How does Shakespeare portray women in Macbeth Essay Example

How does Shakespeare portray women in Macbeth Essay Example How does Shakespeare portray women in Macbeth Paper How does Shakespeare portray women in Macbeth Paper Essay Topic: Macbeth This essay will observe and study William Shakespeares portrayal of women in Macbeth. In this essay I shall look at various scenes from the play Macbeth and use quotes to back up my evidence. This shall be neatly presented in a word document, and I hope to answer the question, How does Shakespeare portray women in Macbeth? Act 1 Scene 7 In Act 1 Scene 7 Shakespeare displays Lady Macbeth as a woman who is extremely cruel and heartless. I have given suck, and know How tender tis to love the babe that milks me: I would, while it was smiling in my face, Have pluckd my nipple from his boneless gums,And dashd the brains out, had I so sworn as you Have done to this. (1.7.54-59) In this scene Macbeth is having second thoughts about killing King Duncan and confronts his wife about it, and she harshly ridicules him and calls him such things as a coward and that he is not a real man if he does not kill the King, and that she is more of a man than he is. And she explains to her husband that she would murder her own baby, whilst breast feeding which is one of the most special things a mother can have with her child as it is a type of bonding, and she explains that she would murder her on baby whilst feeding it. She does this to push Macbeth into killing the King even though he which to do it. Was the hope drunk / Wherein you dressd yourself? Hath it slept since? (1.7.35-36). I think that Shakespeare does this to really show how much Lady Macbeth wants to be queen, and how eager she is and that she is prepared to not have a conscience in doing so. Act 2 Scene 2 This scene is a bit more complicated than the one before, as Shakespeare depicts Lady Macbeth as a woman with mixed emotions She says to herself, I laid their daggers ready; He could not miss em. Had he not resembled My father as he slept, I had donet (2.2.11-13). From this quote Lady Macbeth feels sympathy for Duncan and for her father as although she is recently portrayed to have a hard outer shell she seems rather affectionate for her father and she is not able to go through with killing Duncan herself. This shows you that Lady Macbeth may not be as evil as some may think. But then again after Macbeth has killed Duncan in his sleep Lady Macbeth seems to have a change of heart, My hands are of your colour; but I shame / To wear a heart so white (2.2.61-62). Macbeth has just explained how his hands are red even though they are perfectly clean, and Lady Macbeth then says to herself that her hands are red also since she has been smearing Duncans blood over his guards, but that she would be ashamed to have a heart like Macbeths a heart so white because it makes him a coward in her eyes. Unlike the example before this describes Lady Macbeth once again as a callous woman. I think that Shakespeare has represented her like this to show that she has two sides to her and that she is not always acting evil, I think that he wanted people to see her sensitive side and that in some ways she can be caring. Act 3 Scene 4 In this scene we do not see much of Lady Macbeth, but when we do it is again a bit complicated, as she is shown to have varied sentiments as when Macbeth sees the ghost and is making a scene again she challenges him manhood and asks him an insulting question, Are you a man? (3.4.57). this doesnt only show her as a bit of a bully but also it shows her darker side again because her husband is clearly not well and is having a bit of a fit, but all that she cares about is that the guests dont get suspicious and start asking questions, instead of thinking about her husbands well being. In this example Lady Macbeth is not in the driving seat as she always generally is, as Macbeth is making a commotion, and she cannot do anything to help it and he is not listening to what she tells him. She doesnt seem to be able to manipulate him as she normally does and she is as much of a spectator as everyone else in this occasion. pray you, speak not; he grows worse and worse; Question enrages him. At once, good night: Stand not upon the order of your going, But go at once. (3.4.127-130). In my opinion I think that Shakespeare has done this so that to show that she is not always in control of Macbeth because whilst he was making a scene she could not control him, and every time she gave him a tongue-lashing he still managed to carry on to disobey her wishes for him to remain normal. And every time he seemed to be talking to himself Lady Macbeth grew very anxious and worried and she was not in control of the situation as we know she likes to be in, and in the end she had to get everyone to leave. Act 5 Scene 1 In this scene Lady Macbeth cannot get the thoughts of killing Duncan out of her head and she seems to be feeling guilty. Out, damned spot! out, I say!One: two: why, then, tis time to dot.Hell is murky!Fie, my lord, fie! a soldier, and afeard? What need we fear who knows it, when none can call our power to account?Yet who would have thought the old man to have had so much blood in him. (5.1.35-40). Lady Macbeth is continuously washing her hands as she cannot seem to get a drip or a spot as she says it of Duncans blood off of her hands. She then carrys on to say that once they were King and Queen that it would not matter who found out that they had killed Duncan as they were too much of a higher-power, and they could not be challenged. She says who would of thought the old man had so much blood, since she can still see it there on her hands and it prompts her of her guilt. Heres the smell of the blood still: all the perfumes of Arabia will not sweeten this little hand. Oh, oh, oh! (5.1.50-52). She describes that the smell of blood is still on her hands, and no perfumes of Arabia would not sweeten her hand, by this she means that her hand shall always remain dirty with that spot of blood, and that she shall forever feel guilty because of it. In my eyes I think that Shakespeare has done this to show that even though Lady Macbeth walks with a hard outer shell and that she acts as if she does not feel guilty, and that she is more of a man than Macbeth, she suddenly realises that what they did was murder and as a result she cannot sleep and she is filled to the bone with guilt. I think that Shakespeare has done this to show that she is not always as hard as we assume she is, and that even though she has said some atrocious things she still has feelings of sorrow for the crime that her and Macbeth commited. Act 1 Scene 1 In act 1 scene 1 Shakespeare portrays the witches as very strange and weird, In the play, the characters are stirred about by forces that they have no power over and this is the same for the first scene. The witches who are propelled by the storms of nature and war ask each other, When shall we three meet again? / In thunder, lightning, or in rain? (1.1.1-2). As the scene comes to an end and the witches depart they all vocalize, Fair is foul, and foul is fair: Hover through the fog and filthy air (1.1.11-12). Because witches at that time were seen as creatures of the devil, they enjoy things that is foul and detest things that are fair, they say this so they can do their bid to create evil and mayhem. I think that Shakespeare does this because he wants to show that the witches arent human and that theyre evil and bizarre, so that you get a good picture of what theyre like. Act 1 Scene 3 In this next scene the witches meet with Banquo and Macbeth after they have returned from combat. All hail, Macbeth! hail to thee, thane of Glamis! All hail, Macbeth, hail to thee, thane of Cawdor! All hail, Macbeth, thou shalt be king hereafter! (1.3.49-51). The witches have just prophesised that Macbeth shall be crowned thane of Cawdor and then he shall be king, the witches are seen as weird and wicked by Banquo and Macbeth as they are not human and they can see into the future. This is another example of how the witches are portrayed as iniquitous, Her husbands to Aleppo gone, master o the Tiger: But in a sieve Ill thither sail, And, like a rat without a tail, Ill do, Ill do, and Ill do.(1.3.9-12). At the start of the scene one of the witches enquires were the other has been and she replies that a womans husband has been out at sea, and that she had him die at sea. This again shows the evil and malicious side of the witches. Again I think that Shakespeare has exposed the witches a s malevolent as they enjoy doing wicked things for example killing innocent people, and so forth. And because the witches are prophesising the future it is showing them as evil and eerie, as it is not normal. This essay has shown me and you, the audience, how Shakespeare renders women in Macbeth. In this essay I have shown a variation of different portrayals of women in the play, and how Shakespeare sees them more importantly. In my opinion, I think that Shakespeare finds women maybe not so focal, as out of all the characters in the play there are only two key ones which are Lady Macbeth, and the witches. Also he seems to not find many good aspects for the women in the play as they are both seen to be quite spiteful and cruel.

Living the Southwest Way Case Study Example | Topics and Well Written Essays - 1250 words - 1

Living the Southwest Way - Case Study Example The carrier attributes the effectiveness of its operations to socially fine relationships with its workforces. The purpose of this paper is to examine the human resource (HR) implications of Southwest Airlines merger with Air Tran Holdings in 2011. Southwest focuses principally on point-to-point passenger delivery, as opposed to the more popular hub-and-spoke strategy provided by most American airlines (Wu, 2012). The point-to-point strategy limits delays and total flight time which would otherwise be more tiresome to the crew. This service also enables the employees to enjoy more convenient shifts and better remuneration generated by majority of passengers who prefer low fares (Lorenzetti, 2014). By supplementing high-frequency short-haul fights with newer long-haul services between Los Angeles and Nashville, Las Vegas and Orlando, and San Diego and Baltimore by virtue of more planes and crew, the integrated crews now have the opportunity to enjoy more challenging and shifts. In addition, the airline’s delivery of passengers to downtown airports such as Dallas Love Field, Houston Hobby and Chicago Midway among others enables the crew to unwind in the less congested destinations and thus, improve their productivity (Bachman, Schlangenstein, & Hughes, 2010). As the result, Southwest employees today have better capacity to champion effective asset utilization and predictable time-maintained performance. Owing to the operational similarity of Southwest Airlines to Air Tran, the new organization encourages its workforces to use simple strategies to achieve maximum customer satisfaction and growth. Wu (2012) suggested that these include control of oneself in the best and worst of times; using irreverence where it is necessary; being oneself; having fun on the job; being objective and serious when dealing with competition; tolerating diverse attitudes, provided the crew use their

EB Outcomes Essay Example | Topics and Well Written Essays - 1000 words

EB Outcomes - Essay Example This paper will discuss the implementation of a change program covering poor hand washing among healthcare service providers at Veema center, which has been found to cause adverse outcomes, during service delivery (Titler, 2008). Planning for Change This stage will cover the phases of preparation (Phase I), Validation (Phase II), and Decision making/ Comparative Evaluation (Phase III) From the evidence given studies, including Garrette (2013) and Canham (2011) hand hygiene is acknowledged by control experts and infection prevention personnel, as the single and most effective measure that helps in reducing the spread of infections in the community and at health care settings (Garrette, 2013). This is the case, because the hands are transmission areas between individuals and the objects, as well as the surfaces within the healthcare environment. Some of the objects that can transfer infections in the healthcare setting include blood pressure cuffs. The means of hand hygiene include tha t of using soap and water, and using alcohol-based products, in the cases where water and soap cannot be used. The World Health Organization (WHO) and the CDC (Center for Disease Control and Prevention) maintain that hand hygiene can aid healthcare providers to uphold quality practice, and patient safety (Pittet, Allegranzi & Boyce, 2009). The practice of extensive hand washing will lessen the risk of infection between patients, lessen the infection of healthcare personnel, and lessen the cases of morbidity, mortality and the costs incurred during the treatment of infection-based conditions (Garrette, 2013). In preparation for the change, a survey was administered to the personnel at the health care center, aiming at realizing the factors limiting hand hygiene. Some of the factors explained as causes of poor hand hygiene at the health center and from studies like Garrette (2013) and Pittet, Allegranzi and Boyce (2009) include that hand washing agents leads to dryness and the irritat ion of the skin; sinks are not available in convenient areas and there is also a lack of soap, water, and disposable towels for drying hands. Others include understaffing, giving priority to patient care needs, disagreement with hand hygiene directives and the low risk of getting infected by patients (Cambell, 2010). Towards ensuring that the factors affecting hand hygiene at the Veema health center are addressed through consulting the medical personnel at the center, when developing the best recommendations on hand hygiene. Secondly, the materials required for hand hygiene, which may not be available should be supplied at all times and hand washing areas should be available at all areas, including wards, casualty and admission centers. From the evidence of studies like Garrette (2013) and Pittet, Allegranzi and Boyce (2009), alcohol-based agents should be used for hand washing, before and after patient contact, after removing gloves, and in emergency situations where water is not a vailable. Implementing the EBP Project (Phase IV Translation/ Application) Towards the implementation of the project, a team will be formed, comprising of staff nurses and doctors, clinical nurse specialists, departmental nurse administrators, nurse and doctor researchers and infection control nurse and

JFK STeel Mill Essay Essay Example for Free

JFK STeel Mill Essay Essay In his speech to the people of the United States of America, president Kennedy uses repetition and offers solutions with a very imperative tone to convey his opinion that steel companies are causing harm by making their prices higher. He continues to argue that in a rising industry, they are the cause of jobs being lost, and that because of them, the country will be further in debt. After catching the reader’s attention and undermining the steel corporation’s ideas, Kennedy solidifies his speech by using imperative syntax, which adds a sense of urgency to the situation. He constantly affirms the seriousness by using the word â€Å"necessary† and providing solutions to solve the problem. JFK states, â€Å"And it is necessary to stem it for our national security, if we are going to pay for out security communications abroad† (Kennedy). This quote shows that the country needs to take action over the steel industry for progress to come and for the country;s safety to be upheld. The repetition of â€Å"necessary† and his many quotes on protecting the nation reinforce his imperative tone throughout the speech, and shows the message of economic change and awareness that he pursues in this reply. Then, Kennedy uses the ethical appeal, which refers to the credibility, character and confidence of an author. There are many ways in which an author can create this appeal. During the time period in which it was written, cold war tensions were still lingering and Kennedy had just won the position as president in a very close election over an accomplished opponent. Therefore, just as this problem emerges, the nation is vulnerable and tense and has reached a turning point in history. Since he was elected president, the audience views him as an authoritative figure whose speech should be respected. Although Kennedy was young, he still faced critique on his tone and image, so it was expected of him to exhibit hope and compassion, while criticizing the steel industry. He continually opposes the actions of the steel industry in order to maintain his credibility, especially when he points out that, â€Å"The fact of the matter is that there is no justification for an increase in the steel prices. [ The Industry] was to achieve an agreement which would make unnecessary any increase in prices† (Kennedy). In stating this, JFK blatantly attacks the actions of the industry, making it plain to viewers and listeners that he was completely against this change in pricing. Also, throughout his speech, he presents and explains many quotes and statistics which prove the issues wrongfulness and prove the points he is maintaining. In doing these things, he establishes Ethical Appeal with his listeners and makes his speech much more trustworthy and agree-able. In conclusion, by establishing Ethical Appeal and pursuing an imperative tone through repetition, President John F. Kennedy created a powerful oratory protesting the rise in the prices of steel in the early 1960s. This speech was an efficient way to combat this terrible and harmful decision made by these companies, not only being able to protest the issue, but also accomplishing the unification of all Americans on a cause to end the rise in prices.

Theology :: essays research papers

How does Christ demonstrate he would remain sacramentally present to the community in the ritual of the Last Supper?   Ã‚  Ã‚  Ã‚  Ã‚  At the Last Supper, which is also known as the sacred meal Jesus spoke to his disciples with the outmost amount of trust. He let them know through his words that he would be a part or one with them through anything. He actually said to them he would remain in their human lives no matter what. This meant that Jesus would be with them whether he was alive or dead. These disciples were his twelve closest friends. â€Å"Sacred meals, expressive of the human relationship to the devine, form a part of the ritual practice of many religions†¦ they share a sacred meal with [God] as a sign of their acceptance by him through the sacrificial act† (Paul Bradshaw. Early Christian Worship, A basic introduction to ideas and practice, The Liturgical Press, 1996, p.38). This quote shows the significance of the Last Supper. It was at this time that Jesus made a impact on these disciples for eternity. The disciples truly learned at this final meal that the Lord Jesus was and forever will be the chosen one.   Ã‚  Ã‚  Ã‚  Ã‚  While they were eating, Jesus took a loaf of bread, and after blessing it he broke it, gave it to the disciples, and said, â€Å"Take, eat; this is my body†. Then he took a cup, and after giving thanks he gave it to them, saying â€Å"Drink from it, all of you; for this is my blood of the covenant, which is poured out for many for the forgiveness of sins. I tell you, I will never again drink of this fruit of the vine until that day when I drink it new with you in my Father’s Kingdom.† (The New Oxford Annotated Bible, New Revised Standard Version with the Apocrypha, New York, 1973, Matthew 26:26-28).   Ã‚  Ã‚  Ã‚  Ã‚   By saying these words, and making the actions that Jesus made, we see that the disciples will forever recall the life and death of Jesus, as well as all of Jesus’ achievements.   Ã‚  Ã‚  Ã‚  Ã‚  Passover relates to the Last Supper through what can be called a Passover celebration. When celebrating Passover we remember Christ’s passing over the Israelites houses. When celebrating it is the berakoth, or the head of the household that actually leads the ritual. There is actually steps that occur while celebrating the Passover. Bread is handeled, then a small blessing is said before the bread is broken.

Starbucks

Starbucks mission is â€Å"†¦to establish Starbucks as the most recognized and respected brand in the world and become a national company with values and guiding principles that employees could be proud of†¦Ã¢â‚¬  However, this mission was threatened in 2008 when the company found itself in trouble with slow growth and profits. Determined to continue its mission, Starbucks reevaluated its resource-based model of returns and made some changes which resulted in increased revenue and above-average returns for the next three years. The key player in Starbucks strategy was Howard Schultz, CEO of Starbucks.Schultz was determined to regain strategic competitiveness and set forth with an integrated strategic management process which focused on several of Starbucks core competencies (like internal culture and human resources) and included: halting new store openings in the U. S. ; withdrawing completely from Australia; focusing on customers and the â€Å"Starbucks experience;â₠¬  and transferring resources to international markets. We analyzed the strengths, weaknesses, opportunities, and threats through the TOWS analysis tool which focuses on external (or environmental) threats and opportunities AND internal weaknesses and strengths of the company.In this case, Starbucks’s biggest threat is competition, particularly from McDonald’s and Dunkin Donuts. Opportunities include expanding its product line, particularly into international markets, and diversifying its product line to give customers a better â€Å"experience† in AND out of stores. By creating licensing agreements with places like Marriot and Pepsi, and selling retail packs of drinks like Frappucinos in grocery stores, Starbucks increased its diversification.The biggest weakness for Starbucks is its pricing which led to competition with other companies that were offering premium coffee WITHOUT the premium price. Next is Starbucks’s greatest strength: brand name and rec ognition. In other words, to many people, coffee equals Starbucks. Another one of Starbuck’s strengths was how mainstream their name was; however, in 2008, this became a weakness as the competition took advantage of the situation and targeted Starbucks directly with campaigns that the company was â€Å"snobbish† and â€Å"friends don’t let friends drink at Starbucks. To help sustain their constant need for high-quality coffee beans, instead of just purchasing Starbucks fully invested their time into becoming a part of the market by creating support centers and creating fixed-price contracts whenever possible. Starbucks was no longer just a purchaser but a leader with coffee growers. In addition to TOWS analysis, analyzing Starbucks’ position using the Five Forces of Competition shows other issues facing Starbucks in 2008. For instance, the threat of new entrants and substitute products during this time was high. The same is true of the bargaining power o f buyers.The rivalry among competing firms was also high to moderately high, and the strength of the forces of the bargaining power of suppliers was moderate to low. Given the TOWS and Five Forces analyses of Starbucks, we agree with Starbucks strategy formulation. Starbucks should (and did) focus on stopping its saturation of the market (no new U. S. stores) and pulled out of unprofitable nations (like Australia) while reallocating resources internationally. We also agree that a large part of Starbucks’ strategic competitiveness is its â€Å"experience† so focusing on the â€Å"Starbucks Experience† and further branding itself was important.It was also vital to refocus on the core values which make Starbucks a global leader, not follower, as well as technology, like free wi-fi and the Starbucks credit card, which increases the appeal of its stores and products to customers. Since 2008, Starbucks revenue has continued to grow, and 2012 was Starbucks best quarter yet for net revenues! Will this pattern continue? If Starbucks continues to employ strategic competitiveness, take advantage of global markets, differentiate its product, and utilize the latest technologies, we say yes. Starbucks Which one of the 5 generic business strategies best matches Cataracts strategy? Why? I believe that of the generic strategies the best match to Cataracts strategy is that of the rivalry within the industry. This is the best match because there are a lot of different types of specialty coffee shops out their in the industry so the rivalry amongst all the competitors is very fierce. Of the other coffee shops it will tough for hem to match the price and popularity that Cataracts has on the rest of the competition.Other companies may be able to sell their coffee at a higher price but then the number of sales that they receive is going to be lower than that of Cataracts. The rivalry in the coffee shop market is very competitive but Cataracts has an advantage over the competition in the fact that it can charge a higher price then its competitors and still have more customers then the rest of the market. 2. Evaluate Cataracts social responsibility strategy. Is it sincere or Just something t o help with image?I believe that the social responsibility of Cataracts is sincere and not Just something to help promote their image. They want to make sure that the prices that they have paid for the coffee beans is high enough that the small farmers were able to cover all their productions cost as well as provide for their families. Cataracts also wants to work directly with small coffee growers, local coffee-growing cooperatives, and other hypes of coffee suppliers to promote coffee cultivation methods that protected biodiversity and were environmentally sustainable.Lastly Cataracts made purchasing arrangements that limited the exposure to sudden price Jumps due to weather, economic, and political conditions in the growing countries where they were getting their coffee beans. 3. What major issues face the company in mid 2010? In the mid 2010 people were not spending their normal amount on money, customers were more worried about saving their money because of the economic crisis. With Starbucks â€Å"To say Starbucks purchases and roasts high-quality whole bean coffees is very true. That’s the essence of what we do- but it hardly tells the whole story†¦(Starbucks, 2013, pg 1)† Starbucks is known for not only their high quality products but also their great efforts in social responsibility. They give back to the community while striving to have genuine service and an inviting atmosphere. Their mission statement is as follows, â€Å"It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done (Starbucks, 2013, pg 1). † They have done a tremendous job at having their mission statement hold true to their regular consumers while keeping them paying the higher costs of their product. Analysis Starbucks, in 2009, used economic analysis on elasticity in order to increase sales of their famous coffee drinks and use its reputation and premium brand drinks to take away sales from McDonalds which introduced a new line of lower priced espresso drinks that have proved to be popular. Starbucks has decided to increase the cost of some of their drinks like the Frappuccinos and caramel Macchiatos by an average of 10 cents to 15 cents. In some cases they are raising costs as mush as 30 cents which is about an 8 percent increase. Consumers that were regulars of Starbucks considered this beverage product to be in-elastic and were willing to pay anything because they need this product. An example of an in-elastic demand product would be anything that would be considered a necessity. For example, â€Å"the more necessary a good is, the lower the elasticity, as people will attempt to buy it no matter the price, such as the case of insulin for diabetics (Gillespie, 2007, pg 28). † These regular consumers of Starbucks would be willing to pay top dollar for before purchasing the similar low priced product at their competitors. They know that competitors like McDonald’s does not offer all of the flavors or drinks that they offer so they know they will keep their regulars. To offset this increase, their strategy was to lower the price of their most popular beverages by 5 cents to 15 cents. This would include their popular 12 ounce lattes and their brewed coffees. This was the first time Starbucks lowered the price of any of its drinks since it began. The plan to reduce prices of their basic drinks like the latte falls on the fact that their competitors McDonalds is capturing some of the consumers that are less interested in the premium brands that Starbucks offers. By lowering the price of these coffees might bring some of those customers back. These consumers consider their beverage elastic and are willing to change the brand for a lower price. McDonalds was running a huge advertising campaign on the same sugary, creamy drinks that now at Starbucks will be more expensive but according to Kenneth Davids, editor of Coffee Review who states â€Å"Starbucks is safe raising the prices of specialty drinks because they are where the company best differentiates itself (Miller, 2009, pg 1). The consumers who value a great tasting coffee at Starbucks are consumers who are willing to pay more. Taste test comparing espresso drinks between Starbucks and McDonalds have proven that Starbucks drinks are favored over the same McDonalds drink. The difference between the standard lattes was not as noticeable then the advantage Starbucks has over McDonalds for their syrupy and whipped cream style drinks. Some of McDonalds drinks actually taste terrible. So a con sumer that expects the best tasting specialty drinks are will be willing to pay more. Like one always says, â€Å"you get what you pay for† and here it means a better tasting drink then any of Starbucks competitors. Conclusion Starbucks used economic analysis of the elastic and inelastic demand for their products which worked wonderfully. They lowered the prices of the elastic products in order to compete with their competitors such as McDonald’s McDonalds and raised the inelastic products for drinks that they proved to be the best of the best. With the changes in the pricing their revenue went back to increasing. As seen in Appendix A, in 2009 they were hurting due to McDonald’s new advertisements on their coffee and how low their price was. When Starbucks used this analysis and changed the pricing accordingly their revenue went back in the upswing. Starbucks made a very intelligent decision to market their products differently and to different consumers. This market decision based on elastic and inelastic demand kept them as successful as they have been in previous years by keeping their revenues increasing. Starbucks â€Å"To say Starbucks purchases and roasts high-quality whole bean coffees is very true. That’s the essence of what we do- but it hardly tells the whole story†¦(Starbucks, 2013, pg 1)† Starbucks is known for not only their high quality products but also their great efforts in social responsibility. They give back to the community while striving to have genuine service and an inviting atmosphere. Their mission statement is as follows, â€Å"It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done (Starbucks, 2013, pg 1). † They have done a tremendous job at having their mission statement hold true to their regular consumers while keeping them paying the higher costs of their product. Analysis Starbucks, in 2009, used economic analysis on elasticity in order to increase sales of their famous coffee drinks and use its reputation and premium brand drinks to take away sales from McDonalds which introduced a new line of lower priced espresso drinks that have proved to be popular. Starbucks has decided to increase the cost of some of their drinks like the Frappuccinos and caramel Macchiatos by an average of 10 cents to 15 cents. In some cases they are raising costs as mush as 30 cents which is about an 8 percent increase. Consumers that were regulars of Starbucks considered this beverage product to be in-elastic and were willing to pay anything because they need this product. An example of an in-elastic demand product would be anything that would be considered a necessity. For example, â€Å"the more necessary a good is, the lower the elasticity, as people will attempt to buy it no matter the price, such as the case of insulin for diabetics (Gillespie, 2007, pg 28). † These regular consumers of Starbucks would be willing to pay top dollar for before purchasing the similar low priced product at their competitors. They know that competitors like McDonald’s does not offer all of the flavors or drinks that they offer so they know they will keep their regulars. To offset this increase, their strategy was to lower the price of their most popular beverages by 5 cents to 15 cents. This would include their popular 12 ounce lattes and their brewed coffees. This was the first time Starbucks lowered the price of any of its drinks since it began. The plan to reduce prices of their basic drinks like the latte falls on the fact that their competitors McDonalds is capturing some of the consumers that are less interested in the premium brands that Starbucks offers. By lowering the price of these coffees might bring some of those customers back. These consumers consider their beverage elastic and are willing to change the brand for a lower price. McDonalds was running a huge advertising campaign on the same sugary, creamy drinks that now at Starbucks will be more expensive but according to Kenneth Davids, editor of Coffee Review who states â€Å"Starbucks is safe raising the prices of specialty drinks because they are where the company best differentiates itself (Miller, 2009, pg 1). The consumers who value a great tasting coffee at Starbucks are consumers who are willing to pay more. Taste test comparing espresso drinks between Starbucks and McDonalds have proven that Starbucks drinks are favored over the same McDonalds drink. The difference between the standard lattes was not as noticeable then the advantage Starbucks has over McDonalds for their syrupy and whipped cream style drinks. Some of McDonalds drinks actually taste terrible. So a con sumer that expects the best tasting specialty drinks are will be willing to pay more. Like one always says, â€Å"you get what you pay for† and here it means a better tasting drink then any of Starbucks competitors. Conclusion Starbucks used economic analysis of the elastic and inelastic demand for their products which worked wonderfully. They lowered the prices of the elastic products in order to compete with their competitors such as McDonald’s McDonalds and raised the inelastic products for drinks that they proved to be the best of the best. With the changes in the pricing their revenue went back to increasing. As seen in Appendix A, in 2009 they were hurting due to McDonald’s new advertisements on their coffee and how low their price was. When Starbucks used this analysis and changed the pricing accordingly their revenue went back in the upswing. Starbucks made a very intelligent decision to market their products differently and to different consumers. This market decision based on elastic and inelastic demand kept them as successful as they have been in previous years by keeping their revenues increasing.

Case Study of Carnival Corporation - 1585 Words

The history of the Carnival Corporation begins in 1972, when Ted Arison set up Carnival Cruise Lines as a subsidiary of the American International Travel Service. The first ship ran aground, but Arison remained steadfast in achieving his vision of a cruise line offering affordable vacation packages to middle-income consumers. By 1977, Carnival had three ships, and ten years later, as the industry leader, the company went public. In the early 1990s, Carnival began to diversify into land-based entertainment, thus changing its name to Carnival Corp. The company is the worlds #1 cruise operator with about a third of the market. Carnival Corporation is comprised of Carnival Cruise Lines; the worlds largest cruise line based on†¦show more content†¦The company took a $135 million write-off for that year. When Carnival acquired Holland America Lines, it borrowed $375 million. In order to finance the borrowing, it issued Convertible Subordinated Notes (4 1/2 percent) to raise $113 million to repay various bank loans and issued more than 5.6 million shares Class A Common stock to increase capital. And when Carnival acquired a 29.5% equity interest in Airtours for approximately $307 million, the company entered into an unsecured five-year $200million multi-currency revolving credit facility and funded about $163 million of the acquisition cost through this facility. Opportunities. In general, the cruise industry will continue to search for innovative ways to increase passenger volumes, on-board expenditures and ancillary revenue streams. The keys to the cruise experience appeal include the predictability of travel cost and the ease of the vacation decision. A telephone call to a single entity - and one check - will reserve a vacation, which at a minimum typically includes on-board dining, entertainment, childrens programming, accommodations, and airfare to and from points of embarkment. In addition, cruise ships have greatly improved the quality of on-board experiences with more diverse food and beverage venues, entertainment and deck activities, meeting and conferenceShow MoreRelatedCarnival Corporation Case Study2234 Words   |  9 PagesIntroduction Carnival Corporation as the largest cruise line in the world is being a leader and innovator in the cruise line industry. Many of the onboard activities and services were introduced to strengthen the competencies between competitors. The challenges of the Carnival were being overcome by the management with creative and innovative strategies. As a corporate entity, Carnival did not refuse to withdraw money to settle the ocean pollution charged by public. 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