Morilla Estate Marketing Plan

Morilla Estate Marketing Plan Internal Analysis In 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart, and by 2005, the business had incorporated iconic brands with the Aim of becoming Australia’s most respected wine producing estate, although the company is not among the industry top ten wine producers in terms of revenue or tonnage the company boasts of superior wine production and maturation technologies led by Conor van der Reest who is Mooralla’s winemaker.Advertising We will write a custom report sample on Morilla Estate Marketing Plan specifically for you for only $16.05 $11/page Learn More Cornor Van Der Reest is an experienced wine maker who has gathered a lot of experience as far as wine making is concerned and has a lot of knowledge as far as conventional wine preparation techniques are concerned with a lot of talent and skill with current emerging bio-dynamic techniques which are commonly used in cool climatic regions such as Tasmania (Moorilla 2011). With Van Der Reest on the helm of premium wine development and manufacturing then Moorilla is most likely to produce elegant premium wine that has elegant taste and can compete equally in the Australian wine industry. The company has relatively adequate resources to pursue its goals and objectives. However, competition slows down the growth capabilities and the ability of the company in the Australian market like other well established companies (Baumol Alan 2007, 16). The Estate is headed by well capable leaders who are able to see that the vision of the company is achieved and this is why the company has been growing rapidly since 1995 and has expanded its business to other industries such as the restaurant and beer industry in order to tap into the market that exists in Australia (Moorilla 2011). Moorilla estate has sufficient human resources and uses conventional recruitment strategies to acquire highly talented individuals who will assist the organization in all the businesses that it pursues, especially when it comes to wine making the chief wine maker, Van Dar Reest makes sure that the company gets enough skilled man power who will assist the company to produce the best vintage wine through ensuring that the company adheres to the latest production technologies available in the market to mature and even package their wine. The current number of permanent employees who have experience in dealing with wine stands at over 20 while the company also has temporary staff of over 50 employees who occasionally tend to the vineyards and assist in the process of placing wine in casks for maturation (Moorilla 2011). The company’s culture has gone a long way in ensuring that a high degree of professionalism and quality standards are adhered to. External Analysis General environment With Australia being the fourth largest producer of wine producing slightly over 750 million litres of Wine the countries wine industry is characterised by and superior wine manuf acturing techniques that make the industry a competitive participant that makes over $ 5.5 billion annually from the sales of branded and premium wine (Winebiz 2011).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to the ABS, total Australian domestic sales including imported wines went up by over 4.7% during 2010 to 535 million litres. The domestic sales of wine within the borders of Australia went up by 4.66% and 470 million litres were sold and consumed by consumers within Australia (Winebiz 2011). The bad news is that the market share of domestic wines relatively reduced as compared to imported wines which increased their market share in Australia. In this period the total percentage of market share that went to domestic wines was 88% while imported wine 12% unlike previously where domestic wines enjoyed a market share of over 90%, this fact can be attributed to th e aggressive marketing nature of foreign wine companies (Winebiz 2011). The Sales of Australian-produced fortified wines did not register any growth but the sales of red together with white table wine and sparkling wines also went up, this fact has been attributed to the fact that these wines go better with meals and social occasions thus triggering high demand rates. The Australian wine industry also experienced significant growth in the vermouth, carbonated wines and flavoured wines including cocktails wines, un alcoholic wines, and low alcohol content wine. This class improved by 33.9% in 2010 and thus represents approximately 4% of the total wine sales in Australia (Winebiz 2011). The Australian wine market is therefore a good industry that has most of its wine subcategories still growing with the exception of fortified wine. Growing companies which like Moorilla estate can therefore be assured that there exists a good market within and outside Australia and those strategies mus t be developed to gain market share. Competition The level of competition within in the Australian industry is quite stiff with only a few companies taking up a massive part of the markets share this may be due to the fact that these companies come from a lineage of wine makers who have been in this business for decades and possible centuries. These companies that have operated in the industry for so long have build up names and trust among the indigenous Australian market and international community overshadowing upcoming companies thus making it hard for these companies to be able to penetrate the market (Trott, 2008, p.144; Porter, 1990, p.81).Advertising We will write a custom report sample on Morilla Estate Marketing Plan specifically for you for only $16.05 $11/page Learn More There are over 2,477 wine producing companies which commercially operate in Australia with the number of producers and participants increasing by 2.4% annually. The number of co mpanies existing in the Australian wine market usually doubles up every decade. Accolade Wines, Treasury Wine Estates and Casella Wines are accountable for approximately 75% of exported Australian wine by volume. Accolade wines has taken the spot that was previously occupied by treasury wine estates in exporting branded wines while Warburn Estate is one of the few companies that has managed to penetrate the export market and is thus coming up quickly and gaining market share despite accolade wines leading in volume of exports. Treasury wines still boast of being on top of the list of largest exporters in terms of value. Moorilla estate is not among the top ten companies in terms of value and volumes due to the fact that the company has been in the wine industry for a shorter period and hasn’t created brands that can be equalled to those of companies such as Accolade and Treasury wine estates (Winebiz 2011). According to wine biz 2010 the largest producers for domestic and exp ort market wine in Australia are Accolade Wines, Treasury Wine Estates, Casella Wines, Pernod Ricard Pacific, Australian Vintage, De Bortoli Wines, and McWilliam’s Wines Group, Andrew Peace Wines, Warburn Estate, Kingston Estate Wines, Nugan Estate, The Yalumba Wine Company, Peter Lehmann Wines, Littore Family Wines, Angove Family Winemakers, Brown Brothers, The Tahbilk Group, Wingara Wine Group, Grant Burge Wines, and Tyrrell’s Vineyards. One characteristic of these companies is the fact that these companies are very aggressive in terms of marketing and that they produce high quality elegant tasting wine thus giving them some degree of competitive advantage over other companies. The Customer Environment The proposed chateau targets high-end customers who are rich, college-educated babyboomers. These ideal consumers have wine as part of their everyday lives and enjoy going out, and often entertain friends or business partners. Customers naturally become wine educated t hrough classes, literature, and just by taking wine. The company’s second customer target is made up of business individuals and entities; far most wholesalers and distributors. Wholesalers act as middlemen for distributing wine to leading restaurants and wine shops situated all over Australia. The second business category the winey is targeting is in state restaurants executives and sommeliers. The third business category is in-state specialty wine shops, which focus on carrying first-class wine.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Demographic trends Australian wine industry specialists explain that the tremendous growth in the high-end wine market is due to the aging babyboomers. Babyboomers are heading towards their prime drinking age and this class of customers is predicted to raise high-end wine consumption for a period of time. Each day in Australia, close to 50,000 individuals celebrate their fiftieth birthday and 50 to 59 year olds take 16.5 bottles of wine each year as compared to 6.8 bottles each year for the 21 to 29 year olds. Majority of these babyboomers are wealthy and can comfortably spend luxuries, such as high-wine wines. The important players in the purchase process for the firms products are; Purchasers/distributors (actual act of purchase), users (actual product user), influencers (influence the decision and make recommendations). The purchase or distribution channel has a significant influence on the price the company will receive for its products. Wholesalers and distributors discounts ar e clearly stated, and these discounts greatly reduce the winery’s profit margins. Tasting room and in state direct mail sales are the only ways through which the producer sells directly to wine users and charges retail price. Direct sales to eateries and wine shop owners are made at wholesale prices that are two thirds of the retail prices. The winery mainly targets high-end consumers and this might fail to go along way with low-end consumers. The target consumers are wealthy sophisticated individuals and the winery needs to build a brand name within the target consumers, it has to sell its products at a premium to enable the high-end identify themselves with the product. The winery’s products are of top notch quality and that is why they are charged at a premium and the company cannot compromise the quality of its products or brand name at the expense of attracting non-customers.  The competing products are a big challenge to the winey to penetrate. However majority are able to keep the market share considering that they have been in the industry some even for a century. Also some offer low-end products and since that is not our market niche, the hold the winery’s non-customers.  Majority of wine consumers in Australia prefer fortified wines red wine, white table wine, sparkling wines, flavoured wine and low alcohol wine and non alcoholic wines. Due to the social nature of Australians than the country’s premium branded wine market is constantly on the growth rate and consumers spend close between $ 20 and $60 per bottle depending on occasions on wine (Winebiz 2011). The Australia adult population also consumes a lot of red and white wine after meals thus prompting wine makers to market wine on this platform. The premium wine market is thus becoming a very important business for wine producers and these companies are dedicating a lot of effort and manufacturing the best branded and tasting wines and introducing them to the marke t (Johnson, Scholes Whittington 2008, 43). The levels of disposable income amongst Australians is high thus meaning that Australia is the type of market which consumers can indulge in the purchase of luxury goods thus getting a share of it is a quite an attractive business segment for all the wine makers in Australia. Although premium wine is meant for a targeted group of consumers more and more consumers within the Australian market are indulging in drinking premium wine due to the fact that they are attracted to the high quality of wine that premium bands are known to offer to the market such wines come in brands such as Pinot, Syrah, Chardonnay, Brut and Rose which are among the highest consumed brands of wine amongst the customers in Australia. Core Business Drinking wine is part of the culture of people of Australia thus making the wine business quite an attractive market, especially owing to the fact that the country in 2009-2010, calendar purchased and consumed well over 500 million litres of wine. The premium wine market is expanding within Australia and internationally and it presents a lot of business opportunities in both the domestic and export market. Moorilla estate thus intends to operate successfully within this portion of the industry and cash on the opportunity by manufacturing, branding and selling elegant premium wine brands. The company possesses the muse and praxis series of wine which has been developed using the latest conventional bio-dynamic strategies making their wine highly superior in terms of taste and quality. It is thus the aim of Moorilla estate to cater to the needs of consumers who desire to have high quality premium wine in Australia. Swot analysis Internal Environment The internal analysis of a company basically focuses on the strength and weaknesses of the organization itself, and how they impact the total business scenario of the concern and company strategies (Wheelen and Hunger 2002). In this aspect one thing is very important, what can be determined as strength can change into the weakness in another aspect. There are factors like finance, marketing, and the service providing capabilities, the macroeconomic factors, the technological changes and most importantly the different legal matters that come with the maintenance of the properties (Campbell, D., et al, 2002.p.64) Strengths A key strength of the Moorilla is expected to come from the highly experienced Chief wine maker Van Dar Reest and his team of wine makers who have the necessary skill and knowledge together with bio-dynamic technologies to make superior wine. The wine maker is expected to import their wide variety of knowledge that he has gathered over the years and apply it into wine business to make Moorilla estate become successful. The current organizational culture of Moorilla estate is very suitable for their business mission, vision and strategic goals, the company’s top management has build his business on the platform o f delivering highly differentiated products and premium wine thus this platform will assist the company to create a favourable brand image. The fact that the company has its own vineyards and enough human resources to nature a wide variety of vintage and youthful grapes and other fruits which are used to make their wine is also strength of the company (Moorilla 2011). The fact that the company has a wide variety of selection under their muse series and praxis series together with vintage collection ultimately serves as strength to the company. Weaknesses Constraint financial resource may limit the level of growth that Moorilla may intend to achieve during its operations, since other competitors such as Accolade and Treasury and Casella wine estates are able to operate with amore aggressive business model giving these companies a competitive age (Winebiz 2011). The current marketing strategy of the company and wine manufacturing facilities are not large enough to increase the revenue and volume of wine sales thus reducing the activities of Moorilla estate to the Tasmanian region. The company also does not have a superior distribution strategy thus having a limited distribution capability as compared to the top 20 wine producing and selling companies which operate in Australia. External environment Strategic planning be it short or long term is done in the light of company’s strength, weaknesses, opportunities and threats (Sinkovics Ghauri, 2009, p.177). A company’s strengths and weaknesses takes a critical look into internal factors such as company resources, culture and structure while on the other hand opportunities and threats take a look at a company’s external environment. Opportunities The Australia wine industry is worth over $5 billion thus making the industry quite attractive if a company uses the right approach then it will most likely step upon its activities. Due to the company’s limited resource situation the company ca n enter into contractual agreements with other well established companies locally within Australia or even internationally this way the company can be able to increase the volume of sales. The current marketing weaknesses of the company can offer a platform of improving their business only if the company invites independent marketing firms to audit their current systems and suggest a complete overhaul of their marketing strategy (Lancaster Withey 2006 p.43-32). Threats The increasing level of competition within the Australian wine industry can threaten the strategic path of Moorilla estates, it is thus up to the companies not to let competition within the industry get out of hand, and this can be achieved by competing cautiously. Foreign brands also pose a threat to the business of Moorilla and thus effective marketing strategies should be used to counter the moves made by these foreign brands ( Hedley, 2002,p.16-19). Objectives and goals The first and main goal of Moorilla Estate is by 2014 to be enlisted among the top twenty wineries companies in the Australian market by increasing its wine production volumes and sales values. This can be attainable by adopting a more proactive business model that will allow the company to be more vigorous. The current business model limits the company’s business to Tasmania but the company needs to form partnerships with other companies in order to increase the sales of the company over a period of 3 years. The company with therefore need to invest more in marketing communication in order to create a suitable brand image that will make the company’s wide product range more known to the public. Considering the tremendous reception of the winery’s products in the Australian market, with more aggressive and proactive marketing strategies the company can go far.  The second goal is to grow its brand recognition among its potential consumers and make Moorilla Estate an household name. The brand value asso ciated with the muse series and the praxis series brands is quite low as compared to that of leading competitors within the industry. The management of Moorilla Estate aims to ensure that the brand is among the top 20 brands within the Australian wine market. The management believes that if this is attained then the level of brand association between the company and its brands will automatically increase the demand levels of all their brands within the Australian domestic and the export market. This can thus be achieved by massive promotion campaigns and partnerships such as sponsorship of events that will create massive awareness that is good for the strategic goals of Moorilla.  Many successful organizations often have cost management strategies that are very suitable for their organizations making it quite easy for the company to reduce costs and maximize income. Moorilla estate third goal aims at keeping its costs low by eliminating any unnecessary costs, this way the company can make more money and these funds may be used to invest in research and development of wine and expanding their business model. This can be attained by operating using budgets and focused planning techniques that will alow the company to optimize their resources and working with a trimmed staff that will assist the company fro spending a lot on unnecessary labour costs. Cost utilisation can be measured by the profit margin and the returns on capital of the company. Proposed Marketing Mix Pricing A penetration and Skimming policy could be implemented by the management of Moorilla estate to price their premium wine products in order to gain ground fast in the market while at the same time maximize revenue streams at the higher end of their premium products ( Bennet,2006,p.80-87). Some of the high end premium products that sell for over $40 per bottle include Muse series’ Brut, Rose, Chardonnay, Pinot Noir, Syrah, while those premium products on the lower end which can be pric ed using price penetration strategy include Gewà ¼rztraminer, Pinot Gris, Rieslin and Praxis series’ Riesling, Sauvignon blank, Chardonnay, Vintage Riesling Brut. This pricing strategy is intended to undercut the price offered by competitors for similar products, but ensuring that quality of wine is not compromised. This pricing approach will allow Moorilla to have a competitive advantage by selling premium products and competing using both a differentiation and cost focus at the same time by selling high quality brands which have respect and a good name it the market. Thus when consumers have more money to spend on a single purchase of wine they can purchase the higher end of premium wine offerings but once they are tight on cash the consumers can hence forth purchase those products that are on the lower end of the premium offering of the Muse and Praxis series. Figure 1 Michael Porters generic competitive strategies used by companies to gain competitive advantage. Product Moorilla marketing department has ensured that superiorly designed bottles are used to package their wine products. Considering that packaging plays a very big role towards ensuring that that consumers attention is captured then the wide variety of brands under Moorilla are well designed to ensure that their products have the right appeal as compared to offerings of competitors ( Brassington, Pettitt, 2006,p.65) The packaging used it Moorilla estate variety of wins are not a danger to consumers and to the products inside the bottles the products can be even bought and stored for years in order to become vintage wine. The company currently bottles their wine in 750ml and 1litre bottles. Promotion Promotions a very important part of commercial success and therefore Moorilla estate must invest enough resources to ensure that Promotions run properly and all brands under Moorilla get the right amount of exposure. A good promotional mix should always target the consumers and resellers ( Holm, 2006, p 69). Consumer promotional activities encourage consumers to buy more of the product.It is thus necessary that most of marketing communication effort be directed to the right audience through the mass media and the marketing portals, with more information being displayed and exposure being repeated then the brands belonging to Moorilla estate well be better known and then chances of their sales going up will be increased ( Heding, Charlotte Mogens, 2009,p.67-71). With social marketing becoming more and more famous the internet through blog sites, Facebook and Twitter is also a reliable source for customer information that is more likely to spread credible information about the brands belonging to the company and thus increase consumer traffic in local stores and on the online purchase centres (Balmer Greyser, 2006, p. 736; Brown, 2006, p.23). Seasonal discounts and offers are also a very important part of promotion, hotels are a very important part of the supply chain of premium wine and thus Moorilla estate should work in partnership with the biggest hotels and approach customers with discount rates this way those consumers who will purchase their brands are more likely to notify their friends by word of mouth if they are impressed by the elegant taste of the muse and praxis series. Place/distribution The volume of sales is often influenced distribution networks that companies have developed over the years, if a company does not use the right channels to distribute their product then a company is most likely not to optimize their sales (Goodstein, et al. 1993,p.153) The fastest moving places for wine are hotels, supermarkets and liquor stores it is thus the duty of the marketing department get in partnership with the most respected retailers and wholesalers such as supermarkets, hotels and liquor stores in order to ensure that products belonging to Moorilla estate are repeatedly exposed in areas that are open to the to higher numbers of consume r traffic. Besides using stores, Moorilla also uses direct marketing techniques that allow consumers to order their products directly for m their website and have their orders delivered to the door step this way the company can make sales without the help of other middle men and other institutions ( Kotler Keller, 2006, p.279-282). It is thus the intention of Moorilla estate management to ensure that the company is able to use all the available channels of distribution because this way the company will be able to maximize the total volume of products and brands belonging to their estate in the market. Process The production process that go min developing wine is very particular and goes a long way into defining the taste and flavour of wine. Many consumers of wine are very particular and are more likely to be annoyed or highly dissatisfied if their favourite brand of wine taste different just because the due process of manufacturing their wine was not followed (Charles, W. et al. 2 00, p 211-213). It is thus very important for wine manufacturers put in place the right mechanisms to ensure quality standards are followed and that consistency manufacturing is assured (Balmer Greyser, 2006, p. 734-738). This is thus why Moorilla estate ensured that it acquired on of the best wine makers Van Der Reest to lead their wine production process. Experienced wine makers such as Van Der Reest use analytical chemistry techniques such as titration and measurement of PH levels to group wine while still in casks. Labelling of casks and grouping them according to time to maturity and fermentation together with ingredients and clear documentation and techniques are very important part of ensuring that the final products elegant and of precise taste. Failure to ensure that the right process are followed before the product hits the market then the final product is more likely to fail in the market because consumers will be displeased by it due to the fact that the taste/flavour m ay not meet their expectations. Implementation The entire marketing program is to be monitored every year and the full results are expected to seen after three years, during this period of implementation the Moorilla estate should put in place an implementation committee that will be used to monitor closely the implementation process with the aim of putting the entire process on track.  The implementation process usually requires a company to provide enough resources in order to ensure that strategy implementation is successful. The top management understands that implementation of strategy is often met with resistance and thus the first step of the implementation stage is to encourage organizational personnel to embrace change by sensitizing them on the need of the change and giving them positive attributes that are to arise put of the change this is because human resource are the most important resource of the organization and thus when they are ready to embrace the change, then the chance of success are more ( Felkins, et al. 1993,p.55). The goal in this case is objective of the marketing department and management in Moorilla estate is to make the company a common name within the wine industry of Australia by building the brand value of Moorilla estate wine brands.  If the company is to achieve its first goal, which is to be among the top 20 wine producers in Australia, then it needs to dedicate significant resources that will see the success of the strategy. The company will need to develop a competitive intelligence unit that will be given the sole responsibility of conducting continuous research and forwarding relevant information to the implementation committee of the company. The establishment of this committee will therefore require financial and human resources together with procedures detailing how they are to work (Brigham Houston 2009, 91-93). Additionally, marketing communication activities often demand that a company develops a public relat ions office and thus it is important the company hires or creates and internal public relation office that will be in charge of publicizing the company through the various media especially the social media and cheaper avenues of gaining publicity. While the responsibility of creating publicity will be assigned between the competitive intelligence department, the marketing department and the newly formed PR department, It is up to the management to keep a close eye on the activities and ensure that incremental processes that are consistent to the goals are carried out in due time. Those responsible of achieving the various goals are supposed to use findings of their research that they may have gathered from published sources and credible competitors due develop tactics that they will use to ensure that the company increases its brand value steadily. Although the long term goal is building brand value and make Moorilla estate brands popular, it is only logical for those implementing t he strategy that they need to use incremental steps in order to achieve the long term goal and this can be achieved by increasing the amount of media coverage and hits that the company has on their websites (Kotler 2003, 278). The company can also sponsor large events or local sport teams, and trade exhibitions and billboards to create curiosity among the community and especially Australia and this way the company can start gaining exposure and building their brand value slowly one stem at a time. The important thing is that managers use controls that will assist the company operate with a high level of consistence increasing repeated exposures. At the same time, the company should develop good channels of communication that will assist the managers communicate the progress of the implementation to the employees and to ensure that every member who is part of the team and workforce plays his part towards achieving the goal. If communication is poor then a company may often delink its elf from its corporate strategic goals therefore injuring the performance of the company both financially and non-financially goals (Wheelen Hunger 2002, 221). Moorilla estates should ensure that the company develops a direct means of communication where the company that will link those responsible of decision making with the employees who interact day-in-day-out with the customers and other industry participants. The progress of strategic goals can thus be measured by using a balanced score card approach. By comparing targeted goals and actual performance at specific periods i.e. (Q1.Q2.Q3.Q4) the implementation committee can evaluate strategy with the aim of initiating change. Evaluation and control Morilla Estate will adopt a balanced scorecard approach to evaluate, monitor and justify any corrections in strategy within organizations (Wheelen Hunger 2002, 303). The main advantage of a balanced scorecard approach is that it uses both a financial and non financial approach to mea sure strategic success of an organization, by comparing input of various processes and outputs. Since Moorilla estates aims to gain brand recognition and increase its brand value hoping to trigger associative purchases to its brands, it is thus the duty of the implementation committee to measure the actual results of their strategic efforts quarterly per year and if the actual outcomes surpass the targeted outcome then there will be no need to carry out any strategic changes but if the actual outcome falls below the actual planned performance then there will be needed to change or alter the strategy (Frey 2008, 32). BSC is a highly effective strategic performance management tool that enables managers take a critical look on how appropriate the marketing strategies that will be put in place by Moorilla estate management is to achieving their goals. The BSC approach allows managers to review strategy by taking an in-depth look at how the organization performed especially when it comes to financial parameters, customer parameters; Internal business processes parameters and learning and growth parameters of the organization. If the brand value of this brand goes up then there will be financial consequences, customer consequences and other consequences and this can be used as the key indicators that can be used to evaluate if the strategy that was put in place was effective and good enough to help the company realize its goals. This is the approach that will be used by management within Moorilla estate to control and evaluate how the organization performed strategically. Assuming that all goes well then the company will be pushed into a better financial position and thus the company will realize a growth in sales and revenues because of increased customer traffic but if the opposite happens then this will mean the there is something wrong with the strategy that aims to increase brand value of wine products belonging Muse and Praxis series to Moorilla estate. The sa me applies to the customer aspect of the BSC if Moorilla is able to meet its brand value objectives customers are more likely to be satisfied and there will be less customer complaints, the results of such a phase will include high customer rates and low customer defection rates and hence if the latter happens the company is most likely to blame the current strategic regime for the failure in achieving targets (Steiner 1997, 77). The outcome of the BSC process is used by management in Moorilla estate to justify the need of carrying out any strategic changes in the company within the marketing strategy (Koontz Weihrich 2009, 132). A table representing some of the BSC parameters that are used by Moorilla estate to evaluate and control strategy Financial This parameter allows the managers to analyse financial benefits which can be attributed to the strategy some of this include, revenues, sales, net profits, costs but if the expected results were not realized and the strategy is to blame then a strategy change can be initiated (Ring Perry, 1985,66). Customer Customers are a key part of business and their happiness must be appreciated and be kept happy. Some of these parameters include customer satisfaction levels, customer loyalty. And if the customer is highly unsatisfied then the strategy of handling customers may need to change (McDonald, 2003,p.133) Internal Business Processes Business processes are responsible for ensuring that transactions for an organization to be highly efficient and carry out its core business with a high degree of accuracy to satisfy consumers its business process must be streamlined ( Kitchen, 2005,p.36-39) Some business process parameters may include number of defects. Learning Growth Organizations should be exposed to continuous learning so that they can advance and become better (Kourdi, 2009, p.33) The ability of strategy to enable an organization practice innovation and realize value is very important and therefore if a n organization doesn’t grow then strategy may need to be changed. References Balmer, J.T.M., Greyser, A.S., 2006. Corporate Marketing; Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image And Corporate Reputation. 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Strategic planning: what every manager must know. New York, NY: Simon and Schuster. Trott. P., 2008. Innovation Management and New Product Development, 4th edn. London: Pearson. Wheelen, T.L., Hunger J.D., 2002. Strategic Management and Business Policy. New Jersey: Prentice Hall. Winebiz. Web.

Junk Food in School

Junk Food in School The article is about the school policy on junk food. In April 2014, the Department of Agriculture banned junk food sales at schools in the United States. In particular, the ban limits school cafeteria and  vending machine  from offering or selling students of foods that are high in fats, sugar, and calories or â€Å"junk food†. Junk food according to USDA is responsible for making millions of schoolchildren obese, a condition that is associated with a number of health  problems. Good examples of junk foods are soda, cheesecakes,  hotdogs, candies, potato chips, and any food that has little or no nutritional value. Study of obesity suggests that overweight and obese people are at risk of diabetes, coronary heart disease, a certain type of cancer, and tend to have a shorter life. Children with weight equal or greater than the 95th percentile are obese and likely to acquire a long-term chronic disease and psychosocial development problems. Poor food choices and consumption of junk food, a widely available, inexpensive, and effectively promoted on television and other media often cause obesity. Obesity, according to study is a disease linked to children’s poor nutrition and significant time spent on watching television. Junk food, on the other hand, is linked to weight gain and insulin resistance and therefore increased the risk of obesity and Type 2 diabetes. School Policy on Junk Food Evidently, there was no national policy regarding junk food in the United States before 2014 and therefore no reason for schools to create an internal policy on this matter. In fact, according to 2006 survey, only 25% of schools had a school  policy regarding junk food while a quarter of schools are developing #JunkFoodKids by allowing promotion and consumption of chocolate candy, cookies, pastries, baked goods, and soft drinks in schools. Some schools earned from vending machines that are so popular for their junk food content while others sell junk foods to the community so they can raise money. Schools with the junk food policy are commonly against vending machines and selling foods with little or no nutritional value. They raised funds from selling vegetables and fruits. The national policy restricting the sale of junk food at schools is a challenge to the majority of schools to create policies that could make a difference such as a junk-free school environment. Their role as educators should include teaching students on appropriate health choices, provide knowledge and encourage students on the benefits of nutritious food and exercise. You may be interested in: Remembering Our First Stage of Education Womens Right to Education Teachers and school staff are role models and therefore must be at the forefront of the junk food free school campus initiative. Operators of school cafeterias and vending machines should start thinking about students’ well-being rather than sales and profit. Teachers should be familiar with how junk food is marketed to kids, recognize junk food from tables, and the difference between subtle and not so subtle junk food. Similarly, school officials may consider a wellness policy that includes more innovative fundraising strategies, fairs, field trips, and athletic competitions. More importantly, they should not fall for advertising money and firmly reject the promotion of junk foods in their respective schools.

Pace and timming in Modern foreign language Essay

Pace and timming in Modern foreign language - Essay Example This necessitates promoting modern foreign language education in the country to enable the English children interact and do business effectively with other people who do not understand the English language spoken by the English natives. In addition, teaching modern foreign language will ensure that Britain has enough graduates in modern foreign language that will help in translation and interpretation of foreign language. Despite the increasing need of additional graduates in modern foreign language, the entry of British students into A-level and degree programs in modern foreign language have plummeted. In fact, this situation is a concern to everyone in the country, including ministers, exam officials, and university representatives (Ratcliffe 3). The reason behind the decline in students taking modern foreign language in Britain is not well known. However, the truth remains that imparting British students with modern foreign language skills is crucial thus should be a priority. Ev en though the country is encouraging students to learn modern foreign languages, such as Spanish, French, and Italia among other modern foreign languages, most teachers still face enormous challenges teaching modern foreign languages. ... This discourse will discuss the important and effectiveness of timing and pacing in teaching modern foreign language in British secondary schools. Pacing and timing may appear simple in words. However, it poses a great challenge to most teachers of modern foreign language. Teachers of modern foreign languages throughout British secondary schools have reported this. In spite of the challenges that teachers face in teaching foreign languages, pacing and timing are very important in imparting knowledge to students. One of the most important aspects of timing and pacing in teaching modern foreign language is that it creates a sense of urgency. Dixie argues that the true art of timing and pacing lie on a sense of urgency created (par. 4). It also ensures that students taking modern foreign language are kept abreast of what is required of them. As such, teachers of modern foreign languages are advised to think diligent pace and appropriate timing and refrain from creating hectic pacing. Th inking diligent pace is important it feels right for most students learning modern foreign languages. For instance, using a timer on the desk may be of help to teachers of MFL since it helps the teacher determine the length of time it should take in teaching a certain lesson. For instance, in case a teacher asks a group a question in classroom, he or she must not expect to receive the answer to the question immediately. This is because members of the group will have to consult among themselves before coming up with a single answer. Therefore, when a teacher asks a challenging question in a MFL classroom, it is important to give some time, probably around five minutes for the students to respond. Teaching at the right

Management Finance Essay Example | Topics and Well Written Essays - 2500 words - 1

Management Finance - Essay Example Company should consider a system that will give accurate results and should be certain depending on the data inputted into the system. The system also should be simple to understand and be friendlier to the end users. In addition, the system should also be flexible for it to respond easily to the changes in the organization and for simple decision-making by the junior staff. Activity based costing method is more flexible hence it produces reports which can be used by the management in decision making, this is because it has got a certain methodology of costing products and services. Compared to the traditional method, activity based costing system cannot distort costs of the products that might occur if the products cost would have been done arbitrarily. There are four steps the company should follow to implement Activity based costing system. The first step is identification of activities in within the organization. The company will be required to analyse all the activities under every department. Under this step, the company should consider the processes, which are operational in the departments, this is because in some cost centres there are activities, which were operating; but they have ceased operating. Berry limited has three activities: machine setup, ordering and machine running. Berry limited cost pool comprises of material ordering cost, machine running cost and general facility cost of $280000, $316000, $42000 and $361400 respectively. Second step is the allocation of resource costs to the company activities. The cost is traced to find why it occurs; the cost can be director in direct cost. Direct cost is directly related to the output, the direct cost of product X, y and Z are $980,000, $1024000 and $1012000. Indirect cost is the cost that cannot be associated with a particular output; the cost is for the general company. Berry limited incurs a total of $1,377,400

Ethnic Groups and Discrimination Essay Example for Free

Ethnic Groups and Discrimination Essay I belong to the White ethnic group which was responsible for the colonization of North America. While I am part of the White ethnic group, my family immigrated to the United States from Germany quite some time after the major colonization of North America. When most people think about the colonization of North America they think of White people on the Mayflower landing on Plymouth Rock. While the pilgrims did colonize what is now referred to as New England, the Spanish were actually the first to colonize North America. No matter who first colonized North America, this colonization caused an influx of immigrants that asserted their dominance over the native people. This colonization was also the root cause of slavery being introduced to this New World. Pilgrims are most notably identified as coming to North America to escape religious persecution. The ironic part of the colonization is that the pilgrims forced their religion on those native to North America. It is important to note that this may be one of the first indications of future ethnic and racial problems that would caused by the colonization of North America. I dont think people normally think about racism happening to Caucasians. Unfortunately it is very common for racism to happen to all ethnic groups in the U. S. Caucasian racism and prejudice against other ethnic and racial groups always seem to get the most publicity. It would be better to broaden our view of prejudice and racism so that we could get the whole story. I think that the Caucasian group had brought most of this negative attention on itself. Historically the U. S. has been dominated by Caucasians, which means this group doesnt have as much to worry about restrictions due to ethnicity or racial group. If we break down the Caucasian group even further we can see that this is even truer for the males, which I am, of this group. Male Caucasians have long been the dominant force in U. S. society. The majority of restrictions placed on females and ethnic groups have been enforced by Male Caucasians. The most notable Caucasian discrimination has been against African Americans. African Americans were largely used for slave labor during the beginning of the U. S. Going from slave to equal isnt easy, in both occurrence and acceptance from the former dominant or controlling group. This dominant position can be seen as a major reason why the view of discrimination is still focused on Caucasians. Since the Caucasian males of the past have put restrictions on most other ethnic groups, this wrong was attempted to be undone by Affirmative Action laws (Fullinwider, Robert). While most people see Affirmative Action as being helpful, it has also caused discrimination against Caucasian males. Some government agencies require a quota on hiring certain ethnic groups (this included female Caucasians). This can cause a job candidate that has hirer qualifications to be passed over just to fulfill a quota. I have seen this happen to my father while he was applying for a firefighter/EMT position. You can easily see the Caucasian male dominance by noticing the dual labor market effect. I see it more as a multiple labor market since I would also include female Caucasians as another labor market. Immigrants from Mexico often enter into a portion of this multiple labor market, most notably the farming community. Whether it is farming, manual labor, or the lower-end service sector it seems that it seems more acceptable to Caucasians for other ethnic groups to occupy these types of jobs. When the other ethnic groups occupy positions normally held by Caucasian males, we often see a limitation in their ability to progress in that profession (glass ceiling). If you look at the breakdown of people who run companies you will see this is dominated by Caucasians males, followed by males of the other ethnic groups, then females of all ethnic groups. Discrimination isnt only apparent in the job market, but in how companies invest in certain areas. It is seen in our response to what is happening in other areas of cities or areas of the country. We have slums and ghettos that dont get investment monies to fix them up due to the lower class segregation. We have other areas occupied by a high number of non-Caucasians that dont get investments just because of their ethnicity. New Orleans is a perfect example of all of these inequalities. It was a city segregated by race, ethnicity, and social class standing. The devastation caused by hurricane Katrina happened to people who couldnt afford to get out on their own, and was compounded by the predominantly Caucasian governments lack of response (arguably due to the racial differences between U. S. leaders and with the people effected by the disaster). I dont feel that I fit in with the standard culture for my Caucasian ethnic group or the U. S. mainstream culture. I dont participate in any religions, as I believe in myself and science that can be proved. I dont feel that I am or need to be better than any other ethnic group. I couldnt care less about what style is popular or what haircuts are in. I just try to be myself and try to ignore things that try to sway my opinions. Instead of taking someones word for something I would rather research and come to my own decision (almost to a fault). I think it is better to be different than a lemming following the crowd running off the cliff. References Fullinwider, Robert (2005). Affirmative Action. Retrieved February 1, 2006 from http://plato. stanford. edu/entries/affirmative-action/.

Franz Kafkas Judgement :: Kafka Judgement Essays

Franz Kafka's Judgement    This short story of Franz Kafka is really a challenging one to interpret but apparently there are some contextual clues that enables us to draw some logical conclusions out of the story. Firstly, we should handle this story in terms of human relationships; there are 3 kind of relationships represented in the story. The first is the relationship between George (the main character of the story) and his friend in Russia; the second is George's relationship with his fiancà ©e and the third is his relationship with his father. Each exposition of these relationships contradicts with the persons involved in. That is, while George is devoted to writing to a friend whom he hasn't seen for 3 years, he doesn't write about important events. George tracks himself as a lonely character throughout the story so he may be trying to share his loneliness with a friend, but he has his fiancà ©e near him as well. However, we aren't informed enough about how close their relationship is in th at they are engaged only for a month. Then, we witness an extraordinary relationship of a father and a son. George and his father are like strangers to one another partly because his father is like a brutal shadow on him limiting his life. Only after her mom is dead that his father becomes less aggressive and gives him chance at their family business to put forward new plans and expand the business.    Then we should handle the problem of the judgement. What kind of a judgemant is this? The judgement of the father to sentence his son to death or George's own judgement to free himself from the burden of such a restricted life with a dreadful and unloving father left behind after his mom's death though his life standards are high. Here, we should take a look at the characters in depth to better interpret the story. There is round characterization of George who is represented as the main figure in the story. He is a young merchant running a family business with his widowed father. He and his father must be living in a wealthy neighborhood as it says in the story that they live in a graceful house along the bank of a river with maids in it.

Native American Literature Essay

This piece of literature, â€Å"Superman and Me† by Sherman Alexie, reflects what it means to be an Indian in today’s culture written in first person. Alexie utilizes memories from his childhood to develop his thesis: reading and writing saved his life and allowed him to overcome poverty and be successful. They were an Indian family and his father owned an enormous amount of books. He learned to read at an early age with a Superman comic book. He writes about the stereotypes of Indians expected to be stupid and fail in the non-Indian world. He, on the other hand, declined this pity and refused to fail; he was a smart Indian that read as much as he could. He grew up to be a writer and visited the schools unfailingly to save the lives of Indian children. The purpose of this article is to improve the lives of Indian children. LaFarge, Oliver. â€Å"Myths that Hide the American Indian. † Historical view point. New York: John A. Garraty, 1991. 3-5. Print. In this essay, Oliver La Farge writes about the true civilization of the American Indian in â€Å"Myths that hide the American Indian. † Europeans made inferences without understanding them. La Farge describes the impact of the white men’s negative perception of Indians as ruthless, faithless, savages, drunken, and lazy good-for-nothings. The most important influence the Indians had on western civilization was their political economy where they had one ruler. Later, England formed a constitutional monarchy. All in all, this article’s purpose was to illistrate the Europeans’ views of Indians as savages was wrong; they were merely advancing to civilization. â€Å"The World on Turtle’s Back. † McDougal Littell Literature: American Literature. Evanston, IL: McDougal Littell, 2008. 34-40. Print. â€Å"The World on a Turtles Back† describes the world before land, creatures, or people. The Sky-World consisted of multiple gods, a great ocean, birds of the sea, fish, creatures of the deep, and most importantly the Great Tree that grew right in the middle. The author states that a couple was expecting a baby in the Sky-World the man went to fetch some bark from the roots of the Great Tree. He accidently dug a hole through the Sky-World and his pregnant wife fell through capturing a piece of the bark’s root. The woman planted the roots, and as she walked around the earth it grew into nurturing food. Later, the lady gave birth to a baby girl, and when the girl got older she had twins. the right handed-twin appeared to be god-like, while the left-landed twin comply with the devil. Both twins possessed their own powers; however one twin would use it to perform kind acts, and the other used it to pursue evil. They fought till the end, but both had to exist to maintain balance in the world. The purpose of this story is to show there has to be evil in the world to balance with the good. Momaday, N. Scott. â€Å"The Way to Rainy Mountain. † McDougal Littell Literature: American Literature. Evanston, IL: McDougal Littell, 2008. 52-58. Print. N. Scott Momaday’s â€Å"The Way to Rainy Mountain† utilizes imagery to enhance the impact of his deceased grandmother’s life and old customs while he makes his journey to her grave in Rainy Mountain. Aho, Momaday’s grandmother, belonged to the last tribe that migrated to North America. The Kiowas made a legend that explained that seven sisters form the Big Dipper. Aho honored the sun by attending the Kiowa Sun Dances. Prayers kept her memory since she was always praying even when she died. Momaday believes his grandmother’s death was whole and eternal for her to have lived and died in the same place: Rainy Mountain. The purpose of this story is to inform the reader about the cultural history of the Kiowa Indians. Tempus, Allie. â€Å"A Tribal Tragedy: Suicide Rates Soar Among Native Americans† New America Media November 29 2010 Posted. Web. Native Americans’ suicide rates are evaluated in Allie Tempus’, â€Å"A Tribal Tragedy. † They have the highest rate of all other ethnic and racial groups. The suicides are traced back to their mental health, including depression. Poverty and family issues resulted in depression which led to drug and alcohol use. Many users experienced an abusive childhood and turned to drugs to alleviate the pain. Native Americans involuntarily lost the balance in their lives as their traditions and customs died out, but today there are prevention efforts made to reduce suicide rates. The purpose of this news is to inform the reader about the history and hopeful future for Native Americans’ suicide rates. Popick, Jacqui. â€Å"Native American Women, Past, Present and Future. † Lethbridge Undergraduate Research Journal. 2006. Volume 1 Number 1. Jacqui Popicks’s â€Å"Native American Women, Past, Present, and Future† is an informative article that evaluates the different generations in the life of a typical Native American woman. In the past, women were treated equal and with respect because they have the power to give life. In present day, a drastic changed occurred because women face sexism, racism, and they are not generally respected as well as before. The Bill of Rights finally gave women their rights after a long, hard battle but that was not enough. As time progressed, Native American women initiated programs of awareness, AIDS, suicide, violence, prevention, and education to renew lives and overcome the feeling of hopelessness. The purpose of this journal is to show a comparison of the treatment of Native American women in the past and present, as well as goals for the future.

My Memorable Vacation

â€Å"My Memorable Vacation† Imagine yourself in Orlando, Fl on a roller coaster that is 90 feet up high, and you are seated front row waiting for a 90 degree drop facing down. â€Å"AHH† I was in that position once. My Vacation to Orlando was awesome. The reason why it is so memorable to me is because I went to a lot of theme parks, I went to see my family, and I had time to relax. To begin with, the theme Parks were incredible. You have Aquatica, Sea World, and Busch Gardens. Bush Gardens is located in Tampa, which it is just a few minutes away from Orlando. The roller coaster that we experienced earlier is found in Busch Gardens. This ride takes you 90 feet high in to the air, then it takes you on a fearful drop down; combined with twist and turns. There was one roller coaster that I went on called The Cheetah Hunt. Of course, me thinking I am brave, I chose to sit in the front row. As I was ready to glance up to the ride engineer, the coaster was shot through a straight path that contained trees and animals all around. I could not be able to feel my face or hands through the whole ride and out. In these Theme parks I had the chance to see different animals interact with each other and even people. I could never forget the thrill and excitement I had. Second, my vacation did not end there. I had the chance to see my family again. Most of my family lives in Orlando. When we get together, we like to throw parties and make a lot of food. We do what most families do, gossip about our lives and our problems. My family tries there hardest to maintain the bond regardless of the distance. The chance to see them again really made me happy and cherish the little moments we share together. What I miss the most is the fact that I would always wake up to breakfast, (cooked by my grandma) and a full house. For some reason we always tried to keep the tradition of having breakfast every morning together as a family no matter what. Being with my family was so much better than being in my house alone. We all had the energy to play games, joke around, and prank each other. My mom’s side of the family is known as the best pranksters ever. Finally, after all the excitement from my family, it only leads to the relaxation time. The environment in Orlando is so peaceful. The weather is cloudy most of the time, it tends to stay windy throughout the whole day. The property are a far distance apart from each other. So, there is a lot of quietness around. I valued the space and peace I had. For instance, now I am piled with the same pounds of stress. There is always something that needs to be done or things that I have to do at the last minute. In Orlando I took time to get a massage at a massage parlor. They play this peaceful music that gets you relaxed and they use body oils that release heat onto the muscles. That gets the body to relax more and ease the pains. Going home feeling refreshed and energized was the best feeling. When I arrived at the hotel, I played a hypnosis CD and began to release my thoughts and relax my body, until I fell asleep. To conclude, my vacation to Orlando was so memorable to me. I had gone to the Theme parks and enjoy rides, I had a chance to spend quality time with my family, and I was able to have time to relax. Memories are the only experiences we have that we tend to cherish the most. Certain things may happen to us that may not have a meaning. But, you would always have that one special memory and mine was the day I took this vacation. Vanessa Valentin-Rosado Enc 0021 Thursday 5:40 – 8:10 Ref: 644451 10-20-11

Essay on civil rights movementEssay Writing Service

Essay on civil rights movementEssay Writing Service Essay on civil rights movement Essay on civil rights movementThe position of African American in the US was historically unequal compared to white Americans. The first half of the 20th century was characterized by the persisting segregation and discrimination of African Americans, as Dalfiume justly points out. In this regard, World War II contributed to the rise of their social consciousness and the emergence of the civil rights movement because they became an important part of the US society and, more important, they became a part of the nation serving in the US army and performing jobs, which used to be performed by whites because of the shortage of the labor force.In fact, World War II increased the awareness of African Americans of their importance for the nation that encouraged them to enhance their struggle for equal rights and opportunities. They felt that they were an important part of the nation and they had the power and right to struggle for equal opportunities compared to whites. As they were recruite d to the US army, then they would justly expect that they can count on equal rights and opportunities compared to white Americans.In addition, World War II contributed to their self-organization because the service in the US army had opened the way to the better understanding of the importance of the effective organization of their struggle. The enhancement of the civil rights movement was the natural consequence of the growing public awareness and their self-organization. In such a way, the development of African American movement and their struggle for better rights and opportunities. Such change was essential for the enhancement of their position in the US society.

Horatius at the Bridge by Thomas Babington Macaulay

'Horatius at the Bridge' by Thomas Babington Macaulay An esteemed army officer in the ancient Roman Republic, Horatius Cocles lived in a legendary period of Rome during the late sixth century.  Horatius was known for defending one of Romes most famous bridges, the Pons Sublicius, during the war between Rome and Clusium.  The heroic leader was known for fighting against Etruscan invaders such as Lars Porsena and his invading army.  Horatius was known as a courageous and brave leader of the Roman army. Thomas Babington McAulay The poet  Thomas Babington McAulay  is also known as a politician, essayist, and  historian.  Born in England in 1800, he wrote one of his first poems at the age of eight called The Battle of Cheviot. Macaulay went on to college where he began to have his essays published prior to a career in politics.  He was best known for his work in History of England covering the period 1688–1702. Macaulay died in 1859 in London. Summary The story of Horatius is described in Plutarchs Life of Publicola. In the early 6th century BCE, Lars Porsena was the most powerful king in Etruscan Italy, who Tarquinius Superbus asked to help him take back Rome. Porsena sent a message to Rome saying they should receive Tarquin as their king, and when the Romans refused, he declared war on them. Publicola was the consul of Rome, and he and Lucretius defended Rome until they fell in battle. Horatius Cocles (Cyclops, so named because he had lost one of his eyes in the wars) was the keeper of the Gate of Rome. He stood in front of the bridge and held off the Etruscans until the Romans could put the bridge out of commission. Once that was accomplished, Horatius, wounded by a spear to his buttocks and in full armor, dove into the water and swam back to Rome.   Horatius was forced to retire as a result of his injuries and, after a protracted siege of the city, Lars Porsena captured Rome, but without sacking it. Tarquinius Superbus was to be the last of the kings of Rome. Macaulay's Horatius at the Bridge The following poem by Thomas Babington Macaulay is a memorable ballad that recounts the courage of Horatius Cocles in his battle with the Roman army against the Etruscans. Lars Porsena  of Clusium, by the Nine Gods he sworeThat the great house of  Tarquin  should suffer wrong no more.By the Nine Gods he swore it, and named a trysting day,And bade his messengers ride forth,East and West and South and North,To summon his array.East and West and South and North the messengers ride fast,And tower and town and cottage have heard the trumpets blast.Shame on the false  Etruscan  who lingers in his home,When Porsena of Clusium is on the march for  Rome! The horsemen and the footmen are pouring in amainFrom many a stately market-place, from many a fruitful plain;From many a lonely hamlet which, hid by beech and pineLike an eagles nest hangs on the crest of purple Apennine;From lordly Volaterrae, where scowls the far-famed holdPiled by the hands of giants for god-like kings of old;From sea-girt  Populonia, whose sentinels descrySardinias snowy mountain-tops fringing the southern sky;From the proud mart of Pisae, queen of the western waves,Where ride Massilias triremes, heavy with fair-haired slaves;From where sweet Clanis wanders through corn and vines and flowers;From where Cortona lifts to heaven her diadem of towers.Tall are the oaks whose acorns drop in dark Ausers rill;Fat are the stags that champ the boughs of the Ciminian hill;Beyond all streams Clitumnus is to the herdsman dear;Best of all pools the fowler loves the great Volsinian mere. But now no stroke of woodman is heard by Ausers rill;No hunter tracks the stags green path up the Ciminian hill;Unwatched along Clitumnus grazes the milk-white steer;Unharmed the water fowl may dip in the Volsinian mere.The harvests of Arretium, this year, old men shall reap;This year, young boys in Umbro shall plunge the struggling sheep;And in the vats of Luna, this year, the must shall foamRound the white feet of laughing girls whose sires have marched to Rome.   There be thirty chosen prophets, the wisest of the land,Who always by Lars Porsena both morn and evening stand:Evening and morn the Thirty have turned the verses oer,Traced from the right on linen white by mighty seers of yore;And with one voice the Thirty have their glad answer given:Go forth, go forth, Lars Porsena! Go forth, beloved of Heaven!Go, and return in glory to Clusiums round dome,And hang round Nurscias altars the golden shields of Rome.And now hath every city sent up her tale of men;The foot are fourscore thousand; the horse are thousands ten.Before the gates of Sutrium is met the great array.A proud man was Lars Porsena upon the trysting day.For all the Tuscan armies were ranged beneath his eye,And many a banished  Roman, and many a stout ally;And with a mighty following to join the muster cameThe Tusculan Mamilius, Prince of the Latian name.But by the yellow Tiber was tumult and affright:From all the spacious champaign to Rome men took their flight.A mile around the city the throng stopped up the ways:A fearful sight it was to see through two long nights and daysFor aged folks on crutches, and women great with child,And mothers sobbing over babes that clung to them and smiled. And sick men borne in litters high on the necks of slaves,And troops of sun-burned husbandmen with reaping-hooks and staves,And droves of mules and asses laden with skins of wine,And endless flocks of goats and sheep, and endless herds of kine,And endless trains of wagons that creaked beneath the weightOf corn-sacks and of household goods choked every roaring gate.Now, from the  rock Tarpeian, could the wan burghers spyThe line of blazing villages red in the midnight sky.The Fathers of the City, they sat all night and day,For every hour some horseman came with tidings of dismay.To eastward and to westward have spread the Tuscan bands;Nor house, nor fence, nor dovecote in Crustumerium stands.Verbenna down to Ostia hath wasted all the plain;Astur hath stormed Janiculum, and the stout guards are slain. I wis, in all the Senate, there was no heart so bold,But sore it ached, and fast it beat, when that ill news was told.Forthwith up rose the Consul, up rose the Fathers all;In haste they girded up their gowns and hied them to the wall.They held a council standing before the River-Gate;Short time was there, ye well may guess, for musing or debate.Out spake the Consul roundly: The bridge must straight go down;For since Janiculum is lost, naught else can save the town...Just then, a scout came flying, all wild with haste and fear:To arms! To arms, Sir Consul! Lars Porsena is here!On the low hills to westward the Consul fixed his eye,And saw the swarthy storm of dust rise fast along the sky,And nearer fast and nearer doth the red whirlwind come;And louder still and still more loud, from underneath that whirling cloud,Is heard the trumpets war-note proud, the trampling and the hum.And plainly and more plainly now through the gloom appears,Far to left and far to right, in broken gleams of d ark-blue light,The long array of helmets bright, the long array of spears. And plainly and more plainly, above that glimmering line,Now might ye see the banners of twelve fair cities shine;But the banner of proud Clusium was highest of them all,The terror of the  Umbrian; the terror of the Gaul.And plainly and more plainly now might the burghers know,By port and vest, by horse and crest, each warlike Lucumo.There Cilnius of Arretium on his fleet roan was seen;And Astur of the four-fold shield, girt with the brand none else may wield,Tolumnius with the belt of gold, and dark Verbenna from the holdBy reedy Thrasymene.Fast by the royal standard, oerlooking all the war,Lars Porsena of Clusium sat in his ivory car.By the right wheel rode  Mamilius, prince of the Latian name,And by the left false Sextus, who wrought the deed of shame.But when the face of Sextus was seen among the foes,A yell that rent the firmament from all the town arose.On the house-tops was no woman but spat toward him and hissed,No child but screamed out curses, and shook its little first .   But the Consuls brow was sad, and the Consuls speech was low,And darkly looked he at the wall, and darkly at the foe.Their van will be upon us before the bridge goes down;And if they once might win the bridge, what hope to save the town?Then out spoke brave  Horatius, the Captain of the Gate:To every man upon this earth, death cometh soon or late;And how can man die better than facing fearful odds,For the ashes of his fathers, and the temples of his Gods,And for the tender mother who dandled him to rest,And for the wife who nurses his baby at her breast,And for the holy maidens who feed the eternal flame,To save them from false Sextus, that wrought the deed of shame?Hew down the bridge, Sir Consul, with all the speed ye may!I, with two more to help me, will hold the foe in play.In yon strait path, a thousand may well be stopped by three:Now, who will stand on either hand and keep the bridge with me?Then out spake Spurius Lartius; a Ramnian proud was he:Lo, I will stand at thy right hand and keep the bridge with thee.And out spake strong Herminius; of Titian blood was he:I will abide on thy left side, and keep the bridge with thee.Horatius, quoth the Consul, as thou sayest, so let it be.And straight against that great array forth went the dauntless Three. For Romans in Romes quarrel spared neither land nor gold,Nor son nor wife, nor limb nor life, in the brave days of old.Then none was for a party; then all were for the state;Then the great man helped the poor, and the poor man loved the great.Then lands were fairly portioned; then spoils were fairly sold:The Romans were like brothers in the brave days of old.Now Roman is to Roman more hateful than a foe,And the Tribunes beard the high, and the Fathers grind the low.As we wax hot in faction, in battle we wax cold:Wherefore men fight not as they fought in the brave days of old.Now while the Three were tightening their harness on their backs,The Consul was the foremost man to take in hand an axe:And Fathers mixed with Commons seized hatchet, bar and crow,And smote upon the planks above and loosed the props below.Meanwhile the Tuscan army, right glorious to behold,Came flashing back the noonday light,Rank behind rank, like surges bright of a broad sea of gold.Four hundred trumpets sounde d a peal of warlike glee,As that great host, with measured tread, and spears advanced, and ensigns spread,Rolled slowly towards the bridges head where stood the dauntless Three. The Three stood calm and silent, and looked upon the foes,And a great shout of laughter from all the vanguard rose:And forth three chiefs came spurring before that deep array;To earth they sprang, their swords they drew, and lifted high their shields, and flewTo win the narrow way;Aunus from green Tifernum, Lord of the Hill of Vines;And Seius, whose eight hundred slaves sicken in Ilvas mines;And Picus, long to Clusium vassal in peace and war,Who led to fight his Umbrian powers from that grey crag where, girt with towers,The fortress of Naquinum lowers oer the pale waves of Nar.Stout Lartius hurled down Aunus into the stream beneath:Herminius struck at Seius, and clove him to the teeth:At Picus brave Horatius darted one fiery thrust;And the proud Umbrians golden arms clashed in the bloody dust.Then Ocnus of Falerii rushed on the Roman Three;And Lausulus of Urgo, the rover of the sea,And Aruns of Volsinium, who slew the great wild boar,The great wild boar that had his den amidst the re eds of Cosas fen,And wasted fields, and slaughtered men, along Albinias shore. Herminius smote down Aruns; Lartius laid Ocnus low:Right to the heart of Lausulus Horatius sent a blow.Lie there, he cried, fell pirate! No more, aghast and pale,From Ostias walls the crowd shall mark the track of thy destroying bark.No more Campanias hinds shall fly to woods and caverns when they spyThy thrice-accursed sail.But now no sound of laughter was heard among the foes.A wild and wrathful clamour from all the vanguard rose.Six spears lengths from the entrance halted that deep array,And for a space no man came forth to win the narrow way.But hark! the cry is Astur, and lo! the ranks divide;And the great Lord of Luna comes with his stately stride.Upon his ample shoulders clangs loud the four-fold shield,And in his hand he shakes the brand which none but he can wield.He smiled on those bold Romans a smile serene and high;He eyed the flinching Tuscans, and scorn was in his eye.Quoth he, The she-wolfs litter stand savagely at bay:But will ye dare to follow, if Astur clears the wa y?Then, whirling up his broadsword with both hands to the height,He rushed against Horatius and smote with all his might. With shield and blade Horatius right deftly turned the blow.The blow, yet turned, came yet too nigh;It missed his helm, but gashed his thigh:The Tuscans raised a joyful cry to see the red blood flow.He reeled, and on Herminius he leaned one breathing-space;Then, like a wild-cat mad with wounds, sprang right at Asturs face.Through teeth, and skull, and helmet so fierce a thrust he sped,The good sword stood a hand-breadth out behind the Tuscans head.And the great Lord of Luna fell at that deadly stroke,As falls on Mount Alvernus a thunder-smited oak.Far oer the crashing forest the giant arms lay spread;And the pale augurs, muttering low, gaze on the blasted head.On Asturs throat Horatius right firmly pressed his heel,And thrice and four times tugged amain, ere he wrenched out the steel.And see, he cried, the welcome, fair guests, that waits you here!What noble Lucumo comes next to taste our Roman cheer?But at his haughty challenge a sullen murmur ran,Mingled of wrath, and shame, and dr ead, along that glittering van. There lacked not men of prowess, nor men of lordly race;For all Etrurias noblest were round the fatal place.But all  Etrurias noblest felt their hearts sink to seeOn the earth the bloody corpses; in their path the dauntless Three;And, from the ghastly entrance where those bold Romans stood,All shrank, like boys who unaware, ranging the woods to start a hare,Come to the mouth of a dark lair where, growling low, a fierce old bearLies amidst bones and blood.Was none who would be foremost to lead such dire attack?But those behind cried Forward!, and those before cried Back!And backward now and forward wavers the deep array;And on the tossing sea of steel, to and fro the standards reel;And the victorious trumpet-peal dies fitfully away.Yet one man for one moment strode out before the crowd;Well known was he to all the Three, and they gave him greeting loud.Now welcome, welcome, Sextus! Now welcome to thy home!Why dost thou stay, and turn away? Here lies the  road to Rome.Thrice looked he at the city; thrice looked he at the dead;And thrice came on in fury, and thrice turned back in dread:And, white with fear and hatred, scowled at the narrow wayWhere, wallowing in a pool of blood, the bravest Tuscans lay. But meanwhile axe and lever have manfully been plied;And now the bridge hangs tottering above the boiling tide.Come back, come back, Horatius! loud cried the Fathers all.Back, Lartius! Back, Herminius! Back, ere the ruin fall!Back darted Spurius Lartius;  Herminius  darted back:And as they passed, beneath their feet they felt the timbers crack.But when they turned their faces, and on the further shoreSaw brave Horatius stand alone, they would have crossed once more.But with a crash like thunder fell every loosened beam,And, like a dam, the mighty wreck lay right athwart the stream:And a loud shout of triumph rose from the walls of Rome,As to the highest turret-tops was splashed the yellow foam.And, like a horse unbroken, when first he feels the rein,The furious river struggled hard, and tossed his tawny mane,And burst the curb, and bounded, rejoicing to be free,And whirling down, in fierce career, battlement, and plank, and pierRushed headlong to the sea.Alone stood brave Horatiu s, but constant still in mind;Thrice thirty thousand foes before, and the broad flood behind. Down with him! cried false Sextus, with a smile on his pale face.Now yield thee, cried Lars Porsena, now yield thee to our grace!Round turned he, as not deigning those craven ranks to see;Nought spake he to Lars Porsena, to Sextus nought spake he;But he saw on Palatinus the white porch of his home;And he spake to the noble river that rolls by the towers of Rome.Oh Tiber, father Tiber, to whom the Romans pray,A Romans life, a Romans arms, take thou in charge this day!So he spake and, speaking, sheathed the good sword by his side,And, with his harness on his back, plunged headlong in the tide.No sound of joy or sorrow was heard from either bank;But friends and foes in dumb surprise, with parted lips and straining eyes,Stood gazing where he sank;And when above the surges they saw his crest appear,All Rome sent forth a rapturous cry, and even the ranks of TuscanyCould scarce forbear to cheer.But fiercely ran the current, swollen high by months of rain:And fast his blood was flowing; and he was sore in pain,And heavy with his armour, and spent with changing blows:And oft they thought him sinking, but still again he rose. Never, I ween, did swimmer, in such an evil case,Struggle through such a raging flood safe to the landing place:But his limbs were borne up bravely by the brave heart within,And our good father  Tiber  bare bravely up his chin Curse on him! quoth false Sextus, will not the villain drown?But for this stay, ere close of day, we would have sacked the town!Heaven help him! quoth Lars Porsena, and bring him safe to shore;For such a gallant feat of arms was never seen before.And now he feels the bottom: now on dry earth he stands;Now round him throng the Fathers, to press his gory hands;And now, with shouts and clapping, and noise of weeping loud,He enters through the River-Gate, borne by the joyous crowd.They gave him of the corn-land, that was of public right,As much as two strong oxen could plough from morn till night;And they made a molten image, and set it up on high,And there it stands unto this day to witness if I lie.It stands in the Comitium, plain for all folk to see;Horatius in his harness, halting upon one knee:And underneath is written, in letters all of gold,How valiantly he kept the bridge in the brave days of old.And still his name sounds stirring unto the men of Rome,As the trumpet-blast that ca lls to them to charge the Volscian home;And wives still pray to Juno for boys with hearts as boldAs his who kept the bridge so well in the brave days of old. And in the nights of winter, when the cold north winds blow,And the long howling of the wolves is heard amidst the snow;When round the lonely cottage roars loud the tempests din,And the good logs of Algidus roar louder yet within;When the oldest cask is opened, and the largest lamp is lit;When the chestnuts glow in the embers, and the kid turns on the spit;When young and old in circle around the firebrands close;When the girls are weaving baskets and the lads are shaping bowsWhen the goodman mends his armour, and trims his helmets plume,And the goodwifes shuttle merrily goes flashing through the loom;With weeping and with laughter still is the story told,How well Horatius kept the bridge in the brave days of old.

The importance of professionalism within the construction industry Essay

The importance of professionalism within the construction industry - Essay Example For the construction industry, professionalism is important as it avails self-identity. The self-identity stems from the professional firms that personnel within the industry have created. For example in the engineering and architecture industry that have professional bodies, which act as reglators of the graduates who wish to be recognised as qualified, trusted, and capable professionals. The self-identity is also created through professionalism by the belief that exists among the public domain and the community at large that members of these bodies work to serve them (Murray & Dainty, 2013). Professionalism in the construction industry has also aided in ensuring that the experts in this industry are not money-minded, but work to ensure that their customers get the best and serve the needs that the society wants to be addressed and solved. Hence, an aspect of discipline is instilled in the industry through professionalism. Without discipline, any profession is bound to fail in the l ong run. Hence, the durability of the construction industry is fortified by professionalism (Murray & Dainty, 2013). Through professionalism, the corporate social responsibility of the construction industry is enhanced. The enhancement of the corporate social responsibility serves to boost the function-ability and delivery of the industry. Delivery is of great importance to any industry, without it, the industry cannot function. It is through this responsibility that targets are set and met, which ensures that the professional conduct.

Developing Speaking Fluency and Accuracy Essay Example | Topics and Well Written Essays - 2750 words

Developing Speaking Fluency and Accuracy - Essay Example Paul further expressed that people do have an integral and perplexing fear towards the English language which can be attributed to the inhibitions of a person in expressing themselves using the newly acquired language. As Paul (2009) elaborated, teaching how a word is properly enunciated or pronounced appeared to be the most difficult aspect that students are found to have. This gives an obvious divergence between the teacher and its students. One reason for this is that often foreign speakers are failing to adapt the English language as a secondary language. Since there are different people coming from different countries speaking English, there are modifications made in the pronunciation of a word. It is not an easy task to master the English language especially if this is not the mother tongue of a particular group. There are people who continually struggle with the rules and regulation of sentence construction or grammar. Ways to Improve Speaking These demanding challenges make it necessary for any teacher of English to have formal training in instruction and approach. As expressed by the British Broadcasting Company (BBC) (2003) that it is an effective method for teachers to find an appropriate plan on how the lessons will be presented that can aid the students in better understanding and adapting the enunciation and grammar of the foreign subject. According to the BBC’s (2003) world service radio series, the following elements attributes for a better and effective speaking: confidence, fluency and accuracy, proper usage and choice of words, bulk language learning, pattern as to where one should be going, maintaining the interest in its listeners, and becoming a supportive listener and sounding like a native speaker. This paper underscores the concepts of fluency and accuracy in the development of speaking skills.