Starbucks Is The Leading Retailer And Roaster Marketing Essay

Starbucks Is The Leading Retailer And Roaster Marketing Essay My assignment strives to outline the marketing strategic approaches to be undertaken for the next year by the Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It has over7,500 stores located worldwide. As Starbucks continues to expand, it will encounter all sorts of new product markets, with new and demanding customers for unique and appealing products. Entering this new market, Starbucks will face many challenges to compete and to retain brand recognition of its primary products, yet increases awareness of its new product line. Situational analysis Company As Mathew Carmean and his fellows (Sewer, Andy,January 26, 2004 p.70) tell us: Starbucks is the leading retailer for roaster and brand specialty coffee in the world. It has over 7,500 stores, which are located in the United States, Canada, Europe, Asia and the MiddleEast. Besides high quality coffee drinks, Starbucks sells bottled coffee drinks, such as Frappuccino andStarbucks DoubleShot. [ibis]Starbucks revenue is growing by 20% a year and is opening approximately three stores every day.Starbucks is capable of managing its successful operations by having steady market growth. It achievedthis by financing through their cash flow instead of franchising, selling stock or increasing their financialleverage). Its strategy to success is blanket an area completely. This approach is to cuts down ondelivery and management costs, shortens customer lines at individual stores, and increases foot traffic forall the stores in an area, that gives Starbucks a competitive advantage. Customer At first only professionals and educators went to Starbucks, but now it attracts a much wider demographic of customersincluding people of different ethnic backgrounds and ages. Today, Starbucks has the striking number of 25million visitors in its stores each week. This success is due to the combination of high quality drinksand friendly environment with good music, comfortable chairs, and good services. This creates theStarbucks experience which customers can relate to that lead to brand loyalty. In addition, Starbucksneeds to deal with customers cultural preferences in all its worldwide locations to maintain customers loyalty. Competitors To ensure further market growth and be competitive, Starbucks is developing new products for non-coffee drinkers. Starbucks provides its current customers and attracts new customers not only with quality products but also with varieties flavors that customers desire. Starbucks two largest competitors are Dunkin Donuts and Krispy Kreme, both are national chains. These companies use aggressive price-cutting, up to 20%, for their drinks. Other competitors are small local coffeehouses, and other coffee brands like Tullys and Petes Coffee. Their direct competitors for the new product line are Orange Julius, Jamba Juice, fast food chains such as McDonalds and Burger King, and other small coffee alternative providers. Complementors Starbucks has teamed up with Bank One to offer the Starbucks Card Duetto Visa. This is a stored-value card and traditional credit card. Starbucks has also introduced a T-Mobile Hotspot service which allows the Starbucks customer to have access to wireless internet for a fee.  Offering more services like the Visa card, wireless internet and customized CD will add more value to the Starbucks experience and help draw more customers to Starbucks which will lead to higher revenues. Managerial Problem Starbucks strategic goal is to increase market share of the non-coffee drinker; they have begun byintroducing an extension of a product line targeted to this segment. To ensure market growth, Starbuckshas repositioned one of its current products, the Frappuccino line, this product has been extended toinclude 3 new flavors; Double Chocolate Chip Crà ¨me, Vanilla Bean Crà ¨me, and Strawberries Crà ¨me,introduced throughout the summer months. Faced with the challenge of entering a new competitivemarket Starbucks must compete to retain brand recognition of its primary products, yet increaseawareness of its new product line by expanding the retail stores in the international markets. SWOT analysis  will help emphasize exactly what Starbucks is doing right or wrong. It will provide us an insight on what the company is good at, and in what areas Starbucks could use assistance. Strengths, Weaknesses, Opportunities, and Threats (SWOT) are described below: Starbucks SWOT Analysis Strengths It is a global coffee brand built upon a reputation for fine products and services. It has almost 17,000 stores in 49 countries.   The organization has strong ethical values, commitment to the environment, and community activists. Weaknesses The organization has a strong presence in the United States of America with more than three quarters of its cafes located in the domestic market. In order to reduce business risk, expansion is needed. Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time, and product acceptance will come to a halt eventually slowing growth. Opportunities The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. Threats Starbucks success has led to the market entry of many competitors and copycat brands that could pose potential threats. How they combat these threats will determine their future. Starbucks is exposed to rises in the cost of coffee and dairy products. Starbucks is a large company with a competitive advantage that is shrinking because of its huge success. This is because Starbucks model has been copied successfully by its competitors and this poses a serious threat to the company. If Starbucks cannot retain its differentiator strategy, it is doomed to fall out of popularity, as it would end up being a store that is selling nothing more than a cup of coffee.   With majority of its stores concentrated in United States, Starbucks is also limiting its growth and exposing itself to risk. Any negative changes in the domestic market could severely hurt Starbucks viability as a firm. If Starbucks can retain its strengths and build on opportunities, while suppressing weaknesses and extinguishing threats, it will be able to grow throughout the world market. The SWOT analysis also gives a starting point for a discussion on what Starbucks can do to reduce its weaknesses. Due to its large size, Starbucks sets trends for the industry that can be backed up by the volume of their delivery. Exactly how long Starbucks can dominate the market depends on Starbucks itself. Starbucks has a large number of stores for coffee outlets, all of which are owned outright by the corporation and no franchisees. Minimal revenue requirements have been placed on each store, and those that fall short are closed. The company closed down over 600 stores that fell short of its revenue requirements (Fiscal 2008 Annual Report). The large number of stores is a huge asset or a liability, depending on how one assesses the situation. If there is a strong economy and people have disposable income, then there is a benefit on having so many stores to generate revenues. On the other hand, during economic downturns, the vast number of stores will become a huge financial liabi lity. By consistently enforcing revenue requirements for each store, Starbucks will able to maintain or increase its same store sales, and while at the same reducing one of the weaknesses of being so large. The company has managed to maintain the competitive advantage because it has offered conveniences and an atmosphere customers can enjoy. As long as Starbucks fulfills its customers wants and needs, Starbucks will continue to be a leading force in the market. Starbucks should continue to create more value at its stores. Starbucks has created a perception that it is focused not just on profits, but also on societal agendas. The companys stores have become a medium for people and communities to come together and promote a better place to live in an environmentally conscious society. Starbucks found a niche market where it identified what makes its customers happy, and has delivered it to them. Continuing to accomplish this will allow Starbucks to maintain its competitive advantage for years to come. Marketing Vision and Mission statement of Starbucks Mission Statement of Starbucks To inspire and nurture the human spirit one person, one cup and one neighborhood at a time. Vision of Starbucks   Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. Marketing Objectives of Starbucks To create a Starbucks experience that makes people come for the coffee, stay for the ambience and environment, and return for the connection. To build an image separate from smaller coffee chains. To clearly communicate the values and commitments of the Starbucks business to their customers, instead of only growth plans publicized in the media. Marketing strategies Implemented by Starbucks Growth Strategy This well-known marketing tool was first published in the Harvard Business Review (1957) in an article called Strategies for Diversification. It is used by marketers who have objectives for growth. Ansoffs matrix offers strategic choices to achieve the objectives. There are four main categories for selection. Ansoffs Product/Market Matrix Market Penetration With this approach, Starbucks will try to sell more of the same product to the same customers at a competitive price. Here itwilladvertise, introduce a loyalty scheme, launch special promotions, to encourage more people within the existing market to choose its products, or to use more of it. By working toward this goal, Starbucks wants to open new stores in both new andexisting markets, expand their product development process, and cater to customersneeds to eventually improve their financial position and dominate market share. Market Development With this approach, Starbucks will target new markets or new areas of the market. It will try to sell more of the sameproducts to different people. However,we will target different geographical markets at home, use different sales channels, such as online or direct sales if weare currently selling through the trade, target different groups of people, perhaps different age groups, genders or demographic profiles from our normal customers. Product Development With this approach, we will sell more things to the same people with new products. Here we will extend our products by producing different variants, or packaging existing products in new ways. Starbucks can apply the following product development strategy Fresh and rich brewed Italian espresso Offers pastries and other appetizing confections Sells coffee-related accessories (mugs, coffee makers, cups, espresso, etc.) Expanded sales into supermarkets of whole bean coffee Introduction the widely popular drink, Frappuccino, to the public Strives for satisfied customers and a welcoming environment Works to have highest standards of excellence in way of business Offers newspapers and other reading material, popular music, and Internetaccess Ansoffs matrix is one of the most well know frameworks for deciding upon strategies for growth. CompetitiveStrategy Porter five forces Generic strategies were used initially in the early 1980s, and seem to be even more popular today. They outline the three main strategic options open to organization that wish to achieve a sustainable competitive advantage. Each of the three options are considered within the context of two aspects of the competitive environment: Sources of competitive advantage   are the products differentiated in any way, or are they the lowest cost producer in an industry?  Competitive scope of the market   does the company target a wide market, or does it focus on a very narrow, niche market? Michael Porters Analysis of Starbucks Michael Porter, a Harvard Professor introduces his ideology of the Five Forces model that shapes the competition in the industry.    Each force is interrelated and therefore leads into the other to show the elements directly involved in the further success or ultimate success of the firm.   Ã‚   Starbucks Coffee Company, throughout its existence since 1971, with its great management team, innovative style of thinking and strong will to succeed in compliance with its mission and vision statements has and continues to overcome its barriers by recognizing such strategic planning as those included in Porters five forces model. The model includes such components as Barriers to Entry, Supplier and Buyer Power, Threat of Substitutions, and most importantly the Industry Competitors. Starbucks throughout its existence has addressed each and every one of Porters forces with a positive edge that has greatly contributed to the success of the company. Starbucks took manyrisks and spent capital that it really did not have.    To build a corporation based on intuition and a trip to Italy has undoubtedly paid off in the long run which is evident throughout the year that Starbucks has been in operation.    Howard Schultz, CEO and founder of the company, has stuck to his conviction not to sacrifice long-term integrity and values for short-term profit.    He knew if he played his cards right and stuck to his guns it would only be a matter of time that Starbucks would become the world largest coffee industry in the world.    He wanted the company to become and international outlet for coffee consumers which not only included men and woman but also addresses the needs and wants of those of all ages and nationalities, children, students and any other category of people that have and interest in Starbucks diverse product line. With constant dedication to the companys vision and mission statement and believing in the value of market share and name recognition and how critical they are to the success. (http://www.oppapers.com/essays/Michael-Porters-Analysis-Starbucks/33231) Segmentation, Targeting, Positioning Segmentation One dimension of segmentation will be demographics (age and household status). Starbucks have to selected married couples age 23 50 with children to be our primary target market. According to the research, it is found that these households spend more than other households on non-alcoholic beverages away from home. The Company will evaluate each segment based upon potential business success. Opportunities will depend upon factors such as: the potential growth of the segment the state of competitive rivalry within the segment how much profit the segment will deliver how big the segment is how the segment fits with the current direction of the company and its vision. Starbucks does not have any special segments or we can say that it is not focusing on a specifically group rather than company is focusing on the people who want to relax themselves by a taking a cup of coffee and company is providing them the environment that the customers want. Targeting As the Starbucks is extremely careful ineach step of coffee making, it is trying to maintain a long-standing relationship with its customers and similarly they do not have any real competition threats.Starbucks is will target office workers, with middle to high incomes, who have a desire topurchase premium products.While evaluating the consumer market the conclusion is that the ideal consumers economic profile will beUpper Middle Class, Privileged Class, While the age demographics will be Students and Youngsters, Professionals, Families, and Mature Consumers. Gender and Ethnic or Religious Background is researched to have minimal or no effecton the choices concerning coffee. Positioning Positioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and then targeting a consumer, you would proceed to position a product within that market. Remember this important point. Positioning is all about perception. As perception differs from person to person, so do the results of the positioning map e.g what you perceive as quality, value for money, etc., and is different to my perception. However, there will be similarities. This is the main strength of this tool. Marketers decide upon a competitive position which enables them to distinguish their own products from the offerings of their competition (hence the term  positioning strategy). Store Ambience Goal: To make customers want to linger Social Appeal-Offer a sense of community, a place where peoplecan come together. Physical layout Seating areas to encourage lounging Appear upscale yet inviting Aromas Smoking is banned in all stores Employees are asked to refrain from wearing perfumes orcolognes, and prepared foods are kept covered socustomers would only smell coffee aromas. Sounds Play soothing CDs that are also for sale Often offer live music Customer Service The company sees a direct link between customer satisfaction andcustomer loyalty. The company believes that employee satisfaction leads to customersatisfaction (Moon). MARKETING MIX Product Starbucks should try to position themselves as a premium product in the coffee industry in Asia bycreating a high standard, introducing innovative products and providing excellent service.They should open new retail stores in the downtown area and also try to maintain the quality control of the coffee beans throughout Asia.  Consumers can enjoy theexperience; they encounter at Starbucks, and now for those who seek a high quality non-coffee drink canenjoy the same experience. By introducing these new summer drinks, Starbucks will enjoy an entirelynew segment to market its products in Asia. When looking at the sales revenues for the summer drinks it isimportant to consider that some of the existing customers will inevitably cross over and begin consumingthe new drinks. In the end, the expansion of the product line is a wise decision because of the ease ofadoption to Starbucks reputation for quality as well as the low cost of implementation. Price Price and quality determines the value of the product. Therefore, Starbucks have to base their price strategy on the competition of quality.It alwaystries to deliver the high value promised to the consumers. They have to buy the quality beans,give effective and efficient training to staffs, and moreover, make an atmosphere to enjoycoffee. These all justify theirpricing and show how price supported their positioning. Place Distribution channels links the organizations product or service to its consumers; andin a producer-consumer (direct supply) channel, as in the case of Starbucks, maintaining apersonnel relationship with the customers is significant (BrassingtonPettitt, 2000). However, from a distribution point of view Starbucks has an advantage by sticking on to itswinning store location formula for its new stores (refer case study). Starbucks always selectedhighly visible locations and opened stores as clusters. As demandwill grow, as these store clustersmake them able to manage the increased traffic and to keep their competitive position.In thesame way, they can take care about the services provided in the stores. Starbucks invested heavily in training their staffs and did innovativetactics to manage their human capital. Thus they differentiated themselves in the market byconstantly providing higher quality services Promotion One advantage that may set Starbucks apart is the having a solid online marketing program. It should hire qualified online marketing managers to oversee its websites functions and appeal so that consumers to patronize the site will see all the humanitarian work Starbucks is doing and use it as a competitive edge to retain customers and curb product substitution. A search engine optimization campaign should be launched to ensure that anyone searching for terms related to the services Starbucks offers finds the Starbucks website and spends a significant amount of time there. Blogs and forums discussing the humanitarian work of the company may be added to increase consumer awareness of the companys activities. Artworks can be designed to boasteach citys personality, and it is used on traveler mugs and T-shirts, recruitlocal ambassadors from new partners and from customers to promote their brand.The Company is not using advertising but they can use those funds for acquiring key locations and establish a national dominance before others about specialty coffee bars. Relationship Marketing Starbucks Relationship Marketing activities can be done in two common ways like internally and externally. For example, internally, relationships are enhanced by introducing a cooperative and goal oriented organizational structure with effective control systems, retaining competent management, employing effective operational processes and international expansion strategies. Employees are   referred to as partners with both part and full time staff treated equally by offering both stock options and full medical coverage. Externally, Starbucks core strategy should be centered on building lasting customer relationships through trust and commitment with its stakeholders (Refer case study). After analyzing the information about what media the target audience prefers, we should come up with the following: newspapers, internet, outdoor, magazines and radio. Two certain types of magazines are mostly used. Those are womens interest and news and entertainment weeklies. Some of the specific vehicles for magazines will be Better Homes and Garden, People and National Geographic. As for newspapers, it should be locally distributed carriers that run the Parade supplement. The internet usage varied across a wide variety of content. Therefore, a key word association will be the most local choice to select their certain interests as well as the name Starbucks itself. Radio is also another that will have to change as far as format is concerned. This will vary depending on the market the radio is in. They do share common listening times. These times are from 10am to 3pm, Monday through Friday, and 3pm to 7pm on the weekends. Outdoor being another selection of media to reach our target audience it is a way of being in the community as they transit from one place to another. The location of this will be selected based upon spot market rating for the most showings in the specific areas. FUTURE PROMOTION AND EXPANSION PLANS: Starbuckswill be launching more branches all over Asia after developing an evenfirmer hold on the local western markets. The expansion will be planned for the nextyear that is 2011. The next targets should be India, Srilanka, Pakistan, and in cities of China.For that purpose again the launch will not be very extravagant, but the alreadyestablished repute in the metropolitan of western and the attachment of TV programsand stars will do the required marketing. Ads will be published in the leadingnewspapers and some bill board advertising should also be done. But overall it will below key marketing activity.Allocated budgetshould be kept in mind while launching the product in the Asia. Conclusion As stated earlier, Starbucks historically positioned itself as an upscale brand. Due to the economic downturn and increased competition from large quick-service restaurant chains and specialty retailers, the company sees its profits being eroded. The company introduced new products that would appeal to price-skittish customers and implemented techniques that would standardize its stores and reduce costs. The new strategy carries with it its own risks. Since Starbucks enjoyed such a rapid growth in its business, the company can expands its stores anywhere in the globe where there is a more profitability. It means that Starbucks stores are as readily available as McDonalds and as such the Starbucks experience the company asserts it provides, might be seen as no different than the experience of McDonalds. As in the case of appealing to mass market with bottomless coffee, Starbuckss core customer might move to other stores where they perceive the experience is still being provided. If Starbucks continues to increase its storeswhile measuring and implementing of its various cost cutting initiatives, Starbucks is likely to see increased profitability. The company is also introducing 100 new stores in US, and 200 new stores in International markets, which might positively affect the company provided they are successful. Aggressive adoption of no-frills products to bring in new customers could also affect Starbuckss profitability. Until now, any increase in commodity prices are more or less offset by companys high prices, but a no-frills products would put downward pressure on companys profitability, and possibly even damage Starbucks image as an upscale brand. Biblograhy 1) Mathew Carmean, Julie Anstett, Julia Toochette, Joel Ennis, Joey Eaton, Trang P. Huynh ,: 2003 The Starbucks: The Non-Coffee Treat 2) KatieTewell, Bethany Odom, Kelly Snider, December 12, 2006, Starbucks Marketing Plan 3)www.Marketingteacher.com 4)http://www.oppapers.com/essays/Michael-Porters-Analysis-Starbucks/33231

Stefan’s Diaries: Origins Chapter 6

The weather didn't break by my engagement dinner a few days later, and even at five o'clock in the afternoon the air was hot and humid. In the kitchen, I'd overheard the servants gossiping that the strange, still weather was a result of the animal-killing demons. But discussion of the demons did not stop people from all over the county coming to the Grange Hall to celebrate the Confederacy. The coaches backed up beyond the stone drive and showed no sign of slowing their onslaught toward the imposing stone structure. â€Å"Stefan Salvatore!† I heard as I stepped out of the coach behind my father. As my feet hit dirt, I saw Ellen Emerson and her daughter, Daisy, walking arm in arm, trailed by two maids. Hundreds of lanterns lit the stone steps leading to the white wooden doors, and carriages lined the curved walkway. I could hear strains of a waltz coming from inside the hall. â€Å"Mrs. Emerson. Daisy.† I bowed deeply. Daisy had hated me ever since we were children, when Damon had dared me to push her into Willow Creek. â€Å"Why, if it isn't the gorgeous Emerson ladies,† Father said, also bowing. â€Å"Thank you to both of you for coming to this small supper. It's so good to see everyone in town. We need to band together, now more than ever,† Father said, catching Ellen Emerson's eye. â€Å"Stefan,† Daisy repeated, nodding as she took my hand. â€Å"Daisy. Y look more beautiful every day. Can ou you please forgive a gentleman for his wicked youth?† She glared at me. I sighed. There was no mystery or intrigue in Mystic Falls. Everyone knew everyone else. If Rosalyn and I were to get married, our children would be dancing with Daisy's children. They would have the same conversations, the same jokes, the same fights. And the cycle would continue for eternity. â€Å"Ellen, would you do me the honor of allowing me to show you inside?† Father asked, anxious to make sure the hall was decorated according to his exacting specifications. Daisy's mother nodded, and Daisy and I were left under the watchful gaze of the Emersons' maid. â€Å"I've heard Damon's back. How is he?† Daisy asked, finally deigning to talk to me. â€Å"Miss Emerson, we best be going inside to find your mama,† Daisy's maid interrupted, tugging Daisy's arm through the wide double doors of the Grange Hall. â€Å"I look forward to seeing Damon. Do give him that message!† Daisy called over her shoulder. I sighed and stepped into the hall. Located between town and the estate, the Grange had once been a meeting spot for the county's landed gentry but had now become a makeshift armory. The walls of the hall were covered with ivy and wisteria and, farther up, Confederate flags. A band on the raised stage in the corner played a jaunty rendition of â€Å"The Bonnie Blue Flag,† and at least fifty couples circled the floor with glasses of punch in their hands. Father had obviously spared no expense, and it was clear that this was more than a simple welcome dinner for the troops. Heart-heavy, I headed over to the punch. I hadn't walked more than five steps when I felt a hand clap my back. I prepared myself to give a tight smile and accept the awkward congratulations that were already trickling in. What was the point of having a dinner to announce an engagement that everyone seemed to know about? I thought sourly. I turned to find myself face-to-face with Mr. Cartwright. I instantly composed my expression into something I hoped resembled excitement. â€Å"Stefan, boy! If it isn't the man of the hour!† Mr. Cartwright said, offering me a glass of whiskey. â€Å"Sir. Thank you for allowing me the pleasure of your daughter's company,† I said automatically, taking the smallest sip I could muster. I'd woken up with a terrible whiskey headache the morning after Damon and I spent time at the tavern. I'd stayed in bed, a cool compress on my forehead, while Damon had barely seemed affected. I'd heard him chasing Katherine through the labyrinth in the backyard. Every laugh I'd heard was like a tiny dagger in my brain. â€Å"The pleasure is all yours. I know it's a good merger. Practical and low risk with plenty of opportunity for growth.† â€Å"Thank you, sir,† I said. â€Å"And I am so sorry about Rosalyn's dog.† Mr. Cartwright shook his head. â€Å"Don't tell my wife or Rosalyn, but I'd always hated the damn thing. Not saying it should have gone and gotten itself killed, but I think everyone is getting themselves all worked up over nothing. All this discussion of demons you hear all over the damn place. People whispering that the town is cursed. It's that kind of talk that makes people so afraid of risk. Makes them nervous about putting their money in the bank,† Mr. Cartwright boomed, causing several people to stare. I smiled nervously. Out of the corner of my eye, I saw Father acting as host and shuttling people toward the long table at the center of the room. I noticed each place was set with Mother's delicate fleur-de-lis china. â€Å"Stefan,† my father said, clapping his hand on my shoulder, â€Å"are you ready? Y have everything ou you need?† â€Å"Yes.† I touched the ring in my breast pocket and followed him to the head of the table. Rosalyn stood next to her mother and smiled tightly at her parents. Rosalyn's eyes, still red from crying over poor Penny, clashed horribly with the oversize, frilly pink dress she was wearing. As our neighbors took their seats around us, I realized that there were still two empty seats to my left. â€Å"Where's your brother?† Father asked, lowering his voice. I glanced toward the door. The band was still playing, and there was anticipation in the air. Finally, the doors opened with a clatter, and Damon and Katherine walked in. Together. It wasn't fair, I thought savagely. Damon could act like a boy, could continue to drink and flirt as if nothing had consequence. I'd always done the right thing, the responsible thing, and now it felt as though I was being punished for it by being forced to become a man. Even I was surprised by the surge of anger I felt. Instantly guilty, I tried to squelch the emotion by downing the full glass of wine to my left. After all, would Katherine have been expected to come to the dinner by herself? And wasn't Damon just being gallant, the good elder brother? Besides, they had no future. Marriages, at least in our society, were approved only if they merged two families. And, as an orphan, what did Katherine have to offer besides beauty? Father would never let me marry her, but that also meant he wouldn't let Damon marry her either. And even Damon wouldn't go so far as to marry someone Father didn't approve of. Right? Still, I couldn't tear my eyes away from Damon's arm around Katherine's tiny waist. She wore a green muslin dress whose fabric spread across her hoop skirts, and there was a hushed murmur as she and Damon made their way to the two empty seats at the center of the table. Her blue necklace gleamed at her throat, and she winked at me before taking the empty seat next to my own. Her hip brushed against mine, and I shifted uncomfortably. â€Å"Damon.† Father nodded tersely as Damon sat down to his left. â€Å"So do you think the army will be all the way down to Georgia by winter?† I asked Jonah Palmer loudly, simply because I didn't trust myself to speak to Katherine. If I heard her musical voice, I might lose my nerve to propose to Rosalyn. â€Å"I'm not worried about Georgia. What I am worried about is getting the militia together to solve the problems here in Mystic Falls. These attacks will not be stood for,† Jonah, the town veterinarian who had also been training the Mystic Falls militia, said loudly, pounding his fist on the table so hard, the china rattled. Just then, an army of servants entered the hall, holding plates of wild pheasant. I took my silver fork and pushed the gamey meat around my plate; I had no appetite. Around me, I could hear the usual discussions: about the war, about what we could do for our boys in gray, about upcoming dinners and barbecues and church socials. Katherine was nodding intently at Honoria Fells across the table. Suddenly I felt jealous of the grizzled, frizzy-haired Honoria. She was able to have the one-on-one conversation with Katherine that I so desperately wanted. â€Å"Ready, son?† Father elbowed me in the ribs, and I noticed that people were already finished with their meals. More wine was being poured, and the band, who'd paused during the main course, was playing in the corner. This was the moment everyone had been waiting for: They knew an announcement was about to be made, and they knew that following that announcement there would be celebrating and dancing. It was always the way dinners happened in Mystic Falls. But I'd never before been at the center of an announcement. As if on cue, Honoria leaned toward me, and Damon smiled encouragingly. Feeling sick to my stomach, I took a deep breath and clinked my knife against my crystal glass. Immediately, there was a hush throughout the hall, and even the servants stopped midstep to stare at me. I stood up, took a long swig of red wine for courage, and cleared my throat. â€Å"I †¦ um,† I began in a low, strained voice I didn't recognize as my own. â€Å"I have an announcement.† Out of the corner of my eye, I saw Father clutching his champagne flute, ready to jump in with a toast. I glanced at Katherine. She was looking at me, her dark eyes piercing my own. I tore my gaze away and gripped my glass so tightly, I was sure it would break. â€Å"Rosalyn, I'd like to ask your hand in marriage. Will you do me the honor?† I said in a rush, fumbling in my suit pocket for the ring. I pulled out the box and knelt down in front of Rosalyn, staring up at her watery brown eyes. â€Å"For you,† I said without inflection, flipping open the lid and holding it out toward her. Rosalyn shrieked, and the room burst into a smattering of applause. I felt a hand clap my back, and I saw Damon grinning down on me. Katherine clapped politely, an unreadable expression on her face. â€Å"Here.† I took Rosalyn's tiny white hand and pushed the ring on her finger. It was too large, and the emerald rolled lopsidedly toward her pinkie. She looked like a child playing dress-up with her mother's jewelry. But Rosalyn didn't seem to care that the ring didn't fit. Instead, she held out her hand, watching as the diamonds captured the light of the table's candles. Immediately, a crush of women surrounded us, cooing over the ring. â€Å"This does call for a celebration!† my father called out. â€Å"Cigars for everyone. Come here, Stefan, son! Y ou've made me one proud father.† I nodded and shakily stepped over to him. It was ironic that while I'd spent my entire life trying to get my father's approval, what made him happiest was an act that made me feel dead inside. â€Å"Katherine, will you dance with me?† I heard Damon's voice above the din of scraping chairs and clinking glassware. I stopped in my tracks, waiting for the answer. Katherine glanced up, casting a furtive look in my direction. Her eyes held my own for a long moment. A wild urge to rip the ring off Rosalyn's finger and place it on Katherine's pale one nearly overtook me. But then Father nudged me from behind, and before I could react, Damon grabbed Katherine by the hand and led her out to the dance floor.

An Avant Garde Critique

Year 12 Film and Television A Touch of Avian-Garden – Film Critique Avian Garden is often defined as a new expression that deviates from the cultural ‘norm,' but that doesn't tell us quite why we appreciate it. Avian Garden is a bit like poetry. It uses aesthetic, symbolic, artistic, or ambiguous content to evoke and signify meanings and feelings in addition to what is ostensibly interpreted. For example, in the case of films, rather than having information handed to the viewer on a platter of dialogue, the narrative is often delivered in a way that is not immediately apparent, UT ultimately more meaningful.This symbolism is one Avian Garden technique amongst many. Two films, Being John Milkmaids and Scott Pilgrim vs.. The World, will be critiqued and the Avian Garden sensibilities of both will be analyses. Directed by Spike Zone and written by Charlie Kaufman, Being John Milkmaids is a comedy – drama film that revolves around the film technique of characterizatio n and identity. Craig Schwartz, an unemployed puppeteer, whose wife Lotto does not return his affections, gains a file clerk Job in the eh floor of a New York office building.Soon enough, in his office, Craig discovers a modern-day rabbit hole, and inside, he gains the ability to experience life through actor John Mammalian's mind. It's a surreal, subversive, and wonderfully original premise, the execution of which encourages our minds to ponder how our lives would change if this fantasy element existed. Throughout Being John Mammalian's later acts, the strange fantastical portal to the mind of Milkmaids is explored in a very complex manner; it leads us to question what is right and wrong, our own morals, and life itself.Some viewers may find the whole dead of the film consistently questionable and, though it requires some suspension of disbelief, the execution of the character arcs is beautifully weaved into the narrative. The arc of Craig, especially, undergoes a significant evolu tion from a humble and lonely husband to a master manipulator, which is a complete and effectively surreal change of character. The symbolism that Craig, a puppeteer, happens to find a portal which he eventually manipulates is clever and it's nice that the writers decided to make it integral to the story and not shove it in our faces, which is how symbolism hooked be explored.It's not there Just so the director can say, â€Å"Look at this clever thing I did! † We sympathies for Craig because he's miserable and because the essence of a likable protagonist is that their reactions and feelings in some way reflect our own. Charlie Kaufman and Spike Zone know this. We sympathies with Craig loneliness, and his motivation to be happy with himself and his career, as the sadness is relatable. Being John Milkmaids also employs an incredibly bleak style, despite its humor (albeit tragic humor).Within most of the settings and to an extent, though post production, the color scheme of ever y scene is typically washed out, lifeless, and uninteresting. It's a representation of the Lotto's, Crag's, and Ammine's inner feelings and personal lives, which effectively stirs a feeling of despair inside of us. The world of Mammalian's mind however, is a stark contrast. Although the depictions of Mammalian's life isn't by any meaner exciting , the characters deliver such a raw desire manipulate it in some way, that it too invests us in the surreal world that is Craig plight.The same goes for many other Avian Garden techniques employed by Zone, techniques that incorporate comedy, isolation, and despair. Being John Milkmaids is an unconventional movie to say the least, which cleverly explores the relatable subject matter of identity. Spike Zone was able to achieve this through intensely tragic and bleak characters, their believable yet austere motivations, and symbolic and meaningful visuals. The culmination of these film techniques and the philosophical subject matter that is ide ntity has brought us an unconventional and metaphysical experience titled Being John Milkmaids.The genre of Avian Garden is evicted in a much less philosophical, more kick-ass manner in Scott Pilgrim vs.. The World, a comedy/action film co-written, produced, and directed by Edgar Wright, based off the comic series by the same name. Young and eponymous protagonist Scott Pilgrim lives in Toronto, Canada and plays bass for his band, Sex Bob-mob. He soon meets Ramona Flowers, a girl who recently appeared in his dreams. Scott promptly falls in love upon meeting her and is tasked with defeating her seven evil exes in order to be with Ramona. Scott Pilgrim vs..The World is a witty interplay of Tyler, delightfully unconventional storytelling, wicked cool fight scenes, as well as some pretty heartfelt moments. Edgar Wright manages to embody the Avian Garden genre in his unique directing, making full use of Bryan Lee Anomaly's tragic and entertaining characters from the comics, and Jam-packin g every scene with cunning references and symbolism. Oh, the symbolism. The entire movie is a call-back to old- school video games and comic books, with many tropes too, such as the alliteration in the names (Wallace Wells, Lucas Lee, Gideon Graves†¦ . Another trope is that Scott lays a game called Ninja Ninja Revolution in the first act, the heads-up-display elements and announcer of which appear during the final fight scene. Moreover, Mega Coot's (the manifestation of Coot's repressed flaws and callousness) appearance is also a call back to the fact that Scott can't beat ‘Mega Ninja' in the game. However, Scott does not fight Mega Scott, as by the end of the film, he earns the power of self-respect' and is able to accept the things he runs from, a nice way to incorporate humor into an important character development.When characters do eke it out however, each fight scene is a stimulating cascade of color and glorious video game sound effects, the style of each being inn ovative enough from the last so they are always thrilling, while at the same time, unconventional. Ramona actually retrieves an enormous hammer from her shoulder bag to battle on of the evil exes, one of many instances of video game logic, something Wright is very fond of. There are too many number references to count. As Scott fights the 7 evil exes, the scenes with each ex make many subtle references to their respective numbers.Lucas Lee, he second evil ex, points at Scott Pilgrim with 2 fingers, fights alongside his stunt doubles, and punches Scott two times upon approaching him. Todd, the third evil ex, has 3 solos in his bass battle with Scott, launches Scott through 3 walls with his vegan powers. And, the 7th evil ex, Gideon Graves, has his glasses broken with the crack resembling the number 7, and so on. Conversely, something more meaningful is the representation of the character's identities and feelings, a method of storytelling that doesn't actually tell, rather it shows.R amona is seen with her subspace' bag throughout the majority of the film, which represents her emotional baggage. Only when she stops repressing her feelings and past is she seen without it. She is also shown to color her hair differently throughout the three acts, pink representing sensitivity and romance, and green representing hope and harmony in the last. One could spend days analyzing the symbolism-drenched imagery and subtle visuals, further discovering the manner in which Scott Pilgrim vs.. The World clearly and cleverly epitomizes Avian Garden.The medium of films is able to depict a Tory in a linear and passive manner, which is why we watch them – to experience a story and be entertained. However, there is incredible potential to add to and defy the conventions of passive storytelling through the use of Avian Garden techniques. When this is applied to cinema, we experience a more meaningful, emotional, or thought-provoking tale, something that is now tantamount to exc ellent storytelling. Such storytelling is successfully represented in the films Being John Milkmaids and Scott Pilgrim vs.. The World directed by Spike Zone and Edgar Wright respectively.

Explain the Role of Effective Communication and...

Explain the role of effective communication and interpersonal interaction in a health and social care setting. Skilled communication plays a huge role in health and social care such as psychotherapy, counselling, medical and health care. Effective communication and interaction play an important role in the work of all health and social care professionals. For example, care professionals need to be able to use a range of communication and interaction skills in order to work inclusively with people of different ages and diverse backgrounds (1). According to Koprowska research shows experiences of service users using the service within these settings indicate that skilled communication for PR actioners has enabled them to build a working†¦show more content†¦This will build up relationship and trust between the care worker and the service user. Effective communication is also about communication with relatives, colleagues and other professionals to create a safe, welcoming and valuing work environment (3). For example, in a care home care workers need to have effective communication as it is important within the job role. This is because, when the service users family needs to know how their relative is getting on within the care home they would need to ask information from the care workers. Therefore, care workers need to have effective communication skills to be able to relate to service users family and tell them whatever they need to know about their family and that of the service user. Communication eases anxiety of the patients and eliminates more possibilities for mistakes, and lets each party know what is expected of them it also helps the care worker to communicate and use their skills to meets the service user’s rights and needs. In a care home, there are elderly people who may have speech difficulties, be hard of hearing, but the care worker should not use the effective communication skills too much because if the care worker speaks to one of the elderly which has hearing difficulties he must ensure he does not speak to loud as the elderly person may feel intimidated and may feel that the care worker isShow MoreRelatedOrganisational Theory230255 Words   |  922 Pageswhilst also maintaining a practical focus on why organization theory matters. I felt in good hands here, confident that I was being offered a deeply informed, reliable and intelligently constructed account. The opening chapter carefully and helpfully explains terms, including ‘theo ry’ and ‘epistemology’ that can form an unexplored bedrock to texts in the field. It then offers thoughtful, scholarly and well-illustrated discussions of prominent theoretical perspective, including managerialism and postmodernity Explain the Role of Effective Communication and... Explain the role of effective communication and interpersonal interaction within a health and social care setting By Ellena Hall Figure 1 Figure 1 Contents Page: Page 3: Introduction Pages 4-7: Main Text Pages: 8- 9 Conclusion Page: 10 Definitions Page: 11 Bibliography Introduction: I am writing this report to inform year 11 students about effective communication which can be used during work placement in a health and social care setting. This is due to concerns of students being nervous on arrival of work placement and communicating with patients/service users when they start the course. Therefore this report is to help prepare them with different forms and techniques of effective communication and†¦show more content†¦However, it is not always down to the form, or skills you use when communicating, this is because, as long as the service provider can communicate effectively and be an active listener so communication can flow and all involved can understand the topic of communication. There are two main contexts in which we communicate; formal and informal. In the context of communicating formally we communicate using; Standard English, correct grammar, corrects posture, eye contact and good pronunciation. We often communicate formally when communicating with someone of a higher authority; this shows that you respect their higher position; this is more likely to be in a formal setting such as a work place or educational establishment. However when communicating informally we use different skills such as; use of slang (informal English), more relaxed posture and general chit chat. We often communicate informally when communicating with someone who is familiar e.g. a friend. This is more likely to be in an informal and relaxed setting such as in the playground or in town. Interpersonal skills are the life skills we use every day to communicate and interact with other people, both individually and in groups. People who have worked on developing strong interpersonal skills are usually more successful in both their professional and personal lives. Interpersonal skills are not just important in the workplace, our personal and social lives canShow MoreRelatedUnit 1 Communication1302 Words   |  6 PagesDIPLOMA IN HEALTH AND SOCIAL CARE LEVEL 3. Unit 1. Developing effective communication in health and social care. Explain the role of effective communication and interpersonal interaction in a health and social care context. 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It is useful in many different ways and situations, for example; if the service user had vision impairments, it is important that the professional speaks loud and clearly pronunciating properly however is not patronising in any way making the service user feel uncomfortable. This gets important information, suchRead MoreThe Theory Of Goal Attainment1481 Words   |  6 Pageswhich pertain to the individual, Interpersonal Systems which pertain to small groups, and Social Systems which pertain to the society as a whole. King saw these three interacting systems as part of the larger decision making process of human beings (Frey et al, 2002). The Theory of Goal Attainment is a middle range theory derived from King’s Conceptual System. The Theory of Goal Attainment focuses on the interactions between the personal, interpersonal, and social systems. 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