Case The Coffee Shop Market Starbucks Marketing Essay

Case The Coffee Shop Market Starbucks Marketing Essay Starbucks Corporation is an international coffeehouse chain, founded in 1971 in Seattle, Washington. Starbucks serves a variety of beverages including brewed coffee, tea, hot chocolate, espresso and a selection of bottled drinks. Starbucks also sells whole bean coffee and a variety of ready-to-eat snacks. The first Starbucks location to open outside of North America was in Tokyo in 1996; and from then on Starbucks became an international brand, expanding both nationally and globally. This report will attempt to examine the situation of Starbucks in Japan. It will bring out the marketing strategy to be adopted for a rise in profitability of Starbucks Japan in the next two years. In addition, it will attempt to explain the use of marketing mix to aid the chosen strategy. SWOT ANALYSIS: 1.1 STRENGTHS: 1.1.1 Strong brand image: Starbucks brand name, quality customer service and store ambience are its key strengths. It has maintained its international operations to ensure consumer recognition. Starbucks is renowned for its high quality products and has maintained a consistently positive consumer experience that has helped Starbucks build a strong brand image. Starbucks spends less than 1% of revenue on advertising and promotion each year which indicates they rely on an established company image (P. Ghauri, International marketing case study: Starbucks-Going Global Fast). Starbucks key competitor in Japan-Doutor coffee, had taken advantage of Starbucks brand image and copied its logo, while replicating the experience rendered to customers in its retail outlets. (Ono, 2003). This shows that the Starbucks image is a strength worth mimicking. With a well-established brand image in America, it was sure to expect recognition in the Japanese market, because the consumers there have a fondness for everything western . (http://azjatycka.wordpress.com/2009/11/05/international-marketing-strategy-of-starbucks-in-japan-success-or-a-failure/) 1.1.2 Commitment to community: Starbucks contributes a considerable amount of its resources to corporate social responsibility programs (Kotabe Helsen, 2004). According to Butler (2006)-CSR programs influence 70% of all consumer purchasing decisions, with many investors and employees also being swayed in their choice of companies. As a result, Starbucks involvement in the CSR programs helps its competitiveness in the business world. 1.1.3 Widespread Presence in International Markets: Starbucks has ventured into foreign markets with astonishing pace opening its outlets in 40 countries with 2068 stores worldwide. This widespread expansion has allowed its presence to be felt across the globe. 1.1.4 Retail outlets present at convenient and accessible locations: Starbucks has opened a number of coffee shops at convenient locations like shopping malls, libraries, university campuses, office buildings etc. They are typically located in high traffic, high visibility locations.(Starbucks annual report, 2008) 1.1.5 Presence of a variety of food items Beverages in addition to Coffee: Starbucks stores offer a choice of regular and decaffeinated coffee beverages, a broad selection of Italian-style espresso beverages, cold blended beverages, iced shaken refreshment beverages and a selection of premium teas. Starbucks stores also offer a variety of fresh food items, including healthier choice selections focussing on high-quality ingredients, nutritional value and great flavour. 1.1.6 Well Developed Corporate Strategy and Good Marketing skills. Weaknesses: 1.2.1 Lack of internal focus: Starbucks focuses too much on over-expansion, at times tending to ignore the problems arising withinconsistent employer dissatisfaction. The number of competitors: There are an ever increasing number of competitors that either mimic the Starbucks concept or try to get on par with its growth by providing the same line of products at a lesser price. Examples: Dotour Coffee, Tullys Japan, Mac Donalds. Self- cannibalisation: The strategy of over expansion has resulted in stores opened very close to each other, thus eating into the others sales. Product Pricing: Starbucks perceives itself as a premium gourmet coffee brand and bases its price on the quality of its beverages and in-store customer experience. Unfortunately, many competitors while offering a similar type of environment and lesser priced beverages are eating into Starbucks market share. 1.3 Opportunities: Flexible Tastes: Japanese consumers are influenced by western brands and have a fondness for them. They are open to new products and tastes and hence Japan is a viable market to test new products. New concepts can be concocted and brought out in the market at a faster pace, when compared to US or Europe. Thus those products that turn out to be popular and gain acceptance in the Japanese market can be introduced in the US market with positive expectations. For example, the Green Tea Frappuccino which was first introduced in Japan turned out to be a sensation and was thus launched in the United States too. (http://www.qsrmagazine.com/articles/news/story.phtml?id=4589). Thus, the flexible tastes of Japanese consumers give Starbucks an opportunity to develop new products and gain profits. Instant products: Starbucks recently launched its first premium soluble coffee stick product in Japan. About 60% of the total coffee sold in Japan is soluble. Hence Starbucks can capitalise on this aspect of Japans coffee market to enhance its sales through a variety of soluble ready to make coffee products. (http://news.starbucks.com/article_display.cfm?article_id=416) Diversifying its beverages: Starbucks is looking to sell regional wine and beer at its outlets in Seattle. It could introduce this concept in some of the Japanese stores as consuming western alcoholic brands is a trend among the Japanese clientele. (http://www.thestreet.com/story/10891284/starbucks-tests-alcohol-cheese-offerings.html . Growth opportunities: Though the overall market in Japan is nearing saturation, and Starbucks overexpansion in big cities has given it a lesser change at a steep growth, it could still expand to the less-saturated regions allowing it to exceed its growth potential. 1.4 Threats: 1.4.1 Cannibalisation: Starbucks extravagant growth and over expansion involves a risk of customer fatigue. Starbucks has introduced an array of new products and an increased product innovation lowers the sale of current products. Also with many stores opened close to one other, there is a risk of some stores facing loss. Thus, cannibalisation is a major threat as the coffee chain is reaching saturation in most of the big cities. 1.4.2 Dependency on raw materials The fluctuations in coffee and dairy prices are a potential threat for Starbucks. Starbucks is reliant on dairy and a rise in prices of the raw material could affect its profit margins. (Wikinvest, 2008). 1.4.3 Cultural differences: In USA, about 80% of Starbucks sales are takeout orders. In Japan 80% of consumers prefer to drink in the store outlets. Thus consumers preference to use the store atmosphere might turn out to be a threat to Starbucks plans of building a number of drive through outlets in Japan. (Chozick,2006). 1.4.4 Shrinking Disposable incomes. 1.4.5 Competition: Immediate competition from fast-food restaurants catching on the specialty coffee wave and developing products that competes with Starbucks. Tim Hortons -Nestle Dunkin Donuts McDonalds PESTLE ANALYSIS: Political Factors: Despite being far apart geographically, Japan USA have similar political structures. The Emperor is the head of the state, but the real power resides in the parliament and is mainly held by the Prime Minister.( House of Councillors, 2008). In USA, different states have the power to regulate businesses; whereas in Japan, regulations are laid down by the Diet and enforced throughout the country. This indicates that there are less complicated and less conflicting regulations to be concerned about when International businesses seek entry into the Japanese market. ( House of councillors, The constitution of Japan, as promulgated on November 3, 1946). (http://www.sangiin.go.jp/eng/law/index.htm) Economic Factors: Measured on a purchasing power parity basis, Japan is the 3rd largest economy in the world. But going by the official exchange rates, Japan would emerge as the 2nd largest economy, behind USA. Japan had a spectacular economical growth in the 1980s, however, growth slowed down considerably in the 1990s. Japan entered into recession in 2008, with 2009 marking a return to near 0% interest rates( CIA, as accessed on 24th oct,2010) with its GDP rising to 5.3%, when compared to 1.2% in 2008. Socio-cultural: Individuals from varied backgrounds are exposed to different traditions, rituals, customs and religions. All these factors provide human beings with various learning environments, which cause significant variations in standards, behaviour, attitudes and beliefs (David,1998). A comparison of the subsidiary parent countries is important for the success of a business seeking to expand in the foreign market, as this would lead to a better understanding of the local market. The Japanese as opposed to the Americans act more collectively and tend to be loyal to their respective groups. The Japanese often sacrifice their personal goals and ambitions to promote group interests. A low context society in USA shows that Americans are more direct in their communications and their messages are explicit. Whereas the Japanese use indirect ways to communicate and their voice intonation, timing and expressions play important roles in conveying information. (David, 1998) Technological: Technological factors greatly influence business strategies as they provide an opportunity to exploit innovations and inventions. Japan is one of the most technologically advanced countries in the world and ranks 18th on the list.(http://gpmgroup.info/2007/04/27/the-most-technologically-advanced-countries). Thus it is more convenient to introduce technologically driven customer service into the Japanese market. There is scope for incorporating the American system of internet ordering in to Japan with the intension of faster service. Starbucks is continuously searching for ways to better a customers experience. With the introduction of the Starbucks Card for example, the Company has created the opportunity to improve customer service, shorten lines and make a customers visit at Starbucks quicker and more convenient. Also, most stores are equipped with WI-FI. Legal: There are no significant legal factors to consider while entering the Japanese market. Though, Starbucks has chosen to enter through a joint venture with SAZABY Inc., a Japanese retailer and restaurateur, because of the peculiarities of the local market. By doing so, Starbucks has given itself a better chance of exploiting the market as SAZABY would have a better understanding of how the Japanese consumers viewed food and coffee.(http://www.docshare.com/doc/155323/Starbucks-global-expansion-strategy2) Porters Five Forces Competition Tullys Coffee, Gloria Jeans, Caribou Coffee etc. Competitors selling similar products, incl. specialty coffees high quality food. Competition nowhere in terms of volume of operations. Threat of new entrants Controlled access of distribution channels Innovation product differentiation Bargaining power of buyers More options due to no. of competitors. Large variety of products. Bargaining power of suppliers Overcrowding of market. Rise in prices of coffee beans. Choose suppliers based on quality, social, environmental economic issues Threat from substitutes Tea Soft drinks Juices Marketing Strategy to Enhance Profitability in the next 2 years: Segmentation: Segmentation is dividing the consumer market into distinct groups based on each individual groups wants, needs, preferences and behaviour. Starbucks is a company that embraces diversity, not limiting themselves to one specific demographic, behavioral, or geographic segment. Individuals appreciate how, regardless of any little difference, at Starbucks they are always treated as equals. (starbucks.com) Taking the demographic factor as the desired basis for segmentation: Gender: Sixty percent of Starbucks Japan market are woman customers in their 20s and 30s. (http://community.seattletimes.nwsource.com/archive/?date=20020819slug=starbucks19). Hence Starbucks should further penetrate the market by retaining the woman customer base and increasing its appeal amongst them by providing incentives in terms of products, ambience and experience. Age: Most of Starbucks customers are educated, working personnel who can afford the high prices of the products offered. Starbucks has a limited consumer base with females in the age group of 25-39 forming their major share of consumers.(http://www.euromonitor.com/Japan_a_nation_of_coffee_lovers). It should reach out to the younger and much older groups by introducing a line of nutritional beverages. Education Income: Starbucks genius was to redefine the meaning of affordability regarding coffee. Target consumers were identified with regards to their living environment, level of income and education. They were convinced to pay premium prices for the experience, service and quality they were getting. The company was able to capture the changing consumer behaviour since the 1980s: more out-of-home entertainment, more self- gratification from consumers towards a good movie, a good glass of wine and a good cup of coffee. By raising the perceived value of the product for the consumer, Starbucks was able to raise its prices while keeping the product affordable. Creating brand loyalty through quality and innovation was also an important factor in decreasing the price elasticity of this commodity product. Thus, Starbucks should maintain this strategy and look less towards price reduction and more towards quality enhancement, a characteristic that has helped it build its brand. Targeting: Starbucks should practice differentiated targeting as it should try and capture a more wider section of the society. As it has identified the female gender to be its major consumers, Starbucks should retain this market and further expand it by targeting the woman clientele and coming out with more products that appeal to them. Also in order that it recieves a larger share of the male consumers, it should try and blend with the Japanese culture and accept their preference for smoking in some stores. Starbucks has already established its image amongst the educated and high income society. But, it should go one step further by seperately targeting the younger generation who are bound to follow in the footsteps of their peers and elders. In order that it recieves more number of teenagers, it should try and develop an atmosphere within its stores in terms of products and store experience that would appeal to the teens. Product Positioning: Starbucks is listening to the needs of the educated by devoting its business and research to developing ways to cater to this groups wants and needs. In addition to further building on its product quality and in-store customer experience, Starbucks should make itself more accessible to a wide variety of people by opening several quick stop services that would cater to the new generation of coffee drinkers because college-age students and the general population are always in a rush with little time to spare. The quick stop services and kiosks will make the process of buying coffee easier by eliminating long lines and creating alternative ways to buy coffee faster and will avoid the prospect of impatient customers. Starbucks should position itself as a brand not reserved only for the premium, high income society, but as a quality store that reflects on the needs and wants of all. As most Japanese are health conscious, it should try and build an image which does not discourage the teens and older people from visiting its stores. By bringing out more food items that match the Japanese palate, it should position its brand image as An American taste induced with Japanese flavors. Using the Marketing Mix to assist the chosen growth strategy: 1. Product: Diversify the product line: The tradition of tea drinking in Japan has been prevalent from the early beginning. There are many varieties of tea, and some of them, especially Green tea can be bought anywhere. Tea has proved to be a popular drink for most Japanese because of its wide variety of tastes. Thus, by introducing a few select varieties of tea in its store outlets, it would touch at the roots of the consumers. It would directly be percieved as a renowned American brand that cares to accomodate the Japanese tastes. (http://azjatycka.wordpress.com/2009/11/05/international-marketing-strategy-of-starbucks-in-japan-success-or-a-failure/). The presence of soybean in Japanese dishes is indispensable. Its not only widely accepted as the staple ingredient in Japanese dishes,be it rice, curd or soup, but also has great nutritional value. It finds its place in Japanese breakfast, lunch and dinner. It contains a chemical, soy isoflavones, which when accumulated in the body, functions like the female sex hormone(estrogen), which in turn promotes bone formation. Hence it is considered useful for post-menopausal women whose estrogen levels are low. Also soy isoflavones has been found to reduce the risk of breast cancer by 40%.( http://www.mindfully.org/GE/2003/Kikkoman-Non-GM-Soy22jun03.htm). Since Starbucks has found its presence to be more popular among woman, it will only increase its appeal to them by introducing a variety of beverages and food items that contain soybean in its diet. It should also bring about innovations in its product line, making them more nutritious to consume, thus forwarding its appeal to the health c onscious society. Introduce a line of health drinks, fruit juices that would attract teenagers who percieve Starbucks as a high end store selling speciality coffee. The presence of flavored non-caffeine drinks would help capture the teen market. 2. Place: Diversify its stores: Many critics had expected Starbucks to fail because of its strict no-smoking policy within its stores. The general Japanese customer prefers to smoke with food and drinks. But this strategy attracted many young health concious women who then accounted for Starbucks majority sales.(http://community.seattletimes.nwsource.com/archive/?date=20020819slug=starbucks19). Although starbucks has so far managed to sustain its growth, competitors with a tolerance to smoking are providing good reason for its drop in sales in recent years. Hence,in order to attract a more varied clientele and improve profitability, Starbucks should make an exception in the case of Japan and introduce some stores that accept smoking; adapt to its culture. They could still stick to their rationality behind no-smoking environment to preserve the aromas flavors of the coffee beans(Starbucks website) by not allowing in-store smoking. Certain stores with a wider space facility could bring in open-air seating arrangemen ts. This way, those who wish to smoke can take a seat outside and enjoy a starbuck coffee. Another way would be to introduce balconies in some stores that have 2 or 3 storeys. Build on its in-store experience: Starbucks should build more in its store atmosphere rather focus on building drive-through outlets. In Japan 80% of the coffee consumers like to drink inside the store, while relishing the ambience.(chozick,2006). Although starbucks has an untarnished brand image, it should further build on its superior quality of store atmosphere in order to remain competitive and keep up sales. The hygiene of the stores, book readings, baby changing stations, sleek furniture and posh interiors are the key to its ability to provide a quality customer experience. Given that the majority of its customers are women and the Japanese love for the English language, it should transform certain sections of the store to accomodate a reading section that would comprise more of women oriented magazines and books that teach english. Choose a larger number of distribution units: Starbucks should improvise on its plan to introduce its instant coffee-starbucks VIA across convenience stores in Japan. It had announced the launch of its instant products in 11000 convenience and grocery stores in september. (http://www.finchannel.com/Main_News/Business/70201_Starbucks_VIA_Ready_Brew_Hits_Grocery_Aisles_Around_the_World/). By doing so, it has exposed its brand to the worlds largest instant coffee market. (http://www.reuters.com/article/idUSTRE63C1NG20100413). Now the availabity of starbucks instant products is not limited only to its retail outlets. However, the presence of its competitors( Nestle and Kraft) in the instant coffee segment is more widespread and well established. Thus, it should try to capitalise on Japans $5 billion instant coffee market by providing its instant products to more number of distribution units and seal its presence. 3. Price: Prices of instant products: Starbucks should consider reducing the price of its instant products to enable higher sales. Starbucks is to sell a box of 3 VIA instant soluble sticks for 300 yen, which amounts to 100 yen per cup, and a box of 12 sticks for 1000 yen. When compared, its competitor Nescafe has a rival offering of 15 sticks for 300 yen. (http://www.reuters.com/article/idUSTRE63C1NG20100413?pageNumber=2). Thus, there exists a wide price gap for its instant products and since Starbucks VIA will be occupying the same shelf space as Nescafe, Kraft etc., it would find it difficult to gain acceptance in the market. A customer would go up to the racks and find the rival offerings more viable. Hence, Starbucks should look to cut down its prices on instant products. It can afford to do so without the risk of diluting the brand image built on high end coffee, as the instant coffee would come without the experience of physically being in the store. Prices of in-store products: Starbucks prices of in-store products are higher when compared to its competitors. It is looking to further raise the prices of some 20 beverages and 5 coffee bean products. (http://www.japantoday.com/category/business/view/starbucks-japan-to-raise-coffee-prices). It should retain this pricing strategy as it differentiates itself from its competitors by providing an excellent quality customer experience. Also most of its outlets are located on expensive pieces of real estate in centralized, busy areas of Japan. 4. Promotion: Cultural Entertainment campaigns: Starbucks should come out with various cultural and entertainment campaigns to attract the Japanese youth, a segment of the society it has still not managed to woo successfully. Conclusion Starbucks is ahead of the rest in the Japanese coffee market, but there is still room for improvement. A decentralised structure accompanied with a mixed global strategy has helped the company to find a balance between reaching economies of scales and responding to the local market. By establishing a joint venture with local retail chain Sazaby Inc., it has reduced their risks of being unfamiliar with the market; and Starbucks has successfully gained the knowledge and channels of distribution from its partner. Starbucks strong brand image and customer loyalty has contributed to their maintaining a leading position in this market. By diversifying its target consumers and innovating its product line, it should be able to further strengthen its market share.

journeyhod A Journey into the Heart of Darkness :: Heart Darkness essays

A Journey into the Heart of Darkness   The white man is evil, or so says Joseph Conrad in his novel Heart of Darkness, which describes the colonial transformation of the symbolically angelic African wilderness into an evil haven for the white man.   The novel presents a psychological journey into the core of evil or "heart of darkness" in one's own mind, as he or she progresses through the jungle. The reader follows Marlow, the novel's narrator, along such a journey.   His psychological changes as he approaches the heart of darkness are evident, as the reader observes, in his views of the African natives, lying and Kurtz.     Marlow is an honest man.   He sets out on a genuine search for answers to his questions of exploration of the unknown "when (he) was a little chap" (Conrad 64).   Marlow was drawn to a certain place on the world map, called the Congo "the biggest, the most blank, so to speak---that (he) had a hankering after" (Conrad 64). Upon first entering the mouth of the Congo River, Marlow declares his stance on lies and those who lie.   [He believes that lying in the worst thing for a person.] He vows never to lie in his life.   After reading Kurtz's report about his progress down the Congo, Marlow finds that Kurtz lied, and in part loses all the respect he ever had for Kurtz.   However, Marlow still continues to pursue him.   Marlow continues his journey up the Congo River, penetrating further and further into the heart of darkness.   In the process, Marlow reverts back to his innate state to survive, whether or not that means going against his principles.   Finally, 200 mi les later, Marlow meets Kurtz, who is the object of his psychological desire, only to find him very ill.   After Kurtz's death, Marlow finds himself transformed into a person he thought he would never become, a liar.   Marlow lies to Kurtz's intended about Kurtz's last words when he returns to Europe. After being consumed by the heart of darkness, Marlow throws away his previous values as he reverts into a savaged, almost evil state of mind.     Though honest, Marlow is a prejudiced man; he is the epitome of colonialism.   Going into the Congo, Marlow views the natives as prehistoric evils in desperate need of white influence and civilization. Throughout the physical journey, Marlow is confronted with the natives time and time again, seeing them chained as slaves, living in a village and attacking his own steam boat.

Madness

Maddness and sanity are seen to be universally known opposites. They are as different as two things can get. They are generally seen to be balancing forces such as light vs. Dark, yin vs. Yang, and so on. In the Baccae, Pentheus represents sanity, while Dionysus represents maddness. However, Euriprides portrays the struggle between maddness and sanity as one sided, rather than an even battle. Through out The Baccae, Euriprides hints at maddness being the ultimately dominant force in the battle between the two.Various events in the Baccae show that Euriprides believes hat the battle between sanity and maddness is always in favor of the side of maddness, showing that maddness will always win in the end. In the Baccae, the seer Tiresias chastises Pentheus for not honoring Dionysus. Pentheus has been arguing that all the new god's rituals are crazy, and he does not want them allowed in his city, to which Tiresias responds; â€Å"There is no cure for madness when the cure itself is mad. † (22). Tiresias is trying to tell Pentheus that him that denying the madness that Dionysus brings is itself a crazy idea.Pentheus epresents sanity and order, and he is trying to keep his city from falling into the hands of the maddness that follows Dionysus. But no matter how hard he tries, the struggle is between a god and a mortal. There is no way for Pentheus to win. This is Euripides showing that it is basically futile to fght maddness, and that ultimately, we have no choice in the matter. Maddness is so dominant over sanity, that we it is a waste of effort, and things would be much easier if we simply succumbed to maddness.Speculating on the effect that Dionysus has brought with his presence, Pentheus ays; â€Å"So, like a wildfire it already hurries here, outrageously, this mass hysteria, disgracing us before the whole of Thebes. † (121) No matter how much Pentheus did to prevent madness from enveloping his city and his entire life, the power of madness is Just t oo strong. This quote shows the overwhelming power that madness has. No where in the Baccae does euripides show the awesome power that Pentheus, or sanity holds.Euripedes is again showing that madness is far more powerful than sanity. Although madness can be held off for a while, like the simile to the wildfire, ltimately, the wildfire that is madness will envelope that which it inhabits. The chorus sings; â€Å"Slowly but surely divine power moves to annul the brutally minded man who in his wild delusions refuses to reverence the gods. † (173)This is the Chorus alluding that to deny the gods is madness. This is an example that isn't an event of the story, but comes from the chorus, who arent involved at all with what takes place. his is evidence which shows us that Euripides really is trying to show how maddness is dominant, not Just through the events that take place in the Baccae. Euripes is really trying to show the overwhelming power that maddness wields. The very fact t hat the people telling us this worship a god who induces madness as a hobby is Euripedes reinforcing the idea that no matter what you do in the world of The Bacchae, or in life, maddness ultimately dominates.The messenger comes back to recount on what ne nas was toaming at the mouth Her eyes dilated rolled. Her mind was gone–possessed by Bacchus–she could not hear her son. (225) The natural instinct of a mother is to protect and care for her offspring. That is what her natural, maternal instincts consist of. The wellbeing of her offspring is any mother's natural, sane goal. So the fact that the maddness that Dionysus brings could make Agave rip her own son to shreds shows that maddness prevails over the sanity that Agave had. Agave was not known to be a particularly unstable character, so the fact that dionysius could drive her to commit such a terrible act to her own offspring leaves little hope for sanity prevail in the fght.Euripedes uses such a terrible and gruesom e example to show that madness is a terrible and owerful force. Euripedes is showing us a metaphore, where sanity is represented by Pentheus, and he is torn apart by the maddness that has taken his own mother. This is a terrifying way for Euripedes to show the imbalance between the two forces. After Pentheus tries to chain and torture Dionysus, The god tries to persuade Pentheus to change his mind. However Pentheus resists the persuasive power of the god. â€Å"l don't think so. You're setting me up for your tricks again. (984) This shows that maddness can be fought. Pentheus is remaining strong, and fghts bending to the will of Dionysus. There is power in sanity, and it can be used to battle madness. But this is Just Euripedes showing that sanity is not completely defenseless. It is not him showing that sanity can defeat madness in the end. Maddness can be battled, but it can never be defeated. This is showing that no matter how drawn out the battle with madness can be, the end re sult will always be madness dominating. Euripedes's outlook on the battle between sanity and madness is a bleak one.Tragedies are not supposed to be happy ending type of stories. Although Euripedes is saying that maddness will ultimately triumph over sanity, not everyone is confronted with that battle. Madness is not present in the lives of all living things. Euripides is saying that if madness presents itself, it will ultimately consume that which is puts itself upon. This is still a very bleak outlook on things, however it is only what Euripides is conveying through the Baccae. He may not even believe this, and if he does, there is no reason to believe he is correct. Madness Maddness and sanity are seen to be universally known opposites. They are as different as two things can get. They are generally seen to be balancing forces such as light vs. Dark, yin vs. Yang, and so on. In the Baccae, Pentheus represents sanity, while Dionysus represents maddness. However, Euriprides portrays the struggle between maddness and sanity as one sided, rather than an even battle. Through out The Baccae, Euriprides hints at maddness being the ultimately dominant force in the battle between the two.Various events in the Baccae show that Euriprides believes hat the battle between sanity and maddness is always in favor of the side of maddness, showing that maddness will always win in the end. In the Baccae, the seer Tiresias chastises Pentheus for not honoring Dionysus. Pentheus has been arguing that all the new god's rituals are crazy, and he does not want them allowed in his city, to which Tiresias responds; â€Å"There is no cure for madness when the cure itself is mad. † (22). Tiresias is trying to tell Pentheus that him that denying the madness that Dionysus brings is itself a crazy idea.Pentheus epresents sanity and order, and he is trying to keep his city from falling into the hands of the maddness that follows Dionysus. But no matter how hard he tries, the struggle is between a god and a mortal. There is no way for Pentheus to win. This is Euripides showing that it is basically futile to fght maddness, and that ultimately, we have no choice in the matter. Maddness is so dominant over sanity, that we it is a waste of effort, and things would be much easier if we simply succumbed to maddness.Speculating on the effect that Dionysus has brought with his presence, Pentheus ays; â€Å"So, like a wildfire it already hurries here, outrageously, this mass hysteria, disgracing us before the whole of Thebes. † (121) No matter how much Pentheus did to prevent madness from enveloping his city and his entire life, the power of madness is Just t oo strong. This quote shows the overwhelming power that madness has. No where in the Baccae does euripides show the awesome power that Pentheus, or sanity holds.Euripedes is again showing that madness is far more powerful than sanity. Although madness can be held off for a while, like the simile to the wildfire, ltimately, the wildfire that is madness will envelope that which it inhabits. The chorus sings; â€Å"Slowly but surely divine power moves to annul the brutally minded man who in his wild delusions refuses to reverence the gods. † (173)This is the Chorus alluding that to deny the gods is madness. This is an example that isn't an event of the story, but comes from the chorus, who arent involved at all with what takes place. his is evidence which shows us that Euripides really is trying to show how maddness is dominant, not Just through the events that take place in the Baccae. Euripes is really trying to show the overwhelming power that maddness wields. The very fact t hat the people telling us this worship a god who induces madness as a hobby is Euripedes reinforcing the idea that no matter what you do in the world of The Bacchae, or in life, maddness ultimately dominates.The messenger comes back to recount on what ne nas was toaming at the mouth Her eyes dilated rolled. Her mind was gone–possessed by Bacchus–she could not hear her son. (225) The natural instinct of a mother is to protect and care for her offspring. That is what her natural, maternal instincts consist of. The wellbeing of her offspring is any mother's natural, sane goal. So the fact that the maddness that Dionysus brings could make Agave rip her own son to shreds shows that maddness prevails over the sanity that Agave had. Agave was not known to be a particularly unstable character, so the fact that dionysius could drive her to commit such a terrible act to her own offspring leaves little hope for sanity prevail in the fght.Euripedes uses such a terrible and gruesom e example to show that madness is a terrible and owerful force. Euripedes is showing us a metaphore, where sanity is represented by Pentheus, and he is torn apart by the maddness that has taken his own mother. This is a terrifying way for Euripedes to show the imbalance between the two forces. After Pentheus tries to chain and torture Dionysus, The god tries to persuade Pentheus to change his mind. However Pentheus resists the persuasive power of the god. â€Å"l don't think so. You're setting me up for your tricks again. (984) This shows that maddness can be fought. Pentheus is remaining strong, and fghts bending to the will of Dionysus. There is power in sanity, and it can be used to battle madness. But this is Just Euripedes showing that sanity is not completely defenseless. It is not him showing that sanity can defeat madness in the end. Maddness can be battled, but it can never be defeated. This is showing that no matter how drawn out the battle with madness can be, the end re sult will always be madness dominating. Euripedes's outlook on the battle between sanity and madness is a bleak one.Tragedies are not supposed to be happy ending type of stories. Although Euripedes is saying that maddness will ultimately triumph over sanity, not everyone is confronted with that battle. Madness is not present in the lives of all living things. Euripides is saying that if madness presents itself, it will ultimately consume that which is puts itself upon. This is still a very bleak outlook on things, however it is only what Euripides is conveying through the Baccae. He may not even believe this, and if he does, there is no reason to believe he is correct.

Sharon Olds And William Shakespeare Essays - Sonnet 116, Sonnet 1

Sharon Olds And William Shakespeare Essays - Sonnet 116, Sonnet 1 Sharon Olds And William Shakespeare From the Present to the Future through the Eyes of Love Plato once said, At the touch of love everyone becomes a poet. What is Love? Love is an attraction based on sexual desires: affection and tenderness felt by lovers. (Merriam Websters Dictionary) We see a lot of love, marriage, broken-hearts, lust, and sex in today society but also in poetry we read by great authors. A poem such as Sharon Olds, Sex Without Love. Also from the past that knew the meaning of love through his plays, poems, and especially from his sonnets, William Shakespeare, Sonnet 116 Let me not the marriage of true minds. I will analyze each poem and sonnet and show my own point of view and show the similarities and differences. In Sharon Olds, Sex Without Love, she passionately describes the authors disgust for casual sex. She vividly animates the immortality of lustful sex through her language variety. Olds clever use of imagery makes this poem come to life. Her frequently uses of similes to make the audience imagine actual events. For example, Olds describes making love as Beautiful as dancers. (Sharon Olds, Line #2) In this line, she questions how one can do such a beautiful act with a person whom one is not in love with. Olds also describes sex as gliding over each other like ice skaters over the ice.(Sharon Olds, Line #3,4) She is referring to sex as a performance. Imagine an ice-skating performance, each ice skater is performing for judges and an audience to win an award. Olds uses this simile to relate people performing for one another. When two people truly are in love, there is no need for any special show or performance. Another simile the author uses is As wet as the children at birth whose mothe rs are going to give them away, (Sharon Olds, Line #6,7,8) to simulate a sweaty lovemaking scene. The simile light rising slowly as steam off their joined skin (Sharon Olds, Line #11,12,13) can also be used to perceive the same image of a hot, sweaty, and passionate love making scene. The author repeatedly questions how two people who are not in love can perform such a spiritual act. The simile As wet as the children at birth whose mothers are going to give them away, can also be used to represent the outcome of lustful copulation. When two people engage in sexual activities, a large percent of the mothers choose to ignore the outcome and either abort or give their children up for adoption. Olds compares the lovers with great runners. (Sharon Olds, Line #18) In this simile, she implies that lovers are alone with their own pleasures. Olds questions this selfishness throughout the poem. How can two people be alone in pleasure, when sex is supposed to be both physically and emotionally shared between lovers? Olds uses hyperbole to describe her belief that sex and God are entwined. These are the true religions, the priest, the pros, the one who will not accept a false Messiah, love the priest instead of the God. (Sharon Olds, Lines #13-17) In these lines she says that sex is more than pleasure, and if one is merely using sex for pleasure they are accepting a false God. She describes people as hypocrites who claim to love the lord, yet engage in immoral sex. In the lines, How do they come to the / come to the / come to the / God / come to the / still waters, and not love / the one who came there with them, (Sharon Olds, Lines #8-11) Olds describes two people climaxing. The choice of words wet, come, still waters, and came add to the suggestion of this climax. Olds uses the sexual imagery to address her subject as well as to convey a sense of intimacy. Olds perceives sex as spiritual, and wonders how people can bring a person with whom they are not in love with befo re God. Olds uses hyperbole to share her disgust of casual sex with her audience. Sharon Olds clearly despises people who engage in sex without being in love. She is able to emphasize her view in a tasteful

Accuracy Definition in Chemistry

Accuracy Definition in Chemistry Accuracy refers to the correctness of a single measurement. Accuracy is determined by comparing the measurement against the true or accepted value. An accurate measurement is close to the true value, like hitting the center of a bullseye. Contrast this with precision, which reflects how well a series of measurements agree with each other, whether or not any of them are close to the true value. Precision can often be adjusted using calibration to yield values that are both accurate and precise. Scientists often report percent error of a measurement, which expresses how far a measured value is from the true value. Examples of Accuracy in Measurements For example, if you measure a cube that is known to be 10.0 cm across and your values are 9.0 cm, 8.8 cm, and 11.2 cm, these values are more accurate than if you had gotten values of 11.5 cm, 11.6 cm, and 11.6 cm (which are more precise). Different types of glassware used in the lab are inherently different in their level of accuracy. If you use an unmarked flask to try to obtain 1 liter of liquid, youre likely not going to be very accurate. If you use a 1-liter beaker, youll probably be accurate within several milliliters. If you use a volumetric flask, the accuracy of the measurement may be within a milliliter or two. Accurate measuring tools, such as a volumetric flask, are usually labeled so a scientist knows what level of accuracy to expect from the measurement. For another example, consider mass measurement. If you measure mass on a Mettler scale, you can expect accuracy within a fraction of a gram (depending on how well the scale is calibrated). If you use a home scale to measure mass, you usually need to tare the scale (zero it) to calibrate it and even then will only get an inaccurate mass measurement. For a scale used to measure weight, for example, the value could be off by half a pound or more, plus the accuracy of the scale may change depending on where you are in the instruments range. A person weighing close to 125 lbs might get a more accurate measurement than a baby weighing 12 lbs. In other cases, accuracy reflects how close a value is to a standard. A standard is an accepted value. A chemist might prepare a standard solution to use as a reference. There are also standards for units of measurement, such as the meter, liter, and kilogram. The atomic clock is a type of standard used to determine accuracy of time measurements.

Sor Juana Ines de la Cruz Essay Example | Topics and Well Written Essays - 500 words - 44

Sor Juana Ines de la Cruz - Essay Example The remarkable details of her challenges in life focus on her quest for knowledge. At a very tender age of three, she has showed signs of commendable intellectual skills that the collection of books of his grandfather served as her mental refuge. It was likewise revealed that by the age of six or seven, her burning desire to learn more through formal education led her to beg her mother to send her to Mexico University, an institution exclusively for males, as she planned to disguise as a boy (Oregon, par. 5; Kantaris, par. 12). When her grandfather supposedly died, she was sent to Mexico to live with her aunt. It is here where she had learned lessons in Latin grammar, which, as averred by Kantaris, â€Å"enabled her to read philosophical and theological works in the language, and she came to be considered as something of a child prodigy. She began to be lionized in high society for her intelligence and also for her famed beauty† (par. 12). Her works that focus on the right of women to education were highly admirable given that she lived during a time when rights of women, especially to higher education were not yet encouraged, nor acceptable. In her literary work entitled Reply to Sor Philothea, the depth of her contentions revealed that: if fathers wish to educate their daughters beyond what is customary, for want of trained older women and on account of the extreme negligence which has become women's sad lot, since well-educated older women are unavailable, they are obliged to bring in men teachers to give instruction...As a result of this, many fathers prefer leaving their daughters in a barbaric, uncultivated state to exposing them to an evident danger such a familiarity with men breeds (Oregon, par. 2) Further, through personal determination and discipline, she harnessed her skills, knowledge and abilities that enabled her to achieve what she sought for, despite difficulties and challenges of her times.

Grande Dixence Dam Essay Example | Topics and Well Written Essays - 250 words

Grande Dixence Dam - Essay Example To complete the construction of the dam’s wall about 6,000,000m3 of concrete was required (Berlow 67). The construction of Grand Dixence dam involved four major construction stages. The first stage involved the erecting of 182 meters high wall, which is about 0.64 of the dam’s full height. In the first stage about 1.85 million meters cubed of concrete was used, which is about 0.3 of dam’s total concrete volume. During the construction process, to ensure sound forces transfer and interlinkage between concrete â€Å"†¦ previous stage to the following, downstream face of the dam in the first, the second and third stages were completed step by step for which the surfaces of the of the vertical planes of the steps were provided with projections† (Landau & Mgalobelov 102). In all the four stages the construction process of the dam had to take into account any possibility of tensile stress occurrence due to â€Å"†¦ partial filling of the reservoir on the stress strain state of the dam† (Landau and Mgalobelov 102). As such, the construction of the dam h ad to be executed