He Who Sleeps On My Lap

The subject in this poem is the perplexity of the homosexual guy’s emotion to his male friend. This is about a homosexual guy who has desires for his male friend but is unwilling to reveal his emotions for fear of condemnation and mockery from his friends, family and community. The persona’s feelings are at war with himself.He is willing to take the risk of his lifetime to be able to show his friend the depth of his feelings but yet again, he is afraid of the consequences that will come about with the revelation knowing full well that his friend doesn’t want to entertain other sexual possibilities and is also in love with somebody else, and a girl at that. In the final analysis, his fear won over his love. We find the persona unable to conquer his dilemma.Knowing the mind-set of his friend regarding sexual relationships, that the only correct thing is that between a man and a woman, he already assumed that a relationship with him will never be possible, that his dream will never come true. As what we’ve understood, the persona is a homosexual man who hides his real self from the society. At first, the tone is argumentative because we see the persona trying to show the guy that there are other possibilities for a relationship, not just between a man and a woman. This will be supported by the line: â€Å"He says he is a man and a man needs a woman and I disagree.We argue until he grows tired of talking and sleeps on my lap on this chilly nightâ€Å". The poem also shows a tone of sadness because of a dream that will never come true. It is also wistful for what could be and this will be supported by the line: â€Å"I am here slaughtering one wicked wish that when he wakes up I shall be his dream†. From that line itself, it shows that the persona really harbours the thought that his love could be given back in return. But then again, he is afraid to show his real feelings knowing that the guy is in love with somebody else.So, he will content himself with just being friends and therefore containing his emotions. As we go through the poem, we see some words that we do not just take at literal value but look for a deeper meaning of the word/words. The word â€Å"sleep† in the poem implies a closed mind not yet ready to explore other possible sexual relationships. It is like when you are asleep, you do not know what is going on around you and it is in a way showing that you are not entertaining ideas that are contrary to yours. And so because you do not want to belabour the issue, you end the argument by going to sleep.It can be construed as a sign of weakness because you will not sit out and discuss the issue. You don’t want anything to be changed so ignoring is the solution that you’d rather undertake. By the use of the word â€Å"slaughtering†, the persona shows very fierce desire towards his male friend because he could have used simpler words such as â€Å"ending†. Inste ad, he used a very harsh word such as â€Å"slaughtering† which is really very brutal. The words â€Å"sleeps gently on my lap† imply that the guy has total trust on the persona. Their friendship is too deep and they are very comfortable with one another.So, we will assume that the guy does not know that the persona is a homosexual. Or, should we say, that he would rather forget it and act as if nothing happened. He is already happy with their relationship and he doesn’t want to change anything so he refuses to talk about it more which is why he would rather sleep than discuss the issue. As for our opinion, we can really say that he chose the right words, words that can push us to look deeper, words that can show vivid pictures of what is really going on and how he is really feeling.We assume that the scene happened in the persona’s house at night probably in the porch. This will be supported by the words â€Å"on this chilly night. † We can also p icture a cold wind blowing. That is why the scene could not have taken place inside the house, otherwise they would not feel the chill. The mood in this poem is a love that is doomed. The persona loves his male friend but he is unable to really express it due to their conflicting beliefs. His male friend believes that a man needs a woman and he believes otherwise. He argues with his friend but to no avail so we can say that it is a love that is doomed.It is a love that can never be due to conflicting beliefs and also because of the persona’s fear that if he will reveal his real self, he might not be accepted by the society and he could lose the friendship he deeply treasures. So, he is trying his very best to kill his emotions knowing that it will only cause him more pain if he will not stop it. Before we start to determine the cadence of the poem â€Å"He who sleeps on my lap†, let us first clarify what is cadence so that it won’t be hard for us to identify wha t is the tone of the poem. Cadence is a rhythmic sequence or flow of sounds in language.It is where the beat changes its motion. It may be a poem, a story or a piece of music. It is the way a person’s voice changes by rising or falling while he or she is speaking. There is a rhythmic sequence of sounds or voices. For example, a soft and smooth voice gives the poem an evaluation of being lonely or sadness. Moreover it also gives the poem emotions and feelings. It gives the poem the quality of having the sensation of excitement, sadness, sorrow, grief, and joy. In the poem â€Å"He who sleeps on my lap†, the rhythmic sequence is sadness and sorrow. There is a slow motion of speaking.The voice is falling gently because of the persona’s feeling of loneliness. Evidences that prove the poem’s sensational quality of sadness and fear of being alone are the words â€Å"My friend who sleeps on my lap loves someone else† which tells us that the persona is fee ling down and sad, and the words â€Å"that I am here slaughtering one wicked wish that when he wakes up I shall be his dream† which gives the sensation of fear of admitting his feelings to the person. The slow motion of the persona’s voice here gives it the sense of emotion and sadness. Almost every word in the poem touches our heart.We feel his heartbreak. We feel his aloneness knowing that he bears a problem that he cannot share with anybody due to fear of condemnation and we pity him for the burden that he is carrying. Sound devices are usually classified as consonance or assonance. Consonance is a pleasing combination of sounds; sounds in agreement with tone. It is the repetition of consonants within two or more words in sequence. It is often confused with alliteration, which is a type of consonance. Consonance in poetry serves many similar functions as alliteration as well as its own special functions.Generally speaking, consonance in poetry provides varied audit ory range. A stream of consonance serves the purpose of drawing the audience into the words. Consonance in poetry can take on an almost hypnotic beat that captivates the audience without being as obvious as alliteration. Using different types of consonance within a poem also prevents it from sounding like a child’s rhyme, unlike a poetic device such as alliteration. Consonance and assonance give a bounce to the poem. The repeated consonant is always on the stressed syllable, which creates an even more emphasized sound on the consonant words.When mixed with other words within the phrase that has consonance, one's voice naturally rises and dips, creating a â€Å"bouncing† sound. This sound naturally excites the ears and the brain. It gives the audience alertness and excitement. It will also help the audience to focus and avoid boredom. Assonance, on the other hand, is a rhetorical device often used in poetry to add a deeper sense of meaning to the imagery therein. It is usually defined as the repetition of vowel sounds within words or syllables. For example, the words â€Å"wait† and â€Å"stay† demonstrate assonance with each other because they both contain the same interior vowel sound.The use of repeated vowel sounds within words and syllables is said to appeal to the ear of the reader and establish the writer's artistic authority. Assonance is often found in poetry, where it generally helps the verse flow more smoothly. It is not generally considered an element of poetic form or structure. Instead, it is more often thought of as an extra poetic flourish. The use of assonance in poetry is generally considered to give the poet more creative leeway, and it can allow the poet to create an illusion of structure in poetry, which does not typically follow poetic conventions such as form or structure.In the poem â€Å"He who sleeps in my lap†, consonance are commonly found with s form. Some end in s and when you hear the tone or th e voice of the poem, s letters are commonly found. For example; the words sleeps, loves, someone, else, says, is, needs, disagree, grows, sleeps, sigh, loves, someone, else, still, sleeps, innocent, slaughtering, wish, wakes, and shall in the poem had more s sounds which gives it the quality of sadness and sorrow. It gives the audience attention and also for the audience to stay tuned in the poem. Assonance in the poem are found in the form of o, a, and e sound.O sounds like someone, knowing, loves, on, on, of, argue, grows, woman, on, on, knowing, innocent, and slaughtering. A sounds like lap, Loves, someone, a man, and, a, man, a, and, disagree, and, lap, sigh, but, lap, not, that, am, one, up, that, shall, And, I, I, tired, until, and night. Even though most of them were not spelled as †a†, they still have this quality of sound holding the a tone. E sounds like friend, sleep, else, He, says, he, is, needs, we, he, sleeps, this, chilly, he, else, still, sleeps, gently, here, wicked, wish, when, he, wakes, bed, dream, and his.All of these words might not have similarities in the spelling but still have a, o, and e sounds similar to our senses of hearing. They all give the sense and flow of softness and smoothness in the poem. It gave the poem a quality of vowel sounds giving the poem a dense and smooth flow. Imagery is an important tool in poetry. When you hear the term imagery, you might think of visual images. Imagery, however, can and should involve at least one of the five senses: sight, sound, smell, touch, and taste.Visual imagery includes the senses of sight, sound for auditory imagery, smell for olfactory imagery, touch for tactile imagery, and taste for gustatory imagery. Good poetry is generally rich in imagery. The reader can imagine actually seeing or hearing or touching the things described. Imagery shows rather than tells, which is important in good poetry. Imagery is often used in a poem to evoke emotions in the reader. A poem which describes a dark sky and oppressive, heavy air gives us a sense of foreboding. A poem about a braided rug on a polished floor, the color of honey and a crackling fire gives us a cozy, homey kind of feeling.Every poem has imagery. It is the characteristic of the poem that makes it colorful and interesting. It makes the poem livelier and it pushes the reader to use his or her imagination. In the poem, visual, auditory and tactile are commonly found. Lines like â€Å"loves someone else†, â€Å"on this chilly night†, and â€Å"I shall be his dream† are visual imageries found in the text. The phrase â€Å"loves someone else† is considered as visual because it make you wonder who this woman really is and how she looks like. Next is the line â€Å"on this chilly night† which is very visual because you can imagine a night with a cold atmosphere.Lastly, the words â€Å"I shall be his dream† which is visual because when you dream you see things and p ictures popping on your mind and you see the involvement of imagination. Auditory imagery are also found in the line â€Å"he says he is a man, and a man needs a woman. And I disagree, we argue until he grows tired of talking, and I sigh† because there is an involvement of sounds. For instance when we argue, we speak and speaking involves producing sound which is considered as auditory. Same as the poem, if we were about to imagine it, there is an involvement of sound.Tactile sensation or imagery on the other hand is the involvement of touch. For instance the sentence, â€Å"He is tapping your seatmate. † is a tactile imagery. There is an interaction that takes place. In the lines â€Å"who sleeps on my lap†, â€Å"and sleeps on my lap†, and â€Å"but still sleeps gently on my lap†, you can see or imagine the interaction between the two individuals and there is a sensational touch involved. Sleeping on the lap of a person is thoroughly considered a s tactile sensation. (references: http://www. wisegeek. com/what-is-assonance. htm http://www. wisegeek. com/what-is-consonance.htm http://voices. yahoo. com/the-imagery-poetry-1036321. html) Every poem consists different qualities of figures of speech. Each of them has its unique way of making the poem interesting and attractive. The point of figures of speech in poetry is to give vividness or heighten the beauty of its style. Commonly words are employed in a nonliteral sense for special effects. In order for a poem to sound elegant certain figures of speech are applied like metaphor, hyperbole, synecdoche, simile, apostrophe, Chiasmus, Antithesis, Anaphora, alliteration, Ellipsis, irony and etcetera.These figures of speech convey meanings or certain messages that are obfuscated in the language so that the reader can interpret multiple meanings from the verse. As for the poem â€Å"He who sleeps on my lap†, many types of figures of speech are used to make the poem vivid, ele gant, attractive, interesting and beautiful and these are the following; alliteration, anaphora, caesura, ambiguity, and enjambment. As you can see in the line â€Å"My friend who sleeps on my lap loves someone else†, the repetition of the word â€Å"my† is an anaphora.Moreover, in the line â€Å"He says he is a man and a man needs a woman and I disagree†, there’s also a repetition of the words â€Å"he† and â€Å"a man†, making it an anaphora. Anaphora is the repetition of the same word or phrase. Another figure of speech is ambiguity which is a word, statement, or situation with two or more possible meanings. For example, the lines found in the poem such as â€Å"he who sleeps on my lap† may give two or more meanings depending on the point of view of the reader. Caesura is also found in the poem.It is the rhythmic break or pause in the flow of sound which is commonly introduced in about the middle of a line of verse, but may be vari ed for different effects. Usually placed between syllables rhythmically connected in order to aid the recital as well as to convey the meaning more clearly, it is a pause dictated by the sense of the content or by natural speech patterns, rather than by metrics. It may coincide with conventional punctuation marks, but not necessarily. In the line â€Å"And I sigh†, it pauses and takes a break and the flow of sound stops and resumes.Lastly, a figure of speech which is enjambment is also found in the middle and in the last phrase of the poem. Enjambment is the running-over of a sentence or phrase from one poetic line to the next without terminal punctuation; the opposite of end-stopped. They are found in the phrases â€Å"that I am here slaughtering one wicked wish that when he wakes up I shall be his dream† and â€Å"we argue until he grows tired of talking and sleeps on my lap on this chilly night†. They run-over without pausing and without terminal punctuation. It didn’t have punctuation instead it goes on continuously. The title, â€Å"He who sleeps on my lap† may seem to have a literal meaning. It could mean that if they have some time alone, they huddle together and be in that position as the literal meaning of the title suggests. But concerning on how the author delivers the poem, the title might mean something else, something deeper. The phrase, â€Å"Sleeps on my lap† could suggest the closeness that they are sharing with one another. It may represent the feeling of comfort when they are together.It could also show that there is a bond between them, that they are close enough for the man to be able to sleep in his lap. That is a show of intimacy. The persona wants to talk about his loved one but he doesn’t want to specifically say the name so he uses the pronoun â€Å"he†. The title is secretive because it does not reveal who exactly is sleeping in his lap. We know it is a man because of the pronoun â€Å"he† but we do not know his exact relationship or how close he is to the writer of the poem. One can assume that usually the one who sleeps on the lap is a woman.So, it is kind of unusual to find out that it is a man. By the use of the pronoun â€Å"he†, there is already an innuendo that this does not talk about a boy-girl relationship. As we started to analyze the title, it seems as if it implies that a person could be close to you and yet not really know you inside and out. From the outside looking in, it looks like a love story. But when you’ve read it completely, you will see that it is not just an ordinary love story. â€Å"People tend to hide their true selves just to satisfy society’s demand on gender. †

A Rose for Emily and Sweat

Name:Mouri Moumita ID:0920605015 1. â€Å"There is no such thing as a moral or an immoral book,† Wilde says in the Preface. â€Å"Books are well written, or badly written. That is all. † Does the novel confirm this argument? Wilde published his only novel, The Picture of Dorian Gray, before he reached the height of his fame. It was criticized as scandalous and immoral. Disappointed with its reception, Wilde revised the novel in 1891, adding a preface and six new chapters.The Preface anticipates some of the criticism that might be leveled at the novel and answers critics who charge The Picture of Dorian Gray with being an immoral tale. It also briefly sets forth the tenets of Wilde’s philosophy of art. Devoted to a school of thought and a mode of sensibility known as aestheticism, Wilde believed that art possesses an intrinsic value—that it is beautiful and therefore has worth, and thus needs serve no other purpose, be it moral or political. The Picture of Dorian Gray is the story of one beautiful, innocent young man's seduction, moral corruption, and eventual downfall.We meet our three central characters at the beginning of the book, when painter Basil Hallward and his close friend, Lord Henry Wotton, are discussing the subject of Basil's newest painting, a gorgeous young thing named Dorian Gray. Basil and Henry discuss just how perfectly perfect Dorian is – he's totally innocent and completely good, as well as being the most beautiful guy ever to walk the earth. Lord Henry wants to meet this mysterious boy, but Basil doesn't want him to; for some reason, he's afraid of what will happen to Dorian if Lord Henry digs his claws into him.Reflecting on the course of his past twenty years, he confronts Lord Henry, whom he believes is responsible for leading him astray. Lord Henry gives Dorian a book. Dorian criticizes the yellow book that, years before, had such a profound influence over him, claiming that this book did him great ha rm. This accusation is, of course, alien to Wilde’s philosophy of aestheticism, which holds that art cannot be either moral or immoral. Lord Henry says as much, refusing to believe that a book could have such power.The idea that there is no morality in art, only beauty (or an absence of beauty, in the case of bad art), is the central tenet of a movement known as aestheticism, which sought to free literature and other forms of artistic expression from the burden of being ethical or instructive. Wilde himself was associated closely with this creed, as the Preface to The Picture of Dorian Gray makes clear. But the novel that follows grapples with the philosophy of art for art’s sake in a complicated way. After all, the protagonist suffers from the lessons he has learned from the yellow book that has â€Å"poisoned† him.Lord Henry insists that a book can do no such thing, and we are left to decide how much blame one can place on a book and how much blame must be pla ced on the reader. Indeed, in one respect, The Picture of Dorian Gray seems to be a novel of extremely moral sensibilities, since Dorian suffers because he allows himself to be poisoned by a book. In other words, he defies the artistic principles that structure the yellow book. One must wonder, then, if there is such a thing as a book without some sort of moral or instruction

An Analysis of the Prohibition in the Great Gatsby, a Novel by F. Scott Fitzgerald

An Analysis of the Prohibition in the Great Gatsby, a Novel by F. Scott Fitzgerald Prohibition in the Great Gatsby symbolizes the resistance of the American people. F. Scott Fitzgerald gives the readers an inside look to the 1920’s. The Great Gatsby is brimming with the resistance of the alcohol bans set in place by the U.S. government. The Prohibition was set into action on January 16, 1920. No one could no longer in the U.S. manufacture, import, export, or sale alcoholic beverages(The Roaring 20s). The government was pressured into the new amendment because of many movements such as the Women’s Christian Temperance Union. The WCTU was largely concerned with the protection of the family. The union saw drinking by men a threat to wives and children. Drinking was also saw as sinful by many Protestant churches(Women Leaders of Temperance). It was groups and movements like these that undoubtedly wanted to prohibit alcohol. Although it seemed like a good concept it was tough for many to accept and even harder to execute. After the Prohibition Act came the Volstead Act ensued. This outlawed even beverages containing as little as 0.5% alcohol. Included in this was beer and wine. Many Americans thought that only hard liquor would be banned, the addition of drinks like beer and wine caused many to abandon the Prohibition Act (Prohibition). Early America wasn’t the dryest of countries. Everyone drank alcohol in some shape and form no matter the age (The Bootlegging Business). Many Americans opposed the Prohibition Act, so they found the means to get what they wanted. Underground establishments soon became a large business and a great opportunity to make some money. The most popular name for these establishments were speakeasies. The name came about because you would have to â€Å"speak easy† or quietly about it in public or around police (The Roaring 20s. While in a speakeasy patrons drank the hard liquor out of tea cups so that if a raid were to happen, they would be safe. Illegal drinking became the hit of the season. Soon gangster-owned speakeasies replaced neighborhood saloons and by 1925 they were about ten thousand speakeasies in New York (The Riverwalk Jazz). Hard liquor was very hard to buy, now that it was illegal it became very expensive. Those who could not afford it simply made their own often in bathtubs. Bathtub gin as it was called, was not always safe and was responsible for causing blindness and even death. People who had no idea what they were doing were often the ones making it. Drinking bathtub gin put drinkers at risk of consuming unsafe concentrations of wood or denatured alcohol (Prohibition). Gangsters realised that their was big money behind selling hard liquor. Not even an hour after the Prohibition Act was set in place six armed men had been found trying to rob train in Chicago of medicinal whiskey (How Prohibition Backfired). One gangster bought a group of pharmacists in the Midwest so that he was able to legally obtain alcohol and then hijack his trucks and take the alcohol for illegal uses. Alcohol used for industrial reasons was turned onto moonshine easily by bootleggers.In many large cities it wasn’t unusual for hardware stores to sell copper still and other ingredients to make alcohol (Prohibition and Why It Failed). The biggest gangster of them all was Al Capone. He made a name for himself by running a multi- million dollar operation. He smuggled illegal alcohol into Chicago. He was also known for being incredibly violent with his rival gangs (The Roaring 20s). In two years, Capone was earning around sixty million a year from alcohol sales alone. Capone was able to bribe the police and important politicians of Chicago, overall it cost him seventy five million dollars to keep them in line but he considered it a good investment. The mayor of Chicago in 1927 was one of Capone’s men, Big Bill Thompson (Prohibition and the Gangsters). Prohibition was never enforceable. Moderate drinking for Americans just simply wasn’t viewed as sinful (Prohibition). The Prohibition proved to be worthless and only lowed the regard for the government and law. In 1933, the eighteenth amendment was repealed, although many states kept the idea (The Roaring 20s). Many scholars have concluded that the Prohibition did more damage rather than help the communities. The greatest failure of the Prohibition was that it led to growth in organised crime. It also failed because ordinary citizens were willing to break the law. Corruption was rife among the police as well as those who were charged with enforcing the Prohibition(Prohibition and Why It Failed). Gatsby was known to have these crazy parties where people got drunk. Meaning he was able to get his hands on alcohol illegally. â€Å"He and this Wolfsheim bought up a lot of side- street drug stores here and in Chicago and sold grain alcohol over the counter†. Gatsby did something very similar to an gangster in new York that bought the pharmacies. Gatsby then used the alcohol at his gigantic parties (The Great Gatsby). Symbolized in the Great Gatsby was the Prohibition. Gatsby had large parties were many people would get wildly drunk. Fitzgerald gave his readers an inside look into his life. The roaring 20s. The Great Gatsby is filled with resistance from many American people that once supported the Prohibition Act.

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Regulating Corporate Power and Company Law in United Kingdom Essay

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Strategic Marketing Case Study Essay Example | Topics and Well Written Essays - 1000 words

Strategic Marketing Case Study - Essay Example On the other hand, IBM realized that customer-centric and service-centric products have a high-profit margin and investments  in products such as software would ensure that company’s profit margin remained high. Hence, divesting from the low-profit margin products was the first step towards investing in service-centric products. Secondly, the company invested in making the company investing in developing services and software with an emphasis on meeting the specific needs of some industries. In this case, the company’s investment in this line ensured that it de-emphasized on creating and producing hardware and focused its attention towards producing services and software tailored to meet the needs of specific industries. Finally, IBM invested in the application of the technology that it manufactured to market its products and reach out to its customers. In this case, the company had realized that it was making technology that it never exploited, whose implications whe n selling products to customers were evident since customer failed to identify IBM's application of technology. Qn. 2 Description of Louis Gerstner’s Strategy Implementation Style First, it is important to point out that Gerstner was in charge for the turn-around witnessed at IBM. In effect, he was responsible for implementing the competitive strategy that enhanced profitability at the company. In line with this, the case study implies that he single-handedly brought momentous changes to the organization by designing the competitive strategy and overseeing its full implementation. Importantly, the case study does not provide evidence that Gerstner used a team to arrive at the competitive strategy and neither does the case study provide evidence regarding the use of a team to implement the strategy. Hence, the implementation style that Gerstner used to implement the competitive style can be summed up as the commander approach style. In this regard, Gerstner focused on formulat ing an approach to enhance the company’s competitive advantage. In addition, he applied a rigorous analysis to develop a logical strategy whose implementation changed the course of IBM. Gerstner’s implementation style was important since he was new in the company, which ensured his insulation from any prior personal biases or political influences. In effect, this might be one of the reasons that contributed to the success of the strategy. Qn. 3 Implications of the Globally Integrated Enterprise Model for Marketing Managers in the Australia and New Zealand Subsidiary of IBM At the beginning, it is important to point out that the model for operation in IBM used to be a country-based model prior to the global integrated approach. In effect, the company designed the global integrated enterprise model for all its marketing managers in all the countries of the company’s operations. In effect, IBM marketing managers in a country like South Africa use a similar model to the one used by marketing managers in IBM’s Australia and New Zealand subsidiary. The integration of this model in the IBM subsidiary may have different implications. First, it reduces the duplication of roles in the approach that guided the company’s delivery of specific internal services, which reduces a subsidiary’s costs of operations. In this case, the subsidiary may have global procurement done in a different part of the world while paying of accounts and expenses on human

HRM functions shape employee behaviour Research Paper

HRM functions shape employee behaviour - Research Paper Example EEO and Affirmative Action The federal government has been making efforts for freedom from discrimination on the basis of sex, age, color, religion, nationality and disability through its Equal Employment Opportunity (EEO) mission. Affirmative action plans are deemed moral and social obligations to amend wrongs done in the past while also eliminating the present effect of past discrimination. Computer technology is increasingly being used to eliminate or reduce discriminatory practices. The same technology increases discrimination against the disabled. In certain organizations only computer-based employment selection tools are used but the visually impaired are at a disadvantage if applications are accepted only through computer systems. It is hence absolutely essential that applicants with such disabilities are provided with alternate solution and methods to submit applications. Companies claim to have policies in place which encourages them to contact the HR department in case they have been wronged but when the application procedure itself has flaws, the question of contacting the HR department does not arise. The visually impaired may have talent that goes untapped. Coates Field Service, Inc has a provision that the contractor is obliged to read out the notice to the visually disabled. To some extent this sounds as an affirmative action because the hiring agent would be having applications from the disabled. However, in such cases, the responsibility is passed on to the hiring agent and the organization absolves itself of accountability against discrimination. It really is difficult to ascertain the efficacy of such a method as it depends upon the selfish interests of the agent now instead of the organization. If the organization is not supportive, retention of disabled staff becomes a critical issue. Planning, recruitment and selection It has become esse ntial to keep abreast of changes in the labor market so that recruitment efforts are not wasted or misaligned. Planning entails assessing the future needs, aligning training with requirements, avoiding redundancies, developing a flexible workforce, and controlling staff costs. However, organizations engage in both internal and external recruitment. As far as internal recruitment is concerned, it saves costs but it also stifles creativity (Gros & Sonntag, n.d.). The same resources are shifted from one department to another. Moreover, conflicts among the employees can be expected as promotions are denied based on seniority if they are found to be lacking in skills. Now in this case the employee may be lacking in skills possibly because adequate training has not been provided, perhaps due to discrimination. Work-life balance and flexibility are essential to get the best out of the employees. Organizations that offer such benefits are preferred;

Sixth Sense Essay Example | Topics and Well Written Essays - 250 words

Sixth Sense - Essay Example All this make up the technological device that has the ability to implement several applications thus showing its flexibility and usefulness. With the technology, an individual can zoom, pan, stream, draw and use free hand gestures. With the sixth sense technology, objects that would have otherwise remained in the real world have been integrated into the technological interface to be used. From the technological advancements that have been made, the technology is formed from other technologies (Gray, 12). Its technological capability is like no other, since it is the fine and final product from a mixer of technologies. The sixth sense technology is efficient, economical, and very much portable. With the technology, there is the ability for hand recognition, capturing and recapturing of images, it has a processing speed of very impressive speeds and is very much easy to handle and use (Gray, 12). To summarize the uniqueness of this technology, it is user-friendly. The technology also supports multi user interaction and also has the ability to support multi touch. This technology is one of the most advanced forms of computer based interfaces that is bound to take technology to another level (Gray,

Forecasting the Adoption of E-Books Essay Example for Free

Forecasting the Adoption of E-Books Essay Question 1 The size of the market for e-books in the long-run: 293. 7 million x 46. 7% x 8% = 10. 973 million (Total US population x percentage of US population reading literature x Percentage of traditional paper books purchased online in 2003) It will take 10 years to reach 95% penetration of the potential market. Question 2 I predict that the sale of the e-book when it first became available is 0. 751milion (pm) (Assumption: each innovator buy one book. ) Question 3 The long-run total adoption of e-books would be 10. 973 million. (Total US population x percentage of US population reading literature x Percentage of traditional paper books purchased online in 2003) Question 4 I do expect the market for e-books tend to be guided by imitators rather than innovators. According to the table above, I found that the weighted average for e-book of q (0. 0684) is larger than p (0. 2990). In addition, the word of mouth takes an important role in the adoption of e-books. The information about the e-book from the innovators contribute much to the adoption of e-books since people tend to hesitate to change their old reading habit. Question 5 S(t)=[p+(q/m)N(t-1)][m-N(t-1)] Year 1: [0. 0684+(0. 2990/10. 973) X (0)][10. 973-0] = 0. 751 million Year 2: [0. 0684+(0. 2990/10. 973) X (0. 751)][10. 973-0. 751] = 0. 908 million Year 3: [0. 0684+(0. 2990/10. 973) X (1. 659)][10. 973-1. 659] = 1. 059 million Year 4: [0. 0684+(0. 2990/10. 973) X (2. 717)][10. 973-2. 717] = 1. 176 million Year 5: [0. 0684+(0. 2990/10. 973) X (3. 893)][10. 973-3. 893] = 1. 235 million Question 6 The adoption of e-book will be very different from digital music obtained online. The adoption of e-books face more challenges when comparing to the adoption of digital music. To most of the listeners, there is not much difference in experience between listening to a song from an iPod and a CD player. Therefore, they have a relatively low switching cost and more willing to change their habits. On the contrary, to most of the readers, it is definitely very different from reading an e-book to reading a printed book. The feelings of holding a printed book and flipping over a physical book are irreplaceable. So readers are loyal to printed book and hesitate to switch from traditional books to e-books. Hence, it is reasonable to predict that the pace of adopting digital music is faster than the pace of adopting e-books. Question 7 I think both of the attitudes about reading and purchasing e-content have changed a lot in recent years. In the old time, people could read e-content via PC only. Nowadays, people are able to read e-content through various mobile devices. Therefore, they spend more time on reading e-content especially during leisure time and even commuting time. However, the quality of the reading effort is diminishing as the overload of e-content available on Internet. In addition, people tend to rely more on the e-content since it is very convenient, environmentally friendly, high mobility and high accessibility. For the attitude about purchasing e-content, more people are willing to pay for the e-content in recent years. The advanced online payment system plays an important role. People feel more secure and also convenient when dealing online ever than before. Moreover, more well-known and large-scale publishers offer more choices of e-content for readers. Besides, in the light of the prevalent of mobile device, people have more time and chances to read the e-content regardless of the time and places. Thus, people are more willing to spend on e-content than before. Question 8 The hardware plays a paramount important role in the adoption of e-books. No matter how amazing the e-content is, the e-books would not be popularized if the hardware were not user-friendly. However, a good hardware is very likely to boost sales of the e-books. It is because the hardware is a fixed cost while the e-books are the variable cost to the readers. A portable hardware with proper size of monitor and high capacity is very attractive to the readers. They no longer need to neither carry the bulky printed books nor spare some places for storage. Moreover, the hardware enables readers to read comfortably when comparing to read via PC or smart phone. It is good for the readers’ eyes. Last but not least, the hardware contributed to protecting the environment as it saves much paper. Only when the hardware preforms better than the tradition printed books, the adoption of e-books will be success. Question 9 I do expect the size and also the pattern of diffusion are quite different globally as compared to the United States. The size and the pattern of diffusion depend on many factors. Population, culture, attitude to new products, technology and even literacy could be one of the variables of the size and pattern of diffusion. Take Africa as an example; though the population size of Africa is much larger than The United States, the potential size of the market for e-books must be obviously different from the United States. So it is not difficult to understand that the size and pattern of diffusion of various places will not be similar to the United States.

Fruit Juice Industry Strategies

Fruit Juice Industry Strategies There are a number of drinks, in the beverage industry. They are divided into various branches. Talking about the fruit juice industry, they include natural juices and artificial juices or the man made ones. People have a number of tastes and they vary from person to person. The fruit juice industry has a number of companies. They include Vadilal, Jumpin, Kissan, Real, Onjus, Kool Kokum, Frooti, Appy, Joly Jely, Yo Fruity, Noga, Midland, Goldcoin, Druk, Tropicana etc. as the market is growing and so is the demand from the public, therefore it compels the companies to bring out new and new products from time to time in order to cater to the demands and requirements of the public. Parle Agro, which introduced the concept of mango fruit juice, named it as Frooti. In the beginning it was a huge success, with the company earning profits and at that point of time, the company did not even have much of the competitors. It positioned itself as a drink for kids. But later on, as the market saw the entrance of new and new players and the market got saturated with the number of companies providing fruit juices with a number of variants. This made parle to reposition itself and change the perception of the public. It had to change itself from drinks for kids to a drink for adults. For that it came out with a number of marketing campaigns and other strategies in order to sustain itself in the market and protect frooti from getting into the declining stage of product life cycle. A tremendous number of food items like: beverages, alcohol, bread biscuits, frozen food, saffron, snacks, spices seasonings etc. all are included under the category of Food Beverages. The food and beverage industry consists of high level of market segment, huge variety of products, huge number of companies and many other characteristics. The food and beverage industry represents a diverse set of products and processes: fresh, frozen, chilled, and long shelf-life food and beverage products are manufactured, distributed, imported, and marketed to consumers, retailers, catering services, and other manufacturers. Food and beverage manufacturing facilities use large amounts of energy for cooking, cooling, freezing, and cold storage and transport. The manufacture export of food beverage has been constantly increasing since past few years. Food beverage industry has become a big factor and has been constantly adding to the revenues of the countries. While all beverages hydrate, few of them also provide various important nutrients that our body needs. Few of them relax us, few energize us and few just satisfy our natural taste for sweetness, maybe with or without calories. Some help us to perform our best, on the other hand, some can help us in managing our health. Any beverage can be part of a weight-maintenance diet. For many people who enjoy sweetened coffee drinks, soft drinks and other beverages with calories, this requires using good judgment when it comes to how much (portion size) and how often these beverages are consumed. Fortunately for those who watch their weight, there is also a wide variety of low-calorie thirst-quenching beverages, including waters, teas, coffee, and diet soft drinks. India being the second largest market for fruits and vegetables in the world. The overall and the total production of fruits and vegetables is estimated to be around 148.5 million tones, out of which around 48.5 million tones is accounted by fruits only and the rest for vegetables which is around 100 million tones. However, the fruit juice market has not been fully tapped because of poor infrastructure, poor storage facilities, and highly unorganized market, chiefly constituted by road side vendors. Consumers still prefer to buy juices from road side vendors even if the juices are unhygienic. The major growth drivers in fruit juice market are, increase in health consciousness among consumers, increase in disposable incomes, and more sophisticated cocktail culture.1 Indian fruit juice market It is a newly developing and an unorganized market. Only recently this sector is getting more organized and attracting more players in the market. Though the unorganized corner shop vendors dominate this market, Indian consumers are moving towards branded fruit juice because of their improvement in health consciousness. Indian fruit juice market is having a net-worth of 275 crores as of now and increasing at a rate of 35% to 40% per year. This study was conducted to identify the existing market structure, industry trends, existing players and their status in the market, growth possibilities and consumer behavior of existing fruit juice consumers. The study was conducted to understand the total market intelligence so that it can guide any new entrant in this sector in Indian market would get befitted. The study includes both primary and secondary research. Primary research was conducted across India. Primary research involves collecting information from both consumers and retailers so as to get better understanding about the market. This research report can serve as a guide for any new entrant who wants to enter in this fruit juice market in India. The report can also serve as a basic industry information resource. The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years. Chief Executive Officer of Dabur Foods told Food Beverage news in an interview that the market share of Daburs Real Fruit juice is now 60 per cent. No doubt Daburs Real Fruit juice is the market leader followed by Pepsis Tropicana. The two major fruit juice makers in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However, Godrejs Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars. Parle Agros Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairy has recently launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach com bination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango juice in Andhra Pradesh recently. There are now racks filled with fruit juices, nectars and drinks. Traditionally, the Indian life style has a predilection for fresh fruits and vegetables or those processed at home. There is a sea change. People, are now increasingly going in for fresh fruit vending from kiosk fountains, which produce instant juices from fresh fruits in the presence of the consumer. It could be due to the non-availability of hygienically produced and well-preserved products with the use of preservatives. That is why some of the real but branded fruit juices launched in the late 1980s and early 1990s did not succeed. There has been a steady rise in the capacity, production and capacity utilisation in the fruit processing units. The processing capacity had gone up from 0.9 mn tonnes in 1990-91 to 2.1 mn tonnes in 1999-00. The capacity utilisation improved from 31% to 47%, with the production in 1999-00 estimated to have increased to 980,000 tonnes. The official reports do not show any substantial increase in total output although branded drinks do show a healthy improvement. There is no general acceptance of the product forms in the fruit drinks market. The consumer is basically concerned that it is a fruit juice and not a synthetically constituted product. Accordingly, the first segmentation is between real fruit drinks and synthetic drinks. The former are based on natural fruit pulp or juice. The others are synthetic products containing fruit flavours. Among the fruit juice beverages are fruit juices (Pepsis Tropicana), nectars (Daburs Real) and fruit drinks (Frooti and Slice). All these are re al, reconstituted from fruit pulps or concentrates. The leading fruit juice brands include Real, Onjus, Tropicana, Frooti, Jumpin. The fruit drinks are mainly based on oranges, mangoes, pineapples, grapes, apples, guava and tomato. They only differ in pulp content: the juices have over 85%, nectars (20% to 85%) and fruit drinks (less than 20%). The branded fruit juices market inclusive of nectars is placed at about Rs 10 bn. The pure fruit juices are the preferred drink among the fruit drinks. This segment is growing at around 10% annually. The market for fruit juices is expected to grow to Rs. 7.50 bn by end 2009-10 from nearly Rs. 4.75 bn presently. Dabur Foods has launched Real Junior, a 125 ml pack of apple and mango drinks for children below 6 years of age. Pioma Industries, the maker of Rasna brand of soft drink concentrate, was negotiating a joint venture with Del Monte Foods of the USA. Del Monte is the largest producer of canned fruits and vegetables in the US. Rasna has set up its first production unit in Himachal Pradesh, with an installed capacity of 350,000 cases a year. The Prakash Chauhan-controlled Parle Agro was to launch two new fruit beverages, besides widening its product portfolio by getting into jams and ketchups. The poduction units were planned in Maharashtra. The company slashed the prices of Frooti and Appy to gain market share. Merisant India, a subsidiary of Merisant USA and makers of Equal, the low calorie sweetener, has introduced a powdered soft drink under the brand, Fix, in the Indian market. The drink is low in calories and will be sold in different flavours peach, orange, mango, pineapple and lemon. Juice is the liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high-pulp fresh orange juice is a popular beverage. Juice may be marketed in concentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its original state. However, concentrates generally have a noticeably different taste from that of their fresh-squeezed counterparts. Other juices are reconstituted before packaging for retail sale. Common methods for preservation and processing of fruit juices include canning,pasteurization, freezing, evaporation and spray drying. Theoretical background Positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. What most will agree on is that Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. Positioning is about how you differentiate your product or service in the mind of your prospect. The Essence of Positioning Positioning is a new approach to communication, advertising andmarketing. It is an organized system for finding a window in the mind of your prospect in order to position effectively over there a product a merchandise, a service, a company, or a person against its main competitors. This system is based on the concept that communication can only take place at the right time and under the right circumstances. The mind accepts only that new information which matches its current state. It filters out everything else. In other words, positioning is a process by which a psychological anchor has been placed into the minds of prospects so that they come to choose one specific person or company over another. Positioning is what you do to the mind of the prospect you look for the solution of your problem inside the prospects mind. Anyone can use positioning strategy to get ahead in the game of life. Positioning is a process that focuses on conveying product value to buyers, resulting in a family of documents which drive all outbound communications. Yet in recent years, it seems as if positioning has devolved into a document of vague superlatives that convey nothing as they attempt to trick the customer into buying the product. The best positioning clearly states how the product will solve specific customer problems. Positioning a Brand in the Marketplace Without the ability to de-average a companys consumer base, marketing activities would wander off in the general direction of a theoretical average consumer. Yet too often, segmentation efforts dont lead to business actions that create value Many customer analytic models and segmentation systems provide insight into who should be targeted or what message to deliver; but the models themselves rarely offer an optimum long-term contact strategy. What can you do to attain ongoing and consistent profitability from your customer segments? A brands position is the set of perceptions, impressions, ideas and feelings that consumers have for the product compared with competing products. Marketers plan positions that give their products the greatest advantage in selected target markets, and they design marketing mixes to create these planned positions. In planning their positioning, marketers often prepare perceptual maps that show consumer perceptions of their brand versus competing brands on attributes that are important to the consumer, whether functional or symbolic. Perceptual Maps are useful for these key reasons: * Assessing strengths and weaknesses relative to competing brands along certain criteria important to the customer. o This is revealed by the positions of the marketers brand and competing brands along the axes. http://www.brandingstrategyinsider.com/brand_positioning/ 5 Factors of Brand Positioning Last week, I wrote about how to break through branding clutter by defining yourbrands unique value proposition then owning it in the the marketplace thereby establishing your brands position. Today, lets take a look at the 5 main factors that go into defining a brand position. 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor Your prices vs. your competitors prices. 5. Consumer perceptions The perceived quality and value of your brand in consumers minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?). http://www.corporate-eye.com/blog/2008/07/5-factors-of-brand-positioning/ Positioning concepts More generally, there are three types of positioning concepts: Functional positions Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders Symbolic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Experiential positions Provide sensory stimulation Provide cognitive stimulation Product Positioning Process Generally, the product positioning process involves: Defining the market in which the product or brand will compete (who the relevant buyers are) Identifying the attributes (also called dimensions) that define the product space Collecting information from a sample of customers about their perceptions of each product on the relevant attributes Determine each products share of mind Determine each products current location in the product space Determine the target markets preferred combination of attributes (referred to as an ideal vector) Examine the fit between: The position of your product The position of the ideal vector Position. Measuring the positioning Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis. Repositioning a company In volatile markets, it can be necessary even urgent to reposition an entire company, rather than just a product line or brand. Take, for example, when Goldman Sachs and Morgan Stanley suddenly shifted from investment to commercial banks. The expectations of investors, employees, clients and regulators all need to shift and each company will need to influence how these perceptions change. Doing so involves repositioning the entire firm. This is especially true of small and medium-sized firms, many of which often lack strong brands for individual product lines. In a prolonged recession, business approaches that were effective during healthy economies often become ineffective and it becomes necessary to change a firms positioning. Upscale restaurants, for example, which previously flourished on expense account dinners and corporate events, may for the first time need to stress value as a sale tool. Repositioning a company involves more than a marketing challenge. It involves making hard decisions about how a market is shifting and how a firms competitors will react. Often these decisions must be made without the benefit of sufficient information, simply because the definition of volatility is that change becomes difficult or impossible to predict. A strong strategic plan with a new and powerful dynamic can help you get there. Strategic Planning with a major emphasis on Strategic Repositioning harnesses your unique strengths to achieve success in the marketplace. Strategic Repositioning is a process by which your company identifies its strategic competencies and discovers ways to exploit those strengths in order to propel your firm into a more prosperous and competitive future. Incorporating this element into the strategic planning process can help turn a struggling business around or guide an already successful enterprise into new and profitable territory. http://jobfunctions.bnet.com/abstract.aspx?docid=379140tag=content;col1 Brand Repositioning is changing the positioning of a brand. A particular positioning statementmay not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extensions beauty positioning was not in tune with the parents germ-kill positioning. The soap, therefore, had to be repositioned as a germ-kill soap (bath for grimy occasions) and it fared extremely well after repositioning. Here, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises. After examining the repositioning of several brands from the Indian market, the following 9 types of repositioning have been identified. These are: Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions. http://drypen.in/branding/brand-repositioning-and-types-of-brand-repositioning.html Frooti : Fresh N Juicy By: Parle Agro foods Background of Parle Agro foods Parle Products Pvt Ltd based in Mumbai, India has been Indias largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of the worlds largest selling biscuit, Parle-G, and a host of other very popular brands. Its reach spans even to the remotest villages of India. Many of the Parle products biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionery market in India, Parle has grown to become a multi-million dollar company. They have recently entered the snacks market. Biscuit Snacks: Parle-G (Largest selling biscuit in the world.) Krackjack Monaco Hide Seek Hide Seek Milano Cheeslings Musst Bites Digestive Marie Parle Marie Milk Shakti Musst Chips Musst Stix Monaco Smart Chips parle twenty-twenty Hippo Confectioneries: Poppins (Sugar based candies in various fruit flavours.) Melody (Chocolate candy) Xhale (Mint) Mango Bite Kaccha Mango Bite Kismi Toffee Mintrox Butter cup Orange Candy Drinks: Mango Frooti (mango juice) LMN (lemonade) Saint Juice (flavoured juices sold in tetra-packs) Appy classic Appy fizz Bailey V3 fitness About Frooti Frooti is Indias legendary and iconic mango drink. It has been around for over two and a half decades now. Pretty much what Nike or McDonalds or Guinness or Ikea is to the world, Frooti is to India. Theres not one person in India who hasnt had a Frooti. By sheer numbers and its depth of distribution in India and availability in more than 20 countries, Frooti is perhaps one of the largest selling mango drinks in the world. During the brand study, here are a few things we realized. When Frooti came into existence over 2 decades ago, it came in as a really contemporary and youthful drink. Frooti brought Tetra Pak into India. It was cool to have a Frooti. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to. Who can forget classic Frooti commercials in early 80s with pretty girls in mini skirts, hula-hoop, use of CG, people diving into a pool of Frooti, etc., All these, India hadnt seen before. We realized being cool wasnt alien to Frooti, it was just about reinstating the cool factor. Relevantly. However, there was a little something we had to tackle going further. Over the years Frooti was blessed with a lot of child and adolescent loyalists. There have seldom been birthday parties without a Frooti. Can we without alienating them create a similar cult following with youth? With about 60% of India being a part of that segment. We were aware that frooti had made attempts in the past. Digen Verma by Everest and Bindass campaign by Grey, were both tried. While they did create an initial buzz, they lacked a long term strategy or longevity perhaps. We concluded. So, the exercise was essentially to arrive at a strategic idea thats much sharper and a thought or a philosophy Frooti can own and reinvent itself for years. Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market. Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers . So within a short span of time ,the brand was an alternative to the unhealthy colas. The tetrapak had other benefits also . Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life. Lured by the success of Frooti, there was a lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in this market but failed to dislodge Frooti. Frooti Faltering Frooti was launched by Parle Agro in 1984. It was the first tetrapak drink to be introduced in the Indian market. By 2000, Frooti had a majority market share of the Rs. 300 crore tetrapak fruit drink market. However analysts felt that this 16-year-old brand had been losing its appeal over the years. The brand, which scored a 100 on product likability and quality and a 95 on product recall, had dropped in the top-of-the-mind ranking to 60, from 95 two years ago. The sales of Frooti also had dropped over the years. The situation worsened with the increase in competition. In addition to the threat it faced from soft drinks marketers, Frooti witnessed heightened competition in its own segment tetrapak fruit drinks2 and juices. With pressure mounting from all sides, Parle Agro was forced to rethink its strategy. To revive the sagging appeal of the brand, it decided on a major relaunch strategy, which focussed on changing its positioning. The relaunch of Frooti aimed at positioning Frooti as a fun, trendy and modern drink targeted at the youth segment, a marked change from its initial positioning as a drink for kids. Said, BL Venkateshwar, Parle Agro vice-president: There has been a change in the consumer psychology. Today sub-segments have been created with the 12-15 year olds calling themselves teenagers and 9-12 year olds as pre-teens. These segments are turning into decision-makers of today with an increase in pocket money. The segment of 16-19 years olds is the new impulse category we are targeting. This segment was therefore strategically very important for Parle Agro. Challenges Frooti is basically a nectar based drink so it is not 100% fruit juice, it also has some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of the 100% fruit drink market and launched Njoy brand but it did not click. Parle could have extended Frooti to this market also . The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for adults. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from Fresh-N-juicy to Juice Up your life which have not clicked with the customers. Although Frooti enjoys a commanding (75%) market share , Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a Green mango variant just to create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers. Repositioning of the brand Frooti Frooti was positioned as a mango drink that is Fresh-n-juicy For over a 7 years, the company promoted the product using that famous baseline. The product has tried to create excitement in the market through a series of new variants and packing. But in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the experiment with packaging . The YO! Frooti variant came with a slim paper can aimed at the college going youth. Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning changed to be more fun based. The package also changed. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. Frooti has come out with a new campaign. The brand had gone in for a complete makeover. The packaging and the positioning has changed. Infact Frooti for the past few years has been trying to catch hold of a consistent theme. It had earlier moved away from the FreshNJuicy positioning . From there onwards, the brand was on a sticky wicket and was not quite settling on a positioning. It had the Bindaas positioning and later Frooti- another name for Mango theme. But the brand was not quite stable on those platforms. Reasons of Repositioning à ¢Ã¢â€š ¬Ã‚ ¢Loosing market appeal à ¢Ã¢â€š ¬Ã‚ ¢Sales were dropped à ¢Ã¢â€š ¬Ã‚ ¢Increase in Competition à ¢Ã¢â€š ¬Ã‚ ¢Threat from soft drink marketers à ¢Ã¢â€š ¬Ã‚ ¢Same segment Competition, à ¢Ã¢â€š ¬Ã‚ ¢Tetra pack fruit drinks juices Various moves as part of repositioning New packaging The new Frooti has a new modern packaging. The choice of colors and the logo has been tweaked to make the brand more contemporary. Now the packaging is lot more neat and cool. What is more stiking is the change in the positioning of Frooti. Last year, the brand tried to pitch itself as an alternative to mango. Now the brand is trying to be more radical and a little mad. The new campaign is based on a simple consumer observation. Most of us which drink Frooti Tetrapack will try to chase the last drop of Frooti. This habit has been continuing for generations. Knowingly or unknowingly we make funny sounds using the straw when indulging with Frooti. And we all had the habit of breaking those packs for that sound. The agency had tried to capture all these in the new communication. New tagline The brand also has adopted a new baseline Why Grow Up. I think this positioning is a powerful idea which can be sustained for many years provided the creatives are able to think fresh. Even in the new avatar, the brand is retaining the old famous tagline Fresh N Juicy which is good since Frooti has a very strong association with that tagline. Emotional icons Another interesting move by the brand is the creation of Mango-emotions. The brand will now be using mangoticons in its communication which is a really smart idea. The brand using emoticons c

The Way and Life of General Carl A. Spaatz Essay -- essays research pa

The Way and Life of General Carl A. Spaatz The name General Carl ‘Tooey’ Andrew Spaatz has become synonymous with the phrase air power and strategist. Air power has come along way since Wilbur and Orville launched the first airplane in 1902 in the city of Kitty Hawk. Famous engineers have taken the Wright-Brothers design and made great improvements to them while slowly integrating these new powerful means of transportation, weaponry and communication aids into the military. Since the onset of World War I there has been a debate on how to most effectively use these new airplanes in the Army’s collection. Most individuals believed that airplanes should be under control of the Army theater commander, while very few felt that these airplanes should be a separate entity from the Army. One of these few people who believed that the Air Force should be separate is General Spaatz. General Spaatz possessed perseverance, leadership attributes and military knowledge; all factors leading him becoming a substantial proponent of a separate Air Force. Spaatz legacy continues to live on; his leadership skills continue to influence people today as General Spaatz is still able to impact air power in the 21st century. It is no accident that General Spaatz is a proponent of a separate Air Force. Spaatz’s perseverance, leadership attributes and military knowledge would lead him to be a proponent of a separate Air Force were all being shaped, tweaked and instilled upon him during his early plebe years at the United States Military Academy (USMA) beginning in 1900. Looking back on Spaatz’s career at the USMA, one would not predict Spaatz to become the first Chief of Staff of the newly independent United States Air Force. However, these four years spent at the USMA were very influential, particularly in Spaatz’s development as a leader and his ability to persevere. While at the USMA Spaatz was very much a rebel and was constantly breaking the rules. Nevertheless, Spaatz knew he was smart, he demonstrated this by being ranked in the top half of his class. Although, as Spaatz entered his senior year, he felt he had nothing else to prove and began to slack off. Eventually Spaatz ended up being ranked near the bottom of his class. He went from the rank of 39th to 98th of 107 within a year. With the possibility of getting kicked-out Spaatz used his perseve... ...orce is grateful for a man like General Spaatz and the events that occurred in his lifetime. He may have been subject to coincidence, or even fate, but either way Spaatz’s leadership, perseverance and military knowledge is no accident. Works Cited Davis, Richard G. "Carl A. Spaatz and the Development of the Royal Air Force-U.S. Army Air Corps Relationship, 1939-1940." The Journal of Military History. Oct. 1990: EBSCOhost. 9 Nov. 2003 Davis, Richard G. "Gen Carl Spaatz and D Day." Airpower Journal. Winter 1997: Military & Government Collection. 10 Nov. 2003 Doughty, Robert A., and Ira D. Gruber. Warfare in the Western World. Vol. II. Boston, MA: Houghton Mifflin Company, 2001. 797. Glines, C.V.. "Air Power Strategist Carl A. Spaatz." Aviation History. Vol. 12, Issue 4. Mar. 2002: Military & Government Collection. 8 Nov. 2003 McNeely, Gina. "Legacy of Flight." Aviation History. Mar. 1998: Academic Search Premier. 8 Nov. 2003. Maj. Carl A. Spaatz. 7 June 2002. The Evolution of Aeronautical Development at the Aeronautical Systems Center . 8 Nov. 2003 . Mets, David R. Master of Airpower. Novato, California: Presido, 1988. The Way and Life of General Carl A. Spaatz Essay -- essays research pa The Way and Life of General Carl A. Spaatz The name General Carl ‘Tooey’ Andrew Spaatz has become synonymous with the phrase air power and strategist. Air power has come along way since Wilbur and Orville launched the first airplane in 1902 in the city of Kitty Hawk. Famous engineers have taken the Wright-Brothers design and made great improvements to them while slowly integrating these new powerful means of transportation, weaponry and communication aids into the military. Since the onset of World War I there has been a debate on how to most effectively use these new airplanes in the Army’s collection. Most individuals believed that airplanes should be under control of the Army theater commander, while very few felt that these airplanes should be a separate entity from the Army. One of these few people who believed that the Air Force should be separate is General Spaatz. General Spaatz possessed perseverance, leadership attributes and military knowledge; all factors leading him becoming a substantial proponent of a separate Air Force. Spaatz legacy continues to live on; his leadership skills continue to influence people today as General Spaatz is still able to impact air power in the 21st century. It is no accident that General Spaatz is a proponent of a separate Air Force. Spaatz’s perseverance, leadership attributes and military knowledge would lead him to be a proponent of a separate Air Force were all being shaped, tweaked and instilled upon him during his early plebe years at the United States Military Academy (USMA) beginning in 1900. Looking back on Spaatz’s career at the USMA, one would not predict Spaatz to become the first Chief of Staff of the newly independent United States Air Force. However, these four years spent at the USMA were very influential, particularly in Spaatz’s development as a leader and his ability to persevere. While at the USMA Spaatz was very much a rebel and was constantly breaking the rules. Nevertheless, Spaatz knew he was smart, he demonstrated this by being ranked in the top half of his class. Although, as Spaatz entered his senior year, he felt he had nothing else to prove and began to slack off. Eventually Spaatz ended up being ranked near the bottom of his class. He went from the rank of 39th to 98th of 107 within a year. With the possibility of getting kicked-out Spaatz used his perseve... ...orce is grateful for a man like General Spaatz and the events that occurred in his lifetime. He may have been subject to coincidence, or even fate, but either way Spaatz’s leadership, perseverance and military knowledge is no accident. Works Cited Davis, Richard G. "Carl A. Spaatz and the Development of the Royal Air Force-U.S. Army Air Corps Relationship, 1939-1940." The Journal of Military History. Oct. 1990: EBSCOhost. 9 Nov. 2003 Davis, Richard G. "Gen Carl Spaatz and D Day." Airpower Journal. Winter 1997: Military & Government Collection. 10 Nov. 2003 Doughty, Robert A., and Ira D. Gruber. Warfare in the Western World. Vol. II. Boston, MA: Houghton Mifflin Company, 2001. 797. Glines, C.V.. "Air Power Strategist Carl A. Spaatz." Aviation History. Vol. 12, Issue 4. Mar. 2002: Military & Government Collection. 8 Nov. 2003 McNeely, Gina. "Legacy of Flight." Aviation History. Mar. 1998: Academic Search Premier. 8 Nov. 2003. Maj. Carl A. Spaatz. 7 June 2002. The Evolution of Aeronautical Development at the Aeronautical Systems Center . 8 Nov. 2003 . Mets, David R. Master of Airpower. Novato, California: Presido, 1988.

The End of The Storm :: Free Essays Online

The End of The Storm I've heard it said that an institution is the sum of it's parts, but I prefer to think of it as the average of them. My high school, Campbell Hall, was a great school not because of the fact that it had a large number of great faculty members and students, but because it had an eclectic mix of great people. Campbell hall has a diverse mix of forward thinking people being lead by one of the most regressive and closed minded men I have ever met, the Reverend Canon Thomas C. Clark. When I arrived at Campbell Hall in ninth grade I knew that it was Episcopalian, and being a person who is never quite happy with one religion this scared me a little. But I soon found out that chapel included services for Jewish high holy days, Ramadan, and any other religious holidays that were celebrated by the student body. I was extremely impressed with this. But I soon found out that the Administration was not as tolerant as the chaplain in charge with these services. My first problem with Reverend Clark was when, in ninth grade, a friend of mine's older sister was asked to leave school because she was pregnant. I was too young to truly appreciate the lack of compassion shown for this girl then, but I was old enough to know that this was not the right way to handle the situation. My first true confrontation with Reverend Clark was when four people in my twenty-two person sophomore English class were caught cheating on an exam. The high school principal got to the bottom of it and punished the guilty accordingly. A week later my class found out that Reverend Clark had decided to make an example out of these four by suspending the entire English class for a day in hopes of making any future cheaters fear the wrath of their peers as well as that of the administration. Well myself, my class, and the entire student body were not very pleased with this decision, so we decided to show up to class on the day of our suspension anyway. Clark caved in, and we all went to class. But the event which truly confirmed my abhorrence of Reverend Clark was when my friend Andrew wrote a stunning essay for his A.P. English class on the confusions of growing up gay. The End of The Storm :: Free Essays Online The End of The Storm I've heard it said that an institution is the sum of it's parts, but I prefer to think of it as the average of them. My high school, Campbell Hall, was a great school not because of the fact that it had a large number of great faculty members and students, but because it had an eclectic mix of great people. Campbell hall has a diverse mix of forward thinking people being lead by one of the most regressive and closed minded men I have ever met, the Reverend Canon Thomas C. Clark. When I arrived at Campbell Hall in ninth grade I knew that it was Episcopalian, and being a person who is never quite happy with one religion this scared me a little. But I soon found out that chapel included services for Jewish high holy days, Ramadan, and any other religious holidays that were celebrated by the student body. I was extremely impressed with this. But I soon found out that the Administration was not as tolerant as the chaplain in charge with these services. My first problem with Reverend Clark was when, in ninth grade, a friend of mine's older sister was asked to leave school because she was pregnant. I was too young to truly appreciate the lack of compassion shown for this girl then, but I was old enough to know that this was not the right way to handle the situation. My first true confrontation with Reverend Clark was when four people in my twenty-two person sophomore English class were caught cheating on an exam. The high school principal got to the bottom of it and punished the guilty accordingly. A week later my class found out that Reverend Clark had decided to make an example out of these four by suspending the entire English class for a day in hopes of making any future cheaters fear the wrath of their peers as well as that of the administration. Well myself, my class, and the entire student body were not very pleased with this decision, so we decided to show up to class on the day of our suspension anyway. Clark caved in, and we all went to class. But the event which truly confirmed my abhorrence of Reverend Clark was when my friend Andrew wrote a stunning essay for his A.P. English class on the confusions of growing up gay.

African Americans In The Post Essays -- essays research papers

Jefferson Davis stated in the pre-Civil War years to a Northern audience, “You say you are opposed to the expansion of slavery... Is the slave to be benefited by it? Not at all. It is not humanity that influences you in the position which you now occupy before the country,'; (Davis, The Irrepressible Conflict, 447). The Northerners had not freed the slaves for moral issues; the white majority did not have anything but its own economic prosperity on its mind. The African Americans gained their emancipation and new rights through the battling Northern and Southern factions of the United States, not because a majority of the country felt that slavery possessed a ‘moral urgency’. As the years passed and the whites began to reconcile, their economic goals rose to the forefront of their policy, while racism spread throughout the country and deepened in the South. Even with all of the good intentions and ideals expressed in the 13th, 14th and 15th amendments, blacks watche d as their freedom disintegrated through the late 19th Century as a result of the Supreme Court decisions that limited the implications of the new amendments.   Ã‚  Ã‚  Ã‚  Ã‚  After the passage of these amendments, two of the three branches of government disconnected themselves with the issue of black civil rights. Following Grant’s unenthusiastic approach to protecting blacks in the South, the executive branch gradually made its position on the issue clear in 1876. (Zinn, 199) When Hayes beat Tilden in the presidential election by promising to end the Reconstruction in the South, it was evident that the White House would no longer support any calls for the protection of blacks. The compromise of 1877 brought Hayes to office, but “doomed the black man to a second class citizenship that was to be his lot for nearly a century afterward,'; (Davis, 160). The Radical Republican’s in Congress, who were responsible for freeing the blacks, were also responsible for letting their voices become silenced. This occurred as the other, more industrial, interests of the broad based party dominated their platform; leaving the blacks t o face the wrath of the Southerners. A final blow to the hopes for national protection of African American civil rights was dealt with The Force Bill of 1890. In this bill, the Senate objected to the idea of... ...e Radical Republicans had embarked on a costly Reconstruction plan and set up legislation meant to protect black civil rights, the blacks did not thrive. The Supreme Court successfully chipped away at any progress made by the Republicans. Rulings made in the later half of the 19th Century reduced the scope of the 13th, 14th and 15th amendments, and lead to the further subordination of the Black race by Southern State governments. Southern whites were allowed to set up a system that kept blacks as prisoners without any say on their future. The social practices, including segregation, curfews, violence and disfranchisement that the Blacks suffered left them anything but free as the 20th Century dawned. The amendments to the Constitution had been made, but the whites did not take the time after 1866 to abolish the prejudice that came with slavery, giving testimony to theory that the North engaged in the Civil War for economic, not moral reasons. The application of racism after the C ivil War was just as rampant, but much more subtle than before the Civil War, making it much more difficult to confront, and resulting in a century of unequal education, inferior treatment and segregation.

Arabic Mythology Essay

Like any other culture, ancient Arabs believed in demons, devils and the like, or at least they had stories about these things whether or not they believed those stories were true. Like everybody else they had their own mythology. Some of these stories are not really famous even for native speakers, like the story of how the rooster lost its ability to fly, or the legend which states that a very long time ago everything was able to talk; And some other stories are well-known (at least for those who DO read) like the ogres and poetry Genies. Arabs have a long-forgotten term which says â€Å"when everythingQ was talking† to describe something that happened a long time ago, especially in the pre-historic era. The root of this term is that ancient Arabs believed that everything -everything including animals and rocks- had the ability to talk at one point in history. And a lot of Arabian legends took place at that part of history. One example of this is the story of how did the rooster lost its ability to fly. The story goes like that: the rooster and the crow were drinking together until they finished all the drinks they had. So the crow told the rooster that he would bring more drinks and food if he gave him his wings and the rooster agreed. Needless to say, the crow never returned them and that is why the rooster crows every morning. He is calling the crow at the same time he took his wings. Most of the paranormal Arabian stories take place in the desert with a single hero. There are just so many Arabian stories about encounters with paranormal creatures in the desert. Some of them are friendly like poetry demons or genies and some are not like ogres. Also there are some stories about heroes like â€Å"Ta-ab-ba-ta_Sha-run†, a real man who became a legend because of all the stories that were made up about him. He was described as â€Å"The fastest man when he run, and the strongest when he fights. His spear when thrown is like winter’s wind†¦etc† and he had so many encounters with demons and ogres in the desert. One of these encounters gave him his name when he fought an ogre bare-handed and killed it in â€Å"Raha-Bitan†. Then he carried it to his people under his armpit so they gave him his name which means â€Å"the one who carry evil ender his armpit. † Unfortunately he was a thief in a lot of stories. When talking about pre-Islamic Arabs you can consider the demons and the Genies to be the same. Genies were famous as excellent poets, and Arabs believed that every human poet had a Genie friend who inspires him with verses, even if he didn’t know about it. The genie is called â€Å"Ra-Ei, this word is driven from the verb ‘to see’ and ‘realizing what is behind the seen’. And from a noun mean seeing the future – or predicting it – ether in real life or a dream that turns true. When you talk about a poet and his genie you say that the poet is the Genie’s â€Å"Elf† and the genie is the poet’s â€Å"Ra-Ei†. Elf is a word driven from â€Å"Elfah† which means a close relationship or feeling comfortable with a person or a thing that you get used to. Also some say that the Genie is born with you and you are stuck together forever, while others said that you do not born with a Genie but you can have one later. People said that the Genies come from a valley named â€Å"Abqar/Abkar† and their master is setting under â€Å"the poetry tree†, the root for all rhythms and verses in the world. It is said that you will become a poet if you sleep in that valley for one night and you will meet your genie. All poetry Genies belong there even if they didn’t actually live there. A genie doesn’t necessarily need to be physically near his human friend to inspire him with verses so some Genies decide to stay there. Some famous poets claimed that they know their Genie and gave him a name, and some of them said that they met their Genie personally. Like ‘Abu-Nawas’ and ‘Al-Faraz-daq’ who both claimed that the head Genie is their â€Å"Ra-Ei†. Nowadays, we know that almost all mythologies are wrong, but that is not a reason to forget them because the value of mythology does not lay in its veracity but in its role as a part of history and culture.

Nuremberg Laws against the Jews Essay

The Nuremberg Laws were aimed at preserving the purity of the German race. One of the intentions of the Nuremberg Laws was to provide for who was considered to be a Jew or what it meant to be a Jew. This paper therefore examines the Nuremberg Laws, with an aim of answering the comparative question of what it meant to be a Jew according to the laws. The Nuremberg Laws stemmed from the Nazi Racial Legislation of 1935, which was aimed at upholding the perceived Germanic racial superiority, and promoting it as such. According to Hoss (2013), the national identity in Nazi Germany was required to hold an extremely more superior race. As Stimson (2013) points out, the German racial superiority was expected to be free from the Jews’ contamination. Hoss (2013) points out that during Nazi Germany, the Germans were considered better than Jews, and so the former was required to act in a manner that annihilated the latter. It is for this reason that Nuremberg Laws were formulated to define the identity of the Jews and minimize their contamination of the perceived German racial superiority, all in the hope of safeguarding the German nation for the entire future and upholding the perceive purity of the German blood (Ward & Gainty, 2011). Article 5 of the Nuremberg Laws provided an elaboration of who was to be considered as a Jew. For instance, under Article 5(1) of the Nuremberg Laws, a person was to be considered as a Jew if he or she was a descendant of at least three grandparents who were racially full Jews. Article 5(1) was to be read together with the second sentence of part 2 of Article 2 of the Nuremberg Laws. Article 5(2) of the Nuremberg Laws also provided that a person shall be considered as a Jew if both of his or her parents were full Jews (Ward & Gainty, 2012, p. 332). Under the statute of these formed laws (i. e. the Nuremberg Laws), a person was deemed to have descended from two full Jewish parents, if (a) he or she was a member of the Jewish religious community at the time the Nuremberg Laws came to force, or joined the said community after the laws came into force; (b) he or she was in a marriage relationship with a Jew at the time the laws come into force or entered into such a marriage after the laws had come into force; (c) he or she was born to at least a Jewish parent in a manner provided under Section 1, and if the marriage from which he or she is an offspring was constructed consequent to the coming into force of the Law for the Protection of German Blood and German Honor; and (d) he or she was an offspring an extramarital relationship, that involved a Jew, in the sense of Section 1, and was to be born outside wedlock after the 31st day of July, the year 1936 (Ward & Gainty, 2012). Section 1 of the Nuremberg Laws prohibited any form of marriage relationship between German nationals or kindred blood and Jew. Such marriages were to be considered illegal and against section 1 of the Nuremberg Laws even if, for purposes of evading the law, they were concluded outside Nazi Germany. An individual who happened to be a Jew as provided under Article 5 of the Nuremberg Laws, and as has been explained highlighted in the previous paragraphs, was prohibited, under Section 1 of the Laws, from contracting any marriage relationship with a German national or kindred blood, whether within Nazi Germany or overseas (Ward & Gainty, 2012,). Similarly, Section 2 of the said laws prevented any Jew from entering into any outside marriage with German nationals or kindred blood. According to Hoss (2013) this was aimed at protecting the superiority of the German nation and preserving the purity of the German blood by ensuring that no child of German origin was born outside wedlock, and worse still, with a Jewish parent, since the Jews were not expected to mingle with the German nationals. The Nuremberg Laws did not target the Jews within the context of marriage per se, but also sought to limit the rights of the Jews in terms of free and fair management of their households. For instance, under Section 3 of the Nuremberg Laws, no Jew was allowed to employ a female German national or kindred blood as a domestic worker (Ward & Gainty, 2012). This was construed by Hoss (2013) as a way of preventing incidents of master-servant abuses (e. g. sexual abuse of female German national domestic servants by their Jewish masters), and which could, in some cases, lead to the breach of Section 2 of the laws. The Jews were also prohibited from associating with both the Reich and the German national flag. For instance, Section 4 of the Nuremberg Laws prohibited any Jewish person from hosting the Reich and/or national flag as well as hosting the colours of the Reich (Ward & Gainty, 2012). The punishments that were to be meted against the Jews who were deemed to have acted in breach of sections 1-4 of the Nuremberg Laws varied in nature, and were provided under Section 5 of the laws. For instance, acting contrary to Section 1 of the laws attracted hard labour as punishment, whereas that who breached Section 2 of the said laws was liable for imprisonment or hard labour (Ward & Gainty, 2012). Similarly, Section 5 of the laws provided that whoever (i. e. any Jew) was found to have acted contrary to the provisions of Sections 3 and 4 of the laws would be liable for imprisonment for a period of not more than 1 year, and with a fine or with one of the penalties provided thereof (Ward & Gainty, 2012). In conclusion therefore, the Nuremberg Laws, when viewed from legal and moral perspectives, appear to be both illegal (especially in the context of international humanitarian law) and immoral, as they aimed at legalizing open discrimination against the Jews and denying members of the Jewish community the right to freedom of association and expression of free will. In addition, the supposed punishments for acting in breach of the various Sections of the laws were controversial, and so depended on the mood and attitude of whoever was presiding over as the ‘judge. ’ For instance, Section 5(3) of the laws fell short of defining what constituted a fine as a punishment for acting in breach of Sections 3 and 4 of the laws. The implication thereof is that a ‘judge’ may sometimes impose a fine that is not commensurate with the offence committed. References Hoss, R. (2013). â€Å"Memoirs. † Swerdloff, Howard. The World since 1924. Boston, New York: Bedford/St. Martin’s Press. Stimson, H. L. (2013). The Decision to Use the Atomic Bomb. Swerdloff, Howard. The World since 1914. Boston, New York: Bedford/St. Martin’s Press. Ward. D. W. , & Gainty, D. (2011). Sources of World Societies vol II, since 1450. Second Edition (pp. 1-512). Boston, New York: Bedford/St. Martin’s Press. Ward. D. W. , & Gainty, D. (2012). The Nuremberg Laws: The Centerpiece of Nazi Racial Legislation (331-333), in Sources of World Societies. Volume 2: Since 1450 (2nd Ed). Boston: Bedford.