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Vapiano Franchise in Barcelona

Essay about Vapiano Franchise in Barcelona

Vapiano is a privately held company which was launched in 2002 in Hamburg, Germany by Kent Hahn who was the first McDonald’s restaurants franchisee in Germany and learned how to service customers best and what they disliked about traditional fast food. Hahne’s experience in owning and managing eighteen restaurants and nightclubs in Hamburg taught him that employee training and inventory management are critical in managing successful restaurants. Vapiano was launched to appeal to a set of customers that want healthy ingredients which are prepare into fresh meals in a casual yet sophisticated environment (“Vapiano”).

Today, Vapiano has restaurants in twenty-seven countries on five continents and continues to be one of the fastest growing franchises in the world.

Marketing Objectives

“Chi va piano, va sano e va lontano” is the Italian saying from which the franchise name was created. This phrase means: those who take it easy live healthier and live longer (“Vapiano”). The name of the franchise is also the philosophy by which the restaurants are created and operated. Vapiano does not set out to target a certain age group, gender, ethnic group or income bracket. Instead, the appeal is made universally to customers of all ages, color, creed, nationality, and wealth level based on the lifestyle that they prefer. The target customer’s lifestyle is one of living well by making good food choices in order to live a longer, healthier life. By establishing this target customer base, Vapiano casts a broad net that has universal appeal. This is verified by their operation in twenty-seven countries and growing.

The average Vapiano customer is eighteen to thirty-four years of age and spends twenty-five dollars per visit. In 2013, leisure consultants at Deloitte found that this age group boosted their eating and drinking out to an average of 32 times per month, up from 25 times a year ago (Thompson).

Barcelona is, therefore, an appealing location for a Vapiano franchise due to its business friendliness; its cosmopolitan spirit; and the fact that eighteen percent of its residents are foreigners. In 2011, Barcelona was ranked as one of the six best European cities for business. Barcelona has maintained this position in the top six during the 2001-2011 period. Additionally, Barcelona holds the top spot as the city with the best quality of life for workers and ranks second in terms of best European city to promote itself as a business center.

The majority of the residents of Barcelona aged fifteen to sixty-four are exactly in the zone of the target market for the Vapiano franchise. Moreover, the residents live a long life, hence proving that they care about living well and, therefore, living longer, which is another match with the philosophy for Vapiano. Barcelona also has very few Pizza restaurants. More importantly, Vapiano’s fast casual concept is unique and is hardly competitive with chains such as Dominoes which have two locations in Barcelona.

Dominoes’ philosophy is radically different than Vapiano’s. Domino’s specializes in hot, cheap food delivered to a customer’s home. They do not provide an inviting atmosphere for dining, nor do they have healthy ingredients prepared into a fresh meal as a priority. The map (“Pizza Restaurants in Barcelona”) outlines the current Pizza restaurants in Barcelona. There seems to be a tremendous opportunity for adding a Vapiano in several Barcelona neighborhoods where competition will be minimal. Of interest, most of the existing Pizza restaurants are co-located with transportation stops – a true clue that they are about speed, versus freshly prepared.

According to Trip Advisor, there are one hundred and thirty-one restaurants in Barcelona that offer Pizza on the menu. This list includes restaurants that specialize in Mediterranean cuisine, and offer Pizza, as a result of that. The list also includes fine Italian restaurants that happen to have Pizza on their menu, but not as the featured item.

Placing Vapiano in Barcelona will require a neighborhood where a need exists for casual, fast dining, but where it is not already saturated with adjacent competitors such as fine dining Italian restaurants or quick and cheap Pizza delivery places such as Dominoes.

Ideally, the neighborhood where the franchise is located has many businesses in order to capitalize on the lunch crowd. Also, located in a place where young, urban professionals can conveniently visit after work, as a Tapas, or early later evening meal alternative. L’Exiample and Gràcia are two such neighborhoods where young professionals work and reside and where cafes, tapas bars and nightclubs abound. The challenge in finding the right address for the Barcelona Vapiano is the size of the space that is required and, therefore, the price of the monthly rental which could be exorbitant if not impractical. Or it may simply not be available. In these two neighborhoods, where the target market segment is ideal, the space may need to be purchased outright from a selling business owner, and this could be very costly, particularly for a start-up business. If the desire is to be in one of these two ideal neighborhoods, the trade-off may have to be the time spent waiting for available space. Restaurants often fail because they are not in the proper neighborhood, and waiting for the right location could be a wise investment longer term.

Financial Objectives

According to the Vapiano Franchisor website, the start-up costs for a single franchise are between $1.2 and $2.0M. Additionally, there is a franchise fee of $45,000 that is due when the franchise agreement is signed by the franchisee. Vapiano also requires monthly royalties so that the franchisor can operate the business as a Vapiano franchise. This ongoing royalty fee is 12% of the top line revenue intake. There are no additional monthly franchise fees, which is excellent, since most franchises usually also require an additional 3-4% monthly fee for marketing and advertising. The good news is that the artwork and copy of the franchise prescribed materials can be used per the terms of the franchise agreement. The bad news, especially for an unknown brand, which is what Vapiano in Barcelona would be at, first, is that the burden of brand establishment and restaurant promotion is a direct and often hefty expense for the franchisee.

To keep the estimated initial investment low, it has been assumed that there will be only four employees at the beginning of the business. As the business grows and as revenues accumulate, the franchise will expand. The initial focus will be to keep costs as low as possible in order to achieve the break-even level as quickly as possible. The minimal staff will also mean that there will not be enough salary for a manager, and, therefore, the franchise will initially be maintained by my partners and me. The four of us will be investing in the franchise as equal partners, each of us contributing $350,000 in order to pay the start-up costs. Further, we will each dedicate our full time to working and managing the restaurant. The only special-skill employees that we will need to hire is the cooks. Vapiano is based on an interactive relationship between the cook and the customer, and as such, special diligence will be expended in order to find the right people for these roles.

The combined rent/construction/equipment total is $950,000 and is the majority of the start-up expense. This is because Vapiano has a minimum square foot requirement of three thousand and the restaurant must be capable of seating a minimum of 140 customers. A brick oven, which is another capital intensive purchase, is also required. The ambiance created by Vapiano is based on using real would, granite, organic accessories, such as real olive trees and fresh herbs with décor and furniture in earth tones. Genuine wood or genuine leather is recommended for all furnishings, which is another item of significant expense.

Rent is another variable which could make the start-up costs higher. As previously described, it may not be possible to rent a 3000-4000 square foot commercial space in a desirable Barcelona neighborhood. The tradeoff will be money versus time and could amount to a possible purchase versus a lease as originally envisioned.

As with all franchises, the menu pricing is prescribed by the franchisor with very little variation. This is a competitive advantage because it assures that the restaurant will be launched based on prices that have already been tested and verified in other, similar markets in order to establish a realistic willingness to pay.

For example the sample menu from a Vapiano in Australia. However, based on research for this business case, it has been confirmed that the menus all have prescribed prices – only the currency is adjusted accordingly. The menus, however, do not show the alcoholic beverages that are served on premise, which could significantly contribute to both revenues and profit. The advantage of having a cool vibe lounge with an attractive bar area and relaxing music provided through a sound system and music tracks that are prescribed by Vapiano is that customers will linger and spend more on desserts and drinks.

The average ticket per customer is $25, as noted earlier. Some customers may spend a lot more, and others, such as kids may only contribute less than $10 overall. Twenty-five dollars per ticket is a big number when compared with other fast casual restaurants such as Chipotle – a chain that revolutionized the organic, fresh, fast casual dining experience in the United States. In most Chipotle restaurants, only beer and wine are served where licensing for alcohol is permitted. Chipotle does not have a full service bar, nor do they offer dessert. Their décor is minimal, and hence, this is reflected in their average price per ticket. To that end, the upfront investment will pay off over time because the price per ticket will be much higher than other fast casual restaurants.

Competitive Advantage

Vapiano is a truly unique franchise, and because of this uniqueness, it offers a competitive advantage on many levels. One of the greatest advantages is the customer dining experience, and the way that the food preparers interact with the customers. The customer experience begins with a friendly smile and greeting upon entering. Once inside, the customer chooses the food items of interest and orders them. After the order is placed, the customer has the opportunity to have a friendly chat with the person preparing their meal, and special requests are always honored. They are given the opportunity to witness the fresh ingredients used in a unique way, based on what they have selected. Everything is fresh. The pasta is made at the restaurant daily, as is the sauce for the pasta and pizza. Fresh herbs adorn the restaurant (“Vapiano”) and are duly used to season the food that the customer orders.

The ambiance of the restaurant is also unique and amplifies the experience of eating in a healthy way. Soothing earth tones are used throughout with natural wood and natural stone to promote the organic experience. When compared with another successful fast casual restaurant such as Chipotle that markets its brand as organic and fresh, Vapiano’s ambiance is incomparable. The Chipotle ambiance (“Kwatsa”) is reminiscent of warehouse style eating, where Vapiano is akin to a chic, upscale restaurant.

Hence, when compared with even the most successful fast casual restaurant that also uses fresh, organic ingredients to prepare their meals to order, it is clear that Vapiano offers a much nicer environment that contributes significantly to the overall customer experience. A fast casual restaurant is a true competitor for Vapiano where ambiance is concerned, and it has a real competitive advantage.

When compared with a fast and cheap pizza restaurant, the difference will be in the taste of the food and the level of customer service that is offered. Dominoes, for example, offers typical “fast food” ingredients that have been previously frozen and shipped from the restaurant’s warehouse to prepare their pizza, pasta and salads. This is good for Dominoes cost control, but not good for customers that are seeking healthy ingredients that will allow them to live longer. Pepperoni, greasy sausage and dried out, over-fried chicken wings doused in a mediocre orange colored sauce is hardly the way to eat in order to live longer. It is a recipe for a heart attack. The only advantage that Dominoes may have over Vapiano is that Dominoes delivers. This may need to be explored further, specifically for Barcelona where the Vapiano brand is not yet known.

The other competitive threat to Vapiano is a fine dining Italian restaurant, where the price per ticket will likely be two or three times that at Vapiano. The ingredients may or may not be fresh at a fine dining restaurant. Each restaurant maintains its own level of inventory and although must adhere to standards of hygiene for the city to maintain their license, unless they are reported by a customer, or there is a random inspection, there is no way to know how fresh and/or non-frozen their ingredients can be. The ambiance provided by Vapiano is as good as, if not better than older fine dining restaurants where the furniture and décor may be dated. Which leaves service as the only unknown variable. Plenty of expensive restaurants have lousy service. Vapiano strives to exceed the service expectations with every visit. In fact, the cook to customer exchange and interaction ensures that a customized service experience adds to the pleasure of the meal.

For Barcelona specifically, or in any other location in Spain, some competition may come from traditional and especially non-traditional Tapas restaurants that are similar in style and function. The difference is, not every Tapas restaurant will advertise itself as a fresh, wholesome and organic dining experience.

Quite the contrary, rich, fried foods could dominate the menu, and in later evening hours, sometimes this is not a preferred food choice. Hence, for Barcelona, Vapiano may offer a fresh alternative to an established, traditional routine — and taking share from local Tapas eateries may be one way to establish the business quickly.

Promotion and Advertising

There are five key market segments that Vapiano in Barcelona will need to cater to, each being in the age group of 18-34. It is strongly encouraged that this integrated promotion and advertising plan include delivery to both homes, as well as hotels in Barcelona, in order to create the brand, and make it better known. With that in mind, the following are the market segments of interest:

The Lunch Crowd

The Later Evening Socializers

The Dinner Diners

Delivery Diners

Tourists and other out of town visitors

After identifying Vapiano’s five market segments of interest, the next step is to develop marketing communications content and tools that would appeal to all these segments. Primary marketing communications strategies should include “word of mouth” marketing and public relations (PR). Not only do these strategies effectively target a large market or consumer population but these are also less expensive than more structured marketing communications strategies or content such as print, digital, or social media marketing platforms.

The primary goal of developing marketing communications through “word of mouth” and PR would be to create buzz about Vapiano and attract attention to the establishment to draw more guests or customers, particularly from the five market segments. The most crucial component of the PR campaign is the target partnership with media outlets such as the local newspaper. The local media will play an important role in capturing the public’s interest and publishing a series of advertisements or stories that feature the establishment’s history, structure, location, ambiance and detail expected customer experience that Vapiano will deliver for their guests. Because this will be the first Vapiano in Spain, no doubt the newspaper El Pais will want to cover this as a national event. Also, a couple of local Catalonian newspapers, such as Ara and Avui may have significant interest in a European franchise coming to Barcelona. The goal is to reach out to as many newspapers as possible and to target the most meaningful ones that ideally have a paper distribution, as well as an online media address. Different newspapers will want to cover different strategies and ideas based on what they value. The challenge will be to get their attention with something that might be of interest to them, so that they believe that these articles will increase readership. The franchisee and the newspapers have the same goal: the more people that read, the higher the revenues, for both sides of the equation.

The City Administration, or other local public agencies, may co-sponsor a story line of interest or take advantage of the opportunity to create jobs for locals and consequently bolster the local economy, as a result of this International franchise coming to Barcelona. The City Administration’s sponsorship of the establishment would create much needed interest around Vapiano as the local government’s involvement attaches value to the image of the restaurant. Moreover, the local government’s involvement would make a feature of Vapiano interesting and newsworthy. Examples of articles that may be published about Vapiano include the following:

Published six to eight months before Vapiano’s opening: The title of the article may be “New and Fresh Franchise coming to Barcelona Soon”. To inform the readers more about Vapiano, the article may then feature the restaurant’s location. Moreover, the article may be used to establish or boost Vapiano’s reputation if it features the new franchisees and their relevant management experience, and explore the potential socio-economic advantages and contributions of Vapiano to the local community in Barcelona.

One quarter before opening: “Vapiano selects Location for New Restaurant”. In this article, the potential address would be shared and details about why this amazing City and this neighborhood were chosen. The intended audience for this article are walk-in customers that would come in for lunch or as a Tapas alternative, later in the evening.

Thirty days before opening: “Vapiano creates jobs and hires locals to deliver superior customer experience…and Freshness!” The article will describe the kind of employees hired by Vapiano of Barcelona (if any to date) to establish the restaurant’s values, particularly in human relations and servicing. The article may also be used to feature the uniqueness of Vapiano by introducing the concept of “fresh food” delivery to the residents of the city, promote the consumption of organic ingredients, and the restaurant’s commitment to offering convenience for customers through its flawless delivery. The purpose of the article is not only limited to the promotion or marketing of Vapiano but also to the encouragement of local residents to apply for jobs at the restaurant since the restaurant needs skilled cooks.

Seven days before opening: “Join the Grand Opening Event of Vapiano of Barcelona”. Publishing this article will significantly help the restaurants establish relationships with locals and hopefully engage and attract patrons. This article represents a tremendous opportunity to recruit new patrons. Similarly, this article will be used to promote the Grand Opening event as an invitation does, so that anyone that is interested in this restaurant can come and try it. The article would describe the Grand Opening as a festive event where customers may sample free food offered by the restaurant. Ideally, and with enough notice, Vapiano will invite city government officials and other influential people in the event, which will also be mentioned in the article to motivate other people to join the said event. Free samples and other teasers are always a good idea for the Grand Opening event – they whet the appetite and create future interest to return for a larger portion.

Opening Day: “Vapiano of Barcelona is Officially Open”. This article copy should read like a promotional ad. The challenge is to convince a journalist to write it this way. It can be done and if it is done this way, will be a great way to spread the word widely without having to spend any money. Photos that were taken from the Grand Opening event will also be featured in the article to focus attention on one key competitive differentiator: the incredible ambiance that awaits the future Vapiano diners. The photographs that will be included in the article should be interesting and encouraging for the audience, which means that these photos will be carefully selected as they are expected to show happy guests enjoying themselves while eating Vapiano’s good food. If possible and the journalist agrees, consider including a sidebar about the potential delivery service and how this offers good fresh food fast. Vapiano should also take a photo of one of its confident delivery drivers while holding a sack of food. The restaurant signage must be seen in this picture. The more the signage is shown, the faster brand creation can occur.

After the publication of the fifth article, it may also be used as content for Vapiano’s brochure that will be given out to locals to promote the business. This is an inexpensive way to re-use the collateral that Vapiano created and printing costs are low when compared with starting a brand new brochure. The brochure is a significant part of marketing Vapiano as using this material is akin to “leave behind” marketing brochure. If local businesses display the brochure on their front desks, then more people would see it. Consequently, these businesses loyal customers would then become Vapiano’s own loyal customers.

Vapiano may also leave the reprinted brochure with the hotel front desk staff and concierges (where available) at local hotels. Tourists and business travelers are always in search of good local restaurant that offers fresh food. To discover these places, they rely on attendants at the front desk. Hence, front desk officers’ knowledge and awareness of Vapiano and the presence of “leave behind” brochures at hotel front desks will enable them to introduce the restaurant tourists and business travelers. If Vapiano is located near hotels, it would also be advantageous for the restaurant as they may offer free delivery service for tourists and business travelers staying in these hotels. A nice and radical departure from room service!

The newspaper article component of the overall PR campaign is an example of how FREE messaging is possible when the right media outlet participates. With any PR campaign, all five target market segments should be reached. The challenge in creating an effective PR campaign is the ability to find the right newspapers or magazines that are willing to work with a start-up business. Once Vapiano achieves this, the goal is to focus on the content of the article as this is crucial in ascertaining that features are specific and aimed at the target market segments.

Social Media has now become the easiest and fastest way to advertise or promote an up-and-coming business. To take advantage of social media marketing and promotions, Vapiano of Barcelona should create different social media accounts such as a page on social networking site Facebook and an account on the microblogging site Twitter. Vapiano may take advantage of its social media accounts to inform its fans or followers online about current or upcoming promotions, deals, or special discounts and offers. Moreover, the establishment’s social media accounts may be used to inform and update the public about its plans and programs, current location, and other forms of contact information. New customers may use the information from Vapiano’s page to locate the restaurant. Aside from descriptions and information, Vapiano should also use social media to post pictures. To entice customers, Vapiano may post pictures of their dishes, the restaurant interior and exterior, and its happy guests upon their permission. Another way to use social media is to offer promotional codes or special offers to fans or followers in exchange for sharing Vapiano’s page to their friends and followers. Vapiano should also inform its customers that they are on social media by posting them in the interior and exterior of the restaurant. In this way, customers can “like” or follow Vapiano on Facebook and Twitter and leave reviews and comments about their experiences as customers. Also, suggest that a customer may have a free glass of wine on the next trip for providing a review.

Yelp and Trip Advisor are also another good way to advertise a business. These sites are a double-edged sword, so careful monitoring of these sites is required to ensure that reviews posted are appropriate and accurate. Plus, it’s always crucial to communicate directly with customers if they had unpleasant experiences in the restaurant and address their concerns or demands. One of the ways that Vapiano can appease disgruntled customers is to offer the latter complimentary meals and other specials or exclusives as a means to offer sincere apology and communicate its commitment to excellent customer service. Doing so would bring about higher ratings for the restaurant, especially if Vapiano is consistent in pleasing its customers.

Aside from Facebook and Twitter, Vapiano may also use audio-visual content to promote the business. YouTube, for instance, is a platform that allows people, groups and organizations to create and share audio-visual content. To involve online users, Vapiano can post a short video of the Grand Opening event to show the food that was served, the interior of the restaurant, and the guests that attended the event. After posting the video, Vapiano may then share it to its Facebook or Twitter users so their fans and followers can share it with their family, friends, and followers.

In using social media to promote and advertise the business, Vapiano must make sure that its social media pages and networks are frequently updated. Social media is not simply for updating followers and fans about the business but also using it as a tool to directly interact or communicate with customers. Hence, managing social media must be constant because customers would post comments and ask questions frequently, and Vapiano’s social media staff should immediately respond to these requests or queries. Moreover, managing social media is important because the business may generate a significant percentage of its reviews online. By ensuring that Vapiano’s online social media accounts are updated with reviews, especially good reviews, the restaurant would be able to draw attention from tourists and business travelers from out of town that would be looking for good places to eat in Barcelona.

Furthermore, social media may be used to establish Vapiano of Barcelona’s brand identity. One way to do so is to create a consistent look for its social media pages. For instance, Vapiano can use the shades of the restaurant’s interior, exterior, and logo for the background photos of its social media pages. Aside from using aesthetics in social media marketing to establish brand identity, Vapiano may also do so to appeal to its target market segments. Of interest will be the artwork and copy material from the Vapiano franchise that has already been previously used for a “first of” franchise in a new country or territory.

One of the challenges of advertising is the cost. Hence, it is highly important that businesses or establishments such as Vapiano carefully develop marketing communications strategies and tools to directly appeal to its target market segments. To ensure that the restaurant would not waste capital on advertising, Vapiano may conduct trial advertising. An example of trial advertising is mailer campaign, which involves direct mails, online and offline, to target market segments. Customers targeted for this campaign will then be asked to bring the mailers with them when they decide to dine at Vapiano. In this way, the restaurant may know the number of customers that responded well to the mailer campaign and if it is an effective means of promoting the restaurant. To save on cost of production and printing, Vapiano may also use the mailers as flyers. For trial testing, Vapiano will float the flyers among its employees who will then distribute them to family, friends, and other people. It is important that employees do so during rush hour when there are many people milling about, such as during lunch time, dinner, or after

Brand promotion will be a crucial component to the successful launch of Vapiano in Barcelona. Brand promotion is an important, ongoing process. There is a need to continue to reinforce the significant attributes and differentiators that Vapiano offers customers. The brand establishment campaign should be very intensive during the first year of operation, with significant support from the Franchisor.

See ad from Domino’s (“bahamaslocal.com”). This is a good way to engage with lunch and delivery diners. Typically, the franchise will provide a copy and it would simply need to be customized to be made location specific. This ad is a great Facebook status or a tweet on Twitter.

It is critical that if this type of ad is used that it conforms to the franchise brand requirements and the copy given. Dilution of the brand is expensive. The look and feel of this type of ad should be the same look and feel at the restaurant. The Domino ad signals fast and cheap. The Vapiano ad should tout chic and customized.

Hotel delivered Pizza has been around for a long time. Recently, hotels have been implementing the

“Pizza button” on their hotel room phones because the front desk staff has been inundated with questions about where to order pizza from, the phone number, the location, and so forth. To make this as simple as

possible, and to eliminate the middle man: the hotel staff, phones have been modified so that a pizza button direct dials the pizza delivery establishment.

Implementation Milestones

There are some factors that could cause a delay such as the time for the Architect’s design to be completed and the time necessary for the building permits. The process of finding and contracting the right location is a daunting task, and much planning is necessary in order to ensure that the preferred location is the one chosen. Sometimes, Realtors might push for their “favorite” location. Therefore, a great deal of research should be done in advance in order to avoid this pitfall. Much research will be undertaken so that an opinion is expressed clearly to the Realtor long before the search begins, hence ensuring an optimal outcome to the most important decision of all the milestones.

One area where it may advantageous to be a franchisee is the architecture design and blueprint. Since this is a franchise, the Franchisor should have many existing blueprints that would ideally be used in Barcelona. If this is the case, then there could be substantial time and money savings as a result. With that in mind, once again, the decision for location becomes the most important decision because if a site is selected that matches almost exactly an existing blueprint for a similar size restaurant, then it can be reused with minimal effort. In this scenario, there

Kant’s Definition of Virtue

Essay 2

Name

Institution Affiliation

Kant’s Definition of Virtue

In Kant’s defense, in whatever case, lying remains to be lying, which in the end is morally wrong. All humans are born with what Kant considers “intrinsic value” or like he puts it, human dignity (Formosa, 2014). The genesis of this dignity is people’s ability to rationally react as well as the capability to make decisions freely. So, because lying automatically corrupts the moral aptitude of a person, it does not change this effect when the lie is made for a purpose that is considered beneficial. By lying, the people affected by the lie are hindered from acting rationally and independently. In the story of the inquiring murderer, the lie is made to avoid harming the friend whose whereabouts was lied about (Timmermann, 2013). However, humanity in general suffers in the essence that the formal duty of man (telling the truth) is violated, making futile the foundation of law.

Sticking to the foundation of morality is the formal duty of man and not maximizing happiness or any form of outcome considered ideal by moralists. Morality is about holding up human dignity without ulterior motives, without anticipating consequences and only being confined by the pure respect for ethics. The objective of being moral should be necessary for itself without any affiliation to a further end. The motive to be moral should be for the sake of itself. It should not be inspired by an expected outcome or used to tailor a particular outcome because, in the end, the sincerity and the rationality that human beings possess to act morally is violated.

However, with Kant’s supreme principle of morality, the current society will not exist. Every individual should only act in a manner that conforms to the rules they wish should be adopted to govern the universe. Because it is our moral obligation to take care of the welfare of those around us, then it should be permissible to lie when this outcome is sought. Morality takes the second base to saving the life of an individual or avoiding to devastate a child that is not doing well in sports and still has the potential to do better despite the current form. The situations that require individuals to lie for the sake of a desirable outcome, such as saving a life does not come around often. When compared to the amount of time spent on telling the truth, then the effect becomes negligible.

In the current world, there is no other moral obligation that supersedes, increasing the pleasure and happiness for the people around us. As much as an individual would wish to reason with Kant and consider his theory, its applicable to the society makes it rather impossible. Only Kant can explain why a person should not lie to a murderer to save the life of even a stranger leave alone a close friend.

Distributive Justice

Distributive justice is an idea of how a society dispenses the ownership of resources among its members (Jasso, Törnblom, & Sabbagh, 2016). With distributive justice, fairness is highly assumed during the distribution of a society’s resources. For instance, an equal amount of work should mean every individual receives a fair amount of goods or the same ability to acquire these goods. That said, John Rawls ‘ theory of justice begins with what he calls the original position where every individual is motivated by personal gain. There is no better way to define distributive justice than to look at it from the perspective of John Rawls in that a law or a principle can only be considered just if every rational person finds it suitable for their individual needs.

Self-interested rational people will not find a law that puts them in a generation that is less privileged just and would demand the equal sharing of resources among all the generations. According to John Rawl, no ignorant self-interested person would like to be handicapped in a society where the disabled are treated in a manner that is not desirable (Buchanan, 2017). In the same way, no rational person with self-interest will be comfortable with being in a race, gender, or generation that is allocated an amount of resources that is below the average. That said, such an individual will only endorse a principle or a law that allows for every generation to have roughly an equal amount of resources.

Because distributive justice maximizes fairness in the distribution of resources in a society, John Rawl’s Principle of Equal Liberty is very applicable. Every individual should be allowed access to the extensive liberties harmonious with such freedoms afforded to everyone else. In case a society is not achieving distributive justice, then the difference principle can rectify the imbalance. John Rawl states that social and economic discrepancies should be organized in a way that they are more beneficial to those affected by inequality and committed to offices and positions dedicated to equality of opportunity (Follesdal, 2015).

Aristotle and the Idea of Telos

It is possible to define an item, an existing system, an institution, or a social practice for what it is using its characteristics or features without delving into what it does. However, doing so would distance it from the most important thing about it, which is it the reason for existing, what Aristotle calls telos (Bazac, 2016). Although a chair is pieces of wood put together with four pieces connected to a single more extensive piece to hold that piece in position then laced with wood varnish, it would be meaningless not to consider the purpose for constructing the chair which is sitting on it.

The U.S. Citizenship and Immigration Services (USCIS) is a section of the U.S. Department of Homeland Security that was created by President John W. Bush after the terrorist bombing on September 11, 2001, famously known as the 911. Typically, USCIS was created to better monitor immigration into the country on the primary basis of preventing acts of terrorism. It is an institution whose ultimate end is streamlining immigration by handling security risks promptly and ensuring immigrants use the right channels (telos). However, in the wake of Trump’s administration and its approach to the immigration issue involving Central Americans, the USCIS is not moving from an imperfect state to a perfect one, but rather it is going in the reverse direction. The essence of the formation of this institution, as initially defined by President Bush after 2001, is lost. According to Aristotle, the essence of something is found when it potential has been actualized in a manner that was desired (Harfeld, 2013). The violation of human rights, including the separation of families at the border and holding them in camps defined by misery, is clearly not the potential expected of USCIS.

To conclude, distributive justice is but an illusion that cannot be entirely fulfilled. It is a model of a perfect society but not a mirror image of what the current community is. Also, various forces cannot allow for the existence of distributive justice.

References

Bazac, A. (2016). The philosophy of the raison d’être: Aristotle’s telos and Kant’s categorical imperative. Biocosmology–neo-Aristotelism, 6(2).Buchanan, A. (2017). A critical introduction to Rawls’ theory of justice. In Distributive Justice (pp. 175-211). Routledge.Follesdal, A. (2015). John Rawls’ Theory of Justice as Fairness. In Philosophy of Justice (pp. 311-328). Springer, Dordrecht.Formosa, P. (2014). The role of vulnerability in Kantian ethics. Vulnerability: new essays in ethics and feminist philosophy. Oxford University Press, Oxford, 88-109.

Harfeld, J. L. (2013). Telos and the ethics of animal farming. Journal of agricultural and environmental ethics, 26(3), 691-709.Jasso, G., Törnblom, K. Y., & Sabbagh, C. (2016). Distributive justice. In Handbook of social justice theory and research (pp. 201-218). Springer, New York, NY.Timmermann, J. (2013). Kantian dilemmas? Moral conflict in Kant’s ethical theory.

Senior Management,

Erica Powell

CoverLetter

Global Proposal/

04/08/2019

Senior Management,

As an accomplished professional with many years in this industry, the signs are pointing to making

more moves toward growth. Chick-fil-a has grown over the past 5 years, and developed a major respect

from the consumer. In my eyes the company is at a great position to go global. This proposal will go

over the advantages, and the research to stand behind those advantages.

Chick-fil-a has the original chicken sandwich. Chick-fil-a is not only known for the chicken sandwich,

but the customer service. With reaching out to the northern states, so many other states are wishing to

be gifted with a Chick-fil-a. Going global could give other countries, the opportunity to experience the

delicious food and customer service. The organization has a strong culture background. Closing on

Sundays, and other cultures will be highly respected by other culture’s. The proposal will include:

How the organization’s missions and values will be shown.

How the global change will happen and how.

Why the change should happen

Thanks for taking the time to review my proposal on taking Chick-fil-a to the next level, globally.

Sincerely,

Erica Powell

Bibliography

Chick-fil-a. (2019). Who We Are. Retrieved April 8, 2019, from https://www.chick-fil-a.com/About/Who-We-Are

Thesis Statement on Environmental Issues

Environmental issue

Student’s name

Institution Affiliation

Course Tittle

Professor’s Name

Date

Thesis Statement on Environmental Issues

My Thesis: Climate change, global warming, and pollution are environmental issues that need to be addressed since they affect the community and many nations, resulting in environmental degradation and resource depletion.

My thesis statement focuses on the concern that environmental issues result from several factors such as pollution, global warming, and climate change. All these need to be addressed to avoid further problems and challenges resulting from environmental issues. In my thesis, I can ask several questions that concern environmental issues. To begin with, a question I would ask is, what are the different types of environmental pollution? What is global warming, and how does it occur? I would also want to know how human beings contribute to pollution and climate change cases and the relationship between global warming and pollution. The feedback that I would give myself to help refine this thesis statement is that I need to know how the environmental issues contribute to the culture, politics, and social aspects of a country, the specific types of pollution, and how each of them affects different nations.

Links

https://union.discover.flvc.org/permalink.jsp?45S1319562X2030588X&ISSN=1319562X

https://union.discover.flvc.org/permalink.jsp?45MD002203405

https://www.aeaweb.org/articles/pdf/doi/10.1257/aer.109.6.1991

https://www.aeaweb.org/articles/pdf/doi/10.1257/aer.109.6.1991

Letter of Admission

Enter Name Here

123 Sample Street

Toronto, Canada

enteremail@example.comTelephone Number

March 8, 2021.

Dr. Enter Name Here

College of _______

Enter Full University Name

Address

Subject: Request for Admission for Summer Session

Dear Dr. ___________,

I am writing to request an admission for Summer Session. Due to some unforeseen circumstances relating to the COVID-19 situation, I am missing 4 units and currently taking General Education classes to make up for these missing units. My intention is to graduate on time during the Summer First Session 2021. As a result, I further seeking any deferral opportunity available this year. I would gladly welcome the opportunity to join the classes that start in Columbia University towards accomplishing the aforementioned. I have enclosed a copy of my transcripts and a letter from the Dean regarding the missing marks.

Thank you for taking the time to consider my request. I am available for any questions about my request and all related issue son phone or email. Looking forward to an engagement with you on this matter.

Respectfully,

Enter Name Here

Malacidins New Soil Antibiotic Summary

English

Students Name

Institution of Affiliation

DateMalacidins New Soil Antibiotic Summary

The article describes the discovery of a new class of natural product antibiotics, a novel of calcium-dependent cyclic peptide natural antibiotic by the name malacidin. From the study, the experiments conducted indicate that the mode of action of malacidin is different from the other antibiotics that require calcium. Bacteria are constantly evolving becoming resistant to drugs making it difficult to treat people that are affected by bacterial infections necessitating the need for more research for the development of antibiotics. The new target for the researchers is the microorganisms that live in the soil.

To make their research a success, the researchers collected over 2000 soil samples and picked daptomycin as a guide antibiotic for reference. Daptomycin kills the cells through the aid of calcium to disrupt the bacterial cell walls. The research team then used the DNA information encoded for the production of the antibiotic daptomycin as their guide during the study of the genomes of antibiotics used by the microorganisms in the soil samples. It is during the research that they came across the new family of antibiotics, the malacidins that can fight off infections using the same mechanism as daptomycin to kill the cells that are through using calcium to disrupt the bacterial cell wall. Contrary to the other antibacterial agents, the calcium in the malacidin family does not cause leakage in the cell walls but instead disrupt the antibiotic behavior in different ways. The researchers tested the antibiotic sample on rats that were induced with MRSA skin infection to test the efficiency of the antibiotic. The malacidin is reported to kill the bacteria effectively. Besides, the researchers examined the bacterial resistance on malacidins to which tested negative according to the study.

The next experiment would be to test the new antibiotic with other animals such as pigs and rabbits with induced conditions before clinical trials with humans, and this will increase the efficacy of the antibiotic to humans to which would also turn positive. Besides more research should be conducted to find more members of the malacidins family.

Parenting Styles

English

Students Name

Institution of Affiliation

Date

Parenting Styles

Parenting styles refer to the combination of various strategies used by parents to raise the children. According to Diane Baumrind, there are four parenting styles to which parents are grouped, and this includes the authoritative parent, permissive or indulgent, the uninvolved or neglecting parent and the authoritarian parent (Steinberg, Laurence, and Nancy). The type of parenting affects the performance as well as the discipline of the children. It is important to adopt the best parenting style so that parents can influence a healthy growth and development of their children as they interact. Each of the parenting styles takes a different approach in raising children.

The authoritarian parent

The authoritarian parents have the perception that children should do as they are asked to and therefore should follow their parent’s rules without exception (Chao). These kind of parents are famous due to their saying the ‘Because I said so’ in the instances to which the child questions their parents the reason behind following the rule. The parents in this style aren’t open either are they interested in any negotiations as their main focus is the obedience of their children. The authoritarian parents do not allow their children to make decisions for any challenge or problem they face but instead, they make the rules and enforce the consequences with little regard to the opinion of their children. The parents in this category may use punishments to instill discipline to their children, and thus they invest in making the children feel sorry for their mistakes rather than teaching their children to make better choices.

Children who are brought up by the parents who adopt this style tend to follow the rules much on time as they are brought up by strict parents. The children brought up with this style of parenting have a higher risk of developing self-esteem problems because their opinions are not valued since they were young. They may also be aggressive or hostile as they spend much of their time focusing on anger to which they feel on their parents rather than thinking about their future. As a result of being brought up by strict parents, the children in this category end up becoming good liars to evade punishment from their parents.

Authoritative Parenting

The authoritative parents make rules for their parents, but they also consider the opinions of their children (Baumrind). The parents validate their children’s emotions while at the same time making it clear that they are in charge of everything despite providing a room for the children’s opinion. The authoritative parents invest most of their time and energy in instilling discipline to their children. The reason is to prevent behavioral problems before they arise. The parents using the authoritative style of parenting are considered to use positive discipline strategies to their children to reinforce a behavior. Among the positive discipline, plans include the praise and reward systems that act as a motivation to the children to maintain the required behavior.

According to research, the children who are brought up by parents who use the authoritative style of parenting are most likely to be responsible adults in the future and to whose the self-esteem is raised making them feel comfortable in the expression of their opinions. The children who are raised with the authoritative discipline are often happy and successful in future, they are also more likely to be better decision makers and evaluating the risks. The children are also expected to make good leaders as they possess the qualities of a good leader such as ethical decision makers, discipline, timekeepers and at the same time have a higher confidence and self-esteem level as they were encouraged by their parents to provide opinions.

Permissive Parenting

Permissive parents are lenient to their children and often avail during the cases of a serious problem (Watson). The parents are quite forgiving, and they might give privileges if the child begs for them. The permissive parents are seen to take the role of a being more of a friend than being a parent and encourage the children to inform them about their issues. Besides, the parents on this category don’t put much effort into discouraging lousy behavior or bad choices. Children brought up by parents who are permissive are more likely to struggle in academics, they also exhibit behavioral problems as they do not appreciate the presence of rules and authority. The children may suffer low esteem as well as report cases of sadness. The children are also at a higher risk of obtaining lifestyle diseases such as obesity as their parents don’t struggle to limit the kind of food being taken.

Neglecting or Uninvolved Parenting

The uninvolved parents have little knowledge about the deeds of their children as they are not concerned about the welfare of their children (Hildyard, Kathryn and David). In this type of parenting, there tend to be few rules for the children, and the children may receive less guidance from their parents, less nurturing as well as reduced parenting attention. The parents expect their children to raise themselves with little or no assistance coming from them. The parents do not devote much time or even their energy into meeting their children needs as they are always neglectful of their responsibilities although it is not always intentional as at times they lack the knowledge about child development. At times, they may be overwhelmed with other problems such as work and other responsibilities that separate them from their children only availing themselves at the times of availability of which it is rare. The children brought up by uninvolved parents are likely to have self-esteem issues, and they perform poorly in school. The kids are also prone to indiscipline as their parents have no time correcting theory behaviors.

Various parenting styles instill different personalities to the children during growth and development. Children who are given opportunities to express their opinions with their parents have higher chances of being disciplined in the sense that their parents instill correctional measures in the case of in case the child goes against the set rules. For the uninvolved parents, the children may suffer lack of discipline, and they may be exposed to lifestyle problems as their parents have no control over their lives. Therefore parenting styles play a vital role in the growth and development of children.

Work Cited

Baumrind, Diana. “Effects of authoritative parental control on child behavior.” Child development (1966): 887-907.

Chao, Ruth K. “Beyond parental control and authoritarian parenting style: Understanding Chinese parenting through the cultural notion of training.” Child development 65.4 (1994): 1111-1119.

Hildyard, Kathryn L., and David A. Wolfe. “Child neglect: developmental issues and outcomes☆.” Child abuse & neglect26.6-7 (2002): 679-695.

Steinberg, Laurence, and Nancy Darling. “Parenting style as context: An integrative model.” Interpersonal Development. Routledge, 2017. 161-170.

Watson, Goodwin. “Some personality differences in children related to strict or permissive parental discipline.” The Journal of Psychology 44.1 (1957): 227-249.

The Black Table is still There

English

Students Name

Institution of Affiliation

Course Title

Date

The Black Table is still There

In the book ‘The Black Table is still There’, Lawrence Otis Graham who is the author of the book and a graduate from the Harvard law school and Princeton University goes back to his mainly white junior high school to pay a visit. During his visit, Graham comes by something that he previously thought that he could see it again after so many years of being to the school as he had forgotten it during his adulthood days. In the cafeteria of his white primary school lay a peculiar lunch table, making Graham flashback to his olden days of childhood explaining why the black table affected him.

Graham begins the flashback by stating that most of the time that he was the only boy in most of the activities that he attended that included like in his high school tennis team, the easting club as well as the summer music camps. Despite attending all the gaming and competitions activities at his school, he was not the only black American in his school. Graham states that there was a scenario that has made him startled most during his school days. He narrates that the existed a black table during lunchtime, the black table was a group of African American teenagers that could come as a group sitting at one of the tables in the cafeteria. Graham narrates that he would never sit at that table no matter whom they walked into the cafeteria as he feared to lose his white friends by siting with the black individuals, as he claims that he could be making an anti-white racist statement.

Graham showed his resentment to the all-black lunch table and believed that the black kids were the reason as to why other children did not mix more. I tend to agree with him in this statement as people tend to view teenagers who separate themselves into individual groups as being anti-social people and that they don’t like mixing with other groups. Lawrence blames the black kids for being the barrier of integration in the school and all his little world. Graham, however, states that he was wrong as, during the same time, there were at least two tables of athletes that included an Italian table a Jewish boys table and a Jewish girls table. Where he usually sat, a table of kids who often were onto heavy metal music and a smoking pot, a table belonging to the middle-class Irish kids. Here, Grahams asks “weren’t this table just as segregationist as the black table?’ In other words, Graham realized that he was wrong, and he realized this because yes there existed an all-black table at his high school, but there was also a table where all the athletes could sit, all the Italians could sit, and the Jewish girls and boys could sit. The African American teens sitting in the all-black table were therefore not isolating themselves. They were imitating what everyone else was doing, sitting together with their kinds of friends and this concludes that Graham was wrong in his judgments and that he continues to admit that he was assuming the opposite of what was happening.

Graham would not be the only individual who could be associated with the wrong judgments as to some extents the inference is always correct. I think it is clear that we tend to separate ourselves and that it is natural that this still remains and exist in our society today even though we don’t realize it as it is done unintentionally. There are a few factors that try to explain why we tend to segregate ourselves. One of these reasons is that without our recognition, we tend to stay and associate with people to whom we own the same race, and country and this is because we feel that we tend to share the same interests and we feel that we go so much in common. The habit goes on every day without the people realizing it, happening in our schools and amongst our neighborhoods. It is not perplexing to find that some of the communities are divided into the same ethnicity.

We feel that just because we share the same culture and beliefs, we can relate with one another more easily and comfortably with people to whom we associate with than to those whom we don’t share anything in common. Just because someone else is of a different nationality and religion, we tend not to associate with them as much. This, however, does not have the implication that we can never be a diverse group of people but because of the force of the habit to not only reside with our nationality and religion but even in our daily activities and this is especially among the younger people in schools such as high school. The kids on a sports team or some other activities that tend to bring people together often is characterized by the habit of association with people from the same region and kind. The reason is therefore quite clear that all the associations tend to share some common interest proving Graham wrong as he comes to realize this issue much later.

Despite being in the association, racial segregation has been significant part of the current and the previous generations. Racial discrimination tends to have dominated in the past years where it was publicly known that being black or white meant that you could stick to your lanes. The issue of racial segregation was much evident in the American society, and this as well can give an inference of the origin of the all-black lunch table that existed in Graham’s high school. It can be evident that the blacks were exposed to some discrimination by the whites during lunchtime and that is the main reason that they decided to have a place of their own by assembling and sharing their moments together.

High schools and colleges are among the public institutions to which racism is common, and it wouldn’t come as a surprise that a certain group of people may prefer to stick together especially if they are the minority group. The reason as to why they will seclude themselves is to avoid unnecessary victimizations from the majority groups. To further clarify our doubts, we tend to see the Jewish and the Italians having separate tables as well alongside the all-black lunch table during athletics and other sporting activities. Majority of the people from other regions may not be at ease in socializing with people to whom they don’t relate especially in language and colour. Therefore it is very difficult to find a Jewish associating with a black at the first time while there are others of their kind. The trend has however been reducing, but still, the aspect of the black table amidst of the other tables has continued to be evidenced in the present generation. The main reason behind is due to the enhancement of the rich culture and traditions of the people. The individuals tend to carry it along with them; this is because for example during lunchtime a black person may not do the same practices like the whites and therefore may opt to associate with the blacks to whom they tend to share a similar culture.

Work Cited

Graham, Lawrence Otis. “The Black Table I Still There.” Coming of Age: Literature About Youth and Adolescence: 1999-43.

Storytelling and Digital Marketing in Luxury Products

English

Students Name

Institution of Affiliation

Course Title

Date

Storytelling and Digital Marketing in Luxury Products

As the technology across the globe has been advancing over the past decades and is continuing to be sophisticated at a significant rate, the issues that revolve around product marketing as well has been proving to be more difficult, and as a result, a call for a shift in the advertisement modes has been more prompting. The article covers the details regarding storytelling and digital marketing as a way of marketing luxury products. People are no longer interested in billboards as a method of advertising as very little time is used by people walking across the roads. At this era, everyone is busy but still connected to the internet. This is the point that makes it more interesting because, despite everyone being too busy, they will always try to squeeze and make a break out of the strong shift and find a better way of relaxing. Luckily enough, everyone is signed in one or more social media accounts such as Facebook, Twitter, YouTube or even Instagram and this makes digital marketing the most appropriate method of advertising products due to the extensive coverage as well as the potential for a large group of customers.

The article in discussion is “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands” by Romo et al… The main reason as to why I got interested in analyzing and discussing this article is due to its focus on a unique way of advertising that entails the use of storytelling and social networking in relation to marketing. Analyzing this article will enable and at the same time convey important knowledge to the readers concerning storytelling and digital marketing in the promotion of their products.

In “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands,” Romo et al. claim that digital marketing is vital to helping brands reinvent their marketing campaigns and strategies to appeal to their upcoming and younger audiences. The author’s state digital marketing is an essential tool to help luxury brand leaders communicate with their audiences. They claim that storytelling is a way that brands can interact and build engagement with consumers. To illustrate this claim, the authors further explain that these strategies are not easily carried out as luxury brands require a more detailed approach to branding. The authors have found that among others, the principle of storytelling is one of the critical strategies in digital marketing and that the principle can be found in video marketing, social media events, as well as the exhibitions that are open to the public and to which, tend to interact with the public and show its history.

In the first claim, the authors state that there is a general agreement on the lack of “substantial” definitions of luxury since the luxury can be defined based on the general intrinsic characteristics of the products, techniques used or the techno-economic characteristics of the industry. My claim is that that there exist vivid evidence that prof the authors’ claim of the general agreement on the definition of luxury. The first evidence is from a subjective point of view where the term luxury could refer to “Things you have that you do not think you should have.” In another evidence, the author states that luxury objects should be ‘recognizable, stimulate a customer’s emotional response and be incorporated into the consumers’ lifestyle.’ Besides, the author relates to the work of Bastein and Kapferer that reveal that ‘price, quality and exclusivity’ were the three main concepts that were associated with luxury, along with desire and longing. Another evidence that sums up the definitions of luxury is that by Wong and Ahuyia who chose a luxury brand with the qualities of being utilitarian, emotional and symbolic dimensions that underlie their orientation. From the above evidence, it is true that the authors have supported their claim for the lack of an evident existence of a definition of luxury and therefore a general description of luxury with the common denominators of beauty, rarity and quality is accepted.

In another claim, the authors state that there are two models of brand strategies carried out by brands that lead the luxury industry. My claim is that the authors have supported their claims with the two models. The evidence from the text include; In the first model are the brands that are based on taking the quality of their products to the extreme, making a cult and their heritage. The heritage is nourished by the history of the brand, its founders and its new creators thus transmitting the personality of the brand and its values. The second model has its origin from the United States, and since it lacks own history, there is an invention of the history of the brand. The strategy focuses more on imagination, creativity as well as experimentation and thus transmit the values and the brand is nourished by storytelling. Based on the above evidence, the authors have established concrete evidence to support their claim of the existence of the two models used in the business promotion.

In another claim, the authors argue that the traditional marketing strategies cannot be applied to luxury fashion and so they created the anti-laws to support their claim. My claim is that there is enough evidence to support the authors’ argument. In the first evidence is the law of non-positioning whereby it states that for luxury products, there is no comparison as luxury is never superlative comparative. Another evidence is that luxury does not have to respond to the increase in demand like the traditional marketing, this is because if it responds to the demand, then it will lose sales and prestige and as well create tension in customers. Instead, the luxury responds to dream and not a need as the reaction to increase in demand will lead to the loss of its uniqueness, essence and value to the prospective customers who seek to live their dreams through luxury and brand. In another evidence, the law suggests that luxury fashion has to dominate the customer, not arrogantly, but luxury brands, unlike the rest, must be those who take the role of advisors, educators as well as social guides as the customer who buys luxury fashion is buying identity, culture, art, and social status.

The other law makes it difficult to buy from customers as luxury has to be something that the customers must have earned, the more difficult the access to a luxury product, the more desirable it will be for its customer. The other law stipulates that luxury sets the price and not the other way around and at the same time, there is no unique selling position. The other law is communication to those who are not your customers or target audience. Luxury satisfies the values of personal and social uniqueness, if the brand is only communicated to its target audience, the public inaccessible to these brands cannot recognize them, then loses its social value to its customers. The other law implies states that ‘do not relocate factories’ as relocation makes the brand cease being a luxury. The last law state that sells marginally on the internet as the sales in the internet increase the after year sales. From the text, there is compelling evidence that supports the authors’ claim.

Based on the article, there is a higher chance of changing the way things are done. The reason is that one has to understand the type of product they are dealing with and especially if they are dealing with the luxury products, they will have to adopt a different strategy. At the same time, the article will affect the mode of doing this job as individuals dealing with the luxury products were not yet aware of the basics that influence the market for such commodities. The luxury products are unique and do not respond to demand, and at the same time, they set the prices and not the other way round, and this makes it clear that luxury doesn’t have to compete with demand so that they don’t lose their value.

From this article, there are many deductions that the readers can make and some of them include the general definition of luxury, laws, and anti-laws that guide the fashion luxury as well as the most effective method of marketing the luxury commodities. The digital and mobile strategies in luxury fashion marketing are significant for the innovation of communication, sales, and distribution systems. Despite the digital technology previously proving challenging to work for the luxury industry, the introduction of mobile technology has completely changed the perception with art galleries being displayed in mobiles and thousands of products have been auctioned through the internet. The principle of storytelling is among the important strategies in digital marketing as it can be traced in video marketing strategies, social media events as well as exhibitions. In the field of marketing, convincing the consumers to join a brand is key to the effective sales of a product, and this is significantly achieved through the use of storytelling principle. Besides, digital and mobile marketing strategies conducted through blogs, digital forums, and social networks create parallel communication with the consumers, interacting with them and making them part of the brand.

Work Cited

González Romo, Zahaira Fabiola, Irene García-Medina, and Noemí Plaza Romero. “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands.” International Journal of Interactive Mobile Technologies 11.6 (2017).

Use MLA Documentation Style

ENGL 210: English Literature IFall 2018

Assignment for Essay #2

Due date: Friday, November 30, 2018 (submit an electronic copy to Safe Assign)

Use MLA Documentation Style

Your second essay should be a focused, well-organized and polished piece of critical writing, of about 1000 words (about 4-5 typed, double-spaced pages including the works cited page) that addresses one of the following topics:

Tragic heroes: The title characters in Marlowe’s Doctor Faustus, and in Shakespeare’s Othello can both be considered as tragic heroes: men of considerable stature who fall because of a tragic flaw. Write an essay in which you explore the differences between Faustus and Othello as tragic heroes, drawing conclusions about how those differences contribute to the sense of tragedy in each play.

Diabolical characters: Both Marlowe’s Doctor Faustus and Milton’s Paradise Lost present diabolical characters who contribute to or cause the downfall of the main characters of these literary works. Write an essay in which you contrast the role of Mephastophilis in Marlowe’s play with the role of Satan in Book 9 of Milton’s epic poem, drawing conclusions about which character bears more responsibility for bringing about the main characters’ downfalls.

Women: In Book 9 of Milton’s Paradise Lost, Eve is the first to engage in the disobedience that causes Adam and her to be exiled from the paradise of the Garden of Eden. In Shakespeare’s Othello, Iago convinces the title character that his wife is being unfaithful to him, even though the audience of the play knows that she is not. Write an essay in which you contrast the actions and character of Milton’s Eve and Shakespeare’s Desdemona, drawing conclusions about how much responsibility they bear for the unhappy outcomes in Paradise Lost and Othello.

Outsiders: In Gulliver’s Travels, Jonathan Swift writes of the adventures of Lemuel Gulliver as he sails the seas and finds himself stranded on several different islands where he has to survive as an outsider. In Part 2, “A Voyage to Brobdingnag,” Gulliver tells of his experiences after a shipwreck when he finds himself on an island where the inhabitants, the Brobdingnagians, are huge (but human shaped) creatures. In Shakespeare’s Othello, the title character Othello is also an outsider, a Moor, who is the military commander in the European nation-state of Venice and is sent to Cyprus to defend Venice’s interests there. Write an essay in which you contrast the treatment of Gulliver by the Brobdingnagians with the treatment of Othello by the Venetians, drawing conclusions about the significance of the differences in their treatment.

Marriages: In both Shakespeare’s play Othello and William Hogarth’s story in pictures, Marriage A-la-Mode, marriages turn out badly, with both husband and wife dead. Yet only one of the two works is tragic. Write an essay in which you draw conclusions about what makes the marriage of Othello and Desdemona tragic, while the marriage of the Squanderfields in Hogarth’s work is not.

Whichever topic you choose to write about, your essay should represent your best work. That is, its ideas should be clearly expressed, it should conform to the standards of formal written English, and it should be carefully proofread before it is turned in. Most importantly, you should show that you know the details and themes of the literary works and can explain their significance. You should use a few brief, but well-chosen quotations from the literary works to illustrate the points you make – and since you will be quoting the works you write about, you should include a works cited page as part of your essay.

Your essay should be your own work and should consist of your own words, with just a few quotations used for support and illustration. You may use outside sources in this essay; however, those sources should be authoritative and used judiciously, to develop your own thinking and to support your own claims. You SHOULD NOT quote or cite study guides, such as those from Sparknotes, Shmoop, Bookrags, enotes and so on. If you look at study guides as you are reading the literary works to help you gain a better understanding of them, be sure to close those study guides before you begin writing your essay. Keep in mind that a student will earn a grade of “zero” for a plagiarized essay (all or part).

There will not be an opportunity to revise for a higher grade after your essay has been turned in, but I will be glad to schedule a conference to help you with your draft before the essay is due. Remember also that there are other resources available for help with writing: the Writing e-Portfolio Studio in Room 113 of Harris Hall offers in-person tutoring, and Smarthinking.com offers on-line assistance.