Finding Forrester Essay

Finding Forrester was directed by Gus Van Sant and released in 2000. The film was interesting. It showed you that anything is possible; you just need to put in hard work and effort. Gus Van Sant shows us that it does not matter where you are from, anything is possible. Jamal Wallace is an African-American boy from the Bronx who is secretly highly intelligent but he does not want anybody knowing because it will ruin his reputation at school, an example of this is when Jamal’s teacher asks him to recite a famous poem that he knows, Jamal lies and says he does not know it. William Forrester is an old, Caucasian man who is an alcoholic and has written a famous book. Forrester spends his days in his apartment because he is scared of the public and society. The film focuses on the theme of stereotyping. A stereotype is â€Å"a widely held but fixed and over simplified image or idea of a particular type of person/thing. † –Oxford Dictionary. Stereotyping is shown throughout the film, some examples of stereotyping in the film are when Jamal is at his new school and writes an amazing paper. His teacher, Crawford, does not believe Jamal wrote the paper because he is a black boy from the Bronx who is a fantastic basketball player. There is a stereotype about African Americans being good at sports (especially basketball), but here the black character is also very smart and interested in things besides sports. In fact, Jamal throws a basketball game so no one thinks he is just another black boy only good for basketball. Another example of stereotyping in Finding Forrester is Claire. Claire is Jamal’s first friend at his new school and we see right away that she does not discriminate but is a victim of stereotyping herself. Claire’s father is the man responsible for making the school for boys and girls so students see her as spoiled and think the only reason she got accepted to school is because of her father but she is actually a very bright girl. Basketball is an important symbol in the film, which symbolizes that even though Jamal is a great basketball player, it does not mean he is not smart. This is shown in the film when Jamal gets a chance to play basketball at his new school. Basketball represents the real world; it’s struggles, relationships, and competition. There are also some more very important symbols in Finding Forrester. The books in William Forrester’s apartment represent escapism, insulation from the real world, and the world of intellect. And the window which William Forrester watches Jamal and his friends play basketball is literally a window into the real world. Forrester watches the world pass by him though that window. The characters Jamal Wallace (Robert Brown) and William Forester (Sean Connery) form a friendship through their mutual interest in writing. This all started when Jamal and his friends notice an old man, William Forrester, watching them play basketball through his window. They notice that this old man has never left his house and actually gets grocery, mail, and clothes delivered to him. One day Jamal’s friends dared him to go into Forrester’s apartment and to take something from the apartment to prove he was actually in there. While in the apartment, Jamal gets frightened by Forrester and runs out but little did Jamal know that as he was leaving he left his backpack full of all his secret journals. After Jamal talks to his friends about his experience they go out to play basketball and Forrester drops Jamal’s backpack out the window. When Jamal opens it up he finds that Forrester has gone through and corrected and critiqued every page of every journal. Furious, Jamal takes his journals back to Forrester to ask why he would do this. After days of trying to talk to Forrester, Jamal and Forrester come to an agreement that Forrester will help Jamal with his writing. They teach each other about life. Jamal helps Forrester get back into society without being scared. Forrester teaches Jamal that is does not matter where you come from, if you are intelligent, take advantage of that and embrace your great talent. The movie Finding Forrester was a good, quality movie with a great theme and moral. In this movie Jamal, an African American basketball player and student proves that it does not matter where you come from, or what color your skin is, if you are intelligent to need to let that talent shine. And William Forrester, an old, washed up writer gets a new look on life because a brilliant boy has faith in him. Together, William and Jamal fight through racism and stereotyping. â€Å"Dear Jamal, Someone I once knew wrote that we walk away from our dreams afraid that we may fail or worse yet, afraid we may succeed. You need to know that while I knew so very early that you would realize your dreams, I never imagined I would once again realize my own. Seasons change young man, and while I may have waited until the winter of my life, to see the things I’ve seen this past year, there is no doubt I would have waited too long, had it not been for you. † –William Forrester; Forrester’s letter to Jamal.

Changing Policy and Practice related to Compulsory Education

Globalization is a construct that everyone utilizations but is a hard term to specify. In general, globalization refers to the tendency toward states fall ining together economically, through instruction, society and political relations. Sing themselves non merely through their national individuality but besides as portion of the universe as a whole. Within the educational sphere it is necessary to understand the effects globalization may hold in defining policy and pattern. The purpose of this essay is to analyze the impact of globalization on policy and pattern within Post-Compulsory Education and Training ( PCET ) concentrating on the womb-to-tomb acquisition subdivision within PCET. Initially the essay will concentrate on specifying globalization, one time this is established it will be possible to critically analyze its effects on PCET policy and pattern. The analysis will try to research illustrations of alteration both past and present in order to find to what degree they reflect an consequence of globalization. The essay will so travel to analyze womb-to-tomb larning within Higher Education ( HE ) in farther item. It is within this subdivision of PCET that globalization can be seen to act upon the antiphonal issues of the marketisation and the internationalization of HE coupled with the construct of a developing cognition economic system. This should supply the foundations for the aspiration of continued sweetening to the proviso of womb-to-tomb acquisition in the latter portion of the essay. During the probe it may be necessary to research other positions in order to find and explicate the spread outing influences of globalization within the particular domain of instruction.GlobalizationAs ab initio mentioned globalization is a complex issue to categorize. Globalisation is on a regular basis debated by bookmans as to what is really meant by the term. Globalisation is frequently presented as a late twentieth centaury, early twenty-first century economic phenomenon, stimulated by inventions in communicating and information engineerings. This combined with increased air travel by the multitudes and the turning laterality of English as the common linguistic communication of concern, political relations and scientific discipline ( Crystal, 1997 ) . The World Bank defined globalization as â€Å" the turning integrating of economic systems and societies around the universe † ( World Bank 2001 ) . However the Oxford English Dictionary defines globalization as â€Å" the procedure by which concerns or other administrations develop international influence or get down operating on an international graduated table. † ( Oxford English Dictionary 2010 ) Anthony Giddens ( 1990 ) has described globalization as ‘the intensification of world-wide societal dealingss which link distant vicinities in such a manner that local occurrences are shaped by events happening many stat mis off and frailty versa ‘ . The term can besides be used to depict the alterations in societies and the universe economic system that are the consequence of dramatically increased trade and cultural exchange. It is these alterations to society within the context of the economic system that can take to alterations with instruction ( Spring 2009 ) . Taking the above into history why would globalisation increase the demand for instruction? Chiefly sing economic sciences, the lifting final payments of a higher instruction in a planetary, scientific discipline based, knowledge focussed economic system makes university instruction more of a necessity to acquire â€Å" good † occupations. This in concurrence with socio-political demographics and democratic ideals have increased force per unit area on universities to supply chances for wider engagement to groups that traditionally have non attended university ( Castells & A ; Himanen 2002 ) . Sing Giddens description, globalization within instruction could be defined as world-wide treatments and processes impacting on local educational patterns and policies. Very small of these on the job patterns would stay inactive in this hypothesis as there would be a changeless altering dynamic as progressing engineerings and communications are integrated into course of studies doing them more economically competitory within the universe phase. This can be viewed with regard to HE establishments as they become intertwined on a planetary degree with pupil organic structures going progressively migratory in their hunt for cognition with the intent of advancing their personal societal and economical development. This leads to the construct of a cognition economic system.Knowledge EconomyA assortment of perceivers depict today ‘s planetary economic system as one in development to a cognition economic system. This knowledge-based economic system depends chiefly upon the usage of thoughts instead than physical aptitude and on the application of engineering instead than the transmutation of resources or the use of inexpensive labor ( Therborn 1995 ) . It is an economic system in which cognition is created, acquired, communicated, and used more efficaciously by persons, endeavors, administrations, and communities to advance economic and societal development ( Giddens 2006 ) . The rise of this cognition economic system has meant that economic experts have been challenged to look beyond labor and capital as the cardinal factors of production. Paul Romer ( 1995 ) ( cited in Holsapple 2003 ) argued that engineering, and the cognition on which it is based, has to be viewed as a major factor in taking economic systems. The Dearing study of 1997 stated that higher instruction should prolong a acquisition society in order to function the demands of an adaptable, sustainable, knowledge-based economic system at local, regional and national degrees ( Dearing 1997 ) . Fixing workers to vie in the cognition economic system requires a new attack to instruction and preparation in the signifier of womb-to-tomb acquisition. This womb-to-tomb acquisition model embraces larning throughout the full life rhythm, from early childhood to retirement. It should include formal, non-formal, and informal instruction and preparation. The deductions and possible hereafter of Lifelong Learning will be discussed subsequently in this essay. As the universe transforms through globalization, single cognition will besides necessitate to set. This will therefore originate the demand to modify the instruction provided to the person so that they can stay current and therefore a feasible trade good within the employment market. In order for the cognition economic system to develop further it requires the support of HE. This suggests a demand to associate HE to the demands of employers, developing HE-market interaction. This could allow orienting high degree accomplishments to the market but could besides jeopardize the ethos of instruction.Marketisation of Higher EducationEducation is really much immersed in planetary transmutations, with HE itself being altered by the cultural and economical facets of globalization. Peters, Marginson et Al ( 2008 ) argue that â€Å" Higher instruction is swept up in planetary marketisation. It trains the executives and technicians of planetary concerns † . Is this the instance within t he UK? With the diminution of the fabrication industry in the UK ( National Statistics Online 2010 ) this has given rise to the increased value placed upon the service sector, both in magnitude and profitableness ( Economic Outlook 2007 ) . This has led to increased trouble dividing the influence of markets from the societal and cultural facets of globalization in which instruction sits. This force per unit area to alter instruction from a public service to a tradable service is unusually compliant with the political orientation of the World Trade Organisation ( WTO ) General Agreement on Trade and Services in an effort to liberalize services within the planetary economic system sector ( cited in Robertson et al 2002 ) . This motion towards a tradable service could take to an change in the character of universities functions within society by altering them from being a Centre of larning into a concern orientated constitution ( Doring 2002 ) . This arguably may take to the displacement of the educational focal point off from an academic focal point, traveling towards a trade good focal point therefore leting the values of the commercial sector to be encoded into the Centre of the university system. Recent Government policy within the UK has encouraged the rapid growing of HE, in order to widen engagement with the purpose of making a more educated and marketable labour force. This growing has led to the inevitable competition between HE establishments with pupils viewed more as consumers than scholars. A position surmised by Willmott when he stated that pupils are openly viewed as clients ( Willmott 1995 ) . However, this rapid enlargement may be under menace given the latest authorities support cuts ( Barker 2010 ) but still the most prevailing mentality within HE is one of concern. Students view the chance to derive a grade, one time selected, as a right and a service for which they have paid for. Maringe and Gibbs ( 2009 ) further sign the issue when they stated â€Å" the thought of instruction and cognition for its ain interest – the intrinsic value of larning – is going subsidiary to the touchable benefits associated with prosecuting with higher instruction † . This leads to a demand for greater pick and a demand for a return on the pupil ‘s investing. This ideal is developed farther with the thought that a grade is a trade good that can, hopefully be exchanged for employment instead than an instruction that prepares a pupil for life ( Willmott 1995 ) . Smith ( 2002 ) argues that this construct of commodification of instruction has been happening for a figure of old ages. However he views the pupil as the trade good instead than the class of survey when he stated that pupils were altering their orientation to Higher Education â€Å" off from that of participants towards being consumers. † The issue for this essay is non what is viewed as a trade good it is instead that either is viewed as a trade good. The marketisation of the HE system, with the force per unit area to export the rational ware in order to keep fiscal support in a competitory market has lead to doing faculty members ‘ functions more complex. The consequence of this marketisation of instruction is likely more seeable in the illustration of the growing of international pupils. Higher instruction has become progressively international in the past decennary as more and more pupils choose to analyze abroad. The issues and environing this internationalization of instruction and the effects is the topic of the following subdivision.Internationalization of Higher EducationThe universe of higher instruction is altering and the universe in which higher instruction dramas such a important function in is besides transforming. Whether it is driven by the motion of skilled labor in a globalised economic system or the desire of the academic establishments to bring forth extra gross or even the demand to construct a more educated work force, the international dimension of higher instruction is going progressively of import, complex, and confounding. In order to go globally competitory universities are following an progressively international attack to the proviso of higher instruction. Internationalisation has become the motto of these present times in higher instruction. Knight ( 1994 ) defines internationalization as â€Å" the procedure of incorporating an international/ intercultural dimension into the instruction, research and service maps of the establishment † Altbach ( 2004 ) merely states that â€Å" internationalization is the procedure of establishments reacting to globalization † which implies that internationalization of instruction is the reply to globalization or at least a agency of capitalizing on the state of affairs. Is this a sudden phenomenon? Well non truly. For a figure of old ages pupils have traveled outside of their ain states in order to progress their higher instruction. High income states have provided grants and extra wagess to both instructors and pupils. Within the UK the entire figure of non-UK pupils for 2008/09 was 368,970, compared with 325,985 in 2007/08, an addition of 8 % . The strongest growing was in full-time taught graduate student programmes, up 17 % for non-UK pupils ( UK Council for International Student Affairs, Statistics on Higher Education ) . Coupled with this increased mobility of pupils universities have taken stairss to reexamine their plans and specific institutional schemes in order to ease the execution of an internationalised course of study ( Haigh, 2002 ) . In order for UK HE establishments to encompass internationalization they appear to concentrate on increasing pupil quotas by intentionally enrolling greater Numberss of international pupils. Other assorted activities are encouraged including diversifying bringing manners ; ‘internationalising ‘ course of study ; bettering the quality of the pupil experience and escalating international linkages and coaction. Besides the outgrowth of new types of suppliers such as international pools and for-profit universities in the instruction market organize portion of this dynamic image. However, as Harari ( 1992 ) stated in an article on internationalization, â€Å" holding many international pupils on a campus does non do that establishment international † Why is there such a thrust towards internationalization of instruction? With the rapid escalating demand for HE driven by an emerging planetary cognition economic system and the demand for instruction to prolong development with the intent of farther heightening planetary citizenship. This should ensue in a greater capacity of alumnuss with a high degree of cultural apprehension and perchance an enhanced perceptual experience of planetary and intercultural personal businesss, if Throsby ( 1998 ) is to be believed. Another issue with this rapid demand is that the domestic supply can transcend the capacity of many states taking to intense competition for topographic points within HE. Internationalization is non without its unfavorable judgments as increased pupil mobility can take to a encephalon drain from the state of pupil beginning and a encephalon addition for the receiving state. Recent World Bank publications progress the statement saying that encephalon circulation may be a more appropriate term than encephalon drain, adumbrating that this is what happens when HE pupils do non return to their state of beginning but other skilled workers emigrate from the having state ( Ozden and Schiff 2006 ) .Lifelong LearningAs alteration within the cognition economic system can be rapid, employers are unable to trust entirely on new alumnuss as a chief beginning of new accomplishments and cognition. This demand to keep a current labor force gave rise to adult instruction policies of the eightiess. However since the 1990s this term seemed to vanish and Lifelong Learning assumed prominence. The accent, as the name suggests, is that everyone should be able to larn through out their life span and that we need to go on the acquisition procedure in order to better people ‘s abilities and skill sets at that place by leting them to work more expeditiously in their several countries. Education and preparation establishments need to be able to fix workers for womb-to-tomb acquisition as it is important in enabling workers to increase societal capital therefore assisting to construct human capital, increasing economic growing and stimulating development. Lifelong acquisition is widely considered to be a transformational procedure, both for the person and for the wider community. For persons the battle with new larning can take to improved wellbeing, perchance taking to fresh personal success. For our society the acquisition can be cardinal in unlocking economic success and a agency to an fresh national individuality. Policies and Practices – The official desire to spread out acquisition can be traced back through educational policies, studies and white documents. The three foremost studies on HE and Lifelong Learning were Dearing, Kennedy and Fryer. Dearing Report – Higher Education in a Learning Society: This study set out a vision for 20 old ages of making â€Å" a society committed to larning throughout life. † ( Dearing Report 1997 ) . This was a committedness that would necessitate non merely persons to prosecute with, but besides the province, employers and suppliers of instruction throughout the UK. The chief purposes of the study were to do recommendations on the hereafter form, size and support of HE in order to run into the UK ‘s educational demands. It besides made recommendations in to widening engagement within HE. Kennedy Report – Learning Plants: This study prepared by the Committee on Widening Participation chaired by Baroness Kennedy set out a extremist vision to promote a return to instruction grownups who have few if any educational makings. The study contains some convincing testimony for the instance that â€Å" acquisition is the key to economic richness and societal coherence † ( Kennedy 1997 ) . This study besides makes recommendations on future support and widening engagement. The authorities responded to the study by saying they were committed to the constitution of a learning society in which all people have chances to win and that they were looking to increase entree to acquisition ( DfEE 1998 ) . Fryer Report – This study was compiled by Professor R.H Fryer and discussed similar subjects to those raised in the Kennedy Report of the same twelvemonth. The primary focal point was to show a deficiency of Lifelong Learning civilization observable within the British educational system at the clip of roll uping the study. Professor Fryer besides argued that the UK could non be considered a learning society as it possessed neither a Lifelong Learning nor a preparation civilization ( Fryer 1997 ) . These three major studies argued for the importance of a broadening of engagement and womb-to-tomb acquisition. This was to hold a bearing on a Green Paper by David Blunkett that placed greater accent on womb-to-tomb acquisition and requested that the educational system expand the acquisition age in order to see grownups as willing scholars and persons that were really in demand of farther instruction. This brought alterations to the national course of study in order to supply for grownup scholars ( Tight 1998 ) . Further responses from the Government were to denote a figure of schemes to convey greater Numberss into Further and Higher Education, a figure of 500,000 by 2002. Enterprises such as the University for Industry and Learning Accounts were designed to turn to skill lack issues by heightening womb-to-tomb acquisition chances and the acceptance of National Learning Targets was seen to show an official desire to spread out larning. Policies to help in accomplishing these marks included the basic accomplishments plan to better grownup literacy and numeracy and encouragement to employers to supply entree to more preparation within the workplace. Table 1 – Entire Part Time Students within the United Kingdom 2002 -2009 ( HESA 2010 ) Since these studies and policies were implemented there has been a steady rise in the figure of portion clip pupils within the United Kingdom, as shown in Table 1. The tabular array shows a combined growing of 68 % from 2002/3 academic twelvemonth until 2008/9 academic twelvemonth within portion clip pupil Numberss, a marked increased in popularity of portion clip survey. This would look to correlate with the rapid growing highlighted within the internationalization treatment earlier in this essay. Unite this with Numberss of international pupils lifting from 278,225 in the academic twelvemonth 2002/3 to 368,970 in academic twelvemonth 2008/9 ; a growing of 75 % ( HESA 2010 ) suggests that the commodification and marketisation of HE is demoing marks of success. The impact of globalization and the aspirations of Lifelong Learning are prevailing in the rhetoric of the studies and policies. Each one discusses the importance of Lifelong Learning as a contemplation of the realization that larning must be more active, more structured and long term. All the pieces must mesh if UK PLC is to stay competitory. The suppliers and donees, including society at big, must lift to the challenge of making and prolonging an environment which encourages and supports Lifelong Learning in order to guarantee economic prosperity now and in the hereafter. So what may be the future aspirations of Lifelong Learning? The purposes of Lifelong Learning UK set out in their 2008 -2011 Strategic Plan ( LLUK 2009 update ) include raising employer battle, demand and investing in accomplishments by offering free advice and literature for any one interested or involved in womb-to-tomb acquisition. In its 8th published paper the Inquiry into the Future of Lifelong Learning Commission articulated the demand for a wide principle for public and private investing in womb-to-tomb acquisition, but they besides stated that the UK, by international instruction criterions, has a really Lifelong Learning friendly environment ( IFLL 2009 ) . The Government ‘s 2009 White Paper titled â€Å" The Learning Revolution † recognised the profound importance of increased engagement and grownup acquisition. It besides discussed the benefits of farther larning assisting people to develop and perchance take to deriving farther makings. However all this was the rhetoric of the old authorities and was published prior to the General Election. The studies, policies and patterns reviewed for this essay seems to hold repeating subjects running though them, specifically the instance for increased larning peculiarly among less skilled grownups. But this seems to be tempered by puting the load on the person to make and fund, to a certain extent, the chance to larn. Some of the study recommendations attempt to undertake lacks in employer proviso. Employers should be encouraged to increase larning chances perchance by supplying entitlements to larning during working hours or possible entree to support for larning and larning installations being increased. This last suggestion does look less probably in the visible radiation of the disbursement reviews that are presently on traveling.DecisionThe purpose of this essay was to research the extent of impact globalization has had on the policies and pattern of HE, concentrating on womb-to-tomb acquisition. It is apparent that globalization has and is go oning to extensively consequence the planetary acquisition society and economic systems. This is peculiarly apparent in the enlargement of the cognition economic system with employers puting greater demands on persons to keep a current and flexible cognition base. In easing this continued larning the person must prosecute in virtually changeless accomplishment sweetening through acquisition. This in bend leads to a greater demand for womb-to-tomb acquisition from academic establishments and an increased enthusiasm for the acquisition throughout workers callings. This has led to the realization that the increased accent and hungriness for womb-to-tomb acquisition can be viewed as a consequence of globalization. Other cardinal countries such as the continued marketisation and internationalization of instruction have lead to seats of larning developing their educational merchandise or, as argued by Smith ( 2002 ) , the single scholar, as a salable trade good that entreaties to all possible pupils within the planetary small town. In order to analyze policies and pattern within Lifelong Learning it has been necessary to reexamine certain studies that were perceived as pivotal in the development of Lifelong Learning. This was necessary in order to understand the alterations taking topographic point within our ain society that have influenced the increased engagement in Lifelong Learning in order to keep a bridgehead within a knowledge-based economic system. If these countries were non explored so the enterprises that have sprung from recent authorities policies such as the aspiration for a â€Å" Learning Revolution † would non be realised. Lifelong acquisition is non merely a method but a civilization that needs to be embraced if continued professional development within UK PLC ‘s labour force is to prevail. HE has a positive function to play in set uping the cognition base during beginning of acquisition and moving as a supplier of farther larning chances such as distance and unfastened larning throughout an persons life-time. HE besides has a duty to widening engagement in acquisition, by luring nonchurchgoing scholars and those who may non hold engaged with larning earlier in their life-times back into the cognition civilization. Despite the positive rhetoric conveyed within the studies and Government white documents there still remains an component of incredulity about the ability to accomplish all that is pledged. Improved employer proviso and support with single support could stay a stumbling block in the journey to the realization of Lifelong Learning aspirations. As David Blunkett stated in the Government 1998 Green Paper â€Å" Learning is the key to prosperity – for each of us as persons, every bit good as for the state as a whole † So why should society merely experience accountable for educating the immature? Even with the increased force per unit areas of marketisation and internationalization the principal of instruction should concentrate on educating the immature in order to fix them to go on this acquisition procedure throughout their lives.

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To What Extent is it Justifiable to Deviate from Fundamental Principles of Criminal Law by Creating Driving Offences of Strict Liability, in the Interests of Maintaining Road Safety - Essay Example Without an iota of doubt, it can be said that the concept of law, and for that purpose criminal law, has come to find a midpoint between these two schools of thoughts by setting principles that both give freedom to people to behave as individual beings and also protect the interest of other people. Typical examples of such rules and regulations that can be identified as directly catering for both the freedom of the bearer and the interest of the holder are driving laws on the possession of insurance and valid driver’s license by car users. Such laws are in place to ensure that as much as people have the freedom to drive any car of their choice, they also have the needed training and security that will put other road users at safety. Notwithstanding the presence of such road user laws, which have been inculcated into existing criminal laws, there are studies and case laws that suggest increases in driving offenses and road user related offenses. This essay has therefore been written to hold a debate on the justification in deviating from fundamental principles of criminal law to create driving offenses of strict liability that will be in place with the interest of maintaining road safety. There are a number of thematic legal arguments that can be developed from the question under discussion. These are considered thematic legal arguments because they seem to raise issues that could be given different legal interpretations, an analysis of which can lead to a successful conclusion on the justification of deviating from principles of criminal law by creating driving offenses of strict liability in the interest of maintaining road safety. These thematic legal arguments have thus been discussed as follows.

Flying the flags Essay Example | Topics and Well Written Essays - 2250 words

Flying the flags - Essay Example The airline industry is significant considering that it is one of the largest capital intensive industry segments and in addition to its contribution to the GDP it also provides employment options to a large number of individuals. The airline industry is prone to various external aspects like oil price, government regulations and market distortions. However the airline industry has shown signs of revival with all the major economies in Europe being put back on the path of economic growth. A report by Mott McDonald pegs the present value of the airline market in Europe would increase by approximately 2.3 percent by the year 2025 (Mott McDonald, 2011). Another significant aspect that has changed the shape of the aviation industry is the advent of Low Cost Carriers (LCC) following the de regulation of the aviation industry by the European and US governments. These players have grabbed a significant market share owning to their aspect of low cost which has provided them with a competitiv e advantage (European Commission & United States Department of Transportation, 2010, p.3). Mergers and acquisitions have become one of the most vital strategies that have been adopted by market players across the world including Europe to increase their market share as a means to improve the product mix (Siebert, 1989, p.10-11). Review of the EU Airline industry Europe constitutes one of the most important markets for the participants of the airline industry. The mammoth size of the European aviation market can be analysed from the fact that there are approximately 450airpots in the region which ferried approximately 751 million passengers in 2009 alone. The market has about 150 scheduled airline companies including full service and low cost carriers. In addition to this fact the aviation industry provided direct employment to about 500000 individuals and had an approximate turnover amounting 100 billion Euros as of the year 2009. The aviation industry apart from being a significant contributor towards the economy and growth of the region also serves as a means to bring together people from different regions and provides integration or all the member states of Europe as well as with the rest of the world (European Commission, 2011, p.5). Figure 1: 20 Year forecast for the Airline Industry (Source: Mott McDonald, 2011) The figure above shows the forecasted growth rates in both cargo as well as passenger segments of the European aviation market. It is clear from the figure that the airlines industry in Europe is expected to show growth rates of 5 percent and 6.1 percent in the passenger and cargo sections respectively by the year 2026 on a year on year basis. This is even more significant considering the fact that the European airline market was severely impacted by the terrorist attacks in US in 2001 as well as the financial meltdown in the recent years. The recovery of nations in the European Union has again created hopes for the resurgence of the European air line industry. Figure 2: Major Market Players in Europe and their levels of consolidations (Source: Buttner & Burger, 2008, p.8) The major market players in the European Union are shown in the figure above. The major airlines of the EU are trying to aggressively expand their business by undertaking consolidations by using strategies like mergers and

THE LEGAL ENVIRONMENT OF BUSINESS Essay Example | Topics and Well Written Essays - 1000 words - 1

THE LEGAL ENVIRONMENT OF BUSINESS - Essay Example Monopoly may have negative effects to the consumers and even to the economy of a given country. There have been controversies on monopolistic business practices especially on large companies that dominate the market such as Google Company. Owing to the negative impacts of monopolistic business practices, monopoly laws have undergone changes over the past years in the American constitution. The first monopoly law in the United States to be enacted was the Sherman antitrust act in 1890. The law was passed to help cub the sky rocketing prices that were being set by the monopolistic businesses (Washington State Office of The Attorney General, web). This was a reaction to the public outcry for measures to be put in place to control prices of services and goods. The congress enacted additional two antitrust laws in 1914, which were federal commission trade act and the Clayton antitrust act. The federal trade commission act gave the federal trade commission authority to enforce the antitrus t laws whereas the Clayton antitrust act was meant to strengthen the antitrust laws. The Clayton act undergone several amendments. The Robinson pitman act of 1936 was the first amendment that introduced the ban to certain business disciplinatory conduct. The Hart Scot Rodin act 1976 was another amendment that required businesses merging to notify the federal government (Washington State Office of The Attorney General, web). Moreover, most states have enacted various antitrust laws over the past years. Google is a company that has been in the technology market for quite some time now being one of the most reliable in providing services in the information technology. Google offers a variety of services and products to its customers and has been improving over the past years posing a threat to other similar businesses in the market. Google as a company has its operations across the globe and most people are happy with the kind of services offered by the company. Google dominates the se arch engine market in the united state by 67% and above 90% in the United Kingdom. With such an enormous market dominance, comes great responsibilities which when not properly taken care of, the company may be accused of monopoly. Over the past few years, there have been controversies that the company is engaging in monopolistic business practices while going about their business. Arguably, this will only depend on an individual’s perspective on monopolistic business practices and state laws on monopoly. In my opinion, Google Company is not a monopoly the reason being it has competitors in the market and it is the responsibility of a company to satisfy the needs of its customers. For instance, personally I prefer Google search engine to others because it is fast and effective in retrieving the information required. The fact that a customer opt for Google to provide services does not necessary implies that the company restricts trade. The argument is rather simple; it is becau se of certain interests the consumers prefer one service provider to others. It is upon the competitors to up their game in the market to cope with the dynamic and competitive nature of today’s market in the information technology. In addition, this is the era of information technology overload and it is not wrong for a customer to prefer a specific option (Ferenstein, web). A business can

Adorno notes Essay Example for Free

Adorno notes Essay Theory Adorno argues that Capitalism provides society with the products of a culture industry in order to keep them passive to their positions and prevent them from questioning it. Capitalism uses culture as a way of securing the status quo by providing society with the norms and values of the dominant class. Popular culture is the reason for society being passive towards their positions and uninterested in overthrowing the capitalist system through reminding them that this is the way it hould be. Cultural industries produce unsophisticated, repetitive products rather than something which may lead society to question life. They produce programmes with hidden messages which are absorbed by the viewer, enforcing the norms and values of the capitalists. False needs are created by the capitalist system in order to keep society in a placid state, wanting something that they have been told they should want but that they do not need. This is created and satisfied by the capitalist ystem while also working in their interest. In television, the difference between high and low culture barely exists as it is so easily accessed by everyone and so class distinctions fade unlike the opera where it is only accessible to a few and so is still seen as high culture. Adorno uses the example of an underpaid schoolteacher who is living in poverty but is clever and so the underlying message is that she will be okay because she is intelligent. He argues how dangerous the use of stereotypes are ithin television, he uses the example of a young, pretty girl who the viewer should instantly like because she is pretty, a pretty girl can do no wrong and so even when she does do wrong, she gets off very lightly with it. Lecture notes Critical theory not keen on television not for effect of violence/propaganda Mass audience same thing sold at the same time, different to live/art TV entertainment, not art = big audience = big profit repetitive, series, seasons, run on investment hrough advertising Compound industrial form, tv is accumulation of radio/film/plays/ music/novels Dumbling down? tv is art, freedom of the art to express anything, mass culture, makes money, profits, advertising Critique of ideology obscures real conditions of existence, smooths over issues/contradictions, system of ideas for everyone, relies on compliance of workers with system Critical theory commercial/ capital interests dominate Critique/opposition/reason suppressed TV more complex more layers, can be critical

Digi Telecommunication Sdn Bhd

Digi Telecommunication Sdn Bhd DiGi Telecommunication Sdn. Bhd. is a company which contribute mobile communication. DiGi accomodate a absolute range of effortful, adaptable and easy to use wireless services to facilitate and enhance the lives of its customers. DiGi made value for their customer by choosing the most applicable cutting edge high tech so that customers gain the advantage from the products and services that provide them alternatives, advancement and authority. DiGi have a creation companionship as a lead in voice and data prepaid services that have determined industry benchmarks for inspiration and innovation. DiGi Postpaid bring out top quality call together with value-added mobile and data service to all customers. There are some competitors that DiGi faced with. One of the main competitor is Maxis Berhad. Maxis Berhad is the leading mobile communications service contributer in Malaysia over 11.4 million mobile subscribers. Maxis Berhad offered some services. Such as, prepaid, postpaid, 3G service and Maxis Broadband. While another competitor is Celcom Axiata Berhad, also known as Celcom, is the oldest telecommunication company in Malaysia. Celcom is now generally a world figure for mobile communication. They had extended the original frequency band for GSM from 900 MHz to 1800 MHz. Celcom provide Virtual Mobile Operator services(VMO) and rural communications services by using CDMA Technology and Satelite Phone. IT and IS used by DiGi Telecommunications 3G coverage 3G is the current wireless technology. DiGi Telecommunications has used 3G network that named as Turbo 3G which launched on December 2009. Besides, it also promoted 4G DiGià ¢Ã¢â€š ¬Ã¢â€ž ¢s Turbo 3G with a speed approximately 14.4Mbps HSPA. Several areas in Malaysia had coverage with Turbo 3G. Turbo 3G is available for the users of DiGi for the broadband, postpaid and prepaid use. It provide users to get the data and information by the wireless access from anytime and many place. Users can suft the internet with the higher speed and they are able to make the video call, listen to music or viewing movies with higher quality than before. E-payment E-payment is a e-commerce transaction which the buyers and sellers will deal by electronic payment for buying and selling purposes via internet. Digi Telecommunications has integrated with iPay88 and PayPal for e-payment options. MySimplified, DiGi classified portal were forced with iPay88 so that the online payment services are available for the mySimplifieds members to do the transaction through the internet. Debit and credit instruments were provided to the them via the local bank. Meanwhile, the Storefront launched to let the sellers to accept the payments from payers via online channel. CRM CRM data is the most crucial information in any company. In order to control the performance of the company, DiGi Telecommunications decided to associate with iZeno and SugarCRM to conduct Sugar Professional On-Site. SugarCRM is a provider of commercial open source customer relationship management, so-called CRM software. It increase ability in achieving deeper analysis of CRM data and combine it with other companies data. SugarCRM applications have been choose by more than 5000 customers under lock-in based and proprietary alternatives. This software help DiGi Telecommunications Company in leads identification and tracking, proposal generation, account validation, approval matrix, contract generation, order fulfillment tracking, billing system integration and reporting. Recommendation Digi Telecommunication Malaysia provides a variety of mobile communication services, but we suggest that the company can launch 4G WiMAX (Worldwide Interoperability for Microwave Access) in the future. WiMAX is developed to provide a common framework for wireless connectivity in fixed, portable, and mobile environments. It is also act as a scalable wireless access technology designed to provide high throughput over long distances. As we know, there are many types of internet connectivity today like broadband wireline, WiFi, and even dial-up. But all these types of connectivity have some disadvantages, for broadband the service can be expensive which is depended on the provider, and it is sometimes unavailable in many rural areas. For WiFi, it has limited range against coverage, and for dial-up, it is simply slow. WiMAX is designed to overcome all these problems. It provides the high-speed connection of broadband even with higher data transfer rates. Besides that, it also offers wireless access which has the range far exceeds WiFi. This is because WiMAX consist of two hardware components that is a WiMAX tower and WiMAX receiver. This WiMAX tower provides coverage to an estimate 30 mile radius by connecting to internet using a high-bandwidth wire line connection. In addition, we also recommend that the Digi Company to produce Digi-m-Trak mobile asset. This asset will provide reliable, cost- effective monitoring and management. The Digi-m-Trak system ensures constant to access information at any time and from any place. Digi-m-Trak transceiver will collect data such as location, speed, fuel levels, temperature and vehicle security system status for vehicle GPS. The information will saved in the secure database sent from the transceiver over a GSM and GPRS wireless network. From here, we know that Digi-m-Trak will give a lot of visibility to safety and security of divers, vehicles, and goods. From here, we know about the benefit of Digi-m-Trak mobile asset, so it is strongly recommended that Digi Company can launch this new mobile asset in order to gain competitive advantage in this global environment.

Feminine Roles in Shakespeares Macbeth :: GCSE English Literature Coursework

Macbeth's Feminine Roles    The feminine roles in William Shakespeare's Macbeth are only two, the witches being not human in many ways, and we shall consider only one in great detail in this essay - that of the all-important Lady Macbeth. The witches are considered briefly.    In "Memoranda: Remarks on the Character of Lady Macbeth," Sarah Siddons comments on how the feminine role of the leading lady is not a typical one as regards attitude:    [Macbeth] announces the King's approach; and she, insensible it should seem to all the perils which he has encountered in battle, and to all the happiness of his safe return to her, -- for not one kind word of greeting or congratulations does she offer, -- is so entirely swallowed up by the horrible design, which has probably been suggested to her by his letters, as to have forgotten both the one and the other. It is very remarkable that Macbeth is frequent in expressions of tenderness to his wife, while she never betrays one symptom of affection towards him, till, in the fiery furnace of affliction, her iron heart is melted down to softness. (56)    Fanny Kemble in "Lady Macbeth" finds that the main female role could have ended in madness due to the evil tendencies of the lady:    Lady Macbeth, even in her sleep, has no qualms of conscience; her remorse takes none of the tenderer forms akin to repentance, nor the weaker ones allied to fear, from the pursuit of which the tortured soul, seeking where to hide itself, not seldom escapes into the boundless wilderness of madness. A very able article, published some years ago in the National Review, on the character of Lady Macbeth, insists much upon an opinion that she died of remorse, as some palliation of her crimes, and mitigation of our detestation of them. That she died of wickedness would be, I think, a juster verdict. Remorse is consciousness of guilt . . . and that I think Lady Macbeth never had; though the unrecognized pressure of her great guilt killed her. (116-17)    Clark and Wright in their Introduction to The Complete Works of William Shakespeare contradict the impression that the female protagonist is all strength:    Lady Macbeth is of a finer and more delicate nature. Having fixed her eye upon the end - the attainment for her husband of Duncan's crown - she accepts the inevitable means; she nerves herself for the terrible night's work by artificial stimulants; yet she cannot strike the sleeping king who resembles her father.

Southern Innfluences In A ROSE For Emily :: essays research papers

William Faulkner’s classic short story, â€Å"A Rose for Emily,† has been noted as an excellent example of Southern literature. Southern literature can be defined as literature about the South, written by authors who were reared in the South. Characteristics of southern literature are the importance of family, sense of community, importance of religion, importance of time, of place, and of the past, and use of Southern voice and dialect. Most of the novels are written as a Southerner actually speaks. Many books also describe the historical importance of the Southern town. William Faulkner was a twentieth century American author who won the Nobel Prize for Literature. Most famous for his novel The Sound and the Fury, Faulkner defines Southern literature. In his mythical county of Yaknapatawpha, Faulkner contrasted the past with the present era. The past was represented in Emily Grierson, Colonel Sartoris, the Board of Alderman, and the Negro servant. Homer Barron, the new Board of Alderman, and the new sheriff represented the present. Homer was the main representative of Yankee views towards the Griersons and the entire South, a situation of the present. Emily held the view of the past as if it were a rose-tinted place where nothing would ever die. Her world was already the past. Whenever the modern times were about to take hold of her, she retreated to that world of the past, and took Homer with her. Her room upstairs was that place, a place where Emily could stay with dead Homer forever as though no death nor disease could separate them. Homer had lived in the present, and Emily eventually conquered that. Emily’s family was a monument of the past; Emily herself was referred to as a â€Å"fallen monument.† She was a relic of Southern gentility and past values. She had been considered fallen because she had been proven susceptible to death and decay like the rest of the world. As for the importance of family, Emily was really close to her father. He was very protective of her and extremely dominating. The entire town had a tableau of the two of them, Miss Emily was a slender figure in white in the background, and her father was a sprawled figure in the foreground, his back defensively turned to her and clutching a horsewhip with the dark boundary of the door framing them. The town also believed the Griersons held themselves a little too high for what they really were.

Pocahontas :: essays research papers

Who really was Pocahontas? Was she like the Indian girl in the Disney movie, who saved her reservation? Yes and no. She was an Indian of the Algonquian Indians. Her father was Powhatan, the chief. Her original name, however was in fact, Matoaka. But Pocahontas mean â€Å"playful, frolicsome little girl† and so they nicknamed her that.   Ã‚  Ã‚  Ã‚  Ã‚  The meeting and capturing of her acquaintance, and possible first love, John Smith, was in fact true. But, the saving of him may be as made up and make believe as the movie. Many people speculate the authenticity of the â€Å"execution and salvation† story, told by Smith. Supposedly, Smith’s Englishmen team landed in Jamestown, 12 miles from the Indian reservation. John Smith was captured and forced to stretch on two flat stones, then out of nowhere, and little Indian girl cam up and put herself on his body as to say, â€Å"Kill me instead†. Weather this is true or not, it doesn’t change the rest of her story. After the â€Å"saved’ him, Smith and the Indians became friendly for the following year. Smith stayed in Jamestown, and Pocahontas visited him frequently. She carried messages from her father, and other Indians carried food, fur, and then traded hatchets and trinkets. After a while, Smith’s relationship with the Powhatas worsened. Pocahontas’s visits started to lessen, and in 1806, Smith was injured, and had to go back to England. Pocahontas went on with her life though, she married an Indian â€Å"Pryvate Captyne† named Kocoum in 1610. Although in 1614, she fell in love with an Englishman, John Rolfe. They married and she got baptized. They went to London with a man named Sir Thomas Dale, and a dozen other Indians. She was presented to King James I, and all of the royal family. John Smith, the man who she had not seen in eight years, was also in London at the time. They met, and talked about the past, but at first she couldn’t speak, she was overcome with emotion. This was their last meeting.After 6 months, Ralf and his family wanted to go back to Virginia, but unfortunately, Pocahontas didn’t make it. She was ill from pneumonia. Pocahontas affected society, she was a compassionate girl, and saw to it that the colonists got food. She was also known to have saved lives of certain colonists. John Smith wrote that Pocohontas was â€Å" the instrument to pursurve this colony from death, famine and utter confusion.

Methods of Evangelism

Romans Road shows how a person can be lad to Christ through a series of steps. These steps are all found in the book of Romans, hence the name, Romans Road. It provides a very clear perspective of who needs salvation, why they need salvation, how God provides salvation, how we receive salvation, and the results of salvation. Advantages – It is step-by-step and is very direct on what has happened to Christ, and how we can be with Him for eternity. Disadvantages –Romans Road does not show how to live a life for Christ after a person invites Christ to be their Lord and Savior. Friendship Evangelism Summary of Method – Friendship evangelism is sharing the Word of God with friends who have not accepted him or are not sure that it is the right path to take spiritually. Advantages – When a person wants to use friendship evangelism, they are not talking to total strangers. They are talking to friends that they have made and people that they trust. This allows the m to be themselves when talking about God.Disadvantages – Some people would rather not put their guard down and show some transparency when talking about religion. They might be afraid of rejection from their friends. Door-to-Door Evangelism Summary of Method – Door to door evangelism is going from house to house sharing the good news of Jesus Christ. Morons and Jehovah Witnesses use this method. Advantages- One advantage for this method is that you are talking to people where they are comfortable (at their home). It is a one on one conversation that could be starting a religious revolution in their life.Also, you are reaching out to people who may be at a very vulnerable point in their life, a point where they need Christ. Disadvantages – This method may put your safety in harms way by not knowing who the people are. People may also refuse to listen, may not be home, may rebuke you, and may become hostile with you. Studies and surveys have shown it is not the m ost effective evangelism method. Application of These Methods to Your Own Life What method best suits you? The method that best suits my personality is friendship evangelism.Out of the three methods, friendship evangelism is the easiest for me to relate to. Why is this the best method for you? Friendship evangelism is about sharing the gospel with people that you know. I believe that it is the best method for me because of the people that I am with. I want them to see and be with me in the kingdom of Heaven. I also want them to experience the goodness of God and his grace among them. It is also easier for me to open up to people that I know, people that I can trust, people that I know will respect me and that will still be my friend no tater what I believe in.

Study of Starbuck Coffee and Gloria Jean Coffee

1. 0 INTRODUCTION 1. 1 Background of the assignment Coffee is one of the world's most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee is more than a beverage, however. It is a memory, anticipation, a lifetime of consoling moments of modest pleasure woven into our lives. Coffee's success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure.Coffee lovers come to associate the energizing lift of the caffeine with the richness and aroma of the beverage that delivers it. Coffee is produced from the seeds of a small red (sometimes yellow) fruit that grows on plants halfway in size between shrub and tree. The process that turns these seeds into beverage is a long and complex process, perhaps the most complex process associated with any major beverage.It is also a very labor intensive process involving a vast intercontinental collaboration that starts with the coffee grower, moves from there to th e picker, then to the mill workers who meticulously remove the fruit and dry the beans, then to those who clean and grade the beans, to those who roast them, to those consumers and baristas who finally grind the beans and prepare the beverage. Every act along the way can be performed either with passion and precision or with careless shoddiness.It is the cumulative quality of all of these creative contributions that together make the difference between a lackluster cup and a fine and distinctive one Starbucks, a corporation that has grown since its retail inception in 1982 to reach global stardom with over 6,000 shops worldwide, it is truly one of the most successful business ventures to-date. Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment – primarily through its company-operated retail stores.In ad dition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino ® coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world.To achieve this goal, the Company plans to continue to rapidly expand its retail operations, grow its specialty sales and other operations, and selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels. The competitor is Gloria Jean’s Coffee was franchising in 1998, and opened 185 stores within 6 years where all are locally owned and operated by more than 100 franchisees. By 2003, Gl oria Jean’s Coffee has established stores in every state of Australia.The company has opened 906 stores and signed 34 Master Franchise agreements across 33 countries worldwide, its strength is built upon a strong recognized brand synonymous with coffee quality and industry leading franchise systems. Gloria Jean’s Coffees has played a major role in the development and growth of the retail coffee market in Australia. Our team of Franchise Partners is passionate about the brand and its products, and has the dedication and determination to succeed. To meet the rapid global expansion, the corporation unwillingly had compromised on some of its key success factors.This paper will examine these factors from the customer’s point, and how essential are they for Starbucks and Gloria Jean’s Coffee to retain its current customers. 1. 2 Objectives of the assignment The objective of this assignment is to achieve: 1) Analyze company A background STARBUCK COFFEE 2) Analyz e company B background GLORIA JEAN’S COFFEE 3) Compare and analyze between two company services retention. 4) Compare and analyze between two company services recovery strategies. 1. 3 The important of the assignment ) The output of this report will give us the clear view of both company perspectives in the customer retention strategic program. 2) Revile both company service marketing plan In addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company.The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. [pic] 2. 0 STARBUCK COFFEE – COMPANY A 2. 1 Introduction Starbucks purchases and r oasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment – primarily through its company-operated retail stores. Starbucks is primarily known for selling coffee, but also sells other hot and cold beverages, pastries, sandwiches and other snacks.A â€Å"Skinny† line of drinks rolled out in 2008, offering  lower-calorie  and sugar-free versions of the company's offered drinks which use  skim milk  and are sweetened by a choice of artificial sweetener or one of the company's  sugar-free  syrup flavors 2. 2 Company background Starbucks, named after the first mate in Herman Melville's Moby Dick, was founded in 1971 at Seattle's Pike Place Market by three atypical businessmen, Gordon Bowker, Jerry Baldwin, and Zev Siegel. Starbucks mission is to â€Å"inspire and nurture the human spirit one person, one cup, and one nei ghborhood at a time. † Starbucks, founded in the 1970s, opened heir first location in 1971 in Seattle’s Pike place. In 1982, Seattle’s Best began to sell to restaurants and coffee bars. In 1987, the company’s name became Starbucks. The same year, stores in Chicago and Canada where opened. In 1988 Starbucks began mail-order sales of their products. Today Starbucks sells hot and cold beverages, complementary food items, coffee-related accessories and equipment, teas and other non-food products through retail stores in 37 countries. The company operates primarily in the US, is headquartered in Seattle, Washington and employs about 204,000 people.Starbucks has experienced expansion globally, and has created licenses throughout Asia, the Middle East, Africa, and the Americas, and maintains a 40% market share internationally. The goal of the company is to create brand awareness through the â€Å"Starbucks Experience. † This experience translates well, hel ping folks start their day with an aromatic cup of coffee, pleasant customer service, and each person’s finding a niche while enjoying their favorite drink and listening to music or reading a book. The first Starbucks location outside North America opened in Tokyo, Japan, in 1996.Starbucks entered the U. K. market in 1998 ,UK-based Seattle Coffee Company, re-branding all the stores as Starbucks. In September 2002, Starbucks opened its first store in Latin America, at Mexico City. In 1999, Starbucks experimented with eateries in the San Francisco Bay area through a restaurant chain called Circadia . These restaurants were soon â€Å"outed† as Starbucks establishments and converted to Starbucks cafes. In April 2003, Starbucks completed the purchase of Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises .The deal only gained 150 stores for Starbucks, but according to the Seattle Post-Intelligencer the wholesale business was more significant. In September 20 06, rival Diedrich Coffee announced that it would sell most of its company-owned retail stores to Starbucks. This sale includes the company-owned locations of the Oregon-based Coffee People chain. Starbucks converted the Diedrich Coffee and Coffee People locations to Starbucks, although the Portland airport Coffee People locations were excluded from the sale In August 2003, Starbucks opened its first store in South America in Lima, Peru.In 2007, the company opened its first store in Russia, ten years after first registering a trademark there. In March 2008 they purchased the manufacturer of the Clover Brewing System. They began testing the â€Å"fresh-pressed† coffee system at several Starbucks locations in Seattle, California, New York and Boston. Starbucks has always been a place where you can find the world’s best coffees. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic Pike Place Market. [pic] |[pic] |[p|1970s | | | |ic|The first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic | | | |] |American novel about the 19th century whaling industry. The seafaring name seems | | | | |appropriate for a store that imports the world’s finest coffees to the cold, thirsty | | | | |people of Seattle. | | |[pic] |[pic] |[p|1980s | | | |ic|Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits | | | |] |Milan’s famous espresso bars. Impressed with their popularity and culture, he sees | | | | |their potential in Seattle.He’s right – after trying lattes and mochas, Seattle | | | | |quickly becomes coffee-crazy. | |[pic] |[pic] |[p|1990s | | | |ic|Starbucks expands beyond Seattle, first to the rest of the United States, then the | | | |] |entire world.After becoming one of the first companies to offer stock options to its | | | | |part-time employees, Starbucks becomes a publicly traded company. | |[pic] |[pic] |[p|20 00s | | | |ic|The Starbucks phenomenon continues. As of this writing, Starbucks has more than 6,000 | | | |] |locations in over 30 countries.In addition to our excellent coffees and espresso | | | | |drinks, people now enjoy for Tazo ® tea | Logo description In 2006, Valerie O'Neil, a Starbucks spokeswoman, said that the logo is an image of a â€Å"twin-tailed mermaid, or siren as she's known in Greek mythology†. The logo has been significantly streamlined over the years. In the first version, which was based on a 16th-century â€Å"Norse† woodcut, the Starbucks siren was topless and had a fully visible double fish tail.The image also had a rough visual texture and has been likened to a melusine. ] In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel was still visible. The fish tail was cropped slightly, and the primary color was changed from brown to green, a nod to Bowker's Alma Mater, the University of San Francisco. In the third version, used between 1992 and 2011, her navel and breasts are not visible at all, and only vestiges remain of the fish tails. The original â€Å"woodcut† logo has been moved to the Starbucks' Headquarters in Seattle.At the beginning of September 2006 and then again in early 2008, Starbucks temporarily reintroduced its original brown logo on paper hot-drink cups. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business. The vintage logo sparked some controversy due in part to the siren's bare breasts,] but the temporary switch garnered little attention from the media. Starbucks had drawn similar criticism when they reintroduced the vintage logo in 2006. The logo was altered when Starbucks entered the Saudi Arabian market in 2000 to remove the siren, leaving only her crown, as eported in a Pulitzer Prize-winning column by Colbert I. King in The Washington Post in 2002 . The company announced three months later that it would be using the international logo in Saudi Arabia. In January 2011, Starbucks announced that they would make small changes to the company's logo, removing the Starbucks wordmark around the siren, enlarging the siren image, and making it green. [pic] Starbuck mission Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Here are the principles of how we live that every day: Our Coffee It has always been, and will always be, about quality.We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done. Our Partners We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect a nd dignity. And we hold each other to that standard. Our Customers When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments.Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection. Our Stores When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity. Our Neighborhood Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business.We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead. Branding strategies Three components to this experiencing branding strategy: ? First, coffee itself – offering the highest-quality coffee in the world,    coffee standards by controlling the supply chain as possible and the distribution to retail stores ? Second, service – customer intimacy ? Third, atmosphere. To make customers want to stay.Based on human spirit, a sense of community, the need for people to come together. Channels – Broad distribution strategy ? Want to reach customers where they work, travel, shop, and dine ? Good Location: Company-operated stores located in high-traffic, high-visibility settings ? Product mixed tended to vary depending on a store’s size and location non-company-operated retail channels, food-service accounts, domestic retail store licenses Good starbuck partner ? All Starbucks employees were called  "partners† -Most hourly-wage employees ? Generous policy of giving health insurance and stock options High partner satisfaction rate (80% to 90%), well above the industry norm. ? Lowest employee turnover rates in the industry (just 70%, compared with fast-food industry averages as high as 300%) ? Lower managers turnover rates & encouraged promotion from within its own ranks Delivering on Service and good measuring service performance ? Training: hard skills and soft skills ? Treated as a valuable customer (75%), friendly staff (73%) and highest quality coffee (67%). ? A variety of metrics, including monthly status reports and self-reported checklists. ? â€Å"Customer Snapshot† measurement toolLess competition ? A variety of small-scale specialty coffee chains (regionally concentrated). independent specialty coffee shops & Donut and bagel chains Strategic for supply ? Part time employees- Starbucks had lowest employee income rate of any restaurant or fast-food company b ut Starbucks offering health insurance and modest stock options to part-timers. ? Increased consumer participation- Starbucks does a nice job of encouraging this through its integrated marketing communications efforts. For example : has questionnaires in its stores urging customers to send in feedback about their experiences Facilities for future expansion The company's efforts to greatly increase its sphere of strategic interest by its joint ventures with Pepsi and Dreyer's, its move to sell coffee in supermarkets, and the possibility of marketing fruit-juice drinks and candy under the Starbucks label represented In order to sustain the company's growth and make Starbucks a strong global brand, that the company had to challenge the status quo, be innovative, take risks, and alter its vision of who it was, what it did, and where it was headed. 2. 3 Customer Retention Strategies When Mr.Schultz founded Starbucks and created its unique service experience which is based on a customer-d riven marketing strategy, fully understood the strategic importance of segmenting his target market, differentiating his products and thus achieving a successful positioning for Starbucks not only in its traditional markets, but globally. These strategies are to protect their current customers from deserting to competitors and to capture new markets. Starbucks’ unique blend of relaxing ambience and innovative coffee drinks positioned it as a leader in its category, and made it an all time favorite for millions of devotees around the world.The third place theme highlighted that Starbucks surpassed a place for just a cup of coffee, but instead it gave its customers the comfort of a home, excellent customer service, quality products and the feeling of being special. These elements made the Starbucks experience key in retaining its customers. Starbucks' overall retention strategy has cleverly covered the 5Ps, among others, as we will see below. Product Quality Starbucks trademark was the unique features of the coffee-based beverages. These innovative drinks have attracted new customers to experience luxury coffee drinks at affordable prices, in a very cozy environment.Starbucks created a coffee culture, educating its customers on the coffee types, origins, and the roasting process, thus building brand credibility and gaining clients’ trust in the brand and quality of products provided. Consistency Starbucks’ major coffee priority is the consistency of the product taste and quality assurance. Starbucks whilst priding itself as the best quality coffee in the world tries to control much of the supply chain for quality control and product assurance. Starbucks’ reliability and product consistency is driven by the super-efficient coffee maker machines.Besides making the same drink shot, it is noise-dampening, making sure the customer’s ‘experience’ is not disturbed by the blenders’ noises. Customized and Seasonal Pr oducts Starbucks’ brand name and popularity came through customizing the beverages to the consumer’s desire through offering flexible drink options such as extra cream, caramel syrup etc. Starbucks also introduces various and new seasonal products to differentiate themselves from its competitors and to capture new clients. The new drinks add to the overall experience of loyal clienteles and this specialization increases its competitive edge over other players in the market.Convenience Through Location Starbucks applied the first rule in opening a store i. e. a successful and strategic location, and for thousands of its stores worldwide, credit should be given to their sharp foresight in store-site strategy to reach its target customers and eliminating its competitors. Starbucks' store-site strategy is to have high visibility, high traffic and convenient location like shopping malls, bar districts and populated business towers, so a daily commuter will be delighted to s top everyday at the store for his Latte.The stores’ high visibility, convenience and accessibility in terms of its locations and amenities provided (comfy furniture, grand amount of seating, clean restrooms, etc) attracts attention and increases brand recognition and reputation, thus diminishing customer defections and increasing the stores’ traffic and sales. Strong Brand Equity The unique earthly-colored walls of the each store, innovative product display and cozy atmosphere, seasonal themes, promotions etc makes Starbucks a strong brand that allows for brand recognition and consumer retention.In addition, Starbucks promotes the idea of supporting the local communities by being a good neighbor, and aims to involve its partners in the decision making process. The image of Starbucks sustaining local coffee farmers and helping in grooming their crops builds the customer’s trust in the coffee bean superiority and Starbucks as a socially responsible corporate brand looking after the long-term benefits of the local community with the aim of growing together and not to exploit. (www. tarbucks. com). The store’s clean and hygienic image has added very much to the strong image of Starbucks; a survey states that 83% of the sampled clientele rated a clean store as highly important, a reputation which is equally important for Starbucks’ overall image. Customer Bonds and Loyalty Programs Starbucks recognized that one of the ways to obtain customer satisfaction is by manipulating their perception of equity and fairness in gaining maximum return for their money and loyalty.So, Starbucks introduced the Starbucks Loyalty Card which gives great benefits to its customers; ranging from syrup and milk options on their drinks free of charge, complimentary coffee refills and free beverage with whole bean purchases. The Starbucks Card or the Duetto Visa Card (a reloadable prepaid card/Visa credit card) binds the customer whereby they feel that the y are gaining more value for their money, being treated fairly by Starbucks and feeling appreciated by a better quality service in being a loyal and a regular client, thus preferring to stay devoted to the brand and gaining further benefits with their future purchases.Starbucks also created its own world culture by innovating new proprietary language for its products, to the extent of publishing a booklet for such vocabulary for its clients. This syntax enabled customers to choose the drink that suits them the most, thus creating a customization bond with Starbucks’ beverages and products. The mastering of this language is essential for the customer to get exactly what he wants, and since this lingo cannot be found out of Starbucks, it will refrain the regulars from flocking to other coffee shops.In addition to the customization of the drinks, Starbucks’ interior store design was carefully studied and aimed at reaching the human inner-soul, sending subliminal messages making the customer comfortable and at ease in enjoying his ultimate coffee experience. An Affordable Experience Starbucks market entry and key success was in providing high-end quality coffee drinks at affordable prices. This clever blend of unique quality drinks with a great ambiance and an excellent service made their pricing reasonable and fair for millions.The customer satisfaction on the overall package in exchange for the price paid is reflective in their patronage. Sustaining their prices is essential for customer contentment and retention. The Relationship with Customers Employees of Starbucks are a critical factor since they interact directly with the client. Starbucks’ strategy of creating a personalized service that is vital for the customer’s satisfaction is pivotal in ensuring his loyalty; personalized services include personal greeting, flexible changes to the drink/order and memorizing the favorite order of each customer, all with a genuine smile and fr iendly spirit.The human touch and customer intimacy is an essential element in the overall Starbucks experience by making each client feel special and well looked after. This point clearly marks Starbucks’ acknowledgement of creating relationships and having personal bonds with their clientele to deter them from changing stores. 2. 4 Services Recovery Strategies Starbucks interacts with customer in two ways. The first way is at the Point of Sale (POS). The interaction with the customer begins with the greeting, followed by taking the dink/food order, money exchange and leaving.Pleasant conversation is encouraged the regular customer. This build the idea of the third Starbuck phase for its ambiance meaning that a person has their house, work and Starbuck to make them comfortable. The second interaction is taken place over the phone or by email concerning question comments, or any complaint that they might have. During the first set of interactions, the customer has a high leve l involvement. The customer has all the choice in how they would like their drink made. There are no self-service or technology used in these interactions.The second interaction has medium involvement with the customer and has no face time. If a situation does arise, Starbuck has several different ways to rectify the situation. The first way is with their guarantee. This guarantee is that the customer drink should be made right in time and particular item needed by the customer. If not, let the â€Å"barista† know and Starbucks will give a remake it for the customer. This is also called within company â€Å"a right now recovery†. This allows the â€Å"barista† to remake the drink to any specification that was missed in the previous attempt for free.If the â€Å"right now recovery† is not enough to fix the situation, the supervisor will give the customer a recovery certificate. This is a coupon that allows the customer to receive any drink of their choice for free. Finally Starbucks also has the store managers as well as the district managers lave their business card in the store. This allows the customer to have direct communication with the management if any situation become out of hand. Online feedback at www. starbucks. com from one customer reads that â€Å"The licensed stores never had a conception of the â€Å"heart† of the business to start with.They are exemplary of everything that is wrong with current store operations. † [pic] 3. 0 GLORIA JEANS COFFEE – COMPANY B 3. 1 Introduction As one of the world’s leading providers of specialty-flavored whole bean coffees, Gloria Jean’s has been providing the ultimate coffee experience for over 29 years. In 1979, Ed and Gloria Jean Kvetko purchased a small gift shop in a quaint little town just north of Chicago. Deciding to share their secret for great tasting coffee, the store soon developed a loyal following as people came from all around to experi ence Gloria Jean’s gourmet coffees.Due to increasing demand and popularity, Gloria Jean’s began franchising stores in the mid-1980’s to entrepreneurs in the Chicago market who shared their passion for specialty coffees. Today Gloria Jean’s has grown to be one of the largest mall-based retailer of specialty coffees in North America. Committed to quality and selection, Gloria Jean’s is the premier destination for people who know and crave gourmet coffee. Each of our flavored coffees receives utmost care from harvest to cup. We meticulously roast and flavor to exacting standards, making Gloria Jean’s coffee the finest you can buy.Gloria Jean’s Coffees is known for its signature range of hot and cold coffee drinks including traditional espresso and ice blends; coffee beans, specialty teas, pastries and coffee accessories. (Wikipedia – The Free Encyclopedia 2008) 3. 2 Company background In 1979, Gloria Jean Kvetko founded Gloria Jea n’s Coffees with her first outlet opened in Chicago, USA, selling coffee and gifts. 1n 1996, Jireh International Pty Ltd, founded by NabiSaleh and Peter Irvine, purchased the rights to franchise Gloria Jean's Coffees in Australia.With stores in over 30 countries world, Gloria Jean's Coffees is one of Australia's leading coffee specialists and one of the fastest growing franchise organizations in the world. The company has opened 906 stores and signed 34 Master Franchise agreements across 33 countries worldwide, its strength is built upon a strong recognized brand synonymous with coffee quality and industry leading franchise systems. Gloria Jean’s Coffees has played a major role in the development and growth of the retail coffee market in Australia.Our team of Franchise Partners are passionate about the brand and its products, and have the dedication and determination to succeed. Gloria Jean’s Coffees is one of the top 30 fastest growing franchises in Australia a nd is also listed as one of Australia’s top 1,000 companies and top 500 Private Companies (Source: BRW 2007/2008). The company has been recognized for their systems, most recently winning the ‘Food Franchisor of the Year 2007’ in the PricewaterhouseCoopers Excellence in Franchising Awards and ‘2006 International Franchisor of the Year’ awarded by the Franchising and License Association, Singapore.Passionately committed to creating the ultimate coffee experience for every guest from bean to cup, the Gloria Jean’s Coffees difference comes from a true dedication to handmade coffee – from hand picking beans to handcrafting each individual cup. Gloria Jean’s Coffees is driven by a desire to be the most loved and respected coffee company in the world. They are committed to leaving a positive net benefit to both the communities from where they source their coffee and those communities they serve. With the sale of each cup, Gloria Jeanâ €™s Coffees helps to support local and international communities through their partner programs.Over the last year Gloria Jean's Coffees has made a huge investment in new resources, systems and tools that will take their franchise model to the next level globally. The team has put in place leading-edge platforms, systems and tools that have strengthened their business and created a robust model that can be implemented successfully and consistently across their overseas markets. Gloria Jean's Coffees provides ongoing management and support from the moment new Franchise Partners join the Gloria Jean's family. The Gloria Jean's Coffees  business model  is a  franchising  system similar to many fast-food chains.Franchise owners have to pay franchise fees and royalties on their sales as well as operating costs. The organization’s board consists of chairman Nabi Selah, and directors John Dwight, Peter Irvine and Andrew Tyndale. Product Coffee houses serve and sell a ran ge of espresso coffee drinks, cold drinks, blended and estate whole bean coffees and specialty teas along with pastries and coffee accessories. Gloria Jean's Coffees recently purchased through auction an allocation of the whole coffee bean that came fifth in Brazil's Cup of Excellence awards, Niche/Small Target MarketGloria Jean’s Coffee is currently targeting small market segment, young adults segment, which comprises people age 18 to 25 years old, compared to Starbucks, 15 to 64 years old. Besides that, Gloria Jean’s mainly focuses on female customers, where half of the sales came from that particular gender. Customers Are More Demanding Nowadays, customers are more knowledgeable towards coffee. Besides, there is no switching cost to other competitors. They know what different types of coffee taste like and what kind of beans came from where. Thus they only drink those that they prefer and they like.Customers are price sensitive, where a slight change in price might lead to change in preferred brand due to the low switching cost. This means that if customers do not get what they want from a brand, they will have no obligations to switch to the other brand, or they might as well buy coffee beans from supermarkets and brew themselves, which is one of the reason why sales is declining. Highly Competitive Industry There are a lot of brands that selling the same product, which is coffee. Most of it is already well established. Thus it is a highly competitive industry where all are fighting for a share in the industry.The reason for many companies being in the same industry is because of a profitable market and low entry barrier. Growth in specialist coffee shops such as Hudson’s Coffee and Starbucks Coffee took up a huge portion of the share in the market. Selection of Franchisee/Partners Gloria Jeans is very particular in selecting franchisees or partners. The company stands by their values, which is â€Å"Our partnerships are based on inte grity and trust†. They only choose those that they prefer and they feel good with. Logo description Gloria Jean's coffee  logo colors  are two  shades of brown, orange, yellow, and silver.The logo itself is a coffee cup with steam coming out of it. The motto is â€Å"escape the daily grind† are full of meaningful in a coffee lover life. [pic] 3. 3 Customer Retention strategies Operations Gloria Jean’s Coffees strive to develop their operations in retail business environment by using several channels. One of their distribution strategies is having a very well known third party companies that basically shares their beliefs, values, and commitment to quality. Gloria Jean’s Coffees also expanded their coffee business by making their coffee and coffee-related products available via mail order and the World Wide Web.This suits their main slogan, which is, â€Å"Making It Glorious† (Gloria Jean’s Coffees n. d. ). Donate / Joint venture with so ciety Our success is thanks to the communities that support us, and in return we aim to give back whenever possible. We strive to have a positive impact, both on the communities from where we source our coffee and the communities we serve. Gloria Jean’s Coffees’ core value of â€Å"Belief in People, Building and Changing Lives† Gloria Jean’s Coffees in Singapore has collaborated with World Vision International by sponsoring seven children through the Child Sponsorship Programmed.The Child Sponsorship Programmed supports the world’s less fortunate children from various countries by addressing the root causes of poverty and diseases, helping these children, their families and communities break the cycle of poverty, and empowering them to help themselves in the future. A Bean for a Dream for our sponsored children. When you buy a Happy Cookie at our outlet, part of the proceeds will go towards the outlet’s sponsored child. The bean represents t he dreams that you will help fulfill, and the card shows your support for the Child Sponsorship Programmed.Customer Service Due to the company’s ‘family spirit’, they tend to take customer service as an important role and expect their partners would share these values in the area. Since Gloria Jean’s Coffee houses around the world are known for providing a very friendly environment and offers a personalized service. Therefore, Ian Martin, group chief executive of Gloria Jean’s Coffee franchise said that, â€Å"At Gloria Jean's we don't talk about customer service because we don't have customers, we have guests. This is more than emantics – we don't see ourselves as retailers, but as a coffee house, serving guests, and you treat guests differently from customers† (Franchise Business 2007). This is one of Gloria Jean’s Coffees strength as it is proven that they do take their consumers seriously. Production-Operations Gloria Jeanâ €™s Coffees stores are typically more like a gift shop concept than a specialty coffee outlet. Stores vary in size and located in a variety of settings, including overlooking parks and gardens, the beach, and main thoroughfares. Most of the location chosen for their outlets usually is a metropolitan area which most of people usually go.They believe in the concept of higher volume, higher chances of having customers. The product mix varies between each store based on the size and location of the store. It was a take-away concept, which is totally un-Australian. Marketing Gloria Jean’s Coffees positions their products on quality and experience, rather than just offering coffees. A comparison of specialty drinks with its competitors reveals very minor differences. Gloria Jean’s Coffees’ image is one of the key elements to their success. The company has realized that people don’t only come for the coffee; they come for the atmosphere.People socialize, rea d, study, dine, or just enjoy the music while drinking their coffee. By knowing this, Diedrich Coffee try to make their stores unique in some way or another that will create a vibrant store atmosphere. Research and Development Gloria Jean’s Coffees consider research and development (R) as one of the main factor to be successful in the market thus they constantly urge their employees to be innovative and creative. This is evident through the continuous developments of new and exciting products, being the various drink flavors and coffee related products.By introducing more and more new products and by developing new distribution channels, it coincides with Gloria Jean’s Coffees goal of becoming the most loved and respected coffee company in the world. 3. 4 Services Recovery Strategies Caring for Upset Customers Now and again there are bound to be problems. A customer may be dissatisfied with his meal or may find the quality to be below his standards. There are special t raining for server and they have to attend it, in able to get confirmation of services. At Gloria Jean’s Coffee they are 100% sure servers know the best ways to handle customer complaints.Retaining upset customers can be a challenge. By putting in the effort and respect to recover distressed customers, usually Gloria Jean’s may be able to convince their customer to return to in the future. Customer Comment Cards Customer comment cards are recently use and most type of way in evaluating the customer experience. Customer comment cards are typically set out on the table or delivered by the server at the end of the meal. Customers can rate qualities of the Gloria Jean’s Coffee cafe, such as food presentation, menu pricing and server friendliness. 4. 0 COMPARATIVE ANALYSISThe definition of comparative analysis are the item-by-item comparison of two or more comparable alternatives, processes, products, qualifications, sets of data, systems, or the like. In accounting, for example, changes in a financial statement's items over several accounting periods may be presented together to detect the emerging trends in the company's operations and results. 4. 1 Comparisons Starbuck Coffee and Gloria Jeans Coffee in term of Customer Retention Strategies In order to maintain the customers for both companies in this industry, there have to make sure that their customers always satisfied with their product.The definition of customer retention strategy are helps the organization to keep their sales up, to create social and structural bonds and build engagement to delight the customers. The top strategies to retain customers are: market to the existing clients, connect with the customers, ask for feedback and input, share resources, reward customers for staying, be consistent in the approach and interactions, and follow through on the commitments, and keep learning. It is well documented that optimizing customer loyalty has a direct and positive impact on a co mpany’s financial performance and strategy.Increasing customer loyalty through improved customer experiences can be driven by the insight gained from a comprehensive customer feedback program. Below are comparisons table for both company. 4. 2 Comparisons Starbuck Coffee and Gloria Jeans Coffee in term of Services Recovery Strategies Service recovery has drawn the attention of researchers and academicians recently. The concept of service recovery is seen as both business practice and focus of  marketing study which has developed over time.Perhaps the strongest single factor  that causes service failure is the nature of service products themselves, which increase the possibilities of errors, or service failures, and therefore the need for recovery. Most scholars point out that the difference between tangible products and intangible services has increased customer awareness of the possibility of service failures either  from the operational perspective or from the custome r’s viewpoint and it’s difficult for marketers to understand and to meet customer  expectations. Besides, service variability has been identified as ongoing problem both for marketing and quality managers.Below is the table of both companies for services recovery strategies. 5. 0 CONCLUSION 5. 1 Conclusion for Starbucks and Gloria Jean’s As one of the famous coffee brand shop, the coffee shop does well in the field of marketing. According to the analysis of the shop’s situations concerning the marketing mix and positioning, a clear picture of the shop’s competitive advantages can be achieved. Generally speaking, there are some important factors that help the shop to achieve business success, which include convenient location, guaranteed high quality of both coffee and service and the Starbucks and Gloria Jean’s brand itself.On the other hand, this research also gives some recommendations to help to solve problems found during the course of research. For example, the shop should pay more attention to create a more comfortable environment in the guest area, and be more positive to introduce the â€Å"Member Card† which can help to build more stable and loyal customer relationship. 5. 2 Recommendation for Starbucks Coffee Based on the analysis, there are some issues should be taken into considerations to make further improvements for the Starbucks coffee shop.First one is based on the customers’ expectation survey. Some customers suggest that Starbucks should offer more comfortable armchairs and coaches, canopy and replace the outdoor floor with the wooden floor as same as the indoor decoration. In service industry, customers often look for tangible clues, namely physical evidence which can influence customer’s evaluation of service quality. In this case, there is knowledge gap between the service providers and the customers perceived service quality.More comfortable environment can help create frie ndlier atmosphere, which enhance the supplementary services by adding values to customers. It is more attractive to customers, especially when they want to have a relaxed time in this Starbucks shop except for a cup of coffee. Besides that, many customers were surprised when they heard that Starbucks also offer a reward card called â€Å"Starbucks Card Visa†, which, however, is not introduced to customers by staff, compared to the Gloria Jean’s positive attitude to introduce their discount card to customers.Loyalty reward programs can offer existing customers incentives to remain loyal and perhaps even increase their purchases. In this case, the coffee shop appears negative to reward their customers, which is easily resulting in customer defection because customers will feel like being defected when they get to know the truth. The shop should realize that existing customers are more profitable while winning new customers are costly. Thirdly, should pay more attention t o educate its customers about Starbucks’ coffee culture. Starbucks does well in brand building.Besides good coffee, it also provides its customers a very particular type of experience called the â€Å"third place†, a place away from their home and work, where people can meeting friends and business partners or just get relaxed by reading a book with a cup of gourmet coffee. This is the Starbucks’ positioning, the selling point. However, according to the survey results, no one knows it. The shop should realize that differentiation is most of the time why people buy. A clear concept of what the difference is will directly pull customers to come in. There should be a complete consideration about the cost issue before taking action. 5. Recommendation for Gloria Jean’s Coffee Product Uniqueness Gloria Jeans should opt for better coffee beans or a variety of coffee beans from around the world. Beans could be obtained from areas such as South America and Indones ia. These are the places that venture into to obtain variety of beans that suits the consumers. By doing so, consumers will definitely have a variety of brew that they could choose from, besides, the special beans could even provide a better taste of coffee for different types of consumers. Using low fat milk, creamer and artificial sweetener could benefit those whom are worried about obesity and have obesity problem.This specially caters to them as it is less fattening and less sweet, thus it could comply with World Health Organizations agenda of providing healthier food and beverages. Product Differentiation Gloria Jeans should provide food to customers instead of only cakes and pies. This is because walk in customers would find it convenient to dine in instead of just buying coffee from the outlet. Menu such as breakfast sets and set lunch should be provided besides serving light food such as sandwiches and cakes. Raising standards Most walk in customers look for a cozy and warm place to hangout when they enter the outlet.Gloria Jeans could provide a better environment for them by using comfortable sofas and furniture, warm ambience with music and also providing handicap facilities. This will improve consumers’ perception towards the outlet. Modern equipment such as The Clover, which is a specialized brewing machine that allows a barista to quickly deliver one freshly brewed cup of coffee at a time, would be useful. It takes quite some time for a freshly brewed cup of coffee to be served to customers with traditional equipments, thus it might lose some customers whom could not wait.Many people patronize coffee outlet is because it is a neutral place for people to talk about business and do their homework and assignment. This means that internet connection is very useful for them, including students whom usually do their assignments and homework at the outlet. Providing Wi-Fi service to them might benefit Gloria Jeans, as more people will patronize th e outlets for usage of Wi-Fi, which will indirectly linked to purchasing of coffee in the outlet. Increase baristas standards Providing further training such as entrepreneurship skills and management skills to baristas might improve their services.Baristas will feel more knowledgeable in handling situations that might occur. Giving baristas extra incentives such as entertainment allowance and company trips might boost up their morale, which might indirectly increase their productivity level and decrease the turnover rate. Widen the target market Gloria Jeans target market in considerably small, where there only target people aged 18 to 25 years old compared to other competitors. They could widen their target market to cater students as well as corporate business people.This can be done by widening the operation to hotels and resorts, healthcare, college and university campus environments and business and industry cafeterias. Besides that, they could provide kids menu, which could be favorable to those families that brings their children together to Gloria Jeans’ outlet. Increase Customer Awareness Gloria Jeans hardly did any advertising and promotions. They should advertise in local newspaper on their special promotions and their new products to gain customers awareness. Celebrity endorsement could also be useful in the sense that Gloria Jeans is their choice of coffee.This will gain attention of the fans of the celebrity and also people in public. Local celebrities such as Nicole Kidman is prove to be useful as a marketing strategy in the sense of celebrity endorsement. Social and environmental effort can be seen as a good way to increase customers’ awareness towards the brand name. Doing charity work such as funding the coffee bean farmers, building schools and clinics could be seen as a useful tool to gain worldwide attention towards what Gloria Jeans is doing for the world. They could also be part of Governments plan of reducing the consumpti on of electricity and water by doing so in the outlets itself.Customer incentives Gloria Jeans should reward their loyal customers with membership card or loyalty card to encourage them to stay loyal to the brand and also continue patronizing. These rewards will be beneficial to them and make them feel happy and treasured. They could provide them with discounts coupons and free refills for them who have the membership card, and encourages those that have not sign up, to sign up for these benefits. Franchisee Criteria Gloria Jeans has a strict policy in choosing franchisees for their business. This causes a lot of potential franchisees withdrawn from franchising for Gloria Jeans.The company should be more lenient towards the requirement in selecting franchisee or partners. But then also they have to do adequate power research on the background of the franchisee before choosing them. This is because they reflect the brand image of the company when they are operating under Gloria Jeans ’s name. Choosing the Right Partner From the problem regarding funding Mercy Ministry against anti-gay society, Gloria Jeans should discontinue the funding of it in order not to interfere with serious issues that could jeopardize the business.Instead, they should fund beneficial organizations such as Red Crescent Society and World Wildlife Fund. This will also help promote Gloria Jeans name worldwide, as a form of consumer awareness 6. 0 REFERENCE ? http://en. wikipedia. org/wiki/Gloria_Jean's_Coffees ? http://www. gloriajeans. com. sg/our-drinks/ ? http://www. starbucks. com. my/ ? theentrepreneurshipjournal. wordpress. com/†¦ /customer-retention-strategies ? www. slideshare. net/Spartanski/starbucks-case-analysis ? http://www. ukessays. com/essays/marketing/gloria-jean-coffee. php