Dyson Marketing Communications

Dyson Marketing Communications Dyson Appliances Limited is a UK based company which is a market leader in selling vacuum cleaners in UK, US, Australia, Japan and rest of Europe. It started marketing its vacuum cleaners in 1993 in UK. It has been branded the No.18 consumer superbrand for the year 2010 in UK. Dyson is not known as a manufacturer of electronic products but has been acquainted to the public as a technological innovative company. Innovation and invention is the heart of Dyson Ltd. It This private limited company was founded by James Dyson an industrial designer. To make the most effectively and world wide selling brand of vacuum cleaners is the mission statement of Dyson Ltd, with time Dyson has evolved into other products in the same home appliances category as the Washing machine, Bladeless fan and hand dryers. Being a private company all the details about the company are not available to the public, but the best of information has tried to be extracted from the available research papers, newspapers and websites. James Dyson attended Londons Byam Shaw art school and was specialising in painting. But painting beautiful objects wasnt enough to quell curiosity, he wanted to make, and then he joined the Royal College of Art, where James studied architecture, but instead of colonnades and cladding, robust marine engineering was the order of the day. He developed a flat-hulled high-speed landing craft and, with it, his passion for engineering. Pretty soon, hed also developed a new kind of wheelbarrow one with a big fat ball that didnt sink into mud and chunky feet for stability. All the while learning to take risks, make mistakes and use frustration as a fuel for creativity and solving problems. Dyson vacuums are exhibited in museums around the world, including the New York Museum  of Modern Art, the San Francisco Museum of Modern Art, the Science Museum in London,  Pariss Centre Georges Pompidou, and the Danish Design Centre in Copenhagen. New ideas are the lifeblood of Dyson. Making Mistakes, failure and home trials are guiding principles of Dyson which invests around 50% of its incomes for further development. Dyson Key Markets and Areas of operation Being started commercial operations in the year 1993 in UK. Dyson has now consolidated its position as the market leader in the vacuum cleaner section in UK. It has presence across all over the world. Based on the available information Dyson sold its products in more than 40 countries. What is Marketing Communication The word Marketing Communication is made of 2 words which can be interpreted in their individual capacity. Hence, the meaning of Marketing Communication is varied due to changing interpretation of the base words. Marketing Marketing may be defined as the process by which organizations create interest of customers in products or services they produce. Marketing implies selling and a goal of effective benefit for the communicator. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) In the global context, global marketing can be defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition. This implies that the firm is able to: Develop a global marketing strategy based on similarities and differences between markets; Exploit the knowledge of the headquarters through worldwide diffusion (learning) and adaptations; Transfer knowledge and best practices from any of its markets and use them in other international markets. (From Global Marketing- Svend Hollensen) Communication Communication is a process of interaction of messages among persons through a communication channel or a medium. Communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver (U.S. Army, 1983). Effective communication occurs only if the receiver understands the exact information or idea that the sender intended to transmit. Marketing Communication In the context of marketing, communication is the message communicated by the organization for its intended or prospective customer, to ignite the buying process by such a customer. Effective Marketing Communication is one which would effect the sale of a product or a service. Marketing Communication (Marcom) is a subfield of marketing which involves personal selling, advertising, publicity, public relations, reseller support- merchandising, product sampling and packaging. These are all communication tools and the subfield is really an attempt to bring together several diverse part of the marketing mix under one conceptual framework based on communication research and theory. Marketing Communications is a critical aspect of a companys overall marketing mission and a major determination of its success. The marketing communications components of the marketing mix have increased in the importance dramatically during the past decade. Indeed, it has been claimed that marketing in the 1990s is the communication and communication is marketing. The two are inseparable Shimp (2000) Marcom cannot be just used for marketing alone but Marcom techniques can be used for a variety of other purposes such as for a political campaign, improvement in health practices, changes in societal beliefs etc. Thus marcom applies for persuasive mass media campaigns of all types. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) Role of marketing Communications Marketing communications (marcom) represents all the consumer oriented materials such as leaflets, press releases, Web sites, and trade show presentations. The importance generated of marcom planning is due to the direct relation of such planning to the customer, which makes marcom planning an important activity for the company. Thoughtfully written marcom plans: Enables the company to handle a large number of products, areas and consumer interactions in one single tone. Creation of integrated communication channels by a varied team of people. Assist the messages to grow above the sphere of the marketplace and continuously reach the target audiences. Provides superior results in terms of efforts of time and money. Tools of Marketing Communication For any organisation, the tools of marketing communications includes distributing information, promoting brand, image and reputation, creating and stabilizing product and service demand, emphasizing features and benefits, providing competitive differentiation, generating sales leads, ensuring customer retention and loyalty, and motivating staff. Some tools are as follows: Advertising Advertising is defined as any form of communication made by a public or a private undertaking in connection with trade, industrial activity, business, craft or profession in order to promote, directly or indirectly: a) the commercialisation of any goods or services, b) any ideas or principles, initiatives or institutions. Advertising is an impersonal, mass medium form of communication, in which the person who wants to communicate the message incurs a monetary cost for transmitting the message through a selected medium. It reaches a large number of audiences in a discrete way. There are two main functions of advertising: Influencing the demand for commodities and Managing awareness and understanding of the entity in an entirety. The various types of media which could be used for advertising are: Print media advertising like in the newspapers, periodicals, directories etc. Broadcast media advertising in the form of television and radio for mass penetration at a relatively lower cost per person reached. Outdoor advertising like the billboards on roads, bus-stops etc. Enclosed advertising like a store displaying its name inside the store. Digital and other media like telephony advertising, cinema advertising, online and internet marketing. Sales promotion Sales promotion is offering to the consumers extra or additional value. Such an additional value may be created by offering say Buy One get One products, or Half Price products, free products/ samples, extra quantity of the same goods at no extra price, discounts and price reductions. Hence the main objective of sales promotion is to encourage certain behaviour of audience, often to effect sales for the organization. Such a tool attracts new customers and help retain existing base. Direct marketing Direct marketing is the total of activities by which products and services are offered to market segments in one or more media for informational purposes or to solicit a direct response from a present or prospective customer or contributor by mail, telephone or personal visit. (Onkvisit and Shaw 1993, p717). Direct marketing is concerned with the management of customer behaviour and is used to complement the strengths and weaknesses of the other communications disciplines used to communicate directly with individual customers and often carry a behavioural (call to action) message. Fill, C. (2009), Marketing Communications Interactivity, Communities and content. Thus we can understand by direct marketing as all the activities undertaken by seller which help to communicate directly with the buyers for the purpose of effecting an action by the buyer Public Relations PR or publicity is the marketing communications function or activity undertaken by the organisations which carries out programmes designed to earn public understanding an acceptance. (Svend Hollensen Global Marketing, Pg: 554). Being a component of society an entity has to protect the interest of itself as well as its stakeholders (society in general )and therefore has to have effective marcom for good public relations. It involves both internal as well as external communication Personal Selling Unlike Advertising, personal selling is a dual way or more than 2 persons involved communication process which enables instant feedback and is not disturbed much by the noise like in advertising. It is an intense communication process and requires skills for effective communication, but it also enjoys high flexibility. Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Targeting To determine which, if any, of the segments uncovered in the market segmentation should be targeted. Such segments are to be specifically targeted by the organization. Positioning The act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds. Integrated Marketing Communication The concept of IMC took birth in the US in the late 1980s. The Caywood, Schultz and Wang presented in 1991 the concept of IMC after a survey was conducted by Northwestern university with national goods advertisers in USA. Schultz defined IMC as, Broadly defined, IMC is a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to provide clarity, consistency and maximum communication impact. (Schultz et al, 1993). Proponents of IMC contend that it represents a logical first step in the transition from outbound product driven communication to the more interactive consumer and behaviour oriented approaches of the twenty first century. (Kitchen and Schultz, 1999). Thus we can understand from IMC that it is a process by which all forms of marketing communication are managed in such a way that the prospective customer or public are delivered a plain, constant and convincing message about the entity and its products. (An inside-out approach to integrated marketing communication-An international analysis by Gayle Kerr, Don Schultz, Charles Patti, Ilchul Kim) Among the differing definitions of IMC, Shimp has tried to find the unique features of IMC in 2000 as follows: The primary objective of IMC is to affect behaviour through directed communication. IMC process starts with the buyer or prospect and ends with the brand communicator. IMC uses all types of communication and all means and company contacts as message release channels For a stronger brand image synergy and coordination are utmost important. IMC entails marketing communication build lasting relationship between the brand and the buyer. Thus we can conclude that IMC is the planning, coordinating, controlling, integrating and managing the various communications which evolve from an organization towards its outside environment or external environment. Marketing Communications Strategies and Tactics employed by Dyson To understand the marketing communication strategy of Dyson, it is very important to know a brief history of the company which will help us understand the future course of marketing for the company. James Dyson had started working on his vacuum cleaner idea since 1978. His idea was to build a bagless, filterless vacuum cleaner. In the 1980s he approached Hoover Company which was the market leader of that time to take up his idea, but it was not accepted by Hoover. Undeterred by the Hoover snub, Dyson continued to work on his concept of vacuum cleaner. After 15 years of hard work, determination, toil and frustration and testing 5000 prototypes James finally launched the Dyson Cyclone DC01 Vacuum cleaner which was based on the effect of a tornado in 1993. The company for the next 12 years put almost 100 % of its profits for further RD expanding its team of scientists from a meagre 3 scientists to 350 scientists. In interview with a leading advertsing magazine, Dysons global marketing director, Clare Mullin, stressed the companys pledge to development, saying, Were an engineering-led company, not a marketing-led company. Thus the overall stress of the company can be found out to be technology, development, innovation and invention. This is a marked difference between a profit oriented commercial company and Duson. Dyson is an innovative, technology company not just any other company. This is the basis of marketing communication of Dyson that it is different. Context Analysis SWOT Analysis Strengths Technologically superior product offering Brand Image Loyal Customer base Financial Strength and higher profitability High Revenue generation Can earn premium on its product offerings Weakness Lower sales quantity than competitors Limited number of item offering in portfolio compared to larger competitors Limited resources Opportunities Qualitywise superior offering is always in demand everywhere. New untapped markets. Increasing sales by reducing prices. Threats Susceptible to cyclical changes as in recessionary conditions cheaper substitutes may be preferred. Branding as expensive products. Better product offerings by competitors at relatively lower prices. Strategic Mission and Objectives To build the most effective and efficient vacuum cleaners brand. Be a world leader in the vacuum cleaners brand To build world class cutting age electronic appliances for improving peoples lives To be technologically innovative To invest heavily in development for future sustenance of business Sr. No. UK markets US Markets To maintain the market leader position in the vacuum cleaner segment To maintain the market leader position in the vacuum cleaner segment Marketing Objectives To be a market leader in the vacuum cleaning and home appliances business. To market company as a technologically advanced company producing high quality products for improving daily lives. Sr. No. UK markets US Markets To maintain and consolidate the market leader position in the vacuum cleaner segment (2002) To rapidly enter into the market and capture the vacuum cleaning markets(2002) To increase sales by a certain percentage say 5% To increase sales by say 10% Marketing Communications Objectives Communications Impact- the objective of any marketing communication is too effectuate sales and promote the brand image of the organization. Credibility- It is the value attached by the customers Cost- These are the costs attached to the marketing communications. Control- The level of control which can be exercised on the marketing communication through different tools. The use of different tools entail acahievement of different objactives as may be predecided by the organization. Marketing Communication Message Objectives Differentiate- Dyson has tried to differentiate its products by stressing the superior technology of the product. Dont Lose the Suction Campaign very well pronounces the differentiation of Dyson products from its competitors product. Remind- This messages involve repeating the messages earlier delivered. This consolidates and Strengthens previous communication. Dyson states that his messages are boring, but still it shows the companys seriousness towards its business. Inform- This involves informing and educating the qualities of the product. Dysons product in US and UK do the same function of informing qualities to the customers. Persuade- This induces the customers to take action towards buying the product. In short, the marketing communication message objective should be to attract, maintain and inform consumers about the brand. Marketing Communication Strategies (3 Ps) The adoption of the strategy is based on the Product Life cycle and the particular marketing objectives: Pull Strategy Push strategy and Profile Strategy UK and Europe Markets Dyson believed in its products to be the advertising tools. For a technology enhanced quality product the word of mouth is the best form of advertising or marketing communication. In Europe Dyson enjoyed a huge word of mouth advertising, hence the need for specific high budgets or cost allocation to marketing communication was less. One more way of communication was through recommendation of store staffs. US market After tasting success on the European Continent, Dyson embarked on new voyages to the Unites States. The entry of the high priced, British made vacuum cleaner in US coincided with the recession and dwindling US Vacuum industry in 2002. But the creator of vacuum cleaner James Dyson also presiding Dyson Ltd was upbeat about the success of vacuum cleaner in US markets. Such an upbeat mood was due to the knowledge of placing a high technology product in the hands of customers creating value for the product. The tools of mouth to mouth marketing communication was not feasible in US as people were not so close and distances separated people. DOESNT LOSE SUCTION CAMPAIGN Fallon Worldwide, an ad agency won the advertising contact from Dyson and launched a campaign in USA in 2002 by the name Doesnt Lose Suction to showcase the superior technology of Dyson products in the vacuum cleaning business segment which needed an improvement and a change as per Dyson. Part Two For the selection of an organization, we have selected Apple Inc. as our organization. The company is to launch a Summer campaign for the launch of its Iphone-5 in the UK Markets. Launch date is on June 1 2011 Apple Inc. Objectives Based on the organizational motto of Think Differently, Apple Inc has its stated objectives of focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Brand Mission The Apple Iphone brand mission is to bring best mobile experience to everyone. Brand Vision The Iphone brand vision is to empower everyone with the latest cutting age mobile technology. Brand Objectives Producing a phone which caters to all the basic requirements of a mobile. Build strong brand orientation. To cater to the niche segment of the market. Introducing latest and innovative technology in mobile phone experience. To present an internet facilitating smartphone along with the Ipod and improved version of Iphone 3 and Iphone 4 Features Improved network connectivity than Iphone 4 Camera for photography and video needs for special moments, 8 MP Camera including a camera for video calls. Sleek and stylish features 64/128 GB Memory for extra storage needs One Touch email technology Upcoming 4G Networking technology. Inbuilt Apple GPS Navigation system. One push connectivity Highest resolution screen in the phone market. Touch screen with scratch proof technology Situational Analysis SWOT Analysis Strengths Higher price helps maintaining it as a mobile for niche people, hence demand is maintained. It is the most handy phone available in the market. Thousands of software applications are available specifically made for Apple on Istores. Upgradability is possible due to software upgradation. Brand Knowledge makes Apple products sell as hotcakes. It has best touch screen resolution in the market. Most suitable for entertainment purposes attracting young people towards Iphone. Weakness High price deters some customers Not much suitable for business purposes. Opportunities Relatively smaller segment of smartphone has scope for development. Branding as an innovator and revolutionizing products. IStore provides a continous stream of revenue even after sale of Iphones. Perceived luxury value to Iphone has result of increasing demand. Opportunities to tie up with many companies for creating Iphone applications. Threats Competitors coming up with better quality and better features for phone Apparent pressure for reducing prices. Target Customer profile Market Segmentation This involves identifying the similar groups of customers. For Iphone similar groups of customers maybe male/ female, amateurs/ professionals/ corporate persons, students etc. Target Market Iphone target market is the group of people who want smart phones as well as entertainment devices. The target may include cream class of people, who like to boost features. For business needs professionals, corporate personnel are to be targeted. The primary target would be the upper middle income persons. They would be targeted as the phone is build based on their requirements. The secondary target could be the university students, high school and college students who need a all-in one device. Corporate customers for large orders are also to be targeted. Positioning The Iphone 5 is to be positioned as a revolutionary product, differentiating from all the available phones in the market. It is to be marketed as an Apple brand, a symbol of quality. To be promoted as a computer which is a phone. Marketing Objective A high target has been set up for the first 2 years of launch in UK and USA: In the first year, 2 lacs of Iphone to be sold in UK based on our past performance of Iphone sales. In the 2nd year, an increase of 20% in the sales target over 1st year is contemplated. Marketing Strategy Product The Iphone has the great features as described above. Price The Iphone is competitively priced at  £450 in the UK markets. But in agreement with network providers like Vodafone, T- mobile, 3, Orange, O2 etc, competitive and best deals would be provided for the customers. Promotion As the target groups are found out, targeting the target group with the latest promotional media. Large scale TV advertisments. Regular advertisements for full 2 years period. Creative advertisement. Creation of hype around the phone. Place (Distribution) Large scale distribution of phones before the day of launch based on the past experinces of rush on the launch day and shortages within hours of launch. Message and Creative idea If you are not using Iphone5, you are missing out on something!!!. Have you tried your hand at the new Iphone. Iphone5, This changes everything again!!! Budget Based on the targeted sales of 2 lacs Iphone5 , the revenues turn out to be ( £450 * 200000) =  £90,000,000. We would work out the initial marketing communication expense at say 20% of revenues, then we have a total of  £18,000,000 for our marketing. Reference and Bibliography Svend Hollensen: Global Marketing- A decision oriented Approach, Fourth edition, Pearson- Prentice Hall http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0000_0002_0/emmc_0000_0002_0_00096.html http://www.superbrands.uk.com/Pages/DocumentManager/ConsumerTop500_2010.pdf http://ristiuty.edublogs.org/files/2008/11/integrated-marketing-communication.pdf http://www.iphoners.com/threads/iphone-marketing-plan.141/ (Accessed on 17-1-2011) http://www.howtobeamarketer.com/articles/marketing-mix/4-promotion-marketing-communications/46-integrated-marketing-communications-templates-word-powerpoint-and-pdf (Accessed on 17-1-2011) Used for IMC Plan Diagram

An Overview of Advantages and Disadvantages of Recycling

An Overview of Advantages and Disadvantages of Recycling What is  Single-Stream  Recycling? Recycling is a process that converts waste into reusable material. For example, aluminum cans will be melted and then made into new cans and paper will be mixed with water to make pulp,   which then pressed into new sheets of paper. Single-stream recycling means that a consumer can put all types of recyclable goods-like aluminum cans, glass containers, paper, and plastic- into a single recycling bin and then a company receives the mixture of recyclable items and sorts it all out in a factory setting. The reason why people recycle is because they would like to contribute less waste to landfills. Larger landfills contribute to larger greenhouse gas emissions, which is known to wreak havoc on the earths atmosphere and health. How  Does  Residential  Single-Stream  Recycling Work? A resident will either purchase or be provided with a recycling bin-American recycling bins are typically green or blue-that will be kept in or right outside their household. The resident will fill the bin with all types of recyclable items including but not limited to paper, plastic, and metal, and glass-more specifics will be discussed shortly. That bin of recyclables will be emptied into a community dumpster or will be directly placed on the curb for a recycling company to pick up. This pick up of recyclables   typically happens on a weekly or biweekly basis. The recycling company will then dump all of the recyclables into a materials recovery facility (MRF) where they are will be sorted by machines and manpower [6]. The materials that can be salvaged are then collected by type (paper with paper, glass with glass, etc.) and shipped to various companies for them to repurpose and use for their own products. A Brief  Timeline  on the History  of Recycling 1897:  New York City creates one of the first MRFs in America. [12] 1965  to  1970:  The Mobius Loop is introduced as the symbol for Reduce, Reuse, Recycle, by Gary Anderson. [12] 1974  University City, MO becomes one of the first municipalities in the country to offer curbside recycling to its residents. [12] 1988  The number of curbside recycling programs in the US increases to about 1,050. [12] 1990s  Communities in California were the first to use single- stream recycling in America. [11] 2000 The EPA confirms a link between global warming and waste, showing that recycling and reducing our garbage decreases greenhouse gas emissions. [12] 2005  About 20 percent of all U.S. communities with recycling programs use single-stream recycling. [10] 2010  About 64 percent of all U.S. communities with recycling programs used single-stream recycling. [10] 2011  America recycled about 87 million tons of material, more than 60 percent of Americans have access to curbside recycling. [10] 2015  About 22 percent of standard American county is complying with the standards to put right things in there. [1] Advantages For  the  Resident Decrease  sorting  efforts: Single-stream recycling versus multi-stream recycling means that the efforts for sorting recyclables are reducedall recyclables are allowed in a single recycling bin. This may make residents more likely to participate in recycling and may lead to more recyclables placed at the curb or in the community recycling dumpster/receptacle. [8] Clarity  of  destination: For residents participating in curb side pick- up, the recycling trucks will come by with distinguished signs labeling their truck as a recycling truck. The emphasis on clarity of which company is picking up their recyclables, will ensure the residents that their recyclables are being sent to a MRF and not a landfill [8]. For  the  Participating  Communities Decrease  waste  management  costs: For any given city, labor costs and tipping fees for garbage management will decrease as the amount of recycling increases. This means that an average American single- stream recycling system that costs $200,000 per year should be breaking even by 2019 [4]. Recycling costs a city $39 per ton, versus $49 for garbage. Also, single-compartment trucks cost less to purchase and operate versus multi-compartment trucks used for multi-stream recycling systems. This will also contribute to a reduced collection cost. Increase  efficiency: Single-compartment trucks are able to use automated collection routines, which leads to collection routes being serviced more efficiently [8]. Safer  conditions  for  workers: The workers for the recycling companies may see a decrease in the amount of work-related injuries. Recycling bins for single-stream recycling are commonly in the form of wheeled carts. Multi-stream bins were typically not wheeled which makes workers prone to injuring their backs when they pick up and carry numerous bins [8]. For the Environment Increase  land fill  life: Recycling in general will extend the life of a landfill because, with less waste in the garbage bin and more materials in the recycling bin, the landfill wont fill up so quickly with waste, thus extending its life [4]. Recycle  more  materials: As research continues, single-stream recycling may make way for an opportunity to add new materials to the list of recyclables accepted. Also, with a single-stream sorting system, more grades of paper may be collected than ever before [8]. An increase is the amount of recycled materials will positively impact the environment. Disadvantages For  the  Participating  Companies Increase  in  taxes: A resident who lives in a location that has a single-stream recycling program is most likely going topay local taxes for the program. These taxes are subject increase becuase Residents who participate in single- stream For the Environment Contaminated  material  to  landfills: Due to the nature of single-stream recycling, different materials will cross-contaminate other materials. A typical, new single- stream program endures contamination in about 40 percent of its loads [4]. These contaminated parts of the load will be sent to the landfill. Mixing all materials together is convenient, but leads to wet paper and bits of broken glass that cant be sorted. About a quarter of single-stream recycling goes to the dump because of contamination [6]. Lower  quality  of  products: Susan Collins, director of the Container Recycling Institutea nonprofit research and advocacy group, says in terms of preserving the quality of materials so that the maximum materials collected can actually be recycled, single-stream is one of the worst options [6]. The purpose of recycling is so that materials can be repurposed and reused. If the MRFs are supplying poor-quality raw material to companies, they are costing those companies a loss in quality of their goods as well. What You Can and Cant Recycle You should only recycle paper, cardboard, commingled containers, plastic bottles, tubs, jugs, and jars. Figure 2 offers some visual aids on what typical household recyclable goods look like. The  Big  DO  NOTS  of  Single-Stream  Recycling Do not recycle any container that has previously held oil because it is very likely to contaminate other items you place in your recycling bin [3]. Do not bag any items to be recycled-they should all be loosely placed into your recycling receptacle. Bagging items are very likely to be discarded during the recycling process and send to the landfill. Do not recycle plastic bags by themselves either because they can bind up the sorting machines gears and cause damage. Do not recycle Styrofoam or shredded paper. Excluding cardboard, make sure all commingled containers, bottles, jugs, and jars, are not flattened. Ball up on aluminum foil you recycle so that the sorting machines dont mistake it as a sheet of paper. Any material that was in contact with food or other messy substances should be emptied and rinsed out thoroughly.

Biography of Adolf Hitler Essay example -- essays research papers

Adolf Hitler Introduction Hitler, Adolf (1889-1945), German political and military leader and one of the 20th century's most powerful rulers. Hitler converted Germany into a fully militarized society and launched World War II in 1939. He made anti-Jewish culture a top priority of his lies and policies and built the Nazi Party into a mass movement. He hoped to conquer the entire world, and for a time dominated most of Europe and much of North Africa. He founded sterilization and euthanasia measures to enforce his idea of racial purity among German people and caused the deaths of millions of Jews, Roma (Gypsies), Slavic people, and many others, all of whom he considered inferior. Early Years Adolf Hitler was born in Braunau am Inn, Austria-Hungary, in 1889. Hitler had a comfortable childhood. His grades at school were above average and it was decided that he would attend a secondary school that prepared students for further studies and emphasized modern languages and technical subjects, at the school which was called a Realschule. However, Hitler and his father strongly differed over his career plans. His father wanted him to enter the public service. Hitler insisted on becoming an artist. So Hitler did poorly in Realschule, having to repeat the first year and improving very little from then on. During this time, Hitler began to form his political views: a strong sense of German nationalism, the beginnings of anti-Jewish culture. Like many German-speaking citizens of Austria-Hungary, Hitler considered himself first and a pure German. The death of Hitler?s father in January 1903 changed everything. The family income was adequate to support Hitler, his mother, and his sister, but the absence of a dominant father figure alte... ... of Europe, the war hastened the end of colonial empires and the emergence of the new Jewish state of Israel. It also brought about the creation of new international organizations like the United Nations that might prevent such wars in the future. Ironically, these developments were the exact opposite of what Hitler had hoped for. His ambition to make Berlin the capital of the world was not realized, and the enormous buildings he started designing for it in the 1920s were never built. Hitler combined organizational and manipulative talents with great cunning. He was simultaneously obsessed with fantastic visions and blinded to reality by those very visions. However, many Germans shared at least a portion of those visions. This support made it possible for Hitler to use the resources of Europe's second largest population and most advanced economy to pursue his dreams.

Powerful Symbols and Symbolism of The Scarlet Letter :: Scarlet Letter essays

The Powerful Symbol of the Scarlet Letter      Ã‚  Ã‚   In Nathaniel Hawthorne's The Scarlet Letter, Hester Prynne's scarlet token liberates her more than it punishes her.   First of all, Hester's soul is freed by her admission of her crime; by enduring her earthly punishment, Hester is assured of a place in the heavens.   Also, though her appearance is much hampered by the scarlet letter, her mind is freed by it, that an intellectual passion rises from her isolation and suffering.   Finally, it defines her identity, for the letter makes Hester the woman that she is; it gives her roots, character, and a uniqueness to her being that sets her apart from the other Puritans.   The scarlet letter is indeed a blessing to Hester Prynne, more than the curse she believes it to be.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The scarlet symbol of ignominy may have defiled Hester's public image, yet it has been a benefit rather than a bane to her soul, for by admitting her crime to the crowd, her soul is freed from two hells:   first, the fiery pit where she would otherwise go after death, and second, the own personal hell Hester will create for herself if she had chosen to hide her sin in her heart. Though it was ordered for Hester to wear the letter, it was still her own choice to make it in a vivid scarlet, "so fantastically embroidered and illuminated upon her bosom."   Hester chose red as the color of her brand of shame, to declare to the rest of the townspeople that she is prepared to acknowledge her sin, instead of denying it; she could have chosen to wear her "A" in a plain and nondistinct color, to escape the townspeople's disdain.   By displaying her guilt however, she is granted the opportunity to face her punishment bravely, thus through her public humiliation, she achieves freedom from the personal guilt of not suffering enough for her crimes.   Furthermore, "the scarlet letter, forthwith seemed to scorch into Hester's breast, as if it had been red-hot." The scarlet A's glowing embers, scorching they may be, also serve to heal, for the pain they inflict on Hester enables her to properly atone for her sin; by devoting this lifetime to repentance and expiation, she would receive relief in Powerful Symbols and Symbolism of The Scarlet Letter :: Scarlet Letter essays The Powerful Symbol of the Scarlet Letter      Ã‚  Ã‚   In Nathaniel Hawthorne's The Scarlet Letter, Hester Prynne's scarlet token liberates her more than it punishes her.   First of all, Hester's soul is freed by her admission of her crime; by enduring her earthly punishment, Hester is assured of a place in the heavens.   Also, though her appearance is much hampered by the scarlet letter, her mind is freed by it, that an intellectual passion rises from her isolation and suffering.   Finally, it defines her identity, for the letter makes Hester the woman that she is; it gives her roots, character, and a uniqueness to her being that sets her apart from the other Puritans.   The scarlet letter is indeed a blessing to Hester Prynne, more than the curse she believes it to be.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The scarlet symbol of ignominy may have defiled Hester's public image, yet it has been a benefit rather than a bane to her soul, for by admitting her crime to the crowd, her soul is freed from two hells:   first, the fiery pit where she would otherwise go after death, and second, the own personal hell Hester will create for herself if she had chosen to hide her sin in her heart. Though it was ordered for Hester to wear the letter, it was still her own choice to make it in a vivid scarlet, "so fantastically embroidered and illuminated upon her bosom."   Hester chose red as the color of her brand of shame, to declare to the rest of the townspeople that she is prepared to acknowledge her sin, instead of denying it; she could have chosen to wear her "A" in a plain and nondistinct color, to escape the townspeople's disdain.   By displaying her guilt however, she is granted the opportunity to face her punishment bravely, thus through her public humiliation, she achieves freedom from the personal guilt of not suffering enough for her crimes.   Furthermore, "the scarlet letter, forthwith seemed to scorch into Hester's breast, as if it had been red-hot." The scarlet A's glowing embers, scorching they may be, also serve to heal, for the pain they inflict on Hester enables her to properly atone for her sin; by devoting this lifetime to repentance and expiation, she would receive relief in

Kelly Flinn :: essays research papers

Kelly Flinn, author of Proud to Be: My Life, The Air Force, The Controversy, was born on December 23, 1970, in St. Louis, Missouri. When she was 12, she moved to Atlanta, Georgia. She graduated from high school in 1989. On June 29, 1989, she entered the United States Air Force Academy and began her active-duty career in the U.S. Air Force. She graduated form the Academy on June 2, 1993, and then went on the Undergraduate Pilot Training at Columbus Air Force Base. In September 1995 she was the Distinguished Graduate in her B-52 formal Training Unit. She was then stationed at Minot Air Force Base, North Dakota. On May 28, 1997, Kelly J. Flinn resigned from active duty instead of facing a court martial. Growing up wasn’t always easy for Kelly. She was the baby of the family, with four older brothers and sisters. Sitting in Catholic school, she tried to be the cute little girl she was supposed to be but on the playground, she was a terror. At the age of 5, she joined her first soccer league, which happened to be a boys’ team. Things stayed the same way until she got to high school. She began to notice boys and began to date. No one in her family had ever talked to her about the â€Å"birds and the bees,† or even about dating. Instead, independence, self-reliance, and strength were the most important things. If they had problems, they worked it out on their own. This served her poorly when she found herself in trouble with the Air Force years later. (pg. 9) When Kelly was 15, she went to Space Camp in Huntsville, Alabama. She found out how much she loved space and the challenge and the control she experienced. After Space Camp, she knew what she had to do and how to do it. She was going to go to the Air Force Academy and learn how to fly. She spent the next years in high school studying, joining clubs, and filling out applications. In late spring of her senior year, she finally got her acceptance letter. Then, a few weeks later, she received a letter from the Academy that she wasn’t qualified to be a pilot because of her poor vision. â€Å"I felt as if I had be sent to hell after a quick taste of paradise† (pg.14) was how she described her rejection.

Briefly discuss why it was written

The chapter titled â€Å"THIS UNEXPECTED EVENT † : ANNIHILATION AT THE COWPENS was written to stress the strategic and consequential importance of the immemorial battle fought between the British and American armies at Cowpens in South Carolina in 1781.The American victors led by their Commander Daniel Morgan, used the most advanced and pioneer tactical strategies to counter the might of the British who had so far made victorious inroads into other parts of the world by using their time tested and advanced military strategies.The inspiration for using such a  strategy could have been taken from the double envelopment techniques used by Hannibal during the classic Battle at Cannae in 216 BC, whereby he 2 conclusively defeated the massive Roman army that was almost twice the size of his own. It is understood by many that the victory at Cowpens was due to a rare opportunity available to the American Commander and the presence of mind along with the trust imposed in him by his g enerals led to the landmark victory that had noteworthy consequences in setting the course for future events in American history. The battle at Cowpens was comparatively small in view of the other battlesof the time when the British struggled to establish their supremacy in America, but it proved that the so far considered to be unbeaten British Commander Tarleton was also vulnerable in the face of the new tactical strategies of the American infantry and cavalry. The results of the battle set the course for a reduction in the morale of the British army who were taken aback by the unimagined tactical techniques used by Morgan and his officers. The result of the battle was a confirmation that the Americans demonstrated proper use of battle techniques using the cavalry and infantry.The victory was indeed a landmark one and the remains of the battle ground and the remnants of the memoirs remain intact and preserved to this day to match the accounts of the actual battle field so as to re mind Americans of 3 the victory that paved the way and set course towards establishing their supremacy against the British. b. Writer’s Conclusion. What does the writer conclude about the period or event? The basis of forming conclusions about the Battle at Cowpens can be exhaustively had from the various vantage points set up and maintained at the actual battle site.On the strength of their location and description that is conclusively associated with the written accounts of the battle by several writers and the participants in the battle who were also commanders and rank holders in the cavalry and infantry, a feel of the actual thought process of Commander Morgan and his Officers can be experienced. The writer feels that indeed Commander Morgan was a pioneer in such battle strategy and displayed exemplary courage and leadership qualities to boost the morale of his people and to synchronize the timely availability of logistical support asand when required. His main line of d efense was based on tactical use of formations with an element of surprise and operational security. He used the militia very effectively by planning ahead and placing them at the right locations to counter enemy infringement. He established a skirmish line by effectively using advanced technology and light infantry that had so far 4 never been used in the 18th century. Although the British deployed their formations in a linear battlefield, there were psychological effects of fatigue that halted the initial signs of victory.Initially the British under the leadership of Tarleton, made victorious strides pushing back the Americans causing for some time discouragement amongst their ranks, but the British suddenly started to loose ground in the face of tactical moves by Morgan and his ranks. There had to be a fast retreat under immense pressure from the Americans leading to large number of casualties amongst the British. However in this context the battle is remembered due to its learni ng lessons by way of the great sense of battle discipline displayed amongst the soldiers, close combat techniques and the collection andassessment of battlefield information on the part of the British. The Battle at Cowpen paved the way for the future use of creating psychological impact as was done effectively when the retreating Americans under the orders of their Commander Howard took an about turn and indiscriminately fired at the Britishers who were unaware of such a move and which turned the table against them. In this context, Howard acted under instructions from Morgan as part of the plan and the effect of such fire 5 power was decisively in favor of the Americans. Consequently, anothernoteworthy conclusion of this event is that the battle is a perfect laboratory example for analysis of psychological factor working in war and how it can be effectively used against the enemy. Evidence Supporting the Conclusion. Incorporate evidence offered by the writer to support the chapter . Why should I believe this person? The Battle at Cowpen was a battle that set new trends and patterns of tactical strategies to counter enemy supremacy, which is aptly proved by the course of events that followed 1781 to set new landmarks in American history. Thechapter gives a detailed account of the battle, the course of events and the intricacies that changed the initial victorious trend of the British on the battlefield. All that is written in the chapter about the battle is supported by a real existence of the actual battle site and the different stages of the battle being earmarked by Vantage Points 1 to 12, which aptly prove that the site is there and that the battle did take place in 1781. The vantage points give an account of the different stages of the battle where most of the action happened and the visitor is made to have a taste and gut feeling of the battleactually happening before him, as the entire site can be viewed and observed 6 from one spot. So there is full ev idence in support of the chapter by way of the actual existence of the battle site that is maintained to this day. References Scott Withrow, Park Ranger, The Battle of Cowpen, may 2005, http://www. nps. gov/archive/cowp/batlcowp. htm The Battle of Cowpens 1781, http://www. britishbattles. com/battle-cowpens. htm John Buchanan, The American Revolution in the Carolinas, http://www. theamericanrevolution. org/battles/bat_cowp. asp

Netflix’s business model Essay

Analysis part Question 1 In its competition with Netflix, where did Blockbuster go wrong? How was the use of customer data a key differentiator? How might Blockbuster have better positioned itself against Netflix? Answer 3 things that Blockbuster goes wrong are: 1. Slow & Inadequate Response â€Å"No Late Fees† program was misleading â€Å"Total Access† program was not well integrated – customers had to maintain separate accounts for the Web-based system and the store. 2. Structural Issues Stores were franchise-based and Web site was maintained by corporate Capex requirements for starting a separate Web-based logistics system to deliver DVDs by mail 3. Lack of Information Systems Lack of knowledge about its customers’ preferences and behaviors Lack of an appropriate CRM system Question 2 What are the core competencies of Netflix’s current business model (primary DVD-by-mail with an online component)? Assess the value of Netflix’s business as described in the case Answer Core competencies of Netflix’s current business model 1. Flexibility †¢ Subscription model – no late fees! †¢ Customers could rent and watch movies on their own schedules 2. Selection and Logistics †¢ No physical stores †¢ Allowed deep selection in a wide variety of genres 3. Convenience †¢ Mail delivery obviated the need to drive to bricks-and-mortar stores †¢ Queuing system on Web site allowed customers to have a constant flow of movies 4. Customer Insight †¢ Cinematch collaborative filtering algorithms aided the discovery process – better customer experience †¢ Recommendation system and analytics allowed deeper understanding of customer trends, which let Netflix adapt better and more quickly Question 3 What effects will the rise of the VOD market likely have on Netflix’s business model? How does VOD threaten Netflix’s business? What opportunities does it present? For opportunities, Netflix has ability to license its platform, be the benchmark in movie streaming and higher impact of Netflix’s existing CRM system. Therefore, Netflix has to shift organizational focus from logistic efficiency to technology excellence and need to invest in owning a platform to provide the service In terms of threats, the current physical distribution channel will become a liability and competitors like Apple, which has the know-how to sell online and holds a huge customer database and brand equity, will become a threat. Then, Netflix need to shift investment from logistics to technology, continue to build the Netflix brand as an instant provider of movies from studios to customers’ homes and to invest in customer loyalty and CRM solutions Question 4 Which of Netflix’s current competencies can it best leverage as a competitive advantage in VOD? Which might be liabilities (refer to the comparing value drivers in the Video Rental Market) Netflix has three core competencies to succeed in VOD market which are wide selection, brand equity and customer relationships and recommendation tool and customer knowledge. However, there are weaknesses for Netflix in moving toward VOD market, the warehouse and facilities and employee overhead will threaten Netflix in term of cost since Netflix will rely heavily on technology. Question 5 What kind of partnerships should Netflix prioritize: partnerships with content providers or with hardware/device manufacturers? Partnership Prioritization: Parallel Tracking  Netflix should not limit itself; goal is to be a service provider, not a content producer or a hardware manufacturer. Don’t compete in areas where Netflix is at point of parity; compete where Netflix has advantages. Roll up Roku effort under umbrella of device partnerships; devote resources across all initiatives evenly. Becoming the service provider and content recommender on all cable platforms is a top priority. Assume that movie studios and other content producers will want to distribute via Netflix; it is in their best interest. 1) Competition between Netflix and Blockbuster  (where Blockbuster goes wrong): The case revealed that in general without doubt Netflix was much more stronger than Blockbuster. Netflix could carry a much larger quantity and diversity across genders and at the same time Blockbuster was constrained by physical limitations imposed by its bricks-and-mortar stores, generally limited its selection to mainstream titles. Furthermore, Blockbuster made very big inconvenience for the customers who wanted to keep the movies longer time (because it limited rentals from one to five days). Moreover, customers had to pay additional amount of money (a fee) if they returned a video late. Blockbuster’s pricing model meant the customers had to pay each time they rented a video, while Netflix charged a flat subscription and were allowed to rent one to five DVDs at one time with no limit on how many could be rented in a month or no due date. Therefore, Netflix’s pricing schemes gave customers a greater flexibility comparing with Blockbuster’s pricing which was not so attractive for current customers. Also, Blockbuster could not offer for its customers one of the main things in business world – the flexibility , because it was constrained by inventory at its stores, but Netflix was strong enough to provide flexibility for customers. The problem was that main focus of a business model was based not on inventory warehouses what had negative effects for customers limiting them on keeping movies as long as they wanted to have them. However, †no late fee† program , the one Blockbuster was using, later, was also not so successful for the company as it was expected. And finally, the latest one,†¦