written Essays - 1250 words

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Humor and madness Essay Example | Topics and Well Written Essays - 500 words

Humor and madness - Essay Example Seriously, what are the odds of someone who faked insanity to escape his punishment suddenly taking on messianic attributes en route to â€Å"liberating† a group of mentally ill patients? In a fictional setting of course its viable. This happenstance borders on the fantastic, and it is highly remote that people could just walk into asylums on the pretext of chicanery and â€Å"heal† the insane with the power of laughter. The novel shows us the great divide between humor and madness as a form of symbolism in connoting sanity vis-à  -vis insanity. In the dour, oppressive wards of the asylum people are so rooted in madness that they have completely forgotten how it is to legitimately feel happiness and appreciate humor. And then comes McMurphy, whose witty, cheery approach enlivens up a ward which hadn’t heard true laughter in years. The novel highlights the fact that those embroiled in madness no longer have the capability to experience real joy. Thus, humor serves as a virtual shield for the protagonist, lest he fall into the same trap that the patients have found themselves in. He utilizes humor so that it would serve as insulation from the madness around him, but in the process he inspires the rest of the occupants of the ward. The relationship between humor and madness go hand in hand as the story unfolds, with humor standing as a unique symbol for free-thinking, fully functional human bei ngs and the absence thereof showing a descent into the recesses of madness. Once Mcmurphy has gradually empowered the patients with his own brand of rebellious humor, the reader would get a distinct notion that the patients had actually improved and that they were slowly entering the realm of reason again. This was clearly manifested in the scene where Harding, Scanlon, Sefelt and Doctor Spivey all could truly laugh at the end of their bending-the-rules fishing expedition. It is quite obvious that a reasonable understanding of the

Role of Inflammation in the Development of Atherosclerosis Essay

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Heineken Is One Of The Worlds Pale Lager Marketing Essay

Heineken Is One Of The Worlds Pale Lager Marketing Essay Heineken is one of the worlds huge pale lager and is dedicated to grow and remain independent, made by Heineken International since 1873. The trade name that stands for the founders name Heineken is presented in almost all countries on the planet earth and is one of the worlds most valuable international premium beer brand. It is very popular in the United States, Europe and even Middle Eastern countries such as Egypt, Syria, Iraq and Sudan. Their international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruz campo, Birra Moretti, Fosters, Maes, Murphys, Newcastle Brown Ale, Ochota,  Tiger, Sagres, Star, Strong bow  and  Zywiec. It is available in a 4.3% alcohol by volume, in countries such as Ireland. Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. Famous brands include Amstel, Europes third-largest selling beer, Cruzcampo, Tiger, Zywiec, Birra Moretti, Ochota, Murphys and Star. They are more than 119 breweries in more than 65 countries brewing a Group beer volume of 139.2 million hectolitres. In this report we going to Discover more about company, strategy, as well as their operations in EUROPIAN region. 1.1 History The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in Amsterdam. Since then, four generations of the Heineken family have expanded the Heineken brand and the Company throughout Europe and the rest of the world. Values and principals Heineken morals and ethics are not a lavish: they are essential to every level of business. Heineken is committed in sustainable development, in optimiseing their financial results with nominal impact to business atmosphere. To do this, they abide with number of governing business principles and three other core values such as- respect, enjoyment and quality that reflect their passion for beer and respect for their employees, business partners, customers, shareholders and all others who are connected to company. 2.0 Marketing audit for Heineken The marketing audit is a fundamental part of the marketing planning process. It is conducted with implementation of the plan. The marketing audit considers both internal and external marketing planning, as well as review of the plan itself. PEST analysis is an audit of an organizations environmental influences with the purpose of using this information to guide strategic decision-making. The PEST technique involves assessing four sets of factors: Political/legal, Economic, Socio-cultural, and Technological. The assumption is that if the organization is able to audit its current environment and assess potential changes, it will be better placed than its competitors to respond to changes. PEST analysis is concerned with the environmental influences on a business.The acronym stands for the Political, Economic, Social and Technological issues that could affect the strategic development of a business. Identifying PEST influences is a useful way of summarising the external environment in which a business operates. However, it must be followed up by consideration of how a business should respond to these influences. The table below lists some possible factors that could indicate important environmental Influences for a business under the PEST headings: Political / Legal Economic Social Technological Environmental regulation and protection Economic growth (overall; by industry sector) Income distribution (change in distribution of disposable income; Government spending on research -Taxation (corporate; consumer) Monetary policy (interest rates) Demographics (age structure of the population; gender; family size and composition; changing nature of occupations) Government and industry focus on technological effort -International trade regulation Government spending (overall level; specific spending priorities) Labour / social mobility New discoveries and development -Consumer protection Policy towards unemployment (minimum wage, unemployment benefits, grants) Lifestyle changes (e.g. Home working, single households) Speed of technology transfer -Employment law Taxation (impact on consumer disposable income, incentives to invest in capital equipment, corporation tax rates) Attitudes to work and leisure -Rates of technological obsolescence -Government organisation / attitude Exchange rates (effects on demand by overseas customers; effect on cost of imported components) Education Energy use and costs -Competition regulation Inflation (effect on costs and selling prices) Fashions and fads Changes in material sciences Stage of the business cycle (effect on short-term business performance) Health welfare Impact of changes in Information technology Economic mood consumer confidence Living conditions (housing, amenities, pollution) Internet! 2.1.1 Political Efforts to reduce levels of alcohol consumption: Governments conduct promotion to change public consumption, e.g. anti-drink and drive behaviour. Associated with this is increased regulation on the nature and style of alcohol advertising. For example, it is prohibited in Austria, Denmark, Finland, Norway and Sweden. Alcohol promotion has been banned on TV in France and, in the UK to reduce its influence on younger TV and radio audiences. 2.1.2 Economical Implementation of the Single European Market (SEM) enabling freedom of movement of goods and services, people and capital across national borders brought opportunities and threats to the brewing industry. It has allowed firms to invest equity to acquire full-ownership of established breweries across Europe, rather than minority holdings. At a production level, it has encouraged the location of breweries and associated logistics distribution centres to be made on cost-efficient criteria rather than regional or national obligations, enabling an international, and even global, approach to beer production. At the same time, the European logistics industry has been liberalized in the lead up to 1992 with the removal of national licenses, quotas and control within the road-transport sector, although there remains a dominantly national flavor to its provision. As yet, the unification of taxation, especially excise duties across Europe which could ease administration, is only under discussion. The difficulties of implementing the proposals are considerable. However, with the current variations in excise duties encouraging a black market, especially between the UK and France, movement is afoot to reduce the extreme variations. The publicity associated with the substantial cross-Channel movement (or bootlegging) of alcohol and tobacco products between France and the UK, with adverse repercussions for UK suppliers and tax collection for the Exchequer, has concentrated minds on finding a solution to the taxation disparities. The brewing industry relies on economies of scale in both production and distribution to be successful. The removal of trade barriers, with the chance to capitalize on economies of scale, is helping companies, especially those operating within small domestic markets. Both Heineken in the Netherlands and Carlsberg in Denmark have been obliged to internationalize as their own domestic markets are too small to provide sufficient scope for economies of scale for desirable growth. Expansion through joint venture, acquisitions and mergers, together with licensing and strategic alliance, has enabled an extension of brand franchising and complementary brands. 2.1.3 Social Provision of environmentally friendly packaging: In Germany and Denmark drinks require returnable bottles for re-cycling and, since 1995, at least 65% of packaging has had to be re-usable. In Denmark cans are banned for in-country production, although, due to European Union (EU) competition rules, import exemptions allow high imports of canned beer, from Germany in particular. These regulations incur short-term increases in the costs of packaging and distribution as new technology is introduced to meet the requirements. 2.1.4 Technological Heineken use their technology to keep detailed documents of shipping, in their warehouses to make the beer more efficiently and for shipping purposes. 2.2 SEGMENTATION TARGETING POSITIONING proceeds to segment the market, select the appropriate market target, and develop the offers value positioning. The formula segmentation, targeting, positioning (STP) is the essence of strategic marketing. (Kotler, 1994, p. 93) . The process of market segmentation can also consist of the selection of those segments for which a firm might be particularly well suited to serve by having competitive advantages relative to competitors in the segment, reducing the cost of adaptation in order to gain a niche. This application of market segmentation serves the purpose of developing competitive scope, which can have a powerful effect on competitive advantage because it shapes the configuration of the value chain. (Porter, 1985, p. 53). Segmentation is the process of identifying sets of consumers. These sets must be homogeneous, distinct, attractive and reachable. It use demographic (i.e. age), geographic (i.e. ZIP codes), and psychographic (i.e. attitudes) information to describe and separate groups. Segmentation requires the marketer to look at pools of potential customers from multiple angles to consider their areas of focus. Heineken focuses on youth in different locations. Targeting a specific segment or segments requires the evaluation of multiple segments. Choices can be hard to make and sometimes seem arbitrary. To aid the marketer, metrics for the most important criteria should be associated with each potential segment. In the end, the segment(s) with the greatest potential should be selected. Europes largest brewer, Heineken NV, is to embark on an acquisition spree and attempt to make its flagship lager brand more appealing to young consumers as increased competition and sluggish sales continue to blight its more mature beer markets. Positioning Gunter and Furnham (1992) prescribe that after selecting target markets the trategist should develop positioning objectives to then develop them into a detailed marketing mix. However, Aaker (1996) recommends developing the positioning objective only after the brand identity and value proposition have been developed. In exploring the latter, it is useful to understand Aakers definition of positioning is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Kotler (1994) refers to it as the unique selling proposition. Heineken is the worlds most valuable International premium beer brand Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania based brewer bere mures for an as yet undisclosed fee. As of 2009, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people 3.0 Global Brand Development: Since stage of beer market development in each country is different strategy should be used. In embryonic markets (Africa, Eastern Europe) pushing strategy is suitable. In growing markets (Italy, Spain, Japan) both pushing and pulling strategies are agreeable. In mature markets (North and Central Europe, Australia,USA) pulling strategy is the best. Global positioning target can be achieved through creative marketing communication. Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. However, within the marketing mix, there will always be a requirement for locally driven campaigns and support. By connecting to local situations, consumer will develop a greater emotional tie to the company. The term marketing mix refers to the primary elements that must be attended to in order to properly market a product or service. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit general, guideline for understanding the fundamentals of what makes a good marketing campaign. Product product refers to products or services. The product or service that offer the needs to meet a specific, existing market demand. Or, product should be able to create a market niche through building a strong brand. Heineken maintains it beer quality and special taste Price: The price that set for Heineken product or service plays a large role in its marketability. Though Heineken has many competitors Heineken maintains its quality and price. It changes it price according to the situation and location. Place: Heineken has huge marketing in Ireland and Netherlands. Compare to other brands Heineken is not available in all retails stores frequently. Promotion: Heineken has quickly recognised that consumers are increasing seeking value and positivity in the current recessionary environment. 3.1 Market entry Heineken has a pragmatic view taking a cautious approach to entering new markets. While it encourages organic growth, it has expanded by using a combination of direct export, licensing, joint venture, strategic alliance and acquisition. While it exports its premium Heineken brand from its plant in Amsterdam in the Netherlands, it is also involved in local regional production. A typical entry strategy has been to begin by exporting using intermediaries such as local distributors, and then to develop licensing production agreements through joint ventures with local brewers. Ultimately, the goal is to acquire full ownership and control of the local production wherever possible. The Netherlands Heineken has been the dominant market leader in its home base in the Netherlands having 53% of the market in 1991, well above its competitors Grolsch (15%) and the 15% taken by Interbrews subsidiary Verenigde Brouwerijen. Unfortunately, the Heineken brand market share, 45% in 1980, itself dropped to only 30% in 1991. In response Heineken introduced the Amstel and Buckler brands, the latter being the first non-alcoholic beer available on draft. Uk In the 1960s, when Heineken entered the UK, the beer-drinking public was not familiar with the strong beer being drunk in other European countries. Consequently, it made a licensing arrangement with Whitbread to brew a weaker version of standard Heineken brand (3.6% alcohol by volume (abv) ) that proved popular with lager drinkers. By 1990, about 10% of all lager drunk in the UK carried the Heineken brand. As beer drinkers became increasingly familiar with the continental brands, the Heineken Export Strength (5.0% abv) was introduced which Whitbread also brewed under licence. In 1993, the UK was the second largest market for beer in Europe, consuming 224 pints per head of population, although that level dropped to 218 pints per head in 2002 (Tighe, 2003). The pattern of consumption is different from the rest of Europe with more than 80% being drunk in pubs, many of which are linked, or tied, to breweries. Heinekens route was through access to Whitbreads distribution network through a licensing agreement. Interestingly, these ties were broken in the early 1990s when the Conservative government introduced legislation to increase competition. This obliged Bass to dispose of its 7,500 pubs most of which were expected to become independent small businesses. In practice, most were acquired by Pubmaster which currently owns 8,500 pubs, reflecting the continued concentration of ownership within the brewing distribution network. Ireland In 1993, Guinness and Heineken dominated in Ireland with a combined market share of about 85%. From the 1970s the Heineken brand was produced under licence until Heineken acquired its own production site in 1983. Murphys stout was a particular success story, becoming the number two brand of stout (behind Guinness) in both Ireland and the UK; by 1993 it was also being sold in the US and France. Italy Heineken entered the Italian market in 1960 when it acquired a minority stake in a small brewer. This was extended in 1974 when Heineken and Whitbread each bought a 42% holding in the company, renamed Birra Dreher. By 1980, Heineken was the sole owner of Dreher having acquired Whitbreads 42% share. Mergers with two former Henniger breweries strengthened Dreher so that, by 1993, it had a 25% share of the Italian market behind the market leader Peroni with about 40%. Despite the decline in the Italian beer market being more severe than in other European markets, Dreher maintained its margins although its market share fell. The Heineken brand retained its position, while its Buckler brand benefited from the increasing growth of the non-alcoholic segment. As in other countries, Heineken, in this case through Dreher, increased its control of the distribution network by purchasing a number of drinks wholesalers. In 1991, Heineken began importing its other Heineken brands into Italy to prov ide more effectively for the premium beer segment. Greece In 1965, Heineken entered a joint venture agreement for Athenian Brewery to produce the Amstel brand. By 2002, it had 98.8% ownership and a dominant 70% or so of the Greek market. This enabled it to strengthen its own Heineken and Amstel brands, and to import its associated Dreher and Coors beers. Heineken still dominates the Greek market. France In 1982, Heineken acquired Albra, which had an 8% market share and owned two breweries in France. In 1984, Albra was merged with Brasseries et Glacieres International to form the Sogebra group which in 1993 had 25% of the beer market, challenging the market leader, BSN Kronenbourg (50%). With the successful re-organisation of the Sogebra group, Heinekens fortunes continued to improve. However, the poor economic climate of the early 1990s, together with the increased competition for limited shelf space among retailers, has been challenging. Spain In 1984, as Spain was preparing to join the EU, Heineken purchased 37% of the local El Aguila brewer and increased its holding to a 51% controlling interest by 1993. El Aguila suffered from outdated production techniques and poor branding which necessitated investment in production and some re-structuring with resulting labour redundancies and short-term losses. The Aguila Pilsner brand was positioned for the standard market segment and a new Adlerbrau brand was introduced targeted towards the premium segment; Adlerbrau was then itself replaced by Aguila Master. Spain was a challenging market where many small family breweries operated within a federal infrastructure so hindering the implementation of economies of scale. Nevertheless, the Spanish market was attractive, with beer consumption the third highest in the EU, and increasing from 51 litres per capita in 1978 to 71 litres in 1989. Not surprisingly, by 1991 other companies were intent on acquiring a slice of the market through similar joint venture arrangements. They included Guinness/Carlsberg (Cruzcampo), the French group BSN (Mahou) and San Miguel Philippines (San Miguel). 4.0 Heineken SWOT Analysis Heineken SWOT Analysis company profile is the essential source for top-level company data and information. Heineken SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. 4.1 Strengths The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today is developed in 1886.so the taste uniqueness of it has been there for a hundred years Heineken is the worlds second largest beer manufacturer.They produce 5.6 billionl liters of beer each year. second only to anheuser busch who produce 10 billion ltrs . This gives economics of scale and a platform for futher expansion of their market capitalization. In some markets like U.S.A and Hong Kong the Heineken brand is perceived as a premium brand and has successfully established a brand image. Heineken has owned subsidiaries in Netherland, France and Ireland whereas they held majority stake in 15 other breweries all over the world.Which gives Heineken a global presence. 4.2 Weaknesses Insome countries the brand image of Heineken was too narrow such that the brand was seen appropriate for special occasions only, While in other countries like Latin America the brand is viewed just another imported European beer .In Netherlands It was viewed as a mainstream brand. The company has limited its reach to the European and the Western countries and there still lies a scope for scaling up in countries like India where the beer is just imported and thus making it impossible to penetrate deep down No production base in some area and TV commercials are just aired in larger markets Lack of integrated marketing campaign Lack of worldwide advertising campaign 4.3 Threats Increase in drunk driving laws Competitors increasing market share Mergers and acquisitions of other breweries Other Breweries are becoming much larger than Heinekens Brewery 5.0 Recommendation to achieve the global brand Introduce a number of innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain. Heineken has a strong brand tradition. In order to flourish its  brand reputation  across the world, convince the consumers that the brand is some way superior. Develop a relationship with customers, build  affinity  between brand and customers bysponsoring international rugby tournaments, and world soccer tournament such as -( the Champions Leagues, the UEFA Champions League,  worlds premier club) where target audience of men from all over the world gather in one place. Building the brand  recognition  for long-term  to differentiate the brand Heineken and be sure to add value to the product in order to get the brand loyalty. (For example, Heineken can maintain its good quality or create benefits for society and culture, and provide an emotion to its consumers. 6.0 Strategies Macro analysis Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. It confronts directly the challenges in many of our markets to deliver organic profit growth, but also focuses on building the long-term future of our brands and business. 6.1.1 Current strategies Key focus is on driving the growth of our brands and improving our financial performance on ensuring that acquisitions, partnerships and distribution strategies create value. The focus is also on enabling our employees to use their potential and building a true performance based culture. Heineken aims for sustainable growth as a broad market leader and  we aim for segment leadership. In both cases, the Heineken brand plays an important part. We establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. Offering training to the employees, improving the organization, and introducing new technology then reinforces the positions of the local beers. This results in economies of scale that create a distribution network for both the local beers and Heineken beer. If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers. The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The  four priorities for action include:   To accelerate sustainable top-line growth. To accelerate efficiency and cost reduction. To speed up implementation: we commit to faster decision making and execution.   To focus on those markets where we believe we can win. 6.1.2 Failures in strategies Heineken: Declining sales volumes now should explore new Strategies. An expected drop in revenues for Heineken has been more than cancelled out through cost-cutting measures and a shrewd pricing strategy. While beer volumes have suffered during the recession, this can be seen as the continuation of a more established trend. Plant closures have helped Heineken to reduce costs, but future profits will need to be driven by alternative methods. Heineken has revised its profit forecast for 2009 and now expects low double-digit growth for the year overall. The third largest brewer in the world reported a 4.7% decline in volume sales, but strong cost-cutting measures and a sound pricing strategy have allowed the company to further grow its profits. Beer v olumes have been badly hit by the recession, but this is largely a continuation of a longer and more established trend in established markets. The category has lost significant custom to the wine and spirits segments in recent years, as beer has garnered a particularly unhealthy reputation. Consumers beer preferences were once widely predicted to enjoy Resistance to the recession, but this has not proved to be the case and many consumers have switched to cheaper brands, with notable gains seen in the private-label beer market. Heineken has been able to drive profits through an array of cost-cutting measures. A number of plants were closed after Heinekens purchase of Scottish Newcastle. This acquisition gave the company the largest share of the European beer market, which allowed the undertaking of consolidation through the plant closures. Heineken has also increased prices, which has helped to offset some of the volume declines. Price rises in the beer category have become commonplace, but the company has ensured that its prices remain competitive without compromising the integrity of the brand. The expected results from Heineken demonstrate the possibilities that still exist during a recession. Cost-cutting measures have improved profits and will leave the company in a stronger position during a recovery. However, reducing costs can only fuel profit growth for a finite length of time, and the company must ensure that it continues to grow its business in developing markets while consolidating in the established markets of Europe and the US. 6.1.3 Implementations: The basic strategies of Heineken is to capture the local market. By merging with local firms Heineken has started capturing local market. Merger and acquisitions seems very good at for the present situation but according to servey (Dg internal market and services , 2005). 7.0 Recommendations: Heineken is one of the strongest products in the market and is dedicated to grow and remain independent, made by Heineken International since 1873. From the above repost accomplished that from macro analysis, there are positive conditions in Europe to increase profitability of Heineken. There are number of other steps in marketing plans can improve sale of Heineken. The Heineken brand can be developed through the distinctive characteristics of the marketing communication mix: multiple form of marketing communications are needed to communicated the value benefits of a product or market offering to larger and larger numbers of actual and potential consumers The value benefits of a product or marketing offering is communicated to the target market through three modes: marketing communication mix, mass marketing forms of communication , personal marketing forms of communication Creating strong associations and responses in the consumers mind: creating awareness of the brand, establishing the brand image brand judgments and feeling , and creating strong consumer-brand connect By designing a marketing communication strategy that delivers a consistent message that aims at informing, persuading, and reminding consumers- directly or indirectly about the products and brand for sale in the market segment It should focus on the markets that are in the embryonic stage and also on the developing markets and one of the being India, Heineken still has not penetrated India and the beer that is available in through imports. Company does not have fixed group that looks into marketing communication mix They should go like When in Rome, do as the Romans do that signifies that the communication mix should be different from country to country, and it should be significantly referring to the personalization of the masses representing the target population of a particular. It should keep learning from what happened to other brands that entered into foreign markets and did not do well and they should learn from their failures