The Fall Of The House Of Usher Essays - English-language Films

The Fall Of The House Of Usher Regarded as his ?most famous piece of fiction,? ?The Fall of the House of Usher? inspires the usual horror found in most works by Poe. Every aspect expected from a Poe piece is found within this story. There is the first person narrative, the division of personality, and Gothic style; which all characterize classic Poe. Although some critics feel that the tale is ?difficult to read? and ?an overdone and vulgar fantasy;? most recognize it as the masterpiece it is. From the gloomy beginning to the shocking conclusion, ?The Fall of the House of Usher? implements every attribute needed to create a model narration. As in most Poe stories, the unnamed narrator experiences a horrific sight. This harrowing incident is the realization by himself and Roderick Usher that they have in fact buried Madeline Usher alive. The thought of this atrocity causes the narrator to flee from the house indefinitely. He does not know at the time that the house will subsequently cave in after his departure. Almost every tale written by Poe is written in this fashion. Although most stories employ no real plot or characterization, the final terrible experience is typical. This is due to occurrences in Poe's own life involving the illness of his child-bride Virginia. Her untimely death stirred an interest in the supernatural that pervaded his writing from that point on. Therefore, all first person narrators in Poe's work encounter death in some mysterious and grave manner that helps Poe to cope with his personal issues. There is a division of personality found in ?The Fall of the House of Usher,? which also presents itself in ?William Wilson.? In the tale being discussed, Roderick and Madeline Usher are twins whose health is slowly diminishing. While Madeline seems to have accepted her fate, it looks as if Roderick does not quite understand his recent transformation. It is almost as if all the worry and frustration felt by both is channeled through Roderick. While he is slowly losing his mind, Madeline becomes increasingly sedate. The narrator mentions that the master of the house has indeed changed a great deal. Apparently, some ?curse? has overcome him and his sister causing their recent decline in spirits, sanity, and health. Throughout the story, both are equally affected by the other's actions. This element is found in many Poe tales, although usually it involves a dual nature within a single character. Numerous critics castigate Poe's writing for its highly Gothic style. It is ?too serious? and conveys a certain difficulty in reading. They claim that this particular style hinders the reader from being able to handle more than one story at a time. Nevertheless, Poe's writing does reflect upon his own personality. Edgar Allen Poe was a staid and somber man, and these traits shine through his writing. Also, it seems that perhaps he did not intend for more than one story to be dealt with at a time. Poe wrote in a highly stylized way in order to contribute to the overall mood of the piece of fiction. Without that edge, his work would lose much of its eeriness. ?The Fall of the House of Usher? certainly incorporates such language as evidenced by phrases such as ?singularly dreary tract? and ?whither shall I fly.? The elevated language and carefully chosen adjectives weigh on the reader throughout the story. Finally, while some critics may lambaste the work of Poe as ?fanciful ramblings,? it stands to reason that perhaps they are mistaken. Carefully thought out narration, sensible characterization, and appropriate diction pervade not only ?The Fall of the House of Usher,? but every subsequent Poe work also. While the discussed piece is the best example of his genius many other manuscripts fall into these same patterns. Nonetheless, ?The Fall of the House of Usher? is a classic work that holds its own among the most recognized and celebrated short stories ever read

Strategic Analysis (SWOT, Porter, PESTEL) on Hewlett Packard The WritePass Journal

Strategic Analysis (SWOT, Porter, PESTEL) on Hewlett Packard 1. Introduction Strategic Analysis (SWOT, Porter, PESTEL) on Hewlett Packard 1. Introduction1.1.(i)   PESTEL Analysis1.1 (ii)   Porter’s Five Forces Analysis1.2.   Opportunities And Threats1.2. (i)   Opportunities1.2. (ii)   Threats2.1. Internal AnalysisValue Chain Analysis:Inbound LogisticsOperationsOutbound LogisticsMarketing and SalesServices2.1 (i) Strengths2.1 (ii) Weaknesses3. Key Strategic Issues3. (i)   2002 deal to acquire Compaq3. (ii) No Defined Smartphone Strategy4. Relevant Frameworks4. (i) With reference to Ansoff’s growth strategies, HP used â€Å"product development† strategy in acquiring Palm.4. (ii) Alternative Option5. (a) Key HP stakeholders5. (b) Implementation of HP’s acquisition strategyRelated 1. Introduction Hewlett Packard (HP) is a multinational information technology corporation headquarterd in Palo Alto, California, USA. This report examines the external and internal factors that have influenced   HP defining their strategic and competitive position. Evaluation of the company’s strategic choices is presented. The models of Porter’s five forces, Ansoff Matrix, SWOT and PESTEL are used in the analysis. 1.1.(i)   PESTEL Analysis Political:   The political analysis of HP pertaining to government controls and rules in the effort of HP to keep up with the Environmental and CSR (Corporate Social Responsibility) Codes and in terms of decency, quality and environmental concerns. Economical:   HP mainly relies on revenue from its printing hardware, financial investments, investments in small and medium enterprises and internet solutions for its maintenance. Social:   HP has the local US consumer base well captured but it seems that there is very little to be done here in terms of attracting the upcoming young generation of IT zealot and unless there is a stress upon updating the models of its hardware for printing and PC’s to catch up with the hype created by HP and Intel who unveil new models almost every other month. Technological:   HP went â€Å"cyber† almost a decade ago, which is fairly recent in comparison to its 70 year long market presence (HP, 2009). In fact the turning point of HP’s luck came in 1998 when HP’s corporate software and support division and corporate systems division was amalgamated and Ann Livermore took over to run this new Enterprise Computing Solutions Organisation (ECSO), with an investment of $15 billion and an employee base of 44,000 employees (Moore and Snyder, 2000). Environmental:   HP’s operations are subject to regulations under federal, state, local and foreign laws concerning the environment, including laws addressing the discharge of pollutants into the air and water, the management and disposal of hazardous substances and wastes, and the cleanup of contaminated sites. Legal: Patent Reform Legislation – As one of the largest patent holders in U.S, HP is on average granted four patents every day. HP is a constant target of frivolous patent lawsuits. These lawsuits force HP to divert resources away from innovation and product development, leading to reduced economic benefits from invention (HP, 2009).    1.1 (ii)   Porter’s Five Forces Analysis Threat of Entry:   Threats of entry in this case is moderate. There is low brand loyalty of existing firms. Consumers usually compare the prices with different brands when they decide to purchase PCs. They think that every PC has the same price and has the same function no matter what brand it is, which means low product differentiation. There is medium capital requirements, no government regulations and low economies of scale in manufacturing. There is low investment for independent stores. Decreasing profitability indicates that there is a threat of new entrants Threat of Substitutes:   Threat of substitute products is low. HP believes in standards-based technology, which represents the opportunity to decide in the item of much preferance. HP tries to eliminate barriers by continuous updating processes and presenting new products to remain in the top of the industry. The Power of Buyers: Bargaining power of buyers is high. Consumers are very price sensitive because they like to buy cheap and high quality products. If they see a hardware or software or PC with similar functions but different brands and price, they will tend to buy a cheaper one. The buyer power for HP can be low since product demand is high, this means that the company has power to control the amount of production and also its products price. On the other hand, customers have lots of substitutes. Moreover there is not a huge difference between products which are produced in the market. The Power of Suppliers:   HP bargaining power of suppliers is high. There are large number of suppliers for every component parts of the PC, for example, one can make a PC by using component parts from different suppliers, including hard disk, DVD drive, monitor, etc. Microsoft and Intel have tremendous bargaining power against the PC manufacturers. There are high switching costs. Competitive Rivalry:   Rivalry is high. For instance, price, when one company acts to protect its position by lowering the price of PCs, it will affect other companies. This means all other firms may want to lower their price in order to attract the customers. There is also decreasing profitability. Since the firms sell their PCs in a low price, they will make less profit. 1.2.   Opportunities And Threats 1.2. (i)   Opportunities Expanding presence in cloud computing market – In July 2008, HP along with Intel Corporation and Yahoo, created a global multi-data centre,   open source test bed for cloud computing research and education. The goal of the project was to promote collaboration among industry, academy and governments by removing the financial and logistical barriers. In 2009, HP announced HP Cloud Assure, a new SaaS offering designed to assist businesses to safely and effectively adopt cloud-based services. The increasing demand for cloud computing is likely to create demand for HP’s solutions in coming years. The global spending on cloud computing is forecast to cross a value of over $40 billion by 2012. Expanding portfolio of imaging and printing solutions – HP has made several strategic acquisitions and introduced new products in the imaging solutions segment in recent times. Its imaging solutions strategy entails the commercial markets, from print services solutions to new growth opportunities in commercial printing. HP has launched several retail photo printing solutions and services that provide consumers the tools to personalise their photos and publish customised creative output. 1.2. (ii)   Threats Projected decreases in the IT markets – Forecasters predict a decrease in the worldwide demand for various IT products offered by HP. The economic slowdown has negatively affected many market segments, including information technology. HP has experienced this decline not only in the U.S. but also in its global markets. Hyper-competitive Environment – Although HP recently overtook Dell in sales, the latter remains a formidable competitor, as are other companies such as Toshiba, Lenova Group and Aver. It competes in terms of price, quality, brand, technology, reputation, distribution and range of products, among other factors. In some regions, the company faces competition from local companies and from generally-branded or white box manufacturers. 2.1. Internal Analysis Comparative Analysis – The three dominant producers (competitors) in the PC industry are HP, Dell and IBM. HP has always been a leader in this industry and in all aspects of technology. Through its merger with Compaq, HP has created an even bigger market share to compete with Dell’s PC division. As far as research and development, HP is always at the head of the game. HP has created and patented some of the leading products in technology development, such as touch screen monitors. HP still receives royalties today, from that invention. All three companies agree that employee learning is a very important aspect of their organisations. Each of the companies spends a substantial amount of money on educating and rewarding employees. HP and IBM have similar strategies for learning. When it comes to sales, Dell is at the top of the market. With regards to IT services, IBM is a far more profitable company than either HP or Dell. Organisations willing to spend money on research and development, like HP and IBM, will likely be here in years to come because they are not just relying on PCs to make a profit. Dell will likely have to get involved in producing other products in order to stay on top of the market. Resources: HP has 324,600 employees worldwide while servicing more than one billion customers in 170 countries on six continents (HP annual report, 2010). It has three main business divisions namely: HP Enterprise Business – is the largest business segment of HP accounting for 36% of HP’s 2007 revenue, providing servers, storage, software and information technology services that enable enterprise and midmarket business customers to manage their current IT environments and transform them into a business enabler. HP Enterprise Business has three sub-divisions namely HP Personal Systems Group, HP Imaging and Printing Group and HP Financial Services. HP Labs – is the exploratory and advanced research group for HP with some 600 researchers in seven locations throughout the world HP Software Division – is the Enterprise software division of information technology company. From September 2005 through 2010, HP purchased a total of 15 software companies as part of a publicized, deliberate strategy to augment its software offerings for large business customers (HP, 2010). HP also has subsidiaries namely, 3Com, 3PAR, Compaq, Palm, Inc, ProCurve, Snapfish and VoodooPC. Finance: HP’s posted net revenue in 2010 was $126.3 billion, in 2009, net revenue was $115 billion, with approximately $40 billion coming from services. In 2006, the intense competition between HP and IBM tipped in HP’s favour, with HP posting revenue of $91.7 billion, compared to $91.4 billion for IBM, the gap between the companies widened to $21 billion in 2009. In 2007, HP’s revenue was $104 billion, making HP the first IT company in history to report revenues exceeding $100 billion. In 2008, HP retained its global leadership position in inkjet, laser, large format and multi-function printers market and its leadership position in the hardware industry. The financial position of HP as of October 2010 is as follows: (HP,2010) US$ billion Operating Income    11.479 Net Income   Ã‚  Ã‚   8.761 Total Assets 124.503 Total Equity    40.781 Value Chain Analysis: Inbound Logistics Building products to order, maximise manufacturing effeciencies by producing high volume of basic product configurations Configuring products to order – for customer customization JIT to minimise inventory Purchase supplies from multiple vendors Operations Utilizes its own manufacturing capacity as well as origional design manufacturers and contract manufacturers for cost efficiencies HP is the largest customer for most of their suppliers – best terms and prices Outbound Logistics HP uses external partners for its outbound logistical needs Marketing and Sales HP has a number various types of partners including retailers, VARs, distribution partners, OEMs, system intergrators and independent software vendors Services HP Services competes in IT support services, consulting, intergration and outsourcing services. Products : HP has successful lines of printers, scanners, digital cameras, calculators, PDAs, servers, workstation computers and computers for home and small business use. HP not only supplies hardware and software but also a full range of services to design, implement and support IT infrastructure (HP, 2010). Culture: HP founders, Bill Hewlett and Dave Packard developed a unique management style that came to be known as â€Å"The HP Way†. The HP Way focuses on employee satisfaction as the source of company success. Some of the by-products of the HP Way include flex time and open communication between managers and employees.    2.1 (i) Strengths Prominent Brand Name Recognition: HP has launched a branding initiative called, â€Å"One Voice,† in order to better intergrate its line of consumer electronics and computer hardware products. The project resulted in hundreds of thousands of dollars in cost savings by automating package design creation. In 2009 the company moved up from the 12th to the 11th most recognisable brand (Interbrand.com). Successful Strategic Acquisitions: HP’s major mergers and acquisitions in recent past include Compaq Computer Corporation in 2002, Mercury Interactive in 2006 and Electronic Data Systems Corporation (EDS) in 2008. In Nov 2009, HP announced that it had reached an agreement to acquire 3Com, a provider of computer network equipment for $2.7 billion. Strong Market Position: HP can boast of a 30% global server market. Its domination of the global printer market is evidenced by its 40% market share. In 2008 HP took a major step in strengthening its position in the IT services market by acquiring EDS. 2.1 (ii) Weaknesses Weak Market Segment Intergration: HP’s portfolio of offerings lack significant software product or manage consulting services when compared to major competitors, for instance, IBM and Accenture are establishing management consulting divisions so as to provide more comprehensive and intergrated range of services. 3. Key Strategic Issues 3. (i)   2002 deal to acquire Compaq While the merger went smoothly, it didn’t solve too many of HP’s strategic challenges. The Compaq merger helped HP vault to no. 1 in storage and no. 2 in servers while becoming stronger in technology services. In the fourth quarter, the corporate unit’s sales rose a surprising 10%. Still HP was struggling with profitability at the same time IBM and other competitors were reaping strong profits. Even with HP’s top line gains, the margins and profits declined. Also, combining the market shares of HP and Compaq was designed to create a market leader that could slow Dell’s advance, but Dell had blown past HP in market share and had widened its lead to 18.3% of the market, versus HP’s 15.7%. HP had also fallen short of its 3% operating margin goal, reporting margins of less than 1% for 2004. This merger meant a lot of people lost their jobs. 3. (ii) No Defined Smartphone Strategy While the HP company directors had confirmed their interest in smartphones, nothing had been communicated about its strategy, even, if previously, projects existed which were looking to combine hardware and mobile services in a harmonious fashion. Always enterprise oriented, HP completely missed the uptake of smartphones by general public, allowing market leadership to be taken by a smaller player. In the first quarter of 2010, latest financial results indicated that this business unit was losing money at a fast rate, generating only $25million compared to $57million, the same period in 2009 (NYT, Feb 2010). There was a dilemma whether to continue with the smartphone market. 4. Relevant Frameworks 4. (i) With reference to Ansoff’s growth strategies, HP used â€Å"product development† strategy in acquiring Palm. Suitability: HP had already acquired the iPaq line of smartphones in 2001 when it bought Compaq Computer although there had been a decline in profits. Before the acquisition, HP had no legitimate play in the vital smartphone space, so this strategy is suitable. The deal would give HP access to Palm’s homegrown software that could run phones, as well as other types of devices like computer-tablets. It was an opportunity not to be missed. Feasibility: HP has all it takes in terms of finance, technology and skills, to make the acquisition profitable. This came at the right time as both companies were struggling and therefore needed a big fix. Palm’s innovative operating system provides an ideal platform to expand HP’s mobility strategy and create a unique HP experience spanning multiple mobile connected devices. Product development is therefore a feasible strategy. Acceptability: The strategy is acceptable but with some risks of â€Å"new strategic capabilities† and â€Å"project management risk†. Both companies were failing in the smartphone industry therefore there was no guarantee that when the two companies come together, there will be any improvement, especially since Palm chief executive was to stay on. Product development also involves heavy investments which could be a risk in case the project fails. 4. (ii) Alternative Option In order to deal with its key strategic issues HP could possibly have adopted â€Å"market penetration† strategy. Suitability: This was going to be a suitable strategy, as in the case of compaq, market penetration would have meant hq would gain compaq’s customers. It would have worked well also for the smartphone industry. All that HP was going to do is attracting non-users of HP products and convincing current clients to use more of their products through promotions and advertising. Feasibility: Market penetration is the least risky way for any company to grow, also, penetration pricing involves the setting of lower rather than higher prices in order to achieve a large, if not dominant market share so this makes it a feasible strategy. Acceptability: It is however not such an acceptable option as there might be a likelihood of competing suppliers following suit by reducing their prices also, thus nullifying any advantage of reduced prices. The other potential disadvantage is the impact of reduced price on the image of offering, particularly where buyers associate price with quality. 5. (a) Key HP stakeholders Stakeholders have different interests in supporting or opposing a particular strategy (Johnson et al., 2008) and this is best illustrated below:                                                                                  Stakeholder power vs level of interest   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (Adopted from Johnson et al., 2008) Key players are those where their reaction towards the organisation’s projects and initiatives must be given primary consideration. Shareholders exercise their ultimate control over HP and how it is managed, for example, having a say on how the management is paid. Recently, (March, 2011), investors expressed how unhappy they were on pay packages for top managers , saying they are paid a lot of money and claiming it’s a waste. By voting against these pay packages, the board approved the change (Inquirer, March 2011). Managers are key players in the sense that for any company to succeed, it needs management that is driven and ambitious. In 2007, HP produced a report called â€Å"The Seven Habits of Ambitious Companies†, briefly laying down that its managers have big ideas, stay focused, build momentum, put people first, encourage communication, manage innovation and listen to their conscience (HP, 2007). With all these habits, the company is bound to thrive for the best and stay at the top. Employees are equally important as they are integral to the success of the business. The talent, expertise and skills of employees drives everything from how HP innovates its products and manage its supply chain to how they connect with customers and collaborate with partners (HP, 2010). Consumers may, for example, exert pressure on sales managers to represent their interests within the company, so in a way they can also be regarded as key. 5. (b) Implementation of HP’s acquisition strategy A stream of acquisitions have strengthened HP position in the software business (alcrastore.com). Key stakeholders have the power to influence HP’s implementation of its acquisition strategy. This can be done in different ways: Involvement in strategic implementation: This is through exercising discretion. Shareholders have to vote for or against any acquisition meaning the power is in shareholders hands as they are the ones who ultimately decide if any acquisition is to succeed or not. Control of strategic resources: Management is responsible for the allocation of resources to implement the policies and plans, projects and programs. For instance when HP acquired Compaq, there were job losses so its vital for management to take this into consideration. There has to be a balance between the longer term needs of the future and the short term imperatives of the present.. Hierachy (formal power): This is management’s role through decision making. They have to make sure that the acquisition is suitable, feasible or acceptable. If after such considerations, the strategy does not meet the interests of HP then management have the power not to implement such strategy. Control of human environment: The board of directors play a vital role in negotiating HP acquisitions. They are the ones who eventually seal the deal financially so it is vital that the share price is right. Possession of knowledge and skills (competitive advantage): Expert knowledge that forms the organisation’s core competencies is equally influential. It is the core competencies of an organisation that differentiates it from its peers and competitors. For instance, in the case of HP acquisition of Palm, there were other companies who had shown interest. Potential buyouts from companies like HTC and Lenovo ultimately fell through but HP had an advantage over its competitors – the global strengths. Since HP is such a global company, it has gained significant skills and knowledge hence making it more attractive.

Should Companies Allow Employees to Exercise on Work Time Coursework

Should Companies Allow Employees to Exercise on Work Time - Coursework Example Furthermore in a recent research, for workers who were more active physically, job burnout was less likely to develop into depression. In this research, the greatest benefits were attained by people who exercised hours weekly. High levels of energy, as well as daily health, are just among the benefits that originate from exercise. Weight loss is an unbelievable outcome that has happened from exercise for some individuals. Increasing physical activity has been proved to burn more calories, which assists in breaking a weight loss plateau (Scott, 2008). Physical activity has not just proved to reduce obdurate body fat, but also to lower blood pressure levels, cholesterol, as well as reduce the risks of diabetes and cancer (Hellmich, 2008). This enables an individual to live healthier and longer just with some exercise. According to Hellmich (2007), exercising can as well suppress appetite suppressant since it leaves an individual feeling less hungry. Some overweight individuals have been seen to have issues with cardiac problems in later life. Habitual exercise has proved to protect against illnesses linked with persistent low-grade systemic inflammation (Peterson & Pederson, 2005). Being overweight does not automatically mean one may not be in shape. It is in some individuals’ body nature to carry extra weight as indicated in most studies. One research showed that the exercise benefit was enjoyed despite the body mass and that being thinner does not always mean being fitter (Australian, 2007). One can have a look at a manual labor job of several athletes from boxing to football see overweight individuals that are in incredible shape. A number of types of exercise have proved not to assist in ridding away body fat. Moreover, exercise has even been associated to lower the level of stress as well as fire up a range of brain chemicals that might leave an individual feeling happier as well as more relaxed as compared to before she or he

12 Angry Men Essay Example | Topics and Well Written Essays - 1250 words

12 Angry Men - Essay Example rovide an intimate look into the American justice system, complete with its breakdowns, weaknesses and strengths, that has withstood the test of time, holding its own among the classic films of American cinema. Far from the highly colorized, flash and bang of modern cinema, â€Å"12 Angry Men† takes place in a single room and involves 12 ordinary men who are each stereotypical of prevalent societal attitudes at the time of the film’s making, but could as easily be transferred to more modern times, forcing the viewer to focus on the psychological action occurring rather than the latest high-dollar computer graphic imagery or fast-moving car chase scene. The production of this film provides it with an importance different from that of its subject matter, setting an artistic precedence in keeping with the intentions of the director and contributing greatly to the impact of the film in general. Filmed almost exclusively in a bare, 16 by 24 foot real-life jury room, this film nevertheless has an interesting production history that lends it weight and appeal that might otherwise have been lost in today’s movie-making mentality.2 Having started as a television screenplay by Reginald Rose, the project was expanded in 1956 for the cinema at the request of co-producer and star Henry Fonda. Created with a budget of only $350,000, the film did not have much room for enticing special effects, elaborate scenery or extensive on-location filming.3 Instead, it was filmed on site in approximately 17 days in the actual jury room of New York’s courthouse. Although color was available for films in this time period, the use of black and white film worked to reduce costs as well as further highlighting the life and death question that hung in the balance as the main point of the movie. The makers of the film took another almost unheard of approach to the production of this movi e in that they hired Sidney Lumet to direct it, a man who had only directed television programs up

Marketing Segmentation Targeting And Positioning Marketing Essay

Marketing Segmentation Targeting And Positioning Marketing Essay Introduction In marketing segmentation, targeting and positioning of the product is necessary, it is also known as STP process. Segmentation helps the manager to identify which area they have to focus on according to geography, demographics, social or other factors. After segmentation targeting is done which requires the needs of target customers to be fulfilled. After segmentation and targeting the positioning comes which refers to the way the consumer have the image of the product. Segmentation, targeting and positioning go hand in hand for an organisation to achieve the desirables. Market segmentation is a process of grouping people together with similar needs or smaller segments who show similar buying pattern. Segmentation is done either for differentiating a product or to target a specific group of people to earn profit. It is a form of critical evaluation rather than a prescribed system or process. According to Kotler 2010 the requirements of effective segmentation must be: Measurable It depends upon the buying capacity of the consumer. Accessible For effective segmentation the product should be easily accessible and the needs of the consumer are fulfilled. Substantial There should be enough number of people to buy the product. Differentiable This market segment has made different segments and they act accordingly according to the market need. Actionable This depends on how the product attracts and serves the segments. When the focus is on segmented markets a company is allowed to use its resources more effectively and efficiently thereby increasing the chances of its success in the market. According to Kotler 2010 for the effective segmentation of Apple iPhone the buying capacity of the consumer is a little low due to laws of economics. An Apple iphone costs around  £299 which is a lot of money and people think a lot before buying it. The Apple iPhone is widely accessible to USA, UK and many European countries but Apple does not launch its iPhone in countries where they feel people wont be able to pay the price. According to (West Mace, 2007) Apple differentiates itself from its competitors through innovation. The iPhone offers unique features which cannot be imitated and offers the latest feature which attracts customers to buy the product. Blackberry on the other hand like iPhone has a low buying power due to the fact that it is regarded as a business phone but it has its own market in which it excels. Blackberry sells everywhere and in the business world there are enough people to buy the product. Blackberry is regarded as a business phone which differentiates it; apart from being a business phone Blackberry also differentiates itself by its unique Blackberry messenger service in which a person can send and receive instant text messages anywhere and in any part of the world without being charged. The Blackberry messenger service differentiates this phone from its competitors. Blackberry has attracted a lot of business personnel as the phone serves the purpose of being connected with the business anytime. Nokia is different from both Blackberry and the Apple iPhone it has high buying power because it has a phone for everyone may be rich or poor. Nokia has entered the markets of both Blackberry and Apple iPhone and is doing quite well. The Blackberry is competing with Nokia E series which is the business edition of Nokia and for the Apple iPhone it is the N series. Apart from these series there are other series as well which focuses on the different segments of the society. Nokia has its products in every segment and which is at a lower price than its competitors which help Nokia to differentiate itself. Nokia sells its products in every part of the world unlike the iPhone and Blackberry and at a lower price. This low price is achieved because of economies of scale, since it serves a large number of the population. Due to Nokia phones being cheap, reliable and long lasting than its competitors it attracts a lot of customer. Nokia offers similar features as offered by its counterparts . Nokia products are not always cheap it has a product range called the Vertu which offers the worlds most exclusives phones. According to (Dibb et. al. 2006) the advantages of segmentation of a market can be done by:- Understanding the customer This requires a careful study and research to understand the customer needs and wants. Therefore an organisation can focus on the key factors and put more emphasis on understanding the customer thereby improving brand loyalty. Understand the competitor This requires a study of the market to know who the main competition for an organisation is and which segment is been targeted. So that the organisation pays more emphasis on the product. Effective resource allocation After understanding the customer and the competitors an organisation is in a better position to utilize the company resources effectively. Strategic Marketing Planning Dividing the market into segments helps the marketers to develop special plans to gain the attention of the competitors. Market segmentation According to Dibb et. al. 2006 market can be segmented according to Demographic Variables Age Occupation Gender Family Size Race Family life cycle Ethnicity Religion Income Social Class Education Geographic Variables Population City Size Region Market Density Urban, Suburban, Climate rural Psychographic Variables Personality attributes Motives Lifestyles Behaviouristic Variables Volume usage End use Benefit expectations Brand loyalty Price sensitivity (Adapted from Dibb et. al. 2006 pp 228) Demographic Variables It is the characteristics of the population such as age, gender, race which help in knowing the needs and buying behaviour and can be recorded. These types of variables can be measured easily. It helps an organization to know what type of population they are going to target. According to Kotler 2010 by segmenting according to the age helps the companies to develop the product according to the needs and wants of that age group. Segmentation according to gender or income divides the market accordingly and it helps to understand what type of products a company has to deliver in order to achieve Geographic Variables The need of customers changes according to the population, region, and climate. The geographic variables play a very important role in the market segmentation because the needs of customer may be different for different customers. An organization can decide in which countries they would like to operate in or what kind of population they are going to target. Psychographic Variables The personality characteristics, motives and lifestyles are sometime used to segment the market. It can be used alone or mixed with any other type of market segment. It is useful when the competition is intense. The marketers may also segment according to the social classes of different people; this helps an organization to know who their customers is and what kind of products they would like to have. Behaviouristic Variables The market can also be segmented according to the consumer behaviour towards the product. It may depend upon brand loyalty or on the price of the product. According to Kotler 2010 a market can be segmented according to loyalty also. If the product has made an impact on the customer then the company has achieved what was required. Market segmentation of Apple iPhone The Apple iPhone is targeted for the people lying in the age group of 18 to 40 year olds because they are the ones who are interested in buying the technology. Mainly males rather than females are targeted for the iPhone because of the applications, games and features such as wireless internet which are generally used more by the male population as compared to the latter. The customers buying the Apple iPhone are usually students who belong to higher class as well as higher middle class as the phone is quite expensive they even involve early adopters and the early majority. The iPhone is launched and sold first mainly across USA, UK and some parts of Europe because they have the infrastructure ready for it and also because the competition in these countries is quiet intense. Apple iPhone has a strong brand image in the mind of the customer as Apple says its not a phone its an experience. The after sales service provided by Apple is very good which helps in creating brand loyalty amon g the customer. The price positioning strategy of the Apple iPhone 4 is premium strategy which means that the iPhone 4 is of very high quality and to get that quality the consumers have to pay a higher price. Market segmentation of Blackberry The blackberry is regarded as a business phone it is not targeted towards a particular age group but it is targeted towards the business segment consisting of business professionals. There is no social class for the blackberry because it targets the whole business segment. The phone offers business features like access to e mail wireless internet and many other but the most remarkable feature it has is the blackberry messenger by which a person can send and receive text anywhere, anytime in the world free of charge. This is the most unique feature of the blackberry phone it gets connected to any blackberry phone in the world through a pin number which is different for every blackberry phone. Once the connection is set a business personnel can send and receive texts which is very helpful a person can receive important messages delivered to him on the go. Market segmentation of Nokia Nokia on the other hand has gained entry into all the segments it has something for everyone. Nokia has customers of all age group demographically it targets younger age groups who want the latest features at an affordable price. There is no social class involved for Nokia as it has a phone for every social class. The people buying Nokia phones can be student, business professionals.Nokia through high production has been able to reduce the cost of it phones which helps it to capture a large market. Nokia has a product for every customer in every bracket. The E- Series of Nokia is designed for the business class, the N series is for the teenagers and has normal phones for other people as well. Nokia has developed a phone for the highly social class known as the Vertu which is an exclusive for the higher class. Nokia has diversified with the range of products it has in the market. Nokia has different models and they fall in different price brackets according to the features they provi de. Nokia has made its brand image as a reliable and value for money kind of phones. CONCLUSION According to the segmentation techniques utilised by Apple iPhone, Blackberry and Nokia it is evident that Apple iPhone segments itself from Blackberry and Nokia by innovation, Blackberry segments itself from others with its Blackberry messenger service and Nokia segments itself from others through reliable and value for money phones. POSITIONING OF iPhone 4 According to Kotler 2010 positioning can be defined as the perspective of a consumer mind on what he thinks about the brand. According to Dibb et. al. 2007 it is the image that a consumer perceives about the product. The position of Apple iPhone 4 in peoples mind is quite high it is a premium product having very high involvement of research and development and is targeted towards people who are rich, having a good lifestyle. It is a premium product having a high price and having exclusive features which other mobile phone manufacturers dont have. There is a price for this exclusivity because the way Apple has made an image of the iPhone 4 is remarkable the punch line for iPhone 4 is This changes everything.Again. which means that the iPhone 4 has changed the way we used to look at mobile phones it is something different than traditional or it can be defined as an innovation or it is an experience rather than a phone. Due to the exclusivity and the features involved Apple can set a pr emium price for the iPhone 4 as the features and the experience of iPhone 4 cannot be imitated by any other mobile manufacturer. PRODUCT OFFERING The iPhone 4 provides a wide range of stunning features the iOS 4 is the heart of the phone, it is the worlds most powerful mobile operating software which distinguishes it from other mobile phones. The technology and the features used in the operating system will keep the iPhone 4 at least 4 years ahead of its competitors. The operating system also helps the phone to do a lot of things at once without even slowing down the performance of the phone. The 3.5 inch widescreen multi touch display of the iPhone 4 has a resolution of 960 X 640 pixels which is very high and it helps in giving a sharp pictures. The 5 megapixel camera along with LED flashlight helps in taking pictures in low light. The iPhone 4 is the world thinnest smartphone ever built and the glass used on the screen is made up of aluminium silicate which helps it to be durable and scratch resistant and is recyclable too. Apart from the hardware Apple has a collection of over 3,00,000 applications in the App Store which he lps in improving the performance of the iPhone as well as it updates the phone automatically. It has a built in flash drive of 32 GB or 16 GB and the built in battery provides a longer backup for calls and internet. POSITIONING MAPS According to Kotler 2010 the position maps are used by marketers to know the perception of the brand in consumer minds. The positioning of iPhone 4 lies in the luxury segment with high performance along with a high price than its competitors. BRAND EQUITY According to Dibb et. al. 2007 brand equity can be defined as the value of brand which goes above the functional benefits of the product. (Adapted from Dibb et. al. 2007, pp 319) Brand equity plays an important role in the positioning of the product in the market it is the value of the brand which the consumer keeps in mind. Brand Name Awarness The brand name awareness helps the consumer to get familiar with the brand which helps in the selection of the brand. In the case of iPhone 4 the brand is known to everyone and the consumers are switching to iPhone 4 because it is reliable and is of high quality as compared with other brands. Brand Loyalty Brand loyalty is an important aspect of the brand equity because it reduces the competition with other mobile phone brands. It helps in retaining the existing customers and provides a potential for new customers to be loyal. Apple with the launch of iPhone 4 has been loyal to its customers by delivering the most innovative features and exclusivity that earlier version of iPhone had. this helped Apple in retaining their customers and inviting new customers. Perceived Brand Quality Customers see quality with the brand. Apple is a brand and has high level of quality so the consumer has in mind that whatever product Apple will make will be of high quality and standards that is why Apple is able to sell the iPhone 4 at a premium price allowing it to reduce competition. Brand Association Apple has created a lifestyle for itself; the statement associated with iPhone 4 is This changes everything. Again. This means that Apple has introduced the iPhone 4 as a unique product which has the best features and value amongst its competitors. BRAND ELEMENTS Brand elements can be defined as the different criterias by which a product is defined. Brands elements should be Memorable Apple iPhone 4 has a strong brand image and is easily recognized by the consumer. Apple has been ranked among the top 10 brands of 2010 in the world it holds third position therefore there is a very strong image of the company in the minds of the consumers and the consumers is able to identify the brand. Meaningful After the launch of the Apple iPhone 4 the consumers have started switching their phones to the iPhone 4. This shows that the product that is iPhone 4 has been up to the mark in terms of creating the brand image. Likability The Apple iPhone 4 with its unique features and its futuristic looks has become a favourite for many consumers. Transferability Apple iPhone 4 has been successful in maintaining as well as improving the brand image that previous version of iPhone had, so the transfer between the iPhone 3GS and iPhone 4 has been handled quite well by the company. Adaptability The iPhone 4 with its applications has adapted itself in the market and the engineering involved in every part of the phone helps it to be adaptable. Protectability The iPhone 4 is an exclusive phone aimed at the higher social class, it protects itself from its competitors by innovations. The Apple iPhone 4 is not easily accessible to everyone as the price is quiet high which helps in giving exclusivity to the customers therefore apple is able to protect its brand image. CONCLUSION Brand equity plays a vital role in the positioning of the product and the brand elements support the brand to which the product is associated to. Apple sells the iPhone 4 at a premium price because it is the value that is associated with the product has been created using brand equity. Apple has shown a high involvement of research and development for the iPhone 4 and the features it offers are remarkable. References Kotler, P Armstrong, G (2010) Principles of Marketing 13th edition, New Jersey: Pearson Prentice Hall Dibb, S., et.al. (2006), Marketing : Concepts and Strategies, Boston, MA ; Abingdon : Houghton Mifflin West, J., Mace, M. (2007). Entering a mature industry through innovation:Apples iPhone strategy. Druid summer cofrence.

Robert Altmans The Long Goodbye As A Genre Revisionist Film Essay

"Robert Altman's The Long Goodbye attempts to do a very interesting thing. It tries to be all genre and no story†¦ It makes no serious effort to reproduce the Raymond Chandler detective novel†¦ it just takes all the characters out of that novel and lets them stew together in something that feels like a private-eye movie." ---ROGER EBERT (REVIEW) The period of American cinema between 1965 and 1975 produced many films that almost completely restructured classical Hollywood’s accepted genre conventions. A fine example of this would be Robert Altman's iconoclastic take on Raymond Chandler's Philip Marlowe in The Long Goodbye (1973), a detective film based on the final book in Chandler’s Philip Marlowe series. Altman, who is known for turning around traditional genre conventions, revises and reinvents the film-noir style made popular by Dick Powell in Murder, My Sweet (1944), Humphrey Bogart in The Big Sleep (1946), and Robert Montgomery in Lady in the Lake (1947). The actors and the films in the 1940’s film-noir period conformed to genre conventions, and it wasn’t until Robert Altman directed Elliot Gould’s Philip Marlowe in The Long Goodbye that the detective genre had changed. It is very interesting to note how the conventions of 1940’s hardboiled private eye fiction translate into the 1970’s. The low-rent drabness of the genre loses much of its allure. The dark shadows and long nights of urban Los Angeles become the bright lights and warm sunshine of Malibu beaches. The detective’s normally snappy dialogue turns into joking asides. Marlowe’s hardboiled narration becomes the self-conscious mutterings of a lonely man talking to himself. The romantic myth of a man set apart from the city is turned on its head as a pathetic man living alone with his cat. Elliot Gould plays private investigator Philip Marlowe, who uses his smart-aleck detachment carried along by a natural wave of 1970’s California that Altman exercises for both humour and social commentary. Rich drunks, drugged out youth, multicultural gangsters in touch with their heritage and their feelings, people more than willing to use their friends, all indicate a self-obsessed society, a force as relevant in the 1970’s as the ever-present title song. Originally, Hollywood backed Altman, the eccentric director of M.A.S.H and Nashville, in the hopes that a gritty detective film would cash-in on the... ...grab glimpses of the character's true nature. In The Long Goodbye, these foreground strokes, intended to lay a foundation for audience sympathy with the lead character, are made as prominent as the climax, as well as the end. This is because Marlowe wanders through the action of the film meeting and reacquainting himself with unrelated characters, such as the gatekeeper-impressionist in Terry Lennox’s neighbourhood, and the grocery store clerk, who Marlowe meets again in prison. The time between The Big Sleep and The Long Goodbye signifies a significant evolution of American, or at least Hollywood, culture, from the country's post-WWII optimism to the alarm of Vietnam. The character of Marlowe, it appears, has one foot in each book-end of history. Bibliography Kagan, Norman. American skeptic: Robert Altman's genre-commentary films. Ann Arbor, Mich., Pieran P. 1982. Karp, Alan. The Films of Robert Altman. Metuchen, N.J., Scarecrow P. 1981. McGilligan, Patrick. Robert Altman: jumping off the cliff; a biography of the great American director. New York, St. Martin's P. 1989. Wexman,Virginia Wright. Robert Altman; a guide to references and resources. Boston, Mass, Hall. P. 1984.

Pre-Writing/Invention Strategies Essay

Applying the pre-reading strategies upon reading the article â€Å"A Rescue at U. N. Headquarters, as Others Wait and Hope† by the New York Times, can make the central message clearer to the reader. The title and the heading provide an insight to the content of the essay; which is primarily the first visit of United Nations secretary general, Ban Ki-moon, on Haiti after the devastating earthquake hit the country. Skimming on the essay conveyed the inevitable scarcity of food in the place, plus the rescuers’ nationalism ideals on their effort rescues. Skimming the essay provided insights that opened issues on importance of food and medical assistance to the victims of the earthquake. This makes a wider topic on the issues that must be tackled with regards to the mishap. After reading the essay and gaining queries and facts on the writing task, one must now apply the different pre-writing strategies to make the desired composition. Pre-writing strategies vary and may be referred to as free-writing, brainstorming, clustering, tagmemics, and journalistic technique (Pre-Writing Strategies, 2005). I used the brainstorming technique to particularly list all the elements and ideas that might be useful in making an essay about my insights, but the unorganized bulleted form might not be very helpful in making a cohesive essay. On the other hand, in the clustering strategy, the central topic could be the scarcity of food and medical assistance to the victims, and other sub-topics are written in smaller circles connected to the central point. This is effective as it provides a clearer and more organized flow of ideas for the desired essay. Conclusively though, it is advantageous to apply the journalistic technique to further broaden the essay. In this strategy, the six important questions; who, what, when, where, why, and how are discussed. By answering these questions, the author is ensured that the most important information about an event, issue, or problem is addressed to the readers. References English 090: Basic Reading and Writing. (2005) Pre-Writing Strategies. Retrieved July 12, 2010 from http://faculty. ncwc. edu/lakirby/English%20090/prewriting strategies. htm