The Great Gatsby :: essays research papers

The Great Gatsby   Ã‚  Ã‚  Ã‚  Ã‚  The Great Gatsby is a really good book that deals with many different issues with its many different characters. A few of these characters share some characteristics while they are completely different at the same time. In this essay I will show you the similarities and differences in Jay Gatsby and Nick Carraway.   Ã‚  Ã‚  Ã‚  Ã‚  First off the similarities. Although there are not many there is a few to be talked about. Number one similarity between Jay Gatsby and Nick Carraway is the location of their establishment. Both Jay Gatsby and Nick Carrawy live in the same neighborhood, West Egg. This is the least fashionable of the two but still a nice place to live. The other neighborhood is East Egg and that is where all the rich people with their old money and mansions lived. The West Egg is for the middle class. Although Jay Gatsby is not middle class, he is not considered to live at East Egg because Jay Gatsby did not inherit his parents money who inherited it from their parents, he worked for it. Another similarity between Jay Gatsby and Nick Carraway is they are both hardworking people in search of the American Dream. Jay Gatsby has done a little better in his search than Nick Carraway, but Jay Gatsby still has to work for his money. It was not handed to him like Tom Buchanan had it handed to him. Jay Gatsby went to Oxford and then supposedly became a bootlegger. This is part of how Jay Gatsby became so rich. Nick Carraway on the other hand went into business and is just surviving. He is not rich, but with some more hard work he is well on his way.   Ã‚  Ã‚  Ã‚  Ã‚  Now onto the differences. Jay Gatsby and his wealth is something that differs from Nick Carraway. Jay Gatsby lives in a mansion where he has his servants that clean and maintain his establishment. Nick Carraway on the other hand lives in a house that he calls an â€Å"eye sore† which is stuck between two mansions. Nick Carraway’s house is maintained but not by servants and not as well as Jay Gatsby’s mansion. Nick Carraway also does not obtain the same social status as Jay Gatsby due to the fact that Nick Carraway is not rich. Being rich gets Jay Gatsby alot of things like ladies, amusement, and

Bilingualism: The Key to Personal and National Progress Essay -- Langu

Since the conception of the United States there has been no official national language, however, English has long been the formal language of choice in America. It is used in nearly all forms of communication both internally and internationally from politics, science, marketing and any other discipline one can think of. The United States has an overwhelming focus on integrating its citizens into speaking English, but a minimal amount of effort is placed on educated any other languages. In most states second language classes are required for only two semesters in high school, and the languages offered in high school and typically limited to Spanish and French. For obvious reasons Spanish is a preferred language to teach to students due to the close proximity of Spanish speaking countries and the high influx of migration of Spanish speaking individuals to America. It is not uncommon for countries to teach its students the languages of other countries that said country is often found as sociating with. Many countries have already implemented educational systems that require two to three languages to be taught in school. These counties mainly in Europe and Asia are at the forefront of educational learning and economic viability, while they leave America scrambling to catch up. No longer can American education turn a blind eye to this vital and growing educational necessity. Many fear that bilingualism could potential hinder individual’s linguistic progress, but on the contrary bilingualism offers unprecedented benefits both to the individual student’s learning capabilities as well as added benefits to American economical services and growth. The field of neurobiology is yielding impressive results when examining the bilingual brain. O... ...n these various cultures and countries is through the ability to speak to one another and the key to this is bilingualism. From the cognitive benefits offered to an early child’s learning, to job opportunities, all the way to global interactions the mandatory inclusion of bilingualism in American education will serve to further advance all of these pursuits. Work Cited "Bilingual Youre Valuable." 24 September 2007. Career Builder. Document. April 2012. Chen, Grace. "Benefits of Foreign Language Education." 21 June 2008. Public School Review. document. april 2012. "Language Matters: A Global Shift to Bilingualism?" 28 October 2006. Language Instinct. document. April 2012. "The Advantages of Being Bilingual." 2012. American Speech-Language-Hearing Association. Document. April 2012. "The Bilingual Brain." n.d. Society of Neuroscience. 22 March 2012.

Mathematics of Human Vision and Corrective Lenses :: Math Eye Glasses Contacts Contact Lens

Missing figures/tables It is a daily ritual...wake up, eat, shower, contacts, class. I do this every morning, however I have never stopped to think, "Why?" No, not "Why am I going to class so early?" but "Why do I need these contacts?" With this project I will attempt to explain the basics of vision and corrective lenses, as I, myself, finally learn the reason for sticking my finger in my eye every morning. Basic Eye Anatomy The cornea is responsible for protecting the eye and for refracting incoming light rays. The pupil is merely an opening that allows light to enter into the eye. Its black color is attributed to the fact that light is not able to exit the eye through the pupil. The iris acts to control the size of the pupil. In bright light, the iris is dilated in such a way as to reduce the size of the pupil and limit the amount of entering light. In dim light, the iris adjusts its size as to maximize the size of the pupil and increase the amount of incoming light. The crystalline lens is a fibrous, jelly-like material that serves to fine tune the vision process by adjusting its shape and therefore the focal length of the system. The ciliary muscles relax and contract to change the shape of the lens. The retina contains rods and cones which detect the intensity and frequency of incoming light and, in turn, send nerve impulses to the brain. Behind the Eye The four main components of the eye that are responsible for producing an image are the cornea, lens, ciliary muscles and retina. Incoming light rays first encounter the cornea. The bulging shape of the cornea causes it to refract light similar to a convex lens. Because of the great difference in optical density between the air and the corneal material and because of the shape of the cornea, most of the refraction to incoming light rays takes place here. Light rays then pass through the pupil, and then onto the lens. A small amount of additional refraction takes place here as the light rays are "fine tuned" so that they focus on the retina. This is a representation of the eye's lens system. This eye has no eye condition, such as nearsightedness or farsightedness, and the lens is drawn in its relaxed position. The light rays are focused appropriately on the retina. The thickness of the cornea is 0.449 mm, the distance from the cornea to the lens is 2. Mathematics of Human Vision and Corrective Lenses :: Math Eye Glasses Contacts Contact Lens Missing figures/tables It is a daily ritual...wake up, eat, shower, contacts, class. I do this every morning, however I have never stopped to think, "Why?" No, not "Why am I going to class so early?" but "Why do I need these contacts?" With this project I will attempt to explain the basics of vision and corrective lenses, as I, myself, finally learn the reason for sticking my finger in my eye every morning. Basic Eye Anatomy The cornea is responsible for protecting the eye and for refracting incoming light rays. The pupil is merely an opening that allows light to enter into the eye. Its black color is attributed to the fact that light is not able to exit the eye through the pupil. The iris acts to control the size of the pupil. In bright light, the iris is dilated in such a way as to reduce the size of the pupil and limit the amount of entering light. In dim light, the iris adjusts its size as to maximize the size of the pupil and increase the amount of incoming light. The crystalline lens is a fibrous, jelly-like material that serves to fine tune the vision process by adjusting its shape and therefore the focal length of the system. The ciliary muscles relax and contract to change the shape of the lens. The retina contains rods and cones which detect the intensity and frequency of incoming light and, in turn, send nerve impulses to the brain. Behind the Eye The four main components of the eye that are responsible for producing an image are the cornea, lens, ciliary muscles and retina. Incoming light rays first encounter the cornea. The bulging shape of the cornea causes it to refract light similar to a convex lens. Because of the great difference in optical density between the air and the corneal material and because of the shape of the cornea, most of the refraction to incoming light rays takes place here. Light rays then pass through the pupil, and then onto the lens. A small amount of additional refraction takes place here as the light rays are "fine tuned" so that they focus on the retina. This is a representation of the eye's lens system. This eye has no eye condition, such as nearsightedness or farsightedness, and the lens is drawn in its relaxed position. The light rays are focused appropriately on the retina. The thickness of the cornea is 0.449 mm, the distance from the cornea to the lens is 2.

Analysis of a Play Essay

In Edward Bok Lee’s â€Å"El Santo Americano,† a professional wrestler kidnaps his wife and child as he drives to Mexico, hoping to reinvent himself and keep his family together. Clay is a disgraced professional wrestler who drives his wife and son with him to Mexico. There, he hopes to reinvent himself as a wrestler, and not be taken as a joke. He also hopes to improve his failing relationship with his family. It is revealed shortly into the play that Clay has in fact taken his wife and son by force, when Evalana tells him to stop so she can take a bathroom break, and Clay says â€Å"if I stop, you’ll try to run again. † He also has brought a gun with him. As the story progresses, Clay pulls over, giving Evalana the â€Å"opportunity† to run away, to which she promises she won’t. Clay then gives a long monologue revealing his wrestling life, including when he had finally won a match and the audience actually cheered him on, appreciating a â€Å"real† match as opposed to â€Å"so much phoney bullshit (they had seen) through the years. †More importantly, during the monologue, Clay reveals that he had won to give his wife and son something to believe in, and so his son could for once not â€Å"see his daddy get beat time and again. † During the long monologue, Evalana temporarily runs off, and Clay aims the gun at himself, eventually just putting it into his mouth. Evalana eventually reappears, and gives a monologue of her own. She tells of a family trip she went on to Disneyland when she was about their son Jesse’s age. Along the way, her father woke the family up in Arizona, so they could see a big dam at night. It was during that time that she was fascinated by a rainbow she saw at night. The next night, while the family was camping out, Evalana saw a distant town that enchanted her, â€Å"shining with tiny stars that weren’t really stars, surrounded by rainbows that weren’t really rainbows. † She reveals that she imagined she was born in that town, and that was the place the family was heading to instead of Disneyland. Following Evalana’s monologue, it is revealed that Jesse has driven off without them. Clay and Evalana look at each other, the gun still in Clay’s mouth, and Evalana proceeds to remove the gun from his mouth, and aims it at him. Overall, this was a successful play which had conflicts between the characters, and ended in a twist in which their son abandons them in the desert. The play reveals the tragedy of a man who wants to prove himself to his family, and his own son abandons him and leaves both him and his wife stranded in the end. I liked the story and the tensions in this play, as well as the ending I did not expect coming. However, I did not like the long monologues told by both Clay and Evalana, which I found hard to follow. In addition, the fact that no sentences began with capital letters made the play hard to read. I feel like the play could have improved if it did not have such long monologues, and shorter bits of character dialogue with each other.

Development of an Employee Training Program

The development and implementation of an appropriate Training Program for Culbreth & Associates’ new client will undergo three major phases. The three phases will include the preparatory activities, actual implementation of the training program, and post-training activities to measure the impact of the training on both organizational and participant levels. Clearly, the type of the training program that will be developed is an Employee Training Program. The specific type of program will depend on the goals of the requesting organization and the learning needs of the employees in terms of â€Å"attitudes, behaviors, competencies, or skills. † (Brady, 2005, p. 1) Thus, the training program could address a variety of concerns, from improving employee-management relationships, enhancing the work environment, improving departmental communications, or fostering cultural competence in the workplace. Preparatory Activities: Planning and Designing the Training Program The first step that will be taken in the development of the training program is to consult with the client to clarify the objectives and expectations that the organization wishes to achieve for the entire program and to determine the extent of support that the management is willing to extend to facilitate and reinforce the changes that could arise from the training. The next step will involve identifying the existing strengths and problem areas in the organization. This will be done through the conduct of training needs analysis on three levels: the organization, tasks, and the individual person/employee. Arthur, et. al. (2003) notes that a systematic needs assessment can guide and serve as the basis for the design, development, delivery, and evaluation of the training program. † (p. 236) In particular, a knowledge of organizational environment, needs, and resources vis-a-vis employee capacities would help determine the goals of the training program. McNamara (2008) suggests that â€Å"it is important that goals be designed and worded to be â€Å"SMARTER† (an acronym), that is, specific, measurable, acceptable to you, realistic to achieve, time-bound with a deadline, extending your capabilities and rewarding to you. The goals of the training will influence the kind of input needed by the participant and match the training methods to their interests and skill levels. After the data from the training needs analysis has been assessed, the training design and module development will commence. This activity will involve searching, choosing, and combining the most appropriate and most effective training strategies and activities based on identified training needs. It would also involve the formulation of the benchmarks for learning or improvement that would be used to measure and evaluate the success of the training. After the training design and module have been completed, the training program will be subjected to pre-testing activities to determine whether the content is appropriate and if it utilizes the most effective approach based on the learning needs of the participants. Training Program Implementation The actual conduct of the training program will after the training design, modules, and participant preparation have been completed. During the actual training, participants will be involved in a variety of activities, from lecture-workshops to simulation and role-playing performance designed to facilitate the necessary changes in attitudes, behaviors, and skills while building on existing strengths and knowledge. The training program will also be structured in such a way that both the trainers and participants have feedback mechanisms to improve the over-all training design and to track their progress in achieving the goals of the training. After the training, an evaluation of the training will be conducted wherein the trainer, participants, and requesting organization will assess training effectivity based on the critierias for learning that were previously developed vis-a-vis the output of the training. Post-training Activities: Training Transfer Monitoring and Evaluation The last step in the training program is the monitoring of training transfer in the actual workplace to determine the impact of the training conducted. This is important since the real effects of the training can only be measured based on positive impact on the actual work environment that can be directly attributed to the learning outcomes of the training program. (Lim & Morris, 2006, p. 85) Hence, the Human Resource Department of the client will be asked to keep records of the training goals and to conduct timely assessments of employee progress in terms of desired workplace attitude, behavior, and capabilities that could provide the basis of more intensive employee development and training programs. Works Cited: Arthur, W. Jr., Bennett, W. Jr., Edens, P. S., & S. T. Bell (2003). Effectiveness of training in organizations: a meta-analysis of design and evaluation features. Journal of Applied Psychology 88(2): 234–245. Brady, Kathleen. (2006) Designing effective training programs. NALP Bulletin. Lim, Doo Hun & Michael Lane Morris (2006). Influence of trainee characteristics, instructional satisfaction, and organizational climate on perceived learning and training transfer. Human Resource Development Quarterly 17(1): 85-115. McNamara, Carter (2008). Complete guidelines to design your training plan. Retrieved August 6, 2008 from http://www.managementhelp.org/trng_dev/gen_plan.htm

Understanding Organizational Citizenship Behaviors

Joshua Harris Althea Johns Organizational Behavior October 21, 2012 Understanding Organizational Citizenship Behaviors Citizenship, most don’t normally associate this term with an organization like a business. Many would think of the word citizenship in terms of the country that you may live in. Some may even think of it more broadly then that. As in we are all citizens of this planet. But what is the opposite? Are there smaller citizenship classifications, and are they as important? Particularly, what about citizenship at your place of employment? What does organizational citizenship behavior mean to a company?Can it affect things like job satisfaction, efficiency, productivity, and customer satisfaction? Research suggests that there is a â€Å"moderately positive correlation† between job function and organizational citizenship behavior. [ (Kinicki) ] This paper will examine real examples of OCB, explain how organizations can influence OCB, and which pitfalls to watch out for. (Kinicki) Organ defined organizational citizenship behaviors as, â€Å"Individual behavior that is discretionary, not directly or explicitly recognized by the formal reward system, and that in the aggregate promotes the effective functioning of the organization.By discretionary, we mean that the behavior is not an enforceable requirement of the role or the job description, that is, the clearly specifiable terms of the person’s employment contract with the organization; the behavior is rather a matter of personal choice, such that its omission is not generally understood as punishable. † (Organ) Literature in this subject has been almost non-existent prior the early 1980’s, but has increased in popularity ever since. Its these â€Å"discretionary† behaviors that according to Brooker, â€Å"Our esprit de corps is the core of our success. That’s the most difficult thing for a competitor to imitate.They can buy all the physical things. The th ing you can’t buy is dedication, devotion, and loyalty. † (Brooker) Its this loyalty that convinced Herb Kelleher, from Booker’s article tiled â€Å"Can anyone replace Herb? â€Å" to argue â€Å"that employee citizenship is the single biggest reason for the company’s success. † However this was hard to prove with hard evidence until late 1990’s. (Brooker) In Bolino and Turnley’s 2003 article â€Å"Going the Extra Mile: Cultivating and managing Employee Citizenship Behavior† which appeared in Academy of Management Executive, they describe factors that can promote good OCB.It is the authors’ opinion that the most important being job satisfaction. (Turnley) Bolino & Turnley conclude from their analyst of several studies, that if an employee is happy, they will provide a positive organizational citizenship behavior. The article also covered other factors such as trust, job interest and involvement, organizational suppo rt, and Employee Characteristics. It is with these factors that researches use to try to come up with predictors. Perhaps one of the best predictors happens in what Bolino and Turnley calls the â€Å"recruitment & selection† process. Turnley)They provide three main ways in which human resource managers can help achieve this. The first is to look for causes that applicants are committed to. For examples, college graduates that have a lot of extra curricular activities or a professional with volunteer services. Another predictor in determining positive OCB would be to provide situational questions to the interviewee. (Turnley)This is one tool that Smucker’s uses to gage their employee’s. The last tool the article provides is personality trait questions.This is somewhat similar to situational interviews, but they are geared to the person and not a specific situation. The next natural step in influencing organizational citizenship behavior is during training. It is during training that an organization may have the best chance at eliciting citizenship behaviors. However, Bolino & Turnley, describe how this is usually the opposite of what organizations do, due to their emphasis on individual achievements. One way an organization can help influence positive OCB is to sponsor training programs that focus on cooperation and taking initiative.But probably the best would be to develop a training program that is used to improve relationships among coworkers and/or supervisors and subordinates. Bolino’s article gave an example of this at Southwest Airlines when works were cross-trained on other positions. This allowed employees to gain experience in other area, but also appreciate and help out when they could. Also a study showed that supervisors that have had training in organizational justice principles also benefit from higher levels of OCB. In the last direct way organizations can influence OCB is in compensation.Bolino’s arti cle concluded that employees are more likely to engage in behaviors that are rewarded. An example of this is Asada, the British subsidiary of Wal-Mart, gives awards to employees who go â€Å"above and beyond†. CitiGroup does something similar. It is called â€Å"Galaxy of Thanks†. Employees can thank other employees for going above and beyond. If an employee reaches so many, that employee gets special recognition by the company and can win rewards. (Young) Bolino’s article also pointed to group or organizational level compensation fosters positive OCB. But, there can be many pitfalls for compensating for OCB.Some more informal ways of promoting positive OCB would include developing a culture in the organization that is conducive for positive OCB. Having managers and supervisors living by the same standard and by having an organization act in a deserving way. As you can tell there are many ways that organizations can influence their potential positive organizatio nal citizenship behavior. But, there are some pitfalls to be aware of. While there are potentially several pitfalls, all seem easily manageable. Bolino places pitfalls in three categories: Impression Management, Costs, and Escalating.Impression Management, is noted in another article by Bolino as, â€Å"Several organizational behavior scholars have noted that individuals may engage in organizational citizenship behaviors not because they are concerned about the organization’s welfare but because such activities may cause others (especially their supervisors) to look favorably upon them† (Bolino) The pitfall here comes when rewarding this type of â€Å"Impression Management† behavior, which can put a strain on morale. (Turnley)Managers should watch for this type of motivation during citizenship assessments and be sure not to reward this type of behavior.If this behavior is rewarded the costs could certainly outweigh any potential gains. Another potential downside to positive OCB happens when employees become lax on their main job functions. Many don’t think helping another co-worker could potentially be a downfall, but that is exactly what Sprint, Xerox, and Ford found out in a Wall Street Journal study. Employees would help co-workers with computer issues and it was estimated to have cost the companies upwards of $15,000 per computer. It is thought that hiring more support personal would have been significantly less expensive, and with better quality of support. Bulkeley)The last area of pitfalls is a concept of Escalating Citizenship. You can think of this concept like inflation. Today a dollar will buy you much less than fifty or so years ago and escalating citizenship is something that manager must watch out for. If the bar for above and beyond is constantly moved higher and higher it can be catastrophic for an organization including high levels of job dissatisfaction, high turnover, and high stress. It is the author’s opi nion that the evidence is overwhelming that positive organizational behavior can greatly influence or be the â€Å"single biggest reason for the company’s success†. Brooker)In this essay we have examined why organizational citizenship is important to an organization. We also took a look at what organizations can do to positively impact OCB. Finally we examined some downsides of OCB and provided some way managers can navigate around them. Organizational citizenship behavior can be a very good thing, when done correctly. Bibliography Bolino. â€Å"Citizenship and impression managment: Good soliders or good actors. † Academy of Managment Review 24. 1 (n. d. ): 82-88. Brooker, K. â€Å"Can anyone replace Herb? † 2000. Fourtune. 19 Oct 2012 <http://money. nn. com/magazines/fortune/fortune_archive/2000/04/17/278112/index. htm>. Bulkeley, W. M. â€Å"Study finds hidden costs of computing. † The Wall Street Journal (1992). Kinicki, Angelo. Managment: a practical introduction 5E. New York: McGraw-Hill, 2011. Organ, D. W. Organizatioal citizenship behavior: The good soldier syndrome. Lexington: Lexington Books, n. d. Turnley. â€Å"Going The Extra Mile: Cultivating and managing employee citizenship behavior. † Academy of Managment Executives 17. 3 (2003): 60-71. Young, Joseph P. Interview. Joshua Harris. 19 October 2012.

Boost Juice Essay

Background Boost Juice Bars (Boost, 2014) is an Australian food and beverage brand, which was formed in 2000 with the first store located in the capital city in the South part of Australia- Adelaide. This food and beverage business has been done well since the business has been expanded globally in Asia, Europe, and Russia and even in Middle East. Unfortunately, Boost Juice Bars stopped part of business in New Zealand in 2006 after the franchiser due to liquidation. The stores in New Zealand are sold to Tank Juice. After a year reflection, Boost Juice Bars signed an agreement to re-start the brand in the UK. Nestlà © began a range of fruit smoothies in co-operating with Boost Juice Bars since 2008 as so to expand internationally. From this time onward until July 2009, there have been stores operating in Australia, and some places in Asia. The Franchising contracts have been confirmed in Asia and Europe as part of a global expansion plan. Following by the next  four years, Boost Juice got into a franchise agreement for providing the major supply to the whole India. By the end of 2013, the company had expanded into South America and some places in Asia. Literature Review The marketing strategy (Lusch, 1987) is collected from market research and product mix, in order to maximize the largest profit and maintain the stability of the business. The marketing strategy is basic cornerstone of a marketing plan. The marketing plan (Lusch, 1987) focuses on the idea of innovation by using brand new marketing mix to target the potential customers in the market. Most competitors are vending alike products. Between Competitors have strong competitions. One of the key competences is the innovative idea about new juice. The image of Boost Juice is the design of creating fresh, juvenile and healthy theme, so as to tempt more young people. Competitor may duplicate Boost Juice Bar’s goods and plan; however, the royalty of brand is important. Even if Boost Juice Bar is glad with its present marketing campaign to hold its customers for instance the Vibe club program which the purchaser could obtain a cup of free of charge drink on their birthday. It is intelligent to make sure if customers have less interest in Boost Juice or their awareness regarding to the weak brand image. The life cycle in different stage or timeline is necessary to estimate the correct marketing mix to strengthen some customer’s insight. It is necessary to ensure to stay in customer’s mind. Boost Juice Bar has a youthful and health picture, the market segment set on the young generation. Unfortunately, it is prudent to go back over its market segments. Inspecting the possibility on attraction from people age 18 until 25 is the most significant, as this group of people far more concerned their health and nutrition, in order to have a longer life expectancy. Young people sometimes are fascinated because of Boost cup’s design and even Vibe club Program (Boost Juice, 2014). Yet, fully grown customers tend to consider more on royalty of products whether benefits can be gained. Fresh and nutrition can offer vital benefit for body. Executive Summary The advertising and promotion are fundamental with product differentiation. Modernization is a key strategy that Boost Juice should across into its cup’s design and marketing promotion. Boost utilized a brand new method to connect fresh squeezed juice and nutrition together for the young generation. For the young people, they prefer to try new and special product; boost Juice has done excellence. Luckily until now, Boost has been using the same type of marketing tools more than five years, including publicity, media coverage and interactive website to represent the brand. One of the potential troubles of Boost Juice Bar may be facing is its old marketing message to its target audience or customers. This is the main issue if customers still have strong tackiness to stick the old message to Boost Juice Bar’s brand. Hence, Boost Juice Bar re-think about its goal customers. Boost also re-plans its marketing tools to the objective customers. However now, Boost is necessary to pay more attentions by using a popular marketing method, known as E- Marketing, such as Facebook and Twitters. The social media have been acting a considerable function in many companies, including small and large firms. The marketing mix is now very useful for understanding Boost Juice’s target customer, young generations. Product Range According to the survey I collected in a store at Macquarie Shopping Centre, the products of Boost Juice Bar mainly focus on health and nutrition. The following categories are the product range. 1. Smooth – Low fat smoothies. 2. Juice – squeeze from fresh fruit. 3. Complementary Product – healthy snacks (Fresh yoghurt and muesli bar). 4. Product in supermarket – juice, frozen yoghurt, and ready- to- eat snack (such as Low fat crunchy) Situation Analysis International Environment Analysis The main purpose of Boost doing this analysis is to figure out the flaw and and strength. Boost Juice Bar has established a questionnaire on its website to find out the acumen and insight factors, in order to maximise the profit. Marketing Situation When started the investment of Boost Juice Bar (Boost Juice, 2014), the founder and Managing Director Janine Allis targets an innovative way of offering juice in the Australian market. The new kind of juice bars have to be unlike from the long-established grocery store style juice, as well as the idea of juice bars in the US existed for more than 15 years. Earlier than Boost Juice existed, there were over 2000 juice bars in the US. Janine had an insight to believe that Boost Juice would have the capacity to have more than 500 branches. According to an interview with one of the store managers of Macquarie Shopping, since 2000, Boost Juice Bar was the only one brand that had the most and biggest expansion in Australia. Boost has had around 90 stores in 2004. At the same year they qualified the number 2 leading brand VIV A Juice, which means keeping the fresh and good quality fruits. After the combination in 2000, Boost had total about 124 stores. Nowadays, Boost Juice Bar has further 300 stores worldwide. Boost Juice Bar is successful on its inventive concepts with healthy and good taste. The fruits are squeezed into juice and smoothie for being a particular product. The original and normal styles of red and green colour give customer the thought of the product which is good for health. This is very strong brand recognition. Positive and energetic staffs serve the juice with bright smile; even speak out customer’s name loudly. These can force Boost to be particular with the other competitors. The product and sales are vastly generated to form a young and create active mood to attract younger. Aside from the customer’s royalty program (Boost Juice, 2104), Vibe Club card can keep hold as many as customers Boost can, for instance the members of Vibe club card could get a cup of unpaid drink on their birthdays. Management Situation Before the development of Boost Juice, Janine Allis was a Journalist; the work experience offered precious acquaintance on business practice, in particular management. Moreover, her husband, Jeff Allis worked in a radio station that a platform enables Janine to have better understanding on Boost’s target audiences. The background of Jeff has in radio industry enables them to use marketing tools for promotion (WR,1956). Boost Juice acquired VIV A Juice Bar in 2004, they employed VIVA Juice Bar’s creator Simon McNamarra being CEO, from another juice industry (Boost Juice, 2014). An extra factor could not be uncared is franchise system for expanding its stores. The franchising system allowed Boost to enlarge at a relative small cost whereas franchisees had to invest for installation for each shop. Actually, this helped Boost with the economic stress; meanwhile the joint fee of each shop has to shell out to the head office each year so that Boost has earnings by supply the material and charge shops from administration fees. This is a steady capital from the head office that could pay out on the promotion and advertising. Branding Branding position The theme of Boost Juice Bar was healthy and nutrition food (Boost Juice, 2014), provided to customers. Boost has to deliver this message to people that health is very important now. The mainly focus is not only taste and healthy drink, but also forms an active and fresh image. By various campaign, included off-lines or even online through the entire year, Boost Juice received strong attentiveness in the public such as Poster and advertisement on TV. External Environment Analysis In fact, the old juice industry has been at the maturity stage, since many juice shops had to convent into grocery stores for stay alive. Even though Boost created innovative idea of healthy juice drinks, happened from its first shop in south side of Australia- Adelaide, the smoothies juice bar are about to arrive at the stage of maturity. The external situation analysis concerned the external opportunity and threats that might influence the juice business. The threats included changing in society, demography and culture, change in economy and technology, competitor’s activities, and rule and regulatory. For the time being, the direct competitors of Boost have less action against to its market share. Actually, competitors could duplicate any of Boost’s products, but they are not enough to handle Boost Juice’s branding positioning. The problems may be arisen from the main location in the business areas that the district of Boost Juice’s retail shop could not attain. This provides an opportunity for the small competitors. For the change influence in cultural and society, people are far more anxiety on their health, they care about the amount of nutrition. SWOT Analysis Strengths: 1. Product’s development. 2. Strong spotlight on promotion (advertising campaign) 3. High customer royalty 4. Innovations 5. well-built ability to link with customers Weaknesses: 1. Heavy concentrate on promotional activities lead to high marketing cost 2. Sales decline obviously in winter time 3. Lack of further development in product in recent year Opportunity: 1. Without robust competitors directly 2. Health conscious Threats: 1. Many roundabout competitors started selling smoothies products. 2. Customers may have less interest over the time changed. Marketing Segmentation According to the survey I collected from Macquarie Shopping Centre store, there are some possibilities of target customers of Boost Juice, including regular households market, young, teenager, and healthy diet eaters. Boost need to analyse and develop products to meet the stratification from various customers’s needs and wants. Housewives in regular household market purchase juice for their families weekly or monthly. The juice product is necessary to be healthy, high in vitamin and fresh for the family. For the young people with age approximately between from 18 until 25, some of them prefer good-looking packaging to meet their idea that â€Å"perfect and exciting eat†. Some of them would begin to think of relatively healthy way, which is supportive to their bodies. The cup’s design of Boost is completely fit for those two above types of people. For teenager with age between 15 and 18, they expected the juice drink not just tasty but also fun and attractive. They are likely to buy the prestige other than the actual product. The good taste smoothies drink and nice-looking package of product is the important keys to this group of customers. For healthy diet eaters, they would look  deeply to the ingredients of products. They will look at the quality of product more than the design and appearance of the product. Marketing Objectives The marketing objectives are integrating marketing communication campaign, the marketing objectives of Boost Juice Bars could are target customers with aged between 25 and 35, which has higher ability of income to consume better quality products, as well as engage with new customer and retain the current ones by the social network. Strategies The marketing schedule of Boost consisted promotion and advertising, braining new ideas regularly, and seeking new customers through interactive program to connect with customers. Marketing Mix Marketing Mix is about what to use unlike marketing tools to meet the goal (WR, 1956). Normally, Marketing Mix is the mix of 4Ps (Lee, 2009). 4Ps are about the features of products; Price is how to set up the price strategy; promotion, such as advertising and public relationship; and place such as locations which is very critical in retail business. Product differentiation was very significant (WR, 1956), so innovative needs can be frequently carried out. Those factors were fraction of a general scheme of competitiveness. Being the most accepted smoothies in the market for over 11 years, customers who love trying new things; innovation could hold customers. In order to create a centre of attention of the new age level of customers from 24-35, TV commercial is significant to make awareness to people. The alternative factor is social Network, such as Facebook. None of people deny such social media became the most popular marketing tool for companies to interact with their target audien ces. Boost Juice should post more posts on Facebook and uploading up the â€Å"Today’s specials† on Twitter account. By not only utilizing those as a stage to keep contact with customers, but Boost also update customer’s needs for improvement. Boost’s target market are chiefly young people within 15 and 25, the rate of using social media is extremely high. The cost should be demonstrated effectively by using free media source, such as Facebook’s Page and writing blog. One of  the 4Ps – place, this can also be location. As mention before, Boosts are mostly residing in the high quantity of customers in business areas. These absolutely make attention more on customers; however, the cost of problem is very high. Hence, this do not fulfill as many customer’s wishes as possible. The potential approach in the place is special designon public transport, such as mini bus and taxi, which is like concept to Munch Lunch Van. Customers have to give a call for service in advance. The mobile van can go to the place where shop is not nearby. Doing the juice business, Boost should treat each product’s price as a standard. A price cut may cause low quality for ensuring the quality of product offered. On the other hand, the cause of Boost Juice has pretty high proportion of marketing expenditure and leasing cost. Hence, Boost tried to provide more benefits to customers. For example, free drink to allocate on street for promotion. The price discount could be offered in the alterative way. Something like buy 2 gets 1 free or jumbo size can enlarge the sales for profit margin. Product Differentiation and the Product Life Cycle In a market, there are many companies are all making related products; product differentiation is a real approach to analyse (WR, 1956). Refer to an academic journal (GS, 1981), extensive reference have been made; Armstrong, Brown and Adam had pointed out references detailed points. The product life cycle illustrates the alteration of a product from development and popularity, follow by maturity and even decline (GS, 1981). Boost illustrates the outlook of its business through product life cycle, in order to keep the position in the market and maximise the profit. The 4Ps comprise (Internal Marketing, 2004) the Product to understand product’s special and exclusive features, Price is referring to pricing plan), Promotion is about how to let people know the product, such as advertising and public relation, and Place is about distribution that the quality product allocated to different branches. The branch with more customers should have more sources to produce more products. Measures of Success According to an interview with a brand manager, the marketing research company called ACNielsen, which has been working in the area of media, entertainment, finance, and hospitality, revealed Boost Juice operated  several countries and served variety of industries, adjust Boost’s needs to measure its marketing outcome. The professional research of companies provided definite view of what is going to be happened. It has a leading of role in sharing of information in TV commercial. The methods of collecting data consisted retail forecast, consumer panels, and marketing investigate. Also common work included merchandising in goods, modeling and analytics, decision marking, and merchandising goods. Recommendation Social media is now being a new marketing tool to hold with customers preferably. Boost Juice maintain innovation as the main type of competence. A qualitative study is necessary to move toward with Boost Juice that the audience is necessary to recognize the right view. Conclusion For being successful, Boost Juice can not be described as lucky. When it comes to the founder Janine Allis’ passion in providing healthy and nutritious drink to this country, she is smart to target on the brand positioning to the right target customers by using the correct marketing tools. In overall, Boost is still having large room for growing, unfortunately, over the time passed by, the external environment, such as target customers are changing. Parts of fans have already become mature. Boost Juice Bar have to be more innovative deal with the problem of market change to preserve existing customers and attract more new customers. Reference Boost Juice, 2014, < http://www.boostjuice.com.au/> GS Day, 1981, â€Å"The product life cycle: analysis and applications issues.† The Journal of Marketing, vol.45, no.4 Internal Marketing website, 2004, Lee Goi, Chai, 2009, â€Å"A Review of Marketing Mix: 4Ps or More?† International Journal of Marketing Studies, vol.1, no.1 Lusch, R.F., and V.N. Lusch, 1987, Principles of Marketing, Kent Publishing Company, Boston, Massachusetts WR Smith, 1956, â€Å"Product differentiation and market segmentation as alternative marketing strategies.† The Journal of Marketing, vol.21, no.1