Marketing Strategy for Coca-Cola Essay Example | Topics and Well Written Essays - 2250 words

Marketing Strategy for Coca-Cola - Essay Example This means that a rethink of the strategies of yesteryears was the main focus so as to remain strong despite the competition. Discussion The major focus was on how consumers choose what to buy so that the company could use the information to customize the products so that they conform to the needs of these customers. There are a myriad of reasons that drive consumption that are going to be assessed in this paper. Marketers generally concede that the most difficult thing to analyze is what drives specific customers to make specific purchases (Thackston, 2005). There are two major reasons that drive these purchases. The first is for personal reasons whereas the second is mostly on external factors in the business market. Perhaps the greatest influence of consumer behavior is how the products are perceived. The perception filter is the conscious and subconscious view of the products drawn from the information sourced from a myriad of stimuli. The process of filtering perception is four- stepped. The first thing is exposure to the stimuli, followed by attention to the stimuli, third is the awareness of the stimuli and finally, there is the retention of the tenets of the stimuli (Christ, 2011). All the steps are generally pegged on how people learn as this is diverse. The Coca-Cola Company is a multinational company that has the services of the best marketers at its disposal. These marketers therefore know how to affect the perception of their brands in the eyes of the consumer. The use of advertisements is the major tool of influencing these perceptions although it is also very difficult since there is advertisement clutter in the media. Creativity is therefore of essence and the message must be captivating to arouse interest. Basically, the message of the advertisement must be precise so that it is not decoded negatively in people and also must be positively interpreted. The second factor affecting how consumers purchase products is their attitudes towards the prod ucts (Christ, 2011). This generally points to how people feel about the product as well as the company. For one to have an attitude there must be an element of conviction on the information possessed. Therefore, changing negative attitudes take a lot of effort. The company marketers must be focused on the contributors to the negative attitudes. This requires that the process be very involving so that negative sentiments are aired. In the same instance, it is fundamental that the Coca-Cola Company analyzes why some consumers have positive attitudes towards the competitor’s products so as to try and lure them by reflecting the strengths they see in those products. Thirdly, consumer purchases are influenced by the knowledge that they possess (Christ, 2011). This is the sum of all the experiences and information that consumers possess. Knowledge is also largely dependent on how the consumer perceives the world. The Coca-Cola Company has to use a large number of researches so as t o gauge what the consumers know about their products. When crafting campaigns to market their products, it is important to aim at correcting the wrong knowledge that may be possessed as well as educate consumers on the products. Other internal influences that the Coca-Cola Company should be aware of include the personalities of their customers, their lifestyles, their role in the society they live in and also what motivates them. All of these are important as they aid in

Quiz 4 Assignment Example | Topics and Well Written Essays - 250 words - 1

Quiz 4 - Assignment Example Nixon (1974) outcome was influenced by then President Richard Nixon who authoritatively and defiantly interfered with the investigation process regarding the controversies surrounding the Democratic Party (Greenburg 58). Besides, the implementation of court policies is influenced by the Congress. As a supreme organ, Congress has a lot of say on exactly how judicial policies can be implemented in the country. However, this might at times go against the interpretation of the lower courts (Abraham 397). Lastly, the implementation of court decisions is influenced by the discretion of the lower courts. Since it is the Supreme Court that make decisions, their interpretations are always left for the lower courts. This does not effectively work because most of the decisions are vague and might not be properly interpreted by the judges of the lower courts. According to the US constitution, judiciary should be an independent institution. Meaning, it is free to discharge its duties without an unnecessary influence from any person or organ of the government (Beard 71). However, there are several occasions in which the judiciary has suffered retaliatory attacks from the Congress and president. For instance, in 1937, February, President Roosevelt Franklin retaliated the Supreme Court over its decisions regarding New Deal legislation. It was a very controversial attack that really shaped the political and judicial climate of the

Evaluation Of Total Quality Management (TQM)

Evaluation Of Total Quality Management (TQM) A critical evaluation of total quality management (TQM) and its influences on competitive advantage. The case of Trinidad and Tobago Petroleum Marketing Company Limited (NP), automotive lubricant division 1.1 Background Slack (2004) explains that Quality management is extremely important in gaining and sustaining competitive advantage. Growth, survival and attainment of strategic goals are all major issues of any organization quality therefore become a major issue. Existing as a private label company NP has made their way into a market filled with experienced multinationals via for increased market share. Competitors compete in terms of pricing and quality, thus NP has to make a strong dent into the impact of the customer on these bases. Vying for increased market share the need for core competencies arises and as such quality should be the number one focus. 1.2 Company background As with many companies The Trinidad and Tobago National Petroleum Marketing Company Limited (NP) has an unfolding history. This company is owned by the Government of Trinidad and Tobago and incorporated in 1972. Many acquisitions by the Government took place which put NP in its position within the industry today. NP acquired the assets of Shell Trinidad Limited thereby inheriting their Lubricant Blending Plant sited at Sea Lots, on the outskirts of Port of Spain. Under license, it continued to produce a range of lubricants, blended according to the Shell formulations, until the National Petroleum Brand of lubricants was launched in 1981. Since then NP continues to improve its product rating, they keep abreast of significant technological advancement in the lubricants industry. Despite competition from multi-national companies, NP brand continues to be a major player in the local and Caribbean markets, where ità ¢Ã¢â€š ¬Ã¢â€ž ¢s automotive and industrial lubricating oils and greases hold varying, but significant market share. NP stands out as one of the most successful state enterprises in the Republic of Trinidad and Tobago.  [1]   1.3 Mission 1.4 Vision 1.5 Rationale for the study Rivalry has always been a major determinant of quality of products or services. Quality management and competitive advantage is a marriage necessary for the success of a company. Thus the researcher believes that total quality management principles can be applied within NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s operations to gain an advantage over their competitors. In todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s competitive arena brand image is everything, therefore if a company is able to sell their image then increased market share can be attained. The researcher therefore believes that quality will be a key determinant on NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand image and overall head point within the industry. A customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ right to boast of brands have always been a trend in todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s world, thus the ability to gain customers who can boast of NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand is essential. This aspect will be the basis of the issue as NP exists in an industry filled will multi-national players, thus competition is fierce and forceful. With the economic downfall, companies were faced with increases in production costs, thus this cost was transferred to consumers. In the first quarter of 2010 NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s prices of its automotive lubricants rose twice. During an economic turmoil customers demand value for their money. Essentially quality will determine customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception of products, thus ensuring a sale and continued loyalty. New methods of operations are expected to arise in an attempt to improve quality standards towards gaining a better positioning within the industry. Insights of best practices are also expected to arise. Improved efficiency and effectiveness in operations, branding, communication and services are all areas in which the researcher expects quality management to impact, thus this research can shed light on all of these areas to assist NP in attaining their mission and vision statement. 1.6 Research Aims Research question: Can the adoption of TQM contribute to competitive advantage at NP? Objectives: To critically assess the strategic TQM at NP. To evaluate the industry standards to benchmark TQM at NP. To ascertain the extent to which NP is in compliance with industry standards. To formulate recommendations with reference to quality management best practice and based on research findings. These aims are found to be most important as it is hoped to achieve a firsthand view into the quality management practices in relation to operations and how these practices contribute and impact on competitive advantage. 2.0 LITERATURE REVIEW First hand knowledge is gained through the experiences of trial and error; companies have been able to create quality initiatives relevant to their operations. Various scholars have also contributed to the field of quality management by proposing models and frameworks. The researcher will examine secondary data from research to be conducted and analyze this against the literature review. Major areas of this literature review will therefore be: Total quality management Quality management systems The process approach Six sigma Balanced scorecard It is against these criteria that this literature review aims to provide pertinent information to critically assess the topic at hand. A definition of what a literature review is given as 2.1 TOTAL QUALITY MANAGEMENT (TQM) When considering business activities, ignoring quality can be a key ingredient for inefficiency and loss of profits. Hannagan (2002) claims The main objective of businesses is to make the highest profits possible; therefore one must consider the TQM issues in an attempt to succeed. 2.2 ORIGIN OF TQM Slack (2004) explains that the origin of TQM was a development by several à ¢Ã¢â€š ¬Ã‹Å"quality gurusà ¢Ã¢â€š ¬Ã¢â€ž ¢ beginning from as early as 1957. Feigenbaum 1957 introduced the term TQM and he defined it as 2.3 WHAT IS TQM? Slack (2004) further goes on to state that TQM is best thought of as 2.4 TQM QUALITY INITIATIVES MANAGED Hannagan (2002) presents the thought that Organizations adopt TQM as a way of life as it is proved by quality throughout production until the product or service reaches the external customer. This process is measured by the quality of materials purchased from suppliers, the approach to defect control on the production line, the appearance of the building, the way problems are solved for customers, the way employees are organized and the organizations internal communication system. Hannagan (2002) continues by saying that Hannagan (2002) goes on further by claiming that TQM is a strategic approach within an organisation which can provide an à ¢Ã¢â€š ¬Ã‹Å"umbrellaà ¢Ã¢â€š ¬Ã¢â€ž ¢ under which a number of quality initiatives can be managed. These initiatives include: Statistical process control Right-first-time Just-in-time Quality assurance Benchmarking Quality circles Tauguchi method 2.5 CRITISM OF TQM IMPLEMENTATION Slack (20004) argues that These programmes may loose their impulse over time. This has been variously described as quality disillusionment and quality droop. Various researchers and consultants who have implemented TQM, Slack (2004) argues have put forward prescriptions which are intended to reduce the risk of recurring. These include the following: Do not define à ¢Ã¢â€š ¬Ã‹Å"qualityà ¢Ã¢â€š ¬Ã¢â€ž ¢ in TQM narrowly; it includes all aspects of performance. Make all quality improvement relate to the performance objectives of the operations. TQM is a means of improving performance and not an end in itself. TQM should not be viewed as a substitute for responsibilities of normal managerial leadership. It is important to note that ineffective managers are not made better simply by adopting TQM. TQM is not an attachment of a company. It should be integrated with and indistinguishable from everyday activities. TQM has a considerable intuitive attraction. It is sometimes tempting to exploit the motivation à ¢Ã¢â€š ¬Ã‹Å"pullà ¢Ã¢â€š ¬Ã¢â€ž ¢ of TQM rather than thoroughly thought-out plans. Different organizations will have different needs depending on their circumstances. TQM should be adapted to these circumstances. Companies may push quality for its own sake, and shift too much responsibility down to the shop floor. In addition TQM is incompatible with more radical improvement approaches such as business process reengineering (BPR). TQM may also imply empowerment and liberal attitude toward shop floor staff; however it is argued that this is merely a further example of management exploiting workers. Critics have been known to define TQM as à ¢Ã¢â€š ¬Ã…“management by stressà ¢Ã¢â€š ¬?. 2.6 QUALITY MANAGEMENT SYSTEMS (QMS) AND PROCESSES A SIMPLE FLOWCHART SHOWING HOW PROCESSES ARE CHARTED IN AN ORGANISATION SOURCE: http://www.praxiom.com/process-approach.htm QUALITY MANAGEMENT SYSTEM (QMS) PRINCIPLES AND STANDARDS SOURCE: http://www.abcb.demon.co.uk/iso9k2kworkbook_part5.html Quality management system seeks to identify external quality related input requirements specified in Licenses to Trade, regulations, specified customer requirements and the chosen management system standard(s). In addition quality systems seek to define performance measures, as applicable, to the system requirements and generate the result or evidence that system requirements have been executed. The next step is to measure, monitor and report extent of compliance with these performance measures.  [2]   To achieve a standard the first step is to implement a QMS. Implementing a QMS can help your business to: achieve greater consistency, reduce expensive mistakes, increase efficiency, gain customer satisfaction, effectively market your business, exploit new markets manage growth more effectively and constantly improve your products, processes and systems. 2.7 THE PROCESS APPROACH The ISO 9000 series of standards is the main set of International Standards applying to the management of quality systems. It includes ISO 9001, the key internationally agreed standard for a QMS. Achieving ISO 9001 certification could mean new business. This certification can help distinguish à ¢Ã¢â€š ¬Ã‹Å"youà ¢Ã¢â€š ¬Ã¢â€ž ¢ from competitors.   Slack (2004) refers to the ISO 9000 series as Slack (2004) recognizes that there are four additional principles which ISO 9000 stresses upon. He argues that quality management should be customer focused. In addition he states that quality performance should be measured. Thirdly Slack sees the need for quality management to be improvement driven. Fourthly top management must demonstrate their commitment to maintaining and continually improving management systems. ADVANTAGES AND DISADVANTAGES OF CERTIFICATION ADVANTAGES: 1. Increased Efficiency: Companies that go through the ISO 9001:2000 Quality Management Standards certification process have given a lot of thought to their processes and how to maximize quality and efficiency. 2. Increased Revenue: Studies have shown that ISO QMS certified companies experience increased productivity and improved financial performance, compared to uncertified companies. 3. Customer Satisfaction: Client confidence is gained because of the universal acceptance of the ISO standards. Customer satisfaction is ensured because of the benefits of ISO 9001:2000 QMS to company efficiency, consistency and dedication to quality service.  [3]   DISADVANTAGES: The actual change to ISO 9000 for operations can be very expensive. As is well known in business and industry, it is difficult to change the habits of long-time employees. New ways are usually resisted by everyone. This resistance cuts into profits and also decreases company morale. There are times when companies feel that the existing set of operational procedures is already working well and they do not feel a change is necessary. Now these companies have the choice of loosing a customer or implementing ISO 9000. Either way money is lost in the short term.  [4]   2.8 SIX SIGMA INITIATIVES Six Sigma simply means a measure of quality that strives for near perfection. Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects in any process whether it is from manufacturing to transactional and from product to service. The fundamental objective of the Six Sigma methodology is the implementation of a measurement-based strategy that focuses on process improvement and variation reduction through the application of Six Sigma improvement projects.  [5]   Slack (2004) explains that Six Sigma processes are executed via belts. Master Black Belts are the experts in the use of Six Sigma tools, techniques and implementations. Six Sigma Black Belts can take a direct hand in organizing improvement teams. Green Belts work within improvement teams; they are not full-time positioned and have normal day-to-day process responsibilities. It is expected that they spend at least twenty per cent of their time in improvement projects. ARGUMENTS FOR AND against THE SIX SIGMA INITIATIVE Slack (2004) identifies the following positive perspectives of the Six Sigma initiative: Improvement activity is generally neglected in most operations and if it is to be taken seriously, it deserves the significant investment required. If operated well, Six Sigma improvement projects controlled by experienced personnel can save more than their cost. Slack (2004) identifies the following flaws of the Six Sigma initiative. It can be too hierarchical in the way it structures its various levels of involvement in the improvement activity. It is expensive. Training and improvement time can prove to be costly. 2.9 THE BALANCED SCORECARD The balanced scorecard is a strategic planning and management system that is used  to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals. It was originated by Drs. Robert Kaplan and David Norton  as a performance measurement framework  that  added strategic  non-financial performance measures to traditional financial metrics to  give managers and executives a  more balanced view of organizational performance.   DIAGRAM SHOWING THE VIEW OF THE BALANCED SCORECARD FROM FOUR PERSPECTIVES SOURCE:http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx The balanced scorecard suggests that we view the organization from four perspectives, and to develop metrics, collect data and analyze it relative to each of these perspectives: The Learning Growth Perspective includes employee training and corporate cultural attitudes related to both individual and corporate self-improvement. The Business Process Perspective refers to internal business processes. Metrics based on this perspective allow the managers to know how well their business is running, and whether its products and services conform to customer requirements. The Customer Perspective explains that the realization of the importance of customer focus and customer satisfaction in any business is essential. The Financial Perspective states that often there is more than enough handling and processing of financial data. With the implementation of a corporate database, it is hoped that more of the processing can be centralized and automated.  [6]   Quality indeed provides companies with a competitive edge. Total quality management looks at a companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s operations holistically and determines best practice quality initiatives. Though there are pitfalls to the strategic implication of TQM, compilation of proper initiatives can reduce the occurrence of such pitfalls. TQM initiatives can also result in customer satisfaction, thereby resulting in customer loyalty. 3.0 METHODOLOGY Saunders (2003) simply defines methodology as Haralambos (2000) however goes a bit further by explaining what methodology is concerned with. He sees methodology as being The research to be conducted will take a deductive approach. This research approach is found to be the most appropriate, as a topic/ hypothesis is designed and a research strategy is designed to test the topic/ hypothesis. Although the research is a deductive piece of work, the researcher will adopt a mixed approach to data collection. That is the research paradigm will be a mixture of both qualitative and quantitative data. Generally the philosophies used are positivists and phenomenologist. Triangulation research will be conducted as this will increase validity and reliability. Research question: Can the adoption of total quality management (TQM) contribute to competitive advantage at NP? Having formulated the research topic it is essential that the researcher answers the research question. Thus essentially the researcher will undertake many strategies in addressing this question. By conducting structured research via hypothesis testing and analyze of information based on best practices and recommendations the answer to the research question will be attained. Thus the use of both primary and secondary data collection tools will be profound for this question. OBJECTIVE ONE: To critically assess the strategic total quality management initiatives at NP. In collecting data for objective one the researcher has found it fit to use case studies. Robson (2002) defines case study AS The data collection methods will include questionnaires, interviews, observations and documentary analysis. The researcher will select interviews and documentary analysis in an attempt to collect the data required. Interviews will be conducted by the researcher. Structured interviews will be utilized. Two groups will be targeted: quality control managers and quality supervisors. This will be done in an attempt to gain information based on the quality methods and standards N.P. currently has. Also to establish the quality initiatives deployed from subordinates in the upper section of the organizational structure. This data collection method will be of primary nature. Interviews will be conducted to these groups because these are the groups with the required information. Documentation analysis will also be selected as a means of data collection. The method used is necessary to gain information about N.P. and their documents based on quality control. It is intended to identify inspection points, certifications, specifications and any other relevant documents based on quality control initiatives. This data collection method is of secondary nature. This method will be used as it is upon these documents that N.P. thrives for their quality standards. Analytical technique: the funnel technique will be used in conducting interviews. Quality initiatives are not easily shared therefore by beginning the interview with general questions and narrowing down, the groups targeted will feel comfortable and easy going thereby gaining the information desired. Justification of methods: The researcher has found it useful to conduct interviews as detailed information is gained from people in a face-to-face situation, thereby allowing interviewers to explore issues in- depth. This method has its downside as it gives rise to the possibility of biasness due to interaction. In conducting documentation analysis the researcher will analyze documents in an attempt to identify trends in sales performance relative to competitorsà ¢Ã¢â€š ¬Ã¢â€ž ¢ performance with respect to the quality initiatives employed at this company. OBJECTIVE TWO: To evaluate the industry standards to benchmark TQM at NP. In collecting data for objective two the researcher found it useful to conduct surveys. Letts (2000) explains Saunders (2003) goes on further on this point by claiming that Data here is collected by using questionnaires, structured observations and structured interviews. Data collected from surveys are standardized, allowing easy comparison. The researcher will use questionnaires and structured observations in an attempt to collect the necessary data. A questionnaire will be constructed containing twenty five questions, in which respondents will be asked to answer. The questionnaire will be handed out to other companies within the industry. These companies include Bel-Ray, Castrol, Havoline and Shell. A total of 10 questionnaires each will be given out at these companies. These questionnaires will be given to members within the quality departments of these companies. These members will be randomly selected within the department. Questionnaires will be given out to these members as it was them who will have the required information. Structured observations will also be used to collect data. The researcher will adopt a participant observation approach to this method. While at the various service stations, quick shops and auto mechanic parts shops the researcher will spend time observing customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ choice of lubricants when other brands are available. In addition observations will be made based on the prices of other brands compared to N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s brand and customer perception of quality based upon this factor. Research will be done on both customers and companiesà ¢Ã¢â€š ¬Ã¢â€ž ¢ quality departments. This will be undertaken as gaining an increased market share results in gaining a resource capability towards having a competitive advantage. Thus customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s preferences of one product over another will give the researcher the entities of what constitutes competitive advantage based on quality. Thus making room for opportunities for benchmarking based on specifications u tilized by other companies within the industry. Justification of methods: Questionnaires will be utilized as the researcher wishes to question a large number of individuals within a short space of time. Time would constraint the researcher in conducting interviews with 40 persons individually within the industry. Participant observation will be used in an attempt to gain a complete understanding of the views, preferences and beliefs of the people being surveyed. In addition the researcher will interact with individuals of the sample in an attempt to gain reasons for their choice. The researcher will acknowledge that there will be a major drawback by using questionnaires. That is they cannot address issues in-depth. It is for this reason that participant observation will be used hand in hand with the questionnaire as it will allow individuals to go in depth on issues. Analytical technique: the researcher will use cognitive access in an attempt to gain information from customers. Participant observation requires interactive processes, therefore it is crucial to gain entry and carry out the research. The researcher acknowledges the fact that informal acceptance from intended participants will be necessary in order to gain access to the required information. Cognitive access will be used as it is necessary for participants to feel understood and this will allow the researcher to gain an understanding of their social reality by allowing them to know what is being studied and the objective. This aims at making participants openly give information based on the objective of the research. Objective three: To ascertain the extent to which NP is in compliance with industry standards. Documentation analysis will be selected as the means of data collection for the attainment of this objective. This method is necessary for analyzing the information gained about N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s documentations based on quality control. The N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s quality initiatives discovered will be scrutinized along side information attained from the industry analysis. It is intended to identify gaps within the operation requirements relevant to inspection points, certifications, specifications and any other relevant quality control initiatives. This data collection method is of secondary nature. This method will be used as it is upon these analyses that gaps will be identified and compliance standards assessed. Justification of methods: documentation analysis was found to be the most appropriate method as it will provide comparative and contextual data. This method will allow the researcher to compare and contrast findings when compared to secondary data. OBJECTIVE FOUR: To formulate recommendations with reference to quality management best practice and based on research findings. In collecting data for objective three the researcher will use the multiple- source secondary data process. This objective will be achieved by evaluating the literature and documentary secondary data and matching up the findings to the survey- based secondary data. Documentary secondary data uses a combination of primary and secondary data. By reviewing the literature based on the selected topic, quality management best practice in relation to N.P. will be determined. In addition companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s print out from their intranet will be used to gain an inside view of N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s perspective of quality management best practice. Survey- based secondary data will allow the researcher to compare the findings gained from doing research via survey and case study methods to information derived from documentary secondary data. The researcher will be able to make recommendations based on this comparison. The comparison of the findings from both documentary secondary data and survey base secondary data will be necessary as this is the method which will reveal the necessary information. Justification of methods: The multiple- source secondary data process was found to be the most appropriate as it will provide comparative and contextual data. This method will allow the researcher to compare and contrast findings when compared to secondary data. The researcher however acknowledges the fact that there may be no real control over the quality of data. 3.1 ethical issues The research will guard against any unethical methods of data collection. Essentially the criteria relevant to the methods of data collection chosen are as follows: Voluntary participation and conformed consent: all participants will not be coerced into participating in the research. Consent will be sought after from all parties to be studied. All participants will be given a through breakdown on the study and its aims. Confidentiality and anonymity: the researcher will not seek after names or any personal information which may reveal the participantà ¢Ã¢â€š ¬Ã¢â€ž ¢s identity. This will be made clear to all parties in advance of the method of data collection. 3.2 Limitations of study When conducting research and collecting data one must consider the limitations of the study as this may provide boundaries and barriers to gaining a representative and accurate piece of work. The researcher will therefore guard against the following: Response rate: limited time and anonymity of respondents may provide barriers to the researcher for following up on people who didnà ¢Ã¢â€š ¬Ã¢â€ž ¢t respond, thus resulting in a low response rate. Scope of information: Companies cherishes their quality management secrets and guiding principles, therefore information on the characteristics of the quality management initiatives may not be divulged. Time: the limited timeframe allotted to conduct this study may constrain the researcher form collecting sufficient comparative data from competitors in an attempt to present a more in-depth comparative analysis. Generalization: due to the nature of the topic and the research objectives, the findings may not be applicable to other organizations. The situation, time and place may be of a different nature. 3.3 RESEARCH TOOLS The researcher will ensure that the tools and resources are available to carry out the research designs. These materials will include: Stationary tools: pens; paper and note pads. Data collection tool: questionnaires and voice recorder. Monetary tools: The researcher will require finances to reach destination to attain data. 3.4 MARGIN OF ERROR: DATA RELIABILITY, VALIDITY AND ACCURACY Reliability and accuracy: McNeil (à ¢Ã¢â€š ¬Ã‹Å"research methodsà ¢Ã¢â€š ¬Ã¢â€ž ¢) defines data as Data reliability therefore, is concerned with ideas such as: 1. The consistency of the data collected 2. The precision with which data is collected 3. The ability to replicate a piece of work. The reliability of data collected will be an important consideration since if data used is not reliable, then the conclusions or findings drawn will be fairly useless. Data reliability will be affected by such things as researcher bias into data collection processes, standardization and interpretation. The inability to record data accurately will cause the data to be less reliable. Validity: Data is only useful if it measures what it is supposed to measure. Validity refers to the extent to which the data collected gives true measurement of social reality.  [7]   When conducting research the concepts of reliability, validity and accuracy go hand in hand. It would be safe to say therefore that if data is reliable but not valid then it may have limited use. Also if data is valid, but not reliable the researcher may not be able to make general statements. In undertaking this research the researcher acknowledges the fact that the research will not be one hundred percent (100%) reliable, valid and accurate. However the researcher will make every attempt to achieve these in an aim to stand against scrutiny. The researcher will conduct the research in a highly professional, ethical and confidential manner. In addition all interpretations and collection of data will be made in an attempt to be unbiased. 4.0 Justification of time plan Essentially projects must conform to set deadline dates. Thus a plan is essential to ensure the successful completion within the timeframe allowed. The dates proposed are expected to conformation however contingencies will assist the researcher in any short comings. These dates are given in medium term expected time span, therefore any additional times required will be attained via slack times gained form other tasks running simultaneously. Therefore undergoing a successful dissertation a timescale becomes necessary to use to gain efficiency and complete the project on time. For the purpose of this study the duration will be six months. The stating date will be June 15th 2010 to December 15th 2010. Evaluation Of Total Quality Management (TQM) Evaluation Of Total Quality Management (TQM) A critical evaluation of total quality management (TQM) and its influences on competitive advantage. The case of Trinidad and Tobago Petroleum Marketing Company Limited (NP), automotive lubricant division 1.1 Background Slack (2004) explains that Quality management is extremely important in gaining and sustaining competitive advantage. Growth, survival and attainment of strategic goals are all major issues of any organization quality therefore become a major issue. Existing as a private label company NP has made their way into a market filled with experienced multinationals via for increased market share. Competitors compete in terms of pricing and quality, thus NP has to make a strong dent into the impact of the customer on these bases. Vying for increased market share the need for core competencies arises and as such quality should be the number one focus. 1.2 Company background As with many companies The Trinidad and Tobago National Petroleum Marketing Company Limited (NP) has an unfolding history. This company is owned by the Government of Trinidad and Tobago and incorporated in 1972. Many acquisitions by the Government took place which put NP in its position within the industry today. NP acquired the assets of Shell Trinidad Limited thereby inheriting their Lubricant Blending Plant sited at Sea Lots, on the outskirts of Port of Spain. Under license, it continued to produce a range of lubricants, blended according to the Shell formulations, until the National Petroleum Brand of lubricants was launched in 1981. Since then NP continues to improve its product rating, they keep abreast of significant technological advancement in the lubricants industry. Despite competition from multi-national companies, NP brand continues to be a major player in the local and Caribbean markets, where ità ¢Ã¢â€š ¬Ã¢â€ž ¢s automotive and industrial lubricating oils and greases hold varying, but significant market share. NP stands out as one of the most successful state enterprises in the Republic of Trinidad and Tobago.  [1]   1.3 Mission 1.4 Vision 1.5 Rationale for the study Rivalry has always been a major determinant of quality of products or services. Quality management and competitive advantage is a marriage necessary for the success of a company. Thus the researcher believes that total quality management principles can be applied within NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s operations to gain an advantage over their competitors. In todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s competitive arena brand image is everything, therefore if a company is able to sell their image then increased market share can be attained. The researcher therefore believes that quality will be a key determinant on NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand image and overall head point within the industry. A customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ right to boast of brands have always been a trend in todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s world, thus the ability to gain customers who can boast of NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand is essential. This aspect will be the basis of the issue as NP exists in an industry filled will multi-national players, thus competition is fierce and forceful. With the economic downfall, companies were faced with increases in production costs, thus this cost was transferred to consumers. In the first quarter of 2010 NPà ¢Ã¢â€š ¬Ã¢â€ž ¢s prices of its automotive lubricants rose twice. During an economic turmoil customers demand value for their money. Essentially quality will determine customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception of products, thus ensuring a sale and continued loyalty. New methods of operations are expected to arise in an attempt to improve quality standards towards gaining a better positioning within the industry. Insights of best practices are also expected to arise. Improved efficiency and effectiveness in operations, branding, communication and services are all areas in which the researcher expects quality management to impact, thus this research can shed light on all of these areas to assist NP in attaining their mission and vision statement. 1.6 Research Aims Research question: Can the adoption of TQM contribute to competitive advantage at NP? Objectives: To critically assess the strategic TQM at NP. To evaluate the industry standards to benchmark TQM at NP. To ascertain the extent to which NP is in compliance with industry standards. To formulate recommendations with reference to quality management best practice and based on research findings. These aims are found to be most important as it is hoped to achieve a firsthand view into the quality management practices in relation to operations and how these practices contribute and impact on competitive advantage. 2.0 LITERATURE REVIEW First hand knowledge is gained through the experiences of trial and error; companies have been able to create quality initiatives relevant to their operations. Various scholars have also contributed to the field of quality management by proposing models and frameworks. The researcher will examine secondary data from research to be conducted and analyze this against the literature review. Major areas of this literature review will therefore be: Total quality management Quality management systems The process approach Six sigma Balanced scorecard It is against these criteria that this literature review aims to provide pertinent information to critically assess the topic at hand. A definition of what a literature review is given as 2.1 TOTAL QUALITY MANAGEMENT (TQM) When considering business activities, ignoring quality can be a key ingredient for inefficiency and loss of profits. Hannagan (2002) claims The main objective of businesses is to make the highest profits possible; therefore one must consider the TQM issues in an attempt to succeed. 2.2 ORIGIN OF TQM Slack (2004) explains that the origin of TQM was a development by several à ¢Ã¢â€š ¬Ã‹Å"quality gurusà ¢Ã¢â€š ¬Ã¢â€ž ¢ beginning from as early as 1957. Feigenbaum 1957 introduced the term TQM and he defined it as 2.3 WHAT IS TQM? Slack (2004) further goes on to state that TQM is best thought of as 2.4 TQM QUALITY INITIATIVES MANAGED Hannagan (2002) presents the thought that Organizations adopt TQM as a way of life as it is proved by quality throughout production until the product or service reaches the external customer. This process is measured by the quality of materials purchased from suppliers, the approach to defect control on the production line, the appearance of the building, the way problems are solved for customers, the way employees are organized and the organizations internal communication system. Hannagan (2002) continues by saying that Hannagan (2002) goes on further by claiming that TQM is a strategic approach within an organisation which can provide an à ¢Ã¢â€š ¬Ã‹Å"umbrellaà ¢Ã¢â€š ¬Ã¢â€ž ¢ under which a number of quality initiatives can be managed. These initiatives include: Statistical process control Right-first-time Just-in-time Quality assurance Benchmarking Quality circles Tauguchi method 2.5 CRITISM OF TQM IMPLEMENTATION Slack (20004) argues that These programmes may loose their impulse over time. This has been variously described as quality disillusionment and quality droop. Various researchers and consultants who have implemented TQM, Slack (2004) argues have put forward prescriptions which are intended to reduce the risk of recurring. These include the following: Do not define à ¢Ã¢â€š ¬Ã‹Å"qualityà ¢Ã¢â€š ¬Ã¢â€ž ¢ in TQM narrowly; it includes all aspects of performance. Make all quality improvement relate to the performance objectives of the operations. TQM is a means of improving performance and not an end in itself. TQM should not be viewed as a substitute for responsibilities of normal managerial leadership. It is important to note that ineffective managers are not made better simply by adopting TQM. TQM is not an attachment of a company. It should be integrated with and indistinguishable from everyday activities. TQM has a considerable intuitive attraction. It is sometimes tempting to exploit the motivation à ¢Ã¢â€š ¬Ã‹Å"pullà ¢Ã¢â€š ¬Ã¢â€ž ¢ of TQM rather than thoroughly thought-out plans. Different organizations will have different needs depending on their circumstances. TQM should be adapted to these circumstances. Companies may push quality for its own sake, and shift too much responsibility down to the shop floor. In addition TQM is incompatible with more radical improvement approaches such as business process reengineering (BPR). TQM may also imply empowerment and liberal attitude toward shop floor staff; however it is argued that this is merely a further example of management exploiting workers. Critics have been known to define TQM as à ¢Ã¢â€š ¬Ã…“management by stressà ¢Ã¢â€š ¬?. 2.6 QUALITY MANAGEMENT SYSTEMS (QMS) AND PROCESSES A SIMPLE FLOWCHART SHOWING HOW PROCESSES ARE CHARTED IN AN ORGANISATION SOURCE: http://www.praxiom.com/process-approach.htm QUALITY MANAGEMENT SYSTEM (QMS) PRINCIPLES AND STANDARDS SOURCE: http://www.abcb.demon.co.uk/iso9k2kworkbook_part5.html Quality management system seeks to identify external quality related input requirements specified in Licenses to Trade, regulations, specified customer requirements and the chosen management system standard(s). In addition quality systems seek to define performance measures, as applicable, to the system requirements and generate the result or evidence that system requirements have been executed. The next step is to measure, monitor and report extent of compliance with these performance measures.  [2]   To achieve a standard the first step is to implement a QMS. Implementing a QMS can help your business to: achieve greater consistency, reduce expensive mistakes, increase efficiency, gain customer satisfaction, effectively market your business, exploit new markets manage growth more effectively and constantly improve your products, processes and systems. 2.7 THE PROCESS APPROACH The ISO 9000 series of standards is the main set of International Standards applying to the management of quality systems. It includes ISO 9001, the key internationally agreed standard for a QMS. Achieving ISO 9001 certification could mean new business. This certification can help distinguish à ¢Ã¢â€š ¬Ã‹Å"youà ¢Ã¢â€š ¬Ã¢â€ž ¢ from competitors.   Slack (2004) refers to the ISO 9000 series as Slack (2004) recognizes that there are four additional principles which ISO 9000 stresses upon. He argues that quality management should be customer focused. In addition he states that quality performance should be measured. Thirdly Slack sees the need for quality management to be improvement driven. Fourthly top management must demonstrate their commitment to maintaining and continually improving management systems. ADVANTAGES AND DISADVANTAGES OF CERTIFICATION ADVANTAGES: 1. Increased Efficiency: Companies that go through the ISO 9001:2000 Quality Management Standards certification process have given a lot of thought to their processes and how to maximize quality and efficiency. 2. Increased Revenue: Studies have shown that ISO QMS certified companies experience increased productivity and improved financial performance, compared to uncertified companies. 3. Customer Satisfaction: Client confidence is gained because of the universal acceptance of the ISO standards. Customer satisfaction is ensured because of the benefits of ISO 9001:2000 QMS to company efficiency, consistency and dedication to quality service.  [3]   DISADVANTAGES: The actual change to ISO 9000 for operations can be very expensive. As is well known in business and industry, it is difficult to change the habits of long-time employees. New ways are usually resisted by everyone. This resistance cuts into profits and also decreases company morale. There are times when companies feel that the existing set of operational procedures is already working well and they do not feel a change is necessary. Now these companies have the choice of loosing a customer or implementing ISO 9000. Either way money is lost in the short term.  [4]   2.8 SIX SIGMA INITIATIVES Six Sigma simply means a measure of quality that strives for near perfection. Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects in any process whether it is from manufacturing to transactional and from product to service. The fundamental objective of the Six Sigma methodology is the implementation of a measurement-based strategy that focuses on process improvement and variation reduction through the application of Six Sigma improvement projects.  [5]   Slack (2004) explains that Six Sigma processes are executed via belts. Master Black Belts are the experts in the use of Six Sigma tools, techniques and implementations. Six Sigma Black Belts can take a direct hand in organizing improvement teams. Green Belts work within improvement teams; they are not full-time positioned and have normal day-to-day process responsibilities. It is expected that they spend at least twenty per cent of their time in improvement projects. ARGUMENTS FOR AND against THE SIX SIGMA INITIATIVE Slack (2004) identifies the following positive perspectives of the Six Sigma initiative: Improvement activity is generally neglected in most operations and if it is to be taken seriously, it deserves the significant investment required. If operated well, Six Sigma improvement projects controlled by experienced personnel can save more than their cost. Slack (2004) identifies the following flaws of the Six Sigma initiative. It can be too hierarchical in the way it structures its various levels of involvement in the improvement activity. It is expensive. Training and improvement time can prove to be costly. 2.9 THE BALANCED SCORECARD The balanced scorecard is a strategic planning and management system that is used  to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals. It was originated by Drs. Robert Kaplan and David Norton  as a performance measurement framework  that  added strategic  non-financial performance measures to traditional financial metrics to  give managers and executives a  more balanced view of organizational performance.   DIAGRAM SHOWING THE VIEW OF THE BALANCED SCORECARD FROM FOUR PERSPECTIVES SOURCE:http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx The balanced scorecard suggests that we view the organization from four perspectives, and to develop metrics, collect data and analyze it relative to each of these perspectives: The Learning Growth Perspective includes employee training and corporate cultural attitudes related to both individual and corporate self-improvement. The Business Process Perspective refers to internal business processes. Metrics based on this perspective allow the managers to know how well their business is running, and whether its products and services conform to customer requirements. The Customer Perspective explains that the realization of the importance of customer focus and customer satisfaction in any business is essential. The Financial Perspective states that often there is more than enough handling and processing of financial data. With the implementation of a corporate database, it is hoped that more of the processing can be centralized and automated.  [6]   Quality indeed provides companies with a competitive edge. Total quality management looks at a companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s operations holistically and determines best practice quality initiatives. Though there are pitfalls to the strategic implication of TQM, compilation of proper initiatives can reduce the occurrence of such pitfalls. TQM initiatives can also result in customer satisfaction, thereby resulting in customer loyalty. 3.0 METHODOLOGY Saunders (2003) simply defines methodology as Haralambos (2000) however goes a bit further by explaining what methodology is concerned with. He sees methodology as being The research to be conducted will take a deductive approach. This research approach is found to be the most appropriate, as a topic/ hypothesis is designed and a research strategy is designed to test the topic/ hypothesis. Although the research is a deductive piece of work, the researcher will adopt a mixed approach to data collection. That is the research paradigm will be a mixture of both qualitative and quantitative data. Generally the philosophies used are positivists and phenomenologist. Triangulation research will be conducted as this will increase validity and reliability. Research question: Can the adoption of total quality management (TQM) contribute to competitive advantage at NP? Having formulated the research topic it is essential that the researcher answers the research question. Thus essentially the researcher will undertake many strategies in addressing this question. By conducting structured research via hypothesis testing and analyze of information based on best practices and recommendations the answer to the research question will be attained. Thus the use of both primary and secondary data collection tools will be profound for this question. OBJECTIVE ONE: To critically assess the strategic total quality management initiatives at NP. In collecting data for objective one the researcher has found it fit to use case studies. Robson (2002) defines case study AS The data collection methods will include questionnaires, interviews, observations and documentary analysis. The researcher will select interviews and documentary analysis in an attempt to collect the data required. Interviews will be conducted by the researcher. Structured interviews will be utilized. Two groups will be targeted: quality control managers and quality supervisors. This will be done in an attempt to gain information based on the quality methods and standards N.P. currently has. Also to establish the quality initiatives deployed from subordinates in the upper section of the organizational structure. This data collection method will be of primary nature. Interviews will be conducted to these groups because these are the groups with the required information. Documentation analysis will also be selected as a means of data collection. The method used is necessary to gain information about N.P. and their documents based on quality control. It is intended to identify inspection points, certifications, specifications and any other relevant documents based on quality control initiatives. This data collection method is of secondary nature. This method will be used as it is upon these documents that N.P. thrives for their quality standards. Analytical technique: the funnel technique will be used in conducting interviews. Quality initiatives are not easily shared therefore by beginning the interview with general questions and narrowing down, the groups targeted will feel comfortable and easy going thereby gaining the information desired. Justification of methods: The researcher has found it useful to conduct interviews as detailed information is gained from people in a face-to-face situation, thereby allowing interviewers to explore issues in- depth. This method has its downside as it gives rise to the possibility of biasness due to interaction. In conducting documentation analysis the researcher will analyze documents in an attempt to identify trends in sales performance relative to competitorsà ¢Ã¢â€š ¬Ã¢â€ž ¢ performance with respect to the quality initiatives employed at this company. OBJECTIVE TWO: To evaluate the industry standards to benchmark TQM at NP. In collecting data for objective two the researcher found it useful to conduct surveys. Letts (2000) explains Saunders (2003) goes on further on this point by claiming that Data here is collected by using questionnaires, structured observations and structured interviews. Data collected from surveys are standardized, allowing easy comparison. The researcher will use questionnaires and structured observations in an attempt to collect the necessary data. A questionnaire will be constructed containing twenty five questions, in which respondents will be asked to answer. The questionnaire will be handed out to other companies within the industry. These companies include Bel-Ray, Castrol, Havoline and Shell. A total of 10 questionnaires each will be given out at these companies. These questionnaires will be given to members within the quality departments of these companies. These members will be randomly selected within the department. Questionnaires will be given out to these members as it was them who will have the required information. Structured observations will also be used to collect data. The researcher will adopt a participant observation approach to this method. While at the various service stations, quick shops and auto mechanic parts shops the researcher will spend time observing customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ choice of lubricants when other brands are available. In addition observations will be made based on the prices of other brands compared to N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s brand and customer perception of quality based upon this factor. Research will be done on both customers and companiesà ¢Ã¢â€š ¬Ã¢â€ž ¢ quality departments. This will be undertaken as gaining an increased market share results in gaining a resource capability towards having a competitive advantage. Thus customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s preferences of one product over another will give the researcher the entities of what constitutes competitive advantage based on quality. Thus making room for opportunities for benchmarking based on specifications u tilized by other companies within the industry. Justification of methods: Questionnaires will be utilized as the researcher wishes to question a large number of individuals within a short space of time. Time would constraint the researcher in conducting interviews with 40 persons individually within the industry. Participant observation will be used in an attempt to gain a complete understanding of the views, preferences and beliefs of the people being surveyed. In addition the researcher will interact with individuals of the sample in an attempt to gain reasons for their choice. The researcher will acknowledge that there will be a major drawback by using questionnaires. That is they cannot address issues in-depth. It is for this reason that participant observation will be used hand in hand with the questionnaire as it will allow individuals to go in depth on issues. Analytical technique: the researcher will use cognitive access in an attempt to gain information from customers. Participant observation requires interactive processes, therefore it is crucial to gain entry and carry out the research. The researcher acknowledges the fact that informal acceptance from intended participants will be necessary in order to gain access to the required information. Cognitive access will be used as it is necessary for participants to feel understood and this will allow the researcher to gain an understanding of their social reality by allowing them to know what is being studied and the objective. This aims at making participants openly give information based on the objective of the research. Objective three: To ascertain the extent to which NP is in compliance with industry standards. Documentation analysis will be selected as the means of data collection for the attainment of this objective. This method is necessary for analyzing the information gained about N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s documentations based on quality control. The N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s quality initiatives discovered will be scrutinized along side information attained from the industry analysis. It is intended to identify gaps within the operation requirements relevant to inspection points, certifications, specifications and any other relevant quality control initiatives. This data collection method is of secondary nature. This method will be used as it is upon these analyses that gaps will be identified and compliance standards assessed. Justification of methods: documentation analysis was found to be the most appropriate method as it will provide comparative and contextual data. This method will allow the researcher to compare and contrast findings when compared to secondary data. OBJECTIVE FOUR: To formulate recommendations with reference to quality management best practice and based on research findings. In collecting data for objective three the researcher will use the multiple- source secondary data process. This objective will be achieved by evaluating the literature and documentary secondary data and matching up the findings to the survey- based secondary data. Documentary secondary data uses a combination of primary and secondary data. By reviewing the literature based on the selected topic, quality management best practice in relation to N.P. will be determined. In addition companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s print out from their intranet will be used to gain an inside view of N.P.à ¢Ã¢â€š ¬Ã¢â€ž ¢s perspective of quality management best practice. Survey- based secondary data will allow the researcher to compare the findings gained from doing research via survey and case study methods to information derived from documentary secondary data. The researcher will be able to make recommendations based on this comparison. The comparison of the findings from both documentary secondary data and survey base secondary data will be necessary as this is the method which will reveal the necessary information. Justification of methods: The multiple- source secondary data process was found to be the most appropriate as it will provide comparative and contextual data. This method will allow the researcher to compare and contrast findings when compared to secondary data. The researcher however acknowledges the fact that there may be no real control over the quality of data. 3.1 ethical issues The research will guard against any unethical methods of data collection. Essentially the criteria relevant to the methods of data collection chosen are as follows: Voluntary participation and conformed consent: all participants will not be coerced into participating in the research. Consent will be sought after from all parties to be studied. All participants will be given a through breakdown on the study and its aims. Confidentiality and anonymity: the researcher will not seek after names or any personal information which may reveal the participantà ¢Ã¢â€š ¬Ã¢â€ž ¢s identity. This will be made clear to all parties in advance of the method of data collection. 3.2 Limitations of study When conducting research and collecting data one must consider the limitations of the study as this may provide boundaries and barriers to gaining a representative and accurate piece of work. The researcher will therefore guard against the following: Response rate: limited time and anonymity of respondents may provide barriers to the researcher for following up on people who didnà ¢Ã¢â€š ¬Ã¢â€ž ¢t respond, thus resulting in a low response rate. Scope of information: Companies cherishes their quality management secrets and guiding principles, therefore information on the characteristics of the quality management initiatives may not be divulged. Time: the limited timeframe allotted to conduct this study may constrain the researcher form collecting sufficient comparative data from competitors in an attempt to present a more in-depth comparative analysis. Generalization: due to the nature of the topic and the research objectives, the findings may not be applicable to other organizations. The situation, time and place may be of a different nature. 3.3 RESEARCH TOOLS The researcher will ensure that the tools and resources are available to carry out the research designs. These materials will include: Stationary tools: pens; paper and note pads. Data collection tool: questionnaires and voice recorder. Monetary tools: The researcher will require finances to reach destination to attain data. 3.4 MARGIN OF ERROR: DATA RELIABILITY, VALIDITY AND ACCURACY Reliability and accuracy: McNeil (à ¢Ã¢â€š ¬Ã‹Å"research methodsà ¢Ã¢â€š ¬Ã¢â€ž ¢) defines data as Data reliability therefore, is concerned with ideas such as: 1. The consistency of the data collected 2. The precision with which data is collected 3. The ability to replicate a piece of work. The reliability of data collected will be an important consideration since if data used is not reliable, then the conclusions or findings drawn will be fairly useless. Data reliability will be affected by such things as researcher bias into data collection processes, standardization and interpretation. The inability to record data accurately will cause the data to be less reliable. Validity: Data is only useful if it measures what it is supposed to measure. Validity refers to the extent to which the data collected gives true measurement of social reality.  [7]   When conducting research the concepts of reliability, validity and accuracy go hand in hand. It would be safe to say therefore that if data is reliable but not valid then it may have limited use. Also if data is valid, but not reliable the researcher may not be able to make general statements. In undertaking this research the researcher acknowledges the fact that the research will not be one hundred percent (100%) reliable, valid and accurate. However the researcher will make every attempt to achieve these in an aim to stand against scrutiny. The researcher will conduct the research in a highly professional, ethical and confidential manner. In addition all interpretations and collection of data will be made in an attempt to be unbiased. 4.0 Justification of time plan Essentially projects must conform to set deadline dates. Thus a plan is essential to ensure the successful completion within the timeframe allowed. The dates proposed are expected to conformation however contingencies will assist the researcher in any short comings. These dates are given in medium term expected time span, therefore any additional times required will be attained via slack times gained form other tasks running simultaneously. Therefore undergoing a successful dissertation a timescale becomes necessary to use to gain efficiency and complete the project on time. For the purpose of this study the duration will be six months. The stating date will be June 15th 2010 to December 15th 2010.

Privilege and Democracy :: Racism Race Prejudice Essays

Privilege and Democracy The word and concept, racism, is something that the majority of people in American society fear to talk about or to discuss. Race is a touchy subject and a problem that people try to avoid. If you ask anyone if they consider themselves a racist most likely the answer would be ‘no’. I, as a white Serbian, thought the same thing. However, after reading Beverly Tatum’s â€Å"Defining Racism† in Why Are All the Black Kids Sitting Together in the Cafeteria? and Peggy McIntosh’s article, â€Å"White Privilege and Male Privilege,† I started to re-examine my perception and definition of racism. I wonder how race influences my world as a white, female, heterosexual, and what role it plays in American society. In the first chapter of the book Why Are All the Black Kids Sitting Together in Cafeteria Tatum defines racism as â€Å"racial prejudice† (9). The term racial prejudice is a term that I have heard since I was born. It is the term that the majority of people use in order to describe racism. It is a term that has been introduced to us and it was something that I never questioned. I understood its meaning, but I had never experienced it, until I came to the United States, Middlebury College. At the beginning, I could sense that this country had a history of oppressive racism, but at the same time after living here for two years, I have come to the conclusion that racism is still present. It is hard to understand why, because for me it is so refreshing and rewarding to integrate and live with people of different races. I do not have that opportunity in Serbia, since there, we lack diversity. Tatum asks us to think of racism not only in terms of personal prejudice, but as something larger, that operates as a system of privileges: â€Å"advantages and privileges in a particular society† (9). This idea provides me with a different perspective. Many people of a different race and color are citizens of the United States, but do not have the power or equal opportunity for education or jobs compared to white citizens of this country. Simply being white in the United States opens many doors. By introducing this new way of looking at racism, Tatum sparks many thoughts and I realize that being white is still a great privilege in this sheltered society.

Is War Good or Bad Essay

The ongoing debate, is war good or bad? Usually if we see or hear the word â€Å"war† we think about the negative sides first. There is a saying that a forest fire burns everything in its path and it does destroy the forest but out of the ashes comes new life. War is similar to this. Out of destruction comes a new beginning. A country can benefit from war, by gaining wealth or freedom, increasing in power, and advancing in technology. But the reason why war seems only negative is because there is also destruction where millions of innocent people die, losing their resources and time, and also their money. Not only within the country but the whole world could be affected by war economically and socially. There are plenty of reasons why war is a bad thing. One main thing that comes to us directly and painfully is the death of the loved ones. Wars may solve problems but in the process it kills millions of people so war is cruel. A good example is the WW2, almost 50-60 million people died. Also in a war, the country has to spend a lot of money. It needs to provide weapons like tanks missiles etc., and it needs as many troops as possible. As Chinese strategist Tzu Sun said, â€Å"Where the army is, prices are high; when prices rise the wealth of the people is exhausted† (Tzu Sun, c.400 BCE). For the citizens this is very disappointing because all this money would eventually come from raised taxes and instead this could be spent on poor and uneducated people. As I said, war brings destruction. Inflation is also a problem. For example after the Angola’s Civil War, their currency was so useless that bottles of beer replaced it. Special landmarks, farms, and firms could be dest royed and the country could lose a lot of its resources. After the war, usually the country goes in a huge debt. On the other hand, war could be seen as a positive influence. Wars exist because people cannot agree on something. After the war it could be clear and they would agree and not fight anymore. Sometimes war could give freedom to a country. After war the country could become more powerful. If the war was because of land, after they win they have a bigger country with more resources. These resources could make the economy of the country rocket up. Also war in short-term is actually good for the economy. For example during the Great Depression, unemployment rate decreased. Since they need large amounts of weapons made quickly they hire more people and this leads to more jobs. Long-term wise a war could rebuild the economy of a country. Like the French, their production grew faster after WW1 and WW2. The country develops in technology too. They would need better more powerful strategies and weapons than the enemy’s so they research and develop in technology. Afterwards, this would b enefit the country greatly. Could this debate ever be over? I do not think so. As you can see, there are many bad and good sides of war. Overall I think wars are bad, because all these positive things are still not worth of millions of lives. And the good sides are if you win the war but that is not 100% sure. And even if things are resolved after the war, we are humans and we constantly want more. If the countries do not feel satisfied they might go into a second war and then a third and so on. So I think we should always find more peaceful ways than war.

Plato’s “The allegory of the Cave” Essay

Plato’s â€Å"The allegory of the Cave† addresses so many different areas of philosophy including, epistemology, metaphysics, asceticism, ethics, etc. In his allegory it is important to seek what Plato is trying to accomplish through locating his rhetorical devices, his tone, his position and arguments, in order to develop meaning to his allegory. Plato’s philosophies include education, interaction, individuality, and human nature to make his statement of what the correct path to â€Å"enlightenment† should be, being expressed through symbolism, imagery, themes, and metaphors to convey his message. Plato’s allegory however is actually represents an extended metaphor that is to contrast the way in which we perceive and believe in what is reality. â€Å"The allegory of the Cave† plays multiple roles, all depending how we interpret it, either being used as a metaphor for the process of intellectual understandings on the quest for sense and knowledge, or a way to portray parts of his political philosophy, involving the correct the path to â€Å"the good† and ‘reality’. Plato’s allegory of the cave is a parable to understand the process of how a person becomes enlightened; including the positives and negatives influences it can have on a person in their natural environment, in other words our responses and reaction to being freed from their chains and being forced to experience life outside the cave. Plato’s allegory of the cave presupposes a group of prisoners who have lived chained and uneducated in a cave â€Å"since childhood†. To the back of the prisoners, people cast the shadows on the wall in which the prisoners perceive as reality, questioning â€Å"is it reasonable for the prisoners to†¦In every way believe that the truth is nothing other than the shadows of these artifacts† Although if one were â€Å"released from their bonds and cured of their ignorance† the prisoner would now be confused as to what is real. The thesis behind is the basic tenets that all we perceive are imperfect â€Å"reflections, which subsequently represent truth and reality. This is an important development to the story because it shows us that what we perceive as real from birth is completely false based on our imperfect interpretations of reality and goodness. The importance of the allegory lies in the belief that there are invisible truths lying under the appare nt surface, which can only be obtained through being enlightened, being  Ã¢â‚¬Å"dragged† out of the darkness and seeing the light. Plato’s allegory of the cave shows that society is in a state of ignorance. Though they might be bounded in one position, they accept that it is their natural ‘place in society’. However when one is exposed to the ‘dazzling light’ they begin to see truth through a long, tortuous intellectual journey, discovering a higher realm, true reality and having awareness of goodness. A person who has gained such insight, according to Plato is best equipped to govern in society, having knowledge what is ultimately good, however, will frequently be misunderstood by ‘the other prisoners’ who haven’t obtained intellectual insights. Plato remains convinced that the best rulers, the philosopher-kings, are suited not only because of their education, experience, and wisdom, but also because they would prefer not to rule. More emphatically, nonetheless Plato finds that because of their enlightened minds, the philosopher-king has a duty to rule that t ranscends their personal preference for anonymity. Plato’s ideal society contains the correct functions of politics and motive. He argues that the philosophers, or individuals who have acquired knowledge of virtue and truth, should lead society. Another example is that in his allegory there are malicious individuals who stand in front of a fire as to be able to create shadows which the prisoners perceive as incorrectly reality. They are both aware of a slightly higher level of truth and capable of manipulation of average people’s perception but still unaware of the nature of the forms and of the form of the good. Philosophers should be the ones to lead rather than those who simply have the ability to manipulate the masses. This is because the philosopher is knowledgeable about the forms of the virtues and the good and is more likely to apply them to society. ‘The allegory of the Cave’ is a theory, concerning human perception that can be altered by what is seen and hidden. Plato claimed that knowledge gained through the senses is no more than opinion and in order to have real knowledge, we must gain it through philosophical reasoning. In ‘the allegory of the Cave’, Plato distinguishes between people who mistake sensory knowledge for the truth and compare them to people who actually see. Plato’s allegory revolves around truth and the reflection of truth, as devastating  criticism of our everyday lives as being in bondage to superficialities, to shadows rather than to substance. Both the leaders and the public are ignorant and corrupt, without true knowledge of themselves or the world, motivated by self-gratification. They are chained in slavery to ignorance and passions, to mob hysteria for or against fleeting issues, believing in the illusions, the shadows. We live in a time of loss of meaning, of crumbling values of truth and morality, of corruption in political life and decline in personal integrity. This is our despair. But there is a hope with Plato’s allegory, the hope of ascending to truth and values, even though we might be shunned, we have a grasp of the light.

Who has Impacted Your Life the Most Essay

Who has Impacted Your Life the Most Essay Free Online Research Papers Undergraduate Essay Question Who has had the greatest impact on your life? As I continue to grow and mature, I begin to wonder who exactly I am as an individual. I question why I think the way I do or have some of the opinions that I express. I’ve come up to the conclusion that individuals that I look up to or who I feel have had an influence on me will play a large role in the adult and the overall person that I become. My grandmother, (Mrs. Estelle Lyons) has had the greatest impact on my life. Mrs. Lyons was a strong-willed person full of love and kindness. Her Christianity for the love of God out-weighed a lot of things she’s done and has become in life. My grandmother is the women who have had the most influence in my life as well as the person to whom I would turn to for guidance. My family and I have repeatedly overcome obstacles which life, in general, tends to place in front of us. In spite of her death in April of 1998. Mrs. Lyons is the teacher of old family morals, values, unity and respect. Born and raised in Sarasota, Florida and coming from a family of eleven siblings, she was one of the youngest. My grandmother is a phenomenal woman and she gave up her whole life to not only raise us but she also helped raise her sisters kids while they pursued higher education and she didn’t even get to receive a high school diploma. Through my mother, my grandmother’s spirit lives and through her I find the strength to continue and pursue things that seem impossible. She has helped me to realize that I really enjoy learning about things that happened in the past and the hardships that people used to face. These things have helped me to grow to a better person and a better student, and I appreciate all that my grandma has done. My grandmother’s perseverance through the most difficult situations has influenced me to strive for things that seem hardest to conquer. â€Å"Nothing in this world is handed to you† are the words that she constantly incorporates into me. My grandmother would have been my biggest supporter and because of her, I believe that college will help me fulfill my ultimate lifetime dream, which is to become a lawyer. College provides diversity, multiple opportunities, and a welcoming community, which can be used to my benefit. My grandmother tells me that â€Å"above all common sense is most important in this world†. Without common sense, one could pass up many opportunities and make a lot of mistakes that are easily avoidable with common knowledge. Without the use of common sense, people would not be able to solve the easiest problems or even attempt to try to solve the hard ones. I have high respect for my grandmother, not to mention esteem and she is definitely by far the â€Å"greatest person who has had the most impact on my life†. Research Papers on Who has Impacted Your Life the Most EssayLife After Death Personal EssayBooker T. Washington, W.E.B. Du Bois, Ida B. Wells-BarnettThe Broken FamilyDistance Learning Survival GuideMy Writing ExperienceJean-Jaques Rousseau EmileStandardized TestingProbation OfficersImpact of Breast CancerMy Air force Essay

Word Choice Deprecate vs. Depreciate

Word Choice Deprecate vs. Depreciate Word Choice: Deprecate vs. Depreciate When something loses value, has it â€Å"deprecated† or â€Å"depreciated†? Many use these terms interchangeably, but they’re actually importantly distinct. And since you don’t want to make mistakes in your written work, it’s a good idea to know the difference! In this post, we clarify the meanings of â€Å"deprecate† and â€Å"depreciate,† then set out how (and when) they should be used. Deprecate (To Express Disapproval) To â€Å"deprecate† something is to express disapproval of it, or to belittle something: Although popular, reality TV shows are often deprecated by professional critics. This is also why we say someone making a joke at their own expense is being â€Å"self-deprecating.† Another old-fashioned use of â€Å"deprecate† is to â€Å"pray away† (such as praying for protection against an evil). It’s rarely used like this now though, so youre not likely to encounter it other than in old religious texts. Depreciate (To Reduce in Value) The main meaning of â€Å"depreciate† is to â€Å"reduce or underestimate in value.† Most commonly, it refers to something having lost monetary value: If not properly maintained, properties will depreciate over time. This use is reflected in the notion of â€Å"depreciation,† a financial term for a method used by businesses to account for the declining value of assets: Before investing in infrastructure, you should calculate the expected rate of depreciation. Confusion with â€Å"deprecate† arises because â€Å"depreciate† can sometimes mean â€Å"belittle,† but to â€Å"depreciate† something in this sense is specifically to describe it has having little value. Deprecate or Depreciate? These terms are particularly tricky since they’re similarly spelled as well as fairly close in meaning. However, since â€Å"depreciate† has a very specific financial sense, you don’t want to confuse them. As a general rule, if you’re discussing the value of something or finances in general, the term to use will be â€Å"depreciate.† However, if you’re referring to something being belittled – without necessarily impacting upon its perceived value – the correct word is â€Å"deprecate.† Similarly, if someone is self-mocking, they are â€Å"self-deprecating†. Remember: Deprecate = Belittle Depreciate = Lose value

Vital Records of Birth, Marriage and Death in France

Vital Records of Birth, Marriage and Death in France Civil registration of births, deaths, and marriages in France began in 1792. Because these records cover the entire population, are easily accessible and indexed, and include people of all denominations, they are a vital resource for French genealogy research. The information presented varies by locality and time period but often includes the individuals date and place of birth and the names of the parents and/or spouse. One additional bonus of French civil records  is that birth records often include what is known as margin entries, handwritten notes made in the side margin, which can lead to additional records. From 1897, these margin entries will often include marriage information (date and location). Divorces are generally noted from 1939, deaths from 1945, and legal separations from 1958. The best part of French civil registration records, however, is that so many of them are now available online. Records of civil registration are typically held in registries in the local mairie (town hall), with copies deposited each year with the local magistrates court. Records over 100 years old are placed in the Archives Dà ©partementales (series E) and are available for public consultation. It is possible to obtain access to the more recent records, but they are not usually not available online due to privacy restrictions, and you will generally be required to prove, through the use of birth certificates, your direct descent from the person in question. Many Departmental Archives have placed portions of their holdings online, often beginning with the actes detat civils (civil records). Unfortunately, online access to the indexes and digital images has been restricted to events older than  120 years by the Commission nationale de linformatique et des libertà ©s (CNIL). How to Locate French Civil Registration Records Locate the Town/CommuneThe important first step is to identify and approximate date of a birth, marriage, or death, and the city or town in France in which it occurred. Generally knowing just the department or region of France is not enough, although there are some cases such as the Tables darrondissement de Versailles which indexes the actes dà ©tat civil across 114 communes (1843-1892) in the Yvelines department. Most civil registration records, however, are accessible only by knowing the town - unless, that is, you have the patience to wade page by page through the records of dozens if not hundreds of different communes. Identify the DepartmentOnce you have identified the town, the next step is to identify the department that now holds those records by locating the town (commune) on a map, or using an Internet search such as lutzelhouse department france.  In large cities, such as Nice or Paris, there may be many civil registration districts, so unless you can identify the approximate location within the city where they lived, you may have no choice but to browse through the records of multiple registration districts. With this information, next locate the online holdings of the Archives Dà ©partementales for your ancestors commune, by either consulting an online directory such as French Genealogy Records Online, or use your favorite search engine, to search for the name of the archives (e.g. bas rhin archives) plus etat civil. Tables Annuelles and Tables Dà ©cennalesIf the civil registers are available online through the departmental archives, there will generally be a function to search or browse to the correct commune. If the year of the event is known, then you can then browse directly to the register for that year, and then turn to the back of the register for the tables annuelles, an alphabetical listing of names and dates, organized by event type - birth (naissance), marriage (mariage), and death (dà ©cà ¨s), along with the entry number (not page number). If you are not sure of the exact year of the event, then look for a link to the Tables Dà ©cennales, often referred to as the TD. These ten-year indexes list all names in each event category alphabetically, or grouped by the first letter of the last name, and then chronologically by the date of the event. With the information from the tables dà ©cennales you can then access the register for that particular year and browse directly to the portion of the register for the event in question, and then chronologically to the date of the event. What to Expect Most French civil registers of birth, marriage, and death are written in French, though this doesnt present a great difficulty to non-French speaking researchers as the format is basically the same for most records. All you need to do is learn a few basic French words (e.g.  naissancebirth) and you can read pretty much any French civil register. This French Genealogical Word List includes most of the common genealogy terms in English, along with their French equivalents. The exception is the localities that at some point in history were under the control of a different government. In Alsace-Lorraine, for example, some civil registers are in German. In Nice and Corse, some are in Italian.

Proper Planning and Pupil-Teacher Relationships are Fundamental in Essay

Proper Planning and Pupil-Teacher Relationships are Fundamental in Good Teaching - Essay Example Good teaching is a practice, it is an act and it is a process that requires utmost diligence, dedication and talent to enable the children understand the complexity of the information being passed by the teacher. It is considered as an act of generosity, a craft that grows through continued practice and expose and a risk that individuals in this profession have to take to deliver to the kids. It cannot be considered as a blanket technique or even technical knowledge for it comes from the integrity of the teacher and his/her dedication. A good teacher also develops greater relation with the subjects to enable him/her create a better environment that encourages teaching and the dissemination of knowledge. The chemistry developed between good teachers with his students enables him/her to understand that one approach that may be considered highly effective is highly ineffective on other students. In saying this, alludes to the fact that good education lights fire and keeps every student attentive in one class while it leaves the other class extinguished and bored. It is worth appreciating that the daily interaction between a teacher and a student in class lays the foundation for effective personalized learning environment that allows one on one delivery of knowledge to the students within the different contexts that they are raised in. In this paper, good teaching and its values to pupils shall be critically evaluated in the context of a primary school to explain how good teaching influences teacher-students relationships (Lin, and Gronlund, 2000). The process of curriculum development in line with good teaching practice will also be evaluated in line with how the process of planning and implementing teaching modules can be done (Rust, 2002). Teaching gives a way of creating space to the community to integrate and practice truth in our midst and this stems from the guiding abilities of good teachings. Good teaching should thus seek to provide enough bases upon whic h a student can use to learn to speak and listen in the community of truth. It thus enables us to understand that truth is not in conclusion as in the process of conversation but that it must be observed in the processes of conversation. Good teaching does not just cover the process of information delivery but also involves the processes of planning, designing and skilfully delivering the learning materials to the students in an environment that allows them to understand. Instincts are also critical in good teaching process for it enables a teacher to instinctively understand the different needs of the pupils and device appropriate delivery methods that suits the special needs (Schwartz & Webb, 2002). A good teaching process must thus begin with an inclusive question to develop a better establishment of the course content and elevate the level of challenge on the pupils. Theories, values, policies and issues on teacher-pupil relationship Good teaching cannot be highlighted without m entioning good teacher pupil relationship in the class set up. The moment of interaction between a child and the teacher provides a great opportunity to develop an interactive positive relationship that shall create basis for good teaching and learning environment. The process of building good positive relationship can adopt a number of methods such as the development of good listening skills when talking to the children, maintaining eye contact with them to enhance the process of confidence building and developing a one-on-one interactive sessions with the pupils (Roblyer, Edwards and Havriluk, 2003).

The board of Comvitea Ltd appears to be committed to principles of Essay

The board of Comvitea Ltd appears to be committed to principles of good corporate governance - Essay Example The company was established in the year 1970 and is situated in the Bay of Plenty in New Zealand. Comvita is learnt to be dedicated towards manufacturing innovative natural health care products (Comvita Limited and its subsidiaries, 2012). This discussion will attempt to gain a comprehension regarding the process of corporate governance in Comvita and the way the company manages and controls its governance aspect in relation to its business operations. Issue of Corporate Governance in New Zealand Corporate governance practices and guidelines in the business environment of New Zealand are provided utmost importance and strong emphasis. Effective corporate governance is considered to be quite necessary not only for companies operating in the public sector but is also deemed to be required for other corporate entities as well. There are certain attributes with regard to the economy of New Zealand (NZ) which represents a unique view in terms of the corporate governance debate. The facet of corporate governance of foreign countries is known to remain particularly concentrated in public listed companies but in NZ, majority of the business entities are learnt to basically focus on corporate governance for both public as well as private companies. ... The issues are: Ethical Conduct: This comprises the code of ethics, which a company adopts as a set of behavioral corporate guidelines Board Composition and Performance: This relates to the role of independent directors and the matter regarding a company’s certification Board Committees: It pertains to the composition of committee members within a company Reporting and Disclosure: It signifies the need of quarterly information for the purpose of certification of the financial statements Remuneration: It relates to the issues regarding fundamental pay scale reimbursement of directors and executives Risk Management: This aspect involves the disclosure of financial statements Auditors: This factor relates to the element of risk associated with the nature of objectivity prevailing between an auditor and client Shareholder Relation: This facet involves the relation between shareholder, company and public Stakeholder Interest: This entails the interest of the stakeholders Corporate Governance: Comvita The board as well as executives of Comvita is supposed to be dedicated towards the execution of the business functions ethically in order to maintain the effectual standard of corporate governance (Comvita Limited and its subsidiaries, 2012). The company i.e. Comvita constantly attempts to effectively and increasingly follow the effective practices of corporate governance for their business operations. The effective practice of guidelines recognised by the company with regard to its corporate governance related approach are the ‘New Zealand Exchange (NZX) Listing Rules’, NZX corporate governance ethical practice code and the NZ ‘Securities Commission’ Corporate Governance guidelines and practices (Comvita Limited and its subsidiaries, 2012). Principle 1: Ethical

Macbeth Essay Example | Topics and Well Written Essays - 1250 words

Macbeth - Essay Example It is under this contemporary socio-political ambience that one has to re-read William Shakespeare’s classic tragedy, Macbeth. Its relevance is in our own socio-political scenario. It shows that though there is enough goodness in the society, the evil forces often dominate. The rulers are more concerned about their self achievements and gains than the collective progress of the society. This leads to the dominance of the evil over the goodness around. But Shakespeare predicts the failure of the evil and final victory for the good. It was the Greek philosopher Aristotle (384BC -322 BC) who defined the dramatic form of Tragedy in his great work â€Å"Poetics†. According to Aristotle, a tragic hero should never be perfect. The fall of a completely virtuous person from a height will create only moral anger among the audience. The fall of a villainous person will only satisfy the moral sense among the audience for the appropriate punishment for the villain .Thus Aristotle in sists that the best tragic hero exists in between such extremes. â€Å"A person who is neither perfect in virtue and justice nor one who falls into misfortune through vice and depravity, but rather one who succumbs through some miscalculation† (Poetics, Chapter 13). According to the Aristotelian standards Shakespeare’s Macbeth falls into one of the best tragic heroes possible. ... Macbeth is a Scottish general who is depicted as a courageous soldier. Macbeth appears in the play first as wounded captain who narrates his courageous acts in the battle field. So the initial impression created is that he is a brave and efficient soldier. Such a man is not, by natural logic prone to commit evil deeds. But this perspective about him gets upset once he interacts with the three witches who prophecies that he is to be the future king. With this prophecy, his physical courage gives away as a mask to the hunger for more and more power and advancement in the power structure. This forces him to commit evil deeds. Just the prediction that he will become the king was enough to trigger these inner self full of ambitions. Ambitions also lead him to self doubts too. Thus the character of Macbeth is a battle field of three strong attributes of his character – Physical strength and courage, ambition for more power, and self doubt. All these attributes are so strong that thr ough out the play they battle with each other for supremacy. Finally his ambitions take over leading to a sense of guilt too. What emerges out is a man of very weak character. Thus Macbeth turns out to be not a Shakespearean villain, but a tragic hero, who perishes by his own doings. The villains of Shakespeare like Edmund in King Lear or Iago in Othello or Richard the third in the play by the same name are mere villains and not tragic heroes, because they have the inner strength to subdue any sort of sense of guilt and self doubt. They are sure characters who knew what they are doing. Macbeth on the other hand is not equipped mentally to face the after effects of the crimes he commits. His courage and strength are more

Greek Mythology Essay Example | Topics and Well Written Essays - 500 words - 1

Greek Mythology - Essay Example In the Iliad, war is portrayed as useless, violent, and dreadful. War negatively affects all those involved: the warrior, families, and communities. It only brings destructions. There are no definite victors in the Iliad. Vast portions of populations die for nothing due to some of the warriors’ conceit and sentimental choices. For instance, Achilles brings about the demise of his comrade by initially declining to participate in the war, placing the Greek army at a weak position, and afterwards wrongly encouraging his comrade Patroclus to get involved in the war. Even the preliminary root of the war, the abduction of Helen by Paris, a lady from Greece, is an impulsive, unthinking, and self-centered action. Even though the impact of war on is a main issue in Homeric epics, he did not venerate the idea of war and cruelty in his epics. Rather, he embodied the idea of warfare as a natural element of human existence, and that men are encouraged to participate in and that should not perhaps be taken for granted. Though revered war might appear throughout the three abovementioned epics, a comprehensive and detailed analysis of the epics unearths the inconsequential effect of war on warriors, families, and communities. Readers may think that war was a celebrated and adored element of society. Remarkable and brave warriors are treated like gods, and they are considered a supernatural generation of human beings. Nevertheless, in truth, all wars are staged because of personal motives, especially those related to self-indulgence and covetousness. The moral premise given to the concept of war differs greatly from one scholar to another. For instance, the Iliad views war as a requirement of human life and hence the war is a representation of human existence itself, an existence where in the greatest values are demonstrated in tragic bravery. In the other Homeric poem, the Odyssey, there is a firm and