Theme of Responsibility in Of Mice and Men Free Essay Example, 750 words

ï » ¿Responsibility in ‘Of Men and Mice’ Steinbeck’s novel ‘Of Men and Mice’, written during the great depression, has received many criticisms. The novel is quite short but has content that leaves a reader questioning the decisions of some characters in the novel. Circumstances described in the novel force most of the characters to make hard choices. Some choices present high levels of responsibility and serve to foster peace in the ranch. Other characters act irresponsibly making mistakes that distract the peaceful co-existence of people working on the ranch. This paper will consider the responsibility level of the characters George, Slim, and Curley. George appears from the beginning of the story as a man who takes responsibility of his childhood friend Lennie. He made efforts to protect Lennie who often got the duo into problems with his physical strength and mental disability. When seeking jobs in the new ranch, George took the responsibility of covering the weaknesses of his friend (Steinbeck 6). In many occasions, he reprimanded Lennie concerning his handling of dead mice. In these cases, he presented a responsibility in terms of hygiene. We will write a custom essay sample on Theme of Responsibility in Of Mice and Men or any topic specifically for you Only $17.96 $11.86/pageorder now He cautioned his friend of the possibility of catching a disease through handling dead animals. He presents a sense of personal responsibility in the sense that he worked hard in the ranch and had dreams of developing himself to the level of a farm owner some day. However, he presents moral irresponsibility because he was one of the men who visit brothels. In addition, the move he opted to take at the end of the novel raises a controversy. After realizing that his friend Lennie was about to face the wrath of Curley, he decided to take away his life. Although he protected his friend from any harm and gave him cautions to avoid any chaos on the ranch, one wonders whether he had the justification to take his life. This episode has two sides. He acted irresponsibly to take the life of a fellow man. In a different perspective, he took the responsibility of protecting his friend from painful death, indignation, and humiliation. Slim presents attributes of responsibility through out his stay in the ranch. He had expertise in the ‘skinner’ profession. In addition, he was a diligent worker in the ranch. This is the case because he earned respect from other workers in the ranch because of his sense of responsibility and dedication (Shmoop 3). Slim was among the workers that ensured the success of the ranch. His contribution was of considerable worth because it translated to the farm’s success. He presents a social responsibility attribute in the way he understood George and Lennie. He appreciated the sacrifices they made for their friendships. When George chose to kill Lennie to prevent him from Curley’s wrath, he took the responsibility of consoling George. He understood the pain George went through in the entire ordeal. Curley appears as the irresponsible son of the boss of the ranch. His actions gave rise to chaos in the ranch. His wife became the cause of his anger and wrath towards the workers (Shmoop 3). He was an irresponsible husband because his wife confesses to feeling lonely. If he were responsible for the welfare and needs of his wife, she would have acted like a contented wife. On the contrary, he denied her the companionship she expected from their marriage. His marriage irresponsibility caused his wife to seek attention from the workers prompting Curley to erupt in anger and jealousy. The workers experienced a continuous fear from him because they realized he did not know how to tame his temper. His irresponsibility came out clearly, when he left his wife to join other men in their ventures to the brothel. This act prompted the occurrence of other events. Since he left his wife alone, loneliness drove her to Lennie’s attention. Through their conversation, she realized his addic tion to caressing soft things. Curley’s wife then gave in to Lennie to feel the touch of her hair. On sensing Lennie’s physical strength, the wife let out a scream that frightened Lennie. This fright caused Lennie to break her neck accidentally leading to her death. The irresponsibility of one man led to fatal events. Lennie’s action gave rise to a lot of fury and wrath from Curley. Consequently, Lennie’s action forced George to make the hard decision of killing his friend (Shmoop 4). Curley’s irresponsibility led to chaos in the ranch forcing the workers to make tough decisions. Conclusively, it is evident that responsibility is one of themes in the novel. Some characters portray attributes that depict that they are responsible in some aspects of life. However, others act irresponsibly distracting the peace of the ranch and causing chaos. The novel presents a time when survival depended on the dedication to struggling, to overcome barriers. As de scribed, George, Slim and Curley are three of the characters that Steinbeck used to portray the theme of responsibility. Their responsible and irresponsible actions affected the welfare of the entire ranch. Curley’s actions have gross effects on the ranch. Work Cited Of Mice and Men, by John Steinbeck. Sunnyvale, Calif. : Shmoop University, 2010. Internet resource. Steinbeck, John. Of Mice and Men. London: Penguin, 2000. Internet resource.

A Summary of View of the Rights of British America

A summary of View of the Rights of British America Thomas Jefferson discusses the relationship between England and the United states in the pamphlet â€Å" A summary of View of the Rights of British America†. This pamphlet goes on to discuss various situation between these individual countries .These documents highlight some of the many troubles with the two governments . I would like to discuss 4 different instances that arise and have a huge impact between these two states . Jefferson makes some very strong and valid arguments against the tyrannical king of England King George. The Pamphlet begins with the complaints presented to the King. â€Å" complaints that are excited by many unwarrantable enrichment and usurpation.† This statement gives the title of a usurper to the king of England. This pamphlet on the get go antagonizes the King in my view point. The united states is asks the king for favors and not rights is a statement showing that the King does not control the united states and does not have the power to give rights. He the King is not the no more than only the chief officer of the people. These statements are all from the pamphlet that are distinguishing the relationship to a point where its becoming clearer that the united states is not under the palms of the king, yet it is its own entity. Throughout the text we also see the how Thomas Jefferson accuses England only being interested in the United states , after it was starting to show some potential as aShow MoreRelatedEvolution Of American Attitudes And Ideologies Apropos Of Britain1485 Words   |  6 Pagesproviding the context and explaining the state of the relationship between America and Britain throughout the course of the years 1764 to 1774, which in turn, consequently lead up to and instigated the creation of Thomas Jefferson’s 1774 piece entitled A Summary View of the Rights of British America. Next, second, I situate and analyze this very piece, that being: Thom as Jefferson’s A Summary View of the Rights of British America, which is was a tract written before the Declaration of Independence, inRead MoreAnalysis of Jeffersons Theories1086 Words   |  4 Pagesservants, not the proprietors of the people. In his bold document, Summary View of the Rights of British America, Jefferson pompously but intelligently lays down his argument against British rule over the colonies. Jefferson takes it upon himself to offer advice to King George III, who he addresses personally in this treatise. The author didactically cites historical examples of the changing role of the monarchy throughout British history. With regards to the American colonies, Jefferson argues thatRead MoreThomas Jefferson Was The Second President Of The United States Of America1671 Words   |  7 PagesThomas Jefferson was the third president of The United States of America and one of the most influential founding fathers in American history. Thomas was born in Shadwell in A lbemarle County, Virginia in 1743. His father Peter Jefferson was a well respected planter in Virginia. Not much is said about Jefferson s early life due to the Shadwell fire. The Shadwell fire destroyed many of Jefferson s person recollections in 1770 leaving much of his early history and his development into an AmericanRead MoreImportance Of The Declaration Of Independence707 Words   |  3 Pagesto declare America colonies be free and independent from Great Britain, get other colonists on board, and to encourage other nations to help them withdraw from the British. The first draft was of Declaration of Independence was written by Thomas Jefferson and then edit by Franklin and Adams and on July 4 the Declaration had been officially adopted by Committee of Five. In the draft Thomas Jefferson was trying to break connections with the harsh and non-democratic rule of the British and begin aRead MoreInformation to Those Who Would Remove to America†1564 Words   |  7 PagesFra nklin wrote a document called â€Å"Information to Those Who Would Remove to America† it was a document that was a response to rumors that were floating around Europe during this time. Franklin was trying to let people know that America was not a land of the rich. It was a type of warning to the people of Europe that if they wanted to come here it was anything but easy, and things were not given out like hand outs. America at this time was anything but a simple place to live, it was a place that requiredRead MoreThe Declaration Of Independence By Thomas Jefferson1463 Words   |  6 PagesHe wrote the Declaration of Independence as an official documentation, or sort of like a long letter, of their â€Å"break up† from British rule and even listed the reasons why they wanted independence. Jefferson heavily looked upon his own summary, â€Å"A Summary View of Rights of British America?† a powerful argument for Americans against Britain and George Mason’s Vi rginia Rights of 1776, in an effort to write the Declaration of Independence (Surfnetkids n.p.). The main person that was to be addressedRead MoreEssay on Thomas Jefferson1532 Words   |  7 Pagesthe Virginia Capitol, the University of Virginia, and his own home, Monticello. He greatly appreciated art and music and tried to encourage their advancement in the United States. He arranged for the famous French sculptor Jean Houdon to come to America to make a statue of George Washington. Jefferson also posed for Houdon and for the famous American portrait painter Gilbert Stuart. Jefferson also enjoyed playing the violin in chamber music concerts. In addition, Jefferson served as president ofRead MoreThomas Paine And The Bill Of Rights880 Words   |  4 PagesThomas Paine, Thomas Jefferson and the Bill of Rights are three things that have some sort of connection. Thomas Paine and Thomas Jefferson both have documents. Their documents were both a result for the rule that Great Britain had over us. The Bill of Rights is also a piece where its writing had to do with a freedom type document written to let others feel free. Thomas Paine was one of the great supporters of the American Revolution. He was a journalist and used his utensils to get the public toRead MoreGreat Britain And The Colonies957 Words   |  4 Pagesgoal was to unite and show a combined authority to Great Britain. It was made clear to the colonies that the Parliament and King must understand the troubles of the colonies, and they must do everything to communicate the same to the population of America, and the the remainder of the world. The first few weeks had been focused on discussion and debate. Mainly because the colonies had always acted as independent entities. That was one obstacle that they still had to overcome. The first discussionRead MoreThe Legacy Of Thomas Jefferson1060 Words   |  5 Pageswhich lived until adulthood. Jefferson’s political career began in 1768 when he was elected to the House of Burgesses where he promoted America’s independence from England. He also wrote his first major political composition, â€Å"A Summary View of the Rights of British America† which gained him the reputation as the most eloquent writer of the American cause. In 1775 he attended the Second Continental Congress In June of 1776 Congress put Jefferson with a five-man committee composed of himself, John

Mr collins proposal to elizabeth free essay sample

How does Austen use humour to portray Mr Collins and his proposal? Austen presents Mr Collins to be the most unwillingly comical character in the whole novel through his extreme idiocy and pomposity. From Austens description of Mr Collins it is clear that he is self satisfied, proud and serious. Mingling with a very good opinion of himself, of his authority as a clergyman. This shows that although Mr Collins isnt in a extremely high position in society he is proud of who he is and perhaps thinks himself to be more important than what he is in reality. In terms of physical appearance, Mr Collins is shorter than Darcy which could suggest that he has a weaker chance of marrying Elizabeth, as Darcy is more powerful and serious. Mr Collins isnt presented as a purposely comical character, but rather the opposite, he is always serious in every situation and is often blinded by his own ego to see that people often mock him. Mr Collins proposal to Elizabeth is one of the most humorous points in the novel, which reflects his personality due to the fact that Austen presents it in a ironically humorous way. The first instance of irony is that Collins mistakes Elizabeths unwillingness to be left in the room alone with himself as modesty and shyness when in actual fact she Just finds the whole situation uncomfortable. Another example of irony is when Mr Collins assumes that all young modest girls refuse a proposal from men that they intend to accept, l know it to be the established custom of your sex to reject a man on the first application, and so takes Elizabeths refusal speech as encouragement and continues to persuade her with his literate proposal. This highlights how clueless and arrogant Mr Collins is as he has the audacity to continue with his proposal ignoring all sense of ridiculousness, and in a way patronises Elizabeth as he suggests that he knows how all young ladies act, and doesnt take her response seriously which reinforces how unromantic and scripted the proposal is. The words your sex indicate how domineering men were at the time, and he almost contradicts himself as earlier he states that he singled Elizabeth out, but then however goes on to group the whole sex together suggesting that omen are all exactly the same. Mr Collins speaks of passion and love for Elizabeth as though he is reading a list or quoting something. The proposal is clearly unromantic and literate when Mr Collins begins listing his reasons for wanting to marry. My reasons for marrying are, first that I think it a right thing for every clergyman in easy circumstances (like myself) to set the example of matrimony in his parish, secondly,. This shows that marriage for Mr Collins is simply a convenience rather than emotion, opposed to Elizabeth who elieves marriage is based on true love, and so his proposal becomes even more un realistic and comical as their views are so different. The line for coming into Hertfordshire with the design of selecting a wife suggests that Mr Collins created a plan for his proposal before hand, and suggests that he chose Elizabeth purely shows the dominance of men at the time as women were almost like a prize that they selected. Although Mr Collins is trying to convince Elizabeth into marriage, he suggests that she almost his first choice when in actual fact he had planned to arry Jane. In contrast to this, he then goes on to say but before I am run away with by my feelings on this subject. This makes the situation more humorous as Mr Collins is clearly contradicting and humiliating himself as his earlier actions show that his need for marriage is not based on feelings and that he may not have any romantic feelings towards Elizabeth at all. Elizabeths reaction to Mr Collins reaction is perhaps what makes the whole situation more humorous. Firstly, she does the unthinkable and refuses him, l am perfectly erious in my refusal, which would have been out of the ordinary and frowned upon in society at the time. The word serious shows how independent she is which was strange at the time as women were almost in possession of a man and you were only as good as the man you married. Strangely, Elizabeth finds the whole situation humorous, and slightly entertaining as he is so pompous and self- righteous that she cant help but laugh. Made Elizabeth so near laughing that she could not use the short pause he allowed her to stop him further. Instead of stopping Mr Collins, she inds the whole situation overly awkward as she is aware of the total incompatibility of each other, in comparison to Mr Collins who is totally unaware of the fact that he looks ridiculous and so continues, hoping to impress Elizabeth. As Mr Collins continues on, Elizabeth begins to get frustrated as she tried to subtly suggest that his idea of marriage would never work, however Mr Collins stays persistent. It was absolutely necessary to interrupt him now. This is humorous as it shows how self obsessed Mr collins is as he thinks of himself too highly and believes that he is orthy of every woman, which is why he is so shocked when Elizabeth assures him that she is rejecting his proposal. l am persuaded that when sanctioned by the express authority of both your excellent parents, my proposals will not fail of being acceptable. The reader may petty or sympathise with Mr Collins as his inability to understand and pride could pass off to be innocence, which suggests he has no idea on the matter of marriage and love even though he speaks like he does. Mr Collins often elaborates in situations thinking himself to be the epitome of elegance, in ontrast to Elizabeth who stays silent and offers mere responses to his proposal. This is humorous as it highlights how shocked Elizabeth is at Mr Collins arrogance and reinforces their total incompatibility. To conclude, Austen successfully portrays a humorous scene which reflects the unwillingly comical character of Mr Collins. She does this using ironic humour, and in particular makes Elizabeths response to the situation much less elaborate than the proposal itself, which shows how idiotic and narrow minded she views Mr Collins to be.

Marketing plan for Amazing Ideas

Executive summary Amazing Ideas is preparing to market its sport shoes product line, the Hi-Lo Runners, in a maturing Australian market. The market is very attractive due to the continued growth despite the increasing competition from foreign manufacturers and renowned brands such as Asics, Reebok, and Adidas. Although the Australian footwear industry is declining, the new shoe models are becoming popular especially in the younger population.Advertising We will write a custom report sample on Marketing plan for Amazing Ideas specifically for you for only $16.05 $11/page Learn More The company can compete effectively because the Hi-Lo Runners it offers are well positioned with unique features and cheaper prices. The company has strengths and opportunities to exploit and avoid weakness that could disadvantage the strategy. The company will target specific market segments and exploit the opportunities arising from the high demand of Hi-Tops. The marketing o bjective or the plan is to attain a 10 percent of the market share in the coming year while the financial objective in the plan is to raise profitability by 20 percent through sales. This can be realized through a marketing strategy where opportunities are the key drivers and problem solving is part of it. The 4Ps marketing mix that is to be used should align with the recommendations drawn from the competitor and product reviews. This gives an insight on the most appropriate way to win the competitive advantage desired all along. Current marketing situation Amazing Ideas founded a few years ago is about to enter in the Australian shoes market; is about to enter the now-mature sport shoes market. Hi-Tops or shoes transformed with a rear above the regular ankle height are increasingly becoming popular; forecasts suggest that the annual sales of such shoes will grow at a more than 50 percent for the next two years. Therefore, competition is more intense even as Hi-Tops demand rolls out , industry consolidation, and pressures to lower prices squeeze profitability. Yet, the Australian shoes market remains substantial, with sales exceeding 2.85 million pairs of shoes annually (IBISWorld, 2011. p.1). To gain a market share in this changing environment, Amazing Ideas must carefully target specific market segments with features that carry benefits valued by each market segments. Industry overview The footwear industry in Australia is facing the direct consequences of globalizations and internationalization. Producers are going through a very tough operating environment. Among the many factors leading to such an environment are the dominance of low-cost foreign traders, import penetration, and tariff reductions. These have seen the structure of the industry change spectacularly in the recent past. This industry is also facing shortages of skilled labor, competitors outsourcing production abroad, and accelerated industry reform. It is in fact a difficult task to find a lo w-cost shoe manufacturer based in Australia.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More There are some large footwear producers that manufacture industrial and safety boots, whilst sheepskin footwear has retained substantial output levels domestically (IBISWorld, 2011. p.1). The total production by the footwear industry is expected to fall as well as the revenue from these products. However, the emerging models will increase as a result of the changing consumer behaviors and the quality concern of the imported footwear. Therefore, the best strategy that a local producer should adopt in order to survive is that which responds to the market changes while still maintaining competitive prices on the products. Competitor overview Australia footwear industry comprise of more than a hundred manufacturers and suppliers of footwear and related products. These many companies have their major op erations conducted in Australia and New Zealand. Among the major competitors who deal in sports shoes include Blue Heeler Boots, J. Robins Sons Pty Ltd, Shoelastsandcomponents, Styleman, D B C Footwear manufacturers, Footwear Manufacturers Association Inc, and Global Footwear manufacturers. These competitors either specify on a single product line or differentiate their products according to a particular market segments. However, these competitors have maintained most of their original brands with very rare changes on the features of their renowned brands. However, the biggest threat is coming from foreign competitors especially from China, Korea, and Japan. Indeed, the Hi-Li Runners design originated from the foreign companies, though they have shown little emphasis on the design. The major focus on these competitors is low prices which is pushing the profitability of local manufacturers further down. The Australian stable economy and tariff reductions are attracting more and more traders into the footwear market. The foreign competitors have attracted low income earners especially from rural settings and have increased their market share significantly. However, the Australian economy provides a large potential market of consumers whose purchasing decisions are driven by quality, authenticity, and style the product is given. Consumer behavior The Australian footwear market consists of consumers who prefer to use shoes for different activities such as leisure walking, walking to work, sporting, among other activities. Initially, many purchases were made to meet an identified problem and consumers were interested in solutions rather than features.Advertising We will write a custom report sample on Marketing plan for Amazing Ideas specifically for you for only $16.05 $11/page Learn More However, the buying behavior of the Australian people is changing and they are seeking to live a healthy and luxurious life. While most of the prob lems are imagined, the people are becoming more interested in new and unique feature in the shoes marketed to them. On another dimension, Lantos (2010. p.36) maintains that consumer behavior can vary according to age demographics. In this context, young people in Australia are the most active in sports tending to be the most frequent purchasers of these products. These consumers are more sensitive to stylish models of shoes that bear unique and exotic styles or features almost resembling the pictorial models. Indeed, the footwear industry is highly promoted by young and middle-aged people. Statistical surveys indicate that for every new model of sports shoe, at least eight out of ten youths will buy the new make. Furthermore, these consumers are influenced easily by peers into purchasing the product. PEST analysis PEST analysis is an essential tool used to understand the external factors that can influence any marketing strategy (Fullen Podmoroff, 2006. p.77). Political factors aff ecting Amazing Ideas include government policies, tax policies, trade restrictions, tariff reductions and regulations. Australia has continued to engage actively in enacting laws that control internal and external trading such as Fair Trading Policy and Consumer Law. Economic factors include the changing trend of sporting as an economic activity, surging economic growth rate, interest rates, and inflation rates. Such factors influence the financial ability of the consumer as well as the manufacturing costs of the products. Social factors include increasing importance of recreational activities, population growth, age distribution, and buying behavior and patterns of the consumers. Technological factors include research and development activities, technology incentives, industrial automation, and the rate of technological change which influence the manufacturing capability. Porter’s five-force analysis Bangs (2002) takes Porter’s five-force analysis as an important para digm in determining the competitive position of a business (p.67). in many markets, the relatively small capital required to set up a manufacturing facility, is a big attraction for new entrants and is the major reason we have so many companies manufacturing footwear. However, the expertise and skills necessary are scarce and this waves off some of the entrants into the market.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Currently, the stability and perceived growth of the Australian economy, infrastructure development, and the increasing financial options to the people, point to the attractiveness of this market. Also the general growth of the Asian economy pulls many companies into Asia for business and investment opportunities. Therefore, the entry of new competitors is real and the threat is high. The bargaining power of the buyers affects the market and the higher it is the more they will influence market price reductions (Henry, 2008. p.81). Sport shoes buyers across the Australian market have a wide rage of choices indicated by the number of manufacturers and suppliers. More than a hundred manufacturers sell in the market including the famous Nike, Reebok, and Adidas brands. In addition, there are also a collection of cheap choices from the Chinese and Korean companies. Daft (2011) explains how the threat of substitutes determine the switching costs or how the consumer considers other alterna tives (p.215). Except for a small population of the Australian Aborigines, most of the people are styled. They will wear a specific kind of shoe for a specific purpose. There are no precise substitutes for sport shoes which can be a threat to footwear manufacturers. Suppliers with more power will influence more on the prices for law materials (Warner, 2010. p.61). The suppliers in Australia have considerable bargaining power as they are not fixed to a single manufacturer. With so many shoe producers in the country, suppliers have very many options to which they can market products. This gives them a lot of power to bargain and influence on the ability of the producer to capitalize on the market. The rivalry among the competitors is quite high due to the market dynamics experienced and the forecasted economic growth. The footwear industry is pushing towards maturity and many companies are struggling to overthrow the market leaders. Product review Amazing Ideas will be developing the foreseeable Hi-Tops shoe specifically tailored to the emerging need of the Australian market. The offering will entail all the famous features of a genuine Amazing Ideas product as well as the extended rear. Steinhardt (2010. p.235) suggest that product attributes determine the unique selling proposition (USP) of a business. Therefore, it will be important to ensure the design developed in Australia is a unique selling proposition as well as a mark of quality. The Amazing Ideas Hi-Lo Runners will have a variety of features including: Perfectly flat soles Spongy platform Dirt proof material Spiky laces Reflective surface Colored exterior SWOT analysis Amazing Ideas has a number of powerful strengths which can be used to build its business in Australia, but the major weakness is the poor brand image. There is an opportunity in the increasing demand as a result of the better health initiative and the growing economy. The major threat is the intense competition from other manufacturer s and the pressure for low priced shores. The major strengths weaknesses, opportunities, and threats are summarized in the table1. Table 1 Strengths Robust production Strong focus on RD Weaknesses Weak brand image Poor cash flows Opportunities Accelerated demand for sport shoes Better heath initiative Threats Increasing competition Increasing pressure for low cost shoes Strengths Amazing Ideas can build on two important strengths: Robust production capabilities. Having been in the business for some time and being technologically sensitive, Amazing Ideas suggest its powerful production capabilities. This is important in maintaining the balance between supply and demand. Strong focus on RD. The active involvement in research and development can ensure that the company differentiates its products uniquely through innovation. This will sustain its unique selling preposition. Weaknesses The late entry of Amazing Ideas into the Australian sport shoe market has result ed into some weaknesses. Weak brand image. Due to late entry, the brand image of Amazing Ideas is not strong among the Australian consumers. Such a weakness can be very effective since brand image is crucial in a competitive environment (Park, Jaworski Maclnnis, 1986. p.136). Poor cash flows. The recent en entry into the market indicates that the company initial cost as a result of massive awareness campaign affect the cash flow. The funding must be causing an imbalance between returns and the expenses. Opportunities Amazing Ideas can take the advantage of two market opportunities Accelerating demand for sport shoes. The perceived Australian economy boom has changed the consumer behavior due to increased earnings. Furthermore, sporting is increasingly turning into an economic activity attracting many people. The better health initiative. The increasing cases of unhealthy conditions such as obesity have triggered many agencies into campaigning for healthy lifestyle. Recreation ac tivities being the major activity is in turn increasing the demand for sports shoes. Threats Amazing Ideas faces two major threats Stiff competition. The opportunities arising in Australia have made foreign shoe manufacturers to increase their activities in the country. This intensifies competition especially for local manufacturers. Pressure for law cost shoes. The foreign low-priced shoes have made the Australian consumers to be more cost sensitive. This has strained the profitability of local manufactures as they must push their prices further down. Market segmentation The Australian shoes market consist a variety of consumers who have differing purposes, motives, and behaviors for purchasing. Generally, the consumers tend to seek for cheap but quality products with little emphasis on the different producers or brands. The only common aspect that describes these consumers is the needs or benefits they perceive from the products. Therefore, our targeted consumers will be segmen ted according to their varying needs and use of the Hi-Lo Runners. The segments in the marketing strategy include professional runners, youths, middle-aged, children and retail businesses. These segments have varying needs as indicated in the table 2: Table 2 Targeted segment Customer needs Corresponding feature/benefits Professional runners Light shoe Stability Spongy platform Flat soles Youths Attractiveness Uniqueness Engraved surfaces Exaggerated rear Elongated straps Middle-aged Durability Easy running Fiber reinforced material Spongy material Children Fascination Multi-colored Small retail businesses Cost-effectiveness Cheap but quality shoes Positioning strategy Lacourbe, Loch and Kavadias (2009. p.316) explain positioning as the act of designing a product and image so that it occupies a distinctive and meaningful place in the mind of the target consumer. Using product differentiation, the Amazing Ideas Hi-Lo runners wil l be positioned as the most convenient, adaptable, value-added shoe model for professional and personal use. This marketing plan will focus on the elongated ankle lengths feature with spongy material, engraved outer surface, and fiber reinforced material differentiating the Amazing Ideas’ Hi-Tops. Marketing objectives Amazing Ideas is aiming for a 10 percent of the market share through increased sales in the first year of implementation. The financial objective during the first year is to have a 20 percent profitability increase through increased sales Marketing strategy Marketing strategy is a process that allows organizations to concentrate their resources on the opportunities to achieve a sustainable competitive advantage as well as increase sales (Ferrell Hartline, 2010. p.1). Amazing Ideas strategy is based on positioning of the product differentiation. The primary targets consumers are the professional runners and youths who need a comfortable, attractive, and easiness in running. The secondary target consumers are middle-aged and children who need durable and fascinating shoes respectively. The only business target in the marketing strategy is small retail business owners. This segment needs cheap and quality shoes to attract customers and make profit from them. Product strategy The Amazing Ideas Hi-Lo Runners will include all features mentioned in the product review part and differentiated appropriately according to the needs of the target markets. The shoes will be offered with a two months warranty in order to be more differentiated in the market. All the shoe models will be manufactured with an emphasis on the Amazing Ideas quality mark. An important part in the product strategy is to reinforce the company’s brand image. Amazing Ideas brand and logo will be displayed in every Hi-Top model and strengthened within the marketing campaign. Promotion strategy The Hi-Lo Runners promotion will be implemented in different strategies. By integ rating messaged in all media, the brand image will be reinforced as well as the main areas of product differentiation. Appropriate research on media consumption pattern can help the advertising agency to choose the proper media and timing to reach consumers during product introduction. After the introduction, advertising will appear to maintain brand awareness and convey differentiation messages. Public relations efforts will also be coordinated to promote the differentiation messages. In order to encourage purchasing and attract customer attention, attractive carry-cases will be offered as a limited-time premium. We will attract and retain channel partners to drive our strategy by use of sales promotions. This communication will be carried on until the Amazing Ideas’ brand is well established. Pricing strategy Price is different from other marketing strategies as it produces revenue while the others produce costs (Constantinides, 2006. p.420). Australian population consists of educated and employed people whose earnings are about average. However, most of these people have become sensitive to market prices as a result of the cheap imported products. Therefore, the Hi-Lo runners will be introduced at $100 retail price and $90 estimated wholesale price per unit. These prices will be lowered as the product line expands in the second year and be priced at a retail price below $100 per unit. This pricing is a strategy of attracting desirable channel partners and increasing the share of the market ahead of other competitors. Conclusion The aim of marketing is to achieve a sustainable competitive advantage that can ensure good business performance in a competitive environment. Amazing Ideas is entering a competitive market yet the good marketing plan can offer the desired competitive advantage. The key success of this marketing is the analysis of the market which assists in identifying the best market to target, the opportunities arising, the way to different iate the product, and the most effective positioning of the product differentiation. The marketing mix gives the insight of the various strategies to pursue in order to achieve the set objectives. References Bangs, D., H. 2002. The market planning guide: creating a plan to successfully market your business, product, or service. Wokingham, Berkshire: Kaplan Publishing. Constantinides, E. 2006. The marketing mix revisited: towards the 21st century marketing. Journal of Marketing Management, 22 (3/4), pp.407-438. Daft, R., L. 2011. Management. Boston, MA: Cengage Learning. Ferrell, O., C. Hartline, M. 2010. Marketing Strategy. Boston, MA: Cengage Learning. Fullen, S., L. Podmoroff, D. 2006. How to write a great business plan for your small business in 60 minutes or less. Springfield, VA: Atlantic Publishing Company. Henry, A. 2008. Understanding Strategic Management. Oxford, UK: Oxford University Press. IBISWorld, 2011. Footwear Manufacturing in Australia: market research report. Ret rieved from: https://www.ibisworld.com.au/industry-trends/market-research-reports/manufacturing/textile-leather-clothing-footwear/footwear-manufacturing.html Lacourbe, P., Loch, C., H. Kavadias, S. 2009. Product positioning in a two-dimensional market space. Production Operations Management, 18(93), pp.315-332. Lantos, G., P. 2010. Consumer Behavior in Action: Real-Life Applications for Marketing Managers. Armonk, NY: M.E. Sharpe. Park, C., W., Jaworski, B., J. Maclnnis, D., J. 1986. Strategic brand concept-image management. Journal of Marketing, 50(4), pp.135-145. Steinhardt, G. 2010. The Product Manager’s Toolkit: Methodologies, Processes and Tasks in High-Tech Product Management. New York, NY: Springer. Warner, A. 2010. Strategic Analysis and Choice: A Structured Approach. Seattle, WA: Momentum Press. 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