Dantes Inferno: The Theme of Anti-love in Canto XXVIII Essay -- Canto

Dante’s Divine Comedy is a multi-layered epic, containing not only a story about his incredibly difficult journey from earth to the depths of hell then up to the peaks of heaven, but it also contains many insights on theology, politics, and even his own life. Broken into three canticles—Inferno, Purgatorio, and Paradiso—the work is written in the terza rima form. In Inferno—in 33 Cantos—Dante makes a vast journey through the nine circles of hell. In the Eighth Circle (specifically, the Ninth Pouch), Dante meets with those who â€Å"were, when alive, the sowers of dissension† (Inf. XXVIII.35-36). Dante encounters a myriad of characters in many realms of interest, including theological and political figures. This Canto adequately flows in the context of the rest of the work, but in order to understand why, the general trend of Inferno must be pointed out. The Bible states, â€Å"Whoever does not love does not know God, because God is love† (1 John 4:8, NIV). As Dante descends deeper into the realm of hell, he becomes closer to the center of the earth and farther away from God, or farther away from love. Each step down is a progressive step away from God. With Limbo, there are people who would love Christ if he existed; in the Second Circle, people are punished for love as a sin. But descend further, in the Eighth Circle, love is almost gone, for there are people who sin out of hate. Even in pouch one (where seducers reside), the love of person is still there. In pouch nine, the subject of Canto XXVIII, the people are sowers of schism and the scandalous—haters of someone else. At this point, Dante and his guide Virgil have essentially trekked the entirety of hell, as they are currently in the eighth of nine circles and the second to last... ...l of Achitophel, one of David’s advisors. The main difference between Bertran and Achitophel is that, while Bertran won, Achitophel lost. The punishment of Bertran is a worthy one: he is beheaded. The father is always seen as the head of the household, and when performing the holy cross after prayers, the head always represents the Father. By having Bertran beheaded, it symbolizes the separation between Father and son (The Godhead separated from the body of the Son). The theme of anti-love is prominent in this Canto, as by this point, Dante is already so close to the end of hell that love seems non-existent. From this trend, there is one thing to learn: love God with all of your heart, as this will prevent you from being far from Him. If one cannot love God for some reason, at least love others; this way, you will at least end up in a better circle of Hell.

Shadow Kiss Chapter 21

Twenty-one I COULD HARDLY WAIT for my day to end. I'd promised Lissa I'd hang out with her and the others after school. It should have been fun, but the minutes dragged by. I was too restless. When curfew came around, I split off from them ran back to my dorm. I asked the woman at the front desk if she could call up to Dimitri's room – off-limits to students – because I had an â€Å"urgent† question for him. She had just picked up the phone when Celeste walked past. â€Å"He's not there,† she told me. She had a large bruise on the side of her face. Some novice had gotten the better of her – some novice who wasn't me. â€Å"I think he was going to the chapel. You'll have to see him tomorrow – you can't be there and back before curfew comes.† I nodded meekly and acted like I was heading for the student wing. Instead, as soon as she was out of sight, I headed back outside again and ran to the chapel. She was right. I wasn't going to make curfew, but hopefully Dimitri could make sure I got back without getting in trouble. The chapel's doors were unlocked when I reached them. I walked in and saw all the candles lit, making all the gold ornaments in the room sparkle. The priest must still be working. But, when I stepped inside the sanctuary, he wasn't there. Dimitri was, however. He sat in the last pew. He wasn't praying or kneeling or anything. He just sat there, looking quite relaxed. Although he wasn't a practicing member of the church, he'd told me he often found peace there. It gave him a chance to think about his life and the deeds he'd done. I always thought he looked good, but just then, something about him nearly made me come to a standstill. Maybe it was because of the background, all the polished wood and colorful icons of saints. Maybe it was just the way the candlelight shone on his dark hair. Maybe it was just because he looked unguarded, almost vulnerable. He was normally so wound up, so on edge †¦ but even he needed the occasional moment of rest. He seemed to glow in my eyes, kind of in the way Lissa always did. His normal tension returned when he heard me come in. â€Å"Rose, is everything okay?† He started to stand, and I motioned him down as I slid into the spot beside him. The faint smell of incense lingered in the air. â€Å"Yeah †¦ well, kind of. No breakdowns, if that's what you're worried about. I just had a question. Or, well, a theory.† I explained the conversation with Alice and what I'd deduced from it. He listened patiently, expression thoughtful. â€Å"I know Alice. I'm not sure she's credible,† he said when I finished. It was similar to what he'd said about Victor. â€Å"I know. I thought the same thing. But a lot of it makes sense.† â€Å"Not quite. As you pointed out, why are your visions so irregular here? That doesn't go along with the ward theory. You should feel like you did on the plane.† â€Å"What if the wards are just weak?† I asked. He shook his head. â€Å"That's impossible. Wards take months to wear down. New ones are put in place here every two weeks.† â€Å"That often?† I asked, unable to hide my disappointment. I'd known maintenance was frequent but not that frequent. Alice's theory had almost provided a sound explanation, one that didn't involve me being insane. â€Å"Maybe they're getting staked,† I suggested. â€Å"By humans or something – like we saw before.† â€Å"Guardians walk the grounds a few times a day. If there was a stake in the borders of campus, we'd notice.† I sighed. Dimitri moved his hand over mine, and I flinched. He didn't remove it, though, and as he did so frequently, guessed my thoughts. â€Å"You thought if she was right, it would explain everything.† I nodded. â€Å"I don't want to be crazy.† â€Å"You aren't crazy.† â€Å"But you don't believe I'm really seeing ghosts.† He glanced away, his eyes staring at the flickering of candles on the altar. â€Å"I don't know. I'm still trying to keep an open mind. And being stressed isn't the same as being crazy.† â€Å"I know,† I admitted, still very conscious of how warm his hand was. I shouldn't have been thinking about things like that in a church. â€Å"But†¦ well†¦ there's something else†¦.† I told him then about Anna possibly â€Å"catching† Vladimir's insanity. I also explained Adrian's aura observations. He turned his gaze back on me, expression speculative. â€Å"Have you told anyone else about this? Lissa? Your counselor?† â€Å"No,† I said in a small voice, unable to meet his eyes. â€Å"I was afraid of what they'd think.† He squeezed my hand. â€Å"You have to stop this. You aren't afraid of throwing yourself in the path of danger, but you're terrified of letting anyone in.† â€Å"I†¦ I don't know,† I said, looking up at him. â€Å"I guess.† â€Å"Then why'd you tell me?† I smiled. â€Å"Because you told me I should trust people. I trust you.† â€Å"You don't trust Lissa?† My smile faltered. â€Å"I trust her, absolutely. But I don't want to tell her things that'll make her worry. I guess it's a way of protecting her, just like keeping Strigoi away.† â€Å"She's stronger than you think,† he said. â€Å"And she would go out of her way to help you.† â€Å"So what? You want me to confide in her and not you?† â€Å"No, I want you to confide in both of us. I think it'd be good for you. Does what happened to Anna bother you?† â€Å"No.† I looked away again. â€Å"It scares me.† I think the admission stunned both of us. I certainly hadn't expected to say it. We both froze for a moment, and then Dimitri wrapped his arms around me and pulled me to his chest. A sob built up in me as I rested my cheek against the leather of his coat and heard the steady beating of his heart. â€Å"I don't want to be like that,† I told him. â€Å"I want to be like everyone else. I want my mind to be †¦ normal. Normal by Rose standards, I mean. I don't want to lose control. I don't want to be like Anna and kill myself. I love being alive. I'd die to save my friends, but I hope it doesn't happen. I hope we all live long, happy lives. Like Lissa said – one big happy family. There's so much I want to do, but I'm so scared †¦ scared that I'll be like her†¦. I'm afraid I won't be able to stop it†¦Ã¢â‚¬  He held me tighter. â€Å"It's not going to happen,† he murmured. â€Å"You're wild and impulsive, but at the end of the day, you're one of the strongest people I know. Even if you are the same as Anna – and I don't think you are – you two won't share the same fate.† It was funny. I'd often told Lissa the same thing about her and Vladimir. She'd always had a hard time believing it, and now I understood. Giving advice was a lot harder than following it. â€Å"You're also missing something,† he continued, running a hand over my hair. â€Å"If you are in danger from Lissa's magic, then at least you understand why. She can stop using her magic, and that'll be the end of it.† I pulled away slightly so I could look at him. Hastily, I ran my hand over my eyes in case any tears had escaped. â€Å"But can I ask her to do that?† I said. â€Å"I've felt how it makes her feel. I don't know if I can take that away from her.† He regarded me with surprise. â€Å"Even at the cost of your own life?† â€Å"Vladimir did great things – so could she. Besides, they come first, right?† â€Å"Not always.† I stared. I'd had they come first drilled into me since I was a child. It was what all guardians believed. Only the dhampirs who'd run away from their duty didn't subscribe to that. What he said was almost like treason. â€Å"Sometimes, Rose, you have to know when to put yourself first.† I shook my head. â€Å"Not with Lissa.† I might as well have been with Deirdre or Ambrose again. Why was everyone suddenly challenging something that I'd held as absolute truth my entire life? â€Å"She's your friend. She'll understand.† To make his point, he reached forward and tugged at the chotki peeking out underneath my sleeve, his fingertips brushing my wrist. â€Å"It's more than that,† I said. I pointed to the cross. â€Å"If anything, this proves it. I'm bound to her, to protect the Dragomirs, at all costs.† â€Å"I know, but †¦Ã¢â‚¬  He didn't finish, and honestly, what could he have said? This was becoming an old argument, one without a solution. â€Å"I need to get back,† I said abruptly. â€Å"It's past curfew.† A wry smile crossed Dimitri's face. â€Å"And you need me to get you back or you'll get in trouble.† â€Å"Well, yeah, I was kind of hoping†¦.† We heard some rustling near the door of the sanctuary, and Father Andrew walked in, which definitely ended our session. He was getting ready to shut down the chapel. Dimitri thanked him, and then the two of us headed back to the dhampir dorm. Neither of us spoke along the way, but it was a comfortable silence. It was weird, but since his outburst outside the med clinic, I felt like something had intensified between us, as impossible as that seemed. Dimitri got me past the woman at the front desk, and just as I was about to head off for my wing, a guardian named Yuri walked by. Dimitri called to him. â€Å"You've been working with security, haven't you? When was the last time they laid new wards?† Yuri considered. â€Å"A couple days ago. Why?† Dimitri gave me a meaningful look. â€Å"Just curious.† I nodded to Dimitri to show that I understood his point, and then I went off to bed. After that, the next week or so played out in a repetitive pattern. I followed Christian for three days a week, had my counseling sessions, and trained with Dimitri. During those times, I could see the concern on Dimitri's face. He always asked how I was but didn't push me to talk about anything I didn't want to. Mostly, it was all physical training, which I liked since it didn't require too much ruminating. Best of all, I didn't see Mason during this time. I also didn't witness any attacks – of either the Man? type or the guardian type. We were in full throes of the field experience, and every other novice in my class was having regular fights. The tests grew intricate and more difficult, and everyone had to stay on their toes. Eddie seemed to have to defend Lissa every other day from some guardian playing Strigoi – but it never happened when I was around. In fact, no attacks at all happened to anyone when I was around. After a while, I began to get the idea. They were going soft on me. They were worried I couldn't handle it. â€Å"They might as well have cut me from the field experience after all,† I grumbled to Christian one evening. â€Å"I'm not doing anything.† â€Å"Yeah, but if you still pass, why worry about it? I mean, do you actually want to get in a fight every day?† He then rolled his eyes. â€Å"Never mind. Of course you do.† â€Å"You don't understand,† I told him. â€Å"This job isn't about taking the easy way out. I want to prove what I can do – to them and to myself. You can never get enough practice. I mean, Lissa's life is at stake.† And also possibly my future with her. I'd worried before that they might decide to replace me – and that was before they thought I was nuts. It was nearly curfew time, and I was dropping him off for the night. He shook his head. â€Å"Rose, I don't know if you're crazy or not, but I'm actually starting to think you might be the best guardian – or soon-to-be guardian – out there.† â€Å"Did you just give me a serious compliment?† I asked. He turned his back on me and headed inside his dorm. â€Å"Good night.† My life was still in chaos, but I couldn't help a small grin as I headed back toward my dorm. The walk always made me nervous since I now lived in perpetual fear of seeing Mason. There were other people scurrying back before curfew too, though, and he mostly tended to show up when I was alone, either because he preferred the privacy or because he really was a figment of my imagination. Talking about Lissa reminded me that I'd hardly seen her today. Comfortable and content, I let my mind slip into hers while my body continued its walk. She was in the library, hurriedly trying to finish up some notes. Eddie stood near her, glancing around. â€Å"Better hurry up,† he said teasingly. â€Å"She's making another round.† â€Å"Almost done,† Lissa said, scrawling a few more words. She shut the textbook just as the librarian came by and told them they had to leave now. With a sigh of relief, Lissa stuffed her papers into her bag and followed Eddie out. He picked it up and carried it over his shoulder as they went. â€Å"You don't have to do that,† she said. â€Å"You aren't my valet.† â€Å"You can have it back as soon as you fix that.† He gestured to where she was tangled up in her coat. She'd shoved it on while trying to get out of the library on time. She laughed at her own disorderliness and adjusted the inside-out sleeve. â€Å"Thanks,† she said when he handed it back. â€Å"No problem.† Lissa liked Eddie – though not in a romantic kind of way. She just thought he was nice. He did things like that all the time, helping her out while still doing an excellent job in his duties. His motives weren't romantic, either. He was just one of those rare guys who could be both a gentleman and a badass. She had plans for him. â€Å"Have you ever thought about asking Rose out?† â€Å"What?† he asked. What? I thought. â€Å"You guys just have so much in common,† she said, trying to sound casual. Inside, she was excited. She thought this was the best idea in the world. For me, it was one of those moments where being in her mind was being too close to her. I would rather have been standing beside her so I could shake some sense into her. â€Å"She's just my friend,† he laughed, his face taking on kind of a cute shyness. â€Å"And I don't think we'd actually be that compatible. Besides †¦Ã¢â‚¬  His expression fell. â€Å"I could never go out with Mason's girlfriend.† Lissa started to say what I always told her, that I hadn't actually been Mason's girlfriend. Wisely, she instead chose to let Eddie keep believing the best. â€Å"Everyone has to move on sometime.† â€Å"It hasn't been that long, not really. Just over a month. And it's not really something you get over quickly.† His eyes had a sad, faraway look that hurt both Lissa and me. â€Å"I'm sorry,† she said. â€Å"I didn't mean to make it sound like something small. What you saw – I know it was horrible.† â€Å"You know what's weird? I actually don't remember much of it. And that's what's horrible. I was so drugged out that I had no idea what was going on. I hate that – you have no idea. Being helpless like that†¦ it's the worst thing in the world.† I felt the same way. I think it was a guardian thing. Eddie and I had never talked about it, though. We'd never even talked about Spokane much. â€Å"It wasn't your fault,† Lissa told him. â€Å"Strigoi endorphins are strong. You couldn't have fought against them.† â€Å"I should have tried harder,† he countered, holding the door to her dorm open. â€Å"If I'd been even a little more conscious †¦ I don't know. Mason might still be alive.† Eddie and I, I realized, should both have been in therapy as soon as we got back from winter break. I finally understood why everyone said blaming myself for Mason's death was irrational. Eddie and I were both holding ourselves responsible for things that had been beyond our control. We were torturing ourselves with guilt we didn't deserve. â€Å"Hey, Lissa. Come here.† The serious subject was put on hold as Jesse and Ralf waved at her from across the dorm's lobby. My defenses immediately went up. So did hers. She didn't like them any better than I did. â€Å"What's this about?† asked Eddie warily. â€Å"I don't know,† she muttered, walking over. â€Å"I hope it's fast.† Jesse gave her a dazzling smile, one that I had once found really hot. Now I saw it for the fake piece of crap it was. â€Å"How's it going?† he asked. â€Å"It's going tired,† she replied. â€Å"I need to get to bed. What's up?† Jesse looked over at Eddie. â€Å"Would you give us a little privacy?† Eddie looked at Lissa. She nodded, and Eddie backed up enough to be out of earshot but still watch her. When he was gone, Jesse said, â€Å"We have an invitation for you.† â€Å"To what, a party?† â€Å"Kind of. It's a group †¦Ã¢â‚¬  Ralf wasn't so good with words, and Jesse took over again. â€Å"More than a group. It's only for elite people.† He gestured around. â€Å"You and me and Ralf†¦ we're not like a lot of other Moroi. We're not even like a lot of other royals. We have concerns and issues that we need to take care of.† I thought it was funny that he'd include Ralf. Ralf's royalty came from his mother, a Voda, so he didn't even carry one of the royal names, even if he technically had the blood. â€Å"It sounds kind of †¦ snobby,† she said. â€Å"No offense. Thanks for the offer, though.† That was Lissa. Always polite, even to creeps like these. â€Å"You don't understand. We aren't just sitting around. We're working to get things done. We're – † he hesitated and then spoke more softly, † – working on ways to get our voices out there, to make people see our way no matter what.† Lissa gave an uncomfortable laugh. â€Å"Sounds like compulsion.† â€Å"So?† I couldn't see her face, but I could feel her working hard to keep it as straight as possible. â€Å"Are you out of your mind? Compulsion's forbidden. It's wrong.† â€Å"Only to some people. And apparently not you since you're pretty good at it.† She stiffened. â€Å"Why would you think that?† â€Å"Because someone – a couple people, actually – hinted at it.† People? I tried to remember what Christian and I had said in the feeder room. We'd never mentioned her by name, though both of us had bragged about having seen someone use compulsion. And apparently, Jesse had noticed other things about her. â€Å"Besides, it's actually kind of obvious. People love you. You've gotten out of so much trouble, and I finally figured out why. You've been working people over this whole time. I was watching you in class the other day when you convinced Mr. Hill to let Christian work with you on that project. He never would have let anyone else do that.† I'd been with them in class that day. Lissa actually had used compulsion on her teacher to get help for Christian. She'd been so caught up in her pleas that she'd compelled Mr. Hill without even realizing it. Compared to other things I'd seen her do, it had actually been a pretty weak show of compulsion. No one had noticed. Well, almost no one. â€Å"Look,† Lissa said uneasily, â€Å"I seriously have no idea what you're talking about. I need to go to bed.† Jesse's face grew excited. â€Å"No, it's okay. We think it's cool. We want to help you – or actually, we want you to help us. I can't believe I never noticed it before. You're really good at it, and we need you to show us. Plus, none of the other Man? chapters has a Dragomir. We'd be the first to have every royal family represented.† She sighed. â€Å"If I could use compulsion, I'd make you guys go away. I told you, I'm not interested.† â€Å"But we need you!† exclaimed Ralf. Jesse shot him a sharp look and then turned his smile back on Lissa. I had this weird feeling he might actually be trying to compel her, but it had absolutely no effect on her – or me, since I was watching through her eyes. â€Å"It's not just about you helping us. There are groups of Man? at every school,† said Jesse. He was leaning close, and suddenly, he didn't look very friendly anymore. â€Å"Its members are all over the world. Be a part of it, and you'll have the connections to do whatever you want with your life. And if we can all learn to work compulsion, we can stop the Moroi government from doing stupid things – we can make sure the queen and everyone else make the right decision. Everything about this is good for you!† â€Å"I'm doing fine on my own, thanks,† she said, stepping back. â€Å"And I'm not really sure you know what's best for the Moroi.† â€Å"Fine? With your Strigoi boyfriend and slutty wannabe guardian?† exclaimed Ralf. He spoke loudly enough to get Eddie's attention, and Eddie did not look happy. â€Å"Be quiet,† Jesse told him angrily. He turned to Lissa. â€Å"He shouldn't have said that†¦but he's kind of right. Your family's reputation is all on you, and the way you're going, no one's taking you seriously. The queen's already trying to keep you in line and get you away from Ozera. You're going to crash and burn.† Lissa was growing angrier and angrier. â€Å"You have no idea what you're talking about. And – † She frowned. â€Å"What do you mean she's trying to get me away from Christian?† â€Å"She wants to marr – † Ralf started to speak, but Jesse immediately cut him off. â€Å"That's exactly what I'm talking about,† said Jesse. â€Å"We know all sorts of things that could affect you and help you – you and Christian.† I had a feeling that Ralf had been about to mention the queen's plans to marry Lissa off to Adrian. I was puzzling out how he would know about that until I recalled again that Ralf was related to the Vodas. Priscilla Voda was the queen's adviser and best friend. She knew all of the queen's plans and had probably told Ralf. His relationship to her must have been closer than I'd realized. â€Å"Tell me,† Lissa demanded. The thought of using compulsion on him actually crossed her mind, but she dismissed it. She wouldn't lower herself to that. â€Å"What do you know about Christian?† â€Å"No free information,† said Jesse. â€Å"Come to a meeting and we'll tell you everything.† â€Å"Whatever. I'm not interested in your elitist connections, and I don't know anything about compulsion.† Despite her words, she was insanely curious about what he knew. She started to turn away, but Jesse grabbed her arm. â€Å"Damn it! You have to – â€Å" â€Å"Lissa's going to bed now,† said Eddie. He'd shot over as soon as Jesse touched her. â€Å"Remove your hand, or I'll do it for you.† Jesse glared at Eddie. Like most Moroi-dhampir matchups, Jesse had height, and Eddie had muscle. Of course, Jesse had Ralf's bulk too, but it wouldn't matter. Everyone there knew who would win if Eddie went up against them. The beauty of it was that Eddie probably wouldn't even get in trouble if he claimed he'd done it to save Lissa from harassment. Jesse and Ralf slowly backed off. â€Å"We need you,† said Jesse. â€Å"You're the only one. Think about it.† When they were gone, Eddie asked, â€Å"Are you okay?† â€Å"Yeah†¦thanks. God, that was so weird.† They moved toward the stairs. â€Å"What was it about?† â€Å"They're obsessed with this royal society or something and want me to join so they can have every royal family in it. They were kind of fanatic about it.† Eddie knew about spirit, but she wasn't comfortable reminding him what a badass she was with compulsion. He opened the door for her. â€Å"Well, they can annoy you all they want, but they can't make you join something you don't want to.† â€Å"Yeah, I suppose.† Part of her still wondered what they knew about Christian or if it had been a bluff. â€Å"I just hope they don't get too annoying.† â€Å"Don't worry,† he told her, his voice hard. â€Å"I'll make sure they don't.† I slipped back to my body and opened the door to my own dorm. Halfway up the stairs, I discovered I was smiling. I certainly didn't want Jesse and Ralf bothering Lissa, but if it came down to Eddie having to rough them up? Yeah. I wouldn't mind seeing them get a little payback for what they'd done to others.

Marketing Campaign: Organic Foods Essay

Our campaign, â€Å"why organic? †, includes a series of print ads that increase awareness to consumers about chemically injected foods. Our campaign is differentiated from other campaigns by the multiple perspectives our ads take while sharing a common theme in design and overall point. Humorous, fearful, and informative pictures and facts are used to show consumers the connection between non-organic foods and disease, cancer, and other disorders in consumers. Although organic foods are more expensive in the long run the benefits of eating healthy outweigh the cost of purchasing them. SWOT Analysis: Strengths. In general, the growing concern for healthful habits is beneficial to our campaign. Mothers’ desire for a long and healthy life for their children is largely helpful. Consumers are becoming more aware of the toxins and chemicals used in foods, and want better grocery options. This is apparent in the recent increase of organic food retail sales. â€Å"The Health of Organic Foods† states that sales have steadily been increasing in recent years. The prevalent demand for organic foods will increase the attractiveness of our campaign while catching the attention of other consumers who are not yet aware or sold on the idea. The honesty of â€Å"why organic? † has the strength to build a strong brand image, making the campaign a credible influence to shopping mothers. Weaknesses When promoting organic food choices, there are factors that could potentially weaken the effectiveness of the campaign. Cost is an important purchasing consideration for consumers and a potential weakness for a campaign supporting organic foods. Traditionally, organic foods are more expensive than average groceries. The recent recession has raised consumers’ cost sensitivity. In addition, consumers lack awareness and require further education about the dangers of food additives and the benefits of organic food choices. Opportunities The opportunities pertaining to a campaign centralized around moving to organic food choices includes improving the standard of living for people who do make the choice to avoid chemically injected foods. Food habits have been changing, which creates big opportunities for our campaign. One opportunity we are implementing is partnering with the Breast Cancer Society to motivate women to eat organic foods, which is proven to help prevent breast cancer. A second opportunity is to pair up with restaurants and have them come up with some organic dishes for their menus to offer consumers. A third opportunity is to form an alliance with the Food Network and allow the chefs to start cooking organic meals, and inform their audiences on the benefits of eating organic food. Food habits have been starting to change, which will help allow us to reach consumers better than ever before. Threats A potential threat to a campaign targeting the dangers in U. S. meats is the potential negative reaction from the USDA. Being a direct advocate for avoiding purchasing their products could possibly lead to heavy controversy and ultimately litigation. So, treading lightly and focusing on solid facts is pertinent. Another threat includes competitors such as McDonald’s and other fast food places, where it’s very quick and easy to get processed foods that the campaign is fighting against. Market Selection We have selected mothers of all ages and incomes as the target market. Typically mothers are the influencing agents on grocery purchases. Making mothers the target of the campaign will increase their awareness regarding the dangerous effects of food additives in non-organic milk, meat, and other non organic products that they feed their children. The dangerous diseases and effects of non-organic foods, creates the incentive to make organic food choices. Promotional Advertisements Our advertisements, â€Å"why organic? †, are designed to attract the concern of mothers regarding the foods their families are eating. Our advertisements make consumers question their current non-organic buying habits and consider organic foods. We developed a print ad targeting consumers who purchase fruits and to increase awareness of the pesticide sprays used when farming and how it affects consumer’s health. Another print ad targets Recombinant Bovine Growth Hormone (rBGH) additive links to Breast Caner in women. Studies of animals exposed to rBST, which increases levels of insulin-like growth factor in cows, raise concerns about potential changes in milk protein that links estrogen exposure to breast cancer. The longer the exposure to high levels of the hormone, the greater the breast cancer risk (Organic Valley). The processed chicken print ad is targeted to the 90 percent of Americans who spend their food budget on processed meats that tastes appetizing but have dangerous future health defects (Sustainable Table). Our final print ad targets food coloring and additive links that lead to increased levels of hyperactivity, irritability and restlessness that are common signs of Attention Deficit Hyperactive Disorder (ADHD) in children. An upset baby surrounded with additives being fed to it will be used as the face of our â€Å"why organic? † campaign. This advertisement will reach our target market of mothers, and convey the message that they are essentially feeding their children ADHD, ear infections, eczema, and other health problems. The call to action will leave consumers questioning whether they would in fact feed their children harmful additives. Benefits Sought/Solutions Provided The benefits of encouraging consumers to follow our campaign â€Å"why organic† increases awareness of the dangerous effects associated with food additives, food preservatives, food coloring and pesticides ingested by consumers daily. The value that will be communicated through the integrated marketing campaign is removing the veil that the meat, dairy, and farmers have put in place through educating consumers and ultimately improving their health and children’s future eating habits. The value extends beyond tangible benefits of preventing cancers, neurological problems, and behavioral issues. The value of the campaign is more than just functional but offers emotional benefit as well like security and confidence. Knowing that the parent is instilling healthy eating habits in their children, as well as being a positive example, plays a significant role in the importance of the campaign. The solution of our campaign ideally will be to ultimately eliminate all forms of genetically altered foods by increasing awareness in consumers to make a difference in their lives as well as others by making the decision to purchase organic and ultimately decrease the profits of companies producing unhealthy foods for consumers. Campaign Execution Print ads with the slogan â€Å"why organic? † followed by a specific health risk and an emotional connection to the picture shown is the basis for the integrated marketing campaign to increase awareness about the dangers of food additives and the importance of transitioning to purchasing organic foods. Specifically, hormone injected chicken which is shown in a photo as a â€Å"pink mush† reveals the truth about processed chicken that most mothers have fed children since childhood. The veil that meat suppliers and non-organic farmers have placed over consumers eyes have shielded the true effects of the processes that food goes through. The whole basis of processing food is to gain more profit through bigger produce and bulkier meat products. The result of these injections and additives are dangerous cancers, hyper-activity, neurological deficiencies, and physical disorders. By keeping the print ads consistent at each consumer touch point is important to conveying a recognizable and memorable campaign in the consumers mind. In order to instill a loyalty to the concept of organic foods, it is important to have multiple touch points that involves more than just the magazine print ads. Joint promotions with the National Breast Cancer Association in the campaign to â€Å"fight for a cure for breast cancer† touches the perfect target market for this campaign, women. According to nationalbreastcancer. org, â€Å"NBCF is one of the most highly visible and recognized breast cancer charities in America. † At the â€Å"Race for the Cure† this October in Charlotte, the magazine print ads will be displayed along the run path which had a participation level of 1 million people in 2010, according to http://www. komencharlotte. org. The ultimate goal for the joint promotion with the Breast Cancer Society is to inform the target market of a possible cause of breast cancer (and prostate cancer). In addition, we aim to motivate them to make adjustments in their food habits and transition towards purchasing organic foods to decrease their risk for the very cancer they are fighting. To have an opportunity to reach such a large portion of the Charlotte target market is a substantial step in impacting mothers in the greater Charlotte area and a step towards moving nationally. In order to spread the awareness of the dangers in food additives the print ads will continue to travel as the race for the cure travels across the country in addition to being placed in four national magazines, on food network TV and on foodnetwork. com which will be detailed in a later section. The combination between magazine print ads and a joint campaign with the Breast Cancer Society will ultimately provide the consumer education needed to persuade the target market to follow our campaign and impact their decision whether to change their food purchasing habits. Marketing Mix: Product The marketing mix is a pertinent factor in the integrated campaign because it ties together each individual effort to create awareness. First, magazine print ads that advocate purchasing organic meat, dairy products, fruit, and vegetables will be implemented. The print ads emphasize the link between dangerous health effects and hormone injected bovine, diary products, and pesticide residues on fruit and vegetables. Pesticides may increase the risk of cancer and neurological problems (such as Parkinson’s disease), impair the immune system, and may even result in hepatitis A found from consuming strawberries. In addition, E-coli infection has shown to stem from non-organic alfalfa sprouts and lettuce. These dangerous effects are just a few of the hundreds of health risks pertaining to non-organic food choices. Place. The awareness about the health risks of non-organic foods will be created via catalogue print ads in Parenting, Women’s Health, Cooking Light, and Mothering Magazine and Internet ads on each catalogue website as well as teaming up with foodnetwork. com and food network TV. Food Network chefs advocating using organic meats and dairy products in home cooking would have a significant impact on mothers learning to cook and grabbing new recipes from such a well renowned source. In the magazines, one print ad shows the link between ADHD, hyperactivity, and food coloring. This ad would be placed in Parenting Magazine to target mothers who are dealing with the increasing problems with hyperactivity disorders in children. The importance of the ad would be to make mothers aware of a potential source for these disorders and to motivate them to make a change in purchasing food items and ultimately decrease their children’s risk of developing a hyperactivity disorder. Another touch point to reach mothers would be placing two of the print ads in Women’s Health Magazine and website. The two applicable print ads would include the photo of non-organic fruit causing neurological diseases like Parkinson’s. A call to action, â€Å"join the fight†, in Women’s Health Magazine would feature the connection between non-organic meats injected with rGBH and rBST and breast cancer. The same print ads pertaining to women can be printed on five by three foot banners and hung at the Susan G. Komen Race for the Cure this October in Charlotte. The final consumer touch point would be included on foodnetwork. com, their magazine, and Cooking Light Magazine. The print ad to be published on these cooking sites would be the ad showing processed chicken which has been mashed, dyed, injected with hormones and ammonia, and will be turned into chicken nuggets. Chemically injected chicken has been shown to cause underdeveloped metabolism in infants and neurological problems in adults according to buzzle. com â€Å"Pregnancy and Nutrition. † A successful marketing mix is the backbone in creating an integrated marketing campaign and the key to creating awareness among mothers about the true dangers of food additives and the benefits of purchasing organic foods. Promotion In addition to public relations activities to foster goodwill through joint advertising with the National Breast Cancer Society, the event sponsorship will be paired with Internet communications on nationalbreastcancer.org with links to the campaign’s website and facebook page. From the campaign website and Facebook page consumers can learn about the specific dangers of the foods they purchase, the effects of the additives in their non-organic choices, and download organic food recipes that are plausible for young mothers who are creating the foundations for their cooking habits. Works Cited â€Å"10 SWOT Analysis. † Organic Food Cafe. 25 Jan. 2008. Retrieved Web. 06 May 2011.. ADHD linked to food coloring. Retrieved 8 May 2011. Organic Valley. Retrieved 8 May 2011. http://www. cbsnews.com/8301-504763_162-20048725-10391704. html> Organic Valley. Retrieved 8 May 2011. http://www. organicvalley. coop/why-organic/synthetic-hormones/about-rbgh/> Processed Chicken Effects. Retrieved 8 May 2011. Sustainable Table. Retrieved 8 May 2011. â€Å"The Health of Organic Foods. † Reference Articles on All Topics. CBS, May 2003. Web. 06 May 2011. . â€Å"Processed Chicken,† Agro Products. Retrieved 2 May 2011. http://www. agriculturalproductsindia. com/processed-foods-snacks/processed- foods-snacks-processed-chicken. html> Reference Articles on Organics. CBS, May 2003. Web. 06 May 2011.

Work place communication

Communication is essential for effective functioning in every part of an organisation. From marketing, production, finance, personnel, and maintenance, all departments may receive direction from corporate goals and objectives, but communication links them together and facilitates organisational success. The importance of effective communication from team leaders cannot be overemphasised for one specific reason: everything a team leader does, involves communicating.Communication is needed to increase efficiency, satisfy customers, and improve quality. Effective communication is so important for organisational success that not only team leaders, but also the employees must be effective communicators. One role of a team leader is to help employees improve their communication skills. When all members of a team, department, or organisation are able to communicate effectively with each other and with people outside their group, they are much more likely to perform well. The successful team leader, therefore, needs effective communication skills.Communication is the activity of conveying information. Communication requires a sender, a message, and an intended recipient. However, the receiver needs not to be present or be aware of the sender's intent to communicate at the time of communication; thus, communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender.Feedback is critical for effective communication between parties. Communication can be defined as the exchange of opinion, ideas, information, facts, feelings, and values between two or more persons sender and receiver's) with the help of some channels to accomplish the desired purpose. The sender creates a message either in the written or in verbal or nonverbal form. The message is dispatched to the receiver with the help of channels of communication. The receiver takes the delivery of the message and provides feedback to the sender.The sender gets the feedback and determines whether the receiver has received the same message and meaning that the sender had intended to communicate with him; if the sender feels that the receiver has not received the same message and meaning, he/she again initiates the cycle of communication. THE CYCLE OF COMMUNICATION Elements ot Communication 1 . Sender 2. Message 3. Channel of communication 4. Receiver 5. Feedback 1 . Sender: The sender is the person who initiates the process of communication.Whenever the sender feels that there is a need to communicate some information to the other person (receiver), he/she starts the process of communication. The sender must be aware of the purpose of the communication and the receiver's abilities to understand the message in terms of language, interest, etc. 2. Message: The message is created by the sender to convey the inf ormation, facts or opinion to the receiver. The message should be clear and simple so that the receiver can understand it in the same way as the sender desires.While creating a message, the sender should take care of words, language, and meaning of the message if the message is to be communicated in verbal or written form or he/she should take care of body language and facial expression if the message is to be communicated in nonverbal form, along with the abilities and professional competencies of the receiver. 3. Channels of communication: Communication channels are the medium through which the message is communicated to the receiver. Channels of communication play an important role in the process of communication.If the sender selects an appropriate medium or channel of communication, there are more chances that the receiver will receive the same message; or else, there are chances that the message may get distorted. In this hi-tech era, there are a number of channels that can be used to communicate message, e. g. , mobile, e-mail, voice mail, person, radio, TV, Internet, blogs, etc. 4. Receiver: The receiver is the person who receives the message. The receiver may be a single person or a group of persons. The receiver understands the eaning of the message and provides feedback to the sender.The receiver should have the same language ability, comprehension, and cultural background as the sender. If not, it may lead to distorted understanding of the meaning of the message by the receiver. 5. Feedback: It is the most crucial element of communication. It is provided by the receiver to the sender. Receiving feedback is important for the sender to know that the receiver has received the message and interpreted the meaning of the message in the desired way. Without feedback, the process of communication cannot be complete.For example, when you send a mobile SMS to our friend, you get feedback in the form of delivery report that informs you whether your message ha s been delivered or not to the intended receiver; it also happens in the same way the case of e-mail. BARRIERS OF COMMUNICATION Communication plays a major role in developing a relationship. It can also a relationship among family members or management in any institute. More specifically, communication influences the effectiveness of instruction, performance evaluation, and the handling of discipline problems.Communication should be straightforward. What can make it complex, difficult, and frustrating are the barriers. Some barriers of communication are the following. Physiological barriers to communication are related with the limitations of the human body and the human mind (memory, attention, and perception). Physiological barriers may result from individuals' personal discomfort, caused by ill-health, poor eye sight, or hearing difficulties. Poor listening skills, listening to others is considered a difficult task. The solution is to be an active rather than passive listener.A l istener's premature frown, shaking of the head, or bored look can easily convince the other person/speaker that here is no reason to elaborate or try again to communicate. Information overload, it is essential to control the flow of the information, else the information is likely to be misinterpreted or forgotten or overlooked. As a result, communication may get distorted. Inattention, at times we Just do not listen but only hear. For example, your manager is immersed in his/her very important paper work and you are explaining to him/her about an urgent problem.In this situation, due to the inattention, the manager will not listen to you (he/she will only hear you); hence, he/she may not get hat you are saying and it may lead to disappointment. Emotions, the emotional state of a person at a particular point of time affects his/her communication with others as it has an impact on the body language (nonverbal communication). If the receiver feels that the sender is angry (emotional st ate), he/she can easily infer that the information being obtained will be very poor.Poor retention, the human memory cannot function beyond a limit. People cannot always retain all the facts/information about what is being told to them especially if he/she is not interested or not attentive. This leads to communication breakdown. Physical and environmental distractions, physical distractions are the physical things that get in the way of communication. Examples of such things include the telephone, an uncomfortable meeting place, and noise. These physical distractions are common in the warehouse setting.If the telephone rings, the usual human tendency will be to answer it even if the caller is interrupting a very important or even delicate conversation. Distractions such as background noise, poor lighting, uncomfortable sitting, unhygienic room, or an environment that is too hot or cold can affect people's morale and concentration, hich in turn interfere with effective communication . Psychological barriers, psychological factors such as misperception, filtering, distrust, unhappy emotions and people's state of mind can Jeopardize the process of communication.We all tend to feel happier and more receptive to information when the sun shines. Similarly, if someone has personal problems such as worries and stress about a chronic illness, it may impinge his/her communication with others. Social barriers, social barriers to communication include conformity, a process in which the norms, values, and behaviours of an individual begin to follow those of the wider group. Social factors such as age, gender, and marital status may act as a barrier to communication in certain situations.Cultural barriers, cultural barriers to communication often arise when individuals in one social group have developed different norms, values, or behaviours to individuals associated witn another group. Cultural ditterence leads to difference in interest, knowledge, value, and tradition. Th erefore, people of different cultures will experience these culture factors as a barrier to communicate with each other. Semantic barriers, language, Jargon, slang, etc. , are some of the semantic arriers. Different languages across different regions represent a national barrier to communication.The Use of Jargon and slang also act as barrier to communication. Past Experience, if someone has awful experiences in the past related to some particular situation, then he/she will try to avoid communication in that situation. Organisational Barriers, unclear planning, structure, information overload, and timing, technology, and status difference are the organisational factors that may act as barriers to communication. Technological failure, message not delivered due to technical failure (e. g. receiver was not in mobile network area and the sender has not activated delivery report in message setting).Time pressures, often, in an organisation the targets have to be achieved within a specif ied time period, the failure of which may have adverse consequences for the employee. In a haste to meet deadlines, usually an employee tries to shorten the formal channels of communication that can lead to confusion and misunderstanding among the various levels of supervisors, hence leading distorted communication. Therefore, sufficient time should be given for effective communication. Complexity in the organisational tructure, the greater the hierarchy in an organisation (i. . , the more the number of managerial levels), the more chances of communication getting destroyed. Only the people at the top level can see the overall picture while the people at low level Just have knowledge about their own area and a little knowledge about other areas of the organisation. Unclear messages, effective communication starts with a clear message. Unclear messages in terms of meaning, grammar, and words may act as a barrier to communication because the receiver may not be able to understand the actual meaning of the message.Lack of feedback, feedback is the mirror of communication. Feedback mirrors what the sender has sent. Without feedback, communication cannot be considered complete. Both the sender and the receiver can play an active role in using feedback to make communication truly two-way. Methods of overcoming barriers of communication, overcoming the communication barriers will be different in different situations depending upon the type of barriers present. The following are some of the important general strategies that will be commonly useful in all the situations to overcome the barriers of communication.Taking the receiver more seriously Crystal clear message Delivering messages skilfully Focusing on the receiver Using multiple channels to communicate instead of relying on one channel Ensuring appropriate feedback Be aware of your own state of mind/emotions/attitude Effective communication techniques are useful to make the communication efficient and meaningful . There are several techniques of effective communication, which can be used. For example, maintaining eye-to-eye contact with the team is essential for ettective communication.Listening actively means to be attentive to what the other erson is saying verbally and nonverbally. Active listening is an effective communication skill. 1 . Stand squarely facing the other team; establish eye-to-eye contact. 2. Keep the posture open. 3. Be relaxed. Using silence during communication process can carry a variety of meanings. The impact from every conversation you have comes from your nonverbal cues. These include eye contact, your posture, and the gestures you make.The nonverbal cues indicate what you think, even if your words say something else entirely. Some people don't like to be touched, and invasion to their personal space is one nonverbal cue ou can easily avoid. Nonverbal cues are Just as important as any other communication technique you're trying to master. The tone of your voice, f or example, if you say that mfou'll be happy to sacrifice this opportunity for someone,† but you're yelling when you say it, the team will clearly notice that you're actually not happy to do it.Be consistent verbally and nonverbally inconsistency in verbal and nonverbal communication by the sender may lead to confusion and misunderstanding of the message. Ask open-ended questions open-ended questions encourage the team to communicate more, whereas, close-ended questions iscourage the team from communicating. Use Language Understood by the team. Accurate, accessible and detailed recording is not only essential it is a vital tool for ensuring accuracy of information, clarity of goals and accountability. Of course, it can achieve none of these aims if it is never read, and so in the first place it must be legible.It is a team leader's responsibility to ensure that, they record conversations, accurately, and that they retain the information available. Electronic copies of any form of communication i. e. emails can be copied saved and stored either into a eparate folder on your computer, or onto a USB storage device, or external hard drive alternately you should ensure that all emails are archived for future reference. Methods of Verbal Communication Face to face informal communication Underused in these days of email, but invaluable for getting the message behind the words.Body language can tell you a lot about what a person really thinks regardless of whether they are agreeing with you verbally or not. Quite often we will email someone who only sits in the next room – or even at the other side of the same room, ‘because an email is recorded'. There is nothing to stop a record of a face to face meeting being created. Meetings Many meetings are badly planned and managed, this is one of the main disadvantages of meetings as no formal records or minutes are kept or recorded. Formal Briefings Useful to reach a mass audience.Beware though if what you have to say is controversial or bad news for some of the audience then you will face a lot of resentment and create resistance, where staff feel unable to challenge you or to ask questions because there are so many people present. Verbal Communication has the following advantages: Saving of Time The greatest advantages of verbal communication is saving of time. Under this system of communication the messages are communicated immediately without consuming any time. Verbal communication is the only way out when a message is important and when immediate action is necessary.Saving of Money As there is no tormal met nod ot communicating the message, no help ot any particular media this type of communication saves a lot of money. More Effective As the message is direct between the Senders of message and the receiver of message the messages prove to be more effective. The sender of the message can also exercise his personal influence over the receiver of message. Clear Doubts Verbal commu nication is also better as it removes any doubts regarding the message, between the sender and the receiver of message.Any doubts can immediately be cleared and the receiver of the message can immediately get the explanations regarding the message. Increase in Productivity and Efficiency Verbal communication is more effective. It increases the productivity and efficiency of workers because they clearly understand it and follow it. Verbal communication has the following disadvantages: Lack of Proof of Message The greatest disadvantage of verbal communication is that there is no proof of the message being communicated.Not Suitable for Future Reference As there is nothing in writing supporting the message communicated under this method, it is not suitable for future reference. If there is any dispute at any point with the message. Not Suitable in Case of Distance if the receiver and the sender of the message are living at a distance from each other, this method of communication is not suitable because it will increase the cost of communication, it ill not be effective because of lack of personal touch and it may not be clear and explanatory.Many times, when people think of the word communication, they think of an exchange of information and ideas through words. However, verbal communication is just one small part of communication. There are many different methods of communication. Written You can't avoid written communication in the workplace; it's everywhere. Emails, memos, reports, and other written documents are all part of everyday business life. Written communication is the most appropriate when detailed instructions are equired, when something needs to be documented, or when the person is too far away to easily speak with over the phone or in person.Email is a lifesaver for many people, especially in the business world. If you rely on emails and memos to conduct your business, it's very important to portray a professional image. Don't use abbreviations unle ss they pertain to your field, and always use spell check and read over your email before you send it to make sure it's clear and concise. Emails should be brief and to the point. Non-verbal communication plays a large role in the way you communicate with thers. Unless you're using sign language, however, you probably dont want to rely on it as your sole means of communication.You do, however, need to be aware of it. Your gestures, eye contact and movement, and the way you stand and sit all convey a message to the person you are communicating with. Use gestures appropriately, or leave your hands at your sides. Don't fidget, which is distracting, and avoid crossing your arms, which sends off the appearance of being angry or closed off. Always look the person you are speaking to in the eye, and don't roll your eyes or stare while they talk. Email Effective where supported by the organisation, and where sent by the right person.Emails that look as though they are selling something or t hat come from people the recipient has never heard of, are at high risk of being deleted without being read as they will be seen as potential spam. Newsletters Newsletter can be good for general awareness, but will normally only be well read if the newsletter is usually interesting and colourful. Notices/signs/posters Effective for messages or promotion of single issues although notice boards are not always the best place to put a notice that you want read. Signs need to be displayed where they can be easily seen but there is still no guarantee that they will be read.Blogs Blogs are a good way of keeping people up-to-date, again, providing that there is a good reason for people to visit and read you blog these can also be limited to people with only a passing interest. The importance of keeping oral records Any oral communication where a decision or commitment is made, and that is not otherwise documented, needs to be captured and placed in your recordkeeping system. For example: A meeting or conference call where a decision is made, if formal eeting minutes or notes are not taken. A voice mail message committing to take action.A telephone call responding to a member of staff. The issuing of verbal warnings. What types of communications are included? Face-to-face meetings Telephone calls Voice mail messages (including telephone or computer) What is the best way to capture conversations that are records? Write a memo in your diary. Be sure to include: Date and time of the communication Type of communication (e. g. , voice mail, telephone call) Participants Subject Details on any decisions or commitments What kind of electronic communications might be a record?Any electronic communication where a decision or commitment is made, and that is not otherwise documented, needs to be captured and placed in your recordkeeping system. For example: E mails. A voice mail message committing to take action. All other forms of on line communication. E mails Any on line corres pondence What is the best way to capture conversations that are records? Save to a file on your computer, or onto a USB drive, or external hard drive be sure to include: Date and time of the communication Type of communication

Discuss why Hybrid Cars are negative to the Envirornment Research Paper

Discuss why Hybrid Cars are negative to the Envirornment - Research Paper Example Hybrids, formally referred to as hybrid-electric vehicles (HEVs), infer automobiles powered by both petroleum products and electricity. Hybrid electric vehicles (HEVs) and plug-in hybrid electric vehicles (PHEVs) employ a number of power sources to fuel movement. In the case of HEVs, the automobiles may be propelled by a combination of traditional gasoline or diesel with an electric battery that can be plugged in a peripheral power source (Anderson and Anderson 115). Electricity mainly supplements petroleum products as a prime power source, which in turn, yields fewer emissions and an enhanced gas mileage. The overriding perception within the car market industry is that hybrid or electric cars are environmentally benign. To some extent this is true as there are several benefits to purchasing a hybrid car; however, one should be conscious of some of the potential negative environmental influences of hybrid cars. If one takes the overall environmental cost of a vehicle right from design to its dismantling or recycling, hybrid-electric vehicles do not reasonably match the hype that they are presently getting (Phukidides par.1). Although hybrids are perceived as clean technology by a majority of people, hybrids with an internal combustion engine still generate pollutants to the environment. Similarly, the electricity generated to recharge the batteries and power the vehicles may be produced through â€Å"dirty technology† such as burning fossil fuels. The long-term impacts of hybrid cars to the environment include destructive impacts of battery waste disposals, and landfill contributions. Disposing of the batteries when they have outlived their worth also poses some environmental risks. Moreover, the metal components used in making the batteries may be processed and manufactured with diverse degrees of environmental risks (Anderson and

Strategic Management Assignment Example | Topics and Well Written Essays - 4000 words

Strategic Management - Assignment Example In this definition, the scope and direction of the strategy and the configuration of resources are within the purview of the organization. External competitive forces determine the 'environment' in which the organization works. Michael Porter (2004) describes five such forces that have an effect on the competitiveness of an organization. These five forces comprise the 'outside-in' business strategy tool as diagrammatically depicted below: 1.1. About Alitalia: Alitalia is the smallest of Europe's full service airlines (after the merger of KLM with Air France and Swissair with Lufthansa) in terms of revenues generated, flights operated and passengers flown and other financial parameters. (See Table-1 below. Table-2 provides comparative statistics for low budget airlines) Alitalia (Alitalia - Linee Aeree Italiane S.p.A) has been operating as a full service airline that flies passengers and cargo for sixty years. Alitalia is Italy's national airline with the government holding 49% equity (other shareholders including employees hold 49% and Air France holds 2%). The airline has a fleet of 177 aircraft and flies to 102 destinations in Italy, Europe, the middle and far East Asia, Africa and the Atlantic. Alitalia has modernized its fleet keeping in view the distances and load factors involved in various sectors. In fact the company boasts of operating one of the youngest and most efficient fleets in the world. During the year 2005, 24 million passengers flew Alitalia, which represented a growth rate of 7.8% year on year over 2004. In April 2004, the company acquired the bankrupt regional airline Gandalf Airlines to gain additional slots at several European airports, mainly Milan (Linate) and Paris (Charles De Gaulle). In September 2004 the company sought to lay off almost 5000 employees to avoid bankruptcy and possible liquidation. A vicious fight ensued with employees unions striking work which finally ended with government intervention and provision of a bridging loan. There was a proposal to merge the company with Air France-KLM but it petered out. During this period, to save costs, the company was, splicd into two holding companies. They are Alitalia Fly which controls Alitalia Express, Volare SpA, Volare Airlines and Air Europe. The company holds 51% equity in the new formation Alitalia Servizi which controls the following: Alitalia Airport which operates ground handling services in Rome Fiumicino, Palermo, Cagiliary and passenger handling services in Catania and Naples; Alitalia Mainatenance Systems 40% of which is owned by Lufthans

Worksheet 5 - NORA ECCLES HARRISON MUSEUM OF ART Assignment

Worksheet 5 - NORA ECCLES HARRISON MUSEUM OF ART - Assignment Example It is a multinational retail company that sales general merchandise and groceries. WALMART is one of the most valuable companies in the world, the leading retail company and the largest public company. WALMART Company being a business organization, there is need for human asset retention in the human resource sector. This is important for labour provision and daily operations of this company. The retention of human asset can be achieved through SWOT analysis of this company. In each and every year, the company spends millions on labour related lawsuits. This is due to criticism on the poor working conditions, low wages and female discrimination. This makes the company lack skilled and experienced personnel. Cases of employee turnover are very rampart and the company spends much on employee training. This is associated to low trained personnel who are poorly paid. WALMART lacks differentiation from its competitors and faces negative publicity from the many cases of bribery and poor working environment. Improvement of the working conditions, increase in the payment and wages and also good employee training will ensure a strategic plan for human asset