Outlook Towards Maintenance of Liquid Assets to Ensure

How to maintenance of liquid assets to ensure frm has adequate cash? Asking the above-referenced question without statistics makes it impossible for anyone to give you a proper answer. Generally speaking, you must limit expenses and ensure that some of your assets are in the form of short term assets. The higher your short term assets and the less your short term debt, the better your ability to pay the debt (short term liquidity ratio / liquidity ratio help you determine this). There is no perfect number or ratio for every firm. Each industry/business is unique.Strive to control debt (some debt is very good since it helps a business grow) and to maintain enough assets in the form of cash and cash equivalents Companies (Acceptance of Deposits) Rules, 1975 Maintenance of liquid assets (1) Every company shall, before the 30th day of April of each year, deposit or invest, as the case may be, a sum which shall not be less than 23[fifteen per cent] of the amount of its deposits maturing d uring the year ending on the 31st day of March next following in any one or more of the following methods, namely: a) in a current or other deposit account with any scheduled bank, free charge of lien; (b) in unencumbered securities of the Central Government or of any State Government; (c) in unencumbered securities mentioned in clauses (a) to (d) and (ee) of section 20 of the Indian Trusts Act, 1882 (2 of 1882); 24[(d) in unencumbered bonds issued by the Housing Development Finance Corporation Limited, Bombay, a company incorporated under the Companies Act, 1956 (1 of 1956), and notified under clause (f) of section 20 of the Indian Trusts Act, 1882 (2 of 1882)]: 5[Provided that with relation to the deposits maturing during the year ending on the 31st day of March, 1979, the sum required to be deposited or invested under this sub-rule shall be deposited or invested before the 26[30th day of September, 1978]. ] Explanation. – For the purpose of this sub-rule, the securities re ferred to in clause (b) or clause (c) shall be reckoned at their market value. 2) The amount deposited or invested, as the case may be, under sub-rule (1), shall not be utilized for any purpose other than for the repayment of deposits maturing during the year referred to in that sub-rule, provided that the amount remaining deposited or invested, as the case may be, shall not at any time fall below 23[fifteen per cent] of the amount of deposits maturing until the 31st day of March of that year. ] Maintainence of Liquidity in Business One of the principal aims of a Manager is the maintenance of liquid assets.Maintenance of liquid assets connotes that the firm always has enough cash in hand to pay for – 1. Recurring Expenses 2. To make unexpected large purchases 3. To meet emergencies at all times The best way to maintain a cash flow is to prevent overdue accounts and avert a blockage in the inflow of income. The ideal way to do this would be avoiding doing business with custome rs who have proven bad credit histories however, on the other hand rigid customer policies limiting the firms business with companies having only irreproachable credit records would deplete the firm's pool of potential customers.With the Management looking at expanding the business it becomes necessary to do business with most people who want to do business with you. The reality of a growing business is that the biggest and best clients also want sufficient billing period and then ask for two months time for making payments. Here is where the Manager is caught between two horns. While the firm does not want to lose clients or destroy any potential or established business relationships by laying down harsh payment terms, it is also necessary for the Manager to take some control of accounts receivable to avoid causing chaos with the cash flow.Expansion of business requires extension of credit and when a firm extends credit, it is in effect loaning customers money, which in turn affect s liquidity as any company wants to be reasonably sure that the money will be paid back. The primary step towards maintenance of liquid assets therefore commences with verification of ‘customer credit worthiness’. Certain steps can be taken to check whether the customer is good enough on his payments- 1. Check each company’s credit history before extending credit. 2. Check how long the company has been in business. 3. Obtain Credit Reports as they show historical payment data; bankruptcy records; any

Internship Report Onroyal Cement Limited Essay

I would like to thank my Faculty Advisor Roushan Ara Sultana for giving me the opportunity to work with her during my period of internship. I have been able to compile and complete this report in a comprehensive manner due to the guidance, support and counseling that he has provided me with during this period. I have tried my best to implement her constructive suggestions while doing my report. I would also like to take this opportunity to acknowledge the help provided to me by some. My sincere gratitude goes to Mr. Forman Uddin Chowdhury; Director of personals of the company Operations and to Mr. Md Moonsur Ali; Assistant General Manager; Marketing, Sales & Distribution for giving me time from their busy schedule, providing me with information that was required to complete the report, and for guiding me properly throughout the period of my internship. I would also like to thank all the employees of Royal Cement Limited who has supported me and co-operated with me during my internship period. Finally, my sincere thanks go to each and everyone who has helped and supported me significantly in different stages during the period of my internship. Page | 2 University of Science and Technology Chittagong Executive Summary Royal Cement Limited, one of the leading & largest cement industries in Bangladesh emerged in 2001. The company is well known for producing quality cement at a low price. The head office and the commercial building of Royal Cement Limited are located in Kabir Manzil, Sheikh Mujib road, Agrabad, Chittagong-4100. The other office of Royal Cement Limited is located in Dhaka and their production house in Joramtal, Barakumira, Sitakunda in Chittagong. The team consists of two leading companies of Bangladesh, which are Kabir Steel Group & BSA Group.

South Asia and Management of Energy SecurityÂÂ

INTERNATIONAL-RELATIONS ARTICLE ASSIGNMENT=1 SOUTH ASIA AND MANAGEMENT OF ENERGY SECURITY 3/27/2013 SUBMITTED BY FAIZAN-ALI BBA-7C * Introduction: The article named south Asia and management of energy security has been written by a well known associate professor of international relations miss DR MUSARRAT JABEEN Quetta university Baluchistan.The writer herself a very competent and well known to her subject of specialization with the great exposure of international systems and relations also read one other books of her by the name of legacy of china which is one of her successful stories and proof of her good thought of school. After now introducing the writer I would like to introduce the under attention article of the writer which is south Asia and management of energy security. Summary (major points): in the article the writer talked about many things and tried to focus on the fact that energy security hinges on the demand and supply systems in terms of energy management. She used a word of hinge in her sentence which is the demonstration of a beautiful making of preposition by writer which means a joining device on which a lid or door turns when it opens. When comes to the major and focal points of an article I would like to firstly translate the meaning of energy security which means that smooth and reliable transaction and movement of energy between supply and demand systems of energy.The emergence of supply and demand is from the economic world and as per my understanding with these terms I conclude that there should not be a supply and demand gap in the systems of energy otherwise I will create a question on the security of energy which is the smooth transaction of energy. Importantly major points for supply and demand are rolled under three dimensions: * Dependency * Certainty * AffordabilityAs energy is the most important security for all the nations and states because a great sense of competition exists among nations for energy security as energy is o ne of the basic requirements for economic development and economic growth. There are some important factors in the given articles which are responsible for the increase in demand * High rate of population * Stress caused by economic growth * Economic dualism * Structural transformation * Physical capital formationThis study basically focuses on the supply and demand systems crossing south Asia at the confluence of central Asia and Middle East south Asia has specific energy security issues. One of the growing demands of energy is that china is becoming the world’s biggest economic power very soon in future due to china needs the cost is kept on increasing specially in south Asia. The region specially discussed in this article is south Asia in which Pakistan is included which would be the route and supplier of energy very soon in future but this might not take place very soon because of our energy crisis at national level.India which is only the supplier and Afghanistan which i s the route of energy can also create political barriers to other states of south Asia especially for Iran who is the biggest supplier of energy among south Asia countries. U. s Europe and china’s interest has made some political environment in south Asia. As oil is one of the most important ingredients of energy so U. S who is the only power of world wants to control all pricing management of oil especially in Gulf States?In view of geographical location PAKSITAN has a great importance for all because we have gawaddar port we have Karachi port and we have so many other routes which actually links with the boundaries of AGHANISTAN INDIA IRAN and across the river to the Gulf States. The writer has taken up some important qualifications about PAKSITAN which in my point of view are very important. * Pakistan is located at the confluence of central middle and south Asia. In short Pakistan is the heart of Asia. * Pakistan has the ability to grow at the level of above 8% GDP. * Pak istan has catered for the central Asia trade with south Asia and the rest of world. Challenges: In South Asia, the demand for infrastructure, and particularly electricity, is growing rapidly. Improved electricity supply is a key to sustaining economic growth and improving social services. †¢ Electricity is still not available to about half of the region's 1. 5 billion population, especially in rural areas, which adversely affects the efforts to reduce poverty and create better opportunities for all. †¢ The lack of access to modern forms of energy prolongs the widespread traditional use of biomass, with adverse environmental and health impact. Electricity services to the connected customers, whether to businesses or households, are often unreliable and of poor quality, coupled with high technical and commercial losses and poor commercial performance of service providers. †¢ Advancing electricity sector reforms, aimed at improving the efficiency and quality of electrici ty service, commercial viability of electricity industry, institutional and governance arrangements, accountability of service providers, and investment climate is critical to ensure sustained growth of the sector and optimal development and use of energy resources. National energy systems are autarchic, with weak or nonexistent interconnections. There is little cross-border trade in electricity, with the exception of India-Bhutan trade, and none in natural gas. * Critical analysis: South Asia's energy security dilemma is one of the signal challenges of the 21st century, critical to the economic future of almost two billion people and the political future of one of the world s most volatile regions. Now for the critical analysis as per my reading and understanding with the article I would like to mention some strengths and weaknesses and also the things which are covered and which are not covered.In south Asia energy management china India Pakistan Afghanistan are the majors countri es for supply and routes specially in south Asia so they have a great interest of international community specially from the super power U. S. America wanted a full control on all movements and managements of energy specially on oil and also the resources of all these big countries of Asia. china is more powerful among all other Asian states because they are using there resources very efficiently and effectively.Here I can give an example of small dams of water as reserves in china which are 1 lakh in quantity as per rough idea which is the security of many other energy production systems. While talking about Pakistan, Baluchistan which is the biggest area in view of resources and energy generation is now under the strong influence by international forces to get management by others. In view of strengths it is an accepted fact a stronger Pakistan will deal strongly with the regional challenges. The construction of deep sea port at GAWADAR is just one component of the greater gawadar plan. here is a strong link of network of Karachi with Baluchistan by roads. Management of regional interest can play an important role in the management of energy in south Asia. As Pakistan is the hub of transportation for all so there should be a unity and strong faith of friendship among the countries of south Asia. The policy of recasting regional interstate relations on the basis of trade will directly lead to the prosperity of the whole region. Regionally there are so many projects are running among the Pakistan Iran India china srilanka etc. ne of the greatest example is the agreement of gas pipeline between Pakistan and Iran which is the proof of interstate relationships. This agreement is unacceptable for the international actors like America. when going internationally we should all act alike under some laws and policies for the benefit of whole Asia because it has to be understand by all that our continent is very rich in many things like geographical location resources natural climate fertile land etc. everybody should look east towards each other because to the west only fake faces and promises are made for their own national interest. Conclusion: finally at the end I would like to say that this is our bad luck among south Asia countries that we all are affiliated with other international channels for some interest and we are less behind in developing relations among each other. Due to which when there is an increase in the security of energy happens in any country the other feels insecurity like when India made nuclear tests it was a worried time for Pakistan because instead of having a relationship of friendship we are enemy of each other which is the biggest drawback in our continent. he task of global reforms has to be an inclusive one,addresing the concerns and needs of the states located in the heartland of Asia. All the tensions should be solved by dialogues and by cooperation’s. There should be two management policies one at region al level and one should be on international level. The gap is increasing between supply and demand of energy because of inelasticity. East and Southeast Asian states are facing severe and increasing energy security challenges.Regional economies are generally poor in natural resources, trade-dependent, and energy-intensive in character. Regional energy demands, especially for natural gas and fuels derived from crude oil, continue to escalate. Simultaneously, indigenous production of oil and gas has been for the large part either declining. This divergence between energy demands and domestic supplies has led to increasing reliance among East and Southeast Asian states on foreign sources of supply, including energy imports that are predominantly delivered by sea.Recommendation: * Create awareness programs for states on their issues, like economic, social and legal issues, to strengthen them, on government level and civil society organization. * Need comprehensive legislation to ensure the states’ right and their protection. * Promote/Start debates and address the issues of states with governments. —————-*————————————–*—————————*—————————

Answer 2 questions Essay Example | Topics and Well Written Essays - 250 words

Answer 2 questions - Essay Example This was contrary to the England’s Protestants where he contended that, once the Irish children (who constituted the biggest population) attain the age of maturity usually resulted to being thieves. Since, they could not beg like their mothers in the streets. Swift groups the entire population in two broad groups, which is according to their nationalities besides their denominations and economic stability. The Irish, which are the Catholics normally in his work, represent the lower class of beggars who should sell their children while young to revive both the state and their economy. He also compares the children of the wealth English people with those of the Irish where the latter are many and mainly languishing in abject poverty. In addition, Swift compares the two denominations where the catholic’s population is exceedingly poor contrary to the Protestants. This is evident from the Swift’s mode of salvaging both the poor and the state’s economy, where he suggests selling of children while at a tender age. Since, at this stage they are fat and can fetch considerable money, hence encouraging intimacy among the Irish couples besides becoming economically stable (Swift). Unexcused absence in learning institutions over the years up to date has become an unsolved issue despite both parents and instructors’ efforts in reporting the truants to the relevant authorities. This is not an effective solution because the truants despite the immense coercion from both the relevant authorities and instructors continue to be absent. Hence, hardening them to the extent of becoming potential criminals where dealing with the law does not scare them. The most effective solution will entail assigning them diverse responsibilities in school where they will not be able to avoid the interaction with the instructors. These responsibilities encompass being student leaders and hold other posts where they will not have

Human communication Essay Example | Topics and Well Written Essays - 1000 words

Human communication - Essay Example Alternatively, from a retailing perspective the need for businesses to be creative in order to adapt to the multi-channel marketplace has become well-recognized (Levy & Weitz, 2008). Indeed, leading industry body for global e-retailing IMRG estimates that currently a quarter of all UK shopping is undertaken online via the internet or other mobile devices within a market estimated at approximately  £80 billion according (www.imrg.org). Signals of this prolific growth have been evident since 2003, which has resulted in a constant drive by retailers to introduce new delivery mechanisms to broaden customer reach (Diamond & Pinter, 2004). As such, this has seen a shifting approach in multi-channel retail strategy from bricks and mortar to multi-level formats including home shopping and mobile commerce (Levy & Weitz, 2008). It is submitted in this paper that the change in consumer behaviour, growth of media outlets and de-regulation of the media industry has created a seismic shift in co rporate strategy, which is underpinned by the media ecology theory. Leading sociologist George Caspar Homans is usually hailed as the central consolidator of social exchange theory works in his piece â€Å"Social Behaviour as Exchange† (1958). In general terms, the social exchange theory posits that social change and stability is a process of negotiated exchanges between parties (Homans, 1958). Moreover, the social exchange theory posits that all human relationships are formed by the use of a subjective cost-benefit analysis and the comparison of alternatives (Gouldner, 1960). Homan gives the example of when a person perceives the cost of a relationship as outweighing the perceived benefits, the theory predicts that the person will depart from the relationship (Homans, 1958). Katherine Miller (2005) is a key opponent of the social exchange theory and argues that it reduces human interaction to purely rational process that arises from

Home Depot Case study Example | Topics and Well Written Essays - 2250 words

Home Depot - Case Study Example Home Depot Inc became the fastest growing firm in the world after its establishment and no one would have ever thought that such a firm would be faced with the challenge of operating in an interconnected world of retail which led to of slowed growth rate and reduction in revenues. The business environment had changed due to customer empowerment and development of on-line retailing. To cope with this problem, the firm embarked on standardization, centralization and performance metrics. Home Depot was established in 1978 by Marcus and Arthur Blank together with other associates. Marcus and Blank had enough experience in home improvement firms as they had both worked in Handy Dan Home improvement Centers before they were fired. They had an idea of creating their own firm which would be bigger and much improved from the one they had been working in. Home improvement industry in the U.S was at its climax and each day new firms were being establishment. They had an idea of establishing the irs that would be much competitive in the industry. (Hagg A, 2011). The reputation of the firm in the country was built by its commitment to service of customer. Different from many other firms they adopted an inverted pyramid in their ways of operation putting the customers in front of the firm and the administration. The main customers of the firm were the do-it-yourself customers. These customers are those that purchase products and go ahead to install on their own. There was a need by the firm to have proper arrangements and training people in the firm on how to handle customers and explain to them on how to install the products in their homes. The other kind of customers to be targeted was professionals. These were mainly those that are trained such as plumbers and masons. Thou their number was much less than the other kind, they were the most frequent and contributed a considerable amount of revenue to the firm. Home Depot faced strong competition from Lowe’s which had a great share of pro customers in the market. After the massive drop in revenues

Ethnographic Claim Paper Essay Example | Topics and Well Written Essays - 2000 words

Ethnographic Claim Paper - Essay Example By doing this, they display a fluidity as far as identity is concerned and they test the traditional understanding of space. I chose this ethnographic study with regards to Italian culture at the Angelo’s and Vinci’s restaurant. The restaurant is in California and boasts of a total Italian ambience. What made it interesting as a research target was my swish to see how the people, including staff members and customers, performed within their cultural settings. Among the staff members at the restaurant and customers, I sought to study how the use of space in the restaurant becomes a performative site for Italian culture in their everyday lives. This led me to ask how the staff members and customers perform the Italian culture at Angelo’s and Vinci’s. The people at Angelo’s and Vinci’s demonstrate authentic Italian cultural practices using language and food. Theory Review Migration, especially in the contemporary period, challenges the tradition al comprehension of attachment of identity and place. Different observers have called for a re-examination of the uses and meanings of space as a concept during the discourse of identity (Appadurai 300). The process by which migrants create belonging among themselves shows a new conceptualization and organization of space, also referred to as re-territorialiazation of culture, as well as a redefinition of the collective identities that have undergone de- territorialization. Basch et al (28) frame the re- territorialization as a manner in which there is a reconfiguration of space by various practices, which migrants who migrate between different countries carry out. Anderson (83) deals with the discourses of resistance that are employed, by native or indigenous people, to negotiate for fixed notions of place or race. Just like subjective identity is produced form the performance, so also are localities created by the subjects who represent, perceive, and construct them, over time. Fo rtier (42) investigates the manner in which performance of one collective body utilizes terrains of belonging. He contends that belonging may be inclusive of physical places, although they are not limited to them. While they may utilize these physical places and these places do become belongings, they are more historical and cultural belongings that are reconstructed from cultural practices. Via the expansion of the theory by Butler on performativity, renegotiating space and identity can be seen as the way in which both space and bodies are invested to become representative of cultural identity. Therefore, belonging can be seen as a struggle that seeks to reconcile representation of groups in the way they are viewed by the rest comes close to the way that they view themselves (Basch et al 59). The struggle or negotiation concerning representation deals with simultaneous shifts in subjective identity, as well as its belonging. Concern over place could be especially potent in the cont ext of minority and immigrant communities that have little or no development of institutions. Racial stereotyping and racism could act as a hindrance to the ability of

Cultural Preferences and End-of-Life Care Essay Example | Topics and Well Written Essays - 500 words

Cultural Preferences and End-of-Life Care - Essay Example This paper studies Kagawa-Singer and Blackhall’s (2001) article and directs its attention to the Chinese-American ethnic group, outlining some of the critical issues that affect the medical process based on the patient, family and the physician while monitoring the cultural beliefs, practices and values of the patient so as to ensure maximum satisfaction at the end of life. The paper also looks into the various challenges faced by professionals in palliative care with respect to cultural beliefs and the implications of these challenges to the professionals. On January 12, 2001, a perspective editor interviewed a 38-year old Chinese woman, Ms Z, who took care of her ailing mother and father with help from her elder sister (Kagawa-Singer and Blackhall, 2001). In December 1994, her mother was diagnosed with stage IIIB adenocarcinoma of the lung and underwent chemotherapies. She received constant treatment but succumbed to her end of life in January, 1996. To add to the ill-fated departure of her mother, Ms Z’s dad was diagnosed with Parkinson during the early 90s, and died in 1997 after numerous medications had been administered (Kagawa-Singer and Blackhall, 2001). According to Ms Z, the topic of her mother’s condition was never raised by any family member. In addition, her father never discussed his condition even after they had full information from the doctor (Kagawa-Singer and Blackhall, 2001). From the interview, a number of issues were of notable concern in the Chinese culture and they are addressed below: a) Informed consent – across many cultures, people do not appreciate telling the truth about diagnosis of certain diseases such as cancer, although it is part of U.S. health care. According to Ms Z, her mother’s diagnosis was given in a statistical book for her to read, and they never discussed that topic again. This is

Review of The Blast in Centralia No. 5 Essay Example | Topics and Well Written Essays - 1000 words

Review of The Blast in Centralia No. 5 - Essay Example As seen in the article by Martin (1948), Driscoll O. Scanlan- thirteen years of age- was among the inspectors of the mine as appointed by the then governor, Dwight H. Green. Martin (1948) continues to argue that Scanlan was committed to his work and effortlessly aimed at ensuring that the mining laws would be enforced; thus, security and high output of the miners' efforts. As contrasted to Scanlan, the other miners were reluctant and passed timing chatting throughout their working time (Martin, 1948). As the leader, Scanlan raised alarm over the laxity portrayed by the miners, recommending that other miners need to be appointed, and that the mine was the worst in the entire district. Besides the issues on the side of the miners, the mine was faced with other challenges that entailed the general infrastructure of the mine. Martin (1948) says that Scanlan recommended cleaning of the passage ways as well as making use of clay as opposed to filling of shots using coal dust. Additionally, Martin (1948) indicates that Scanlan also advocated for the shutting down of the mine for renovation and maintenance purposes. From the above case, it is valid to argue that there a lot of issues surrounding this case, ranging from administration to political. With the help of the work and compilation by Wilson Woodrow on The study of Administration, and Cropf’s American public administration: Public service for the 21st century, this section shall attempt to analyze what went wrong in the case and how politics influenced the occurrence of this disaster, and how the same would have been easily avoided. Wilson (1886) indicates that for any organization to be successful, the management must shift lots of their energy in improving the personnel, so as they can attain efficiency. As seen in the case of Centralia, this was a failure on the side of the governor’s administration as he ignored the call by the head of the mine on the incompetence of the miners who spent a majo rity of their time gossiping and wasting a lot of time, which would have been used in boosting the output of the mine. The organization methods and follow-up mechanisms, which are key in administration as seen in the argument by Wilson (1886), were not good enough to improve the personnel in the mine. Secondly, Wilson (1886) says that in any administration system, the government must ensure that they analyze what they can successfully accomplish, and how they can effectively accomplish the same using minimum amounts of funds and less energy. Martin (1948) reports a different case as rock dusting, that has over the years been said to be distressing and not fit for the miners, was applied in the case of Centralia. The government then watches the miners inhaling huge chunks of coal dust, which affects their health. The government, in this case failed as they had no clear plan on how they would deal with the issues in the mine. Probably, one would argue that this is the reason behind th e government assuming the alarms caused by Scanlan, on the poor condition of the mine to operate effectively. This opposes the argument by Wilson (1886) who is of the opinion that administration ought to be a government at work, which seeks attention and immediate action to issues. Wilson (1886) in

Death of a Saleman - Happy Loman Essay Example for Free

Death of a Saleman Happy Loman Essay Happy shares none of the poetry that erupts from Biff and that is buried in Willy—he is the stunted incarnation of Willy’s worst traits and the embodiment of the lie of the happy American Dream. As such, Happy is a difficult character with whom to empathize. He is one-dimensional and static throughout the play. His empty vow to avenge Willy’s death by finally â€Å"beat[ing] this racket† provides evidence of his critical condition: for Happy, who has lived in the shadow of the inflated expectations of his brother, there is no escape from the Dream’s indoctrinated lies. Happy’s diseased condition is irreparable—he lacks even the tiniest spark of self-knowledge or capacity for self-analysis. He does share Willy’s capacity for self-delusion, trumpeting himself as the assistant buyer at his store, when, in reality, he is only an assistant to the assistant buyer. He does not possess a hint of the latent thirst for knowledge that proves Biff’s salvation. Happy is a doomed, utterly duped figure, destined to be swallowed up by the force of blind ambition that fuels his insatiable sex drive. Character Analysis Happy might as well be Willy Jr., because this apple hasnt fallen far from the tree. Though he is relatively successful in his job, he has his dads totally unrealistic self-confidence, and his grand dreams about getting rich quick. Like Biff, but to a lesser extent, Happy has suffered from his fathers expectations. Mostly, though, his father doesnt pay that much attention to him. Willy was always a bigger fan of Biff. Happy, maybe because he always felt second best, has more of a desire to please his father. Despite his respectable accomplishments in business, and the many, many notches on his bedpost, Happy is extremely lonely. Happy is competitive and ambitious, but these feelings are misdirected. Unable to compete on his own terms in the business world, Happy blindly pursues women – taken women – purely for the sake of doing so. Looks like hes taken his sense of competition to the realm of sex. Of course, this, much like the world of business, fails to satisfy him. Most disturbing for Happy is the fact that he cant figure out why all this isnt working. Hes followed the rules, done all the right things, yet Happy just isnt happy. His name highlights the irony of his predicament. If you consider the fact that parents name their children, you could say that Willy foolishly bestowed the nickname on his son in yet another display of misguidance and delusion. Nice. Just as the saddest part of Willys suicide is his continued delusion, the saddest part of Happys ending is his own persistent misbelief. Still driven by what he feels he should want (money, a wife), he sticks to Willy’s foolish dreams to the bitter end. Happy Loman Hap is the Lomans youngest son. He lives in an apartment in New York, and during the play is staying at his parents house to visit. Hap is of low moral character; constantly with another woman, trying to find his way in life, even though he is confident hes on the right track. Hap has always been the second son to Biff and tries to be noticed by his parents by showing off. When he was young he always told Willly, Im losin weight pop, you notice? And, now he is always saying, Im going to get married, just you wait and see, in an attempt to redeem himself in his mothers eyes. Hap also tries to be on Willys good side and keep him happy, even if it means perpetuating the lies and illusions that Willy lives in. In the end of the play, Hap cannot see reality. Like his father, he is destined to live a fruitless life trying for something that will not happen. Willy Loman did not die in vain, he says, †¦He had a good dream, the only dream a man can have to come out number one man. He fought it out here, and this where Im gonna win it for him. Death of a Salesman By Arthur Miller Character Analysis Happy Loman Happy is a young version of Willy. He incorporates his fathers habit of manipulating reality in order to create situations that are more favorable to him. Happy grew up listening to Willy embellish the truth, so it is not surprising that Happy exaggerates his position in order to create the illusion of success. Instead of admitting he is an assistant to the assistant, Happy lies and tells everyone he is the assistant buyer. This is Willys philosophy all over again. Happy also relishes the fact that respectable women cannot resist him. He has seduced the fiancà ©es of three executives just to gain a perception of pleasure and power. He thrives on sexual gratification, but even more than that, Happy savors the knowledge that he has ruined women engaged to men he works for and also despises. He states, I hate myself for it. Because I dont want the girl, and, still, I take it and — I love it! Happy is similar to Willy in two ways. Both deny their positions and exaggerate details in order to aggrandize themselves, and sexual interludes are the defining moments of both of their lives. Willys life revolves around his attempt to forget his affair with the Woman, while Happys life revolves around an active pursuit of affairs with many women. Death of a Salesman addresses loss of identity and a mans inability to accept change within himself and society. The play is a montage of memories, dreams, confrontations, and arguments, all of which make up the last 24 hours of Willy Lomans life. The three major themes within the play are denial, contradiction, and order versus disorder. Each member of the Loman family is living in denial or perpetuating a cycle of denial for others. Willy Loman is incapable of accepting the fact that he is a mediocre salesman. Instead Willy strives for his version of the American dream — success and notoriety — even if he is forced to deny reality in order to achieve it. Instead of acknowledging that he is not a well-known success, Willy retreats into the past and chooses to relive past memories and events in which he is perceived as successful. For example, Willys favorite memory is of Biffs last football game because Biff vows to make a touchdown just for him. In this scene in the past, Willy can hardly wait to tell the story to his buyers. He considers himself famous as a result of his sons pride in him. Willys sons, Biff and Happy, adopt Willys habit of denying or manipulating reality and practice it all of their lives, much to their detriment. It is only at the end of the play that Biff admits he has been a phony too, just like Willy. Linda is the only character that recognizes the Loman family lives in denial; however, she goes along with Willys fantasies in order to preserve his fragile mental state. The second major theme of the play is contradiction. Throughout the play, Willys behavior is riddled with inconsistencies. In fact, the only thing consistent about Willy is his inconsistency. From the very beginning of Act I, Scene 1, Willy reveals this tendency. He labels Biff a lazy bum but then contradicts himself two lines later when he states, And such a hard worker. Theres one thing about Biff — hes not lazy. Willys contradictions often confuse audiences at the beginning of the play; however, they soon become a trademark of his character. Willys inconsistent behavior is the result of his inability to accept reality and his tendency to manipulate or re-create the past in an attempt to escape the present. For example, Willy cannot resign himself to the fact that Biff no longer respects him because of Willys affair. Rather than admit that their relationship is irreconcilable, Willy retreats to a previous time when Biff admired and respected him. As the play continues, Willy disassociates himself more and more from the present as his problems become too numerous to deal with. The third major theme of the play, which is order versus disorder, results from Willys retreats into the past. Each time Willy loses himself in the past, he does so in order to deny the present, especially if the present is too difficult to accept. As the play progresses, Willy spends more and more time in the past as a means of reestablishing order in his life. The more fragmented and disastrous reality becomes, the more necessary it is for Willy to create an alternative reality, even if it requires him to live solely in the past. This is demonstrated immediately after Willy is fired. Ben appears, and Willy confides nothings working out. I dont know what to do. Ben quickly shifts the conversation to Alaska and offers Willy a job. Linda appears and convinces Willy that he should stay in sales, just like Dave Singleman. Willys confidence quickly resurfaces, and he is confident that he has made the right decision by turning down Bens offer; he is certain he will be a success like Singl eman. Thus, Willys memory has distracted him from the reality of losing his job. Denial, contradiction, and the quest for order versus disorder comprise the three major themes of Death of a Salesman. All three themes work together to create a dreamlike atmosphere in which the audience watches a mans identity and mental stability slip away. The play continues to affect audiences because it allows them to hold a mirror up to themselves. Willys self-deprecation, sense of failure, and overwhelming regret are emotions that an audience can relate to because everyone has experienced them at one time or another. Individuals continue to react to Death of a Salesman because Willys situation is not unique: He made a mistake — a mistake that irrevocably changed his relationship with the people he loves most — and when all of his attempts to eradicate his mistake fail, he makes one grand attempt to correct the mistake. Willy vehemently denies Biffs claim that they are both common, ordinary people, but ironically, it is the universality of the play which makes it so enduring. Biffs statement, Im a dime a dozen, and so are you is true after all. Miller often experiments with narrative style and technique. For example, Miller includes lengthy exposition pieces that read as stage directions within The Crucible. At first glance, it seems that an audience must either read the information in the program or listen to a long-winded narrator. Upon further inspection however, it becomes apparent that Millers inclusion of background material allows actors and directors to study character motivation and internalize the information, thereby portraying it in the performance. Miller provides audiences with a unique experience when it comes to Death of a Salesman. In many ways, the play appears traditional. In other words, there are actors who interact with one another, there is a basic plot line, and the play contains standard dramatic elements such as exposition, rising action, conflict, climax, and so forth. However, Millers manipulation of time and space creates a very non-traditional atmosphere that is unsettling but effective because it mirrors Willys mental state, thereby allowing the audience to witness his mental instability and take part in it. Stage directions call for a complete house for the Lomans. An audience will not simply watch the action take place in the kitchen but can observe several rooms within the home. This sounds as if it would be distracting since an audience can view several things at once. After all, what should the audience look at? If more than one character is on stage, whom should the audience pay attention to? Miller solves this problem through lighting. Only characters that are talking or involved in direct action are lit on stage, all other rooms, characters, and props remain in shadow. The result is a vast number of rooms and props that can be utilized immediately. The audience does not have to wait while a new set is erected or an old one torn down, but instead moves directly and instantaneously into the next scene. Such movement without the benefit of time delays or dialogue transitions produces a disjointed and fragmented sequence of events, much like a dream. In fact, the stage directions in Act I describe the house as follows: An air of the dream clings to the place, a dream arising out of reality. Miller does not stop there. Even though the action of the play can shift from one part of the house to another without delay, the action is still limited to the present. Willys dreams, memories, or recollections of past events must be revealed in a manner that is distinct from actions taking place in the present. This is important for two reasons: First, the audience must be able to differentiate between the present and the past in order to follow the action of the play; second, Willys increased agitation must be apparent to the audience, and there is no better way to reveal it than to have the audience observe his inability to separate the past from the reality of the present. Miller achieves this effect by manipulating the space and boundaries of the rooms. When action takes place in the present, characters observe wall boundaries and enter and exit through the doors. During Willys recollections of the past, characters do not observe wall boundaries, and the action generally takes place in the area at the front of the stage, rather than inside the house. As a result, the audience can distinguish present events from Willys memories. For example, in Act I, Scene 3, Willy pours a glass of milk in the kitchen, sits down, and begins to mumble to himself. He is in the present. He then remembers a past conversation with the teenage Biff and resumes the conversation. Since this is a past event, Willy directs his speech through the wall to a point offstage. This cues the audience that Willy is digressing in the past. Sound is also used to create a dreamlike state for both Willy and the audience. A flute melody is associated with Willy, Ben has his own music, laughter cues the Woman, and so forth. Once the sound is introduced with the appropriate character, the audience automatically associates the sound with that same character. As a result, Miller is able to prompt reactions and expectations from the audience, whether they are aware or not. For example, in Act II, Scene 14, it appears that things have finally been settled between Willy and Biff. Even though Biff is leaving in the morning, he and Willy have reconciled. This puts the audience at ease, but once Bens music is heard, it is evident that the play has not reached its final conclusion. In fact, Bens appearance may create anxiety for the audience because it suggests an alternate, more disturbing, end to the play. As the play progresses, the action shifts to the front of the stage. In other words, the audience becomes increasingly aware that the majority of the action is taking place inside Willys head. It is difficult enough to watch an individual lose his or her identity. It is extremely unsettling and disturbing to be forced to experience the individuals memories, illusions, or perhaps delusions resulting in mental instability. Miller takes that into consideration and then pushes his audiences to the extreme. As Willys mental state declines, the audience is forced to watch and to react. As a result, the play may be called Death of a Salesman, but it is a death observed and experienced by every member of the audience.

Deconstruction Theory in Architecture

Deconstruction Theory in Architecture â€Å"Architecture is understood as a representation of deconstruction, the material representation of an abstract idea†.[1] Architecture is the art of space: its visual form, its dimensions and scale, the quality of its light- all of these qualities depend on our perception of the spatial boundaries defined by elements of form. As space begins to be captured, enclosed, molded and organized by the elements of mass, architecture comes into being.[2] In 1995, the Victoria and Albert Museum has announced plans for an expansion of their exhibition spaces. After a massive competition, the design that featured a six-story structure dubbed â€Å"The Spiral† by an architect, Daniel Libeskind has chosen by the museum. But the Victoria and Albert Museum has discarded the plan for the expansion, because of the harsh criticism from the press and scholars, as well as lack of funding. When the Victoria and Albert Museum declined the deconstruction style, other museums around the world have come to grasp it.[3] I have found that buildings and museums which with the existence of Deconstructivism both as development and completely new architectures. In this paper, I focus my studies on how philosophical theory of Deconstruction by Jacques Derrida applies to architecture design, specifically in museum settings. I have focused how deconstructivism theory has entered into the realm of architecture as well. Within this paper, I demonstrated how the style of deconstructivism works within a defined and systematic space for exhibition and the impact of this philosophical theory. Before finding the definition of deconstruction in the field of architecture, Jacques Derrida has been philosophical movement with Deconstruction as its foremost philosopher and Martin Heidegger’s writing as the roots. Deconstruction is a school of philosophy that originated in France in the late 1960s. Jacques Derrida was born in El Bair, Algeria in 1930 to Spanish immigrant parents. In 1948 he began his studies of philosophy in France after completed his baccalaureate. He presented his paper at Johns Hopkins University in 1966, where his work became eminence.[4] In the 20th century, Deconstruction symbolizes a complicated response to a range of theoretical and philosophical movements, most particularly Husserlian phenomenology, Saussurean and French structuralism, and Freudian and Lacanian psychoanalysis. German philosopher Martin Heidegger’s Destruktion and Abbau is where the term â€Å"deconstruction† acquires. Heidegger has developed the major foundation bec ame major theory of post-structuralist thinkers, such as Jacques Derrida. Derrida asserts those terms is literally a â€Å"translation’ and what is interpreted is architectural. He describes that Destruktion means â€Å"not a destruction but precisely a destructuring that dismantles the structural layers in the system† and Abbau means â€Å"to take apart an edifice in order to see how it is constituted or deconstituted†.[5] â€Å"Within architectural circles much confusion surrounds the term ‘deconstruction’†.[6] Architectural deconstruction can be expressed as a trend to design with the outcome of chaos, even though the translation of Deconstruction philosophical theory into architectural fundamental has never state clearly. The outcomes are geometrically abstract, apparently unplanned architectural forms. The architects who grasp this philosophy like try to plan architectural details that seem to be output of dismantling, displacement, deformation or partial demolition of pre-existing edifices’.[7] In 1998, the exhibition titled â€Å"Deconstructivist Architecture† presented by Philip Johnson and Mark Wigley, has marked a turning point in the very essence of architecture. The event held at the Museum of Modern Art in New York has presented the work of seven architects to the public and have been summarized with the generic brand of â€Å"Deconstructivist Architecture †.[8] The results are geometrically abstract, seemingly random architectural forms. The architects who embrace this theory thus try to design architectural elements that seem to be products of ‘dismantling, displacement, deformation, or partial demolition of pre-existing edifices.[9] Deconstruction provides a related way to architecture when its objective in philosophy asserts the need to comment current thought. The design is a clear deviation from earlier conventions and esthetics of architecture when first identified.[10] Nevertheless, the theory is I want to relate the previous assertion that deconstruction introduces initially with the existence of a formed object. The characteristics of Deconstructivism architecture essentially use fractured forms that deviate from the previous model of architectural construction.[11] Architect use these forms of acts as a way to deconstruct the concept and guidance to access a building. They are capable to use the philosophical an d dramatic structures combined with Deconstructivism, in order to deconstruct the former ethic in architecture designs. Nevertheless the philosophy of deconstruction can be used to clarity the architecture design, it can also remark the inquiry about the museum as a concept and how it affects the architecture design. I have discovered that there was a direct shift in the function of museum and its attitude in the cultural landscape in my research. I would like to analyze the shift as not origin, but the changes which reflected in museum design. I will also analyze the stylistic changes with the issues of a new objective of museum. This shift in relation to the objective of museum is regarding the practice of deconstructing the model in order to further the structure towards different speculation and function. Another essential shift in this research is the purpose of museum itself, while research about the analysis of the shift approaching design museum with deconstruction. Nowadays, in most of the capital cities, museums are recognized as cultural academy. Museums are playing a role of showing the value of culture in our society and mostly the visits are for educational and tourism purposes.[12] In those years, first museum in Western Europe was initially to assemble private collections, which museums nowadays are diverging the authentic use and status of museums. In past, the private collections were belonging to aristocracy and the royal families, their status and knowledge of the museum’s owners were determined by the quantity of collection.[13] The use of a museum as an academy completely to the exclusive is in direct opposition with how nearly all museums are seen nowadays. Most of them have moved from the cabinet paradigm into the new perspective of museum as entertainment. Nowadays, museum visits have become the significant part of the tourism trips as well as promoted as cultural academy.[14] This has assembled as a turning point in the design and layout of museums nowadays. This turning point in the proposed purpose of the museum has turned from an exclusive academy to cultural playground. The influence of turning the concept of museum is bigger than the visitor of museum. In this research, I want to figure out will changing designs of museums with deconstruction affect the purpose of museums. In this research, I have focused on few museums which designed with deconstruction. The museums are the Militarhistorisches Museum (translated â€Å"Military History Museum†) in Dresden, Germany; Jewish Museum in Berlin, Germany; Phaeno Science Center in Wolfsburg, Germany and Vitra Design Museum in Weil am Rhein, Germany situated outside of Basel, Switzerland. These museums are designed by three outstanding architects, who are Frank Gehry, Daniel Libeskind and Zaha Hadid. Frank Gehry and his architecture design is important in deconstructivism, his influence over Deconstructivism in architecture is great. He also acknowledged as the most significant architect and his design is presented across worldwide. For this research, I have chosen one of his architecture design as one of my research topics, which is the Vitra Design Museum which is a museum for design that located at Weil am Rhein,Germany. In addition, the other reason I have chosen Vitra Design Museum is this museum was one of the examples of fractal architecture[15] in museum composition. Vitra Design Museum was Gehry’s first persuasive architecture designed with Deconstruction style and acknowledged an aspect of Deconstructivism in a smaller scale. The location of this museum is within the campus of Vitra furniture manufacturing company outside of Basel, Switzerland and completed in 1989. Vitra Design Museum is conspicuous since it is Gehry’s first architecture design in Europe. [16] Regardless of the scale of this design is modest, the architecture turned up as a practical work of deconstructivism with a combination of towers, ramps and cubes. The exhibition area is in 700 square metres over two floors. Throughout the faà §ade, the design has promoted Gehry’s specific angular shapes and component. At the same time, it also showed that the starting point of his using curves in his architecture design.[17] The vault is built in cement material and designed upward to maximum the capacity of area for this comparatively small museum. Since there is no window on the faà §ade, the scattered skylights are where the natural light entering. These skylights can be open or close depends on exhibit’s requirement. Furthermore, another museum which also designed by Frank Gehry in deconstruction style is the MARTa Museum in Herford, Germany. This museum is completed in 2005, a smaller architecture of Gehry’s committed to present contemporary works. Similarly, Gehry has applied the similar elements of Vitra Design Museum to MARTa Museum, which are the waving forms that involve the faà §ade and roof. The faà §ade is built by brick, and then the stark metal plating is using on the roof and entrance area. Besides, another similar feature is the skylights which allow the flow of natural lighting and adjustable are placed in the exhibition space as well as the lecture hall. The notable use of fractal and angular forms which influenced by Gehry has left major impact on Deconstructivism architecture and dominates the style. Besides, Daniel Libeskind is another noteworthy Deconstructivist, his design of the Victoria and Albert Museum’s expansion project, â€Å"Spiral†. In that design, â€Å"Spiral† consists of various fractal structures, which has develop into his trademark style in most of his designs. These can be seen in his designs of museums which located in Dresden and Berlin. The signature fractal forms of Libeskind have featured on the Militarhistorisches Museum (translated â€Å"Military History Museum†). In 2011, the museum was extended and reopened afterwards. The architectural expansion is a triangular wedge in dark grey metal, literally popped outward from the original building, which is in in ivory coloured structure built during the early twentieth century. The five-storey pointed steel and glass shard of triangular wedge has made the Militarhistorisches Museum as the largest museum in Germany. The sharp tip of the triangular wedge is pointed towards east, which is the point of firebombs dropped during the war. Besides, the city skyline in the west can be view from the rooftop viewing platform which is 30 metre-height.[18] Moreover, the Jewish Museum Berlin has made his eminence in Deconstructivism architecture, while the Militarhistorisches Museum is one of the latest designs added into his portfolio. The project of Jewish Museum Berlin is highlighting on Jewish history.[19] The design has known as â€Å"Between the Lines† and the title of design is named for various reasons, also it has selected in the design competition. The main building is characterized by two broad line-shaped.[20] The first line is a fragmented-linear outline of the main exhibition building; the second line is a theoretical straight line that cut across the building in conjunction with its thematically placed voids. The voids are used for indicting the presence of line by fitting in accordance with this line. There is also a garden of columns in this architec ture, where the cube forms rectangular model in the complete structure.[21] Hence, the architecture is designed with fragmented shapes and angles. Similarly with Frank Gehry and Daniel Libeskind, Zaha Hadid is another architect who used forms and shapes with deconstruction style in her architectural design. Hadid is an Iraqi-born architect based in London, United Kingdom, her design style is more to large fractal forms. Nonetheless, she is renowned for dramatic and organic style which is visible in her architectural design. One of her designs which designed with organic forms is the Phaeno Science Center in Wolfsburg, Germany that completed in 2005. The form of architecture is like a platform standing with angular forms. The architecture is built with stark concrete walls in smooth finishes, its faà §ade beautify with speckled outlined pattern windows. The shaped windows are mirrored throughout the interior of structure, which consist of platforms, stairwells, and doorways. Hence, the Phaeno Science Center is diverged from the other architecture and designed as the whole structure which enclosed within one organic and solid model. I have studied at several particular elements of the design between these museums as well as their exhibition spaces. In this research, I have identified the way deconstructivist designed museums and how deconstructivism affects the museum designs. Firstly, interior design of deconstructivism museum has affected the exterior design. This can be seen in most of the museums which I have researched. The design has movement effects from the exhibition areas to the benches along walls towards the interior of museum. I have noticed that the architectural trends of deconstructivism museums, the style how the deconstructivist designed the elements, such as doorways, benches, windows, mostly related to the background of museum. So, analyzing the interior of deconstructivism museum is essential, as a museum which designed in deconstruction style will affects the visitors’ perspective view of artworks which displayed in the space. [1] Wigley, M. (1993) The Architecture of Deconstruction: Derrida’s Haunt. Cambridge: MIT Press. [2] Ching, F. D. K. (2007) Architecture: Form, Space, and Order. New York: John Wiley Sons [3] Mandry, S. (2013) ‘Ordered Chaos: the Negotiation of Space in Deconstructivist Museum Buildings’, University of Puget Sound. [ONLINE] Available at: http://soundideas.pugetsound.edu/summer_research/202/. [Accessed 14 March 2014]. [4] Norris, C. (1987) Derrida. Cambridge : Harvard University Press. [5] Wigley, M. (1993) The Architecture of Deconstruction: Derrida’s Haunt. Cambridge: MIT Press. [6] Leach, N. (2005) Rethinking Architecture: A reader in Cultural Theory. London: Routledge. [7] Sallingaros, N. A. (2004) Anti-Architecture and Deconstruction. Germany: Umbau-Verlag. [8] Johnson P. and Wigley, M. (1988) Deconstructivist Architecture. New York: The Museum of Modern Art. [9] Sallingaros, N. A. (2004) Anti-Architecture and Deconstruction. Germany: Umbau-Verlag. [10] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [11] Norris, C. (1987) Derrida. Cambridge : Harvard University Press. [12] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [13] Giebelhauseun, M. (2006) â€Å"Museum Architecture: A Brief History,† A Companion to Museum Studies. Ed. Sharon Macdonald. Oxford: Blackwell Publishing. [14] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [15] â€Å"Fractal architecture model represents a hierarchical structure built from elements of a single basic design.† Tirpak, T. M., Daniel, S. M. LaLonde, J. D. and Davis, W. J. (1992) A Note on a Fractal Architecture for Modelling and Controlling Flexible Manufacturing Systems.IEEE Transactions on Systems, Man, and Cybernetics. [ONLINE]. Vol. 22, May/June, pp. 564. Available at: http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=arnumber=155958[Accessed 08 April 2014]. [16] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [17] Cohen, J. L., Colomina, B., Friedman, M., Mitchell, W. J. and Ragheb, J. F. (2001) Frank Gehry, Architect. New York, NY: Guggenheim Museum Publications. [18] Dezeen Magazine. (2011)Dresden Museum of Military History by Daniel Libeskind. [ONLINE] Available at: http://www.dezeen.com/2011/09/29/dresden-museum-of-military-history-by-daniel-libeskind/. [Accessed 02 April 2014]. [19] Schneider, B. (2004) Daniel Libeskind: Jewish Museum Berlin. Munich, Germany: Prestel Books. [20] Jencks, C. (2002) The New Paradigms in Architecture. New Haven, CT: Yale University Press. [21] Schneider, B. (2004) Daniel Libeskind: Jewish Museum Berlin. Munich, Germany: Prestel Books.

Strategic Analysis Of John Lewis Partnership Limited Marketing Essay

Strategic Analysis Of John Lewis Partnership Limited Marketing Essay The following report will provide a detailed analysis of John Lewis Partnership. The retailer has been very successful in the UK and has performed extremely well in spite of more negative financial issues and other dynamics impacting upon the retail sector at large, predominantly in light of declining consumer income, technological advances such as the internet and increased competition. The reason the company was able to achieve these was because of their commitment towards their clients in providing innovative solutions as well as improved awareness of customer needs and the significance of creating a reliable customer base which ensures positive word-of-mouth and the company has achieved this due to its commitment to providing innovative solutions to clients as well as a heightened awareness of customer needs and further recommendations to increase new revenue streams through an appropriate CRM system in place. Therefore, the reports provides an evaluation of the companys current marketing environment assessing how the external factors impact the retail sector largely and specifically on the strategies that John Lewis chooses to adopt. The report will also evaluate the strengths and weaknesses as well as the threats and opportunities that the company is presented with and how best it can achieve a match with its own internal capabilities to the dynamics at play. The report will also look at how the John Lewis brand and customer proposition is placed in the UK market in comparison to other competitors, with an attempt to provide understanding in to how the company gains advantage through differentiation from other competitors, essentially highlighting how the company implements a differentiated strategy which allows it to maintain advantage. At the same time, the analysis has drawn attention to how the uncertainty which prevails and the continuous rate of change in the external market highlights the implications of continuous observation and continuous re-evaluation of the strategic options applied. Ultimately, the aim is to provide recommendations as to how the company can increase the probability of its advantage over the longer term. The John Lewis Partnerships 81,000 Partners own the leading UK retail businesses John Lewis and Waitrose. Our founders vision of a successful business powered by its people and its principles defines our unique company today. The profits and benefits created by our success are shared by all our Partners (John Lewis, 2012). Write the report as if you were working for an external management consultancy firm, reporting to the Board of Directors of your chosen company. The report should contain sections that address ALL of the main aspects of the module syllabus: that is the report should cover both strategic analysis (internal and external) and strategy formulation. It is essential that in undertaking your research and writing your report you make appropriate use of the strategic management tools and models to conduct internal and external strategic analysis and strategy formulation that you have encountered in this module. Credit will be given for analysis, evaluation and synthesis, and the appropriate selection and use of strategic management tools and models. 2.0 Introduction This report will discuss the strategic management tools demonstrating skills of analysis evaluation and synthesis of John Lewis. The report includes strategic analysis and an External Environmental analysis. The report also covers the strategy formulation in which the SWOT analysis and BCG Matrix will be discussed. John Lewis Partnership plc is one of the UKs top ten retail businesses. They operate amongst 2 sectors known as John Lewis and Waitrose. The company offers food as well as household products i.e. baked foods, fresh fruit veg, wines, household items, furniture, electronic items etc. The company functions in a chain of 287 Waitrose supermarkets, 39 John Lewis shops that include 30 departmental stores and 8 of them at home John Lewis stores. The company operates throughout the UK and is headquartered in London, they sell their products through retail stores, catalogues, and websites. The companys strategic focus is to accomplish its non-core business strategies through partnership with other firms. There are around 81,000 employees working in John Lewis stores who are partners in the business, they have a share in the companys profits and are given the opportunity to participate in the companys progress and growth. This is their unique source of competitive advantage as it encourages staff loyalty through being business partners (John Lewis 2012) 3.0 Strategic analysis 3.1 Mission statement The mission of an organisation highlights the broad directions they need to follow and provides a brief summary of the values and reasons that lie behind it (Lynch 2012). Like other organisations John Lewis also have a mission statement, it highlights their reputation established through their ownership structure as it is unique and they are very successful in being a profitable business. John Lewis aim to keep their staff satisfied so that their business can be a success. Their strategy is based on three key elements partners, customers and profit. (Refer to appendix 1) to see their full mission statement. 4.0 External Environmental analysis 4.1 PESTEL Analysis The PESTEL analysis examines the macro-environment in which the business exists in. It is a helpful tool for understanding market growth or decline as well as the position, potential and the direction for business. It is also used for evaluating the Political, Economic, Social Technological, Environmental and Legal factors that a business operates in. The Political factors discuss government regulations such as employment laws, environmental regulations, tax policy and political stability. The Economic factors affect the cost of capital and purchasing power of an organisation. These factors also include economic growth, interest rates and inflation. The Social factors impact customers needs, potential market size such as John Lewiss goods and services, population growth and age demographics. Technological factors of John Lewis will discuss barriers to entry, making or buying decisions, investment and innovation and the technological change. Environmental factors include weather, clim ate and climate change. Climate change affects how John Lewis operates and the products they offer. Lastly Legal Factors include discrimination law, employment law and health and safety law. These factors can affect the way John Lewis operate their costs and the demand for their products. 4.2 Macro- environmental Factors It is commonly known, that those prevailing in the external environment of any firm shall have a significant influence in terms of decision making in the strategic options. Such analysis is known as PESTEL analysis and usually suggested as the first stage in the strategic planning process (Lynch, 2006). As Johnson et al (2008, pg.56) rightly declared, The key drivers for change are environmental factors that are likely to have a high impact on the success or failure of strategy. (Refer to appendix 2) to see the PESTEL analysis for John Lewis. It can be concluded that each factor of the PESTEL has had an effect on John Lewiss actions, some of them are now stated in their mission statement. Previous factors are used to analyse different factors, furthermore, these factors can give a prediction for the future, so can be quiet effective if they are applied correctly. There are also some restrictions in this model, e.g. when the procedure of the checklist is applied to John Lewis it may be tough. The emergent corporate strategies may well comment that the future is so uncertain that prediction is useless (Lynch 2012 page 84), however, some may still give words of caution but still predict the future. The PESTEL analysis isnt the only framework that John Lewis take into consideration, their organisation has many other internal and external factors that also have an effect on the strategy formulation, this is why Porters five Forces framework is applied. The PESTEL analysis has a lot of information but yet doesnt offer a detailed analysis of the business. Porters Five Forces (1985) observes factors that have an impact on competition in the organisation. 4.3 Strategic Options The external analysis undertaken has underlined how the focus and the landscape of the UK retail sector has changed dramatically over the last decade or so. Such developments clearly present both threats, primarily from new entrants and modes of distribution, as well as opportunities such as the increasing utilisation of technology within the current offering to customers. As Johnson et al (2008, pg.3) highlights, strategy is about exploiting the strategic capability of an organisation, in terms of its resources and competences, to provide competitive advantage and/or yield new opportunities. However, many competitors in the retail sector at large have managed to expand into other range of products as well as expanding internationally, John Lewis seems to have adopted a more thoughtful approach and stayed loyal to its customers as well as confident in terms of its offering to the market. At the same time it has also developed a wide range of products as a lower price range to attract more customers across a wider range of segments in society. In times of economic uncertainty this also appears to be a sensible strategy in terms of situations where its loyal customer base may be experiencing declines in disposable income, thus enabling John Lewis to maintain their business through customers trading down to less expensive ranges in store. The recent introduction for its Essential Waitrose Range in 2009 was both a reaction to external events including activities of competitors but was viewed as an effective strategy highlighting the companys attention to external research as well as its innovative approach to dealing with such negative events. Furthermore, Porter put forward the idea that there were three generic strategies; cost leadership strategy, differentiation strategy and the focus strategy, which companies follow. It is clear that John Lewis has embraced a combination of these, but essentially, differentiation has remained key to its business model which positions more favourably when compared to other competitors, particularly given the range and extent of the goods and services it provides as well as its highly effective branding and promotional events which appeal directly to customers and incite purchase. Its decision to introduce its Essentials range within its Waitrose stores may have been considered by some as an indication it was lowering its standards, but on the contrary, despite offering a cheaper alternative, quality remained key which ultimately implied that its position in the market would not be negotiated. 4.4 Porters Five Forces Porters Five Forces framework highlights that the environment John Lewis is competing in is constantly changing, (refer to appendix 5). In this model it is believed that customers dont have more importance than any other aspect, however Aker, Baker and Harvey Jones argue that customers are more important than any other aspect of strategy development (Lynch 2012). Porters Five Forces of competition (1985) is a common tool often applied within the strategic management process to firms across several sectors. It is similar to the PESTLE analysis as it takes a predominantly external perspective of the firm within its given industry looking at how it is positioned against other competitors in the same sector. Recently many have criticised the ensuring importance of the framework given the changes that have risen, particularly with regard to the diversification of business which has ultimately created blurring across many previously distinct sectors. This is emphasized by the supermarkets entering into the clothing and electronics sector for example, as well as retailers including John Lewis expanding into financial services through insurance and credit facilities to customers. Barney (1995) and Henry (2008) underlined how Porters model is more helpful when it is applied at a strategic business unit level rather than at higher levels of industry analysis such as the sector at large as it cannot be expected that all competitors will be competing against one another. This tool is also believed to be useful in terms of assessing a companys strengths and weaknesses in light of how it stacks up against competition. As Barney (1995, pg.49) highlights, A complete understanding of sources of competitive advantage requires the analysis of a firms internal strengths and weaknesses as well. The importance of integrating internal with environmental analyses can be seen when evaluating the sources of competitive advantage of many firms. Looking at Porters five forces of competition, it is clear that John Lewis has attempted to not to just react to the external dynamics and actions of competitors, but actively be a step ahead. It has constantly adapted its business model, such as the introduction of store cards, its online offering and the Waitrose Essentials range in order to provide its business with a more appropriate fit to the market in line with Mintzbergs (1994) theory. A major element of its strategy however, is its reputation, branding and subsequent positioning in the market and how consumers view the business in its entirety. It has remained rather committed to its original proposition and further enhanced its appeal through appropriate branding and its reputation for quality and enhanced service to customers. 5.0 Internal Resource analysis 5.1 Value analysis chain StratISTh3 Source: Porter, Competitive Advantage, 1985 The term Value Chain was used by Michael Porter (1985), the purpose of the value chain is to analyse the activities that are performed by the business, linking them to the competitive position. It also evaluates the particular activities to see which add value to the businesses products or services (quickmba 1999-2010) While many critics and leading authorities dispute the validity of Porters earlier theories, many of his ideas do still appear useful from the perspective of strategic analysis, particularly the notion of the value chain. Ultimately, it is within the value chain which John Lewis has created that it has succeeded in terms of sustaining advantage in its market sector. It has created efficiencies and synergies through the interrelationships within (Mintzberg and Ghoshal, 2003). Value Chain Analysis which is often compared to the RBV of the firm as it looks to both internal and external dynamics impacting an organisation. In recent years importance has also been given to joint ventures, collaborations and relationships which add value to the companys positioning. Elements of the chain such as HR which were previously considered as supporting elements are now viewed as core and this is demonstrated by John Lewis in terms of its commitment to and investment in staff. By enhancing the quality of its internal resources it can achieve distinctive competencies which are difficult to emulate by other competitors (Teece et al, 1997; Terwiesch and Ulrich, 2009). As Porter (1985, pg.36) emphasises, the way it performs individual activities are a reflection of its history, its strategy, its approach to implementing its strategy, and the underlying economics of the activities themselves. 6.0 Strategy formulation 6.1 SWOT Analysis: John Lewis Partnership A SWOT analysis is a useful tool for understanding and decision-making, businesses such as John Lewis use this tool in all sorts of situations, a SWOT summarizes the Strengths, Weaknesses, Opportunities and Threats. This framework covers a crucial part of the strategic planning process a scan of the internal and external environment. Strength, Weaknesses are considered to be internal to the business whereas, Opportunities and Threats are part of the external environment. Looking at the SWOT analysis (refer to appendix 6) it can be concluded that John Lewis take this tool into consideration when making business decisions based on their customers. However, John Lewis need to expand their target audience because at the moment they are only targeting an older audience need to improve the diagnostic power of a SWOT analysis is to define the elements from a customer perspective rather than the organizational point of view. (Baker 2007, pg.267). By doing this they will generate a higher profit margin. If john Lewis wants to stay ahead of their competition they need focus on their weaknesses such as they need to ensure their prices are similar to their competitors. Also John Lewis need to focus on threats the business may have to face but they can avoid such matters by acting upon the threat before it occurs. Although the SWOT analysis tool is useful to businesses when making decisions, it has been criticized due to its simplicity and possible misleading approach to strategic analysis. This is because companies have failed to follow a few simple procedures. The SWOT analysis is a focused methodology (Baker 2007), therefore, when John Lewis the using this tool they need to ensure they are able to follow correct procedures of this tool to ensure they are able to achieve success. 6.2 BCG Growth-share Matrix The Boston Consulting Group (BCG) growth-share matrix was developed by Bruce Henderson, founder of BCG, in the late 1960s (Baker 2007, pg.125). The BCG Matrix is a simple tool used to assess a companys position in terms of its product range. It simplifies how a companys thinks about the products and services and makes decisions about which it should keep and let go and which products to invest in further. It provides a useful way of seeing the opportunities that are open to the company and also helps to consider how the company can maximise the profits in the future. Below is the BCG Matrix for John Lewis, highlighting where in the market the different departments of John Lewis are positioned. John Lewis was voted Britains best retailer in 2009 and have won awards House Beautiful Awards 2008: Online Home Retailer of the Year Gold Award (washerhelp 2012), making them leaders in departments such as House and Garden, Electrical Appliances, Fashion, Gifts and Toys. They now have a high growth and a high market share in this segment, thus putting them in the star category. Further, technology and baby departments are between the star and question mark category this could be due to high growth and market share or high growth and low market share as they are faced with high demands but have low returns. Moving on to the sport department as it is in the cash cow category, as a markets it isnt growing but yet the market share for the products is high. Looking at the final category it can be said that John Lewis are safe as there isnt any products in the dog category. The BCG Growth-Share Matrix 7.0 conclusion Overall, the company has responded admirably to the changing dynamics impacting upon its market and customers, it is also clear that going forward, more challenges and threats shall be presented to it, particularly given persistent uncertainty relating to the global economy as consumer confidence within the UK. It would appear that in addition to a thorough and consistent approach to its markets in relation to external analysis of those factors deemed to impact most significantly; the company also adopts an internal approach, evaluating its inherent resources and competencies within the business. In line with the resource based view of the firm (Barney, 1991) and subsequent research by other authors such as Grant (2005), this analysis is often viewed as a more appropriate approach to the task of strategic management as ultimately, organisations have much more control over their internal resources than external market variables. Such an approach enables companies to incite the innovat ion process and thus create change in the wider environment as well as improvements to its value chain. This appears to be exactly what John Lewis has done to date through its expansion into other areas, as well as extending its range to customers through on-line facilities as well as credit, insurance etc. References Arnold, G. (2012). Corporate financial management. 3d. ed.Essex: Prentice Hall. Baker M (2007). Marketing strategy and management. 4th ed. Basingstoke: Palgrave Macmillan. Barney, J. and Hesterly, W.S., 2008. Strategic Management and Competitive Advantage: Concepts and Cases: International Edition. London: Prentice Hall. Barney, J.B., 1991. Firm Resources and Sustained Competitive Advantage. Journal of Management; 17, (1) Chloe. (2012). ANALYSIS Waitrose and John Lewis move closer together, offline as well as online. Available: http://internetretailing.net/2012/11/analysis-waitrose-and-john-lewis-move-closer-together-offline-as-well-as-online/. Last accessed 20th Nov 2012. Davey, J and Laurance, B (2008). John Lewis under fire: how the City turned against Rose. The Sunday Times. 16 March 2008, p.12-13 The Economist (2012). A Rose by any other name. A retailing star ticks off investors at an awkward time. 13 March 2012, p58-60 The Economist (2012). The world in figures: industries. The world in 2012. p124, 126 Gartner. (2011). Gartner Identifies the Top 10 Strategic Technologies for 2011. Available: http://www.gartner.com/it/page.jsp?id=1454221. Last accessed 25th Nov 2012. Grant, R.M., 2005. Contemporary Strategy Analysis. London: Wiley-Blackwell Henry, A., 2008. Understanding Strategic Management. Oxford: Oxford University Press. Johnson, G, Scholes, K and Whittington, R, 2008. Exploring Corporate Strategy. London: Prentice Hall. Keynote, 2008. Clothing Manufacturing, Keynote. Keynote, 2009. Clothing Retailing. Keynote Levitt, T, 1983. The Globalization of Markets. Harvard Business Review, May-June. Lewis J. (2012). John Lewis Partnership. Available: http://www.johnlewispartnership.co.uk/about.html. Last accessed 18th Nov 2012. Lynch R (2006). Corporate strategy . 4th ed. Harlow: Prentice Hall. Lynch, R (2012). Strategic Management .6th ed. Harlow: Pearson Mintzberg, H., Quinn, J., and Ghoshal, S, 2003. The Strategy Process. London: Prentice Hall Mintzberg, Henry, 1994. The Rise and Fall of Strategic Planning: Reconceiving the Roles for Planning, Plans, Planners. New York: Free Press Nugent, H and Hawkes, S (2012). George follows Jeremy Paxman as John Lewis faces another brief challenge. 20 March 2012. www.timesonline.co.uk (Accessed 24/11/2012) Ohmae, Kenichi, 1989. Managing in a Borderless World. Harvard Business Review, May-June. Porter, M., 1979. How Competitive Forces Shape Strategy. Harvard Business Review, March/April. Porter, M.E., 1980. Competitive Strategy. New York: The Free Press. Porter, M.E., 1985. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. QuickMBA. (1999-2010). The Value Chain. Available: http://www.quickmba.com/strategy/value-chain/. Last accessed 20th Nov 2012. Reynolds, A., 2012. John Lewis Partnership on Target to Cut Emissions. Supply Management, 17 October, available at http://www.supplymanagement.com/news/2012/john-lewis-partnership-on-target-to-cut-emissions/, accessed 12/11/12 Teece,D.J., Pisano, G. And Shuen, A., 1997. Dynamic Capabilities and Strategic Management. Strategic Management Journal, Vol.18, No.7, pp.509-533. Terwiesch, C. and Ulrich, K., 2009. Innovation Tournaments: Creating and Selecting Exceptional Opportunities. Boston: Harvard Business Press. Washerhelp. (2012). John Lewis. Available: http://www.washerhelp.co.uk/Retailers/John-Lewis.html. Last accessed 20th Nov 2012. Appendix 1 John Lewis mission statement The John Lewis Partnerships reputation is founded on the uniqueness of our ownership structure and our commercial success. Our purpose is the happiness of all our members, through their worthwhile, satisfying employment in a successful business, with success measured on our ability to sustain and enhance our position both as an outstanding retailer and as a thriving example of employee ownership. With this in mind, our strategy is based on three interdependent objectives Partners, customers and profit. Appendix 2 PESTEL Analysis for John Lewis Political Factors John Lewis operates within the UK market and therefore changes in the policy related to the governance of UK business, as well as advanced policies in the context of the UK, have an impact on the business. The laws and codes of conduct relating to ethical business practices and CSR initiatives particularly impact John Lewis. Subsequently, there has been conscious effort on the role of the retailers to combine relevant Codes of Conduct concerning the supply chain as well as giving a guarantee to customers that have been sourced in an ethical manner. It is likely that changes such as this will continue to impact going ahead but at the same time as this, pricing will be raised as a concern for the retailers as margins will certainly be eroded as prices are put higher, epically where the products may be obtained from developing markets. Economic factors It is obvious that economic factors have a major effect on the strategy implemented by John Lewis; such factors have had a negative impact on the UK. However, when the government took the decision to decrease the VAT rate temporarily in 2008 due to financial crisis, this had a direct positive impact on the retail sector. The company faced major setbacks in relation to its revenue and performance in 2001. The company was successful in reversing its fortunes through a complete re-evaluation of its supply chain practices; they improved the company model so that it met the needs of customers. The company is still conscious that the confidence levels of customers are slightly unstable, this is highlighted in its current financial results, (refer to appendix 3). Such uncertainty has an obvious impact on which strategies companies can follow and directly influences which marketing strategy John Lewis decide to apply in relation to pricing, advertising and other variables of the mix. Increas ed global uncertainty also influences their operations which are mainly UK based. This is especially true regarding the price of raw materials that has been changed considerably over the past few months, with products such as cotton, coffee and oil being a great concern. Such fluctuations put pressures on retailers as well as customers whereby margins shall be reduced and costs passed on to consumers who may in fact seek cheaper alternatives as their own incomes may decline. A full appraisal of all elements of the supply and distribution chain is needed to ensure that efficiencies are being formed and improvements are made to the overall value chain (Porter, 1980; 1985). This may also clarify the companys latest challenges in integrating its business with Waitrose, John Lewis are becoming much more aligned over the past months (refer to appendix 4) Events overseas such as Spain and Greece could also have more implications for the sourcing policies the company accepts as well as its foreign currency payment methods etc. to suppliers given the weakening Euro currency. Social Factors Social factors for John Lewis are very important across the business as they are considered to have a direct effect on how successful the customer behaviour is and the preference towards the items or brands. While many have pointed out that overtime as consumers we have slowly become more similar across country borders (Ohmae, 1989; Levitt, 1983), latest indications actually highlight much divergence in consumer buying habits. Much of this might also be attributed to progress in internet trading whereby consumers have further choice as well as getting updated and having more knowledge about the alternatives available in the market. This has increased the competition which has therefore, put pressure on prices, mostly in the case of stores as there are much higher fixed costs involved. Another major progress relating to the retail sector in the UK has been the success of the supermarket chains in growing into non-food items with shares of the clothing market increasing every year from competitors such as Asda, Tesco, and Sainsburys. a report from Keynote in 2009 outlined how supermarkets share of the clothing market increased from around 10% in 2000 10 23% in 2008, and this expansion is likely to continue as the major multiples devote increasing amounts of floor space to non-food items such as clothes such growth has completely changed the retail space in the UK and certainly, many have attributed the demise of many High Street incumbents directly to the strategies pursued by supermarkets. At the same time, it is also clear that John Lewis has followed somewhat of a different method and thus located itself apart from these competitors and is seen being more exclusive, of higher quality as well as providing higher levels of service to customers. Technological Factors It is impossible to ignore the progress that occurred in technology over the decade or so. Such advances have completely changed and improved all features of the supply and distribution chain particular with regard to online shopping. Over the past few months John Lewis have become more of this and adapted its business model appropriately so that they are capable of understanding customer expectations, with regards to convince and availability. Another major development has been the increasing use of media and subsequent positive word-of-mouth recommendations. Such tools are viewed by companies as an important ingredient to their overall strategy, not just in terms of communicating with customers but also in gaining further knowledge through customer feedback which can assist them in gaining further knowledge through customer feedback which can assist them in engaging more with their customer base and addressing any potential problems or other threats. Technology is considered as pro viding more choice to customers but increasingly is being embraced within the overall customer management strategy and is likely that this will intensify going forward and further facilitated by new developments such as improvements in text analytics and the capture of real-time data (Gartner, 2011) Environmental Factors Making the right long term decision is one of John Lewiss founding principle, environmental sustainability is key to this approach. There are programmes, processes and targets in place to ensure that environmental commitments are delivered (John Lewis 2009) John Lewis recently revealed new plans where their key aim is to cast their CO2 emissions to 15% by 2020 (Reynolds, 2012) Legal Factors John Lewis is also impacted by changes to employment regulations as well as procedures guarding trading standards. Over the recent years many retail competitors such as Primark and Gap have been negatively criticised due to concerns on the unethical sourcing and manufacturing of products. Primark, a leading High-street label attracted unpleasant headlines in the media in response to claims they were using child labour, consequently affecting their position in the market. Other changes in the economic framework of overseas markets on which John Lewis depends on depend on

John Steinbeck :: Essays Papers

John Steinbeck John Steinbeck was born on February 27, 1902 in Salinas California, shortly after the end of the Civil War. His mother was a schoolteacher in the public school system in Salinas. Steinbeck grew up in the fertile California where he found the materials for most of his novels, and short stories. Steinbeck demonstrated a great imagination, which was kindled by writing at a very early age partly due to his mother, the schoolteacher, whom read to him at a very early at the many great works of literature. During his teen years, Steinbeck played various sports in high school, worked numerous part time, dead end jobs, and wondered around the fertile valley. The lessons, and observations he made while wandering provided much of the material for his later works. Steinbeck entered Stanford University in 1920, and even though he attended the school until 1925, he never graduated. Lacking the desire to acquire a formal degree from the Stanford University, Steinbeck wandered to New York to pursue a writing career. While working on his writing, and while receiving an endless supply of rejection slips, Steinbeck worked odd jobs. The New York American newspaper was where Steinbeck held a job, writing various articles, for some time before the newspaper went bankrupt. The failure of the newspaper and endless supply of rejection letter forced Steinbeck to return to California, broken but still hopeful. Steinbeck’s first novel, Cup of Gold, was published in 1929, two months before the horrific stock market crash, causing the novel to nearly unnoticed with barely fifteen hundred copies selling. 1930 was a very important year for Steinbeck in two areas. First he married Carol Henning and the newlyweds settled in Pacific Grove, which he often wrote of. There, Steinbeck met Ed Ricketts whose friendship strongly influenced Steinbeck’s works. During the Great Depression of the nineteen thirties Steinbeck knew many people who were considered to be the cross section of society, and shared many of the problems of the times with them. His father like many men, helped is family through the depression with a small house and twenty-five dollars a week. Throughout the depression era Steinbeck wrote of people struggling to make ends meet around the California, Mexico region. One of Steinbeck works, Tortilla Flat, marked a turning point in Steinbeck’s literary career.

Shiloh Essay -- essays research papers

Good bye Norma Jean The death of an infant can modify one’s characteristic and psychological behavior to the point of suicide. In Bobbie Ann Mason’s "Shiloh" she leaves the ending of the story for her readers to draw their own conclusion of how Norma Jean leaves her husband Leroy. Most readers see her divorcing Leroy and starting a new life as an independent woman (Cooke 196 par.1). When in fact, this is a story about a bereaved mother who at the end, takes her own life due to the guilt over her child’s death. There are many clues to lead to the fact she took her own life. I found it interesting Bobbie Ann Mason gave the character the name Norma Jean. Norma Jean was also the real name of Marilyn Monroe. Marilyn Monroe’s depression and inability to find lasting happiness resulted in psychological disorders with the end result of her taking her own life. The character Norma Jean fits all the psychological characteristics of behavior change in mothers who are coping with life after losing their child to sudden infant death syndrome. The most common symptoms are anxiety and depression (Boyle 933 par.1). She is always trying to stay busy. First she decided to build her own body up. She goes to the gym or does exercises around the house whenever she is home. Second she decided to take night classes at her local community college. She comes home and writes essays of stories she has read. She never seems to be in a relaxed state of being. These are signs of anxiety. The definition of anxiety is uneasiness. She can’t decide what she wants to do with herself. There are many reasons for her depression. She is trying to cope with the death of her child, her empty marriage to Leroy and her less than supportive mother. The death of her child occurred while she and Leroy were watching a movie at a drive in theater. Her child then four months old was in the back seat. Studies have shown the amount of guilt a parent places upon themselves leads to emotional, psychological, and social consequences (Boyle 933 par 5). The relationship between the two parents becomes difficult to manage and needs tremendous care and guidance to maintain (Boyle 933 par 10). Of all the deaths a person might encounter, the death of a child is very traumatic and likely to lead to most severe consequences. It is reasonable to anticipate that families who lose children from SI... ... She told her husband she was going to leave him, not divorce him. "Everything was fine till Mama caught me smoking." "She won’t leave me alone- you won’t leave me alone. I feel eighteen again. I can’t face that all over again." "No, it wasn’t fine" (Charters 973 par 20 and 22). She is trying to tell him she has not been fine since the death of their baby. Norma Jean has reached the bluff, and she is looking out over the Tennessee River. Now she turns toward Leroy and waves her arms. Is she beckoning to him? She seems to be doing an exercise for her chest muscles. This is where she is waving her arms up in disgust. She has had enough and can not take anymore. Here is a woman who has been depressed since the death of her child. Living in a negative environment of a lifeless marriage and a critical mother. Here is where she plunges backwards into the Tennessee River to end all of her misery. In conclusion, I believe Bobbie Ann Mason’s character Norma Jean was not symbolizing the modern woman striving to find her identity and individuality, but a bereaved mother who’s depression and inability to accept life takes her own.