How enduring were the changes created by the 1848 revolutions?

In 1848 Europe lived a time of uneasiness. Many revolts took place all over the continent, when the middle and working class istood upi. The only ones lucky enough to escape from revolution were England and Russia. France was under the power of Louis Philippe, a reactionary monarch who was against change. The Austrian Empire ruled by Metternich even though Ferdinand was the actual king. A lack of political change and social reforms bothered the people as the population increased. Education was available for more people but the economic system started to fail. revolutions took place in 1848 in Austria-Hungary, France and Germany. As a result the 1848 revolutions only left temporal alternations to the traditional system and ended up being a transfer of power. France as the most influential nation of all European nations had a strong liberal force, which opposed to the fact of being ruled by Louis Philippe. The French middle-class complained for the permanent rejection, and discrimination from the government, as they had no representation at all. After the army had killed 40 protestors, a crowd of discontent middle and working class was already on their way to the city, hours later broke Paris into open revolt. Noticing that it was already too late, Louis Philippe abdicated forcing the Parisians to create a provisional government. This short-term solution became an alliance between the middle class liberals, and the radical working classes. This coalition turned into a clear victory over the Monarchs, which wouldn't last long, before several problems aroused due to different interests and ideas each group held. What occurred was that the middle class, principally conformed by intellectuals, doctors, minor employers, etc, wanted several changes that were mainly based on their social interests, (e. g. the voting system, and the freedom of speech) above anything else. The working classes not only had the same interests, but also had others that extended to the economic side, which for the middle class wasn't as important. When the social interests from the middle class were partially reformed they didn't have much more to protests about, so they instead retired. This caused a huge discontent within the working classes that still expected other changes and weren't being supported by the middles class that had already achieved most of their purposes. Many changes took place in those first months the most important one was the instauration of the universal male suffrage that allowed men over 21 to vote. This increased the number of voters from 240,000 to almost 9 million. Other changes like the reduction of the working hours to 11 hours, and the opening of workhouses were made to help the unemployed. Thanks to these changes people from the provinces could get involved with what had being going around in Paris. The majority of the voters were people from the rural areas, and as a result the lections for the constituent assembly were in favor of moderate republicans or the conservative monarchs. The revolutionaries had won, in November 1849 during the second republic Louis Napoleon became president by popular election. Two months before the elections the 12 hour working day had been re-established, however the universal male suffrage still remained. In 1848 the Austrians heard form the revolutions in France and how successful they had been. Encouraged by this racial and social tensions as well as imperial repression of rights would influence revolts in the Habsburg Empire. Very similar to what happened in France forced by Ferdinand, Metternich who was in charge had to leave. Revolutionaries won but they had many disagreements between each other. What happened was that at the beginning both the middle class and the working class needed reforms. When these had been made middle class were satisfied but the working class felt that the Empire was still in debt with them. For this reason the unity came to an end. For the middle class the fact of having freedom of press, tax reforms, and an increase in freedom of religion was enough. The people still demanded to exclude non-Hungarian soldiers from the Hungarian army. This became possible once Ferdinand decided that Hungary should be an independent country. In Austria finally one of the constitutional changes established (the March laws) were approved, the nobility would loose their tax exemptions and the feudal system was abolished from the Empire. Due to the fact that the radicals and the liberals had very different interests there was also a nationalist conflict between certain groups amongst the empire. However the change that would endure the most after the civil revolt was the one that would eventually harm the revolution. This change had been dictated by the constituent assembly, and it was the abolition of serfdom (a member of the lowest feudal class bound to the land and owned by a lord). As a result the revolutionaries would be left without any real support from the peasantry, as they would have no cause to complain. Like the Habsburg Empire, Germany was also lead by the incidents that took place in France. In this case German States fell into a greater economic crisis than France. It seemed to be that reforms were simply one of the elements that the insurgents required and beside it came the acceptance of a concession which Prussia, Bavaria, Baden, and Wurttemberg agreed to. A meeting in Heidelberg (Vorparlament) was called to supervise the election to the German Representative Assembly. This assembly was formed not to impose their power, but to act upon the lack of it, a characteristic of March 1848. The assembly was mainly elected by the middle class, and one of the first measures that it took into consideration was the Universal Male Suffrage, with the support of one delegate for every 50,000 Germans. Germany had the urgency of finding someone appropriate to take control over all the state, and thought that the Habsburgs, a very important and well-known German family, lead by the Archduke John could be a good choice. In June the Habsburgs took control over Germany. For many working class Germans the poor less job that the Frankfurt Parliament had done to solve their problems didn't satisfy them. They thought that within meetings they could discuss many economic problems and find the appropriate solution to each one of them. Their requests were then brought up and demanded changes like: the limitation of the factory production, restrictions upon free economic and industrial growth, and the protection of the privileges for the old artisan guilds. The protests that took place afterwards were very big and in some cases the Parliament had to recruit Prussian and Austrian troops. Eventually the emergence of the of the national issue and the fear of working class violence, created the route to the re-establishment of the German Government, including the return of Friederich Wilhelm. The German troops helped by the Prussians and the Austrians were sent into Berlin. Once again Friederich Wilhelm was offered to wear the German Crown and he refused. Not accepting the German crown was enough to end with Frankfurt Parliaments big failure. Once the Austrian and Prussian delegates had left the Parliament it was dismissed by Prussian troops. At the end of the revolution some agrarian reforms still remained but in remark the liberal, constitutional revolution failed to succeed. We may clearly rely on A. J. P. Taylor who says: â€Å"There was merely a vacuum in which the liberals postured until the vacuum was pilled† Big revolutions took place in France, Austria-Hungary, and Germany in 1848. The government systems had been there for a very long time, each nation and the people wanted several reforms on those systems were becoming a huge pain. In France everything seemed to work fine, until Louis Napoleon declared himself Emperor. Terminating with the Universal Male Suffrage, which as other changes was thought to be enduring, but at the end it didn't result as expected. In Austria-Hungary even though problems weren't that bad, the fact that the results of the revolution in France had been successful, was enough for them to demand changes. The changes that took place were thanks to Lajos Kossuth and the â€Å"March Laws†. In Germany as discussed before, some say that the German disturbances cant even be considered as a revolution. At the end only Agrarian reforms survived out of the many changes expected. Many protestors didn't receive anything from the revolution that took me to the conclusion that it wasn't successful at all. Finally we can see how the 1848 revolutions failed, and how changes and reforms were not enduring at all. As Trevely says: â€Å"1848 was the turning point at which modern history failed to turn†. However France was in a much better situation than all the other countries, and like in 1918 at the end of the WW1 they were capable of surviving ahead from the others.

Management Case Studies

Ans 1:- Rollerblade, the popular skate manufacturer based in Minnetonka, Minnesota. Rollerblade has been one of the leading firms in the fast growing high performance roller skate marketplace. Rollerblade was in a bind. The product literally could not be shipped out the door. The managers found that workers were not able to ship products because, as a result of poor storage structures, they could not find the products. Once they were found, overcrowded aisles, in addition to other space constraints, still prevented efficient shipping because the workers could barely manage to get the products out the door. We were out of control because we didn’t know how to use space and didn’t have enough of it,† said Ian Ellis, director for facilities and safety. â€Å"Basically, there was no more useable space left in the warehouse, a severe backlog of customer orders, and picking errors were clearly in the unacceptable range,† added Ram Krishnan, Principal of NRM Syste ms, based in St. Paul, Minnesota. With retailers as their primary customers, the customer competitive imperatives that are being affected by Rollerblade’s inventory problems are mainly of services i. . delay in deliveries, as stated above they were facing problems in making deliveries on time, no shipment was reaching on time. These delays will effect a lot on their customers as the retailers want to sell them and if the products were delayed the retailers will also have to suffer in loosing their customers which will in deed result in backing off from the Rollerblade’s only. Rollerblades were lacking behind in technology so as to meet their customer demands they need to improve their technology. Ans 2:- JIT, or just in time, inventory is a inventory management strategy that is aimed at monitoring the inventory process in such a manner as to minimize the costs associated with inventory control and maintenance. To a great degree, a just-in-time inventory process relies on the efficient monitoring of the usage of materials in the production of goods and ordering replacement goods that arrive shortly before they are needed. This simple strategy helps to prevent incurring the costs associated with carrying large inventories of raw materials at any given point in time. For a product like Roller skates, a just in time inventory system might not be that useful as the problem with roller skates isn’t associated with production means whereas it is with the time of delivery. The problem arises after the product is manufactured and is dispatched for the delivery. The main problem with them was for the storage and then reallocating it as there was no systematic way of storage and finding it and sending it for the delivery on time. To solve this problem technology was required rather than just in time inventory system. Ans 3:-

Importance of Quality Development to Supply Chain Term Paper

Importance of Quality Development to Supply Chain - Term Paper Example EliteClean’s supply chain aligns with the business strategy where the basis of competition takes the order of the process. This is enhanced through development of high quality goods to create competitive advantage. In addition, the firm has an overall market-winning criterion since the supply chain aligns to needs of the customers. The supply chain of this firm enables bundling of purchasing volume with other segments other than creating different lines of products. Consequently, this results into developed distribution channels that assure the firm of its global presence as well as strong relationship with key customers. It is also undisputable to note that supply chain within EliteClean is adaptive thereby enhancing the relationship between various departments and regions through regional distributional channels. Despite the many strengths enjoyed by EliteClean within its supply chain, the process suffers the weakness of not incorporating technology. Contemporary world is changing rapidly due to advancements and improvements in technology. So far, EliteClean’s supply chain does not incorporate technology. What’s more, this supply chain of the firm does not explicitly revise its strategies in respect to power positioning as well as new competitors. Since the firm produces different products, it would be more effective through enhancement of segmentation of customers. The retailers may demand a reduction in price an action that may reduce the company’s revel of income in their moneybag. These may occur because of the retailer claiming that the market demand of the product has gone down. Moreover, they may also insist that they are incurring many expenses in their running hence leading to reduced profitability. The company may increase its services by employing various measures that include selling of its cleaning products directly to the consumer. Consequently, there will be improved sales volume hence earning more income and profitability. EliteClean may also increase its services by conducting a market research directly to the consumers.

International marketing management Essay Example | Topics and Well Written Essays - 2250 words

International marketing management - Essay Example Marketing has shifted from the traditional product centred view to a service centred view. It has further evolved into creating a new experience for the customer by providing unique values. Marketers, therefore segment, penetrate and promote goods with the objective of attracting customers (Vargo and Lusch 2004). Marketing mix as under 4 Ps does not attract a customer any longer as it is product oriented. Therefore relationship marketing has become more important because it moves marketing from transactional to relationship-based exchange. Relationship marketing brings about a new integration into the marketing dimension. With advances made in technology global trade has changed. The customer that was passive in the past has become interactive, becoming connected replacing his isolation and changed into informed from being unaware. Earlier in the seventies and eighties a large parts of the world were controlled economies, especially those of China and India.

Health and Health Care Policy Essay Example | Topics and Well Written Essays - 1000 words

Health and Health Care Policy - Essay Example s preventive care and specialized medical services to patients admitted in hospitals and also for those patients who are being transferred by ambulances. NHS also covers dental and mental care along with rehabilitation. Measures have been adopted to alleviate costs to prevent undue pressure on certain section of the society. Cost of conveyance to and from medical centers for low income people are covered by the government. The first step that a patient can take is to consult a General Physician (GP) who can then prescribe for secondary care services. General Physicians get paid by salary, capitation and service fees under primary care trusts. Hospitals which are organised by NHS trusts are controlled by the Department of Health (â€Å"The UK Health Care System†, 1). In UK there are several bodies set up for the purpose of monitoring and assessing the quality of health care services provided by the public and private providers. This is done by the process of regular assessment of key areas of health care and if necessary recommendations are made for the best practices. A new framework has been introduced in 2004 to assess the health care service provided by the GPs. They are awarded with points based on how well they organize their practices and how the patients evaluate their surgical experiences. Other things that are considered are extra services provided by the GPs like â€Å"child health and maternity† and how chronic diseases like asthma and diabetes are treated. (â€Å"The UK Health Care System†, 2) The major function of National Health Service has always been to find means to improve efficiency of health care service. The UK government has set up Gershon Efficiency Program to improve efficiency of health care service. The activities of the program include â€Å"front-line productivity, centralizing procurement to obtain more cost-effective deals, reductions in the costs of both NHS provider and central administration and increasing the efficiency of social care

Make an assessment of the achievements of the Bretton Woods Fixed Essay

Make an assessment of the achievements of the Bretton Woods Fixed Exchange Rate system - Essay Example Economists themselves have considered diverse aspects of money such as the reasons for its existence, changes in its form, and its role in the economic prosperity and development of people and nations (ICFAI Center for Management Research (ICMR), 2005).† Money occupies a central place in a modern society. Money provides innumerable benefits in our day-to-day lives. In the classical theory, money played an insignificant role as it had no causative influence on the economy. In the opinion of classical theorists, money was purely confined to medium of exchange and related itself to economic activity. Money was used as a technical instrument to overcome the complexities involved in barter system. There was strong opinion that money was a passive element, which was used to help in the process of exchange. Contrary to this, in modern economics money plays a significant and an active role. Modern economists emphasize that the most important function of money is to regulate the general economic activity and to promote the wealth and welfare of a country’s economy. It further explains how money influences production, consumption and distribution. Thus, the institution of money is considered to be an efficient instrument contributing to economic prosperity of a country. Due to the advent of globalization, financial markets are getting integrated with the passage of time, and people and firms are entering into more and more cross-border financial deals. In order to make these transactions feasible, a system for determination of the amount and method of payment of the underlying financial flows is needed. Since the domestic currencies of the parties involved will be different, the flows will take place in some mutually acceptable currency. The parties involved will then need to convert the amount involved into their domestic currencies. The set of rules, regulations, institutions,

Online Recipe and Meal Planner Essay Example | Topics and Well Written Essays - 7000 words

Online Recipe and Meal Planner - Essay Example This info is useful for people who are on a diet and want to control the calories they receive. The manager or administrator is the person who controls the content of the website by adding/editing and removing the information. The administrator also keeps control of other aspects of a website like hosting, databases and technical support. The system is a web application and uses web server technologies. In includes a database (MS Access 2007) that stores the meal recipe, ingredient and costs and a web interface (Asp.net and C#) that interacts with the database. The final system will have to be uploaded on a real server however in the development and testing process it can be implemented on a local machine and using a virtual web server created by a development tool like Microsoft Visual Studio 2005. Once the development and testing has been successful, it can be uploaded on an actual server for all the internet users to use. The structure of database has to be designed in a way to comply with issues like data integrity. So the main focus has to be on the relational database and normalisation. Making sure that the query, insert, update and delete commands operate correctly, otherwise that could lead to a loss of data integrity. The reliability of this system will be achieved when all the tables in the relational database are of Third Normal Form (3NF). The reason is that most 3NF tables in relational databases are free of insertion, deletion and update anomalies. There are many different software development techniques used/employed when software is being developed.

Martin Luther King as a Leader Essay Example | Topics and Well Written Essays - 750 words

Martin Luther King as a Leader - Essay Example It was through bold and inspirational speeches that King established a reputation as a great orator. However, this also painted him a radical and subject to federal surveillance for the rest of his life. In addition, King is recognized for his phlegmatic way of approaching crisis as he advocated for the rights of all. Martin Luther King Jr represented the African-American community, but in essence, this translates to all minority communities who lived an oppressed life. This oppression came about following colonization and the slave trade where the rights of those perceived to a weak community were subjected to a wide range of discrimination. Segregation and discrimination with regard to race, gender and education were outlawed following advocacy for civil rights. This marks a critical step towards generating independence among communities. This clearly illustrates that even as King fought for the rights of African-Americans, the benefits would be felt across different communities both regionally and nationally. King mounted a challenge to oppression by defying the status quo, which eventually got support from other members of the community other than African-Americans. However, there still exist a wide disparity based on ethnicity, race, religion and gender in modern America. This creates the need for more activism and effective leadership to bridge the gap, eliminating existing disparities. In order to take up leadership and advocate for change, one must consider every possible angle relevant to the vision he has. This way, his vision should illustrates the benefits of the intended changes and how best to effect it. In this regard, one should develop a vision in which he firmly believes in before making it a mission. Consequently, a leader seeking to transform the beliefs held by many must establish a vivid vision of

Psychological Testing Essay Example for Free

Psychological Testing Essay This paper is all about the uses and varieties of personality and projective tests. It aims to determine which tool is more reliable and valid to use in measuring and predicting the behavior of an individual. Furthermore, this paper discusses the uniformity of two different texts used containing the same stance that personality tests exceed the projective terms in terms of convenience to use, reliability, and validity. Personality and Projective Tests Introduction Personality and projective tests are psychological tests used to measure and evaluate the behavior of individuals in the school, community, and even workplace setting. The tests function to determine the difference of personalities among different individuals (examinees) taking the same test. Upon taking the test, interpretation of examinees’ scores would depend on their respective test results. However, in this paper, researchers of different psychological tests suggest that personality tests are more reliable and valid compared to projective tests. Personality and Projective Tests Albert Hood Richard Johnson (2008), a member of the American Counseling Association, collaborated to come up with Assessment in Counseling (2008), a book which discusses the different types of personality and projective tests. In the text, samples of personality tests include the following: the Minnesota Multiphasic Personality Inventory/MMPI2, Jackson’s Personality Research Form (PRF), Myers-Briggs Type Indicator (MBTI), California Psychological Inventory (CPI), and the NEO Personality Inventory-Revised (NEO PI-R). Further, CPI scale where 16 PF is adapted is recommended to be used for marriage and career counseling, job performance appraisals, and evaluation of management skills in the workplace. On the other hand, the different projective tests include the following: the Rorschach Ink Blot Test, Thematic Apperception Test (TAT), House-Tree-Person (HTP), Roter Incomplete Sentences Blank, and Early Recollection. However, the Rorschach Inkblot Test was found to be the most commonly used projective technique to make inference of an individual’s behavior. In addition, Anne Anastasi (Dept. of Psychology in Fodrham University) and Susana Urbina (Dept. of Psychology in University of Florida) (2002), in their book Psychological Testing, suggest that personality tests are far better to use than projective tests since the latter is more complicated to execute and is more prone to erroneous interpretation regardless of the examiner’s years of experience in handling the test. Scope of the Literature Problem and Significance of the Problem The significance of the problem is to answer the question: â€Å"Which is a better tool to predict the behavior of an individual, is it the personality or the projective tests? † Research problem(s) Explored in the Study The two articles reviewed focus on the problem whether personality tests, observation, and inventories are more reliable, predictive tool in measuring the behavior of an individual rather than the projective tests. Hypothesis in the study Hypothesis of this study suggests that using personality inventories or psychological tests are better than using projective tests to assess a person’s behavior. Research Design and Methodology Research design to be used is descriptive correlational. The approach or tool to be used is the Pearson (r) correlation to determine the relationship between the two variables. Conclusion Psychological tests are tools to measure and predict the behavior of an individual. Depending on its purpose, personality tests and projective tests aim to assess personalities in different settings such as school, workplace, and community. In school, the tests serve the college students’ need to be counseled for the career that suits their personality; at work, the tests are used to evaluate which candidate is more fit for the job; and in the community, the tests determine who are mentally healthy and who are not for providing welfare. References Anastasi, A. Urbina S. (2002). Psychological Testing. New Jersey: Prentice-Hall, Inc. Hood, A. B. Johnson R. (2008). Assessment in Counseling: A Guide to Psychological Assessment Procedures. Stevenson Avenue, Alexandria: American Counseling Association.

Symbolism of Simon in Lord of the Flies Essay Example for Free

Symbolism of Simon in Lord of the Flies Essay Do you know someone who naturally brings out the good in people, or who always does the right thing no matter what? Simon is a shy, kind, hardworking boy who always puts others first. He tries to warn everyone on the island that there is not a beast but because he tries to do what he knows is right he gets killed by the other boys. Simon is one of the important characters in Lord of the Flies. He is one of the important characters in the novel because he represented the struggle between good and evil inside of people, nature, and Jesus or religion. The first thing that Simon represents is the struggle of good vs. vil in people because he is always putting others first and doing what is right but, at the same time, he is the only one that interacts with the Lord of the Flies, who could represent evil. Simon was the only one that helped Ralph build the shelters while everyone else was goofing off. He also helped the littluns get fresh fruit from the trees instead of letting them eat the fruit on the ground that could make them sick. Those are both things that show the good people can do. His interaction with the Lord of the Flies was more than likely a hallucination of some sort because a pig’s head on a stick cannot talk. The Lord of the Flies is evil and wants the boys to hurt or kill each other and, since he is a hallucination, it shows that there is an evil part of Simon that he tries to suppress or he may not even know is there. The second thing that Simon represents is nature because he goes into the forest on his own to surround himself with nature and appreciate its beauty and does not harm the plants or animals around him. Once Simon is done working and helping the littluns he goes into a clearing in the jungle and hides in a tangle of vines. He sits there and just listens to the sounds of the jungle and ocean and watches the animals. As he listens and watches he seems completely absorbed and at peace with nature. He is also the one who pointed out the â€Å"candle buds† which shows he was being more observant of the plants and things around them. He also knows where the freshest fruit is while most of the other boys don’t seem to know or even seem to care about the freshness of the fruit. He does not disturb the animals around him unlike the other boys. Simon is the only boy that never participates in hunting or the hunters’ dance. The third and final thing that Simon could symbolize is Jesus or religion because he is prophetic, gathers all his information from faith alone, and is the only inherently good boy on the island. Simon tells Ralph that he (Ralph) will get off the island okay but does not say that everyone will. This is prophetic and foreshadowing of Simon and Piggy’s deaths as well as the rescue of the boys that saves Ralph from the same fate. He also has no logical explanation or evidence of his claim; it is base solely on faith. Simon also realizes that there is no beast but rather it is the boys themselves. He is the only naturally good boy on the island. The other boys do not act civilized because of morality but because of social conditioning and the threat of punishment, where as Simon is civilized and good because of morals and spiritual connection to nature. Even the seemingly civilized Ralph and Piggy are not as civilized as they appear, as we see when they participate in the hunters’ dance that kills Simon. Simon can also represent Jesus because of his confrontation with the Lord of the Flies, who can represent the devil. The confrontation between the two can be seen as a parallel to Jesus’ confrontation with the devil during Jesus’ forty days in the wilderness. Simon’s clearing in the jungle could be compared to the Garden of Eden, which is pure and perfect until evil invades it, this evil being the other boys and the Lord of the Flies. Simon is an important character in Lord of the Flies because he represented the battle between good and evil inside of people, nature, and Jesus or religion. Simon symbolizes good vs. evil because he puts others first and does what is right but, at the same time, he is the only one that ever speaks with the Lord of the Flies, who could represent Satan. Simon is a symbol of nature because he goes into the forest on to envelop himself in nature and value its beauty and does not harm the plants or animals on the island. The final thing that Simon could represent is Jesus or religion because he is prophetic, all his information is based on belief, and he is the only naturally good boy on the island. Simon is a timid, thoughtful, reliable boy who always does the right thing. He tries to tell everyone that there is not a beast but because he tries to do what he knows is right he gets killed by the other boys. The book would not have been the same without Simon.

A Series Of Unfortunate Events, Analysis

A Series Of Unfortunate Events, Analysis This movie tells about The Baudelaires orphans: Violet; Klaus; and Sunny. Violet is fourteen years old, Klaus is twelve years old, and Sunny is still an infant. Each of these orphans has awesome ability: Violet can find and create everything from the things around her as good as a scientist; Klaus loves reading so much and amazingly he remembers all what he read even in details; and then Sunny, the youngest, her teeth are so strong and she bites almost everything. Their parents are killed in a fire that also destroyed their house. Mr. Poe, the family banker, then sends the children to live with Count Olaf, an actor who is their closest relative. Count Olaf treats the children awfully. Soon The Baudelaires know that Count Olaf just wants to take their parents richness. One time because of a coincidence, Mr. Poe thinks that Count Olaf is not a responsible parent so that Mr. Poe takes back the children from Count Olaf. Olaf, pretending to have an emotional goodbye with The Baudelaires, promises that he will find them again and get their fortune. Mr. Poe sends the children to live with their uncle, Dr. Montgomery Montgomery, a cheerfully herpetologist. The Baudelaires live happily with Uncle Monty. Nonetheless, Count Olaf comes in disguise to Uncle Montys house as his new assistant for herpetology and he killed Uncle Monty. The orphans are then sent to live with Aunt Josephine who lives in a house on the edge of a cliff above the Lake Lachrymose. However, Count Olaf catches the children wherever they go in order to get an opportunity to grab the Baudelaires wealth. He does camouflages to fool other guardians of the Baudelaires. Count Olaf causes the death of Aunt Josephine and makes himself as if he is the childrens savior. As a result, Mr. Poe gives custody back to Count Olaf, seeing how he rescued the children. Mr. Poe reveals to Count Olaf that he would not inherit the childrens fortune even if they died, with the exception of blood relatives, or married couples. Count Olaf invites Mr. Poe and people he knows to his play which stars himself and Violet as the leads. It is a trap for the Baudelaires so that Count Olaf can gain access to Violets inheritance. Klaus notices Count Olafs bad plan. Somehow he ruins the play and makes people realize the tyranny of Count Olaf and then arrest him. Moreover, Klaus notices that the death of his parents is not merely an accident, but it was Count Olafs deed. Eventually, the Baudelaires are safe and kept away from Count Olaf. The reason the writer choose this movie to be analyzed is because the writer is indeed interested in this movie from the first time the writer saw it. This movie is one of 21th century literary works which depicts chains of a unique story which is not clichà ©. From its title, it is discernible that this movie imparts a kind of tragedy which involves life/moral values. Moreover, it involves the hamartia, anagnorisis, peripeteia, and catharsis. This is why the writer decides to use Aristotelian theory to analyze this movie, because hamartia, anagnorisis, peripeteia, and catharsis are the key elements of the theory. Having considered the above facts, the writer proposes a study entitled The Hamartia, Anagnorisis, Peripeteia and Catharsis in Brad Silberlings (2004) Lemony Snickets A Series of Unfortunate Events. FIELD OF THE STUDY The field of the study is literature, especially movie. SCOPE OF THE STUDY This study will discuss about Aristotles theory of tragedy, about Lemony Snickets A Series of Unfortunate Events movie, mostly its hamartia, anagnorisis, peripeteia, and catharsis. PROBLEM FORMULATION What are the Hamartia, Anagnorisis, Peripeteia, and Catharsis in the movie? How are the Hamartia, Anagnorisis, Peripeteia, and Catharsis represented cinematographically in the movie? To what extent do those elements affect the movie? OBJECTIVES OF THE STUDY The writer wants the readers notice and comprehend the meanings of Hamartia, Anagnorisis, Peripeteia, and Catharsis and also their existence. The writer wants to show how the key elements of Aristotelian theory are depicted in Lemony Snickets A Series of Unfortunate Events movie cinematographically. The writer wants to evince how the key elements affect the movie. HYPOTHESES Only few people know the movie of Lemony Snickets A Serie s of Unfortunate Events. Also, only few people comprehend what Aristotelian theory is about well, including the hamartia, anagnorisis, peripeteia, and catharsis. Many people do not know that this movie is impressive, that using the Aristotelian theory to analyze the movie can give people some significant life values. SIGNIFICANCE OF THE STUDY This study concentrates on the movie entitled Lemony Snickets A Series of Unfortunate Events and on the Aristotles theory of tragedy especially the key elements. Entertainment, knowledge, and wisdom are benefits that can be obtained from this study. By watching or observing Lemony Snickets A Series of Unfortunate Events movie, the readers are going to get pleasant or fun. Through signification of the Aristotelian theory, it will broaden the readers knowledge. Moreover, by understanding the life/moral values in the movie through catharsis, the readers are going to be conscious that the values do enlarge their wisdom. DEFINITION OF TERMS Action A unit of happening. (Paredes, 1986). Imitation/Mimesis Mimesis means copying another persons action or way of doing something. Plot Plot is the imitation of the action or the arrangement of the incidents. Plot is also the first principle and the soul of a tragedy. (Hibbard Frenz, 1954). Meanwhile, according to Cooper (1979), plot is the principle of life. Character Character is that which reveals moral purpose, showing what kinds of things a man chooses or avoids. (Hibbard Frenz, 1954, p. 170). Spectator Spectator is the synonym of audience. (Good, 2008). Tragedy Tragedy (as opposed to epic) relies on an enactment (dramatic performance), not on narrative (the author telling a story). (Leyg, 1996). According to Cooper (1979), a tragedy is a mimesis, not of people but of their actions and life. However, Kennedy (1979) said that tragedy is an imitation not only of a complete action, but of events inspiring fear or pity. Furthermore, he said that tragedy is about the realization of the unthinkable. Tragic Hero The tragic hero is a great man who is neither a paragon of virtue and justice nor undergoes the change to misfortune through any real badness or wickedness but because of some mistake. (Leyg, 1996). Tragic hero is one who is not pre-eminent in moral virtue, who passes to bad fortune not through vice or wickedness, but because of some piece of ignorance, and who is of high repute and great good fortune. (Cooper, 1979). Hamartia Hamartia is the characters fatal flaw. In other words, it is an intellectual mistake or an error in judgment. Anagnorisis Recognition or discovery (anagnorisis): the revelation of some fact not known before, or some persons true identity. (Kennedy, 1979, p.943). Peripeteia Peripeteia is a reversal of circumstances or turning point. (Aswers, 2007). According to Watson (2002), peripeteia is a reversal is a change of a situation to its opposite. Catharsis It is purgation, purification, and clarification of pity and fear. REVIEW OF LITERATURE In this study the writer focuses in Aristotles theory of tragedy which includes hamartia, anagnorisis, peripeteia, and catharsis as its key elements. This can help the writer to analyze the hamartia, anagnorisis, peripeteia, catharsis in Lemony Snickets A Series of Unfortunate Events movie. The form of drama called tragedy was born in the fifth century B.C. It is Aristotles famous definition. (Kennedy, 1979). Aristotle was one of important ancient philosophers from Greek. He was born in Stagira, a town in Macedonia in 384 B.C. Aristotle is a whole university in himself. (Hibbard Frenz, 1954). He influenced medieval science and logic and on literary theory since the Renaissance. Since the Renaissance, his name has been associated most often with his concepts of tragic catharsis, anagnorisis, and unity of action. (Answers, 2007). His theory will be applied in this study, which is theory of tragedy. Aristotles Theories Cooper (1979), stated that a work cannot be a tragedy if there were no action. Hibbard Frenz (1954), said that without action there cannot be a tragedy. The tragic event involves a fall from greatness, brought by the agents free action. (Perrine, 1974). Aristotles theory which is prior to his theory of tragedy is theory of responsibility. Aristotles theory of responsibility was established through his theories of character acquisition and action. Theory of Character Acquisition His theory of character acquisition states that people get their character from repetitively demonstrating actions they think are best. Theory of Action Theory of action distinguishes between what actions are voluntary or not voluntary. (Watson, 2002). Theory of Tragedy Nowadays the best tragedies are about a few families only. For a tragedy is an imitation, not of men, but of an action and of life, and life consists in action, and its end is a mode of action, not a quality. (Hibbard Frenz, 1954, p.170). It is the nature of tragedy that the protagonist must fall from power and from happiness. The recognition, combined with reversal, will produce either pity or fear; and actions producing these effects are those which tragedy represents. Nonetheless, the problem with Aristotles famous definition is not in agreeing in how to translate it, but rather how to interpret it. Definition of Tragedy The arrangement of tragedy should be complex, not simple, and it should present a mimesis of things that arouse fear and pity, as this is what is peculiar to the tragic mimesis. Tragedy is a mimesis not only of a complete action, but also of things arousing pity and fear, emotions most likely to be stirred when things happen unexpectedly but because of each other. A tragedy is a mimesis of an action and it is only because of the action that it is a mimesis of the people engaged in it. (Cooper, 1979). A tragedy is an imitation of an action that is serious, accomplishing through incidents that arouse pity and fear the purgation of these emotions. (Kennedy, 1979, p.899). Tragedy causes the emotions of pity and fear in the hearts of all men, then affords a pleasurable relief. In other words, the spectator at a tragedy, following the tribulations of the tragic hero, himself suffers vicariously, is emotionally moved, and as a result of the experience, finds pleasurable relief. (Hibbard Frenz, 1954). In a tragedy a hero suffers due to hamartia and then knowledge comes of ignorance followed by a reversal in fortune with a feeling of purification in the character. (Answers, 2007). Key Elements of Theory Hamartia: Hamartia is the Greek word. It means error, transgression, flaw, or weakness of character. (Kennedy, 1979). Hamartia is a tragic error caught in a crisis situation; the protagonist makes an error in judgment or action, missing the mark, and disaster results. In other words, hamartia is the fall of a noble man caused by some excess or mistake in behavior. The main character break a divine or moral law which leads to disastrous consequences. Despite the horrible events befalling the tragic hero, tragedies celebrate the human spirit, in the confrontation of difficult situations and the accountability of a character for his or her own actions. (Answers, 2007). The protagonist in the story is not a perfectly good man nor yet a bad man; his misfortune is brought upon him not by vice and depravity but by some error of judgment. The heros downfall is his own fault, the result of his own free choice, not the result of pure accident or villainy. Accident, villainy or fate may contribute to the downfall but only as cooperating agents: they are not alone responsible. The combination of the heros greatness and his responsibility for his own downfall describes his downfall as tragic rather than as merely pathetic. (Perrine, 1974). Anagnorisis: It means a recognition or discovery. Recognition is a change from ignorance to knowledge, producing love or hate between the persons destined for good or bad fortune. (Hibbard Frenz, 1954). Recognition is a change from ignorance to knowledge, tending either to affection; it determines in the direction of good or ill fortune the fates of the people involved. (Cooper, 1997). Anagnorisis is commonly applied to any self-knowledge the hero gains as well as to insight to the whole nature or condition of mankind. (Watson, 2002). The discovery induces a startling effect. Peripeteia: Cooper (1997), remarked that a peripeteia occurs when the course of events takes a turn to the opposite in the way described. According to Kennedy (1979), reversal or peripeteia is an action that turns out to have the opposite effect from the effect its doer had intended. Peripeteia occurs when a situation seems to developing in one direction, then suddenly reverses to another. Reversal is a series of incidents or a train of action tending to bring about a certain end but resulting in something wholly different. (Hibbard Frenz, 1954, p.170). The change of fortune for the hero should be an event that occurs contrary to the audiences expectations and that is therefore surprising. Catharsis: Purification of plot events, so that the central characters errors become cleansed by his or her recognitions and suffering. Through a course of events involving pity and fear, the purification of those painful or fatal acts, pity and fear it archives the purgation. It is simply an intellectual clarification of the meaning of the tragic happenings. Catharsis is also the purging of the emotions of pity and fear that are aroused in the viewer of a tragedy. Therefore, it is related to the psychology of the spectator, the public is purged of its fear and pity. (Paredes, 1986). Actually, catharsis is the positive social function of tragedy. It purifies the audiences feelings of pity and fear so that in real life we understand better whether we should feel them. Further, it purges pity and fear so that we can face life with less of these emotions or more control over them. K. METHOD OF DATA COLLECTION AND ANALYSIS This study uses qualitative research, applied research, or library research. The reason is because field of this study is literature which interpretation is the prime provision. Therefore, desk work or library research is appropriate and suitable to commit for this study. K.1 Method of Data Collection After deciding what study that would be done, which is a study of Aristotelian theory of tragedy, the writer searched the materials. Movie of Lemony Snickets A Series of Unfortunate Events, pictures, and data about this movie are the first materials that would be gained. The writer is going to keep looking for data about Aristotles theories especially his theory of tragedy which consists of the key elements (hamartia, anagnorisis, peripeteia, and catharsis). Those theory elements become essential to analyze the movie. The writer collected the data needed by visitting the library and reading some books related to the study. Also the writer looked for the data from the internet. For the further plans/steps, the writer will keep looking for the data and searching them through both written and electronic sources to enrich the primary data for this study. K.2 Data Analysis The title of the movie is Lemony Snickets A Series of Unfortunate Events. The complete information about the movie can be read as follows: Title : Lemony Snickets A Series of Unfortunate Events Year : 2004 Genre : Drama Director : Brad Silberling Film Stars : Jim Carrey, Emily Browning, Liam Aiken, Meryl Streep, Jude Law The movie tells about three orphans (The Baudelaires) who are adopted by a bizarre and mysterious actor named Count Olaf. He attempts to steal The Baudelaires parents richness. The Baudelaires try to get away from Olaf any time they can but Olaf can find them wherever they go. The avoidance of The Baudelaires towards Olaf leads these pitiful orphans to a series of unfortunate events. To analyze the movie, the writer uses the Aristotelian theory. Aristotles theory concerns with tragedy. According to Aristotle, in a tragedy a hero suffers due to hamartia and then knowledge comes of ignorance (anagnorisis) followed by a reversal (peripeteia) in fortune with a feeling of purification (catharsis) in the character. In analyzing the study, the writer will explain more about the research questions from the problem formulation. Using Aristotelian theory, the writer will show the key elements in the movie and why they are called as the way they are. Then the writer depicts the existence of the key elements through cinematography to show the evidences. Further, the writer describes how the movie is so affected by the key elements and how come the movie and the key elements foster one another. L. REFERENCES Cooper, D. E. (Ed.). (1997). Aesthetics: The classic readings. Oxford: Blackwell Publishers Ltd. Good, M. (2008). Cambridge advanced learners dictionary. Cambridge: Cambridge University Press. Hibbard, A., Frenz, H. (Ed.). (1954). Writers of the western world. Boston: Houghton Mifflin Company. Kennedy, X. J. (Ed.). (1979). Literature: An introduction to fiction, poetry, and drama. Toronto: Little, Brown and Company. Perrine, L. (Ed.). (1974). Literature: Structure, sound, and sense. USA: Harcourt Brace Jovanovich, Inc. WEBSITES Answers. (2007, June 6). In Aristotelian. Retrieved April 17, 2012, from http://www.answers.com/topic/aristotelian#ixzz1ez5h7jOW Berardinelli, J. (2004, April 5). Lemony Snickets A Series of Unfortunate Events. ReelViews. Retrieved April 11, 2009, from http://www.reelviews.net/movies/l/lemony_snicket.html Leyg, H. (1996, June 24). Aristotles tragedy. In Aristotle the elements of tragedy. Retrieved June 21, 2012, from http://www.ohio.edu/people/hartleyg/ref/aristotletragedy.html Paredes, R. (1986, April 27). Aristotles definition of tragedy. In Introduction to philosophy. Retrieved June 21, 2012, from http://www.paredes.us/tragedy.html Watson, J. (2002, September 9). My class notes. In Aristotles tragedy. Retrieved May 2, 2012, from http://johnwatsonsite.com/MyClassNotes/Texts/Antigone/AntigAristotleTrag.html

Plagiarism: Students Are Not To Blame Essay -- Critical Thinking Essays

Is plagiarism really occurring on college campuses? Should it be considered a serious offense? Do the students who plagiarize know that what they are doing is wrong? These are some of the questions that Edward M. White discusses in his essay â€Å"Student Plagiarism as an Institutional and Social Issue.† Being a professor himself, White sees firsthand the occurrence of cheating on college campuses. He claims that blatant plagiarism â€Å"subverts the very nature of education and reflects some aspects of what is worst in American society† because it is morally wrong (202). The backing for his claim is the fact that plagiarizing is stealing someone else’s words. Thus he warrants that anything morally wrong undermines education and shows the worst side of our society. There are many instances in which it is completely clear that the student is knowingly plagiarizing. There are also instances in which the student may be confused about plagiarism. This essay discusses the fact that student plagiarism is rampant on college campuses, but the blame may not lie entirely with the students. In his essay, White claims that the amount of student plagiarism is shocking, but the teachers need to make sure that students have been taught about citing sources. Many professors automatically assume that students have been taught everything they need to know for the class beforehand. If the students were supposed to learn something in a previous class they may have a good reason not to know it. The teacher may not have gotten through all the material or may have missed something. The student may have been sick and missed a day. Another reason teachers need to be held accountable for a small part in student plagiarism is because many ... ...not wholly be the students’ fault. This may make the readers who think the students are out of control reconsider their beliefs. Some people may not have thought about students who have not been taught any better. They might automatically think the worst of the students. White has valid claims and reasons in his essay. He uses logos, ethos, and pathos well. This essay appeals to colleges and universities all over the United States. Most, if not all, colleges have problems with plagiarism on campus. One thing to be learned from White’s essay is that â€Å"plagiarism is outrageous because it reverses education itself† (207). Colleges and universities need to â€Å"make academic honesty not only the best but the only possible policy† (White 206). Both faculty and students need to work together to rid these institutions of such immoral behavior as plagiarism.

Was the Irish Civil War a ?natural? conclusion to the events of previou

Was the Irish Civil War a ‘natural’ conclusion to the events of previous years?   Ã‚  Ã‚  Ã‚  Ã‚  Some historians will say that the Civil War was a ‘natural’ conclusion to the activities of the previous year others will disagree. This essay will take the line that yes; the civil war was a natural and inevitable conclusion to the Anglo-Irish difficulties. In order to understand why the Civil War came about one must first understand how it came about by studying the actions of the previous years, the War of Independence and the Anglo-Irish Treaty. Then it is necessary to look at the feelings of the opposing sides of the Civil War. Finally one must look at history itself and compare the Irish War of Independence and the Civil War with similar cases. Once all steps have been taken the ultimate aim of this essay is to prove that the Civil War was a ‘natural’ conclusion to the previous years.   Ã‚  Ã‚  Ã‚  Ã‚  The War of Independence (WOI) was fought between the years 1918 and 1921 and ‘was mainly limited to Dublin and the province of Munster, and the IRA victories were few and far between’ . Ireland had forgotten about its aspirations for Home Rule and was now looking for a more drastic form of Independence. The war had its origins in the formation of unilaterally created independent Irish parliament, called Dà ¡il Éireann, formed by the majority of MPs elected in Irish constituencies in the Irish (UK) general election, 1918. This parliament, known as the First Dà ¡il, and its ministry, called the Aireacht declared Irish independence. The Dà ¡il knew that ‘England’s difficulty (was) Ireland’s opportunity’ and ceized the day. After the failed rebelion of 1916 public sympathies slowly but surely swung to the millitant IRA (and Sinn Fein).   Ã‚  Ã‚  Ã‚  Ã‚  By 1921 the WOI was a cause of British anxiety and embarressment an d something had to be done. Once the Ulster province had been calmed by the Government of Ireland Act in 1920, the Lloyd George turned to its Nationalist neighbour. A Sinn Fein delegation, including Michael Collins and Arthur Grifith was sent to Westminster to negotiate the Anglo-Irish Treaty. It is important to note that President DeValera was not present. It is very possible that he knew there would have to be some comprimise made and he didn’t want to make it. After heated discusions and debates the delegation w... ...jority of cases where there is Revolution there is Civil War.   Ã‚  Ã‚  Ã‚  Ã‚   As we see with history, it was almost inevitable that Ireland would experience civil war once she achieved ‘independence’. However, it was not just the history of other countries which dictated this, but also her own. When one person dies they leave behind a hundred mourners. As we can see by the strong words of Mary MacSweeny many of the families of Irish ‘martyrs’ wanted to see their deaths avenged. This was a strong force behind the Civil War and saw it as a ‘natural’ conclusion to previous years. There were also many rifts within the IRA prior to the Treaty and once they had no common enemy they were prone to fight themselves. With all this evidence pointing to the Civil War’s ‘natural’ occurrence it is hard to see how it could not have happened.   Ã‚  Ã‚  Ã‚  Ã‚   Bibliography Litton, Helen, The Irish Civil War: An Illustrated History, (Dublin, 1995). Purdon, Edward, The Civil War1922-1023, (Cork, 200). Townshend, Charles, Ireland: The 20th Century, (London, 1998) WEB: http://www.answers.com/topic/irish-civil-war http://en.wikipedia.org/wiki/Irish_War_of_Independence

Is Compassion Really a Crime? Essay

Imagine standing in a hospital room watching a man suffer in agonizing pain day after day and not being able to do anything about it. This is the situation that Barbara Huttmann faces in her essay â€Å"A Crime of Compassion.† Huttmann, a nurse, is forced to watch Mac live in agonizing pain without legally being able to let him die. The message that she displays in her essay is suffering people should be permitted to die if they aspire to do so. Using various rhetorical devices, Huttmann portrays her message by first introducing Mac to the reader, then illustrating his suffering and finally letting him die. Huttmann opens her essay by introducing Mac, a young police officer who is diagnosed with lung cancer. She uses imagery to recall the day that Mac first â€Å"walked into the hospital with 32 pounds of attack equipment, looking as if he could singlehandedly protect the whole city, if not the whole state† (420). This image allows the reader to visualize and characterize Mac prior to his cancer. Contrastingly, Huttman later illustrates the Mac’s condition six months after he is diagnosed. At this point Mac has lost â€Å"his youth, his wit, his macho, his hair, his bowel and bladder control, his sense of taste and smell and his ability to do even the slightest thing for himself† (420). Huttmann creates contrasting images to show the horrific changes Mac has gone through due to his diagnosis. In the first image, Mac is depicted as a super heroic figure who is indestructible. As he enters the hospital, he carries with him a fearless attitude that enables people to look to him as a figure of protection. However, in the second image, his health has disintegrated and he has wasted away to nothingness. He can no longer perform basic tasks let alone protect anyone. While not yet relating to the message, these images begin to show the tragic course of events that Mac has fallen into in comparison to the previous state of his life. Huttmann continues her essay by illustrating Mac’s immense suffering. At this point, Mac â€Å"had wasted away to a 60-pound skeleton kept alive by liquid food [the nurses] poured down a tube, i.v. solutions [they] dripped into his veins, and oxygen [they] piped into a mask on his face† (420). This  hyperbole portrays the inhumane-like treatment Mac is receiving. The doctors and nurses are manually filling Mac’s body with the basic necessities of life just to keep him breathing. It is made clear to the reader that the life Mac is living, is not really living. He has essentially been reduced to a corpse that is unable to do anything but lie in pain. Everyday Mac’s body is being manipulated and preserved by the nurses, and every night Huttmann prayed that his â€Å"agonized† eyes would never again beg her to let him die (421). The word â€Å"agonized† implies his intense, prolonged state of suffering. Not only has his body shut down, taking with it his independence, but the medicine that the doctors are giving him to ease the pain have had no significant result. Due to his horrifying situation, Mac is left to lie still as he is consumed by immense pain. Following this scene, Huttmann questions what gives her along with other doctors and nurses the right to force life on someone who had begged to die. She describes the work of the doctors as â€Å"meddling† in the plans of God (421). Here, Huttmann is implying that the doctors have no right or invitation to prolong Mac’s life and are therefore unwantedly interfering with his fate. Through all of these devices, Huttmann is portraying the awful state of Mac and showing the reader that allowing him to die would be a permanent solution to all of his pain and suffering. Huttmann concludes the essay by describing how she was finally able to let Mac die. After the fifty second time he had stopped breathing, she held his hand and watched as his face transformed â€Å"from person to empty shell†. Huttmann is comparing Mac’s face to a shell that has been abandoned by its owner. Mac, a man who was once full of life, wishes, hopes and dreams, is now nothing but an empty body. All of the traits that had made him human, and given him value had at once visibly escaped his body and left behind it a corpse that feels no pain and is eternally at rest. This metaphor ends the essay and successfully delivers the message to the readers by giving them a sense of peace now that Mac’s constant state of agony has reached an end. By the end of her essay, â€Å"A Crime of Compassion†, Barbara Huttmann is successfully able to use rhetorical devices to convey her message that dying people should be allowed to die if they aspire to do so. It is made clear to  the readers that Mac’s life has drastically changed due to his cancer. He has gone from being a strong, fearless, super heroic figure, to being so ill he’s barely human, to finally being void of all life. Therefore it is indicates to the readers that Mac’s death was the only way to end his misery once and for all. Technically, Barbara Huttmann’s actions were illegal – she was not legally permitted to allow Mac to die. However, if her actions were morally just, do they really count as a crime?

Marketing Mix

Table of Contents I. INTRODUCTION3 II. MARKET STRATEGY4 A. Product5 B. Price5 C. Place5 D. Process5 E. People6 F. Physical evidence6 G. Promotion6 III. ENVIRONMENT7 A. Macroenviroment7 B. Microenvironment8 IV. CONSUMER BEHAVIOUR9 V. MARKET TARGETING & POSITIONING10 A. Segmentation10 B. Target market12 C. Market positioning12 VI. CONCLUSION13 VII. References14 INTRODUCTION This report aims to identify various factors for success in the quality take-away food market. This will be accomplished by comparing two food service companies with a similar strategy – Crust Gourmet Pizza Bars and Real Burger World (RBW) – ended up with remarkably different results from the following aspects; marketing strategy, the environment, consumer behavior and target market and positioning. MARKET STRATEGY The foundation of both Crust and RBW was animated by a similar desire to provide a gourmet or higher quality take away food in the competitive fast food industry. Though, they came up with slightly different plans and implementations. |Crust Gourmet Pizza |Real Burger World | |People |†¢ Founder : previous experience as a manager of |†¢ One of the founders : successful experience in | | |a Pizza Restaurant |starting up a business | | |†¢ Training and management support for their |†¢ General manager replaced because of his lack of| | |franchises |experience in the industry | |Process |†¢ Long |†¢ Long | | |†¢ Preparati on in view of the customers |†¢ ‘guest' burger, customer invited to suggest a | | | |menu item |Physical Evidence |Dynamic, fashionable and modern : upmarket look |Typical burger shop | | |for upmarket target | | |Product |†¢ High quality and fresh |†¢ Real, natural and wholesome ingredients | | |†¢ Broad choice from traditional to original |†¢ Choice more or less diversified | | |taste (‘Asian touch') |†¢ Dynamic menu with gourmet burgers, handmade | | |†¢ Product on demand |fries | |Price |Restaurant prices, more expensive than the |Slightly above competitive brands (1? ore than | | |competitors |the existing competitors) | |Place |Shop, Internet Website, Phone |Shop | |Promotion |†¢ Heart Foundation Tick of approval & medias |†¢ TV Show â€Å"Risking it all† in 2episodes, | | |†¢ radio, local papers, letterbox drops, |†¢ Brochure handouts in the street | | |sponsorships |†¢ Protest in front of their co mpetitor store | | |†¢ Website | | | |†¢ reward card | | Table 1 Marketing strategy of both companies through the 7P’s 1 Product Both companies offer better value to their customers through the high and fresh quality of their product. This is the main advantage that differentiates themselves from their competitors. o Quality QualityWhile RBW provides â€Å"real, natural and wholesome ingredients† (Naz Choudhury, http://books. google. com. au/ ), Crust, sensitive to the new trend of healthy food, provides not only high quality food -with premium ingredients such as prosciutto, tiger prawns or smoked salmon- but also healthy food with six Heart Foundation Pizzas. o Variety They both offer a broad choice from traditional to original taste (‘Asian touch’ for Crust). What seems an advantage for Crust over RBW, and pizza restaurant is that Crust customers can compose their own pizza, though a common doing in the pizza fast food industry. 2 Price Because it is not trying to be cheaper than or as affordable as its competitors, unlike RBW, Crust chooses a clear different position from its competitors. Crust gets a premium price based on the product differentiation. 3 Place The place for the first shops gives an indication on the position of the firm. While Crust established their first shop in a suburb where people may have more time to wait for a longer process, RBW had their first shop in a dynamic street, in the city and a close walk from its competitors. Also Crust developed a delivery service with as many ways as possible to make their product available to overcome their geographic limitation. 4 Process Due to their position as higher and fresh quality food, both of these companies need a longer processing time for their product, than its competitors. Though, Crust found a way to compensate. The preparation in view of the customers increases the interaction between the staff and the customers and is visually exciting. This tactic is a way of creating delight for customers. A good point for RBW is the ‘guest’ burger. The customer is invited to take part in the creation of menu items. 5 People People working for the company are important since they contribute to the image of the firm. Crust understood this well, they made it an important part of their plan. They provide training and management support for their franchises to preserve brand identity and so, the atmosphere of the first shop. On the contrary, RBW showed an mistake from the start, the first General Manager of the store had no experience in the fast food industry. 6 Physical evidence The look of the store conveys the marketing message of the firm. It has to be in adequation with what the firm claims to provide, that includes also the differentiation from their competitors. Crust chose distinctive colours and a high class decor just as a gourmet firm would do. It gives satisfaction to customers who would expect greater value. On the other hand, though they hired professionals to design their store, RBW appeared to have missed the upmarket look and ended up looking like any other burger shop. 7 Promotion By earning the Heart Foundation Tick of approval, they consolidated their image differentiation, got the media attention as a short term promotion but also undoubtedly a long term promotion through this kind of sponsorship. They also use radio, local papers, letterbox drops, and sponsorships. Those tactics are important to build a strong brand identity. Crust is omnipresent so that they stay in potential customer’s minds. They developed a Website to go along with the technology orientated society and targeted customers. The use of a reward card is a way of retaining profitable customers. Whereas in the case of RBW, it is appearing in a TV show, the firm benefited from a priceless mass promotion to make their brand known. Nonetheless, they didn’t sustain themselves to this level and came up with only short term promotion. Protesting in front of their competitor store can be regarded as a desperate move to attract customers. From the analysis of these parameters, we can say that Crust has a well more developed strategy than RBW. When RBW’s main (unique) advantage is the higher quality food, Crust has developed a more complex strategy around the higher quality and healthy food and the service cape, regarded as a key to success. ENVIRONMENT This section discusses external and internal factors affecting Crust’s and RBW’s business. Four factors were chosen to outline their success/failure – Demographic forces (macro), socio-cultural forces (macro), corporate culture (micro), and competitive environment (micro). Macroenvironment are fairly common to the two firms as Australia and UK have similar cultural background and economic level. The factors which led these two firms to contrastive results could be found in microenvironment. [pic] 1 Macroenviroment o Demographic forces Understanding the demographic environment is of great importance as it â€Å"involves people, and people make up markets (Kotler, Adam, Denize and Armstrong, 2009: pp. 89)†. Changes in household types are beneficial trend for fast-food industry. The important demographic trend for fast-food industry is changes in household types. Increased number of one person, childless couple households increases the demand for convenient, ready-to-eat meals. Dual-income families made quality food affordable. The two firms targeted those new-type households. o Socio-cultural forces Businesses exists within society, therefore businesses can be influenced by society. To keep up with social changes may provide businesses with competitive advantages. The increased health awareness in society led the changing trend in consumer preferences to better-taste, fresher fast-food which perceived as healthier. Crust and RBW met this consumer trend. Another socio-cultural force is the trend towards choice. Both firms dealt with this trend by offering broad range of menu. 2 Microenvironment o Corporate culture Strong corporate culture helps to develop strong brand because people, internal and external to the company, can share similar values. Strong brand equity enables businesses to establish firm customer base and brand royalty, which in turn give businesses long-term growth and profitability. Crust has a clear corporate culture of â€Å"personality driven† based on â€Å"professionalism†, â€Å"entrepreneurship† and â€Å"teamwork and partnership with stores and customers† (www. crust. com. au, 2010). This is expressed to customers through store presentation and service, which serves as physical evidence to the customers. On the other hand, RBW’s culture was based on co-founders’ friendship. The business built on friendship can be fallen into amateurism resulted in various operational problems, which could reduce customer satisfaction. o Competitive environment Fast-food industry is highly competitive market and the competition is complex. Players in the market have to compete with huge multinational organizations such as McDonald’s, Subway and Pizza Hut as well as thousands of local take-away stores. To provide greater customer value and satisfaction than competitors, strategic analysis of competitive environment is crucial for businesses. Crust identified a gap in the pizza market in Australia, and then develops the strategy to fit them into the gap. Differentiation against competitors is the key factor to be successful in competitive market. Reflecting the tough competitive environment, crust aims to grow slowly and steady through good relationships with the stores and the customers (www. crust. com. au, 2010). RBW didn’t take it seriously compared to Crust because RBW were confident with the products and believed that consumers choose them once they tried their burger. The location choice for the first store was made by financial reason rather than strategic point of view. This resulted in direct competition with established fast-food brands such as McDonald’s and Burger King. CONSUMER BEHAVIOUR [pic] There is little difference between the fact that RBW and crust pizza are located in England and Australia respectively because both are industrialized nations and both are very similar culturally. As such, both are positively affected by the growing awareness of the benefits of healthier food, as well as an active desire for such food, especially in the age groups that both Crust and RBW caters to. There are three driving psychological influences on a customer to eat at crust pizza. The first is an aspirational one. The existing perception of high dining atering to educated, high earning professionals that crust has worked meticulously to build, and one of the results is that being seen to eat there is indicative of being a member of that particular demographic. [pic] Figure 3. Reasons for eating Fast Food http://shansenta. blogspot. com/2006_10_01 _archive. html The second influence is the imperative and willingness to pay for high quality food by the more discerning consumers. The third is one of safety, in the sense that crust delivers on time, with the correct pizza, in the same quality as in the store due to its specially made base. While the time take is longer, customers are satisfied as it is what they expect. RBW’s customers have different set of influences due to its geographical location in a less well off part of London where price is a significant factor. For the majority of consumers that frequent that particular part of London, the health benefits that RBW provided were not enough of an incentive to try the burgers. Also, it is the nature of burgers that they are quick. The reason for eating them is that it is a convenient way of eating and customers are unwilling to wait more than ten minutes for a burger that elsewhere they can get within one or two minutes. MARKET TARGETING & POSITIONING 1 Segmentation The basis of a long term marketing strategy, as well as the initial success of the business requires a target market to be identified and the business positioned satisfy the needs of the chosen market. |Crust Gourmet Pizza |Real Burger World | |Geographic segmentation |- Distributed around Australia ; NSW, ACT and |- Opened the first store in London in mid 2003 | | |Victoria – An expansion in |- Located in a street with other fast food stores| | |Singapore | | |Demographic Segmentation |- Targeting the age of 18-39 years old including|- Targeting the people with the age of 20-40 | | |families and high incomes including middle class|years old and high incomes | | |and upper class. Targeting | | | |consumers from diverse nationality | | |Psychographic Segmentation |- Targeting the people with a healthy lifestyle |- Targeting consumers with a healthy and busy | | | |lifestyle | |Behavioural Segmentation |- Targeting for the middle and upper class who |- Some of consumers would have negative attitudes| | |would have purchase occasions frequently |due to some failure on plans. | Table 2. Comparison of segmentation between Crust and RBW o Geographic Segmentation Most firms have national marketing programmes which adjust their products and promotions to satisfy the individual needs of geographic units. Geographic Segmentation can be the most important process which  brings to light  the  difference between the case of Crust and RBW. For Crust, it  is distributed in the main cities of Australia include d Sydney, Melbourne, Queensland and Victoria. The stores  are located in various suburbs. This implies two factors of geographic segmentation being region and population density. This  indicates a  greater opportunity  for the  success of  the company due to its location. On the other hand,  the first RBW store  was located in a street with other fast-food stores containing McDonald’s and Burger King. This evidently demonstrates that there is more competition and hence  the  potential of losing customers to  the other major food chains. RBW would be forced to compete against eminent and familiar  fast-food outlets. In this case, having just  launched their first outlet,  it would contribute to decreasing their earnings. o Demographic Segmentation The Crust has targeted  an age group ranging between 18-39 years of age. Additionally,  they are more likely focussing on middle and upper class demographics. We can assume that RBW also has targeted  a similar  demographic of consumers  to that of  the Crust. This can be classified  as demographic segmentation. Each business  targets a specific demographic that they feel the product or service would be most likely to attract. With that, the company will be able to set out its goals, marketing strategies and prices according to that chosen demographic. It clearly shows that both the Crust and RBW have targeted  appropriate level of consumers who would become big fans of the restaurant. In addition demographic factor is very influential on marketing strategy because consumer usage and needs are variable since each individual has different taste desires in  products depending on how old they are, what family life cycle they have or what occupation or income they have. o Psychographic Segmentation The Crust has an aim to change the perception of pizza from  that of a  cheap food to more of one that can be classified as a healthier choice. Accordingly, this will appeal to  those people who have a healthy lifestyle  or are conscious about their diet. This strategy  would lead to  further success in their business as not only will they be able to  maintain the number of existing customers,  they would also  be  attracting a new line of customers. For instance, through education and the media people are  increasingly gaining more awareness with regards to their diet and healthy living. With that in mind, the public will be less inclined to  eat unhealthily and would begin to focus  on maintaining a healthy diet. This  is a  clear indication  that people would  choose Crust rather than Dominos or Pizza Hut because of their marketing strategy. As well as in the case of RBW, they  have tried  to develop  the idea that burgers, if  served correct, can  be considered as  an extremely healthy  meal and not simply  another form of junk food. This also would appeal to  the public to  dine  at RBW as it appeals to the present values the public upholds. o Behavioural Segmentation One of the factors in behavioural Segmentation is purchase occasion. In the case of both Crust and RBW, they have targeted  a demographic of  high income earners  and this has  lead to  an escalating  chance  of increasing their earnings. Since pizzas and burgers are the most favorable food for parties, gatherings and meals,  the public is guaranteed  to purchase these foods on a frequent basis. But consumers may have different attitudes towards Crust and RBW. The Crust has been well-known as a  Ã¢â‚¬Ëœpersonality driven culture’ whereas the RBW has negative aspects associated with their food chain  since they failed with some launch tactics such as brochure handouts and a free burger day. With knowledge of such aspects, the public will most likely respond accordingly and think twice about RBW and it's few slip-ups. 2 Target market For target market there are several different strategies ; undifferentiated marketing, differentiated marketing and concentrated marketing. Firstly, undifferentiated marketing is to ignore the specific market segments and approach the whole market with one market offer. Secondly, differentiated marketing is a marketing that determines to target several market segments and design separate offers for each. Lastly, concentrated marketing is choosing one large market or few submarkets. It clearly shows that both Crust and RWB are concentrated marketers since concentrated marketing provides a means  for small firms to compete against other larger companies and to gain a foothold in the food industry. 3 Market positioning Market positioning is the final part of step, involving developing a positioning for the target market, followed by the marketing mix. Crust pizza positioned their stores to be attractive to the market outlined. The relatively high price per pizza reflects their positioning as a gourmet pizza restaurant, though offering delivery services as well to expand the reach of their business. The restraint ambiance and staff trained in customer service helps differentiate Crust as a higher class of dining than its competitors. It’s certification by the national heart foundation also gives proof to its claims of healthy pizza, swaying those skeptical of those marketing gimmicks and again differentiating it from competitors. RBW however, positioned both physically and otherwise to be in direct competition with existing fast food outlets. Located in a part of London where price is the defining factor, it is similar in price to McDonalds, contradicting its projected image of gourmet burgers. Customers have also commented that the shop feels similar to burger king, losing the perception of healthy food, and thus customers. Unlike crust, it’s burgers are not certified as healthy, though it’s stating of nutritional values of its burgers is a positive move, similar actions by McDonalds and other fast food outlets dilutes the impact of that move. Had it gone with its initial location at a more high priced part of London, the outcome may be very different. CONCLUSION In conclusion, there are a number of factors that determine the success or failure of a business such as those of a gourmet fast food such as RBW and Crust pizza. These factors range from the elements in the marketing strategy to the target market and market positioning, both planned and execution. The importance of these factors can be illustrated by the difference between Crust Pizza and RBW, given the similarity of their environmental and cultural factors. It is RBW’s failure to understand the nature of their product and the behavior and influences on their customers that lead to RBW’s eventual downfall. Crust pizza, on the other hand, well understood these factors and created an appropriate strategy and focused on the correct target market to claim success. References INTERNET Crust website, http://www. crust. com. au/ Momentary Musings, http://shansenta. blogspot. com/2006_10_01_archive. html Wikinvest, http://www. wikinvest. com/stock/Wendy%27s_International_%28WEN%29 BOOK Kotler P, Adam, S, Denize S, & Armstrong, G. , 2009,. Principles of Marketing, 4th ed, Pearson Education. Australia, Frenchs Forest, NSW ———————– Figure1. Market shares of the Major Players in the Fast Food Industry http://www. wikinvest. com/stock/Wendy%27s_International_%28WEN%29 Figure2. Pie chart of Consumer behaviour on Frequency of Fast Food http://shansenta. blogspot. com/2006_10_01_archive. html Marketing Mix According to Eddie Robinson, â€Å"The will to win, the desire to succeed, the urge to reach your full potential†¦these are the keys that will unlock the door to personal excellence. † In this competitive business world, it is imperative that business owners’ develop and create unique products in order to be differentiated from its competitors. Business owners can use a set of tools called the â€Å"Marketing Mix† to provide the unique quality that the item for consumption is a need.This tool is made up of a set of controllable factors that can be adjusted until the precise combination is established to satisfy the needs or wants of consumers in a particular target market while generating a profit. The Marketing Mix is made up of four factors. They are product, price, place and promotion. The product can be referred to as the physical product or service that satisfies what a consumer wants or need. Price refers to the amount that customers will pay for a par ticular good or service after taking into account factors such as profit, competitor’s response, business survival and probable pricing.The channel of distribution that serves as a means of getting the product or service in a convenient location to the target consumers is referred to as place. Promotion represents the methods of communication used to provide information of a particular good or service to its target market using various mediums. The proposed product we have decided to discuss in this essay is a self-cleaning bathtub. This product would satisfy the wants and needs of luxury hoteliers and people who are interested in living a luxurious life around the world.Generally, majority of the people who perform cleaning services usually avoid the time of cleaning their bathtub because it is very tedious task and the effects of the noxious fumes from the cleaning products. The idea of a self-cleaning bathtub would solve these problems, while satisfying the many wants and in some cases, the needs of a wide cross-section of people. This product will be sold in two variations and will range in different sizes. These variations include free standing tubs and drop in tubs.The self-cleaning bathtub boasts of its quick drain plus fast-action integral pump for rapid water changing, self-cleaning system that simultaneously removes surface debris and cleans the bottom of the hot tub with its built in vacuum. It also has premium LED lights that create ambiance and tranquility. It comes with an installation crew and technicians standing behind 10 years of warranty to give customers peace of mind. In addition, the economic theory asserts that in a free market economy the market price reflects interaction between supply and demand: the price is set to equate the quantity being supplied and demanded.In turn, these quantities are determined by the marginal utility of the asset to different buyers and to different sellers. In reality, the price may be distorted by o ther factors, such as tax and other government regulations. When a commodity is for sale at multiple locations, the Law of one price is generally believed to hold. This essentially states that the cost difference between the locations cannot be greater than that representing shipping, taxes, other distribution costs etc.In the case of the majority of consumer goods and services, the distribution costs are quite a high proportion of the overall price, so the law may not be very useful. In practice, it may well make economic sense to offer a product or service for sale at a higher price in a wealthy area than in a deprived area as the marginal utility of the asset for purchasers will be higher in the former. With that being said, several factors can be taken into consideration when looking to price an item such as this one.Since the price of a product is normally the deciding factor in choosing one brand over another, it is a common area of the marketing mix that can be used to make s trategic changes. The customer would not expect to pay the regular price of a regular bathtub. However, they may not expect a significantly high price. For instance, if you take the price of a regular bathtub, add on the cost of products and tools usually used to clean the tub, the customer will not expect to pay a price that is 50-100% more than the total of the two. They might as well decide to continue cleaning their tub on their own.Smart retailers sell good items cheap, with small profit per item because cheap prices increase sales and overall profit. In other words, it is better to sell forty (40) items at ten dollars ($10) profit rather than five (5) items at forty dollars ($40) profit. This will ensure business survival for a very long time as long as the quality of the product in maintained. Competitor’s response will have no effect on this product as long as the affordable price and high quality is maintained. As long as the cheapest possible manufacturing method is utilized, the competitor will find it very difficult to compete.Furthermore, it is important that the self-cleaning tub is available when and where the customer wants it. Distributing the product to its consumers will be done through direct channels for the customers who wants customized tubs and through dual distribution. This product will be accessible to customers with few obstacles. Moreover, mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is the type of marketing (or attempting to sell through persuasion) of a product to a wide audience.The idea is to broadcast a message that will reach the largest number of people possible. The target market for this product would be very huge. Quite frankly, every single person who owns or lives in a home should be interested in a self-cleaning bathtub. However, the most strategic channel of distribution should be among person building or looking to build new luxury homes, apartment buildings or hotels. Many new business customers can be obtained since apartment buildings and hotels would want to utilize this product.The benefits range from cheaper cost of janitorial service to additional attraction to apartments and hotel rooms for guests and tenants to choose from. In order to get all prospective customers interested in the product, public demonstrations will have to be made at strategic areas of business in the city or main towns. Invitations should be sent out to all hotels, luxury home owners and apartment building owners to attend this public event where usage of the bathtub will be demonstrated for all to see. Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients. Promotion of this item would be done through various mediums. These mediums include television advertisements, billboards, radio advertisements, newspaper advertisements just to name a few.In summary, the success of the self-cleaning bath tub relies greatly upon proper marketing. The company must have the right combination of all the elements of the marketing mix in order to produce desirable sales results. The mix will include the variables and apparatus that the company will use to satisfy the business objective and the needs of the potential customers. The marketing mix is the foundation of a marketing strategy, unless a new theory is developed and can convincingly replace it will continue to serve that purpose.The market mix is designed to accommodate the customer. Therefore, each aspect of the marketing mix is equally important . When the mix is being developed, all final decisions about the elements should be made at the same time. To summarize the marketing mix, a company develops a product that meets the needs and desires of customers. Then determines how the product will reach final customers. A promotion plan is then developed to inform the customer of the product. Finally, a price is established while ensuring the company earns a profit. Marketing Mix Table of Contents I. INTRODUCTION3 II. MARKET STRATEGY4 A. Product5 B. Price5 C. Place5 D. Process5 E. People6 F. Physical evidence6 G. Promotion6 III. ENVIRONMENT7 A. Macroenviroment7 B. Microenvironment8 IV. CONSUMER BEHAVIOUR9 V. MARKET TARGETING & POSITIONING10 A. Segmentation10 B. Target market12 C. Market positioning12 VI. CONCLUSION13 VII. References14 INTRODUCTION This report aims to identify various factors for success in the quality take-away food market. This will be accomplished by comparing two food service companies with a similar strategy – Crust Gourmet Pizza Bars and Real Burger World (RBW) – ended up with remarkably different results from the following aspects; marketing strategy, the environment, consumer behavior and target market and positioning. MARKET STRATEGY The foundation of both Crust and RBW was animated by a similar desire to provide a gourmet or higher quality take away food in the competitive fast food industry. Though, they came up with slightly different plans and implementations. |Crust Gourmet Pizza |Real Burger World | |People |†¢ Founder : previous experience as a manager of |†¢ One of the founders : successful experience in | | |a Pizza Restaurant |starting up a business | | |†¢ Training and management support for their |†¢ General manager replaced because of his lack of| | |franchises |experience in the industry | |Process |†¢ Long |†¢ Long | | |†¢ Preparati on in view of the customers |†¢ ‘guest' burger, customer invited to suggest a | | | |menu item |Physical Evidence |Dynamic, fashionable and modern : upmarket look |Typical burger shop | | |for upmarket target | | |Product |†¢ High quality and fresh |†¢ Real, natural and wholesome ingredients | | |†¢ Broad choice from traditional to original |†¢ Choice more or less diversified | | |taste (‘Asian touch') |†¢ Dynamic menu with gourmet burgers, handmade | | |†¢ Product on demand |fries | |Price |Restaurant prices, more expensive than the |Slightly above competitive brands (1? ore than | | |competitors |the existing competitors) | |Place |Shop, Internet Website, Phone |Shop | |Promotion |†¢ Heart Foundation Tick of approval & medias |†¢ TV Show â€Å"Risking it all† in 2episodes, | | |†¢ radio, local papers, letterbox drops, |†¢ Brochure handouts in the street | | |sponsorships |†¢ Protest in front of their co mpetitor store | | |†¢ Website | | | |†¢ reward card | | Table 1 Marketing strategy of both companies through the 7P’s 1 Product Both companies offer better value to their customers through the high and fresh quality of their product. This is the main advantage that differentiates themselves from their competitors. o Quality QualityWhile RBW provides â€Å"real, natural and wholesome ingredients† (Naz Choudhury, http://books. google. com. au/ ), Crust, sensitive to the new trend of healthy food, provides not only high quality food -with premium ingredients such as prosciutto, tiger prawns or smoked salmon- but also healthy food with six Heart Foundation Pizzas. o Variety They both offer a broad choice from traditional to original taste (‘Asian touch’ for Crust). What seems an advantage for Crust over RBW, and pizza restaurant is that Crust customers can compose their own pizza, though a common doing in the pizza fast food industry. 2 Price Because it is not trying to be cheaper than or as affordable as its competitors, unlike RBW, Crust chooses a clear different position from its competitors. Crust gets a premium price based on the product differentiation. 3 Place The place for the first shops gives an indication on the position of the firm. While Crust established their first shop in a suburb where people may have more time to wait for a longer process, RBW had their first shop in a dynamic street, in the city and a close walk from its competitors. Also Crust developed a delivery service with as many ways as possible to make their product available to overcome their geographic limitation. 4 Process Due to their position as higher and fresh quality food, both of these companies need a longer processing time for their product, than its competitors. Though, Crust found a way to compensate. The preparation in view of the customers increases the interaction between the staff and the customers and is visually exciting. This tactic is a way of creating delight for customers. A good point for RBW is the ‘guest’ burger. The customer is invited to take part in the creation of menu items. 5 People People working for the company are important since they contribute to the image of the firm. Crust understood this well, they made it an important part of their plan. They provide training and management support for their franchises to preserve brand identity and so, the atmosphere of the first shop. On the contrary, RBW showed an mistake from the start, the first General Manager of the store had no experience in the fast food industry. 6 Physical evidence The look of the store conveys the marketing message of the firm. It has to be in adequation with what the firm claims to provide, that includes also the differentiation from their competitors. Crust chose distinctive colours and a high class decor just as a gourmet firm would do. It gives satisfaction to customers who would expect greater value. On the other hand, though they hired professionals to design their store, RBW appeared to have missed the upmarket look and ended up looking like any other burger shop. 7 Promotion By earning the Heart Foundation Tick of approval, they consolidated their image differentiation, got the media attention as a short term promotion but also undoubtedly a long term promotion through this kind of sponsorship. They also use radio, local papers, letterbox drops, and sponsorships. Those tactics are important to build a strong brand identity. Crust is omnipresent so that they stay in potential customer’s minds. They developed a Website to go along with the technology orientated society and targeted customers. The use of a reward card is a way of retaining profitable customers. Whereas in the case of RBW, it is appearing in a TV show, the firm benefited from a priceless mass promotion to make their brand known. Nonetheless, they didn’t sustain themselves to this level and came up with only short term promotion. Protesting in front of their competitor store can be regarded as a desperate move to attract customers. From the analysis of these parameters, we can say that Crust has a well more developed strategy than RBW. When RBW’s main (unique) advantage is the higher quality food, Crust has developed a more complex strategy around the higher quality and healthy food and the service cape, regarded as a key to success. ENVIRONMENT This section discusses external and internal factors affecting Crust’s and RBW’s business. Four factors were chosen to outline their success/failure – Demographic forces (macro), socio-cultural forces (macro), corporate culture (micro), and competitive environment (micro). Macroenvironment are fairly common to the two firms as Australia and UK have similar cultural background and economic level. The factors which led these two firms to contrastive results could be found in microenvironment. [pic] 1 Macroenviroment o Demographic forces Understanding the demographic environment is of great importance as it â€Å"involves people, and people make up markets (Kotler, Adam, Denize and Armstrong, 2009: pp. 89)†. Changes in household types are beneficial trend for fast-food industry. The important demographic trend for fast-food industry is changes in household types. Increased number of one person, childless couple households increases the demand for convenient, ready-to-eat meals. Dual-income families made quality food affordable. The two firms targeted those new-type households. o Socio-cultural forces Businesses exists within society, therefore businesses can be influenced by society. To keep up with social changes may provide businesses with competitive advantages. The increased health awareness in society led the changing trend in consumer preferences to better-taste, fresher fast-food which perceived as healthier. Crust and RBW met this consumer trend. Another socio-cultural force is the trend towards choice. Both firms dealt with this trend by offering broad range of menu. 2 Microenvironment o Corporate culture Strong corporate culture helps to develop strong brand because people, internal and external to the company, can share similar values. Strong brand equity enables businesses to establish firm customer base and brand royalty, which in turn give businesses long-term growth and profitability. Crust has a clear corporate culture of â€Å"personality driven† based on â€Å"professionalism†, â€Å"entrepreneurship† and â€Å"teamwork and partnership with stores and customers† (www. crust. com. au, 2010). This is expressed to customers through store presentation and service, which serves as physical evidence to the customers. On the other hand, RBW’s culture was based on co-founders’ friendship. The business built on friendship can be fallen into amateurism resulted in various operational problems, which could reduce customer satisfaction. o Competitive environment Fast-food industry is highly competitive market and the competition is complex. Players in the market have to compete with huge multinational organizations such as McDonald’s, Subway and Pizza Hut as well as thousands of local take-away stores. To provide greater customer value and satisfaction than competitors, strategic analysis of competitive environment is crucial for businesses. Crust identified a gap in the pizza market in Australia, and then develops the strategy to fit them into the gap. Differentiation against competitors is the key factor to be successful in competitive market. Reflecting the tough competitive environment, crust aims to grow slowly and steady through good relationships with the stores and the customers (www. crust. com. au, 2010). RBW didn’t take it seriously compared to Crust because RBW were confident with the products and believed that consumers choose them once they tried their burger. The location choice for the first store was made by financial reason rather than strategic point of view. This resulted in direct competition with established fast-food brands such as McDonald’s and Burger King. CONSUMER BEHAVIOUR [pic] There is little difference between the fact that RBW and crust pizza are located in England and Australia respectively because both are industrialized nations and both are very similar culturally. As such, both are positively affected by the growing awareness of the benefits of healthier food, as well as an active desire for such food, especially in the age groups that both Crust and RBW caters to. There are three driving psychological influences on a customer to eat at crust pizza. The first is an aspirational one. The existing perception of high dining atering to educated, high earning professionals that crust has worked meticulously to build, and one of the results is that being seen to eat there is indicative of being a member of that particular demographic. [pic] Figure 3. Reasons for eating Fast Food http://shansenta. blogspot. com/2006_10_01 _archive. html The second influence is the imperative and willingness to pay for high quality food by the more discerning consumers. The third is one of safety, in the sense that crust delivers on time, with the correct pizza, in the same quality as in the store due to its specially made base. While the time take is longer, customers are satisfied as it is what they expect. RBW’s customers have different set of influences due to its geographical location in a less well off part of London where price is a significant factor. For the majority of consumers that frequent that particular part of London, the health benefits that RBW provided were not enough of an incentive to try the burgers. Also, it is the nature of burgers that they are quick. The reason for eating them is that it is a convenient way of eating and customers are unwilling to wait more than ten minutes for a burger that elsewhere they can get within one or two minutes. MARKET TARGETING & POSITIONING 1 Segmentation The basis of a long term marketing strategy, as well as the initial success of the business requires a target market to be identified and the business positioned satisfy the needs of the chosen market. |Crust Gourmet Pizza |Real Burger World | |Geographic segmentation |- Distributed around Australia ; NSW, ACT and |- Opened the first store in London in mid 2003 | | |Victoria – An expansion in |- Located in a street with other fast food stores| | |Singapore | | |Demographic Segmentation |- Targeting the age of 18-39 years old including|- Targeting the people with the age of 20-40 | | |families and high incomes including middle class|years old and high incomes | | |and upper class. Targeting | | | |consumers from diverse nationality | | |Psychographic Segmentation |- Targeting the people with a healthy lifestyle |- Targeting consumers with a healthy and busy | | | |lifestyle | |Behavioural Segmentation |- Targeting for the middle and upper class who |- Some of consumers would have negative attitudes| | |would have purchase occasions frequently |due to some failure on plans. | Table 2. Comparison of segmentation between Crust and RBW o Geographic Segmentation Most firms have national marketing programmes which adjust their products and promotions to satisfy the individual needs of geographic units. Geographic Segmentation can be the most important process which  brings to light  the  difference between the case of Crust and RBW. For Crust, it  is distributed in the main cities of Australia include d Sydney, Melbourne, Queensland and Victoria. The stores  are located in various suburbs. This implies two factors of geographic segmentation being region and population density. This  indicates a  greater opportunity  for the  success of  the company due to its location. On the other hand,  the first RBW store  was located in a street with other fast-food stores containing McDonald’s and Burger King. This evidently demonstrates that there is more competition and hence  the  potential of losing customers to  the other major food chains. RBW would be forced to compete against eminent and familiar  fast-food outlets. In this case, having just  launched their first outlet,  it would contribute to decreasing their earnings. o Demographic Segmentation The Crust has targeted  an age group ranging between 18-39 years of age. Additionally,  they are more likely focussing on middle and upper class demographics. We can assume that RBW also has targeted  a similar  demographic of consumers  to that of  the Crust. This can be classified  as demographic segmentation. Each business  targets a specific demographic that they feel the product or service would be most likely to attract. With that, the company will be able to set out its goals, marketing strategies and prices according to that chosen demographic. It clearly shows that both the Crust and RBW have targeted  appropriate level of consumers who would become big fans of the restaurant. In addition demographic factor is very influential on marketing strategy because consumer usage and needs are variable since each individual has different taste desires in  products depending on how old they are, what family life cycle they have or what occupation or income they have. o Psychographic Segmentation The Crust has an aim to change the perception of pizza from  that of a  cheap food to more of one that can be classified as a healthier choice. Accordingly, this will appeal to  those people who have a healthy lifestyle  or are conscious about their diet. This strategy  would lead to  further success in their business as not only will they be able to  maintain the number of existing customers,  they would also  be  attracting a new line of customers. For instance, through education and the media people are  increasingly gaining more awareness with regards to their diet and healthy living. With that in mind, the public will be less inclined to  eat unhealthily and would begin to focus  on maintaining a healthy diet. This  is a  clear indication  that people would  choose Crust rather than Dominos or Pizza Hut because of their marketing strategy. As well as in the case of RBW, they  have tried  to develop  the idea that burgers, if  served correct, can  be considered as  an extremely healthy  meal and not simply  another form of junk food. This also would appeal to  the public to  dine  at RBW as it appeals to the present values the public upholds. o Behavioural Segmentation One of the factors in behavioural Segmentation is purchase occasion. In the case of both Crust and RBW, they have targeted  a demographic of  high income earners  and this has  lead to  an escalating  chance  of increasing their earnings. Since pizzas and burgers are the most favorable food for parties, gatherings and meals,  the public is guaranteed  to purchase these foods on a frequent basis. But consumers may have different attitudes towards Crust and RBW. The Crust has been well-known as a  Ã¢â‚¬Ëœpersonality driven culture’ whereas the RBW has negative aspects associated with their food chain  since they failed with some launch tactics such as brochure handouts and a free burger day. With knowledge of such aspects, the public will most likely respond accordingly and think twice about RBW and it's few slip-ups. 2 Target market For target market there are several different strategies ; undifferentiated marketing, differentiated marketing and concentrated marketing. Firstly, undifferentiated marketing is to ignore the specific market segments and approach the whole market with one market offer. Secondly, differentiated marketing is a marketing that determines to target several market segments and design separate offers for each. Lastly, concentrated marketing is choosing one large market or few submarkets. It clearly shows that both Crust and RWB are concentrated marketers since concentrated marketing provides a means  for small firms to compete against other larger companies and to gain a foothold in the food industry. 3 Market positioning Market positioning is the final part of step, involving developing a positioning for the target market, followed by the marketing mix. Crust pizza positioned their stores to be attractive to the market outlined. The relatively high price per pizza reflects their positioning as a gourmet pizza restaurant, though offering delivery services as well to expand the reach of their business. The restraint ambiance and staff trained in customer service helps differentiate Crust as a higher class of dining than its competitors. It’s certification by the national heart foundation also gives proof to its claims of healthy pizza, swaying those skeptical of those marketing gimmicks and again differentiating it from competitors. RBW however, positioned both physically and otherwise to be in direct competition with existing fast food outlets. Located in a part of London where price is the defining factor, it is similar in price to McDonalds, contradicting its projected image of gourmet burgers. Customers have also commented that the shop feels similar to burger king, losing the perception of healthy food, and thus customers. Unlike crust, it’s burgers are not certified as healthy, though it’s stating of nutritional values of its burgers is a positive move, similar actions by McDonalds and other fast food outlets dilutes the impact of that move. Had it gone with its initial location at a more high priced part of London, the outcome may be very different. CONCLUSION In conclusion, there are a number of factors that determine the success or failure of a business such as those of a gourmet fast food such as RBW and Crust pizza. These factors range from the elements in the marketing strategy to the target market and market positioning, both planned and execution. The importance of these factors can be illustrated by the difference between Crust Pizza and RBW, given the similarity of their environmental and cultural factors. It is RBW’s failure to understand the nature of their product and the behavior and influences on their customers that lead to RBW’s eventual downfall. Crust pizza, on the other hand, well understood these factors and created an appropriate strategy and focused on the correct target market to claim success. References INTERNET Crust website, http://www. crust. com. au/ Momentary Musings, http://shansenta. blogspot. com/2006_10_01_archive. html Wikinvest, http://www. wikinvest. com/stock/Wendy%27s_International_%28WEN%29 BOOK Kotler P, Adam, S, Denize S, & Armstrong, G. , 2009,. Principles of Marketing, 4th ed, Pearson Education. Australia, Frenchs Forest, NSW ———————– Figure1. Market shares of the Major Players in the Fast Food Industry http://www. wikinvest. com/stock/Wendy%27s_International_%28WEN%29 Figure2. Pie chart of Consumer behaviour on Frequency of Fast Food http://shansenta. blogspot. com/2006_10_01_archive. html