The Development Of Fashion In Indian History Essay Example for Free

The Development Of Fashion In Indian History Essay Fashion has been referred by many as a consciousness of the mind. In most cases, when the term fashion is mentioned, what comes to the mind is the notion of a cloth style but the truth is that the concept entails a wide range of things be it footwear, accessories, headgear or even hairstyles. It is what one thinks it is beautiful that makes one comfortable and thus it could be said to be relative as it is not universal. It may mean simplicity to one person while to another person it would mean modernity and glamour. Fashion was simply a western phenomenon originally meant for the elite class but was later exposed to other people due to globalization. Fashion like fads come and go or in other words, they exist for sometime and are replaced by others and this is something that is evident when the track record for the Indian fashion is traced back from the early 20th century up to the turn of the century.   This research paper is going to specifically focus on Indian fashion and will trace its development track and discuss in depth about the changes that occurred in every stage and give the factors that motivated that change. This paper starts by giving a short but concise introduction about fashions and then continues to discuss about the historical development of Indian fashion in its main body and concludes by recapping the most important points that have been raised. Fashion in India started being taken seriously when the nation opened up to the western world’s ideologies which with them, different cultures and dressing styles were born but there was need to safeguard and protect the national values and cultures. For this reason, the Indians developed their own traditional styles and decided to hold on to them lest their cultures and values be swept away by the western fashion’s wave. Indian fashions evolved due to regionalism, climatic conditions and due to necessity and thus were more of a cultural, religious and tribal identity[1]. Indeed a lot of fashion metamorphosis could be said to have taken place as far as Indian fashion is concerned like from the 1920’s flapper girls who were oblivious of the conventional mode of dressing and looked it with contempt to the 21st century’s elegant fashions. The 1920s period was commonly referred to as the ‘roaring twenties’ and was reflective of Charleston era. In the 1920s, change in fashion in India was basically influenced by social movements advocating for equal treatment of women and in this respect, business like dressing codes were adopted something that greatly attracted women. Though this was the case, the 1920s period was unstable period to the Indians as it was the time the western influence was at its fullest and thus anything considered Indian was of lower status that the western one and thus Indian fashions had borrowed much from the western world. In short, the 20s fashion was associated with wealth and thus was a thing of the rich as the poor went for the hand stitched or the hand made clothes however, due to their high demand those tailors became entrepreneurs and kept boutiques thereby making a fortune. People would prefer western fashions to theirs for example the Charleston dresses which had long laced sleeves either made of silk, satin or cotton. The 1920s period being influenced by equality movements, a class of women who were business-like emerged and preferred clothes which were either grey or black in color and made of [2]either georgettes or silk. â€Å"In India, the fashion scenario was in confusion as it was an unstable period. Thus fashion trends were strongly influenced by the British, with the result that western clothes became a status symbol†[3]. As each decade had something new, the 1930s period show the reduction of western influence in fashion and witnessed the rise of communism, fascism and socialism something that led to the women’s fashions becoming more and more feminine while strongly holding on to their conservative ideas[4]. During this period, the 1920s clothes such as angarkhas, jamas and chogas lost taste and there place was taken by achkan, sherwani and chapkan. According to researches that have been done, these clothes are still fashionable today and in fact are the standard mode of dressing for men. At this time the emergence of Indian cinemas played an important role in the emergence of the 1930s fashion. Clothes that exaggerated body figures would be worn something that went in line with cabaret and vamp culture. Though western influence was greatly waning over this period, the Indian women would still be seen wearing western clothes such as the ghagras, kurtas, odhnis and peshwaz during ceremonial functions and religious festivities but would make sure that though clothes would be mostly western they would wear clothes that were hand-woven and most of the clothes that were worn at this time were dark colored[5]. The 1940s decade did not see much of fashion change as there were a lot of things that were happening in the world for example the Second World War and the Indian Independence movement and thus most of the clothes that were worn by women were generally functional. However, there were some small changes which were happening in terms of fashion that are worth noting for example, clothes with pinched waist and hips and then matched with a short fluted jacket could be worn by Indians[6]. Also this historical period brought with it some revolutionary changes in the Indian fashion as Japanese imported fashions such as georgette, silk and   chiffon which prior to 1940s were very much in use were replaced by South Indian hand woven silks. By gaining independence, Indians felt tired of mimicking western fashions and thus concentrated and cherished theirs something that characterized the 1050s period. Much of the attention focused on the Indian blouse which shortened than it was prior to this period. This blouse came to be known as choli and the style came to be reffred to as katori which replaced the western one. The mentality that western clothes were long lasting and that would even last longer if repaired, vanished and henceforth, those clothes would be given to charity homes or be put into dustbins. Also something else characteristic of this period was the silhouette balloon skirts with narrow waist[7]. The 1960s represents a very important period in the evolution of Indian fashion. It witnessed various inventions and particularly the production of synthetics for example; brass, silver and mud were replaced by plastic and silk and cotton was replaced by polyester and nylon fabrics â€Å"New types of materials such as plastic film and coated polyester fabrics became popular. Tight kurtas with churidars and miniskirts became fashionable. The era also ushered in the age of synthetics†[8]. This period represented not only a battle between modernity and traditions but also a battle between values and lifestyles. Though nylon had replaced saris, it came back in 1964 both with a new look and wearing style for example, it would be worn below the navel in a manner that would exaggerate the curves. Also in this period, the place of salwars was taken by nylon pants. The clothes that came to be referred to as Kumar’s forte emerged at this period and were as a result of the embracement of Indian clothing styles by other nations in the world[9]. Kumar was able to put the word fashion in an Indian context something that made him to popular nationwide. The 1970s period in Indian fashion is commonly referred to as the me decade’ and was also a period that was referred to as anything goes culture. At this period, India started to produce materials in plenty with some used locally while others exported to other nations something that made its fashion to be popular worldwide[10]. In 1980s, the American fashion were selling internationally and were able to penetrate in India and some American designers such as Calvin Klein were very popular but nevertheless, their own fashion never died. In fact, silhouettes which were initially worn by women adopted a masculine nature and shoulder pads were put in salwars. With the invention of cable TV, teenagers got influenced by fashion shows that were aired as they targeted the youth who in turn influenced their elders. This ushered the millennium’s last decade, the 1990s which witnessed the rise of younger designers into the Indian fashion mainstream. This period also saw the replacement of Indian fashion by the German styles produced by designers such as such as Jil Sander and Helmut Lang. Today, people have realized the importance of preserving their fashion and protecting it from being eroded by foreign cultures and thus most Indians are going back to their ethnic cultures thereby increasing their demand with much credit going to Ritu Kumar whose role in reviving Indian fashion cannot be underrated. Unlike in the past where people thought anything foreign as modern and theirs as outdated, it has dawned on people that those were erroneous ways of thinking and have reverted to their old fashions which were reflective of their identity[11]. Indeed, Indian fashion is something that has under gone a lot of changes since 1900. Notable changes could be said to have started taking place with the coming of colonialists. Much of what took place during this time to a great extent was western in nature but people went holding on their fashions which were representative of both their cultural and ethnic identity. In the 1940s, with the achievement of independence, they deserted western cultures and came to value theirs more and this continued in the following decades. The 1960s in the Indian fashion history is the epitome of change as a lot took place including the invention of synthetic fibers. Today, Indians have gone to their former traditional way of live and have awakened to the fact that their culture is valuable than the western one unlike the 1920’s belief. References: India4world. Evolution of fashion. Retrieved from   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.indiavisitinformation.com/indian-fashion/evolution-of-fashion.shtml Khatai, Ajit Bhimsen. 2001. Fashionable Crossovers. Available at   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.hinduonnet.com/folio/fo0104/01040420.htm Mukerjee, Somshuvra. 2009. Changes in Fashion Trends among Women in India.   Ã‚  Ã‚  Ã‚   Available at http://somshuvra.instablogs.com/entry/changes-in-fashion-trends-   among-women-in-india/ Shea, Stuart. 2006. The 1960s Most Wanted: The Top 10 Book of Hip Happenings,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Swinging Sounds, and Out-of-sight Oddities. Brasseys. 4thmedia.com. 2008. Fashion and Lifestyle. Accessed from   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://teamsugar.com/365194

Effects of the Tourism Sector on Employment Rates

Effects of the Tourism Sector on Employment Rates Chapter 2: Literature Review The main purpose of this chapter is to provide an overview of the existing literatures that various researchers have conducted on tourism and employment. This chapter also shed lights on how tourism sector is important for employment. 2.1 Theoretical Review The theoretical literature explores all the theories based on tourism and employment. 2.2 Introduction Around the world tourism has become the most crucial and fast growing industry as it is bringing a numerous advantages especially in Small Island like Mauritius. Over the last decades, tourism has attained increasing recognition as a crucial sector with enormous potential for generating employment. Tourism has been classified as the prosperous industry and considered as one of the largest and most progressive industries in the world that can bring maximum advantage to a country as compared to other economic activities. There has been a rise in tourist’s arrivals during the recent years since the beginning of civilisation as travel has been a great interest for people especially in Mauritius. UNWTOs Tourism 2020 vision foresees that international tourists arrivals are expected to be over 1.56 billion in the year 2020 thus this will bring a positive impact in job opportunities in the future as it will boost up the employment rate in the world. As such, the tourism sector will co ntinue to be a promising industry in the following decades. In a country such as Mauritius, employment is considered as one of the most important matters as unemployment keep on increasing every day. Unemployment following a period of seasonal job creation may be voluntary or involuntary. It is more efficient in creating employment in tourism than in any other sector as tourism is a labour intensive industry. Consumption expenditures of tourist provide direct or indirect employment opportunities in the tourism industry. Therefore total employment in a country is influenced by tourism via the general employment effect in the economy. The rapid growth of international tourism has led to numerous job creations. Tourism can create employment directly through hotels, restaurants, souvenir sales, taxis and nightclubs, and indirectly through the supply of commodities needed by tourism-related businesses. 2.3 The seasonality in tourism employment Tourism seasonality is an important issue in many destinations. Seasonality creates the variation in tourists and visitor numbers to a destination. Many countries are affected by seasonal employment in their tourism industry especially in coastal destination. Seasonality is considered more as an issue rather than a benefit of tourism (Butler, 2001). Thus seasonality is seen as a problem to be tackled at an operational level. Flognfedt (2001) disagrees that in certain situation seasonality in demands present opportunities to rural destinations mostly where their economy balances tourism alongside other activities. However it is considered that seasonality can cause problems for employment level in the economy. Unemploymentis not certainly produced by seasonal employment. Unemployment that occurs due to seasonal employment may be willingly or unwillingly because some employees prefer seasonal job as they are paid more compared to other job. Anyunemployment benefitpolicy designed to alleviate the seasonal nature of employment insectorssuch astourism may reduce the unemployment issue. Employment in the tourism sector is greatly affected by the phenomenon of seasonality. Marshall (1999) describes seasonal job as: â€Å"once the seasonal peak has been over, non-stable job will end at a stated time or in the future†. The perception of tourism seasonality can be described as temporal lack of balance in the phenomenon of tourism which can be signified in their expenditure, in the number of visitors and employment (Butler, 1994). The tourism sector gives the opportunity of complementary earning for local population in many developed and developing countries. However, particularly in many developed country destination seasonal fluctuation brings an irregular use of potential workforce which eventually lead to an increase in seasonal unemployment. The seasonal fluctuation of capacity use in tourism industry brings also a local shift of working area. Several countries reported efforts to prolong the high season by creating new artisanal products in order to attract more tourists in the whole year. This would solve the problem of seasonality employment as well as help to increase the investment yield. Furthermore in the Mauritian context, seasonality in tourist arrivals is also presented and hence this creates an imbalance of employment in the tourism industry where many people will be unemployed during this period. Usually the hottest months of the year are January and December where many foreigners come in Mauritius to spend Christmas and New Year in the summer season while other peaks are in the months of March and August where most of the European spends their holidays in Mauritius. However in June, the winter month in Mauritius and February, the cyclone prone month the country experienced a decreased in its tourist’s arrivals. According to the World Tourism Organization (UNWTO), there has been an increased in international tourist arrivals by 4 percent between the month of January and August 2012 compared with the year in 2011. Furthermore, total expenditure on tourism has also increased and most of the rise in spending was from travellers from developing countries suc h as China, and Indonesia. This generates more employment opportunities in the tourism industry. 2.4 The relationship between Tourism and Employment As tourism is a service industry it has powerful effect on those areas which has surplus of labour because skilled and productive human resources are very important for this sector. Tourism, due to its manpower intensive production by nature, is an industry creating an enormous opportunity of employment facilities. It has a great impact on local population employment. Thus there is a positive relationship between the growth of tourism and the increasing employment benefits. This also helps in reducing the poverty rate. A large number of professional and unprofessional people are required in the field of construction, advertisement and management of infrastructural facilities of tourist centres. The proper utilization of these available human resources could be a benefit for tourism improvement and side by side further prediction of employment. Any expenditure by a tourist allows this industry directly and allows other sectors which supply input to tourism sector indirectly to boost up employment opportunities. Tourism sector is directly linked with several industries such as accommodation, transport, entertainment, travel agents, management, finance and health. Moreover, tourism construction industry provides sources for other industries such as agriculture industry and manufacture industry indirectly. Furthermore, tourism may create job opportunities not only in tourist receiving countries but also in tourist sending countries in different aspect because different service units are needed in sender countries to complete some facilities done before travel. Depending upon development in tourism sector and intensity in demand for tourism there is an increasing effect in employment. The employment in a country increases as much as tourism demands for that country. Tourism creates employment as much as the income (Holloway, 1994). In addition, if we make comparison of employment rates created by tourism based on tourist sender country and tourist receiver country, it is possible to conclude in general that the employment rate in tourist receiver country is higher. Tourism appeared to be more labour intensive and empirical studies have confirmed that the level of employment in tourism activities is quite high. 2.5 Tourism creates an abundance of employment opportunities in both the informal and formal sectors. Tourism creates three types of employment in regional and national economies.( Mathieson and Wall) Direct Employment Tourism creates enormous number of direct employment in establishment like hotels, restaurants, tourist shops, travel agencies and also in transport, handloom and handicraft industries in the country and it meets touristic needs directly. It also generates certain category of workers like interpreters, guides, tour operators and so on. Indirect Employment Those directly employed in the tourism industry creates indirect employment in certain other sectors through their demand for the commodities. It covers the employment in other industries which do not cater for touristic consumers directly but get revenue from expenditure done in touristic relations that is the other sectors which bring input for tourism sector. For example, the workers to be employed in construction work of an additional unit to increase capacity of an accommodation facility, or the employees working in a manufacturing facility, which produces the goods to be put up for sale in this facility, can be considered in indirect employment. Induced Employment It refers to further employment in economy arising from re-spending of the income which has been acquired by direct and indirect employment approaches ( Mathieson and Wall, 1982). The individuals, whose earnings and standard of living have raised due to their tourism activities, create new job opportunities spending this acquired earning in other sectors of the economy. Multiplier effect of tourism plays an essential role in the development of induced employment. Mauritius has not been able to maintain its number one position in the regional rankings as it was overtaken by the entry of the Seychelles in the year 2013 and is ranked 58th overall. The priority of the sector remains high, along with a strong national attraction for Travel Tourism (ranked 6th). The country’s tourism sector and the good infrastructural development ground were ranked 48th and 37th respectively by regional standards. Travel Tourism is one of the dominant employment creators in the earth as this industry directly engages more than 98 million people, representing over 3 percent of employment rate in the world. The sector contributes to around one in every eleven jobs in the whole world. The share of world employment in Travel Tourism is greater than that for the auto manufacturing industries and chemicals manufacturing industries combined, across each and every region of the world. In addition, the outlook for the sector is almost positive as job growth in Travel Tourism is estimated to average 1.9 percent yearly over the following next ten years, compared with 1.2 percent growth yearly forecast for total jobs in the world. In all the regions of the world except for Africa, employment in Travel Tourism is foreseen to be more promising than total employment growth while travel and tourism employment in Africa is still expected to grow by 2.3 percent yearly for the next decades and reach 2.9 percent of total employment by 2022. Empirical literature review This section provides a brief description of the relevant empirical studies on tourism and employment. The main findings have been recorded, merged and compared where appropriate to build a model for analysing the impact of tourism on employment. Finally, the relationship between tourism and employment is examined. As tourism is a mixture of sectors and it consists of a great number of small service sectors, it becomes difficult to calculate exactly the tourism’s contribution in the country’s economy. However in Albania country it has been able to determine the relationship between tourism and employment in Albania during the year 1999 to 2012 and the empirical studies show that tourism has a positive impact on employment. Time series have quarterly data and their study has been done using Engle Granger test, Johansen Co integration and the correction of error. Thus empiric results show that tourism has had a positive effect on employment and the co-integration test has given result that there is a strong relationship between the two variables in the long run period. Furthermore, in Bermuda (dix 1989) concluded that 70 % of all employment in the island is supported by tourism. However when solely the direct employment is viewed the impact of tourism on employment is undervalued. That is real impact is far greater when taking into consideration the effect on the economy of both indirect and induced employment. A lack of accurate figure for total number of people employed in either indirect or induced tourism activities makes it difficult to calculate how many people are affected even though it is possible to estimate the impact of expected tourist expenditure on direct and indirect employment(mappisammeng 1991; Booth 1988). Varley 1978 considered that the volume of indirect employment generated by tourism was dependant on the degree of linkage between the tourism sector and the other sector in the economy. In his studies in Fiji he concluded that the higher degree of integration in the economy was the higher the amount of indirect employment creat ed. Further empirical studies have been done to illustrate the impact of tourism on national economy. Thus input-output analysis approach has been done to illustrate the economic impact of tourism. However Dwyer, Forsyth and Spurr argue that this type of models has some limitation and is considered as a disadvantage to use such type of model. They revealed that these models had taken into consideration only the positive economic aspect and has overlooked the negative impacts. Therefore they suggested that Computable general Equilibrium models (CGE) is a better technique to resolve the problem of the limitation.

Marketing Plan For Tyrrells Potato Chips Marketing Essay

Marketing Plan For Tyrrells Potato Chips Marketing Essay The market for potato crisps in UK is a competitive market. It is very difficult to enter this market. Walkers is the biggest snack company in UK. There are also many competitors from domestic and international. For example, Pringle is a strong competitor for chips chips market. The recources, suppliers, buyers and customers were control by these big chips companies. However, the Tyrrells Potato Chips did. Since 2002, Tyrrells Potato Chips started to focus on a niche market of potato crisps; namely, the Premium Crisp market focusing on more affluent customers. The growth of the company is important for the companys owner. Tyrrells Chips is in a niche market, the chips are produce for specific group of customers. Therefore, the company need to meet these customers unique need. Firstly, customers from the higher social grades are slightly different from other general customers, they tend to spend more on better quality food. Tyrrells could use quality control to ensure their product meets a high standard and develop Tyrrells Potato Chips flavours. In addition, they need to find out more flavors of the chips, then evaluate which one can be accepted by these higher social grades customers. For example, develop the flavour of foie gras might more attractive for these customers than develop flavour of pork rind. The customers from higher social grades care about their health; especially female customers. The reason of this is ladies are more conscious of their weight and size. Customers who from higher social grades have more social events and formal meetings with people form the same grades. Tyrrells customers also need to care about their public images. That is a reason that customers from higher social grades usually do not want to try crisps. Therefore, Tyrrells Chips need to be produced by lower oiled and lower calories. The company need to develop the technique to produce a much healthier product. The Tyrrells Potato Chips customers are much more discerning buyers. Therefore, the company need to build the brand. Improve the customers loyalty of the brand. Though attract customers to join Tyrrells culture and build trust with their customers. In fact, regular customers is the most important group of people that Tyrrells should make. To Tyrrells, find out a solution that keep their customers consume Tyrrells Potato Chips regularly is more important than set a strategy that attract new customers. Branding is an important part of continued customer trust; however, the strength of retail brands is such that it is more and more difficult for newcomers to compete. Burt (2000) argues that grocers own brands are at least equal to those of manufacturers brands  [1]  . Therefore, Tyrrells needs to get their brand more recognised in order to compete in this tough market. Furthermore, these customers also need their foods have a premium price, in order to demonstrate their social grades. These customers prefer their foods are different from ordinary customers, they will not like to choose the same thing with ordinary customers, for example, Walkers crisps or Nandos Hot Peri Per. They want to choose something with premium price that can show their unique taste, even though the difference is so slightly that people can hardly recognize. Secondly, Tyrrells Potato Chips company still need to let their customers know what they really want customers know. The company should especially show their particular way to produce the chips. Including promote the advantages of Tyrrells Court Farm, which in the heart of the Herefordshire. In addition, how these advantages could influence the chips quality. Tyrrells also need to particular advertising their farm, which is local, reliable, and safe. The company also can let their customers know about their especial way of the hand-made chips, include which steps of the chips-making process are make by hand, in addition, why the company prefer hand-made rather than machine. For example, hand-made chips can ensure the chips thickness mostly the same, hand-made can also make sure the flavor is well mixed. Tyrrells could emphasis they are healthier food. They can show the science and technology research department, and assembly department though advertise. Furthermore, low fat, low oil, low calories need to be emphasised of the advertising process. The company also the feedback of the customers. Tyrrells customers usually come from higher social grades. These customers are sensitive, if these customers feel dissatisfied of the chips for several times, they might never buy Tyrrells again. The worse thing is, these customers might communicate with their social circle, it can make bad impressions for other customers. To Tyrrells, using price skimming strategy and focus on service can hold more customers from higher social grades. Finally, Tyrrells could through test the market to forecast the trend of the market. For Tyrrells, test the market seems the best way to know their new product can be accepted by their customers or not. They can test their new product in the best-selling place, for example, the test results from London Harrods, Selfridges and Fortnum Masons are more reliable than the results from Tesco Express. Task 2 To be a competitor in the chips market, Tyrrells need to seek the niche market of all the chips market. For this reason, Tyrrells Chips have to develop something that different from other competitors. Tyrrells market positioning is the particular chips for customers who from higher social grades or the discerning buyers. Thus, developing long-term relationship with these customers, improving customers loyalty and increasing the regular customers should be taken into account. As a firm that consider to construct a long-term strategy and structure, further develop long term customer relationship and equally long-term value with its customers, Tyrrells Chips might need to use marketing mix. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.  [2]  Marketing mix could be suggested to Tyrrells Chips who depends on customers. Elements of the marketing mix are often categorized into Four Ps; Product, Promotion, Place and Price. Firstly, Tyrrells need to focus on their product: product is the most important thing in Tyrrells sale strategy. The firm have to control their chips quality and to invest in technology. Undoubtedly, Tyrrells customers want the chips can be the best chips in the market. They need the chips healthier. Thus, Tyrrells have to ensure their chips with much less oil, fats and calories. In addition, for Tyrrells niche market, service is another important element in product. Building closer relationship with customers can improve customers sense of regard. Tyrrells customers belong to higher social grades, these customers society are more refined and courteous. In this situation, service can be the most influential element to keep excellent customer relationship. For example, some customers might worried about the bad small with they speak after they have chips, in this situation, Tyrrells could put gum inside the chips package to solve this problem. Furthermore, Tyrrells should pay attention on packaging design. Customers who can buy Tyrrells Chips are discerning buyers, therefore, Tyrrells should use the package design to attract these customer. Classical type design should be the best choice for Tyrrells. These customers have their own standard and preference of aesthetic. Classical design might be the safest way. In the other hand, Tyrrells should extend their vision. It is beneficial for Tyrrells to develop new product, rather than only produce chips. The firm can expend their product line. Other snack foods can be developed with the same way. For example, some people might not like eat chips because the crisp sound, this sound can make other around people feel uncomfortable and disrespect. To make sure customers can taste Tyrrells anywhere, the firm can develop other puffed food with less sound. Secondly, Promotion should be taken seriously. It is necessary for Tyrrells to promotion themselves. Promotion is the effort to inform and persuade potential customers in order to accomplish the sale of the product, services, or ideas.  [3]  The core of promotion for Tyrrells is building brand awareness. Advertising might be the best and commonest way to promote Tyrrells Chips. The firm can advertise their product by TV, poster and other mediums. TV advertise might be the most widely way to promote Tyrrells Chips. However, TV advertising also have its disadvantages. Normally, luxury brands and other brands for higher social grades customers resist TV advertising. TV advertising is normally for mass market. Contrarily, Tyrrells target market is niche market. Thus, the firm should avoid using TV advertising to equate with cheap brands. Advertising with luxury or fashion magazines could be batter for Tyrrells. To link with these luxury brands inside the magazines, Tyrrells can improve their brand level. To co-operate or to sponsor relevante events is another way to promote Tyrrells Chips. Inviting customers to these events can show these customers more about Tyrrells. Tyrrells also can invite their customers have a family travel to the Tyrrells Court Farm, which in the heart of the Herefordshire countryside. Families can relax in the countryside, it is a good opportunity to promote Tyrrells culture to their customers. Firm can show how the potato have been planted, and also can show how the chips have been made by hand. This can build customers brand loyalty. Thirdly, Tyrrells Chips need to find out the place that is suitable for their market positioning. Tyrrells customers may not like to purchase chips in supermarkets like Tesco, ASDA, Morrisons. Luxury stores is more suitable for Tyrrells, for example, Selfridges, Harrods, FortnumMasons and Harvey Nichols. These luxury stores focus on the same grades of customers with Tyrrells. Therefore, customers in these luxury stores customers can be the target of Tyrrells. Another important tool that Tyrrells use is key account management. A simple definition of key account management is developing the nature of the customer relationship in order to enhance understanding and to identify the true opportunity; aligning the business resources to act on that enhanced understanding, in order to secure competitive advantage and to enhance profitability.  [4]  Using key account management to develop a closer relationship with key customers. Chips market is a market that strong dependence with big customers. Building a close relationship with these customers is very diffcult to start, however, when everthing get on the right track, it is very beneficial for Tyrrells to make a long-term strategy. Tyrrells should using this tool to build a close relationship. Tyrrells can not sell their chips in open market, or sell it by them self, they need to sell their pruducts by Harrods, Selfridges, Fortnum Masons, etc. Tyrrells should develop closer relationship with these customers with . Firstly, communcation should be emphasised. A successful communication can get information quicker and more efficient. Using new techinology to make communication more efficient is suitable for Tyrrells. For example, virtual communication tools can achieve communicate with these key customers from internal, rather than just sale department communicate with purchase department. Secondly, Tyrrells need to fulfill these customers need and response more quicker. Offer tailor-made services and products can close relationship with these big customers efficiency. Finally, feedback should not be ignored. Receiving feedback from internal of customers can detect how good that the strategy be done. When receive feedback from key accounts, can also make relationship one step forward. Tyrrells can also offer their products in transport. For example, business premier of Eurostar could be the first place to offer their chips. Tyrrells can also offer their chips in airline first-class, as a local airlines, British Airways and Virgin Atlantic can be the best choice to build partnerships. In addition, the food guide books in airplanes or trains in the first class can also promote their product as well. Finally, price might last important for Tyrrells. However, Tyrrells also need to control the price relevant with the market. Price also need to be taken seriously because price is the most intuitive factor to show Tyrrells Chips market position. Tyrrells through control the price to attract their target customers. Even though Tyrrells customers are less care about the price, Tyrrells Chips also need to connect the price with its worth, after all, price is an important factor in market economy. Task 3 Since 2002, Tyrrells Chips make a huge successful in crisps market. When Tyrrells enter crisps market, the niche market that Tyrrells need to focus on is premium crisps market. At year 2002, when Tyrrells Potato Chips enter the market, premium crisps represented about 21% of the total crisp market, but by 2007, five year later, premium crisps represented 29%  [5]  . That show the successful of Tyrrells enter the market, even it is difficult to enter, Tyrrells also take a position in the premium market. Since 2002, Tyrrells try to attracted new group of consumers. Tyrrells found out a specific way to produce and promote their chips, higher quality, and higher society grades. The eaters were changing from males to women who preferred low fat crisps.  [6]   From the year of 2002, Tyrrells enter crisps market as a fresh. The company operated very well in their target market. However, Tyrrells still weak of capital accumulation, 5 years past, Tyrrells still is a small company that offer products and services for small customers. Tyrrells did not expanse their target market, thus, it is difficult to increase their profit. Without capital accumulation, Tyrrells did not have enough budget to improve their products, services and promote. Moreover, it is very difficult to invest for the future. The firm also have no enough budget of market expansion. Inevitably, Tyrrells would be bought by investment group. Task 4 To build personal relationships with customers, Tyrrells need to focus on approach relationship marketing. relationship marketing orientation is more modern approaches relating to marketing orientation, have suggested a relationship marketing approach. this recognized the importance of retaining existing customers and developing relationships with stakeholder groups( e.g. suppliers, distributors, etc). the theory is based on the premise of building a relationship as opposed to simply generating transactions.  [7]   Relationship marketing is an approach that developed to improve transaction marketing. According the definition, the relationship marketing emphasis customers relationship and satisfaction, rather than a dominant focus on sales transactions. For Tyrrells, build personal relationship with customers need to be taken seriously. Communicating with customers is the best way to know customers needs. Further, in Tyrrells relationship marketing strategy, the firm should use bilateral communication rather than unilateral communication. It is beneficial for Tyrrells to share and communicate information with customers. In addition, Tyrrells need to co-operate with others, which can achieve win-win situation. The aims of co-operation is increase interest of every parts of chain rather than harm others interests. Tyrrells can achieve more via co-operating with others. Furthermore, emotion is another factor that influence relationship marketing. Relative to material needs, the firm also need to satisfy customers emotional needs. Tyrrells need to meet customers both material and emotional expectation in order to achieve customer satisfaction. Finally, people are different. Firm should develop a closer relationship with different personality by different solution. For example, developing closer relationship with women Tyrells. The women need to feel connected to the brand. This can be done with personalised electronic communications. It can make women feel more like a family than just transaction. However, developing closer relationship with men should communicate shortly and with points. Concise conversation can let gentlemen feel comfortable. Tyrrells also need to track customers attitude immediately. To develop immediately feedback from customers in order to control the relationship with customers. The major problem and core aim of relationship marketing is how to keep customers. Building customer loyalty is the main topic of relationship marketing. How can Tyrrells get customer loyalty in relationship marketing? Three easy step to achieve this. Firstly, seeking target customers needs. Firm need to analysis customers needs, and conclude client satisfaction. High quality of products, friendly services and comfortable shopping experience are which the factors might influence Tyrrells customers preference. Focus on customers satisfaction can bring tangible( returned customers) and intangible assets( promote firm to others). Secondly, fulfill these needs and ensure customer satisfaction. Tyrrells can achieve customers satisfaction with these ways: providing high quality and satisfactory products and services, providing additional benefits and providing efficient communication approach. For example, customers may not satisfied current little flavors, when Tyrrells got this information, then the firm need to develop more flavors. Finally, for Tyrrells niche market, the essence of market competition is how to keep the customer resources. To keep existing customers is more important than attract new customers for Tyrrells. Thus, building customers loyalty can bring lots benefits. In relationship marketing, the main problem is how to build and keep long-term and interdependent relationship with customers, suppliers or distributors. Therefore, Tyrrells need to communicate with others initiatively. This can share the information quickly, in addition, firm can provide services to their customers or solve the problems with suppliers and distributors. Finally, firm need to perform their promises and commitments. It is very difficult to build trust relationship in market behaviour, because all the firm in the market want to maximum their profits. However, Tyrrells is in a niche market which offer chips for higher society grades, these customers usually shopping with consumption inertia, thus, how to obtain customers trust is more important for Tyrrells. Usually, fulfilling commitments can achieve high degree of mutual trust. If the firm promise to their customer, therefore, no matter what happend and how hard to achieve it, Tyrrells have to perform this promise. Even though sometimes Tyrrells might get loss, as return, it can increase customers trust and loyalty. Task 5 As a rapidly developing company, Tyrrells need to invest more in promotion. To be a competitive company in this modern society, Tyrrells Potato Chips should build brand awareness. In the year 2009, a French luxury fashion design label Christian Lacroix prepare to bankruptcy. French design house Christian Lacroix has reportedly filed for voluntary bankruptcy as the label seeks to protect itself from an onslaught of creditors  [8]  At the same time, another luxury fashion design label Christian Dior still made considerable net income 796 millions Euro in 2008  [9]  . Even though people believed economic crisis is direct cause for the CL bankruptcy, however, other luxury labels like CD, Chanel, etc. still can made profits in that year. CL can design the same quality of dress with CD or Chanel, some time CLs design may more beautiful than others. However, the unsuccessful promotion is another main reason of CLs bankruptcy. Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.  [10]  Shortly, the main objective of promotion is let firms target consumer know the brands which firm want consumers know. For Tyrrells, promotion can be achieved through various ways. As a famous chips manufacturer, Tyrrells should promote their chips brand in any relevant domains. For example, to be a sponsor of The Royal Welsh Show. Through sponsor for these show, Tyrrells can promote their business philosophy. healthy, premium and skilled. In addition, Tyrrells also can host society events, through communicate with consumers, to promote firms philosophy. Advertising is another communication tool that deliver messages to customers. As a main communication tool, advertise is a good way to promote the brand, also a effective way as well. Coca-Cola has long been recognized as the worlds most valuable brand. Its current value: $55 billion.  [11]  Advertising is an important factor that help Coca-Cola achieve this. In every Olympic Games, Coca-Cola will advertise their brand. In Atlanta 1996 summer Olympic, Coca-Cola advertised in any relevant area. The third quarter of 1996, Coca-Colas sale revenue increased 21%  [12]  . At the same time, as Coca-Colas biggest competitor, Pepsis profit decreased 77%  [13]  . This is a good instance for Tyrrells, Tyrrells should not content of current advertisement. Tyrrells can advertise on famous food magazine, like Restaurant Magazine. Luxury fashion magazine should be considered as well, Harpers Bazaar and Vogues could be good choices. In addition, invite gastronome and celebrity endorsements is another good way to advertise Tyrrells Chips. Even though Tyrrells do not have a big budget, they still need to highlight their advertising strategy. Omnipresent adversting is not very suitable for Tyrrells. One thing Tyrrells need to do is to aim their targets, key customers, affluent customers. It is more useful to adversting the point rather than adversting wide. Public relations is a communication tool that the firm use to building trust with public. The main mission of PR is how to maintain firms healthy image. Firstly, to be honest or at least let public think you are honest. Integrity is an important element for confidence-building. In the year 2009, Toyota was the largest car manufacturer in the world  [14]  . When customers complaints about Prius break problem and Toyota decided to repair those cars, it was already too late, Toyota lost the trust from consumers. Putting aside political factors, unresponsive public relations department might put the last straw on Toyota, to pull the firm into this passive situation. This is a bitter lesson for Toyota, however, Tyrrells can learn a lot from this case. Tyrrells should communicate with customers more efficient. Public relations department should receive the public problem Immediately. Then control and solve the problem as quickly as they can. Public trust is very easy to loss but hard to get, therefore, PR department should good at controlling the problem and make sure it will not be proliferated. Finally, Tyrrells should good at using a communication tool called internet marketing. Marketing on the internet is slightly different from real world. For Tyrrells, Marketing on the internet is promoting to young customers. Tyrrells can co-operate with social website like Facebook, Youtube or Twitter. For example, company can sponsor virtual farm on Facebook to attract young people, they can also use Twitter to push their voucher to customers. Tyrrells can collect customers email through using Tyrrells website log on system. The advantage is, Tyrrells can deliver their new message to the specific group of customers( younger, older,male, female, etc.). Disadvantage is, these emails might be marked by spams. Internet is not just promoting, customers could also shop online. Online shop can make transactions more flexible. When customers want to buy huge packages of chips, they can purchase a box of Tyrrells Chips online. It is very strange to purchase a box of chips, but when online shopping, customers do not need to worried about this. Online shopping also can make customers more flexible. For example, when customer shopping at Harrods, he want to purchase 5 packages of flavor Lightly Sea Salted, 5 packages of Sweet Chilli Red Pepper, it might very difficult to carry. However, online shopping can solve this problem. Chips are not clothes, sometimes customers do not need to fit them.

Bridging the Divide: An Analysis of Indian Education :: Essays Papers

Bridging the Divide: An Analysis of Indian Education Introduction: Educational levels have always been regarded as key indicators, not just of economic development, but of social well being. For this reason, literacy rates are of interest to development economists and social activists alike. Literacy is in fact, a component of the Human Development Indicator, suggesting that income and mortality alone cannot capture the essential quality of life that a person enjoys. Yet statistics on overall literacy rates are deceiving, for they do not reflect the social inequities which determine who receives the opportunity to become literate and who does not. India, the country of focus for this paper, provides an excellent example of the complex nature of literacy. Development scholars have often cited India as an example of progress in the field of education, as in the past five decades national literacy levels have almost tripled, from 18.33% in 1951 to 52.2% in 2001. However this statistic masks the fact that the growth is mainly attributable to increases in male literacy (from 27% to over 65% during the same time span). While women’s literacy rates have improved, by the turn of the century, over 60% of Indian women remained illiterate. While the Indian state issued various statements asserting its commitment to female education. any progress in the area has only been made very recently when, with the growth of nongovernmental organizations (henceforth NGOs) working in the field of non-formal women’s schooling, a lot of work has been done on identifying barriers to female education in India. The purpose of this paper is not to synthesize the work done by these NGOs. Instead, I wish to outline a framework in which to understand the problems women face in attaining literacy, in order to devise progressive policies and more effectively implement them. In the first part of this paper, I attempt to explain the underlying similarities between many impediments to female education for poor rural and urban communities. I describe how different social contexts mold the manifestations of these problems, but not the issues themselves. Many difficulties women face must be therefore be understood as national problems, but require specific understanding in order to address the particular forms those issues take in local communities. While all poor Indian women face challenges in receiving an education, some female populations are particularly marginalized. Therefore, in the next part of my analysis, I focus on the reasons for urban-rural gaps in the literacy rates between Indian women, taking the case of lower-caste poor women living in North Indian villages.

Multilateral Responses to E-Commerce :: essays research papers

The Issues to contents list The advent of the new economy has already produced a sizable body of literature. This paper does not attempt to discuss all the issues involved in the new economy, but aims to extract the implications for the international regulatory framework and to provide guidelines for necessary changes. It will thereby focus on the establishment of standards, on policy co-ordination and on taxation. The new economy is sometimes seen as the herald for a truly borderless world. However, since the internet requires substantial prerequisites concerning technical infrastructure and human capital, some worry that the developing countries will be left behind. The paper addresses this fear of a growing "technological apartheid" between the industrialized and the developing countries and looks at policies to overcome the digital divide. The structure of the paper is as follows: The paper first clarifies the various catchwords of the new economy, examines the rapid growth of e–commerce and looks at the digital divide between countries. It then discusses the necessary modifications for the multilateral framework concerning the establishment of standards, the need as well as the scope for policy coordination, taxation and the overall treatment of e-commerce. Finally, the paper looks at strategies to tackle the digital gap between countries. 1.1 Catchwords and Concepts for the New Economyto contents list Various catchwords have been coined to capture the essence of the economy- wide consequences resulting from an increased use of processed digital information and from the application of the internet for a wide array of services (software programming, webpage maintenance, ticket and hotel reservations, on-line information and support, ordering facilities, publishing, indexing or abstracting etc.) as well as transactions (delivering music, movies, documents, literature or software in digital form).(1) The following catchwords aim at different characteristics of this phenomenon but are frequently used as synonyms: "digital economy", "information economy", "knowledge-based economy", "weightless economy", "virtual economy", "internet economy", "electronic commerce", "e-commerce", "e-conomy", or maybe more capacious "new economy". Some authors have tried to assign distinguishing concepts to this variety. For example, Kling and Lamb (2000) suggest to use the term "information economy" to include all informational goods and services like publishing, research, legal and insurance services, entertaining, and teaching in all of its forms, and the term "digital economy" to address (only) the goods and services whose development, production, sale, or provision is critically dependent upon digital technologies. Furthermore, the term "new economy" is associated for them to possible consequences of the information economy and the digital economy, namely high growth, low inflation, and low unemployment.

Diana in the Docks

Diana In the Dock : does privacy matter? ‘Diana' as used in the title is referring to the Former Princess of Wales ‘Princess Diana'. In November 1993 The mirror newspaper published photos of ‘princess Diana' while she was working out at a gym. These photo's were taken out of consent by Diana by the Gym owner Bryce Taylor who was paid over 100,000 pounds for the photos . Thus Princess Did had his assets frozen and sued him.Due to the fact Bryce Taylor was broke he seeded legal aid where he was provided with Geoffrey Robertson o defend him. Robertson describes this case through the use of a paradox in the opening paragraph â€Å"Diana had been the victim of a dirty trick which provided windfall profits to undeserving people† these undeserving people being ‘Bryce Taylor' and the mirror magazine. Donna's perspective is that her privacy was breached for common greed of monetary benefits by that of Bryce Taylor.However, Ironically for Bryce Taylor benefit his legal aid, lawyer Geoffrey Robertson â€Å"was the tutor of a textbook that analyses and deplored that absence of any privacy law In Britain† which represents to the reader Robertson's extents knowledge within the topic of privacy, Wealth Robertson's defense of Bryce Taylor he states when Diana places her self in the gym â€Å"It was like working out in a shop window† representing that her privacy was automatically violated and she's â€Å"nonetheless been inviting It to happen†.Thus puts us in a position to view Diana as someone who manipulates the Edie in order to suit her own ends. Robertson also states her relationship with the media as ‘a Faustian bargain' which refers to the story of Faust who sells his soul to the devil in order to gain greater power. This again supports Robertson's use of the disjunction of ‘bur In â€Å"but Diana wanted privacy only when It suited her†. Nonetheless as Robertson describes Donna's relationship with the media as ‘ a Faustian bargain' It shows that Diana had to sell her soul to the media in order to main good publicity and power.This is significantly supported by Robertson use of the metaphor In the concluding paragraph † In 1997 Diana was killed fleeing the flashbulbs† which has Robertson positions us to see Diana as someone who seeded the attention of the media and as this back fired she tried to ‘flee' where the consequence became death. Just like that of Faust who sold his soul to the devil , regretted it and was sent to hell. Therefore Robertson believes It's her own fault for her lack of privacy.

Importance of Integrated Marketing Communications

By definition, integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of individual discrete messages. Considering that (a) the mass market can be fragmented into a multitude of mini-markets (with each mini-market requiring its own approach), (b) there is continuous proliferation of new types of media, and (c) there is growing sophistication of consumers, it is clear that there is definitely a need for marketers to utilize a wide range of communication tools to efficiently deliver messages to specific audiences. Marketers should therefore combine personal and non-personal communication channels to achieve maximum impact (i.e., employing multiple-vehicle, multiple-stage campaigns). Hence, it is clearly imperative for companies to move toward integrated marketing communications, and the absence of which results in uncoordinated communications and image diffusion. A comprehensive integrated marketing communications plan can produce stronger message consistency. It can also help to build brand equity as well as create greater sales impact. Furthermore, it can unify the company's brand images and messages as they come through multiple company activities. In simpler terms, IMC improves the company's ability to reach the right customers with the right messages at the right time in the right place.