Analysis- Macbeth’s soliloquy Essay

Macbeth’s soliloquy at the start of Act 1, Scene 7, introduces us to a side of Macbeth that has not yet been portrayed earlier in the play. Here, instead of being the courageous and valiant soldier, Macbeth reveals himself to be a man who is being slowly tempted by ambition and power, though not determined enough to take the risks in order to achieve his goal, thus resulting in the repetition of â€Å"ifs† throughout the beginning of Macbeth’s soliloquy. Macbeth is also very much aware of the lack of reason for the murder of Duncan. The soliloquy effectively adds to our understanding of the internal conflict that plagues Macbeth as he struggles to determine whether or not he should kill Duncan, who is a virtuous man as well as his kinsman and king. He believes that it is against the nature of man to kill someone who is of such a status and relation to him and that it is immoral to do so, â€Å"he’s here in double trust: first, as I am his kinsman and his subject, strong both against the deed† and that it would be a breech of Duncan’s trust in him if he decides to go through with the murder. We see Macbeth’s reluctance to murder Duncan himself as he is a guest in his own home. â€Å"†¦as his host, who should against his murderer shut the door, not bear the knife myself.† Macbeth knows that his weakness is the desire he has to seize the crown. He knows that although he does not wish to murder Duncan but for the fulfillment of his own ambition, â€Å"I have no spur to prick the sides of my intent, but only vaulting ambition†¦Ã¢â‚¬  it is something that must happen in order for Macbeth to achieve what he wants. The audience sees the conflict within Macbeth and the horrible imaginings he has for his own downfall and his fate. He knows that he is drinking from a â€Å"poisoned chalice† which symbolizes Macbeth’s yearning for moral desecration. Another aspect of Macbeth that the audience witness is the reluctance to mention the murder of Duncan. Instead, he uses euphemisms such as † it, assassination, this blow, the deed, bear the knife, his taking off, horrid deed, my intent† This gives the audience the impression that Macbeth is scared to name his fate and his intentions of murdering Duncan in fear of â€Å"jinxing† himself. Macbeth’s tone throughout his soliloquy is one of confusion, frustration and is filled with hellish images which are associated with what may become of Macbeth’s soul. â€Å"Bloody instructions, which being taught; return to plague th’inventor, deep damnation, poisoned chalice† Macbeth recognizes the guilt which may come with the murder of Duncan and we find ourselves feeling pity for him as he  struggles with morals and his own ambition. Personification and metaphors are also effective in Macbeth’s soliloquy. Through personification, various aspects of humanity such as virtues, justice, and pity have been exaggerated so that the audience may treat these aspects as humans, and feel the vulnerability of human goodness- pity is portrayed as a newborn babe, and virtues are portrayed pleading like angels. Through Macbeth’s soliloquy, the audience sees that this man, who was supposedly a virtuous, valiant person, has become a weak character, giving in to the temptations brought on by ambition, greed and power, even if it means having to abandon his morals. The audience recognizes that Macbeth is human and he is plagued with a troubled conscience but we are disappointed to see Macbeth slowly drifting towards corruption and his own downfall. He will eventually â€Å"o’erleap† himself.

Drown

The story â€Å"Drown† sets in the summer time in New Jersey. Diaz and his friend Beto are raging, out of control, in their neighborhood known as the ghetto. They† stole, broke windows†¦ pissed on peoples steps and then challenged them to come out and stop us. † While Diaz has another year of high school, Beto for college on the other hand is leaving for college at the end of the summer. Diaz has several recurring feelings such as, suffocation, problems defining his masculinity, and being trapped, problem is that Diaz would rather stay trapped in the Ghetto if it means not turning out like Beto.Why does Diaz use the metaphor drown? Why does Diaz struggle with masculinity? Does Diaz want to come up for air or continue to suffocate? In â€Å"Drown† the setting plays a key role in the story. Diaz described his neighborhood as, † The broken apart buildings, little strips of grass, the piles of garbage around the cans, and the dump†(Drown 91). Th e neighborhood where Diaz live shapes his life, so it plays an important role in the story. Most of Diaz anxiety is caused by the fact that he cannot leave his neighborhood, because he fears the outcome once in the outside world. Another setting that is important is the pool.The pool is described in a way that is similar to the neighborhood where Diaz live, † The water feels good†¦ while everything above me is loud and bright, everything below is whispers†¦ † this particular quote coincides with the fact that Diaz is trapped, but he'd rather stay below than come up and see the outcome of him leaving for the outside world like Beto. The metaphor suffocation occurs throughout the story and ties to the story title itself. In this story Diaz shows it more at the pool scene, it seem as Diaz move through the story, but something always draws him back to the pool where most of his drowning occur.This particular metaphor is used in several parts of the story, for insta nce, Diaz is suffocating where he lives because of all the poverty, misery, and drugs. Another way the author uses this metaphor is when he talks about how his mother keeps all the windows and doors locked, † Before we head out she drags us through the apartment to make sure the windows are locked†¦ we never open the windows†¦ this place just isn't safe†¦ â€Å"(Drown 96), this quote gives the notion that maybe his mother is also suffocating him by keeping all the windows closed at all times trapping the hot air which can also make Diaz think he is suffocating.Masculinity is something that Diaz struggle with more than anything in this story. In the start Beto and Diaz are both confused about their masculinity, but Beto in a different way because he's really a homosexual. In Diaz neighborhood homosexuality is viewed very negatively. On page 103 in the story, Diaz talks about how his friend Alex will stop by the side of the rode and say, Excuse me. When somebody comes over he'll point his pistol in their face just to see what they'll do, they also call the homosexuals patos throughout the story.Once Diaz have several sexual encounters with Beto, that's when Diaz starts to question his masculinity. Diaz states, † Mostly i stayed in the basement terrified that i would end up abnormal, a fucking pato†(Drown 104). It is obvious that Beto questioning of their masculinity is not so much like Diaz anymore, because Beto excepts the fact that he is a homosexual by going to college, while Diaz on the other hand is still trapped and confused with his masculinity. Diaz is maybe afraid to leave for the outside world because that would mean he's excepting that he is also a homosexual like Beto.In the story Diaz doesn't say it exactly that he wants to do the complete opposite of whatever Beto do, but he gives the reader that feeling. It is possible that Diaz can be satisfied with drowning in his neighborhood, because on page 100 the army recru iter offers Diaz a chance to escape his drowning, but Diaz refuses to come up for air. The author pathos, logos, and ethos plays a role in the story also. Diaz uses some symbols such as the pool and specific words to express himself in a way that makes the story feel more, drawing the reader into his world and his observation from first person point of view.Throughout the author Junot Diaz moves in and out of his character quotes, which is a good thing because it gives the author a credibility and it communicates that their statements are more than just facts, they're a piece of Diaz memory of a feeling or a specific time. However the only way possible for Diaz to discontinue his suffocation and drowning is by joining the Army, but Diaz is still against and unwilling to come up for air, but uses the fact that he helps his mother as an excuse for not leaving his neighborhood and coming up for air.

Which the Language Used Shows the Closeness

Discuss the ways in which the language used shows the closeness of the relationships between participants. In this essay, I am going to explore how the language used shows the closeness of the relationships between the participants, and how their friendship is shown. In the friendship context, speech is more relaxed and casual and there is more use of dialect and colloquialisms than if it were a formal situation.There is also the use of words and phrases which could only be understood in this context, like idiolect and words that a particular age group use. In a formal situation there wouldn’t be as much interruption or slang words, as it wouldn’t be appropriate. In the transcript, there is a lot of interruption which shows they know each other quite well and wouldn’t get offended by it. This is shown when speaker A says â€Å"on //Saturday//† and speaker B overlaps by saying â€Å"//The Aviator//†, which shows they are both on the same wavelength a nd speaking quite quickly.Also the fact that they continue talking when another speaker interrupts like when speaker A continues after speaker C interrupts her shows they are both comfortable with each other and aren’t worried about being innapropriate as they are good friends. Additionally, the way they share their personal thoughts and crushes shows they are comfortable with each other and know each other well enough that it is appropriate. By saying that â€Å"he’s a real hottie† and â€Å"I wouldn’t turn down Clive Owen either†, they are showing how they aren’t afraid to say this to each other as they both share mutual feelings, which portrays that they are friends.Also the use of idiolect is present in the transcript when speaker A says â€Å"dead interesting†, with the word dead meaning really instead of having died. This is the way the individual talks so they would use this with friends, rather than in a more formal situation where Standard English would be expected to be used. When speaker A does an impression when saying â€Å"shu shu†, it shows she isn’t afraid of embarrassing herself as her friends would find it funny rather than weird. This shows they are friends because nobody would do this except with people they know and have fun with.

Disney Park in Hong Kong Case Study Example | Topics and Well Written Essays - 750 words

Disney Park in Hong Kong - Case Study Example Tourists might just switch to Shanghai as a key tourism destination. Moreover, the increased flow of tourists more likely will have a negative environmental impact due to increased pollution, consumption, waste, and increased infrastructure (Horner & Swarbrooke, 2004). Â  The arguments for locating a new Disney park in Hong Kong are the following: increase of the national income due to increased leisure tourism activity, creation of new jobs in the area, enhancement of the international image of Hong Kong, and some others economic and social benefits. The arguments against locating a new Disney park in Hong Kong are mainly associated with the risks of this project, as it might be not as profitable as expected due to similar attractions in China, Shanghai. The government has offered some exclusive terms for Disney location and has taken serious obligations towards building the infrastructure required. However, Disneyland in Shanghai might become a too serious competitor to Hong Kong (Horner & Swarbrooke, 2004). Â  The potential risks for the Disney organization of entering into a joint venture with the government to develop the new park in Hong Kong are associated with the extremely high dependence of the company on the government. Minority stakeholder’s share (43%) sets Disney’s management in more vulnerable and dependent position. Disney has its strong corporate culture and other organizational principles. The vision of Disney and Hong Kong government may vary, and thus cause a conflict between the parties. Â  The Hong Kong Disneyland turned out to be a not as successful project as it was expected.

Written assignment 2 Essay Example | Topics and Well Written Essays - 1750 words

Written assignment 2 - Essay Example On the other hand, the media emphasizes on the negativity of global warming without considering any possible benefits from global warming. Considering the negative and positive sides of the issue, I can claim that global warming is more of a myth than a reality. This paper will, therefore, discuss factors that make global warming to be more of a myth than a reality. Carbon dioxide from industrial processes and industrialization has been considered as the main cause of global warming. Although industrial carbon dioxide has been linked with global warming, there are no known facts on the effects of carbon dioxide on increase in global temperature. Carbon dioxide composes about 3% of the atmosphere at normal condition. The atmospheric component of carbon dioxide is insignificant compared to other gases such as nitrogen and oxygen that compose the atmosphere. From this comparison, it is evident that carbon dioxide cannot cause a major change in the atmosphere as well as changes or effects that can be caused by other gases. The fact that carbon dioxide is not sufficient to cause a major change in global climate nullifies the possibility of global warming. If global warming resulted from other atmospheric gases, then it would be possible to realize the effects of global warming. Any effect resulting from the expected global warming is attributed to human activities such as industrialization and deforestation. Industrialization has been considered as the main factor that leads to increased carbon dioxide rate in the atmosphere. On the other hand, plants assist by eliminating carbon dioxide from the atmosphere. Deforestation, therefore, creates an imbalance between the carbon dioxide added into the atmosphere and the amount of carbon dioxide eliminated from the atmosphere. Global warming is a myth that people have been made to believe. The effects of carbon dioxide also contribute to the controversy of the issue. It

Dr. Heidegger's Experiment Essay Example | Topics and Well Written Essays - 750 words

Dr. Heidegger's Experiment - Essay Example Hence, Dr. Heidegger is an old, peculiar and well educated man who is a signification of hope in Dr. Heidegger’s experiment and attempts to teach three ignorant peers life lessons through a carefully orchestrated experiment. As mentioned above, Dr. Heidegger possesses the quality of hope. One can gain admiration of his inner qualities by his brief history. Heidegger is said to have been deeply in love with a woman who he was on the verge of marrying until she died on the eve of their wedding after swallowing one of his prescription as she suffered from a slight disorder. The importance of this lady in his life is indicated by the large portrait of her which he keeps on his wall. The emotions and feelings of Dr. Heidegger for this lady are a characteristic feature of Gothic literature. In this literature emotions are usually well illustrated. Even after so many years have passed since the death of the lady, it is evident that Heidegger still possesses great love for this woman. This is also shown by the fact that he keeps the rose that he was supposed to wear on his wedding. This love and commitment possessed by Heidegger is an indication of his character and a symbol of emotional representation in gothi c literature. Hope can be seen in the actions of Heidegger as he chooses a unique group of individuals as his subjects. These individuals all have different backgrounds and these are effective in the fulfillment of the objectives in the experiment. The backgrounds of these individuals as well as their characters are also representations of gothic literature. In addition, the nature of the experiment also has some gothic elements. In gothic literature, the supernatural also plays a role. Hence, in this case Heidegger attempts to use the supernatural to teach his subjects the positives of living life once by giving them water from the fountain of youth. Heidegger is hopeful that this fountain

Innovation in nursing IP phase 4 Assignment Example | Topics and Well Written Essays - 750 words

Innovation in nursing IP phase 4 - Assignment Example This paper comprehensively examines the suitability of adopting quality assurance schemes in the contemporary nursing realm, and more particularly, in the eye care department. The adoption of such a system would be a very essential innovation geared towards the enhancement of patient care and service delivery. As stated earlier, the desire to provide better care to patients has become of dire precedence to all medical service providers with the fundamental craving of realizing a higher level of patient contentment (Blanchet, 2005, p. 11). The principal solution is the incorporation of a system that is more focused on patients than any other stakeholder. This justifies the need for quality assurance systems in the nursing realm. This paper particularly examines the role of such systems in the provision of eye care services. Certainly, the improvement of the quality of eye care services has never been an easy task (Manghani, 2011, p. 35). However, it has always been a very great motivation both to health care providers and their patients (Basavanthappa, 2000, p. 36). This has always been because high quality eye care services usually enhance medics’ motivation and attract more potential clients. Introducing quality assurance systems definitely implies the provision of more advantage to the staff and allowing better involvement of clients in the system. In this article, Manghani extensively explains the significance of the adoption and monitoring of quality control and assurance systems by clinical officers and contract research units. According to the author, quality control helps achieve quality requirements while quality assurance helps provide the sureness that quality requirements are actually realized. According to Basavanthappa, quality control and assurance in the eye care field both aim at providing better eye care services. As a result, the author challenges medical professionals to try and adopt high quality patient care

Personal and Professional Development Essay Example | Topics and Well Written Essays - 1500 words

Personal and Professional Development - Essay Example Times have changed and are continuing to change as the gauntlet is transferred from one form of learning expertise to another. While previously it was enough for a teacher to be able to handle simple routine tasks, this definition has passed into oblivion in recent times. Above everything else, a teacher must be possessed with a vision to go forward and to explore new turf. Modern life is all about integration and modern teaching and learning are following the same path. Consider for example the state of communication that we exist in today. Only a few years ago it was common to have a phone at the office, a cellular phone in the pocket, a fax machine on the desk, a desktop computer and other such articles to deal with communication. Today all of these things have disappeared altogether. Everything is integrated. It is extremely common today to find all of this communication equipment and more (such as GPS, location tracking and the like) in a simple Smartphone that sits in your pocket. This trend of integration has not been limited to high end executives and CEOs alone. Instead integration has been sweeping the entire socio-economic strata from end to end. A Smartphone is as common in the Corner Office as it is with children attending high school these days. The key thing to take note of here is integration. Much similar to communication equipment, teaching and learning are becoming more and more constrained to integrate with other things in order to drive the efficacy and success of both. Modern careers are coming under increasing pressure to obtain individuals who have more than one area of expertise. The modern manager for a car repair business for example may need to know how to handle people, how to mix paint, how to repair fenders, how to create budgets and other such functions all at the same time. This situation is different from the specialization that was offered under the Fordist model of growth that calls for specialization. Instead a manager and a lead er today need to have essential skills in their bag to deal with the competitive nature of the market. This is only possible if the learning offered to the modern student is enough to handle the strains of modern careers. Modern learners need to be offered various avenues to explore their own potential in order to produce individuals who are ready to pick the gauntlet and walk with it. Traditional methods of learning including blackboards and hard printed books are all but things of the past. The modern learner is far more interested in finding the information they require using digital methods rather than having to search through volumes of printed material. It could be expected that children would need to be taught how to extract information. However, in the modern day this situation is nowhere to be found. Instead the teacher is at times learning from students as to extracting information from the internet. Modern students are well equipped and prepared to handle the information t

Macdonald's Case Study Example | Topics and Well Written Essays - 1000 words

Macdonald's - Case Study Example At some point, upon saturation in the market, he may return to a modified "multipronged" approach, and readdresses their desire to dominate the market, altering their product strategy to meet the specific needs of the market as dictated by their cultural and economic environments. Competition from players within the market such as Subway and from the substitute products has increased. New entrants such as Subway with fresh salads and sandwiches are giving tough competition to McDonald. Apart from this coffee outlets product market is itself giving tough competition to Mc Donald, who got affected due to world wide concern for Obesity. Another key factor responsible for the decrease in sales is the changing customer preferences and tastes. Young customers form the major segment of the market. The customers seek variety and buy products that look trendy. They also show high degree of brand preference. Youth are less interested in McDonald, as they perceive it to be an old formulation. The company's inability to handle its marketing mix properly is cited another key factor for the poor performance of the brand. Food product outlets require heavy promotions. The company did not provide enough consumptions avenues to customers help in improving sales. Identifying mAs with successful ad campaign, the company followed a planning process as outlined below: (i) Identifying marketing objectivities (ii) Communication effects (iii) Processing (iv) Exposure Identifying marketing objectives: first firm has to decide upon the marketing objectives that it wants to satisfy and the role of advertising in meeting those objectives. McDonald's advertising and promotion activities were minimal in the year 2004. Promotions were limited to banners and specific promotions. However the fast food market was growing rapidly. Thus company realized that burger is no longer an unmarked food product and has been accepted by consumers. The company has decided that it is the right time to improve its position in the market. The company identified that targeting the burgeoning middle class homes, whose income are on the rise and whose attitude towards eating out is changing, can increase volumes. Communication effects: any successful advertising campaign should establish a communication effects in the minds of the consumer that encourage him to take action (purchasing a product). A company can select from four possible communication effects. They are category need, brand awareness, brand attitude, and brand purchase intention Processing: McDonald then had to devise an advertising strategy to achieve its communication objectives. The company came up with the Big Mac campaign, which had short duration teaser ads that highlighted the intention to buy its burger. Exposure: the final step in an advertising program is to decide upon the original exposure of the ad campaign to achieve the desired impact of the target segment. Two aspects have to be decided at this stage media selection and media scheduling. Media selection refers to the identification of media through which the campaign has to run. Media scheduling refers to the taming and frequency with which the ads are exposed to the target audience. McDonald did not have a large

Geographic Information Systems Essay Example | Topics and Well Written Essays - 500 words

Geographic Information Systems - Essay Example Natural catastrophes such as hurricanes can have devastating effects on the life and economic stability of any area hit. This has been experiencing more than once in America where lives and property have been lost and the government forced to spend so much on rescue and restoration mission. It is, therefore, a big relief that such a problem can be effectively solved through GIS and thus reduce the loss or avert the danger as a whole. As mentioned earlier, GIS is all about collection and use of date. To solve the problem of the hurricane, several sets of data are necessary. First, the system must indicate the kind of problem expected, the specific time and region of the target and the population involved (Fu & Sun, 2011). This information will help in setting up a response plan and help evacuate the area if possible before the problem hits. The information will also help in alerting the authorities in time for mitigation measures (Singhroy, 2003). Secondly, the problem will also require information on the accessibility of the area, geological structure, weather pattern and hence the possible route of the hurricane in relation to the prevailing winds (Goodchild, 1996). In all these situations, the GIS provided vital information on the location, scale and possible effects of the hurricane on the people and the structures. Using the maps, the rescuers can locate the problem and even trace a safer route to evacuate the people and reach to them during the rescue operations (Goodchild, 1996). Further, the information also notifies the authority on the crisis that can result from the hurricane if it reaches the power plants. I believe that the development of the GIS is a welcome technological input to solving both natural and manmade problems. Using the information so developed, the danger is either evaded or the destruction

Colombia population Assignment Example | Topics and Well Written Essays - 250 words

Colombia population - Assignment Example The researches also explore the existence of Asian and Chinese ancestry in Colombian population, though its percentage is almost negligible. Consequently, combination of indigenous and Asian population makes less than 2% of total present population of the country. Somehow, it is estimated that European Amerindians, called Mestizo, make up three fifth of the Colombian population followed by Whites, and the European-Africans called Mulatto, percentage of which is one fifth and one seventh of total population respectively. (essortment.com). It is therefore Colombian culture is viewed as the amalgamation of several sub-cultures on the basis of origin, race, ethnicity, region and religion. An overwhelming majority (i.e. 90%) is Roman Catholic, while Protestants, Jews and Muslims are also the part of the population of the country. Urbanization had been in vogue in Colombia by the last decade of twentieth century; consequently over three fourth population lives in cities now. Nearly 5% population consists of elderly citizens (i.e. over 65 years), while one third of Colombians are under 15 years of age. Hence, nearly two fifth of the total population consists of non-productive individuals, while Almost 91% population consists of literate individuals. (Encyclopedia of Nations) Life expectancy is estimated to be 70 and 77 years for males and females respectively, where approximately one sixth of the total population is leading life below the poverty line determined by the UN experts. Though Colombia had won freedom from Spain in July 1810, yet Spanish Laws are followed at political and social forums by the executive, legislature and judiciary. Colombia is a peaceful state, though it undergoes two international disputes; one with the neighboring country Venezuela on the Venezuela Gulf, and the other with Nicaragua over Archipelago de San Andres y Providencia and Quita Sueno

Roe V Wade Essay Goverment Essay Example for Free

Roe V Wade Essay Goverment Essay 1. Roe V. Wade 410 U.S. 113 (1973) and docket number 70-18. The petitioner in this particular case was wade and the respondent was Roe heard by the Burger Court (1971-1972). 2. The case was based on the enumeration, of certain rights, shall not be construed to deny or disparage others retained by the people. Over non enumerated rights 1791. The ninth amendment was placed to state that this case was handled in a due process manner. 3. A pregnant single woman named Roe brought a class action challenging the constitutionality of incrimination of abortion. Hallford a Texas physician who was also under the gun, and certified to perform abortion testified on behalf of Roe. The basis of Roes lawsuit was in regards to saving her life; therefore, she did in fact have a basis to bring up this case. The Supreme Court also heard it because they knew that this was a staple case in history and they wanted to clarify the medical and legal views of abortion because a private matter especially in regards to a woman and her child had never been brought up before and it lacked a solid foundation. The Supreme Court also took into consideration two valid state interests: protecting the health of the pregnant woman and to protect the potentiality of human life. 4. The final Supreme Court decision was seven votes for and 2 votes against. 5. majority opinion and dissenting opinion 6. Roe won her case! The finalization of this case led to the instatement of these three guidelines for women still to go by today.

The Origin Of Salsa Music Film Studies Essay

The Origin Of Salsa Music Film Studies Essay The Caribbean region was the first American area to be populated by the immigrants from Africa. Those people with features and traits that differed greatly from the population of two American continents could nor but had a strong influence upon all the spheres of life of the Caribbean region. Their impact embraced the most various spheres: arts, literature, speech, religion, and, of course, music and dance. Their impact was great. Nevertheless all the following waves of immigrants brought to Americas their culture too, the influence of the African people was the greatest: everybody adopted their culture. The vital energy of African people let them took the Caribbean culture, transform it and create a new one, unique and unusual. That phenomenon got the name of creolization the adoption of new African black culture and its quick and effective spread across two continents. Since then Latin American music could avoid the influence of strong African rhythms. The rhythmic loud energetic black music had imprinted the African homeland of the Caribbean inhabitants forever. That is why many genres of the worlds most favorite music originate from Latin America. They come from such countries as Cuba, Puerto Rico, Chile, Argentina, Colombia, Costa Rica and many others. One of the most popular and famous genres of music is salsa. It comes from Puerto Rico. Salsa got a very strong influence of vibrating and energetic black music from the African continent. Salsa resembles mambo to a certain extent. It actually originated from mambo having become the independent musical genre. Nowadays the name of the genre denotes a rhythm, but originally it was a genre derived from Cuban rhythms such as Chachacha, Son and Mambo. The present salsa corresponds to a music style. This modern genre plays Cuban rhythms, such a Son, Guaracha, Son Montuno and Guaguanco. In this respect Johnny Pacheco a man who is considered to have shown salsa to New York claims that salsa has always had Cuban origin and has always been its native music. The word salsa itself is of Spanish origin. It means a sauce. It can be associated with Spanish cuisine: the music may be as saucy as meals that is a possible connotation implied on the name of the genre of music. This music style was created approximately in 1960-1970s. Actually salsa is a mixture of African and Spanish music that embraces the most peculiar features of two cultures. It is filled with the history of Puerto Rica and Cuba. Salsa usually begins with a simple melody that is usually improvised. Latin jazz adapted it. Trombone adds it additional aggressiveness and makes it more alike Cuban music. Besides trombones usually add to the general rhythm of a melody; they are usually accompanied by congas, bongos and timbales. Sometimes piano and horn are also present in salsa music. The bands that play salsa music usually diversify their repertoire with songs that differ greatly from each other. They are bombas and plenas, merengue and vallenato. Practically all of them are variations of the famous Cuban son. All of them begin in the same way: with a melodic song; then a montuno break follows; then jazzy solos and instrumental breaks take their turn. The USA have slightly changed salsa music: they made a mix of different genres: meringue, salsa, cumbia, chachacha, bachata. But that actually depends on a DJ that performs music for young people. Percussion is a distinctive feature of salsa music. It can be performed by many different instruments, such as cowbells, claves, conga and timbales. The other instruments that are used during the performance of salsa music are trombones, trumpets, and bass guitar. These are the principal instruments that are necessary and actually obligatory for salsa, but some artists can add many other instruments too. That does not violate the style, but gives additional individuality to a performer of music. In other words these are manifestations of a performers individuality and own style. Recently salsa music was performed by the tres guitars. The band that performed it was called a conjunto. But actually these groups are extinct now, and the tres has become a rarity. There are often twelve people in a band. One of them is a leader that rules the whole band. There are usually from two to four players that are responsible for horns. Other members of a band usually play different instruments: co nga, bongo, piano, timbales and bass guitar. Some instruments may also be used by a singer -a vocalist: such as claves, maracas or guiro. Sometimes a vocalist also uses a bell to accompany the melody. Salsa music is considered to be more appropriate for dances. That is why many songs do not abound in lyrics. If there are some lyrics in the song, they do not usually carry a difficult content; they are easy to understand, as the main idea of salsa music does not consist in words but in music itself and the feelings it arises. Modern salsa music is often very romantic, even sentimental and besides very touching. Its lyrics very often carry a sexual and emotional implication. The music and therefore lyrics do not necessary have to be strictly and before-planned. Improvisation is very welcome during the performance. It gives the additional confidential feeling and creates a very emotional atmosphere and relations between a performer and a listener of the salsa music. Besides practically all the lyrics refer to the Afro-Catholic religion. That does not depend on a person who performs a song, but is implied in the general idea of the salsa songs. As it has already been said salsa originated from the Cuban son. It became the result of mixture of two cultures: African and European (particularly Spanish). Though the intensive development of salsa began after the 1960s, in 1930s salsa music was already rather popular in Cuba. It began to spread across the USA very quickly. American people liked the lively rhythms very much. The most popular performers of salsa music were Felix Chappotin and Arsenio Rodrà ­guez that period. Those days salsa was very close to mambo. The centers of these music genres were in New York City and New Mexico. This situation can be justified by the fact that many bands that performed Latin music were attracted by the developing Hollywood. Most of the members of salsa and mambo bands were of Cuban and Puerto Rico origin. They were Perez Prado, Machito, Tito Rodrà ­guez and Tito Puente. New York really likes that music of African immigrants. Mambo and therefore jazz were in a great degree influenced by jazz music. However jazz tradition was greatly developed in the era of bebop. The 1950s also liked the Latin music. The main popular genres were rumba, mambo and chachacha. They were already widespread across the USA and Europe. Unfortunately the Cuban Revolution of 1959 cut the relations between New York and Cuba and salsa motives declined a little bit. The Latin music leaders of the 1960s were Johnny Pacheco, Ray Barretto and Eddie Palmieri. Nevertheless the crisis in the relations between Cuba and New York Latin music developed gradually as the Afro-American culture had a very strong influence. However the modern salsa is said to have got the strongest push in 1960s in New York. By this time Latin music did not have that strong influence as it did. It gave way to other music genres and directions: doo wop, rock and roll and RB. Still people could hear Latin mambo, salsa and other Latin genres in different parts of New York but they have lost their leading part in musical world of that period of time. They ceased to be the most famous American music. Among the popular performers of salsa of those times were and the Lebron Brothers and Joe Bataan. In the late 1960s the political situation in America became rather unstable. A lot of groups and political organizations were formed by the young population of Afro-American part of the country. These organizations were of rather radical character, such as Black Panthers for example. The Latin part of the population could not stand apart from these active actions of young generation of Americans and also took part in these movements. It could not but reflected on Latin music. It became more mixed, more energetic and more aggressive. It was also based on Cuban son, because it had been the most favorite music of many people for a long time. Besides, it was favored both in New York and in Puerto Rico. By the 1970s the salsa centre moved to the Cheetah and Manhattan. In Manhattan a recording company Fania Records was organized. This company paid much attention to the rising stars of salsa music. Actually it is the credit of this company that the world saw many great performers of salsa music. Fania Records studio was founded by a flautist from the Dominican Republic Johnny Pacheco and Jerry Masucci, an impresario. But the peak of Fania Records career coinsided with the work of Hà ©ctor Lavoes El Malo and Willie Colà ³n in 1967. They introduced some new melodies: plena tunes and son montuno. These motives became the gound for the modern salsa genre. Several years later after the hard work of many people salsa music was actually reborn: the year 1971 saw the performance in Cheetah nightclub. More than one thousand people gathered in order to hear the fascinating tunes of salsa music; that became a new push in the salsa development. It spread rather quickly outside the New York City and reached Miami, Puerto Rico, Cuba, Colombia and many other places. Cali (the city in Colombia) became one of the worlds centers of salsa music. Salsa also was very honored in many places, such as Caracas, Guayaquil and Panama City. That became a very good ground for the further development of salsa music. It spread across Colombia, Mexico, Dominican Republic, Cuba, Venezuela, Puerto Rico and some other countries of Latin America. This new style of music became something more than just a musical genre. Many Latinos associated it with their native music, the music of their culture and their people. The number of salsa bands increased greatly. In New York some radio stations appeared that translated salsa music only. Thus, the Sunday Salsa Show, for instance, became one of the most popular programs in New York. The audience of this show comprised more than one million people who put all their affairs aside every Sunday when the show began. The most popular performers of salsa music that period were Celia Cruz and Eddie Palmieri. They brought some modern innovations to salsa music and made it popular for the next twenty years 1970s and 1980s. The album of salsa music Siembra that saw the world that period became t he best-selling album of Latin music in the whole history. The innovations made by Celia Cruz and Eddie Palmieri did not stop. They were made by many other people after them. Salsa musicians loved this music very much and from the very depths of their hearts brought something new in it. Willie Colà ³n, the leader of a salsa band, introduced the cuatro that was a string Puerto Rican musical instrument. This instrument became popular not only in salsa music, but also in rock, jazz and many other directions including Brazilian and Panamanian music. A man from Fania Records whose name was Larry Harlow made another great innovation in salsa music. He introduced electric piano into it. Thereby salsa genre acquired new features, became a little bit different and therefore fresh and interesting for the new generations. Despite this some of the Latin listeners turned to hip hop, disco, techno or other styles of popular modern music of that period. The 1980s saw another rebirth of salsa music. This time it was made by salsa music band La Verdad and their leader Joe Arroyo. They added the new breath in salsa genre. It has already been said above that modern salsa has romantic and sweet character. Exactly the 1980s gave it this sweetness. During these years salsa music acquired its sweet melodies and romantic character. It became more perceptional, more sensory, and sexual. It became evident after the album Noches Calientes by Josà © Alberto with Louie Ramirez as a producer was released. That provoked a wave of romantic singers and romantic songs. This genre became less popular among energetic Latin people, but it found the new admirers in America among young generation. In the 1980s salsa became very diverse and spread across Mexica, Argentina, Peru, European countries and even Japan. During this period musicians experimented with various genres. They tried to combine different elements of other musical directions and find something new. They succeeded in their intentions as salsa was combined with hip hop and many other popular genres. Some people as Sergio George, for example tried to revive salsas commercial success of the previous years. This man worked with Japanese musicians and made everything possible to bring something new in salsas genre. The most prominent performers of that period were Celia Cruz, Tito Nieves, La India, Josà © Alberto, Luis Enrique and Tito Puente. The years 1990s saw salsa revival. It already had its own genre which was called timba. Such bands as NG La Banda and Los Van Van made a lot to develop it. It still remained Colombian music. Some singers created their own style of performing salsa music. Carlos Vives was among them. He made a lot to popularize it. And he succeeded much as his work resulted in the rising of such stars of salsa music as Gloria Estefan. Nowadays a steady growth in the genre of salsa music is observed. There a lot of performers of it (La India, Brenda K. Starr, Marc Anthony, Son By Four and Và ­ctor Manuelle) and every one of them introduces new elements into this peculiar music that has already proved its independence from the other musical genres. It is popular not only in the Latin America, but in many other countries of the world. This genre of music proved itself to be resistant to social changes and to the changes of time. That is why it does not seem to stop its developing and it surely promises the admirers of it to introduce new elements and to give the world new stars. The innovations of the last time are Latin house, salsa-merengue, merenhouse, salsaton. Since 1990s the African population seems to revive the interest to salsa music. They gave the world such musicians as Bambino Diabate, Bambino Diabate, Ricardo Lemvo. And the world will definitely see new and new salsa stars.

Marketing Plan For Airtel Broadband Services

Marketing Plan For Airtel Broadband Services Bharti Airtel (Airtel) is one of the leading providers of telecommunications services in India. The company offers mobile, wire line, broadband and television services. The telemedia services division which includes services like broadband etc recorded revenues of INR30,930.9 million ($674.9 million) in FY2009, an increase of 13.7% over 2008. Bharti Airtel enjoys 13% market share in the broadband market. The total subscribers for the Bharti broadband are 1.14 million. As per TRAIs annual report, the number of broadband subscribers is growing at a healthy rate of 44% year-on-year basis. The estimated total broadband subscribers by the end of financial year 2011 are going to be around 12.3 million. Internet access has become a necessary service. As per Data Monitor, the Indian internet access market grew by 24.7% in 2009 to reach a value of $2,979.3 million. In 2014, the Indian internet access market is forecast to have a value of $6,152.7 million, an increase of 106.5% since 2009. Broadband revolution is upon us, it will be next big thing to Wireless revolution India witnessed in the last decade. Hence it is imperative for Bharti Airtel to increase its footprint in broadband market. It cannot achieve its objective of being the number one telecom industry in India if it ignores this opportunity. In this report we will discuss the plan how Airtel should increase its market share. As a part of report, we have done the situational analysis of Airtel the broadband service provider, as well as the broadband market in India. Our objective is to penetrate the current broadband market. We have identified the market segment Airtel needs to target to achieve its objective. We have proposed marketing action programs considering the 4Ps i.e. Product, Price, Place, and Promotion. In the final section we have analysed the possible impact of these strategies on Airtels bottom line. Bharti Airtel Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an Indian company offering telecommunication services in 19 countries. It is the largest cellular service provider in India, with more than 140 million subscriptions as of July 2010. It offers fixed line services and broadband services. The company is structured into four strategic business units Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in 18 countries across the Indian Subcontinent and Africa. Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities. Digital TV business provides DTH TV services across India. Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. Airtel Broadband Services Airtel is the largest private operator having presence in the voice, broadband, IPTV and data. Since launch it has focused on SMB segment Broadband at Homes. It has launched several services the broadband category ranging from DSL with speed 256kbps to 16 mbps. Average Revenue per User ARPU for Quarter ended Jun10 $ 20.6 per month. This segment contributes to 7% of overall revenues of the company. The EBIDTA margin for the product is very high. The total subscribers for the Bharti broadband are 1.14 million. Currently Telemedia services which include broadband services contribute nearly 7% to the companys total revenue. It has its presence in 95 cities across India. Airtel Revenues: $8,150.2 million (FY2009), an increase of 38.3% over 2008. Business divisions Contribution Revenues 2009 Increase over 2008 Mobile services 80.5% $5,998.7 million 36.8% Telemedia services 9.1% $674.9 million 13.7% Enterprise services carrier 7.1% $527.7 million 10.6% Enterprise services corporate 3.3% $243.4 million 19.9% other operations 0.1% $7.9 million 7.2% Others 6.1% $453.9 million 29.6% Purpose and Mission Bharti Airtel recently announced in the Quarterly presentation to the investors there is strategy is Dominant Broadband in targeted 95 cities. With estimated total 12.3 million broadband subscribers in the financial year 2011, to gain about 17% market share the total number of Airtel subscribers needed to be nearly 2 million. Currently BSNL is a market leader with above 60% market share. Hence it is imperative for Bharti to increase its footprint in broadband market. It cannot achieve its objective of being the number one telecom industry in India if it ignores this opportunity. In this report we will discuss the plan how Airtel should increase its market share. The marketing objectives can be summarized as: Increase total number of subscribers to 2 million by the end of 2011. Resulting in capturing the market share of around 17% for broadband users. Increase the contribution of telemedia services which include broadband services to 10% Maintain EBITDA margin of atleast 44% Situational Analysis Current Products Airtel currently offers a number of plans at different prices to suit the requirements of the customers. A brief summary of the current plans is as follows: Plans Tariffs Features-offers Features-speed Airtel Surf Broadband plan Airtel Surf-749 Rs.749 per month  · Comes with Rs.100 free talktime on your Airtel mobile and Free calling value of Rs.100.  · Speed @ Day 256Kbps  · Free Calling Value Worth Rs. 100  · Speed @ Night 1Mbps  · Free Talktime Airtel Pre-paid Worth Rs. 100  · Data Transfer Limit 8GB Airtel Surf-899- Rs.899 per month  · Comes with Rs.100 free calling value on your Airtel fixed line.  · Speed @ Day 256Kbps  · Free Calling Value Worth Rs. 100  · Speed @ Night 256Kbps Airtel Swift Broadband Plan Airtel Swift-1099- Rs.1099 per month  · Free Calling Value Worth Rs. 100  · Browse and download fast at 512kbps.  · Speed @ Day 512Kbps  · Speed @ Night 512Kbps  · Data Transfer Limit Unlimited Airtel Turbo Broadband Plan Airtel Turbo-1299- Rs.1299 per month  · Comes with free world class games.  · Speed @ Day 512Kbps  · Free Calling Value Worth Rs. 100  · Speed @ Night 1Mbps  · Data Transfer Limit Unlimited Airtel Freedom Broadband Plan Airtel Freedom-1699- Rs.1699 per month  · Free Calling Value Worth Rs.100  · Speed 1Mbps  · Free Anti Virus Worth Rs.100  · Data Transfer Limit Unlimited  · Free Unlimited Gaming Worth Rs.199  · Download whatever, whenever without worrying about the bill  · Free Speed on Demand Worth Rs.100  · Free Online Desktop Worth Rs.99 Airtel Freedom-2999- Rs.2999 per month  · Free Calling Value Worth Rs.300  · High speed and unlimited downloads bundled with a host of exciting package.  · Free Anti Virus Worth Rs.100  · Speed 2Mbps  · Free Unlimited Gaming Worth Rs.199  · Data Transfer Limit Unlimited  · Free Online Desktop Worth Rs.99 Airtel Velocity Broadband Plan Airtel Velocity-8999- Rs.8999 per month  · No Free Calling Value  · Speed 50Mbps  · Free Anti Virus Worth Rs. 125  · Data Transfer Limit 200GB  · Free Unlimited Gaming Worth Rs. 199  · Free Online Desktop Worth Rs. 99 Airtel Velocity-7999- Rs.7999 per month  · No Free Calling Value  · Speed 30Mbps  · Free Anti Virus Worth Rs. 125  · Data Transfer Limit 200GB  · Free Unlimited Gaming Worth Rs. 199  · Free Online Desktop Worth Rs. 99 Airtel Velocity-4999- Rs.49999 per month  · Free Calling Value Worth Rs. 300  · Browse faster than ever before at 16Mbps.  · Free Anti Virus Worth Rs. 100  · Speed 16Mbps  · Free Unlimited Gaming Worth Rs. 199  · Data Transfer Limit 100GB  · Free Online Desktop Worth Rs. 99 Airtel Broadband Value Combo 749 Plan  · Monthly Commitment Rs.749  · Broadband Data Transfer Limit : Unlimited  · Free Call Value Rs.150  · Download Speed 256 Kbps Current distribution network In this segment, we try to analyze the distribution strategies of Airtel for its Broadband services, and try to compare and contrast them with the strategies employed by its main competitor in terms of market share, BSNL broadband. From the time of its launch, Airtel tried to position itself as a niche product, charging higher prices for similar products, and expecting the price differential to be covered by the value received by the end user in terms of after sales service, other Value Added Services, Customer Relationship Management etc. While this strategy helped it to gain a sizeable number of loyal customers, with very high preference for the brand Airtel, in absolute terms of market share, it was limited to around 8% of the total broadband market in India, compared to the over 50 % of share commanded by BSNL Broadband. Airtel focused on attracting customer attention and eventual conversion into customers, by the use of celebrities in advertisements, and trying to communicate its significant value proposition to target customers through these advertisements. The actual operational task of converting the interested segment into customers was left to a service agent, who conducted all transactions such as filling up of forms, payment of fees and delivery of modems and other paraphernalia at the place of choice of the customer, most often the place of installation, such as the residence or workplace. While this strategy ensured that the customer did not have to leave the comfort of his own environs for subscribing to an Airtel Broadband connection, it also meant that the visibility of Airtel in comparison to its significant competitors was always less. These factors together could be attributed a major portion of the blame for the comparatively low market share of Airtel. Performance: Airtel has performed at least as better, or in some cases, to a much higher standard, with comparison to its competitors, with respect to its backward chain. Airtel sources its modems from Beetel for its Indian and other South Asian markets, which are supplied to its distributors at the state and regional levels, through a dedicated chain of suppliers. Airtel has internally estimated the efficiency of its backward chain to be 99.9963 %( Source: Company Data), which shows its high dedication and expertise in this area. The distribution to customers is primarily, as mentioned above, through sales representatives, who directly visit the place of installation, and form, to a very high extent, the public image of the company and its products and services, for the general consuming population. BSNL/MTNL: While Airtel competes with many other service providers for the same market segment, BSNL as the major player and the one with the highest market share (on the basis of actual number of subscriber, BSNL has over 53% of the market share: 2009), deserves a special analysis, with focus on its distribution strategies. In the broadband market, BSNL entered with a significant advantage over its competitors. Till the past decade, BSNL was the only provider of fixed line telephones (MTNL for Mumbai and Delhi), and hence could provide the broadband services as a product bundle to its existing and new customers. This made attracting existing customers from BSNL, a major issue for new entrants into the market, as consumers were unlikely to switch from phone numbers and connections, which they had held, in most cases for over a period of 5 -10 years. BSNL focused on distribution of its broadband services through existing telephone exchanges, and its existing network of linemen who wer e already well known in their neighborhoods. This strategy, while playing on the familiar cues for the customers and increasing customer perceptions of trust, also reduced distribution costs for BSNL and led to lower per consumer cost as compared to other consumers. Its modems were sourced from Huawei, a Chinese firm, which again reduced capital costs. However, this had a significant downside in terms of quality of service, with complaints being lodged against disruptions in broadband services at an average estimated rate of 6.3 per day per 1000 consumers within 6 months of launch of the service ( Source : TRAI reports) Airtel realized that the existing strong BSNL telephony network, covering around 93 % of the urban fixed population, in 2000, was a major hindrance in its own growth, within one month of launch of its services, and tried to shift its marketing strategy accordingly, something which has been covered in detail in our analysis of Airtel marketing strategies. To give an overview, it has been established that Airtel launched a new bouquet of plans, immediately after launch, to attract the consumer surplus, by targeting the early adopters and pioneers, by providing services at differential prices, something that was not covered by BSNL. The most famous of these plans, is the Unlimited Plan which provided 256 kbps of speed at Rs. 599 per month, along with unlimited surfing and downloading. This product went on to revolutionize the market, with copycat products being launched by almost all competitors. Current Competitors The TRAI report FY 2010 related to broadband services describes the following subscriber base statistics for the major players in the sector. The total size of the subscriber base for broadband in this time period stood at 8773096. These figures can be further translated into a percentage wise holding which gives a clearer split of the market in terms of Airtel and its broadband competitors. Locations/Coverage: Except for MTNL which operates only in Mumbai and Delhi (and hence falls under category B), the others have a pan-India presence and fall under category A. BSNL of course, is present everywhere except for Mumbai and Delhi. An interesting case in is that of Hathway which offers broadband services only in Mumbai, New Delhi, Bangalore, Chennai, Hyderabad, Pune, Nashik, Ludhiana, Jalandhar, Mysore and Baroda but accounts for 3.5% of the subscriber base. In stark contrast is the Chennai based ISP Sify, which provides broadband in almost 86 cities across all states except for Himachal Pradesh and the northeastern states barring Assam, but still accounts for only 2.24% of the total subscriber base. Products/Packages: Most competitors offer packages in both prepaid and postpaid plans. Reliance and TATA offer wired as well as wireless connections, both are offered in prepaid and postpaid plans. A restriction could be placed on the amount of data downloaded in a plan or on the number of hours it could be used in a month, thereby making it a Limited plan. The opposite of this is the Unlimited plan. MTNL: MTNLs package is called the MTNL Triband. It offers unlimited plans in speeds ranging from a minimum of 320 KBps costing Rs. 395 per month all the way up to a maximum of 4 MBps costing Rs. 9999 per month. In the limited plans category, MTNL offers a basic plan for Rs. 49 per month for a variable speed from 256 KBps 2 MBps restricted by a limit of 200 MB per month. Anything beyond 200 MB will be charged at Re. 1.00 per MB. There is a variety of these plans which range up to Rs. 1499 per month for variable speeds from 256 KBps-4 MBps restricted by an 8 GB per month download limit and an additional charge at the rate of Re. 0.70 per MB BSNL: BSNL offers plans to the home user ranging from variable speeds of 256 KBp-2 MBps at a minimum monthly charge of Rs 125 restricted to 150 MB data download per month up to 2 MBps for minimum charge of Rs. 3300 per month. Marketing Strategy Segmentation Targeting The household penetration and number of Internet users in India saw growth of 2,243% from 2000-2007, whereas PC penetration increased by 267%. According to the statistics of the Internet and Mobile Association of India (IAMAI), in 2007 33% of active Internet users in India are working men and 11% are working women. College students account for 21% and schoolchildren make up 14% of active Internet users. Older men and non-working women account for the remaining 21%. According to the association, 16.8 million active Internet users in 30 cities access the Internet from cybercafà ©s. However, the share of cybercafà © as main access point is falling as more people have the ability to access the Internet from their offices. This could be due to an increase in the number of people working in the IT/ITES sector. Usage of the Internet in schools and colleges increased due to the introduction of computers and the Internet in the educational system. Favourable broadband policy and other initiatives by the IT and Telecom Ministry have encouraged Internet use by the masses. Internet usage is mainly prevalent in urban areas since, as most of the content on the Internet is in English, its usage is restricted to the population familiar with English. Another barrier to increased Internet penetration is the exposure to using a PC. In the future, increased Internet penetration would depend on increased literacy, PC education and vernacular content on the Internet. Source: IAMAI Hence we can conclude that majority of the users of internet are College going students (21%) and working men (33%) and most of the users are English Speaking based out of cities. So we can deduct that the segmentation variables in our case would be Age Occupation Location As Airtel broadband has its presence in 95 cities hence the location part of the segment is already in place. Lets analyze the various segments: College Going Student: Heavy users of internet, Demand High speed network Working Professional: Largest in terms of market size Heavy users Demand for high speed network Non-working women Casual users, time spend on internet is much less than time spend by college going student and working professional Indifferent to network speed Price Sensitive Older Men Indifferent to network speed Price Sensitive School Children Limited purchasing power, generally provided by parents Airtel wants to increase its market share hence criteria for evaluation before targeting the market segment should be in line with marketing objectives. Hence to increase market penetration it can look at each segment based on; Market Size Extent of Usage Purchasing Power As market size is evident from the internet usage data provided by the IAMAI we can say Working professionals and college going student forms the majority of market share. For purchasing power we need to look at the average disposable income and monthly expenditure of the segments. Expenditure by Type of Household: 2009 Source: Euromonitor International Key: A. Food and non-alcoholic beverages B. Alcoholic beverages and tobacco C. Clothing and footwear D. Housing E. Household goods and services F. Health goods and medical services G. Transport H. Communications I. Leisure and recreation J. Education K. Hotels and catering L. Miscellaneous goods and services Non working woman, School going children, college going student have limited incomes however working professional can satisfy this criteria. As stated by above graph and average household spends about 8-15% of their income on communications. However, given the couple with children also spends nearly same amount of money on communications school going children can be indirectly targeted by targeting working professional Lets evaluate each market segment on these criteria by plotting a matrix and assigning grade points to each segment. (1 being lowest and 5 being highest) Evaluation Criteria Market Size Extent of Usage Purchasing power Total College Student 4 4 2 10 Working Professional 5 5 5 15 Non-working women 4 2 2 8 School Children 2 3 1 6 Older men 2 2 2 6 Hence we can say to meet our objectives we can target Working Professional and College going student. Sales objectives Let us analyze these two segments on the basis of meeting our sales objectives. Objective: Total Subscribers by 2011 = 2 million Current Subscribers = 1.14 million Additional Subscribers to be added for the next year = 0.86 million Expected Market size Segment 2010 2011 Net Increase College 1.8417 2.596797 0.755097 Working Professional 2.8941 4.080681 1.186581 Hence out of new added 1.94 million subscribers we need to target nearly 0.8 million subscribers to Airtel broadband. This assumption is totally based on new addition. Switchers can make the total subscribers to go beyond the stated objectives. So Target Segments for the AirTel Broad Band are College Going students and Working Professionals. Connections forecast: Subscribers Base (in millions) QE Mar 2009 QE Mar 2010 QE Jun 2010 Y-on-Y Growth QE Jun 2011 Broadband Connections (>=256 Kbps download speed) 6.22 8.77 8.960 41% 14.24(assuming 60% growth) Airtel Connections 0.87 1.1401 1.1648(13% of market share) 84% 2.4208(17% of market share) Revenue forecast: (in mn) Jun-09 Jun10 Y-on-Y Growth Jun 11 Total Revenue 8,551 8,960 5% 9408 EBITDA 3,466 3,938 14% 4489 EBIT 1,797 1,910 6% 2025 EBITDA / Total revenues 40.5% 44.0% Positioning Since college students and working professionals are the target segment for Airtel broadband, the following points can be defined: Point-of-Difference: Airtel should aim at being differentiated from its competitors on the following attributes: High Performance: Airtel should create a strong association between its offerings and high performance at the product/service level primarily by concentrating on providing extremely fast speeds consistent connection speeds across times and distance Reliability: Airtel broadband should concentrate on being characterized by high up times low failure rates and connection drops 24/7 customer assistance and support and reduction in service level agreement metrics like turnaround times and problem resolution times Affordability: Airtel sells its product offerings at a higher price compared to its competitors. This will work for professionals who are well settled and have a steady source of income, but not for college students and price sensitive young professionals who are just a few years into their careers. Customization: Airtel can do well to offer different propositions to different target segments based on an understanding of different needs that college students have from working professionals. This could translate into a better product-pricing offering that takes into account the Internet needs of the targeted users instead of just basing the proposition on speeds, time limits and prices. Points-of-Parity: High speed: Most consumers do tend to associate the word broadband with always-on Internet connections that offer perceptibly higher speeds than narrow band or dial-up connections. Based on these points and the target segment, we can arrive at a positioning strategy that is built around its product-pricing mix as follows: To College students and young working professionals Airtel Broadband offers the best broadband experience for every user Among all broadband providers Because it offers extremely high performance backed by reliability and affordability Pricing Comparison of Airtel Top 5 Selling Plans with Competition (BSNL) Provider Plan Cost GB Limit Download Speed Additional Download Rs/MB Others Airtel Impatience 799 799 5 2 0.2 BSNL BBG 700 4 Airtel Impatience 899 899 6 4 0.1 BSNL BB Home Combo ULF 900 900 UL 4 ( 256 (>8GB) NA Airtel Surf 599 599 3 0.5 0.2 BSNL BBG FN 500 500 2.5 0.6 Night UL Airtel Surf 699 699 4 1 0.2 BSNL BBG 700 700 4 0.5 Airtel Browser 899 Unlimited 899 UL 512 ( 256 (>8GB) NA BSNL BB Home Combo ULF 900 900 UL 4 ( 256 (>8GB) NA BSNL BB Home Combo UL 750 750 UL 512 NA A comparison of Airtels top selling plans with that of the competition shows clearly that the competition is available at a cheaper rate, on almost all the plans. However the difference is not much. Recommendation: Airtel should go in for a competition pricing strategy. Other Avenues BSNL Broadband also has the prepaid option. Just like a mobile phone, one can either buy a value card that will extend the download limit or a validity card that will extend the validity. It is easily possible for Airtel to match BSNL pricing in this regard. It would also benefit a number of sporadic and variable users of the Internet. Recommendations for Distribution Strategy: Based on this analysis, we wish to recommend certain changes in the distribution strategy for Airtel broadband services. The backward chain is operating at optimum, or better than optimum levels, and requires, at this time, no modifications. The forward chain,may however, be slightly modified to help us achieve our marketing objectives better. Some of these are listed below, and detailed financial analysis, may be done, based on data annexed to this report: Open new CSC centers: Existing Customer Service Centres are calculated to be at a density of 1 per 9.63 sq. km of urban area, whereas for the same regions, BSNL has telephone exchanges, which provide a large boutique of services at 1per 4.81 sq. km. Diversify scope of CSC centers: Current CSC centers have been reduced to bill collection and primary consumer redressal agencies, which does not provide significant per acreage returns. Other competitors of Airtel, especially in the GSM arena, such as Vodafone ( Vodafone Stores) and Reliance ( Reliance World), provide a wide variety of services and products at the same location. Airtel, due to its late adoption of this strategy, will have to primarily follow the trends set by the earlier entrants and try to consolidate its own position. This strategy has significant benefits, not only for broadband plans, but also for the entire range of products. Promotion Strategies: Airtel Broadband has a mix of current promotion strategies that pan across online paid ads, websites, tie-ups with major names in personal computer vendors, TV ads, print ads, cold calls. Some of them are cited below: Advertisements on Google and Facebook: One of the promotion strategies used by Airtel is use of ads on Google and Facebook. One such advertisement is show below: The advantage of such advertisements is that they reach out specifical

Let Gays Marry and Leave Marriage Alone Essay -- Andrew Sullivan Willi

I will summarize some of the key points from the essay, Let Gays Marry, by Andrew Sullivan, and the essay, Leave Marriage Alone, by William Bennett. Some of these main points are taken from mutual beliefs of both authors and others are derived from the opposing opinions of the two. The first summary of Andrew Sullivan’s essay is a reflection of Andrew Sullivan’s stance of the issue. The original essay was in favor of allowing same sex marriage in America. My summary will dictate some of the arguments that I found to be the most persuasive and important to Sullivan’s case. The second summary is of Bennett’s essay, Leave Marriage Alone. I will, again, try to point out the most influential pieces of argument in the essay. Finally, I hope to synthesize these two essays, and expose some of the similarities and arguments between the two. In the synthesis, I hope to provide an incite into some of the basic ideals presented from both sides of the issue. Andrew Sullivan states his thesis in the first paragraph of his essay entitled, Let Gays Marry. â€Å"They are citizens, entitled, like everyone else, to equal protection -no special rights, but simple equality†(25). Sullivan is referring to a supreme court declaration, stating that homosexuals are no longer separate from the general public in America. The decision states that gay and lesbian couples have the same rights as every other American citizen. With the new openness to the gay and lesbian lifestyle, there is no longer a need for homosexuals to feel like a separate entity from society. Based on this idea, advocates of gay and lesbian marriage are campaigning towards the right of same sex unions, recognized by law. Andrew Sullivan argues that many homosexuals... ...des of this argument. Bennett and Sullivan both face the same fears and obstacles in their beliefs. Allowing same sex couples to marry would broaden the definition of marriage, and aid in the gaining of equality for the homosexual community in America. They are both in opposition to each other, but they both agree that America is a diverse and tolerant nation. Neither of them deny that in America everyone has rights and there exist certain, respected, and revered institutions. Bennett and Sullivan are concerned with the result of giving up a traditional way of looking at such an institution as marriage, against the right to this institution for every person in America. Works Cited Let Gays Marry, by Andrew Sullivan http://faculty.mc3.edu/barmstro/sullivan.html Leave Marriage Alone, by William Bennett http://faculty.mc3.edu/barmstro/sullivan.html

Pepsi Company †An Overview :: Business and Management Studies

Pepsi Company – An Overview OVERIVEW PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our mission is to be the world's premier consumer products company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. SHAREHOLDERS PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded. CORPORATE CITIZENSHIP PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality of life in our communities. This philosophy is put into action through support of social agencies, projects and programs. The scope of this support is extensive – ranging from sponsorship of local programs and support of employee volunteer activities, to contributions of time, talent and funds to programs of national impact. Each division is responsible for its own giving program. Corporate giving is focused on giving where PepsiCo employees volunteer. PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. The seven building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and features works by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens were originally designed by the world famous garden planner, Russell Page, and have been extended by Franà §ois Goffinet. The grounds are open to the public, and a visitor's Pepsi Company – An Overview :: Business and Management Studies Pepsi Company – An Overview OVERIVEW PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our mission is to be the world's premier consumer products company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. SHAREHOLDERS PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded. CORPORATE CITIZENSHIP PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality of life in our communities. This philosophy is put into action through support of social agencies, projects and programs. The scope of this support is extensive – ranging from sponsorship of local programs and support of employee volunteer activities, to contributions of time, talent and funds to programs of national impact. Each division is responsible for its own giving program. Corporate giving is focused on giving where PepsiCo employees volunteer. PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. The seven building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and features works by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens were originally designed by the world famous garden planner, Russell Page, and have been extended by Franà §ois Goffinet. The grounds are open to the public, and a visitor's

F. Scott Fitzgerald’s The Great Gatsby - The Dynamic Gatsby :: Great Gatsby Essays

The Dynamic Gatsby The Great Gatsby is a book filled with dynamic characters, written by a dynamic person. Throughout the book, the themes and situations are on many symbolic levels. The Great Gatsby is such a novel, that the hero is portrayed to the reader by a man who, with seemingly no effort, will not judge a man easily. He perceives him, takes him in, and analyzes him. This man’s name is not, in fact, Gatsby, but Nick Carraway, the narrator of the story. The man who is being perceived, of course, is Jay Gatsby, our hero. Our story, The Great Gatsby, starts out when Nick, a stock trader, moves to West Egg. West Egg is a part of Long Island where the "new" rich people live. "New" rich is a term used to describe people who have recently acquired their wealth, and have no connections in East Egg, where the people who have established their wealth live. Gatsby befriends Nick for a good reason, to meet his long lost love, Daisy, Nick’s cousin and resident of East Egg. Unfortunately for Gatsby, Daisy is married to Tom, a boisterous man who has taken in a mistress and everyone in the novel knows about it. Throughout the novel, Nick acts as Gatsby’s confidant. A confidant is a person present when a hero needs someone to listen to his plight. We get to know Gatsby, even though he is bad because of the illegal liquor bootlegging operation he runs. We get to know Gatsby because we like the confidant. If Nick, the confidant, is Gatsby’s friend, then Gatsby will be our friend as well. This is true of all relationships that deal with Nick. For the most part, we will feel the same way towards a character as Nick does. The novel ends in explosion and uproar. Nick, knowing Gatsby’s passion for Daisy, gets the two together for tea. They rekindle their lost love for each other, and, for a long time, they concealed their love for each other from Tom, Daisy’s husband.

Character, Dignity, and Self-Respect Essay

This paper will summarize the movie Glory and relate one or two characters to Aristotle, Epictetus, and Saint Augustine on character, dignity, and self-respect. Alina Campbell This paper will summarize the movie Glory and relate one or two characters to Aristotle, Epictetus, and Saint Augustine on character, dignity, and self-respect. The movie Glory is based on a true story about the Commander of the 54th Massachusetts Volunteer Infantry which was the first black regiment to be listed in the service of the United States. It is based on the letters by Col. Robert Shaw. Col. Shaw felt he was involved in something that he was not completely sure about, considering he had previously lost a lot of soldiers to battle. He was now faced with survivor’s guilt which he knew would heal in time. Shaw later became a mighty leader that lead the black regiment to take on the battle in Fort Wagner. Aristotle Character is mental and moral qualities distinctive to an individual. Aristotle believed character to be neither a feeling or a capacity or a mere tendency to act in certain ways (Sommers & Sommers, 2010). He believed instead that character was a settled condition we are in when we are well off in relation to our feelings and our actions. The virtues of character are dispositions to act in a certain way in response to similar situations. Good conduct arises from habits that in turn can only be acquired by repeated action and correction. Col. Robert Gould Shaw fits Aristotle’s view of Character best in my opinion. He was not only the commander of the 54th Massachusetts Volunteer Infantry, their voice. The black men that fought with Shaw were slaves that wanted to fight for their freedom. When Shaw was told of the United States Government planning to form this regiment of black soldiers he agreed to take the Commanding position. He then asked his best friend Major Cabot Forbes to fight along with him and Forbes accepted. At one point Shaw fights for these men to get the proper uniform and boots. He also refuses pay along with them after finding out that they are paid less than the white soldiers. Both Shaw and Forbes strongly connected with this group of men: the angry Private Trip (Denzel Washington); Private Jupiter Sharts (Jhine Kennedy); Corporal Thomas Searles (Andre Braugher), a very smart and educated man that grew up with Shaw and worked for Shaw’s father, and Sgt. Maj. John Rawlins (Morgan Freeman), a runaway slave who speaks with the voice of wisdom and reason. Dignity is the state of quality of being worthy of honor or respect. Aristotle’s view on dignity consists of the consciousness that we deserve honors, not in processing them. You cannot earn dignity through external awards; instead it is something you bestow upon yourself. â€Å"Dignity consists not in possessing recognition from others, but in consciousness that we deserve recognition from others† (Sommers &Sommers, 2010). The character played by Morgan Freeman, Rawlings, knew that being a slave was not worth much, so he decided to help Shaw fight the battle at Fort Wagner. Forbes also displayed dignity in the movie. Forbes was Col. Shaw’s best friend and is who told Col. Shaw of this regiment. Due to the type of relationship the two had, Col. Shaw asked Forbes to come along with him to prepare the black slaves. Forbes agreed and stood by Col. Shaw and these black men through the name calling, getting the proper shoes, and receiving their uniforms like the white soldiers had while fighting in the Civil War. Aristotle describes the position of character, dignity and self- respect as character being a state concern with choice, lying in a mean relative to us, that this is determined by reason and in such a way that a man of wisdom would determine it. It is a mean between two vices that depends on excess that depends on defect (Sommers & Sommers, 2010) Aristotle feels neither a feeling nor a capacity nor a tendency to behave in specific ways. It is the settled condition we are in when we are well off in a relation to our feelings and actions when we are in a mean or intermediate state in regard to them. Meaning we have a vicious character that we are badly off in relation to feeling and actions, and we fail the means in regards to them. The character that I felt showed this type of role would be Denzel and Andre’s characters, known as Trip and Thomas. Trip was a runaway slave that was very angry. He didn’t have anybody and had been previously beaten several times. Trip had specific thoughts of the white man and they were that the slaves were seen as monkeys. He thought that the slaves should be dressed up in uniform and fight, since the white men would only get themselves killed and wouldn’t be able to win. Andre Braugher played Thomas. He was an educated man that had worked for Col. Shaw’s father. He believed that black men should know how to read and have pride within themselves. In the movie Glory, Thomas had learned to take a lot. Thomas assumed that since he and Col. Shaw were close friends that he would be treated a bit differently, but to his surprise, he was called out by his best friend to train a lot faster than he was and then yelled at. Thomas learned much at the end of the movie, including self-respect. Thomas had been shot in a previous battle and he asked Col. Shaw to promise that he wouldn’t send him back, which Shaw didn’t allow Thomas to continue in battle. Later in the movie, Col. Shaw asks who would be willing to standin the place of the flagman, should something happen, and Thomas stated that he would and did. Epictetus Epictetus held the Orthodox Stoic view that everything in the universe is directed by divine will. Epictetus was different from the early stoics in that he believed happiness was found in maintaining one’s moral character as opposed to striving for moral excellence. He emphasized self-knowledge and keeping one’s moral character in order as the way to achieve a happy life. Epictetus warned his students to expect persecution since their actions and attitudes would be different from those around them. He encouraged them to view life as an athletic challenge, a festival or a short military service, where success would come from a combination of correct choices and skill. Epictetus believed that â€Å"grief was the most offensive emotion; he considered the suffering of grief as an act of evil. It was a willful act, going against the will of God to have all men share happiness† (Stockdale, 1995). Col. Robert Shaw, through his personal growth and internal realizations fulfilled his leadership duties on the battlefield, as well as beyond. He chose to take the beliefs he had from his life prior to war to another level. Shaw struggled with the question of equality among the races yet he recognized the character and desires of the Black Americans and chose to act on their behalf as well as the Unions. Shaw felt that his soldiers, regardless of color, deserved respect just as much as the white soldiers. Shaw was willing to not take pay to make a point that his soldiers deserved the same pay as their fellow white soldiers. He stuck his neck out to make sure they received the proper gear in order to fight. Shaw had finally decided to not let the grief from the prior battle to control him, he chose to help in the happiness of the slaves and continue to fight for their freedom. Saint Augustine Augustine’s approach was not just brilliant, it was practical. His insight is intellectually credible and emotionally satisfying in that it gives hope and offers meaning to the Christian trying to make sense out of life in a fallen world (Sommers & Sommers, 2010). To Augustine, anything that had being was good. Good as the ground of being was perfectly good, along with everything he brought into being. This goodness was a property that came in varying degrees. The obstacles that Col. Robert Gould Shaw had to overcome is the fact that he failed in battle another time. He had to pick himself back up, and he then led the black regiment in the Civil War and was refused to let these black soldiers be treated with any less respect than the white soldiers. Another hardship that Col. Shaw and his black soldiers had to endure was the fact they were getting under paid, they were not given the proper shoes to march in, and the fact they were not given the proper uniforms like the other soldiers. Col. Shaw had shown a life of character, dignity and self- respect by being the honorable Commander that he was. Col. Shaw never let others views get in the way of his personal view of his soldiers. Col. Shaw had self- respect even though he had been defeated, prior to leading the 54th Massachusetts Volunteer Infantry soldiers with dignity and never gave up on them.  He was a man that believed in faith and that the black soldiers were no different than any others.

Investment Analysis about two companies.-Pratt Ltd and Dana Ltd. Essay

fit in to a detail enthronement summary by assessing per varianceance, efficiency and fiscal constancy between devil companies, we whitethorn send a chance a connection that is suited for investment. During the flowing of depth psychology, accounting symmetrys ar utilized to maneuver the discussion. However, at that place atomic number 18 slightly point of accumulation relates to dimension abstract, which lavatory be communicate further. At pass, a company would be recommended by combining discussion of many an(prenominal) factors.IntroductionPotential shareholder faces both options about whether investing in Pratt Ltd or Dana Ltd. According to detail culture from pecuniary statements, we roll in the hay mapping accounting equilibrises to book a go bad prediction and analysis about potential advantages and drawbacks in investing in one of these companies. Through interpretation of accounting ratios, we can look about at the financial state of two c ompanies- pull aheadability, efficiency, and financial stability, and then decide which company to invest in.ProfitabilityProfitability relates to companies by and future feat, according to Jacklin.et.al(2007), slaying is valuable , non only beca handling it determines investment grants, just also the analysis of performance whitethorn provide a correct index of the stake of bankruptcy. There are a number of ratios that assist in predicting performance. The offset one is gross profit brim, which is correspond by clear gross gross revenue dissever by gross profit. The ratio figure in Pratt Ltd is 31.2%, while 37% in Dona LTD, which reveals that every dollar sign sales of re staves 0.37$ in Dona is better than 0.31$ in Pratt, after deducting the court of goods sold. The second ratio is change spending ratio, which can be matched by sales split by selling expense. This handbills the relative importance of various expenses in the earning of profit by comparing th em to the sales for the period. The expiration is 3.6% in Pratt, opposed with 3.9% in Dana, which suggests high(prenominal)(prenominal) sales revenue involves high expenses in Dana than in Pratt.The next one is net profit margin, which values net sales divided by earnings after come to tax. This reflects final return to shareholders, the take got is 8.9% in Pratt, 10.5% in Dona. Dona achieves a better return for shareholders. The character of income ratio focus to a greater extent on hard cash generated, it is a measure of guidances efficiency. The way out got is 43.5% in Pratt, 4.1%in Dana, which indicates that a degrade quality of income occurs in Dana, which relates to the level of income in the form of cash flow.The next one is plus turn everywhere ratio, which measures the relationship of sales to heart and soul additions. It indicates how effective it is in generating sales from bestow investment in assets. The vector sum got is 4.86% in Pratt, compared with 4 .28% in Dana, which beyond the industry median(a) level. Assuming evaluation employ the corresponding for each company, the ratio reveals that for every dollar of investment in assets, Pratt produced to a greater extent sales than Dana. The next ratio is return on assets, which shows earnings from using the total investment in assets results from net profit margin and asset turnover we can compare inviolables on their performance in generating profit from their investment in assets.The result is 57.75%% in Dana, which is higher than Pratts 56.76%. Both ratios indicate good direct performance, compared with industry reasonables 54.39%. However, it is clear that Dana produce more(prenominal)(prenominal) profit than Pratt. Given their low asset turn over rate, Dana has a higher return on sales, because both them are the same type of furniture store. The last ratio to evaluate operating performance is return on equity, which combines the tinges of performance and financial s ocial organisation. Jackling.et.al(2004) indicates the success or failure of spotment in using leverage to improve owners returns, when compared with ROA. Dana produces 79.87% in ROE, while Pratt brings 78.35%. Both cockeyeds experiences better performance than industry middling. However, it is wise to chose Dana because more returns can be achieved by the use of leverage.EfficiencyJacking et.al. (2007) indicates that operating efficiency relates to capabilities of firms to manage its assets so that maximum return can be obtained for the lowest level of assets. The firstborn ratio to measure efficiency is armoury turnover. The result got in Pratt is32 days, which is little than 34 in industry average, 36 in Dana. This ratio indicates that Dana takes more sequence to turn over into sales, compared with Pratt. Inventory levels are higher in relation to sales and may imply poor chronicle steering in Dana, which results in high register holding addresss and obsolete stocks that is sticky to sell. However, in Pratt, although it may indicate good circumspection, it also indicates inadequate stock levels, create lost sales and excessive restocking costs.Therefore, at that place is no applied standard to vindicate whether the higher inventory turnover rate, the more efficiency it can achieve. All what we emergency is a reliable comparable figure, which represents the boilers suit perfect situation. The next ratio is accounts receivable turnover, usu aloney expressed as the average number of days confidence customers take to pay their debt to the firm. Generally, a rapid turnover of accounts receivable is desirable, however, it should not be so rapid to require credit monetary value that deter prospective customers. The maximum allowed approach pattern credit period is 30 days, which is long-term than 23 in Pratt, 27 in Dona. Pratt takes fewer days to collect cash perchance due to lack of credit sales. Besides, it may indicate poor oblige ove r accounts receivable in Dana.This may result in well-nigh runniness difficulties and finally, extensive writes-offs of bad debts. The last ratio to measure efficiency is accounts payable turnover, which represent the average number of days the firm takes to pay debts to suppliers of goods and services. Usually, more days firm takes to pay debt, a worse news report can be established, which may trail to difficulties in gaining finance from suppliers and financiers in the future. The result got is 32 days in Dona, which is time-consuming than 29 in industry average, 25 in Pratt. This indicates Donas debt re hire is less efficient than Pratt perhaps a whopping fall of leverage finance is apply to promote sales. As intimately as we know, operating performance in Dona is understandably better than Pratt. The financial structure in Dona is complicated, which needs to be reorganized. Inefficiency in Dona may result in discounts for early payment being missed. this would cause lar ger amount of expenses in Dona. monetary Stability short-runJackling.et.al (2007) indicates that short-run solvency can be assessed by fluentity ratios, these ratios reveal whether the entity has managed its liquidity or cash flows accurately, they can also measure the entitys ability to repay its short-term debts. The first ratio used is up-to-date ratio, it indicates that the percentage of debts arising within the next 12 months that can be met by assets anticipate to be liquidated within the same period. The result got in Dana is 170%, compared with 150% in Pratt.This reveals that Dana has excessive contemporary asset holding, perhaps due to a poor turnover of inventory or accounts receivable. The efficiency achieved in Pratt is better than Dana. However, liabilities are more liable(predicate) to be repaid within one socio-economic class in Dana. Another ratio used is quick asset ratio, which excluding the less liquid current assets and the less pressing current liabilitie s, the result got is 0.64 in Dana and 0.60 in Pratt. Although there is more stable financial structure in Dana, it is not significant if inventory cannot be sold and debtors will not pay. The ideal ratio may account on how readily inventory and debtors can be reborn into cash and how promptly sales can be converted to a cash flow into the organization. long-termJacking et al. (2007) indicates that the main goal of financial management is to balance the maturity structure of assets and liabilities. Debt to assets ratio and debt to equity ratio can be used. Both of the result got in Pratt is 45%.81%, compared with 43%, 76% in Dana. This result indicates that Pratt has higher leverage of the entity, it may result in increase in the cost of finance relating to interest payments and in the risk of bankruptcy. Pratt is less possible to repay all debts because proceeds from liquidation will be insufficient. Moreover, Pratt may be likely to set about difficulty borrowing funds or at th e least, may accept higher interest charges. The creditors are more likely to take action to appoint an authorized receiver or liquidate the organization, if it defaults in payment of debenture interest. Another ratio is used, which measures the safety margin of profit over interest payments, is called times interest earn ratio. The result got in Dana is 5.3, which is better than 4.7 in Pratt. It is safer in Dana that interest charges are well covered by EBIT.Limitation quantify problemsThe analysis is a static one, the ratios produced from the balance sheet show financial seat at a point in time. The income summary cannot reveal any manner during the period.The information baseThe important information is frequently not reveal, the data that is disclosed lacks detail. The comparison is difficult because of length of time an asset has been held or different valuation policies adopted by entities.End useRatios use information from the past and they are not good indicators of the future. No evaluation can take place until around standard for evaluation has been established. The use of ratios arises when some ratios be satisfactory and some appear unsatisfactory.RecommendationBased on my analysis from three areas of profitability, efficiency, financial stability, Dana is more suitable company to be invested in. Operating performance in Dona is clearly better than Dana. Although operating efficiency in Pratt is better than Dana, it reversely reflects that Dana has a more stable financial structure the credit risk is lower in Dona. There are some limitations for analysis, but for both of two companies, their encountered impact is certain.Reference ListJackling, B, Raar, J, Williams, B& Wines, G2007, Financial Statement Analysis, Luisa Cecotti, North Ryde.