Virtual Reality :: essays research papers

When a sound source is visible and auditory cues battle with visual cues, mass always predominates over audition. When a sound source presents no visible cues, the most important role of vision is in the monitor of head movements. The visual field provides important feedback about the nature and degree of head movement so that deliberate disturbance to the visual field causes meaningful disruption in the ability to localize and invisible sound source. This is essential in ensuring the success of practical(prenominal) reality. All the applications of the technology of television have been dominated by entertainment. Because of this, the vast majority of televised scenes have been of familiar landscapes domestic rooms churches courtrooms and even the open prairie. In each case, the viewer is able to bring a vast amount of his or her experience to bear in interpreting the missing third dimension. However, as applications of television broaden to include queers for molecular mold ing programs for surgery for instance, the televised scenes become unfamiliar and interpretation of the depth cues become more difficult. Just as in the cinema, the human eyes persistence of vision means that we experience consecutive still images as a continuously flowing moving image. But, despite constant development in video display technology (better colour, higher definition images etc.), all television systems present a completely flat 2-D image. Therefore, it is essential to understand various techniques used by virtual reality engineers to ensure a realistic visual stimulation. Depth Enhancement TechniquesMany applications of television technology, which would benefit from conventional 2-D display to 3-D systems, are deprived of this transformation due to other considerations. Nature has solved the lack of binocular vision in animals not equipped with two forward-facing eyes by furnishing them with a mechanism for extracting depth information from motion parallax cues. Huma ns cannot do this without artificial aid and so require the assistance of video depth enhancement systems exchangeable the Pulfrich Effect and Depth Enhanced Vision (DEV). The Pulfrich Effect is named after a nineteenth century discoverer who noticed that if a neutral density penetrate is placed over one eye, a swinging pendulum reckons to swing in an ellipse. Depending on the direction of motion, objects on a video screen also appear to recede into the screen or advance out of the screen. This effect is due to the filter that causes the brain to process two identical retinal images at unlike speeds, which results in motion parallax being misinterpreted by the nervous system.

Doubling in Kyds The Spanish Tragedy :: Spanish Tragedy Essays

Doubling in Kyds The Spanish Tragedy The Worlds Classics version of Kyds the Spanish Tragedy has more than fifty-three roles*. This number can go a lot higher depending on the exact number of plural parts the director decided to allot. In other words, the script may read simply nobles, or attendants and the reader can not be completely sure of the number of people referred to. If the performing company was limited in players, there may be only ii knights but if the director had a large cast he may send in six. This means, after working on the double possibilities for three weeks, I can not be one hundred percent sure of which characters were played by whom because I do not contend exactly how many parts I am trying to fill. Add that to the fact that there are some parts which only show up once in the whole play and share the stage with only one person. These particular roles can be played by almost anyone in the cast. thitherfore, I paired up as many roles as I thought were nec essary and left the rest to find an purchasable player to reward them. In order to pair up some of the parts, the minimum number of players needed to be known. This will determine how many cast members had to be available not just for doubling but for staging the scene with the most roles at one time. This would be scene four in Act one. There is a minimum of twenty-two roles that need to be filled. Minimum because there are three plural roles Spanish nobles, Trumpeters, and Attendants (Kyd, 2), which means at least two of each, and sixteen roles with individual titles. Thirty-one roles were then left to be divided amongst the cast as double parts and, in some cases, triple parts. These be roles can not just be handed out randomly though. There are two basic guidelines used to determine who gets what parts (1) An instrument must play the same role throughout the entirety of the play and, (2) Two characters meeting in a scene can not be played by the same actor since it is im possible for one player to be in two different places at the same time. (unixg.ubc.ca) The attached chart shows all the meetings of characters in The Spanish Tragedy.

The theatrical works of 5C Athens represent a very significant advance on Homers Iliad :: Ancient Greece Greek History

The theatrical kit and boodle of 5C Athens re boon a very significant advance on Homers IliadIt is sticky to compare the works of Aristophanes and Homer, and make a decision as to whether or not Aristophanes plays are more locomote than Homers writing, as they serve a several(predicate) purpose and are told conpletely differently. Aristophaness stories are meant to be performed in the form of a play. Homers Iliad is an epic, and through his language the reader can only picture the scene. They cannot be compared as such, but we whitethorn pass judgment on whether the works of Aristophanes has advanced in quality, in relation to Homers Iliad. Literature reflects the circumstances of the times by providing a social and policy-making commentary. This commentary is represented by Aristophanes, one of the trump known tragic and comic poets of the fifth and fourth century B.C. As Hellenic society became more sophisticated a new type of poesy arose among the Greeks. Unlike Homer, auth ors of this lyric poetry sang not of legendary events but of present delights and sorrows. This new note, personal and passionate, can be seen in the works of Aristophanes, in which the contrast between the new values and those of Homers heroic age is sharply clear. By the fifth century B.C. in Athens, two distinct forms, tragedy and comedy, had evolved. acceptation from the old familiar legends of gods and heroes for their plots, the tragedians reinterpreted them in the light of the values and problems of their own times. Comedies were vulgar and lively. there were no laws against libel or obscenity in Athens, so political satire became a favorite subject of the comedians. Aristophanes, the most famous comic-dramatist, brilliantly satirized Athenian democracy as a mob led by demagogues. A favorite target of his was the political leader Cleon - he based several of his plays about him. Yet he also put intelligent messages between his jokes. For example, in his play Lysistrata, the women of Greece stop the Peloponnesian War with a sex boycott, refusing to sleep with their husbands until they represent to end the fighting thus, he could advocate peace and womens rights in the alike(p) story. By allowing such coarse humor even in difficult times, the Athenians may have shown us why Athens remained a cultural nerve centre after its best years ended they were never afraid of the truth, and could always antic at themselves.The theatrical works of 5C Athens represent a very significant advance on Homers Iliad Ancient Greece Greek HistoryThe theatrical works of 5C Athens represent a very significant advance on Homers IliadIt is difficult to compare the works of Aristophanes and Homer, and make a decision as to whether or not Aristophanes plays are more advanced than Homers writing, as they serve a different purpose and are told conpletely differently. Aristophaness stories are meant to be performed in the form of a play. Homers Iliad is an epic, and through h is language the reader can only picture the scene. They cannot be compared as such, but we may pass judgment on whether the works of Aristophanes has advanced in quality, in relation to Homers Iliad. Literature reflects the circumstances of the times by providing a social and political commentary. This commentary is represented by Aristophanes, one of the best known tragic and comic poets of the fifth and fourth century B.C. As Greek society became more sophisticated a new type of poetry arose among the Greeks. Unlike Homer, authors of this lyric poetry sang not of legendary events but of present delights and sorrows. This new note, personal and passionate, can be seen in the works of Aristophanes, in which the contrast between the new values and those of Homers heroic age is sharply clear. By the fifth century B.C. in Athens, two distinct forms, tragedy and comedy, had evolved. Borrowing from the old familiar legends of gods and heroes for their plots, the tragedians reinterpreted them in the light of the values and problems of their own times. Comedies were vulgar and lively. There were no laws against libel or obscenity in Athens, so political satire became a favorite subject of the comedians. Aristophanes, the most famous comic-dramatist, brilliantly satirized Athenian democracy as a mob led by demagogues. A favorite target of his was the political leader Cleon - he based several of his plays around him. Yet he also put intelligent messages between his jokes. For example, in his play Lysistrata, the women of Greece stop the Peloponnesian War with a sex boycott, refusing to sleep with their husbands until they agree to end the fighting thus, he could advocate peace and womens rights in the same story. By allowing such coarse humor even in difficult times, the Athenians may have shown us why Athens remained a cultural center after its best years ended they were never afraid of the truth, and could always laugh at themselves.

The Red Badge of Courage: A Coming of Age Novel Essay -- Character Ana

A solider is a solider in anytime. Whether he is a solider fleck off the British in the American Revolution, or a solider fighting against his own in a civil struggle. Many of the experiences and feelings are the same. Have you perpetually wondered what it is like being a solider? Have you ever wondered about a soldiers feelings as he faces battle for the first time? Stephen exsert shows us in The Red Badge of Cour develop, a character, Henry Fleming, an average young recruit in the Civil War. Fleming comes to realize that when it comes to war what he expects is different from what he moldiness come to except. Stephen hold out was born shortly after the Civil War which may have influenced his writing of The Red Badge of Courage, which some critics view as a coming of age novel.Stephen exsert was born shortly after the Civil War on November 1st 1871, in Nework New Jersey (Miller 285). The Crane family had fourteen children, Stephen Crane being the last (285). According to a short biography of Stephen Cranes early years, by the time Crane had reached the age of three he had already taught himself to read and right. At the age of four Crane had read James Fenimore Coopers novels. These novels had been past down by his brother, who had to sneak the novels into the strict Methodist household. According to Ray Miller, the Crane family moved to Port Jervis, New York in 1878, but two years later pronounced the death or Cranes father. Cranes mother then moved the family to Asbury Park, New Jersey where Stephen Crane began to excel in worldly concern schools (285). Cranes first short story was not published until after his death, which was called Uncle Jake and the Bell Handler written in 1885 (285). At this time Crane enrolled into Pennington Se... ...ience what it is like to be a hero (shaw 418). As The Red Badge of Courage comes to its conclusion the cowardly youth to a courageous hero. Fleming centre on his hate and desire to smash the glittering smile of victory that was seen on his enemys face (Blair).Author Stephen Crane attended some schools through out his life, but writing came to be his profession. The Red Badge of Courage, Cranes most successful novel, was considered one of the first forms of realistic war fiction written on the Civil War. Some critics say that the unknown battle in Chancellorsville influenced Crane to write this novel. Through out the novel Cranes shows how Henry Fleming transformed from a cowardly teenage recruit to a hero of war. This novel proved that any soldier, whether he is a police sergeant or private, can pull through at the right moment, and be seen as a hero.

Planets and Solar System Essay -- Science Astronomy Astronomical Essay

Planets and Solar SystemA planet is a celestial body that revolves around a central star and does not shine by its own light (Grolier, 1992). The only planetary system that is know to man is our solar system. It is make up of nine planets which range in size and make-up. The nine major planets in our solar system are mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, Neptune and Pluto. in that respect are also m any(prenominal) opposite minor planets which are also in our solar system, but they are unimportant compared to the nine major planets. In this paper I will handle the planets and how they are each unique. quicksilver which is the planet that is closest to the sun is the first planet I will discuss. Mercury is the smallest of the inner planets. It is speculated that the heat from the sun made it impossible for the gases present to become part of the planetary formation. The sur plaque of Mercury is extremely hot. It is approximately 470 degrees celsius on the surfa ce and is thought to be even hotter at the two hot spots. These hot spots are on opposite ends of the equator. It is the heat of the surface that makes it impossible for Mercury to have any type of atmosphere. Mercury orbits the sun once all 88 days and has a true rotation period of 58.6 days. It is the closest planet to the sun and therefore orbits faster than any other planet (Thompson/Turk, 542, 1993). It is said that Mercury rotates three times for every two trips around the sun, so that during every alternate perihelon passage the same face points directly at the sun. Geologically, the virtually remarkable features of Mercury are compressional cliffs or faults, just the sort of wrinkles that might form in the crust if the interior of the planet shrank slightly (Morrison, 74, 1993). It is speculated that it was the solidification of Mercurys metallic core that caused this global shrinkage. Mercury is also . . . enriched in metal or depleted of rock (Morrison, 74, 1993 ). It is also believed that some of the inner core of Mercury is still in a fluid state. Scientists also believe that Mercurys surface is made partially of silicate rock. The best way to describe Mercury is, . . . small, heavily cratered and airless (Morrison, 71, 1993). Venus is the second closest planet to the sun and is said to . . . most closely resemble Earth in size, density, and... ...n see the planets of most importance are the ones closest to the sun and Earth. Little is known about the far off planets therefore it is hard to give them full recognition. Much is known about Mercury, Venus, Earth, Mars, Jupiter and Saturn. The other three planets are not as well known as these six are. Whether more planetary systems exist doesnt really matter. There are still plenty of things we dont understand about our own solar system. Scientists will have their work cut out for them in the future. Each and every planet has distinct differences and that helps show us how truly great Go d is. The planets will never fully be understood and will always be a great topic of discussion. Works Sited Cattermole, P. (1995). Earth and Other Planets. New York Oxford University Press. Grolier Electronic Publishing, Inc. (1992). Hunt, G. & Moore, P. (1983). Atlas of the Solar System. Chicago Rand Mc Nally & Company. Morrison, D. (1993). Exploring Planetary Worlds. New York scientific American Library. Thompson, G. & Turk, J. (1993). Earth Science and the Environment. New York Saunders College Publishing & Harcourt Brace College Publishers.

Planets and Solar System Essay -- Science Astronomy Astronomical Essay

Planets and Solar SystemA orbiter is a celestial body that revolves around a central flair and does not shine by its own light (Grolier, 1992). The only planetary system that is known to man is our solar system. It is made up of nine planets which take off in size and make-up. The nine major planets in our solar system atomic number 18 quicksilver, Venus, solid ground, Mars, Jupiter, Saturn, Uranus, Neptune and Pluto. There ar also many different minor planets which are also in our solar system, but they are unimportant compared to the nine major planets. In this paper I will discuss the planets and how they are to each one unique. Mercury which is the planet that is closest to the sun is the first planet I will discuss. Mercury is the smallest of the inner planets. It is speculated that the heat from the sun made it impossible for the gases certify to become part of the planetary formation. The surface of Mercury is extremely piquant. It is approximately 470 degrees cels ius on the surface and is thought to be even hotter at the two hot spots. These hot spots are on opposite ends of the equator. It is the heat of the surface that makes it impossible for Mercury to have any type of atmosphere. Mercury orbits the sun formerly every 88 days and has a true rotation period of 58.6 days. It is the closest planet to the sun and therefore orbits faster than any other planet (Thompson/Turk, 542, 1993). It is said that Mercury rotates three times for every two trips around the sun, so that during every alternate perihelon passage the same face points directly at the sun. Geologically, the most remarkable features of Mercury are compressional cliffs or faults, just the sort of wrinkles that might form in the crust if the interior of the planet shrank slightly (Morrison, 74, 1993). It is speculated that it was the readiness of Mercurys metallic core that caused this global shrinkage. Mercury is also . . . enriched in metal or depleted of rock (Morris on, 74, 1993). It is also believed that some of the inner core of Mercury is unchanging in a fluid state. Scientists also believe that Mercurys surface is made partially of silicate rock. The best way to describe Mercury is, . . . small, heavily cratered and close (Morrison, 71, 1993). Venus is the second closest planet to the sun and is said to . . . most closely resemble Earth in size, density, and... ...n see the planets of most importance are the ones closest to the sun and Earth. Little is known about the far off planets therefore it is hard to give them full recognition. Much is known about Mercury, Venus, Earth, Mars, Jupiter and Saturn. The other three planets are not as well known as these six are. Whether more planetary systems exist doesnt really matter. There are still plenty of things we dont understand about our own solar system. Scientists will have their work cut out for them in the future. Each and every planet has clean-cut differences and that helps show us how truly owing(p) God is. The planets will never fully be understood and will always be a great topic of discussion. Works Sited Cattermole, P. (1995). Earth and Other Planets. New York Oxford University Press. Grolier Electronic Publishing, Inc. (1992). Hunt, G. & Moore, P. (1983). Atlas of the Solar System. Chicago Rand Mc Nally & Company. Morrison, D. (1993). Exploring Planetary Worlds. New York Scientific American Library. Thompson, G. & Turk, J. (1993). Earth Science and the Environment. New York Saunders College Publishing & Harcourt Brace College Publishers.

Critique Of Pure Reason Essay

Immanuel Kant published his carry the Critique of Pure reason in 1781 it could be noted that he used old forge and theological words in writing this particular book. According to most of the readers, his book was a difficult book because it was full of complicated terminologies however, because of the fact that the informations presented there are all beneficial, the said reading material has been one of the most sough after reading by several professors of philosophy and reasoning subjects.Kant had written the Prolegomena to Any Future Metaphysics after two years so that his readers will fully understand his book the Critique of Pure Reason because of its preempted complication as thought by the readers. Prolegomena is much shorter and much approachable when it comes to the style of writing compared to the Critique of Pure Reason. The authors aim in writing the Prolegomena is to be able to specify the limit as well as the scope of the Critique of Pure Reason book. About the Book Kants philosophical regularity is under transcendental idealism, this is a philosophy, which is concerned with the priori, or intuitive basis of knowledge is through experience or in other words his philosophical method is mystical or supernatural. In the critique of unpolluted Reason, Kant made an effort to create a science of metaphysics, mathematics, and even Physics. Summary and Content This book primarily talks closely the different kinds of philosophy, different meanings, and brief definitions to the principle of science that leads to a brief argumentation of the authors theory and perspective.The major role of pure reason is to explore the power, and to study the limits of reason, this will leads to the extensive examining of the various activities of the mind. There are many activities considered in the article, some of it are the brief explanation about the study that the mind can receive information, which is not provided by the senses, and also that the mind can usuall y arrange sensory experience.The foundation of knowledge is truly huge it can create various ideas that can be beneficial in part of philosophical theory to easily understand the theories and perceptions given by Kant some of his examples regarding to his subject was given greater explanation. But Kant wanted to transform nature of reality and including the relationship between mind and matter into science thus in this situation it really awakes the power of speculation.Critique and Analysis In greater thinking by exercising and exploring knowledgeable things it always created critical chiding but in the same time developing its substance regarding to the philosophy and science, this will introduced different meaning as well as understanding to the society. The crop of writing of Kant primarily made this notion possible to occur. Reference Immanuel Kant. (1999). Critique of Pure Reason. Cambridge University Press.

Demonstrate the persistence of Wordsworthian ideal of country folk Essay

Demonstrate the persistence of Wordsworthian ideal of boorish phratry, electric shaverhood and natural education in the two texts that you have chosen.Critical Es plead by Rachel Gowland.Wordsworth, as a poet of the romantic era, had s incessantlyal themes, which contribute to this title. This essay will be looking at these themes and disc all overing whether they have any relevance in the texts studied. These argon, the Secret Garden and Goodnight Mr Tom.The preference for rural life and its people was at the height of fashion at the m of Wordsworth. Social reformers such as Rousseau talked about the noble savage and the sylvan idyll was an accepted theme for artistes and poets a standardized. While the social revolutions may have changed by the m the texts were written, the ideals are still continued to some degree.Wordsworth had many sympathies with the victims and vagrants that wandered in the cities and the countryside. Many of his short poems were portraits of simple ru ral people, intended to illustrate the nature of these folk and their basic experience. Poems such as Michael (1880) have the graphic symbols almost fused with their natural sur pear-shapedings. In Michael, patience and tenderness are the key features of the gaga mans character. thither is strength and a natural affinity to the hills and fields in which he lived and worked. 1The Secret garden is almost a glorification of rustic folk and their simple way of life.Mary Lennox first encounters Martha, who gives her glimpses of a simple life quite alien to her.Theres twelve of us an my give only gets sixteen shilling a week. I can tell you my m separates put to it to get porridge for em all. They tumble about on th tie up an play there all day an mother says th air of th moor fattens em. (Page 32) 2Through Martha, she begins to emerge from her egotistical former self. She starts to depend about others rather than herself.Thank you. She said it stiffly because she was non used to t hanking people or noticing that they did things for her (Page 71) 2Martha appears a particularly content and dignified individual, who takes gazump in her work and her family. She treats Mary as an equal in many shipway and is amazed by Marys colonial pride. Marthas playing area good sense is treated with respect by dint of with(predicate)out the book and her dialogues with Mary often bring about great changes in her young charges positions.It was not the custom that Mistress Mary should do anything but stand and allow herself to be dressed like a doll, but in advance she was constitute for breakfast, she began to suspect that her life at Missthlewaite Manor would end by teaching her a number of things quite new to her. (Page 32) 2Marthas is described as an untrained Yorkshire rustic who was not trained to be subservient and had no notion that she should be. In this way she becomes an emboldened character, who inspection and repairs Mary to grow through her quetch sense.Ma rtha was obviously trained soundly by her mother who also is a rustic woman. She is almost the guiding hand in the background, helping Mary, and later Colin, to transform. Her wisdom shines through Martha and Dickon and all the principles held in family life.Hers is the good mother, the mother earth in Wordsworths poems. The respect for her and her kind shines through in the text as it does in the poems, through the voice of the narrator. She is again a considered equal in the narrators eyes to all who she comes into contact with. This makes it possible for her to contact Colins fuss and speak to him about his charges. I sent for you today because Mrs Sowerby said I ought to rule you. (Page 112) 2The idea of simple sense and country wisdom is turn up right in the text. It is the uneducated, untrained folk in the text who can see through the external ugliness of Mary and Colins characters to the beauty that lies beneath. And it is the country folk who unlock these children from their past to an almost redemption.This celebration of rural life and the people can also be seen in Good night Mr Tom. The events that devolve in allows life in the city are overcome by the calm everyday life of the country and its folk.The main character in Wills life is Tom who exudes this country wisdom and good sense. Will takes to heart Toms thoughts when persevering with a new task like learning to ride a bicycle.He could hear his Dads words over and over again in his level. Takes yer time, everythin as its own time. (Page 291) 3Tom guides Will through his life events, helping him to come to terms with all that life throws at him. This is in marked contrast to the ideas of the psychologist, Mr Stelton, whom they both(prenominal) encounter in the hospital when Will is rescued. Toms ideas of healing through fresh air, hard work and simple country life are in conflict with the ideas of analysis and treatment.Even the appearance of Tom as a gruff, solid but warm-hearted ind ividual is different to the description of Mr Stelton.Tom was well into his sixties, a healthy robust, stockily built man with a head of thick white hair. (Page 10) 3In contrast toThe man was going bodacious and the hair that remained was of a thin texture. His skin was as white and shiny as a cloistered nun. He gave Tom a bland smile. (Page 217) 3The psychologists educated ideas appear foolish in response to Toms good sense.As in The Secret Garden the figures of authority and city education are made to look ignorant in response to the wisdom of characters such as Mrs Sowerby and Tom.The characters in the village of Little Weirworld are copious of warmth and sincerity, with a genuine sense of confederacy that includes every single in their midst. Their simple pleasures and way of life helps them maintain a sense of calm dignity and virtual(a) sense, even in time of crisis. When Mrs Hartridge received a telegram, it was with care and concern that the villagers arranged for someon e to be there when she received it.This contrasts sharply with the lack of kindle shown by the people in the district where Will originally came from.She keeps herself to herself. Bit of a madam. Thinks shes a bleedin saint if youll excooth me languid. She does night shifts so I arrogatet never see her. I live next door yer see. Mind you, I dont arf hear some funny noises. in truth funny. (Page 203) 3Tom is ridiculed by the city folk for his accent and intention, but they appear very flippant and foolish when the full story is uncovered.Id like to git my hands on that women, the warden growled furiously. His pride had been shaken badly. It was embarrassing to have them think he didnt know his job. (Page 207) 3once more, it is the simple country folk in the text who can see through the external ugliness and weakness to the beauty that lies beneath. And it is the country folk who unlock Will from his past.Wordsworth and his contemporaries, viewed childhood as a time of great innocen ce and joy. A time when new experiences are welcomed and emotions and senses are at there most responsiveThere was a time when meadow, grove and streamThe earth and every common sight,To me did seemApparelled in celestial light,The glory and freshness of a dream. (Line 1-5) 4They viewed the child as a redeemer of the adult with their innocence and freedom of mind and spirit.In the Secret Garden, the children can be seen to hold the key to all wisdom. Martha plays an central part in helping Mary to grow into a whole human being.He wouldnt like me. Said Mary in her stiff, wintry little way. No-one does.Marta looked reflective again.How does tha like thyself? (Page 61) 2In the same way Mary then passes on her newfound wisdom to Colin and they both look to Dickon to brandish their experience. It is Dickon who becomes the real redeemer. He exudes healthy childhood wholesomeness.A son was sitting under a tree, with his back against it. He was a funny looking boy about twelve. He looked very clean and his nose turned up and his cheeks were as red as poppies and never had Mistress Mary seen such round and such blue eyes in any boys face. (Page 92) 2He makes Colin believe that he can get well and walk. His positive calm attitude clears the gloom from Colins mind and he begins to believe in himself.When tha stops bein afraid thalt stand on em, Dickon said with renewed cheer. An thalt stop bein afraid in a bit. (Page 206) 2Once Mary and Colin finally learn to become children again they can then redeem Colins father. He begins to wonder whether he can have a relationship with his son but has many doubts. Colin changes this by becoming a positive character that is not afraid of the future tense or his health any much. In this way he heals himself and also his father.It seemed actually like the laughter of young things, the uncontrollable laughter of children who were trying not to be heard. (Page 272) 2AndHe said it all so like a healthy boy-his face flushed, his word s tumbling over each other in his eagerness- that Mr Cravens shook with unbelieving joy. (Page 274) 2The child as a redeemer can also be seen as a theme in Good Night Mr Tom.Will looks at Tom through the eyes of a child and as such does not see the gruff exterior that the villagers have seen for the forty years since his wife died.Will brings memories of his wife flooding back but with them comes healing.Tom stood behind him and stared over his head into the shop. He remembered how Rachel used to spin with delight in there. (Page 57) 3Tom learns how to socialise again through necessity and becomes a member of the village community once more.Mrs Fletcher looked steadily into his eyes. His forehead had lost its old furrowed look. The deep pitted wrinkles had softened outwards. Behind his scowling manner was a kindly old man and if it hadnt been for the arrival of a rather insipid little boy, she might never have known, nor might anyone else for that matter. (Page134) 3He responds emot ionally to Will in ways that have been closed off for a long time.He called me Dad, he whispered croakily into the darkness. He called me Dad. And although he felt overwhelmed with happiness, the tears ran taciturnly down his face. (Page 288) 3In the same way, Will has his own redeemer in the shape of Zach, who teaches him to like himself and believe in his own abilities. As Martha and Dickon, Zach is a positive thinker who believes anything is possible. Will had lived all his life with criticism and blame, and Zach and Tom gave him back his self-esteem.Willie almost dropped the clod of earth he was holding. No one had ever said they liked him. Hed always accepted that no one did. Even his mum said she only liked him when he was mollify and still. For her to like him he had to make himself invisible. (Page 77) 3In this way both Mary Lennox and Will are similar, in that they have to learn to love themselves before they can be loved in return or learn to respond to others around th em.It seems clear that the theme of natural education is persistent in both texts.In the Secret Garden there is a distinct lack of formal education in all the children encountered. Mary had a serial of governesses but learnt by her own volition, because she chose too.Her education almost begins again when she reaches Misstlethwaite Manor. Through Martha and Dickon she learns how to explore, imagine and play. She begins to discover the simple pleasures of play.The skipping rope was a wonderful thing. She counted and skipped, and skipped and counted, until her cheeks were quite red, and she was more interested than she had ever been since she was born. (Page 71) 2At first alone and then with Colin she explores the garden and her curiosity and thirst for knowledge begins. The awakening of the garden itself mirrors her awakening. They learn through this almost holistic approach, that through the garden and nature they become physically, socially and emotionally aware.Again it is Dickon who inspires them with his positiveness and his knowledge. Dickon, has little formal education but has a wealth of knowledge which appears to be much more useful than the facts leant in a classroom. He is a pure Wordsworthian invention.Do you understand everything birds say? said Mary.I think I do and they think I do, he said. Ive lived on th moor with em so long. Ive watched em break shell an come out an fledge an learn to fly an begin to sing, till I think Im one of em. (Page 95) 2His mind is unfettered and unspoilt by a formal education, especially one that almost encourages passive learning i.e., the vessels to be filled approach, over active exploration and discovery.Mary and later Colin learn to become independent and active thinkers.Colin saw it all, watching each change as it took place. Every good morning he was brought out and every hour of each day when it didnt rain he spent in the garden. He would lie on the corporation watching things growing, he said. If you watche d long enough you could see the buds unsheathe themselves. (Page221) 2This positive attitude to learning and education can also be seen in Goodnight Mr Tom. Will has a formal education, but has to grow in spirit to progress in the mind. Again its the positiveness of the people and surroundings that help him to a new confidence.Well begin this evening, he said sharply. That do?Wot?Learnin to read and write. Ill teach you to write yer own name for a beginnin. (Page 102) 3His measure of growth and change correspond to when he is with nature. He makes friends and begins to learn how to interact whilst picking blackberries. He becomes more relaxed and confident whilst on holiday by the sea.Again there is this almost holistic approach as Will improves physically, mentally and emotionally. He is able to express himself through art and then acting as his confidence grows. Finally through nature and physical expenditure he is able to come to terms with the grief and loss in his life.In both texts the children are changed by the country folk around them and the ideals and life that they uphold. These rustic folk become educators and healers through their wisdom and plain good sense. The children bloom through a newfound confidence and most importantly an acceptance of oneself. Once this happens they can then consciously and unconsciously redeem the adults around them. In these ways the Wordsworthian ideals are prevalent throughout the texts.BibliographyENGLISH ROMANTIC VERSEPENGUIN BOOKS1986.FROM BLAKE TO BYRON BORIS FORD PENGUIN BOOKS 1982.THE SECRET GARDEN FRANCES HODGESON BURNETT PENGUIN CLASSICS 1995.GOODNIGHT MR TOM MICHELLE MAGORIAN PUFFIN BOOKS 1981.ROMANTIC CRITICAL ESSAYS DAVID BROMWICH CAMBRIDGE UNIVERSITY PRESS 1987.beyond ROMANTICISM ROUTLEDGE 1992.LITERATURE, EDUCATION AND ROMANTICISM ALLAN RICHARDSON CAMBRIDGE UNIVERSITY PRESS 1984.

Autism: Identification and Characteristics

Autism spectrum dis articulate (ASD) and autism ar both general terms for a group of complex disorders of mastermind sirement (Unknown, 2013). However, there argon multiple definitions of Autism spectrum disorder and autism. The two most accepted definitions are those outlined in IDEA and the Diagnostic and Statistical manual(a) of Mental Disorders, The IDEA definition of ASD and Autism has these disorders characterized by difficulties in social interaction, verbal and nonverbal communication and academic performance, that can be observed prior to the peasant turning three years of age.According to the Diagnostic and Statistical Manual of Mental Disorders, these disorders are grouped under Pervasive Develop noetic Disorder. These disorders allow in, but are not limited to, autistic disorder, Rett syndrome, childhood disintegrative disorder, and Asperger syndrome (APA, 2000). Characteristics of Autism or ASD include difficulties in phrase development, ranging from no verbal com munication to complex communication, delayed language development, and echolalia.Echolalia is the uncontrollable and immediate repetition of words spoken by another person or sounds in the surrounding environment. It also includes difficulties in Social Development. These difficulties include delays in social interactions and social skills such as, im couple uped use of nonverbal deportment, lack of peer relationships, failure to spontaneously share enjoyment, interests, and achievements, as well as a Lack of reciprocity. Autism and ASDs are also characterized by repetitive behavior such as obsessions, tics, and perseverations.Those diagnosed with Autism or ASD are also said to display task behavior such as self-injurious behavior or aggression, a need for environmental predictability, symptoms of sensory and movement disorders, as well as, symptoms of Savant Syndrome. Savant Syndrome is a rare condition in which persons with various developmental disorders, including autistic dis order, bind astonishing islands of ability, brilliance or talent in areas such as the delicately arts. Many savants are also very good with look oning facts such as phone numbers or birthdays, after only believeing them a few imes. Causes and Prevalence The pillow slips of autism range from different aspects. Some peoples perspective about it comes from history which is where the phrase refrigerator mothers comes from. Refrigerator mothers were women who were emotionally frigid to towards their children, showing their children lilliputian to no affection whatsoever. However, in the 1970s, researchers had established that autism is caused by brain or biochemical dysfunction that occurs before, during, or after birth.Today, parents are not seen as the cause of their childs autism, but as partners with educators when helping solve their childs problems. The biomedical causes show that a child that has a sibling is 10 times more likely to develop autism than a child that does not have any siblings. There also seems to be a connection between environmental factors and genes. Parents also report that they see regression in their child directly following an immunization. But with this being said, parents also see a regression in their unvaccinated children.If a pair of identical twins share the same gene, and one has autism, then 9 out of 10 times, the other twin has autism as well. Researchers believe that the biggest causes of autism are vaccinations, environmental exposures, pesticide exposure, parental age, pharmaceuticals, freeway proximity, and limited prenatal vitamin intake. The prevalence of autism suggests a range from 10 to 60 per 10,000 children. Principles of Effective Instruction and Assessment of Progress There are different kinds of effective instructions in order to help out the child that is diagnosed with Autism.Some of the strategies include keyword, pegword, and letter. Keyword strategies teach students to link a keyword to a impudent word or concept to help them remember the new material (Turnbull, Turnbull, Wehmeyer, Shogren, 2013). This allows the Autistic children understand and learn the material a lot easier. Pegword system helps students remember numbered or ordered information by linking words and numbers that rhyme (Turnbull, Turnbull, Wehmeyer, Shogren, 2013). This strategy is great for students to visual the objects being represented.The last strategy is the letter strategy employs acronyms or a string of letters to help students remember a list of words or concepts. Recalling the acronym helps them recall the list or sequence. (Turnbull, Turnbull, Wehmeyer, Shogren, 2013). The Autism Screening legal document for Educational Planning (ASIEP-2) has five components or subtests that enable educators to evaluate a students capacity across communication, social interactions, behavior, academic content, and other domains. (Turnbull, Turnbull, Wehmeyer, Shogren, 2013).The behavior checklist is used as a scr eening tool to identify the need for further assessment to determine whether the student has autism. (Turnbull, Turnbull, Wehmeyer, Shogren, 2013). These assessments can be used at home and during school hours. These methods are very effective for an Autism child. The technology and methods continue to grow and change for this disability. This particular disability has become more prominent indoors the United States each and every year. Researchers are becoming more and more familiar with Autism allowing those that have it able to have more help.The progress of this disability has quick increased as well as the technology for Autism. Family Issues Autism does not only affect the child, but autism also affects the parents of the child as well. Parents or guardians of children with ASD must identify their childs needs as their primary focus. When parents with autistic children put their full attention in being a caregiver to these children sometimes this adds strive on their marr iage, other children, finances, and personal relationships and responsibilities.Also when having a child with ASD with siblings there may be some lack of attention for the other children in the family. In saying this, it is the parents job to best respond to the need of the family as a whole in able to show an equal meat of love to each child. Transition into Adulthood Children with autism are just like children without autism. They grow up wanting to make something of their lives, wanting to attend college, to get married, have a family, ect. Having autism makes dreams and goals harder, but not impossible.Young adults on the autistic spectrum may qualify academically for college, but may not be able to keep other aspects of college life. Also when it comes to employment also depending on the severity of his or her symptoms many organizations hire extra help for adults with autism and other disabilities for pay in order to help them grow as a person and help to work everyday tasks . Just little things like going to college with the help of an assistant or having a small job helps to better them and help to make their transition into adulthood smoother and simpler.ReferencesAmerican Psychiatric Association. (2000). Diagnostic and statistical manual of mental disorders DSM-IV-TR. Washington, DC. American Psychiatric Association. Pelt, J. (2008, September/October). Autism Into Adulthood-Making the Transition. Retrieved from Social Work Today http//www.socialworktoday.com/archive/090208p12.shtml Turnbull, A., Turnbull, R., Wehmeyer, M. L., Shogren, K. A. (2013). Exceptional Lives Special Education in Todays Schools. Boston. Unknown. (2013). Family Issues. Retrieved from Autism Society Improving the Lives of All stirred by Autism http//www.autism-society.org/living-with-autism/family-issues/ Unknown. (2013). What is Autism? Retrieved from Autism Speaks http//www.autismspeaks.org

Children should stay in school

With the increasingly fierce competition in modern society, people film to make all the efforts to learn new things, acquire new skills and continuously adapt to the fast- developing world since childhood. Most people believe that children should be taught not only the lessons in the classroom but also sports, music and other skills at school, like how to work with other students and how to organize their studies by themselves, etc. However, some other people claim that children should not be living under too much pressure. The question is Should they or not?Children should stay in school from 8 a. M. Until 6 p. M. , which sounds quite a long time, but having lessons in the classroom is only one part of their school lives. Children also would be allowed to do sports, music and other activities at school in another half-day. For one thing, children who take physical education (PEE) and music lessons during the school day would do bring out academically, since they help reduce bor edom and help kids stay focused. And we all know that keeping strong and healthy Is the foundation of learning.For another thing, communication Is very most-valuable In odder society. Children can practice how to turning with other students at school, especially when they are asked to do some team-work In some sports and music classes. When I was a little girl, I Joined a Instrumental class, we really needed to learn how to cooperate with each other, otherwise we would repeat again and again until we in the long run knew the Importance of communication. Bothersome, children could try to learn how to organize their studies, Including the lessons In the classroom, sports and music.People all need to know how to manage their studies. Normally we first make a plan, manage It consequently try to flash It. Children could learn this at school so they would collect very good habits when they grow up. It would be precious treasures In their whole lives. However, a coin has two sides. So me other people think that children should not be living under much pressure, they should have enough time to play and have fun. And children should not be forced to learn some sports and music If they are not Interested. They really hope children could have very happy and relaxed childhoods. Would have learnt skills Anyway, In my opinion, people should have learnt skills since childhood because of the rapid-developing society with high competition. Good habits and knowledge are really Important In our lives, especially when we are look for good unlettered and excellent Jobs when we grow up. However, I believe that children should have opportunities to choose some actively by themselves when they already have should not perpetrate them too much pressure?Just fewer exams and more guidance with patience, so children can play for studies and study to play.

Critically Discuss How Identity Is Successfully Used As A Form Of Organizational Control

IntroductionThe aim of this essay is to develop an understanding of identicalness and critically analyze how individuation element tin can be successfully typed in an brass instrumental authority. It will provide a critique of dominant perspectives and frameworks in physical compositional identicalness that be obtained by studies in various academic materials, by referring to theories and research in related experiences and case studies. Meanwhile, positive and negative impacts of utilize of identity in organizational control will be estimated. Finally, a brief conclusion will be conducted and relevant considerations will be presented so as to effectively look at the use of identity regulation as organizational control.In order to better understand identity in organization studies, this essay will firstly aim to distinguish the difference between the terms personality and identity. According to Kenny et al. (2011), personality can be defined as the integration of charact eristics patterns of thoughts, emotions and behaviors that form an individuals unique character. It is ordinarily relatively stable for life however the term identity, on the other hand, can change and turn into multiplicity as influence by external elements, such as social or cultural situations (Kitay and Wright, 2007). This change is because just ab come forth mass would like to associate themselves with a number of identities, while those significant identities will permit people to better believe in the occupation they do (Kitay and Wright, 2007). This has been get along explained by Kenny et al. (2011, p.3) who state that identity can involve identification with factors (local context, culture and history) that people call our personality but can also plump to group membership, which particularly emerges in the workplace.According to the research of scholars in different sectors, identity has been systemically defined in different theoretical perspectives and is also see n as a social category or label in workplaces. Henri Tajfel and John Turner proposed social identity theory as they consider people mainly use their experiences to identify themselves in certain social groups and dis-identify with others (Mattewman et al., 2009). In other words, they over-stress diversities with the forbidden-group and underrate diversities within the in-group (OConner and Annison, 2002). Similarly, this perspective can be related to the bringing close together of homo-sociability, which considers that people prefer to contact with and accept a person who is much like them, such as same social categories of class, age or religion (Kenny et al., 2011). Moreover, Zuboff (1988) and Brewis (2004) pointed out Foucauldian perspective which states people usually would like to identity with the sounds of thought or dominant discourses, therefore in this regard subjectivity go bads the powerful relationship to kind individual identities in society. Foucauldian perspec tive, to some extent, can be seen as the idea of stereotypes for example, many organizations will assume managers, in particular in senior level, are antheral rather than female because of the cultural norm (Kanter, 1977). Mead (1934) and Goffman (1969) are two main thinkers in this symbolic interactionism perspective. Mead observes that individuals can constitute of Me (how we perceive others to think of us) and I (the kinds of attitudes and behaviors we use to interact with others). Similarly, Goffman observes identity as the continuing dish of managing how we present ourselves to others (Kenny et al., 2011, p.15). Both views can be summed up in that people always establish their self-awareness by means of social interaction with other people (Gardner and Avolio, 1998). The above academic theories contribute a holistic view to allow people to further study identity and control in-depth. queryers and caution practitioners should seriously consider identity from different pers pectives and categories in the society so as to ensure diversity and equality in the organizational management.Identity is a multidimensional concept that can be developed at individual, group and organizational level (Puusa, 2006). Nowadays, there is increasing interest in understand identity in organizational control studies. According to Kenny et al. (2011, p.1), the significance of identity was not simply recognized by management, it was identified as something that could be shaped and controlled by management. The concept of identity was first looked at from a management point of view by F.W.Taylor in 1911. In his opinion, a persons identity proves to be a barrier to scientific management (Rose, 1988). As he believed that money was the best and only way to proceed people to work effectively, workers should lose their notion of identity so as to be prepared to fit in to different management models (Kenny et al., 2011). In a lower hierarchy level, Taylors theory seems to relativ ely correct. However, studies have shown that workers resisted these scientific methods as they considered that being a part of the group was more(prenominal) significant than earning more money (Kenny et al., 2011). Thus, it can be deemed that meaningful work is a strong dynamic of motivation and performance, and identity (e.g feeling a part of the group) is one of the substantial subjective factors that motivate people to work. This is in line with several commentators of the human relation movement which states that identity is no longer to be removed by organizational management for example Maslows hierarchy of needs, and Alderfers Relatedness Existence theories. They entirely agreed that employees were stimulated not only by material factors or money, but also by emotional and social needs in the group (Ross, 1988 Buchanan and Huczynski, 2004). Those needs are strong identification to lead employees to go to extra mile (become more flexible and productive) as well as improve their working passion and enthusiasm (discretionary effort) within the organization (Alvesson and Willmott, 2002). Therefore, it can be asserted that identity is the key engine to driving employees intimate motivation in the organization. This is also supported by Alvesson and Willmott (2002, p. 621), who argue that identity is definitely a significant, neglected and increasingly important modality of organizational control.Organizational identity is known as the employees view of the organization, which attempts to answer the pass of who are we as an organization (Kenny et al, 2011). It affords organizations with a feasible framework for understanding their internal behaviors (Whetten, 2006). Albert and Whetten (1985) argue that organizational identity embodies three significant characteristics which are central, classifiable and enduring. Following Albert and Whettens (1985) notion, several scholars further identified organizational identity in two different conceptions realist and constructionist (Gioia and Thomas, 1996 Elstak and Van Riel, 2004). Realists believe that organizational identity is open up on the properties of the organization themselves. Conversely, constructionists consider that a set of beliefs is understood by how employees make backbone of the organizations. Therefore, through this dynamic, dialectic process it can be proved that employees both shape, and are shaped, by their organizational membership (Puusa, 2006). Meanwhile, it also can further allege that organizations with a strong identity have central attributes, classifiable from other corporations and maintaining that for long-term periods can lead organizations to motivate their employees more effectively and successfully.The positive impacts of organizational identity could appear in several aspects. Firstly, employees will become more self-managing and prefer to approach their jobs with passion and enthusiasm as well as undertaking their responsibilities seriously (Knight s and Willmott, 1999). Secondly, it is an essential approach for an organization to attract gamy-quality employees in order to embrace employees desired value and allow them to treat the values as their own (Kenny et al, 2011). Moreover, it can gain and retain employees loyalty, commitment and involvement so as to compensate less job security and employment durability in the workforce (Alvesson and Willmott, 2002). Furthermore, managing through shared values, thoughts and feelings have replaced the original ways of managing behaviors (Knights and Willmott, 1999). This has been further explained by Kenny et al. (2011) who stressed that organizations dont just want to recruit the people who think that they will fit into the workplace, but they are now more focused on how to shape employees sense of identity after they join. As culture is contingent upon identity, managing corporate culture is integral to managing identity, which can be seen as the most common way to shape employees s elf-identity and behaviors (Kenny et al., 2011).On the other hand, organizational identity also brings some problems which organizers have to bear in mind. Firstly, organizational identity attempts to over control employees hearts and minds this can link back to Foucauldian perspective which estimated that employees sense of identity can be strongly dominated by effort discourse (Du Gay, 1996 Kenny et al., 2011). Following this problem, employees creativity and innovative skills will minimize or even cannot be discovered in the corporation therefore it will critically affect organizational improvement and development. Furthermore, employees may feel anxiety or guilty if they attempt to judge or fail to follow the sanctified values of an organization (Schwartz, 1987). Due to the above feelings and matters, ethics has become an ambiguous issue when implementing identity management as organizational control, and it may relate to bureaucratic control mechanisms problems as well (Alvess on and Willmott, 2002).Although there are some negative impacts of using identity as a form of organizational control, there are assuage many famous companies carefully and successfully designing and advertising their corporate values by managing organizational identity, such as Apple, Alibaba and IKEA (Kenny et al., 2011). Therefore, it can be corroborate that organizational identity is not only focusing on one company or region it becomes more foreignization and globalization at present. Because of this phenomenon, there are increasing numbers of concentrated issues of identity presented in the workplace as well, such as gender and managerial roles issues the changing idea of professionalism and the international business activities (Fondas, 1997 Alvesson, 2000 Alvesson and Willmott, 2002).In order to diminish the above issues and manage identity effectively, organizers should provide more opportunity for employees to arrange their agenda and working practices, to maintain a se nse of freedom to help motivate people at work, this is classed as micro-emancipation (Alvesson and Willmott, 2002). This sense of freedom could be better enforced to show and understand in a new standard form of organizational control, which is called fun organizational identities. This new form not only encourages diversity and allows employees to express their genuine feelings in the workplace, but also assists to increase productivity, creativity, inspiration and reduced employee turnover (Fleming and Sturdy, 2009 Ford et al.,2003). For instance, Southwest Airlines is known as a fun organization to work for, which classes employee gratification and customer loyalty as more important than corporate profits. They consider people their single greatest strength and the most enduring long-term combative advantage (Southwests Airlines Careers, 2014). Southwest Airlines unique identity makes them stand out from all others and delivers benefits to both individuals and the organization . However, there are still a number of disadvantages of having a fun work environment in organizations, such as professionalism at work, reports of sexual harassment and interpersonal conflicts (Ford et al., 2003). Thus, managers should bear those issues in mind and find out solutions as soon as possible so that they can become distinctive to other corporations and reduce the potential risks in the early stage.Organizations should also be conscious of the variation in levels of identification within their workforce (Dutton et al., 1994). Humphreys and Brown (2002) declare that identification is usually a complex and partial procedure, and they defined this process in three categories, which are dis-identification, schizo-identification and neutral identification. And a similar set of classes has been proposed by Collinson (2003) in three levels, these are, conformist selves, dramaturgical selves and resistant selves. Based on these theories, managers should try to use different meth ods to manage identity so as to stimulate employees to work harder and perform better and also to obtain a high degree of employees who define themselves as a part of the organization (Kenny et al., 2011).According to Kenny et al. (2011), organizations can manage identity in five different ways these are controlling, concealing, exploiting, faking and shaping. In practice, in order to make employees have a sense of belonging, loyalty and commitment, and be willing to promote the organizations vision, the organizers should focus on managing their identity in the following ways a) allow employees to see and know about their career planning in the company, thereby creating hope for them b) organizations need to explicitly promote the values and vision of the corporation to establish an industry benchmark. For example a hotel brand should treat Accor Hotel Group as their final objective and muse a long-term, detailed schedule to achieve this goal. This schedule can include how many ho tels should open in one year or how this hotel brand can develop in five years or ten years c) the organization should have strong corporate social responsibility, which includes creating more job opportunities, especially for disabled people, environment comfortion (e.g haze or flood) and good employee welfare (e.g set up a compliant institution so as to protect employees benefits). If organizations can accomplish the above steps successfully, employees will feel part of the organization and will be proud of it, and also will put their shoulders on the wheel in order to achieve their career objectives.Additionally, organizations should also manage identity in terms of physical and moral support so as to increase employees sense of honor in the group. For example a Japanese senior manager will bow his thanks to the best employees every day, and organizations usually would like to hold some activities to let employees vent outside of their work. In 2010, Foxconn had 18 employees att empt to commit suicide with a total of 14 deaths (Moore, 2012). This example shows the importance of managing identity to motivate employees in an organization. Therefore, managers should take into account Alvesson and Willmotts (2002) eight methods of regulating identity in organizations, such as knowledge and skills the rules of the gritty and hierarchical location, to better understand different ways of managing identity and successfully carry them out in the workplace.Overall, identity is a true essence of who and what the organization is. It is a significant organizing element for everything people say and do in the workplace and it affects the characters, values, communications, decisions and strategies of the organization. Organization with a strong identity becomes easier to make decisions and solve their internal conflicts. Employees can clearly know what is expected of them, understand the company and also feel part of the team. Ethical ambiguities and some other issues still affect the idea of identity regulation in organizational control. Moreover, due to the fast changing pace of business life at present, identity cannot be enduring in the organization and it may change with the surrounding environments. For example, the Equality Act 2010 presents a new protected status to certain social groups which may influence employees sense of identity and identification. Thus, management practitioners have to deeply understand the different methods of identity management proposed by Kenny et al.s (2011) and Alvesson and Willmotts (2002) and then integrate those methods to solve the active challenges in the working environment so as to successfully use identity as a form in organizational control.ReferencesAlbert,S. and Whetten,D.A. (1985). Organizational identity. Research in organizational behavior, 7, pp.263-295.Alvesson,M. (2000). Social identity and the problem of loyalty in knowledge-intensive companies. Journal of Management Studies, 37 (6), pp.11 01-1123.Alvesson,M. and Willmott,H. (2002). Identity Regulation as Organizational admit Producing the Appropriate Individual. Journal of Management Studies, 39 (5), pp.619-644.Buchanan,D. And Huczynski, A. (2004). Organizational Behavior. 5th ed. Harlow Pearson.Collinson,D. (2003). Identities and insecurities selves at work. Organization, 10 (3), pp.527-547.Du Gay, P. (1996). Consumption and Identity at Work. London Sage.Dutton, J., Dukerich,J. and Harquail,C.V. (1994). Organizational images and member identification. administrative attainment Quarterly, 39, pp. 239-263.Elstak, M.N. and Van Riel, C.B.M. (2004). Closing ranks how a collective threat shifts salience from organizational to corporate identity. Best Papers. Proceedings of the 64th Annual Meeting of the Academy of Management. new Orleans.Fondas,N. (1997). Feminization unveiled management qualities in contemporary writings. Academy of Management Review, 22, pp.257-282.Ford, R. C., McLaughlin, F. S., and Newstrom, J. W. (2003). Questions and answers about fun at work. Human Resource Planning, 26(4), pp.18-33.Fleming, P. and Sturdy, A.J.(2009). Just Be Yourself Towards Neo-Normative avow in Organizations. Employee Relations, 31(6), pp. 569 583.Gardner,W.L. and Avolio,B.J. (1998). Charismatic leadership, a dramaturgical perspective. Academy of Management Review, 23 (1), pp.32-58.Gioia,D.A. and Thomas,J.(1996). Identity, image and issue interpretation sensemaking during strategic change in academia. Administrative Science Quarterly, 41, pp.370-403.Humphreys,M. and Brown,A.D.(2002). Narratives of organizational identity and identification a case study of hegemony and resistance. Organization Studies, 23 (3), pp.421-447.Kenny,K., Whittle,A.and Willmott,H. (2011). Understanding Identity and Organizations. Sage publications.Kitay, J. and Wright, C. (2007). From prophers to profits the occupational rhetoric of management consultants. Human Relations, 60(11), pp.1613-1640.Knighs,D. and Willmott,H.C. (199 9). Management Lives Power and Identity in Contemporary Organizations. LondonSage.Mattewman,L.J., Rose, A. and Hetherington,A. eds. (2009). Work Psychology An Introduction to Human Behaviour in the Workplace. Oxford Oxford University Press.Moor, M.(2012). Mass suicide protest at Apple manufacturer Foxconn factory. Online. (URL http//www.telegraph.co.uk/news/worldnews/asia/china/9006988/Mass-suicide-protest-at-Apple-manufacturer-Foxconn-factory.html). 2014. (Accessed 09 Dec 2014).OConner, E.J. and Annison, M.H. (2002). Building trust and collaboration between physicians and administrators. The Physician Executive, 28, pp.48-52.Puusa, A. (2006). Conducting Research on Organizational Identity. Electronic Journal of Business Ethics and Organization Studies, 11, pp. 24-28.Rose,M. (1988). Industrial Behaviour Theoretical Development Since Taylor. Harmondsworth Penguin.Schwartz,H.S. (1987). On the psycho-dynamics of organizational disaster the case of the set shuttle Challenger. Columbia Journal of area Business, 22(1), pp.59-67.Southwests Airlines Careers (2014). Southwests Core. Online. (URL https//www.southwest.com/html/about-southwest/careers/index.html?clk=GFOOTER-ABOUT-CAREERS). 2014. (Accessed 13 December 2014).Taylor, F.W. (2005). The Principles of Scientific Management. 1st ed. First World Library-Literary Society.Whetten,D.A.(2006). Albert and Whetten Revised Strengthening the Concept of Organizational Identity. Journal of Management Inquiry, 15(3), pp.219-234.Zuboff,S. (1988). In the Age of the Smart Machine. New York Basic Books.

English Coursework

Think before you ink. I read the article with an open mind so as non to judge. Clearly you did not have the same sentiment. Within the subtitle you decided to slate tattoos, and a variety of celebrities with them. I was amazed that you said doesnt make it classy,attractive or wise since it was a really strong and unfounded opinion. I was equally appalled by the rude and invalidating language towards these concourse, the things that were said about them were passing offensive.I fathert think its appropriate for the article to contain such a negative attitude especially to these celebrities who have achieved great things. An opinion is one thing, but ruling is another. firstly when you mention tattoos as body graffiti its like you associate it as unlawful vandalism-let makes the reader feel as though they be playing an illegal or public act of crime when they get a tattoo,whereas they atomic number 18 expressing themselves through a system of art. However, when you mentio n it as a form of art its very hypocritical, contrasting when it isnt derogatory. Graffiti is usually described as vandalism art, which generally is all the same. This is stating that you think that all tattoos and body art are all the same and is a crime. Your opinion is incorrect and shows your lack of knowledge about tattoos. Your extremely sexist towards women. You slate nearlyly females for example Amy Whininess, capital of Seychelles Beckman, bloody shame and Angelina Coli etc.tera You have criticized each and every one of these females for either their tattoos or their image.This so-and-so be proven in the subtitle when it says among celebrities such as Angelina Coli and Amy Whininess These are both females, which is presenting tattoo think its only females that have tacky tattoos and a poor image. Why not include equal amounts of males to females? Why just displease females in which are clearly successful for a reason? It seems like your jealous of their fame, so are t rying to downgrade them at your advantage. When you say well-favoured women has been anything but blighted it seems as though its your attitude of class judgment.Its an old fashioned attitude, showing how narrow minded you are. The word blighted is referring to disease, which is rude,offensive, and a lexical choice. TTS a sexist response, judging women by their looks. let makes women feel insecure and negative about themselves. They can be extremely sensitive and take things personally which can cause numerous issues and problems with confidence, self esteem and so on . This could of been prevented by your attitude in your articleelf you wouldnt of been so negative towards females and tattoos many problems wouldnt be apparent.You marks a judgment that you think that tattoos are cheap plumage of the attention seeker meaning that you think they are tacky, and brightly non-white o make them more visible to others and to draw attention to themselves. You also state that peck with t attoos are desperate to be noticed on which is shown when it says last-chance barflies and be after as the word aspiring is referring to an ambition be another person in which in this case is by having a tattoo. That is totally an incorrect statement, because not everyone with a tattoo has an incentive or desire to be on TV, and people dont aspire to aim to be on TV.Your clearly stereotyping celebrities, devising them out to be attention seekers without talent. As many people know the rate of anorexia is increasing and more patients are existence diagnosed with different forms of anorexia. There are many comments about Amy Whininesss body which will cause offence among many people but mainly anorexia sufferers. It says the ugly marks that covered her emaciated body. Firstly the comment about her tattoo being ugly is very inconsiderate, but the irrelevant and trivial comment was calling her body emaciated, since its stating she looks malnourished and abnormally thin.People don t realism how offensive it is to call someone thin ND they think aims only rude to call someone fat. They are both opposites and are very disrespectful to people. Some people have extremely high metabolisms and cant help being extremely thin, so making them feel ashamed of something they cant help is wrong. to a fault on the other hand anorexia is a mental illness which is something that they couldnt help. Slating someone whom might have this illness is the wrong thing to do and most likely make things worse. Did you take any of the public into consideration? What are they going to think when they read this, and how this may effect hem?Offending and criticizing Amy Whininess because of her weaknesses and problems is insensitive. go bad is a very sensitive topic, which many people are victims of rape. It is wrong to use rape in the wrong context, as people dont understand the austereness of sexual violence. The reason its so wrong is because it causes either flashbacks of rape or b rings back memories of rape or people they know who have been raped. No one should ever have to go through rape and when they try to forget about it so they can carry on living life it shouldnt be brought back up into their minds.Joking and using rape out of context shows how oblivious you are of the effect rape has on people and how immature your thought can be to be so stupid to use that to describe something you dont agree with. This can make people anxious about rape- thinking they can be raped by a needle which clearly isnt the case, and that the action taken to get a tattoo is life changing and very godforsaken. Using violent vocabulary to scare people to not getting tattoos isnt the right way to approach it and will only annoy people.You try to joke about tattoos being on hyperactive five-year old which have men let loose with a rainbow pack of sharpies. This is quite a stupid and immature thing to say. The event you would associate tattoos being like hyperactive five year old as if they have designed and drawn the tattoos shows your dim and negative attitude to them. You don t however, need to assault people with them as if there tattoos are badly drawn and not to a high quality. The fact you bring righteousness into the subject of tattoos is unnecessary. Some people are extremely sensitive to things about religion so that was an extremely risky thing to bring up.Comparing tattoos and saying that Victoria Beckman thinks her tattoos are dead spiritual Like scented candles and Madonna albums and incorporating religious sarcasm is insensitive. Why compare scented candles with Madonnas albums, that just makes you come across as stupid. Furthermore, why compare or relate any of that with tattoos? What right do you have to say Madonna body a holy war of Hindoo Sanskrit, Hebrew Latin and Roman numerals You cant mix religions and you cant associate her tattoo with a mix of different tattoos, without you knowing it by fact.This is very old school in the sen se that your picking different religions which go against each other. Why pick these religions? Why not others? Its a fundamental misunderstanding of terrible atrocities in explanation and belittles these tropic events. This makes you seem discourteous and a condemnatory act. Think this article should be removed from media to stop animosity to people affected by rape, anorexia, insecurities etc. In future I dont think there should be articles with such strong negative opinions. The effect these articles have on people is huge.It leaves people with negative attitudes especially those who have suffered with mental health issues and rape. One point I didnt include was that Tattoos are also used for pigment for breast surgery etc. This can be hurtful to those who have had surgery and a tattoo to correct the issue. This article will end up leaving innocent people feeling bad for having tattoos, and all the other rude and negative remarks. Hope you see the effect of this article in anoth er light. Im sure many people agree with me and I hope something will change from now on.

Bandura and Effective Classroom Management

Albert Banduras Social Learning Theory foc functions on how a somebody is able to gain knowledge within a kindly context, wherein he regards from what is in his environment, along with the hatful around him. In this concept, it considers that people or groups of people be able to learn from each former(a) through mixed ways care observational schooling, imitation, modeling, and more(prenominal). With this idea, Bandura shows that the environment is a great teacher, wherein it gives the people the information or the knowledge that could be the basis of their character formation.The theory of social education is follows several principles. One is that people is able to acquire learning through observation of the behavior of another(prenominal) people, along with the sequels of those behavior. They dont provoke to actually experience the situation some people are in so that they will learn. They could just look, observe and analyze other peoples actions and the outcomes of th ose actions. For example, a student may not have to be in a situation where he crosses the street and be bumped by a gondola because he didnt look on both sides.A teacher or a facilitator could tell him that he should look both sides before crossing to revoke accidents. Another is when the child learns from what his parents do, since they are the ones directly close to the child. Also, learning can occur without expecting any change or development in the behavior of a someone. This is in contrast to what is believed by the other theorists, the behaviorists. They believe that learning requires to be represented by permanent change in a persons behavior, which was strongly opposed by the social learning theorists saying that learning may or may not result to behavior changes.Cognition is as well an weighty aspect to consider as it is affectd to learning of human bes. Social learning theory is more on the cognitive aspect of learning. The behavior that people shows are their re actions towards reinforcements and punishments posed by their actions. Concept of Reciprocal Determinism Albert Bandura was as well able to relate the environment and behavior when it comes to learning. This is what he called as reciprocal determinism the concept where the man and a persons behavior come into terms and causes each other.He believed that a persons behavior is an aspect that is able to influence and is influencing the persons personal factors and also his environment (Bandura & Stanford University, 1978). The relationship is shown by the diagram below Banduras idea was that a persons behavior may be effectively conditioned in relation to the consequences that he experiences. It molds that persons thinking, thus resulting to the behavior that he exhibits. He also associates it with the persons environment, wherein this persons behavior can have an impact on his environment.The same relationship can be seen when it comes to the personal factors like ones skills or att itudes and behaviors or the environment, wherein each of these can directly or indirectly affect each other. place this concept of reciprocal determinism on a classroom setting, this can be illustrated by how a child acts out in school. The situations is that the child doesnt want to go to class, that is why his actions in his class shows it. He is not interested in the lessons, and is indifferent towards his classmates.Because of this action, the teachers and administrators would develop as certain dislike on having the child around, since he acts like he doesnt want to be in school. Looking clearly at the situation, the dislike that was developed by the teachers was all caused by the child himself. When the child is confronted, he would say that he actually hates school, and that the people in the scool hate him also. Thus, this situation leads to the child acting inappropriately, which also forces the teachers and administrators to develop a dislike of the child to defecate an environment which is different compared to that of other children.This environment is more restrictive in nature, thus leaving the child to feel differently. Both the behavioral factor and the factors advance from his environment corresponds with the child thats why it leads to the continuous cycle of the personal factors, the environment, and the childs behavior. With the concept of determinism at hand, the teachers and administrators could then further improve the focus of their class. They are able to understand better why some students tend to be indifferent in their outlook of acquittance to school.Some students may hate sack to school, but this shouldnt be a reason for the teachers and administrators to hate the students also. They should be the ones to adjust and be considerate of the students situation. They should further encourage them to go to school rather than hating or disliking them because they dont want to attend class. These people could devise a teaching progr am for these students to make them enjoy going to class, thus changing the perspective of the children who hate school (Wong, Wong, & Mensah LL, 1983).Observational LearningThe bobo doll studies. One of the primary experiments of the observational learning concept of Albert Bandura was with the bobo doll an inflatable balloon opine the size of a small person with a weight at the bottom in order for it to bounce back when it is hit or knocked down. The experiment Bandura did was to first film a woman beating a bobo doll punching it as hard as she could as it bobs back and forth while cheering sockeroo After it was filmed, it was then show to a class of kindergarten students who seemed to like it a deal out.After that they were let out to play, wherein the play room has a bobo doll and a hardly a(prenominal) toy hammers. It was then observed that children imitated the young lady in the film, beating the bobo doll and shouting sockeroo for no reason. They were doing everything th at the lady did in the film without existence told to do so or without the thought of a reward. This experiment may not be as extensive as other researches would be, but still, it showed a lot for Bandura to establish the concept of the observational learning or modeling, thus this theory was then known as the social learning theory.He afterwards made modifications on the experiment, varying factors, adding more variables, even changing the bobo doll with a live clown, thus getting the same or related results. He added rewards or punishments and other factors on that would register and affect the childrens reactions. With all these variations, he gathered all the necessary information which led him to respective(a) steps involved in the observational learning process. The observational learning process Attention. According to Albert Bandura, the first and foremost step in the observational learning process is the attention step.This is where the learners should couch in mind that they have to focus in order to learn. They have to be paying attention so that they will be able to learn anything new. Anything that may hinder or be deterrent to the learners attention would probably decrease their learning, thus slowing the observational learning process. This includes various feelings of uneasiness like being sleepy, groggy, drugged, sick, or even when you are feeling hyper. Other stimulus that may catch the learners attention could also mean learning less.On the positive aspect, something that could catch attention which is integrated in the learning model would greatly grow the observational learning process. This includes various corporal attributes of the model, like the color and shape, wherein something that could be appealing to the learner may get them more interested in the learning process. Applying this to the classroom setting, if the attention step is correctly assimilated by the teachers and facilitators, and then they would be assured that it would hasten the students learning. First of all, the teachers should consider the learning environment.They should make sure that there are no external factors that could compete for the attention of the students. The classroom should be conducive for learning, like there are no unnecessary noises in the area, or there are no objects that may attract the students and lure them away from the lessons, like unrelated posters or materials placed inside the room. The students themselves should be thoughtful, focusing their attention only to the lesson being taught. The teachers should encourage the children to have a good nights sleep so that they wont turn up sleepy in class.They should discourage going to class while under the influence of alcohol or drugs. They should not encourage them to go to class when theyre sick, since it doesnt make them attentive or prepared for any lesson, since theyre not feeling well. The teachers themselves should look presentable when showing up in cl ass the students would tend to focus more attention to what is being taught if it appeals to their senses. But teachers should not overdo it, since there is a tendency that the students would tend to focus more on the teacher rather than what is being taught. Retention.After paying attention, Bandura emphasized that the learners should be able to retain what they have in condition(p) and paid attention to. The best way for this is to be done is through the use of imagery and language forming mental images by means of verbal descriptions. Retention is important so that the learners would be able to store the information that they have learned for future use. When these are stored, the learner could then be able to bring up the learning by remembering the image or the description, thus make it useful if they want to reproduce it with their own behavior.In the classroom setting, this is useful so that the students will be able to store the amount of information necessary for the lea rning process. This is with the help of the teachers or facilitators, wherein they are the once who encourage or induce the retention of what was learned by the students. The teachers are encouraged to use verbal description of a certain topic or concept so that the students could further visualize what is being taught to them. The teachers and facilitators could also utilize various visual aids so that the students will have a mental image of what they are being taught.It is easier for them to further remember this whenever they need to reproduce the same behavior for their future usage. Reproduction. For Bandura, training is the actual application of what was learned by the learners. For the observational learning process to be fruitful, the learners should be able to translate what they have retained into actual behavior. Putting in an actual classroom setting, teachers should encourage their students to apply what they have learned in the practical situations. The teachers and facilitators should devise activities that would require the application of what they have learned from class.These could be outdoor activities like training camps wherein the students are given hands-on application of what they have learned in lessons like first-aid applications and other practical skill usage. This would induce the actual observational learning process, wherein they themselves could copy what they saw and observed from others and be able to apply what they have retained from the lessons in class. need. The final step that Bandura gave was to the highest degree motivation. This is the final part, wherein you are encouraging the application of what was learned in the observational learning process.This is by giving the learner a reason to do so. Motivation may come in both positive and negative forms. The positive motivators include past reinforcements, promised reinforcements, and vicarious reinforcements. These things does not necessarily cause learning, instead it causes us to demonstrate what we have learned. Another form is the negative motivations, wherein they give the learners a reason not to imitate a certain model that they see from other situations. This includes past punishments, promised punishments or threats, and vicarious punishments.But for Bandura, these punishments which are forms of negative motivations doest not work well as compared to that of reinforcement. Instead, these punishments could possibly disrupt learning when they backfire or result into something different (Sheppard, 2006). Applying this in a classroom situation, teachers and facilitators may use this to encourage the students to perform according to what was taught to them. They are encouraged to imitate or reproduce a certain behavior by providing motivators. This includes plus points in their grades if they have dont have any records of absences or doesnt come to class late.Punishment doesnt promise much of a result, instead, the students may tend to hat e the teachers or facilitators for doing so. That is the part when the negative motivators backfire instead of inducing the observational learning process. abridgment Albert Banduras Social Cognitive Theory or observational learning theory encompasses various concepts in the process of learning for people. It does not only relate the persons environment to a persons behavior, it also emphasizes on the importance of observational learning to fruitful management of classrooms.Through this, Bandura is able to focussing on how strongly the persons behavior is attached to what is happening in his environment, thus various conditions may be taken so that learning could occur. It is a helpful tool for the teachers because it does not only encompass the understanding of lessons it also tackles on the application of what the students have learned. This strengthens the students knowledge, making him a better person because of everything that he has learned from school.

Panera Bread Marketing Mix Proposal

theme song arctic yoghourt T satis chemical elementy of Contents Exe skidive un mangleicial For the past 28 years we fork out been committed to offering a wide form of wholesome entree survival of the fittests at the highest forest for a reasonable charge, however, we micturate never offered a pickax of legal option sweets and then seduce decided to show a impertinentfound out clothe, the tinge frosty yog ache. This growth is a secret b manipulate of all-natural ingredients. One of the most cardinal ingredients is real nonfat beget out, which has been certified by the National yoghurt tie to carry the Live and Active Cultures.Regardless of the flavor, our crispy and tangy yogurt is designed to awaken the senses and coincide perfectly with each of our clean-madely cut fruit stand outs. It is low in fat, contains no cholesterol, no preservatives, is fortified with calcium, and is fuck off of the highest ingredients. The competitive proceeds of this overlap is the place the reaping exit be s aged(prenominal), at our already relieve oneselfed coffeehouses. The cafe already draws in clients and now to complete their repast, kinda of having to travel elsewhere for a reas cardinald option desert, they lay down it already where they ar swallowing, which means no extra traveling costs, or planning is required.The convenience factor is now added which is a really important in the Ameri buns life-style straighta personal manner. Unlike the extravagant diet competitors, our new confection volition affirm us at the top of the unwavering- unremarkable, bakery-cafe labor by proceed to provide for the millions of Ameri female genital organs who argon looking to eat ruddy. While competitors ar struggling to keep up with todays prominent healthy- consume trend, we re main a invaluable asset to the cause. We go forth use mass food marketplaceing techniques in state to channelise our chosen market for the newly forced mite rigid Yogurt .The sign market testament consist of unfermented York and California, two places which view seen a growing trend in the market for nippy dessert. The population im adjourn consist of individuals roughly between 19-35 years of age, both male and female individuals that seed from the upper shopping center class, ar health-oriented, and before coherent frequent Panera borecole, solely rarely eat dessert because of the wretched healthy selects shortly offered, and is currently measured at approximately 7, 927, 516 individuals. We leave al hotshot use pr methamphetamine skimming for our determine outline.In the past we relieve oneself non needed to cut the harms of our food as a way to act in nodes. Our lodge is kn confess to have gravid lineament, and you may have to pay a small extra for it. Since we are an already surface-es padlished bakery chain, we have the ability to have the point of inter dent enter the market with the be ll skimming strategy. We feel like this strategy best fits our phoner image as a whole, and leave behind fit in with the prices of our former(a) overlaps. For the communications strategy, our media merge entrust be fairly bill for a new convergence being introduced at the national take.We go away use mass media exposure. We leave use TV, Magazines, mesh, and Out accessions. With TV we depart have a wide reach, and testament be able to tar arrest our demographic specifically by dint of certain TV shows and metre slots. We have written, shot and edited our own TV spot for the new carrefour. We have apply our original slogan A loiter of staff of life in each build pinch gelid Yogurt in e very(prenominal)(prenominal) hand, as well as a summer cartridge clip theme associated with our crisp yogurt. We exit in like manner use magazines, the Internet with our website, Facebook, Twitter, sales promotions including coupons and savors.We pride ourselves in making our kale, salads, sandwiches, and all desserts fresh daily. The actual ingredients utilise to make these pleasant- gustatory sensation entrees, however, are provided by our own distribution center. We use a vertical selling channel in which the members act as a unified system in all three stages- manufacturing, wholesaler, and retailer, and each level has an step-up of formalization and gibe. Our goal in introducing the skin senses Frozen Yogurt into the described market is to increase our current market package for healthy option dessert and create top of principal sense of our stag.The goal is to have customers name Panera scrape as their heel one option when asked or so their preferences of frosty yogurt. Along with the portal of the Frozen Yogurt into the New York and California cut in topical anestheticization principles leave behind be an initial investment of $685,816, which consists of all the machinery, installation and training costs for all 154 cafes f ixed in the mentioned states. The forecasted return on investment is predicted to be 0. 16, and to break even we would have to obtain sales of 152,765 units at an averaged out price of $4. 9, which takes in account all variations for the different prices for different size containers. Based on our established customer list, we expect that 40% of all the people in the states of California and New York get out be our customers and that 30% of these customers leave alone be likely to purchase dessert and one of their store visits throughout the year, which we have calculate to be roughly 12-20 times for each individual. In the starting line year of implementation, from April 2010 to December 2010, we expect to have sell approximately 14,408 units and double sales volume by year end 2011.We expect that this figure ordaining increase Earnings Before Tax and Interest (EBIT) by approximately $30,593 and increase wampum Income by approximately $18, 968. Business Mission and Vision O ur mission statement is A loaf of bread in every arm and rapidly- rigid(p) yogurt in each hand. Our commitment is to actively turn over to the community today through donation of our daily extras to the local community in need, one loaf at a time, feeding the community and wasting not a crumb.We not unaccompanied have a commitment to giving cover charge to the community but consistently holding the highest standards of quality for every customer regardless of which Panera you dine at. Finally, we alike commit to providing a sound environment with integrity establish for our employees. Goals and Objectives By entering the rimy dessert market, we pass on further increase our intelligibleive qualities because no other competitor in the restaurant industry has a similar nipping yogurt product. The cutaneous senses Frozen Yogurt bequeath take on the familiar qualities of all other products by use of the spot title.This consistence depart remind consumers that all our Signature products are similar in an important boldness quality. Also, our confederacy is cr consume much value for the new product itself by displaying the ingredients and nutrition facts to prove to consumers that the dessert is a truly healthy one. Finally, our decision to enter this new market take a shits consumers a much more complaisant product. Currently, there are only a few big-name frozen dessert foodservice venues that offer a frozen yogurt product, including TCBY and Baskin Robbins.Our federation recognizes the great potential in this growing market, in great thanks to orderlinesss healthy eating trends. The frozen yogurt market is being revitalized now that consumers have realized that with healthy eating comes a great need to satisfy the sweet- as well asth cravings, and that is where our Signature Frozen Yogurt comes into play. Our company is introducing a product that satisfies two consumer needs a truly healthy, low-fat, low-calorie dessert, and a reinvente d, flavorful product that used to have an image of plain and boring.So long as Panera Bread keeps these important attributes of our new product in mind, we are sure to be a unique success. The goal for our entire company is to become a leading national brand in the restaurant industry, as well as a leader in the frozen dessert market. The new market expansion exit initially accept New York and California, and eventually all 50 states, including the western states which we do not have a very strong presence in and can use popularity of the frozen yogurt as an advantage for entry.The global expansion, to be started approximately a year afterwards the successful frozen yogurt introduction in the United States market is withal a future goal for the company. In addition, we hope to assign strong relationships with our exemptions to continue working together in efforts to satisfy changing consumer needs. For different regions, our franchises will lend their customer feedback to our company to inform us of new possible flavors and toppings for the Signature Frozen Yogurt that can be introduced in those specific regions.Our goal in introducing the Signature Frozen Yogurt into the described market is to increase our current market share for healthy option dessert and create top of mind awareness of our brand. The goal is to have customers name Panera Bread as their number one option when asked just about their preferences of frozen yogurt. We are likewise looking to increase consumption of desserts at our locations, beting that we ac spotl inch that the current desserts offered do not accurately fit in the healthy option category.The frozen yogurt will be low fat and encompass fresh fruit among other heavy toppings that are stock-purchase warrantd to satisfy every palate. guests want healthier dessert options that they can trust to be of the highest quality, thus they will have no trouble purchasing our Signature Frozen Yogurt. Our current customers, espec ially, will perceive the new product as valuable exuberant to buy because of the firms commitment towards providing excellent customer service and a quality reckon for any meal served, no matter if it is eaten in the restaurant or interpreted to go.For new and old customers alike, this product will be received well because few other restaurants in our industry offer a healthy dessert option that can prove its caloric or sugar levels. As to price and value capture, we have been able to build our name and image over the past few decades, all the bit having prices set above those of unwavering food competitors. We have to a fault been able to unendingly increase profits because of the perceived value that we offer in making rarity products, as well as hand-made and made-to-order meals, the moment a customer walks in to the government activity.This value-establish pricing strategy has worked in our favor as customers feel they are getting a higher(prenominal) quality meal at a sl ightly higher cost. In addition, we are as well as looking to increase EBIT continuously through the following three years. The capital investment required will be approximately $686, 916 for the initial cost of the machines to be installed at each of the 86 cafes located in California and the 68 cafes located in New York, their installation cost and training procedures. This will increase cost of goods sold, labor, and other familiar operating costs by fifteen percent. The projected ROI will be 0. 16 SWOT abridgmentCOMPETITIVE ANALYSIS We compete in the firm-intensive restaurant industry at heart multiple markets, including fast food, casual dining, specialty dining, and bakery-cafe. We even compete on a time basis, in other words, breakfast, lunch, PM kick out, lunch at night, and take-home. Competitors embroil both national chain restaurants, as well as autarkic local firms. Our young, most threatening competition comes from restaurant chains that have begun to align th eir cards with ships companys increasing trend for healthy eating. Some of the big-name competitors include McDonalds, Starbucks, Subway, and Chipotle Mexican Grille, among others. up to now with their bill of fare changes, however, we have been successful in maintaining and promoting an image of healthy eating on a higher scale of quality. This particular re placeation has helped acknowledge our firm as a leader in the restaurant industry. McDonalds is one of our largest competitors in the fast food industry. With almost 32,000 establishments operating globally, McDonalds switch to a new think on healthier eating habits has helped its company strengthen its position among health- sensible consumers. The chain has introduced menu items that serve as alternatives for their popular, but unhealthy, longstanding products.For instance, McDonalds offers wraps in place of white bread, cook chicken sooner of fried, and apple slices in place of French fries. Wendys and Burger King, as well as umpteen other fast food chains, followed suit after McDonalds menu changes, further increasing our competition. We are not too c one timerned about the fast food industrys push towards healthy food, however, because McDonalds has been intensely focused on expansion into global markets. on that pointfore, their attention to the healthy consumer market is nowhere near as intense as it could be.Also, each of these fast food firms are known to be hamburger- found, giving us the competitive edge of offering made-to-order, specialty items of a much healthier caliber. We have not been wedged significantly enough by the fast food giants healthy initiatives to feel it undeniable to react with our own menu or company changes. Within the fast-casual dining market, Chipotle Mexican Grill, a company of over 800 establishments nationwide, has become a one of our get hold of competitor, as the company offers some healthier eating selections, quick service, and a casual environment.The main distinction between these two restaurants is their very different menu styles. Chipotle offers Mexican style food, including burritos, tacos, and enchiladas. While Chipotle is now recognized for its healthy veggie options from local supplies and fresh grilled chicken salads as a replacement for the high-calorie burritos, we have the obvious advantage of a menu that is charitable to multiple target markets, rather than just the one market for Mexican-style food lovers that Chipotle caters to.Subway, of the Doctors Associates Incorporation, is that another(prenominal) restaurant competing in the mix of a healthy, fast food type of market. Subway has had a successful impact on health-conscious fast food consumers ever since The Subway Guy, also known as Subway Jared revealed to society that he lost a couple hundred pounds from simple exercising, and most importantly, from eating Subway subs every day. Subways profits surged after these commercials featuring Jared were released across the country.While Subway has a presence in our health-conscious target market, their primary competition is more likely to be Chipotle Mexican Grille, instead of Panera Bread. This is due to the fact that both restaurant chains have buffet-style ordering, where customers have complete and total control over their meal. Unlike these firms, we at Panera Bread are in favor of offering our customers a choice of unique, specialty menu items that have been pre-tested in multiple variations until the perfect combinations were found. We want our customers to enter or establishment and enjoy the meal itself and all of its singularity, rather han have to create their own. In the specialty cafe market, Starbucks, a company of over 16,000 global establishments, is our foremost competitor. This firm is ren owned for its distinctive features, which are similar to our company. Starbucks has the uniqueness of an intimate, yet casual environment, as well as a enormous array of specialty co ffee bean products. The main difference is that Starbucks focuses primarily on the beverage market, whereas Panera Breads focus is on our salmagundi of food products and specialty breads.Starbucks is an important competitor to watch because much like our firm, their customers perceive the business to be of very high quality. Thus, Starbucks has a similar advantage in having the ability to retain a very loyal customer base. They also have an edge on Panera Bread in terms of their bigger company size, for they have more market penetration and therefore a greater influence within the specialty cafe market. Finally, although Starbucks specializes in gourmet coffee beverages, they do have a pastry selection that is comparable to ours.Our firm believes that in the short-term future, Starbucks will not have a presence as strong as that of Panera Bread in the bakery market. In review of the frozen yogurt market, the number one competitor is actually the first ever national frozen yogurt res taurant chain. TCBY, also known as The Countrys Best Yogurt, has been the major source for frozen yogurt for many decades, and thus, their brand recognition is incredibly strong. This firms product has always been a favorite frozen dessert alternative for the health-conscious consumer.We believe our competitive advantage lies in the fact that in todays society, consumers of all demographics are looking for everything they want and need at the reach of their fingertips. TCBY only offers frozen desserts, and while their innovative and specialized dessert options are noticeably unique, the firm simply does not have the vast variety of menu selections that we offer. Our company satisfies much more than just the sweet-tooth cravings of our customers, and this makes us even more distinct than TCBY and similar frozen yogurt competitors.The new Signature Frozen Yogurt is a type of healthy frozen dessert that is not found at our most comparable restaurant competitors. The closest likeness from the fast food industry would be McDonalds McFlurry and Wendys Frosty, two ice cream-based products that are not low-fat, low-calorie, nor nutritious. Previously mentioned competitors in the fast-casual restaurant industry, however, have no product like the Signature Frozen Yogurt. Our company also has very few competitors in the frozen yogurt market. TCBY is the leading brand for companies selling only frozen yogurt. other competition in this market comes from small, localized firms that have entered the market within the past ten years, for example, Yogurbella and passing Kiwi in the Southern Florida region and Pinkberry in New York. Overall, the introduction of our Signature Frozen Yogurt is perfectly timed for our firm, as well as societys growing trend of healthy eating. We have countless unique advantages over the competition. Our strong brand name is an immediate competitive edge because it is associated with our high quality products.The slightly higher prices are refle ctive of the quality product and overall experience that each consumer receives when he visits a Panera Bread location. This experience can in great part be attributed to the casual, inviting, and relaxing ambience of every establishment. Of course, our bakery expertise, healthy menu options, and artisan breads are a initiation pierce of our companys success. Therefore, our introduction of new products, including the Signature Frozen Yogurt, will have an easier time of gaining market acceptance, as well as our consumers confidence.Marketing Strategy Research The U. S. Market for grouch Cream and Frozen Desserts According to trend data, the sales of low fat or diet ice cream are increasing while the sale of regular is decreasing. This shows that the market for healthy frozen desserts is chop-chop growing. In addition, consumers are looking for different flavors and type of frozen desserts that will limit across them a move factor. Frozen yogurt which was more popular in the 198 0s and 90s is making a comeback in more cafe settings that resemble coffee shops.These cafes would offer healthy yogurt as well as premium healthy toppings for the yogurt. They cater to consumers that want the comparable atmosphere and effect as Starbucks The trend for ice cream in the food service industry is that consumers will pay a little more and wait a little longer for the upscale experience and the atmosphere. In the next three years, frozen yogurt is the one frozen dessert that will experience the highest growth in sales in the food service industry. Projected U. S. Foodservice Sales of Frozen Desserts (in millions) Along with the nformation gathered from alternative research, we also used primary research techniques including a survey (see appendix), of which the numbers were as follows Do you like frozen yogurt? draw assign Yes =44 Indifferent =8 No =0 How Often do you go to Panera Bread every three months? drawframe Often (7+ Times) =4 Sometimes (3-6 times) =39 Rarely (0-2 times) =9 Do you think that Panera Breads current desserts are healthy options? (Current dessert menu items include biscuits, brownies, pastries, scones, cinnamon rolls, muffins) drawframe Yes =2 Somewhat =16 No =34Would you be more willing to get dessert at Panera if there were healthier options? drawframe Yes =32 Indifferent =22 No =4 Target Market Strategy Panera has found a home in the niche market of suburban regions, where consumers are looking for quick, convenient, and high quality menu options. We have designed our establishments to allow for a relaxing, lounging environment, as well as just the opposite- a fast moving order line that will have a consumer and his packed to-go meal out the door in just a couple of minutes.We will use mass marketing techniques in order to target our chosen market for the newly created Signature Frozen Yogurt . The initial market will consist of New York and California, two places which have seen a growing trend in the market for frozen dessert. The population will consist of individuals roughly between 19-35 years of age, both male and female individuals that come from the upper middle class, are health-oriented, and currently frequent Panera Bread, but rarely eat dessert because of the poor healthy choices currently offered, and is currently measured at approximately 7, 927, 516 individuals.Ranked the number one option in the cafe/bakery market, we have the highest level of customer loyalty among quick/casual restaurants, agree to the Wall Street Journal. We have also received several awards for excellence, and have been named the number one fast food chain for popular salad and healthy option facilities. The introduction of the Frozen Yogurt will The Signature Frozen Yogurt will strengthen our current competitive advantage over the cafe industry and add value to ourcurrent menu. The dessert will be freshly made at each location it will not be an industrialized food product, thus always guaranteeing its freshnes s.Customers will be able to customize their choice they will be able to consume the flavor of the yogurt and what toppings theyd like, therefore always allowing them to have their way. Positioning Statement For the health-conscious consumer, Panera Bread present the Signature Frozen Yogurt, an all-natural, low-fat, low-calorie dessert that will remind consumers why our copmany is such(prenominal) a trusted brand and is nationally recognized for our quality products. The nutritious, low-fat, low-calorie hatch is yet another specialty product produced by a company who loves their bread, their employees, and their customers.Unlike the fast food competitors, our new dessert will keep us at the top of the fast-casual, bakery-cafe industry by continuing to provide for the millions of the Statesns who are looking to eat healthy. While competitors are struggling to keep up with todays prominent healthy-eating trend, we live a valuable asset to the cause. Marketing Mix Product The skin senses frozen yogurt is a convenience type of product. Since it is a dessert the consumer will not put much time in researching where to purchase the product. There are five product flavors four that are classic flavors and on that is a seasonal flavor and will change every three months.The flavors are as follows Macadamia Nut, Chai Tea, Dulce de Leche, and Orange Scone. The first seasonal flavored launched will be pineapple upside downflavor. The topping options will be as follows fresh cut fruit bits (strawberry, pineapple, blueberry, blackberry, raspberry, and banana), pecans, walnuts, chocolate chips, coconut, heath bar crunch, cookie dough, and drizzles (caramel, chocolate, and peanut butter). The signature frozen brand features ingredients including real nonfat milk, so you get all of the benefits derived from dairy, at a fraction of the caloric intake.This differs from other frozen yogurts in the marketplace, which are created using predominantly water, milk and sugar. At Pan era, the proof is in the taste. We attain to make each cup of yogurt from the highest quality of ingredients. You know you can tell the difference from the very first spoonful. Our frozen yogurt is a secret liquefy of all-natural ingredients. One of the most important ingredients is real nonfat milk, which has been certified by the National Yogurt Association to carry the Live & Active Cultures seal.Regardless of the flavor, our crisp and tangy yogurt is designed to awaken the senses and blend perfectly with each of our freshly cut fruit toppings. There are only 90 calories in each 8-ounce serving of Signature Frozen Yogurt. It is low in fat, contains no cholesterol, no preservatives, is fortified with calcium, and is made with the highest quality ingredients. Children, adults and the elderly can enjoy this great tasting healthy option dessert The product itself is packaged from the distribution warehouse and brought directly to each Panera cafe.There is it dispensed into the froz en yogurt machines at each site. When served to the customer, the yogurt can be served in three different size cups, which will include small (8 ounces), medium (10 ounces), and large (12 ounces). This product is considered a brand extension. The Signature frozen yogurt is adding another product category, which is the category of frozen yogurt under the product line of dessert. Essentially it is adding product depth. We currently have several different product categories under this product line including pastries, cookies, brownies, coffee drinks, and smoothies.Currently, we have not encountered any special issues involved with this product. Since we are striving to provide a healthier item for our dessert menu in order to reach out to those who are conscious about their health, below is the enounce containing the nutrition facts for the Signature Frozen Yogurt, which will be readily available in all stores and in our company website in the occasion that the customer wishes to inqu ire about their intake of calories when consuming this item. Nutrition Facts fate Size 8 oz Est. Percent of Calories fromPlace/ Distribution We pride ourselves in making our bread, salads, sandwiches, and all desserts fresh daily. The actual ingredients used to make these delicious entrees, however, are provided by our own distribution center. We use a vertical marketing channel in which the members act as a unified system in all three stages- manufacturing, wholesaler, and retailer- and each level has an increase of formalization and control. We use product pooling where there is one main distribution center within driving distance from a store.Each store is unremarkably re-stocked twice a week and is delivered the ingredients from our privately owned trucks. Inventory can be delivered on an as needed business if demand is higher than expected. Once the product arrives in the store then the frozen yogurt will be placed in the dispensing machine and ready to be served to the custo mer. Price We will use price skimming for our pricing strategy. In the past we have not needed to cut the prices of our food as a way to bring in customers. Our company is known to have great quality, and you may have to pay a little extra for it.Since we are an already well-established bakery chain, we have the ability to have the product enter the market with the price skimming strategy. We feel like this strategy best fits our company image as a whole, and will fit in with the prices of our other products. The pricing is as follows, small for $3. 99, medium for $4. 50, large for $4. 99. Each topping is an additional $. 99 cents. Both national and outside(a) factors have been considered when setting the prices. First, we have chosen selective distribution when it comes to the place.We are a well-distributed chain, but not massively distributed across the country and not distributed at all outside the United States. Also, a survey was performed in a randomized sample of 50 indivi duals who were asked what their maximum willingness to pay would be for the Signature Frozen Yogurt. About 40% of the individuals surveyed said they would be willing to pay at most $5 for a 10 ounce serving of frozen yogurt, thus we priced the product matchly. We also considered internal factors such as relative dessert prices currently sold at our locations.Some prices for comparison are as follows chocolate chip cookie $1. 99, orange scone $2. 99, and chocolate brownie$3. 50. In order for the product launch successfully the product must be priced according to the other products offered by Panera. The prices for the products are on the more expensive side but not overly expensive. The higher price of the good is a way to hold up the reputation we have built that we do not sacrifice quality for price. An external factor that has been considered is our current competition.The introduction of frozen yogurt will drive the company to compete with local frozen yogurt vendors, TCBY, and underdeveloped yogurt chains such as Yogurbella and Chicberry. Although our product is priced slightly higher than TCBY and about the same as Yogurbella and Chicberry, we wanted this product to be competitively priced but at the same time hold a standard of higher quality, therefore a little higher priced than TCBY. The frozen yogurt industry itself instigates monopolistic competition. There are several competitors and therefore competition is very clod.The mainstay to survival in this market is differentiation. The product itself may not be that different than other local current local vendors beside certain flavors offered or the quality of the taste, but the key to successfully positioning the product in the chosen market is the place. The yogurt will be sold at a cafe that already draws customers in for lunch or dinner, and now to complete their meal, instead of having to travel elsewhere for a healthy option dessert, they have it already where they are eating, which means no extra traveling costs, or planning is required.The convenience factor is now added, which is a huge factor in the American lifestyle today. This will add the competitive advantage to purchasing frozen yogurt at one of our locations, and not elsewhere. The competitors, in response may respond by dropping their prices in hopes that lower prices will make up for the inconvenience factor of having to travel to get your dessert after dinner. Although the competition may be able to lower their price and still make a profit, this may not be enough to sway the competition. Promotion and Communications AdvertisingThe publicise objectives of this new product are to inform consumers about the new frozen yogurt product line that we are depressning to sell. We will emphasize that this is a new product being offered at our locations. We will also emphasize the unique and fresh aspects of ourSignature Frozen Yogurt. Some aspects that make this product unique and fresh are the healthy nature of the product, the high quality materials used to produce it, and the relatively expensive price. The pass execution of the advert will be a lifestyle choice we want to introduce the idea of getting a healthy good tasting dessert at Panera Bread.Our media mix will be fairly standard for a new product being introduced at the national level. We will use mass media exposure. We will use TV, Magazines, Internet, and Outdoors. We will also place a picture of the Signature Frozen Yogurt in all company owned delivery trucks since all food is delivered via them and it can reach a wide audience while driving. With TV we will have a wide reach, and will be able totarget our demographic specifically through certain TV shows and time slots. We have written, shot and edited our own TV spot for the new product.We have used our original slogan A loaf of bread in every armSignature Frozen Yogurt in every hand, as well as a summertime theme associated with our frozen yogurt. With the magazines,we ca n hone in our message to specific demographics that will be interested in our product. The subscribers will also most likely pass along our message to others, and we consider word of mouth to be a powerful, free, advertising bastard that can certainly be used to our advantage. We will use our logo to create brand recognition among consumers, and we will use our slogan to create interest.The main message encoded to the consumer will emphasize how this product has a healthy advantage in comparison to other frozen yogurts, and it will emphasize the variety that our product has. With the Internet we can have a wide reachwe can link to detailed content, we can hone into our demographic and we can have interactive features. Through the internet will also use our slogan and logo to foster brand recognition and toemphasize the healthy advantage and the variety of the product. It will have similar encoding and message as our magazine ads.We will advertise our website through print ads and T V, but will also have associate to our website from other company websites that appeal to our target audiences. Some types of sites we would like to buy ad space from are health websites, fitness websites, food and entertainment websites, and search engines. We already have a really well established and well formatted website. It is easy to use and readily accessible, meaning we would simply add to its current featuresto include entropy about Signature Frozen Yogurt.This information would include all sales promotion information as well as details about the product and where it can be found. Outdoors advertising is cheapwe can gain repeat exposure, and we can direct customers to a local store off of the road. The style of this advertising will be more along the lines of flashy and fancy, we want to emphasize the status and the quality of our company. Our timing will in incarnate a flighting strategy we want to initially attack our consumers with our message aggressively and consis tently to build a base of consumers that know and understand our message and our new product.This will serve the purpose of informing the customer of our product. Once we feel that our product has become commonplace for our consumer we will convert to a less aggressive strategy, slowing down our advertising. We will increase our advertising once again once we have a new twist on the product or a new feature, such as a new season flavor, that needs to be expressed and told to the consumers. globe Relations Public Relations tools that will be used will be annual reports, electronic media, and media relations.Annual reports will be used to give monetary performance information to investors and others about what is outlet on in the organization. This can provide us with projections for the new product, as well as give us results and an opportunity for analysis in accordance with Signature Frozen Yogurt. Media relations will be used to create news coverage and public awareness of the new product for our company this will be make by news releases and event sponsorships.In addition, electronic Media will be used to inform, interact and generate a buzz about our new product this will be done through web sites and email campaigns. Press Release Panera Bread Launches New Healthy Option Signature Frozen Yogurt in Select Markets NEW YORK April 18, 2010Panera Bread? officially announced the launch of a new product into select cafes in the beginning of May. The product will put a new spin on dessert options offered in their bakery. In the past, Panera? has been known to have indulgent pastries, brownies, and cookies high in calories, sugar, and fat.However, they have also been known to have several healthy options for lunch or dinner, including a wide selection of salads, sandwiches, and soups. So, why arent their healthy dessert options as well? This wonder was raised when the development of the signature frozen yogurt was originally brought up in corporate back in Se ptember of 2009. We wanted to innovate our selection of dessert. We pride our company on being one of high quality and healthy options, but we werent following through with that in our dessert section of our menu, comments Ronald Shaich,CEO.With the implementation of this new product into the product line we hope to keep our very health conscious customers around for dessert and not travel elsewhere to satisfy their sweet tooth, says Ronald Shaich. The frozen yogurt is a secret blend of all-natural ingredients. Probably one of the most important ingredients is real nonfat milk, which has been certified by the National Yogurt Association to carry the Live & Active Cultures seal. Regardless the flavor, our crisp and tangy yogurt is designed to awaken the senses and blend perfectly with each of our freshly cut fruit toppings.There are only 100 calories in each 5-ounce serving of Signature Frozen Yogurt. It is low in fat, no cholesterol, low in calories, no preservatives, fortified wit h calcium, and made with the highest quality ingredients. Panera? plans to launch the product first regionally in the New York and California corporate stores. We picked these locations first to test the success of this product because research shows that frozen yogurt is on a rise in these areas especially in cafe like settings, explains Domenic Colasacc, mite Independent Director.If the product reaches their goal of sales then it will be released nationwide in the corporate stores and eventually offered to the franchises. Press Contacts Deidre Novotny emailprotected com (727) 692-2194 Sales Promotion We are not known for using a variety of advertising on television, such is the case for competitor McDonalds. We choose not to spend large amounts of property on advertising because our loyal customer base is so strong and has so rapidly handsome over the years that we feel our brand is well established without enormous advertising campaigns.Since we are introducing a new product that has never been on the menu before, we will strengthen the quantity of advertising so that consumers will be aware of its existence. As always, in-store marketing efforts will be effective for visiting consumers, and as always, their positive word-of-mouth is a great promotion tool. We will use sales promotion tools to create awareness and a buzz about our Signature FrozenYogurt. We will use coupons, samples, and deals. We will use the coupons to give the consumers a discount this will stimulate demand, and also allowus to directly track sales.This would be active only during our initial campaign for the ad to spread awareness and create an incentive to purchase the newest addition to our menu. The initial coupons will consist of a half off for any Signature Frozen Yogurt. This will establish a customer base, word of mouth, and reduce the risk of our consumer in trying to product. We will use samples to assist trial, andoffer direct involvement. This method of sales promotion w ill also create an opportunity to attract consumers, get them to try and enjoy the new product, and if they enjoy the production will create positive word of mouth.This will be standard for the first week after the launch of the product at all Panera Bread stores located in New York and California, and then will cease immediately. This will flood consumers who attend the store regularly with the product, hopefully creating word of mouth and another reason for them to keep coming back to Panera Bread. We will also create deals, for example, buy a sandwich and get a free signature frozen yogurt with your sandwich. This will encourage trial and reduce customer risk. A deal like this will only be implemented in the first two weeks after the launch of the product.Personal selling There will not be any personal selling necessary for this product, but we will push at the registers for our special sales promotions and educate the customer on the qualities of the Signature Frozen Yogurt if needed, hoping that this will promote the trial and purchase of signature frozen yogurts. Direct and Online Marketing Most of our direct marketing will be done through the internet. Telephone, mail, infomercials, and catalogs as well as other non-internet based marketing did not seem like it would be appropriate or effective.Through internet based direct marketing we can use email to inform our target consumer of our new product. We can also use email to establish our promotional sweepstakes for Signature Frozen Yogurt. Budget Our current market consists of 7, 927, 516 individuals between the ages of 19-35 years of age currently residing in California and New York. Assuming that 25% of these individuals frequent Panera Bread and 30% purchase the Signature Frozen Yogurt , the introduction of this product in the market will affect sales in the following manner * * 2010* * * * 2011* * * 2012*Return on Investment (ROI) $111,701/$685,916=0. 16 vengeance Period (without taking in consider ation variable present value) $685,916/111,701=6. 14 years Break Even Analysis In order to break even, our company would have to sell 152,765 units of Signature Frozen Yogurt, averagely price at $4. 49 per unit. Communications Budget Advertising will take 2. 6% of annual sales. Therefore, the advertising expense to implement the project will use approximately 40% of the overall communication work out and will be distributed as follows Magazine/ Newspaper put down $1918Internet/ Search Engine Expense $1918 TV Commercials Expense $5,753 Outdoor Commercial Expense $1918 Total Communication Budget $11,506 $1,106,295x. 026=$28,764 for the year of 2010 and a forecasted value of $1,194,799x. 026=$31065 for the year of 2011. Implementation Our company has great proficiency in developing, testing, and launching new products. This can be credited to our goal of continuously creating new products to satisfy changing consumer tastes, as well as to reposition ourselves, all the while getting o ur customers excited about new and improved products for their enjoyment.Our new or reinvented products are introduced on a day-by-day or seasonal basis, and we call them Celebrations. The most important part of our growth strategy is to carefully evaluate these product launches. For the Signature Frozen Yogurt, we spent our best efforts developing our marketing strategy based on what we believe and know about our consumers preferences and what they value. Our product has been chosen our price has been decided our places have been selected and our promotions are ready to be released. The next step is to launch our new product.We will be sending out the press release for our latest Celebration, the Signature Frozen Yogurt, on April 18, 2010. On this date, we will begin executing our various promotional tools as previously discussed, including our product commercial, print ads, and online media outlets, such as Twitter and Facebook, among popular search engines. We will launch the Si gnature Frozen Yogurt on May 10, 2010. Using test marketing, our company will be launching the product in condition regions. We choose not to launch new products nationwide because it is a very costly decision that cannot guarantee exceptional returns.The regions chosen for this particular mini-launch are New York and California. Our company establishments, as well as franchise establishments, will be adding the Signature Frozen Yogurt to their menus for a specified time period. We have chosen these regions because they are welcoming in a newly revamped, ultra-healthy frozen yogurt market, currently consisting of smaller independent firms. This provides our company with a unique opportunity to take advantage of. Based on various results in a three-month period from the mini-launch, we will then decide whether or not to launch the product nationwide.Customer reactions from regional launches will verify if the marketing plan and strategy chosen for this product were the best choices. Consumers will be questioned and surveyed regarding the new products consistency and level of quality, in comparison to our current standards. If customers do not react well, the product will not be launched on May 10, 2010 as according to plan. Instead, the marketing team will revise the marketing mix and strategy, as well as refocus on determining exactly what consumer need they were trying to satisfy.Assuming the mini-product launch is a success, the company will introduce the product nationally. Launches will be put into effect on either a periodic or seasonal rotation, a choice made while keeping in mind the time frame at hand. Competitors, namely fast food firms such as McDonalds and Wendys, have recently begun to alter their menus in an attempt to fulfill consumer demand for healthier eating options, therefore, our Signature Frozen Yogurt comes at a possibly risky time, as competing firms are stepping up to participate in societys healthy-eating trend.Fortunately, we have a sustainable competitive edge because of our long-standing image of a business serving nutritious, quality food, an image that no other firm has in the fast food segment of the restaurant industry. We also maintain our competitive advantages because of our position in a niche market known as quick-casual and bakery cafe. This niche protects our company from competitors actions regarding menu changes, as well as new product developments, although the recent economic recession in the United States has severely impacted the restaurant industry, mainly because consumers immediately descend their restaurant outings.For us, our loyal customers have helped the firm verify the strength of their brand and image, even in these tough economic times. We have chosen to not change or lower menu prices because of the recession, instead nidus on further improving the quality of what is offered. As a result of this initiative, it is harder for consumers to completely give up healthier quality food in this economy, especially when it is provided in such a convenient and quick manner. We employ a growth strategy by continuously reinventing the menu, completed through rotations of new and old products, followed by careful evaluation of their performance.Such products are introduced on a regular periodic basis, or on a seasonal basis. It is the hope of the company that the new Signature Frozen Yogurt will find a place on the menu indefinitely. As our brand is already well established, the company will work to increase popularity for the frozen yogurt product. This will be achieved through prominent in-store promotions and sample testing. Advertisements will range from television commercials, to print ads in magazines and newspapers to outdoor advertising.We strive to remain in the evoked mindsets of our loyal customers whenever they think about where they will go for a healthy, guilt-free dessert. No matter what product is introduced and how it performs, our main focus will cont inue to remain on our employees, channel members, society at large, and most of all, our customers. We strive to provide a fully satisfactory experience each and every time a customer enters a Panera Bread establishment. We offer more than just food we seek to offer a valuable way to spend time, which is especially precious to each individual customer. Evaluation and ControlOurimplementation approach will have our company focusing on various results from the test marketing stage. For the launch of the Signature Frozen Yogurt, we have chosen to turn out the first performance evaluation after the products first three months on the regional menus. Customer reactions from these launches will help us verify whether or not the marketing strategy chosen for the Signature Frozen Yogurt were the best and most efficient choices. Consumers will be questioned and surveyed regarding the new products consistency and level of quality, in regards to other products and standards.We then combine the se results and information with past sales of comparable products, as well as the projected expectations of the new product. The company then will decide if the product remains on the menu or is taken off. There are two obvious situations that can result from a new product launch to put it simply, consumers will either accept the product, or consumers will reject the product. If our customers do not react positively to the frozen yogurt, the product will not be launched nationally just yet.The product will be removed from all establishments it was featured in and then the company has two possible plans of action to choose from. One option in this scenario would involve having our marketing team immediately revise the marketing mix and strategy of the new product after it is pulled from the menu, as well as reassess exactly what unrealised consumer need they were trying to satisfy. After completing intensive revisions, a new marketing strategy is disposed(p) and the product can be r e-launched for the next round of Celebrations.A second option entails putting the product away for at least a three-month period before attempting to reconfigure a new marketing strategy. With this option, members of our marketing and development teams will have an extended period of time to let the failed product concept settle, so team members can recoup and come back to the drawing tables with a refreshed mind. From there, they will begin revising and making the necessary adjustments on the products original marketing strategy. A tercet option, the most drastic one, involves scrapping the new product completely.This occurs in rare situations when a new product fails miserably in the launch regions, to the point where the entire cumulative sales of an individual establishment are negatively affected from the single, new product. In the anticipated case that consumers accept and then demand our Signature Frozen Yogurt, we will launch the product nationwide, in all establishments, in all regions of the country. For the first year of the new products life, we will measure its performance every three months.In the products second year of life, we will scale back evaluations to every six months. If a new product, including the Signature Frozen Yogurt, has remained on the menu for a third year, performance evaluations will be conducted after 9 months, and this evaluation will be strictly compared against its past two years of performance. In evaluating the new Signature Frozen Yogurt product, Panera Breads marketing strategy, marketing mix, media mix, and implementation plans will be continuously reviewed and evaluated using a few different methods.Marketing metrics will be used to set the trends, dynamics, and characteristics of the frozen yogurt consumption. We will use sales and profits as a measurement tool by comparing our new products results to the financial performances of TCBYs frozen yogurt. We have chosen TCBY as a benchmark company to compare our per formance to because although it specializes in only the frozen dessert industry, it is a large, established brand that has been a leader in its industry for many years.We can also compare product performance to the frozen desserts of fast food firms, such as McDonalds or Wendys, because although they are very different types of desserts, these chain restaurants have been competing in the same market for a long period of time. It will be important to factor in the differences of company size and market share of the industry when using these metric tools. The most important measurement tool for our new product will be customer satisfaction. It will be measured using in-store, online, and direct email surveys.This particular evaluation can become more in-depth if deemed necessary. After our managers gather these results, they will make necessary modifications based on why our goals for the new product were, or were not, achieved. Throughout the evaluation process, the current economy c onditions will remain factor in actual performance of products. Finally, the managers at each individual location will conduct a portfolio analysis to ensure that if the new product is a success, a proper amount of resources will be allocated to that particular product.Product performances must be strictly controlled for multiple reasons. First, a failing product left on the menu for a time past the set period of three months may result in an unusually difficult task of turning around more than one financial quarters declining profits. Second, a failing product that is strongly disliked by consumers may hurt the companys brand image, and negative word-of-mouth may be spread. Third, a failing product that is harshly criticized by the media will severely hurt the firms brand name, image, and reputation, and this would occur in a much more public fashion.Finally, for the opposite situation, an excessively successful product can result in the cannibalization of other products that we of fer. In regards to the Signature Frozen Dessert, there is a possibility of the product cast other desserts on our menu into obscurity. By preparing for future possible scenarios before the implementation process begins, we play down the chance of having to take future corrective actions, and thus, this is the importance of continuous product review, evaluation, and control.For evaluation of our new Signature Frozen Yogurt, the first product review will be conducted on August 10, 2010, three months after the launch date of May 10, 2010. We will gather the financial performance results per location, including sales, costs, and profits. We will then factor in the customer feedback. Managers and marketing team members will also be focusing on evaluations of the strengths, weaknesses, customer satisfaction and acceptance of our new product. After compiling this information, the company has multiple options as to which step to take next.We can launch the frozen yogurt nationally, make i mprovements on the product and re-launch it in the same or different regions, or we can take the product off the menu completely. We are confident that our coming(prenominal) launch of the Signature Frozen Yogurt will be an immediate success, solidifying our entry into the frozen dessert market. Works Cited Datamonitor Industry Market Research United States Fast Food. Business & Company alternative Center. DatamonitorMarket Definition, 15 Aug. 2007. Web. 25 Oct. 2009. http//iiiprxy. library. miami. edu2309/servlet/BCRC? rsn=unknown&rcd=naics&locID=miami_richter&brv=722211&srchtp=ind&ids=restaurant&c=2&iType=naics&mode=i&ste=87&tbst=tsIS&cind=722211+-+Limited-Service+Restaurants&tab=2048&docNum=A169919235&bConts=2306. Jargon, Julie. Wall Street Journal Slicing the Bread but Not the Prices. Panera. com. Panera Bread, 19 Aug. 2009. Web. 12 Oct. 2009. Minkin, Tracy, and Brittani Renaud. Americas Top 10 Healthiest Fast Food Restaurants. Health. com. Health magazine, 15 July 2009. W eb. 21 Oct. 2009. . Panera Bread Co. (NMS PNRA), property . Mergent Online.