Essay about Human Nature in The Lottery by Shirley Jackson

The Lottery by Shirley Jackson The idea of winning a lottery is associated with luck, happiness and anticipation of good things. In Shirley Jacksons story, The Lottery, this is not the case. The irony of the story is that the winner of the lottery gets stoned to death by everyone else in the town. The story is very effective because it examines certain aspects of human nature. One aspect of human nature that is examined, and that adds to the effectiveness of the story, is mans tendency to resist change. This is shown in more than one way. The first way is the way some villagers tolerate the lottery even though they know it is wrong, and it serves no purpose. They talk about how other towns have already stopped having†¦show more content†¦Another aspect of human nature that we see in the story, and that adds to the effectiveness of the story, is the ability of man to hide his fear by joking about danger. When Mrs. Hutchinson arrives late, her husband jokes about getting along without her, and she jokes back about leaving dishes in the sink. The whole town laughs. They must joke because someone they know will die very soon, and they have to cover their fear. This adds to the effectiveness of the story because we have all seen people act this way. The next aspect of human nature that the author looks at, and that adds to the effectiveness of the story, is denial. As soon as her husband has drawn the black dot, Mrs. Hutchinson begins to complain that her husband wasnt given enough time to choose. She was content to allow someone else to die, but when it was going to be someone in her family she began to complain about procedure. This is something almost everyone would do. Denial is typical of humans, and the author uses it to make the story more effective. The crowd mentality is another facet of human nature that we see in the story, and that adds to the potency of the story. In a crowd the stoning can be justified by each person present because they can tell themselves that they didnt kill Mrs. Hutchinson. They only threw one or two rocks. Everyone else killed her. This kind of phenomenon accounts for deaths in BritishShow MoreRelatedThe Lottery By Shirley Jackson. 1. Focus/Thesis For Your885 Words   |  4 PagesTHE LOTTERY by Shirley Jackson 1. Focus/thesis for your essay on the story you are researching The traditions and the rituals of the lottery authored by Shirley Jackson seems to be just as old as the town itself, more so since most residents don’t actually recall any of the old rituals, ven the Old Man Warner, who celebrates his 77th lottery. This implies that they are archaic in some ways and they are rooted in the traditions and superstitions that seem to include the crops and the human sacrificeRead MoreHuman Corruption Of Human Nature1140 Words   |  5 PagesHuman Corruption in â€Å"The Lottery† â€Å"The Lottery† by Shirley Jackson is a classic short story in U.S literature. Written in 1948, the short story has been published in multiple languages around the world. It is still a required reading in U.S today. The story was later adapted into both a TV short and a play (â€Å"Shirley Jackson’s Bio†). Jackson uses irony and symbolism in â€Å"The Lottery† to show the corruption of human nature. The story opens up on a clear June day. It continues to describe an ominousRead MoreThe Lottery Literary Analysis1538 Words   |  7 Pageswarmth of a full-summer day; the flowers were blossoming profusely and the grass was richly green† (Jackson). In this first sentence of the The Lottery Shirley Jackson establishes a pleasant illusion, creating a sense of serenity. Jackson proceeds to mention that children begin to gather in the village, frolicing and conversing about school. The initial scene and satirically labeled title, The Lottery, provide a somewhat satisfying first impression to the reader. The introductory scene is eminent toRead MoreThe Lottery Shirley Jackson Analysis1089 Words   |  5 Pages In Shirley Jackson’s â€Å"The Lottery,† the story conducts a â€Å"lottery† that involves the families of the town to go into a drawing. Once the drawing is done, the winner of the lottery is used as a sacrifice in the town and is pelted by stones throw n from the community, including children. Furthermore, the basis of â€Å"The Lottery† has to do with psychological problems and influence. Psychoanalysis is built upon Sigmund Freud’s theories of psychology, which asserts that the human mind is affected by theirRead MoreThe Lottery By Shirley Jackson1391 Words   |  6 Pages126 April 6, 2016 â€Å"The Lottery† by Shirley Jackson â€Å"The Lottery† introduces the reader to a cruel ritual of the village where people gather together to participate in the annual elimination of a random villager. Superficially friendly mood in the town at the beginning of the story was replaced by hostile and violent human behavior at the end. Warm and sunny summer morning did not represent happiness; instead, it representedRead MoreSymbolism in The Lottery, by Shirley Jackson Essay example1173 Words   |  5 PagesWhen most people play the lottery today, they think about having wealth. Generally, people who win are happy about it whether they win one dollar or a million. The lottery in our society has grown to support education and it is often worth several million dollars. Usually, the winner of the lottery gains a lot of recognition for the money they win. But what would happen if there was a small town where people held a yearly lottery in which the â€Å"winner† was the member of the town who was not sacrific edRead More Essay on Shirley Jacksons The Lottery - Evils of Society Exposed858 Words   |  4 PagesThe Evils of Society Exposed in The Lottery  Ã‚   In Shirley Jackson’s The Lottery, what appears to be an ordinary day in a small town takes an evil turn when a woman is stoned to death after winning the town lottery. The lottery in this story reflects an old tradition of sacrificing a scapegoat in order to encourage the growth of crops. But this story is not about the past, for through the actions of the town, Jackson shows us many of the social ills that exist in our own lives. In today’sRead MorePsychoanalytic Criticism Of The Lottery999 Words   |  4 PagesIn Shirley Jackson’s â€Å"The Lottery,† the story begins on a sunny day that imposes gossip and frenzy around the town. In this location, they conduct a â€Å"lottery† that involves the families of the town to go into a drawing. Once the drawing is done, the family that is chosen is forced to commence into another lottery between themselves. The winner of the lottery is used as a sacrifice for the town and is pelted by stones thrown from the community, including children. Furthermore, the basis of â€Å"The Lottery†Read MoreThe Lottery Short Story Analysis1122 Words   |  5 Pagesâ€Å"The Lottery†, a short story by Shirley Jackson reflects humans deepest nature on tradition. Jackson uses routines as a way of illustrating the festival like qualities of the annual lottery. The setting of vibrant colors in the short story conveys a peaceful tone.The character s are portrayed as loving and caring. The ideas of a festival like a lottery, a homey setting and, the peoples actions all help develop the bigger idea. The people and tradition Shirley Jackson in her short story the â€Å"TheRead MoreAnalysis of Shirley Jacksons The Lottery Essay776 Words   |  4 Pagesâ€Å"The Lottery† is a short story by Shirley Jackson, first published on June 26, 1948. The story was initially met with negative critical reception due to its violent nature and portrayal of the potentially dangerous nature of human society. It was even banned in some countries. However, â€Å"The Lottery† is now widely accepted as a classic American short story and is used in classrooms throughout the country. Jackson’s story takes a critical look at what can result when the customs and laws that govern

Hemingway s Writing A Philosophical Lens Essay

In Hemingway’s writing, he is always searching for truth, although, he often looks at the world in a nihilistic way. When reading through the authors’ short-stories or novels, he often refers to nothingness and the meaninglessness of existence. However, he also uses a practical application to repair his existential nihilistic viewpoints. Hemingway’s work is often seen as a representation of himself, and I believe that he used pragmatism as a distraction from the meaninglessness of the world. With suicide being prevalent in his family, I firmly believe that Hemingway himself strived for meaning in life, but eventually opted out because life is chaotic and there are too many unknown answers in the world. Hemingway tried to establish values and morals through pragmatism, but in reality, values are constantly changing and everything is temporary. By looking through a philosophical lens, I will demonstrate how Hemingway uses absurdism, nihilism, and pragmatism as a wa y to understand and interpret the world. In order to do so, I will look through Hemingway’s short-stories and novels and analyze passages critically to showcase the theories that are present in his work. In order to undertake this grand idea, I will also incorporate biographical elements to display Hemingway’s family history of suicide and to showcase his personal struggle to find meaning in the world. Nothing in life is simple or easy to understand. Life is a chaotic jumble of randomness that can change from one

Greek Crisis Free Essays

The Greek crisis: opportunity for Greek to rebirth The dubious distinction of history’s first recorded sovereign default belongs to Greece—the same nation at the forefront of the world’s second major financial crisis in five years. The crisis raised a question: Whether the crisis is a tragedy or opportunity for Greek? I believe even Greek have taken measures to reform, this crisis would continue until Greek government come up with solutions which are not created by other countries and international institutions to protect their benefits. Trouble in Public Finance Greece faced deep economic problems. We will write a custom essay sample on Greek Crisis or any similar topic only for you Order Now Most notorious was public-sector deficit. (See Exhibit 1) The debt-to-GDP ratio measures a country’s ability to pay off the entire debt with one year’s income, regardless of the nation’s wealth or total debt outstanding. Exhibit 4 shows the possibility that Greeck default is increasing. Two most outsized component of government expenditure were employee compensation and pensions. Greek government has taken austerity measures to reduce the deficit and meet the request of the international institutions who provide financial aid to Greece. The weaknesses of the economic model The global economic crisis of 2008 has found the Greek economy with several fundamental weaknesses: †¢ Reliance on ‘easy money’ (such as from the stock market or property), as well as on over-inflated private consumption, which has in turn relied on loans in recent years. †¢ The disproportionately central role of construction as the ‘driving force of the economy’ dating back to the 1960s. †¢ Particularly high public debt, which remains undiminished despite the widespread privatisations of the last 20 years. †¢ Over-reliance on sectors directly affected by the international crisis, such as tourism and shipping. Excessive dependence on oil consumption, an energy-wasting, pollution-generating energy model and the prospect of high-cost ‘emissions rights’ from 2012 onwards. †¢ Abandonment of mountainous and disadvantaged regions, which represent two thirds of the country, and overcrowding and overuse in the remaining third. à ¢â‚¬ ¢ An absence of genuine protection of natural resources in sectors such as water, forest land, fisheries resources and the countryside and biodiversity. proposals to exit the crisis A fundamental priority is TO SIMULTANEOUSLY INVEST IN THE EXIT FROM ALL THREE ASPECTS OF THE CRISIS: the economic, the social and the environmental. We focus on three basic priorities in parallel with the efforts for fiscal viability and the fight against corruption and tax evasion: †¢ Sustainable revitalisation of the countryside, with emphasis in the production of biological agricultural goods, and resurgence of the local and regional level economy, including the abandoned mountainous and disadvantaged areas. †¢ Promotion and upgrade of collective goods and services as compensation for the loss of purchasing power of people, in order for quality of life to become again a right for everyone as a kind of ‘parallel social wage’. Urgent turn in the energy sector to eliminate the dependence on oil and lignite, promotion of solutions alternative to car use, but also investments in energy saving and in renewable energy sources, drawn so that they offer additional incomes for the maximum possible number of households. Specific policies having these priorities need to be developed and applied in order to create fu nds and engage creative social forces: †¢ A just tax reform that will use the taxes as tools for encouragement or not of activities depending on their repercussions on the environment and the society. Measures for transparency and fight against corruption and tax evasion should aim at the re-establishment of a sense of social justice. †¢ Reduction of military spending and negotiations withTurkey for even larger mutual reductions. Given the Turkish candidacy for integration into the EU, it is logical to ssume that the EU should become more involved in the efforts to resolve Greek-Turkish differences. †¢ The promotion of a social and solidarity economy is of central importance to us. The reconnection with the tradition of the ‘ecology of the poor’ becomes again particularly relevant. Exhibit 1 How to cite Greek Crisis, Essay examples

Change of will Essay Example For Students

Change of will Essay She had planned to spend the early summer in Central Park rehearsing Henry VIII, a play about, among other things, the inheritance of a mans powerful position by a woman. But when the 26-member board of directors of the New York Shakespeare Festival summarily dismissed JoAnne Akalaitis from her job as the festivals artistic director on March 15, any number of plans changed. Over the next few days Akalaitis packed away 20 months worth of notabilia, issued a polite but unequivocal statement to the press, talked with characteristic frankness to friends and colleagues about how and why she was fired, then flew to Spain on April 5 for a visit with her daughter. Upon her return, she was scheduled to go into rehearsal for a play that might be viewed as the antithesis of a Shakespeare history: Jane Bowless poetic 1953 psychological study In the Summer House, which Andre Bishop has hired her to direct at Lincoln Center Theater Company. The gap in the Central Park season will be filled by Measure for Measure, a play about, among other things, the uses and abuses of power, and the gap at the Festivals helm was filled by director and playwright George C. Wolfe. Connected with the Festival since 1986 his Colored Museum and Spunk premiered there Wolfe has been curator of the theatres Festival of New Voices performances series for the past two seasons under Akalaitis. In accepting the appointment, Wolfe assumed the title by which the Festivals founder and driving force Joseph Papp had been known for some 37 years: producer. A secondary leadership role was taken on by another Festival regular, actor Kevin Kline, who will shoulder his title of artistic associate by playing the Duke in Measure for Measure. Akalaitiss ouster and Wolfes appointment stirred passions throughout the national theatre community and quarrelsome commentary in the press. Akalaitis, 55, had been hand-picked by Papp as his successor just three months before his death, and the boards decision to allow her barely a season-and-a-half in which to put her mark on the company was widely criticized. The board presented the change as a correction of bifurcated leadership (Akalaitiss coequal producing director Jason Steven Cohen will remain but will report to Wolfe in the new structure), but it is generally acknowledged that Akalaitiss taste for dark, audience-challenging work and her reported disinterest in courting funders and donors were looked upon with disfavor by board members. Demurrals by the board notwithstanding, the 38-year-old Wolfes in-demand status on Broadway as well as in the nonprofit theatrehe is the author and director of Jellys Last Jam and director of Angels in America was part of his appeal as her rep lacement. The New York Times, no fan of Akalaitiss work before or after her ascension to the Festival post, covered the transition in a series of articles almost celebratory in tone. In a March 21 piece, chief critic Frank Rich hailed the appointment of Wolfe as a close escape from calamity and went on to decry Akalaitiss narrow, academic vision and her virtually nonexistent producing record, referring to a dearth of new work originating at the Festival during her tenure. (An attachment to Akalaitiss press statement counters the criticism with a seven-page list of artistic activity.) In her own viewand that of several editorial commentators on the affair the Times reductive and unrelentingly assaultive coverage of Akalaitiss Festival leadership played a major role in her dismissal. The center of this story, Akalaitis believes, is an agenda on the part of the New York Times. Boards of directors have to have opinionsthey need to have their antennae out into the world, Akalaitis said in an interview the night before she boarded the plane for Spain. But if you have a board who doesnt know who the artistic director is, and that hasnt had the chance to use its muscle, it may be casting about for clues about how to think and behave and these come from the media. These signs from the media tell them something different from what may be actually happening at the theatre. In this case, its not that the board has a strong opinion it has no opinion. Its waiting to be told what to think by the newspapers. .u113c889312a3b5f2ef19766b49df522f , .u113c889312a3b5f2ef19766b49df522f .postImageUrl , .u113c889312a3b5f2ef19766b49df522f .centered-text-area { min-height: 80px; position: relative; } .u113c889312a3b5f2ef19766b49df522f , .u113c889312a3b5f2ef19766b49df522f:hover , .u113c889312a3b5f2ef19766b49df522f:visited , .u113c889312a3b5f2ef19766b49df522f:active { border:0!important; } .u113c889312a3b5f2ef19766b49df522f .clearfix:after { content: ""; display: table; clear: both; } .u113c889312a3b5f2ef19766b49df522f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u113c889312a3b5f2ef19766b49df522f:active , .u113c889312a3b5f2ef19766b49df522f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u113c889312a3b5f2ef19766b49df522f .centered-text-area { width: 100%; position: relative ; } .u113c889312a3b5f2ef19766b49df522f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u113c889312a3b5f2ef19766b49df522f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u113c889312a3b5f2ef19766b49df522f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u113c889312a3b5f2ef19766b49df522f:hover .ctaButton { background-color: #34495E!important; } .u113c889312a3b5f2ef19766b49df522f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u113c889312a3b5f2ef19766b49df522f .u113c889312a3b5f2ef19766b49df522f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u113c889312a3b5f2ef19766b49df522f:after { content: ""; display: block; clear: both; } READ: A theatre Critic commented EssayShe has little patience for those who see her as a transition figure. There is no transition what happens in theatre is that artists just come in and do their work. Im not a transitional person Im the person Joe Papp picked as his successor.

Gender Inequality Research Paper Example

Gender Inequality Paper It has been claimed that language plays a key role in sustaining inequality between the sexes (Coates 1993). Inequality between the sexes is a very important issue in society and language plays an important role in sustaining the inequality. Language and identity are very personal topics and are well researched and debated. Speech is an act of identity: when we speak, one of the things we do is identify ourselves as male or female. (Coates, 1986: 161) Inequality between the sexes in society can be seen in the fact that men still have the majority of highly paid jobs. Men are physically stronger but also have more power in terms of employment and politics for example. The male of the species in general still holds a higher position in society, although the situation for women has improved over the past twenty years and this is reflected in the language we have and use. Language is sustaining the inequality and it can be seen as sexist towards women for many reasons. One of the most obvious examples can be seen in the titles we have for people. There is only one title for a man. A male is Mr, whether he is young, old, married or single but there are three titles for a female and these titles give away some personal information. Miss is unmarried and stereotypically young and Mrs is used for married females and is considered to be an older female. A further title for females, Ms, was introduced as a supposedly neutral term like Mr but this did not replace the Miss and Mrs titles so it became a choice not to indicate marital status and quickly had a stigma attached to it. It appeared to say something about your political opinion and carried the assumptions of a being a feminist or divorced. We will write a custom essay sample on Gender Inequality specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Gender Inequality specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Gender Inequality specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The title Ms had many negative connotations; it was seen as being used by old spinsters, which has negative connotations in itself. These differences of titles for males and females are an example of asymmetrical language. Asymmetrical language highlights the sexism in English. Another asymmetrical factor in English is the fact that there is no neutral generic term for a human being. For example for most animals there is a neutral generic term for the species i. e. bovine is the generic term for a cow/bull but for humans the generic term is man. More recently the use of man has decreased as people have become more sensitive about it. A further inequality in the subject area of names is the titles for women once they are married. The woman takes the mans surname as her own and loses her surname. A married couple are also known as Mr and Mrs (the males first name) and the married surname. The inequality between the sexes can also be seen in language through the many different negative connotations that there are for woman in comparison to the few that there are for men. Examples of this are the words for an unmarried person. For a man the use of bachelor is not seen as negative but spinster or old maid for a woman is negative. Spinster and old maid appear to be rarely used nowadays, perhaps because their associations are so negative. Bachelor, however, usually has positive connotations. (Thomas, L and Wareing, S: 1999, 71) Sexism can also be seen in the use of marked and unmarked terms in English. Most unmarked terms are for males whilst female terms are usually marked. The marked terms are seen as the exception to the norm, with different spellings to the marked term. We can also see the inequality between the sexes highlighted in language use through swear words. There are many more female related swear words in terms of both direct insults to women and swear words that are related to the female genitalia that are used against male and females. For example whore, slag, twat and bitch are all insults about or for women, which are harsher than male related, swear words such as bastard, knob and git. Swear words, connotations and titles all help create social stereotypes, which also help sustain the sexual inequality. In the majority of research into language and gender it is considered that there are two ways in which language is seen as sexist towards women. In the way they are taught to use language, and in the way general language treats them. (Lakoff: 1975, 4) The language differences previously mentioned and the different way men and women use language are part of the way general language treats them and the way they are taught deals with education in school and the influence of parents and society. Men and women use language differently and this can lead to miscommunication between the sexes. Speech between all-female groups is characteristically based on their emotions and relationships and concentrated on one topic for a length of time. All male group discussions will avoid conversations about themselves or their feelings, with no specific topic they concentrate on stories of superiority and competition. Womens language involves the different lexical choices that females use in speech that men would not, it also covers the topic of politeness. There are words that are restricted to womens language such as cute that would not be used by men. It is recently more common for women to cross over and start using language previously used by men, including swearing but there is not the cross over of men starting to use more womens language such as descriptive adjectives for feelings. This reflects the situation in society with women starting to take on jobs that were previously considered to be male but there are not so many men taking jobs considered to be female. The idea of a restricted word choice for womens language highlights the inequality between the sexes. Words restricted to womens language suggest that concepts to which they are applied are not relevant to the real world of (male) influence and power. (Lakoff: 1975, 13) Talk between women is often belittled by the names that it is given. Words such as gossip and chatter would never be used for an all male conversation but it is used for female conversation, which implies that the talk is of little importance but dragged out. Conversation between mixed groups often shows results of male dominance, which contradicts the general opinion that women talk more than men. Men will often interrupt women, but women will offer more back channel support in conversations. It can be considered that men and women seem to have different rules for conversations, which leads to miscommunication. Women are considered to be more polite than men and there is also a general opinion in our society that men need to be more polite in the company of women. This comes from the fact that when children are being taught politeness when they are growing up the rules are mainly enforced by female adults. As a result of this many studies have shown that children are more polite to females. There are many other differences between boys and girls as they are acquiring language and starting to interact with people. Girls are expected to be more polite when they are children; it is accepted for boys to throw temper tantrums but girls are expected to behave better. At an early age swearing is looked down upon by adults but boys are less likely to be criticised than girls. Education is often looked at as a starting point for the differences between male and female language. Research from Stanworth in 1981 and Kelly in 1984 has shown there are behavioural differences between girls and boys in the classroom. Boys are generally more confident and will talk more in class discussions and as a result of this get more attention from the teachers, girls remain quieter as quietness is related to politeness and they believe this is the best way to behave. This quietness could leave girls in a position where they are not actively learning and this is why it is considered that girls are in a disadvantaged position at school when it comes to language and speech. Girls do better in terms of exam results and in the humanities but boys will do better when it comes to technology and science, which is important in modern society especially in terms of employment. Discussion of girls underachievement in the education system and its linguistic correlates assumes that differences in girls and boys language are directly related to girls oppression. Coates: 1986, 161) The way language is taught and the way it is used are the reasons why there is inequality in our language but there are other factors in the sustaining of the inequalities in our language. One major factor is the media. We live in a society that is very much influenced and reliant on the media and so they play an important role in creating, changing and sustaining certain things in language. With the power that a newspaper has they can heavily bias opinion of the public. By using words that have negative connotations they can influence the perception that the public will have. They have the ability to sustain inequality between the sexes by their choice of words when writing about women and men. Women are often portrayed in the media in certain stereotypes, they are either sex object, housewife, or in need of male help as in the classic damsel in distress character. They create these stereotypes by using the language that allows for certain connotations such as mistress, young girl, motherly. It is not just in newspapers that this inequality is sustained; in films and television up until recently women had only their stereotypical characters to play. When looking at inequality, it is beneficial to look at the language to see if there is sexism towards males in the vocabulary. There has only been the introduction of sexist language towards men in recent times and there is only a fraction of words for men than that for women. Society is slowly changing in its treatment of women, and the language will take a long time to change for there to be complete equality in language. There are people that do not believe that there is inequality between the sexes now and so do not think that language plays a role in separating the sexes. I think that there has been a great improvement over the past twenty years in terms of society treating men and women differently. However because language change takes a very long time there is not a complete turn around. Although things have changed in terms of education and employment, there is still the inequality in language so it is holding back further progress. For example there has been a great increase in the number of women taking up powerful and well-paid jobs, which is minimising inequality, language plays a role in undermining this situation. There has always been debate and confusion over terms such as policewoman, the suffix of -ess as in actress, and chairwoman. The introduction of the politically correct terms such as chairperson leads to negative feeling and many politically correct terms are mocked. Words such as actor, which are supposed to be unmarked and replace the marked equivalent, actress, are not always used and are often preceded by lady or female which is highlighting the fact that there is still inequality in language. Linguistic imbalances are worthy of study because they bring into sharper focus real-world imbalances and inequalities. (Lakoff: 1975, 43) The English language has many imbalances that we have seen, such as asymmetry, use of politeness and swearing, men and womens conversational differences and the imbalance of negative connotations for women. This all highlights that there are still some imbalances in some peoples attitudes and it will be a long time before certain things change such as the availability of a neutral term like Ms without a negative stigma being attached to it.

The Basics of Adult Learning

The Basics of Adult Learning Do you remember what it was like to sit in a classroom? Rows of desks and chairs faced the teacher at the front of the room. Your job as a student was to be quiet, listen to the teacher, and do what you were told. This is an example of teacher-centered learning, usually involving children, called pedagogy. Adult Learning Adult learners have a different approach to learning. By the time you reach adulthood, you’re most likely responsible for your own success and you’re perfectly capable of making your own decisions once you have the information you need. Adults learn best when learning is focused on adult students, not on the teacher. This is called andragogy, the process of helping adults learn. The Differences Malcolm Knowles, a pioneer in the study of adult learning, observed that adults learn best when: They understand why something is important to know or do.They have the freedom to learn in their own way.Learning is experiential.​The time is right for them to learn.The process is positive and encouraging. Continuing Education Continuing education is a broad term. In the most general sense, any time you return to a classroom of any kind to learn something new, you are continuing your education. As you can imagine, this encompasses everything from graduate degrees to listening to personal development CDs in your car. Common types of continuing education: Earning a GED, the equivalent of a high school diplomaPost-secondary degrees such as a bachelor’s, or graduate degrees such as a master’s or doctorateProfessional certificationOn-the-job trainingEnglish as a second languagePersonal development Where It All Happens The methods involved in achieving continuing education are just as diverse. Your school can be a traditional classroom or a conference center near a beach. You might start before dawn or study after a day of work. Programs can take months, even years, to complete, or last just a few hours. Your job can depend on completion, and sometimes, your happiness. Continuous learning, no matter how old you are, has clear benefits, from finding and keeping the job of your dreams to remaining fully engaged in life in your later years. It’s never too late. Should You Go Back to School? So what is it you want to learn or achieve? Have you been meaning to go back to school to earn your GED? Your bachelor’s degree? Is your professional certificate in danger of expiring? Do you feel the urge to grow personally, learn a new hobby, or advance in your company? Keeping in mind how adult learning differs from your childhood schooling, ask yourself some questions: Why am I thinking about school lately?What exactly do I want to achieve?Can I afford it?Can I afford not to?Is this the right time in my life?Do I have the discipline and the freedom right now to study?Can I find the right school, the one that will help me learn the way I learn best?How much encouragement will I need and can I get it? It’s a lot to think about, but remember, if you really want something, you’re likely capable of making it happen. And there are a lot of people available to help you.

Australian Media Essay Example | Topics and Well Written Essays - 2000 words

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Adult Development and Family Essay Example | Topics and Well Written Essays - 1250 words

Adult Development and Family - Essay Example After learning that her husband died a long time ago, I immediately comforted her with my words and gave her a sense of reassurance. Her husband was a general. He had served in the People’s liberation Army for a long time. She was happy to share her memories of her husband with me and cited how they went to so many places when they were young. Before China’s liberation, she cited how her husband was extremely busy, though they did not have a child at that time. She now has two children, a son and a daughter. After China was liberated, she had the chance of applying for retirement benefits. After her husband’s death due to a heart disease, which is genetic in her family, her daughter now takes care of her, even though the son is the older sibling. In China, it is a tradition for daughters to take care of babies or older adults in the family. I asked if she suffered from any illnesses herself and she was quick to tell me that she had diabetes, a genetic disease in the family, osteoporosis and high blood pressure. While interviewing Laolao, I had to identify the most comfortable way and topic that would interest her. She seemed happy to talk about how to promote healthy aging and wellness in old age. It was quite difficult for her to identify a few strategies that she used to promote healthy aging and wellness. My conversation with her in the beginning was predominantly focused on her feelings of failure when it came to promoting her own wellness. I started by asking her this question: â€Å"Are there specific strategies that you have used to promote healthy aging over the years?† Her response was that she was not â€Å"the best example.† She believed that she could have done more to promote her health. One key theme that relates to gerontology as we learnt in class that emerged during the interview was the issue of nutritional changes that

Do studies of genetic variations in osteoporosis tell us anything Essay

Do studies of genetic variations in osteoporosis tell us anything useful - Essay Example Through the use of various genetic methods, the genes contributing to or responsible in the development of osteoporosis are now identified. It is estimated that the genetic components and variations account for 50 to 90 % of the total BMD variations in the osteoporosis patients (Ferrari and Rizzoli, 2005). Findings in researches show that there are five key regions that are significantly associated with bone mineral density (Styrkarsdottir et al, 2008). These include receptor activator of nuclear factor -B ligand gene or RANKL, the osteoprotegrin gene or OPG, the estrogen receptor 1 gene or the ESR 1, the BTB domain containing 40 gene or ZBTB40 and the major histocompatibility complex region 6p21 respectively (Styrkarsdottir et al, 2008). Polymorphism has been suggested in the areas of VDR or vitamin D receptor, ESR1 or estrogen receptor alpha, type I collagen genes or the COL1A1 etc. (Zmuda, Sheu and Moffet, 2006). VDR gene variants are associated with differences in body height as well as bone size determination (Fang et al, 2007). However, VDR gene mutations have been implicated in many bone disorders including 1,25- dihydroxyvitamin D-resistant rickets, osteoporosis etc. (Uitterlinden et al, 2002). Other genes identified include alpha 2-HS-glycoprotein or AHSG, parathyroid hormones, bone G1a protein (BGP), transforming growth factor beta, PTHR1 and IL-6. the difference in the allele frequencies among Chinese and Caucasian populations were at VDR-ApaI and PTH-BstBI loci respectively. In the case of osteoporosis, IL-6 becomes more active as the key substance that limits its activity, that is the estrogen is reduced in the post menopausal women, which leads to increased breakdown of the bone structure. The genetic loci identified in bone metabolism include COL1A1, TGF beta 1, SOST, VDR, ER alpha,LRBP5, BMP2 and IL-6 respectively. First deciding on the topic of research carried out the research. Currently there are many researches that are

SWOT Analysis of Tesco Express

SWOT Analysis of Tesco Express The organisation which we have taken for the study is Tesco Express the sub brand of Tesco Plc. In our study we are going to identify, describe and evaluate the following management area of Tesco Plc, where we will be involving Marketing Principles to give proper management report on the basis of below strategies: The Organisation Orientation The competitive advantage of the organisation The Impact, positive and negative of the organisations Marketing Mix Management report of Tesco Express- Strength, weakness and improvements that will help to maintain competitive advantage in near future Origin of Tesco Tesco Plc the leading Britain retailer among the top three retailers in the world. They are operating 3700 stores among the world and they have employed around 470,000 employees. They are operating in 14 countries and they are UK, Republic of Ireland, India, China, Japan, Czech Republic, Hungary, Malaysia, Poland, Slovakia, South Korea, Thailand, Turkey, and USA. Tesco Plc was started by Jack Cohen in 1919 and the name Tesco was first appeared in the shop in Edgware in 1929 since the company has grown they were implementing their innovation in different business. Jack Cohen founded Tesco and his first day profit was ÂÂ £1 among his ÂÂ £4 sales on selling a grocery from the stall in East London. In the year 1924 the first in-house brand of Tesco has launched and they named that product as Tesco Tea. The names come from the initial of TE Stockwell, who was a partner in the tea supplies and the CO from Jack Cohens Surname. In the year 1932 Tesco stores limited have changed to Tesco private Limited Company. Tesco the brand which have changed their way they do business so fundamentally in each and every part of its company. Because of this change they have done in to business which also includes the loyalty management. For that they have taken a different expertise among the world as the earliest and that they have that named as Clubcard. Tesco joined with DunnHumby and created a Clubcard to tracks the buying behaviour of their 13 million customers, through recording and tracking consumption data from shopping bills. Tesco and DunnHumby have jointly built, maintain and mine a rich customer database with information derived from all customer touch points. Using this customer database, Tescos marketing department is then able to manage changes in either individual or general consumption patterns and adapt their marketing strategies accordingly. Clubcard is a reflection of the attributes of the business and its commitment: a strong team ethic, a commitment to serving customers, and most of all, top-to-bottom retailers pragmatism. Tesco made customer loyalty marketing work, when every other British supermarket loyalty programme in the late 1990s failed, faltered or never got started. Every year since 1995, headlines have proclaimed the death of loyalty scheme, usually enthusiastically supported by other retailers whose loyalty schemes are distant memories. Yet Clubcard is never questioned as a strategic priority by the management. Instead, Tesco has responded to the critics by measurably building sales through Clubcard, using the relevant knowledge it creates to improve the way it runs its business. The Organisation Orientation: Definition An approach to business that centres its activities on satisfying the needs and wants of its customers. The production department when starts to manufacture the product, it focuses on the promotion, distribution, pricing etc. How Tesco implemented its Market orientation: It overall beats the competition in producing the best quality product to the end users with great customer satisfaction as mentioned below. Flexibility Plan and goal setting Managerial and interpersonal skills Flexibility Tesco Express is widely opened across the cities in UK and gives options to many consumers to shop easily. In total there are around 150 shops which is great benefit to the consumers. They have introduced online trading where customers can place an order and buy it without any hindrance. Self billing has been bought up to avoid queues, saves time and energy, people can use the self bill system and pay by themselves and also introduced Club cards in which they can measure sales and improve accordingly by collecting database. Plan and goal setting Every organisation has its own plans and works only with the setting right goals at right time. Plans are to maximise sales and profits, maintains No 1 retail store in UK. Targets competitors and remains as a market leader, provides goods/services that are cheap and affordable to public. Business plans and modules are followed to achieve respective goal. Each objective has deadlines to meet so they have to meet their set objective within the stipulated period of time. Ex- Point of sale is an important merchandising activity to remind, people to stock up, just in case, a different product in categories has been brought together under Barbecue Theme, and a sale tends to increase. With the exceptions of meat, Tesco Express has brought all its barbecue products together under one category in store in order to promote sales and profits. Managerial and interpersonal skills- Still not yet completed Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (C.I.M, 2001) In this cut throat competition, Tesco innovates and re-innovates the new product as per the marketing environment in comparison with its fellow competitors. Healthy competition gives the best outcome of the product like price and quality. The main aim is to maximize customers value as a source of competitive advantage. Tescos Marketing Concept Meets customer needs, wants and preferences more effectively and more closely than competitors Asda, Sainsbury WM Morrison supermarket. The basic philosophies of the organisation are production and sales, it integrates the various activities like production, selling, distribution promotion, advertisement and human resource management in a profitable way for the service of the customers. Production: Focuses on the goods where quality matters and profit is gained on the volume of sales. Quality should be maintained in all the stages of production Tesco the company which are offering more than 100 products under their own brand Tesco. Comparatively they are quality oriented and price oriented. These products are mainly targeted their customer daily needs. They are following exact market economics to market their products. Sales: Even Tesco has its own products in Tesco express also they sell products from different brands too. While comparing with other products Tesco products is more cost effective and with high quality. Tesco Express is one of emerging sub brand in the UK is offering the customer to minimise their shopping time. New innovation has been brought in the form of advanced technology for the customers to generate and pay their own receipts by them. Goals have been divided into 3 different sets- Once it sets up the plan with the right objective, the next strategy is to maximise sales with customer satisfaction. Let us take through with 3 different sets of goals. The organisation recognises the market movements of its competitors in order to maintain good mindset in peoples mind. It strives hard to satisfy customers needs, preferences and taste which is very big task. The last and foremost goal is carried out in the internal management to increase productivity with great coordination among staff members who works as a team. Let us concentrate on planning aspects with involving planning strategies as discussed below. Marketing Planning: Marketing Planning: Turning strategies into implementable action and it is a detailed written statement where each and everyone in the organisation must follow the principles and guidelines and act accordingly. Planning is decide in advance what to do and what not to do, planning plays a vital role in the supermarket division as it deals with FMCG products, in day todays business the sales increases rapidly when everything goes according to plan. Internal and External Environment Key Aspects- Position of Tesco when compared to other companies. Where are we now? Significant improvement has shown in identical market in UK Marketing Audit Market Research Environment Analysis How did we get there? They got there simply because of good performance which was solid. Where are we heading and where do we want to be? Tesco express has strived to achieve the highest standards to ensure the long-term access to quality products and maintain their position as the UKs number 1 supermarket. Tescos aim is to keep customers happy, to achieve high profit margins, to motivate workers, expand its marketing strategies, and support economic issues and to be friendly towards the environment. Tesco aims to cover every conceivable part of the consumer base with management controls. Review Procedures Management Controls How might we get there? It has good marketing mix strategies and implements successfully. By doing so it has reached heights by giving services to consumers. Tesco Express should make als Marketing Mix Which way is best? Are we on course? How can we ensure arrival? Choice criteria Screening Modelling Company Profile SWOT Once marketing planning is carried out successfully the next step is to concentrate on marketing audit. It can be analysed with the inclusion of Strengths Weakness Opportunities Threats (SWOT). Once the major part is carried out successfully with all the research analysis and datas, it gives us the strategic position. The overall evaluation of a companys strengths, weakness, opportunity and threats is called as SWOT analysis. It is a way of monitoring the external and internal marketing environment. Good marketing is the art of finding, developing and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high profitably of profitably satisfying. There are three main sources of market opportunities are. The first is to supply something that is short supply. This requires little marketing talent, as the need is obvious. The second is to supply an existing product or service in a new or superior way. The last method often leads to a very new product or service by offering lower price with good quality. To evaluate opportunities companies can use Market Opportunity Analysis (MOA) to determine their attractiveness and profitably of asking questions such as Can we focus the target markets and reach them with cost-effective method and trade markets? Can we deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed our required threshold for investment? Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits? Can we articulate the benefits convincingly to a defined target market? Based on the above Kotlers theory we will be giving out SWOT analysis data. Strengths A wider range of products including fresh and healthy food are available. Tesco express has added around 800 new product lines last year. Stores have increased by over 35% since 2000. Quality of products is sold. All classes of people can afford to buy. It has strong Market Leadership. Strong and good brand image. Weakness Range of stores is limited in Tesco Express and price is not as good as main stores. Inventory turnover is weak. Does not respond queries in time. It mainly concentrates and depends only in UK and Europe. Turnover is poor. Opportunities Planning to open retail environment in Euro zone. Tesco Express has been bought up in density area to satisfy customers requirement with ease. Opportunities in India and other international markets and also they have got private labelling schemes. Threats Intense cut throat competition High interest rates in UK. Labour wages are increasingly at a higher rate. Difficult conditions in International markets. Competitive advantage of the organisation Jack Welch, former CEO of GE says, If you dont have competitive advantage, dont compete. (Jobber 2007:773) In the face of global competition and cut throat competition, there are many competitors are growing day by day and the rule of survival for the fittest comes into picture. Companies are forced to survive by increasing the production and sales at a better rate. With todays technology changing day by day oragnisation has to put the best foot forward to stay and compete. As a result they gain enormous experience to handle different sets of consumers and their buying habits Marketing is all about to generate transactions and to generate relationships. No organisation stands alone in the market without competitors; the company cannot develop its products by developing the product range and its features but also faces the competitive environment of the market. The factors which analyses the changing economic environment in the trading community and reacts accordingly. The competitors also influences various factors such as success or failure of a business in any market conditions, this is why it is important to consider systematically a number of aspects of competitive behaviour. Competitive analysis is a systematic approaching in understanding the key factors of the planning strategy in terms of objectives, resource allocation and implementation through the marketing mix. A good understanding of these factors reveals the organisation to be in a stronger arena in building and sustaining foundations for the firm to hold its position to maintain the reputation in the longer run. Once an organisation finds with whom it is competiting and which category of the competition of the emerging market. When competitors are identified, the probability of forming them into clusters, depending on focus and strategy. The outcome of the identified clusters identifies strong and weak competitors in each group which can be considered as the strategic opportunities defined. These are the number of different characteristic that can be used for identifying strategic segments, which in turn provides a useful framework for evolving opportunities in business environment that leads to an order of implementing organisational behaviour techniques of competitors data that relies on financial performance of the segments served in marketing strategies. The arch rival of Tesco express is Costcutter The arch rival of Tesco express is Costcutter because they are the one who have similar marketing policies to overcome its rival. Tesco Express is spread all over the United Kingdom with in and around 1000 outlets but Costcutter is with 1600 outlets. Comparatively Tesco express and Costcutter got the same logic of attracting their customers to sell best quality with reasonable price . However when we analyse the competitive advantage of Tesco to overcome its fellow competitors with new innovation called Auto billing and paying system but Costcutter lacks with that facilities. opening as wel as closing times varies with Costcutter as it is opened 24 hours open and Tesco express opens from 6am in the morning and closes 10pm in the night. So all we can say is that they are the perfect competitors with having leads and falls with each other in different facts. Tesco express is using different segmentations to make the Tesco express successful among their competitors and their segmentations are geographic, usage and loyalty; On geographic segmentation they categorise their shops according to the market. They mostly were concentrating on the region where they can have the more people who are be the bread and butter consumer that means people who wants to buy one or two products at that specific period of time. Theres a brand familiarity that you dont always get from a local store and the concept is familiar through use of the superstore predecessor. On usage segmentation being an express the range are limited and choice or very little and the price is bit higher than its own Tesco extra. On the loyalty segmentation they have just rock the concept called Clubcard. They have track the customers with the card and it make them to analyse to find the exact need of customer and they serving them according to their needs. Mission Every business has its goals/objectives and works on directions set by the management. No firms can succeed without objectives and tagline of Tesco is, Every little Helps. This tagline has created a realistic statement which is motivating and creates intent in the organisation. The realistic purpose is to provide focus and direction through the conduct of the business. Specific Measurable Accurate Realistic Time bound (SMART). SMART comes into picture once SWOT analysis is completed. Strategy> Behaviour standards Tescos Marketing Objectives The main aim is to retain customer satisfaction and maintain number 1 Retail Company in the UK. To maximise sales and profit To provide reasonable price to the consumers. Marketing Environment Marketing environment and its influences. It has been divided into 2 different categories based on 4ps. Micro Environment Macro Environment Micro Environment has been divided into 4 divisions namely Suppliers Distributors Competitors Customers Macro Environment has been divided into 5 divisions namely A) Socio Cultural Environment Factors affecting demographic structure of the population, lifestyles, attitudes, cultures, issues of public and private concerns, tastes and demands. B) Technological Environment Creates new product opportunities and improve production. C) Economic Environment It determines demand and supply chain. D) Political and legal Environment Rules, laws and regulations are operated as per the Government bodies. Ex: Smoking in public places E) Ecological Environment -Factors such as global warming, pollution, recycling, packaging etc. Macro environment with Tescos principles Socio Cultural Environment Brassington and Pettitt has given definition regarding Demographic, where he briefly explains that it is the study of the measurable aspects of population structures and profiles including factors such as age , size, gender, race, occupation and location. Tesco express has widely opened across and also outside UK to satisfy customer needs and preferences. Where in it represents strengths and weakness. There are wide range of products to satisfy all ages and all classes of people. It broadens tastes and demands according to peoples lifestyle and their expectations. If it does not satisfys then customers can lose interest and faith. Technological Environment- When an organisation uses more and more different techniques then flexibility comes into picture. Tesco express operates paperless transactions. It brings out new innovation strategies to market the product as per the existing environment. The recent one which it has introduced new way of billing system call, Till , where customers can pick, pack and invoice themselves.. This new system has given new dimensions to the customers to save an extra time. Market research is carried out on a regular basis where an organisation collects information with the respect to the customer focus Economic Environment- In this Economic environment 2 key words which handles the whole market is demand and supply. When there is a demand in the market supply increases automatically, this will have a huge impact in the business environment. They concentrate on the factors affecting economic business and monitor them in order to overcome. Political and legal Environment- Each and every organisation concentrates on the government laws, rules and regulations. Tesco Express follows strict rules and regulations and gives out warning signals to the customers. It also gives smoking free environment. Ex- Smoking is prohibited Ecological Environment- It aims to set up a greenery environment in the form of waste, packaging, recycling, and also cutting carrier bag use. It converts waste into an energy source and reduces the amount of waste going to landfill by over a third and works on waste targets scheme which are reviewed and reported every week. We have taken examples of 2 like packaging and recycling. If we take packaging with the product name called Eggs. Packaging helps to protect and preserve food for longer duration and promotes the product to reach the customers in the best condition. Recycling facilities are available in all our markets except China and Turkey. Tescos future plans are to implement recycling facilities even in respective countries as mentioned to have a global impact in the marketing environment. In UK we have 600 recycling centres of our larger stores. Last year we helped customers to recycle approximately 200,000 tonnes. Market Segmentation The identification of groups of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy. (Jobber 2004) Segments can be defined on the basis of Tesco principles. ? Customer Satisfaction- customers can be pleased all the time because all the products are available under one proof so chances of pleasing them will be on higher note. They dont target individuals indeed they target on the whole. Customers have variety of products to choose and satisfy their preferences. Ex- Products are sold to all age groups with reasonable price and with most importantly good quality Methods of Segmentation Geographic It targets customers as per the location, country and also takes into consideration whether it is Rural and Urban. Before it opens any new branches, it undergoes market survey based on the customers potential within the respective location. It also makes sure that for which county products are produced, plans for the available resources so that can be used up to the fuller extent, different sets of people has different taste and preferences according to their lifestyle. Ex China and UK. In China people have different lifestyle as compared to UK. Demographic Once it does sets up the business by creating a layout of the geographic successfully, now the next part is to introduce product based on the marketing analysis which includes people age, sex, race, income, occupation, socio-economic status. It collects complete database and then goes forward. Surveys are conducted at regular intervals with the interest of not losing customers focus and interest. This reduces the negative impact on the organisation. Geo-Demographic Geo- Demographic is nothing but the combination of geographic and demographic. Organisation works on the purchasing behaviours of the people. Once it gathers the available date by doing research in first and second stage and then works as per the prescribed plan. Postcode systems can assist agencies in the new business development, customer profile and identification. Psychographic Tesco divides the market on the basis of life style and personality of the consumers. It targets people of all ages with their requirements. From grocery, eatables to liquor. Types of Target Marketing Need to include on the basis of Tescos target marketing with the inclusion of 4 ps. Undifferentiated and differentiated marketing. Let us talk about the Positioning of Tesco. In earlier days Tesco did not have the brand name but when sales started picking up and demand was on higher side, it did not compromise quality in order to reduce price and it is very convenient to the customers to purchase products as quality of products are available. Once customers got an idea how good Tesco is then Tesco gained its brand name. With the brand name Tesco started to experiment the products with greater profits and then it is managing the customers with great customer loyalty. Philosophy of entire marketing mix hinges with good positioning and failed to do so creates unsound positioning. Positioning Strategies Reasonable price Good quality More and variety of Products Clearance sales Weekend offers and Festive offers Keys to successful positioning are based on competitiveness, successful positioning, creditability and consistency. Repositioning of product Takes place when positioning of products declines. Change in customer tastes and preferences. New competitors enters the market Marketing Mix An Effective marketing mix Tesco compromises on price and does not compromises on quality More demand and more supply. Customers loyalty Refer http://www.cim.co.uk/filestore/resources/10minguides/marketingmix.pdf The Impact, positive and negative of the Tesco Express marketing mix Marketing mix is divided into 7ps but let us concentrate on 4 ps which as follows. Promotion Place Price Product. We will critically discus 4 ps in the following stages. Promotion Promotion is generally referred as awareness created towards the introduction of new product and also the availability of the existing product by means of selling activities and advertising. The main aim of promotion is to spread awareness of the products, uses and benefits. It helps the organisation to position their products in the market to reach customers. The effective tool of promotion of Tesco Express is in the form of television and email adverts, message should be clear and simple so that it can reach the targeted audience by creating a desired response. There are different types of promotions such as advertising, personal selling, public relations and sales promotions. Promotional strategy- One of the Tescos key strategies in the promotional activity is, Clubcard loyalty scheme where it has been a huge success and in turn their market share has been increased. This change has led them to be a market leader. They were giving best and competitive prices to the market, products like fresh vegetables, fish, chicken , mutton, beef and all sorts of necessary day to day needs which were outsourced from the farmers , fish, mongers , butchers directly. They have opened number of convenience stores in every possible place and therefore have a good appeal to a huge number of customers in the market environment. Therefore had a very huge response when they had introduced the club card plus debit card scheme. They not only target higher classes of people but also different classes of people. Introduction of Tesco finest and also budgeted version called Tesco value which is having very huge impact in all the classes of the people. Now it shows how they promote their market to reach different classes of people. Advertising- It can be defined as any paid form of non-personal promotion transmitted through a mass medium. The sponsor should be clearly identified and the advertisement may relate to an organisation, a product or a service. The key difference, therefore, between advertising and other forms of promotion is that it is impersonal and communicates with large numbers of people through paid media channels. (Ref 1) Each and every organisation will advertise for the products produced, Tesco has always gives ads saying that they sell cheapest product in the whole of UK and it is one of the cheapest selling supermarket, where they claim that the price of the products is at least a penny less than their competiting firm in the advertisement featuring Prunella scales and Jane Horrocks comparing bills between Tesco and other stores. Stringent rules has to be followed when it is giving comparative advertising as per UK governments rule and abides the body for advertising standards, the Committee of Advertising Practice as listed in the rules and regulations act. They also have different advertisement taglines called, Every little helps, We sell for less, 1 billion pounds off, is youre nearest the dearest, Low prices every day because we sell 10000 everyday. There have been many advertisement campaigns stating that their products are cheaper to their direct competitors. Personal selling and sales force- According to fill (2002, p. 16), personal selling can be defined as: An interpersonal communication tool which involves face to face activities under taken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsors representative. (Ref 2) Tesco has been occupied in all the field of business with a brooder marketing strategy; as far as personal selling is concerned they do not need, since they vastly deal with day today products. The only personal selling that they follow is online shopping which is not related to this category of marketing. Sales Promotion- According to the institute of sales promotion, sales promotion is: According to the institute of sales promotion, sales promotion is: The store offers a wide range of promotional offers in various times, if they open a store they would give away vouchers having a 2 pound discount on every six pounds spent for every passerby, club card members, computer tokens for schools. Below are the examples of New Year sales promotion. Examples of the New Year promotions offers include: Danepak Maple Cure Back Bacon 220g, was ÂÂ £3.00, now ÂÂ £1.50 Extra Large Pineapple, was ÂÂ £3.00, now ÂÂ £1.50 Baking Potatoes 2.5kg, was ÂÂ £1.92, now ÂÂ £1 Dolmio Original Bolognese Pasta Sauce 750g, was ÂÂ £2.12, now ÂÂ £1.06 Princes Tuna Chunks In Brine 4X185g, was ÂÂ £5.39, now ÂÂ £2.69 Maryland Choc Chip Hazelnut Cookies 150g, was 86p, now 43p. Kelloggs Special K Oats and Honey 425g, was ÂÂ £2.87, now ÂÂ £1.40 New Covent Garden Plum Tomato Sweet Basil Soup 600g, was ÂÂ £1.97, now 98 SWOT Analysis of Tesco Express SWOT Analysis of Tesco Express The organisation which we have taken for the study is Tesco Express the sub brand of Tesco Plc. In our study we are going to identify, describe and evaluate the following management area of Tesco Plc, where we will be involving Marketing Principles to give proper management report on the basis of below strategies: The Organisation Orientation The competitive advantage of the organisation The Impact, positive and negative of the organisations Marketing Mix Management report of Tesco Express- Strength, weakness and improvements that will help to maintain competitive advantage in near future Origin of Tesco Tesco Plc the leading Britain retailer among the top three retailers in the world. They are operating 3700 stores among the world and they have employed around 470,000 employees. They are operating in 14 countries and they are UK, Republic of Ireland, India, China, Japan, Czech Republic, Hungary, Malaysia, Poland, Slovakia, South Korea, Thailand, Turkey, and USA. Tesco Plc was started by Jack Cohen in 1919 and the name Tesco was first appeared in the shop in Edgware in 1929 since the company has grown they were implementing their innovation in different business. Jack Cohen founded Tesco and his first day profit was ÂÂ £1 among his ÂÂ £4 sales on selling a grocery from the stall in East London. In the year 1924 the first in-house brand of Tesco has launched and they named that product as Tesco Tea. The names come from the initial of TE Stockwell, who was a partner in the tea supplies and the CO from Jack Cohens Surname. In the year 1932 Tesco stores limited have changed to Tesco private Limited Company. Tesco the brand which have changed their way they do business so fundamentally in each and every part of its company. Because of this change they have done in to business which also includes the loyalty management. For that they have taken a different expertise among the world as the earliest and that they have that named as Clubcard. Tesco joined with DunnHumby and created a Clubcard to tracks the buying behaviour of their 13 million customers, through recording and tracking consumption data from shopping bills. Tesco and DunnHumby have jointly built, maintain and mine a rich customer database with information derived from all customer touch points. Using this customer database, Tescos marketing department is then able to manage changes in either individual or general consumption patterns and adapt their marketing strategies accordingly. Clubcard is a reflection of the attributes of the business and its commitment: a strong team ethic, a commitment to serving customers, and most of all, top-to-bottom retailers pragmatism. Tesco made customer loyalty marketing work, when every other British supermarket loyalty programme in the late 1990s failed, faltered or never got started. Every year since 1995, headlines have proclaimed the death of loyalty scheme, usually enthusiastically supported by other retailers whose loyalty schemes are distant memories. Yet Clubcard is never questioned as a strategic priority by the management. Instead, Tesco has responded to the critics by measurably building sales through Clubcard, using the relevant knowledge it creates to improve the way it runs its business. The Organisation Orientation: Definition An approach to business that centres its activities on satisfying the needs and wants of its customers. The production department when starts to manufacture the product, it focuses on the promotion, distribution, pricing etc. How Tesco implemented its Market orientation: It overall beats the competition in producing the best quality product to the end users with great customer satisfaction as mentioned below. Flexibility Plan and goal setting Managerial and interpersonal skills Flexibility Tesco Express is widely opened across the cities in UK and gives options to many consumers to shop easily. In total there are around 150 shops which is great benefit to the consumers. They have introduced online trading where customers can place an order and buy it without any hindrance. Self billing has been bought up to avoid queues, saves time and energy, people can use the self bill system and pay by themselves and also introduced Club cards in which they can measure sales and improve accordingly by collecting database. Plan and goal setting Every organisation has its own plans and works only with the setting right goals at right time. Plans are to maximise sales and profits, maintains No 1 retail store in UK. Targets competitors and remains as a market leader, provides goods/services that are cheap and affordable to public. Business plans and modules are followed to achieve respective goal. Each objective has deadlines to meet so they have to meet their set objective within the stipulated period of time. Ex- Point of sale is an important merchandising activity to remind, people to stock up, just in case, a different product in categories has been brought together under Barbecue Theme, and a sale tends to increase. With the exceptions of meat, Tesco Express has brought all its barbecue products together under one category in store in order to promote sales and profits. Managerial and interpersonal skills- Still not yet completed Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (C.I.M, 2001) In this cut throat competition, Tesco innovates and re-innovates the new product as per the marketing environment in comparison with its fellow competitors. Healthy competition gives the best outcome of the product like price and quality. The main aim is to maximize customers value as a source of competitive advantage. Tescos Marketing Concept Meets customer needs, wants and preferences more effectively and more closely than competitors Asda, Sainsbury WM Morrison supermarket. The basic philosophies of the organisation are production and sales, it integrates the various activities like production, selling, distribution promotion, advertisement and human resource management in a profitable way for the service of the customers. Production: Focuses on the goods where quality matters and profit is gained on the volume of sales. Quality should be maintained in all the stages of production Tesco the company which are offering more than 100 products under their own brand Tesco. Comparatively they are quality oriented and price oriented. These products are mainly targeted their customer daily needs. They are following exact market economics to market their products. Sales: Even Tesco has its own products in Tesco express also they sell products from different brands too. While comparing with other products Tesco products is more cost effective and with high quality. Tesco Express is one of emerging sub brand in the UK is offering the customer to minimise their shopping time. New innovation has been brought in the form of advanced technology for the customers to generate and pay their own receipts by them. Goals have been divided into 3 different sets- Once it sets up the plan with the right objective, the next strategy is to maximise sales with customer satisfaction. Let us take through with 3 different sets of goals. The organisation recognises the market movements of its competitors in order to maintain good mindset in peoples mind. It strives hard to satisfy customers needs, preferences and taste which is very big task. The last and foremost goal is carried out in the internal management to increase productivity with great coordination among staff members who works as a team. Let us concentrate on planning aspects with involving planning strategies as discussed below. Marketing Planning: Marketing Planning: Turning strategies into implementable action and it is a detailed written statement where each and everyone in the organisation must follow the principles and guidelines and act accordingly. Planning is decide in advance what to do and what not to do, planning plays a vital role in the supermarket division as it deals with FMCG products, in day todays business the sales increases rapidly when everything goes according to plan. Internal and External Environment Key Aspects- Position of Tesco when compared to other companies. Where are we now? Significant improvement has shown in identical market in UK Marketing Audit Market Research Environment Analysis How did we get there? They got there simply because of good performance which was solid. Where are we heading and where do we want to be? Tesco express has strived to achieve the highest standards to ensure the long-term access to quality products and maintain their position as the UKs number 1 supermarket. Tescos aim is to keep customers happy, to achieve high profit margins, to motivate workers, expand its marketing strategies, and support economic issues and to be friendly towards the environment. Tesco aims to cover every conceivable part of the consumer base with management controls. Review Procedures Management Controls How might we get there? It has good marketing mix strategies and implements successfully. By doing so it has reached heights by giving services to consumers. Tesco Express should make als Marketing Mix Which way is best? Are we on course? How can we ensure arrival? Choice criteria Screening Modelling Company Profile SWOT Once marketing planning is carried out successfully the next step is to concentrate on marketing audit. It can be analysed with the inclusion of Strengths Weakness Opportunities Threats (SWOT). Once the major part is carried out successfully with all the research analysis and datas, it gives us the strategic position. The overall evaluation of a companys strengths, weakness, opportunity and threats is called as SWOT analysis. It is a way of monitoring the external and internal marketing environment. Good marketing is the art of finding, developing and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high profitably of profitably satisfying. There are three main sources of market opportunities are. The first is to supply something that is short supply. This requires little marketing talent, as the need is obvious. The second is to supply an existing product or service in a new or superior way. The last method often leads to a very new product or service by offering lower price with good quality. To evaluate opportunities companies can use Market Opportunity Analysis (MOA) to determine their attractiveness and profitably of asking questions such as Can we focus the target markets and reach them with cost-effective method and trade markets? Can we deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed our required threshold for investment? Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits? Can we articulate the benefits convincingly to a defined target market? Based on the above Kotlers theory we will be giving out SWOT analysis data. Strengths A wider range of products including fresh and healthy food are available. Tesco express has added around 800 new product lines last year. Stores have increased by over 35% since 2000. Quality of products is sold. All classes of people can afford to buy. It has strong Market Leadership. Strong and good brand image. Weakness Range of stores is limited in Tesco Express and price is not as good as main stores. Inventory turnover is weak. Does not respond queries in time. It mainly concentrates and depends only in UK and Europe. Turnover is poor. Opportunities Planning to open retail environment in Euro zone. Tesco Express has been bought up in density area to satisfy customers requirement with ease. Opportunities in India and other international markets and also they have got private labelling schemes. Threats Intense cut throat competition High interest rates in UK. Labour wages are increasingly at a higher rate. Difficult conditions in International markets. Competitive advantage of the organisation Jack Welch, former CEO of GE says, If you dont have competitive advantage, dont compete. (Jobber 2007:773) In the face of global competition and cut throat competition, there are many competitors are growing day by day and the rule of survival for the fittest comes into picture. Companies are forced to survive by increasing the production and sales at a better rate. With todays technology changing day by day oragnisation has to put the best foot forward to stay and compete. As a result they gain enormous experience to handle different sets of consumers and their buying habits Marketing is all about to generate transactions and to generate relationships. No organisation stands alone in the market without competitors; the company cannot develop its products by developing the product range and its features but also faces the competitive environment of the market. The factors which analyses the changing economic environment in the trading community and reacts accordingly. The competitors also influences various factors such as success or failure of a business in any market conditions, this is why it is important to consider systematically a number of aspects of competitive behaviour. Competitive analysis is a systematic approaching in understanding the key factors of the planning strategy in terms of objectives, resource allocation and implementation through the marketing mix. A good understanding of these factors reveals the organisation to be in a stronger arena in building and sustaining foundations for the firm to hold its position to maintain the reputation in the longer run. Once an organisation finds with whom it is competiting and which category of the competition of the emerging market. When competitors are identified, the probability of forming them into clusters, depending on focus and strategy. The outcome of the identified clusters identifies strong and weak competitors in each group which can be considered as the strategic opportunities defined. These are the number of different characteristic that can be used for identifying strategic segments, which in turn provides a useful framework for evolving opportunities in business environment that leads to an order of implementing organisational behaviour techniques of competitors data that relies on financial performance of the segments served in marketing strategies. The arch rival of Tesco express is Costcutter The arch rival of Tesco express is Costcutter because they are the one who have similar marketing policies to overcome its rival. Tesco Express is spread all over the United Kingdom with in and around 1000 outlets but Costcutter is with 1600 outlets. Comparatively Tesco express and Costcutter got the same logic of attracting their customers to sell best quality with reasonable price . However when we analyse the competitive advantage of Tesco to overcome its fellow competitors with new innovation called Auto billing and paying system but Costcutter lacks with that facilities. opening as wel as closing times varies with Costcutter as it is opened 24 hours open and Tesco express opens from 6am in the morning and closes 10pm in the night. So all we can say is that they are the perfect competitors with having leads and falls with each other in different facts. Tesco express is using different segmentations to make the Tesco express successful among their competitors and their segmentations are geographic, usage and loyalty; On geographic segmentation they categorise their shops according to the market. They mostly were concentrating on the region where they can have the more people who are be the bread and butter consumer that means people who wants to buy one or two products at that specific period of time. Theres a brand familiarity that you dont always get from a local store and the concept is familiar through use of the superstore predecessor. On usage segmentation being an express the range are limited and choice or very little and the price is bit higher than its own Tesco extra. On the loyalty segmentation they have just rock the concept called Clubcard. They have track the customers with the card and it make them to analyse to find the exact need of customer and they serving them according to their needs. Mission Every business has its goals/objectives and works on directions set by the management. No firms can succeed without objectives and tagline of Tesco is, Every little Helps. This tagline has created a realistic statement which is motivating and creates intent in the organisation. The realistic purpose is to provide focus and direction through the conduct of the business. Specific Measurable Accurate Realistic Time bound (SMART). SMART comes into picture once SWOT analysis is completed. Strategy> Behaviour standards Tescos Marketing Objectives The main aim is to retain customer satisfaction and maintain number 1 Retail Company in the UK. To maximise sales and profit To provide reasonable price to the consumers. Marketing Environment Marketing environment and its influences. It has been divided into 2 different categories based on 4ps. Micro Environment Macro Environment Micro Environment has been divided into 4 divisions namely Suppliers Distributors Competitors Customers Macro Environment has been divided into 5 divisions namely A) Socio Cultural Environment Factors affecting demographic structure of the population, lifestyles, attitudes, cultures, issues of public and private concerns, tastes and demands. B) Technological Environment Creates new product opportunities and improve production. C) Economic Environment It determines demand and supply chain. D) Political and legal Environment Rules, laws and regulations are operated as per the Government bodies. Ex: Smoking in public places E) Ecological Environment -Factors such as global warming, pollution, recycling, packaging etc. Macro environment with Tescos principles Socio Cultural Environment Brassington and Pettitt has given definition regarding Demographic, where he briefly explains that it is the study of the measurable aspects of population structures and profiles including factors such as age , size, gender, race, occupation and location. Tesco express has widely opened across and also outside UK to satisfy customer needs and preferences. Where in it represents strengths and weakness. There are wide range of products to satisfy all ages and all classes of people. It broadens tastes and demands according to peoples lifestyle and their expectations. If it does not satisfys then customers can lose interest and faith. Technological Environment- When an organisation uses more and more different techniques then flexibility comes into picture. Tesco express operates paperless transactions. It brings out new innovation strategies to market the product as per the existing environment. The recent one which it has introduced new way of billing system call, Till , where customers can pick, pack and invoice themselves.. This new system has given new dimensions to the customers to save an extra time. Market research is carried out on a regular basis where an organisation collects information with the respect to the customer focus Economic Environment- In this Economic environment 2 key words which handles the whole market is demand and supply. When there is a demand in the market supply increases automatically, this will have a huge impact in the business environment. They concentrate on the factors affecting economic business and monitor them in order to overcome. Political and legal Environment- Each and every organisation concentrates on the government laws, rules and regulations. Tesco Express follows strict rules and regulations and gives out warning signals to the customers. It also gives smoking free environment. Ex- Smoking is prohibited Ecological Environment- It aims to set up a greenery environment in the form of waste, packaging, recycling, and also cutting carrier bag use. It converts waste into an energy source and reduces the amount of waste going to landfill by over a third and works on waste targets scheme which are reviewed and reported every week. We have taken examples of 2 like packaging and recycling. If we take packaging with the product name called Eggs. Packaging helps to protect and preserve food for longer duration and promotes the product to reach the customers in the best condition. Recycling facilities are available in all our markets except China and Turkey. Tescos future plans are to implement recycling facilities even in respective countries as mentioned to have a global impact in the marketing environment. In UK we have 600 recycling centres of our larger stores. Last year we helped customers to recycle approximately 200,000 tonnes. Market Segmentation The identification of groups of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy. (Jobber 2004) Segments can be defined on the basis of Tesco principles. ? Customer Satisfaction- customers can be pleased all the time because all the products are available under one proof so chances of pleasing them will be on higher note. They dont target individuals indeed they target on the whole. Customers have variety of products to choose and satisfy their preferences. Ex- Products are sold to all age groups with reasonable price and with most importantly good quality Methods of Segmentation Geographic It targets customers as per the location, country and also takes into consideration whether it is Rural and Urban. Before it opens any new branches, it undergoes market survey based on the customers potential within the respective location. It also makes sure that for which county products are produced, plans for the available resources so that can be used up to the fuller extent, different sets of people has different taste and preferences according to their lifestyle. Ex China and UK. In China people have different lifestyle as compared to UK. Demographic Once it does sets up the business by creating a layout of the geographic successfully, now the next part is to introduce product based on the marketing analysis which includes people age, sex, race, income, occupation, socio-economic status. It collects complete database and then goes forward. Surveys are conducted at regular intervals with the interest of not losing customers focus and interest. This reduces the negative impact on the organisation. Geo-Demographic Geo- Demographic is nothing but the combination of geographic and demographic. Organisation works on the purchasing behaviours of the people. Once it gathers the available date by doing research in first and second stage and then works as per the prescribed plan. Postcode systems can assist agencies in the new business development, customer profile and identification. Psychographic Tesco divides the market on the basis of life style and personality of the consumers. It targets people of all ages with their requirements. From grocery, eatables to liquor. Types of Target Marketing Need to include on the basis of Tescos target marketing with the inclusion of 4 ps. Undifferentiated and differentiated marketing. Let us talk about the Positioning of Tesco. In earlier days Tesco did not have the brand name but when sales started picking up and demand was on higher side, it did not compromise quality in order to reduce price and it is very convenient to the customers to purchase products as quality of products are available. Once customers got an idea how good Tesco is then Tesco gained its brand name. With the brand name Tesco started to experiment the products with greater profits and then it is managing the customers with great customer loyalty. Philosophy of entire marketing mix hinges with good positioning and failed to do so creates unsound positioning. Positioning Strategies Reasonable price Good quality More and variety of Products Clearance sales Weekend offers and Festive offers Keys to successful positioning are based on competitiveness, successful positioning, creditability and consistency. Repositioning of product Takes place when positioning of products declines. Change in customer tastes and preferences. New competitors enters the market Marketing Mix An Effective marketing mix Tesco compromises on price and does not compromises on quality More demand and more supply. Customers loyalty Refer http://www.cim.co.uk/filestore/resources/10minguides/marketingmix.pdf The Impact, positive and negative of the Tesco Express marketing mix Marketing mix is divided into 7ps but let us concentrate on 4 ps which as follows. Promotion Place Price Product. We will critically discus 4 ps in the following stages. Promotion Promotion is generally referred as awareness created towards the introduction of new product and also the availability of the existing product by means of selling activities and advertising. The main aim of promotion is to spread awareness of the products, uses and benefits. It helps the organisation to position their products in the market to reach customers. The effective tool of promotion of Tesco Express is in the form of television and email adverts, message should be clear and simple so that it can reach the targeted audience by creating a desired response. There are different types of promotions such as advertising, personal selling, public relations and sales promotions. Promotional strategy- One of the Tescos key strategies in the promotional activity is, Clubcard loyalty scheme where it has been a huge success and in turn their market share has been increased. This change has led them to be a market leader. They were giving best and competitive prices to the market, products like fresh vegetables, fish, chicken , mutton, beef and all sorts of necessary day to day needs which were outsourced from the farmers , fish, mongers , butchers directly. They have opened number of convenience stores in every possible place and therefore have a good appeal to a huge number of customers in the market environment. Therefore had a very huge response when they had introduced the club card plus debit card scheme. They not only target higher classes of people but also different classes of people. Introduction of Tesco finest and also budgeted version called Tesco value which is having very huge impact in all the classes of the people. Now it shows how they promote their market to reach different classes of people. Advertising- It can be defined as any paid form of non-personal promotion transmitted through a mass medium. The sponsor should be clearly identified and the advertisement may relate to an organisation, a product or a service. The key difference, therefore, between advertising and other forms of promotion is that it is impersonal and communicates with large numbers of people through paid media channels. (Ref 1) Each and every organisation will advertise for the products produced, Tesco has always gives ads saying that they sell cheapest product in the whole of UK and it is one of the cheapest selling supermarket, where they claim that the price of the products is at least a penny less than their competiting firm in the advertisement featuring Prunella scales and Jane Horrocks comparing bills between Tesco and other stores. Stringent rules has to be followed when it is giving comparative advertising as per UK governments rule and abides the body for advertising standards, the Committee of Advertising Practice as listed in the rules and regulations act. They also have different advertisement taglines called, Every little helps, We sell for less, 1 billion pounds off, is youre nearest the dearest, Low prices every day because we sell 10000 everyday. There have been many advertisement campaigns stating that their products are cheaper to their direct competitors. Personal selling and sales force- According to fill (2002, p. 16), personal selling can be defined as: An interpersonal communication tool which involves face to face activities under taken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsors representative. (Ref 2) Tesco has been occupied in all the field of business with a brooder marketing strategy; as far as personal selling is concerned they do not need, since they vastly deal with day today products. The only personal selling that they follow is online shopping which is not related to this category of marketing. Sales Promotion- According to the institute of sales promotion, sales promotion is: According to the institute of sales promotion, sales promotion is: The store offers a wide range of promotional offers in various times, if they open a store they would give away vouchers having a 2 pound discount on every six pounds spent for every passerby, club card members, computer tokens for schools. Below are the examples of New Year sales promotion. Examples of the New Year promotions offers include: Danepak Maple Cure Back Bacon 220g, was ÂÂ £3.00, now ÂÂ £1.50 Extra Large Pineapple, was ÂÂ £3.00, now ÂÂ £1.50 Baking Potatoes 2.5kg, was ÂÂ £1.92, now ÂÂ £1 Dolmio Original Bolognese Pasta Sauce 750g, was ÂÂ £2.12, now ÂÂ £1.06 Princes Tuna Chunks In Brine 4X185g, was ÂÂ £5.39, now ÂÂ £2.69 Maryland Choc Chip Hazelnut Cookies 150g, was 86p, now 43p. Kelloggs Special K Oats and Honey 425g, was ÂÂ £2.87, now ÂÂ £1.40 New Covent Garden Plum Tomato Sweet Basil Soup 600g, was ÂÂ £1.97, now 98