Opening A Cafe In Moscow Russia Marketing Essay

Opening A Cafe In Moscow Russia Marketing Essay We are a newly established company in food and drink industry. We plan to set up our first cafà © shop in a business area in Moscow, Russia. We want to differentiate ourselves from our competitors by providing high product quality and high service quality. Our cafà © shop is not only a place for people to enjoy life but also a suitable place to work. Russia is a very different in culture (Euro-Asia) comparing to other western countries. It changes so quickly that we need to work deeply on our marketing plan to adapt to this fast changing market. 2. Market Analysis 2.1. The Market of Russia Russia is the worlds largest country in terms of area, stretching from the Baltic to the Pacific across 10 time zones, with an estimated population of 144 million. Russia is one of the fastest growing emerging markets at present with a GDP growth of 7 percent in 2008. Revenue from crude oil and natural gas exports and strong domestic demand are contributing to a booming economy, making it the bright spot in an otherwise challenging region. Russia ranked third, in A.T. Kearneys Global Retail Development Index 2008, which qualifies it as one of the most attractive retail markets for international investors. Robust income growth, a reduction in unemployment, consistent government policy and a rapidly increasing middle class offer optimistic expectations for the future development of retailing in Russia. 2.2.The Market of Moscow ¼Ã‹â€ where we want to set up our first cafà ©Ã‚ ¼Ã¢â‚¬ ° Moscow is the capital and the largest city of the Russian Federation. It is also the largest city in Europe, with the Moscow metropolitan ranking among the largest urban areas in the world. Moscow is a major political, economic, cultural, religious, financial, educational, and transportation centre of Russia and the world. 2.2.1. Population According to the 2002 Census the population of the Moscow was 10,382,754, however, this figure only takes into account legal residents. Substantial numbers of internal migrants mean that Moscows population is still increasing. 2.2.2. Economy Moscow is a major economic centre and is home to the largest number of billionaires in the world, which is the reason why we choose Moscow to start our Cafà © chain business before expand to other cities of Russia. Since a significant portion of Russias profits and development is concentrated in Moscow as many multi-national corporations have branches and offices in the city, we may consider whether to target this segment of white-collar working class by providing a special quieter area in our coffee shop especially for them, with Wi-Fi free of charge, making them feel that our coffee shop is a suitable place to work while enjoying their coffee break. 2.2.3. Crime However, while the overall stability has improved in the recent years, crime continues to remain a problem hindering business development. Pick-pocketing is frequent in Moscow, as well as burglary from vehicles. Organized crime in Moscow and Russia in general, has often been involved with drug trafficking, cyber crime, prostitution, and financial crimes. Thus, we have to consider the security level when we are selecting the location of our coffee shop(s), not only for the safety of our shop itself, but for the safety of our employees and our customers. 2.2.4. Transportation Air There are five primary commercial airports serving Moscow: Sheremetyevo International Airport, Domodedovo International Airport, Bykovo Airport, Ostafievo International Airport and Vnukovo International Airport. We may consider whether we open a coffee shop inside the Sheremetyevo International Airport or/and the Domodedovo International Airport, as Sheremetyevo International Airport is the most common entry point for foreign passengers, handling 60% of all international flights, while Domodedovo International Airport is the leading airport in Russia in terms of passenger throughput, and is the primary gateway to long-haul domestic and CIS destinations and its international traffic rivals Sheremetyevos. Metro Local transport includes the Moscow Metro, a metro system famous for its art, murals, mosaics, and ornate chandeliers. Today, the Moscow Metro contains twelve lines, mostly underground with a total of 177 stations. The Moscow Metro is one of worlds busiest metro systems, serving more than nine million passengers daily. Again, when selecting the location of our coffee shop, we have to take into account the transportation factor. We must choose a place where it is not only easy to recognize but also convenient to arrive at. 2.2.5. Internet User Internet penetration is lower than in Western countries, although it is developing at a fast pace in Russia, and is currently at 30.2%. The number of internet users has risen from just 220,000 in 1995 to 42,936,000 users in 2007. Service providers are expanding beyond their traditional markets in Moscow and St. Petersburg into Russias regions. Although still low at around 38%, PC penetration improved rapidly from less than 1% in 1990. Continued growth in the home ownership of PCs will spur further development in the number of internet users as PC ownership and internet development are closely linked. Possession of PC and growth of internet users: 2002-2007  ¼Ã‹â€ Source: Euromonitor International from national statistics/ITU ¼Ã¢â‚¬ ° 3. Industrial Analysis 3.1. Foodservice Industry in Russia Cafà ©s and restaurants account for 37.3% of the industrys value in 2007. 3.1.1. Market Value Forecast The compound annual growth rate of the industry in the period 2007-2012 is predicted to be 5.1%. 3.1.2. Market Volume Forecast The compound annual growth rate of the industry volume in the period 2007-2012 is predicted to be 0.3%. From the above data, we can see that the market volume for the next 5 years is expected to grow steadily but low in growth rate, In 2012, the Russian foodservice industry is forecast to have a volume of 5,112.1 million transactions, an increase of 1.7% since 2007, while the market value during this period will enjoy a healthy growth. In 2012, it is forecast to have a value of $6.5 billion (165.6RUR billion), an increase of 28.3% since 2007. That is to say, the market will be in a trend with low volume of transactions but can generate higher value. This information will lead us to differentiate our cafà © shop from other common coffee shops by providing high quality of products and service with comparatively higher prices. 3.2. Hot Drinks Industry in Russia Coffee sales proved the most lucrative for the Russian hot drinks market in 2007, generating total revenues of $2.5 billion, equivalent to 64.1% of the markets overall value. In comparison, sales of tea generated revenues of $1.3 billion in 2007, equating to 33.5% of the markets aggregate revenues. 3.2.1. Market Value Forecast The compound annual growth rate of the market in the period 2007-2012 is predicted to be 2.2%. 3.2.2. Market Volume Forecast The compound annual growth rate of the market volume in the period 2007-2012 is predicted to be 0.9%. In 2012, the Russian hot drinks market is forecast to have a value of $4.3 billion, an increase of 11.3% since 2007, and a volume of 285.8 million kg, an increase of 4.7% since 2007. Again, the above data justifies our decision of entering Russia market, as coffee still remains the most popular and important hot drinks among Russians. Buyer Power Self-realized muscovite people with high consumption potential Spontaneous group of people buying compulsively Needs and wants change very quickly 3.3.Porter five forces Indirect Competitors Retail stores and malls New Players New large groups like Starbuck chain look at enter the market Long time to enter the market because of barrier of laws and government Number of new players already in the market Foodservice Industry Russia Number of new companies, choice offered to the customer Higher growth in value than in volume Differentiation in product quality and visibility Brand building is key for this market very competitive market Services alliances (suppliers) Necessity to make alliances with suppliers to survive Importance of having good quality food at low price  ¼Ã‹â€ Source ¼Ã… ¡DataMonitor Published September 2008) 3.4. SWOT analysis STRENGTHS WEAKNESSES Strong market growth Purchasing high quality raw materials give us a competitive advantage Being able to adapt our product and business model to the market needs and wants customer changes Strong market study to verify our assumptions on the field and later on adaptation through regular surveys Strong operation process Alliances with suppliers Staying aware of the different cultures that exist in Moscow Strong values in accordance with customers own values (e.g. on quality respect) Time to implement the structure due to our lack of market knowledge Seasoned industry (week-end and days off for holidays because of business area) High cost for commodities (high level of equipment required) Build a partnership with business partners can be long and not solid enough Lack of stability of human resources OPPORTUNITIES THREATS Taking into account the market changes High capacity for adaptation Having a leading strategy In Moscow will put us one step ahead from competitors, is a key factor to create a new trend Create a team spirit in the company that keep Faithful the human resources Government regulation: Competitors like Starbuck Coffee with a financial advantage Market demand difficult to evaluate 4. Strategies Our strategy is a market penetration strategy, focusing reaching a new customer market niche. Current products New products Current Markets Market penetration Strategy Product-development Strategy New Markets Market development Strategy Diversification Strategy Source: Strategies for diversification by Igor Ansoff Our approach is to enhance relationships with our customers, the self-realized people that it corresponds to middle-aged people with a high consumption potential. 4.1. Objectives (a 5-year Plan) Investment: 100,000 euros for the first cafà © shop Timetable: Time actions results T0 +6 months Marketing study T0 + 12 months Preparation for the establishment of our first cafà © in Moscow Get everything done before operation (place, suppliers, HR, etc) T0+30 months (to be consolidated) (Breakeven point) (estimated after 18 months of operation) operation of our first Cafà © shop and consolidation At least to reach breakeven T0+36 months Find investors and prepare to open the second cafà © shop Open the second cafà © in the same city T0+ 60 months Find investors and prepare to open more cafà © shop Expend more cafà © shops in other cities in Russia Quantifiable Average number of customer per day Number of days of operation per year (5 days / week) Total sales per year Estimated profit after 2 years of operation (5%) 300 400 250 days 500,000 euros 25000 euros per year Achievable We think that our objectives are achievable and this lowest estimate will be consolidated. 4.2. Segmentation/Targeting To be useful, market segments must rate favorably on five keys criteria: It has to be measurable, substantial, accessible, differentiable and actionable. (Source Kotler Keller Marketing management second edition) The segment, we have chosen for this marketing plan complies with those criteria. Our target is the Self realized groups of Customers: What are their characteristics? Self-realized group is middle-aged people with a higher proportion of women. They have a high consumption potential. Their values go to life quality and healthcare. On the opposite of innovators group or spontaneous ones, they dont like advertisement. They want to make their own choice based on the facts they have access. What are our assumptions regarding to the benefits this type of customers want to find when entering in our Cafà ©? The list of characteristics we need to measure thanks to a marketing survey before applying to our Cafà © are the followings. Quality 1st Quick to get Comfortable when having more time Segmentation Customer type Benefits Innovators Spontaneous Ambitious Self-realized Settled Traditionalists Thrifty High quality drinks/food 3 1 5 1 5 2 6 High quality service 4 2 6 2 6 1 6 Relaxing area 2 5 4 4 2 4 5 Nice working area (with wi-fi) 6 6 1 3 4 6 5 Nice place to meet people 1 3 2 6 1 5 4 Takeaway/Phone order delivery service 5 4 3 5 3 3 4 Segment B A C A C D D Targeting: We want to target segment A which include Spontaneous and self-realized people. The second largest group, the Spontaneous, is dominated by men and singles, and they often buy goods impulsively. The Self-realised are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare. Explanation of the customer types in segmentation: Region-Media, specialists in Russian advertising, have conveniently identified seven types of consumers in this market. The growing group of Innovators are mainly based in Moscow, prefer to spend their free time involved in sports activities and active leisure and eat out in restaurants featuring exotic cuisine. The second largest group, the Spontaneous, is dominated by men and singles, and they often buy goods impulsively. The cluster of the Ambitious is smaller, and relies on advertising when looking for a product. The Self-realized are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare. The largest group are the Settled (25% of consumers in Russia and 21% in Moscow), a rather traditional group with great brand affinity: innovations barely interest them. The Traditionalists pack a low consumer potential, as half of them are retired and lo yal to retail outlets that have survived since Soviet times. The last and smallest cluster, Thrifty, mainly shops in discount shops. (Source: www.euromonitor.com Top 10 consumer trends in Russia) 4.3. Positioning To convince customers of our targeted segment that coming in our cafà © will offer the benefits they need. To spontaneous and self-realized people in Moscow that our cafà © shop is a nice place for both working and relaxation, because it offers products and services in high quality, free wi-fi access, takeaway/ phone order delivery services, 4.4. Designing the Offer ( Marketing Mix) 4.4.1. Products We offer high quality drinks and healthy food with first rate raw material. For us, products must be natural and fresh. Examples: Coffee ¼Ã… ¡ The basic offer contains, cappuccino, latte and espressos made with grains from different countries as Brazil, Italia, Colombia or Kenya. Chocolate: Our Caramel Chocolate is a creation with cold chocolate, whipped cream and a drizzle of hot caramel syrup. The Canadian chocolate is made with dark chocolate and cranberries. Tea: Our basic offer is represented by international flavour as Green tea and white tea from Japan and China and yellow tea, a very rare and delicate blend from China. The last one is Ceylon tea, a black tea from Sri Lanka. We also offer flavoured teas as Jasmine tea from India, a combination of green tea and oxidized jasmine flowers. The Mint tea from Morocco is Gunpowder tea in which is added, during the infusion, fresh mint leaves and sugar. And finally, Earl Grey tea that is a tea blend with a distinctive flavour and aroma derived from the addition of oil extracted from the rind of the bergamot orange, a fragrant citrus fruit. Our Cafe Menu COFFEECHOCOLATE Espresso The essence of coffee extracted into a concentrated one ounce beverage Espresso Macchiato A shot of espresso marked with a dollop of foamed milk Traditional Cappuccino Espresso combines with a velvety milk foam. _ 1/3 espresso _ 1/3 steamed milk _ 1/3 frothed milk Mocha Espresso with foamed milk with chocolate syrup or powder added Latte Espresso combines with steamed milk, topped with a small amount of milk foam. _ 1/3 espresso _ 2/3 milk Americano Espresso diluted (after brewing) with an equal portion of hot water Latte Art Latte Rosetta Hot Chocolate Mexican Chocolate Canadian chocolate Caramel Chocolate TEA Bushells, Earl Grey, English Breakfast, Irish Breakfast, Vanilla, Arctic Fire. Herbal Teas: Red Zinger, Chamomile, Lemon, Peppermint Ceylon tea: a black tea from Sri Lanka Green tea yellow tea: from China White tea: from Japan Jasmine tea: from India Mint tea: from Morocco SOUP Tomato Dill Soup Creamy tomato soup with chunks of sweet tomato. Topped with sour cream. Chicken Tortilla Soup Steamy chicken broth loaded with smoked chicken, jack and cheddar cheeses, tortilla strips and scallions. Potato Cheese Soup Rich and creamy potato soup topped with jack and cheddar cheeses, bacon and scallions. Hot borchtch (à Ã¢â‚¬ËœÃƒ Ã‚ ¾Ãƒâ€˜Ã¢â€š ¬Ãƒâ€˜Ã¢â‚¬ °): Traditional Russians soups made with beetroot, beans, cabbage, carrots and beef with thick dark bread. Butternut Squash and Sage Soup Olive oil, onion, squashes, fresh sage, chicken broth , salt and freshly ground black pepper Shrimp and Basil Bisque Unsalted butter, onion , carrots , celery , bay leaf, long-grain rice, chopped tomatoes, basil leaves, heavy cream, salt and freshly ground black pepper White Bean and Rosemary Soup with Roasted Garlic Croutons Unsalted butter, olive oil, onion, carrots, celery, vegetable broth, fresh rosemary Creamy Potato Soup with Sour Cream, Bacon and Chives Bacon, onion, garlic, potatoes, chicken broth, salt and freshly ground black pepper , sour cream, Cheddar cheese ,chives Wintertime Tomato Soup with Grilled Cheese Croutons Olive oil, celery, carrot, tomatoes, crushed tomatoes, tomato paste, vegetable broth, bay leaf, cream salt and freshly ground black pepper Stracciatella (Italian Egg Drop Soup) Chicken broth, eggs, grated Parmesan cheese, plus more for garnish, semolina flour, spinach, parsley, nutmeg, salt and freshly ground black pepper Mushroom Solyanka: cabbage with vinegar, tomatoes, and cucumber pickles, with little brine, mushrooms, onions, lemon skin. SALAD House Salad Mixed field greens with hearts of palm, red cabbage carrots. Served with your choice of a Candle dressing. Classic Caesar Romaine lettuce with herbed croutons in a creamy caesar dressing and sprinkled with toasted dulse. Chicken Salad Mixed leaves, chicken pieces, cucumber, tomato, corn, boiled egg and dijon mustard dressing Soba Noodle Salad Soba Noodles, ginger grilled tofu, shiitake mushrooms, edamame, julienne carrots, radish and sesame seeds over mesclun with a creamy wasabi dressing. Roasted Pear Salad Arugula, roasted pears, shaved fennel, cashew-tofu cheese and toasted walnuts. Served with a cranberry vinaigrette dressing. Aztec Salad Bi-color quinoa, black beans, red onions jicama topped with spiced pumpkin seeds and barbequed grilled tempeh. served over mixed field greens with a toasted cumin vinaigrette. Buffalo Chicken Salad Fried chicken tossed with spicy Buffalo sauce and served over a bed of mixed greens with Bleu Cheese crumbles, mushrooms, tomatoes and eggs. Best with Bleu Cheese dressing. California Bleu Salad Fresh mixed greens topped with Bleu Cheese crumbles, spicy sugared walnuts and fresh strawberries. Served with Bleu Cheese toast. Best with Sweet Balsamic Vinaigrette dressing. Hawaiian Chicken Shrimp Salad A skewer of spicy grilled shrimp and tender diced chicken tossed in a sesame marinade. Served atop fresh mixed greens with tomatoes, sweet pineapple chunks, walnuts and toasted coconut. Best with Asian Sesame dressing. Monterey Chicken Salad Herb seasoned or Cajun-style chicken atop fresh mixed greens with bacon and egg, tomatoes, jack and cheddar cheeses. Best with Honey Mustard dressing. Spinach Goat Cheese Salad Leaf spinach, red onions, mushrooms, bacon and egg with goat cheese, topped with spicy sugared walnuts. Best with our Hot Bacon Vinaigrette. Asian Sesame Salad Diced fried chicken tossed in our sesame marinade over mixed greens, red onions, tomatoes and mandarin oranges. Topped with Asian noodles. Best with Asian Sesame dressing. Smoked Chicken Cobb Salad Smoked chicken atop mixed greens with tomatoes, black olives, red onions, jack and cheddar cheeses and crumbled bacon. Best with Ranch dressing. Provence Salad Chicken, ham, corn, peppers, cheese, cucumber, tomato, egg, mixed salad with a whole grain mustard and herbs de Provence dressing Nordic Salad Smoked salmon from Norway, egg, salad, sorrel, chives and raspberry vinegar Scallop Caviar Salad Fresh scallops, sevrugas caviar, endive, cider vinegar and saffron SMOOTHIES and HEALTH DRINKS Orange, Banana or Berry Smoothie Milkshakes Banana, Strawberry, Mango and Kiwi with pieces of white and dark chocolate on the top. Vitamin Power Strawberries, kiwifruit, yoghurt, soy milk, wheat germ and honey (high in vitamins) Pick Me Up Banana, pineapple juice, coconut milk, yoghurt, honey, wheat germ and ice (energy booster) San Pellegrino Still or sparkling water Freshly Squeezed Orange Apple or Cranberry juice Glass of Milk DESSERTS Carrot Cake Decadent Chocolate Cake Daily Cheese cake Sweet Potato Pie Seasonal Fruit Crumb Pie Chocolate Mousse Pie ( For the detailed price, we have to consolidate it during the first 6 months of detailed marketing study) 4.4.2. Services Our employees are well trained waiters and waitresses. They will always welcome customers with warm smile and serve you in a very polite manner. We also offer takeaway or phone order services for people in a hurry. We just want to provide as much convenience as possible to meet our customers needs. 4.4.3. Price According to our marketing research, the average cost for drinks is around 100RUB (3euros), desserts for 100RUB (3euros), a good meal costs about 400RUB (12euros) for one person, etc. As we are a cafà © with better products and services, we would price our products above average, say: CoffeeChocolate: 5-8 euros Drinks: 3-8 euros Tea: 5-10 euros Soup: 5-8 euros Salad: 5-10 euros Desserts: 3-8 euros 4.4.4. Place (distribution) We plan to find a place near the business area because our main target is business people who care about quality of the products and services. In our future planning, we would like to develop our cafà © business in Russia through franchising after we have established the model of our cafà © brand, of course, this idea should be based on the good operation result of our first cafà © shop. 4.4.5. Promotions As we are a totally new cafe shop in Moscow, it is very necessary to use effective ways to make us known to Moscow people. We plan to use the following methods to promote ourselves: Advertising Advertise our cafe shop on magazines such as business magazines, food magazines, etc. and newspapers Advertise our cafe through radio, so that Moscow people can get the information during breakfast time, driving a car, etc. We do not plan to do advertisement, for it is too expensive for us, however, radio ads is a comparatively cheaper way. Showing billboard-type ads in business areas Using transit ads on buses, subways and commuter trains Internet Marketing We decide to build up our own website in order to provide as much information as we can to attract more customers. Sales Promotion Establish customer management system. Offer a fidelity card for customers when reaches a certain amount of consumption. And each time they consume in our coffee shop, they earn points into his card. The earned points can be used as cash to pay for the products they buy in our cafe shop. Offer coupons occasionally Offer free goods according to different national holidays (eg. Valentines Day; Christmas, etc. 5. Action Plan Research has shown that: Relationship Marketing is the ongoing process of identifying and creating value with individual customers and then sharing the benefits from this over a lifetime association. It involves Understanding, focusing and management of ongoing collaboration Between suppliers and selected customers For mutual value creation and sharing Through interdependence and organizational alignment. (From Gordon, Relationship Marketing, pg9.) To implement our strategy with this approach we need to focus on customer benefits on a long time scale basis. The action plan has been established using this approach. What Objectives Benefit When Who/Lead Team organization Organize the whole team. What are the objectives, the milestones, people in chargeà ¢Ã¢â€š ¬Ã‚ ¦ Project Manager (PM) Align the project strategy with the business customer expectations Be align on a same set of objectives Going the same way. PM Project Launch Start the new project and let it know Project team/PM Describing the process and the people involved Be aware of the advantages each one has to forecast and organize in advance. Understand the constraints and possibilities offered by the process. By knowing who is doing what and for which purpose, people can improve the whole process Taking into account the customer survey Designing the offer, adapt the menu Adapt to the consumer requirements Designing the offer

Macbeth Act Iv Lines 111-134

In Macbeth Act IV scene 1 lines 111-134, William Shakespeare heightens the themes of guilt and conscience and order and disorder, Shakespeare also furthers Macbeth’s character in his ambition all through the utilization of punctuation, imagery, and irony through royal imagery. In this passage, Macbeth speaks to the wierd sisters and they speak back to him, the passage ends with a soliloquy. We already know going into this section of the play as previously discussed by my colleagues Keegan and Alex, that Macbeth has gone under quite a change.Out of fear and paranoia, he has decided to seek out the witches in search of the answers of his future. Although macbeth has experienced this change, his guilt of the murder of Banquo is evident in this passage. Macbeth has just been given his prophecy and this bonus hallucination is given by Shakespeare as a glimpse into Macbeth’s state of mind. The First device shakespeare utilizes is punctuation. With one quick glance at these li nes, Shakespeare's vast use of punctuation is immediately evident.In these lines there are six periods, nine exclamation points, five colons, two semicolons, nine commas, and five question marks. Firstly, shakespeare utilizes exclamation points, which are only found in Macbeth’s lines to display Macbeth’s surprise in the hallucinations he is witnessing, this surprise then brings Macbeth to question what the witches are showing him, hence the use of question marks. For example, in line 115, Macbeth asks â€Å"why do you show me this? † and before his question can be answered, yet another hallucination of a king enters.A similar event occurs at line 118. Usually when there is a comma used, there is another thought which follows, this occurs when Macbeth says â€Å"and yet the eight appears, who bears a glass† â€Å"Banquo smiles upon me, and points at them for his† when the witch says â€Å"I’ll charm the air to give a sound, while you perfor m your antic round† and â€Å"that this great king may kindly say, our duties did his welcome pay† Alone, the utilization of a specific form of punctuation contributes its own benefits for example, a comma contributes another idea.Altogether, however, the massive amount of punctuation used by Shakespeare really creates a sense of confusion, thus heightening the theme of order and disorder. The second device used is sorcery and supernatural imagery. Examples of this found in the text are â€Å"spirit† â€Å"filthy hags† â€Å"crack of doom† â€Å"blood-bolter‘d banquo† â€Å"antic round† and â€Å"accursed† Shakespeare's use of such words reinforce the presence of the supernatural that Macbeth is currently experiencing and further the theme of the supernatural.The third and final device Shakespeare uses is irony through royal imagery. In the vision of the eight kings which pass by Macbeth, all of whom looking like Banquo wh ich is irony in itself, Shakespeare describes the eight kings by only giving information on monarch related objects, for example, â€Å"thy crown does sear mine eyeballs† â€Å"thou other gold-bound brow is like the first. † â€Å"some I see that two-fold balls and treble scepters carry†.Shakespeare furthers Macbeth’s character as the fixation of the crown related objects suggests Macbeth’s hunger and obsession for power has grown thus heightening the theme of ambition and furthers Macbeth’s character in illustration of the change that has overcome him. As stated earlier, Macbeth has already received his prophecy, so why would the witches give him more visions? In the lines prior to the start of the show of kings, all the witches say, â€Å"Show his eyes and grieve his heart, come like shadows, so depart. What the witches are doing Is creating vision out of Macbeth’s guilts fears and worries, thus the eight kings which appear. Shakes peare is suggesting that Macbeth’s immense guilt of Banquo’s death, and hunger for power are the reasons causing this bizarre hallucination, which continues to further Macbeth’s character in the theme of ambition and guilty conscience in the illustration of his obsession with the crown and Banquo.So far, we have focused upon the devices present in the lines, but what about the devices that aren’t? Shakespeare did not include a time motif in this passage, not while the witches were present that is. When the witches disappeared, the time motif is reaffirmed. Time, is man made and represents order, in the absence of the time motif while the witches are present Shakespeare is suggesting that the witches are the root of the disorder and chaos experienced, thus heightening the theme of order and disorder.In the context of the human condition, Shakespeare suggests that one’s colossal guilt and desires manifested in length will eventually lead to their ine vitable destruction. Understanding the sins we have committed, and learning from the mistakes we have made is utterly important in our mental health and in some cases our existence. The opposite is displayed in Macbeth’s character as he continues to strive for an increase in power. This ambition is unhealthy, and eventually leads to Macbeth’s destruction.Not only is this aspect of the human condition found in Macbeth, but is also commonly found throughout history, most recently, the late Muammer al-Gaddafi of Libya, who’s obsession for power in his own country, just like Macbeth lead to his timely end. In the tragedy of Macbeth act IV scene I lines 111-134, William Shakespeare forces the reader to question human nature as it pertains to guilt and unchecked ambition in the face of desperation and confusion. Now Dmitri will deconstruct his lines through a video presentation. Thank you.

Are gender differences still prevalent in todays society

Are gender differences still prevalent in todays society? Social roles, can be created from a culture and birth. Kate Chopin’s â€Å"The Story of an Hour† was a short story based on the social roles in the 19th century, the Based on the roles that the husband and wife played during that era. Women had no rights and some wanted freedom and a voice. Kate Chopin became that voice. Love and passion, marriage and independence, freedom and restraint - these are themes of her work distinctively realized in story after story. http://www.loyno.edu/~kchopin/new/women/motherhood.html Women in the 19th century, whom are considered adults, married by the age of twenty-one, they had fewer social choices when compared to modern women today. Unless†¦show more content†¦Women were denied rights are weren’t given the respect that they earned form achievements. They weren’t given positions that were dominated by men, women were treated as second class citizens, and Social roles put women in the category of maids and ca regivers. The American culture was ready for a change. More women were entering the workforce, searching for gender equality. One major change was in the bedroom. The federal government had finally approved a birth control pill. This helped give women an opportunity to accommodate choices, and freedom, for their personal lives. A few males and females didn’t agree with this action. Few wondered how women could be so selfish. Women went through countless objections, they proved that it wasn’t personal but distinguish by power with political meaning. The women argued that assumptions were being made saying they were followers and needed men to lead them, women were the ones to take care of the children and men handled the business and talked about issues and solved them. This was simply not the truth and this way of thinking kept women from equality. And not allow them the freedom to choose for themselves what they could and should think and do. Women wanted a change. Women pressed for the removal of the social gender roles and obstacles that had held back womens choices. Issues including reproductive rights, educational rights and career options, legal choices and personalShow MoreRelatedReligion Is The Involvement Of Women And The Roles That They Play1734 Words   |  7 Pages12-15). Although there are many differences between the diverse religions of the world, the similarities seem to be more apparent. One subject that seems to be underrepresented in the study of religion is the involvement of women and the roles that they play. â€Å"†¦there is much value in examining how women are perceived and treated in different traditions† (Anderson, xii). 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What Is The Gender Wage Gap1507 Words   |  7 PagesGender wage gap still exist What is the gender wage gap you may ask? It is the difference between men and women s wage in a working society.Wage equality have been around since the 1900’s when women were able to work while the men were at war.But many believe that it does not exist still in today’s society.Even in the 21st century discrimination and sexism is causing big problem for young women and it is providing inequality for women.Discrimination is very prevalent in today s society whetherRead MoreWhy Do People Struggle For Accept Those Who Are Different From Themselves?1479 Words   |  6 Pagestheir race, sexual orientation, and gender. Gender inequality in specific has gone through a vast amount of changes, especially as women eventually began to speak out against the rules and laws that bound them. They protested against their lack of rights, the notion of being entirely dependent on their fathers and husbands, and the idea that they were even to be viewed as less than human by men. Becau se of this, it is almost impossible to track back the root of gender equality to one instance in historyRead MoreWhite Privilege1376 Words   |  6 Pagesexperience the affects of white privilege? During this investigation I seek to explore the differences in privilege that males and females, of different race and ethnic backgrounds, experiences in their daily lives. My fellow Sociology of Race and Ethics classmates and I will conduct Peggy McIntosh’s White Privilege survey, in hopes to find any differences in privilege felt by individuals of varying age, gender, race or class membership. My hypothesis is: According to Peggy McIntosh’s White Privilege

Marketing Plan for Down at Hele Free Essay Example, 2500 words

It is evidently clear from the discussion that a marketing plan comprises of basic three analysis; they are the internal environment, customer environment, and the external environment. The external environment comprises of relevant external factors to a business such as competitive, economic, social, political or legal, technological and social related factors. The external environment of a business can be examined in different ways, but one of the major typologies for that is analyzing the opportunities and threats in relation to various external factors as mentioned above. Lamb, Hair, and McDaniel addressed this as Environmental Scanning and they considered it to be an essentially important element in preparing an effective marketing plan. As far as technological, social and ecological factors are concerned, Down at Hele seems to have many favorable developments since the idea the company puts forward will certainly attract a general appeal from people who give much concern on gr een environment. Down at Hele is not going to simply exploit the natural resources of hedgerow or farm products, but rather, it can help contribute to green marketing as well as pollution-free concepts of business and thus it can contribute to better brand equity as well. We will write a custom essay sample on Marketing Plan for Down at Hele or any topic specifically for you Only $17.96 $11.86/pageorder now Economic recession, financial troubles due to fluctuations in financial factors etc may seem to be threats in its marketing scenario, but they are quite same for all the firms and industries in the country. As the company needs to depend on a bonded warehouse, it has to get allied with the government and this seems to be an obstacle. The company may face difficulties in raising funds from the Coalition government for replanting of the hedgerow. In developing a marketing plan, the firm primarily requires to predict the extent and nature of its competitive rivalry and to identify how strong and powerful the competitors in the industry. Competitor analysis is not only a component of the marketing plan but also an important strategic tool since knowing values and propositions offered by the competitors will help the company design and develop the market accordingly.

Is Classic Novels Be Adapted Into Successful Modern Movies

Amanda Lockhart Ms. Solomon English 1020-003 17 October 2016 Can Classic Novels be Adapted into Successful Modern Movies? Emma’s Clueless About Clueless I. My audience for my research paper is people attending a pop culture conference. The movie Clueless is based on ‘90’s pop culture, even though the movie is based on Jane Austen’s Emma which is over a century old. My audience will be people who are interested in learning more about whether or not classic books can be adapted into successful movies set in a more modern time period. II. Film is a major part of American culture. It’s something that Americans see every day, multiple times a day. And increasingly over the past few years film adaptations of literature have increased in popularity. Film adaptations of literature are usually a hit or miss when it comes to how good the adaptation is. I researched a specific movie adaptation Clueless, which is adapted from Jane Austen’s Emma, and compared it to another film adaptation of Emma that was a completely different style. The 1996 version of Emma follows the novel far more closely than Clueless does; Clueless is a modernized adaptation set in the 1990’s. The two adaptations are polar opposites, and surprisingly Clueless is the more successful out of the two. My research encompassed why and how Clueless was the more successful adaptation when it was the least like the original novel. From my research I concluded that to create a successful adaptation, a director does notShow MoreRelatedTran sformers: Revenge of the Fallen1588 Words   |  6 Pagesâ€Å"Transformers: Revenge of the Fallen†. 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Erythrocyte sedimentation rate Free Essays

Instructions: Read the information below. Do not simply answer the questions!! You will hand in your work on a separate piece of paper. Please put your information in paragraph form. We will write a custom essay sample on Erythrocyte sedimentation rate or any similar topic only for you Order Now Include any information you have found which helped you to answer your questions. The better Job you do of explaining your results, the more points you will receive. Best wishes and remember to cite all resources! A 34-year-old male from India presents with slowly progressive discovered skin attaches and nodules accompanied by a strange deformity of the nose. The patient has a history of nasal stuffiness and some nasal discharge which is slightly bloody; he also reports loss of libido. A physical examination reveals the following: leonine faces; loss of eyebrows and eyelashes; nodules on the sclera; a depressed nasal bridge; adipose fat deposits in the breast; testicular atrophy; many symmetrical, flat, discovered areas on the skin without defined borders; numerous nodules broad, raised areas on the skin; partial loss of pinprick and temperature sensation; no noticed changes; symmetrically enlarged lunar and common personal nerves. A blood work-up was ordered and the CB showed mild anemia. The erythrocyte sedimentation rate was slightly elevated. Swabs were taken from the skin patches and they revealed numerous acid-fast bacilli on modified ZEN staining. 1. What disease does this patient have? (be specific! ) 2. What Is the causative organism? 3. What are some of the complications seen associated with this disease? 4. What Is the mode of transmission of this disease? 5. What Is the recommended treatment for this disease? How to cite Erythrocyte sedimentation rate, Papers

Companies In Developing In The Marketplaceâ€Myassignmenthelp.Com

Question: Discuss About The Companies In Developing In The Marketplace? Answer: Introducation In today's corporate era, efficient management of quality is essential for long term growth and success of companies. It can be expressed that the competition among businesses operating in the technology industry has become highly intense and now it is no longer easy for organizations to sustain in the marketplace. At present, companies are required to emphasize on improving the overall quality of products and services to attract new customers and retain the old ones. Quality management is crucial for businesses as it increases the degree of customer loyalty and satisfaction(Bellezza Keinan 2014). At the same time, quality assists corporations to attain their long and short term objectives. However, it can be critically argued that instead of managing quality in products and services only, businesses are required to encourage quality improvement practices in all operations and functions. High quality in products, services, and processes assists companies in developing a strong brand image in the marketplace. In the present era, small and large scale enterprise uses different types of quality management tools with an objective to enhance their operational capabilities. Some of the necessary tools which business use for carrying out improvement in their process includes cause and effect diagram, check sheet, histogram, control charts and stratification. All these tools support organizations to identify loop holes in their existing process and take corrective measures to eliminate the same. Furthermore, quality processes help companies to manage their overall cost of operations in the best possible manner. On the contrary, it can be argued that management of quality among processes is not an easy task for companies as they are required to carry out changes at regular intervals(Blackston Lebar 2015). In addition to this, implementation of quality management tools and techniques requires lots of time and efforts. The present study is based on Apple Inc. which is a technology company founded in the year 1976. In the context of revenue generated, Apple is considered as the second largest company in the world. The company offers different types of hardware and software related products and services to its customers(Eraslan, ? Yurdakul 2016). Its product range includes Smartphone, tablets, personal computers, software, etc. Since its establishment in 1976, the company has witnessed huge success in the marketplace, and there are various factors associated with this success. For example, the brand is famous for its innovations in products, services and it is also considered as the major strength of the brand. Apart from this, the high degree of brand loyalty among customers of Apple is another major factor which has contributed to growth and success of the organization. Brand loyalty has also assisted the organization in getting the competitive advantage over other market players. Definition of quality and process identified Quality can be defined as the essential characteristic or feature of the product which can satisfy the need and demand of the consumer. Furthermore, it can be expressed that there are different aspects which integrate together and form quality. For example, some people refer quality with good design and functionality(Clarke Boersma 2017). On the other hand, some individuals consider aspects such durability, value for money and consistency while defining quality. The intense competition in the technological industry has encouraged companies to emphasize on quality of their manufacturing process, products, services and other areas of management. Since its establishment, the products and services of Apple are popular because of their high-end quality which other brands in the market have failed to offer. The brand has been able to attract a large number of customers even with its high price strategy. The rationale behind this is that people perceive that the product of Apple is value for money. The selected business enterprise carries out extensive market research to ensure high-end quality and innovations in its product range. At the same time, Apple has adopted the strategy where it sells its products and services by high-quality user experience instead of selling them on behalf of specifications. For a global manufacturing company, ensuring and maintaining product quality, in the long run, is not an easy task. Even big brands face issues and challenges linked to quality management and control(Zink et al. 2014). However, in case of Apple Inc., things are completely different as the band always seeks for offering high-quality products to all its customers. It can be expressed that during the process of manufacturing of Smartphone's also, the high-quality components are used by the organization. As compared to the other Android phones, the processing of Apple Smartphone is quite useful. Since its establishment, the company has always focused on the overall quality of products instead of emphasizing on quantity. This strategy has played a crucial role in long term growth and sustainability of the brand. In addition to this, high product quality has supported the company to acquire a higher degree of customer satisfaction and loyalty. Apple has always learned from its mistakes, and it keeps improving the overall quality of its products and services offered. For example, during the year 2007, the products or phones of apple were not considered as durable, and the company has worked upon the same. The present products of Apple are considered as highly durable and of high-end quality. Describing Existing process Apples product development process is considered as one of the most successfully designed procedures that are implemented by any other firm(Van der Lans, Van den Bergh Dieleman 2014). The first step in the Apple product development process is the generation of the idea that is launching new phone with distinct feature and quality. At this stage manager expresses to manufacture the new product and discuss brief information regarding the product and its features. Thus, for producing the new phone in series, it establishes design team that makes the blueprint of the phone that how it would look. The design team is separated from the Apple Company and follows their reporting structure that helps them develop the new product(Elmansy 2017). Once the design process has begun The Apple New Product Process (i.e., ANPP) is put into the action. It is defined as a detailed documentation of every step in product development process. ANPP also focuses on mapping out all the stages of creation and who will work on each of the stages. Along with this, it also determines who are responsible for completion of tasks. After that the Executive team weekly reviews every product of Apple that company has in process phase(Chen et al. 2015). This general meeting or review helps the squad to accomplish their goals by evaluating small division of the procedure on a weekly basis. Therefore, the production process of new product development would be completed within the two weeks. With the start up of the production process, both the responsible people that are Engineering Program Manager (EPM) and Global Supply Manager (GSM) together known as EPM Mafia will overview the production process of products in China. Both the managers will discuss the process and make the decision that will be best for the product. After the manufacturing of beta product at China EPM and GSM bring the product to Cupertino that is at the Apple Campus so that executive may review the product. At this testing stage if executive remark the product then it will be sent back to China so that product may have required modification(Panzarino 2012). Hence, this process will be repeated again and again so that product must attain the high quality standard. After that Packaging of Apple product is designed and the room is dedicated to devising packaging. The room for packaging has high security where prototypes are unboxed. Along with this, intensive testing has been performed so that it may provide the best experience to consumers. Therefore, the last step in the product development process is to generate Rules of the Road manuscript that assesses the entire process and each object within it. Along with this, it also explains the actions and responsibilities that need to be considered before the launch of a product. Problems with current process and causes of the problems It can be expressed that the present product development process which has been adopted by Apple has different issues which need to be identified and resolved as soon as possible(West Mace 2007). Ineffective planning/ forecasting can be termed as one of the most significant problems which lie within the existing process of product development. In the present era, companies are required to invest a substantial amount of human, technological and financial resources in the process of new products development. Furthermore, the process is also considered as very risk as the risk associated with failure of a new product in the market is very high. Apple has faced issues due to ineffective forecasting in the process of new product development. This can be justified by the example of iPhone 5 when the company adopted the strategy of pre-booking before the launch of products. However, it can be critically argued that the company was not able to meet the demand of iPhone 5 as it was exceeding higher than what it was expected(Ramaswamy Ozcan 2016). Apple was required to delay the delivery of product, and the company also canceled the pre-order booking of iPhone 5. It can be expressed that the overall brand image and degree of customer satisfaction were adversely affected by the problem of ineffective planning/forecasting in Apple's process of new product development. The product development cycle of Apple phones is very lengthy, and this is considered as another major problem which the company is required to resolve. This issue can be justified by the fact that iPhone 5 was launched on 21st September 2012 and after this, Apple took almost two years of time to launch iPhone 6. Customers of the company are required to wait very long for its new products, services, and this sometimes results in creating dissatisfaction among people in the market. Nowadays, people get bored by their Smartphone in every six months or 1 year(Page 2013). Furthermore, individuals also desperately wait to buy Smartphone with new features, processing, and technology. However, in case of Apple, people are required to wait for years to buy the new product or phone produced by the company. It can be stated that even the degree of brand loyalty is affected adversely because of Apple's lengthy product development cycle(Cho, Fiore Russell 2015 ). At present, Samsung is considered as the biggest competitor to Apple, and it launches new products with direct competition to Apple in every six months. For example, Samsung launched Galaxy S6 as the direct competitor of iPhone 6. Sometimes, existing users of Apple are do not prefer to wait for one year or two to buy the new product, and they are attracted to Samsung which has a short product development cycle. Another fundamental problem linked with the product development process of Apple is that it is very costly(Payne 2017). The cost incurred in the development of products is very high, and this encourages Apple to go for a high price strategy. It can be expressed that high price strategy has created obstacles for the company regarding attracting more and more customers. At present, the brand's target market only includes people who belong to the upper class and upper middle class of the society. It means the segment of the middle class or middle-income level is still unexplored by Apple and at the same time, Samsung has got the opportunity to capture high market share in this segment. Recommendations for process improvements Certain recommendations need to be implemented within the product development process of Apple so that it may quickly improve the process and maintain its quality. The recommendations are as follows- Short product development cycle- The key recommendation within process improvement include engaging in shorter product development cycle as presently the company launches their mobile phone in the gap of 2 years(Misra et al. 2016). Therefore, it results in shifting their clients and customers towards the other phone as the competitor are launching new phones on the regular interval. Thus it is recommended for the company to engage in shorter product development cycle so that they can make efficient use of technology and meet the requirement of customers. Effective planning and forecasting before the product launch- Another recommendation within the product development process of Apple is that before launching the new mobile phone in market manager must engage in effective planning and forecasting of demand. It has been stated that at the time of launching iPhone 5 company has not engaged in planning and forecasting the demand that results in affecting their image and shifting launching date after three months(Nahmias Olsen 2015). Therefore, it is required to have planning and proper forecasting so that it results in attaining the desired production of the product. Implementation of quality control process- Another recommendation for process improvement must focus on the implementation of quality control process within the product development process so that they can easily maintain high-quality standard within their product. With the help of quality control process, Apple Company can easily minimize the associated risk and hazard so that it may not hamper the product functioning(Mitra 2016). Cost- Another recommendation for process improvement focuses on reducing the cost factor within the product development process so that Apple can bring the new range of phones in the market that must be economic in nature. To manufacture a large number of phone, it is required by the company to lower their cost so that they can manage their production level(Cho, Fiore Russell 2015 ). Target market- It has been recommended that Apple also needs to identify and reach the broad customer base. Through targeting the middle-income customer company must engage in developing or manufacturing the mobile phone that would meet their income level(Khan, Jaber Ahmad 2014). Therefore, it is recommended to improve the production process. Along with this, through expanding the company's supply network, they would reach more of its targeted customers and give them high-quality sales and support experience will serve to increase market penetration. Describing the improved process The improved product development process of Apple will emphasize on shorting the period of product development and reducing the cost of operations. It has been identified that the company takes an enormous amount of time to develop and launch its new products(Lewis 2016). However, the new process will focus on creating and launching the new product in the gap of every six months. The result of this is that the company will be able to maintain a high degree of satisfaction among existing customers. At the same time, it will be able to attract new customers in the long run. The new and improved process will opt for reducing the cost of operations and selling the product at economical prices. The company will operate with two different product line, and here the products with high price and moderate prices will be offered to the people in the marketplace(Klingebiel Joseph 2016). From the above carried out research on Apple Company, it has been identified that the market segment of the middle class or middle-income level is still unexplored by the brand. Thus, the organization will be looking forward to launching new range of phones with moderate prices through its new product development process. The benefit of this is that Apple will be able to attract more new customers and enhance its existing market share. The company will be looking forward to setting up a manufacturing unit in other growing markets such as India. It will help the brand to lower down the cost of operations and reduce its dependency on one particular market which is China(Laugesen Yuan 2010). A process change strategy To carry out and manage changes within the product development process, Kotter's eight step change model will be taken into consideration by Apple. The entire process of change is mentioned below as: Increase the urgency for change- In this stage of change management, Apple is going to identify the critical threats and problems associated with its existing process of new product development. Furthermore, the company will also be exploring the key opportunities available in front of the business enterprise. Building the dedicated team of change management- In this stage, the company will start the process of convincing all its employees that change is now essential for long term growth and success(Hofmann et al. 2014). In addition to this, change leaders within the company will be identified, and they will be assigned with the responsibility to implement and manage variations in the best possible manner. Creating a vision for change - Here, Apple will be developing values which will be center and core to the entire process of change management. The company will be communicating its future vision and objectives in this stage of change management process. Communicating the need for change Apple will be using various types of informal and formal communication tools to inform all its stakeholders about the need and significance of the change in product development process(Hoog Strzempka 2010). This stage will help stakeholders to understand the fact that why changes in process are so essential. Meanwhile, it will also assist in getting adequate corporation from external and internal stakeholders. Empowering staff with the ability to change In this stage of change management process, the employee working in Apple will be empowered with different authorities and responsibilities. All the barriers and obstacles faced in the change management process will be removed by the company at this stage(Goetsch Davis 2014). Creating short term goals Here, the company will be recognizing and appreciating the efforts of employees for the accomplishment of short term goals. This strategy will act as the biggest motivator and will encourage workers to give their best in making the changes permanent within the product development process. Staying persistent In this stage, the company will be focusing on ensuring the fact quality of products and service is not affected due to the changes in product development process. It can be stated that at present, the products of Apple are in high demand because of high quality and any degradation in existing quality will result in creating dissatisfaction among customers. The brand image and value of Apple will also get adversely affected because of degradation in quality. In this stage, the company is also going to set various objectives and goals with regards to improvement in quality(Groover 2016). Making the change permanent- This is considered as the last stage of change management in which the changes made will be incorporated into the overall corporate culture of the brand. Here, the organization will emphasize on making the changes stick permanently within its new product development process. Expected quality outcomes Quality plays a significant role within the organization as it assists in meeting the requirement of customers. With the above possible changes in the process, it has been reviewed that it would meet the expected quality outcomes of Apple. The company does focus on meeting the quality standards of their phone as they are considered as the premium brand that offers quality electronic products in the market(Ferraro, Kirmani Matherly 2013). It has also been expected that Apple Company would be launching their smart phones in the short span of time that is mainly in 6 months. Thus, with the up gradation of the technology company is required to bring new technology to their product so that it would directly meet the requirement of customers. Apple has also stated that they would not compromise or degrade their quality standard with engaging in the new product development process. Along with this, above possible change in the product development process would expect in attaining quality outcomes regarding increasing their research and development activities(Johnson 2012). With the increasing research and development activities within Apple, Company manager can easily initiate the new feature or attribute that would be introduced in their new product. Along with this, it has also been expected that with research and development activities it also outcome in introducing new or upgraded technology for their operating system so that it may easily attract the customers and their requirement(Flanagin et al. 2014). In addition to this, from the above recommendation of implementing quality control process, it has been expected that employees would consider the quality standard while performing their activities(Sallis 2014). Along with this, for the expected quality outcomes employees within the company should be provided with appropriate training and development activities. With training and development employees must come to know regarding the quality and quality control process for overcoming the associated risk(Dennis 2015). With the above recommendation, the company also expects that an individual performance within the business must be above the standard. At the same time, for the success of Apple in electronic market quality is considered an essential tool that meets the expectations of customers. Conclusion From the above carried out report, it can be concluded that Apple is one of the leading brands in the market and it has been successful because of its quality. Nowadays, quality management practices have become essential for long term sustainability and in getting a competitive advantage over other market players. It can also be inferred that the existing process of product development within Apple has particular problems which need to be resolved by the company on the priority basis. The process of product development within Apple consumes lots of time and resources. For example, people are required to wait for years to buy new products of Apple. This has resulted in developing a high degree of dissatisfaction among existing users and has also discouraged new customers to purchase the product of Apple Inc. It has been recommended that Apple should emphasize on reducing the time consumed for development and launch of new product. Furthermore, it is also suggested that the brand should focus on the setting new manufacturing plant in developing economies of the world. The improved process will have a short span of product development, and the company will be looking forward to launching new product in almost every six months. This strategy will help in maintaining the interest of customers and retaining them for the long run. It can be concluded that Apple will be using Kotter's change management model to ensure that modification in its existing product development process is carried out in the best possible manner. Apart from this, it is also expected that the organization will not make any compromise in product quality. References Bellezza, S Keinan, A 2014, 'Brand tourists: How noncore users enhance the brand image by eliciting pride. ', Journal of Consumer Research, vol 41, no. 2, pp. 397-417. Blackston, M Lebar, E 2015, 'Constructing consumer-brand relationships to better market and build businesses. ', Strong Brands, Strong Relationships, , p. 376. 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