Organizational Databases

Organizational Databases Randal Chatman University of Phoenix CIS 207 Information System Fundamentals Carlos Andrade December 19, 2011 Abstract This paper is designed to discuss the structure and use of a database system that is currently being used by a nationally recognized telecommunications and entertainment company. It will contain information about the specific type of database that is being used by this company. According to Webopedia, â€Å"a database is a collection of information organized in such a way that a  computer  program  can quickly  select  desired pieces of  data.You can think of a  database  as an electronic filing  system† (Database, 2011). Every company has some type of database system that holds information that needs to be accessed regularly by the employees to be used to complete a task or goal. There will be some recommendations of improvements to the company procedures of the use of the described database. Organizational Database Now that we are in the computer age we no longer need to use a pen and a sheet of paper to write down information that we will need to refer back to in the future.Nor will we need to use a filing system with folders and large clunky file cabinets to store company information. In today’s business world companies use databases to store company information and keep it organized. What exactly is a database? According to Webopedia, â€Å"a database is a collection of information organized in such a way that a  computer  program  can quickly  select  desired pieces of  data. You can think of a  database  as an electronic filing  system† (Database, 2011). Companies in today’s business world use databases to organize various types of information for the benefit and use of its employees to complete a task.In order for computers to access the database, it will need a database application. â€Å"A database application is a computer program whose primary purpose is entering and retrieving information from a computer managed database† (Database Application, 2011). There are several types of data base applications such as Microsoft Access, Oracle, and My SQL. Oracle is a database application that we will look at in a little more detail as it pertains to a specific department of nationally recognized business. Oracle has been around and creating database technology for over 30 years.When it comes to using Oracle with the department mentioned. It is mainly used to maintain and organize an inventory or devices that are being sold to the public. These devices include cell phones, tablets, computers, and a wide variety of accessories for the higher priced merchandise. Oracle keeps a count of the exact number of a particular product the department has. The products are organized in two categories. The first category is called serialized items which contains everything with a serial number. The serialized items are also the most expens ive items in the department.Of course all these items have a model name and number but in order to keep track, these items have sku number associated with them. The sku numbers in the serialized category all begin with a 6. This is a way to prevent confusion when it comes to what goes where. The second category is called non-serialized items which contains items without a serial number. These items are also assigned a sku number and these numbers begin with a 7 or a 4. The Oracle database is masked by the department’s point of sale system.This was designed so that there is a smooth communication between what is sold and what is still in inventory. The database system is a companywide used system and is also used to access inventories of various locations in order to transfer products back and forth. This helps when one location is out or has low quantities of a product and may need additional units. Of course there are times when all great database systems have issues that ma y affect the workplace. Because the Oracle database system runs behind OPUS which is the point of sale system it can affect potential sales within the organization.Serialized items cannot be sold when the database is down because the specific serial numbers must be removed from the system. Non-serialized items can continue to be sold because they are only counted by their sku only and there are not any specific serial numbers associated with those sku’s. A recommendation for improvement is to develop a backup database that will supplement when the main database crashes. By having this in place, it can improve the amount of down time that is associated with inventory count information.Businesses across the country are using databases to store company information and keep this information as organized as possible. Database applications have made this process easier by allowing these businesses to have access to the information they need daily. Though all businesses use database s for different reasons, databases are now a necessity for a successful organization to thrive in today’s business world. References Database. (2011). Webopedia. Retrieved from http://www. webopedia. com/TERM/D/database. html Database Application. (2011). Wikipedia. Retrieved from http://en. wikipedia. org/wiki/Database_application

Halley’s Comet

Nathan Reeves Geo 105 Professor Kerr 12-13-11 Halley’s Comet Astronomers first observed Halley’s Comet as far back as 200 BCE. The comet's periodicity was first determined in 1705 by English astronomer Edmond Halley, who it was eventually named after. Halley's Comet last appeared in the inner Solar System in 1986 and won’t appear again until mid-2061. Although the nucleus of the comet itself is not that large, the coma can extend to a very large size.As the gas molecules in the coma are ionized by the solar ultraviolet radiation pressure from the solar wind, a stream of particles emitted by the Sun, pulls the coma's ions out into a long tail, which may extend more than 100  million  kilometers into space. The nucleus itself is only 15  kilometers long, 8  kilometers wide and 8  kilometers thick. In comparison, the earth has a diameter of 12,756 km and the sun has a diameter of 1,392,000 km.This means that Halley’s Comet is only about 4% the size of earth but because of it’s coma, it appears much larger to the naked eye. While the planets orbit around the sun, Halley’s Comet orbits towards and away from the sun, all the way out to Jupiter, perpendicular to the planet’s orbits. Halley is classified as a periodic or short-period comet, one with an orbit lasting 200 years or less. This contrasts it with long-period comets, whose orbits last for thousands of years.Most short-period comets, those with orbital periods shorter than 20 years and inclinations of 20–30 degrees or less, are called Jupiter family comets. Those like Halley, with orbital periods of between 20 and 200 years and inclinations extending from zero to more than 90 degrees, are called Halley type comets. Only 54 Halley-type comets have been observed, compared with almost 400 identified Jupiter family comets. The orbits of the Halley-type comets uggest that they were originally long-period comets whose orbits were altered by the gravit y of the giant planets and directed into the inner Solar System. If Halley was once a long-period comet, it is likely to have originated in the Oort cloud a sphere of bodies that has an inner edge of 50,000  AU. Also, the Jupiter family comets are believed to originate from the Kuiper belt, a flat disc of icy masses between 30  AU and 50  AU, from the Sun. Another point of origin for the Halley type comets has been proposed.In 2008, a new object with a retrograde orbit similar to Halley's was discovered. Named Drac, its orbit takes it from just outside that of Uranus to twice the distance of Pluto. It may be a member of a new population of small Solar System bodies that serves as the source of Halley type comets. A few things make Halley’s Comet popular and unique. The obvious thing is that it is fairly easy to see when it does orbit, more so than most other orbiting comets. Also, it orbits every 70 years or so.This makes it unique because it means that most people have a chance to see it at least once. Every generation of people gets an equal opportunity to see it ,which makes it special because now everybody can have a part in it. A lot of other comets only orbit every hundred years or so, so you just have to be lucky to be able to see them. References: 1. ) http://csep10. phys. utk. edu/astr161/lect/comets/halley. html 2. ) http://nineplanets. org/halley. html 3. ) http://en. wikipedia. org/wiki/Halley%27s_Comet

Auteur theory Essay Example | Topics and Well Written Essays - 1500 words

Auteur theory - Essay Example Auteurism, or film analysis based on the idea of a directorial vision, grew out of his ideas. It spread to the United Kingdom, where the review Movie became its first primary practitioner. In the United States, Andrew Sarris introduced it in his 1962 essay â€Å"Notes on the Auteur Theory.† Sarris proposed some minimal requirements for a director to be considered an auteur: the director must demonstrate a level of competence in technique, evoke an individual style in terms of how a movie feels and looks, and even terms of overall theme. His work The American Cinema: Directors and Directions, 1929-1968, earned a reputation as the primary text for auteurism (Auteur theory). Auteurism has had its critics. Pauline Kael of The New Yorker objected to the idea of giving the director so much credit for a project that takes so many people to complete – not just the already mentioned scriptwriter, but the cinematographer as well. Also, auteurism can contribute greatly to the cost s of making a movie, and directors who develop a record of financial losses will not be able to bring a message of any kind to the big screen (Auteur theory). Also, New Criticism challenged auteur theory with its idea of the â€Å"intentional fallacy.† This referred to the idea that the words on a page of literature, or the images on a movie screen, are more important than the intentions of the author, or the intentions of the director. Because each viewer will approach a movie with a unique set of experiences and biases., the director's intention may never filter through the images and reach the mind of the viewer. In any discussion of directors who are considered auteurs, the name of Krzysztof Kieslowski comes to the forefront. Ironically, Kieslowski entered the study of film as a sort of detour on his original career path, which involved a desire to become a theater director. It was only when the College for Theater Technicians lacked a program for theater directors that he decided to study film as well (Krzysztof Kieslowski). Sieglohr posited that an auteur will see national identity as ripe fodder for "investigation and excavation" (Hill (Year) p. ). While Three Colors takes a look at the special significance of the three colors of the French flag, Kieslowski's early work took a look, as well, at the Polish national experience. As he studied film more extensively, he decided to make documentaries rather than directing plays. His first projects focused on the daily routines of workers, soldiers, and other citizens. However, even though Kieslowski's intentions were not to make political statements, even his attempts to depict the lives of Polish citizens realistically ran afoul of the censoring

I want a Wife Essay Example | Topics and Well Written Essays - 750 words

I want a Wife - Essay Example She ends the piece with the question â€Å"My God, who wouldnt want a wife?†(Brady), after taking a look at all the things that a women is expected to do. Looking at the piece, one can easily since Brady’s feelings of frustration and anger, but she presents them, in a humorous way. Her messages come straight across that women in today’s world need to re-invent themselves and should not look at themselves simply as wives. She decides to make her point using a satirical list of things that all wives do, and how she wishes in fact that she could have a wife to do those same exact things for her. She sees a wife not as a partner, but as something that exists to help out the man, and even includes the dictionary definition: â€Å""according to the dictionary, a wife is a "woman married to a man." But, as many women know, a wife is much more: coo, housekeeper, nutritionist, chauffeur, friend, sex partner, valet, nurse, social secretary, ego-builder, and more. Rather than complains why she herself would like to have a wife† (Brady) to further bring her point home early on in the essay. Her argument is presented very logically, and is something easy enough for even somebody against feminism to follow. She very carefully uses a list of things that women are expected to do; starting with the education that she wishes she could go back and have a wife support her while she continues it. Next she then jumps to the physical care taking duties of a wife, and the nurse role that a wife also assumes in the family. She then seamlessly transitions to the social duties of a wife and the social norms that a wife is expected to adhere to. Listing off social norms such as a wife who would â€Å"have the house clean, will prepare a special meal, serve it to me and my friends, and not interrupt when I talk about the things that interest me and my friends. I want a wife who will have arranged that the children are fed and ready for bed

Social security Tax Term Paper Example | Topics and Well Written Essays - 2500 words

Social security Tax - Term Paper Example The ultimate beneficiary of tax collections are the masses who are given services like quality health services, public schooling, safety and security, cleaner neighborhood, better road and other infrastructural developments. Thus, it can be said that the government uses the people’s money and put it into use that can be translated into better facilities for them. One such taxation is that of social security taxation, the proceeds of which are pooled into to provide old-age benefits, pensions, child health and unemployed. Thus, the key beneficiaries of this kind of taxation are the most vulnerable classes of the society. This paper will shed light on the whole system of social security taxation, its pros and cons and its efficiency in fulfilling its intended purpose. In order to clarify the present day social security system it is imperative to study its evolution over time. The concept of social security was pioneered in 1935 when the American association for Social security led by Abraham Epstein coined the word social security. The actual payments were started in the January of 1937 as retirement funds. However these were only given to the primary working member of the family. It was only in 1939 when the survivors benefit for spouses and children were introduced. With time, more benefits were added to the scope of social security for example, benefits for the disabled were initiated in 1956 and it was followed by a major milestone in the year 1965, when the congress signed the social security law to add medical care to its portfolio of benefits. In order to ensure that people pay this kind of taxation for their own good in the long run, social security number was issued. These numbers became the basis of identification after some time and was used by the civil service commission and revenue boards by 1962. In the United States, the social

Socialism and capitalism Essay Example | Topics and Well Written Essays - 500 words

Socialism and capitalism - Essay Example italism is usually characterized by the competition whereby there is rivalry in the supplying of the goods and services and the acquiring of the goods and services. The producers compete with other producers of the same category; the distributors compete with other distributors for the sale of property, goods, and services. The buyers of the goods and services also compete with other buyers to acquire the services and the goods at a favorable price for themselves. The sellers of the quality and services also compete with other people in their category to sell their products and service at prices that are favorable. At the same period be able to make favorable profits for their companies. This allows people, who use the capitalism ideology to fight for themselves, and one of the involved parties can get hurt, but they will not be allowed to complain because there are no regulatory authorities involved in this ideology. Capitalism gave rise to industrialism since people wanted to start doing productions and they could not rely on the governing body to create industries that could be of use to them (Navarro, 2011 p65). On the other hand, Socialism is an idea whereby the government or the regulatory authority implements rules that govern the planning of the economy of the nation, the production of the goods and services and even the distribution ruled of the goods and services produced in the nation or imported in to the country. The ideology of Socialism contrasts the idea of capitalism considerably since capitalism is all about free markets where property is privately owned, and the owners are able to determine the prices of the goods and services produced, while socialism favors cooperation and the prices of the goods and services are standardized (Ferrante, 2012 p87). Socialism and its ideologies came up in the 18th century to respond to the industrial revolution where the owners of the industries were becoming richer, and the workers of the industries were

Fords Control Mechanisms Essay Example | Topics and Well Written Essays - 750 words

Fords Control Mechanisms - Essay Example About one hundred years ago, demand could be easily matched to supply particularly in the rural agricultural areas, and the existence of production and consumption was in a closed loop supply chain, therefore, goods were predominantly manufactured and used as required. The just-in-time approach to manufacturing adopted by Ford presents a return to this form of relationship between the production and consumption phase that was present before the industrial revolution where consumers gave specifications of what they wanted before the process of production could begin. Henry Ford, who came up with the assembly line JIT approach used in the manufacture of Ford cars, had an awareness of this form of a rural tradeoff as he hailed from a small community whose main activities involved agriculture. The beginning of the economic business philosophy adopted by Ford and the main aim for JIT manufacturing was mainly informed by the recognition that increasing the wages of factory employees leads to increased rates of productivity. Initially, Ford was simply assembling the cars and not manufacturing them, as the parts were produced by external shops, however, they were not made to be highly tolerant necessitating that the company shapes and fits them before they could come together appropriately. The company lacked control in terms of the quality of parts in the supply stream as well as the incoming flow of materials that came from external sources. There were no control mechanisms in place to arbitrate the inconsistencies in the manufacturing and assembly processes.

Independent Learning Essay Example | Topics and Well Written Essays - 2000 words

Independent Learning - Essay Example The process of integrating the learners into the education system allows them to  start  connecting with the outside world. Therefore, they have the ability to  learn  and think for themselves, and not wait for their teachers. Independent learning abilities are an  indispensable  training  for life and for  change  to, and success in, occupational,  college  or higher  learning  courses. Independent learning skills  support  students’  capability  in assessing, recording and reflecting on their education.  Steinberg and Davidson (2005: p467)  state  that also  promote  independence in organization, decision-making and problem-solving.  Nonetheless, they take time to  institute  and, for several students, require  premeditated  modeling and teaching. Therefore, if students are to become actively engaged in increasing their  autonomy  in their  personal  education, they must first of all  gain  the  aptitude   to learn how to  study. A supportive  setting  that permits students to learn from errors and  develop  about their successes is a  prerequisite. Ideally, such  ability  building will be in progress  early  and  continuous  throughout a  person's  learning  (Cooper, Kiger, Robinson and Slanky, 2011: p65).... Fulfilling such requirements is satisfying in itself, and such rewards  uphold  learning successfully than do grades.   Therefore, teachers may  design  in-class activities, assignments, and  discussion  queries to  tackle  these types of requirements. The teachers should  make  learners active participants in education. Students learn by making, designing, doing, creating, writing, and solving.  Passive learning dampens learners' enthusiasm and inquisitiveness.  Teachers  are supposed  to  pose  questions, and not  inform  students something when they can  ask  them. Furthermore, they ought to  encourage  students to  propose  approaches to a quandary or to  speculate  the outcome of an experiment. The students may be divided into small groups, encouraging interaction and sharing their different ideas on the subject. Research has revealed that an  educator's expectations have an  influential  consequence on a student's perf ormance.  Thus, if a teacher acts as though he expects  motivation,  interest  and hard work from his students in the course, they are more likely to be so.  The teachers need to  set  practical  expectations for learners when they  grade  examinations, give presentations,  formulate  assignments and  conduct  discussions. "Practical" in this perspective means that the teacher’s standards are  high  enough to  inspire  learners to  do  their most  excellent  work but not so high that learners will predictably be discouraged in attempting to meet those expectations. To build up the  drive  to achieve; learners must  believe  that  realization  is possible, which means that the teacher needs to  present  early prospects for success. Teachers should  assist  students in setting achievable objectives for themselves.

Comparing the Herakles Myth with Joseph Campbells Hero Myth List Essay Example for Free

Comparing the Herakles Myth with Joseph Campbells Hero Myth List Essay Karen Wagner World Mythology September 27th 2012 Essay #1 Herakles, or more commonly known as Hercules according to Disney is probably one of the most popular myths people have seen or heard, but could Herakles’ myth follow Joseph Campbell’s Hero myth list. Carl Jung defined an archetype myth or Jungian archetype as a pattern of thought that can be translated to â€Å"worldwide parallels† (â€Å"The Columbian Encyclopedia†) that the human race experiences as a culture or an individual. The myth of Herakles includes parts that compare to the Hero Archetype, but there are also parts that do not fit the archetype at all. Joseph Campbell’s list of myths for the common hero includes a list that does and does not relate to the story of Herakles. Herakles’ journey begins from the shared birth from his mother Alcmena, father Zeus and half-brother Iphikles. Hera (Zeus’ wife) decides to take revenge because of the affair Zeus had with Alcmena for Herakles. One the morning Herakles was supposed to be born Zeus had made a previous oath stating the son of his bloodline through Pereus who was born that morning would rule Mycenae. Hera made sure Zeus swore to this and sent down the goddess of childbirth Eileithuia to slow the birthing process. A sly serving girl named Galanthis had told the goddess of childbirth that Alcmena had her twins, once Eileithuia’s guard was down and so was her spell. Alcmena bore twins and Herakles was not the first born, one was the son of Amphitryon and the other Zeus. Hera decides to take action by putting snakes in the twins’ crib in hopes to â€Å"destroy Zeus’ latest offspring† (Martin 148), while Iphikles only wailed, Herakles decided to strangle both snakes to death, identifying the true son of Zeus. Amphitryon stated, â€Å"well, that one’s not my boy† (Martin 148). Herakles grew up quickly, learning his new found strength through his human father and other relatives. His first official voluntarily task was to eliminate the lion with impenetrable hide from Mt. Kithairon. Once the beast was defeated, Herakles skinned the lion and wore his mane and head as a trophy and as a form of protection (Martin 153). Herakles continued doing many labors for different people throughout a large portion of his life; he lay with many women, and marries a few as well. Herakles did some wrong doings and towards the end of his mortal life he dies and becomes immoral, forever to live on in myth. Joseph Campbell’s monomyth list for mythological adventures magnifies the formula described in the rites of passage: Departure—initiation—return. Campbell’s list for the hero archetype can be compared to Herakles, while other parts do the opposite. The first stage of the hero’s’ journey is their birth; Campbell goes into explaining that the birth involves â€Å"fabulous circumstances surrounding conception, birth, and childhood† (Campbell). Herakles’ birth could be seen under fabulous circumstances, an affair, another child, and two dead snakes on the first night; Campbell’s second stage is the â€Å"Call to Adventure† (Campbell), Herakles whilst working on his human father’s cattle ranch heard news of a lion killing the family cows, he volunteers to rid the beast and is successful in the end. Herakles had helpers throughout his journeys, such as Apollo’s grandson Eurytos teaching him archery (Martin 150) or Atlas assisting Herakles in getting the Golden Apples as one of his labors, but not from a specific being or person alone. This being a piece of the myth that doesn’t exactly fit into Campbell’s list but can still compare. Campbell’s fourth entry on the list â€Å"Crossing the Threshold† somewhat relates to Herakles’ story in that he does travel 30 days to defeat the mother of all lions, another with impenetrable hide. Campbell’s crossing the threshold entry explains that the hero must undergo a task or event that takes the hero from everyday life into the â€Å"world of adventure† (Campbell); this could be something small from traveling to a cave or traveling for 30 days. One of the major parts of the myth of Herkales is his love for labors he provides for his people, this definitely relates to Campbell’s work, in that his number five explains the tests the hero must go through, involving a series of monsters and traveling to different worlds and each conquered task increases said hero’s ability to overcome even stronger encounters he will face. Campbell’s number six on his list goes into the helpers the hero will encounter through his journey, this also relates to Herakles. There were parts in his myth where Herakles needed assistance, for example when Herakles wanted to get the golden apples as one of his labors, he asked Atlas to go and he would hold up the heavens until he returned, even though Herakles sort of deceived Atlas in the end, he was still of assistance to the hero. The climax and final battle of Herakles involved his attempt at sacrifice and a struggle to continue living. He was given a cloak that was accidentally poisoned by his wife Deianeira with a previous enemies’ blood that mixed in with the blood he dipped his arrows from one of his labors. The cloak began to tighten around the hero and poison him; he sought revenge on his wife to discover she already killed herself in learning what she had done. Herakles’ myth doesn’t have a happy ending like Campbell’s list basically says in 9, 10, and 11, Herakles’ dies to live on forever immorally, or in this case actually passed but his fame lives on, his story is continued being told and he is recognized as a Greek hero, without any sort of â€Å"elixir† Campbell mentioned in his list, feasting with the gods and his god parents, Zeus and Hera (Martin 179), the mother who was trying to rid him from the beginning. Campbell’s list is to describe how a hero myth translates to actual events and situations people encounter in their lives while growing up, there is an underlying meaning to each situation that happens to the hero. While some parts did relate to Campbell’s list, overall Herakles’ myth strays away from following his list, although there are parts that do relate, the myth is still completely different from Campbell’s interpretation and Jung’s archetype definition, giving Herakles his own myth and his own journey that’s not as cliche from the rest of the myths in the world.

Willy Russell in his play Educating Rita Essay Example for Free

Willy Russell in his play Educating Rita Essay Educating Rita by Willy Russell explores the relationship between the two characters involved in the play, Frank and Rita over a time span, of several months. A variety of themes are explored as Rita, a working class Liverpudlian, aspires to a higher social and academic level so that she may have choices, with Frank, a disillusioned and failed poet as her teacher. As Rita progresses, Russell uses a range of dramatic techniques and tensions between the two characters to explore themes of the personal, class, relationships, gender, dependence, superiority and education. This produces an effective and dramatic piece with clear character and plot development. The play could be staged in a number of ways, and when considering how staging would best reflect the themes and passage of time, I must consider set, costume and lighting, as well as how each of the characters should play their part. The play focuses mainly on the relationship between Frank and Rita, and the structure shows a clear crossover within their respective roles. Frank is initially the dominant male with more knowledge and experience than Rita; he is the well-educated and confident lecturer to whom Rita comes to for help to become educated. By the end of the play the roles are reversed, with Rita as the dominant educated character, with every option available to her, whereas Frank, who has turned to drink, is barely able to hold down his job. Within this structure, the interaction between the characters explores the themes mentioned above, which have both significance for them, as well as for the audience who are able to identify with the issues discussed. The way that the characters change as the plot develops shows what effect their different experiences have upon them, and how they shape the people that they have become by the end of the play. By choosing two scenes from different points in the play we can see how themes generated in an early part of the play are later developed as the characters progress. I chose Act one, scene two to explore first, as it is after the two characters have already been established. Their behaviour reflects certain themes as the second scene begins. There is also a significant incident involving poetry Frank has written, which has a link  with the later scene I have chosen, truly reflecting how the two characters have changed. While the first scene establishes the main themes of education and aspiration on Ritas part, Scene two really begins to explore such themes as well as exploring others to a higher degree. The scene begins in Franks office, as always, with Frank waiting for Rita to arrive, (he) glances at his watch. He is interrupted by a noise at the door, which turns out to be Rita oiling his study door for him, as she has noticed that it needs it. The way in which she comments, knew you wouldnt get round to it establishes the theme of gender stereotypes running through some of the play, and conveys the idea to the audience of Ritas housewifely mentality and motherly instinct, with Franks stereotypical male nature of allowing her to do the work for him. As Rita then proceeds to look around Franks office, and he watches her, it is clear how he views her from how he watches Slightly amused which indicates that he is entertained by her, and clearly views her as naive and unsophisticated when compared to him. The way Frank responds to her influences how the audience would respond, as the majority watching a professional production of this play would probably identify with Frank rather than Rita. Assuming it is a professional production, the majority of the audience would be middle class. However, although at the start they may identify with Frank, Willy Russells intent as the two characters develop is to challenge the audiences attitudes towards each. The themes of gender and superiority are closely linked here, and run throughout this scene. Typically, Rita, a young and impressionable young women, and Frank, an older educated man with a greater social position, she is naturally inclined to look up to him. Even if they were both middle class and educated, Rita would still probably view him of the superior of the two, and this opinion is reinforced by the mention of Franks girlfriend, Julia. He says she admires him tremendously, and mentions how she cooks and, cares for him. Julia is an ex-student, yet both respond in the same way to Frank, trying in a sense to, mother him and he accepts this, both sexes following their  stereotypical roles. The way Rita sees him as superior in the same sense as Julia brings up the theme of gender conflict, alongside class and social status, and is another reason why Rita sees him as superior and above mundane tasks. After oiling the door, Ritas next action reinforces this relationship. She refuses to sit down in the chair with its back to the door conveys how unsophisticated and insecure she is. The way that Frank offers her his chair, but she refuses with her comment, Youre the teacher shows how she sees their separate roles, with him with a greater status, again introducing the theme of superiority. Rita even feels Franks taste is superior to hers, Thats cos youve got taste. Although Frank has not yet commented how he feels that he is superior to Rita in terms of both education and class, the way he responds to her clearly shows how he feels they are not on equal terms. The fact that Frank is amused by Rita wondering whether or not she has reformed him reflects this, and throughout the scene he uses education as a resource to demonstrate his superiority. Rita is often ignorant of the phrases or words that Frank uses, for example a certain patina and he often corrects her in terms of the words she uses, Foster for Forster. As well as demonstrating through her ignorance of language that she is not like other students, Rita makes it known to the audience that she is not ignorant enough to not realise it. She comments on, the proper students and although it could be taken in terms of her meaning the students who go to the university all the time, without other obligations, she knows that she is in a different situation (she comments in the first scene, Degrees for dishwashers) and is probably comparing herself and her knowledge to theirs. The audience draw comparisons between Rita and Frank in terms of their behaviour and knowledge, and as the scene progresses the audience are made more aware of the different upbringings they must have had. Just before this however, there is a section of the scene in which Russell uses the language of each character to demonstrate their different social status. Rita comments Readin and studyin just after her comments on proper students, and Frank responds with the same phrase, Reading and studying.  The fact that phrase is repeated by Frank in succession makes the audience properly aware of how differently they speak, and Ritas native Liverpool accent is made evident with this clear contrast to Franks more refined voice. The phrase Rita then uses, off me cake which Frank responds to by questioning its meaning, is done so in such a way as that the audience knows he is being sarcastic, yet Rita does not seems to realise immediately. However, when Frank uses the phrase in a sentence of his own, Rita realises how he is being sarcastic, itd sound dead affected again highlighting the difference between them herself. This interaction demonstrates the different upbringing and environment they have been exposed to, and Frank does not only use his gender and age to appear superior, but through sarcasm and superiority in his use of language demonstrates how he knows he is. The themes of social class and education occur once more in Ritas next few speeches. During them, the way she sharpens Franks pencils again reminds the audience of gender stereotyping, the automatic tidying up, or carrying out of tasks that he is perfectly capable of doing himself, as well as showing how she is uneasy. Rita then conveys the sort of education she must have had from the description of her school, and how she was not really allowed to educate herself, which Frank cannot fully understand as someone for whom education has obviously always been available. He does not understand why she could not be different from her friends, and through this we see the gulf between their two upbringings, highlighting the theme of social contrast. Frank then passes her his ashtray to sharpen pencils, but the way she ignores it indicates how preoccupied she is, and how she really does have something important to say. Her ensuing monologue shows how she feels she wants more, is this the absolute maximum I can expect from this livin lark. The activities she speaks of club to go to to distract herself seem so unlikely the activities that Frank would indulge in that it seems as if he must have his life sorted and she is the one floundering, with what she really wants beyond her grasp. Frank cannot resist one more piece of sarcasm at the end of her outburst, to reassert himself as superior, and her wants as pathetic and of no value, you managed to resist another new dress? But Rita again does not realise.  By the end of this section of the scene the audience know a lot more about Rita and her character. It is clear that at the start of her education she appears stereotypical in terms of her gender, but not in terms of who she is and what she aspires to be. This re- establishes the theme of aspiration already suggested as Rita claimed she wanted to learn, Everything. Her speech about knowing how there was always something tapping away in her head, knowing she might have got it wrong indicates prior conflict within herself, but the fact that she has now come to be educated shows how this conflict has been resolved, and education is the way she will be able to become the person she wants to be, and she sees Frank as an example of that person. The conflict will later extend from herself to the rest of her family, and as she becomes alienated from them. The second half of the scene reveals more about Franks feelings and character, not just concentrating on his surface sense of superiority. The next incident explores the theme of conflict between the personal and the impersonal. Frank informs her that to write a good essay she must learn the art of criticism, which is ironic, as ultimately she will learn to criticise, and Frank will be the object of it. The way Frank informs her that good criticism is never subjective, and is almost a science is reflected in Franks character. He does not wish to involve himself, he wishes to remain absolute from his own feelings. Here the theme of the personal is really introduced as the next part of the scene really shows how each character deals with personal early on in the play. Conflict is initiated as it appears Rita is quite intent on dealing with the personal, and Frank has never come across such a view, astounded The way Rita comments on Forster, Sitting up there in his ivory tower encourages the audience to draw parallels between him and Frank, who also wishes to distance himself from the world, using alcohol as his escapism, and is in a sense sitting in his own, tower. He wants no subjectivity or sentimentality, and this is shown in the way he interacts with Rita, using attempts to be witty and sarcasm to evade the personal, as can be observed later in the scene. Throughout the play both characters struggle with the personal, Rita attempting to become distant and Frank to be in touch with his feelings. Before moving onto Franks marriage we see an example of how Frank also follows his stereotype, returning to the theme of gender. He comments of Rita that she has an undisciplined mind, which men often seem to think that that women have, and that they are disorganised and, scatty in general. Rita ignores the comment and immediately moves back to the personal, are you married? Frank answers reluctantly, stalling the question, but Rita refuses to accept this, and continues pressing Frank for personal information. He is reluctant to deal with the personal side of life, however, and when explaining why he broke up with his wife, he uses a reason which he presumes to be clever and witty, but which actually just makes evident to the audience how he is distancing himself from the pain of the break up, and presuming he is above it all. We split up, Rita because of poetry The way in which Frank says she left him for the good of literature and how the result was that he stopped writing at all is a use of dramatic irony, which is lost on Rita, however, and is there for the audiences appreciation. Rita refuses to accept his explanation, however, and even Frank admits they perhaps people do not split up for that reason. The way that that is how he remembers it simply shows that is how it is constructed in his mind, and he has created the fantasy to remove feelings connected with the event. The most obvious contrast between Frank and Rita in his scene is the way they deal with feelings, with Frank refusing to have anything to do with things of a personal nature, and Rita connecting everything to its emotional impact. After dealing with themes largely of a personal and impersonal nature, Russell reverts to the theme of superiority with reference to education, as Rita wishes to look at Franks poetry, but he denies her access of grounds of not having the literary references. This has reference to the theme of the personal also, as Franks poems are clearly very personal to him and he does not wish to show his emotional side to anyone. We next see another side of Frank, however, as Rita praises him, youre great and he says how there is less of him than meets the eye. Through this comment we see how Frank sees himself as somewhat of a fraud, however, Rita does not get the deeper meaning of his reply, she simply admires the way he can construct a  phrase like that, and as often happens in this scene, the audience, understanding Frank, should have one level of meaning, while Rita has another. This also occurs later in the scene, when Frank comments that he would like to take Rita by the hand and, run out of this room forever. Rita thinks he is merely being sarcastic, yet the audience can see the deeper level of meaning in his words, in that he feels trapped and unhappy. Frank appears to Rita the epitome of successful. He is middle class and educated, what she is aspiring to, yet from his reluctance to deal with anything other than scientific or involving feelings the audience can see how he is dissatisfied and in denial over many aspects of his life. Rita does not see this yet however, she merely sees his status as a professor, his sarcasm and evasion as witty tools of a learned man, not yet suspecting that unhappiness is the cause. The end of the scene does revel Rita as different from the common throng however. The audience draw a parallel between a bird she describes, dead out of place our way and her, and by the end of the scene she has even begun to adapt Franks sarcastic tones, doing a parody of an academic question. The audience see that although she s totally different from Frank in terms of class, and education, their relationship has begun to develop over the bond they form. Frank sees in Rita something he has not seen in a student before, and Rita feels that Frank is the kind of tutor she needs. Earlier in the play she refused to accept another one. As the play progresses we see how the themes established early on in the play are developed by Russell through his two characters. They develop through the changes they undergo in their lives as well as the effect they have upon each other, and reflect the themes established at the beginning of the play. As Rita becomes more educated she fulfils her aspirations, leaving her hairdressers job to work in a Bistro and making a successful transaction to the middle classes, whereas Frank degenerates, more and more frequently turning to alcohol. The theme of dependence running throughout the play has begun by the second act to invert, in that whereas Rita was once dependant  on Frank for all her educational needs, the time she spends during the summer at a literacy camp symbolises how she no longer needs to rely on him as much. She has already learnt about the poet Blake, for example, that Frank was planning to teach her about specially. Frank becomes more dependant on her, and as she breaks away, losing her individuality, as he sees it, to become a proper student he regrets ever educating her, and in despair turns to alcohol. As soon as Rita begins to become properly educated the relationship between the two begins to break down, and although class and education are still the main themes, it is no longer the contrast between Frank and Rita in terms of these themes that is evident, but how Rita has risen more to the same social and educational stance. As well as education being an ongoing theme, which changes the outlook of both, contrasting class is also a theme that features largely until the end of the play. Conflict and class, as well as gender conflict are closely linked throughout. At the plays opening it is clear that Frank and Rita are from different social classes. The way Frank uses this to assert his superiority could cause conflict between the two, except for the fact that Rita has accepted she is initially different from Frank, and seems to see his status as a warrant for his behaviour. Rita is obviously eager to learn however, so Frank tries to be tolerant, and as she improves he begins to accept her as more of an equal to him so conflict between the two over class is more minimal than it could be. Within Ritas own circle however, the conflict is obviously rife. As Rita develops as a person, the conflict with her husband and family increases. Her husband even burns her books in protest over her trying to break away from what he feels she should accept as her station in life, He burnt all me books. As Rita becomes more educated, in order for it to have an effect she has to change herself, and a husband feels that she has in a sense betrayed him. Conflict connected with class also occurs later in Act One as Frank and Ritas friendship progresses. Frank invites Rita for dinner at his house, with her husband, Denny. As well as this causing conflict between the married couple, in that Denny refuses to come due to his antipathy to the course and those connected with it, he blames them from distancing him from  Rita, Rita suffers conflict within herself about attending, centred chiefly on the wine she brings. She knows it is the wrong sort after she has bought it, and although it might appear to be a superficial detail, to Rita it symbolizes how little she knows about this kind of society and how to behave in such situations. It demoralizes her and she wonders how she can ever leave her social status and rise to Franks. She decides to not return to the course, however, her mother changes her mind.. Her mother crying and saying there must be better songs to sing (Ritas family and friends had been singing in the pub) really symbolizes how there must be a better life to lead, which encourages Rita to try and aspire to that hope, and so she returns to the course. Rita also experiences much gender conflict within her family. From the first scene Rita mentions how she is expected, at the age of twenty-six to settle down and have a family. Yet she rebels against this idea, even secretly using contraception, and her refusal to accept what her husband sees as her role eventually leads to the breakdown of her marriage, which allows her to, find herself even further. However, as she does try to find herself, using other people to develop her personality, this causes ever-growing conflict between her and Frank, which reaches its climax towards the end of the play. Apart from Rita, Franks main conflict is involved with the university and students themselves, as he bitterly continues to drink with their disapproval. By Act two, scene five, very near the close of the play, we can clearly see how both characters have developed and how they now interact with each other. The first thing Rita says to Frank upon entering his room is, are you sober, are you? and the way in which a whisky bottle is placed in front of him indicates the extent of his dependency on the drink. Now he can no longer rely on Rita to give him hope and entertain him he has become even more dependant on the alcohol, which is plaguing his career. Frank, even now cannot resist a sarcastic comment, which Rita ignores and proceeds to tell Frank what she thinks of his poetry. The fact that Frank has given Rita his poetry to look at is a very  significant act, which shows real character development on both sides. Earlier in the play Frank denied Rita access to his poetry, on the grounds of her not understanding literary terms. The fact that he has given them to her, and has seriously asked her for a critical analysis shows how much she must have progressed in terms of her education. Whereas she was once ignorant in this area, Frank has now deemed her sufficiently able to comment on them, and regardless of his motive, we can see how her character has developed in order that she can appreciate such work. However, on another level, Frank giving Rita his poetry shows how he has developed as a person also. As well as indicating he no longer feels his skills are superior to hers, the emotional angle of his action indicates that he is no longer dealing with only the objective side of things. By giving Rita his poetry to look at, Frank is exposing his emotional side. His poetry is such a personal thing to him that it is the most significant thing he can do, to show how he is willing to expose his vulnerable side to her as opposed to other people. By asking for a critical assessment of a lesser known English poet Frank knows that what she says will ultimately depend upon the outcome of their relationship. The way Rita analyses the poems clearly shows how she has developed in terms of her education, the main theme running throughout the play. The language she uses, witty/profound to describe the poem is a complete development of the simple terms she used earlier in the play. The fact that she can understand Franks work as opposed to the poetry she used to enjoy, Its the sort of poetry you can understand shows how she has developed her literary knowledge. However the way she quotes her flatmate, Trish when commenting on the poetry, shows how from having Frank as her only mentor and teacher at the start of the play, she has now developed a critical style from others also. Rita herself admits how she would not have understood the poetry previously, and the way she is sure she can now see wit and classical allusion in it indicates that as her education has progressed she has adapted accepted educational views of such works. The audience are next reminded of the aspirational theme, as they can compare how Rita would have reacted then and now from Franks comments, You would  have thrown it across the room. The way Franks sarcasm still washes over Rita indicates how she can see nothing wrong with her situation. She comments that she can, see now shows how her opinions of herself and her life have changed, she is no longer so discontented, and she sees nothing wrong with the social standing she now has. Franks allusion to Frankenstein, however, shows he feels that what he has created is a terrible thing, that he has made Rita a monster and his assessment of his poetry gives a deeper insight into his feelings. Frank denounces his poetry as worthless talentless shit, simply posing as something witty and clever. His poetry is such a close and personal thing to him, however, that as he criticizes it he is really criticising himself. By trying to convey how pretentious and worthless his poetry really is, he is really trying to explain to Rita that that is how he feels about himself. Earlier in the play he commented that there was less to him than met the eye, and this speech shows how low he feels he has really sunk. He is trying to show Rita how what she has gained he feels is without meaning, that what she has aspired to is worthless in his eyes, and this display of emotion indicates how his emotions have developed so that he is now in touch with them. The way Frank responds to Ritas analysis shows that he really is no longer objective, but subjective, taking what she says not as an objective critical analysis but as an indication of who she has become. Whereas before he wanted mere objectivity and nothing dealing with the personal, now that Rita has that critical skill Franks response shows that he regrets what he has done as there are now none of her views stated when she gives an opinion. He liked Ritas novelty very much, yet her analysis shows it has been taken away, and she talks like any other student. Frank now wants her to be subjective again, another example of how their characters have reversed. That as they have developed, Rita has become the objective one, and Frank the subjective, desperate for some kind of Ritas sentimentality in her work. Frank then comments that he can no longer bear Ritas presence, and she responds in a way that shows the audience she now really is his equal. Whereas before, his word was the authority, Rita stands up to Frank and  provides an argument against his. In fact she is now the dominant character, and she makes reference to this, comparing their previous relationship to one of a farther and daughter, him teaching her as she gazes back in, wide eyed wonder. Rita is trying to show that she has lost her naivety, and he is no longer the dominant male, returning to the theme of gender stereotyping. They are now on equal terms. It is here we see where the conflict has really developed in their relationship, as Rita shows she has reached what she aspired to and Frank reduces its worth, so very very little. Frank feels that in becoming educated, Rita has lost all individuality and originality, whereas Rita feels satisfied with what she has achieved, and does not understand why he cannot accept th is. The theme of Education runs throughout the play. This aspect of life is traditionally thought to lift people out of one lifestyle and give them a range of options. Rita is developed through the theme of education to reflect how it can change your lifestyle. She comments that she now knows the right kind of wine to buy and the clothes to wear in terms of reflecting a middle class status. She has become a typical middle class women, and Frank hates himself for his part in it. At the beginning of the play Frank enjoyed lording over Rita to an extent and using his superiority to gain control of the situation. It might appear that he is simply annoyed that he has lost that hold over her, and can not reassert himself with her, so is trying to drag her down and not enable her to become superior to him. It is not that simple however. Throughout the play we have seen Frank and Ritas characters developing, and although it seems Frank has been trying to keep her from escaping, and he alone wants to shape her, as the play progresses, it becomes evident that he admires her uniqueness. As Frank watches her turn into just another student it enables him to see how her unique qualities are simply wasted, and what she ends up with, has nothing of her in it. Frank, who at the start of the play was already educated, shows how education can have a degenerative effect when that is really all you have, and he reflects this in his degenerative behaviour. Although he enjoyed the way he could use his knowledge and wit to distance himself from reality, the  arrival of Rita shakes up all of his preconceptions of students and life in general . Although she might think that he really did want her to remain ignorant for his own satisfaction, Frank has simply realised how education can make you pretentious and characterless, and that although Rita has want she wanted, he feels the person she has become in order to achieve it is of little value. The theme of education is developed from the first act, and whereas it first appears to be a good thing for both Rita and Frank, the way the characters develop to reflect what an effect it can have on people show that this is not a straightforward theme. There are clearly a number of themes involved within this play, and to best reflect them the staging of the play must be carefully considered. The two acts that I have analysed display the most contrast through the way in which as the characters have developed their views and how their roles have crossed over. As well as obvious changes in the characters costumes, I would use more subtle differences including changes in lighting and the way the characters react and speak, to reflect the changes they have undergone. Firstly, costume must be considered as the audience will take initial impressions from the way each character dresses, and the way they appear at the beginning of the play and at the end must reflected in their change of dress. Frank, at the start of the play, although he does indulge in alcohol is much more together then a t the end of the play. Therefore his dress should be fairly smart, indicating how he is both middle class and a lecturer. It should include a shirt and tie, with the shirt tucked in and tie tightly tied with his top button fastened. As the play progresses however Franks change in character could be shown through subtle changes in his dress. As his and Ritas relationship slowly begins to degenerate, his appearance should become untidier, beginning with him untucking his shirt, then undoing his top button and loosening his shirt collar. By Act two, scene five his tie should have disappeared altogether. Although this is not much of a change, a mans tie, at work, is often considered by others to be smart, and about taking a pride in his appearance. He degenerate appearance by the end of the play should reflect what has happen to Frank himself, in that he no longer cares about work and through alcohol abuse, he himself has  degenerated. Ritas dress however should become gradually more flamboyant. In Act One scene two, Rita is still uneducated and working class, with the restraints of her husband and family upon her. Her clothing should be conventional and very unexceptional, to reflect her position in life. However, as she learns, gradually her clothing should become different, more creative, as she becomes educated and more creative herself. In Act Two Scene five, when Rita feels that she has fulfilled her potential, and that she knows how to act and, what clothes to wear her dress sense should be a complete change, as she now sees herself as an educated woman. Both characters clothes need to reflect how the characters feel about themselves to reinforce how they develop. In my second scene, Rita should remain standing for the entirety of the scene, with Frank slumped in his chair. Rita should also wear heels. This clear difference in height between the two should clearly convey to the audience how Rita is now highe r than Frank in terms of life also. A subtle change would reinforce for the audience the changeover in their roles. The set itself, as Franks office, is another useful reflective tool in showing how Frank degenerates. In Act one, Scene two the office, although not pristine, with books and plants spread around, should have some kind of order to it. As Frank turns to alcohol the disintegration of him must be mirrored in the degeneration of his office. By Scene five in the second act there should be much more disorder, with what were once piles of books, books scattered across the floor, and higher piles of paper, which Frank has obviously not dealt with. Posters, which Frank should have on his wall at the beginning of the play, should begin to curl halfway though the play, and by scene five should have fallen completely and be lying on the floor. Also, whereas in the earlier scene the whisky bottle should be hidden behind books, indicating discretion on Franks part, as mentioned in the play, the bottle should now simply be on the desk showing how he feels there is no point hiding the fact any more. This reflects his feelings about Ritas transformation; it shows the despair he feels in that now she has conformed, Frank sees only despair. There should also be several empty bottles strewn around to emphasise Franks dependency on the alcohol. All this reflects  Franks degeneration. The way the room has gradually fallen apart is mirrored by what has happened to him. Lighting could be a very effective tool in these two scenes to emphasise the contrast between the mood of the play towards the beginning, and the scene, which reaches the climax of Frank and Ritas dispute. In the first scene, to reflect the mood of hope and what looks like an interesting opportunity for both characters, the lighting should be bright throughout, to reflect this feeling. The lighting can also be used effectively however, to focus the audiences attention on a particular character, and emphasise the importance of what they are saying. At the beginning of Act One, scene Two, there should simply be a bright yellow light enveloping the whole stage. However, as Frank begins to ask Rita questions about her life, and she begins to respond openly to him, the lights should fade out, except for a bright spotlight focused upon Ritas face. This should be done from Ritas line Like what youve got to be into and this will emphasise her speech to the audience, as their attention will be all focused upon her and they should listen closely to the deeper meaning o her words. As Frank makes his sarcastic comment about the dress, and the tension lifts the bright lights should fade back in, and remain for the rest f he scene. However, in my chosen scene for act two the lighting must be different to reflect the gloomy atmosphere and environment Frank is now subjecting himself too. The stage should be lit only by a bulb from a desk lamp, all light which would have previously come in through the window is now shut out, to make clear how Frank, in his depression, is trying to keep the world out. In this scene spotlights on characters should be used as tension increases between the two characters, as this is a pivotal scene, and emphasising each characters line(s) will heighten the tension for the audience. Lighting could also be used effectively to show characters responses to each other. For example in the first scene, during the use of spotlights, when Frank and Rita are having a serious discussion, Franks confusion over why Rita could not have had an education earlier in life could by emphasised by fading her spotlight out to highlight the confusion on his ace then fading it in again. During Act Two, Scene 5 this technique could be used again.  When Rita is commending Franks poetry, Why did you stop writing? her spotlight could fade out to show the despair on Franks face. This technique, if used effectively would be good at highlighting the characters responses to each other in the two different scenes. Most importantly, how the characters speak react and move on stage will convey their character to the audience, and the changes in their behaviour later in the play will show their new attitude towards each other. In my chosen first scene, the two most have totally different airs. Rita, although she appears confident when speaking to Frank at the beginning of the scene, conveys her agitation through the way in which she refuses to sit down, and instead wanders around Franks room. To emphasise her uncertainty she should make some unconscious hand motion, which would convey the audience the nervous tension she is feeling. As Frank watches her he should appear totally at ease in his chair, reclining slightly to emphasise how relaxed he is. The way that Rita talks should also be different from the way that Frank delivers his lines. Frank should reply almost instantly to Ritas comments, conveying to the audience that he is confident, and feels that he has no trouble dealing with someone of Ritas calibre, whereas Rita must deliver her lines with a vaguer more uncertain utterance, more as if she is thinking out loud then having a conversation. This will emphasise the point that Frank is a confident organised teacher dealing with life, whereas Rita is uncertain and trying to clarify what she wants to do. By Act Two, Scene Five, the two characters should move and talk completely differently, conveying their different positions. Rita, who now feels happy and confident about herself, should show this by how she walks into the room. Instead of wandering uncertainly, she should stride purposefully up to Franks desk, indicating she now knows exactly what she is doing and what to say to Frank. For example, Rita must speak with conviction during her defence of Franks poetry, Its not! (pretentious) When walking around the room Rita should walk as she should when entering the room, with her head held high and striding confidently. Frank, however, should be slumped in a defeatist position, reflecting how life has defeated him. Ritas tone, when addressing Frank must be confident, and she should make much more eye  contact with him then before. Franks tone when he speaks should be much vaguer and less direct to convey his uncertainty to the audience. The passage of time could be marked in a number of ways. Changes in the characters and the set should show time passing clearly, as done in the film of Educating Rita. Firstly, an obvious way could be having a calendar on the back wall with the months changing as the play progresses. However, more subtle changes would reflect time passing just as well, and the subtler they are, the climax of them by the end of the play should surprise the audience by how gradual they have been, and indicate that it has taken a while for them to occur. Gradual changes in the set would probably reflect the time passing most effectively. The way it degenerates slowly should reflect how Franks degeneration happens over time. The office should slowly begin to become messier, with more papers scattered around, etc, but it should be gradual so that the audience are surprised when by Act One, Scene Five they realise just how dilapidated the set is. Also, when Frank is listening to his radio in some of the scenes, the broadcast could be about weather for example, and how it is changing as the seasons do. This could also indicate how time is passing as the seasons move on. Gradual changes in the characters way of dressing also should indicate how they are slowly developing and that it is taking time, and the clothes the characters wear could start off being light, summer wear, then gradually become more suitable for winter, then gradually become more summery again, also reflecting a change in seasons In conclusion, Educating Rita is a play that explores complex issues through a variety of themes using characters to develop them. The interesting characterisation means that this is not an abstract piece, and through the characters interaction the audience are captivated by their development. This makes the themes shown through them, come alive. By the end of the play we have an understanding of both characters point of view, and our sympathies lie with both characters. We can see why Frank was desperate for Rita to remain unique, but it is clear why she feels education is what she needed to uplift her. The way that neither character is depicted  as the right or wrong one show that the issues involved with both are not straightforward, and that their is not a simple answer to the questions raised by the themes which include education and class. The staging of the play if well done should add to the richness of the audiences experience, and help to show what effect the experiences have had upon each character and how they are changed by them.

Importance Of Brand Leadership For A Fmcg Brand Marketing Essay

Importance Of Brand Leadership For A Fmcg Brand Marketing Essay The main objective of this report is to understand the importance of brand leadership for a FMCG brand. The report develops further by analyzing the previous literature on Branding, Brand leadership, and Brand Loyalty which is implied to a FMCG brand. Finally, it underpins the Brand value which enables Irn Bru to create Brand Loyalty. 1.2 Objectives: To identify the Brand Leadership model used by Irn Bru. This is based on Aaker et al. (2000) brand leadership model; an analysis would be carried out in order to compare the model with Irn Bru operations. To identify consumer motives behind purchasing Irn Bru. By the help of a devised survey questionnaire, consumer behaviour toward purchasing of Irn Bru will be analysed To investigate why loyalty develop from consumer perspective in FMCG market. Academic literature and dimension of brand loyalty will be used to investigate this objective. Focus group will be brought under practice to indentify these factors. 1.3 Background: With an increase in the level of competition, and companies offering more than one similar product into the market, it has become necessary to brand the product in order to differentiate it from others. Brands play an important role in modern society, and allow products to be easily identified within the market. The concept of branding is used in many aspects of human life i.e. it could be a product, religion, sports, culture etc. As companies are expanding globally, the concept of branding has been recognised as an utmost important factor. Not only to attract set target markets, but also to attain brand leadership. The main aspects of branding include: building a successful brand, differentiating amongst its competitors, and maintaining the brand image in the market. Due to the intensity of the modern market, there has been increase in the spending on marketing; branding is a major aspect (Aaker, 1991; Simmons, G. 2007). Generally, a brand is considered as a product, service, a pres ence or personality which rides on the mind of consumers. Branding, according to De Chernatony McDonald (1992), has been characterized as the process of creating value by offering convincing and constant customer experience, which in turn satisfy their needs and wants and keep them coming back. Organisations have started referring to themselves as a branding organisation once customers have realized the value of a brand. With diversity in the market, it has become extremely important for companies to create and maintain high brand awareness and identify how it varies from that of the competition. Internet has proved to be a medium that enables consumers to explore the benefits provided. The increasing number of internet users indicates that global brands can be viewed, and interacted from a single point. Also, the increasing number of online purchases reflects the future of brands. Since more than one company manufactures similar products, the question that arises is: which brand is a market leader? Brand leadership has opened a new gateway for the brands who seek to be on the top of the market. Brands can be an important asset for the company, and in the future they will be an increasingly prominent feature of business dealings. AG Barr was founded in 1830 with the foundation of Robert Barrs cork-cutting business in Falkirk. In 1875, his son diversified the company into aerated water production, and in 1887 operations were extended to Glasgow. The Glasgow-based company was re-named AG Barr in 1904. Its core brands included: Irn-Bru, Tizer and Orangina, the latter of which is produced under licence from Pernod Ricard. The company also distributes Lipton on behalf of Unilever Bestfoods in impulse and cash and carry outlets. In 2001, the company established an agreement with Pepsi Bottling Group to distribute Irn-Bru in Russia. The company will continue to focus on its core brands and markets. High brand loyalty for carbonates brand Irn-Bru has seen it maintain sales in a declining market sector The Companys main strength lies in its Irn-Bru brand, which shows no sign of a sales decline and seems unaffected by the general switch to fruit/vegetable juice amongst carbonates consumers. To a certain extent it is po ssible that consumers of Irn-Bru are not much concerned with the health issue; whilst, comparing to other carbonated brands. In order to meet the needs of their potential consumers, Irn-Bru has launched a low-calorie version for the consumers preferring diet carbonated drink. The main strength of Irn-Bru is the inclination of consumers toward Scotlands other national drink. The performance of Irn-Bru in Scotland is astonishing, despite the economic downfall. The catchy advertisements and the tag line Phenomenal has continuously portray the tradition and the uniqueness of the Irn-Bru. AG Barr has also pursued a strategy of diversification through acquisition the company bought Strathmore mineral water in 2006 and acquired both the TAUT sports drink range and the exotic juice drinks manufacturer Group Rubicon in 2008. (GMID, 2009). Rationale for the topic: According to Aaker et al. (2000), the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system. Leadership has become an important aspect of the brand, as it leads to innovation. A key element of brand leadership is brand vision. The ability to see the future of the company through the customers eyes is important, as it sets into motion a long-term strategy for the brand. It is vital to discover how consumers perceive the product and what their view points are, as brand value is highly based on it. Measuring loyalty towards a product is equally important as it will enable Irn Bru to reflect on their strategies. Chapter two-Literature Review 2.1 Brand and the concepts: A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by that company. I may have intelligent agents that can go out and assemble pages of reports on every camcorder on the market, but I dont have time to read them. Ill buy Sony (Sterne, 1999 cited in Rowley, J. 2004). Due to the different characteristics of product, brand enables to distinguish one brand from another ( Riezebos, R. 2003). One of the main concerning areas in the field of marketing is branding. As brands have grown beyond the national boundaries, it has become vital to manage and operate them with a strategic view. This will enable companies to focus on the specific brand, rather than company as a brand. As the level of competition has risen, companies tend to focus on their branding strategies. A well derived strategy will lead a brand to attain high awareness and success in the market niche. As defined by Pickton and Broderick (2001), branding is a strategy that helps the company and their products to leverage in to the market and it also build brand value for the owners of the brand and also the consumers. Whereas, Randall G (2000) has a presented a different approach: Branding comprises of all fundamental strategic process going within the company; it is a part of marketing, but not restricted only to marketing department. Based on the benefits offered by a brand, the consumers form a purchasing decision, and evaluate it depending on their needs and wants. According to Temporal (2001), as the importance of branding is increasing, fast moving consumer goods industry is highly benefited by these strategies. Companies have more than one product in the marketplace, and by viewing the soaring profits in this sector. Companies have tried to differentiate it from their rivals, so that consumers find it easy to purchase. Henceforth, brands provide guarantee package to the consumers in terms of va lue, quality and reliability. Consumers will generate loyalty toward a brand, if the promised quality, value and reliability are full field. As identified by Murphy (1991), Branding adds value to the overall product, and from consumer perspective it provides a self confidence. However, Rowley (2004) has argued by stating that brands not only consist of value, and it also acts an information hub. This enables consumers to eradicate the time spent on searching a specific product offering. 2.2 Brand Equity: The goal of the brand leadership paradigm is to create strong brands. Brand equity is defined as the set of associations and behaviour on the part of a brands customers, channel members and parent corporation that permits the brand to earn greater volume or greater margin than it could without the brand (Wood, 2000). Appendix 1 depicts, according to Aaker (1991) major assets of a company can be brought together into five main types: Brand Loyalty, Brand name awareness, Perceived quality, Brand association, and other proprietary brand assets such as copyrights, patents, trademarks. Appendix 2 shows the brand equity chain, where the description provided on the brand leads to the strengthening the brand and this results in creation or building of brand value. Keller (2003; cited in Atilgan et al. 2005) defined Brand equity from a customer based point of view as Customer based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds som e strong, favourable, and unique brand associations in memory. One of the main reasons for a company to brand their product is to attain organisational goals of attracting and creating amongst their consumers by provision of cost efficient products, as it will aid company to acquire higher margin of profit (De Chernatony McDonald, 1998). Strong brands are the core products of the company and in order to gain a recognition and financial reward, it is important to build a successful brand. Appendix I: Aakers theory on Brand Equity Appendix 2: Brand Equity chain Source: Wood (2000) 2.3 Brand Leadership: Leading brands are perceived to be relevant, unique and compelling. They inspire customer loyalty and enable organizations to charge price premiums. They increase bargaining power with business partners, make it easier to hire and retain talented employees and provide organizations with clear strategic directions and platforms for future growth. Together, these lead to well above average financial performance and a market valuation that far exceeds book value. (Aaker, 2000) Leading brands are organizational assets that must be preserved, enhanced and leveraged for the benefit of their organizations. Aaker Joachimsthaler (2000) developed a Brand Leadership model which will enable companies to build strong brands for the future. It comprises of four challenges which an organisation should consider. 2.3.1 Organisational Challenge: Every organisation should structure and process their functions that will lead them to be a strong brand in the market place. A clear organisational hierarchy should be made so that brands are not at the mercy of ad hoc decisions made by those with no long term interest. When a company increases its portfolio, and extends the production line, every manager from a different production line should provide a common set of inputs, outputs and knowledge that will benefit the organisation. The inter-communication will enable the sharing of insight, experience and brand building initiatives. As companies are going international, there lies a trend which companies struggle to confront with, and organisational challenges are raised. With the increasing competition for talent growing amongst business networks, current economic activities rationalise the challenges which are created within the firm. In order to gain competitive advantage, change in organisational strategy is important as respon se to market need is important. 2.3.1.2 Brand Strategy: Strategies are always used to gain sustainable competitive advantage, which could reflect from any part of the organizations operation. The marketplace is the evaluator of this advantage. Brand strategy is the process whereby the offer is placed to evoke the perception of advantage (Arnold, 1992). Almost all the features of Brand Management are driven by the overall brand strategy; otherwise a company might be leading with a confused perception and image of the brand. Strategy gives focus and direction to brand management and provides the platform that enables brand managers to gain consistency in all their brand related activities (Temporal, 2002). According to Reizebos (2003), a brand strategy is based on two parameters: differentiation and added value. Differentiating refers to the practice of trying to establish the difference between a companys own product and that of the competitor. This signifies that the intention of the brand strategy has a competitive character. By targetin g the differentiation strategy, the firm tends to deliver a brand competitive advantage. The other fundamental trait of a brand strategy is added value, which refers to the fact that a brand has more value for consumers than the bare product. In order to create such an added value, the brand must be meaningful for the consumers (Reizebos, 2003). Appendix 3 shows different branding strategy approaches adapted by brands, and their advantages and disadvantages (Drummond Ensor, 2001). 2.3.2 Brand Architecture: Pertomilli et al. (2002) defines brand architecture from a company perspective as a combination of strategies which include managing, organising and operating in to the market with their brands. 2.3.2.1 Branding in FMCG sector: Branding plays a significant role in FMCG sector, as there are myriad of products in the market. Due to presence of high number of products, it acts a powerful instrument in creation of differentiation and higher store presence. Since the competition is intense in this sector, it is highly important for firms to make their brand identifiable from others. Packaging, graphics and promotional activities such as advertisement is used to attract consumers (Ellwood, 2002). Brands operating in this sector are highly cost efficient and production is carried out in masses. A high capital is required to establish production of FMCG brand, as production cost is high; such firms enjoy the benefits of economies of scale. As identified by Moffett et al. (2002), products are not confined within a region or country. With increase in globalisation, brands can be found in any part of the world. Companies need to consider the global implications of marketing and try to gain brand leadership in the mark etplace. For the FMCG sector, advertising plays a pivotal role and is the best channel to communicate with the targeted audience. Moreover, with the advancement of internet and information provided on it, consumers tend to opt to review product information online before purchasing it. With high competition and many brands offering same product quality, it is very difficult to generate brand loyalty in FMCG sector. 2.3.2.3 Benefits of Branding in FMCG sector: A successful brand is one which evokes the consumers by creating and sustaining a strong, positive and lasting impression. (Fill, 1999). For a FMCG company, it is important to create trust towards its brand in minds of consumers. This trust is being built by providing better quality and satisfaction. Once the trust is created, it subjects to the top most choice of the consumers mind set and leads to re-purchasing actions. The approval of customers signifies that branding, from consumer perspective, is a method which reduces the time taken for decision-making and related perceived risk of the product. This shows that the brand name provides information about the quality, price, and attributes of the product without requiring the consumer to undergo the time consuming process (Fill, 1999). 2.3.2.4 Branding in the soft drink sector: With the fierce competition in the soft drink industry, firms are fighting for market share. Companies should reflect upon their branding strategies, as they are of paramount importance. Companies should extend their brands to various market niches in order to meet the needs of the consumers. The scope and opportunity in this market is high, as products can be differentiated by infusing different flavours. It would be appropriate to emphasize that the value which the brand adds to the product is intangible, however, its presence is undeniable and with immense significance. Considering the characteristics of soft drinks, branding is an ideal marketing tool which allows companies to position and differentiate between the offered product and its incremental value. International product portfolio analysis The Boston Consulting Group (BCG) originated an early version of product portfolio analysis. The BCG version classifies a companys products into four categories: stars, cash cows, problem children, and dogs. The classification is based on market share and market growth rate. The optimum product portfolio for one market is different from that of another. Product A, for example, may be a star in country X, and a dog in country Z. Individualizing the use of portfolio techniques for each country will help define different product portfolios for each foreign market. Although portfolio analysis of products for international sale is relatively new, it can assist the company in determining how to allocate resources among different markets. Positioning a new product/brand depends upon the firms ability to describe product attributes that will generate a flow of benefits to buyers and users. The international marketer planner must put these attributes into bundles so that the benefits created match the special needs of each targeted market segment or subculture. Product positioning then is viewed in a multidimensional space, commonly referred to as theperceptual space or product space (Johanson, 1985). In terms of perceptual space, a particular version of a product is graphically represented as a point specified by its attributes. Competitors (local and international) and other products are similarly located. If points representing other products are close to the point representing the new product, then these are products similar to the new prototype. If the prototype is positioned away from its closest competitors in the world markets and its positioning implies positive features, then it is likely to have a significant competitive advantage. This mapping process is appropriate for each foreign country/market segment contemplated. 2.3.3 Brand identity 2.3.3.1 Competitive Analysis: According to Cohen (1988), competitive analysis permits the understanding of differential competitive advantage, as well as the comparative advantages in relation to competitors. Intense competition requires operations to be carried out with maximum efficiency. The key to this is large-scale production to reduce the value of fixed costs per bottle. With increasingly sophisticated vehicles and rising investment costs, the optimum economic scale increases (Rees, 1999). Industry Analysis Using Porters Five Forces According to Besanko (2007), in order to devise and execute successful strategies, a firm must understand the nature of the markets in which they operate and compete. In 1980, Micheal Porter developed five forces to analyse the extent of competition. Understanding the nature and strength of each of the five forces within an industry assists managers in developing the competitive strategy of their organization. (Campbell D., 2002, p.134) The Five Competitive Forces for Irn Bru: A structural analysis of the UK carbonated soft drinks industry examines the impact the various forces have on this industry. Firms operating in the carbonated soft drink market in the UK, face tough competition from the rivals. Every soft drink organization should review its rivals products, analyse any potential new entrants in the market, understand the demand of substitute products, review the consumption pattern and demand amongst the buyers, and identify appropriate suppliers. Porters five force model is used to analyse the magnitude of competition. The intensity of competition within the industry is quite high, with regular advertising wars taking place; on the other hand, sales are increasing and the products are differentiated. There are high barriers to limit entry such as: the high capital required for production and distribution, increasingly advanced and specialised technology, lack of access to distribution, and strong consumer loyalty to recognised brands. A final, but very critical, point to bear in mind is that the forces themselves change over time. Sometimes in a predictable way, other times not. However, it is usually possible for the firms to have some influence over these changes. If no action is taken to counter the forces, it is extremely likely that the forces will grow stronger over time. Each firm needs to consider the actions that it could take to counter the forces, or position itself in such a way as not to face their full impact. For example, merging with a rival not only eliminates a competitor but also reduces the number of competitors in the market as a whole, something that can benefit all rivals by reducing competitive intensity. Threat of Rivalry: In the UKs soft drink industry, Irn Bru faces the greatest competition from its arch rival Coca-Cola and Britvic soft drinks (Appendix, X). Their presence all round the globe shows their potential strength, and demand in the consumer market. As can be seen from the table, Irn Bru has made constant strides in an upward direction by gaining market share. Manufacturers retail value brand shares in carbonates, 2006-08 2006 2007 2008 (est.) % change  £m %  £m %  £m % 2006-08 Coca-Cola GB, of which: 1,296 65 1,302 65 1,334 66 2.9 Coca-Cola 934 47 942 47 968 48 +3.6 Fanta 127 6 124 6 115 6 -9.4 Schweppes 96 5 102 5 111 6 +15.6 Dr Pepper 61 3 61 3 65 3 +6.6 Sprite 57 3 56 3 60 3 +5.3 Lilt 21 1 17 1 15 1 -28.6 Britvic Soft Drinks, of which: 277 14 280 14 305 15 +10.1 Pepsi 215 11 224 11 252 12 +17.2 7-Up 24 1 28 1 30 1 +25.0 Tango 38 2 28 1 23 1 -39.5 AG Barr Irn-Bru 82 4 86 4 91 5 +11.0 Other 96 5 94 5 88 4 -8.3 Own-label 239 12 235 12 200 10 -16.3 Total 1,990 100 1,997 100 2,018 100 +1.4 Source: Mintel, 2009 Loyalty towards brand names is another factor to measure brands performance. Brand loyalty in the soft drink market is another component which Irn Bru has to deal with from its rivals. Coca Cola and Pepsi are well established brand names all around the globe. Due to high brand awareness and product availability, they attain high market share. The presence of Irn Bru in the international market is very limited. Perhaps, due to its authenticity, it is famous in Scotland, and has struggled in other international markets (e.g. Russia, South Africa, Australia, America and Canada). The soft drink industry is mature, with nominal current growth and limited ability of firms to increase revenues at the pace they may have become accustomed to in the past. Of course, new markets, such as in Middle East or Southern Asia, may result in major new growth opportunities. The current makeup of the industry line-up leads to higher levels of competition. On one hand, key rivals offer different products, but similar in size, which increases competition. Differences in companies philosophies, cultures, and histories result in varied strengths and weaknesses, and lead to different strategies in pursuit of competitive advantage; the overall predictability of the industry development decreases and industry volatility increases. Irn Bru has a strong presence in the Scotland, due to the fact that it is the country of origin and a strong culture is associated with it. Threat of new entrant: Entry to the market, on a large scale, is difficult. The risk of new entrant in the soft drink industry is low. The presence of renowned brands like Coca-Cola and Pepsi, and their strong distribution channels in major grocers, public houses, and fast food outlets dominate the industry. Moreover, as the market is saturated, growth tends to be minimised. Such situations prevent new entrants from entering the market, and competing against strong brands. With high fixed cost attached i.e. labour, warehouse, logistics and economies of scale, it is difficult for new entrants to compete with established brands. Market saturation and high fixed costs, the levels of barriers are increased, and henceforth, entering into the UK soft drink market is difficult. Furthermore, because the products are have already acquired the impression of good experience, and reputation matters, very heavy advertising would be a necessity to gain a foothold as a brand producer. Entry as an own label producer might be possible, but it would demand a large scale operation to keep costs down and be as competitive as the existing large own-label producers. Even with the removal of trade barriers and generally greater harmonization within the European Union, major continental firms have appeared to be reluctant to plan a takeover on the UK market. There are at least several strong brands for every consumer segment currently in the carbonated soft drink industry. Consumers do have a choice, and many have developed brand loyalty. It would be difficult for new entrants to sufficiently differentiate their products and to build brand identity and loyalty. Threat of Substitute: There are number of substitute for carbonated soft drinks e.g. mineral water, fruit juice, energy drinks, tea, coffee etc. Water and sport drinks provide more variety that appeals to the consumers who seek the healthier options. However, carbonated soft drinks have gradually been gaining market share at their expense and this trend does not appear set to reverse. In addition, carbonated soft drinks have a particularly strong appeal to the youth market (10-25years), which is where most of the sales can be traced to. Overall, the threat appears relatively weak, especially to the core youth market. Power of suppliers: Soft drink industry suppliers do not hold a strong competitive pressure. There are usually several suppliers to choose from for any of the soft drink components; therefore, the rivalry between suppliers is high, and companies have many options, including manufacturing components themselves, which some of them still do. Again, relatively weak pressure exists, with the exception of sugar producers and plastic suppliers. The work force is not highly organised, nor is it militant. Power of Buyers: The large numbers of consumers willing to purchase a bottle of carbonated soft drink mean that the actions of a single consumer will not have a notable effect on a companys performance. At the same time, however, these consumers face low switching costs and have varied degrees of brand loyalty, which requires companies to spend significant resources on capturing and retaining that individual consumer. Over 65% of sales are sold through multiple grocers. The top five grocery chains account for nearly 70% of all grocery sales and are thus in a strong bargaining position. Some 8% of sales are through fast food restaurants, and 6% sales are through public houses. (Mintel, 2009) The remainder of sales are relatively weak buyers, including off-licences, confectionaries, newsagents and restaurants. Soft drink manufacturing companies distribute the products to these stores so that they can be sold to the consumers. The top grocers buy soft drinks in bulk, as it allows them to purchase goods at a cheaper price. The strongest pressures come from the power of buyers and the fairly intense non-price competition within the industry. Nevertheless, overall the industry seems to be in a fairly healthy position: the leading firms are very profitable and industry growth is expected to be steady around 8% over the period 2007-9. Cola, as a product, appears to be reaching maturity, but other segments offer prospects of development and growth. This plays to an advantage in the hand of Irn Bru, as the product offered is completely contrary to the Colas. At the same time, the firms are actively competing on quality and bringing new products to market, as well as being innovative in terms of reducing costs by investing in new technology and machinery, developing new forms of packaging and offering better distribution services. The danger is that the firms may not be able to sustain the route to growth and instead may seek growth through techniques such as undercutting rivals prices in a market share game. In this situation, profits are likely to deteriorate rapidly if destructive head-to-head price competition becomes the main competitive instrument. 2.3.3.2 The Brand Positioning Concept: According to Kotler (1997), Positioning is the act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds. The positioning of a brand is not about the quality which products provide, but it is what consumer thinks about the brand. For positioning, it is important how a consumer perceives the product rather than its physical nature. According to King (1991; cited in Fill 1999), advancements in technological fields have allowed products to offer similar functional and physical appearance, where consumers choices and decision will be based on the brand name. Henceforth, positioning origination as a brand will evoke actual and potential customers. According to McCormack (1984, cited in Olsson 2004), positioning is a factor which determines what consumers are actually purchasing while buying any product or service; and subsequently communicating related imitations and inspirations to the buyer. An organ ization should primarily evaluate and identify where they stand in the market spectrum and then position it accordingly. 2.3.3.3 Branding from Consumers Perspective: A brand provides not only a source of information, but also performs certain other functions which justify its attractiveness and its monetary return, when they are valued by buyers. According to (Kapferer, 2008), there are eight main functions (Appendix 4), Identification and practicality are mechanical and concern the essence of the brand i.e. to function as a rec