A Literary Review of Everyday Use by Alice Walker

American writer and activist Alice Walker is best known for her novel The Color Purple, which won both the Pulitzer Prize and the National Book Award. But she has written numerous other novels, stories, poems, and essays. Her short story Everyday Use originally appeared in her 1973 collection, In Love Trouble: Stories of Black Women, and it has been widely anthologized since. The Plot of Everyday Use The story is narrated in the first-person point of view by a mother who lives with her shy and unattractive  daughter Maggie, who was scarred in a house fire as a child. They are nervously waiting for a visit from Maggies sister Dee, to whom life has always come easy. Dee and her companion  boyfriend arrive with bold, unfamiliar clothing and hairstyles, greeting Maggie and the narrator with Muslim and African phrases. Dee announces that she has changed her name to Wangero Leewanika Kemanjo, saying that she couldnt stand to use a name from oppressors. This decision hurts her mother, who named her after a lineage of family members. During the visit, Dee lays claim to certain family heirlooms, such as the top and dasher of a butter churn, whittled by relatives. But unlike Maggie, who uses the butter churn to make butter, Dee wants to treat them like antiques or artwork. Dee also tries to claim some handmade quilts, and she fully assumes shell be able to have them because shes the only one who can appreciate them. The mother informs Dee that she has already promised the quilts to Maggie, and also intends for the quilts to be used, not simply admired. Maggie says Dee can have them, but the mother takes the quilts out of Dees hands and gives them to Maggie. Dee then leaves, chiding the mother for not understanding her own heritage and encouraging Maggie to make something of yourself. After Dee is gone, Maggie and the narrator relax contentedly in the backyard. The Heritage of Lived Experience Dee insists that Maggie is incapable of appreciating the quilts. She exclaims, horrified, Shed probably be backward enough to put them to everyday use. For Dee, heritage is a curiosity to be looked at—something to put on display for others to observe, as well: She plans to use the churn top and dasher as decorative items in her home, and she intends to hang the quilts on the wall [a]s if that was the only thing you could do with quilts. She even treats her own family members as curiosities, taking numerous photos of them. The narrator also tells us, She never takes a shot without making sure the house is included. When a cow comes nibbling around the edge of the yard she snaps it and me and Maggie and the house. What Dee fails to understand is that the heritage of the items she covets comes precisely from their everyday use—their relation to the lived experience of the people whove used them. The narrator describes the dasher as follows: You didnt even have to look close to see where hands pushing the dasher up and down to make butter had left a kind of sink in the wood. In fact, there were a lot of small sinks; you could see where thumbs and fingers had sunk into the wood. Part of the beauty of the object is that it has been so frequently used, and by so many hands in the family, suggesting a communal family history that Dee seems unaware of. The quilts, made from scraps of clothing and sewn by multiple hands, epitomize this lived experience. They even include a small scrap from Great Grandpa Ezras uniform that he wore in the Civil War, which reveals that members of Dees family were working against the people who oppress[ed] them long before Dee decided to change her name. Unlike Dee, Maggie actually knows how to quilt. She was taught by Dees namesakes—Grandma Dee and Big Dee—so she is a living part of the heritage that is nothing more than decoration to Dee. For Maggie, the quilts are reminders of specific people, not of some abstract notion of heritage. I can member Grandma Dee without the quilts, Maggie says to her mother when she moves to give them up. It is this statement that prompts her mother to take the quilts away from Dee and hand them to Maggie because Maggie understands their history and value so much more deeply than Dee does. Lack of Reciprocity Dees real offense lies in her arrogance and condescension toward her family, not in her attempted embrace of African culture. Her mother is initially very open-minded about the changes Dee has made. For instance, though the narrator confesses that Dee has shown up in a dress so loud it hurts my eyes, she watches Dee walk toward her and concedes, The dress is loose and flows, and as she walks closer, I like it. The mother also shows a willingness to use the name Wangero, telling Dee, If thats what you want us to call you, well call you. But Dee doesnt really seem to want her mothers acceptance, and she definitely doesnt want to return the favor by accepting and respecting her mothers cultural traditions. She almost seems disappointed that her mother is willing to call her Wangero. Dee shows possessiveness and entitlement as her hand close[s] over Grandma Dees butter dish and she begins to think of objects shed like to take. Additionally, shes convinced of her superiority over her mother and sister. For example, the mother observes Dees companion and notices, Every once in a while he and Wangero sent eye signals over my head. When it turns out that Maggie knows much more about the history of the family heirlooms than Dee does, Dee belittles her by saying that her brain is like an elephants. The entire family considers Dee to be the educated, intelligent, quick-witted one, and so she equates Maggies intellect with the instincts of an animal, not giving her any real credit. Still, as the mother narrates the story, she does her best to appease Dee and refer to her as Wangero. Occasionally she calls her as Wangero (Dee), which emphasizes the confusion of having a new name and the effort it takes to use it (and also pokes a little fun at the grandness of Dees gesture). But as Dee becomes more and more selfish and difficult, the narrator starts to withdraw her generosity in accepting the new name. Instead of Wangero (Dee), she starts to refer to her as Dee (Wangero), privileging her original given name. When the mother describes snatching the quilts away from Dee, she refers to her as Miss Wangero, suggesting that shes run out of patience with Dees haughtiness. After that, she simply calls her Dee, fully withdrawing her gesture of support. Dee seems unable to separate her new-found cultural identity from her own long-standing need to feel superior to her mother and sister. Ironically,  Dees lack of respect for her living family members—as well as her lack of respect for the real human beings who constitute what Dee thinks of only as an abstract heritage—provides the clarity that allows Maggie and the mother to appreciate each other and their own shared heritage.

Essay on Ethical Dilemma - 928 Words

Ethical Dilemma If the accusations against Noca-Cola (N-C) were true and founded then the ethical dilemma of deception and contributing to an epidemic would exist. The information provided about the study doesnt clearly identify that N-C is not decreasing water available to people in need. Based on the results from the thorough investigation identifying that â€Å"Noca-Cola uses a very small supply of water in the formula for the soft drinks – and that it is a statistically insignificant amount relative to the water shortages in the country† the ethical dilemma can be possibly removed for me. However, I would need to gather more information on the details of the investigation to determine if there were a ethical challenge in taking this†¦show more content†¦Plan Initially, my focus would be on learning as much as possible about the Indian culture in which the N-C plant is located. I would spend at a minimum a week in the local community to observe and lear n as much as possible. A day or two would be spent at the plant observing and talking with various employees. An employee of the plant would be my guide to show me the community and assist with any communication barriers that may exist. I would ask the guide to assist in finding individuals that I could gather information from the provide insight from the members of the local community. My communication would be open and honest with the plant employees and community members. I would make it clear that it was my responsibly to work with all involved parties to find a resolution to the concerns regarding N-C exhausting needed resources. A meeting would be requested with the local government representatives, in which their concerns would be heard and learned. Views of plant workers, local community members and government representatives regarding the accusations and investigation results would be complied, compared and contrasted. This information would be taken this into consi deration when taking the next step of my plan. Results of the investigation would be shared with the representatives from the government, the plant workers, and community members. This would be doneShow MoreRelatedEthical Dilemmas Of The Workplace1538 Words   |  7 Pages1. Discuss an ethical dilemma that you have had to face in the workplace. Ethical dilemmas often occur when a manager or an employee is faced with two or more conflicting choices. Give as many facts and details as possible in describing your dilemma. The most difficult ethical dilemma I have dealt with was a summer job I had this past summer, while I was working for a bakery in my hometown. This past particular summer really tested what I believe is right and wrong and how to speak up. One of myRead MoreEthical Dilemmas Of The Workplace1291 Words   |  6 PagesEthical Dilemmas in the Workplace As a manager, you are the role model for staff. 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Sales and Distribution Management Free Essays

string(221) " of airtel is visually on harmed The Slogan – â€Å"Nigahhein nigahon ko milakar to dekho, Naye logo se rista bana kar to dekho†¦Ã¢â‚¬  With this the focus have shifted to vibrating the innermost core of a viewer’s heart\." BRAND BUILDING STRETEGY OF AIRTEL A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as â€Å"cultural accessories and personal philosophies†. Brand strategy is much more than visual identity. We will write a custom essay sample on Sales and Distribution Management or any similar topic only for you Order Now While a beautiful logo, catchy color scheme, and clever tagline are all elements of a brand strategy, they are merely supporting elements. Behind Nike’s â€Å"Swoosh† and AIRTEL’s â€Å"AIRTEL† are all the elements of a brand strategy, the activities the companies engaged in to give target buyers a reason to buy their product or service and not a competitor’s. While the visual identity may elicit a response, it does not cause the response—the elements of brand strategy do. Elements of Brand Strategy To build a powerful brand, companies need to have all the elements of brand strategy in place. There are many elements of brand strategy. †¢ Brand strategy includes targeting †¢ Positioning is an element of brand strategy Product or service configuration and pricing †¢ Marketing communications (e. g. , advertising and direct marketing) †¢ Media allocation, an important part of brand strategy †¢ Customer service is included in brand strategy What’s in a Brand? Sometimes it’s easier to understand what something is by first understanding what it is not. A brand is not a name. It’s not a logo. It’s not a product, service or business. Others have described it as a promise, an expectation and, ultimately, an experience that a person—a customer, patient, guest, visitor, physician, or employee—has with your product or service. Mission, vision, values, strategic plan, and brand strategy: Where do they connect? Most organizations’ brands are inspired by their mission, vision and values statements. The organization’s strategic plan will drive the long-term vision for what the organization will do, and the brand strategy should help the organization define why and how they will accomplish those goals. The real differentiator comes when you discover what makes your brand unique, giving it a market advantage. Consider Nike. The brand is not the â€Å"swoosh. † That’s a logo. The brand is not â€Å"Just do it. † That’s a slogan. Their brand strategy—what makes them number one in sports apparel—is an attitude: Give the consumer the freedom to just do the sport. So, when the Nike strategic (business) plan called for a diversification strategy into athletic equipment, such as golf balls, the brand strategy guided Nike to understand why that strategy was appropriate and how it had the potential to strengthen the brand AIRTEL: It’s All About the Brand |Bharti Airtel  [pic] | |Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group has a diverse business portfolio and has | |created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. | |under a MoU with Wal-Mart for the cash carry business. It has successfully launched an international venture with EL Rothschild | |Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd | |under a joint venture with AXA, world leader in financial protection and wealth management. |Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider with a | |footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered | |the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been| |structured into three individual strategic business units (SBU’s) – Mobile Services, Airtel Telemedia Services Enterprise Services. |The mobile business provides mobile fixed wireless services using GSM technology across 23 telecom circles while the Airtel | |Telemedia Services business offers broadband telephone services in 95 cities and has recently launched India’s best Direct-to-Home | |(DTH) service, Airtel digital TV. The Enterprise services provide end-to-end telecom solutions to corporate customers and national | |international long distance services to carriers. All these services are provided under the Airtel brand. | The Name – Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven â€Å"to seize the day† with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to achievement and continues to lead. As India’s leading telecommunications company Airtel brand has played the role as a major catalyst in India’s reforms, contributing to its economic resurgence. Today we touch peoples lives with our Mobile services, Telemedia services, to connecting India’s leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home service. | |Our Vision promise   | | | | | |By 2010 Airtel will be the most admired brand in India: | |Loved by more customers | |Targeted by top talent | |Benchmarked by more businesses | |â€Å"We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what | |we promise and go out of our way to delight the customer with a little bit more† | The Logo – The Airtel logo is a specially drawn woodmark. It incorporates two solid, red rectangular forms whose counter-form creates an open doorway. The title case lettering with its capital ‘A’ reinforces our leadership position. Thered dot cues in our focus on innovation. Our logo is a reflection of our identity – a confident symbol of a brandthat is always ahead of the rest , always ‘In-touch’ and on customer’s side. . The airtel logo is a strong, contemporary and confident symbol for a brand that is always ahed of the rest. The image style –it incorporates two solid ,red rectangular forms whose counter form creats an open doorway. Te airtel typo graphical style – the title case lettering with its capital â€Å"A† was deliberatiely choose to reinforce the brands leadership position. The red dot on the letter form â€Å"I† cues airtel’s focus on innovation. the words express yourself are very much part of the brand identity. The airtels color palette – the lettering is grey so that the pure black of airtel is visually on harmed The Slogan – â€Å"Nigahhein nigahon ko milakar to dekho, Naye logo se rista bana kar to dekho†¦Ã¢â‚¬  With this the focus have shifted to vibrating the innermost core of a viewer’s heart. You read "Sales and Distribution Management" in category "Management" The ad is made up of five snippets, each one displaying the importance of reaching out the others. In this Ad, there is the range of situations/relationships covered, from two little girls in the first one to an aged couple in the next one to the young lovers and then to student-teacher pair. Best part about the AD is that it never shows anyone using a cell phone!! This is definitely one of the best Ads of recent times. It certainly makes you believe in the line- â€Å"Aasman simat jaayega tumhara aaghosh mein, chahat ki baahen phalli kart ho dekho†. AIRTELS’s Branding Strategy Brand Architecture: Bharti is working on a complex three-layered branding architecture — to: †¢Create specific brands for each service, Build sub-brands within each of these services and †¢Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to become a national builder of telecoms infrastructure. †¢ This is also called umbre lla branding by Airtel Also the brand airyel follows co- branding in which it is being tied up with nokia, google and also i-phone 3g to cater the need of its increasing customer’s efficientely. †¢ nokia, ———[pic] †¢ google ——–[pic] †¢ i-phone——-[pic] †¢ Integrated Telecom Company 1. Wireless Services a. 2G/3G b. Rural Market 2. Telemedia Services a. Fixed Line b. Broadband c. DTH 3. Enterprise Services †¢ Carrier †¢ Corporate 4. Passive Infrastructure †¢ Bharti Infratel †¢ Indus Tower AIRTEL (Cellular Operations) BHARTI TOUCHTEL (Basic Service Operations) INDIA ONE (National Long Distance) AirTel – The flagship brand for cellular operations all across the country. Touchtel – The brand earmarked for basic service operations. India One – The brand for national long distance (NLD) telephony Though the costs of creating new brands are heavy but the group wants to create â€Å"distinct independent brands toAddress different customers and profiles†. SEGMENTATION- On the bais of gepography –divided Indian market in telecom circles –subdivided states into category –A,B and C TARGETING- †¢ Earlier elite class above age group of 25 years †¢ Corporate people ad bsiness man Again targeted youth by introducing â€Å"YOUTOPIA† plan †¢ Targeted women and senior citizens by introducing postpaid plans POSITIONING- â€Å"we position airtel as a aspirational and life style brand , in way that trivalised the price in the mind of the consumer . it was pitched not merely as a mobile service , but as something that gave him a badge value†. By Henmant sachdev. CMO â€Å"power to keep in touch ‘ year 1995-98 Significance-The tag line â€Å"power to keep in touch† used in the brand promise was designed to make the user feel â€Å"in control†¦ powerful† positioned premium category aimed at elite ckass of society perception of aspirational and ife style brand. REASON FOR CHANGE- now cellular service operators could drop their prces ad target new customer segments . as the category developed with pricess going down sharply , airtel bean talking to wider spectrum of potential users. this gives he birth to the new tag line Bharti is working on a complex three-layered branding architecture — to: †¢ Create specific brands for each service, †¢ Build sub-brands within each of these services and Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to become a national builder of telecoms infrastructure REPOSITIONING-(TOUCH TOMORROW) YEAR1999-2001 SIGNIFICANCE Airtel started talking to new segments by positively positioning and establishing itself as a brand that improved the quality of life. -New look and feel of the brand tagline indicated the core values of the brand i. e. leadership, performance and dynamism. REASON FOR CHANGE -Airtel started to look from a regional level to pla n India position -rediffusion DY, which is the ad agency that took charge of revamping Airtel’s brand image thought. To become an Indian leader, Airtel needs to change in it’s tagline. FURTHER REPOSITIONING-LIVE EVERY MOMENT YEAR2002-2003 SIGNIFICANCE -This was the first time A R Rehman had agreed to work for any brand, anywhere in the world. The music from the commercial became the most downloaded ringtone it the history of telecommunications. Tagline denots that each and every person in India live every moment(emotions, feelings etc. ) of the life with Airtel. REASONS FOR CHANGE -Rediffusion DY, which is the ad agency that took charge of revamping Airtel’s brand image again changed the tagline to give better tagline to Airtel which catches some emotional appeal. FURTHER REPOSITIONING-EXPRESS YOURSELF Year2003-2008 SIGNIFICANCE -‘Express yourself’ was successfully launched taking the ownership of the entire space of communication and strengthening the emotional bond Airtel enjoys with it’s customers. -The masterminds behind the ‘express yourself’ campaign are the joint vice-presidents:Mr. Prasant Godbole and Zarwan Patel. Airtel is a market leader in the cellular network and they wanted to very fresh and contemporary idea to build a brand image which their customers could identify. BRAND AMBASSADORS OF AIRTEL SHAHRUKH KHAN——–[pic] SACHIN TENDULKAR—–[pic] A R REHMAN—————[pic] SAIF AND KAREENA——-[pic] VIDYA BALAN AND MADHAVAN– [pic][pic] To understand the brand strategy, let’s first look at the brand building exercise associated with AirTel — a brand that had to be repositioned recently to address new needs in the market. When the brand was launched seven years ago, cellular telephony wasn’t a mass market by any means. For the average consumer, owning a cellular phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices were steep — sometimes as much as buying a second-hand car. Bharti could have addressed the customer by rationally explaining to him the economic advantage of using a mobile phone. But Sachdev says that such a strategy would not have worked for the simple reason that the value from using the phone at the time was not commensurate with the cost. â€Å"Instead of the value-proposition model, we decided to address the sensory benefit it gave to the customer as the main selling tack. The idea was to become a badge value brand,† he explains. So the AirTel â€Å"leadership series† campaign was launched showing successful men with their laptops and in their deluxe cars using the mobile phone. In simple terms, it meant Airtel was positione aspirational brand that was meant for leaders, for customers who stood out in a crowd. Did it work? Repeated surveys following the launch showed that there were three core benefits that were clearly associated with the brand — leadership, dynamism and performance. These were valuable qualities, but they only took AirTel far enough to establish its presence in the market. As tariffs started dropping, it became necessary for AirTel to appeal to a wider audience. And the various brand-tracking exercises showed that despite all these good things, there was no emotional dimension to the brand — it was perceived as cold, distant and efficient. Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. The reason? With tariffs identical to competitor Reliance Infocomm. and roughly the same level of service and schemes, it had now become important for Bharti to â€Å"humanize† AirTel and use that relationship as a major differentiation. The brand had become something like Lufthansa — cold and efficient. What they needed was to become Singapore Airlines, efficient but also human. A change in tack was important because this was a time when the cellular market was changing. The leadership series was okay when you were wooing the creme de la creme of society. Once you reached them you had to expand the market so there was need to address to new customers. By that time, Bharti was already the leading cellular subscriber in Delhi with a base of 3. 77 lakh (it now has 1. 2 million customers). And with tariffs becoming more affordable — as cell companies started cutting prices — it was time to expand the market. How could Bharti leverage this leadership position down the value chain? Surveys showed that the concept of leadership in the customer’s minds was also changing. Leadership did not mean directing subordinates to execute orders but to work along with a team to achieve common objectives — it was, again, a relationship game that needed to be reflected in the AirTel brand. Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly through word-of-mouth endorsements from friends, family or colleagues. Thus, existing customers were an important tool for market expansion and Bharti now focused on building closer relationships with them. That is precisely what the brand tried to achieve through its new positioning under the AirTel â€Å"Touch Tomorrow† brand campaign. This set of campaigns portrayed mobile users surrounded by caring family members. Says Sachdev: â€Å"The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive. † As it looks to expand its cellular services nationwide —to eight new circles apart from the seven in which it already operates — Bharti is now realizing that there are new compulsions to rework the AirTel brand, and a new exercise is being launched to this effect. Right now, the company is unwilling to discuss the new positioning in detail. But broadly, the focus is on positioning AirTel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country. If AirTel is becoming more humane and more sensitive as a brand, Bharti has also understood that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. To bring in new customers, the company decided that it needed to segment the market. One such experiment, launched last year, is Youtopia, a brand aimed at the youth in the 14 to 19 age bracket and for those who are â€Å"young at heart†. With its earlier positioning, AirTel was perceived as a brand for the well-heeled older customer; there was nothing for younger people. With Youtopia, AirTel hoped to reverse that. In order to deliver the concept, AirTel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customers — a time when they make the maximum number of calls. It also set up merchandising exercises around the scheme — like a special portal for young people to buy things or bid for goods. The company is now looking at offering other services at affordable prices to this segment which include music downloads on the mobile and bundling SMS rates with normal calls to make it cheaper for young people to use. The other experiment that Bharti has worked on is to go in for product segmentation through the Tango brand name. The brand was created to offer mobile users Internet-interface services or what is known as WAP (Wireless Application Protocol). The idea was to bring Internet and mobile in perfect harmony. The name was chosen from the popular movie title It Takes Two To Tango: basically, you need the two services to tango to offer customers a new choice†, says Sachdev. This, however, had less to do with the branding exercise as with inefficiency of service (accusingly slow download speeds) and the limited utility of WAP services. Subsequently, the ads were withdrawn, but the company re-iterated that the branding exercise could be revived because Tango will be the brand to offer GPRS services — or permanent Internet connectivity on the mobile phone — which AirTel is expected to launch soon. The Magic: Perhaps the more ambitious experiment has been with Magic — the pre-paid card. The idea was to make the brand affordable, accessible and, most importantly, feasible as a means of expanding the market even faster. PHASE I – Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him that he would have to pay only if he made a call. Such a customer used the phone sparingly — mostly for emergencies — and was not willing to pick up a normal mobile connection with its relatively high rentals (pre-paid cards do not include rental charges). To achieve its objectives Bharti did three things. .One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no strings attached and was simple to operate. Two, the product was made accessible and distributed through small stores, telephone booths and even kirana shops so that the offering was well within arms reach †¢Third, to make the product more â€Å"approachable† to the customer, the company came with vernacular ad campaigns like à ¢â‚¬Å"Magic Daalo Se Hello† which appealed to local sensibilities. This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign all across Delhi, a ruse that saw the number of subscribers go up from 5. 47 lakh to 12 lakh today, overtaking Essar’s branded pre-paid card Speed, which was launched much ahead of Magic. The company is now re-working its Magic strategy even further. Earlier, the branding strategy was aimed at roping in only interested customers — that is, customers who were already inclined to opt for mobile services. But now, with basic service providers having been allowed limited mobility at far cheaper rates, mobile service providers could find themselves under threat again. That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under wraps, insiders say the new branding strategy would be aimed at offering them value which they had not perceived would be available from using a pre-paid card. PHASE II – Bharti used AirTel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign ? First time ever in India – any pre-paid card brand goes on TV A combination of the film genre exposed through the TV medium designed to connect with the masses of India ? Youth based – romance driven strategy platform makes the value proposition of AirTel Magic – ‘Mumkin Hai’ come alive ? All elements – user imagery, context, tone language created to connect the category to the lives of the SEC B SEC C segment – the middle class non-mobile user. ? AirTel Magic positions itself on the platform of being excellent for emergency situations – increasing productivity as a part of everyday life. ? Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor with AirTel Magic, India’s leading pre-paid mobile card. AirTel today unveiled its strategy for market expansion with the launch of its new AirTel Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The strategy is targeted at the non-user segment defined as young adults, 15-30 years of age; in the Sec B C segment is aimed at accelerating market expansion. The value proposition is centered around a person’s desire to make all his / her dreams, ambitions aspirations instantly possible. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes desires come alive†¦ instantly. (At just Rs. 00/- per month AirTel Magic is so easy to buy. ) Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with AirTel Magic. The new brand slogan ‘Magic hai to Mumkin hai’ has been specially created to capture this effectively. This strategy is designed to help us talk to this segment directly in the tone, manner language of the masses. The â€Å"Mumkin hai value proposition will help us expand the market and gain a higher percentage of market shares in the process. The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this ‘can do’ or â€Å"Mumkin Hai† spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose from a TV actor to become India’s top film star and national heartthrob. Kareena’s success is due to her ‘attitude’, talent, hard work and the sheer ability to make a mark in such a short time. Both these stars have said ‘Mumkin hai’ and made it happen for themselves. The genre of this new strategy campaign is Hindi cinema led. This genre connects millions across India. The spirit of romance, dancing†¦ the Indian cinema, well known to most as Bollywood, holds millions of Indians together as one. The new TV campaign of AirTel Magic crafted in the Hindi film idiom, magnifies the empowering optimism of â€Å"Mumkin Hai†, in the endearing situation of a boy-girl romance. Where Sharukh Khan, sets his eyes on Kareena Kapoor and wins her love with the help of AirTel Magic. (Poignantly conveying that special feeling we all get when a dream is made possible and a victory of the heart is won). The strategy new brand campaign is targeted at the large untapped base of intending mobile customers from Sec A, B C. The estimated addressable market of such customers in the next two years is around 25 million in AirTel’s 16 states. The new strategy aims at correcting the perception that the mobile category is useful mainly for ‘business’ or ‘work’ related scenarios. The new strategy, brand positioning brand slogan is an outcome of an extensive nationwide research and is an integral part of AirTel Magic’s new multi-media campaign. The campaign has been created by Percept Advertising. PHASE-III – Bharti used AirTel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign †¢ First time ever in India – any pre-paid card brand gives such freedom to recharge any value †¢ A combination of the film genre exposed through the TV medium designed to connect with the masses of India †¢ Youth based – romance driven strategy platform makes the value proposition of AirTel Magic – ‘Aisi azaadi aur kahan? † come alive Sharukh Khan makes ‘everything in life possible’ AirTel today unveiled its strategy for market expansion with the launch of it’s new AirTel Magic pre-paid card brand campaign â€⠀œ ‘Magic hai to Mumkin hai’. . The value proposition is centered around a person’s desire to make all his / her dreams, ambitions aspirations instantly possible. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes desires come alive†¦ instantly . At a amount of your choice you can recharge your account with available validity time . Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with AirTel Magic. The new brand slogan ‘Aisi azadi aur kahanhas been specially created to capture this effectively. Other Brand Building Initiatives to create loyalty:- The main idea is to stay ahead of competition for at least six months. Working on the above game plan Bharti is constantly coming up with newer product offerings for the customers. The focus, of course, is to offer better quality of service. To make the service simpler for customers using roaming facilities, Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema amongst others. †¢ It will also launch a unified billing system across circles so, customers moving from one place to another do not have to close and then again open new accounts at another place. †¢ To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000 frequently asked questions and their answers have been stored on the computers. †¢ Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment. So, they must be given value-added products and services which competitors don’t provide. †¢ Bharti, for the first time for a cellular operator, has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card. To ensure that customers don’t migrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month), the company is also working on a loyalty program. This will offer subscribers tangible cash benefits depending upon their usage of the phone. The loyalty program will not be only for a ‘badge value’, it will provide real benefits to customers. The idea is to create an Airtel community. †¢ Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Delhi under which calls of a roaming subscriber who is visiting the city will be routed directly to his mobile inste ad of traveling via his home network. †¢ The company also offers multi-media messaging systems under which customers having a specialized phone with a in- built camera can take pictures and e-mail it to friends or store it in the phone. The cost per picture is between Rs 5 to Rs 7. Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. A key area is to increase the number of activation centers. Earlier Bharti had 250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops. Now activation can be done by all of them, and not only by Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four hours. †¢ Pre- paid cards are really catching up with the mobile phone users and it is actually helping the market to increase. First, they are easier to obtain and convenient to use. Unlike post- paid, one need not pay security deposits for picking up a pre- paid card. It is often available even with paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to expanding distribution reach and servicing a well-spread-out clientele with technology and strategic alliances. Bharti is focusing on two factors to make pre-paid cards more attractive. Keeping the entry cost low for consumers and making recharging more convenience. †¢ Bharti is in the process of launching a new system in alliance with Mumbai-based company Venture Infotech which will enable a pre-paid card user to renew his subscription by just swiping a card. The system will not only save users the hassle of going out and buying a card every time it expires but also enable mobile companies to reduce the cost of printing and distributing cards. †¢ Bharti Televentures has tied up with ‘Waiter on wheels,’ a company delivering food at home, to reach its Magic pre-paid cards to subscribers’ doorsteps. The company is also joining hands with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop. †¢ Apart from improving the convenience of recharging, mobile operators are beefing up their distribution channels. The company is constantly innovating to enhance the value proposition for its pre-paid service. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile On the Spot) subscribers. Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate customers, providing them with instant, single-point access for any assistance they require. Customers can dial 777 and enjoy a slew of services, which includes easier payment of bills, service on priority basis, and value-added services without any additional paper work. Bharti Cellular is offering a range of services without going through an interactive voice recorder ensuring that they save time. Dedicated ‘CareTouch’ executives are expected to assist customers with any service on priority basis. Besides the regular proactive reminder calls for bill payment, customers can also call CareTouch for bill payments at free of cost. †¢AirTel presented MTV Inbox; the first ‘on-air’ SMS based interactive music dedication show exclusively for AirTel and AirTel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment. BRAND RECALL- for brand recall airtel used so many promotional strategies as celebraty endorsement ? also goes for promotional activites like hoardings, billboards,sponser many events ? along with this amny corporate social activity being carried out by airtel ? signature tune as given by A. R Rehman being the most successf ul tool of Airtel in creating brand recall; Bharti’s View on its Branding strategy:- First, brand building efforts in today’s context have to be seen in a more holistic manner. Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts. Unflinching orientation to customer needs is the second key success factor. Customers (be it for industrial products or consumer goods and services) across the world are more informed and, at the same time, becoming more individualistic in their needs and far more demanding with the passage of time. Pro-active tracking of shifts in consumer behavior, anticipating redefined or emerging customer needs, and then reacting in â€Å"real- time† are essential to attract and retain customer loyalty — a key element of creating brand equity in the present situation. Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. As far as allocation of time and financial resources are concerned, too many companies mistakenly allocate a disproportionate amount on mere advertising and promotion. This is not to say that advertising and promotion are less relevant. On the contrary, with more choices and higher media clutter, businesses need to budget for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide â€Å"reengineering† of the business philosophy and core design, production, and delivery operations for the product itself. The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself becomes more competitive. This can be the beginning of a virtuous cycle wherein brand equity continues to increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value. It is, however, crucial to note that in the years to come, not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused efforts. Brand value:- â€Å"The brand Airtel is our most valuable asset after our people. We have built it with a lot of passion,† says Bharti Airtel CEO and Joint Managing Director Manoj Kohli. Airtel is all about trust, innovation and ownership bundled with an emotional connection. I can think of very few brands in the whole world which straddle so many categories and talk to so many different economic groups. † Tata, Reliance Anil Dhirubhai Ambani Group and Airtel have been identified as the top three most valuable brands in India by 4PsBusiness  and Marketing magazine in its annual ranking released here Friday. And according to icmr survey Airtel is regarded as the second trusted and valued service provided brand after LIC. Brand personality: AIRTEL- |Airtel: Leadership, power†¦ feelings? | |Airtel has a branding strategy that focuses on the emotions and lifestyle of consumers. The Airtel’s brand personality is about lifestyle; | |innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Airtel brand personality is it is also| |customer centric and a elite class product and most reliable on the basis of is good network service and customer centric approach and | |shows its leadership — be it in network, innovations, offerings or services | |   | |â€Å"In a service industry like telecom, people live a brand 24X7. It’s all about experience; and for Airtel ‘brand=customer experience’,† says| |Rajan Mittal, joint managing director, Bharti Tele-Ventures Ltd. |   | |That’s now, but when mobile telephony began in India a decade ago, the brand was all about aspiration. That’s understandable: a handset | |cost about Rs 45,000 — the price of a second-hand Fiat — and call charges hovered around Rs 16 a minute. | |   | |Naturally, the personality of the brand airtel is ike | |: elite class and innovative product/service provider | |Used by professionals | |successful entrepreneurs. |Leader | | | | | |â€Å"We positioned Airtel as an aspirational and lifestyle brand, in a way that trivialised the price in the mind of the consumer. It was | |pitched not merely as a mobile service, but as something that gave him a badge value,† recalls Hemant Sachdev, chief marketing officer | |(mobility) and director, Bharti Tele-Ventures. | |   | |   | |The way to the future, though, seems to be through product innovations such as easy charge (recharging prepaid connection through SMS), | |hello tunes, the Blackberry option, stock tickers and M-cheques (mobile credit cards). |   | | | BRAND ASSOSIATION- The Airtel brand positioned it as a customer centric and a elite class product and most reliable on the basis of is good network service and customer centric approach and shows its leadership — be it in network, innovati ons, offerings or services Airtel associates it self with the customers both on functional and emotional values.. these can be jotted down as follows †¢ elite class and innovative product/service provider †¢ it shows the personality of a leader †¢ reliable network and customized service †¢ innovative product †¢ leading the market †¢ trusted and beneficial BRAND loyalty- |Bharti airtel Offers so manY programs to create brand loyalty which is the basic success of airtel .. some schemes such as | |Bharati Airtel offers two points on every Rs 100 on the member’s monthly billing or recharge. | |   | |The company is also considering bringing credit cards, loans and liabilities services under this program. | |   | | | †¢ PRE-PAID users of Airtel can look forward to some free talk time each time they recharge their card. The company is going to launch a new customer loyalty programme across the country for the pre-paid customers called Recharge Reward. †¢ This loyalty programme, which is supposed to be the first of its kind for pre-paid users, would be based on the number as well as the value of recharges the customers opt for. †¢ Speaking to  Business Line, Mr Ramesh K. Narain, Chief Officer – Sales Marketing, Bharti Mobinet Ltd, said the company for the first time is specially focusing on the pre-paid segment. â€Å"We are looking at pre-paid as a recruitment category and through this loyalty programme we hope to not only increase our customer-base but also in the long run convert them into post-paid users. † Conclusion How to cite Sales and Distribution Management, Essays

Introduction to the film Essay Example For Students

Introduction to the film Essay Analyse the methods used to make the opening battle sequence of Saving Private Ryan both shocking and realistic, and say how effective you find it as an introduction to the film. The film Saving Private Ryan was released in September 11th 1998, a joint production from Paramount and DreamWorks pictures as it was directed by a popular director called Steven Spielberg. Steven Spielberg directed some great well-known films e. g E. T the Extra-Terrestrial (1982), Jurassic Park (1993), Jaws (1975) and Saving Private Ryan is a good example. Some of the leading actors in the film are Tom Hanks (Captain Miller), Tom Sizemore (Sergeant Horvath), Edward Burns (Private Reiben), Barry Pepper (Private Upham) and Matt Damon (Private Ryan). The Film is about a war between Germany and USA as private Millar carries out a mission. The film is about approximately two hours and 50 minutes long overall but the first sequence is only twenty-four minutes long. The film won five academy Awards (Oscars) including the best director award in 1999. Steven Spielberg wanted this film to be realistic as possible we know this because he said the last thing I wanted to do in this picture was use the war simply as a springboard for action-adventure. I was looking for realism all the time. Steven Spielberg also wanted the audience to fell as if they are the soldiers in the film, we know this because he said I wanted to put chaos up on the screen, I wanted the audience to feel the same as those green recruits that were just off those Higgins boats and had never seen combat before. Ninety-five percent of them hadnt. It was complete chaos. Steven Spielberg wanted the film to be so realistic that he wanted the cameras to look like as if there was a camera man following the solders in to the war and we know this because he says I wanted to hit the sets much like a newsreel cameraman following solders into war. The first scene starts as an elderly James Ryan visits the grave off all the U. S solders that died during the war at Colleville-Sur-Mer in Normandy, France. Then there is a flash back to June 6th 1994 as the U. S Army prepares to land at Omaha Beach. Steven Spielberg does a great job with the camerawork in the first scene the camera slowly zooms in on Ryans face to a big close up of his eyes as then the camera cuts and takes us back to the past in a flash back as the camera cuts to a deep focus shot of the beach with iron hedgehogs both in the foreground and also stretching into the background. A long shot of the boats was taken as the audience saw the soldiers scared and terrified. Their was also a long shot of the boats as they approached the shore cuts to close up of captain Millar hand shaking. Steven Spielberg made the sound quality very interesting in scene one as the sounds of the waves gradually increases as the scene develops. All the soldiers are silent in the boat as there is no dialogue at first and the audience can only hear the sounds of the boats engines. We all so hear clear sounds of some scared soldiers vomiting following the instruction been shouted out. This scene establishes a connection between the elderly man in the graveyard and the man in the flash back on D-Day and the audience know this because the camera zooms in to the elderly mans face to bring out his past experiences. .uec1962aca8660c379add50cba9d62914 , .uec1962aca8660c379add50cba9d62914 .postImageUrl , .uec1962aca8660c379add50cba9d62914 .centered-text-area { min-height: 80px; position: relative; } .uec1962aca8660c379add50cba9d62914 , .uec1962aca8660c379add50cba9d62914:hover , .uec1962aca8660c379add50cba9d62914:visited , .uec1962aca8660c379add50cba9d62914:active { border:0!important; } .uec1962aca8660c379add50cba9d62914 .clearfix:after { content: ""; display: table; clear: both; } .uec1962aca8660c379add50cba9d62914 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uec1962aca8660c379add50cba9d62914:active , .uec1962aca8660c379add50cba9d62914:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uec1962aca8660c379add50cba9d62914 .centered-text-area { width: 100%; position: relative ; } .uec1962aca8660c379add50cba9d62914 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uec1962aca8660c379add50cba9d62914 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uec1962aca8660c379add50cba9d62914 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uec1962aca8660c379add50cba9d62914:hover .ctaButton { background-color: #34495E!important; } .uec1962aca8660c379add50cba9d62914 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uec1962aca8660c379add50cba9d62914 .uec1962aca8660c379add50cba9d62914-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uec1962aca8660c379add50cba9d62914:after { content: ""; display: block; clear: both; } READ: Going to a Movie: Archetypes in the "Star Wars" Movie EssayThe mood of the fear and tension is created as the audience is given a cursory introduction to some of the main characters. The second scene starts as soon as the boats doors open as lots and lots of soldiers are shot and killed, this happens continuance as soldiers after soldiers are killed in all of a sudden with in seconds of leaving the boats. Steven Spielberg does a great job with the camera work in scene two as he takes medium and close up shots of the soldiers being killed. There are also shots over the Germans shoulders perspective as it gives them sense and advantage over the soldiers on the beach. As soldiers plunge into the sea the camera follows them, giving the audience their perspective as the soldiers struggle both below and above the sea. Steven Spielberg makes the sound effects really interesting as there are very loud gun fires which are the sound of bullets firing and spreading into their attended targets. Their also was instructions shouted out as there was muted sounds too when the bullets zipped through the water and killed many soldiers below the sea. The sound mutes every time the camera sinks below the water giving the soldiers perspective. Various perspectives give overviews of the carnage as the camerawork brings the audience closer to the action most of the time. From the Germans perspective this scene suggests the Americans are fighting a lost cause which indicates the immense difficulty of the mission. Their was sense of confusion and hopelessness as the audience thick no one could ever survive in this madness of chaos. The third scene is when captain miller came out of the red blood filled sea which was made red from all the dead soldiers blood. Captain Miller stumbles and fails as he witnesses and experiences a shock and confusion at the carnage all around him as the audience see events from Captain Millers perspective. Steven Spielberg does a great job with the camera work in this scene as he closes up on Captain Miller as he emerges from the red blood filled sea. Their was a jerky slow-motion with shots of Captain Millers shocked expressions editing alternately with horror and chaos taking place around him. Over the shoulder of Captain Miller gives the audience Captain Millers perspective as the audience can see the hell that he is going through as that moment. Steven Spielberg makes the sound affects really interesting as he mutes the sounds that accompanies the slow-motions as the explosions can still be heard in the background on the sound track even when its muted. A young soldier shouts silently asking Captain Miller for instructions and orders but the sound returns nosily as the audience hears the soldiers words above the loudness if the audience in plunged into the horror of D-day alongside Captain Miller and the audience experience the senseless carnage through his eyes. Finally to wards the end of the scene Captain Miller comes to his senses and resumes his responsibilities as the audience are given an insight into the true horrors in a war from this scene. In scene four Captain Miller stays forced as Sergeant Horvath comments and the audience is shown a vast number of dead soldiers as the red blood filled sea washes over them. In the fourth scene Steven Spielberg does an excellent job with the camera work as he shows a close up of Captain Millers hand shaking. The camera then suddenly zooms in to a big close up of his eyes and then cuts to show the audience his point of view. Steven Spielberg also does a great job with the music and sounds as the music is very gentle as it quietly fades in and the wave sounds are peaceful as there is prolonged noise, chaos and destruction. The melancholy music adds to the solemnity of the image. The peace in this scene is a relief for the audience after the exhausting tension, chaos and horror of the battle. The final shot shows the name Ryan on the backpack of one of the fallen soldiers as it establishes a link between the sequence we have just seen as well as both the title and the plot of the film. .ucc9d7360e8593a3042551f82c3ca7140 , .ucc9d7360e8593a3042551f82c3ca7140 .postImageUrl , .ucc9d7360e8593a3042551f82c3ca7140 .centered-text-area { min-height: 80px; position: relative; } .ucc9d7360e8593a3042551f82c3ca7140 , .ucc9d7360e8593a3042551f82c3ca7140:hover , .ucc9d7360e8593a3042551f82c3ca7140:visited , .ucc9d7360e8593a3042551f82c3ca7140:active { border:0!important; } .ucc9d7360e8593a3042551f82c3ca7140 .clearfix:after { content: ""; display: table; clear: both; } .ucc9d7360e8593a3042551f82c3ca7140 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ucc9d7360e8593a3042551f82c3ca7140:active , .ucc9d7360e8593a3042551f82c3ca7140:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ucc9d7360e8593a3042551f82c3ca7140 .centered-text-area { width: 100%; position: relative ; } .ucc9d7360e8593a3042551f82c3ca7140 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ucc9d7360e8593a3042551f82c3ca7140 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ucc9d7360e8593a3042551f82c3ca7140 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ucc9d7360e8593a3042551f82c3ca7140:hover .ctaButton { background-color: #34495E!important; } .ucc9d7360e8593a3042551f82c3ca7140 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ucc9d7360e8593a3042551f82c3ca7140 .ucc9d7360e8593a3042551f82c3ca7140-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ucc9d7360e8593a3042551f82c3ca7140:after { content: ""; display: block; clear: both; } READ: Why Marvel is Better than DC EssayI found this film really shocking as it was scary and horrifying to see all the soldiers getting killed in such horrific ways. I thick that Steven Spielberg certainly succeeded in making this film because this film is the most realistic film I ever seen and Steven Spielberg wanted it to be the most realistic film ever. I think overall I would give this film a 10/10 as this is one of the best films because this film is as realistic as it gets in reality as I found this film a superb and magnificent film to watch.

Beowulf Christian or Peagan Influences Essays

Beowulf Christian or Peagan Influences Essays Beowulf Christian or Peagan Influences Paper Beowulf Christian or Peagan Influences Paper Essay Topic: Beowulf The epic poem Beowulf is a tale of a warrior, named Beowulf, and the events that lead to his death. One of the main concerns of the epic poem was whether or not it is of pagan or Christian origin, or whether it has pagan or Christian influences. Even though the poem appeared to be originally a pagan story, there are many clues in the text that point to Christian influence and tradition. Beowulf is essentially a Christian story with Christian customs: that mans survival depends on the protection of God, that earthly gifts come from God, and also that Beowulf is a Christ-figure. Throughout the poem, there are numerous references to Christianity, mostly referring to God, or the Almighty. These references begin right from the beginning of the poem. The story starts with Grendel hearing the bard telling the story of creation. The reader hears how the Almighty has made the earth and all that is beautiful, lovely, and full of life. The Almighty making the earth, shaping these beautiful plains marked off by oceans made quick with life(7-12). This shows how God has given his people great gifts like the earth they live on, and the most precious gift, life. There are also other instances where the notion of God giving his people gifts is made obvious. This is when Beowulf is dying and Wiglaf finds the dragons treasure. Beowulf clearly thanks God for his grace in giving him the treasure. This once again shows the Christian influence in the poem because Beowulf recognizes the importance of God in his life. Another display of Christian influence in the poem is how the people believe in the protection of God. This is first seen when Grendel dares not to touch Hrothgars throne because of its protection by God. This is also seen when Beowulf is speaking about fighting Grendel. He is not afraid of the beast because he says that God must decide who will die in this fight. This shows how Beowulf has faith in God because he knows God will protect him, or if he dies it will be with honor. This is also seen when Hrothgar is speaking about what Grendel has done to his people. Surely, the Lord Almighty could stop his madness, smother his lust! (212-213). This portrays how Hrothgar has faith in Gods protection because if nobody can defeat Grendel, God will protect Hrothgar. This undoubtedly shows the Christian influence in this poem. Drawing parallels between Grendel and Satan also displays Christianity. Grendel is referred to as a demon and a fiend throughout the poem. He is the epitome of evil and is associated with the family of Cain. Conceived by a pair of those monsters born of Cain, murderous creatures banished by God, punished forever for the crime of Abels death(20-23). This is a clear Christian reference straight out of the Bible. Grendels lair is also similar to hell. The water at his lair burns like a torch at night symbolizing the fires of hell. Grendels lair is where evil lives and thus is like hell. The ultimate portrayal of Christian influence in Beowulf is that Beowulf himself can be seen as being a Christ figure. There are some significant similarities between Jesus Christ and Beowulf. Jesus is called upon by the Almighty King (God) to give his life for the purpose of defeating evil. Only Jesus could get rid of sin and evil, and nobody else. Like Jesus, Beowulf is called upon by the King of the Danes, Hrothgar, to defeat evil (Grendel). Only Beowulf could defeat Grendel. Jesus was prepared and willing to die for the sake of good and righteousness. The same can be said about Beowulf. He realized that he could die but was willing to give his life in the quest for righteousness. Also, both men were ethical. My hands alone shall fight for me(172-173). Beowulf wanted the battle between good and evil to be fair and equal, so he wanted to fight with only his hands. Jesus was also an ethical man. He is the model of ethics for Christians of all time. Both men met their death in the defense of goodness and in the battle against evil. Finally, for both men, after their deeds to defeat evil were finished, they had their stories retold. For Jesus, the apostles spread the news of Jesus victory over evil. For Beowulf, the people were so joyful from his victory over Grendel, that they retold his bravery all over the land. In conclusion, although showing signs of being a pagan story, Beowulf is primarily a Christian story. There are many Christian elements in the poem such as: earthly gifts come from God, Grendel being connected to the family of Cain, God offering protection to his people, and Beowulf being seen as Christ-like. Beowulf is a poem filled with Christian customs that show man believes in God and there is good in the world, and Beowulf is a man who is willing to die to defend the world against evil.

voltaire essays

voltaire essays Francois Marie Arouet was born on November 21, 1694 in Paris. Voltaire was a nickname given to him and he became one of the greatest writers and philosophers b/c of his style, intelligence, and keen sense of justice. At the age of 16 he left school and made new friends. The Paris society enjoyed his company b/c of his cleverness, humor, and his ability to write verses. In 1717, Voltaire was arrested for writing a series of satirical verses ridiculing the French government, and was sent to the Bastille. He spent 11 months in prison and while he was there he wrote his first major play. Then Voltaire made the mistake of making fun of a powerful nobleman and he was given the choice of exile or imprisonment for a punishment. Voltaire chose exile and he moved to England. After his return to Paris he wrote a book about English customs and institution. The book was said to criticize the French government and he was forced to leave Paris again. He then moved to French-Swiss border where hr l ived until he died at he age of 83 in 1778. ...

Habituation in sow bugs Essay Example | Topics and Well Written Essays - 500 words

Habituation in sow bugs - Essay Example Because they are generally harmless to humans, sow bugs could be kept in plastic containers that are sealed with a ventilated lid. Use damp soil and decaying organic materials like wood, leaves, compost, etc. Put in an adequate amount of water to keep the habitat humid. Place paper towel in the container to aid in maintaining the humidity. If molds should appear, increase the ventilation or reduce the quantity of water use to make the habitat humid and cool. Keep the container in a dimly lit area of a room which has a temperature of 68 to 77 degrees Fahrenheit. If a large number of sow bugs are to be kept in a single container it is best to change the soil from time to time to keep them in a healthy condition (Carolina Teamed with Teachers, 1-2). Caring includes feeding these terrestrials with fish food flakes, leaf litter, pieces of potatoes, apples or carrots. Aside from these foods, they also feed on their feces in order to extract extra nutrients and to regain precious copper, si nce copper based pigments are needed to carry oxygen in their blood (Gadsby, 4), while the bacteria present in their intestine helps in the digestion of any ingested cellulose (Woodland Dunes Nature Center, 1-2). In order to protect their environment while encased in ventilated containers, immediately remove food that becomes moldy. Sow bugs are preyed on by bigger and many insects such as spiders, centipedes, and ground beetles . These bugs could emit a foul tasting or foul smelling substance to ward off would be predators (Kentucky Critter Files, 2). Although when in danger, sow bugs either run or remain perfectly motionless pretending to be dead (armadillo style) (Carolina Teamed with Teachers, 1-2). In the Spring time and summer time, sow bugs sometimes migrate from their current habitat in large numbers, and would often settle into homes. The migration could be attributed to a combination of

NHS Computer Scheme Coursework Example | Topics and Well Written Essays - 2500 words

NHS Computer Scheme - Coursework Example The ?12 billion NHS computer scheme project was an initiative of the UK department of health that was aimed at achieving a single, centrally-mandated electronic care record for patients and to provide a connection of more than 30,000 general practitioners to over 300 hospitals (Deloitte, 2009). The system was also aimed at providing a secure platform where authorized health practitioners could access medical records in the process of providing care to patients. The project had other aims as well including the ability to provide a platform where any patient could be able to access their medical records online at any time with the appropriate authorization. If the project was to succeed patients would have been able to access their medical records online through a service dubbed Healthspace. The project was going to be a leap forward in the healthcare industry and was said to be a world’s first most comprehensive civil information technology program of the century (PAC, 2010). T he program began in October 2002 and since then its management has continued to spur debate and discussion among the public and other stakeholders as well. The first bone of contention is the cost of the program that was estimated to cost ?12 billion (Campbell, 2011). The second problem came up as a result of poor management and or the subsequent sacking of four of the proposed IT provides (PAC, 2010). Third, the public accounts committee on the other hand has continued to criticize the project terming it to have flaws from the point of initialization, budgeting, scope, planning and also noted that the project had little practical value to the patients if any in order to warrant implementation (PAC, 2010). A review by the Cabinet Office’s Major Projects Authority (MPA) established a number... This paper is going to provide a critical analysis of an ambitious IT project began by the UK department of health dubbed NHS National Program for IT. The  £12 billion NHS computer scheme project was an initiative of the UK department of health that was aimed at achieving a single, centrally-mandated electronic care record for patients and to provide a connection of more than 30,000 general practitioners to over 300 hospitals. The system was also aimed at providing a secure platform where authorized health practitioners could access medical records in the process of providing care to patients. The project had other aims as well including the ability to provide a platform where any patient could be able to access their medical records online at any time with the appropriate authorization. If the project was to succeed patients would have been able to access their medical records online through a service dubbed Healthspace. The project was going to be a leap forward in the healthcare industry and was said to be a world’s first most comprehensive civil information technology program of the century This report makes a conclusion that through the events and the issues that marked UK’s first major IT project, there are a number of things that needed to be changed to boost the chances of the success of the project. It is recommended that first; NHS would have established a project board together with the project manager and the project team to ensure effective management of the project. This would have helped in establishing responsibilities and authority so that the project manager is under a larger authority which would have put pressure on him to enable the effective accomplishment of his duties.

Micro credit Essay Example | Topics and Well Written Essays - 1750 words

Micro credit - Essay Example The success of Grameen Bank, which was started by Yunus Muhammad in Bangladesh has always been used as a demonstration of the creditworthiness of individuals that live in poverty and the possible positive socio-economic effect of microfinance. The Grameen Bank is popular for two practices of innovativeness; these are mainly serving female customers and giving loans to small groups or individuals that come together for common economical purposes, with shared liability that replaces monetary collateral. Being an approach that is market-based to fighting impoverishment, the focus of microfinance and microcredit is on the development of entrepreneurship and the expansion of self-employment (Abed, 2000). Presently, the institutions of microfinance serve about one hundred and fifteen million individuals. They have a close relationship with the customers, simplified processes and support extension to customers via group networks as well as some other resources, like a basic training on the repayment of loan. The industry has been highly diversified, reaching different sections of the society, though not usually reaching the poorest (Yunus and Weber, 2007). The providers also vary as they range from NGOs, cooperative unions, government and commercial banks, point-of-sale partners like post offices and shops, self-help groups and credit unions. Technology is increasingly assisting in the facilitation of access to the financial services and the reduction of costs of administration. The product portfolios are growing to encompass different kinds of insurance mechanisms and savings, remittance services and emergency loaning, demonstrating the rising recognition of the several financial empowerment’s dimensions. The battle against the availability of credit markets and hence against high rates of interests that the moneylenders demand is not new. They use the power of information concerning the potential borrowers and require different rates of interest

Healthcare Industry In Malaysia

Healthcare Industry In Malaysia Healthcare industry in Malaysia is divided into private and public sectors. Malaysian society places importance on the expansion and development of healthcare industry. With a rising and aging population in Malaysia, the Government wishes to improve many areas in healthcare industry including the refurbishment of existing hospitals, building and equipping new hospitals, expansion in polyclinics, and improvements in training and expansion of telehealth. Telehealth is the delivery and communicate of health-related services and information via telecommunications. It could be as simple as two healthcare professionals discussing patients condition over the telephone. It also may as sophisticated as doing robotic surgery between facilities at different country. Over last few years, we have increased our efforts to improve the telehealth systems. Besides that, telehealth also will help in access to specialty services for rural patients and allows the patient to stay in their own community rather than traveling. This is parallel with our mission and objective of deliver quality healthcare services to our customers efficiently. Political factors include government regulations and legal issues. It defines both formal and informal rules which a hospital must operate. Some examples of political issue are tax policy, employment laws and medical tourism. Medical tourism in Malaysia ranks among the best in the world and most private hospitals in the country have internationally recognized quality and standards in medical tourism. In our country, the growth rate of medical tourism is growing rapidly because of low-cost advantage and the improvement of new high-quality healthcare service providers compare to some foreign hospital. The healthcare sector in Malaysia is highly regulated by the Private Healthcare Facilities and Services Act and regulatory approval is required to set up a private hospital. It regulates all private healthcare facilities and services in our country. Under this act, we must get the approval before a new private healthcare facility can be established. Government set the strict rules on the quality of care and safety on patient to ensure that fairness and honesty in providing health care to patients. The objectives of the rules are same with our objective of to provide quality healthcare service with fairness, honesty and sincerity for patients. Political and government rules may affect any business either positively or negatively. So, the changing of government rule or regulation in healthcare industry may cause some threats on KPJ as we are part of it. Actually, it is considered as a threat for KPJ as it may require us to change our business strategy due to changing of regulations. It may affect negatively on the entire industry as well as KPJ healthcare. In budget 2012, government has assigned around RM15 billion for operating expenditure. Simultaneously, they allocated RM1.8 billion for development expenditure. With the allocation financial support by government, the health industry in our country will be enjoying the benefits. Therefore, our healthcare industry will become energetic by improving the facility or equipment within hospitals. Eventually it will increase the level of customer satisfaction as we can provide better quality healthcare services and our profitability will be improved. Economic Economic conditions for a country are mainly influenced by political and government policies. This mean that any decision made by government will indirectly affect the economic conditions of the whole country. The economic growth in Malaysia has dropped significantly and KPJ should be aware of this factor. This is because economic condition will affect KPJ in terms of operation and profitability. Customer disposable income and purchasing power will decrease as economic is not performing well. During economic crisis, inevitably most of the customer may try to cut down some expenses on healthcare such as medical checkup. Instead of choosing a best healthcare provider, customer now which is price sensitive will more prefer on public hospital that able to provide services to customer with lower price. Therefore, it is important for KPJ in setting an appropriate and lower price to gain market share. During the economy crisis, it is usual for the KPJs shareholder to divest their entire share because they may refuse to take any risk of losing their money. When there is having substantial shareholder divesting their share, KPJ may lack of capital available to expand the business and it will difficult for KPJ to invest in new technologies which can help to treat patients. Due to insufficient of capital, KPJ may losses competitive advantages compared to competitors. In order to gain a competitive advantage that could gain a confidence to all the investors, KPJ need to evaluate the cost and benefit for all the expenses and to cut down the unnecessary overhead and expenses such as personnel cost at the same time, which could result in layoffs. However, layoff employee will lead healthcare professionals who are already lack of time to do their work to be overworked since they will be expected to do more work compared to before. Therefore, healthcare professionals will spend less of time and care for more patients than ever. Due to this, healthcare professionals may become negligent in some important part and medical error, which can result in an increase in malpractice lawsuits. Inflation in Malaysia is affecting the overall cost for KPJ. This is because inflation will push up the material price and also price of buying the medical equipment. Other than that, employees for KPJ will try to negotiate for higher salary. All these factors will increase the cost of KPJ in running their business activities. Therefore, KPJ profit margin will be lower as KPJ needs to generate more income in paying additional expense. Competitive Rivalry Previously, private practice was just in general practice and there are only have limited number of specialists. But over the years, there have some changes in healthcare industry structure. Not like previously which hospitality business is mainly from governmental hospital. Today, there is increasingly growing of profit oriented private hospitals. There are a few private hospital which opens in major town and cities in our country. Growth in the industry and increasing number of competitors will inevitably increase the competition for KPJ. However, due to the limitation of 20km distance requirement between private hospitals recommended by Ministry of Health, direct competition among private healthcare groups is becoming not so significant. Thus, even though there are numbers of private healthcare groups competing each other in Malaysia, the rivalry among existing firms is considered medium. Although 20 km zoning is restricting the competition, rivalry is still remains important factors to be considered by KPJ. This is because aggressive expansion and competition from existing players such as Parkway and Columbia Asia may hurt KPJ by affecting profitability and also the market share for KPJ. Therefore, it is important for KPJ to develop a better strategy to gain more competitive advantages against rivals. It is lack of differentiation of KPJ because KPJ and others hospital is providing similar treatment or services to patient. This will be a threat for KPJ as low differentiation cause patient to have low switching cost. Patient may easily switch to others hospital which they want or they feel confidence with it. Nevertheless, low differentiation also means patient will be more priorities on the price of the treatment or services. There will be creating the price competition among existing rivals to attract customers. Therefore, setting lower price on the services provided might earn better competitive advantages against rivals. Moreover, customer service is also an important area which KPJ competing with rivals. Customers will be more prefer to a hospital which able to provide better quality and customer services. Hospital which able to provide speedy and innovative methods in fulfilling customer needs will be the sources of competitive advantages. Besides that, technology for healthcare industry is also the factor which KPJ need to consider. This is because of medical advances and specialty services have been driving a strong trend towards private hospitals specializations with more of the industry players are developing a significant competition for niche areas of expertise such as coronary care, eye surgery, mental health care and maternity admissions. It is will be good if KPJ developing a niche areas which distinguish itself with other existing competitors. As KPJ can build up a good reputation in particular area, customer loyalty can be retained and hence KPJ might not need to lower down the cost to attract customer. Last but not least, intensity of competition between KPJ and others hospital will affecting the profitability and market share of KPJ. Therefore, KPJ should develop and identify a good strategy in order to create sustainable competitive advantage in order to compete with existing rivals. Social Nowadays, awareness of social on healthcare is raised compared to past as a result of the rising in income and education level of citizens. This will lead to the increases in the demand of good quality healthcare services provided. This will enhanced the development of healthcare industry and therefore increase our industry profitability as well as our KPJ profitability. Hence, our KPJ mission of provide quality healthcare services to customer may be achieved with the development of healthcare industry. As there are more and more people having the high level of education, they will more concern on the issues of their body health as they have more knowledge. They also will try to accept the treatment for their healthcare problem as fast as possible due to the awareness on health issue. For example, they will constantly go to hospital either by themselves or bring their family for body check to ensure that they are under a health condition. Besides that, the increases in the income level of society will make them move toward good quality of healthcare services provided. The stable of economic growth in the country will enhanced the income level of society. That will enable them feel more affordable to spend in private healthcare services which are able to provide more quality healthcare services compare to public healthcare services and this directly drive the society move to private healthcare services. Increases in the percentage of getting some disease in the society also have impact on the development of healthcare services. Drug abuse and drug addiction issues are posing a big problem in Malaysia, there are increases in abuse of a drug called Ecstasy by Chinese teenagers and youths and this will lead to the increases of HIV/AIDS in the country. The increases of the number of foreign workers that come from rural areas or poor countries will bring diseases like tuberculosis, bride flu or dengue fever to Malaysia. Then, stressful lifestyle like the pressures arise in the work place will cause high-blood pressure and the risk of getting hearth attack will increases. Besides, the bad habit in the consumption of foods such as alcohol and tobacco will increase the risk of chronic conditions like diabetes, hypertension and cardiovascular diseases. The recent reports of National Health and Morbidity survey show that 15% of Malaysians are obese which increases 1% from year 2006 to 2010. A lmost half of adult Malaysians are overweight. Besides that, breast cancer is one of the main reasons of death in Malaysia as it is common type of diseases among women according to the National Cancer Registry Malaysia, 2002. These factors will give positive impact to the healthcare sector in Malaysia. Furthermore, growing in ageing population in Malaysia also will help in drive the healthcare sector in Malaysia. Malaysias population grow at 2% p.a. and the percentage of the population over 65 years old is expected to rise from 5% to 8% from 2010-2020 regarding to Global Demographics. The growing of older proportion in the population means that there will be increase in age-related disorders like Alzheimers, high blood pressure and heart-related ailment which require long term treatment and rehabilitation Reasonably, all these factors can be considered as big opportunities of expansion for healthcare industries such as KPJ which has the mission of provide quality healthcare services to customer. In order to achieve the mission, KPJ with its goal of providing healthcare services with fairness, honesty and sincerity should be done so that they can expand their services more widely as demand of quality healthcare services seen to be increases in future. Technology Technologicalfactor is very important for all type of business, including our healthcare industries. Greater awareness about the technology will help KPJ improve theirefficiency of business operation and quick response to the changing environment.Healthcare industry needs technology to help them carry out their operation activities more efficiently and effectively. Advancement in IT is enabling KPJ to improve the quality of medical activities provided by them. Healthcare industry need to make a lot of medical records about their patients information.Ifit is done by paper record, there are not much storage place to store all the information and will increase the rate of missing important information. To resolve this problem KPJ has adopted the Electronic Medical Record (EMR) to reduce the administrative work and error. This is a digital record which can help KPJ to hold all the detail information about their patients and patients medical history in the system. When a patient enters this system, information can be easily searched by the officer compared to paper work. KPJ will then be more efficient in making the diagnostic and therapeutic decision to reduce the unnecessary work and wasted time. Properly managing the patients medical history is very important.If a mistake occurs, it will lead KPJ to make wrong decision in medical treatment for th e patient.It may also threaten the life of their patient. Other than that, KPJ needs the IT system to help them to enhance in the internal process by establishing an internal network system. IT can act as a mechanism of communication between nurse, doctor and other people who are qualified to access the information system to get the necessary information and information is always updated by using internet. These also help to improve activities of exchanged information between stakeholders. For example, announcement make by internal hierarchy can be quickly received by worker within KPJ by using the internal network system. In addition, doctors can easily place their orders to the nurse, the nurse can then respond quickly to the order and without error due to written order being clearer than oral order. KPJ required a lot of medical facilities to help them in the process of providing the medical services, the required facilities include MRI scanner, CT Scanning. Without the high technology medical facilities, KPJ may not be able to provide a good care service to patient, because recently medical service has become more reliant on the technology. A good medical facility may help to reduce the time of medical treatment. Technology factor plays an important role in the healthcare industry.So, KPJ should invest more in the RD to enhance their medical skill and also help them easily change the administrative work to reduce the mistake and error occur that will affect the reputation of their company. Porter five forces Threat of new entrants The threat of new entrants is the possibility that a new firm will enter the industry. It is a threat for existing business as new entrants will affect the business and inevitably cause existing business to lose profit or market share. Nowadays, there are many potential investors trying to invest in healthcare service, thus, causing existing business intheindustrytoface the threat of the new entry.Inorder to exclude new competitors, it needs to create a barrier to the entry. However, KPJ may not have to face the new competitor come in because it is hard for a new healthcare business to enter the industry due to the high initial cost. Before starting the healthcare business, it requires to do necessary research, intensive planning and require a huge amount of initial capital to purchase the facilities, research and development, specialist equipment in order to operate the business. Besides that, to be a medical tourism hub Malaysia has to set a goal requiring all the institutions to u se medical devices and procedures. Comparing the other industry and healthcare industry, normally the barriers to enter in healthcare industry are quite high.Itis because of restrictions by government policy. From the past to the present, all the private medical facilities in Malaysia need to get approval to be granted under the Private Health Facilities and Services Act 1998 before they can be established and must be compliant to a regulatory body working closely with the Ministry of Health who monitors, regulates and coordinates these hospitals. Moreover, it is heavily government regulated, which is zoning for healthcare industry. The act requires having a minimum distance of 20km between the existing healthcare industries. This means that when one decides to open a new healthcare business, it must make sure there are no other healthcare businesses within the 20 km area. Some more, to prevent the new competitor to enter the market, government restrict the hospital to acquire the healthcare technology, without the sp ecialist equipment that is hard for the private healthcare to survive in the future. Shortage of doctors is also a factor which is creating the high barriers of entry. When potential competitors come in, they must make sure they have enough medical practitioner and doctor to carry the routine task. This is because if they dont have all those qualified staff, they might face difficulties in providing services to patients. Moreover, potential customer will only choose to go for a hospital which has specialist in particular areas. Therefore, shortage of specialist doctors will also cause that hospital to lose marketshare. Difficulty in securing private specialists will be the barrier for entry to all the new competitors. As the supply of private specialist is limited, hospital groups with a strong reputation will have better advantage in attracting potential specialist against the new hospital. Record of patient is a valuable asset for the healthcare industry it can create a barrier to entry. KPJ have records of patients who have come before and maintained the medical records in one system.This system enables the doctors to have knowledge of their patients medical history. Because all the patients records are already exists in the hospital, therefore, it will cause inconvenient for patients to regurgitate their medical history to a new doctor. Therefore, it will be hard for the new entrant to compete with the existing healthcare industry. Threat of substitute Threat of substitute means that consumer are available to buy another product or service that can provide similar benefit to replace our industrys product. Product demand will be affected by price change of substitute product and service. Therefore, threat of substitute for healthcare industry is considered to be low. The threat of substitute for private healthcare provider will be the non-profit healthcare provider. Private health care is normally charge higher medical fees compared to public hospital. Because of this, some people might not be able to pay for the expensive fees. KPJ is a private healthcare provider that provides a lot of medical service and use medical facilities to enhance their medical skill. Purchases of the medical facilities are considered very expensive because it is high technology equipment designed by professional person and to develop it will use many resources to carry out the necessary research and development activities. For non-profit healthcare provider, most of the funds is come from sponsor, therefore it may be lack of capital to acquire the facilities and equipment. Private healthcare as a profit-oriented company will be easier in raising capital, so private healthcare service will have better competitive advantages against non-profit organization as they is own ing the higher technology equipment and medical facilities. Second threat for KPJ is the Public healthcare provider which is supported by government. People often choose the private healthcare providereven when the service provided will be more expensive is because the services providedis more efficient than public where patient needs to wait for a long time. Private industry is more focused on efficiency and effectiveness todeliver the service to customer, so private healthcare provider will employ more doctors and nurses to carry out the service that are of quality. Another substitute for private healthcare could be the acupuncture, massage and spa, many old people are more reliant on and believed in this traditional service, but it is lacking of proves by science and not so safe. Many traditional servicesare promoted as an entertainment service rather than serious medical service that is provided in legal healthcare company. Sometimes the services provided can be illegal and may be a threat to the patients health. For nowadaysmany people are knowledgeable, they will refuse the traditional medical and chose the more scientific service and that relates to high technology, so the threat for this traditional services is considered low. In healthcare industry, technology acts as a strong substitute to their service, such as e-health. E-health brings a lot of convenient to the patient that are busy and people that lack easy access to hospital; they will be helped by telemedicine. For example,the success story of e-farmasi in Malaysia, computerizing Medical Claims in Korea, and others. Due to insufficient development, this threat to hospital will be low. Therefore, threat of substitute on the private healthcare will be very low. But KPJ still need to plan out the strategies to face the threat of substitute due to economic and environment change that will affect the profit of KPJ. Bargaining Power of Buyers Customer is one of the sources of profit for a business. It is important for a business to understand what customer needs, and their position in bargaining with our business. Bargaining power of customers is considered to be high for healthcare industry. This is because there is having many medical centers in Malaysia. Customer will have the freedom to choose whatever healthcare company and doctors which they feel confidence with. High power of customer will be a threat for the business as it will be increase competitive intensity in the industry. Most of the hospital in Malaysia is providing similar treatment or services to the patient. This means that it will have a low differentiation between hospitals. Therefore, switching cost for customer will be low and hence customer can easily switch between alternatives healthcare company to get a better deal. Buyers income is also the factors which affecting the bargaining power of buyers. If their income is low, probably they will be more preferred on public hospital as public hospital will able to provide services to patient with lower prices. However, if some of the customer who is having higher income, they tend to be low price sensitive. They will more prefer on the best healthcare providers which can deliver better services to them instead of looking at the price. This group of customer will switch to other healthcare providers when they not satisfy with the services provided. Since KPJ is providing healthcare services to people who are struggling with life-threatening diseases, reputation for KPJ will be an important factor to be considered. In addition, buyers is now aware of alternative supplier and information of healthcare is freely available for the public, therefore KPJ need take care their performance and also quality which deliver to patients. Once patients recognize that KPJ performance is not good or poor quality of services, it will cause patient to switch to other healthcare providers which is more reputable in terms of quality and performance. Availability of substitute for healthcare industry will affect customer power in bargaining with KPJ. As there are having substitutes which is public healthcare, acupuncture, massage and spa. Customer may try to switch for substitute as this will be their alternative methods if they dont want to go for private hospital. Therefore, in order to protect against substitute, it is important for KPJ creating and highlight the value and let customers to know the differences between their services and the others. Bargaining power of supplier Suppliers is playing an important roles in a business. They is the person who supplying all the materials, services and things which required by an industry. KPJ is relying on many different types of supplier which support biotechnology development, drugs development, supplying medical equipment, and also specialist doctor. Suppliers who supply medical equipment are considered as important suppliers for KPJ. Medical equipment is indispensable as KPJ is using all the medical equipment in their daily job activities. However, technology advancement has made a lot of changes for medical equipment. There are a lot of new and updated medical equipment which come with better features. All these latest equipment will helps KPJ to improve their efficiency and effectiveness in carry out their routine job. However, there are having limited sources of supplier in supplying all these medical equipment, which creating limited opportunities for KPJ to buy the equipment. There are many buyers for all those medical equipments but only a few dominant suppliers. Due to this, suppliers may have substantial amount of power in negotiating with KPJ in terms of pricing and supply conditions. Supplier may set higher price but there is no room for KPJ to negotiate with suppliers. Medical practitioner is also one of the suppliers for KPJ. KPJ needs qualified nurses and specialist doctors to treat their patients. Therefore, bargaining power of medical practitioner is considered high. Having a group of qualified employees will be the sources of competitive advantage for KPJ against competitor. However, there is shortage of specialist doctors in Malaysia. This will cause the competition among hospital in employing qualified specialist. Most of hospital will try their best to award the specialist by offering higher salary, bonuses. If KPJ choose not to be competitive against the competitors, medical practitioner will search other healthcare industry to work. Hence, specialists doctors will be in the best position in negotiate the working conditions and also the pay structures. In terms of drugs development, KPJ is rely on a few supplier which provide them with specialized tools, materials, and equipment that they need to develop their products. Special tools to develop the drugs will be quite technical and lack of substitute products. This mean it will be high switching cost for KPJ to use another suppliers. If suppliers stop supplying, KPJ will face difficulties in their development progress. Therefore, supplier for all those special tools, materials will carry a higher power in negotiate a better price or delivery conditions. Overall, the supplier power is considered to be high as KPJ is relying on a few major suppliers to supply the things which KPJ needed in their daily job. Therefore, it is important for KPJ to maintain a good relationship with all suppliers to ensure the business process goes smoothly. Factor conditions Basic factor for KPJ is capital availability, KPJ has enough profit to contribute for their capital for internationalize or globalize their business. KPJ earned its  ¬Ã‚ rst annual billion-ringgit turnover in year 2007, with revenue totalling RM1.11 billion in that year. KPJ continued in achieve their new revenuerecords in subsequent years. Which are rising to RM1.27 billion, RM1.46 billion and RM1.65 billion in year 2008, 2009 and 2010respectively. KPJ achieved a new recordin 2011 with total revenue of RM1.91 billion and pre-tax pro ¬Ã‚ t of RM204.60 million. In basic factors for medical tourism of KPJ, medical tourism products are better to located in warm, pleasant environments like Malaysia. Therefore, the basic factorswhich include ideal climatic conditions, natural resources and geographic location, are an advantage for medical tourism in KPJ especially for those visitors from colder climates. In addition to these basic factors, there are advanced factors about skill labour In our country.KPJ healthcare had 750 medical consultants, which equals to a 7% share of private doctors in Malaysia and 47% of the countrys medical personnel and professional.This is because of the better paid of salary. Another advanced factor is KPJ are driven by innovation and technological advancement.There is a strong regulatory and hospital and healthcare infrastructure in KPJ. KPJ continues to invest in the latest equipment with state of-the-art medical technology.This type of technology will help in provide positive patient experience as well as to enhance medical and surgical outcomes. Last advanced factor is we are assisted in the development of medical tourism. These include the world-wide web resources for the communication and marketing of the medical tourism product internationally. In terms of quality, it can be said that there is just little difference in the medical tourism services offered in the advanced western countries and those in the eastern or developing countries like KPJ in Malaysia. But the attractive work conditions and higher salary has helped to staff ourKPJ hospitals with well-qualified people. Therefore, the quality of such healthcare services are equivalent and the services may better compare to the hospitals in developed countries. Demand conditions Demand conditions are one of the important factors for KPJ in order to gain competitive advantage within the industry. Demands in home country enable KPJ has a better understanding in the needs and desires of the customers thus can response faster to take advantage before the foreign competitors. Therefore, KPJ need to continue to improve competitiveness through innovation and high quality services. Malaysia is one of the fastest-growing nations in Asia although our country has a small population of only 29m.Malaysias population has grew from 23.5m to 29m from 2000-2010 with a CAGR of 2.2%. KPJ need to increases the quality of services provide like shorten the waiting time for patients, provide comfortable place for patients to stay like hygiene condition to meet the increases in demand. Besides that, KPJ need to continue to invest in the latest equipment with state of-the-art medical technology in its effort to provide positive patient experience as well as to enhance medical and surgical outcomes in order to retain as well as attract more customers and strong the position of KPJ in private healthcare industry. Then, the development of health tourism is contributing to curative services by private healthcare services providers. For instance, 450,000 foreign patients obtained treatment from private hospitals for various illnesses as well as utilized diagnostic and therapeut