Racism: a Comparison and Contrast of Two Literary Works Essay

The words, purpose and identity are familiar with mankind. These words can mean many things to many different individuals. Each person on this Earth is uniquely made with unique DNA patterns and fingerprints that cannot be matched with any other individual among the billions of people that occupy this planet we call Earth. Why is prejudice so common among people if everyone is unique and special? This question remains unanswered. Many authors have written essays, stories, and poems about negative judgmental and biased views of people in hopes to understand unfair treatment towards mankind and promote changes in human behavior that will bring solutions of peace. This paper will reflect on the stories, Country Lovers, by Nadine Gordimer and The Welcome Table, by Alice Walker. Gordimer and Walker have become activists for fair and unbiased treatment among mankind. Both authors have been rewarded numerous honorary awards for promoting peace. Ironically, Nadine Gordimer is a white woman born and raised in South Africa and Alice Walker is an African American but both authors have kindred spirits and are celebrated for their commitments to fight the cruel elements of racism. Nadine Gordimer’s Country Lovers is a story about Thebedi, a black girl, and Paulus, a white boy, who fell in love. Gordimer wrote the story from a third-person point of view. The point of view is objective; the characters’ thoughts are not exposed as in the omniscient point of view. The point of view allows the reader to concentrate on the characters’ actions, creating a more dramatic effect. Thebedi and Paulus’ attraction to each other was unforbidden and socially not acceptable in the South African culture in which they were raised. Both children were raised on a South African farm, one that was owned by Paulus’ parents. Thebedi was one of the many black hired hands, slaves, or servants who worked on the Eysendyck’s family farm. The story does not clearly give a time period when the events unfolded, but the era of white dominance that existed over the black people was clearly defined, as the story states, â€Å"The farm children play together when they are small, but once the white children go away to school they soon don’t play together any more†¦so that by the time early adolescence is reached, the black children are making along with the bodily changes common to all, an  easy transition to adult forms of address, beginning to call their old playmates missus and baasie little master† (Clugston 2010, section 3.1, paragraph 1). Paulus and Thebedi exchanged gifts and their attraction for each other grew. Thebedi proudly wore a pair of hoop earrings given to her by Paulus but could not tell of the giver’s real identity and stated the earrings came from â€Å"the missus† (Clugston 2010, section 3.1, paragraph 3). Likewise, Paulus wore a bracelet made of elephant hair that was given by Thebedi but told everyone that one of the workers from his father’s farm had given him the gift (Clugston 2010, section 3.1, paragraph 2). The fact that each person hid each other’s identities about the gifts suggest that their friendship was not acceptable because of their differences in racial and social statuses. As Thebedi and Paulus grew older, they frequently met at a remote dried river bed, each one walking a measureable distance from each other so that they would not be seen together. Paulus often spoke about his adventures away from home, as he was home for the holidays from a boarding school. Thebedi would ask questions and listen intently, enjoying Paulus’ company and laughing together (Clugston 2010, section 3.1, paragraph 4). The friendship grew stronger and became sexual (Clugston 2010, section 3.1, paragraphs 5 and 8). The couple continued to sneak around and see each other secretly, sometimes at Paulus’ home while his parents were away, as expressed in the line, †The door of the parents’ bedroom was locked and the empty rooms where the girls had slept had sheets of plastic spread over the beds. It was in one of these that she and the farmer’s son stayed together whole nights almost: she had to get away before the house servants, who knew her, came in at dawn.† (Clugston 2010, section 3.1, paragraph 8). The mood of the story quickly begins to change when Thebedi, at age 18, enters an arranged marriage union with Njabulo, a fellow black worker on the Eysendyck farm (Clugston 2010, section 3.1, paragraph 9). Thebedi’s father was also a worker on the Eysendyck farm and saw Njabulo worthy of marrying his daughter; Njabulo was of the same social status as Thebedi’s family. Thebedi did not tell Paulus about her engagement to Njabulo, nor did she speak of her pregnancy, which was in the seventh month at the time she  married Njabulo (Clugston 2010, section 3.1, paragraph 9). Soon, Thebedi gives birth to a healthy daughter, and with no surprise to the reader, the baby was light skinned (Clugston 2010, section 3.1, paragraph 9). Njabulo’s disposition is one of high regards, as the story describes him as making no complaint, but â€Å"Out of his farm labourer’s earnings he bought†¦a pink plastic bath, six napkins, a card of safety pins, a knitted jacket, cap and bootees, a dress, and a tin of Johnson’s Baby Powder, for Thebedi’s baby† (Clugston 2010, section 3.1, paragraph 9). The author points out that the baby belongs to Thebedi, not Njabulo, but Njabulo assumes the role as father and provides for the child whole heartedly. The story’s plot comes to the climax when Paulus comes home from veterinary school and discovers not only is Thebedi married, but she has a child. Paulus visits the infant and immediately realizes he is the father of Thebedi’s baby. His reaction was a disturbed and embarrassed one, as the story explains, â€Å"He said nothing. He struggled for a moment with a grimace of tears, anger, and self-pity† as he asked Thebedi, â€Å"You haven’t been near the house with it?† (Clugston 2010,section 3.1, paragraphs 11 and 12). The reader sees the heart of Paulus at this point. It. The baby is referred to an it. Not a person but a thing that would bring him and his family shame and disgrace if anyone should find out. Paulus’s heart is further exposed with his commands to Thebedi, â€Å"Don’t take it out. Stay inside. Can’t you take it away somewhere. You must give it to someone—â€Å". Paulus left Thebedi’s home with the words, â€Å"I feel like killing myself† coming from the depths of his heart and out of his mouth (Clugston 2010, section 3.1, paragraph 19). Paulus returns to Thebedi’s home shortly after and the reader discovers that Thebedi’s baby has been poisoned to death. The autopsy revealed intestinal damage not consistent with natural reason of death (Clugston 2010, section 3.1, paragraph 22). Thebedi appears at an initial examination for the murder charges against Paulus, wearing the hoop earrings that Paulus had given her during their summer romance (Clugston 2010, section 3.1, paragraph 24). Thebedi stated she had seen Paulus pouring something into her daughter’s mouth at the initial examination but later changed her story at Paulus’ trial, stating  she did not see anything that took place in her home. Thebedi wore her hoop earrings at both events, suggesting to the reader that she would always cherish Paulus and the affair they had together (Clugston 2010, section 3.1, paragraph 25). Thebedi brought along her newborn baby at the time of the trial, suggesting to the reader that Thebedi had to go on with her life and concentrate on her new husband and her new baby; while Thebedi still cherished the memories that she and Paulus made together, those memories were only in the past. The reality was that Thebedi and Paulus had no chance of a future together. Paulus was found not guilty of the murder charge and Thebedi was interviewed by the Sunday papers. The author carefully points out that the newspapers â€Å"spelled her name in a variety of ways† suggesting that Thebedi was a common person and viewed in society as an individual with little importance (Clugston 2010, section 3.1, paragraph 30). The story ends with Thebedi’s comment, â€Å"It was a thing of our childhood. We don’t see each other anymore† (Clugston 2010, section 3.1, paragraph 30). The author of Country Lovers, Nadine Gordimer, spoke out against racism in her interview presented by the Nobel Peace Organization on October 3, 2007. Having been awarded the Nobel Prize in Literature in 1991, an unnamed spokesperson asked Gordimer about the turning point in her life in which she became an activist for racism. Gordimer explained, â€Å"It was unthinkable for me to know black people whom would share my interests. It was always a servant/master basis. Even if you were the child of the master or mistress, you still had this particular position. But being troubled about it†¦I was beginning to find out there was something called racism in this world, and I was living in it. I was part of it. And then when I was older, training at Witwatersrand University, and there for the first time I met.there was one or two†¦there were a few young black members of the University, of course was whites only†¦there were certain courses that were not available in the black universities. And then as concession of post graduate level a few blacks would come in. I met one or two black people with whom I had far more in common than I had with the young whites that I knew at the time. There were young people who were trying to write, who were beginning to write. We had this enormous approach to life. I began at that age to make black friends. I moved into and entered into a fitting of incredible distortions of racism.  Not only the impression of blacks but the distortions in my personality and my mind as a white. These became very part of my life and indeed started my way to freedom from racism† (Nobelpeace.org, 2007). Gordimer, a native from Springs,South Africa, undoubtedly wrote Country Lovers based on experiences she dealt with firsthand growing up. In addition to winning the Nobel Prize in Literature, she has been awarded with several honorary degrees, ranging from Yale, Harvard, Columbia, and holds degrees from University of York in England and Witwatersrand in South Africa among many other schools (Nobelpeace.org, 2005). Some of the many honors extended to Gordimer have included being an Honorary Member of the American Academy of Arts & Sciences, Honorary Member of the American Academy & Institute of Arts & Letters, and she was awarded the Presidential Medal of Honour of the Republic of Chile (Nobelpeace.org, 2007). Alice Walker’s The Welcome Table also presents a theme of racism. Walker is best known for her novel, The Color Purple, which led to Walker’s award of the Pulitzer Prize for the literary work (Clugston 2010, section 3.1,). The Welcome Table is told from a third-person omniscient point of view, carefully giving details of the thoughts of the main character, an elderly, rejected black woman, and those of the snobbish, prejudiced white people. The third-person omniscient point of view allows the reader to understand the deepest thoughts of the characters. The story begins introducing the old woman as one who has known suffering and who is looking for peace, dressed in her best Sunday clothes intending to worship at a local church (Clugston 2010, section 3.1, paragraph 1). The unusual thing about the black woman’s presence is that the church is in an all- white community. The white people do not want the woman at their church and the narrator is quick to disclose the peoples’ thoughts, And so they gazed nakedly upon their own fear transferred; a fear of the black and the old, a terror of the unknown as well as of the deeply known† (Clugston 2010, section 3.1, paragraph 1). The narrator adds that â€Å"some of them there saw the age, the dotage, the missing buttons down the front of her mildewed black dress†¦Those who knew the hesitant creeping up on them of the law, saw the beginning of the end of the sanctuary of Christian worship, saw the desecration of Holy Church, and  saw an invasion of privacy, which they struggled to believe they still kept† (Clugston 2010, section 3.1, paragraph 2). The white people’s prejudice against the black woman suggest that this time period was when Civil Rights laws were being ma de and the white people did not want to accept the new laws that gave the right to black people to be in public places (Cheever J. and Mason B., 2012). Cheever and Mason add that â€Å"Privacy did not really mean privacy. They wanted to maintain their unequal social system and their own privileges at all costs† (Cheever J. and Mason B., 2012). The narrator tells the reader that the woman had walked a half of a mile to get to the church (Clugston 2010, section 3.1, paragraph 3). The determination of the elderly woman contrasts with the character Thebedi from the previous story in that the unnamed woman does not give in to the white people’s dominating views, as she presses on to the white church. However, Thebedi knew her place within the society that was dominated by the white people. Thebedi accepted that she would not ever be able to fit into the white people’s world and have a future together with Paulus; subsequently, she proceded to marry Njabulo, even though she was carrying Paulus’ child. The next paragraph of The Welcome Table states that even the reverend of the church disapproved of the black woman’s presence (Clugston 2010, section 3.1, paragraph 4). The people â€Å"stared at her as they came in and sat down near the front†¦the site of her, sitting there somehow passionately ignoring them, brought them up short, burning Clugston 2010, section 3.1, paragraph 4). An usher came up to the woman and told her to leave. (Clugston 2010, section 3.1, paragraph 5). The Welcome Table and Country Lovers both introduce the reader to white people’s prejudiced and biased views toward black people. The black woman was looked down as on outcast in The Welcome Table, much like Paulus’ response when he saw his daughter, a product of a lowly, black servant girl. Paulus’ remark that he wanted to kill himself tells the reader that he thought his situation was so embarrassing and disgraceful that he would rather end his life than be exposed that he was a father to a half black daughter. Paulus wanted to send Thebedi away or have Thebedi give the baby to someone far away- so that no one would know about Thebedi and Paulus’ affair. The white people in The Welcome Table did not  kill anyone as Paulus did but they had hatred in their hearts and they might as well have killed the black woman. They literally picked her up and tossed her back outside into the cold air. The narrator describes the incident as â€Å"It was the ladies who finally did what to them had to be done. Daring their burly indecisive husbands to throw the old colored woman out they made their point†¦Could their husbands expect them to sit up in church with that? No, no, the husbands were quick to answer and even quicker to do their duty (Clugston 2010, section 3.1, paragraph 5). The next paragraph describes the removal of the woman, â€Å"Under the old woman’s arms they placed their hard fists†¦Under the old woman’s arms they raised their fists, flexed their muscular shoulders, and out she flew through the door, back under the cold blue sky (Clugston 2010, section 3.1, paragraph 6). The narrator explains that the woman had been singing in her head when she was rudely interrupted and thrown out of the church (Clugston 2010, section 3.1, paragraph 7). This woman was singing. She had joy in her heart. She was daring and brave to come to the white people’s church but it should not have been a risk. It’s God’s people who are supposed to be lovable and accepting towards people-all people of every race, color, and tribe. The use of the third-person omniscient point of view engages the reader to feel the discomfort and the agitation towards the biased white people who threw someone out of the church simply because of the color of a person’s skin. It is one of the most disgraceful and wrong sins church people could commit. The narrator states that the woman looked down the highway and saw Jesus himself approaching her (Clugston 2010, section 3.1, paragraph 8). The white people met together for church meeting in their best Sunday clothes, most likely carrying their bibles and sang of God’s love, yet God was not in their church. God was with the black woman and showed compassion by sending His Son Jesus to meet the woman and comfort her in her time of need. As Jesus approached the woman, he simply stated, â€Å"Follow Me† (Clugston 2010, section 3.1, paragraph 10). The author must have known about the bible because Jesus told his disciples many times throughout the bible to follow him. Jesus also stated, â€Å"I am the good shepherd; I know my sheep and my sheep know me† (John 10:14) and â€Å"My sheep listen to my voice; I know them,  and they follow me† (John 10:27). The words, Follow Me were very appropriate for this story. The woman gladly followed Jesus. The narrator states, â€Å"Jesus gave her one of his beautiful smiles and they walked on. She did not know where they were going; someplace wonderful, she suspected. The ground was like clouds under their feet, and she felt she could walk forever without becoming the least bit tired (Clugston 2010, section 3.1, paragraph 11). Not only is the woman walking side by side by Jesus, she is strengthened and her energy is renewed. The character, Njabulo in Country Lovers can be compared to the loving father like figure Jesus was to the old woman in The Welcome Table. Both Njabulo and Jesus met the needs of those around them. Njabulo was a great provider and bought several of the babies’ needs from his small income earned on the farm and was a great support to Thebedi throughout the story. Jesus accepted the elderly black woman and was everything she needed, taking care of all her needs. Alice Walker, the author of The Welcome Table, has dedicated her entire life in helping people. She has been very active in the Civil Rights Movement, promoting equal rights for black people (Jokinen 2006, p.1). She has also been an activist for the women’s movement, anti-apartheid movement, anti-nuclear movement, and has opposed female genital mutilation (Jokinen 2006, p.1). Walker has received many awards, including the Pulitzer Prize in 1983 for her novel, The Color Purple, the Lillian Smith Award, The Rosenthal Award, the Front Page Award for Best Magazine Criticism, and the Townsend Prize and Lyndhurst Prize (Jokinen 2006, p.1). In the story, Country Lovers, the character Paulus was also educated and could have been influential in his community as an activist for black people but Paulus was more concerned about his social status. The thought of having a biracial child was degrading and unthinkable to Paulus. There has been recent attention to biracial identities in America. Kelly Rockquemore and David Brunsma teamed up together to write Beyond Black; Biracial Identity in America (Harris 2003, p. 436). The two authors presented a new approach to studying biracial profiles, arguing that previous projects by others assumed that all biracial individuals thought of themselves as merely biracial but, in reality, biracials claim they think of themselves as always white, always  black, sometimes white, sometimes black, or even raceless (Harris 2003, p.436). One could suspect that biracial studies as the ones conducted by Rockquemore and Brunsma would promote black and white people to live together in peace, merging communities, families, and hopefully, churches. South Africa, the setting of the story, Country Lovers, has actually had to address the issues of racism and has made changes to its government to promote equal rights among the people. In 1994, South Africa adopted a democratic form of government (Lefko-Everetti, 2012, p. 69). The Bill of Rights of the Constitution of the Republic of South Africa, made into law in 1996, states â€Å"full and equal enjoyment of all rights and freedoms’ and prohibits discrimination on the basis of race, ethnicity and gender† (Lefko-Everetti, 2012, p. 69). It has been said that non-racialism was one of the key founding values in making the new Constitution (Lefko-Everetti, 2012, p.79). Lefko-Everetti adds that, â€Å"the goal of pursuing a non-racial society accepting of diversity is embodied in the Constitution and continues to be embraced by many South Africans† (Lefko-Everetti, p.79). Authors Alice Walker and Nadine Gordimer have dedicated themselves for fighting for active rights of the people. Both authors have been awarded with numerous awards and have been recognized publicly for their written works against racism. Many other authors have written about racism and have joined their efforts with Walker and Gordimer to promote peace among mankind and to recognize that every individual deserves to be respected and not to be judged upon the color of their skin, nor of their religion preference, or their ethnicity. The stories, The Welcome Table and Country Lovers are prime examples of literary works that point out the sad and ugly realities of racism’s presence in communities. REFERENCES Cheever, J. and Mason, B. (2012) Alice Walker:Fiction and the Human Experience. Retrieved from http://cstl-cla.semo.edu/pardee/li220- 05/protected/lessons/notes/notes6.htm Clugston, R.W. (2010) Journey Into Literature. San Diego, California: Bridgepoint Education Inc. Harrris, D.R. (2003) Beyond Black:Biracial Identity in America (review). Social Forces, Volume 82, Number 1, September 2003, pp.436-437. Oxford University Press. Retrieved From Project MUSE at http://muse.jhu.edu Jokinen, A. (1996 ) Anniina’s Alice Walker Page. Retrieved from http://www.luminarium.org Lefko-Everetti, K (2012). Beyond race? Exploring indicators of (dis)advantage to achieve South Africa’s equity goals. Transformation: Critical Perspectives on Southern Africa, Number 79, 2012 pp.69-92. Retrieved from Project MUSE at http://muse.jhu.edu Nobelprize.org (2005) The Nobel Prize in Literature 1991 Nadine Gordimer Biography. Retrieved from www.nobelprize.org/nobel/prize.org/Nobel_prizesliterture/laureaates/ 1991/gordimer-bio.html Nobelprize.org (2007) Nadine Gordimer on racism 10-3-07(shown on YouTube). Retrieved From http://www.Youtube.com/watch?v+VWcxSsd8NsM

Dr. Linda

â€Å"Your food is your grave,† said the famous writer Bernard Shaw. What you eat is not important. How you eat, what you eat is important! Human being is a complex, integrated mechanism of body, mind and spirit. You need to maintain them at the levels required. A fault related to any one of the three, disturbs the balance of the body as a whole. Careful maintenance as per proper procedures is required. You are careful about the external cleanliness. You brush your teeth; wash your body, oil your hair—but that is not the authentic maintenance. Your body needs to be free from internal impurities. This is done through the process of detoxification. The modern materialist civilization, the industrial and internet revolutions have changed the lifestyles of human beings in more than one ways. They are subdued by relentless internal as well as external pressures. New diseases, the names of which were unheard in the recent past, are cropping up. The book ‘Detoxification’ by Linda R. Page provides solid answers and satisfactory for your health-related problems– How to remain healthy, without succumbing to suppressive medicines and by cultivating nature-friendly attitudes! An herbalist needs to know, and this is a golden rule, that the nature provides appropriate fruits and vegetables at the appropriate season. Dr. Linda expounds the same principles in her book.   Nature doesn’t commit a mistake but we often do. Fruits and vegetables are the mediated capsules provided by nature in colorful packaging. The process of detoxification ipso facto means to possess thorough knowledge and understanding about this natural wealth. Next, the herbs assist you in the process of detoxification. Dr. Linda gives thorough and scientific details about the detoxification process related to various parts of the body, by using fruits, vegetables and herbs. Dietary plans play a vital role in recouping the original health from the attack of any ailment. Strict vegetarian diet is recommended, one week before you begin the detoxification procedure, advises Dr. Linda. Dr. Linda has the three-pronged approach, which is invaluable from the point of view of a practicing herbalist. Firstly, she has provided comprehensive information required to create safe and individualized detoxification program. Secondly, detailed instructions are given for cleansing and detoxification. Thirdly, she explains what a good cleanse means and how to direct the cleaning process for best results. Cleansing is an ongoing activity. It is estimated that about twenty-five thousand new toxins enter the environment every year. Therefore, your commitment to your body is not a favor that you are doing to it—it is your bounden duty for your own good and for the happiness of others, so that they will not have an opportunity to tend your sick body! According to Dr.Linda, â€Å"a detox program aims to remove the cause of diseases before it makes us ill. It’s a time-honored way to keep immune response high, elimination regular, circulation sound, and stress under control, so that your body can handle the toxicity it encounters. In the past, detoxification was used either clinically for recovering alcoholics and drug addicts, or individually as a once-a-ear mild â€Å"spring cleaning† for general health maintenance. Today, regular detoxes program, two or three times a year, makes a big difference not only for health, but for the quality of our lives.†(Page, 1999, p.14) From the point of view of an herbalist, this book contains most of the information and facts such as step by step instructions to guide through detox programs detox charts for special needs, information about â€Å"Green Cuisine†, herbs glossary of detox terms etc. Something dramatic and divine happened about Dr. Linda Page opting to become an herbalist.   She was interned in a hospital with a life-threatening disease, which the allopathic medicines failed to cure. She utilized this opportunity to make intensive study of the herbs, their merits and began to self-treat her with great success. She saved her own life and with the acquired knowledge, she is set on the task to save the lives of others. If an area is infested with mosquitoes, there are two ways of meeting the situation. Spray the insecticide and get rid of the mosquitoes. Or remove the filth, to contain mosquito breeding once for all. The second option finds favor with those who believe in natural remedies. Detoxification, to define its correct meaning, is nothing but all-out purification of body, mind and soul. Dr Linda begins her book on a moral and spiritual note and that is the correct and great approach. She writes, â€Å"Today is a very important day†¦.use it for the best that is in you, so that you will never regret the price you have paid for this day.† References Cited: Page, Linda R: Book: Detoxification – All you need to know to recharge, renew and rejuvenate your body, mind and spirit! (Paperback) 264 pages, Publisher: Healthy Healing Publications (January 15, 1999) Language: English ISBN-10: 1884334547 ISBN-13: 978-1884334542            

Diversification Strategies Essay

Diversification is a form of corporate strategy to increase profitability of a company through greater sales volume obtained from new products and new markets. It occurs either at the business unit level or at the corporate level. It is a risk management technique that mixes a wide variety of investments within a portfolio. It attempts to smooth out unmethodical risk events in a group so that the positive performance of some investments will neutralize the negative performance of others. Companies may diversify for strategic objectives, expected outcomes, valuable comparison between strategy and expansion. Some companies diversify by conquering new positions through mergers and acquisitions whiles others diversify when there are not much growth opportunities for the market they are in. There are many reasons for pursuing a diversification strategy, but most pertain to management’s desire for the organization to grow. Companies must decide whether they want to diversify by going into related or unrelated businesses. They must then decide whether they want to expand by developing the new business or by buying an ongoing business. There are advantages to diversification, beyond simply expanding one’s product line. For example, a diversified company is potentially better insulated against a loss of revenue in one business tranche. Diversification strategies are used to expand firms’ operations by adding markets, products, services, or stages of production to the existing business. The purpose of diversification is to allow the company to enter new lines of business that are different from current operations. When the new venture is strategically related to the existing lines of business, it is called concentric diversification. On the other hand, when the new and the old businesses are unrelated it is classified as Conglomerate diversification which occurs when there is no common thread of strategic fit or relationship between the new and old lines of business, meaning the new and old businesses are unrelated. Compare and contrast the two businesses—core business, their size, financials, global presence, use of e-business (marketing, sales, etc. ). Johnson & Johnson Inc. – Successful  Johnson & Johnson is an American multinational pharmaceutical company founded in 1886, manufacturing sterile surgical supplies. Its core business is the manufacturing of medical devices and consumer packaged goods. Its common stock is a component of the Dow Jones Industrial Average. The company is listed among the Fortune 500. The corporation has grown to have more than 250 operating companies in 60 countries employing approximately 116,000 people, producing medicines and medical devices, as well as consumer products like sanitary goods, baby shampoo and dental floss. National Semiconductor Corporation – Unsuccessful National Semiconductor Company has an international reputation for semiconductors. The pioneering chip maker offers a variety of integrated circuits (ICs), especially analog and mixed-signal (blending analog and digital functions) chips. Its products focus on analog chips, which transform physical information – light, sound, pressure, even radio waves – into data that a computer can use. National Semi’s chips are used in wireless, networking, medical, solar, automotive, and industrial applications. It gets more than 75% of sales from customers outside the US, largely to contract manufacturers that serve its OEM customers. In the 1970s, the company tried to make electronic consumer products in addition to the semi-conductors that went inside them. Compare and contrast their outcomes (one successful, one unsuccessful) Johnson & Johnson Johnson & Johnson is a diversified healthcare company that develops, manufactures and markets products in three primary lines of business: Pharmaceuticals (41% of sales), Medical Devices and Diagnostics (35%) and Consumer Products. Since the 1900s, the company has pursued steady diversification. It added consumer products in the 1920s and created a separate division for surgical products in 1941 which became Ethicon Inc. It expanded into pharmaceuticals with the purchase of McNeil Laboratories Inc. , Cilag, and Janssen Pharmaceuticals, and into women’s sanitary products and toiletries in the 1970s and 1980s. In recent years, Johnson & Johnson has expanded into such diverse areas as biopharmaceuticals, orthopedic devices, and Internet publishing. Recently, Johnson & Johnson has purchased Pfizer’s Consumer Healthcare department. The transition from Pfizer to Johnson and Johnson was completed December 18, 2006. National Semiconductor Corporation The company wasn’t suited for retail manufacturing, and was crushed by companies that were. By the time digital watches became popular in America; National had been driven from the marketplace, suffering losses that overshadowed its success in semiconductors. Analyze the three primary reasons for the different outcomes. First, Johnson & Johnson diversified into items that are strategically related to the company’s existing lines of business. Johnson & Johnson is a diversified healthcare company that develops, manufactures and markets products in three primary lines of business: pharmaceuticals, medical devices and diagnostics and Consumer Products. On the other hand, National Semiconductor Corporation entered into the production of unrelated products which is not common thread of strategic fit or relationship between the new and old lines of business, meaning the new and old businesses are unrelated. Second, Johnson & Johnson diversified through mergers and acquisitions of new companies. For instance, it expanded into pharmaceuticals with the purchase of McNeil Laboratories Inc. , Cilag, and Janssen Pharmaceuticals, and into women’s sanitary products and toiletries in the 1970s and 1980s. In recent years, Johnson & Johnson has expanded into such diverse areas as biopharmaceuticals, orthopedic devices, and Internet publishing. Recently, Johnson & Johnson has purchased Pfizer’s Consumer Healthcare department. The transition from Pfizer to Johnson and Johnson was completed December 18, 2006. On the other hand, National Semiconductor Corporation entered into diversification to make electronic consumer products in addition to the semi-conductors that went inside them. They did not embark on growth strategy through acquisition and mergers. They had stiff opposition and were crushed by companies suited for retail manufacturing. Lastly, Johnson & Johnson diversification strategy is well matched to the strengths of its top management team members which are factored into the success of that strategy. On the other hand, National Semiconductor Company top executives did not manage diversification effectively. Recommend two actions the unsuccessful one could have made to make their diversification venture successful First is that National Semiconductor should ensure a diversification strategy which is well matched to the strengths of its top management team members and factored into the success of that strategy. Different diversification strategies require different skills on the part of a company’s top managers, and that factors should be taken into consideration before firms are joined. For instance, the success of a merger may not depend only on how integrated the joining firms become, but also on how well suited top executives are to manage that effort. Secondly National Semiconductor should diversify into related products where they can control the market. To conclude, I must say that if diversification strategy is done strategically to relate to the company’s existing line of business or diversified through mergers and acquisitions of new companies with the support of its top management team members, then its objective of growth and risk taking can be achieved.

Basic skills for managerial success Essay Example | Topics and Well Written Essays - 1500 words

Basic skills for managerial success - Essay Example The targets focus on the number of consultants that generates revenues for the organisation. His managerial function also involves motivating his team members to perform their work at the highest possible level for the benefit of the team and the organisation. Since the company is a target-driven organisation, the manager's major functions also involve monitoring and correcting the activities of his members through weekly reports and meetings. According to Daft and Marcic (2001), the general definition of management is the achievement of desired organisational goals in a manner that is efficient and effective. In order to achieve these goals, a manager must perform different functions of planning, organising, leading and controlling organisational resources. A manager must know how to learn what is valued, what would be of more value, and what will be valued by customers and users. (Parr, 1992) Planning involves setting goals and deciding how to best achieve these goals. It helps the organisation set its future objectives and map out activities that are necessary to attain these goals. Plans are created as guide for the organisation to obtain and commit the resources needed to reach its goals. This also serves as a framework where members of the organisation carry on activities which are consistent with the chosen objectives and procedures. Plans are necessary in order to measure and monitor the progress towards the achievement of the objective. (Mintzberg, 1994) Organising is assigning responsibilities for the accomplishment of tasks. Organising also includes allocation and arranging of organisational resources so that plans can be carried out successfully. These resources may include financial, physical, informational, technical and human resources. Leading is the manner of influencing other people to work towards the achievement of goals. Influence can be used to motivate people. Controlling is the manager's role of monitoring activities and making corrections. It is also considered as regulating activities to reach the desired goals. (Daft & Marcic, 2008) In association to the general definition of management, it is observed that the middle manager interviewed for this paper has performed the different functions of management. The planning function is demonstrated through his setting of the team's targets for the month and creating work strategies focused on achieving the targets. The manager follows the principles of management by objectives. (Hindle, 2003) The organising function is exhibited through assigning team members to meet with clients and prospects on a daily basis, in order to create business transactions. The leading function of the key account manager is best displayed when the manager motivates his people to perform exceptionally and creates a happy and healthy work environment. The controlling function is shown through weekly monitoring as well as business improvement meetings and brainstorming. The manager monitors the team members through a feedback mechanism and reports. Such reports will be compared with the expected results or targets. Corrective actions are made in order to put the members back on its track of achieving the desired objectives of the month. Effective managers are concerned with accomplishments where they set standards of performance, pursue aggressive goals and work hard to

Corporate Social Responsibility is Fundamental to Developing a Global Essay

Corporate Social Responsibility is Fundamental to Developing a Global Reputation - Essay Example The company can build sustainable operations by investing in corporate social responsibility. Therefore investing in corporate social responsibility is fundamental to developing a global reputation. This is demonstrated by multinational corporations such as Johnson & Johnson and Starbucks. They have invested in different programmes of corporate social responsibility and thus have been able to face the recent financial crisis more effectively than competitors. The objective of developing a global reputation cannot be attained unless the multinational corporation is able to offer products and services which promote social and environmental standards. By enforcing social and environmental standards, a multinational corporation invests in corporate social responsibility which leads to a global reputation. Introduction Globalization leads to increased international trade through the reduction of tariffs. Increased international trade creates global companies which can be defined as those companies which possess production/marketing operations in more than one country. One of the key success factors for global companies is corporate social responsibility, defined as taking into account the impacts of business operations on the society and the environment in addition to the traditional measurement of the company’s profits. This creates an operational framework in which global companies have to take local concerns into consideration. By conducting operations in a manner which takes into consideration their social and environmental impacts, a global company is able to build a good reputation globally. The objective of this paper is to explore how corporate social responsibility enables a multinational corporation to develop a global reputation. Analysis of key issues Globalization increases the volume of international trade by reducing the national barriers to trade such as tariffs and subsidies. This leads to the creation of a multinational corporation which can conduct production and marketing operations in more than one international market. An example of globalization is China’s entry into the World Trade Organization enabling western companies to set up operations in the fast growing Chinese economy. However the Chinese market is still regulated by the government and there is a considerable level of regional fragmentation in the government regulations. Therefore it is essential for foreign organizations to develop a good reputation in the Chinese market so as to create a good image in the local communities. This is one of the key success factors given the rising level of competitive rivalry as the Chinese market has been liberalized enabling foreign companies to set up their operations in the fast growing market. As a result companies need to develop programs of corporate social responsibility to develop a competitive advantage by developing a global reputation. Global companies can implement programs of corporate social respons ibility by taking into account the triple bottom line (McConnell & Brue, 2007). First the global company has to take into consideration the costs of managing people when it comes to transferring operations to a foreign market. This focus enables the management to conduct operations in a socially responsible manner so that employee satisfaction is maximized. Second, the company has to take into consideration the environmental costs of global operations. This means that the management takes into account the impact of its operations on the planet. Third, the company takes into account the traditional measurement of profits. Therefore the triple bottom line consists of people, planet and profit, also known as the three P’s. By conducting its global operations according to the triple bottom

Final paper traft Essay Example | Topics and Well Written Essays - 750 words

Final paper traft - Essay Example If they are denied equal rights under the law, it is unreasonable discrimination. Heterosexuals are allowed to marry. Homosexuals should be allowed to marry. A. Cultural variation exists and has long existed, with respect to the form of marriage. In some cultures, marriage is between one man and one woman. In an example of regional Tibetan culture, marriage is between one woman and all brothers of a family (Berreman, 1975). In other cultures (Muslim and traditional Mormon, for example), marriage is between one man and various women. From the news there periodically come articles about a man who married a mountain and a popular female celebrity who married a tree. B. The man who married a mountain did so out of a strong spiritual connection, and the woman who married a tree did so as part of a traditional spiritual solution to strengthen her upcoming marriage. Tibetans, Mormons and Muslims participate in their cultural variation because it is seen to strengthen the family and have positive spiritual implications. Variation and choice are part of marriage in most cultures. C. Many cultures recognize both homosexual and heterosexual marriage. While there are cultural pockets where homosexuality is strongly abhorred (for example in Sri Lanka, where male homosexuality is a serious crime), the modern trend is toward increased legal and social acceptance of variation and recognition of human rights. From Canada and America to India and other countries in Asia, gay marriage is being legalized and supported. There is increased tolerance even in cultural pockets currently prohibiting homosexuality. D. Homosexuals do not differ in any capacity for the sincere performance of marriage, with all its meanings and outcomes (Graff, 1999). Their variation from the norm is not a reflection on capacity, just as other variations the world over do not reflect on their

Jihadi John and London's Culture of Gang Violence Assignment

Jihadi John and London's Culture of Gang Violence - Assignment Example Mohammed Emwazi alias Jihadi John is an example of a self-proclaimed British young Muslim who has joined the ISIS where he is now an IS executioner. Mohammed Emwazi grew up in a highly populated and poverty-stricken city with high levels of shootings, drug wars, and gang violence. Mohammed Emwazi grew up in a middle-class background and poverty does not appear to have motivated him to join radical groups. Mohammed Emwazi joined â€Å"London Boys† that was a criminal gang in north-west London that engaged in violent robberies to support the extremists, Al-Shabaab. Recently, extremists have been associating with organized criminal gangs like the London Boys. Emwazi grew up in North London and turned to drugs, gangs, and violence to escape from alienation that young Muslims experienced in London. Indeed, Muslim prison population has been increasing where 27 % of all prisoners in London are Muslims. Emwazi listened to radical preachers and attended their rallies that helped him to understand his Islamic identity. Radical Islam lures young Muslims since it creates a sense of brotherhood. Joining the criminal gangs and later the radical Islamist group, ISIS helped Emwazi and like-minded people to overcome tribal differences and escape uncertainty. Apparently, the article, Jihadi John and London's culture of gang violence establish what is pushing and drawing young Muslims in London into joining ISIS. The fractured environments that young Muslims live in push young Muslims in London into joining ISIS. The gang experiences that young Muslims gain in living in areas with high levels of shootings, drug wars, and gang violence derives the courage to join and support the activities of ISIS. These criminal gangs support the activities of radical Islamist groups.  

Strategic Organizational Culture Change Management Case Study

Strategic Organizational Culture Change Management - Case Study Example The final culture will be one in which everyone will focus on providing with error-free products and services according to the needs of the customer (Gregory H. Watson, 2007Page "Can it be said that Six Sigma is a culture" to which the obvious answer is "Yes." The reason is that Six Sigma is a concept-based metrics-driven, crisis-solving and project-tailored type of initiative. In addition Six Sigma connects performance to pay, has a proper vision, institutes a value, has distinct roles, is spread by way of knowledge transfer and calls for coaching by internal leaders. These are the reasons that make Six Sigma considerably control corporate culture (http://www. isixsigma.com/forum/ ask_dr_harry.aspToDo=view&questId=51&catId=9, retrieved 2nd October 2009). Gregory H. Watson, 2007, Strategic benchmarking reloaded with six sigma: improve your company's .., Jhon Wiley & sons Inc., Hoboken, New Jersey. http://www.isixsigma.com/forum/ask dr_harry.asp ToDo= view&questId=51&catId =9, retrieved 2nd October 2009.

Interpretation and Analysis of the essay From hope to Hopelessness by

Interpretation and Analysis of the From hope to Hopelessness by Margaret Wheatly - Essay Example is will also focus on the techniques that Wheatley employs as a function of delivering her method and whether or not these techniques are successful or not. Finally, the response piece will focus on how the essay made this student feel after reading it. Accordingly, it is the hope of this student that the forthcoming analysis will not only provide something of a personal take with respect to Margaret Wheatley’s work, it is my further hope that the reader will come to gain a more informed understanding for the tactics and approach that Wheatley uses to engage the reader. The first strategy that Wheatley employs is with respect to providing a pathos filled introduction that discusses the level of depression and hopelessness that she has been feeling with regard to the state of the current world. Referencing the human brutality, environmental destruction, and lack of vision for the way in which these issues might be addressed, Wheatley confesses that she battles with depression at the specter of these issues and how they impact upon her and the remainder of the human race. This is an especially interesting and effective approach to the issues at hand. The underlying reason for this has to do with the fact that Wheatley engages the reader in an understanding of the issues that have driven her to write the piece, encourages a degree of empathy from the reader, and then expands the need for discussion based upon the fact that these very same issues affect almost each and every stakeholder on the planet equally. The rhetorical strength of the introductory paragraphs is also important to note; due in part to the fact that it is within these paragraphs that Wheatley raises the key questions she will go about answering during the course of the remainder of the essay. For instance, the question of whether fighting hopelessness is a worthy human goal, whether human labor means anything, and whether or not action or inaction ultimately rank the same are all briefly

Professional certificates of software engineering Research Paper

Professional certificates of software engineering - Research Paper Example There are a number of reason for which certification is crucial or needed for software engineers and the field of software engineering. One of the benefits of certification is that skills of the engineers become widely acceptable, which is in relation to quality of service and skills. As a result, the skills of a software engineer can be verified and deemed to meet the expected standards or even be below. In addition, it creates proper job opportunities for all interested parties with certification as organization employ people with credentials, as opposed to those without (Compucert n.d.). This is because credentials are always verifiable and reliable as opposed to actual practice, which could be inadequate and time consuming to prove one’s worth at engineering. In addition, certification creates a benchmark for the software engineering market through which people can be gauged in terms of their skills (Tripp 2002, p.32). Certification has as many downsides as it has upsides, which affect the role of certification and its outcomes. One such is that it is an expensive process for one to undergo since it consumes numerous resources, both financially and in time. There are also many certifications that a software engineer can receive putting the industry at loggerheads as to which is superior, or more recognized than the other. In addition, no set and regulated curriculum of software engineering program exists, which makes it difficult to discern proper qualifications against those that fall short of requirements (Wyrostek 2001). Different organizations provide certifications for software engineers in order to create a trustworthy market for software and ensure quality. One such organization is QAI global that certifies engineers in software quality, testing, quality analysis, software project management and software business analysis among others (Software Certifications n.d.). Another organization that

Module 03 Employability and Professional Developments Assignment

Module 03 Employability and Professional Developments - Assignment Example 4 At present, I am working as a Logistic Officer in ‘Pharmacy of Your Choice’. I have acquired significant knowledge and experience in logistics. Time management is an essential skill in this profession. Transporting finished products to customer in a timely manner is essential in logistics profession. I have been required to handling information as well as responding to routine enquiries. I also make plans for meeting as well as making schedules for activities to be executed. I came to know the process on the basis of which work or tasks are executed for accomplishment of objectives successfully. I have acquired much experience in time management skill from my profession as a logistic officer where time is a main factor for better execution of operations. Decision Making and Problem Solving Handling daily queries, responding to information and data, selecting suitable solutions and ability to make proper decisions. 3 In this profession, I have acquired adequate knowledg e in decision making as well as problem solving abilities with various activities in relation to responding to routine queries. Moreover, I am also entrusted with the task of handing requests in relation to information and other data. ... Additionally, I manage supply inventories with sales and territorial sales personnel. Delegation Providing guidance and allocating tasks in accordance with expertise 3 I aid logistics manager with shipping activities which include separating orders on the basis of their shipment time. Moreover, I also coordinate and seek that the orders are properly packed by a team of 4 workers. I need to improve in this field i.e. delegation with the objective of coordinating the work activities so that they can be executed effectively as well as managing team efficiently. Motivation Improving creativity, building trust and encouraging team members to perform challenging tasks. 2 In this logistic profession, I and my four support workers, working as a team in order to accomplish the assigned tasks proficiently. In this regard, I provide adequate support to the team members to execute their tasks appropriately within a stipulated time frame. I need to improve my motivation skill so that I can encour age my team members to be more creative in executing challenging tasks. Additionally, with better motivation skill I will be able to build trust within team members. Coaching Guiding team members, listening skills and responding to requested queries 2 I am entrusted with the tasks of preparing schedules for meeting and handling request in relation to information as well as data. I guide my team members towards goals and objectives. I need to improve myself with respect to coaching skill with the objective of leading my team members as an efficient leader. Target Setting Determining objectives and goals of the organization 3 I have been engaged with various activities and interact with logistic

Blood Diamond - Film Essay Example for Free

Blood Diamond Film Essay I agree with this view because key ideas are an important part of a film to make it more interesting for the audience. In the film Blood Diamond directed by Edward Zwick some of the key ideas are: What is valuable and important, the devastation of war and exploitation of people and resources. These key ideas in the film help viewers to understand the film better. The key idea of what is valuable is an important one in the film. The three main characters Maddy, Danny and Solomon all have something different that is valuable to them. Maddy is a journalist who travels around the world in search of a good story. She ends up in Sierra Leone to get a story about what is going on with the civil war over the diamonds but when she gets there she finds it hard to get any information about the diamond smuggling so she focuses on the welfare of the country and the people. In the film Maddy is shown to value the welfare of the Sierra Leone people. This is shown when Maddy is writing a story on her laptop and then Danny walks in. Maddy lets Danny know how important the welfare of the country is to her when she says, â€Å"Its not going to be enough to make it stop. People back home wouldn’t buy rings if they knew it cost someone else their hands. † Writing her stories does not have a big effect on the people in the western world they are too selfish to help the country out in their time of civil war. Another text I read is A Long Way Gone written by Ishmael Beah in that text the main character of the non-fiction text is Ishmael who is in the civil war in Sierra Leone at the same time as Maddy. He is a forced child soldier and he values his freedom. Another key idea in Blood Diamond is the devastation of war. The film shows how war is devastating because many lives are lost and most of the lives lost are civilians who arent involved in the war at all. An example of the devastation of war is when the rebels burst into Solomon’s village and kill nearly everyone while on their violent shooting rampage. The rebels don’t care who they shoot or how many they shoot which is devastating. Another example is the way the rebels force children to become soldiers. They steal the children away from their families and make them shoot people. They make them say the chant â€Å"shed their blood† which is forcing the children to kill. There is devastation when the rebels burst into the city and and start blowing it up and catching it on fire and shooting people in the street who have no defense against the rampage. The army try to fight back but they are outnumbered and have no chance against the Rebels. Everyone is scared of the rebels and the survivors go into hiding. A camera shot is used to show how scared the civilians are and how powerful the Rebels are is when Danny looks through a the hole in the fence and the camera shows what the scene is outside the fence through the hole from Danny’s point of view. The scene on the other side of the fence is of some army guys getting shot at by Rebels. â€Å"People back home wouldn’t buy rings if they knew it cost someone else their hands. † Maddy This shows the devastation of war. My final key idea is the exploitation of people and resources. The film shows us that children were exploited to become soldiers by the rebels. There are scenes in the film showing the Rebels bursting into villages and snatching children from their families and taken to the rebel camps. In the text A Long Way Gone children are also expiated to be soldiers for the Rebels. Ishmael was found by the Rebels and taken to a camp and forced to be a soldier or he would lose his own life. These are examples of how people were exploited in texts during the civil war in Sierra Leone in the 1990’s. Also during this war some resources were exploited one of them was diamonds. Diamonds are mined by unpaid workers who are forced to work with no benefits then they are illegally taken across the border to tother countries who then sell the exploited diamonds, one country they do this in is Liberia. Danny is a good example of taking the diamonds across the border when he stashes some under a goats skin and makes up a story to tell the authorities but it doesn’t work. With all the corruption going on in the country Solomon says, â€Å"perhaps we were better off when the white man was ruling us. This shows that since they have become republic the country has become corrupt and Solomon thinks that if they were ruled by the commonwealth they would be better off and not have war. Blood Diamond explores the key ideas of: What is valuable and important which is the welfare of the Sierra Leone people, devastation of war which is when the RUF kill innocent citizens. And the exploitatio n of people and resources which is when the RUF force children to become soldiers. Exploration of these issues certainly contributes to making this one of the best films.

Market Analysis of Coca Cola

Market Analysis of Coca Cola Jump to: PEST Analysis | SWOT Analysis Coca-Cola, corporation nourishing the global community with worlds largest selling soft drink since 1886. Its nations top soft drink brand, with the best bottling network. It is the largest marketer of non-alcoholic beverages in the world. In India, Coca Cola was the leading soft drink till 1977 when govt. policies necessitated its departure. It returned to India in 1993 after a 16 year hiatus and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. In the minds of worlds consumers the brand has assumed an iconic status. Coca Cola was initially advertised as a remedy for headache and exhaustion. It has been advertising on television for 50 years. COCA COLA INDIA (CCI) Leading player in the Indian beverage market A fortune 500 company in India (73rd position) Coca Cola India with PepsiCo forms Duopoly Includes 24 company-owned bottling operations Came back in 1993 and acquired local brands (Ibef, 2010) (Coca Cola India, 2010) 2. COMPANY BACKGROUND Marketing Coca Cola in India-The post-liberalization period in India saw the comeback of Coca Cola but Pepsi had already beaten Coca-Cola to the punch, by creatively entering the market in the 1980s period by way of a joint venture. In a way Pepsi benefited the Coca Cola by developing the Indian soft drink market in the early years of liberalization .The only disadvantage was that CCI in 1993 applied the American way of life approach in selling its product on the contrary, Pepsi targeted the youth. (Coca Cola India, 2010) 3. The Marketing tools: The Marketing Environment 3.1-The Macro Environment- PEST Analysis of Coca Cola (P)OLITICAL ANALYSIS- Political variables have very little effect on the CCIs selling and production behavior. There are few exceptional things like the environmental protection laws they somewhat effect the industry of coca cola. The state government of Kerala released a report on March 22, 2010 holding Coca Cola responsible for causing pollution and water depletion in a state of Kerala and made it liable for Indian rupees 216 corer for damaged caused as a result of the companys bottling operations. To deal with this problem the company has made proper adjustments in plant and applied the proper way of wastage management. The companys production also gets effected by the elections and military take over because in the day of election any countries production in any field is declined. (E)CONOMICAL ANALYSIS- Inflation in any country is not good from its production point of view. So, coca cola is no exception. Its impact on coca cola is highly negative. In a country like India where there is a high rate of unemployment, CCI directly employs approximately 6,000 people and indirectly creates employment for more than 1,25,000 people in related industries. Its among the countries top investors having invested more than US$ 1 billion in India in the first decade and further pledged another US$ 100 million in 2003 for its operations. (S)OCIAL ANALYSIS- CCI in partnership with the NGO, Bharat Integrated Social Welfare Agency (BISWA) has launched a program to build awareness on micro-nutrient malnutrition (or Hidden Hunger) in the bottom of the socio economic pyramid population in India. They are constantly working to keep their product environmentally and socially beneficial to the communities they serve. Their community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout their production process. CCI has been awarded the Social and Corporate Governance Award for Best Practices in Corporate Social Responsibility in 2009. All India Division COBOs are now ISO 14001 certified. (T)ECHNICAL ANALYSIS- The CCI uses the more advanced technology in its production process. Computers have become the basic needs these days and it is giving the way of other industries to come to new technologies and into a new world of business. Computers can increase the efficiency of its business and the latest coke vending machine will now employ the use of (user friendly) touch screen technology. SWOT ANALYSIS OF COCA COLA (S)TRENGTHS Brand Ambassadors-focused target marketing by launching appropriate brand ambassador for the target market. Diverse Product Portfolio. Extremely Recognizable Brand. Improved Quality Control. Heavy Investment. Bottling System. (W)EAKNESSESS Reduced Consumer Purchasing Power. Issues for Health Care. Environmental Destruction. (O)PPORTUNITIES To serve a large geographic diverse area Brand recognition Sponsorships (T)HREATS Substitutes Heath Consciousness Consumer preferences Stiff Competition 3.2-The Micro Environment The micro environment represents those elements over which the marketing firm has full control in order to reach its target market i.e. the 4 Ps, which it can use in order to gain information that will better help it in its marketing operation. MAJOR COMPETITORS Coca cola major competitors is Pepsi as its portfolio includes- PEPSI 7UP NIMBOOZ MIRINDA SLICE MOUNTAIN DEW After CCI it covers the 2nd largest market share % of the soft drink industry in India (Pepsi Co India, 2010) Consumer Behavior- The two factors that dictate the Consumers decision-making process are involvement and perceived risk. The consumer will follow the habitual decision making steps while purchasing coca cola. Habitual Decision Making Product Coca Cola Level of Involvement Low ( unimportant decision ) Perceived Risk Low ( simple , low-cost product ) Information Processing Respond to environmental cues ( shop signage or displays ) Learning Model Behavioral learning ( ad shows product in beautiful setting , creating positive attitude ) Needed Marketing Action Provide environmental cues at point of purchase , such as product display Fig 4.2 extended problem solving versus habitual decision making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) In India the perception of the people regarding coca cola is that, they consider it as a drink which can quench their thirst as well as creates a sense of belongingness. Indias physical environment is suitable for the sale of soft drinks moreover during festive time sales are doubled. Thus the need of buying a soft drink falls in the first and third level of Maslows Hierarchy of Needs (Exhibit 1.) Situational Influences Physical environment Time Internal Influences Perception Motivation Learning Attitudes Personality Age groups Decision ProcessLifestyle PURCHASE Social Influences Culture Subculture Social class Group memberships Fig 4.4 Influences on Consumer Decision Making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) SOCIAL MEDIA NETWORKS- Different aspects of social media, which CCI uses in order to communicate with its consumers. This in turn will increase Brand awareness Positive image for the brand 4 THE ORGANISATION MARKETING MIX- 4.1-PRODUCT- http://www.coca-colaindia.com/media/images/brand_logos_all.gif Major Brands of Coca Cola- Coca Cola Diet coke Thumbs Up Sprite Fanta Limca Minute Maid Pulpi Orange Maaza Kinley Minute Maid Nimbu Fresh Georgia Burn http://cdn.i.haymarket.net.au/Utils/ImageResizer.ashx?n=http%3A%2F%2Fi.haymarket.net.au%2FNews%2FCoca-Cola+India.jpegw=460 The product strategy includes decisions such as product design, packaging, branding, etc. Coca Cola brand consists of different packs and flavor. They promote all brands available in brand pack under their product strategy. 4.1.1-Packing Strategy Coca Cola products are available in different packing, in order to capture each and every segment. GLASS PET CAN FOUNTAIN 200ml, 300ml, 500ml,1000ml 500 ml, 1.5 L, 2 L ,2.25 L, 300 ml + 100 ml 330 ml Various Sizes 4.1.2 -THE STRATEGY PLANNING PRODUCT EMPHASIS EXISTING PRODUCTS NEW PRODUCT Existing MarketMarket penetration strategy (Coca Cola) Market EmphasisSeek to increase sales of existing products to existing markets Product development strategy (New Launches e.g. Burn) Create growth by selling new products in existing markets NEW MARKETS Market development strategy Introduce existing products to new markets Diversification strategy Emphasize both new products and new markets to achieve growth Fig 2.4The Growth Strategies (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg 70) New Launch- CCI launches Burn, Minute Maid Nimbu Fresh and Maaza Milky Delite http://popsop.com/wp-content/uploads/maaza_milky_delite_01.jpg https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPVA5p1fIaI8myEW1MZPlU8UswkWMvZsWanqROyenV6mrYuoJWr4XPRi1XIz6UQ8p-HL3TZr3DC8UjZEBTLKZY_57r68fgvZjTnfflmv4u8hL57a39fMK9X6DxU_x0_UpMeOk9jeCom2NQ/s1600/burn.jpg http://www.tribuneindia.com/2010/20100409/ls15.jpg 4.2- PRICE- Firms Pricing Strategies should be based on costs, demand or the prices of competing products. CCI, some time back, had initiated the first cola price war by launching small 200ml packs priced at Rs 5. On the other hand its competitor Pepsi India also reduced its prices of 300ml pack from Rs.8 to Rs. 6. CCI was able to reduce its price from Rs 7 to Rs 5 because it acquired a big glass bottle manufacturing facility which enabled it to offer small bottles at reduced process. PRICE STRATEGY- DIFFERENT PRICE IN DIFFERENT SEASON India is a country with diverse season, summer season is supposed to be a good season for beverage industry. During winters they reduce their prices to maintain their sales and profit. They usually reduce the prices of their pet bottles or 1 litter glass bottle. Even during festivals they offer different price schemes. 4.3-PLACE- 4.3.1DISTRIBUTION STRATEGY- Events- Cricket Matches, FIFA World Cup, World Cup Hockey, Common Wealth Youth Games, Cultural Festivals, Concerts etc. Urban Distribution Network Consumer Retailer Spoke Hubs Bottling Plant Rural Distribution Network 4.3.3-CCI KEY LOCATIONS (Coca Cola India, 2010) 4.4:- PROMOTION CCI follows the Pull Promotion strategy Coca Cola is the official beverage partner of the Common Wealth Games 2010 (CWG), because of which it enjoys exclusive marketing and supply rights for the beverage across its portfolio. CCI has undertaken the largest ever free product sampling program called Delhi celebrates a cultural fiesta where 5000 artists will perform. The companies association with the commonwealth games will provide the opportunity to enhance its brand value. These games will help consumers in connecting with the brand. When product is seen more in the market, they have good sales too because according to the experts the product which is seen more in the market sell more too. Types of Media which CCI uses Print Media Posters and Stickers Material TV Commercials (TVCs) Billboards Holdings Banners Celebrities Getting shelves Sales promotion Placing the product at an eye catching position in the shops UTC scheme (Under the crown scheme) To keep the products in nice condition, company provides-Freezers, display racks, etc Facebook, Twitter, MySpace, YouTube, etc- CCI have their own and separate brands account on these social networking sites, where they directly gets the opinion of todays generation about the existing and new products. http://htmlimg2.scribdassets.com/7lva67i2vf9rsu8/images/19-f744e60085/000.jpg (Google, 2010) 5. THE SEGMENTATION, TARGETTING AND POSITIONING STRATEGY- 5.1-SEGMENTING STRATEGY CCI focuses on Demographic segmentation 1. Generational marketing CCI targets the youth of the country. Coca Cola started using Indian themes in order to appeal the Indian customers. They wanted to communicate with the youth. Considering that the Indian youth respected traditional Indian values coca cola created advertisements showing college students valuing their culture. This connection helped coca cola in creating its own personality with which Indian youth could relate itself and it resulted in the suitable positioning of the brand. 2.Gender- CCI have different product range for different genders like for males there is Coca Cola, Thumps up, for females they have Fanta, for kids they have Maaza. 3. Rural Market- The majority of Indian population i.e. (74%) lives in numerous villages scattered throughout the country. Estimates show that rural India accounts for 58% of Indian rural disposable income and 41% of middle class. 5.2-TARGETING STRATEGY Coca Cola commercials basically target on young generations, because they want to represent Coca Cola with the youth and energy. Rural Market is also a very attractive target- In order to reach to the rural India, CCI had also launched television commercials targeting at rural population. This market covers 80% of Indias new coke drinkers. 5.3 -POSITIONING STRATEGY CCIs Initiative in Indian Market- 5.3.1- Urban India- In order to target the metropolitan areas and large town audience, CCI captured the theme of Celebration and Joy of peoples, they showcases increasing social and economic status of the people in their television commercial (TVCs). This theme they applied for positioning their brand in urban market. Life ho toh aise (life as it should be) was very popular and successful tagline. 5.3.2.-Rural India- Under it they have tapped the local entertainment like fairs and local festivals They increased their TVCs on Doordarshan (the local channel), designed to target rural customers. Its all rural marketing initiatives were well supported by TVCs. In 2002 CCI launched Chota Coke (Mini Coke) at Rs 5considering the pocket size of rural consumers. CCI communicated this price cut message with the help of TVC featuring leading Hindi movies star Amir Khan in rural settings to enable proper brand association because large number of people inspire to emulate these celebrities. It will help in creating the right identity for the brand. Its tagline gained a lot of popularity Thanda Matlab Coca Cola (Cold Means Coca Cola) (You Tube, 2010) http://www.thaindian.com/images/stories/aamircoke.jpg Exhibit: Thanda Matlab Coca-Cola Advertising Campaign 6.-RECOMMENDATIONS- New Strategy- Rural market (MARKET IS CREATED AND NOT BORN) Rural consumers are inclined more towards the home made drinks like Lassi, lemonade etc. So, we need to target them when they are out of their home and will need something to quench their thirst. Rural India with the average income of Rs 100/day, consider coca cola whose average price comes around Rs 10, as a luxury product .Moreover soft drinks categories are undifferentiated in the minds of rural consumers. The good news is that the rural consumer market which grew 25% in 2008 is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers. 1. As this market is not fully utilized, there lays a huge scope to reposition the brand in a more effective way to prove that CCI is the suitable brand meant for rural customers and there is a need to shift it from luxury item category to every day product category. 2. An appropriate marketing strategy is required, which is only possible by listening to consumers needs and requirements. Advertising Strategy- Looking at the tough competitors there is a need for aggressive marketing campaign. Announce a new campaign for CCI. In order to connect with the rural population, CCI should increase social welfare activities. Prior creating the ad ,following points should be kept in mind- Selecting an appropriate brand ambassador with which the rural population could relate itself with. Brand promotion by targeting folk and traditional culture. To think local we have to act local. Distribution Strategy- There is a need to extend CCIs distribution channel especially in rural sector. Creating an Extended Distribution channel available all over India, it will provide support to TV commercials. Branding Strategy- There is a need to restructure the communication channel, which will bring open and honest views of the people (public, media, employees, suppliers, state and national government, channels). It is the only solution to resolve the issues in a way that it benefits the Indian consumers as well as CCI.

Strategies To Improve Parental Involvement Education Essay

Strategies To Improve Parental Involvement Education Essay Introduction Parental involvement in students education has become a greater challenge in recent years and has posed a problem for educators in Jamaica. Parents have competing priorities which oftentimes reduce the quantity and quality of time available for their involvement with childrens education. Now more than ever, mothers constitute a large part of the workforce which does not allow for quality time to be spent with children. Many children are living in low-income single female headed households without the basic necessities such as proper food, clothing and shelter. In spite of the Ministry of Education implementations of parenting seminars and workshops to help parents with the job of parenting, not much has change. This paper seeks to discuss and find strategies to improve parental involvement. In an article published in the Daily Gleaner dated May 26, 2008, Sylvester Anderson the president of the National Parents Teachers Association of Jamaica stressed that there is a great need for better parental involvement in students educational development. He stated that things had been improving but, there was still a long way to go as attendance at PTA meetings was pretty low with attendance rate of about 20 to 30 per cent, which is not good enough for a partnership. In addition, most parents show up for the first meeting of the school year, but the rate dwindled to a severe low for the remainder of the school term, while others do not even bother to visit the schools or collect their childrens academic report. Consequently, parents are reminded that their job does not end with just sending their children to school, but they need to be involved in every part of the childs growth. However, as childrens first educator, parents have the responsibility to ensure that they participate in their childrens school life in order for children to reach according to Vygotsky, their zone of proximal development (cited in Berk, 2006, p. 260). In Jamaica, especially in the inner-city community, the high fertility rate resulting from teenage pregnancies has shown a marked difference between adolescent parenting versus adult parenting, as teenaged parents lack the resources and maturity to care for their children adequately. However the problem of poor parental involvement is not only seen in adolescent parents but adult parents too. This is oftentimes manifested in the interest shown in the activities at school. Many parents have lost interest or have little or no time to be involved in school activities which has affected their childrens performance. Some however, are illiterate, lack training or skill and have not completed secondary education hence their inability to secure jobs to care for their children or assist them in their school activities. Despite being unemployed, some parents still do not go to meetings unless refreshment is provided or they can gain tangible rewards. This shows that parents places very little value on their childrens educational experience. In addition, some mothers are oftentimes busy caring for younger children which resulted in their absence from all activities that takes place at their childrens school. In many of the homes fathers are absent leaving the responsibility of parenting on the mothers. Some are involved in gangs and show little inclination to participate in school activities although they are unemployed. Many parents do not seem to have their childrens education as priority but instead are more interested in partying, fun and fashion than in the education of their children. This is evident in the small number of children registered at birth or fully immunize in spite of the service for the latter being free (taken from the school admission record for 2008-2011). As a result, these children are at a risk of not developing to their fullest potential. For example, there are some children who can perform well academically but display disruptive behaviours, while there are others who are socially competent but are academically challenged. Through the many parenting seminars which are poorly attended, parents are informed that researchers of parental involvement in schools have stated definitively that parental involvement has direct and lasting impact on childrens learning and academic achievement (Wishon, Crabtree Jones, 1997). However this has not changed the action of many parents to become involved in school activities. From all appearances it seems that many parents of lower socio- economic status are unaware of the impact they have on their childrens performance when they are involved. Nevertheless, parents are their childrens first and most important teachers. As they guide their childrens behaviour, they teach and prepare them for school. Parents must realize that they need to have a connection with the school environment in order for their children to succeed and for the school to be a success. The school must also realize that this is a two way process and they need to work with parents and parents with the school in order for children to succeed. Lyons, Robbins, Smith (cited in Wishon, Crabtree Jones, 1998) stated that when parents provide supervision and support for their children they are more likely to succeed as teachers have high expectations of their children. Parental involvement in school activities also guarantee that teachers treat parents with respect and show interest in their children. Parental Involvement In an article written by The National Centre for Parents, Parental involvement is defined as the participation of parents in every facet of childrens education and development from birth to adulthood, recognizing that parents are the primary influence in childrens lives (retrieved July 3, 2009, http:www.ctpta.org/parenting/parent involvement.htm). Parents in this context can be referred to as childrens closest caregivers or members of their extended families. In their definition of parental involvement Hoover-Dempsey Sandler (2005) refer to two types of parental involvement activities oftentimes used by parents. One type is home-based involvement which includes activities that takes place between the child and parent outside the school setting. This entails helping child with homework, revising for test, monitoring of childs progress, providing enrichment activities pertinent to school success and corresponding with childs teacher on a regular basis. The other type is school-base in volvement which includes activities wherein parents focus on their individual child in the school setting. These activities include parent-teacher conference, in-class observation of child, informal discussions with teacher, attending school events and volunteering to assist on class field trips. Barriers to parental involvement Although there are many benefits to parental involvement there are also some barriers. Some are attributed to parenting styles which have both positive and negative impact in the school and wider society. In assessing the different parenting styles and their impact on children Berk (2006) posits that authoritative parents are warm but firm, attentive and sensitive to their childrens needs, while the authoritarian parents appear cold and rejecting and frequently degrade their children by mocking and putting them down. On the other hand the permissive parents are overindulgent, inattentive and have little control over their childrens lives which is similar to the uninvolved parents who have little involvement in their childrens lives, are emotionally detached and oftentimes depress. As a result of the above parenting styles it is indicative that the permissive and uninvolved parent would not be involved in their childrens school activities. The former Minister of Education, Andrew Holness, in an article entitled Government to set up support group for parents, states that poor parenting is manifesting itself in children who are not socially well adjusted and who leave the private domain of the home and misbehave at school and in public. He further stated that the first strategy to solve this problem is education, so that parents can be introspective about their behaviour and reform achieved. Parents on the other hand have many problems that have prevented them from being involved in school. Some of the barriers to parental involvement are; parents being too busy, frustrated, too tired, having other siblings to care for, economically deprived, disinterested or too burdened by their own problems. Parents also fear being involved, not fully understanding what they can do and how valuable their contribution is to their childrens academic achievement. Parents also fear that they do not have the ability to help their children. Eldridge (2001) confirms this in a statement by parents that they believe that their assistance is not needed by the schools or teacher (p. 66). Some teachers do not help the situation either as they think parents have nothing to contribute. Becher (1984) opines that teachers fear that parents will take over their teaching responsibilities and be too critical of them. In addition, some teachers are also uncomfortable talking about issues in front of parents as they do not trust them. In order to alleviate parents fear, teachers must create an environment in which parents are perceived as partners in the educational process and not as adversaries. Epstein (1995) opines that single parents have been identified as another barrier to parental involvement. This is as a result of single parents being poorer, less educated, and younger than is the case of two parents in two-parent homes. Despite their status parents play an important role in the life of their children even if they are single, uneducated or economically deprived. Benefits of Parental Involvement ? need fi find out who seh dis Parental involvement benefits children, parents, teachers and the school. Research has shown the positive impact that even the smallest efforts on the part of parents can have on childrens learning. Education should be viewed as a shared responsibility and as a method of improving its outcome the school should reach out to the family. Furthermore, when children view their parents as a part of their educational journey, they feel motivated to achieve and feel justified in sharing achievement. As a result, when parents are closely involved with their childrens pre-school programme, there is no doubt that children tend to bloom. According to Pena (2000) increase communication, increase volunteerism, better school support and better attitudes are just a few ways that parental involvement benefit parents, children and school. Additionally, when parents take an active interest in their childrens education, cognitive and physical development is enhanced; the child develops greater problem-solving skills and a significant increase occurs in the childs receptive and expressive language skills (Wishon et al, 1998, p.124). Several studies ( Berk, 2006; Wishon et al, 1998) concur that parental involvement in school benefits children as they demonstrate greater responsiveness to both school and home environments and achieve academic success and wellbeing. Additionally, students benefit by getting higher grades, better attendance, and getting more homework done which builds their self-esteem. Parents also benefit when they participate in their childrens education in many ways. They learn a great deal about child care from their early child care and education programmes as they learn their homes benefit tremendously as they become more intellectually stimulating. This is as a result of parents adopting activities and ways of interacting that they encountered at the schools their children attends. Parents can also develop more positive attitudes towards themselves including greater feelings of self-confidence, self-worth and competence if the programme embraces and works with them. As parents become involved with schools in parents related activities they develop a better understanding of child development which expands their understanding of the home as a place for learning. As a result of this parents are better able and more willing to help their children at home. One of the most significant benefits to parents partnering with schools is that teachers develop a greater understanding of parents, their challenges and their cultural heritage. However, parents sometimes can be difficult to deal with and as a result they put a strain on the parent-teacher relationship. This often become a barrier and hinders the parent-teacher relationship. Evidence of this is seen when they ignore all attempts at communication by not reading letters sent home or answering calls from school. Despite this Pena (2000) recommends that teachers do not give up as it is the challenging parents who most need the teachers attention and resources. Therefore, with a better understanding of a familys situation, teachers are more likely to be more supportive of the parents and less likely to be judgmental of them. According to Epstein (1995) children whose parents are involved in their education are more motivated to learn. Motivated students tend to be more involved in class, more concerned about homework and more successful academically. In addition, childrens success in school will be dependent on the level of involvement of parents in the process. Schools need to keep parents involved so they will better understand the importance of their role in the educational process. For parents who are illiterate, invite them in and explain work child is presently doing, so they can ensure that child is assisted at home. She further asserts that parents are valuable resources in the classroom, if schools assist with the continuing education of parents, they will increase and enhance their resources. The school can also provide on the job training for parents who work as volunteers in the classroom. The school should established proper communication with parents frequently and not only when child is giving trouble. A high level of parent involvement is critical to a childs educational success so, schools must involve parents as early as possible. When schools facilitate better parenting, parents will develop better awareness as to the importance of school. This will help them to pass on and enhance positive values and attitudes in their children. Another beneficiary of parental involvement is the school, as there is improve morale among teachers, higher ratings of teachers by parents and more support from families. Wishon et al (1998) agreed that when parents become involved with the school they develop a better understanding of the goals set for both the school and students and the plans for achieving those goals. Strategies for improving parental involvement Epstein (1995) posits that schools should promote and support parenting skills and make communication more meaningful and regular between the home and school. Parents should be welcomed as volunteers, and their advice sought, since they know their children better than anyone else. The school can also help parents to understand the educational process and their role in supporting students achievement. Parents should help with decision making as they are full partners in their childrens education, and have many ideas that can be shared with the school. She further states that schools should provide grade level opportunities for parents to learn about parenting and child-rearing. This can be done through workshops, use of video tapes and phone voice messages. Parents can also be provided with suggestions on how to improve home conditions that support their childrens learning. The school can also help by; providing training or educational courses for parents that will help them to get jobs, direct parents to support programmes for health, nutrition and other services, assist parents in establishing home environments to support children as students, teach parents activities that build self-esteem and competence in their children, encourage parents to give children responsibility, so children can take responsibility for their learning, host grade-level parenting workshops to discuss childrens progress, conduct home visits as this is an effective strategy for involving parents especially in the inner-city where parents hide from the sch ool. In addition, the school can initiate community meetings to help families understand schools and to help schools understand families, teach parents about child development and what to expect from children at different ages, teach parents behavior modification strategies so they can discipline their children without force, help parents to develop ways they can stimulate their childrens intellectual and emotional growth, while parents are waiting to collect their children show videos about how children learn and how to work with children with special needs, help parents educate their children by ensuring that parents understand concepts being taught, offer parents opportunities to familiarize themselves with classroom materials and discuss grade-level curriculum. Parents can also be provided with upcoming topics to be taught, so they can prepare their children for that learning or activity. Conclusion In conclusion, it is evident that, parental involvement is important to the school, parents and the child. There can also be definite improvement in childrens academic performance if parents are involved in the process. Despite the obstacles, the parents and school should ensure that they each do their part in promoting parental involvement. It is also important that the school take the initiative in developing a positive relationship with parents. The key to removing the barriers to effective parent involvement is the teacher who can achieve this before school begins and foster it throughout the school year. Parental involvement can benefit the school to a great extent which will in effect benefit the students academic performance.

The Strengths and Limitations of Electrical Muscle Stimulation :: Exploratory Essays Research Papers

The Strengths and Limitations of Electrical Muscle Stimulation "Buy EMS, it'll burn calories and fat away." "One hour of EMS is equal to 300 to 400 sit-ups." "You can develop 19-22 inch arms!" They're new! They're hot! But do they work? You've seen them in the backs of magazines and on TV commercials- those advertisements form electronic fitness machines that tighten abdominals and give users huge biceps while watching TV or sleeping. These devices are based on electronic muscle stimulation. What exactly is EMS, what does it do, and, other than those muscle building, fat reducing claims, what are the current uses of electronic muscle stimulation. Electronic Muscle Stimulation (EMS) is a muscle exercise concept for use in one's own home. It is an established rehabilitative concept used for treating a variety of clinical problem involving the muscle skeletal, neuromuscular (relating to both nerve and muscle tissue) , genitourinary (relating to the genital and urinary organs) , and integumentary (administered by contact with the skin) systems(Leonard). The first recorded use of EMS for medical stimulation was recorded in 1783 (Creasey). This was used to restore respiration for people who had paralyzed/collapsed chest/lung muscles. After that, many Soviet and Eastern Olympic competitors used muscle stimulators to build and produce the same bulk in muscles that only steroids had promised. Now the system has finally reached the West. Once only available to doctors and therapists, EMS is now suggested for use by anyone participating in bodybuilding, power lifting, martial arts, boxing, or anyone simply wishing to achieve their optimal athletic ability. EMS is also recommended to athletes for warming up the muscles and increasing circulation prior to a workout routine (Schmidt). The Medical Advisory Committee has allowed the use of EMS systems by athletes since the 1972 Olympics (Muscle stimulators...). Many athletes use EMS to supplement their regular workout routines, while many doctors use it to aid in the rehabilitation of muscles f ollowing injury and to ease patients chronic muscle spasms and pain (Muscle stimulators...). The concept of electrical muscle stimulation is to use technologically advanced science that uses very mild electrical current to exercise your muscles. When one performs any exercise, their brain sends a message down the spinal cord through the nerves innervating all the muscles causing them to contract. An outside electrical source stimulates the nerves to send these signals to your muscle to contract. This is achieved by passing electrical currents through electrode pads placed over a muscle.

Comparison of Scales of Justice and Gattaca :: Contemporary Society Literature Essays

Comparison of Scales of Justice and Gattaca The texts â€Å"Scales Of Justice† and â€Å"Gattaca† are two texts which allow the reader to witness a variety of interpretations and explore the relevant issues that are visible within contemporary society. Such issues as corruption within the police force, racism, sexual harassment, discrimination and manipulation of power are shown to give different interpretations of issues which plague today’s society and potentially our future. â€Å"Scales Of Justice† shows the corruption in the police force. It is a fictitious portrayal of organised crime and human weaknesses in an unstated Australian location. It is about the possible abuses of power in the police force and is a study of power and its potential to corrupt. The drama is concerned with organised crime both petty and at a high level, involving those in senior positions of responsibility. Scales of Justice shows where corruption begins and allows us to see the many examples of the fine line our police must tread. The first act, â€Å"The Job† raises many issues. The issue of abuse of power and corruption is also shown with the politics of law enforcement. It shows the extent to which the Australian system of criminal justice conforms to our liberal democratic views of fairness, openness, accountability and efficiency. The discrepancy between the police image and police practice is shown by the act police put on in certain situations. Another issue is the paperwork load carried by the police officers and the effects that this has on their attitudes towards their work. The attitudes of male and female members of the police force towards alleged victims of rape is another issue which Scales OF justice rises in its portrayal of a corrupt police force. Act One of Scales Of Justice is a study of the limits of integrity. It shows the naivety of a policeman in which his ideas bring him into conflict with his colleagues. In Scales of Justice power and the abuse of it is shown mainly through corruption within the police force. It shows us that along with power there can be negative and positive effects on people lifestyles. In Scales of Justice it is shown that there is a certain hierarchy and those in higher positions often dominate and control those in positions that are below them. A classic example of this is Sergeant O’Rourke and Probationary Constable Webber. O’Rourke is basically a bully in his position.