Debate over the Strength of Central Government Essay Example for Free

Debate over the Strength of Central Government Essay The period of 1783-1800 was shaped by the debate between those who supported a strong central government and those who wanted more power given to the states. This period dealt with issues surrounding the formations of factions that threatened to split the young nation, the inclusion of a Bill of Rights, and the constitutionality of a national bank. Factions divided the people into those who supported a strong central government and those who wanted more power given to the states. These two groups had differing viewpoints, which influenced decisions regarding the addition of a Bill of Rights and the formation of a national bank. The two major factions that almost disrupted the developing nation were formulated at the Constitutional Convention of 1787. At this convention, delegates representing all states expect Rhode Island formed a new type of government with the creation of the Constitution. In the ratification process America was divided in two, the federalists and anti-federalists. Federalists were in favor of a strong central government and hence supporting the new Constitution, while anti-federalists were in favor of giving the states a greater amount of power, thus opposing it. The opposition to the Constitution spreads from a mistrust of central government due to the grievances of English monarchy. The rights obtained by the central government took away states’ rights as seen in Sections VIII and X of the Constitution of the United States of American (Document 5). Most people who lived in cities, manufacturers, and northern merchants supported federalist views and most small farmers, southerners and frontiersmen sided with the anti-federalist views. Key federalists included Alexander Hamilton, John Adams, John Marshall, John Jay, and James Madison. In order to promote ratification Hamilton, Jay, and Madison published a series of Federalist Papers, (Document 8). On the anti-federalist side, important figures included Thomas Jefferson, Samuel Adams, Aaron Burr, Richard Henry Lee, and Patrick Henry. These men were in favor of the Article of Confederation, which greatly limited the powers of the central government and maximized the powers of state rights. One major flaw that the anti-federalist expressed concerning the Constitution was the lack of a Bill of Rights. A Bill of Rights would secure the rights of the people and prevent the central government from becoming too powerful. The federalists argued that the system of checks and balances would prevent tyranny. However, when many states ratified the Constitution they attached a list of amendments to be added in a Bill of Rights. James Madison compiled these amendments and presented twelve of them to Congress. Ten were passed and added to the Constitution resulting in the American Bill of Rights. One of the most significant amendments is the tenth amendment, which states â€Å"All powers not delegated to the federal government belong to the states or to the people,† (Document 6). This declared that whatever was not restricted or allowed in the Constitution was a right retained by the people or states. The most heated debate amongst federalists and anti-federalist was over the constitutionality of a national bank. Anti-federalists believed the central government did not have the authority to create a national bank, while the federalists believed it was stated in the elastic clause of the Constitution. The United States Constitution was written in a vague terminology by the Founding Fathers, which added to the contention amongst Americans. Secretary of Treasury, Alexander Hamilton, proposed a national bank to â€Å"wish the most proper and speedy measures may be taken, to discharge both foreign and domestic debt,† (Document 7). The anti-federalists, in particular Thomas Jefferson, who favored a strict interpretation of the Constitution, rejected this notion and claimed it was unconstitutional because it was not a power directly stated in the document. However, Hamilton argued that the â€Å"elastic clause† as seen in Article I Section VIII, the powers of congress (Document 5), allowed the central government to establish a bank because it was necessary and proper and constitutional, (Document 1). Hamilton, along with the other federalists, favored a loose interpretation of the Constitution. The debate of having a national bank was resolved by giving the national bank a twenty year charter to test it out. This debacle leads to further issues on the topic of government rights versus state rights, and almost leads to the destruction of the country. When the Constitution was in its ratification process the small states sided with federalists in wanting a stronger central government, while larger states sided with anti-federalists in wanting more state rights. This was seen in two important proposals to the Constitutional convention surrounding the executive branch. First, the New Jersey Plan or the small states plans, wanted one house that has equal representation, with one vote per state. This would make small states more powerful and have the same say in the government as the larger states did. Second, was the Virginia Plan or the large states plan (Document 4), was to have a bicameral legislative, with one house with representation based on population, and the other elected through that house. This gave more power to the states, the larger states gaining a clear advantage as well. These two plans clearly portrayed the different ideas of federalists and anti-federalist and demonstrated how vital a role states played throughout this period. This dispute was settled with the great compromise, proposed by Roger Sherman, making a bicameral legislature with the Senate with equal representation for each state and the House of Representatives based on population and direct election. The debate between those who supported a strong central government and those who wanted more state rights truly shaped the period between 1783 and 1800. It dealt with the creation of two factions that could have potentially destroyed the emerging nation and the debates over a Bill of Rights and a national bank. If it were not for the ideas, factions, and development that occurred during the making of the Constitution and the continued building of our nation after, the government of America would not have been as successful as it is today. The Idea that were fought over from 1783 to 1800 has shaped our country and allowed us to be the great nation that we are.

The Key Elements Of Gucci S Marketing Strategy Marketing Essay

The Key Elements Of Gucci S Marketing Strategy Marketing Essay With over 7,000 direct employees across the world, I believe we should all see ourselves as custodians of the Gucci brand-a brand that was here before all of us and one that will survive all of us. The long lasting values of the brand ultimately inform and guide every decision we make and they also inspire all of us along the way. -Patrizio di Marco: President and CEO, Gucci Renowned for its Italian craftsmanship, Gucci was founded in 1921 in Florence. Over 90 years Gucci has built a heritage of exclusivity, attention over quality and style, the Made in Italy label, innovation and craftsmanship (PPR, 2010b, pp 46) and is one of the worlds most desired luxury fashion brands (Nielsen Company, 2007). The Brand was highly successful in the 1950s as it became the status brand for Hollywood film stars and European royalty. However, by 1980s Gucci lost its appeal and significant losses were made in the business (Jackson and Haird, 2003). Domenico de Soles financial acumen and Tom Fords creativity transformed Gucci as a successful brand in the 1990s. In 1999 Pinault-Printemps-Redoute purchased the controlling stake and owned Gucci. With the departure of Tom Ford and De Sole, Frida Gianini took the control in 2005. Globalisation helps the evolving luxury market to expand. Factors like growing consumer expectations, clear brand positioning, pursuit for authenticity, exclusivity, differentiation contribute to intensify the competition between luxury brands with high aspirational values (Baker and Sterenberg, 2003). Gucci is among the top 10 luxury brands considering brand value in the latest survey by Interbrand. In the array of luxury market Gucci competes with brands like Louis Vuitton, Chanel, Hermes, Prada, Burberry, Ferragamo, Dior, Dolce Gabbana, Versace, etc. http://www.interbrand.com/images/studies/luxury_table.jpg Interbrand Leading Luxury Brands 2009 Rankings: The top 15 Luxury Brands. (Interbrand, 2009d) 2009 Rank 2008 Rank 2007 Rank Brand Country of Origin Sector 2008 Brand Value ($m) 2009 Brand Value ($m) Change in Brand Value in 2008 Change in Brand Valuein 2009 16 16 17 France Luxury 21,602 21,120 6% -2% 41 45 46 Italy Luxury 8,254 8,182 7% -1% 59 60 58 France Luxury 6,355 6,040 9% -5% 70 76 73 France Luxury 4,575 4,598 8% 1% 87 91 94 Italy Luxury 3,585 3,530 9% -2% 98 New United Kingdom Luxury 3,095 New* 99 New United States Luxury 3,094 New* Interbrand Best Global Brands rankings. (Interbrand, 2009d). In order to sustain in the competitive luxury market and define a clear brand positioning and maintain it, brands adopt innovative marketing strategies. The Marketing mix tools like the traditional 4 Ps: product, price, promotion and place along with recently added people, process and physical evidence propel the decisions in direction of the market success. Brands need to provide right product, at right price, in right place and at right promotion in order to match the consumer needs and demands. Louis Vuitton, Gucci, Hermes, Chanel, Prada are in close competition. In order to create an emotional attachment between brands and consumers, brands try to convey an image and personality that customer aspires to. Louis Vuitton has been a byword for stylish elegance and sophistication (Louis vuitton, 2009). Gucci is perceived as smart, sexy, modern whereas Prada has an image of modern, trendy yet sophisticated. Chanel is very classic and elegant. Also, Chanel and Louis Vuitton were founded in France and Gucci and Prada in Italy. According to the Interbrand survey for Italys most valuable brands Gucci Ranked first (6,388 million euro) followed by Prada (2,775 million euro). Guccis pricing strategy in 1993 positioned itself below Hermes and Chanel and at par with Prada and Louis Vuitton (Kwak, 2001). Gucci and Pradas product lines include leather goods, ready-to-wear, jewellery, footwear, silks, timepieces, eyewear, skincare, home decor and fragrances. Louis Vuitton has the categories which Gucci has, although Louis Vuitton indulges even in writing instruments and textiles besides Chanel extends into sport accessories .Gucci products are sold in 283 directly operated stores at end of 2009 and in selected departmental stores as well as specialist stores (PPR, 2010b). Intending to accelerate the growth of brand, Prada stated to double the number of directly operating stores in 2007. Considering Guccis 2009 revenue breakdown by geographical area, maximum revenue was from Asia- Pacific region while Europe which includes fashion forward London, Paris and Milan contribute almost equal to Japan. Breakdown of 2009 revenue by product category Breakdown of 2009 revenue by geographical area C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAcat-EN.jpg C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAzone-EN.jpg (PPR- Gucci: Gucci Group ,2010a) Gucci Chanel Prada Louis Vuitton Year of establishment 1921 1909 1913 1854 Country of origin Italy France Italy France Known for Leather goods Fashion and perfumes Leather goods Leather goods and Luggage bags Current Designer Frida Giannini Karl Lagerfeld Miuccia Prada Marc Jacob Product categories Ready-to-wear, canvas and leather goods, bags, footwear, fine jewellery, fragrances, eyewear, watches, travel and business bags, home dà ©cor , etc. Ready-to-wear, fragrances, make-up skincare, eyewear, hats, leather goods, sports accessories, fine jewellery, etc. Ready-to-wear, Nylon bags, leather goods, footwear, Fine jewellery, eyewear, fragrances, travel and luggage bags, Prada phones, etc Ready-to-wear, leather goods, travel bags, footwear, bags, eyewear, watches, writing instruments, home goods, textiles, city guides ,etc. Ad campaign theme Forever now , Spring Summer 2010 Spring Summer 2010= First Spring and lookbook Spring Summer 2010 Store locations Africa, Asia, Australia, Europe, Middle East, North America, South America. Has 283 Directly operated stores. Asia, Europe, Middle East, North America, South America, Oceania. Asia, Middle East, Far east, Europe, North America, South America. Africa, Asia, Australia, Europe, Middle East, North America, South America. Comparison of brands on basic criteria. Louis Vuitton and Chanels brand image differentiates them from Italian brands like Gucci and Prada which target towards a similar target market which is modern and fashion conscious. Gucci and Prada indulge into similar product lines and pricing levels getting them into closer competition. In 1990s during revamping the brand image of Gucci an important decision made was to develop a strategy expressing Gucci has changed. Brand communication plays a vital role in redrawing the image (Jackson and Shaw, 2006). During the recession competitor brands are trying to be more distinctive. Chairman and CEO Gucci, Patrizio di Marco and his team adopted the strategy to strengthen and fine tune its positioning in the luxury goods market by focusing on its heritage and craftsmanship stressing on balanced brand equity in marketing and communication (PPR, 2010b). It also included cost cutting, adjustments to pricing, global store designs concept and structure simplification. As per Interbrands report 2009b, among global luxury brands, Prada spends highest in marketing and advertising and continued to invest more in social and cultural initiatives, brand extensions and communication. Important factors that help in building brand image. (Moore and Britwistle, 2005) http://www.luxuo.com/wp-content/uploads/2010/01/lara-stone-louis-vuitton-ss2010.jpg http://www.themagentalinks.com/wp-content/uploads/2010/02/prada-lookbook4.jpg Image no.1 : Louis vuitton spring summer 2010 Image no.2: Prada Lookbook 2010. (The Fashion time Magazine, 2010) (AMO, 2010) http://frillr.com/files/images/Chanel%20Spring-Summer%202010%20Womens%20Ad%20Campaign.preview.jpghttp://images.gucci.com/images/campaigns/spring-summer-10/full/ss10_campaign_4.jpg Image no.3 : Chanel Spring Summer 2010 Image no.4 : Gucci Spring Summer 2010 ad Ad campaign. campaign. (Bang Jaslyn, 2010) (Gucci, 2010a) Advertising which is guided by current market scenario and competitive environment, helps in communicating and building brand image as it creates powerful image and message to gain customers attention (Jackson and Shaw, 2009, pp.161). Luxury brands communicate their values and aura to the consumers to prove experience through images that operate on aesthetic and expressionist level (Salzer-Mà ¶rling and Strannegard, 2004). Visually stimulating Guccis Spring summer 2010 campaign focuses on sensuality with modernity and Pradas Lookbook 2010 displays uniqueness and creativity. Guccis Ad campaign Forever now launched in 2010 depicts the importance of connecting past and present. The campaign uses images from 1950s focuses on heritage and craftsmanship. Gucci focusing on tradition introduced an Artisan Corner an event where houses skilled artists will travel to Guccis VIP stores where the craftsmanship will be brought to customers sight. Similarly, Pradas film ad campaign 2010 titled First Spring shot by Chinese artist in Shanghai depicts the tension between the straight and gay tensions of silent intimacy (James, 2010). However, the black and white effect of the video takes us into flashback and it depicts that anything is possible in timeless and dreamlike realm. Louis Vuittons ad campaign is inspired from new age traveller, while Chanels countryside rural chic look ad campaign displays beauty and elegance. http://images.gucci.com/images/campaigns/forever-now/full/forever_now_camp_1.jpg Image no. 5 : Guccis Forever now ad campaign 2010(Gucci ,2010b) Prada menswear First Spring by Yang Fudongà ¢Ã¢â€š ¬Ã… ½ Spring/Summer 2010http://blog.la76.com/wp-content/uploads/2010/01/prada-2.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-5.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-8.jpg Image no. 6: Pradas 2010 ad campaign First Spring. (Fashioning.com, 2010) Prada attempts to spread a social message to reduce tensions between straight and gay people. Also, Prada signed PETAs campaign in 2007 to ban cruelty against animals and eliminate fur usage from fashion. Gucci and UNICEF partnership began in 2005, since then Gucci consistently support education and healthcare programmes for orphans and HIV/AIDS affected children. Gucci embraces philanthropy taking new initiatives and ad campaigns to support the partnership like specially designed accessories collection, White Tattoo Heart collection (2008) featuring Rihanna in its campaign, Book Snowman in Africa, fundraising event with Madonna, Gucci for UNICEF Baboushka bag etc. Professor John Fernie said Alliance between charity n business is the perfect way to build brand awareness and establish brand credibility and ultimately boost profits, (McDougall, 2006). As metioned on philanthrpohy section of Guccis official website, Gucci in collaboration with the Film Foundation has made travelling sc reening movie of the restored movies to save the treasures in cinemas called Cinema Visionaries. Proceeding in 2010, to increase online presence and reach online customers, brands are delving into digital communication. Brand affiliation is aided by the application of appropriate functionality tools (Okonkwo, 2007). Focusing on innovation Gucci launched lifestyle application for iPhone and iPod touch. Guccis application offers access to products, fashion shows, playlists, city guides, news, ability to compose own music etc. Prada launched Prada phones in collaboration with LG in 2007. The LG designed Prada phone incorporates features like video player, high pixel camera and MP3 player. Chanel also has application on iPhone which shows Chanels runway collections. http://images.gucci.com/images/stills/gucci_app_3.jpghttp://www.gsmflorida.com/cart/images/lg-ke850.jpg Image No. 7: Gucci application for iPhone. Image No. 8: LG designed Prada Phone. (Gucci news, 2010) (Mossesgeld, 2007) Luxury atmosphere, aesthetics and appealing luxury stores reflect the brand personality and spread the brand message into the subconscious and psychological levels on a consumer mind (Okonkwo, 2007). Following the strategic concept of global store design by Creative Director Frida Giannini ,Gucci is renovating its stores to embrace the luxurious experience of shopping which complements the brands heritage and exclusivity. In October, 2009 Gucci launched a travelling sneaker store in New York which will later move to London and Tokyo in spring 2010. Similarly proving its exclusiveness, Prada took a radical approach towards the store architecture through Prada Epicenter which communicates a distinct identity into customers mind which is in quest for something new. http://images.gucci.com/images/stills/sloane_st_5.jpg Image no. 9: Gucci Sloane street, London Store renovated under the Global store design concept. (WallPaper, 2010) http://images.businessweek.com/ss/05/11/new_retail/image/prada_tokyo_p27.jpg Image no.10: Prada Epicenter (Herzog de Muron,2003). [Accessed on 14 November 2009] With Economic downturn, it is highly important for brands to provide distinctive experience to consumers. Brands are striving to create a brand image congruent to the customers image (Aaker and Biehl, 1993) and meet customer needs and demands. Gucci has adopted the strategy to be true to its long lasting values and expand its presence, tune its brand image and positioning by emphasising on the rich 90 years history, heritage and core essence of the brand into its marketing and brand communication coinciding with modernity and aspirational values (Gucci, 2010a). Brands like Prada are using tactful strategies focusing on parameters like timeless, authenticity, social values and culture. Louis Vuitton differentiates its customers through its brand image, brand values in terms of turnover and advertising. Chanel though is close to Gucci considering turnover it targets a more elegant, sophisticated target. Hence, Prada is the closest competitor to Gucci by comparing them on brand communic ation like advertising, philanthropy and an attempt to standout in the terms of store designs. REFERANCES : Aaker, D. (1991), Managing Brand Equity, The Free Press, New York, NY. Aaker, D. and Biehl A. (1993), Brand Equity and Advertising, Lawrence Erlbaum, Hillsdale, NJ. Baker, M., Foy,A,( 2003) Business and Management Research. United Kingdom : Westburn Publishers Ltd. Baker, M., Sterenberg, G. ( 2003) Managing global brands to meet consumer expectations. ESOMAR ,Global Cross-Industry Forum, Research International Qualitatif, December 2003. Barnes James G. (2003) Establishing meaningful customer relationships: why some companies and brands mean more to their customers. Managing Service quality, Vol. 13(3) pp. 178-186. Campbell, C. , Falk, P. (1997) : The Shopping Experience . London: Sage Publications, pp : 67-73, 166-72. Chadha, R. , Husband, P. (2006) The cult of the Luxury Brand- Inside Asias Love Affair with Luxury. London Nicolas Brealey International , pp.25-63, 149, 178, 267-77,280. Crask, M.R., Laskey, H.A. ( 1990), A positioning-based decision model for selecting advertising messages,  Journal of Advertising Research  , Vol. 30 No.4, pp.32-8. Davidson, B., Webb, Bill (2006) :Fashion Retailing, Chapter 6.In Jackson, T., Shaw, D. The Fashion Handbook. London: Routledge , pp: 105-126 Diamond, J., Lift, S. (2003) : Retailing in the new millennium. New York: Fairchild Publications. Easey, M. ( 1995) Fashion Marketing, India, Blackwell Publishing , pp.174-177. Gucci (2010a) Gucci news [Internet]. Available from [Accessed on 6th March 2010] Gucci (2010b) Gucci philanthrophy [Internet]. Available from [Accessed on 11th March 2010] Hines, T., Bruce, M. (2008) Fashion Marketing- Contemporary Issues. Hungary, Elsevier, pp. 132-133,198-99, 234-36. Husic, M., Cicic, M. (2009) Luxury consumption factors. Journal of Fashion Marketing and Management, Vol.13 (2) pp231-245. Interbrand ( 2009a) Patrizio di Marco , President and Chief Executie Officer Gucci : More interviews with Global Brand Leaders [Internet]. Available From [Accessed on 8 March 2010]. Interbrand (2009b) Interbrand unveils Italys most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009c) Italys 10 most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009d) Best Global Brands 2009 rankings, Interbrand-Creating and Managing Brand Value, [Internet].Available from http://www.interbrand.com/best_global_brands.aspx?year=2009langid=1000 [Accessed on 18th February 2010]. Jackson, T. and Haird, C. (2003), Gucci Group: the new family of luxury brands, International Journal of New Product Development and Innovation Management, Vol. 4 No. 2,pp. 161-72. Jackson, T., Shaw, D. (2006) The Fashion Handbook. London: Routledge, pp. 61-3. 72-81, 105-08, 127. Jackson ,T., Shaw ,D. (2009) : Mastering Fashion Marketing. Palgrave Macmillan, pp: 112-117,161. James ( 2010) Pradas First Spring by Yang Fudong [Internet]. Available from [Accesssed on 12th March 2010]. Keynote ( 2009) Clothing Retailing 2009 [Internet]. Available from [Accessed on 12th March 2010] Kapferer, J.-N. (1992), Strategic Brand Management, The Free Press, New York, NY. Kwak, Mary (2001) Gucci Group N.V. (A). Boston, MA, Harvard Business School, 10th May 2001. Louis Vuitton (2009) The World of Louis Vuitton- The art of travel [Internet]. Available from [Accessed on 11th March 2010] McDougall, d. (2006) World: Now charity staff hit at cult of celebrity: Workers for childrens charity Unicef say celebrity campaigns and fashion company deals are hurting its image, reports Dan McDougall in Islamabad. The Oserver ( London, England) , 26th November 2006, pp.38 . Moore, C. and Birtwistle, G. (2004), The Burberry business model: creating an international luxury brand, International Journal of Retail Distribution Management, Vol. 32 No. 8, pp. 412-22, ISSN 0959-0552. Moore, C., Fernie, J. (2004), Retailing within an international context, in Bruce, M., Moore, C., Birtwistle, G. (Eds),International Retail Marketing; A Case Study Approach, Elsevier Butterworth-Heinemann, Oxford, pp.3-37. Moore, C., Britwistle, G. (2005) The nature of parenting advantage in luxury fashion retailing- the case of Gucci group NV. International Journal of Retail Distribution Management, Vol. 33(4) ,pp 256-270. Moore, C.M. and Doherty, A.M. (2007), The international flagship stores of luxury fashion retailers, in Hines, T. and Bruce, M. (Eds), Fashion Marketing: Contemporary Issues, Butterworth Heinemann, London. Nielson Company (2007) Gucci reigns as the most coveted luxury brand in the world, Market Research World [Internet]. Available from [accessed on 16 February 2010] Nunes, P., Johnson, B. (2004) Mass Affluence- 7 New rules of marketing to todays consumer. Boston ( Massachusetts), Harvard Business School Press. Palmer, A. (2009) Introduction to fashion marketing, 2nd Edition- Theory and Practice. Oxford, Oxford University Press, pp. 420-23. Okonkwo, U. (2007) Luxury Fashion Branding. Hampshire: Palgrave Macmillan, pp.15-25, 30-37, 132-67, 173-78, 220-23, 260, 278-83, 310. PPR ( 2010a) Gucci: Gucci Group [Internet]. Available from [Accessed on 10 March 2010] PPR (2010b) PPR 2009 Financial Document [ Internet]. Available from [Accessed on 8th March 2010] Preiholt, H.,Hagg, C. (2006) Growth opportunities in Luxury goods and real estate. Journal of Fashion Marketing and Management, Vol. 10 (1),pp114-119. Salzer- Mà ¶rling, M., Strannegard, L. (2004) Silence of the brands. European Journal of Marketing, Vol. 38 (1/2) pp. 224-238. Schmitt, B. (1999) Experiential Marketing- How to get customers to Sense, Feel, think, act, relate. New York, The Free Press, pp.72-6. Triplett, T. (1994), Brand personality must be managed or it will assume a life of its own, Marketing News, Vol. 28 No. 10, p. 9. Unknown ( 2009) From Prada to Zara: is the global recession out of fashion. Strategic Direction, Vol. 25(3), pp 9-11. IMAGE REFERANCES : Image no.1 : The Fashion Time magazine (2010)Louis vuitton spring summer 2010- Louis Vuitton Spring/Summer 2010 ad campaigb :Lara Stone by Steven [Online Image]. Available from [Accessed on 12th March 2010] Image no.2: AMO (2010) Prada Lookbook 2010- PRADA- The Spring/ Summer 2010 Lookbook [Online Image]. Available from [Accessed on 10th March 2010] Image no.3 : Jaslyn Bang (2010) Chanel Spring Summer 2010-Chanel Spring/Summer 2010 Ad campaign [Online Image].4th Jan 2010.Available from [Accessed on 16th March 2010] Image no.4 : Gucci (2010a) Gucci Spring Summer 2010 ad campaign- Ad campaign Spring Summer 10 [Online Image]. Available from [Accessed on 8th march 2010]. Image no. 5 : Gucci (2010b) Guccis Forever now ad campaign 2010- ad campaign Forever now [Online Image]. Available from [Accessedmon 10th March 2010]. Image no. 6: Fashioning.com (2010) Pradas 2010 ad campaign First Spring- Prada menswear first spring by Yang Fudong Spring/Summer 2010 [Online Image]. Available from [Accessed on 12th March 2010] Image No. 7: Gucci news (2010) Gucci application for iPhone- Guccinews,gucci app [Online Image]. Available from [Accessed on 12th March 2010] Image No. 8: Mossesgeld (2007) LG designed Prada Phone- The LG Prada phone set tp launch on March 22 [Online Image]. Available from [Accessed on 12th March 2010]. Image no. 9: WallPaper (2010) Gucci Sloane street, London Store renovated under the Global store design concept -Retail Directory 2009[Online Image ]. Available from [Accessed on 13th March 2010] Image no.10: Herzog De Muron(2003),Prada Epicentre [online image].Available from [Accessed on 12th March 2010]

A Budget Airline In Hong Kong

A Budget Airline In Hong Kong Budget airlines have become a trend in aviation industry over a few decades all over the world, however, as a Asian cosmopolitan city- Hong Kong hasnt have one yet, therefore a research need to be set up to explore on its feasibility. This project proposal aims to assist to accomplish a research by developing a plan beforehand. Firstly, the background of budget airlines and problem statement would be stated out, then a literature review would be carried out in order to find out its research value, after that, the research aim and objectives could be set up as a research goal, last but not least, research method and project plan could be discussed on how, where and when to carry out this research. 2. Background/ problem statement: Before Deregulation: In the United State before 1978, all airline passenger services were regulated and controlled by the Civil Aeronautics Board (CAB). Only 10 trunk airlines were authorized to issue a grandfather certificate by CAB at that time. Underneath this certificate, all major scheduled airlines route structures and fares were controlled and ruled. For an airlines route structure, stops and intermediate stops were specified and passengers carrying between stops were limited, a new promoted route needed to go through a lengthy procedure and hearings, even a stoppage of a route service was still needed the CABs approval. For an airlines fare, all fare prices were strictly controlled by the CAB. (John Clinton, 1984) After Deregulation: After passing the Airline Deregulation Act of 1978, CAB no longer had an absolute authority on an airlines entry, exit, routes and fares. Airlines were given freedom on setting up their own fares within a wide range, route applicant would be submitted and passed easily without any restriction when it performed air transportation properly. (John Clinton, 1984) First Successful budget airline: In 1967, the first successful budget airline was born and started its business in Texas in America, it named itself as Southwest Airlines (SWA). The company began when the US market was deregulated. Its successful model had been influencing a lot of other following budget airlines. It provides low-cost, high rate of short haul flying and this made itself maintain a most profitable airline through years. (Peter, David, Gillen, Otto and Hans, 2005) What is Budget Airline? A low-cost carrier or low-cost airline (also known as a no-frills, discount or budget carrier or airline) is an airline that generally has lower fares and fewer comforts. To make up for revenue lost in decreased ticket prices, the airline may charge for extras like food, priority boarding, seat allocating, and baggage etc. Todays budget airline: Nowadays, the value for money is a great emphasis placed by travelers. They are willing to buy cheaper tickets to trade off some other aspect such as leg room during flight. However, to determine whether a budget airline can survive and drive down the cost, it mainly depends on government and major airports will to open up the skies. Therefore, different areas are in different cases, but every consumer loves a low price ticket and somehow the developments are very similar in nature and continue in varied ways. As in US, budget airlines have dominated the market as travelers are price driven; in Europe, more local airports are needed to be opened up to let more budget airlines to fly in; in Asia, there are more opportunities to expand the whole market but the path is not easy, since the market is still dominated by the national flag carriers. Besides, they are also supported by the cargo business. (Scott Lee, 2004) Problems Statement: As we can see, budget airlines business not only become a trend over the globe, but also bring out more travelers and so to extend the economy of our own country or region, however, there is no budget airline at all currently in Hong Kong, what are the reasons? Few years ago there was once a low cost carrier- Hong Kong Oasis airway which offered long haul low fare was bankrupted after 18 months of operation, why would that happen? An Malaysian budget airline- Air Asia already developed its third home base in Thailand, meanwhile, there still arent any budget airlines setting up in Hong Kong as a home base, why? What are the success factors for a budget airline to develop? Is there feasibility for a budget airline to set up and form a home base in Hong Kong? 3. Literature Review: 3.1.Business strategy of Budget Airline: Markus (2005) once said The business strategy of these low cost airlines to save costs is to offer no frills, have fast turn-rounds, use only a single-type fleet of planes, and to fly mainly to cheap secondary airportsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..They also save a huge amount of administration costs by only accepting credit card payments and thus reducing the paperwork to a minimum (Markus, p.269, 2005) In other word, they minimize their cost in management, aircraft maintenance, crew training, landing fee, parking fee, administration work, etc. Any additional cost, they will stay in the air ticket and let the passenger pay for it. This would rise out a question, would the passengers in Hong Kong be willing to pay for a low cost just to get to a destination or a high price to buy a good quality of service? Budget airline is a trend? Start from the next two years as announcing in late May, the Singapore airline would establish a subsidiary-a no frill, low cost airline, using wide body aircrafts to serve medium to long haul routes. According to the company after years of markets of extensive review and analysis, they have to admit that there is a large growing demand for low fare travel. The low fare airlines assist to stimulate the growing demand of travel. The company wants to launch this service to push its single-digit growth to a double-digit growth as this low fare market is growing hugely. (Govindasamy, 2011) This has showed us which the low fare air travel market is growing and even an Asian state-owned conventional airline want to join in to gain share, therefore there is lots of room for more new budget airlines to be set up and serve the demand. Budget airline comparing with conventional airline over the globe: Graham Dunn (2011) state in the airline magazine, Data from four years of the Airline Business low-cost carrier and world airline ranking surveys shows that while the 10 largest network carriers were highly profitable in 2006 and 2007, seven lost money in 2008 and eight were in the red in 2009 at an operating level. Contrast this with the top 10 lost-cost carriers- only two lost money in 2009, three in 2008 and one apieve in 2007 and 2006. In this case as we know, during the economic crisis between 2008 and 2009, we can see that the low cost carrier is on a steady growth and earn money, but the conventional airlines are greatly affected. In fact, the magazine also shows that the budget airlines are growing at a double-digit development around the USA and Europe, and there are still more room for them to rise. In South East Asia, the larger low-cost carriers already expand beneath their home market and set up more home base in other country around the region as there has been a great demand for cheap air travel, such as Airasia has also set up a home base in Indonesia and Thailand beyond Malaysia. (Graham Dunn ,2011) Therefore, even Hong Kong set up a budget airline, there are still lots of other competitors around the region, and can it survive? The Background and Success of Air Asia and the Asia region: Apparently in the 21st century, if the more preferable demography and economic trend persist, Asia would be well focused by the whole world, in other words, more people would be willing to travel in and out of Asia by plane for business and leisure. (Joseph, 2011) Air Asia now is one of the largest low cost carriers in South East Asia. It used to be built up by the Malaysia government from 1993 and started its own operation as a flag conventional airline in 1996, however, within those five years, it was a cracked airline which only have two Boeing 747, 250 staffs, four destination and a debt of $11 million. But in 2001, it was bought by Tune air and turned it and re-launched as a low cost carrier, then it start to become a profitable business. In 2007, Air Asia X was set and launched as a low cost long haul carrier which flies to Europe and Australia. Currently, the whole Air Asia Group has owned 102 aircrafts, flies 150 routes and 68 destinations, it has been still continuing to expand its fleet and market share. In the past two year, it has already accomplished a Double-digit capacity growth. Certainly, there are some advantages that it already fully take, such as low-price labor, a helpful economical hub at Kuala Lumpur. (Joseph, 2011) In this case, are there any success factors we can learn from and use in Hong Kong? The Background and failure of Oasis Hong Kong airway: Oasis Hong Kong airline claimed to be the first long haul low cost airline based in Hong Kong, Reverend Raymond Lee led a starting capital of $100 million with several Hong Kong investors. It began its operation and launch to serve passengers from October 2006, but after 18 months of operation, it halted all operation and collapsed as financial liquidation. It used to own 4 Boeing 747 and flew two routes, and three destinations: Hong Kong, Vancouver and London. During the operation period of time, the price of jet fuel has jumped from $600 a tonne when Oasis started flying to a current level of around $1,137 a tonne. Besides, the company did not run as an short haul, no service model but provide a full service such as inflight meal and entertainment. (Robin, 2008) In this case, a rise of jet fuel price can push a company to fall, are there any other critical threats which exist? Or the whole Hong Kong aviation environment is not suitable for an budget airline to exist? Disadvantages and advantages of budget airlines: For traveling with budget airline, there are also some disadvantages that you may want to take account for, such as you may only have a limited meal with probably peanuts at all for the whole flight, you may not choose your own seat, they have less flexibility which you cant cancel your flight or get a refund, any extra checked bags will be charged, they often land on remote airports with no bus connection and they are usually booked through internet. (Shewanda, 2011) However, there are also some advantages you may want to consider, such as the fare with budget airline is relatively small which you can save the money for other things, they often fly to more locations and smaller cities that you may interest, and as money are saved, thus more travels will be encouraged and more people can afford it. (Jennifer, 2011) Therefore, when the Hong Kong customers compare the advantages and disadvantages of budget airlines, will they still choose budget airline? What is the low fare travel market like in Hong Kong? Challenges and Background of the local dominant airline in Hong Kong: The company began in 1946. It was found by two world-war 2 pilots. They first flew to carry passenger to Manila, Bangkok, Singapore and Shanghai. However in 1948, some of the shares was bought by a UK company, Butterfield Swire (today known as the Swire Group) which took a 45% share. Therefore John Kidston Swire took the leadership work; Butterfield Swire became wholly responsible for the management of the airline. And then it has been expanding through time. In 1998, the Cathay City was built, and in 2006, the dragon air was bought to be involved in Cathay Pacific Group. Right now it owns 128 aircrafts and has ordered more than 100 aircrafts. Its route has covered more than 150 destinations in 41 countries. It ranks as the worlds 2nd most profitable airline by net profit and the 7th largest airline in the world by operating profit. Its staffs number is 19,850 worldwide. (From Cathay Pacifics Website) In this case, its customers do not only include leisure and business travelers but also the regional people. If a budget airline was being set up, this airline would be the biggest local competitor. Potential low cost carrier that will be set in Hong Kong: There will be two potential budget airlines setting up in Hong Kong- the Hong Kong express and the Jetstar subsidiary. The Hong Kong Express will transform to a low cost carrier in Jul-2012 or Aug-2012, operating under its new low-cost model to cities in mainland China, South Korea, Japan and Southeast Asia. As a Foreign budget airline- Jetstar is also looking forward to establishing a subsidiary in Hong Kong, it may try to co-operate with Hong Kong Airline. (CAPA, 2011) This case has showed us that many companies are interested in developing a low cost carrier in Hong Kong, therefore in other words, there is feasibility for Hong Kong to set up an low cost carrier. 4. Aim: Through analyzing all the data collected to determine whether it is possible to set up an budget airline in Hong Kong or not. 5. Objectives: To explore the background information and business model of budget airline To explore the operation, cost structure, strategy of low cost carrier in Asia To carry out a case study: the success story of Airasia and the failure story of Oasis To set up a survey to ask about Hong Kong frequent flyers expectations on budget airlines services To calculate all operating cost and expense to run this business To compare the price of flying with an existing conventional airline with a hypothetical budget airline to find out the feasibility 6. Research method: For this research, I will use the inductive method approach, because my aim is explore the feasibility to set up an successful budget airline which could last for a long time in Hong Kong through observing variety of data such as budget airline business model, cost structure, government policy and so to analyze and find out the answers for it. And I will select the survey strategy for gaining Hong Kong peoples opinion of service they wish to add in without any additional cost for a budget airline service in order to calculate the operating cost of an hypothetical budget airline and so to set up the best price of a fare to equalize the cost. Then I will pick the memo-method as my unique data collection method, and carry out the cross-sectional study as the data would give me the result. For data collection, I will use questionnaire and the interview. 6.1 Questionnaire For the Questionnaire, I plan to interview 50 people, they are mostly business travelers and leisure travelers, I will approach them through my friends who are frequent flyers. 6.2 Interview: For individual interview, I hope that I can make an appointment with some of the staffs who work as an airline accountant and inside the airport authority, and gain financial information of running an airline company. 7. Project Plan: I would like to spend half a year to complete my project. Here is my work breakdown structure:

Environmental Ethics Essay -- shallow ecological thinking, deep ecolog

"If we each take responsibility in shifting our own behavior, we can trigger the type of change that is necessary to achieve sustainability for our race or this planet. We change our planet, our environment, our humanity every day, every year, every decade, and every millennia." -- Yehuda Berg The state of our environment has been deteriorating for centuries. Every part of the planet has been negatively impacted by man. Environmental degradation was greatly accelerated by the industrial revolution that took place in the 19th century. The industrial revolution mechanized the production of goods and introduced the use of machinery and other heavy equipment which were fueled by dirty sources of energy. At first, wood and coal powered the engines of industry, later they were replaced by natural gas and petroleum(Alters 51-63). At this point, it simply is not enough to just "do no harm" to the environment. We must immediately begin to act on behalf of the environment, instead of just not against it. My ethics concerning the environment have always run along the lines of "shallow ecological thinking,(Naess)" as Arne Naess called it. I choose to avoid pollution and to reduce, reuse, and recycle because these actions seem beneficial to humans in one way or another. This reasoning is shared by many people in regards to the environment and animal rights considering anything as a means to human ends, rather than as ends in themselves. Even the above passage from the Bible seems to allocate all the goods of the earth to humans and puts all the natural resources under their direct supervision. I understand the above passage to mean that man is obliged to look after the environment and to protect it, much like a mother looks after her chi... ...ered by a world of people. We need to keep in mind, however, that ethics do not develop spontaneously, so we must allow a bit of leeway, some room to move, grow, and evolve. With this mindset, the environmental damage can first be slowed, then stopped, and eventually reversed and mended. It may seem drastic, but this plan of action may be more necessary than the people of our needy planet realize. Works Cited Alters, Sandra, ed., â€Å"Coal.† Energy: Supplies, Sustainability and Costs. Detroit: Thomson Gale, 2007. 51-63. EBC. OhioLINK Scholarly and Reference E-Books. Web. 17 Apr. 2015 Naess, Arne. "THE SHALLOW AND THE DEEP, LONG RANGE ECOLOGY MOVEMENTS" Inquiry (Oslo), 16 (1973). Web. 5 May 2015 http://www.alamut.com/subj/ideologies/pessimism/Naess_deepEcology.html Singer, Peter. Practical Ethics. Second ed. New York: Cambridge University Press, 1998.

Allen Ginsbergs Howl :: essays papers

The "Beat Movement" in modern literature has become an important period in the history of literature and society in America. Incorporating influences such as jazz, art, literature, philosophy, and religion, the Beat writers created a new and prophetic vision of modern life and changed the way an entire generation of people see the world. That generation is now aging and its representative voices are becoming lost to eternity, but the message is alive and well. The Beats have forever altered the nature of American consciousness. The impact of the Beats would certainly not have been as universal or influential if not for the writing of one poem; "Howl" by Allen Ginsberg: I saw the best minds of my generation destroyed by madness, starving hysterical naked, dragging themselves through the negro streets at dawn looking for an angry fix, angelheaded hipsters burning for the ancient heavenly connection to the starry dynamo in the machinery of night.(1-3) These lines, perhaps the most well known in 20th century poetry, serve as a thematic statement for a poem that offers a new way of thinking, a sense of hope of escape from the "Molochs" of society. The story of the poem's history serves well as an account of the birth of the Beat Generation. Ginsberg's life leading up to the writing of "Howl," the actual creation of the poem, its legendary first reading, and the aftermath of its public debut all figure prominently into the history of the literary movement. One can understand the impact of the poem on the Beat Generation by studying not only the chronology of its past, but its intricate and unique structure as well as its themes and ultimate message. Following is an examination of the poem as the great expression of Beat defiance, beginning with a short history of the poem. Ginsberg's Beat career began at Columbia University in 1943 where he met Jack Kerouac, William S. Burroughs, Neal Cassidy and others. This group of writers would remain life-long friends of Ginsberg and influence him in myriad ways. The history of "Howl," however, begins in 1953 after Ginsberg's move to San Francisco in search of poetic inspiration. Having moved away from the camaraderie of his group of New York friends, Ginsberg began to feel dislocated and depressed. Ginsberg knew he was at a crossroads in his art between his apprenticeship to academic models of literature (mentor William Carlos Williams specifically), and breaking through to a personal voice which could sing of experience beyond the bounds of what was permissible - by 50's Allen Ginsberg's Howl :: essays papers The "Beat Movement" in modern literature has become an important period in the history of literature and society in America. Incorporating influences such as jazz, art, literature, philosophy, and religion, the Beat writers created a new and prophetic vision of modern life and changed the way an entire generation of people see the world. That generation is now aging and its representative voices are becoming lost to eternity, but the message is alive and well. The Beats have forever altered the nature of American consciousness. The impact of the Beats would certainly not have been as universal or influential if not for the writing of one poem; "Howl" by Allen Ginsberg: I saw the best minds of my generation destroyed by madness, starving hysterical naked, dragging themselves through the negro streets at dawn looking for an angry fix, angelheaded hipsters burning for the ancient heavenly connection to the starry dynamo in the machinery of night.(1-3) These lines, perhaps the most well known in 20th century poetry, serve as a thematic statement for a poem that offers a new way of thinking, a sense of hope of escape from the "Molochs" of society. The story of the poem's history serves well as an account of the birth of the Beat Generation. Ginsberg's life leading up to the writing of "Howl," the actual creation of the poem, its legendary first reading, and the aftermath of its public debut all figure prominently into the history of the literary movement. One can understand the impact of the poem on the Beat Generation by studying not only the chronology of its past, but its intricate and unique structure as well as its themes and ultimate message. Following is an examination of the poem as the great expression of Beat defiance, beginning with a short history of the poem. Ginsberg's Beat career began at Columbia University in 1943 where he met Jack Kerouac, William S. Burroughs, Neal Cassidy and others. This group of writers would remain life-long friends of Ginsberg and influence him in myriad ways. The history of "Howl," however, begins in 1953 after Ginsberg's move to San Francisco in search of poetic inspiration. Having moved away from the camaraderie of his group of New York friends, Ginsberg began to feel dislocated and depressed. Ginsberg knew he was at a crossroads in his art between his apprenticeship to academic models of literature (mentor William Carlos Williams specifically), and breaking through to a personal voice which could sing of experience beyond the bounds of what was permissible - by 50's

Henry V Represents the More Selfish Side

â€Å"Henry V represents the more selfish side of Kingship† Shakespeare creates two ways for the audience to see King Henry V. One way is King Henry being a gracious, caring king. The other way Shakespeare has created for the audience to see is King Henry being a selfish, cold king. Many people do believe that King Henry V is depicted as a selfish and cold hearted king who is not concerned or worried about the human cost of war. I believe the contrary. I believe that King Henry V was a loving and caring King towards the people of his country and family.In Act one scene one (line 39-40) Canterbury describes King Henry V as a thoughtful and devout ruler. â€Å"Hear him but reason in divinity, and all-admiring, with and inward wish, you would desire the king were made a prelate. † This indicates that the people of his country appreciate him and sees him as a considerate and divine king. King Henry V always tryst to stand by his Kingdom and protect it however he can. As he notices the assassination plot of Scroop, Cambridge and Gray in act one scene two (line 76-79) he sentences them to death.Though Scroop, Cambridge and Gray are his friends he still stands by his Kingdom to keep it safe. â€Å"The mercy that quick in us but late By your own counsel is suppress’d and kill’d. You must not dare for shame to talk of mercy, for your own reasons turn into your bosoms,† In act four King Henry V is sharing the concerns of the common soldiers. His bravery and courage are reflected in his soldiers; especially after his speech about ‘St Crispin’s Day’ In act four scene 3 (line 18-67). This day is called the feast of crispian. He that outlives this day and comes safe home†¦ He shall see this day and live old age, will yearly on the vigil feast his neighbors, And say ‘tomorrow is saint crispian†¦Ã¢â‚¬  This shows that King Henry V is heroic to his soldiers and gives them faith and courage by this speech sh owing high spirits and strength. After the Battle (Act 5 scene 2) King Henry V proposes to princess Katharine of France.Though he has the power to force her to marry him, he decides to try to convince her by admiring her and telling her that she will have a good life with him as a husband. â€Å"But in loving me you should love the friend of France†¦ I will have it all mine; and, Kate, when France is mine and I am yours, then yours is France, and you are mine. † (line 167-169) Overall I think that King Henry V is a caring King with courage and a lot of Strength. He stands by his country and supports and protects it with all his faith and strength .

Gothic stories Essay

Gothic is a word used in the twelfth century to denote certain types of architecture connected to the settings used by writers. Gothic fiction initiated as a genre in 1765 with Horace Walpole’s novel â€Å"Castle of Otranto.† The majority of Gothic writers would take drugs which inspired them to put pen to paper and write about numerous Gothic features and produce their story. Normally characters are associated with odd or ritualistic behaviour often involving the supernatural. The Gothic Golden Age occurred between 1765 and 1844. Boundaries and limits are both established and challenged by both writers and characters. Tensions between the scientific and the supernatural are often made apparent. Examples of these Gothic features can be found in The Signalman, The Hand and The Dream Woman. Traditionally Gothic stories are set in castles, churches, darkness or other locations with a sense of evil. Gothic stories are mainly set at night to add an extra illusion of fear. Should a Gothic story be read in a dark room extra fear, tension, anxiety and anticipation would be inflicted upon the reader. This is because when a gothic tale is read in the dark there is a sense of someone or something watching you. Readers’ expectations when reading a Gothic tale are to read about elements of the supernatural, skeletal or ghostly images and pathetic fallacy. In â€Å"The Signalman† Dickens writes â€Å"he was a dark sallow man, with a dark beard and rather heavy eyebrows.† This quotation consists of an example of a ghostly, corpse like image. Dickens is Describing a ghostly figure. â€Å"The Signalman† written by Charles Dickens is a perfect example of a gothic setting. The story has many examples of unusual events. Dickens writes â€Å"so steeped in the glow of an angry sunset.† This quotation informs the reader that the sunset has a violent glow which is unusual for a sunset, the skyline is a deep blood red. â€Å"The Signalman† is set at the Signalman’s hut where the cutting through the tunnel by the hut is unusually deep and gives a sense of foreboding to the reader. The tunnel is made through clammy stone, which became oozier and wetter as you walked to the tunnel and made anybody petrified to enter it. â€Å"The Hand† written by Guy De Maupassant uses great examples of death, a main gothic feature. De Maupassant writes â€Å"I bent down close to the corpse and between his clenched teeth I found one of the fingers from that vanished hand.† This quotation informs the reader that a finger from the missing hand has been found, but in what mysterious circumstances. Also in â€Å"The Hand† the hand itself is described with much detail. The writer states â€Å"The fingers were abnormally long and were attached by enormous tendons to which fragments of skin adhered.† In this quotation the writer is describing the hand in such ghoulish detail the reader has an image of a gruesome hand projected onto their minds which they will find hard to forget. A feature of gothic tradition is the use of dark colours to emphasize the evilness of gothic characters and buildings. In the novel â€Å"The Dream Woman† the writer says â€Å"The flame diminished to a blue point and the room grew dark† The effect of this quotation on the reader is that it adds extra fear and suspense due to the darkness. A main aspect of gothic tradition is elements of the supernatural. In â€Å"The Hand† the writer states â€Å"I thought I saw the hand running like a spider.† This is an example of elements of the supernatural because a hand running like a spider is beyond scientific understanding or the laws of nature and not something any human would have seen. In conclusion gothic tradition is a fascinating subject because the use of dark descriptive language is effective in giving the reader a terrifying experience. Short stories are effective because the action is condensed and it all happens in a short space of time. There is less background information; all the descriptive paragraphs are there to give atmosphere, the spooky dark events. Short sentences have greater impact than longer ones, particularly when exclamation marks complete them.